Why businesses can’t afford to take JDC for granted

When the John Deere Classic tees off at TPC at Deere Run in Silvis on July 5-9, Quad Cities businesses will be counting more than the number of birdies recorded in the annual PGA TOUR event’s Birdies for Charity program.  They’ll be busy checking their inventory and counting the customers who will contribute in 2023 […]

When the John Deere Classic tees off at TPC at Deere Run in Silvis on July 5-9, Quad Cities businesses will be counting more than the number of birdies recorded in the annual PGA TOUR event’s Birdies for Charity program.  They’ll be busy checking their inventory and counting the customers who will contribute in 2023 to the $50 million-plus annual economic impact the tournament and Deere & Co.’s title sponsorship has on the region. “The John Deere Classic is our region’s signature event, and its numerous impacts are wide-reaching and transformative,” Visit Quad Cities President & CEO Dave Herrell told the QCBJ in the runup to next week’s tourney.  “It is the biggest thing we do on a multi-level community basis,” he added. “Global reach through international television visibility, credentialed media from all over covering the PGA TOUR, the corporate community leveraging the various sponsorship and hospitality options, volunteer engagement, overnight visitation and visitor economy benefits, and golf fans experiencing the Quad Cities and all we have to offer.” That community and global impact also is important to the Moline-based worldwide equipment giant that sponsors the tournament.

“For our company, and for the hundreds of John Deere employees and retirees who volunteer their time to make this such a great event for the fans and the players, the John Deere Classic is much more than just another stop on the PGA TOUR,” Deere & Co. CEO John May said in announcing the JDC’s recent three-year PGA tournament sponsorship extension. JDC Tournament Director Andrew Lehman said: “The John Deere Classic is proud to have such a positive impact on our community. To be able to touch nearly 500 charities each year through our Birdies for Charity program is why we all love this event so much.” He added: “Beyond that, to see our local businesses thrive from the widespread impact of people who are here for the tournament is so rewarding, especially knowing that number is north of over $50 million annually.” Among those reaping the economic benefits is Bally’s Quad Cities Casino & Hotel in Rock Island. Travis Hankins, its vice president and general manager, called the JDC “a premier event we look forward to each year and one that marks the unofficial kickoff to summer at Bally’s.” He added, “The economic impact Bally’s receives is mostly in the form of hotel, F&B (food and beverage), and gaming revenues from fans and golfers alike. The event attracts transient and known casino customers from the regional markets surrounding the Quad Cities and they choose to stay, dine and play at Bally’s.” Bally’s also partners with the JDC to offer a hotel room block for the PGA Tour. “Pro golfers and caddies regularly stay at the hotel during the week due to its proximity to the course, being the only QC casino on the Illinois side of the river, and 100% smoke-free,” he said. Like many QC businesses, Bally’s also partners with the JDC via annual sponsorships and donations, including as a Birdies For Charity Platinum Tee Club – Gold Level sponsor. And it “entertains its customers and clients with a private chalet on the 18th green on Sunday,” Mr. Hankins added.

A wild card for Bally’s during the JDC this year is the brand-new sportsbook bar, which is part of a $34 million project to update the Rock Island gaming destination. “The impact on the Sports Bar is yet to be determined but we expect it to be the hot spot this year as the tournament tees off just days after we cut the ribbon on our Bally’s Sports Bar which opens July 1,” Mr. Hankins said. “Bally’s Sports Bar will be a great place to catch all the golf action in real time on our 20’ LED video wall or a cool place to unwind after a hot day on the course.” For restaurants like Johnny’s Italian Steakhouse in Moline, the JDC is always good for business. “It does wonders for the restaurants in town,” Johnny’s managing partner Jack Viviani said. “It’s probably one of our better weeks of the year. The golfers are always so nice. It’s a much later crowd than we’re used to but obviously we welcome them with open arms.” He added: “The hotels are all packed so not only do we get the golfers but we get spectators and everybody that is in town and I think then we quickly realize whether it’s the gas stations or the grocery stores, it’s a thing that generates for the whole community. It isn’t just the Classic, it’s everyone.” The JDC’s impact also goes beyond tournament week. “What it generates right now is a great thing,” Mr. Viviani told a QCBJ reporter as he took reservations over the phone. “But it also generates (business) afterwards because there are events that happen building up to it and they have meetings here for Birdies for Charity, and after it’s over they plan for the next year.” Mr. Viviani also sees value in the JDC’s national television coverage. “I’ve lived here my entire life and I look at it on TV and I go, ‘Oh, my goodness, this is right in our backyard and it looks big-time,’” he said. “I love being a part of it. It’s just a win-win for the whole community.” That macro-eyed view of the region also is important to leaders at the Quad Cities Chamber of Commerce whose job it is to market the Quad Cities to the nation and the world. “It’s amazing to have the Quad Cities amplified on a national stage through the John Deere Classic,” said Brian Irby, the chamber’s new chief strategy officer. “We’re happy to welcome pro golfers and their families every year to the QC and along with that thousands of fans.” In addition to the economic impact of “more folks eating in our restaurants, staying in our hotels, spending money in our shops,” Mr. Herrell added ”the millions of dollars generated to support the work of local nonprofit organizations through Birdies for Charity is incredible for our community.”   Looking forward, the Visit Quad Cities chief said, “John Deere continues to invest in this community asset and the JDC team is innovating to deliver for the Quad Cities. The brand reach for us is immeasurable but we also need to continually leverage this event so that we continue to grow it because it is central to our brand and story.” Why is that so important? “This kind of exposure we could never afford and quite frankly, for a community our size to boast that we are home to a PGA TOUR stop is something our community should never take for granted,” Mr. Herrell said.