PBºN Episode - 16
Summary
This podcast episode features Andrew George, Senior Vice President of Live Events and Operations for TMRW Sports, discussing his career path in golf, from an intern at the Honda Classic to his current role with TGL, a new golf league co-founded by Tiger Woods and Rory McIlroy. The conversation delves into his personal influences, family life, career milestones, work-life balance, and the future of golf, particularly TGL's innovative approach to engaging new audiences and its anticipated economic impact on Palm Beach North.
Key Topics
Andrew George's Background:
Early influences: Childhood interest in sports, watching his father, building a basketball camp.
Family: Wife is "the rock," three young children (8, 6, 3), met wife at a Santa Con event.
Favorite golf memory: Tiger Woods' eagle at the Honda Classic in 2012, highlighting the culmination of years of hard work and community embrace.
Career Trajectory:
Started as an intern at the Honda Classic, rose to Executive Director.
Mentorship from Ken Kennerly: Emphasis on continuous growth, gave Andrew diverse opportunities (operations, sales, marketing, community relations).
Challenges: Mastering various aspects of the business, learning new skills (e.g., permitting, vendor management).
Proudest achievement: Making the Honda Classic "more than a golf tournament," celebrating the community, and significant philanthropic contributions ($70M+).
Life Lessons from Golf:
Perseverance, adaptability, flexibility in the face of bad luck.
Multiple paths to success, like different player types in golf (long drivers, putters, iron players).
TGL and TMRW Sports:
Concept: Innovative golf league co-founded by Tiger Woods and Rory McIlroy, utilizing technology to showcase PGA Tour Pros.
Format: Six teams, match play format, 3-on-3 matches, singles component, prime-time Monday/Tuesday night league (Jan-March).
Technology: Venue features a rotating green complex, IMAX-type screen (not a simulator), advanced media production studio.
Audience Engagement: Aims to bring new fans to golf, showcasing players' personalities (miked up, trash talk), and short-game skills.
Launch: January 2025, located in Palm Beach Gardens on Palm Beach State College campus.
Goals: Elevate the live event experience, create "once-in-a-lifetime" experiences, attract new audiences who might not watch traditional golf.
Operational Advantage: Weekly events allow for continuous improvement and real-time data feedback, unlike annual tournaments.
Community & Economic Impact:
Anticipated significant economic impact, similar to the Honda Classic ($80M+).
Attracting fans from various cities (San Francisco, LA, New York, Boston, Atlanta) to Palm Beach North.
Opportunities for local businesses (restaurants, hotels) through pre-match events and official fan locations.
Synergistic relationship with PGA Tour to promote the overall game of golf.
Philanthropic goals through partnerships with Palm Beach State College to impact future lives.
Future of Golf:
Traditional tournament format may not change drastically, but operator focus will be on immersive experiences and customized hospitality.
Growth in non-traditional golf experiences (PopStroke, Drive Shack, Topgolf) to engage new generations.
Importance of telling players' human stories (e.g., Netflix's "Full Swing") to make the sport more relatable and less intimidating.
Advice for Aspiring Professionals in Sports Management:
Look beyond "glitz and glamour," find your "why."
Seek immersive experiences and internships across different areas (avoid siloed roles).
Be patient with career progression (salary, upward mobility).
Go beyond job description (110-120% effort) to get noticed.
Legacy:
Wants to be remembered for the positive impact on individuals, families, and the community beyond just running events.
Creating lasting memories and contributing to philanthropy.