It’s easy to see why the Safeway Open, the PGA Tour event set for September 23-29 at the Silverado Resort and Spa in Napa, has become a must go event for Northern California sports fans.
Based on the four marketing pillars of food, wine, music, golf, the tournament, that was voted the “Most Fan-First Event” by the PGA Tour, combines all four elements to create the perfect blend, much like Napa Valley wine and food.
Mixed in with an ever-growing list of top PGA Tour professionals that play in the tournament – Adam Scott and Francesco Molinari are the latest two to commit – is world class wine, food and music, with access to all included on one low ticket price.
For just $35 a day, you get a chance to see some of the top professional golfers take on the beautiful Silverado North Course, as well as get into all the entertainment venues at no additional cost.
Finally, at the end of play on Thursday, Friday and Saturday, there are free concerts on the mansion lawn. This year’s lineup features Jake Owen on Thursday, Bad Company on Friday, and Rob Thomas on Saturday.
“When events close, most people head for the gates,” said Jeff Sanders, an executive vice president with Lagardere Sports, the group that runs the tournament. “That’s not true here – when golf ends, the music begins.”
Sanders was one of the people that addressed the media Wednesday at Media Day at Silverado. As usual, there were many exciting things to share regarding the tournament that is less than a month away.
Date of the tournament: This year the Safeway Open has moved to late September, making it the third event on the 2019-2020 wrap-around PGA Tour following the Greenbrier in West Virginia and the Sanderson in Mississippi. The move keeps the tournament before the Presidents Cup this year, instead of being on the calendar after the either the Ryder Cup or Presidents Cup. Last year Phil Mickelson had to take a private jet from Paris on Sunday at the completion of the Ryder Cup to get to Napa on Monday. The tournament also now is the week before the Shriners in Las Vegas, a popular event for the players and the short hop from the Bay Area to Vegas makes it easy for players to enter both tournaments. Finally, and something I thought was important from a Bay Area entertainment dollar point of view, the tournament is no longer that same time as Fleet Week in San Francisco.
Players: Mickelson is back again as are popular players such as Fred Couples and John Daly.
“Who knows what he will do next,” said Sanders of Daly. “John always brings out the fans.”
The commitments of Scott and Molinari is huge as both are ranked in the top 20 in the world. Former Dallas Cowboys quarterback and two-time winner of the American Century Classic in Lake Tahoe Tony Romo was given a sponsors’ exemption to the tournament. Don’t be surprised if another big-name player or two commits as the tournament gets closer.
It’s been a party the first three years of the event and this year it promises to be every bit as good, if not bigger than the previous three years. Once again, there is no cover charge or upgraded ticket needed to get into any of the entertainment venues.
Food: The 25,000 square foot Safeway Food and Wine Pavilion is back. Located behind the 1st green and alongside the 17th fairway, the giant air-conditioned tent also features two viewing decks. The food offered comes from Safeway Signature Café, as well as chefs such as Thomas Keller, Morimoto, and Charlie Palmer. There is also a 360-degree sports bar in the middle that allows for watching the tournament as well as other sporting events. Keller, a big golfer, will also offer food from his new Yountville restaurant La Calenda by the 11th green.
Drink: The Pavilion also features many area wineries sampling their wines. In addition, there are other venues such as the Beers fore Birdies, located right behind the par 5, 16th hole that features discounted beer every time a player makes birdie or eagle; the Spirits Lounge is greenside at the 17th hole and offers unique concoctions from 10 popular spirit brands; and the Brew Loft, a brew pub right behind the par 3, 11th hole.
Music: The Mansion lawn area hosts to three shows that are once again free with an admission ticket to the tournament. All three acts this year would cost more than $35 and the setting is awesome. Last year we saw Sammy Hagar and it was awesome.
One of the highlights each year at Media Day is Johnny Miller taking the stage and giving his thoughts, not just on the tournament, but golf in general. This year was no exception as you can always count on Johnny to deliver some zingers.
Here are some of the highlights:
(On today’s prize money, specifically the $15 million Rory McIlroy walked away with at the Tour Championship) – “I made $350,000 winning a tournament in Japan. Nowadays these guys make that for crossing the street.”
(Talking with Tony Romo in a video conference call) – “You’ve done good announcing – almost as good as me.”
(Talking about the slow play issue) – “You had JB Holmes on the 18th hole at Torrey Pines (in 2018) and it took him over four minutes to play. He just wouldn’t hit the shot. It probably takes him 30 minutes to go to the bathroom.”
(Getting the players to Napa for the tournament) – “One of the keys to get players to commit to the tournament is the wives. They say, ‘I want the spa and I want the wine and food. You are playing in that event,’.”
I will have plenty more to say about the tournament as it gets closer, so keep checking back here. If you want to buy tickets or check-out other information for the tournament, please go to www.safewayopen.com.
By Dennis Miller