Tag: The Wyndham Way

One morning 25 years ago, while working with Arnold Palmer on his memoir, A Golfer’s Life, I asked the King of Golf if there was one tournament in his illustrious career that he regretted never winning.  

I was sure he was going to say the PGA Championship, the only missing major.

Arnold was sitting at his workshop desk, putting a new leather grip on his driver. But he paused and gave me what I’d come to think of as “The Look,” a cross between a constipated eagle and a very disapproving school master. 

“Really, Shakespeare?” he growled. “You really have to ask? You of all people should know the answer. After all, you grew up there!”

He meant, of course, my hometown Greater Greensboro Open, which I attended almost every year of my life growing up in the Gate City, including the year after I went off to college, when Arnold had his best chance ever to win the tournament. He led the final round until a triple bogey on the par-three 70th hole allowed lanky George Archer to win at the wire. 

“I never quite got over that,” he admitted with characteristic candor. “I had so many friends in the gallery from Greensboro and Winston-Salem, plus my connections with Wake Forest [University]. It still chews at me. That tournament was so much fun and meant a great deal to me. I just never got the job done.”

The King may have regretted failing to win the GGO, as it was affectionately called, in front of  the homefolk faithful, but the tournament known today as the Wyndham Championship has never forgotten Arnold Palmer.

Yes, that tournament: in its 85th year, set to begin Thursday, Aug. 8, and continuing until Sunday, Aug. 11. All eyes, as usual, will be on the Wyndham because it determines which 70 PGA Tour golfers will advance into the FedExCup Playoffs.

Several years ago, his grandson Sam Saunders watched as Wyndham officials installed a plaque dedicated to Palmer on the Wall of Champions behind the ninth green at Sedgefield Country Club. The plaque reads: “Widely considered the most important figure in golf and one of the most influential players in Wyndham Championship history, Arnold Palmer had five top-five finishes in 13 appearances at Sedgefield.” 

From its modest beginning as the seventh oldest golf event on the PGA Tour, won by Sam Snead in 1938, the Wyndham’s legacy of winning champions who made their mark on American golf can be matched by few PGA events. The list includes legends such as Ben Hogan, Byron Nelson, Sam Snead (who won the GGO a record eight times), Gary Player, Billy Casper, Larry Nelson, Raymond Floyd and a dashing young Spaniard named Seve Ballesteros, who won his first tournament at Greensboro in 1978 en route to superstardom. 

The last nine decades have seen at least three different sponsor name changes before Wyndham Hotels & Resorts became the tournament’s stalwart title sponsor in 2007. All that time, the Triad’s beloved golf tournament — North Carolina’s first professional event — retained its unique personality and important place in the world of professional golf.

“It’s essentially unique for a variety of reasons,” says Executive Tournament Director Mark Brazil, who started with the tournament in 2003. “You can begin, of course, with its almost incomparable history, which rivals the majors in terms of legends who won here. But its evolution under Wyndham has made the tournament even more special in several ways.”

One notable way, he points out, is the strong emphasis the Wyndham places on being a premier fan-friendly event, a five-time winner of the PGA’s top hospitality award for fan accessibility and friendliness.

“Most tournaments actually focus most of their attention on the players, going out of their way to provide luxury accommodations and services, anything they can to make the players feel welcome. We do the same thing, of course, but the key to our  hospitality focus has always been the fan experience, the paying customer who might come out for a day or the entire week in the heat of summer to watch the greatest players in golf.” 

Brazil points out that at a time when fan bleachers are disappearing from the grounds of some tournament venues, the Wyndham features numerous bleachers, enhanced spectator viewing areas and much-lauded cooling areas all over the Sedgefield property. The Wyndham’s popular Margaritaville tent, Truist fan pavilion, Sunbrella Sun Deck and Wyndham Rewards areas have become hallmarks of the its laid-back, hometown family feel.

That’s just the Wyndham way.

Another facet of the tournament’s appeal is the opportunity to watch younger players on the rise who may someday become the next Seve Ballesteros. The likes of British Open Champ Sandy Lyle, a young Davis Love III and Webb Simpson have won the Wyndham on their way to stardom. In more recent times, even older players such as Sergio Garcia and Tiger Woods joined the field, hoping to claim some Wyndham magic and the tournament’s Sam Snead trophy. Garcia made himself relevant on the PGA circuit by winning the tournament in 2013. A recovering Tiger Woods gave fans a thrill and left a good impression on fans by comparing Sedgefield and its history-rich Donald Ross golf course to baseball’s historic Wrigley Field. 

At a time when professional golf is in flux, perhaps the Wyndham’s biggest recurring storyline is its coveted position as the last regular season event where players can make a run at finishing in the Tour’s Top 70 rankings, thus qualifying for the FedExCup Playoffs that begin the following week in Memphis. The tournament also helps determine the top 50 players who qualify for the next season’s “signature events” that sport $20 million purses after reaching the second FedExCup Playoffs event. Sweetening the attraction, there’s also the $40 million Comcast Business Tour Top 10, rewarding the top-10 finishers in the PGA Tour regular season.

Finally, players who find themselves potential “captain’s picks” for the President’s Cup and Ryder Cup, have a final opportunity to make a big impression. In 2023, both Ryder Cup captains Zach Johnson and Luke Donald played in the Wyndham Championship for this very reason.

“This explains why we generally leave the players alone,” Brazil notes. “They have important business on their minds when they get here. There is so much riding on their performances. In many cases, the Wyndham becomes the last opportunity of the year to advance their careers. As we like to say,” he adds, “the finale is really the beginning.”

Aside from its strong community outreach programs, including longtime support of the First Tee—Central Carolina, each year seems to bring a nice, new wrinkle in terms of the tournament’s service to the Triad.

Earlier this year, partnering with First Tee, the Wyndham put out a nationwide call for artists to create an outdoor wall mural honoring the civil rights pioneers the “Gillespie Six” at the Gillespie Golf Course, to be commissioned by Wyndham Rewards and overseen by the City of Greensboro. 

With Gillespie’s continued revival in mind, a panel of key community figures and organizations selected a trio of finalists from more than 50 artists across the nation to design an outdoor memorial that will honor the Greensboro Six at Gillespie Golf Course. The mural is commissioned by the Wyndham Rewards Program.

In mid-June, Vincent Ballentine was announced as the artist who will paint the Greensboro Six mural on the First Tee—Central Carolina building at Gillespie Golf Course. An artist’s rendering of the mural was unveiled at the time, honoring the course’s history with a depiction of the six pioneers as well as a vibrant nod to the diverse future of golf.

Ballentine hails from Brooklyn, New York, and is a multidisciplined visual artist known for large-scale outdoor murals commissioned by the likes of MTV, the NCAA and BET. At the June announcement, First Tee—Central Carolina CEO Ryan Wilson praised Ballentine’s mural plan, saying it “captures our vision of bringing the community together through the power of golf and will serve as an everyday reminder of our storied past and — because of that — our beautiful future.”

Ballentine also addressed the crowd: “The Gillespie mural honors courageous men who overcame deep-rooted racial challenges to inspire incredible change.” His hope? That his creation will generate thoughtful conversations about the importance of inclusivity while paying homage to the Greensboro Six.

The mural will be publicly unveiled during the Wyndham Championship Jr. Golf Clinic on August 5, 2024, kicking off the Wyndham Championship.

The latest example of the Wyndham Way.   OH