Sarasota OKs $1.5 million for golf tournament tourism promotion

The three-year run of the Senior PGA Championship locally presents a golden opportunity to promote tourism to the Sarasota-Bradenton area. And Visit Sarasota County, the county’s contracted tourism vendor, now has $1.5 million for each of those years at its disposal to maximize those prospects.

During its March 3 meeting, with little discussion, the Sarasota County Commission unanimously approved the allocation to VSC, which has entered into a sports marketing sponsorship agreement with The Concession Golf Club at the eastern end of Lakewood Ranch, the host of the event for 2026, 2027 and 2028. 

Scheduled for April 16-19, the Senior PGA Championship is considered one of golf's major annual tournaments. 

Photo by Andrew Warfield

The tournament will bring 78 of the best-known names in men’s golf, whose past champions include Jack Nicklaus, Bernhard Langer, Lee Trevino, Tom Watson and Steve Stricker.

It will also bring a global television audience with 12-plus hours of broadcast time on NBC, reaching 130 countries plus additional broadcasts on Golf Channel and Peacock.

“We're working with our hotels and their sales teams so that they can entertain meeting planners and folks who can bring business to Sarasota County,” VSC President and CEO Erin Duggan told commissioners.

In addition, VSC is coordinating with the Economic Development Corporation of Sarasota County President and CEO Erin Silk to connect with opportunities to leverage the tournament to attract businesses to the region.

“They're reaching out to site selectors and businesses that are looking to relocate,” Duggan said. 

“So (both EDC and VSC) are looking at these benefits and just trying to figure out how can we use these benefits in a way to keep bringing business to Sarasota County, and then figuring out an agreement for 2027 and 2028 based on what we learned."

The $1.5 million will be paid directly to The Concession. In exchange, VSC will receive:

• Visit Sarasota County logo and/or VisitSarasota.com included on Senior PGA Championship and Concession Golf Club websites
• VSC access to official press events to maximize exposure as a tourism destination.
• Digital campaign by PGA Digital.
• A 12-person suite for VSC on Hole 18 to host meeting planners, site selectors, etc.
• Twenty general admission tickets per day to host influencers who can bring tourism and business to Sarasota County.
• Sarasota County Visitor Information van located near the main spectator entrance.
• Additional benefits such as destination video inclusion may be provided based on availability and programming considerations.

Rather than the county's general fund, the money is allocated from the county’s tourism development tax revenues, a 6% surcharge on accommodation rentals of six months or less, including hotel rooms. 

Manatee County has pledged $1.5 million a year for the events three-year run.