The Bidding Process for The 2018 Ryder Cup
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The Bidding Process for The
2018 Ryder Cup
Aims • Why we did it • How we did it • When we did it • What we asked for • Who won and why • The Ryder Cup Legacy
European Tour Board of Directors
12 Elected Tournament Committee
(15 players)
PROMOTERS
Tour Members
OF
ET EVENTS
SEASON & TOURNAMENTS
THE PRODUCT
PROPERTIES CONTENT &
DESTINATIONS, COURSES TV PRODUCTIONS
& HOSTS
THE EUROPEAN TOUR Celebrating Golf. Worldwide.
The Game’s Global Tour
Since its inception in 1971, The European Tour has
expanded to become widely recognized as the game’s
Global Tour.
This is evident by the countries visited on our schedule, the
rich diversity of our Members and the global reach of our
broadcast partners.
Lee Westwood (Eng) : European Tour Member
2009 Race to Dubai Champion
World No. 3
A Global Footprint
50 events per year…
…Across 30 countries.
More than any other Professional Tour
Global Reach
Europe:
71,972,000
North America: Asia & Oceania:
69,500,000 293,541,000
Africa & Middle East:
5,800,000
Cumulative Global Household Reach now exceeds 440 million
Source: Extrapolated from 2011 Repucom International European
Tour Event Evaluation Reports
A Unique Set of Assets in our Control
A unique opportunity
3 Tours
With the assets we have available, we
can develop individual solutions to
any stakeholder objective.
We can deliver global solutions or
local ones, and anywhere in between. Our own TV Production
World Class Venue Network
Golf Course Design
Tour Events &
Graeme McDowell (N. Ire) :
The Ryder Cup
European Tour Member
2010 US Open Champion
World No. 14
A Unique Set of Assets in our Control Encompassing The Race to Dubai with 50 events across 29 Destinations The Senior Tour: +50 Age Group 20 events per year across 15 countries with unique access to the true Legends of the game The Challenge Tour 25 events per year across 18 countries with unique access to the European Tour
A Unique Set of Assets in our Control European Tour Productions Largest producer of golf programming in the world Unique control over programme content A Network of World Class golf venues Located in key strategic golf markets Providing access to businesses and golf consumers in market A Joint Venture Company with IMG Delivering world class golf courses around the world With unique access to European Tour “signature” designers
A Unique Set of Assets in our Control European Tour Productions Largest producer of golf programming in the world Unique control over programme content A Network of World Class golf venues Located in key strategic golf markets Providing access to businesses and golf consumers in market A Joint Venture Company with IMG Delivering world class golf courses around the world With unique access to European Tour “signature” designers
A Unique Set of Assets in our Control European Tour Productions Largest producer of golf programming in the world Unique control over programme content A Network of World Class golf venues Located in key strategic golf markets Providing access to businesses and golf consumers in market A Joint Venture Company with IMG Delivering world class golf courses around the world With unique access to European Tour “signature” designers
A Unique Set of Assets in our Control European Tour Productions Largest producer of golf programming in the world Unique control over programme content A Network of World Class golf venues Located in key strategic golf markets Providing access to businesses and golf consumers in market A Joint Venture Company with IMG Delivering world class golf courses around the world With unique access to European Tour “signature” designers
EUROPEAN TOUR WEBSITE – One of the World’s Most Visited Golf Websites Visited by an average close to 1 Million unique users each month in 2010, europeantour.com is the most trafficked golf website in Europe and it continues to increase its traffic numbers as illustrated on the graph. More info: • Only source of Live Scoring data for all European Tour events • Can reach up to 1.7 million unique users in a month • Up to 30 million page views per month
A Foundation for Success
World No 1 World No 2 World No 3 World No 4
Luke Donald Rory McIlroy Lee Westwood Martin Kaymer
The Top 4 in the Official World Rankings
are European Tour Members
As are 20 of the Top 50…
Spanning 8 nationalities
Official World Golf Ranking – as of 1st March 2012Powerful Title Sponsors
CURRENT PORTFOLIO – MARCH 2012:
European Tour Destinations:
London Golf Club
Belek Golf Club
Le Golf National
Terre Blanche
The Dutch
European Tour Courses:
Quinta do Lago
PGA Golf de Catalunya
Kungsangen
Fleesensee
Estonian G&CC
Linna GolfEstonian Golf and Country Clu
Terre Bla
PGA Catalunya R
THE RYDER CUP TODAY
• The Ryder Cup is one of the top ten sporting events in the world,
matching soccer’s World Cup, American Football’s Super Bowl,
Wimbledon tennis and the Ashes Tests in cricket
• Attendance - 300,000 spectators and guests.
• Media Coverage – 2,000 journalists, photographers
• Television Coverage – Coverage available to 495 million homes across
180 countries, through 44 broadcasters.
• Internet - 2 million people logged onto the official Ryder Cup website -
www.rydercup.com – during the week of the 2006 Event.
• Economic Impact - €240 million of impact on the Irish Economy (2006
Ryder Cup - source: Deloitte).Shareholder Roles
• PGA European Tour
– Managing Partner
– 60%
• PGA of GB & I
– Founding Partner
– 20%
• PGAs of Europe
– Manager of Ryder Cup Development Trust
– 20%SELECTION OF VENUE
‘The parties agree that the venue for the Ryder Cup Matches played in
Europe shall be proposed by the Managing Partner (European Tour) in
consultation with the other Members. The Managing Partner agrees to
act in good faith and in the interests of the LLP when determining each
venue for the Ryder Cup Matches’
Source: Members Agreement 2004SIX CANDIATES
PROJECT ‘LEVEL PLAYING FIELD’ H O S T C A N D I D A T E S
Step One – The Bid Briefing Document – November 2008 The Launch:
Step Two - The London Symposium
– January 2010
• All six Bidding Nations in a single room….
