Lake County towns, business hope some BMW cash flows to them
Lake Forest officials hope a new promotional strategy will bring a greater financial jolt from this week's BMW Championship compared to two years ago.
With Conway Farms Golf Club in Lake Forest the site for the BMW and related activities from Monday through Sunday, Sept. 20, the city has devised a campaign for the tourney that officials hope will be noticed by visitors. The promotional campaign is expected to have greater visibility than what was used in 2013, particularly near Lake Forest's two Metra commuter rail stations.
Visit Lake County, a tourism agency funded by several local governments, estimated the BMW brought an overall economic boost of about $30 million to the area from sold-out hotel rooms and increased restaurant meal purchases in 2013. Lake Forest hopes a decent slice of the pie comes its way this time.
"We didn't see a lot of traffic come into town from the (2013) tournament," Lake Forest communications manager Susan Banks said.
As part of the PGA Tour's FedExCup Playoffs, the BMW will have an elite field of 70 golfers. With no 36-hole cut, golf's biggest names will be at Conway Farms for all four days of the BMW, which has an $8.25 million purse.
Roughly 130,000 fans attended the first BMW at Conway Farms. While that number can't be reached due to a 27,000-spectator cap for daily rounds this week, Lake Forest and other communities in the vicinity of Conway Farms are still shooting for a jump in overnight hotel stays and visitor spending.
Banks said the city doesn't typically host signature regional events, so there was a learning curve on how best to help businesses capitalize on the BMW.
This time, Lake Forest officials will be in tents at the Metra stops on the west side at Telegraph Road and downtown, Banks said. Featuring the artwork of Lake Forest resident Alice Moulton-Ely, brochures highlighting restaurants and retailers will be handed to as many spectators as possible boarding shuttle buses to Conway Farms.
"We would love to drive people to our business districts to shop and to eat," Banks said.
There also will be flags in the city's downtown and west-side business districts touting a "Welcome Back, Give Back" campaign, with shops and eateries donating a portion of proceeds to the Evans Scholars Scholarship Program. Teenage golf caddies have an opportunity to earn full tuition and housing scholarships through the Evans program.
Visit Lake County President Maureen Riedy said the agency will try something different in its second experience with the BMW. Visit Lake County wants to collect more information about hotel guests in town during the tournament to assist in gauging the economic runoff.
"We hope to get a better idea of the overall hotel usage this time, but it's always a challenge to track rooms used specifically for big events like this when visitors stay all over the county and beyond," Riedy said. "They make reservations on their own and don't necessarily identify themselves as going to the BMW. September is traditionally a busy month for business travel here, too."
Riedy said Visit Lake County has created a special section on its website for the BMW, as it did in 2013. The organization also has sent email blasts to Wisconsin State Golf Association members encouraging them to attend the BMW and stay overnight in Lake County.
With Lincolnshire's proximity to Conway Farms, which is near the Tri-State Tollway's Route 60 exit, the village and the businesses community are preparing to grab a slice of spending from BMW fans away from the golf course.
Lincolnshire Economic Development Coordinator Tonya Zozulya said officials believe they got it right in 2013 and have not tweaked their promotional game plan for this year. Zozulya said the tournament offers Lincolnshire an opportunity to boost the local economy and the village's profile.
Similar to 2013, the village has been working with businesses to make sure Lincolnshire shop-and-dine guides are at hotels. In addition, BMW Championship posters and "welcome" buttons for employees are being distributed at businesses.
"We are very excited the championship is back in our area," Zozulya said.
Libertyville mainstay Mickey Finn's Brewery will return to the BMW Championship on Thursday, Sept. 17, with a spread for 800 volunteers and others including menu favorites such as the nine-ounce Original Mickey Burger and bratwurst on a pretzel bun. Mickey Finn's owner Brian Grano said it's likely some coupons or gift cards will be distributed again.
With the food ready to be served upon arrival at Conway Farms, Grano said he'll be able to concentrate on promoting Mickey Finn's and Libertyville at the golf tournament. Mickey Finn's will receive BMW tickets in exchange for supplying the food.
Grano said this year's BMW should benefit his business. Fans won't be far from Grano's establishment if they decide to catch a Metra train in downtown Libertyville for a short ride to Lake Forest and a free shuttle to Conway Farms, which he said is easier than driving to remote parking lots.
"All I can tell you is it was a very busy weekend for us (in 2013)," he said, "and we had a couple of golfers and their families in here with us."
BMW Championship schedule
Monday, Sept. 14
7 a.m. Gates open
8:30 a.m. Evans Scholars Cup
Tuesday, Sept. 15
7 a.m. Gates open
7 a.m. Professional practice rounds
Wednesday, Sept. 16
6 a.m. Gates open
7-9 a.m. Gardner Heidrick Pro-Am
Noon-2 p.m. Gardner Heidrick Pro-Am
Thursday, Sept. 17
10:30 a.m. Gates open
11:25 a.m. - 1:26 p.m. BMW Championship Round 1
Friday, Sept. 18
10:30 a.m. Gates open
11:25 a.m.-1:26 p.m. BMW Championship Round 2
Saturday, Sept. 19
6:30 a.m. Gates open
7:25 a.m.-12:50 p.m. BMW Championship Round 3
Sunday, Sept. 20
6:30 a.m. Gates open
7:15 a.m.-12:40 p.m. BMW Championship Final Round
5 p.m. Awards ceremony, 18th Green
Source: BMW Championship