Success Stories

THE CHALLENGE | THE SOLUTION | THE RESULTS

Northern Trust Open / PGA TOUR

PGA TOUR

The Challenge

In 2009 the PGA TOUR approached Spectrum Sports Management with a unique challenge. How do you take one of the oldest and most prestigious professional golf tournaments in the world, with an international title sponsor and turn the tournament around to create excitement, increase the gate, and generate relevance in the most competitive sports market in the world?
PGA Tour

The Solution

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To lead the transformation, the PGA TOUR enlisted Spectrum Sports Management President Mike Bone, who teamed up with legendary Los Angeles sports figure Jerry West. Together, they assembled a dynamic new leadership group, secured a high-profile Official Charity partner, and built a dedicated sales and marketing team from the ground up.

The strategic overhaul quickly produced results. Within two years, the Northern Trust Open had more than doubled its sales revenue, boosted attendance by over 10%, and significantly increased its presence in local and regional media. The tournament earned the prestigious “Tournament of the Year” honor among all PGA TOUR Championship Management events. The newly formed management team not only revitalized the tournament but also expanded business opportunities and market share for the event and its sponsors.

The Results

Over a five-year period, the Northern Trust Open achieved consistent year-over-year growth. New sponsors came aboard, charitable contributions exceeded $2 million, and fan attendance continued to rise. Most notably, the title sponsor renewed its commitment with a multi-year agreement—a strong endorsement of the tournament’s turnaround.

Thanks to Spectrum Sports Management’s strategic leadership, the Northern Trust Open was re-established as a marquee event on the PGA TOUR and a must-see experience in the Los Angeles sports calendar.

PGA Golf

Why it Matters for You

This transformation didn’t happen by chance—it was the result of a tailored, strategic, and execution-focused approach that Spectrum brings to every client. Whether you’re revitalizing an existing property or launching something new, we specialize in turning challenges into growth opportunities and creating events that deliver real impact—for your brand, your audience, and your community.

Why They Trust Us

Mike’s leadership of the Northern Trust Open, paired with sports icon Jerry West, re-established the PGA TOUR’s presence in the Los Angeles market. It is incredibly tough to establish any professional sports event in Los Angeles, but with his leadership, sales acumen, and understanding of not only the regional market but the goals and objectives of our title sponsor, Mike was able to accomplish the turn around in a few short years.

– Brian Goin, Vice President, Championship Management, PGA TOUR –

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Let’s work together to create an event that participants, spectators, and sponsors will remember for years to come. Reach out to us to discuss your event needs and learn how Spectrum Sports can bring your vision to life.

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