West bringing passion, skill to Northern Trust Open
By Craig Dolch, PGATOUR.COM Contributor
Jerry West didn't clutch a golf club until he was 23, and it took him awhile before he developed the same magic with a golf ball as he could with a basketball.
West received his first set of golf clubs as one of the perks for making the NBA All-Star Game during his rookie season in 1961.
"All I hit was this big slice," West said. "I didn't know what I was doing. I hit the ball as hard as I could and then I spent the rest of the round trying to find it. I had no idea where it was going."
But eventually the same skills that enabled him to make the All-Star Game all 14 of his seasons with the Los Angeles Lakers and become one of the top players in NBA history transferred over to the links. Within a couple of years, he was down to a single-digit handicap.
Then he really got serious about the game: He started taking lessons and soon his handicap was on the plus-side (meaning, he was better than a scratch player). His best score? A (gulp) 63 at Bel-Air Country Club, one of his home courses, in Los Angeles.
West learned how to the get the ball in the hole on the golf course, as well.
West, who turns 71 today, gets to combine two of his loves -- golf and the Los Angeles community -- with the announcement he has been named executive director of the PGA TOUR's Northern Trust Open at Riviera Country Club. West will work to raise the profile -- and hopefully, millions of dollars for charity -- in his new role.
Then again, West is comfortable being the face of a respected sports entity: His left-handed dribbling silhouette has long been used in the NBA's official logo.
For West, this is more than a ceremonial role. He's not out there just to shake some hands and hob-nob with the Hollywood types.
"This is a chance for me to give back to the city of Los Angeles, which has been so great to me for more than 40 years," West said. "Not only is the Northern Trust Open a great tournament, but it raises a lot of money for kids' charitable organizations in the Los Angeles area. And in these economic times, these kids need those charitable dollars now more than ever."
West's first task is to help build the L.A. Legends Club that will bring together business and civic leaders in the Los Angeles area to help grow the Northern Trust Open. It's a successful blueprint that has enabled other PGA TOUR events such as the HP Byron Nelson Classic near Dallas and the Quail Hollow Championship in Charlotte, N.C. to rapidly increase their charitable-dollar donations.
Between the high-profile entertainers, athletes and celebrities who make L.A. home, West believes there's plenty of room to upgrade the image of the Northern Trust Open. West not only has the contacts, but the cachet, to tap into this unique market.
"Los Angeles is one of the most diverse cities in the world," West said. "I'd like to see this tournament become more reflective of what goes on in this city. We definitely intend to get more famous athletes and Hollywood people involved with the event."
West says he has other ideas to improve the fan's experience besides getting a few more recognizable faces in the pro-am. He'd like to see Riviera become more of a stadium-type course by installing more bleachers so fans can enjoy the experience from one location.
He also wants to have a food court that would bring in some of the city's famous chefs to literally give folks a taste of La-La Land. Another goal is to reach out to all the colleges in the area to attract the next generation of fans.
"These are all things on my wish list," West said. "We're trying to go after a younger audience and create some more excitement. This isn't like basketball, where they play 41 home games, or baseball, where they play 81 home games. This is a one-time event, and we need to do everything possible to let know people this tournament is going on and it's something they want to be a part of."
He knows the simplest way to make the Northern Trust Open a must-see event: Have a certain 32-year-old who grew up not far away in Cypress, Calif. -- hint: he's won 14 career majors -- to return to an event he first played as a 16-year-old amateur given a sponsor's exemption and last played in 2006.
"It would be really nice if Mr. Woods would come back and play again," West said. "That would be a great jump-start."
West said he's not sure if his duties as the face of the tournament will include playing in the pro-am. His handicap has slowly risen to a 6, yet he says he still enjoys his time on the range as if he was alone in a gym with a basketball and a hoop.
"Golf is such an addictive game to play," West said. "I view golf as the ultimate challenge. It's not like basketball in that you can't master golf, no matter what your skill level may be. I see golf as the ultimate game in trying to control your emotions."
West knows he has a tough task ahead. Los Angeles residents have many events and activities to choose from, and a decreasing amount of money to spend on them. But when he thinks about all the children's charitable entities in Los Angeles that need support, he vows to attack his new role with the same intensity of a former All-NBA guard facing a full-court press.
"It's going to be a challenge, but it's something I have great passion for," West said. "And when I have a passion for things, I become very committed."
Craig Dolch is a freelance columnist for PGATOUR.COM. His views do not necessarily represent the views of the PGA TOUR.
Shop your favorite brand name golf equipment and accessories at SHOP.PGATOUR.COM
FAN ZONE
PGATOUR.com is part of the Turner Sports and Entertainment Digital Network