Casey Neal, PGA,Head Professional,Omni Barton Creek Resort & Spa,Austin, Texas
As group business has evolved in recent years, flexibility is now a necessity in event planning. Long-distance travel and large-scale conferences were once primary sources of non-local revenue, but the demand at Omni Barton Creek Resort & Spa in Austin, Texas, has shifted toward smaller, more regional groups.
“Recognizing this trend, our sales team started focusing on groups of 12-24 players and took creative approaches to tournaments,” says Casey Neal, PGA, the facility’s Head Professional. “It’s a bit of a departure from massive fields with two groups starting on every tee box, but it’s one that has worked for us in this new climate.”
This shift in mindset played a key role in reimagining the Samaritan Cup Golf Classic, an annual event benefiting the Samaritan Center, a leading mental health organization in Austin. Traditionally held around Veterans Day, the event supports Veterans coping with PTSD and related challenges.
It typically featured a 140-player shotgun start followed by a large banquet with an honoree and prize presentations. In 2020, adjustments were necessary to accommodate new circumstances caused by COVID, leading to a complete overhaul of the format. Instead of a single-day shotgun, the tournament was spread over two days with 33 teams of four using expanded tee time intervals, while maintaining engagement through Golf Genius for live scoring.
Perhaps the biggest breakthrough was the transformation of the traditional banquet into a 75-minute virtual gala. Participants tuned in to view the final leaderboard, and the Samaritan Center’s leadership had the opportunity to share their message in a dynamic way, complete with virtual raffles and a live auction.
“The results spoke for themselves,” adds Neal. “We maintained our ROI, and the Samaritan Center increased its fundraising efforts by 110 percent over the previous year.”
By remaining flexible, utilizing technology to lower costs while maintaining engagement and collaborating closely with partners like the Samaritan Center, Omni Barton Creek (pictured above) has evolved its tournament offerings to deliver a more modern and accessible experience.