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.

Golf Australia - - CONTENTS - WORDS BREN­DAN JAMES PHOTOGRAPHY GETTY IMAGES

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.

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