MASTERING THE SENIOR OPEN Greg Norman once said, “Happiness is a long walk with a putter.” This summer, as the 2004 U.S. Senior Open comes to Bellerive Country Club, happiness for many St. Louisans will be a long walk with Arnold Palmer, Jack Nicklaus and Hale Irwin. Although the tournament officially tees off July 26, for Sean Sovacool it began almost two years ago when he came to St. Louis. Sovacool works for the U.S. Golf Association division of Bruno Event Team, an Alabama-based sports marketing and event management company. As part of his job, he and his family uproot themselves every two and a half years and move to another city. His previous assignment was championship director at the 2001 U.S. Senior Open in Peabody, Mass. “So far it hasn’t been a problem for me—but this is the first year with a child, so we’ll see,” he says. “[The job] takes a lot of hard work and dedication, not to mention a love of golf. We see a lot of cities in the process.” The Open runs for an entire week, through Aug. 1, and Sovacool expects about 156 players to compete. In addition to Palmer, Nicklaus, and Irwin, he predicts Gary Player, Ben Crenshaw and Tom Watson will also enter. With a lineup like this, a sellout of 28,000 tickets daily is likely. Although Sovacool says the actual attendance probably won’t hit the 28,000 mark each day, the numbers will still be great. “A typical Senior Open generally starts light, with about 10,000 spectators on Monday, building to about 20,000 by Friday. The weekend will definitely see 28,000,” he says. The key to making any professional golf tournament work, Sovacool says, is laying a good foundation. That begins by convincing corporate leaders across the region to support the championship—his primary focus during 2002. Hospitality packages ranging from $8,500 to over $130,000 were offered to companies as a way to invest in the tournament and enjoy it in style. (The RCGA will host a VIP tent on the 18th hole.) “[By starting two years in advance] it gives these companies the chance to pay for their investment over a three-year fiscal cycle,” he explains. “Fortunately for us, St. Louis has been very supportive. We’ve sold about 81 percent of the hospitality packages, and have added a table program, as well.” With between 50 and 60 committees handling very specific responsibilities during the event, 2002 also meant locating committee chairs to manage them. These individuals work with Sovacool and his team to organize their responsibilities, and eventually direct their own team of volunteers. “These are the people who make the committees run smoothly,” he says. “We help them get started. Then when event week rolls around, they take ownership.” The search for volunteers to fill these committees began in earnest during 2003. In all, about 3,300 volunteers will be working the event. Medical Committee Chair Dr. Tom Schneider volunteered during the 2001 American Express World Championship of Golf, also held at Bellerive. By The Numbers Average Maximum number of regular club members allowed: 440 Net loss in regular members over prior year: 8 Initiation Fee: $21,800 Annual Dues and Assessments: $4,821 Food & Beverage Revenue per Member: $3,550 Sports Activities Revenue per Member: $1,609 Guest Green Fees (18 holes): $62 (peak season weekend) Average Rounds of Golf Played Annually, Per Club: 19,500 Average Base Salary of Golf Pro: $72,000 Source: RPG & Co., “Country Club Stats 2003,” based on survey of 17 St. Louis country clubs. “An event this size needs a lot of cooperation from the community to be successful,” Schneider says. “Unfortunately, the 9/11 disaster ended the 2001 tournament early. But our experience setting that event up has helped us tremendously with the Senior Open.” Schneider says despite previous experience, he and the other volunteers still have a lot of work ahead of them. “There’s the potential of up to 30,000 people attending on any given day. A lot has to be considered,” he adds. Fortunately, St. Louis has responded. In addition to about 100 volunteers from SSM Healthcare, West County EMS is providing three ambulances and paramedics for the event; The Boeing Co. and Bank of America have both committed over 200 employees to help with security and the merchandise program; and another 1,200 volunteers from 16 area country clubs will act as hole marshals. Sovacool calls the response incredible. “Volunteers are vital to us,” he said. “We don’t get a response like this everywhere we go.” As volunteers were recruited, ticket promotions were launched. So far, over 60 percent of the tickets have sold. As the event draws closer, sales are expected to go even higher. Also added