JACKSONVILLE, Fla. – Lee Smith, executive director of the Players Championship, is the next guest to join Kent Justice on “This Week in Jacksonville: Business Edition.”
Smith said the tournament is a year-round effort as TPC Sawgrass prepares for tournament week.
“Kent, you’re right. This is an exciting time for us. This is a 52-week-a-year job.”
Smith said the event team constantly refines the tournament and aims to reinvent the experience every three to five years to match how fans consume the event on site and at home.
“We take a look at how all of our fans really consume the product and they consume the products on site, they consume product in and around the tournament. And then they consume the product at home, and so the opportunity to continue to add new technologies and four drones are going to be flying around here, capturing footage for those watching on TV at the local level or on site...”
He noted one notable change this year: a smaller player field intended to improve pace and storylines.
“A big difference this year is we actually have less players. So we go from 144 player field to most likely 123 player field, which will generate even a lot better flow for our pace of play and storylines making the cut on Friday and being able to get done with the amount of daylight that we have.”
Smith also described new fan amenities and off-course programming meant to expand the tournament experience.
“We have a brand new fan area with our Palm Valley village that’s just left of number nine. Stanley is going to be here for any purchases of their product and engraving and customizing on site.”
On economic impact, Smith said the tournament fills local hotels and boosts air travel and local businesses during event week.
“We will fill about 100,000 hotel rooms throughout the local community. There’s about 19,000 Hotel rooms within about 30 minutes of this property here. And so those will be about 90% occupied throughout the entire week of the year. Obviously, 685,000 passengers through Jacksonville International Airport. It’s the busiest week of their year.”
The Players is extending evening options for fans, including concerts at the newly renovated Ponte Vedra Concert Hall.
“We just started talking about how we could do more together and I think this is just a start... almost at dark the opportunity for our fans jump in their car go down and see a great concert before they head back to their lodging area.”
Listen to the full interview on This Week in Jacksonville: Business Edition for more on tournament planning, military appreciation day and Smith’s vision for the Players’ future.