PGA TOUR Champions presents four awards at annual tournament meetings

Orlando, Fla. – At the PGA TOUR’s annual tournament meetings, held at the JW Marriott Grande Lakes in Orlando, Florida, the winners of the PGA TOUR Champions Tournament Awards were announced on Tuesday, Dec. 10. The Principal Charity Classic was honored with the 2024 President’s Award. This marks the tournament’s second time winning the award, having also earned the distinction in 2016.

Full list of award winners below:

• President’s Award: Principal Charity Classic
• Players Award: Simmons Bank Championship presented by Stephens
• Sales Award: Chubb Classic presented by SERVPRO
• Volunteer of the Year: Lisa Arvidson, Insperity Invitational

President's Award

In its 17th year, the Principal Charity Classic, held at the Wakonda Club in Des Moines, Iowa, was awarded the prestigious President’s Award, recognizing not only the criteria of all PGA TOUR Champions awards but also the unique qualities that make the tournament exceptional.

“Since 2007, the Principal Charity Classic has established itself as one of the premier tournaments on our Tour,” said PGA TOUR Champions President Miller Brady. “This event delivers a top-tier experience for fans, players, caddies and staff, all while creating a significant charitable impact in the Des Moines community and throughout the state of Iowa. The tournament team’s exceptional efforts, combined with the dedication and passion from Principal make this a standout stop on the PGA TOUR Champions and a well-deserved recipient of the 2024 President’s Award.”

In 2024, the Principal Charity Classic was a success in nearly all aspects of how PGA TOUR Champions tournaments are measured. Highlights include:

• Principal executives on the tournament board and committees are active year-round, working in lockstep with an engaged tournament team. This partnership between title and tournament saw Principal as one of the finalists for the Best Title Sponsor Integration.
• Driven by their Birdies for Charity Program, the Principal Charity Classic raised a record $8.66 million in 2024, benefiting over 130,000 children in Iowa. Since its inception in 2007, the event has raised over $62 million in charitable giving for the region.
• The Principal Charity Classic is warmly embraced by the Des Moines community, with more than 1,100 volunteers supporting the tournament, over a third of whom are Principal employees. The community support can be seen in the fan attendance, ranking among the best on PGA TOUR Champions.
• A newly designed entrance featuring a "Sustainability Grove" highlighted the tournament’s goal of reducing emissions and achieving net-zero status. Initiatives like the “Pedal to the PCC” campaign, which encourages fans to bicycle to the event, are part of this eco-friendly effort.
• A partner-focused tournament team, supported by community leaders on the Tournament Board, provided for another strong revenue performance.
• The tournament’s attention to hospitality, as well as a recent golf course renovation at the Wakonda Club, ranked the event as one of the year’s favorites by players and caddies.

Players Award

The Simmons Bank Championship presented by Stephens, in its inaugural season, received the 2024 Players Award, with PGA TOUR Champions players voting this tournament as their favorite event. Held at Pleasant Valley Country Club in Little Rock, Arkansas, this event is only the second-ever first-year event to earn the Players Award, joining the Dominion Energy Charity Classic (2016). The Players Award represents recognition for a tournament that goes above and beyond in the experience they provide to PGA TOUR Champions players.

Several highlights from the week include:

• The buildout around the property was top-tier, beginning with the entrance and extending to hospitality and fan enhancements around the course. Viewing areas for fans were extensive, with numerous public bleacher options and dedicated kid’s viewing areas, which were needed due to the large crowds on-site, supporting the tournament and enhancing the playoff atmosphere of the event.
• Simmons Bank executives, led by Chairman George Makris, serve on the tournament board and help drive the vision for the event, impacting hospitality, sales and community engagement. The engagement and commitment from George and the entire Simmons executive team was evident to PGA TOUR Champions membership.
• The Player Hospitality Committee ensured our players were well cared for throughout the week, handling everything from registration and transportation to local restaurant recommendations, serving in a concierge role, which elevated the player experience.
• Player amenities included Lexus courtesy vehicles, a dinner at the Governor Huckabee-Sanders Mansion, and a special outing for player wives. Additionally, both the player and caddie received a winner's trophy, and necklaces were presented to the wives of both the player and the winning caddie. Complimentary hotels were also provided for all caddies.
• Pleasant Valley Country Club played a key role in welcoming our players and caddies, offering a brand-new clubhouse, first-class locker rooms, and excellent food, all complemented by an attentive staff. Players provided tremendous feedback on the quality of the golf course, ranking it as one of the top venues on the PGA TOUR Champions.

Sales Award

The Chubb Classic presented by SERVPRO, held at Tiburon Golf Club in Naples, Florida, was recognized with the 2024 Sales Award. This award is presented annually to the PGA TOUR Champions event that shows tremendous sales growth year-over-year while establishing high sales marks in all areas. The Chubb Classic saw a 48 percent increase in their year-over-year sales in 2024, with 28 new business deals combining for more than $800,000. Since 2021, this tournament has increased its hospitality and sponsorship revenue by more than $1.9 million, a staggering 290% increase.

Highlights include:

• 48 percent revenue growth year over year
• $1.9 million increase since 2021 (290% increase)
• Brought on 28 new partners for 2024 totaling $800K
• Renewed 53 partners for 2024
• Sold out Wednesday and Thursday pro-am for third consecutive year
• Added new event during tournament week, Champions Dinner, selling title partnership and tables to the event

The 2024 tournament marked Chubb's 25th year as title sponsor, the longest-running continuous title sponsorship on the PGA TOUR Champions schedule. This year’s tournament also celebrated the 36th year of the event being contested in Naples, making it the longest-running PGA TOUR Champions event in the same metropolitan area.

Volunteer of the Year

The 2024 PGA TOUR Champions Volunteer of the Year award was given to Lisa Arvidson of the Insperity Invitational. Lisa truly embodied the adage of going above and beyond. Several weeks before this year’s tournament, one of the Marshal Co-Chairmen, a 21-year volunteer, informed the team that due to unforeseen medical concerns, he would be unable to participate. Despite the difficult news, the team knew exactly who to approach to step into this critical role.

With 11 years of volunteering experience, including serving as Hole Captain for two holes in recent years, Lisa was the ideal candidate to oversee 200 marshals and nine Hole Captains. When the team called, Lisa immediately agreed to take on the challenge. She quickly adapted to her new responsibilities, learning the ropes from the existing Marshal Co-Chairman. Lisa spent long hours at the course, from sunrise to sunset, earning rave reviews from Marshals and Hole Captains alike for her attention to detail and effective communication.

It was a full-circle moment for Lisa, as the spot she was now filling allowed her to work alongside the Marshal Co-Chairman who had introduced her to the Insperity Invitational when she relocated to The Woodlands from New Jersey, helping her connect with the community through golf. Lisa embraced the role with grace and enthusiasm, making it a memorable and enjoyable week for her volunteers while playing a key part in the tournament’s success. Insperity is incredibly grateful to have her on the team.