| EVENT REPORT 05.08.07 12:00 AM |
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| UBS Builds Promotional Green at Rock Center |
| To publicize its position as a sponsor of the PGA's Players Championship, the financial firm constructed a downsized replica of the 17th hole at Sawgrass, the site of the tournament. |
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| As unlikely as it sounds, last Friday, May 4, golf was the attraction that drew crowds at Rockefeller Center. Under a tentlike structure that took up a substantial part of the plaza’s sidewalk, businessmen, locals, and tourists lined up to test their golfing skills at the UBS Golf Challenge—a miniature golf course that the financial company set up to promote its sponsorship of the PGA’s Players Championship. |
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PHOTO GALLERY |
 | Taking over a large chunk of sidewalk next to the Rockefeller Center rink for the 10-day promotion, the course included a replica of the difficult 17th hole of the Tournament Players Club at Sawgrass. Behind the green, a large LED screen showed live television coverage of the PGA competition.
Photo: BizBash |
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 | Golfers each had one shot, winning a sleeve of balls if they made it to the green or a set of clubs if they made a hole-in-one.
Photo: BizBash |
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 | On hand to provide tips, instructors from the Tour Academy also recorded each player’s attempt on a video that was later emailed to the participant.
Photo: BizBash |
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 | Behind the main attraction—the 17th-hole challenge—sat putting greens with real palm trees, flowers, and grass.
Photo: BizBash |
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 | A tent with a golf simulator was also on-site.
Photo: BizBash |
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 | Those unwilling to play could sit in bleachers to watch the action.
Photo: BizBash |
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 | The stanchions that cordoned off the area had a golf theme, with clubs sitting atop round plots of grass.
Photo: BizBash |
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Several departments from UBS (including those responsible for
sponsorship, events, marketing, and advertising) worked with Rock
Center owner Tishman Speyer and Florida-based Pizzazz Scenic to
re-create the championship course’s 17th hole with some 3,500 square
feet of sod, 31,000 gallons of water, 40,000 pounds of fill, and a
large amount of netting to enclose the activities.
—Anna Sekula
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