ShopRite LPGA Classic

Event production

Challenge


In 2009 Eiger saw an opportunity in the market to reinvigorate professional golf in New Jersey together with the Wakefern Food Corp., parent company of grocery cooperative ShopRite that sought a premium event to support their charitable giving initiatives and host clients annually.
With an uncertain market, it was vital to establish fair, independent commercial terms with the LPGA, a host venue and hotel partner that would aid in securing a long term commitment from title partner ShopRite while providing the financial incentive required to take risk as an event owner.

Solution


In 2009 Eiger re-established professional golf on the Shores of New Jersey, working with the LPGA and the Atlantic City business community to bring the ShopRite LPGA Classic to Stockton Seaview Resort in Galloway, NJ which, at the time, was one of just 25 LPGA events worldwide.

As owner and operator, Eiger architected an operational plan with support of corporate partner Wakefern Food Corp. to establish Greater Atlantic City as the permanent host to the ShopRite LPGA Classic. A host site agreement was signed with Stockton Seaview Resort, a hotel partnership forged with The Borgata Hotel & Casino, and a premium 2-day customer Pro-Am experience was established to precede an LPGA 54-hole event featuring the world’s top players including the likes of Anika Sorenstam, Michelle Wie, Paula Creamer, Stacy Lewis and Natalie Gulbis.

Results


Today, under Eiger’s leadership, the event features a live television production on NBC’s Golf Channel, attracts more than 65,000 spectators, hosts the largest Pro-Am in all of professional golf and boasts more than 400 corporate partners. In the 6 years since its inception, the ShopRite LPGA Classic has generated an annual economic impact in excess of $20 million to the Greater Atlantic City area and has annually raised more than $1.2 million for charitable partners.

"The success of the ShopRite LPGA Classic is a testament to the success of our partnership. EMG's willingness to collaborate and unique ability to interpret our needs in delivering an end-to-end premium experience for our customers is second to none."

Joe Sheridan, President & COO Wakefern Food Corp.