Golf Products

From pillow gifts and tee gifts to awards and prizes, the products that are distributed to participants in golf meetings and tournaments help the event to have a lasting impact. This article tells what you need to know to select the right products for your event, and where to find more information.

OVERVIEW

Of the $20 billion a year that Americans spend on golf equipment, clothing and products, about $25 million is spent on the gifts and tournament prizes that are an essential ingredient in corporate golf outings, meetings and incentive programs, according to the National Golf Sales Representatives Association.

These products run the gamut from useful accessories such as visors, towels and golf balls to lavish awards such as high-end golf clubs, crystal and exotic vacations. Particularly for corporate meetings in which a golf tournament is the centerpiece event, meeting organizers should give careful thought to the gifts and awards that will be distributed. Quality items make a statement; that is important when valued customers or vendors are participating in the tournament, or when the golf event doubles as an incentive reward.

Bill Hoffman, executive director of the National Association of Golf Tournament Directors, says, "Instead of just taking back memories, the players take back something tangible--and it continues to remind them of the event and the company that hosted the event. It makes them want to return."

Adds Tim Maret, golf program manager for the National Kidney Foundation, "The quality of a golf tournament is weighed by the quality and the amount of 'stuff' the players get for participating."

TYPES OF ITEMS

Golf items are given before, during and after the event. They fall into the following categories:

Teasers, meant to generate interest in the event or, in the case of an incentive program, to motivate employees to achieve their goals, are mailed to participants beforehand. These are usually small, such as a golf ball embossed with the company logo.

Tee gifts, usually of a practical nature, are given on site before the golf outing or tournament begins. They are meant to be used by participants during and after the event.

Awards and prizes, typically of greater value than teasers and tee gifts, are given to tournament winners (always members of the first-place foursome, but often, too, the second-place finishers and other runners-up), usually at an awards ceremony following the tournament. (Sometimes, the awards ceremony is held in conjunction with the meeting's closing banquet.) Awards and prizes also are given to winners of individual contests held during the tournament, such as Longest Drive, Longest Putt and Closest-to-the-Pin.

Your organization may choose to offer prizes to golfers who make a hole-in-one on a designated par-3 hole. Hole-in-one prizes are usually of great value, such as an automobile provided by a local dealership or a lavish vacation. Organizations purchase hole-in-one insurance from a specialty company that pays up in the unlikely event of a hole in one.

THINK LOGO

Merchandise associated with a golf meeting usually has a corporate identity. Many gifts and tournament awards have dual logos - those of the corporation and of the event or the resort where the event is taking place. They also may bear the logo of the organization "sponsoring" particular items - that is, underwriting the cost. (Sponsors appreciate the visibility they receive via their logos on golf merchandise used during the event or displayed afterward.) Important point: Some meeting planners acquire gifts and awards at the last minute, usually at the resort's pro shop, but it may be impossible to arrange for a logo to be imprinted at the last minute. Logoed items should be ordered well in advance of the event.

TEE GIFTS

Participants receive a tee gift at the beginning of a golf outing or tournament. The tee gift can be given the morning the golfers hit the links or the night before, as a pillow gift left in guestrooms. Some meeting organizers like to have the tee gift waiting for participants in the golf cart. One executive vice president from an incentive sales company in California thinks it's best to give the tee gift at registration. That way, if the gift is a basket of items such as sunscreen, golf balls and the like, attendees can take out what they plan to use during their stay and stash the rest in their luggage.

At the PGA National Resort in Palm Beach Gardens, FL, a popular tee gift is a range bucket pail filled with items such as a cap, golf balls and a divot repair tool, says Ann Marquardt, the pro shop retail manager.

The quantity and quality of tee gifts vary according to the nature of the event. The most lavish offerings are found at corporate-sponsored golf outings and golf incentive programs. For instance, at the National Kidney Foundation's Cadillac Invitational, a large, corporate-sponsored tournament, the tee gift may include an Etonic golf glove (sized), a sleeve of Top Flight golf balls, an Izod club shirt (also sized), and a metal bag tag with the program on it--all packed in a leatherette embossed pouch.

Lavish or not, tee gifts always include items that attendees will use during their stay. One suggestion from a corporate golf planner is, instead of a sleeve of balls (up to four balls), do 12 balls with logos and spring for the brands the pros are using.

One executive planner says one of the most popular tee gifts she's tried is the Therma Sac, a 1.5-liter bottle originally designed for the Persian Gulf war. It keeps drinks cool all day, no matter how hot it gets on the golf course. You can order Therma Sacs in various colors, imprints logos, and hook them up to the golf carts for the players.

Important point: If you plan on giving clothing items such as shirts, you'll need to know sizes. Query participants about shirt size, glove size, etc., well before the event, perhaps on the registration form.

