FROM A NEW EVENT LAWN TO A CANDY SHOP
The Travelers Championship has been recognized as the PGA Tour’s Players Choice award winner for two years running, and the duo of Travelers executive vice president and chief administrative officer Andy Bessette and tournament director Nathan Grube is constantly seeking ways to improve the experience for each of the 156 golfers who visit Cromwell for a week in June.
They’re also always finding ways to improve the fan experience as well.
From a new event lawn, a tweaked food menu, new merchandise and easier parking, here’s what’s new at the 2019 Travelers Championship:
Grey Goose event lawn
With the renovation of TPC River Highlands’ clubhouse, those in charge have found new uses and opportunities for the surrounding areas. Adjacent to the new clubhouse will be the Grey Goose event lawn.
The lawn will feature interactive activities and lawn games, as well as a bar, outdoor tables and plenty of shade. Additionally, local TV and radio stations will set up shop there for their morning and afternoon broadcasts.
“It’s going to be an interactive, fun area,” Grube said.
New merchandise tent
There will be a new merchandise tent — labeled the Fan Shop — located near the practice range and the crossover of the ninth and 10th holes. According to Grube, it will be 50 percent larger than last year’s, which was positioned closer to the clubhouse.
“Our old merchandise location was just so wedged where it was,” he said. “We worked around a few things, so right when you walk in the entrance now, you see a huge new merchandise area.”
The tournament works with the PGA to determine which items should be sold. The decisions are made based upon what items sell well at other tournaments, what has sold well at previous Travelers Championships, and what appeals to kids, women, etc.
“’Hey here’s what we’re seeing what kids are buying in these other 10 markets,’” Grube said. “Whether it’s smaller hats or tiny umbrellas or autographed balls, we are very, very fortunate that we have that date behind what’s in this merch tent.”
Grube noted that the Fan Shop won’t sell just “golf stuff.” There are fan enhancement items based upon the experience of being at the tournament.
Mohegan Sun Club on the 17th hole
There’s a brand new facility on the 17th fairway, called the Mohegan Sun Club. It’s a private, climate-controlled facility overlooking the 16th and 17th holes. It features outdoor seating as well.
“We’ve never had a ticket like this before,” Grube said. “It includes food and beverage. I would say it’s one of the best views on the golf course.”
From the club, fans can see the first, second, 15th, 16th, 17th and part of the 18th hole.
“It’s a pretty stunning view,” Grube said.
The venue will have its own dedicated parking area as well.
Improvements to the Stanley Black and Decker fan zone
The centrally located Stanley Black and Decker Fan Zone will see minor improvements this summer. More shade and WiFi are among the additions, as well as a candy shop.
Three-time Travelers Championship winner Bubba Watson owns his own candy shop in Florida. There was mutual interest in bringing it to Cromwell.
“We’re actually building a small version of that, and going to have a Bubba’s Sweet Spot in the Fan Zone this year, which will be fun,” Grube said.
New sponsors have joined as well, and more interactive features will be available in the Fan Zone.
“Our goal is to have people be able to spend hours down there with their kids,” Grube said. “Whether it’s making arts and crafts or climbing the rock wall, or playing mini golf. There’s a bunch of interactive fun stuff to do down there.”
What else is new
• Fans have the chance to check out the brand new multi-million dollar clubhouse in the sense that its pro shop, adjacent to the first tee, will be open to the public.
• The tournament revamped its concession menus. Much like how it reevaluates merchandise based on data and what sells, it does the same with food.
“We’ve been able to collect really good data on what sells and what doesn’t,” Grube said.
• Along with new menus, the tournament has worked to speed up service, and the length of lines. “The customer might not fully know what’s happening, but what they will know is they got through the lines quicker and they had the menu items that they wanted.”