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Santa Monica Hosts the PGA Northern Trust:

Beginning February 2, the Santa Monica Convention & Visitors Bureau is welcoming PGA pros, their families, caddies, PGA Tour staff, and their fans as they come to stay and play in the beachfront city during the 84th Northern Trust Open, scheduled to take place starting Thursday, February 4, through February 7. Serving as the “home base” for attendees, Santa Monica and its establishments have created a “home away from home” atmosphere by offering deals, special offers and more to all PGA pros and their fans, making their stay as enjoyable as possible.

“Santa Monica offers attendees from around the country a truly distinctive experience. We have some of the widest beaches in the U.S., an average of 340 days of sunshine, unique attractions like the 100-year-old Santa Monica Pier, and more, all within close proximity to the course,” adds Kerns. “Here, they get the best of both worlds and really get to experience true California culture at its best.”

Four hotels in Santa Monica are hosting the players, families, caddies and staff and various Santa Monica restaurants, retailers and hotels are offering discounts to them and the attendees.

Santa Monica Convention & Visitors Bureau worked closely with the PGA Tour on a number of initiatives to welcome the players, including stationing welcome volunteers at host hotels, developing a list of 18 “watering holes,” 18 suggested activities for players’ wives and families, and even a restaurant golf course map featuring 18 Santa Monica restaurants that are walking distance from the players’ hotels.

“Santa Monica offers our players a location where they can stay and maintain their active and healthy lifestyles while enjoying the culture of California and Los Angeles during their down time,” said Mike Bone, Tournament General Manager for the Northern Trust Open. “The Santa Monica Convention & Visitors Bureau has made it extremely easy with their support and assistance during our planning process and we look forward to working with them again.”

Since inception in 1926, the Northern Trust Open has generated more than $50 million for Los Angeles-based charities, and in 2009 alone, generated $25 million for the Los Angeles economy. As part of this effort, Santa Monica was host to three events for “PLAY for LA,” the 18-day-long fundraiser during which Los Angeles sports icon Jerry West and a group of celebrities putt golf balls in various iconic locations around Los Angeles. Starting at the Third Street Promenade on January 16, Jerry West putted golf balls down the Santa Monica street. On January 22, Riviera Country Club Director of Golf Todd Yoshitake shot out of a jumbo sand trap on Santa Monica Beach, and on January 29, Jerry West brought his fundraising campaign to the Santa Monica Pier and Pacific Park, where he chipped golf balls into the Ferris wheel gondolas in an effort to raise money for the Special Olympics of Southern California.

“This is a great opportunity for local businesses to promote their establishments, as we have thousands of visitors using Santa Monica as a ‘home base’ while in town. Our guests will be looking for places to eat, drink, and play while here, and it is to our advantage to offer special deals to attendees, as so many businesses already have,” said Misti Kerns, president and CEO of Santa Monica Convention & Visitors Bureau. “The Northern Trust Open is known for its economic support and its generation of funds for non-profits in Los Angeles. We are thankful that Santa Monica will be benefiting from the Open this year as well.”

The Northern Trust Open will take place from Februaru 2 to 7 at the Riviera Country Club in Pacific Palisades.


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