Jim Frazier was executive director of the host Phoenix Thunderbirds when the tournament moved to the TPC in a remote desert area in 1987 despite widespread predictions that it would be a colossal failure at the new venue. That didn't happen, he said, because the event wasn't afraid of challenges and has remained flexible and resilient.
"Moving from Phoenix Country Club was a learning experience, and it has been a learning experience every year since," Frazier said. "Every year there have been challenges, but they were all the result of success."
Before it was built, the TPC location had been used by many as a dumping ground for tons of trash, which makes it somewhat ironic that a quarter-century later the event's title sponsor is known for its initiatives to preserve the environment.
Contrary to gloomy predictions, it drew record crowds that first year and now hosts the largest galleries in golf with a half-million fans attending what Frazier calls, "a golf tournament wrapped in a social event."
So what new features will fans see this year?
For starters, it will be hard to miss the symbolic, seven-ton logo floating in the lake on the 18th hole. It stands 120 feet high and is filled with 140,000 used golf balls collected from water hazards around the state. After the event, many will go to the First Tee of Phoenix program for kids and the rest will be recycled by Tempe-based Dixon Golf.
The Fry's 19th Hole on the Water will be across the fairway from the aforementioned lake. There, fans can grab a bite and a beverage from Fry's Food and Garcia's Mexican Restaurant. There also will be open bleacher seating and an interactive "fun zone," complete with hitting stations, putting greens and professional instruction.
Also new:
- "Fancam": Up and running on the tournament website, wastemanagementphoenixopen.com, the camera shows live streaming video from the raucous par-3 16th hole. So, on those days when fans can't make it to the party at 16 (and when the boss isn't looking), they can click it on at work and join in the cheering . . . or the booing.
- More seating: Twelve new skyboxes have been added to the 16th hole, giving it even more of a stadium feel. Four new skyboxes have been added at 18. Bleachers have been added behind the 10th tee and across the lake from the 17th green, which will provide excellent views of that green and the 18th tee.
- The first-ever "Green-out": Everyone in attendance, including players and caddies, are encouraged to wear something green on Saturday, Feb. 5 (the third round) to show support for the tournament's eco-sensitive efforts. A "Green Squad" will keep the count, and tournament Chairman Mike McQuaid said, for every person who wears green, the Thunderbirds will make a donation on behalf of Waste Management to Arizona Clean & Beautiful. That non-profit volunteer organization is dedicated to preserving, maintaining and enhancing the beauty and environmental quality of Arizona.
- A new iPhone app: Users can download a free application from the Apple Store by searching Waste Management Phoenix Open. It includes a course map and hole-by-hole description, leader board, weather updates, Facebook and Twitter connections and a link to the Coors Light Birds Nest entertainment venue. .
"Our tournament is one of the five oldest events on the PGA Tour, and we are constantly looking for new ways to engage our fans," McQuaid said. "We're excited to introduce this new app, and we're anxious to hear feedback from them."
Fans should keep in mind, however, that the PGA Tour does not allow the public to bring cellphones into this tournament during competition, a policy that very well might change soon. The tour allowed cellphones at three events last year and is allowing them at several more this year, including next week in San Diego. If no significant problems occur at experimental sites, the tour might allow cellphones at all events next year.
In the meantime, fans still can access useful information with the app when they're not at the tournament.
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