Golf is good business.
That was the message today to about 190 women business owners and entrepreneurs who attended Executive Women’s Day at the Honda Classic. The daylong program is part of a continuing nationwide effort by the PGA Tour and Astellas, a pharmaceutical company based in Northbrook, Ill., to encourage women not only to play golf but to use the game as a marketing tool.
“Many women think that golfing is a man’s world. Many business women do not think that a golf tournament is a place for them to advertise their product. We’re trying to show them advertising here can help their business,” said Joanie Connors, director of sales for the Honda Classic.
During a morning business and golf session, women were told that sponsoring a tent with food and beverages on the 18th green — called a chalet — is a powerful advertising tool.
“It’s a great way to build relationships with your customers and make new business contacts,” said Donna Fiedorowicz, senior vice president with tournament activation and outreach for the PGA Tour.
Executive Women’s Day is planned for 17 national tournaments this year as part of the tour’s new Women’s Initiative. Proceeds from Executive Women’s Day were donated to the Honda Classic’s main beneficiary, the Nicklaus Children’s Health Care Foundation. Tables of 10 cost $1,500.
This year’s event was the second annual at the PGA National Resort & Spa. Last year’s event concentrated more on a behind-the-scenes look at how Honda Classic officials organized the event, which last year drew a record 160,000 spectators.
With Tiger Woods playing again this year, promoters are expecting the same big crowds. The first round begins Thursday.
“Golf is a great way for women to network and expand their role in the business community,” said Susie Dwinell, a West Palm Beach resident and vice president of client communications for PNC Bank.