Welcome to the Club: an updated identity for the iconic tournament in its first year hosted by TGR Live
LOS ANGELES, Calif. – The Genesis Open has introduced a new brand and marketing campaign ahead of the 2017 tournament. The Genesis Open will welcome the world’s best golfers and fans in Los Angeles to The Riviera Country Club February 13-19, with the new tagline ‘Welcome to the Club’.
The new Genesis Open brand position helps set the tournament apart from other sports and social events in Los Angeles. The Genesis Open is the only event on the LA sports calendar that grants access to the PGA TOUR’s biggest stars at the iconic Riviera Country Club. Guests are invited to craft their own premium experience in an exclusive setting. The annual event is the perfect social setting for all who want to attend a premium event unbound by seating charts, timeouts and stadium wall.
Embracing the tournament’s past while looking towards its future played a major role in developing the brand and marketing campaign. 2017 will be the 91st playing of the PGA TOUR’s Los Angeles event. With TGR Live, the new event management company, and Genesis, the new title sponsor, the Genesis Open brand will take a forward thinking approach to reshaping spectator experience at the Genesis Open. ‘Welcome to the Club’ is used throughout the brand campaign, emphasizing that tournament-goers will actively engage in the event rather than being a spectator as part of the crowd. Granting unparalleled access to golf’s greatest players at one of the sport’s most exclusive venues, the Genesis Open combines the prestige of tradition with a shared experience for guests and players.
The Genesis Open’s new brand is built on five pillars: Los Angeles, the PGA TOUR, Genesis, tournament host Tiger Woods, and a dynamic live event experience. The brand personality combines contemporary elegance and sophistication in a future-focused, fan-driven, respectful, premium yet accessible fashion.
To help the process of developing the new brand and marketing campaign for the Genesis Open, TGR Live enlisted SME, a Learfield company. A strategic sports branding agency specializing in connecting with audiences through powerful brand identity and advertising development, SME played a key role in the ideation and brand position exploration as well as the development of the marketing campaign look and feel. 
The Genesis Open is not just a sporting event – it’s a place to see and be seen, to conduct business and socialize. When you join the club, you receive an all-access pass to share the day with the world’s best golfers at the exclusive Riviera Country Club.
Tickets to the 2017 Genesis Open, starting under $15, are on sale now at GenesisOpen.com/Tickets.
About the Genesis Open
The Genesis Open, L.A.’s PGA TOUR event, is bringing the next chapter in championship golf to The Riviera Country Club February 13 – 19, 2017. One of the most historic and longest-running events on the PGA TOUR, the tournament celebrated its 90th playing in 2016 as Bubba Watson won the event for the second time. With the TGR Live serving as event management company for the Genesis Open, the Tiger Woods Foundation is the primary benefiting charity with proceeds from the event supporting the foundation’s college-access programs in Southern California. The tournament is title-sponsored by Genesis, a global luxury car brand that delivers ‘human-centered’ luxury and the highest standards of performance, design and innovation in its vehicles. For more information, visit GenesisOpen.com and follow the tournament on Twitter, Facebook, and Instagram @GenesisOpen.
About TGR Live
For 20 years, TGR Live has exclusively organized and managed fundraising events supporting the Tiger Woods Foundation. It focuses solely on creating amazing experiences for the foundation’s clients at world-class events like the PGA TOUR’s Quicken Loans National, Genesis Open, and Hero World Challenge as well as Tiger Jam and the Tiger Woods Invitational presented by USLI. TGR Live provides a variety of services to the foundation, including hospitality management, public relations and marketing, tournament operations, and sponsor sales. While many TGR Live events are televised, TGR Live does not provide TV or video production. For more information, visit TGRLive.com.
About Tiger Woods Foundation
We have humble beginnings and a simple, universal vision: we give students in need the right resources to ensure lifelong success in school, their communities and the working world. We don’t allow our students to exist with the labels or restrictions or stigmas. Instead, we empower them to exceed any and all expectations. The TGR Learning Lab unleashes the full capacity of students, preparing them for today’s jobs and the ones that don’t exist yet. Serving students in grades 5-12 in Anaheim, Philadelphia, Washington, D.C. and Stuart, FL, our unique culture fosters development of the whole person while providing critical STEM skills and college prep. With one of the highest graduation rate in the US, the Earl Woods Scholar Program currently has 149 students attending universities nationwide. To celebrate our 20th year, we’re embarking on an ambitious expansion plan, bringing our unique philosophy and educational curriculum to millions of teachers and students around the world. Find more information at tigerwoodsfoundation.org or follow us at @TWFoundation.