Merrill Lynch

Skins Game

Palm Springs, CA

  • Assignment: Leverage Merrill Lynch’s sponsorship of The Skins Golf Tournament with an on-site environment designed specifically for high-net-worth managers and their customers.
  • Objective: Create a golf club atmosphere where guests could relax and experience the best part of the tournament in the comfort of a “club.”
  • Results: Guests enjoyed an exclusive environment afforded them a view of play action not available to any other attendees of the tournament. Situated on the 18th green, the golf club like surroundings which included personal service enhanced this special experience. The format was so successful that it was repeated in the next two years at the Merrill Lynch Shootout in Naples, FL.