The Chevron Championship: A New Chapter After 50 Years
The Chevron Championship, the LPGA’s first major tournament of the year, has now completed three years at its new venue. Previously held for five decades at Mission Hills Country Club in Rancho Mirage, California, the championship relocated in 2023 to The Club at Carlton Woods, located near Houston, Texas.
Reflecting on the Move
Transitions from long-standing traditions are often challenging. “I won’t say everyone in the LPGA community wasn’t sad to leave Mission Hills,” noted Judy Rankin, a World Golf Hall of Famer, in a recent interview with Sports Illustrated. “But sometimes, events like this reach a point where change is necessary.”
Historical Significance and Changes
Founded in 1972 by entertainer Dinah Shore and Colgate-Palmolive’s David Foster, the tournament saw several sponsorship changes over the years. After Chevron took over in 2021, it increased the purse significantly to $5 million and rescheduled the event to a later date.
Attendance Concerns
Despite the move, attendance has been lacking, especially considering Houston is the fifth-largest metropolitan area in the United States. The course design, which has been described as difficult to navigate, coupled with competing events, has further complicated matters. Rankin emphasized the need for a stronger local fan base.
Promoting the Event
Former champions like Brittany Lincicome suggest bolder promotional strategies to attract more viewers and fans. Ideas range from family-friendly ticket offers to increased visibility in local stores and social media outreach. “It’s going to take a few more years to grow,” Lincicome stated.
Television and Event Appeal
Despite the Chevron Championship being aired on NBC, ratings have dipped, with the recent final round averaging only 811,000 viewers. There is a general sentiment that the LPGA requires more investment in its television broadcasts to compete with the PGA Tour’s visibility and engagement.
Looking Ahead
As the Chevron Championship continues to evolve, there are hopes for future success in Houston. Rankin and others in the community believe that the combined efforts of Chevron and the LPGA will ensure the championship thrives, affirming that commitment is key for the event’s long-term future.