Following are the most popular tee gift options:

• Golf balls
• Golf towels
• Divot repair tools
• Caps
• Sun visors
• Golf shirts
• Tees
• Bag tags
• Videos
• The book, The Rules of Golf
• Coffee mugs

TOURNAMENT PRIZES AND AWARDS

To recognize the members of the winning foursomes, and winners of individual contests, you have a variety of options:

• Gift certificates valid at the pro shop and/or at the shops throughout the resort. The advantages are obvious: The certificates are easily obtained--even at the last minute--and recipients can select whatever they want. Disadvantage: A gift certificate will not generate memories of the tournament.
  
  
• Cash. Even easier to give than gift certificates. Disadvantage: Same as for gift certificates. Plus, cash is impersonal.
  
  
• Golf equipment. Disadvantage: Avid golfers may want the option of choosing the equipment they receive.
  
  
• Trophies and plaques come in all shapes, sizes and colors and are the most popular form of award. But they are by no means the only option. Just about any high-end merchandise, such as crystal, an original artwork, a clock, or a sculpture can double as an award. These engraved trophies, plaques, and merchandise awards are displayed in recipients' homes and offices, providing a tangible reminder of the golfing accomplishment. Among items that Randy Robertson has used for awards: framed and engraved golf course prints and antique golf clubs mounted in a shadow box.

AWARD LOGISTICS

• Order trophies and prizes at least two months out. You can order as close as two weeks out, but you take the risk of having your first choice be out of stock.
  
  
• Vendors engrave trophies and prizes as part of their package. Engraving usually consists of the name of the event, location, date, company name or corporate logo, and the category, such as first place or champion and second place or runner-up. Post-tournament, individual winners' names are not usually engraved.
  
  
• Have the vendor warehouse the gifts until you are ready to have them shipped to the site, three days before the event or just before you arrive (whichever comes first). This allows you to check for any breakage or mistakes in engraving. If you find breakage or a mistake a few days out, you'll have time to have a new item shipped to you overnight.
  
  
• Clarify your shipping with your contact at the site. Fax the conference manager, golf pro or whoever is your contact a list of what is coming in, the number of boxes, and tracking numbers.
  
  
• Save the packaging and be prepared to offer shipping to the winners.

HOLE-IN-ONE PRIZES

The mere thought of receiving a large cash gift, a new car, or a luxury vacation for making a hole-in-one on a designated par-3 hole adds a dose of excitement and energy to any golf tournament.

Insurance providers specializing in hole-in-one coverage will insure just about anything. Judy Sokolic, administrative director of the National Hole-In-One Association, Dallas, has seen some unusual prizes offered for a hole-in-one. The National Hole-in-One Association has underwritten policies for an 18-wheel truck, expensive jewelry, plastic surgery, a pallet of scotch whisky, a race horse, a boat, and--for a funeral directors association's tournament--a very expensive casket.

According to Sheila Murphy, vice president of SCA Promotions, a Dallas company that provides planning and insurance coverage for contests such as hole-in-one shootouts and sweepstakes at sporting events, the cost of hole-in-one insurance is usually between 2 and 4 percent of the value of the prize offered. The insurance premium is based on the value of the prize, the yardage of the designated par-3 hole, and the number of golfers playing in the tournament.

At this past summer's America Online employee golf tournament in Virginia, the hole-in-one prize was a $20,000 Volkswagen Jetta. AOL meeting planner Beth Thurston says the company paid $500 for its policy. The Jetta was displayed on the golf course, giving participants added incentive on the hole where the contest was being held.

What are the chances of someone bagging a hole-in-one on the designated hole at your tournament? An American Hole 'n One executive puts the odds at between one in 11,000 and one in 20,000.

American Hole 'n One, Buford, GA, stages a variety of hole-in-one contests, including one in which the four players who shot closest to the pin on a designated par-3 hole participate in a separate million-dollar challenge. The cost of staging that contest is about $200 per participant. The cost for 100 players to take a shot at the million-dollar prize after the regular tournament is $20,000. This million-dollar shootout becomes an event unto itself.

Where to Purchase Hole-in-One Insurance:

American Hole 'n One. Call 800-501-2257; fax 770-271-4006. Go to http://www.americanhole-n-1.com.
National Hole-in-One Association. Call 972-808-9001 or 800-527-6944; fax 972-808-9012. Go to http://www.hio.com.
SCA Promotions. Call 888-860-3700; fax 214-860-3740. Go to http://www.scapromotions.com/.

WHERE TO FIND TEE GIFTS AND AWARDS

The pro shop at the golf course or resort is a good place to start. Pro shop personnel work closely with tournament organizers and can help you select popular items. The pro shop is especially handy if you plan to use only gift certificates as prizes.

Many vendors supply a wide variety of golf-related gifts. Trade shows, golf associations and word of mouth are good sources for finding reputable vendors.

The Professional Golf Association hosts two expositions which feature golf products and services. If you cannot attend these shows, you can purchase the exhibitor directories after the shows by calling the number listed below. The directories contain a complete vendor list from the show including, company contacts and descriptions of inventory. See CONFERENCES AND TRADE SHOWS below.

