New highs established for economic impact, attendance, television ratings, charitable fundraising, publicity value
SOUTH LAKE TAHOE, California/Nevada – Tony Romo was just one of the big winners at the recent American Century Championship – chalk one up for the entire Lake Tahoe community and the tournament’s destination host, the Lake Tahoe Visitors Authority, as well as area and national sponsors, NBC Sports, American Century Investments, Edgewood Tahoe and the fans and volunteers.
The strongest field in tournament history also produced the most dramatic finish in 33 years, a three-way playoff that lasted two holes after each player birdied the first sudden death hole.
That stirring finish led to record setting television ratings for the tournament as the broadcast on NBC Sports delivered the largest audience for the event since 2009 across NBC, GOLF Channel and Peacock. The gallery of 67,622 also established a new high for attendance at Edgewood Tahoe, while publicity value for coverage was a mind-boggling $129 million with an audience reach of 4.7 billion.
Even Mark Twain’s old adage, “Everybody talks about the weather, but nobody does anything about it,” was rendered moot with Tahoe’s daily temperatures in the high 70s to low 80s, severe clear views, sunshine and little humidity.
Three days of television with the Lake and spectacular scenic definitely reflected Visit Lake Tahoe’s (www.visitlaketahoe.com) new slogan, “Awe and then Some.”
“Once again the American Century Championship delivered the goods – short and long term,” said Carol Chaplin, President and CEO of the Lake Tahoe Visitors Authority. “The broadcast puts Tahoe in a desirable light: the beauty of the Lake, spectacular scenery, recreational attributes, as well as future possibilities with the Events Center, combined with the appeal of the celebrities, nightlife and entertainment to showcase only in Tahoe experiences.
“The impressions it made from television, national and regional media and on social media platforms will continue to attract interest and positively impact visitation for late summer and the fall shoulder season.”
The financial impact from lodging stays, restaurant covers, recreational activities, gaming, shopping, other purchases, and tax collections combined with the value of television and media coverage projects $40 million in long range impacts.
With just under half the total purse of $600,000 claimed by amateurs, that amount will instead be donated to tournament and local non-profits, adding to the more than $6 million previously generated.
National media exposure included Entertainment Tonight, Access Hollywood, CNBC, Associated Press, ESPN National, SI.com, golf.com, Golf Magazine, The Athletic, NFL and MLB Networks, and network and major market television and radio affiliates throughout the country, plus dozens of national sports radio, podcasts and social media platforms.
Golf’s preeminent celebrity tournament included a field of 87 stars featuring Romo, Justin Timberlake, Stephen Curry, Nick Jonas, Charles Barkley, Patrick Mahomes, Aaron Rodgers, Josh Allen, Annika Sorenstam, Ray Romano, and dozens of sports Hall of Famers and All-Stars, as well as Grammy and Emmy award-winning entertainers and actors.
The 2023 American Century Championship will mark American Century Investment’s 25thanniversary as title sponsor and will be played July 12-16 at Edgewood Tahoe Golf Course.