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31 WINTER 2016 MEMBER NEWS The OPEN tees off an important year for business and golf at Liverpool launch event It’s hard to overstate the importance of major events to the Liverpool region’s economy. Big events are symbolic. They crystallise a place’s vision and ambition. And there are few truly global events that compare to The Open. Next July the sporting world and international media will be focused on Liverpool City Region when Royal Birkdale hosts The 146th Open. Speaking at an event to welcome The Open’s arrival to the region, Max Steinberg CEO, Liverpool Vision and Chamber board member said, “The Open presents an exceptional opportunity to show our world-class assets to a worldwide audience. This is an opportunity for our business community to use one of the world’s biggest events to showcase this amazing place we live and work in. If there was ever a time to invite a special client from elsewhere in the UK or from abroad, July 2017 is the time to do it.” Over 200,000 spectators are expected to flock to the region to watch the world’s best players compete to become Champion Golfer of the Year and lift the iconic Claret Jug trophy. The Open brought £75 million to the local economy when it was held at Royal Liverpool in Hoylake and a similar impact is expected when Royal Birkdale hosts The Open for the tenth time this summer. Andy Snell, Director, International Trade and Commercial Services, Liverpool and Sefton Chamber of Commerce also spoke of the importance of The Open to the region stating the chamber would “build upon our relationship with The R&A, to show a city that works together with its private sector and is proud to host The Open both this time and when it returns to ‘England’s Golf Coast’ over and over again in the future.” Speaking about his experience as a host, Andy said, “After the International Festival for Business 2014 held in Liverpool, VIP Delegates forged strong and profitable relationships as our guests at The Open. Businesses from Saudi Arabia, Europe and USA spent quality time and built relationships with counterparts from Liverpool and Wirral that are bearing fruit now. One particular commercial partnership with an export licensing firm improved our revenues by 60% on that product line.” Michael Wells, Director – Championship Staging, The R&A was also on-hand at the launch event where he spoke to the distinguished audience of business leaders from the region. “The Open has a truly global appeal with a potential household reach of over 500 million homes worldwide. It is looked at online by more than 7 million unique Andy Snell, Director International Trade, addresses the specially invited audience of delegates assembled at Liverpool Town Hall visitors, with over 120 million impressions on social media. Fans from over 80 countries travel to The Open each year. “Spectators visiting Scotland for The Open at Royal Troon spent over £5 million on accommodation and double that amount in bars, restaurants and shops during an average 3-night stay. In the single week of the Championship, in 2016, total spending in the economy increased by £64 million and with millions watching on television around the world the benefit for future golf tourism is considerable.” Chris Daykin, Hospitality Sales Manager at The Open Hospitality spoke about the benefits of hosting a corporate event at The Open, “It offers a level of prestige and grandeur which is so important when trying to make sure you attract the right level of clientele. Tailoring an event to your client is also key and with golf still one of the most common hobbies amongst CEO’s and other senior level executives, often being referred to as the ‘sport of business’, it means that The Open is likely to appeal to a good number of your most valued customers. “When you bring your clients to The Open it provides the opportunity to spend a minimum of 10 hours with them in a relaxed and flexible environment whilst witnessing one of the greatest sporting events on earth, giving you plenty of time to develop those key relationships on a personal level.” Businesses looking to entertain valued clients and other guests are urged to book through official channels which are available on TheOpen.com/Hospitality. Enhanced experiences that are available at Royal Birkdale from 19 – 23 July 2017 include The Claret Jug Pavilion, the most exclusive experience for intimate gatherings on Royal Birkdale’s 1st tee to the fun, festival atmosphere of The Champions Club boasting a large private garden, outdoor LED screen and madeto order British classics. A variety of other corporate and private dining experiences are also available including on-course suites offering a private space for larger groups to build their custom day at The 146th Open. For further details about hosting corporate events at The Open contact Hospitality@TheOpen.com or +44 (0)844 371 0883 Business and Golf Together Back in 2017 by popular demand – The return of the Chamber golf society Team, individual entries and sponsorship opportunities available Contact: andy.snell@liverpoolchamber.org.uk


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