U.S. Senior Open: Champions Tour in good shape

By Dave Lubach - Sheboygan Press Staff

Jay Haas isn't going back to that "other" Tour.

After winning his fourth Champions Tour event of the season June 24, Haas, 53, told the media at the Bank of America Championship in Concord, Mass., that he enjoyed playing exclusively with the 50-and-over set.

"I've come to the realization that I don't want to play the PGA Tour anymore," Haas said. "I'm just having the time of my life out here. I think this is so much better than I ever thought it would be."

Champions Tour president Rich George is singing a similar tune these days.

Interest in the 50 and-older set of golfers, who visit Whistling Straits this week for the U.S. Senior Open, has never been higher. Player purses have never been more bountiful. Television ratings and attendance figures are on an upswing, and a "rookie" class loaded with major championship winners is arriving soon to give the Tour a further boost.

No, the Champions Tour isn't in a transitional phase, as someone suggested to George recently.

"That was in 2003, not anymore," George said. "We're growing now."

Seniors to Champions

The PGA Tour started the Senior Tour in 1980, when famed golfers such as Arnold Palmer and Gary Player began turning 50. It gave those players another outlet to be competitive and reach out to the fans.

But as fan favorites like Palmer, Lee Trevino and Jack Nicklaus moved away from tournament golf, the Champions Tour started losing steam.

In 2003, the powers in charge decided it was time for a change.

"We kind of re-branded ourselves with the change from Seniors to the Champions Tour," George said. "We focused on three things: a real competitive golf tour, having a fan-friendly tour and interaction with sponsors. Our players do a great job with that."

George described the Champions Tour as a marketing business, and the numbers indicate it's on the right track. He said attendance for the Tour is up 35 percent. Charitable proceeds, another significant part of the Champions Tour's brand, is up 27 percent. Ratings on the Golf Channel, the Tour's home for 22 tournaments in 2007, is up 20 percent.

Fans attending this week's Senior Open will find these players far more receptive to autographs and fan interaction than the PGA Tour players who came to Whistling Straits for the 2004 PGA Championship.

"These guys are more appreciative, more accommodating with fans and sponsors," George said. "Their livelihood doesn't depend on being out there. But I can tell you they are still as competitive as ever."

The important numbers are up for the Champions Tour. But NBC analyst Mark Rolfing, who will be part of the television broadcast team for this week's Senior Open, said the Champions Tour battles the LPGA for ratings, sponsorship and attention.

Young stars like Morgan Pressel, Paula Creamer, Natalie Gulbis and mainstays like Annika Sorenstam and Karrie Webb are battling the Champions Tour players like all-time Champions Tour winner Hale Irwin, still one of the best at age 62, Tom Watson and Allen Doyle for attention.

"I think its biggest competitor is the LPGA," Rolfing said. "They've had an explosion of young talent, and that has hurt the Champions Tour a bit.

"The Champions Tour's success has been going to markets where they do well in where they are not competing with the regular PGA Tour. They do well in smaller markets in a lot of place."

The Future

This year's "rookie" class has been a welcome addition to the Champions Tour.

Among the players who turned 50 this year and became eligible include former major championship winners Seve Ballesteros of Spain, Mark O'Meara and Nick Price of Zimbabwe (who is not entered in the Senior Open).

England's Nick Faldo (July 18), Germany's Bernhard Langer (Aug. 27) and Jeff Sluman (Sept. 11) are also eligible to come on board later this year, barely missing the cutoff date to play in the Senior Open.

The next three years brings more notable names. Major championship winners Sandy Lyle and Ian Woosnam are eligible in 2008. Tom Lehman and Fred Couples come on board in 2009 followed by Corey Pavin, Paul Azinger, Mark Calcavecchia and Kenny Perry in 2010.

And then there's 51-year-old Fred Funk, who is still competitive on both tours, having won on the PGA and Champions Tours this season.

The success of players like Funk convinces George his ideas for the Champions Tour have worked.

"There's a lot of benefits for our Tour (when guys are successful on the PGA Tour)," George said. "When they are competitive and playing well, it bodes well for competition on our Tour. There are a lot of positives."

Brad Bryant, 2007 U.S. Senior Open Champion

Birthplace – Amarillo, TX
College – University of New Mexico
PGA Tour Rookie Year – 1978
Did You Know: Bryant won the 2007 U.S. Senior Open at Whistling Straights Golf Club, by overcoming a five stroke deficit on leader Tom Watson. Byrant’s comeback is the second largest in U.S. Senior Open history.