Valspar Championship Grows Into Must-See Event On Tampa Bay Sporting Calendar

Tournament director Tracy West and her staff endeavor to make the Valspar Championship the place to be in Tampa Bay in the middle of March.

There is no reason to think this year’s PGA event (March 16-19) in Palm Harbor will not be the region’s primary attraction. After all, the tournament and the sponsor have combined to put on quite a show before, including last year when about 125,000 patrons made their way to the Innisbrook Resort to see to Sam Burns win his second straight Valspar. Certainly in 2018 when Tiger Woods was the main attraction for most of the roughly 175,000 who made their way to the resort.

While golf is the primary attraction, the Valspar Championship has much more to offer.

“There really is something for everybody and you do not have to be a diehard PGA Tour fan to come enjoy and have fun,” said West, rattling off a few of the week’s attractions, including a Family Fun Zone, a hospitality area for active and retired military and a Darius Rucker concert following Saturday’s third round. “We try to make this the place to be in Tampa Bay that week. When all is said and done, we crown a great champion on Sunday and we have raised a lot of money for charities throughout Tampa Bay while also making a financial impact within the community.”

The tournament debuted in 1977 and has gone through several iterations. About 30 miles northwest of downtown Tampa and a similar distance north of downtown St. Petersburg, the event continues to carve out a nice spot for itself in the region’s sporting landscape. That is especially so since Valspar came on board as the title sponsor in the fall of 2013. The first tournament at Innisbrook under the Valspar banner took place in March 2014, three years before the paint and coatings company was acquired by Sherwin-Williams in 2017, which only enhanced brand awareness.

“They understand how to utilize this tournament for their brand in a very positive way, not only from building their brand presence, but what it does for this community,” said West, who has served as the tournament director since Valspar was brought on board by Pro Links Sports, a professional golf tournament management company she co-founded three decades ago. “When they started as the title sponsor, not a lot of people knew what Valspar was. Through this tournament, that has really changed. They have grown to love and appreciate what this does for their business.”

Though Sherwin-Williams and its brands, including Valspar, are headquartered in Cleveland and the latter has offices in Minneapolis and Chicago, the commitment put forth the past decade, especially by Valspar since coming on board, is one of having embraced the Tampa Bay region while having also built a flourishing partnership with West’s staff and everybody else involved.

“Even though Valspar and Sherwin-Williams are not based in Tampa Bay, we really wanted to be a part of the community and show our commitment and appreciation to the community for all it does with this tournament throughout the year,” said Sarah Hackney, who as senior marketing manager at Sherwin-William works primarily on the Valspar brand. “Pro Links Sports is a great extension of our brand, which is extremely helpful. The partnership is amazing.”

Valspar’s event slogan is, “The Most Colorful PGA Tour Tournament in the World.” That is not because former NFL tight end Rob Gronkowski will spend St. Patrick’s Day at a new rooftop viewing location adjacent to the 18th hole, though that may apply. Rather, patrons traversing the grounds of the Copperhead course, including the Snake Pit (holes 16-18) while watching Burns, Jordan Spieth, Justin Thomas, Luke Donald and the rest of an appealing field, will literally have their day brightened by exhibits and markings that will display the company’s many colorful offerings.

“We try to keep our branding fun and memorable for the fans and players,” said Hackney. “We try to bring the fun to the fans in a colorful and unique way.”

While West and her staff manage the event, the non-profit Copperhead Charities, Inc. operates the tournament. The Copperheads is a group of more than 200 Tampa Bay-area business leaders and companies that since 1977 has supported charities in the region through professional golf. Ronde Barber, a member of the Pro Football of Fame’s Class of 2023, is in his ninth year on the board of directors and his second year as the general chair of the Copperheads. The former Tampa Bay Buccaneers’ defensive back has helped oversee a dedicated group that has provided unwavering support.

“The partnership has been invaluable to the growth of the tournament,” said Barber, who will have a day in his honor – Ronde Barber Appreciation Day – on March 16 and host a 5K race that will take place on the course March 12. “Having a great golf course helps, but the reality is that the tournament’s momentum and the inertia that has been built since our title sponsor came on board has helped us get more sponsorships while growing our charity dollars. Year over year it has only gotten better.”

Since the tournament’s inception, the Copperheads have raised $50 million for a group of charities that now numbers more than 80.

“Our work continues to improve and our reach continues to grow,” said Barber. “Our tournament has gotten bigger and it certainly helps that our title sponsor is 100 percent behind it. That has allowed us to have many partnerships with individuals and companies in the region.”

The tournament’s economic impact is also felt throughout the region. West noted a study by the University of South Florida’s Muma College of Business revealed the Valspar generates 22,000 hotel room nights in Pinellas County and an overall economic impact of $50-$65 million.

“We know we have a tourism impact as well,” said West, pointing out how the Golf Channel and NBC show the region’s beaches and other attractions during four days of broadcasts.

It all adds up to a heck of a showcase thanks to the combined effort of nearly 2,000 volunteers, the sponsor, the Copperheads and a dedicated staff.

“The community is really involved from a volunteer standpoint,” said West. “There are a lot of people in this community that get involved to pull this thing off. Our success starts with Valspar and their investment and the things they do. A huge kudos to the Copperheads. They all have a common passion for golf, giving back and understanding what this event does for the community.”