84 Lumber Classic

Problem:
The first year of the 84 Lumber Classic was a disappointment for the company. The week long event only drew 35,000 people, and did not create a lot of excitement in the region.

Solution:
TMI, along with a strategic partner, pitched the 84 Lumber Company on the idea of creating marketing platforms. The first platform revolved around creating co-marketing partnerships with large media outlets and regional charities, the second was to activate concerts after the golf, and the final idea was to create a fall festival around the main event.

Results:
The first year that TMI was involved the event drew 150,000 people. In 2005, the figure rose to over 200,000. In addition, over 80 regional charities have become involved with the tournament. Concerts have included such acts as the Doobie Brothers, Lee Ann Womack, and SmashMouth. The event is now considered to be one of the premier fall PGA events, with some of the top PGA professionals competing for the championship.