The Challenge

The PGA Championship, held at The Ocean Course in Kiawah Island, SC in 2021, served as Dominion Energy's initial, large-scale sponsorship endeavor post-COVID-19. This sponsorship marked a significant milestone for the company in its commitment to entertaining business and community partners while maintaining corporate safety initiatives by utilizing an open-air hospitality structure. Given the tournament's stature, every detail warranted special attention as Dominion sought to enhance brand visibility and cultivate essential relationships amidst the championship's notoriety. With no corporate offices nearby, Dominion Energy sought to enlist the work of an agency experienced in managing events at distant locations, ensuring seamless execution despite logistical challenges.

The Solution

Wilkinson Sports Advisory (WSA) had previously demonstrated exceptional proficiency in managing corporate hospitality programs when operating remotely, which made them the right agency to handle Dominion Energy’s sponsorship of the PGA Championship.

Wilkinson Sports Advisory provided comprehensive support to Dominion Energy in activating their sponsorship of the PGA Championship. WSA began by evaluating hospitality opportunities and providing recommendations on the sponsorship level that best reflected Dominion’s corporate messaging. They meticulously created a detailed budget for the event and worked closely with Dominion Energy teams in Richmond and South Carolina to ensure alignment on merchandise and digital/printed collateral. WSA developed a custom event invitation system and customized electronic invitation and ticket distribution to streamline guest management. They facilitated all pre-event communications, attended meetings hosted by the PGA of America, and coordinated decor setup in the skybox each morning. Throughout the tournament, WSA provided on-site staff to manage VIP coordination and handle last-minute requests. They sent daily update emails for relevant Dominion Energy staff and created and distributed an event recap. After the tournament, WSA distributed remaining merchandise to the team in South Carolina, finalized all payments and budgets, and conducted an evaluation, providing recommendations for proposed future sponsorship opportunities.

The Result

Thanks to WSA’s expert support, Dominion Energy experienced remarkable success in activating their sponsorship of the PGA Championship. With WSA's assistance, the chalet saw an impressive 92-100% ticket usage daily, indicating high attendance and engagement throughout the tournament. Over 50 local organizations attended the chalet, showcasing the broad reach and community impact of Dominion Energy's sponsorship. The positive feedback received from guests and the South Carolina Dominion Energy team further underscored the effectiveness of WSA's efforts, affirming the value of their strategic planning and meticulous execution in delivering a memorable and impactful hospitality experience.