by Mike Sharkey
Staff Writer
Sponsorship one more step in recovery
A few years ago, Winn-Dixie was hanging on by a financial thread. Mired in bankruptcy, the Jacksonville-based grocery store chain was facing a perception problem, stock worth practically nothing and too many creditors to name.
Then, the chain hired Peter Lynch as its chairman, president and CEO. Lynch quickly sought to change the mindset first from within, then publicly. Winn-Dixie began renovating stores and getting back to the basics of good customer service and quality products.
As the recovery progressed and Winn-Dixie emerged from bankruptcy scarred but still alive, Lynch began an initiative to get the Winn-Dixie name in front of as many people as possible as often as possible. There were new slogans and down-to-earth TV ads. Then, the Winn-Dixie name started showing up around town.
There are the big signs on Jacksonville Municipal Stadium and now Winn-Dixie has entered the pro golf sponsorship scene.
Wednesday morning, Lynch and PGA Tour Commissioner announced the creation of the Winn-Dixie Jacksonville Open, a Nationwide Tour event set for next October.
“We are very excited about next year,” said Finchem, who broke the news during a Nationwide dinner Tuesday night in Charleston.
Finchem made note of Lynch’s role in reviving Winn-Dixie. He also talked about the charity facet of the tournament. The PGA Tour has a long tradition of giving back in every community in which it plays. Since the Nationwide Tour is owned and operated by the PGA Tour, that same tradition will continue with the Winn-Dixie Jacksonville Open.
Finchem said Winn-Dixie is a natural title sponsor since Winn-Dixie does so many other things to help the nonprofit community in Northeast Florida.
“One-hundred percent of the proceeds will go back to the community,” said Finchem.
Lynch and Finchem talked about an initiative — “Tickets Fore Charities” — where local nonprofits will be given all of the tickets for public sale.
“In the current economic climate, it is very, very difficult for all of us, especially the local charities,” said Lynch. “The ‘Tickets Fore Charities’ campaign is a way for the nonprofits to earn a continuous stream of revenue through the year. Winn-Dixie will provide them with tickets. Whatever they sell, they keep 100 percent of the proceeds.
“It’s a great, great help for them and a win-win for everyone.”
Finchem said the Tickets Fore Charity program has been used to promote the Boise Open, a Nationwide Tour event played in Boise, Idaho. Over the years, over $1.3 million has been raised for local charities in Boise.
After the press conference, Lynch said the three-year sponsorship deal is another facet of the store’s recovery.
“The main focus is about sharing and it’s also important to be branded with the PGA Tour, which is a very good brand,” said Lynch. “We have had a great turnaround because we have a great strategy, a great team and great people. I think it’s working very well.”
The tournament will be the second or third week of October 2010 and the exact dates will be determined as the Nationwide Tour schedule is finalized. All four rounds will be broadcast on the Golf Channel. The winner will get $108,000 of an overall purse of $600,000.
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