Ever wondered what it's like behind the scenes of a PGA tour event? What does it take to pull of a championship week with apparent ease? How do a site and city prepare? Angela Enright, Director of Public Relations for the Four Seasons at Las Colinas in Irving, TX takes us inside the Byron Nelson Championship.
SC: What are some of the challenges to hosting a PGA event?
Enright: The conditions of the golf course. We have no control over the weather, but we study year-to-year patterns, almanacs, and forecasts to do the best we can to prepare months in advance. We're constantly re-evaluating and making subtle changes with the growth of the grass. Remember, we play on two courses, we're one of the few events that do so.
SC: How many people are directly involved with physical course maintenance?
Enright: Sixty. They deal with the aesthetic aspect — the baby grass, the sands. When we experience an especially harsh winter, their expertise is invaluable. Although we're known for a moderate climate, we do have our occasional extremes.
SC: Who are some of the unsung heroes of the Byron Nelson's success?
Enright: The volunteers. They represent charities, and it's unbelievable the man-hors they contribute. You couldn't pay for their degree of help. They help lend an air of quality experience for the spectators, doing everything from parking cars, giving directions, taking tickets, serving food and water. They really contribute to the overall ease and enjoyment of the tournament. When you're at one of these events, you're in an unusual environment, an unfamiliar one. The volunteers, who number more than 500, take seven straight days off, using vacation time, from their jobs to work here. That's not counting advance training days.
They direct traffic, drive players around, stand guard for security purposes, and act as marshalls. They pick up trash. They don't get to see much golf, but without their assistance, the event would not be what it is.
SC: I have heard the wives and girlfriends really enjoy this tour stop. Why is that?
Enright: Anyone married to a person in a profession that demands constant travel, faces certain demands. The environment here allows them to spend quality time with their mate. We create more of a sense of ease. They check in here for seven days. Their spouse is practicing or playing golf four to five hours a day. We have quality childcare, and a great spa experience, as well. At many tour sites, the hotel is nowhere near the course, which raises transportation issues. Older children are more mobile, but little ones aren't. This creates a logistical nightmare. Here, with the course being at our hotel, the families may join the players fairly easily.
The women who tour with their families are very tight-knit — they share baby showers, kids' birthdays, and such. This environment facilitates that.
SC: What would you say makes this event special for the players?
Enright: The main thing I have noticed is the high level of respect they have for Mr. Nelson. I'm not sure it's as high among the European players, but these players study golf, and know the history of the game. As they mature, their respect for those who have gone before them grows. Mr. Nelson is really the last of an era, the period after the Bobby Jones' and Gene Sarazens — he's an icon. Every sport has its historic figures, a Babe Ruth, a Joe DiMaggio. They're appreciative of what he has accomplished.
Over the last few years, a number of books have spoken to this history, and those who read them know of his role. What they appreciate most is his conduct. At 93, he is so consistent in everything. He has overseen four of five generations of golfers and lent his counsel, from the guys on the senior tour on down. He still takes the time to send personal notes to those he feels are having a good week, or a bad week. If a feels a player is feeling down, he'll send him a note. He has so much respect for their coaches, he doesn't offer advice if they're having a tough time, just support — "I've been thinking about you..."
It's his conduct, his gentle manner, that are so impressive. He reminds players to monitor their anger. Tiger Woods holds Mr. Nelson in regard because when Tiger was just a teenager playing here, he sought him out, encouraged him, and told him he had a bright future. He (Nelson) told him to call him any time. He sees this as giving back what the game gave him. He gives a motivational talk each year to thank the volunteers, in advance, for all their support of the tournament, and kind of talks to them all year.
SC: What is Mr. Nelson's week like during the Championship?
Enright: He speaks at an opening ceremony. Until recently, he'd shake lots of hands and sign autographs, but that has lessened with his age. He talks to the ticket salespeople and the sponsors, discusses course conduct. He does interviews non-stop. There's a breakfast or lunch with (PGA Tour Commissioner) Tim Finchem, with the title sponsor thanking them for their support. He has a two-hour interview session in the media room. He's interviewed by CBS and the major sports stations covering the event, like ESPN, the networks, the New York Times.
SC: Does he have a PR staff or aide?
