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The Bidding Process for The
2018 Ryder Cup
• Why we did it
• How we did it
• When we did it
• What we asked for
• Who won and why
• The Ryder Cup Legacy
Aims
PROPERTIES
DESTINATIONS, COURSES
& HOSTS
CONTENT &
TV PRODUCTIONS
THE PRODUCT
SEASON & TOURNAMENTS
12 Elected Tour Members
Tournament Committee (15 players)
European Tour Board of Directors
PROMOTERS
OF
ET EVENTS
Celebrating Golf. Worldwide.
THE EUROPEAN TOUR
The Game’s Global Tour
Since its inception in 1971, The European Tour has expanded to become widely recognized as the game’s Global Tour.
This is evident by the countries visited on our schedule, the rich diversity of our Members and the global reach of our broadcast partners.
Lee Westwood (Eng) : European Tour Member 2009 Race to Dubai Champion World No. 3
A Global Footprint
50 events per year…
…Across 30 countries.
More than any other Professional Tour
Global Reach
North America:
69,500,000 Asia & Oceania:
293,541,000
Africa & Middle East:
5,800,000
Europe:
71,972,000
Source: Extrapolated from 2011 Repucom International European Tour Event Evaluation Reports
Cumulative Global Household Reach now exceeds
440 million
Graeme McDowell (N. Ire) : European Tour Member 2010 US Open Champion World No. 14
A unique opportunity A Unique Set of Assets in our Control
With the assets we have available, we can develop individual solutions to any stakeholder objective.
We can deliver global solutions or local ones, and anywhere in between.
3 Tours
Our own TV Production
Golf Course Design
World Class Venue Network
Tour Events &
The Ryder Cup
A Unique Set of Assets in our Control
Encompassing The Race to Dubai with 50 events across 29 Destinations
The Senior Tour: +50 Age Group 20 events per year across 15 countries with unique access to the true Legends of the game
The Challenge Tour 25 events per year across 18 countries with unique access to the European Tour
A Unique Set of Assets in our Control
A Network of World Class golf venues Located in key strategic golf markets Providing access to businesses and golf consumers in market
European Tour Productions Largest producer of golf programming in the world Unique control over programme content
A Joint Venture Company with IMG Delivering world class golf courses around the world With unique access to European Tour “signature” designers
A Unique Set of Assets in our Control
A Network of World Class golf venues Located in key strategic golf markets Providing access to businesses and golf consumers in market
European Tour Productions Largest producer of golf programming in the world Unique control over programme content
A Joint Venture Company with IMG Delivering world class golf courses around the world With unique access to European Tour “signature” designers
A Unique Set of Assets in our Control
A Network of World Class golf venues Located in key strategic golf markets Providing access to businesses and golf consumers in market
European Tour Productions Largest producer of golf programming in the world Unique control over programme content
A Joint Venture Company with IMG Delivering world class golf courses around the world With unique access to European Tour “signature” designers
A Unique Set of Assets in our Control
A Network of World Class golf venues Located in key strategic golf markets Providing access to businesses and golf consumers in market
European Tour Productions Largest producer of golf programming in the world Unique control over programme content
A Joint Venture Company with IMG Delivering world class golf courses around the world With unique access to European Tour “signature” designers
EUROPEAN TOUR WEBSITE – One of the World’s Most Visited Golf Websites
Visited by an average close to 1 Million unique users each month in 2010, europeantour.com is the most trafficked golf website in Europe and it continues to increase its traffic numbers as illustrated on the graph.
More info:
• Only source of Live Scoring data for all European Tour events
• Can reach up to 1.7 million unique users in a month
• Up to 30 million page views per month
The Top 4 in the Official World Rankings
are European Tour Members
World No 3 Lee Westwood
World No 1 Luke Donald
World No 2 Rory McIlroy
Official World Golf Ranking – as of 1st March 2012
A Foundation for Success
As are 20 of the Top 50…
Spanning 8 nationalities
World No 4 Martin Kaymer
Powerful Title Sponsors
European Tour Destinations:
London Golf Club
Belek Golf Club
Le Golf National
Terre Blanche
The Dutch
European Tour Courses:
Quinta do Lago
PGA Golf de Catalunya
Kungsangen
Fleesensee
Estonian G&CC
Linna Golf
CURRENT PORTFOLIO – MARCH 2012:
Estonian Golf and Country Club
Terre Blanche
PGA Catalunya Resort
THE RYDER CUP TODAY
• The Ryder Cup is one of the top ten sporting events in the world,
matching soccer’s World Cup, American Football’s Super Bowl,
Wimbledon tennis and the Ashes Tests in cricket
• Attendance - 300,000 spectators and guests.
• Media Coverage – 2,000 journalists, photographers
• Television Coverage – Coverage available to 495 million homes across
180 countries, through 44 broadcasters.
• Internet - 2 million people logged onto the official Ryder Cup website -
www.rydercup.com – during the week of the 2006 Event.
• Economic Impact - €240 million of impact on the Irish Economy (2006
Ryder Cup - source: Deloitte).
• PGA European Tour
– Managing Partner
– 60%
• PGA of GB & I
– Founding Partner
– 20%
• PGAs of Europe
– Manager of Ryder Cup Development Trust
– 20%
Shareholder Roles
SELECTION OF VENUE
‘The parties agree that the venue for the Ryder Cup Matches played in
Europe shall be proposed by the Managing Partner (European Tour) in
consultation with the other Members. The Managing Partner agrees to
act in good faith and in the interests of the LLP when determining each
venue for the Ryder Cup Matches’
Source: Members Agreement 2004
SIX CANDIATES
PROJECT ‘LEVEL PLAYING FIELD’
H O S T C A N D I D A T E S
Step One – The Bid Briefing
Document – November 2008
The Launch:
• All six Bidding Nations in a single room….
