PBºN Episode - 29

Summary

This podcast features an interview with Todd Fleming, the new Executive Director of the Cognizant Classic, formerly known as the Honda Classic. Fleming discusses his extensive career in sports management, working with prominent organizations like the Miami Heat, Dallas Cowboys, and Legends. He shares insights into the transformation of the Cognizant Classic, including plans for modernizing the fan experience, revitalizing the event's aesthetics, and enhancing community impact. Fleming also introduces his upcoming podcast, "Sports to Business," which will explore the intersection of sports and business, aiming to educate and inspire aspiring professionals.

Key topics

• Todd Fleming's Career Background:

  • Extensive experience in sports management and commercial revenue maximization.

  • Played basketball in college, initially pursued a career in internet commerce.

  • Early career at Cleveland Cavaliers (pre-LeBron era), learning resilience and strategic thinking during challenging times.

  • Moved to Miami Heat for a managerial position, coinciding with the team's rise with Dwayne Wade and later Shaquille O'Neal. Managed team through significant growth and subsequent staff adjustments.

  • Transitioned to the New Jersey Nets to contribute to their move to Brooklyn, focusing on new venue openings and market expansion.

  • Joined the Dallas Cowboys to work on the AT&T Stadium project, navigating the 2008 economic downturn while selling premium seating and suites.

  • Instrumental in the formation of Legends, a company co-founded by the Cowboys and Yankees, initially focusing on food, beverage, and merchandise, later expanding into premium ticketing and sponsorship.

  • Returned to Legends after a stint with Michael Jordan's Charlotte Hornets, leading the commercial side and expanding into international business (Formula 1, AS Roma, Real Madrid, FC Barcelona).

• Cognizant Classic Transformation:

  • Fleming's current role as Executive Director, aiming to transform the event into a marquee PGA tour stop.

  • Inspired by the evolving golf landscape and the need to modernize live event experiences post-COVID.

  • Cognizant's commitment as title sponsor until 2030, providing stability and a platform for growth.

  • Plans for event changes:

    • Structures & Fan Experience: Similar locations for structures (18, 17), but "tighter" hospitality areas (20-40 person capacity) to bring fans closer to the action.

    • The Bear Trap (Hole 17): Will retain its vibrant atmosphere and double-decker structure. Focus on elevating the "party" with more sophistication and "Palm Beach way" aesthetics. Stadium effect to be replaced with open spaces, allowing more fans closer access to the ropes.

    • Aesthetics & Branding: Moving away from traditional white tents to incorporate vibrant colors (greens, teals, blues, pinks, peaches, yellows) inspired by Palm Beach's natural environment and the "Discover The Palm Beaches" activation.

    • Vision: Aspiring for an event that blends the "Cannes Film Festival meets Milano Fashion Week meets Kentucky Derby" vibe, encouraging attendees to dress up and embrace a flamboyant, celebratory atmosphere.

• Community Impact:

  • The event has historically generated over $70 million for 300+ charitable organizations.

  • Cognizant Classic currently ranks 4th among all PGA Tour events in community impact.

  • Commitment to continued charitable giving through tournament proceeds, working with Children's Healthcare Charities (CHC).

  • Expanding impact areas:

    • STEM Initiatives: Cognizant, as a technology and AI firm, will lead STEM educational programs, partnering with organizations like the Ed & Edna Runner and The First Tee.

    • Diversity & Inclusion (DEI): Leveraging Cognizant's background and the PGA Tour's focus to broaden community engagement beyond tournament week.

    • AI for Community Needs: Utilizing AI to identify and address community needs proactively, ensuring the event remains relevant and impactful.

• "Sports to Business" Podcast:

  • New podcast hosted by Todd Fleming, part of the Palm Beach North podcast family.

  • Goal: Demystify the intersection of sports and business, showcasing how the industry operates.

  • Content: Interviews with professionals from various sports organizations (NFL, NBA, international events), covering revenue, operations, impact, and volunteerism.

  • Target Audience: Aspiring professionals, youth, and anyone interested in the business side of sports.

• Ticketing Information:

  • Premium hospitality packages are currently on sale.

  • General ticketing will be available in fall/early winter, with a phased rollout of new experiences and branding.