Planning a “hole in one” event
Golf tournaments have become the choice of many charities for raising revenue. What does it take to run one successfully?
By Jennifer Harrison
For many, the arrival of spring heralds the start of the golf season, bringing with it a spate of charity golf tournaments throughout Vancouver. With so many tournaments benefiting a variety of worthy causes, there are many factors to consider when organizing a unique and ultimately successful event.
Photo courtesy of Heather Baker
Heather Baker (in photo above), owner and principal of Amaryllis Events, a north shore event-planning company, has been organizing fundraising events for more than 15 years. She lists the North Shore Mayor’s Golf Charity Tournament as one her most successful ventures to date, raising $348,000 in its first three years.
This annual charity event is a collaboration between the mayors of North Vancouver and West Vancouver, and is administered by the North Shore Community Trust Fund and the West Vancouver Community Trust Fund.
Each year, the proceeds have been equally divided between a local charity organization of the mayors’ choice, and the Mayor’s Trust Fund that is managed by the North Shore Community Foundation.
Baker sees little difference between the game of golf itself and the actual organization of a golf tournament for charity purposes.
“Golf is known as a sport requiring a significant amount of forethought, planning and precision, and this is no different on my end of the spectrum,” she said, insisting that having plenty of lead time is crucial when organizing such an event.
Photo courtesy of Heather Baker
Most planning begins at least six months in advance, allowing ample time to secure key sponsorships. Baker always looks at ways to integrate the specific charity and what they do into the event.
“If the golfers can have a couple of minutes to put a face to the people that they are helping, they will be more willing to give money to support them.”
Baker accomplishes this by providing ample representation for the charity on the actual golf course at a specific hole. She also stresses that having a strong and committed team working collaboratively is vital to the success of the event. Additionally, Baker noted the importance of branding, no matter how small the budget.
“An investment in a charity event that will be ongoing is extremely worthwhile. You spend it up front, then the brand recognition is priceless in the following years.”
This sentiment is similarly echoed by Dave Whitaker, event co-ordinator, golf tournaments and events, at Vancouver’s University Golf Club. Over the spring and summer months, Whitaker oversees 80 golf tournaments at the course, more than half of which are charity events. He says that an annual golf tournament needs time to experience organic growth, and with this growth comes recognition and increased success.
“The scale and number of people that are required to help a tournament and the contacts that are needed to maintain a successful event are built over time.”
Tracey McVicar, managing director of Vancouver private equity firm CAI Capital Management insists that leveraging this network is key to her tournament’s success.
McVicar organizes an annual golf tournament – Golf for Good – at the University Golf Club. The tournament benefits the Atira Women’s Resource Society, Big Sisters of the Lower Mainland and the Vancouver Japanese Language School.
Last year, the tournament raised more than $105,000, and since its inception four years ago Golf for Good has raised more than $300,000. McVicar attributes the success of the event to the affinity group of the participants and their shared network.
“I theme it around private equity firms in town – where they go, the service providers follow,” she said. “I make it so there is a business reason for them to be there and its fun for them to see old friends or colleagues that they don’t get to see very often.”
When planning a successful charity event there are countless considerations to be made. However, the ability to focus in on one unique aspect of the event, whether it be the participants or the charity to be benefited, is paramount.
Said Baker, “It’s not just about having people come play golf and making a few donations, but creating a memorable guest experience from the moment they step on the golf course until their departure.” •
Photo courtesy of Heather Baker
jharrison@biv.com
This article from Business in Vancouver April 5-11, 2011; issue 1119
