Reed On The Greens, by Jeffrey Reed
LPGA Tour Returns To London
When the LPGA Tour’s Canadian Women’s Open came to London Hunt and Country Club in 2006, it generated nearly $8 million in economic activity for London and area. With the newly-sponsored CP Canadian Women’s Open returning to London in August 2014, look for more of the same good news for the local economy.
With title sponsor CN ending its eight-year title sponsorship of Golf Canada’s biggest women’s golf tournament, CP has jumped on board with a new three-year deal, and increased purse of $2.25 million US. About 1,300 volunteers will help ensure the success of the August 18-24, 2014 event which London Mayor Joe Fontana said is yet another feather in the cap for the “City of Opportunity.”
“This is another great day for the City of London, and I want to welcome the LPGA back,” said Fontana at a November 8 news conference at London H&CC. “There are really three ingredients that go into making a tournament like this a great success. One is you have to have a great venue, and there is no doubt that the Hunt Club has demonstrated in the past that they do things right. They have a proud heritage and history of sponsoring big, significant events.”
Fontana also included CP’s sponsorship as one of three main ingredients of a successful professional golf tournament. The third element, Fontana said, is a “welcoming community.” He called London “the Golf Capital of Canada,” now that London is hosting both the LPGA Tour event, plus the PGA Tour Canada Tour Championship at Sunningdale Golf and Country Club (tentative dates) September 8-14, 2014.
“Our city has demonstrated … that we do things right around here. We can hold the World Figure Skating Championships and have 160 million people looking in. We hosted Memorial Cup hockey. There’s no questions that Londoners are enthusiastic and appreciative of (the LPGA Tour) coming to our city again,” said Fontana.
During the 2006 final round, 16,500 patrons made their way through the gates at London H&CC for a then tournament-record 61,000 weekly spectators. About 275 media members representing 90 outlets world-wide were accredited for the event.
Eight years ago, the Women’s Open raised $413,000 for Children’s Hospital of Western Ontario, which Canadian Pacific’s vice-president of corporate affairs and chief of staff, Mark Wallace, said is on the radar again as the tournament’s charity of choice.
“I was proud to have, back in 2006, (co-founded) the CN Miracle Match right here in London,” said Wallace, the driving force behind bringing both the CN Canadian Women’s Open and now the CP Canadian Women’s Open to London.
“I can confirm that the charity component of the sponsorship will remain our core pillar of our commitment here,” said Wallace. “Working with (the Children’s Hospital) was just outstanding. The odds are doing something with that great organization are pretty strong. You’ll be happy to hear that we’ll probably be working with that organization once again.”
In total, the 2006 tournament generated estimated economic activity of $10.1 million in Ontario, including more than $7.9 million in the London region. Golf Canada conducted the economic assessment using the Sport Tourism Economic Assessment Model (STEAM), which measures the economic benefits of a sport event on a community.
Tourism London general manager John Winston, who called London a “sports destination city,” said hosting world-class events like the LPGA Tour stop next August is now part of our community’s fabric.
“It’s part of who we are. It adds to the positive notoriety. The more people that know about London, the more opportunities we have for visitations. That was proven recently with the World Figure Skating Championships.
“All that does is enhance economic benefits and create opportunities for the city,” said Winston.
London H&CC will host a corporate hospitality sales night for the CP Canadian Women’s Open November 19 at 6:30 p.m. Information on greenside skyboxes and tables, marquee suites, clubhouse tables, the Championship Pro-Am and Women’s Pro-Am will be available.
For information, contact Cari Crosby, director of membership services, 519-471-6430 ext. 231.
