Every week, on his The Soul & Science Podcast, Jason Harris talks with great marketing minds. I was struck by this interview on the subject of keeping the brand fresh:
“If you’re standing still, you’re moving backward," said Chris Davis, chief marketing officer of New Balance on the podcast. “Would you take kindly to being called complacent? I know I wouldn't. By not thinking ahead, you could be missing out on big opportunities. Seeking out innovation as you look into the future is crucial. Avoid getting too comfortable in your strategy so that you don’t go stagnant.”
No matter how well your marketing is doing, it pays to avoid going stagnant.
Steve John, CEO of Monterey Peninsula Foundation, host of the AT&T Pebble Beach Pro-Am, is committed to building on the rich tradition established by classic crooner Bing Crosby and his celebrity friends. He and board chairman Clint Eastwood are definitely not complacent.
One of the most exciting events on the PGA TOUR because of the amateur/celebrity/pro pairings, the tournament is contested annually in front of thousands of spectators and millions of television viewers on three of the Monterey Peninsula’s premier golf courses: Pebble Beach Golf Links, Spyglass Hill Golf Course, and Monterey Peninsula Country Club Shore Course.
“The challenge is keeping it very fresh and giving celebrities a bucket list opportunity of a lifetime,” says John, who I interviewed at the tournament held February 2 to 5, 2023.
“We want diversity from the world of sports and entertainment, who also are deeply passionate about philanthropy,” said John, who anticipates the tournament will raise $18 million this year for charity.
For example, an international footballer was added to the lineup for the first time as part of keeping the brand fresh. The announcement that UEFA Champions League soccer champion Gareth Bale (five with Real Madrid), who also captured six Welsh Football of the Year awards, generated an amazing 1.2 million likes on Instagram.
Sports stars included Super Bowl champions Aaron Rodgers (Packers), Steve Young (49ers), Harris Barton (49ers), and Ron Rivera (Bears); World Series champion Buster Posey (three with Giants), who also won a National League MVP; and NBA champion Pau Gasol (two with Lakers).
Celebrity golfers from the music industry included Illenium, ScHoolBoyQ, Charles Kelly, Macklemore, Pat Monahan, Lukas Nelson, Jake Owen, Eric Church, Ben Rector, and Darius Rucker. The participating musicians combine for nearly 20 Grammy Awards, plus numerous other award honors from Billboard, Academy of Country Music, American Country, American Music, Country Music Association, and MTV.
The film and TV industry was well represented in the amateur field and included gallery favorites Bill Murray and Ray Romano. Jason Bateman, fresh off his success in the Emmy Award-winning crime drama series, Ozark, made his debut at this year’s Pro-Am. Emmy-nominated Will Arnett, Bateman’s longtime friend, joined him to make for a mini-reunion on the course of the popular sitcom, Arrested Development.
The fabled PGA tournament started out in 1937 in Rancho Sante Fe, California when Crosby invited some friends to play golf, enjoy a clambake and raise a little money for charity. Crosby moved the tournament to Pebble Beach in 1947.
In the last fiscal year, John’s foundation donated $14.5 million to support local nonprofits in Monterey, Santa Cruz and San Benito Counties.