• Key ET Executives: Sales and Marketing, Media,
Operations etc
• Partner representatives: PGA, PGAEs etc
• Three external Advisors:
– Michael Payne - International Olympic Committee
– Jaime Byrom – FIFA
– Nick Bitel – London Marathon
Step Two - The London Symposium
– January 2010
1. Commitment to the development of a world-class golf facility
(new or existing) to host The 2018 Ryder Cup
2. Provision of ancillary facilities, suitable access and
infrastructure commensurate with the staging of an international
sporting event
3. Demonstrable Government, Golfing Community and Private
Sector support
4. Commercial opportunities available to The Ryder Cup
5. Contribution of the Bid Country to the development of golf
THE FIVE KEY BID CRITERIA The Balanced Scorecard
• Bid Format Requirements
– 400 detailed questions to be answered
– Building on original five Criteria
– To enable Bids to be evaluated fairly
• Bidding Rules
– Probity
– Ethics
– Gifts
– Hospitality
– Dos and Donts
Step Three - The Rules of Engagement
Documents – March 2010
Step Four – Submission of the Bids
– 30 April 2010
Step Five – Presentation of the Bids
- June 2010
• Bids reviewed against detailed Bid Format Requirement
questions:
– Golf course
– Infrastructure
– Commercial
– Government and private sector support
– Legacy
• Meeting with Bidding Nations to feedback on Bid and identify
areas to re-assess:
– Bids can’t be altered other than in respects identified by
RCE
Step Six – Bid Evaluation and Bid
Review – August 2010
• Step Seven: February 2011: EACH Bidding
nation signs a conditional RC 2018 Contract:
– Crucial!
– Based on the Atlanta Olympics 1984 example
– Incur legal costs now rather than post
announcement
– All five countries remain in the process
– Ultimate decision based on Contracts,
incorporating original Bids
– Contract of successful Bidder is activated in May
2011
2018 Ryder Cup Bid process
• Step Eight: Recommendation to key stakeholders: March 2011
– European Tour Board
– Players’ Committee
– Partners: PGA, PGAE
– Ryder Cup Board
• Step Nine: Announcement of 2018 Ryder Cup Host Nation:
April 2011
– Wentworth
– World-Cup/Olympics style announcement
2018 Ryder Cup Bid process
• Existing Venue – Golf National
• Close to Versailles and Paris
• All French golfers to pay a Ryder Cup levy
over 13 years
Bidding Nations - France
• Green-field Site
• Neuburg, close to Munich
• Bid President Bernhard Langer
Bidding Nations - Germany
• Venue under construction, close to Rotterdam
• Course designed by Colin Montgomerie
• Bid co-ordinated on behalf of Federation by
Made in Scotland
Bidding Nations - Holland
The Bidders - Holland
• Green-field site, between Lisbon and Algarve
• Course to be designed by Tom Fazio and
EGD
• Extensive real-estate development
Bidding Nations - Portugal
• Green-field site, close to Madrid
• A city-sponsored Bid
• Involvement of Seve and other Spanish
Players
Bidding Nations - Spain
• A Level Playing Field
• Support from external Experts
• Each Country to benefit from being a Bidder
• We need to ensure good relationships with all
Five Bidders beyond the process
The Keys
To make the correct Sporting and
Commercial decision
THE GOAL
1. Commitment to the development of a world-class golf facility
(new or existing) to host The 2018 Ryder Cup
2. Provision of ancillary facilities, suitable access and
infrastructure commensurate with the staging of an international
sporting event
3. Demonstrable Government, Golfing Community and Private
Sector support
4. Commercial opportunities available to The Ryder Cup
5. Contribution of the Bid Country to the development of golf
THE FIVE KEY BID CRITERIA The Balanced Scorecard
MARKING AND WEIGHTING
Marking
• 10 = Outstanding
• 8 = Excellent
• 6 = Achieves criteria
• 4 = Below expectation
• 2 = Significant concerns
• 0 = Minimum criteria not met
Weighting (for significantly important areas)
• x 3 / x 5
CRITERIA 1 Golf Course - Characteristics
A B C D E Notes
Site characteristics 8 6 6 10 10
Surrounding aesthetics (from high camera)
10 4 4 8 10
Substructure 6 4 6 8 8
Design 8 6 4 8 8
Spectator viewing 10 8 2 8 8
Course condition 6 6 8 8 8
Spectator routing 8 6 4 6 8
SCORE 56 40 34 56 60
FRANCE
The foundation of the French Bid is the financial support of French
golfers, who voted overwhelmingly to pay a levy of €3 per year over
the lifetime of the contract (12 years). The status of Golf National as
an established tournament venue of the highest calibre offers a level
of certainty in terms of the staging of the Matches, along with the
prospect of dramatic finales, with excellent spectator viewing.
The contracting process with the French Bid team has enabled RCE
to ratify many Bid Book “commitments”. Significant venue-related
opportunities exist through a partnership between FFG and RCE.
There is no doubt that a Paris/Versailles Ryder Cup will significantly
enhance the event, and also facilitate significant sales opportunities.
• A proper process
• Elevation of Ryder Cup -> Paris backdrop
• Staging of Ryder Cup on a world-class golf course
• Commercial and hospitality opportunities
• 100 Compact Golf Courses
• Engagement of French golfers
• Joint incentive to increase participation
• Commitment to “democratise” game of golf
• Tournament and Properties opportunities for Silver Medallists
The French Ryder Cup Legacy