John Deere committed to making JDC even better

When Deere & Co.’s leadership met earlier this year, CEO John C. May asked a question in hopes of improving the future. “What can we do to make the John Deere Classic more like that?” Mr. May wondered after watching the raucous final day of play at a fellow PGA Tour stop – the legendary […]

When Deere & Co.’s leadership met earlier this year, CEO John C. May asked a question in hopes of improving the future. “What can we do to make the John Deere Classic more like that?” Mr. May wondered after watching the raucous final day of play at a fellow PGA Tour stop – the legendary partygoers event – The Waste Management Phoenix Open. “He wanted that same fun, electric atmosphere,” remembered Mara Downing, Deere’s vice president for Global Brand Management and Corporate Communications. “He said, ‘Tell me what it takes and let’s do it.’”

Fast forward five months later and Mr. May has his answer. The Moline headquartered agricultural and construction equipment giant is introducing a “Concert on the Course” series on Saturday and Sunday evening, July 8-9, after the final two rounds of this year’s JDC. The 2023 tournament hits TPC Deere Run in Silvis on July 5-9. In a news release Tuesday, June 20, the JDC announced that country music stars Darius Rucker and Blake Shelton will perform at the inaugural concerts on Saturday and Sunday, respectively. 

“We can’t wait to welcome fans to TPC Deere Run to enjoy golf and music at a unique and spectacular outdoor venue,” JDC Tournament Director Andrew Lehman said in the release.  The concerts will begin after the day’s rounds at approximately 5:45 p.m. and will be held on the amphitheater-style hillside on the TPC’s 18th fairway. Tickets may be purchased at johndeereclassic.com.  In a QCBJ interview before the announcement, Ms. Downing said: “We’re elevating the event by incorporating some of the ideas from some of these other (tournaments) that we know have been successful.”  The concerts are this year’s biggest improvement and they celebrate the three-year extension of Deere’s title sponsorship. The deal was announced at JDC’s annual media day held Monday, June 5. The sponsorship deal, which dates back to 1997, also continues Deere’s titles as Official Golf Course Equipment Supplier – as well as Official Mower, Tractor and Utility Vehicle – for the PGA Tour and its national network of TPC golf courses. Financial terms were not disclosed. Deere now is one of the longest-running title sponsors on the PGA Tour. Founded in 1971 as the Quad Cities Open, it was rebranded as the JDC in 1998.

“They’re putting all their chips on the table, trying to continually make this event better,” Mr. Lehman said of the title sponsor. “Their support couldn’t be at a higher level right now. “John Deere is the best title sponsor on the PGA Tour. And we’re not just saying that because they’re ours. I mean, they nurture this event — and the synergy between our (tournament) staff and their (marketing) staff has never been at a higher level. They are fully committed to making this event special.” The tournament has raised $159.57 million for local charities, with 98% of that coming in the past 25 years under Deere’s influence. The JDC raised a record $13.9 million in 2022 for 481 participating charities through the Birdies for Charity program. The event has been recognized countless times by its peers on the PGA Tour including winning 2016’s recognition of Tournament of the Year. “What will help us continue to make the John Deere Classic really successful? It already is from a community standpoint,” Ms. Downing said. She noted the JDC missed making the list of 17 events designated by the PGA Tour in 2023 for increased prize purses and better guaranteed pools of players participating.

“We’re really focused on how can we just knock it out of the ballpark for the next three years to really build on success and then does that better position us to be an elevated event in the future? … If we’re successful with those things this year, then they will continue in the years ahead.” One such promotion is awarding a rank-and-file Deere employee a spot in the marquee, Deere-based foursome playing at noon each year in the JDC’s Wednesday Pro-Am. The contest called, “Take the Tee from Me,” started last year when Mr. May offered up his spot, choosing to instead caddie for the employee playing in his place. “We opened it up globally to our employees this year and had an incredible response,” Ms. Downing said. “It’s neat to see how excited the employees get.” Deere also updated its hospitality venues on holes No. 16 and 18 last year, and in the latest round of improved employee engagement, is adding “Easter Eggs” for spectators to discover around Deere Run that “encourages people to get out to different parts of the course,” Ms. Downing added. The JDC also is looking ahead to next year, when the first round of tournament play will land on the July 4 holiday. This year, Independence Day lands on the Tuesday of tournament week – which forces the traditional event, “The Big Dig,” to move back to Wednesday evening for players and their families to enjoy a picnic that offers a chance to operate John Deere’s heaviest equipment. The usual pairings party for the Wednesday Pro-Am remains on that Tuesday, though. “If the Fourth of July is going to be our week, we have to embrace it,” Mr. Lehman said. “We had a board member say, ‘Why don’t we just brand ourselves as America’s tournament?’ “The Fourth of July is so big in America’s heartland. Last year, it was on the Monday after our tournament, and I think that had more of an impact for us over the weekend than having it be Tuesday of tournament week because our gates are closed anyway. “So, we switched our focus to the players who are here, who are going to spend the Fourth of July with us, how do we take care of them?” This year, that means a new player party on Monday that allows the PGA pros and their families to watch the “Red, White and Boom” fireworks show over the Mississippi River. Next year, embracing the holiday during the tourney’s opening round is the focus. “How do we really bring together a Great American Celebration with a great American brand like John Deere?” Ms. Downing wondered, asking the next future question begging to be answered. “We have a chance to capture some real Americana here.”