Organizers of the 52nd RBC Heritage certainly didn’t draw it up this way, and they’ll obviously miss the throngs of golf fans that flock to Hilton Head Island, S.C., each year for the event.
But those affiliated with the tournament admit that if it goes off as now scheduled, it could provide a surprisingly impactful dose of exposure for the region.
According to tournament director Steve Wilmot, the 2020 Heritage — which is expected to be held without spectators in June — will still provide a positive impact on the community. Golf Channel and CBS aired reruns of previous tournaments last weekend, and a live broadcast in June will help to serve as additional marketing.
“This community’s going to benefit a lot more than they realize from the (reruns from years past) being held on TV (last) week and then we’re going to get a live broadcast in June,” Wilmot said. “So we’re getting a double hit for this community, which is tremendous.”
The tour said last week that the Heritage is now expected to take place June 18-21 at Harbour Town Golf Links on Hilton Head Island. The tournament will be closed to spectators and sponsors.
“Save the date,” Wilmot said. “We’ll give you a great RBC Heritage tournament. It won’t be the same as other years, but I’d take this alternative any day. The second-best thing to being at Harbour Town during the RBC Heritage is to watch it from the comfort of your homes, plaid outfits on and drinks in hand.
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“This isn’t (just) our decision, this wasn’t the PGA Tour’s decision, there was a joint decision. The governor was involved, the mayor was involved, RBC was involved and it was, ‘This opportunity is there, let’s go ahead and commit to this date.’”
Previously scheduled for April 16-19, but canceled March 17 because of concerns about the coronavirus, the Heritage is now set for the week when the U.S. Open was first scheduled. It is the second event in a revised schedule that is expected to begin June 11-14 with the Charles Schwab Challenge at Colonial in Fort Worth, Texas.
The adjusted season-long schedule, which the tour said is subject to change, now consists of 36 events, including three FedExCup Playoffs events concluding with the Tour Championship on Labor Day weekend.
The PGA Tour said the Heritage field will increase from 132 to 144 to provide additional opportunities for tour members. Wilmot said he expects a full field for the tournament in June.
The Heritage Classic Foundation said there are three options for those who purchased tickets to this year’s tournament. They may donate to the foundation, secure tickets for the 2021 Heritage or receive a refund that does not include the $10 service charge.
The Heritage raises $3 million annually for local charities and its annual economic impact has been estimated to be $102 million in South Carolina. Ticket sales fund most of its giving programs.
“What an honor it would be to welcome the PGA Tour back to Hilton Head Island in June,” Hilton Head Island Mayor John McCann said. “While golf fans may not be able to walk the gallery due to health precautions, the fact that millions of viewers will lay eyes on the RBC Heritage being played here is incredible news. It’s a huge win for golf and for our community.”
Golf Channel and CBS aired past RBC Heritage tournaments last weekend. CBS broadcasts included the final round of the 2015 Heritage where Jim Furyk won a sudden-death playoff over Kevin Kisner and Branden Grace’s win in 2016. Golf Channel showed Heritages from 2013, 2016, 2018 and 2019.
"That was five years of frustration let out on that fist pump." @jimfuryk reflects on winning the 2015 @RBC_Heritage. pic.twitter.com/dogCtJHmCv
— GOLFonCBS (@GOLFonCBS) April 19, 2020
“It’s the texts I’ve gotten from real estate agents, it’s other businesses saying thank you and welcome back,” Wilmot said. “When CBS and the Golf Channel go on to 220-plus countries and a billion households and people are watching golf, watching Hilton Head Island and this community, that’s the biggest marketing this community has.”
Wilmot acknowledged the absence of spectators will cause a wrinkle in the economic impact.
“We’re basically going to be running a tournament in June with zero revenue opportunities,” Wilmot said. “Four weeks leading up to the tournament, we traditionally average close to $800,000 in ticket sales and they go away. The impact’s still going to be there, but for us to go ahead and move forward with this opportunity in June is going to eventually benefit all. We’re going to have to analyze all these things and there’s definitely going to be a hiccup year.”