An economic driver

As dozens of professional golfers stream into Newport Beach for this year’s Toshiba Classic, hotels and businesses are preparing for the influx of athletes, media and support staff. The tournament can mean big bucks for the city’s hospitality industry and premium exposure for Newport Beach and the dozens of corporate sponsors that tag their logos onto the event.

“The biggest win is the exposure Newport Beach gets as a whole,” said Bill Gunderson, manager of the Newport Beach Marriott Hotel and Spa, which is serving as the main sponsor of the event.

Unlike television shows such as “The OC,” the tournament appeals to a more specialized audience more capable of affording the city’s high priced hotels. Besides the television and print media exposure ? the opening shot off the roof of the Marriott hotel is a popular piece on ESPN, and the Golf Channel is planning three days of coverage ? the event is said to attract more than 90,000 spectators. Officials with the Marriott said the hotel was anticipating about $160,000 in room receipts and another $20,000 in food and beverage sales.

Nearby centers like Fashion Island said their shops and restaurants see a boost from being so close to the tournament, said Bill Rams of the Irvine Co.

“The players’ wives try to spend every penny they win at Fashion Island,” Toshiba Chairman Hank Adler said.

Beyond area hotels, the tournament is often marketed to corporate sponsors as a lucrative way to advertise and reach a broader customer base.

“We deal with a lot of banks and financial institutions, and for them, this is a chance to market to an age group from 30 to 55,” corporate sales manager Gordon Hauscom said. “A lot of the viewers grew up watching these guys on the pro-circuit for years and want to see them on the Champions Tour.”

Hauscom said the tournament tailors its sponsorship packages to almost any level of involvement.

“It’s a huge opportunity to spend time with your clients,” Adler said. “You can learn more about someone from four-and-a-half hours on a golf course with your client than a 30-year business relationship.”

Smaller companies can purchase group ticket packages, while larger investments can net hotel suites, sky boxes, a spot in the pro-am contest, or banquet dinners with pro golfers. Some of the largest sponsors can even arrange for golf clinics with the pros.

“Once we understand their needs, we can present them with a variety of sponsorship options,” he said.

A popular angle Hauscom’s sales staff pursues is the charitable aspects of the event. Last year the event raised $1.15 million for Hoag Hospital and other local charities. Organizers say the event has brought in more than $1 million for each of the last six years, raising about $7.8 million in its eight years in existence.

“It’s the biggest charity event on the tour,” Hauscom said.