LPGA Tour had been in turmoil after a player revolt led to the resignation of the Commissioner
Michael Whan had assumed the Commissioner role and was successfully enhancing business relationships, increasing exposure for the players and maximizing the LPGA experience for fans.
Whan, his Executive Leadership Team (ELT) and the Board wanted to ensure that there was a clear and strong ‘path forward’ to continue the positive momentum, taking into consideration a number of key dynamics including establishing a global presence, securing Tour sponsors, increased media coverage/fan experience and rewarding players.
What's our approach?
Created framework, approach and timeline for Executive Leadership Team (ELT) to develop and document a three year strategic plan
Led meetings and facilitated interim discussions with ELT and Board of Directors to develop and document the plan
Created ‘fact-based’ review of Demand Needscape and Competitive Landscape
Interviewed broad range of stakeholders
Assessed alignment and readiness for change
Identified internal competencies
Analyzed historical performance
Show your work: the results
Executive Leadership Team and Board of Directors issued approval of and alignment to:
Refined Vision, Mission, Values
3 year strategic goals
Key strategic initiatives – in multiple areas of LPGA, e.g. Players, Junior Golf, Strategic Partners/Affiliate Programs, Teaching & Club Professionals, Fans, Media, Staff, Foundation, etc.
Develop strategic plan: Priority Actions, Milestones and Timing
Identified key ‘gaps’ to be addressed
2017 LPGA Tour schedule features 35 events (including four new ones) and a record $67.35 million in total official prize money.