In golf, the lowest score wins. But when it comes to economic impact, events with the largest dollar signs attached count the most.
On June 4–8, the inaugural Big Cedar Lodge Legends of Golf Tournament drew visitors from near and far to the Branson area, scoring millions of dollars for the local economy.
While ticket sales, sponsorships and event revenues were not disclosed by tournament officials – and the $2.75 million purse or the cost of construction renovations aren’t factored in – the roughly 14,000 tournament attendees generated an estimated $3.46 million for the local economy.
Legends of Golf Tournament Director Kirk Elmquist said organizers were pleased the rainy weather didn’t seem to deter crowds.
“We were very happy despite the rain; we hit maximum capacity at Top of the Rock,” Elmquist said in an email, adding people kept coming and going during rain delays.
Hiltons of Branson picked up 135 room nights during the five-day tournament and the Hampton Inn at Branson Hills garnered 164 room nights. But the impact of the tournament could be much more far-reaching.
Geoffrey Butler, president of Springfield-based architecture firm Butler, Rosenbury & Partners Inc., said the tournament was valuable because it exposed a lot of people to not only new golfing experiences, but also the natural beauty of the Ozarks.
“Between Table Rock and Taneycomo – which has world-class trout fishing – the Branson Landing and now golf, everybody gets hit in the heart button somewhere,” Butler said.
Elmquist said he believes the event has done a lot to generate interest in other nearby properties run by Big Cedar and Bass Pro Shops, some of which have yet to open.
“We hosted many CEOs from around the United States throughout the week of events. Many of these company leaders have never been to our area, but as our conversations continued during meetings and tournament outings, several discussed planning to bring meetings back to our area,” Elmquist said by email.
Butler, whose company spent $5,000 as a sponsor, said he and his wife drove down and back from Springfield on Saturday and Sunday. He said he met and talked with folks from the Kansas City area and beyond who made a vacation out of the event.
“With all the people who were there, everyone has it on their calendar to come back,” Butler said. “And the people who saw it on the Golf Channel are going to say, ‘I want to go play at that place.’ Talk about an economic stimulus – that exposure is phenomenal.”
Gary and Jaenette Borders attended with friends from Kansas City, Kan.
“We drove down just for this,” said Gary Borders, holding an umbrella next to the first tee box. “We’d like to come back and golf.”
Elmquist said the tournament drew the interest of several national media outlets.
“The exposure around the country came from a lot of press: RFD TV, Sirius Satellite Radio interviews, NBC Golf, golf magazines, The Outdoor Channel, and many more are coming to do future stories about the opening of these new businesses,” Elmquist said.
Jeff Sluman, a member of the inaugural winning team with Fred Funk, said he planned a return trip.
“I can’t wait to come back here and take a real vacation – without golf clubs,” Sluman said.
Top of the Rock is scheduled to open to the public June 16, according to Big-Cedar.com, with the cost to play nine holes set at $135 and 18 holes running $175. The restaurants at Top of the Rock, as well as the Buffalo Ridge Springs Golf Course – formerly named Branson Creek Golf Club before being purchased by Bass Pro founder John Morris – are now open, according to Big Cedar Lodge spokeswoman Sydney Friar.
But there is more to come as Morris works to transform the area into something of an ecotourism destination.
Just north of Highway 86, in an area now called the Top of the Rock Ozarks Heritage Preserve, Morris is planning a 218-acre venue dubbed the Lost Canyon Cave and Nature Trail, as well as the Ancient Ozarks Natural History Museum. Friar said the cave and trail will open June 22, but the museum’s opening date is still to be determined.
The plans in the area – all tied to Top of the Rock renovations, which have been ongoing for more than eight years – have been a matter of speculation for many in the area, according to Butler, as Morris and his team have been tight-lipped on details.
“The only way I could see what the heck was going on was to take my plane and fly in circles over it to see what he’s been doing. That was interesting, but I always worried that somebody might come out and shoot me down,” Butler said.
Of course, Branson is no stranger to hosting big events or throngs of visitors.
Lynn Berry, director of communications for the Branson/Lakes Area Convention & Visitors Bureau, said she expects the PGA event to rank among the largest in the area in coming years.
“I’m not sure about ticket sales, but I know it is going to grow and grow,” Berry said, citing this year’s rainy weather.
Notable events on Branson’s calendar include the Bassmasters Elite fishing tournament, which in April drew more than 16,000 visitors across four days; The Divas Half Marathon & 5K Series, which garnered 1,600 attendees in February; and the Super Summer Cruise, which is expected to bring to town at least 2,000 classic cars and their owners in August.
But Berry said the biggest annual event in terms of sheer visitors is easily Veterans Week.
“Nov. 5–11, we anticipate 40,000 veterans, family members and friends. Certainly, that is the biggest event in town each and every year,” Berry said.
She said estimating the economic impact of the PGA golf tournament is difficult, but the typical convention or event visitor spends $247 per person per day in Branson. With the 13,997 tickets sold, the best estimate for overall economic impact approaches $3.5 million, according to the chamber formula.
Butler said the new courses and the tournament could be a game-changer in coming years.
“Myrtle Beach was an ocean-side beach. Then, it was an amusement park. Then, all the golf courses built up. Now, some people don’t even know there’s an ocean there,” he said. “This is in an area that has a lot of potential. This is a whole new thing for the Branson area.
“It’s not country music; it’s not theaters; it’s not fast food. It is special.”
Editor Eric Olson contributed to this report.
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