A group of twelve premier golf resorts in Hawaii has launched a new initiative called Play Hawaii Golf. The program aims to promote the state’s 70 golf courses on a global scale. This effort comes in response to the PGA Tour’s recent cancellation of two significant events: the Sentry tournament on Maui and the Sony Open at Waialae Country Club on Oahu.
The PGA Tour announced last week that the Sony Open, which has been held annually in January, would be replaced by the Sony Championship Hawaii. This new event is designated for golfers aged 50 and older. The decision to remove the televised events earlier this year disappointed many local fans.
Mark Rolfing, a golf professional based in Montana, discussed the structural changes within the PGA Tour. He noted that the organization transitioned from a not-for-profit entity focused on charitable purposes to a for-profit enterprise approximately two years ago. This shift brought in a new leadership team with backgrounds in the National Football League.
Rolfing explained that the new leadership views Hawaii differently than previous management. He compared the situation to the NFL’s perspective on Hawaii as a remote market that is too small to support a team. He stated that the PGA Tour is now prioritizing major markets, particularly for the start of its season.
Financial pressures on the Sentry tournament in Maui had been rising for years, even before the Lahaina wildfires. Rolfing, who negotiated for the event for eight years, observed the purse increase from $6 million to $20 million. He described this level of spending as unsustainable due to limited local fundraising capabilities.
Dave Reardon, a reporter for the Honolulu Star-Advertiser, identified a strategy of scarcity marketing within the new PGA Tour model. This approach seeks to compress the schedule so top players participate in more events. While this strategy negatively impacted Hawaii, it also presents opportunities to find windows when top players and corporate funding are available.
