Golf has a curious way of connecting people. Some time ago, I crossed paths with the great Chance Cozby while he was leading the Tour department for Ping. Since my youth, I'd had an affection for ping, working one summer on the driving range picking balls to earn enough to procure a set of square grooved copper Ping Eye 2's. In the 90's this set of clubs had technology banned from use in any clubs succeeding its production. Known for the extra spin produced on the face of the clubs, I had to have them. And in my business, the chance to meet people behind Ping was a no-brainer.
(Photo: In the Ping vault with the gold dipped wedge Bubba Watson used when he won the Masters)
For many years Chance volunteered with the Thunderbirds - the special events group started by the Phoenix Chamber of Commerce in 1937 responsible for founding and sponsoring the Phoenix Open.
Even before meeting Chance, I'd always thought the Waste Management tournament was a miracle of success with vibes that would be mimicked and copied by every other non-major tournament. While the other tournaments try to come close, none can perfectly replicate the delivery, experience or overall turnout by volume. The Phoenix Open yields over 700,000 fans each year, making it the most attended golf event in the world on an annual basis. That's just incredible!
At surface level, we can argue the nature of the tournament's success. Be it the college town surrounding, the timing of the Super Bowl, the beautiful location, or perhaps even the weather. Still, it's really not any one of these things alone. The combined affect of these factors helps, but there's an entire background story worth taking into consideration.
In 2024, the Phoenix Open raised $17.5 million for charities by way of the Thunderbirds. As an organization, they operate to achieve this incredible feat by leveraging the local leaders in the community with their commitment to the area by way of the tournament. A title sponsor partner such as Waste Management drives at many great initiatives during the tournament, and one of them is the commitment to the Thunderbird Organization.
The Thunderbirds are comprised of a number of local business owners and leaders with a year-round commitment to the tournament's success. Each of them is required to have specific roles both before and during the tournament, often seen in their stylish navy velour jackets ushering the tournament. Their own spin on the approach taken by another member-supported, well-run tournament: The Masters. In this vocation, they usher the tournament, spending long hours sorting through each moment together, like a flock flying in formation.
Some time in 2018, Chance would suggest we come up with a gifting experience using the calssic Seamus anvil for the 2019 Waste Management. To this request, I replied "Who put you in charge?" to which Chance's response was - "Hey come on down and do something cool on the 16th tee, and after that I'll get you a tour at the Ping factory." This was an opportunity I could not resist, and thus I would go on a creative adventure with my team at Seamus to devise a gift package that people would get excited about.
As the tournament approached, my team set up our annual exhibit in the 2019 PGA Show. During it, I had many great interactions, one of which was with Jason of Bad Birdie who walked the show for the first time with his back pack. He'd just come off recording a Shark Tank Episode and was there to learn about the industry. He'd come by our booth at Seamus, before long we'd be laughing and talking about the perils of quitting your day job in pursuit of the golf business.
"I live in Scottsdale," he told me. To this, I replied "I'm working this event at the Waste Management on the 16th Tee for the Pro-Am". Jason immediately responded with support telling me, "I'd be happy to come help you bring the anvil and Hand Stamp ball marks." Jason had the right energy, and I loved his bold prints that made so much sense for the occasion. Here (see below) Jason and I would go on to carry the anvil right on up to the tee box. He even made me a custom non-athletic cut polo to sport for the occasion in my favorite print of the 90's.
Jason emanated the essence of a successful entrepreneur and through the experience of standing on the first tee, I became very impressed by the number of golfer / celebrities wearing his gear and rocking his hats. Hammering alongside him, Jason gave me and our brand more credibility as we'd go along stamping and handing out gifts to each player. Somehow, he knew at least one of the guys personally in nearly every group. Incredible!
As each group came through, Jason would run out to his guys, say "Hi", and tell them to come check out Seamus Golf. With the leather folio we made, he'd write down each players intended personalization on the ball marks. Many introductions were made, and I was overjoyed to speak with everyone and learn about their success stories on the spot.
That day I cherish as one of the best experiences I've ever had working a golf tournament. The Thunderbirds were attentive hosts, frequently swinging by to check on me, often times bringing refreshments. Each a gregarious persona that would spring around with such positive vibes, and quickly turning their attention to their radios when it was time to work.
Those who find the opportunity must head to the tournament, for it is an incredible experience filled with great energy. Have a most excellent time and pay your respect to the The Thunderbirds when you see them. They're working overtime and doing the right stuff!
Thank you for taking the time to read our story here, how we were fortunate enough to wind up on the tee box at 16 through a great streak of favorable breaks and interactions with great folks like Chance Cozby and the Thunderbirds. I was honored to have the opportunity for such a great time and am looking forward to this year's event!
Far & Sure,
Akbar Chisti, Co-founder
