The Buick Open – a Hall of Fame Member
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Michigan Golf Hall of Fame Bestows First ‘Special Award’ The Buick Open – A Hall of Fame Member By Susan Bairley 20 s e v i h c r A r e f l o G n a g i h c i M : o t o h P This shot was the brinchild of our editor, Terry Moore, and was one of our gratest “Buick” covers. Crenshaw, who won in 1986, was happy to do it and we are forever grateful. n its 2008 class of honorees, honored one combination of both. Buick Open. the Michigan Golf Hall of Representing thousands of men Fame inducted one woman – and women, and an iconic The 50-year-old Buick Open IMeriam Bailey Leeke, two men – American car brand, the fourth was honored “for its distinguished Ken Janke and John Morgan, and ‘inductee’ was an event – the and steadfast commitments to golf, 20 S P R I N G 2 0 0 8 • M I C H I G A N G O L F E R M A G A Z I N E 21 M I C H I G A N G O L F E R M A G A Z I N E • S P R I N G 2 0 0 8 21 community service and charitable contributions,” and received the Michigan Golf Hall of Fame’s first-ever Special Award on May 18 at Indianwood Golf and Country Club. As it celebrates its Golden Anniversary this year, the Buick Open was cited for many things. It was General Motors Buick Division’s first foray into the world of professional golf sponsorship – and is recognized as the PGA Tour’s first corporate sponsor. s e v i h Buick officials also believe the c r A r Buick Open was one of the first e f l o G events in any sport to be named for n a g a corporate sponsor as well. i h c i M : o 22 t Since 1982, it has raised $9.4 o h million for charities, with local P chapters of Easter Seals, the American Red Cross, the Tom Pond, one of many from Buick’s marketing department, represented American Lung Association and the Open for a number of years. Here he is with former PGA Tour Whaley Children’s Center in Flint, Commissioner, Deane Beaman. as primary recipients. While chari - ties are said to have benefited since at its home tract, Warwick Hills from the tournament’s $5 million the tournament’s inception, contri - Golf and Country Club in Grand purse. butions were not officially tallied Blanc, Mich. and recorded until 1982. “There are a few survivors from Waldo McNaught, then Buick’s that 1958 tournament,” he laughed, public relations director, is credited It’s considered a bonafide as he introduced Buick’s award at with selling the sponsorship idea to Michigan tourist attraction. With the Hall of Fame induction cere - Buick after watching the 1957 its added ‘Tiger power’ in the late mony and dinner. “With its Carling Open at the Flint Golf 1990s, the tourney attracts about $52,000 purse, the first Buick Club. The following year, the 125,000 spectators annually. Open doubled what others offered Carling Open became the Buick and raised the bar for professional Open and was moved to the new And the Buick Open wouldn’t golf,” he said. Warwick Hills. In 1959, Buick happen without the volunteer signed a six-year agreement with efforts of approximately 1,400 men Drawing the nation’s top names the PGA Tour – making it the and women, who each year donate in professional golf, the first Buick longest and largest single financial their time and energy for the love Open’s $1 admission and free sponsorship deal in professional of the game and their love of the parking made it an instant hit with golf at the time. ‘Buick.’ spectators. Winner Billy Casper took home the $9,000 first prize Gerald Rideout, who succeeded Veteran golf writer and that year. Comparatively, this McNaught at Buick, served as gen - Michigan Golf Hall of Famer Jack year’s winner will pocket $900,000 eral chairman of 12 Buick Opens, Berry was at the first Buick Open 22 S P R I N G 2 0 0 8 • M I C H I G A N G O L F E R M A G A Z I N E starting in 1960 to his retirement in It was Peck, who accepted the honor ‘so many different people 1978. He is generally credited Michigan Golf Hall of Fame throughout the years” who have with keeping interest in the tourna - Special Award on behalf of the contributed to the tournament’s ment alive throughout a hiatus that Buick Open. success. accompanied an industry downturn and suspended the tournament dur - “The tournament has hosted His thoughts on accepting the ing most of the 1970s. many all-time greats over the Special Award from the Michigan years, including Jack Nicklaus, Golf Hall of Fame on behalf of the Today, the Buick Open’s ‘main Arnold Palmer, Gary Player, Ben Buick Open? Peck said it was a man’ is Buick Golf Marketing Crenshaw, Chi Chi Rodriguez, special moment and lasting memo - Manager Larry Peck. Serving in Hale Irwin, Fred Couples, Vijay ry. “I am truly honored to part of that role since May 2000, Peck is Singh, Jim Furyk and of course, that history and tradition. It is responsible for managing the Tiger Woods,” Peck said. “It very special.” Buick golf marketing program, remains Michigan’s only PGA including advertising and event Tour event and generates extensive This year, Buick Open Week management. He is the PGA Tour regional, national and international begins Monday, June 23, with the and PGA of America’s contract media coverage, all focusing on Dealer Pro-Am. The tournament negotiations point person for Buick the great state of Michigan.” runs Thursday through Sunday, and was instrumental in developing June 26-29, at Warwick Hills. Buick’s relationship with Tiger While there are several individ - Woods, who was signed to a spon - uals who may have had a greater For Buick Open tickets, call 1- 23 sorship agreement with Buick in impact than some over the years, 800-878-OPEN (6736) or go to December 1999. Peck said giving the event the www.buickopen.com ” MG award is truly the best way to s o i d u t S e c n i r P g o r F / e n i l r e h S r e t r a C y b o t o h P The infamous 17th hole at the Buick Open. M I C H I G A N G O L F E R M A G A Z I N E • S P R I N G 2 0 0 8 23.