At the Motivation Show, an exhibition of meeting and incentive travel suppliers, many vendors specialize in golf products. A list of all vendors at the show is available on line year-round at SupplierFinder, which also lists many other incentive merchandise suppliers. To find a supplier, go to #9520, Supplier Finder.

The National Association of Golf Tournament Directors maintains a members' buying service, which gives members access to reduced rates from manufacturers and on-course activities. See ASSOCIATIONS below.

VIDEOS

Thousands of golf instructional videos, many produced by touring professionals, cover all aspects of the game. Tony Ciabattoni, owner of Fairways Corporate Golf Services, Inc., Pittsburgh, says these videos are ideally suited to be given as tee gifts and even as prizes. At informal tournaments, such as an employee-only event, Ciabattoni has awarded the last-place finisher with an instructional video--"after all, they need it most." Obviously, booby prizes should not be given when there is a likelihood that they will offend.

Your golf contact at the resort can steer you to providers of golf videos. The pro shop may even carry several titles.

An example of a unique new product in golf videos is One-on-One with Greg Norman. A mobile video production facility comes to the golf outing, and each participant is filmed swinging his or her club. At the end of the event, each golfer receives a 50-minute, customized video in which he or she appears side-by-side with Greg Norman, who delivers personal feedback as to what the golfer is doing right or wrong. The cost is around $50 per participant. Call Visual Edge Systems at 888-NORMAN 1.

BOOKS

The Rules of Golf, published by the United States Golf Association, is not only an indispensable addition to the golf bookshelf but makes for an excellent giveaway. This and other helpful golf books and videos are available through the USGA's order department at 800-336-4446. A full list of all USGA publications is available on its Web site at http://www.usga.org. The USGA also publishes a gift catalog available through the 800 number listed above.

ASSOCIATIONS

National Association of Golf Tournament Directors. This organization is open to, among others, meeting planners who organize golf tournaments. Educational programming is offered throughout the year. Bill Hoffman is executive director. Call 888-899-2483; fax 702-652-0824. Go to http://www.nagtd.com.

National Golf Foundation is the leading provider of golf business information and measurer of industry trends. It offers more than 200 publications on golf. Call 800-733-6006 or 561-744-6006; fax 561-744-6107. Go to http://www.ngf.com.

United States Golf Association is the sport's national governing body. The USGA writes and interprets the rules of the game; tests balls, clubs, and other equipment; performs turf research; and is the custodian of the history of the game. Call 908-234-2300 or 800-336-4446; fax 908-234-9687. Go to http://www.usga.org.

Promotional Products Association International (PPAI) is a key association to contact for information on suppliers of imprinted products. Call 972-252-0404 or 888-492-6890. Go to http://www.ppa.org/.

CONFERENCES AND TRADE SHOWS

For a list of Industry Events, go to #9510, Calendar of Industry Events.

MEETING PUBLICATIONS

These magazines, all free to qualified subscribers, feature reports on domestic and international properties, some of which include golf. The magazines also publish how-to articles on aspects of running a golf meeting or tournament.

Meetings & Conventions. Monthly. $82.90/yr. Call 800-446-6551; go to http://www.meetings-conventions.com.

Successful Meetings. Monthly. $65/yr. Call 212-592-6263; go to http://www.successmtgs.com.

Meeting News. 18 times a year. $65/yr. Call 800-447-0138; go to http://www.meetingnews.com.

Corporate Meetings & Incentives. Monthly. $65/yr. Call 847-427-2072; go to http://www.meetingsnet.com/.

ONLINE SERVICES

A comprehensive resource on the Web is Golf Travel Online, at http://www.gto.com. The site allows you to search golf resorts by state. Information for each resort is extensive, including details about its golf facilities and rates, local climate, accessibility, other recreational amenities at the resort, meeting space, and an area description.

A broader site is at http://www.golf.com, which is affiliated with Golf Digest magazine and NBC Sports. Clicking on "Travel" brings you to databases of golf courses and golf resorts. The golf resort database here is not as helpful as the one at Golf Travel Online because it lacks information about meeting space.

The site at http://www.golfweb.com is similar in scope to www.golf.com and has a golf locator that helps you select golf resorts based on your desired destination, hotel rates, and course style. The locator is geared mainly to individual travel, however.

A notable feature of http://www.worldgolf.com is its listings of golf products and services, including such categories as business services, art and photography, golf-related gifts, books, and golf schools and training.

The National Golf Foundation, the repository of facts and figures on the sport, maintains an authoritative Web site at http://www.ngf.org/.

RELATED SMN ARTICLES

For more information on products usable as promotional items or gifts, see #3010, Premium Incentives, #3077, Promotional Products, and #3066, Apparel Incentives. For more information about golf meetings, see #5310, Golf Meetings, and #5312, Golf at Conference Centers. Other articles that may be helpful are #5010, Meetings Overview, and #5020, Plan a Great Meeting!