July 5, 2000
The ShopRite LPGA Classic continues to show the way
By TOM WILLIAMS
Sports Columnist
You hear a lot of complaining about sports fans in this area.
The Seagulls and the Surf are both disappointed in their attendance. Even high school
athletic directors will tell you that the number of really big games has dwindled a bit.
But there is no complaining at the ShopRite LPGA Classic.
Under the direction of Larry and Ruth Harrison, this tournament has gone from another
questionable attempt to establish a sports event in this part of South Jersey, to one of
the finest women's golf events in the world.
In fact, the last three champions have come from different parts of the world. Janice
Moodie, who won the 15th annual tournament last month, is from Scotland. Listening to
her talk instantly transports you into a scene from Brigadoon. She was preceded by
Sweden's Annika Sorenstam in 1998 and Korea's Se Ri Pak last year.
The 144 players who competed at Marriott's Seaview Golf Resort in Galloway Township
this year before record crowds split up a $1.1 million purse. The ShopRite has the
largest purse of any three-day tournament on the LPGA tour. Only six of the 38
tournaments on the tour award more money - and four of them are the four majors.
The Atlantic City Celebrity Kids Classic, which will be held for the second year starting
Aug. 17, had a successful debut but could be in for a big push after moving to the
historic and brilliantly improved Atlantic City Country Club in Northfield.
Larry Harrison, a former baseball star at Ocean City High School and Duke University,
remembers his beginnings as a golf tournament director. "I just went to a meeting with
the idea of being a sponsor," said the owner of Harrison Beverage, a successful
distributorship, "and, the next thing I knew, they selected Ruthie and me to run the
whole thing."
Run it they have.
Backed up by a number of quality professionals and an army of dedicated volunteers,
the Harrisons have driven this tournament to the top.
Why has this high-priced golf event succeeded when other sports events have
struggled?
First of all, it only happens once a year, allowing a great deal of marketing efforts to be
concentrated on that one week. Of course, you always run the risk of bad weather during
your one week or not fitting into a top player's schedule. This year, for example, top
money winners Karrie Webb and Annika Sorenstam did not play.
The ShopRite has the advantage of being a major league event, the only one in South
Jersey. These are the best women golfers in the world, not athletes hoping to work their
way up to the big time.
Golf tournaments also have a little bit of an advantage because they are required to
benefit local charities. That creates a noble purpose and it also generates additional
enthusiasm from volunteers, many representing the same groups that benefit from the
profits.
But the biggest reason for the success of the ShopRite LPGA Classic is, quite simply,
its quality. Not only are the players major leaguers, but so are those who do the
everyday things that give this event its first class image. When you attend, you are
treated in a way that makes you want to come back again.
The Seagulls, for example, fell far below that level this year. Though it would seem that
the basketball players in the United States Basketball League are a great deal closer to
the NBA than the baseball players in the Atlantic League are to the major leagues, the
Seagulls seemed to give up the ship after a few weeks this year.
Following cost-cutting measures that removed payment to the DJs, who entertained
during timeouts; the SeaGals dancers; public address announcer Bob Derbyshire; and
all of the official scorers and timers - in effect, changing all of them into volunteer
positions - Seagulls games were staged almost like junior high games by the end of the
season.
It's a shame because they had players who could play the game and the action was
fast-paced and entertaining. But the way Seagulls games came off during the second
half of this season, it is likely that the few who came out did not come back. The games
had lost their professional image.
It is clear that Dr. Ira Trocki, current Seagulls owner, does not plan to play a season in
Atlantic City again. Will he move the team or sell it? Is there somebody out there who
would buy it? Is it true that the USBL wants a team in Atlantic City and will do what is
necessary to accomplish that? These questions will be answered soon.
Of course, this doesn't explain the Surf. Baseball games are well staged in The
Sandcastle, a beautiful, fan-friendly stadium. The team seems to have done what is
necessary to succeed, marketing its product in every way from advertising to live radio
of all games to direct contact with youth baseball leagues.
Still, the fans are not coming out as consistently as expected, or as needed. And, as a
team not affiliated with a major league club, the Surf must cover all of its expenses.
There are times when the South Jersey Barons soccer team, which play a little more
than half their home games in Ocean City, have drawn crowds close in number to the
Surf with much less promotion.
Coming up within the next 15 months will be minor league hockey, though the new team,
which will play in the Boardwalk Convention Hall, may have an NHL affiliation that could
cover some of its costs. Will the fans support a minor league hockey team? If the
Philadelphia Phantoms are any example, they might.
Despite what you may have heard, fans in this area are no different than most places in
the country. They will spend their time and money on the things that interest them. If
you give them a product that appeals to them and an entertaining presentation - all at a
reasonable price - they will generally support it.
Of course, it is true that there is a lot to choose from. New cable channels are available
monthly, Internet sites almost hourly. The Phillies, 76ers, Flyers and Eagles are just
over an hour away. The casinos offer entertainment and excitement all day and night.
And, during the summer months, the beach and boardwalk are factors.
Putting together a successful event, in sports or otherwise, is not easy. You can work
hard, but still not find your piece of the pie, like the Surf. You can cut your losses and
stop worrying about the quality of your product, like the Seagulls did this year.
Or, you can put together the best people and affiliate yourself with the finest athletes,
like the ShopRite LPGA Classic has done.
With the Harrisons at the helm, this event has proven that South Jersey sports fans
know quality when they see it.
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