to an already full plate in 2003 was the search for operational vendors. As many as 50 companies are needed to provide services for the event. Local businesses were the first approached. “These companies will handle everything from putting up tents to creating signs,” Sovacool says. “Using local businesses helps us and it helps the local economy as well.” KC Masterpiece BBQ & Grill, Heavenly Ham and other restaurants will provide food for the general public, while Butler’s Pantry will handle the hospitality tents. Anheuser-Busch Cos. and Pepsi Co. will supply the beverages. But food supplies are only the tip of the iceberg, Sovacool says. “We also have companies supplying floral arrangements, communication services, parking lot attendants, construction services and, of course, restroom facilities,” he says. “The list just goes on.” As do the preparations. Now, with about four months to go, time is growing short and the hours longer. Where Sovacool and his team of five once worked a normal 40-hour week, they’re now pushing 80. By event week, 100 hours per week won’t be unusual. “We can’t tie up the membership’s golf course too long, so most of the projects are last minute. That means longer hours,” he explains. “We have only nine weeks to build a small city on the grounds.” Beginning in mid-May, that city will begin to take shape as the first tent stakes are pounded into the ground. The plan calls for 30 hospitality tents, two merchandise locations, bleachers for over 9,000 spectators, 14 concessions stands, plus numerous restrooms and miscellaneous tents. So far, things are looking good—but Sovacool knows he’ll eventually hit a snag. “The wrong carpet may come in or it may be something labor related. You never know,” he says. “It’s an adrenaline rush. But then, I’m an adrenaline junkie.” For now, at least, Sovacool has no plans to change careers—he says the fringe benefits are just too good. “I love golf and I love being around it,” he explains. “It’s really amazing watching the gallery follow someone like Palmer around the course. And you know, Arnold Palmer’s not Arnold Palmer for no reason. He’s got a charisma you just don’t teach.” WINNERS 2003 Inverness Club, 69-71-64-73, 277 Toledo, Ohio -7 Bruce Lietzke, $470,000 2002 Caves Valley G.C., 71-70-63-70, 274 Owings Mills, Md. -10 Don Pooley $450,000 2001 Salem C.C., 69-71-72-68, 280 Peabody, Mass. Even Bruce Fleisher $430,000 2000 Saucon Valley C.C., 66-71-65-65, 267 Bethlehem, Pa. -17 Hale Irwin $400,000 1999 Des Moines G. & C.C., 71-69-73-68, 281 West Des Moines, Iowa -7 Dave Eichelberger $315,000 1998 Riviera C.C., 77-68-71-69, 285 Pacific Palisades, Calif. +1 Hale Irwin $267,500 1997 Olympia Fields C.C.(North), 72-67-67-74, 280 Olympia Fields, Ill. Even Graham Marsh $232,500 1996 Canterbury G.C., 70-67-67-73, 277 Beachwood, Ohio -11 Dave Stockton $212,500 1995 Congressional C.C., 69-69-69-68, 275 Bethesda, Md. -13 Tom Weiskopf $175,000 1994 Pinehurst C.C.(No 2), 66-67-66-75, 274 Pinehurst, N.C. -14 Simon Hobday $145,000 1993 Cherry Hills C.C., 68-73-67-70, 278 Denver, Colo. -6 Jack Nicklaus $135,330 1992 Saucon Valley C.C., 68-72-67-68, 275 Bethlehem, Pa. -9 Larry Laoretti $130,000 1991 Oakland Hills C.C.(South), 72-69-70-71-65, 282 Birmingham, Mich. +2 Jack Nicklaus $110,000 1990 Ridgewood C.C., 67-68-73-67, 275 Paramus, N.J. -13 Lee Trevino $90,000 1989 Laurel Valley G.C., 72-73-64-70, 279 Ligonier, Pa. -9 Orville Moody $80,000 1988 Medinah C.C.(No. 3), 7 4-70-71-73-68, 288 Medinah, Ill. Even Gary Player $65,000 1987 Brooklawn C.C., 69-68-67-66, 270 Fairfield, Conn. -14 Gary Player $47,000 1986 Scioto C.C., 66-72-68-73, 279 Columbus, Ohio -5 Dale Douglass $42,500 1985 Edgewood Tahoe G.C., 71-72-71-71, 285 Stateline, Nev. -3 Miller Barber $40,199 1984 Oak Hill Club (E. Course), 74-71-70-71, 286 Rochester, N.Y. +6 Miller Barber $36,448 1983 Hazeltine National G.C., 73-69-73-73-75, 288 Chaska, Minn. +4 Billy Casper $30,566 1982 Portland G.C., 72-74-71-65, 282 Portland, Ore. -2 Miller Barber $28,648 1981 Oakland Hills C.C.(S.Course), 72-76-68-73-70, 289 Birmingham, Mich. +9 Arnold Palmer $26,000 1980 Winged Foot G.C. (E.Course), 74-73-68-70, 285 Mamaroneck, N.Y. +1 Roberto De Vicenzo $20,000 Christine Imbs is a freelance writer based in St. Louis.

May 2004 - - - - - - - - - - - - - - - - - - Sean Sovacool tries mastering the Senior Open. special regional airport section. - - - - - - - - - - - - - - - - - - www.stlrcga.org - - - - - - - - - - - - - - - - - - www.technologygateway.org - - - - - - - - - - - - - - - - - - Joshua Scheck glimpses inside the storm. George Tompras and Renee Bogdanos of Kreis’ Restaurant. In the Spotlight, HALE IRWIN.