Tiger Effect expected to be felt at Honda Classic

PALM BEACH GARDENS – Honda Classic executive director Ken Kennerly cried when Tiger Woods committed to the PGA Tour event for the first time in 2012.

Late Friday, when Kennerly first received word from the PGA Tour that Woods would be in the field for this week’s Honda Classic at PGA National, he had a different reaction.

“We were pleasantly surprised,” Kennerly said. “We were actually scratching our heads. How could Tiger commit when he was still playing (in the Genesis Open)? Apparently, he committed to the Tour before he teed off, but he asked them to delay announcing it until 5 p.m.”

For Kennerly to go from tears to “pleasantly surprised” about Woods’ presence says plenty about how the Honda Classic has become one of the top-five non-majors on the PGA Tour during his 11-year leadership.

Even without Tiger in the field, the Honda Classic – with Chamber of Commerce-type weather predicted throughout the week, a formidable field and the respected Champion course – is expected to continue to break attendance and charity records.

But getting Woods, a Martin County resident, to play in his hometown event adds more sizzle to the week. