'Digital·ESG' Golf... The Topic Raised by BMW Ladies Championship

LPGA Tour 7 Series Mobilizes Over 100 Vehicles for VIP Protocol
Dedicated App Developed... Real-Time Digital Tickets and Tournament Operation Info Provided
Variety of Features Including One-Stop Shopping, Premium Gallery, and Vehicle Exhibitions
Eco-Friendly Initiatives Highlighted... Plastic Recycling and Eco-Friendly Tea Giveaway

[Wonju (Gangwon) = Asia Economy Reporter No Woo-rae] "The service is different."

BMW Ladies Championship Premium Protocol Service. Photo by BMW Korea

This is about the BMW Ladies Championship (total prize money $2 million), the only LPGA Tour event held in Korea. It opened on the 20th at Oak Valley Golf Club in Wonju, Gangwon Province (par 72, 6,647 yards) and will be held over four days. It is the first LPGA tournament in three years since COVID-19 that allows gallery admission, drawing more attention than ever before.

The title sponsor, BMW, also introduced various events never seen in previous domestic tournaments. First, to help players maintain their best performance, they deployed about 100 luxury class 7 Series vehicles to provide premium hospitality. These are provided along all routes including the accommodations for players and caddies, the tournament venue, and parking lots. BMW Korea said, "This is a special player care that only BMW can provide," and added, "We expect players to maintain their best performance and deliver the true joy of golf to the gallery."

BMW Ladies Championship Official Application. Photo by BMW Korea

The BMW Ladies Championship also introduced a dedicated application based on big data, the first of its kind in domestic golf tournaments. The official app, designed with a gallery-friendly version, has its own ticketing system. Galleries can enter digitally through the app without paper tickets. It provides real-time information related to tournament operations such as player real-time location tracking using GPS, grouping results, and leaderboard updates.

The app also allows checking shuttle bus congestion and contactless ordering of food and beverages. Galleries visiting the venue can board the shuttle according to the arrival times confirmed through the app.

Additionally, a mobile MD store is included within the application. It offers a one-stop shopping service where users can search for products, make payments, and pick up items all at once. Official tournament souvenirs featuring limited edition designs, as well as various golf goods, can be conveniently purchased. The app also supports functions such as contactless food and beverage ordering and pickup notification messages for F&B booths set up at the Gallery Plaza and key courses.

Premium gallery services are also popular. Buyers of the BMW Excellence Class package ticket, sold in limited quantities, can enjoy players’ performances and the scenery of Oak Valley Golf Club from a large two-story lounge located in front of the 18th hole green. Catering services are also provided inside the lounge.

The luxury class BMW exhibition vehicles, which can only be seen at the tournament venue, are another distinctive viewing point. This year, the flagship SAV BMW New X7 was unveiled for the first time in Korea.

BMW Ladies Championship Mobile Energy Storage Next Green To-Go. Photo by BMW Korea

Another key theme of this tournament is ESG (Environment, Social, Governance). During the tournament, the organizer will exhibit a mobile energy storage unit called ‘NEXT GREEN TO-GO’ in the Gallery Plaza. They operate a plastic recycling station and give eco-friendly golf tees to galleries who practice recycling.

There is also a BMW Vantage Golf Experience event. Points are accumulated by ranking through Golfzon screen games and prizes are awarded. The tournament practices zero waste by minimizing paper use throughout the event and sells upcycled goods made from industrial waste such as banners, tires, and automotive waste.