SURVEY RESULTS91+991%HIGHESTRATING(5) 628+362%HIGHESTRATING(5) 73+7273%HIGHESTRATING(5) REGISTRATION MOBILE APP OPINION OF WM AS SUSTAINABILITY LEADER811+9up11%from2016 901+0up5%from2016 IS MUCH BETTER AFTER ATTENDANCE 81%HIGHEST RATING (5) 90%HIGHEST RATING (5) 7372+up3%from2016 PRO-AM PARTY POKER & BULL 73%HIGHEST RATING (5)871+3up14%from2016 9010+up23%from2016 EVENT COMMUNICATION 87%HIGHEST RATING (5) 90%HIGHEST RATING (5) 964+up11%from2016 16TH SKYBOX 17TH HOSPITALITY HOSPITALITY up 2% from 2016 96%HIGHEST RATING (5) up 3% from 2016 LIVE & ON LOCATION up 16% from 2016 512017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
HOSPITALITY PROGRAM CAA PROVIDING A WHITE GLOVE EXPERIENCE FOR 2 YEARS RUNNING!HIGH LEVEL TAKEAWAYS STAFF FEStrategic negotiations with Thunderbirds, PGA TOUR, Golf Channel 95and more! GAVE HIGHEST RATING OFContinued database driven customer nomination, vetting and UP 14% FRregistration system with better linking between the sites • Work with the FaFull time staff accommodated and provided in-person hospitality • Improve food opareas at hotel and on course, adding a white glove touch • Continue to innoWednesday night party moved to Toro which resulted in a new, events, etc.exciting atmosphere that guests lovedFairmont hotel relationship that has increased communication andlead to adding additional room nights to the 2018 contractFriday golf outing a continued successCreated a NEW hospitality area at the Fairmont called the GreenRoom which served as a central hub for guestsTicket management resulting in better allocation across WMNEW Tuesday night Pro-Am event for top Pro-Am clients thatadded a fresh element and more opportunities for SLT to engagewith top customersNEW celebrity integration added a fresh and enhanced excitement,as well as offered WM staff more personalized time with celebritiesUnique gifting for all guests 522017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
HOTEL ACCOMMODATIONS THE FAIRMONT SCOTTSDALE PRINCESS Host venue for the Waste Management guests at the Waste Management Phoenix Open • Contractual hotel through 2019 • Host of the 2017 Executive Sustainability Forum • Central hub for VIP Customer Experience EEDBACK5% F 5 FOR THE EVENT STAFF ROM 2016 airmont on better space for staff needs ptions for Tuesday evening ovate overall experience with new ideas, 53 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
HOSPITALITY PROGRAM GREEN ROOMThe brand NEW green room was introduced in • Explore branding elements2017 as a central hub for our VIP guests to pick that hold up betterup their registration packets, enjoy food and throughout the weekbeverages, as well as shop in the unique giftingexperiences. 542017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
HOSPITALITY PROGRAM VIP CUSTOMER REGISTRATION SITE2017 NOMINATION & • Continue to find waysREGISTRATION SITE to improve the ticketing process from nominationNew, improved nomination and to executionregistration site that workedtogether on compiling data for a • Look at ways to enhancesmoother and easier process the branding of the site, similar to how COE wasCustom graphics and copy for each executedguest type we invited 552017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
HOSPITALITY PROGRAM VIP PRO-AMHIGHLIGHTSPro-Am day featured fantastic weather, engagedcelebrities and a good mix of PGA TOUR players for WasteManagement’s Pro-Am groups, including Jordan Speithand Phil Mickelson. • Work with the Thunderbirds to encourage a more structured, shorter program for Shot at Glory • Encourage Thunderbirds to keep the music appropriate throughout Pro-Am day 56 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
PRO-AM EXPERIENTIAL INVITATION EMMITT IS LONELYHIGHLIGHTSTo create an experience unlike any other, we worked with EmmittSmith to be the feature of our Pro-Am experiential invite thatwe titled “Emmitt is Lonely”. We sent a video card invitation toour invitees and the video featured Emmitt Smith around anempty golf course playing golf alone, cheering himself on and justlooking “lonely”. The end of the video invited guests to “not leaveEmmitt hanging” and to join him at the WMPO. The video was wellproduced and came out as a unique, one-of-a-kind invite. • While a really cool invite, the cost to produce and deliver was very high, so we need to look at more cost efficient, yet still effective solutions to invite our Pro-Am guests for 2018. 57 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
