The Wyndham Championship and Biscuitville

A Sponsorship Proposal

PRT 466 Fall 2017

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Burney Jennings Chief Executive Officer Biscuitville, Inc. 1414 Yanceyville St. Suite 300 Greensboro, NC 27405 Dear Mr. Jennings The Wyndham Championship is an event on the PGA Tour that takes place each August at Sedgefield Country Club in Greensboro, North Carolina. Like your business, the Wyndham Championship is locally operated and locally grown. As of 2017, the Wyndham has enveloped a “Southern Charm” theme that coincides well with your local and southern food and charm. As the last event on the PGA Tour before the FedEx Cup, the Wyndham brings in a large crowd of spectators from both out of town and local areas. This document is a proposal for Biscuitville to join the Wyndham Championship as a sponsor. Though your chain is only in Virginia and North Carolina, partnering with the Wyndham Championship will bring national attention to you and help grow your local locations. Through our research we have found that the Wyndham Championship and Biscuitville could be very compatible in a sponsorship relationship. Both have similar charitable goals and seek a down-to-earth southern charm. This proposal contains detailed information about our event including a brief history, special events, fan involvement, and local charity work. With your devotion to supporting local businesses and local charities, a partnership could be nothing but positive. We believe that our long history in the community and involvement both locally and nationally can help your brand grow and increase consumer recognition. This sponsorship proposal is a working document and we are dedicated to meeting your needs and adjusting accommodations accordingly to assist in a positive partnership. We look forward to discussing this proposal at your earliest convenience. Sincerely, Terry Jones Director of Development

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History and Overview The Wyndham Championship is an official PGA Tour event held annually in Greensboro, North Carolina at Sedgefield Country Club. It is the sixth-oldest event on the PGA Tour, excluding the Majors, and was founded in 1938. It was originally known as the Greater Greensboro Open and was played alternatively in April and May. A schedule change in 2003 moved the tournament to August. In 2007, the name was changed to the Wyndham Championship when the Wyndham Hotels and Resorts took over as the title sponsor. The Wyndham Championship is the last PGA Tour event before the FedEx Cup Playoffs and it is a last chance opportunity for players to qualify for the FedEx Cup. In 2015, the Wyndham Championship purse was amounted at $5.4 million. The winner’s share was $972,000. The Wyndham Championship has been played in Greensboro, North Carolina for the entirety of its history. In the inaugural four years of the tournament, the event was played both at Sedgefield Country Club and Starmount Forest Country Club. Since 2007, the event has been played solely at Sedgefield Country Club. Sedgefield Country Club, established in 1925, is host to a par 70 course designed by Donald Ross that was opened for play in 1926. The Sedgefield Country Club course is the only course designed by Ross that regularly hosts a PGA Tour event. It is owned and operated by McConnell Golf, currently the largest owner of private golf clubs in the region.

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The Tournament The Wyndham Championship was voted the “Most Fan-Friendly Event” at the PGA Tour annual meetings for the years of 2015 and 2016. We pride ourselves in our ability for fan involvement and experience. We try and make the Wyndham Championship a mini vacation for all patrons

who attend. With the 2017 championship, we introduced a new theme to showcase the southern roots of the championship and the southern locations of the Wyndham hotels and resorts. The new theme was “Southern Charm” featuring Front Porch at the Wyndham. Front Porch at the Wyndham hosted a

tent next to the clubhouse and featured live music, entertainment and concessions. The tournament’s new signature drink, the “Wyndham Welcome” was also served under the tent. Another new addition with the “Southern Charm” theme was a Topiary Garden which hosted topiary artist, Topiary Joe, who exhibited his custom-designed topiary sculptures. Many fan favorites from previous tournament years made a return for a continuation of exceptional fan experience. These included:

● BB&T Fan Pavilion ● The Sunbrella Sundeck ● #WyndhamChamp Social Gallery at the ninth green ● Tito’s Vodka Lounges at the ninth green and 15th fairway ● Sunbrella Comfort Zone at the 12th green ● Patriots’ Outpost ● Kids Zone near the main entrance

A new attraction for the 2017 championship:

● Food trucks at the 10th green ○ Featured multiple food trucks ○ A Michelob Ultra tasting ○ Six different North Carolina craft beers

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Tournament Coverage and Social Media Like all other PGA Tour events, the Wyndham Championship is broadcasted across many media platforms. The Wyndham is televised on CBS during tournament play. It is also broadcast live on the PGA Tour Radio on Siriusxm. Live updates are posted on the official PGA Tour twitter page, @PGATOUR, which has 1.8M followers. The Wyndham Championship could also be followed on twitter by the hashtag #WyndhamChamp. They Wyndham Championship itself has an official twitter page, @WyndhamChamp. The PGA Tour has an official Instagram page that is updated very regularly and has 1.1M followers.