• Key ET Executives: Sales and Marketing, Media,
Operations etc
• Partner representatives: PGA, PGAEs etc
• Three external Advisors:
– Michael Payne - International Olympic Committee
– Jaime Byrom – FIFA
– Nick Bitel – London MarathonTHE FIVE KEY BID CRITERIA The Balanced Scorecard 1. Commitment to the development of a world-class golf facility (new or existing) to host The 2018 Ryder Cup 2. Provision of ancillary facilities, suitable access and infrastructure commensurate with the staging of an international sporting event 3. Demonstrable Government, Golfing Community and Private Sector support 4. Commercial opportunities available to The Ryder Cup 5. Contribution of the Bid Country to the development of golf
Step Three - The Rules of Engagement
Documents – March 2010
• Bid Format Requirements
– 400 detailed questions to be answered
– Building on original five Criteria
– To enable Bids to be evaluated fairly
• Bidding Rules
– Probity
– Ethics
– Gifts
– Hospitality
– Dos and DontsStep Four – Submission of the Bids – 30 April 2010
Step Five – Presentation of the Bids - June 2010
Step Six – Bid Evaluation and Bid
Review – August 2010
• Bids reviewed against detailed Bid Format Requirement
questions:
– Golf course
– Infrastructure
– Commercial
– Government and private sector support
– Legacy
• Meeting with Bidding Nations to feedback on Bid and identify
areas to re-assess:
– Bids can’t be altered other than in respects identified by
RCE2018 Ryder Cup Bid process
• Step Seven: February 2011: EACH Bidding
nation signs a conditional RC 2018 Contract:
– Crucial!
– Based on the Atlanta Olympics 1984 example
– Incur legal costs now rather than post
announcement
– All five countries remain in the process
– Ultimate decision based on Contracts,
incorporating original Bids
– Contract of successful Bidder is activated in May
20112018 Ryder Cup Bid process
• Step Eight: Recommendation to key stakeholders: March 2011
– European Tour Board
– Players’ Committee
– Partners: PGA, PGAE
– Ryder Cup Board
• Step Nine: Announcement of 2018 Ryder Cup Host Nation:
April 2011
– Wentworth
– World-Cup/Olympics style announcementBidding Nations - France
• Existing Venue – Golf National
• Close to Versailles and Paris
• All French golfers to pay a Ryder Cup levy
over 13 yearsBidding Nations - Germany • Green-field Site • Neuburg, close to Munich • Bid President Bernhard Langer
Bidding Nations - Holland
• Venue under construction, close to Rotterdam
• Course designed by Colin Montgomerie
• Bid co-ordinated on behalf of Federation by
Made in ScotlandThe Bidders - Holland
Bidding Nations - Portugal
• Green-field site, between Lisbon and Algarve
• Course to be designed by Tom Fazio and
EGD
• Extensive real-estate developmentBidding Nations - Spain
• Green-field site, close to Madrid
• A city-sponsored Bid
• Involvement of Seve and other Spanish
PlayersThe Keys
• A Level Playing Field
• Support from external Experts
• Each Country to benefit from being a Bidder
• We need to ensure good relationships with all
Five Bidders beyond the processTHE GOAL To make the correct Sporting and Commercial decision
THE FIVE KEY BID CRITERIA The Balanced Scorecard 1. Commitment to the development of a world-class golf facility (new or existing) to host The 2018 Ryder Cup 2. Provision of ancillary facilities, suitable access and infrastructure commensurate with the staging of an international sporting event 3. Demonstrable Government, Golfing Community and Private Sector support 4. Commercial opportunities available to The Ryder Cup 5. Contribution of the Bid Country to the development of golf
MARKING AND WEIGHTING Marking • 10 = Outstanding • 8 = Excellent • 6 = Achieves criteria • 4 = Below expectation • 2 = Significant concerns • 0 = Minimum criteria not met Weighting (for significantly important areas) • x3/x5
CRITERIA 1 Golf Course - Characteristics
A B C D E Notes
Site characteristics 8 6 6 10 10
Surrounding aesthetics
10 4 4 8 10
(from high camera)
Substructure 6 4 6 8 8
Design 8 6 4 8 8
Spectator viewing 10 8 2 8 8
Course condition 6 6 8 8 8
Spectator routing 8 6 4 6 8
SCORE 56 40 34 56 60FRANCE The foundation of the French Bid is the financial support of French golfers, who voted overwhelmingly to pay a levy of €3 per year over the lifetime of the contract (12 years). The status of Golf National as an established tournament venue of the highest calibre offers a level of certainty in terms of the staging of the Matches, along with the prospect of dramatic finales, with excellent spectator viewing. The contracting process with the French Bid team has enabled RCE to ratify many Bid Book “commitments”. Significant venue-related opportunities exist through a partnership between FFG and RCE. There is no doubt that a Paris/Versailles Ryder Cup will significantly enhance the event, and also facilitate significant sales opportunities.
The French Ryder Cup Legacy • A proper process • Elevation of Ryder Cup -> Paris backdrop • Staging of Ryder Cup on a world-class golf course • Commercial and hospitality opportunities • 100 Compact Golf Courses • Engagement of French golfers • Joint incentive to increase participation • Commitment to “democratise” game of golf • Tournament and Properties opportunities for Silver Medallists
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