Post-Farmers Insurance Open Analysis Report

After a great experience at the Farmers Insurance Open, the #SMBA18 class sat down and aggregated all the data and observations collected during the experience. Jackson Dargan (SMBA ’18) and Emma Black (SMBA ’18) took the lead on organizing all the information, and generated a Post-Event Analysis Report that was sent over to the Farmers Insurance Open organizing body, The Century Club.  The focus of the report was utilizing the information collected during the tournament to produce a useful report the Century Club could use in the future to analyze how the 2017 tournament went, and plan a successful 2018 tournament.

The report was divided into four primary focus sections: Parking & Transportation Logistics, Hospitality Venues, Volunteer Experience Evaluation, and Sponsorship Activation.

Parking & Transportation Logistics:

The focus of this section was on how attendees arrived at the tournament, their experience with logistics of the tournament, and looking at the efficiencies of the different methods of transportation.

The first topic covered was the occupancy levels and duration of travel for attendee’s parked in the events lots and utilized event shuttles to be transported to the golf course. This is especially relevant for the FIO due to the fact that 50% of the course is bordered by the Pacific Ocean, and a majority of the areas directly adjacent to the course are occupied by UCSD & Scripps Research facilities. The next focus was on the usage and efficiencies of Uber, a service many attendees utilized. Through information provided by the Uber Event Operations team, total number of pick up and drop offs were demonstrated, along with pickup/wait times, and finally overall observations were shown. Through the use of random sampling on transportation methods by event attendees, a table of how people arrived at the tournament was created.

First looking at ticket type segmentation, it was shown that the way people arrived differed by the ticket type (GA vs. Premium Ticket), and furthermore looking at age segmentation, it was clear that the younger demographic preferred to use Uber, while the older segment preferred to utilize the shuttles or local parking options.

Hospitality Venues:

The next topic was on the different hospitality venues offered at the tournament and attendees responses, with the focus on the four most prominent venues. The team looked at The Fringe presented by Harrah’s, Surf Club, Grey Goose Lounge, and Genesis Trophy Club. Data was provided in terms of number of occupants at different periods of the day, reactions to food and beverage options, and the overall demographics of the crowd.

For example, the attendance of the Grey Goose Lounge was very dependent on the players on South Course hole 8, by example of Thursday’s occupancy numbers:

Volunteer Experience:

Interviews with countless volunteers were conducted to gauge the overall reception of how the event was going. The Farmers Insurance Open had over 1,000 volunteers for this year’s tournament, with over 400 first time volunteers. The number of people volunteering is staggering – and we can all recognize that without the volunteers, the tournament could not happen.

Sponsorship Activation:

In this final section, the team looked at the success of different sponsorship strategies, the response of attendees to the sponsors, and ways to ensure that sponsors maintain a high return on their investment moving forward.

An overall evaluation as created on the different sponsors specific giveaways, and we found that people were the most receptive to some of the course wide giveaways run by. TaylorMade is a great example of this as their Champions Sunday was a big hit for all age groups.

Next, an analysis was created on the success of different sponsors in the Fan Village in relation to overall interest, number of attendees visiting and interacting with their setups, and an overall evaluation of the location of the fan village in relation to the course.

Finally, the team provided suggestions on how to improve sponsorship activation. Topics included ways to encourage more young fans to attend the tournament, a digital marketing strategy utilizing targeted advertisements, and a robust social media strategy.

The event served as a great learning experience for the #SMBA18 class, and a great way for Emma and Jackson to work as a team to provide useful information to a great organization such as the Century Club!