Will The PGA Of America’s Big Move Include North Texas?
Remember back in March when rumors swirled that the PGA of America was moving their headquarters to Frisco, Texas? Well, it now looks possibly closer to the truth than a hopeful wish. If indeed true, the impact to North Texas could be huge. However, GolfWorld.com’s Joel Beall has the deets on why the move to somewhere plus the PGA Championship’s May date could be big indeed for the organization.
Regardless of where the PGA of America ends up, it’s undeniable that the organization is seeking to upgrade its physical infrastructure and project a higher profile in golf—and in the sports marketplace in general.
Stated or not, part of the logic for moving the PGA Championship to May was to improve the stature of what some consider the fourth of the four men’s championships. Likewise, officials no doubt are striving to distinguish the PGA of America from the PGA Tour—still a confusing difference to many casual golf fans—as well as golf’s other major stakeholders.
It’s probably no coincidence that consideration of a move comes at a time when some of those same U.S. stakeholders—the USGA and PGA Tour as well as Augusta National Golf Club—also are making dynamic changes to their respective home bases. (Though in the case of Augusta, change, particularly expansion of its footprint, has been ongoing for years.)
“Some members probably think this is just Pete [Bevaqua] looking to build his own little kingdom,” said one former PGA board member. “But the truth is, we should have done this 15 years ago. If you’re not being proactive, you’re not doing your job. Anyone who questions why we would do this isn’t looking objectively at the big picture.”
While the particulars of the offers being assembled from up to a half-dozen sites in South Florida are unknown, they would be hard-pressed to match what officials from Frisco, an upscale suburban community about 30 miles north of Dallas and close to the Dallas/Fort Worth International Airport, have reportedly put forth. In addition to a new headquarters in what is known as the Panther Creek development, the “campus” could include an office park, two new 18-hole courses, a nine-hole short course, clubhouse and an instruction academy.
A PGA official with knowledge of the Frisco proposal estimates the deal is worth $30 million-$40 million for the PGA of America. Another said it might be closer to $50 million, “if everything pans out” in terms of the land and infrastructure development that are believed to comprise the bulk of the offer from Frisco. It’s also worth noting that like Florida, Texas has no state income tax and generally viewed as being business-friendly.
‘Anyone who questions why we would do this isn’t looking objectively at the big picture.’ —A past board member on moving PGA headquarters
It’s hard not to see the PGA of America as appearing to be a more dynamic organization when, if it were to move its headquarters to Frisco, it would share a zip code with one of the NFL’s top franchises, the Dallas Cowboys, along with the NHL’s Dallas Stars and the FC Dallas soccer team of the MLS. Liberty Mutual, FedEx Office and Toyota are non-sports companies who recently have moved to North Texas, in nearby Plano. Two other companies with golf connections—AT&T and Topgolf—are also deeply connected in the metro area. Having such impressive neighbors could afford the PGA of America more commercial and economic opportunities, which could be poured into member benefits and grow-the-game initiatives.
FYI, open dates to host a championship at the new venture/location would be 2025. The first Ryder Cup opportunity for Frisco would be 2036. Still, the months ahead should be quite interesting.
