QCBJ Newsmakers: From concerts to Clark—2023 best JDC ever?

This story is part of the QCBJ’s Newsmakers edition. This year-end wrap-up from the staff of the Quad Cities Regional Business Journal includes some of the biggest stories we brought you in 2023. It’s also a tradition by our parent company, Corridor Media Group, based in North Liberty, Iowa. This story was originally published in July 2023.

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The John Deere Classic has never released attendance figures or concession stand numbers. Instead, proof of the local PGA Tour stop’s success is measured annually by the lone metric that matters: the fundraising dollars generated for the Birdies for Charity program by the golf tournament. While the 2023 total is months away from becoming public, JDC tournament director Andrew Lehman expects last year’s record-breaking $13.9 million mark to be shattered after arguably the best week in the event’s 52-year history in early July.

“I’ve been around for 17 of these now – and the bar has always been 2015, which was special for a lot of reasons,” Mr. Lehman said, pointing to a Pro-Am appearance by comedy film legend Bill Murray mixed with rising star Jordan Spieth’s second JDC victory during his historic pursuit of golf’s Grand Slam. “But by every account, we are going to blow 2015 out of the water. It’s not even close from an attendance standpoint for the week. And sure, a cheeseburger doesn’t cost what it did in 2015, but that alone doesn’t explain why our concession numbers for the week are more than double 2015. And I knew on Sunday (during the final round) we were in trouble with parking – the lots were busting at the seams at about noon – which is how it was in 2015 as well – but then even more people started to show up.” The late-arriving crowd was appearing for the post-round performance of country music star Blake Shelton at the 18th green. Fellow Grammy Award-winner Darius Rucker was the musical act the night before.

Part of the JDC’s first-ever “Concerts on the Course” series, both shows were smash hits. JDC grounds passes, which were required to see the shows, were sold out before the weekend. “People have estimated – and it’s probably pretty close to accurate – 8,000 for the concert on Saturday and probably close to 11,000 on Sunday,” Mr. Lehman said. “We were at capacity on Sunday. Saturday felt like a more manageable number. We had people off property on Saturday in an hour. It took us an hour and 40 minutes to bus people to their off-course parking lots on Sunday night because we probably had an additional 3,000 people there.”

Clark kicked JDC off on high note

Easily lost in the weekend excitement was how the standard-setting week started – with University of Iowa star and National College Women’s Basketball Player of the Year Caitlin Clark playing in the Wednesday Pro-Am before appearing in the rain-delayed Youth Day Clinic.

“Wednesday was my favorite day because I knew how many kids went home happy,” Mr. Lehman said. “Caitlin is everything that we thought and then some. She had not much left in the tank. She was really tired. She was sunburned. Wednesday was a hot day and for her to stick around and wait through the rain delay to participate in the youth clinic says more about her than any of her many accolades. “You can go to an Iowa basketball game. But can you get up close and hug or put your arm around or take a picture or get an autograph from Caitlin Clark? Probably not. I had some parents tell me that was the best day of their child’s life. To be able to provide memories that will last a lifetime like that is amazing.” There also was some great golf. A playoff was nearly required despite champ Sepp Straka flirting with a final-round score of 59 strokes – a mark achieved only twice before by a PGA Tour tournament champ. Instead, Mr. Straka settled for a 62, finding the greenside pond on the final hole to settle for a double-bogey and allow his closest pursuers a late chance at forcing a playoff.

However, the final playing group of Alex Smalley and third-round leader Brendon Todd both missed birdie putts on No. 17 to effectively end their comebacks. “To crown a champion who’s now ranked inside the top 30 in the world? Amazing,” Mr. Lehman said. “And he had to play from the depths after Thursday – tied for 133rd. To have him go from there to contend for history was something to witness. That gallery following him Sunday was massive – and he wasn’t even in the final group – he was four or five groups back.”

QC punches above its weight

“It felt big league, didn’t it? In the world of PGA Tour events, there’s designated events and there’s non-designated events now outside of the Majors. I went on four recruiting trips this year and I went to two designated events and two non-designated events and for the Quad Cities – which is one of the smallest three markets on the PGA Tour – this felt like a designated event in terms of people and the energy. There were roars back at TPC Deere Run. You could hear Sepp chasing history on Sunday.” There were more than polite golf claps for the concerts and Ms. Clark’s appearance, too. “I just feel like we’ve set the table for something that’s just going to get bigger moving forward,” Mr. Lehman said. “I couldn’t be prouder of our team. Obviously, you want to strive to do better each year and continue to grow this thing, but man the bar has been set high for the coming years.” Among the adjustments needed to make the event better, Mr. Lehman acknowledged, is an improved flow to concessions; the addition of more restroom facilities; and more efficient flow of buses to ferry exiting patrons back to the parking lots.

“We’ll also have to sit down as a team and see if music is doable on Thursday and Friday,” after the first two tournament rounds, Mr. Lehman said. “Play doesn’t end till 7 o’clock on both nights normally, so starting a concert up at that time might be hard when it’s important for us to make sure people are off the property before dark. “But I’m sure we’ll come up with something that’s creative and unique to celebrate the 4th.” The JDC’s first round lands on the holiday in 2024. However, traditional fireworks also are complicated by the need to have spectators off the course before dusk falls. “There’s some pretty spectacular drone shows out there using lights and computers to create amazing sights,” Mr. Lehman said of one possibility. “Whatever we do, I can promise we’re thinking outside of the box and aiming to do something else cool.”  

NEWSMAKERS UPDATE

2023 JDC officially best ever

When officially added together, early July’s daily John Deere Classic highlights resulted in a record-breaking Birdies for Charity donation at the program’s annual revelation celebration Oct. 31. Proceeds from the Quad Cities PGA Tour stop mixed with the fundraising muscle of 478 local charities to contribute $14,102,833 to those non-profits – or nearly $200,000 more than 2022’s record-smashing total. Birdies also added a 7.5% bonus to what those charities raised thanks to title sponsor John Deere’s grants matching the tournament’s special event fundraisers such as the weekend’s after-golf “Concerts on the Course” from country music stars Blake Shelton and Darius Rucker – and the Youth Day and Pro-Am appearance from University of Iowa basketball star Caitlin Clark. Among the other signs previously pointing to the best JDC in a 52-year event history were concessions records and a first-ever ticket sellout on a specific day. Visit Quad Cities also called the summer of 2023 the busiest ever for local tourism in October. “This confirms our suspicions; all the hard work paid off,” JDC tournament director Andrew Lehman said. For the encore, plans are to follow the same successful blueprint in July 2024. At the BFC party, Mr. Lehman announced Deere has committed to the concert series for three more years to mirror the event sponsorship extension they signed with the PGA Tour in May. Mr. Lehman hopes to have the musical acts secured earlier this year for promotional purposes by March 2024. He also hopes to bring back Ms. Clark, along with another celebrity, depending on her availability. The JDC remains weighing options to incorporate a 4th of July celebration for the next three years with the opening round this summer coinciding with the national holiday. Among the ideas are a post-play fireworks display, celebrating local military members returning home, and working with the Rock Island Arsenal on other special events. — Steve Tappa