Taking a Swing at Smartphones

Imagine standing over a five-foot putt with a chance to win $918,000.

Now imagine trying to do it when someone’s cell phone starts blaring a digitized version of “Come on Eileen.”

That’s the risk the PGA Tour and organizers of the Wyndham Championship are willing to take this year as the Triad tour stop becomes the first to try allowing cell phones on the course. Electronic devices are usually allowed during practice rounds at PGA Tour events, but once competition begins, they’re strictly forbidden.

It’s a move to not only add a fan convenience but also to mine for new revenue opportunities.

For a sport that relies heavily on conserving tradition, it’s a major step.

“If you’re a guy who wants to sneak off to the golf course but still be connected to your family or your business, now you can,” said Kevin Rinker, vice president of sports marketing for Wyndham Worldwide.

But he also noted the many ways that other sports leagues are using smart phone-connected fans. Most teams now offer “text-to-win” promotions at their stadiums, which allow teams to collect mobile phone numbers to solicit ticket and other sales.

Rinker said he can envision the tournament texting coupons to concession stands or merchandise tents or encouraging fans to snap photos and post to tournament Facebook pages.

“It’s a good thing to do business-wise,” Rinker said. “We live in a world of social media, and if it’s managed properly and fans are respectful, it’s a great opportunity.”

For more on the PGA Tour and Wyndham's experiment with cell phones, click here for the full story from the Triad Business Journal (subscription required).