HOSPITALITY PROGRAM GIFTING VIP GIFTING FOR ALL CUSTOMERS + EMPLOYEESSTREAMLINED THE PROCESS WITH JUST ONE, VERY HIGH-END ROOM DROP AND ADDED MORE EXPERIENCES FOR GUESTS UPON ARRIVALKENDRA SCOTT COLOR BAR AND OAKLEY SUNGLASSES BAR IN THE GREEN ROOM SURVIVAL KIT IN GUEST ROOMSRoom Drop 1 on Tuesday or Wednesday evening depending on arrival date. Gifts included:WOMEN MENLongchamp purse Travis Mathew suitcaseNorth Face Vest Peter Millar sweaterLululemon pants B. Draddy golf shirtS’well bottle Yeti Colster Travis Mathew hat 58 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
COLLATERAL MATERIALS 592017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
ON-COURSE HOSPITALITY 16 SUITES & 17 BAY CLUBHIGHLIGHTSNEW custom space within the Bay Club on 17 set WM apart from the crowd. The spacefeatured a custom golf simulator, custom wall with WM branding elements, charging station,custom wrapped poles and incredible 3600 view of the golf course. 60 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
CUSTOMER SHUTTLE FROM 5 TO 16, A CUSTOMER & EMPLOYEE FAVORITE! HIGHLIGHTS Rather than contracting the Fairmont again to serve the role as shuttle driver, we shifted the business over to our Ops Team. The Ops team placed high level employees in this position to directly engage with our customers and create a more unique, personal experience to the shuttle rides. It was very successful and added to the white glove touch we strive for in all areas of the customer experience.• Heightened security for our custom space• Looking at new spaces on 16 for WM to host customers that better aligns with the white glove, one-of-a-kind experience we have created around the rest of the event WM OPERATIONS: 16TH HOLE: DROP-OFF SHUTTLE PICK-UP 612017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
CELEBRITY ENGAGEMENTHIGHLIGHTSEngaged new celebrities that brought a new level excitement to the tournament, with thehighlight being Jerry RiceCreated more opportunities for celebrities to engage with guests by creating the Tuesdaynight VIP Sports Lounge partyUsed our Sponsor Value Program to get 8 PGA TOUR players to our Tuesday night partywhich added an enhanced ‘celebrity’ feelCollective Soul played an acoustic set to welcome guests • Still need a few more A-list celebrities that will participate in all events • Creating a celebrity nurture campaign to engage celebrities more throughout the year 62 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
BO JACKSON LARRY FITZGERALD JERRY RICEGREG MADDUX CHRISTIAN PONDER MICHAEL PHELPSED ROLAND SAMANTHA PONDER GERINA PILLER MISTY HYMAN RICH LERNER 63 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
EHIGHLIGHTSNEW event to provide our top Pro-Amguests more intimate interaction withsenior leadership and their WM hosts.• 11 PGA TOUR Players attended• Celebrity basketball competition emceed by Erik Anders Lang between PGA TOUR players, Jerry Rice, and Greg Maddux• Jerry Rice & Charley Hoffman played Jim Fish & Jim Trevathan in basketball which was a big hit• Custom Titleist golf bags were displayed for all Pro-Am players• Custom WM simulator was available for guests to enjoy • Ensure enough food options are available and easily accessible for guests • Consider new locations • Introduce a new competition for the celebrities • More celebrities! • Consider music acts earlier in the process 64 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
EVENING AND SPECIAL EVENTS VIP SPORTS LOUNGE: TUESDAY NIGHT 65 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
EVENING AND SPECIAL EVENTS POKER AND BULL: WEDNESDAY NIGHT 662017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
S HIGHLIGHTS NEW location at Toro was a big hit with great food and a unique ambiance Red Bull event prior to event was a big success in gathering guests to board the buses CHARITY NEW LOCATION GREAT FOOD POKER TOURNAMENT RUM PRINCESS CIGAR ROLLER TORO THE LIVE BULL MENTALIST • More seating options for guests to enjoy food • Need more celebrities for Poker tournament and event attendance 67 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
EHIGHLIGHTSGreat panel discussion hosted by Rich Lerner focusing onWomen in Sports; included Samantha Ponder, Gerina Piller,Misty Hyman and Stacey HoffmanTied the evening into the marketing message of“Lessons with the Pros”Jake Owen concert was an enormous hit and he was fun,engaged and played a variety of his own music and otherwell-known hitsLeveraged the Birds Nest relationship with Jake to get a greatdeal on his performance by sharing resources• Continue to think of new, unique ideas for the panel portion of the evening• Better photography across all events is needed• Consider a new location 68 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
