It still takes practice
Despite their success, Nicklaus and Sullivan agree that keeping the Memorial relevant and successful requires continuous improvement. Both the course itself and operations have evolved over the years to meet changing needs and a changing economy.
"We’ve made adjustments and improvements to the golf course almost every year, listening not only to the players but to the [Muirfield Village] membership who has the course for all but one week out of the year," Nicklaus says. "We’ve adjusted to technology and the way the game is played today. We’ve also adjusted in ways to benefit the gallery and our patrons. The few decades have been a time to grow the Memorial Tournament.
"Even after doing this for 27 or so years, we were making significant adjustments to the golf course before last year’s tournament."
Among the changes was the total redesign of the 17th hole, creating what Nicklaus calls the strongest two finishing holes in golf, and adjustments to every green on the course.
"All of these decisions we see as improvements to the golf course, and, in turn, the tournament," he says. "The players and fans have responded well to every change we’ve made."
Sullivan has also done his share of tinkering on the business end.
"Over the last few years, like a lot of other entertainment venues, we’ve seen a downturn in sponsorships because of the economy," Sullivan says.
While the tournament still boasts a corporate retention rate of more than 90 percent a year, these companies are participating in a smaller fashion.
To combat this nationwide trend, Sullivan began offering a broader range of corporate sponsorship opportunities.
"Now companies can entertain as few as four, six and up to 10 people at a table in a tented area on the golf course," he says. "It’s a unique option; they can choose the 14th or 18th hole. That option didn’t exist three years ago."
And, of course, companies can still entertain on a larger scale.
The new, smaller packages were a direct result of listening and paying attention to the needs of corporate clients.
"We do a great job staying in touch and maintaining relationships," Sullivan says.
It is Sullivan who maintains these relationships, working with the tournament’s full-time sales representative.
"I try to be out in front of as many people as I can be," he says.
He also keeps an eye on what other entertainment venues and tournaments are offering.
"We pay attention," he says. "And we spend a lot of time listening to clients, understanding the market and building off ideas that are out there. The benefit of being a PGA tournament is the association. We share ideas, and the association provides a platform for generating new ideas."
