Dubai-based Leisurecorp is bringing the buzz back to the European Tour in more ways than one. What it managed to achieve at the European Open last week should now set a new benchmark for tournaments.
Leisurecorp's association with the European Tour in the form of the Race to Dubai and the season-ending $10 million (Dh36.7m) Dubai World Championship is well documented. What the bonus pool and the opportunity to qualify for the richest prize money event in the history of the game has done is lure several top players from the US PGA Tour to take membership across the pond.
While star players are a very important aspect in determining the success of the tournament, and many events have been guilty of just focusing on that, it is equally vital that you attract the fans to come and watch these players in action.
For most tournament organisers, the definition of viewership is restricted to TV ratings. Turnstile numbers have taken a back seat, which is a real pity, because nothing looks and sounds better than a large group of spectators following these star players and applauding their shots. The players love it, and the TV cameras love it too.
And that was exactly the case at the Leisurecorp-backed European Open last week. London Club, because of its location, is the not the easiest of venues to get the spectators in, but that did not deter a record 90,000 people watching Christian Cevaer finally remain the last man standing on a course made treacherous by the blowing wind.
The total attendance figure was 30,000 more than last year. And that total of 60,000 in 2008 was achieved by 24,000 people coming in on the 'Free Thursday'.
'Free' is the operative word here. The ticket prices have never been the biggest revenue for any sporting event, and Leisurecorp has understood that. More people at the course can easily make up for the loss of revenue from ticket sales in the form of F&B and merchandising sales.
This year, the European Open was free on all days for fans who pre-registered on a website, as was last year's South African Open, another event promoted by the Dubai company. Gallery increased by more than 50 per cent to 42,000, despite the fact Pearl Valley, the host venue, is almost an hour away from Cape Town.
Leisurecorp is now applying that same formula to November's Dubai World Championship. Already, more than 20,000 people have registered for the free tickets.
The best things in life are rarely free. This is one exception.
- Joy Chakravarty is Editor of Middle East Golfer
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