Behind the of the Manulife Classic

FEATURE F ScenesBehind the of the Manulife Classic PHOTOGRAPHY • JOSE JUAREZ, THE ASSOCIATED PRESS The region’s largest ABOVE: The Manulife LPGA sporting event, held at Classic will be held soon after the Olympics in late August. Whistle Bear Golf Club, Brooke Henderson was a big will take place soon draw at the Manulife LPGA Classic last year, says after the Olympics end tournament director Milaina Wright. BY DAVID MCPHERSON here was no rest for the four full-time employees at Sports Properties International who run the region’s largest annual Tsporting event, even when there was snow on the ground and the Manulife LPGA Classic was eight months away. With a successful 2015 campaign to build on, second-year tournament director Milaina Wright was excited to discuss the 2016 edition as she settled into the Marianne Harrison, president and boardroom. Framed autographed flags chief executive officer of Manulife Canada, dating back to the inaugural year of likes to get involved in the tournament — and her employees do too. the LPGA event in 2012 decorated the Manulife supplies about 25 per cent of the whitewashed walls. event’s 1,000 volunteers every year. COURTESY OF MANULIFE CANADA 52 GRAND JULY I AUGUST 2016 while doing her master’s in sports manage- Silo to Whistle Bear,” says Gary Dyke, also sits on the board of directors of St. ment at Brock University. Eight years of Cambridge’s city manager. “We were Mary’s General Hospital Foundation. working on both of Golf Canada’s national more than willing to help on a number Harrison likes to get involved in the championships, the Canadian Pacific of fronts to keep the event in the region, tournament. Last year, she played in the Women’s Open and the RBC Canadian but we recognized the value of what we Charity Pro-Am and was on site every day. Open, groomed her for her current role. call sports tourism. … There was lots of Her family also hosted golfer Minjee Lee Wright’s vision, when she took over from anecdotal information of our hotels being and Harrison plans to billet a golfer again Richard Kuypers, was to create enthusiasm full and restaurants seeing a significant this year. “It inspired my daughter, who is and grow the fan base of the tournament. boost in revenue. 15 years old, to get more involved in golf Building upon the success of the first few “We also use the tournament from a after Minjee came and stayed with us,” says Milaina Wright is the tournament years of the event was not difficult, thanks brand-recognition standpoint,” Dyke adds. director at the Harrison. “It was very inspiring to listen to to a strong volunteer base and a supportive “The number of times Cambridge was 2016 Manulife LPGA Classic. her and the challenges she faces.” community. What will be difficult is to referenced on live TV, in blogs and other For Harrison, Manulife and the LPGA are top the 2015 edition. The event saw an social media pieces was great advertising. a nice fit. estimated 63,000 people attend over the The phrase NBC always came back with 1,000 volunteers every year. “The LPGA is all across the world and so course of five days. Ninety-two of the top was ‘Beautiful Cambridge, Ontario.’ You “We have 4,000 employees in the there are women coming from all different 100 players in the world were in the field can’t buy that.” K-W area, so it is important for us as an countries. We are a global company, so and a record amount — $361,294 — was Another key component for Wright is the employer to be a part of the community,” there are not too many events that are raised for the event’s charitable partner, St. support of title sponsor Manulife, which says Marianne Harrison, president and chief as global as the LPGA … that match our Mary’s General Hospital Foundation. Since supplies about 25 per cent of the event’s executive officer of Manulife Canada, who global footprint.” 