Alex Urban
Change in plans leads to golf
As a political science major at Clemson University, Alex Urban originally intended to pursue a career in law or politics. However, those plans eventually changed – drastically.
Inspired by his father to pursue his life’s passions, his career path was transformed, as he mixed his greatest passion (golf) with his skill set and passion for communications, writing and storytelling. Fully committed to his newfound career, he applied for various internships in the golf industry until he was finally hired by the USGA in 2011.
While interning, he also produced his own golf blog, leading to several interviews, including one with the NGA Tour’s CEO, who asked him to travel with the tour as an unpaid intern. After finishing these internships, he earned a master’s degree at the University of Georgia, where he continued his blog and received credentials for the 2012 PGA Championship.
Upon graduating, he acquired his first position at the PGA Tour, his employer since 2013. As a marketing associate in Corporate Partnerships, he began working on a portfolio of the PGA Tour’s Official Marketing Partners, including Charles Schwab and FedEx.
“All of the groundwork I did with internships, blogs and connecting in the industry helped me find myself at the PGA Tour,” he said.
Although his background wasn’t in marketing, his first role with the PGA Tour was highly beneficial for his future. In particular, he learned about the PGA Tour’s business models, including how contracts work at the highest levels.
“We see families enjoying the tournament with their young kids and the people of Atlanta having a great time. We watch our athletes compete at the highest level and witness what started as ideas turn into reality. Our work’s tangible nature is really energizing.”
In fact, these experiences were so valuable that Urban received a career-changing opportunity: to serve as the PGA Tour’s communications manager. From 2014 to 2018, he created communications plans that promoted the PGA Tour’s largest events, while also executing onsite and special events communications responsibilities.
“It was an incredible opportunity that took me to many tournaments all over the United States and internationally,” he said. “I was exposed to every facet of the PGA Tour, from players and their managers, to fans and tournament and community leaders.”
Much like his first role, Urban’s second position was highly beneficial, as he transitioned to a role in event management for The Sentry, the PGA Tour’s annual tournament in Maui, Hawaii. As executive director, he led the event for four years, before transitioning to another event management opportunity – as the Tour Championship’s executive director.
“I have always been intrigued and excited by individual tournaments’ operations,” he noted. “I love how each event has its own unique fingerprint that makes it special.”
He and his team members constantly plan, strategize and improve numerous aspects of the tournament. Once the tournament begins, every aspect is executed at a high level within the PGA Tour’s ecosystem.
“We see families enjoying the tournament with their young kids and the people of Atlanta having a great time,” he stated. “We watch our athletes compete at the highest level and witness what started as ideas turn into reality. Our work’s tangible nature is really energizing.”
Chris Lewis