EVENING AND SPECIAL EVENTS LIVE & ON LOCATION: LESSONS WITH THE PROS 69 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
SUPERBOWL PARTYHIGHLIGHTS• New location was more exciting and made our group part of the ‘action’ at the Fairmont• Leveraged the Fairmont’s party, but with our own private space• LOTS of TV’s for Super Bowl viewing • While the private area was a great thought, it was very difficult to manage so considering renting out the inside bar area 70 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
GOLF CHANNEL LIVE HIGHLIGHTS • Continues to be a hit with a smooth and formalized process for guests to experience • Guests from 17 still see this as a huge highlight, as they are able to experience the 17 Bay Club and 16th suites in one day! • Great aspect of our partnership with the Golf Channel 712017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
AUXILIARY CUSTOMER H SPONSOR VALUE PRHIGHLIGHTS• Used our sponsor value program in a new and unique way by engaging 8 PGA TOUR players to mingle with guests and play in a basketball competition during our new Tuesday night Pro-Am party, VIP Sports LoungePGA TOUR PLAYERS INCLUDED:ANDREW ‘BEEF’ JOHNSTON KYLE REIFERS BRIAN HARMAN BRIAN STUARD CHRIS KIRK VAUGHN TAYLOR MARC LEISHMAN MACKENZIE HUGHES 722017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
HOSTING OPPORTUNITIES ROGRAM AND MOREOTHER CUSTOM HIGHLIGHTS INCLUDED:• Operation Shower • Golf Outing featuring Golf Boards• Honorary Observers • Poker Tournament• Special Olympics Putting Contest • Meet & Greet with Jake Owen• Golf Channel Live • Friday spa class and lunch • Push for additional well- known TOUR players for SVP • Consider moving to Saturday and adding post-cut players 732017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
SUSTAINABIL 742017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
LITY FORUM 75 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
SUSTAINABILITY FORUM Participants at the Waste Management Executive Sustainability Forum discussed how consumers are increasingly turning to e-commerce and individually wrapped meals, creating more and different types of waste. During the seventh annual event, panelists debated everything from what the new Administration's environmental policies will be, to how, and who, is going to make necessary changes. While it continues to be a useful promotion and marketing tool for WM, and a “reason to attend the WMPO” for customers, the Forum has evolved to become an event people look to for industry thought leadership. RECORD ATTENDANCE Live feed audience—record attendance and post-event viewers80 WM EMPLOYEES 229 CUSTOMERS50+NETWORKING EVENT 300+WORKSHOP300+FORUM 300+GREENEST SHOW ON GRASS YEARLY ATTENDANCE OVERVIEWIN-PERSON 2017 2016 2015 2014 RSVP 401 404 279 228 320 282 176 151ATTENDED 20% 30% 41% 34%ATTRITION 2017 2016 2015 ONLINE 15,336 13,184 6,859 46,475 26,281 24,039 TOTAL VIEWERS DURING LIVE EVENT 61,881 39,465 30,898 TOTAL VIEWERS POST EVENT *AS OF 2/23 TOTAL VIEWERS 76 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
2017 ATTENDANCE• Enhance visual experience, both online and in person• Better engage regulatory and government affairs customers/attendees• Nail down speakers and start promotion sooner 772017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
GUEST SPEAKERS DANA PERINO JULIE ROGINSKY ARNOLD BARLOW JEFF WOOSTER Global SustainabilityFormer WH Press Secretary Democratic party strategist Senior Manager, Sustainability Director, Dow Packaging andand co-host of The Give on and Fox News Channel Solutions, UPS contributor Specialty Plastics Fox New Channel MATT PIERRE RON COTTERMAN MONIQUE OXENDER JACOB MADSEN Vice President, Chief Sustainability Officer,Director of E-Commerce, Sustainability, Sealed Air Keurig Green Mountain, Inc. Director of Sustainability, General Mills SC Johnson “I THINK CONSUMERS ARE GOING TO VOTE AND SAY, ‘WHAT LEVEL OF CONVENIENCE DO I NEED, WHAT LEVEL OF COST DO I NEED,’ AND THEN FOR THOSE CONSUMERS THAT REALLY CARE, ‘WHAT IS THE MOST SUSTAINABLE AND WHAT'S IMPORTANT TO ME FROM THAT PERSPECTIVE?’” ~MATT PIERRE, DIRECTOR OF E-COMMERCE, GENERAL MILLSWEDNESDAY NIGHT NETWORKING BINGO EVENT GREENEST SHOW ON GRASS TOUR 78 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
SOCIAL MEDIA• Promotion of Forum led to 20 leads or interests so far• Articles about the Forum were featured on Forester Network, Waste Dive and Resource RecyclingRECORDED LIVE FEED ON POST-EVENT VIDEOWM YOUTUBE CHANNEL https://www.youtube.com/ watch?v=fkoP_8577LA&feature=youtu.be 792017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
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