Scottsdale CVB Partners With The Canadian Tour

Two tournaments to make up the "Scottsdale Swing"

SCOTTSDALE, AZ - The Scottsdale Convention & Visitors Bureau has partnered with The Golf Channel and the Canadian Tour to add two premier golf tournaments to Scottsdale's current roster of internationally recognized golf and sporting events. This venture illustrates one of the bureau's first initiatives in a new comprehensive strategic marketing effort for Scottsdale's golf community.

Scottsdale will host two tournaments of the Canadian Tour's six-event American winter season. The Scottsdale tournaments have been dubbed "The Scottsdale Swing" with the first event taking place March 25 - 31, 2002, on the Palm Course at McCormick Ranch Golf Club, and the second event following April 1 - 7, 2002, at The Golf Club at Eagle Mountain.

"We are absolutely delighted to be coming to Arizona for the first time in our Tour's history," said Canadian Tour Commissioner Jacques Burelle. "It is no wonder that Scottsdale is so well known for its level of service; the people we've dealt with so far have been outstanding and their warmth has made us feel very welcome. We look forward to establishing a long relationship with the Scottsdale and Arizona golf communities."

Staging the Scottsdale Swing events will serve as one of the bureau's comprehensive initiatives to market the Scottsdale area golf industry to the leisure and business traveler. Complete tournament coverage and destination exposure will be provided on the international television network The Golf Channel, along with TheGolfChannel.com, and the Scottsdale CVB will have a first right-of-refusal option to continue hosting the event through 2004.

"Adding the Canadian Tour to Scottsdale's already well recognized list of events adds a new level to the depth of golf events we currently host," said Rachel Sacco, president and CEO of the Scottsdale CVB. "The Golf Channel coverage offers a great opportunity for us to reach frequent golf travelers - a group of people whose demographics match those of Scottsdale's current visitor base."

Four-round coverage of the Scottsdale events will be provided on The Golf Channel making up three hours of live tournament coverage each day and 2½ hours of prime time or late fringe replay coverage. Viewers will also be able to catch the last three rounds of competition in an encore presentation during the week following competition.

According to San Francisco-based tourism research company Economics Research Associates, 31 percent of Scottsdale's 6.9 million overnight visitors in 1999 played golf. And, those tourists spent a total of $68 million on golf alone and $488 million in total spending while in Scottsdale. More than $950,000 in sales taxes were collected from tourists' golf expenditures alone.

"Golf is a vital industry in Scottsdale," said Maria Pieterick, vice president of marketing and public relations for the Scottsdale CVB. "ERA's research reinforces the message that Scottsdale is a must-play destination for golf. We boast one of the finest collections of courses in the country."

Additional golf-based marketing initiatives will be implemented over the next fiscal year by the bureau. The efforts may include advertising on The Golf Channel, a direct mail campaign targeted to the high-end leisure traveler (i.e. country club and private club members), a 40-page Scottsdale Golf Guide displaying the bureau's member courses, and web-driven marketing, including a golf e-newsletter.

Background Information

McCormick Ranch Golf Club - The McCormick Ranch Golf Club offers any caliber of player two spectacular resort golf courses that are open to the public. These lush, well-manicured greens are located amidst gorgeous scenery in the heart of Scottsdale. The Pine and Palm championship tees are over 7,000 yards each, in addition to challenging mens', seniors' and ladies' tees. McCormick Ranch Golf Club's practice facility has one of the Southwest's largest putting greens, a terrific driving range open 365 days a year, and two chipping greens with sand trap. McCormick is also the home of the Lyford School of Golf. For media information contact Michael Lindsey, Director of Golf, at 480-948-0260.

The Golf Club at Eagle Mountain - Designed by local architect Scott Miller, The Golf Club at Eagle Mountain is located in the southeastern foothills of the McDowell Mountains and is an innovative departure from the "target" style golf courses built in the Sonoran Desert. The course layout takes advantage of a variety of land features, including rolling hills, lush valleys and washes, and unblemished desert landmarks. The Golf Club at Eagle Mountain is situated in Fountain Hills, Ariz., within the 500-acre master-planned community Eagle Mountain, developed by Communities Southwest of Phoenix. The Golf Club at Eagle Mountain is managed by Platinum Golf Properties. For media information contact Tracy Herbst, Director of Marketing for Platinum Golf Properties, at 480-816-0422 ext. 231.

January 2, 2002