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  1. Production & Strategy
  2. Strategy

P.G.A. Show Tests Video Streaming to Provide Added Value for Exhibitors

Mitra Sorrells
January 31, 2012

The 59th-annual P.G.A. Merchandise Show—the largest convention for golf professionals from around the world—is using technology to enable its exhibitors to showcase new products and services directly to the public, giving them exposure far beyond the 42,000 P.G.A. professionals and buyers who attended the event Thursday through Saturday at the Orange County Convention Center. For the first time, organizers produced videos highlighting various aspects of the convention and shared them for free on the event’s Web site, and on pga.com and golfchannel.com.

“There’s such exciting content that’s shared here. And because of the very nature of the golf business, it has a lot of appeal to consumers,” said Ed Several, senior vice president of P.G.A. Golf Exhibitions. “The idea was, 'How can we create a platform for a business-to-business private event and still enable exhibitors and consumers to connect without interrupting the business flow?'” In addition to posting the videos on the three Web sites, organizers shared them through LinkedIn groups and on Twitter with the hashtag #pgam12.

Organizers are calling this a pilot program and are gathering feedback to determine whether to continue it next year and also whether to monetize it. “Right now it is not as an advertising-supported platform, but it is something we are looking at in the future. It’s a way of being able to take all of the great educational content and the new news content, and being able to send it to a broader audience,” Several said.

Three video production teams traveled around the exhibit hall, interviewing exhibitors about new products and covering activities such as the remarks by Jack Nicklaus at the opening ceremony and fashion shows produced by apparel companies. The video crews also traveled to Orange County National golf course on Wednesday to capture P.G.A. professionals testing equipment from more than 80 companies at the 10th-annual Outdoor Demo Day.

Of the more than 1,000 companies at this year's show, more than 300 were first-time exhibitors. In addition to the trade show, the event included meetings sponsored by various golf organizations, more than 60 educational seminars, equipment demonstrations, award programs, and an employment center.

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Photo: Claire Pacelli for BizBash
P.G.A. Merchandise Show
P.G.A. Merchandise Show
Three crews traveled around the show floor recording videos of keynote addresses, fashion shows, and interviews with exhibitors. The videos were then posted on the show Web site, pga.com, and golfchannel.com to give the public a glimpse inside the trade-only event.
Photo: Claire Pacelli for BizBash
P.G.A. Outdoor Demo Day
P.G.A. Outdoor Demo Day
The day before the show opened, more than 6,000 P.G.A. professionals traveled to Orange County National Golf Center to test new equipment, apparel, and training aids from more than 100 companies. This was the 10th year the P.G.A. hosted Outdoor Demo Day.
Photo: Courtesy of PGA Golf Shows
P.G.A. Merchandise Show
P.G.A. Merchandise Show
Golf legend Jack Nicklaus gave the keynote address at the show's opening ceremony on Thursday.
Photo: Courtesy of PGA Golf Shows
P.G.A. Merchandise Show
P.G.A. Merchandise Show
More than 1,000 companies displayed their products and services on the show floor.
Photo: Claire Pacelli for BizBash
Pukka Headware
Pukka Headware
Pukka Headware attracted a crowd to watch its "Pukka girls" chipping golf balls into cups of beer.
Photo: Courtesy of PGA Golf Shows
TaylorMade/Adidas
TaylorMade/Adidas
The entrance to the TaylorMade/Adidas 30,000-square-foot exhibit space had an aura of secrecy, requiring attendees to walk through a glowing tunnel to get inside.
Photo: Claire Pacelli for BizBash
Tommy Hilfiger
Tommy Hilfiger
Several of the large apparel brands such as Tommy Hilfiger created booths that looked like retail stores, complete with wood flooring and fixtures.
Photo: Claire Pacelli for BizBash
Travis Mathew
Travis Mathew
Golf apparel company Travis Mathew attracted attention with an 81-foot RV parked in its booth. The company's salespeople used the interior space for meetings and the rooftop area for socializing.
Photo: Claire Pacelli for BizBash
Cobra Puma Golf
Cobra Puma Golf
Cobra Puma Golf added a two-story structure to its booth this year. The enclosed ground floor served as meeting space, while the top floor included a DJ spinning tunes and the entrance to a large slide into a ball pit.
Photo: Claire Pacelli for BizBash
P.G.A. Merchandise Show
P.G.A. Merchandise Show
Organizers used the P.G.A. Forum Stage, set up in a corner of the exhibit hall, for keynote addresses, awards presentations, and panel discussions.
Photo: Claire Pacelli for BizBash
P.G.A. Merchandise Show
P.G.A. Merchandise Show
The show attracted more than 42,000 P.G.A. professionals, buyers, and industry leaders from nearly 80 countries.
Photo: Claire Pacelli for BizBash
Ping
Ping
Ping hung a large banner above its exhibit space to promote a game that uses the company's new iPing putter app.
Photo: Claire Pacelli for BizBash
P.G.A. Merchandise Show
P.G.A. Merchandise Show
The Equipment Test Center spanned one side of the exhibit hall and featured 47 hitting bays where attendees could try equipment from more than 30 companies.
Photo: Claire Pacelli for BizBash
Bunkerstamp
Bunkerstamp
The show included more than 300 new exhibitors, such as Bunkerstamp, a company that makes custom rubber molds to decorate sand bunkers.
Photo: Claire Pacelli for BizBash
P.G.A. Merchandise Show
P.G.A. Merchandise Show
Attendees came from around the world, with the top five countries being Canada, United Kingdom, Japan, Korea, and Germany.
Photo: Claire Pacelli for BizBash
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