2012, the event has raised $1.2 million. The big change last year was a shift in venue, from Grey Silo Golf Course in Waterloo, Marianne Harrison hosted golfer Minjee Lee during the Manulife LPGA Classic last year. The two are joined at where the tournament began in 2012, to the table by Marianne’s daughter, Jenna. Whistle Bear Golf Club in Cambridge. From PHOTOGRAPHY • ROD FRKETICH sponsors and fans to players, the new host course was well received. Let’s Play! “Whistle Bear lends itself well to a golf The 2016 RAV4 is ready to handle the demands The LPGA ran a successful campaign many hats, from working with volunteers tournament,” Wright explains. “Not only of your busy lifestyle, with its bold looks, in 2015 with the tag line: “See Why It’s to soliciting and working with sponsors is the course great for players, but the enhanced performance, advanced safety Different Out Here.” Wright and her team to managing the day-to-day activities clubhouse is great for hosting clients and all features, and an incredible list of worked to ensure the experiences of both and logistics of hosting an international our corporate guests. As a location to bring innovative in-cabin technologies. fans and sponsors matched this philosophy. sporting event. in tourists to the region and fans, the course This year, the tournament returns to “I came into the role about 10 months is also convenient, only three minutes off Whistle Bear Golf Club from Aug. 31 to before the tournament last year,” Wright the 401, so it’s easy to get to.” Sept. 4. The change in date is due mainly recalls. “It may sound like a lot, but 10 With this easy access, close to the to the Summer Olympic Games in Rio de months is not a lot of time. If you are in the highway, fans came from Barrie, Niagara 2016 RAV4 Janeiro, which will include women’s golf. event business, that’s pretty short. Moving Falls, London, Windsor and even upstate All in price from Rather than hinder the Manulife event, to a new course meant we had to get the lay New York. Many stayed overnight and Wright thinks this change from early of the land: the parking, concessions, where attended multiple days of the tourna- $27,131.97* summer to Labour Day weekend is an the hospitality tents would go … that was a ment to take advantage of hotel packages, plus HST & Licensing opportunity. Falling just 10 days after the lot of work at the beginning. injecting an estimated $10 million into the Olympic competition wraps up, Wright is “When this opportunity presented itself, local economies. This is the main reason planning on a field that boasts Olympians it felt great to be part of something that had the City of Cambridge became a sponsor as well as tour players excited to get back already established itself in the community. of the event. 3121 King Street East, Kitchener to work after an extended break in the I felt it was somewhere that I could build “We were approached a little over a HeffnerToyota.ca | 519 748-9666 LPGA schedule. upon year after year.” year ahead of the tournament when they As tournament director, Wright wears Wright started at Golf Canada as an intern were looking to change venues from Grey *2016 RAV4 all in price from $27,131.97 ZFREVT Suffix AM includes freight/PDI $1,760.00, tire stewardship fee $21.97, OMVIC fee $10.00, air tax $100. Other taxes, licensing fees extra. Dealer may sell for less. Vehicle not exactly as shown. 54 GRAND JULY I AUGUST 2016 JULY I AUGUST 2016 GRAND 55 Organizers hope the event will attract star talent like Michelle Wie — golfers who will either be coming back from the Olympics or eager to get back to work after the break. price of admission. One person confident the Manulife LPGA Classic will have a quality field is Milaina Wright. The tournament director says the beauty of the LPGA right now is there are many great players. She says the way this event treats the players, coupled with the reception from Canadian fans, makes the players want to include this stop on their schedules. “I don’t feel like I have to convince players to come to Canada,” Wright says. PHOTOGRAPHY • CHRIS CARLSON, THE ASSOCIATED PRESS In her experience, spectators who go to the tournament with a general outlook end Big-name players will take up becoming fans of certain players because of the atmosphere and the opportunity to Manulife Classic to the next level be so close to the action. Wright said the player who became the biggest draw last year for fans was Canadian BY BRIAN WILLIAMS Pink Panther, is guaranteed to have a teen Brooke Henderson. Given the success dedicated fan base. If she’s in the field, you Henderson has had this year, she is sure to he opportunity to see profession- will see adults and young girls dressed in create a buzz again at the end of August. als play in our own backyard is pink to feel connected to her. And there is often a feel-good story Talways fun for golf fans, but there’s And there’s definitely something special for fans to get behind. Last year, Natalie no denying it’s more enjoyable when the about Wie. The feel in the gallery is Gleadall of Stratford earned her way into familiar names in the game come to town.

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