Working together the key to success
In 2005, after staging the World Golf Championships World Cup in the Algarve with the European Tour, the Portuguese Tourist Board (ITP) asked the European Tour to stage the first Portugal Masters. An initial three year agreement saw the inaugural Portugal Masters held at Oceânico Victoria in 2007. Peter Adams, Director of Inter national Championships at European Tour, has been involved in the compe tition since then and is well placed to explain what occurs behind the scenes. Planning is a 365day cycle and prepara tion for an event begins the day after the previous tournament to ensure that the ‘Masters is maintained and developed as one of the world’s most prestigious events as Peter explains. “It is important to analyse and learn from each Portugal Masters because this shapes our planning for the following year and maintains a process of constant development.”
A review with Oceânico informs the planning manual an extensive document covering everything from agronomy to traffic. The European Tour works with various bodies including European Tour Productions, Sky TV, Tivoli Hotels, Turis mo de Portugal which is the principal in vestor and responsible for promoting tourism activities, Lusort which owns the majority of the Vilamoura real estate, Infra moura, which manages the quality and en vironment of the area, the Portuguese Golf Federation and of course Oceânico. Although the European Tour is non profit making sponsorship is necessary for attracting the best players and from November until March Peter Adams works to secure major sponsorship.
In 2015 when the prize fund of e2,000,000 is added to costs of over e1,500,000 sponsorship is essential and Peter Adams describes the period immediately after the ‘Masters until spring as “absolutely cru cial”. July and August entails promotion and marketing through various media in cluding television, billboards, newspapers and print publications. However, the greatest attraction is of course a quality field and although there is no appearance fee, top professionals consistently partici pate and return very high approval ratings. In addition to prize money, incentives in clude a fantastic environment, first class golf course, luxury accommodation with crèche facilities including rooms at the Hotel Tivoli Victoria and bespoke villas. A consequence of such popularity is that the European Tour must finally decide who will make up the field of 126 players. The top 60 in the World Golf Rank ings are automatic entries and invitations include leading Portuguese players and other international stars and, as Peter Adams proudly confirms, the Portugal Masters “always” gets a good field. The Portugal Masters is also broadcast globally and a key component of this is ETP (European Tour Productions). ETP is responsible for all European Tour events and marketing TV images.
As the Portugal Masters is beamed to 400 million homes in over 40 countries it has massive appeal for sponsors. With a percentage of the TV rights going to the European Tour Peter Adams believes that “the investment of time and money in transport and broadcast arrangements makes sound commercial sense”. The support of Sport TV in Portugal is another dimension of the ‘Masters and Sport TV packages the event for the Por tuguese audience. Locallybased Securitas always provides a security for players, spectators and staff. It is also necessary to plan access and exit routes and parking arrangements and Peter Adams underlines how this involves close cooperation. “We are close to the airport but temporary traffic modifications mean that we work closely with the local authorities.” Police are consulted about traffic requirements and the European Tour also spends time with the local council mapping out arrangements to minimise disruption to the immediate area. Other requirements include basic amenities like catering, toilets and access to the action and information.
Volunteers, including significant numbers from Golf for Greys the Algarve society, provide marshals, scorers, and course guides. Sandra Slater, Deputy Chief Marshall, enlists and assigns volunteers. The contribution of the ‘Greys to the success of the Portugal Masters is huge and Peter Adams pays a tribute to the late John Hawker, cofounder of Golf for Greys, who sadly passed away this year. “We always had a fantastic relationship with John and the ‘Greys. John’s input and support goes back to even before the Portu gal Masters and he has been a feature of the event since 2007. John Hawker was a wonderful character who is sadly missed.” With worldwide TV images central to the profile of the Portugal Masters Peter Adams explains how hundreds of media personnel are accommodated. “Organising the areas for massive outside broadcast vehicles demands careful planning and the teamwork involving such as Oceânico, Securitas and the councils is vital.”
Everyone at the Portugal Masters is always well looked after and the 2015 arrangements now provide even more op tions. In addition to the tented facilities, bar provision includes the Last Resort adjacent to the 17th hole and at the 9th hole there is a new bar and interactive zone sponsored by Your Golf Travel. There are also modern vehicles offering `street food’ options reflecting the Euro pean Tour’s policy of constantly develop ing in response to public demand. Concluding the event appropriately must also be planned and Peter Adams underlines that while the prizegiving ceremony is pivotal there are other con siderations. “At the end of the tournament there is a focus on the winner but also on overall closure. It is important in what is high profile media context to acknowledge and thank everyone for their support. After which there is brief respite before planning commences next day for the following year’s ‘Masters.” The enduring success of the Portugal Masters is a consistency of planning and preparation and which guarantees that the event’s 10th anniversary in 2016 will be another memorable milestone in the history of Portuguese golf.