30 EVENTS Golf LIVE in top gear
Golf LIVE organisers promise three days of pure entertainment at the London Golf Club in May. GBD talks to event director James Goode and finds out why everyone from Monty, Marriott and MD Golf are keen to get involved.
GBD MARCH/APRIL 2011
Colin Montgomerie has been an excellent ambassador for Golf LIVE since it started last year G
OLF LIVE takes place at London Golf Club on May 20- 22 and there is every indication that the event will build on the progress of its debut last year when 94% of the 11,132
visitors surveyed described it as an excellent experience. Last year Golf LIVE was a highly refreshing event for the golf market:
a great day out for the golf enthusiasts who could watch, engage with and learn from Colin Montgomerie and a host of stars; learn some golfing secrets, have a laugh and then shop for some top branded golf gear; or invest in leading golf services including booking rounds at favourite destinations or researching and choosing the perfect golf holiday. When GBD heard about the proposed debut of Golf LIVE in late
2009, we tipped it as a winner. Why? Well, we’ve all seen a lot of golf shows in the last two decades, with a number of these hampered by industry politics, venue or timing issues, the baggage of traditional formats and, sometimes, formulaic thinking. Golf LIVE missed out on all those potential handicaps because the ideas came from new organisers – Brand Events – thinking from outside the golf box. Te timing was perfect, in every respect. We were crying out for something fresh and this team delivered, using experience gained from other successful events like Top Gear Live and the Taste Festivals. Much of the success hinged on the presence of some of the best
pro golfers in event partner IMG’s stable of players. Not just their presence though. Te players needed to genuinely engage in the event, not see it as just another corporate job. When we spoke to event director James Goode recently he said: “I think that because the players really do enjoy the format and see
it as a chance to say thanks to their fans and talk them through shots and share ideas, this adds a hugely exciting dimension and makes it a unique experience for everyone, the players included. “Tis year there is already a real buzz among those who have signed
up, and those who are about to sign up, for our event in May.” James paints a vibrant and energetic picture of what’s going to be
involved in Part 2 of the Golf LIVE story, at the London Golf Club, which is effectively a chip and a few putts from the M25. In the Golf LIVE HQ, he showed us a big colour plan of the
event, complete with the section of the course which will be used for the three hole pro-celebrity challenge and professional masterclass theatres, including the mid-iron approach to the green, where some of the world’s best players will offer expert tips on how to improve all aspects of the game. Exciting new features for Golf LIVE 2011 include Te Driving
Range Teatre in association with Today’s Golfer as well as an exclusive Golf Academy for beginner players. Shoppers will be able to see and buy equipment, fashion and accessories in the Exhibition Hub and Retail Shop. Te Driving Range Teatre will present interactive sessions focusing
on ironing out golf ’s most common faults, as well as equipment profiles and trick shot shows. Te England Golf Partnership, including the Golf Foundation, and the Lee Westwood Academy will be present in the junior area. Tis will be open to under-16s, who will be able to take part in group tuition classes and competitions. James Goode said: “Te whole three days are about entertainment
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