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PGA Tour Fan Demographics Gender:

● Males account for 62.6% of PGA Tour viewership while females account for the remaining 37.4%

Age:

● 18-34 year olds account for 62.6% ● 35-54 year olds account for 38.4% ● 55+ accounts for 37.7%

Ethnicity:

● White viewers account for 84.8% ● Black viewers account for 10.1% ● Asian viewers account for 2.5% ● Hispanic viewers account for 7.2% ● Other accounts for 2.6%

Income:

● Less than $25,000 accounts for 11.5% ● $25,000-$34,999 accounts for 10.5% ● $35,000-$49,999 accounts for 19.3% ● $50,000- $74,999 accounts for 20.0% ● $75,000+ accounts for 38.7% ● $100,000+ accounts for 22.5%

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Community Outreach Much like Biscuitville aims to support local communities and business through their efforts and philanthropy, the Wyndham Championship also gives back to the surrounding area of the Triad as well as causes on a national level. Local tournament charities are listed below:

● Wyndham Worldwide Charitable Foundation ○ Focus is to enrich the lives of children around the world in areas of education,

wellness and conservation ○ Supports the Piedmont Triad Partnership

and local food banks in the Greensboro Community locally

○ Supports through in-kind donations, volunteer hours and raising awareness and fund for organizations related to this mission

● Birdies Fore Backpacks - Official Charity

○ A 2015 Gallup poll listed the Piedmont Triad area of North Carolina as the nation’s No. 1 area in which people struggle to get food

○ Birdies Fore Backpacks was launched as a part of the 75th anniversary celebration of the Wyndham Championship

■ Individuals and corporations make one-time donations or pledges of a certain amount for every birdie that is made by a PGA Tour professional during play at the Wyndham Championship

○ Funds from this program support local 501(c)(3) non-profit and charitable organizations in the Piedmont Triad that provide backpacks of food for children in need.

■ In its inaugural year, Birdies Fore Backpacks raised around $200,000

● The First Tee of the Triad ○ An initiative of the World Golf Foundation

■ “To impact the lives of young people by providing educational programs that build, instill life-enhancing values and promote healthy choices through the game of golf”

○ The First Tee of the Triad is one of 204 chapters across all 50 states and four foreign countries with more than 10 million participants

○ The First Tee of the Triad is currently operating at 15 facilities throughout central North Carolina and southern Virginia

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○ The goal is to bring golf to children that otherwise would not be exposed to the game and its positive values

● Piedmont Triad Partnership

○ An award-winning economic development organization in which its goals is to leverage the identity, resources and future of the Piedmont Triad Region as a world-class business location

● The Crosby Scholars Community Partnership

○ A non-profit college access organization which helps students begin to prepare academically, financially and personally for successful college admission.

○ Serves more than 8,000 public school students per year The difference these organizations make in the surrounding area are vast and important. Your local contributions and donations to charities would be extremely compatible with the efforts of the Wyndham and our charities.

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Sponsorship Package By partnering with the Wyndham Championship, Biscuitville will position themselves as a premier option for Wyndham fans and families by increased brand awareness, an increase in community image, and increased sales. Increased Brand Awareness

● Feature Biscuitville logos on daily programs ● Biscuitville Breakfast Club tent

○ Located adjacent to the Front Porch at the Wyndham tent at the clubhouse ○ Signs and promotional material advertising the Biscuitville Breakfast Club tent

● Mentioning of Biscuitville on all radio broadcasts as an official sponsor Biscuitville Breakfast Club tent located in this area

Increased Sales

● Coupons to all Biscuitville locations handed out with a specific Wyndham code on them ● Only Biscuitville products will be sold in the Biscuitville Breakfast Club tent

○ Most popular biscuits including sausage, egg, and cheese ○ Biscuitville tea and coffee also sold

● Advertisement of Biscuitville as an official sponsor of the Wyndham Championship around the course and on all programs

Community Image

● Advertise our new relationship as a local company supporting a local event ● Donate 5% of sales to the Wyndham Worldwide Charitable Foundation to specifically be

donated to help local food banks in the Greensboro area

Package Price Total Package Value = $200,000 Biscuitville Investment = $150,000

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Impact Measurement The effectiveness of our partnership will be evaluated on a regular basis both during tournament play and after to assure that our goals are being met and that you as our sponsor are satisfied with the results and efforts. Increased Brand Awareness

● Intercept surveys of fans asking about their experience with Biscuitville at the tournament and their likelihood of visiting a Biscuitville restaurant in the near future

○ These surveys will include questions measuring the visibility of Biscuitville signs around the tournament, knowledge of the Biscuitville Breakfast Club tent, and their behavior and attitude towards the company as a whole

● Measure the amount of times Biscuitville was mentioned on all radio broadcasts Increased Sales

● Review all revenues made from the concessions sold at the Biscuitville Breakfast Club tent

● Measure the amount of coupon codes used at Biscuitville locations Community Image

● Conduct a fan intercept survey to assess the attendees attitudes towards Biscuitville after being exposed to it at the tournament

● Record the amount of donations from the 5% donated to local food banks