2021 Diamond Resorts Tournament of Champions on NBC and Golf Channel
2021 Diamond Resorts Tournament of Champions By The Numbers
- 25.5 billion social media impressions
- $15 million in ad equivalency and 8 billion in aggregate readership
- 4 million+ unique viewers on Golf Channel and NBC
- Most-watched LPGA season-opening event in over 12 years
“Millennials have been at the forefront and how we get them involved in our product,” Diamond Resorts CEO Michael Flaskey told Fox Business’ Maria Bartiromo on Tuesday. For years, the baby boomers have been the core demographic of the vacation ownership industry. We’ve created some cool new products that are short-term, they can walk away from it after ten years. We’re seeing record folks coming in at that Millennial demographic.”
"Much like the experiential model, where we were the first mover and continue to be the industry leader on the experiential side, we've done the same thing by creating a short-term, 10-year product and it's really doing amazing," Diamond Resorts International CEO Michael Flaskey told Cheddar. "The results are staggering, and it is absolutely focused on the millennial group."
Diamond Resorts officials said they’re working directly with individuals to set up accommodations that meet their needs.
The timeshare company said in a statement that rooms can give people a way to practice social distancing while providing critical care.
Diamond has been courting millennials with concerts, live events and urban locations, and adding a New York property fits that strategy, Chief Executive Officer Mike Flaskey said in an interview.
Flaskey put him at the helm of the LPGA Tournament of Champions.
"There's too many people in and around the industry that quite frankly are fans, and that can have negative ramifications," Flaskey said. "From Aaron's perspective, he's seen it all, been around it all. He grew up in it. So he doesn't come at this with a fan's perspective. He comes at this with the perspective of doing his job and doing it very well.
“It brings a really cool dimension to the tournament,” Flaskey said. “There are a lot of great players in the celebrity division, many of them big, strong males that hit the ball over 300 yards off the tee. How does Annika, the 50 year old, [one of the] winningest all-time golfers, compete against the John Smoltz’s and Mardy Fish’s of the world? The public and the viewership is going to enjoy just watching her surgically take those guys down.”
In 2017-18, the Diamond Resorts event added golfers from the Champions Tour before changing gears to serve as the season-opener for the LPGA Tour the past two seasons.
“We love being tied into the LPGA and helping to promote that Tour,” Flaskey said. “We like to believe the celebrity aspect gives the LPGA to get exposure to a wider net of potential new fans.
“They’re great players, they are kind, they’re thoughtful, they engage with the sponsors, they come prepared. It’s just a very, very well run organization.”
Through the various iterations of the event, Diamond Resorts has raised $4.3 million for charity, including a $500,000 gift to Shands Children’s Hospital in Gainesville and several hundred thousands in 2020 for COVID-19 relief, according to Flaskey.
Aaron, the humble superstar who rose above racial prejudices to break Babe Ruth’s home run record, died in his sleep on Friday at age 86...
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