A perfect match for the PGA of America?

You might have heard the estimates, and they can be hard to believe.

Louisville Tourism estimated the 2024 Senior PGA Championship had an $80 million economic impact to the Louisville, Kentucky area while the Greater Rochester Enterprise estimated a $190 million impact to the Rochester, New York area in 2023 for the same event.

The economic impact from the 2025 KitchenAid Senior PGA Championship in Bethesda, Maryland, hasn't been estimated to date, but the tournament drew over 200,000 fans during its four days.

Those kind of numbers would be significant for the Manatee/Sarasota counties region in 2026, 2027 and 2028 when The Concession hosts the Senior PGA Championship.

But are you skeptical that Manatee County and Sarasota County are putting your tax money to good use when they committed $1.5 million a year each over the next three years to help promote the Senior PGA Championship at the Concession?

That's $4.5 million of our tax dollars, for either county in which you live. If you don't believe in the effort, you probably think that's money going into the wind.

Will the area support such a major event? When the 2023 World Champions Cup was held at The Concession, the course was in spectacular shape, the Ryder Cup-style action was terrific with the U.S. team roaring back for a narrow victory over second-place Team International, and the senior golfers, most of them legends, were accommodating to the fans. Still, the event lacked the buzz that you might have expected.

The event was cancelled before it was scheduled to return to the Lakewood Ranch area in 2024. Major soccer events at Premier Sports Campus cause more of a stir. The event does return for a second try in December.

Certainly you have the right to be skeptical that this area will embrace a senior Major, but the next nine months might change your mind.

Courtesy of The Concession Golf Club

The Senior PGA Championship's impact is starting.

On July 15, the PGA of America's VendorMatch program opened in advance of the 2026 Senior PGA Championship, to be held April 16-19. 2026. It's kind of a quick process because the deal with the Concession was struck in May. Usually, the PGA of America has two to three years to "build a city" around the host course.

Local businesses are invited to explore sourcing opportunities for products and services in support of the championship. You might ask, will this benefit me? Well, if you own an electrician service, or laundry service ... if you sell lumber or flowers ... do you rent portable restrooms or are you a caterer? There are 21 different areas of need listed by the PGA of America, and even businesses that aren't listed can apply if they can offer a taste of the area.

You have to hurry because the registration process is only open until Aug. 12. Go to Vraconnect.org/pga-vendor-match to apply.

Those selected for the interview process will meet with the PGA of America and its largest suppliers for procurement opportunities leading up to, and during, the tournament. Those selected will have the opportunity to showcase their products and services on a global stage through PGA VendorMatch.

"This is an incredible opportunity for us to impact a local community," said Sandy Cross, the Chief People Officer of the PGA of America. "When we build the city, what we don't want to do after that final putt goes in, is that we don't want to leave town and that's it. When someone is selected for VendorMarch, that can be a game-changer for that business, and it can put that business on the map. These are global events and the power the Senior PGA Championship has is special for these vendors."

Cross explained that the PGA of America, which is headquartered in Frisco, Texas, has a portfolio of national vendors that it brings to its main events. She said these vendors have experience with the size and scope of major events. But they need local businesses to be sources for what they need.

There is no fee for a business to apply to become a VendorMatch.

"It is not like we are at fixed venues," Cross said. "We go to host markets typically two to three years ahead of building the entire infrastructure around the golf course to host a major spectator championship. That's a significant buildout and that's why we're looking at the local market. We will bring this city to life next spring."

"By welcoming small, local and diverse-owned suppliers, we strengthen the economic impact in our host communities," she said.

Cross emphasized the PGA of America is not the PGA Tour.

"I let people know our mission is to grow participation in the sport of golf," she said. "We serve 30,000 golf professionals and we are a professional trade association. Our mission is to serve those individuals and there are 10,000 golf facilities they work at around America."

Part of Cross's job has been as a diversity and inclusion executive.

"We have a vision that the game, the golf industry workforce, and our supply chain reflect the demographics of America. When we talk about evolving the supply chain, that's a $102 billion supply chain. The VendorMatch is an opportunity to identify diverse-owned companies and vendors in local markets. We want to find small women-owned, veteran-owned, LGBT-owned, minority-owned businesses."

She said the VendorMatch businesses will present the flair of the local community during the tournament.

"If someone is interested, they can apply through our portal. Then we do some prescreening. There are basic fundamentals to meet and each national vendor has a baseline need. (Those selected) are passed through to the national vendor for interviews. That's where the decisions are made. The national vendors hire the subcontractors."

Cross said the compressed schedule before the 2026 tournament makes the need for local vendors more important than ever.

"They know how to get things done in the market, and more quickly," she said. "But there will still be thoughtful care and diligence. This is an incredible opportunity. If vendors do an excellent job, they could be renewed a second year, or a third year. I love that for them, and for us. It can bring stability and creativity. We can raise the bar year after year."