Elevated Hospitality at the Genesis Invitational
For the 2025 Genesis Invitational, our client wanted to invite some of their most loyal owners to enjoy a very special experience at their namesake PGA tournament. To support the effort, Genesis asked HMG to handle all owner engagement from start to finish.
Ultimately, our Customer Care team wrote all owner-engagement scripts, executed multiple planned touches (including digital ticket delivery), provided ongoing owner support, and gracefully maneuvered the unexpected logistics around a last-minute decision to move the entire tournament from Los Angeles to San Diego.
From LA to San Diego
The annual tournament is generally hosted at The Riviera Country Club – located in the Pacific Palisades neighborhood of Los Angeles, CA – during the month of February. The 2025 tournament was slated to be no different and, in late 2024, the HMG team had already begun inviting LA-area owners to join our client at Riviera. However, when the LA wildfires broke out in early January 2025 – heavily disrupting the broader region and delivering a devastating blow to many neighborhoods, including Pacific Palisades – we had to abruptly change plans.
As the fires intensified and the tournament was moved to Torrey Pines Golf Course in San Diego (just a few weeks before the event), we worked hand-in-hand with the Genesis CRM team to dynamically pivot from our initial, LA-centric strategy. Ultimately, we were able to accommodate all LA-area owners (who had already been engaged), while concurrently identifying and engaging a new set of loyal Genesis owners located in the San Diego market.
While the unforeseeable pivot significantly increased project scope and complexity, HMG's Customer Care team made sure all engaged Genesis owners (in both markets) were happy, fully accommodated, and able to enjoy themselves as a special guest at the 2025 Genesis Invitational.
