PATRICK REED & THE PERTH EXPERIMENT
The golf world will be focused on Lake Karrinyup CC for the World Super 6 Perth with its stroke-play and match-play format mix with a field led by World No.8 Patrick Reed.
Keith Pelley is an ideas man. He’s no ordinary ideas man though, which can be seen from his track record since taking on the role of European Tour Chief Executive nearly 18 months ago.
With nearly 30 years’ experience in the media and sports industries, Pelley moved into the top job with the aim of turning the world of professional golf on its head with the firm belief the game at the elite level has become stale. He sees the European Tour more as an entertainment provider than the administrator of a professional golf circuit.
Behind the scenes at European Tour headquarters at Wentworth in London, there is a small team of people working on new ideas to break away from traditional Tour golf and to attract more people to watch golf by being more entertaining.
During 2016, the Tour introduced a “Beat the Pro” contest at the KLM Open in The Netherlands, where amateurs were drawn to play a par-3 with each group of professionals during the first three days of the tournament. If they got their tee shot closer to the pin they won prizes.
There has also been night golf exhibitions and putting competitions, all aimed at engaging with a younger audience.