Enright: He's quite expert at media relations, having been a commentator for Shell. I troubleshoot some of the calls and manage the call volume. It hasn't approached the level of hype their was when Tiger was chasing Mr. Nelson's record of tour wins in a year. He's very approachable though, his phone number is still listed with information.
SC: That's old school. What else should fans know about the Championship?
Enright: The role of charity. Proceeds go to the Salesmanship Club of Dallas, which is made of business leaders, and is over 75-years-old. Their Youth and Family Centers for at risk kids, and kids not functioning well within the local public schools, do a tremendous work. This is very expensive, but the Championship raises $6 million a year so these children can receive first rate K-8 education. The kids come out for the tournament, which I really like. It's neat to see the tournament and the charity's magic.
SC: What parts of the next year's event begin taking shape as soon as the Championship concludes?
Enright: We begin checking the calendar for the Pro-Am. We know the Championship dates, but have to massage the lead-up events, and check with sponsors. Sponsors entertain corporate partners at these early events. We plan the programs and art — the look of the tournament. This is quite labor intensive. What will the look be — the shirts, the posters, the tickets, the programs? We start sending letters to previous hotel guests offering them right of first refusal on rooms.
We plan the golf course maintenance. This is based on the past 20 years of the Farmer's Almanac, and weather tracking, and the average yearly scores hole-by-hole. We get a lot of feedback from the PGA office. Most of it is very, very positive, but a question or suggestion may arise about the tee box on eight, or the water issues on three. Right now, we're going to build a lake on 18. It's been under discussion for three years. It is estimated it will add one stroke per 18-hole score.
SC: Who meets to decide on course alterations?
Enright: There's a team of the course architect, our director of golf, and a PGA tour official. They work to enhance aesthetic appeal.
SC: Who organizes security?
Enright: Our hotel director of security, the PGA's representative, the Salesman's Club, and a liason from the Irving Police Department. They hold a debriefing after the event, then beging meeting in January or February each year about the next tournament. A recent issue has been cell phone usage.
SC: How is that dealt with here?
Enright: Players are issued cell phones. As for spectators, we collect them at the point of entry. They are not allowed during play, marshals collect them and place them in a cubby. We try to provide good phone service along the course at hospitality tents.
SC: And what are the major media concerns?
Enright: The press require very accurate information about the courses, and in a timely fashion. They want hole-to-hole descriptions, the challenges, and strategic information on how to play the holes. The PGA's website is a prime source of this type of information. The TV crews want to create drama. The want to find the most pleasing camera angles, and views unobstructed by spectators. This occurs under the auspices of Lance Barrow, Lance Barrow, the Coordinating Producer for CBS Sports' golf coverage.
The networks have a pretty good knowledge of each tour venue, and the onsite producers are good. Field producers arrive here three weeks in advance, to set up camera angles, time the travel between holes, determine camera shots to avoid for aesthetic purposes. For the spectators, because this is a TPC course, we have stadium viewing, and ease of accommodations. There's amphitheatre seating for large numbers. We get immediate feedback, too, what are people buying in the pro shops? The local newspapers are a great guide, with their large maps, their did-you-knows, parking advice, and food. They publish these things in advance.
One thing we've learned was to eliminate the crowd driving in our front entrance. The impact has been enormous. We purchased additional land and built a separate entrance. Now buses can us it, and it's been a tremendous asset. There's one way in and one way out. A retail tent serves food and refreshments.
SC: Who occupies the hotel during the event? Fans? Media? Players?
Enright: We have 357 rooms. Sponsors take 50, and the 60 players have rooms. About 100 go to fans. We are not the media hotel, they stay nearby. Our sponsor, EDS, entertains partners from the U.S., Canada, and Australia here a few days prior to the event.
SC: What, besides the golf, is the big victory here?
Enright: The sheer energy, the joy on people's faces. A good event means a solid crowd, happy, and spending money. Above all this is a celebration. We get 50,000 people here for four straight days. We work so hard to troubleshoot very little concern. Things go off smoothly because everything has been anticipated. What some fans don't foresee is the physical toll moving about in the heat can exact. Some overestimate their ability to spend time out here.
We think about how it will look on TV The drama, the visuals, the excitement, the beauty of it all. Part of my job is to tell them what the story is each year — the tournament, the current course condition, the charity, or anything new. They come here with a story, but there is our story, too.
SC: Thank you for taking the time, Ms. Enright.
Enright: Thank you.
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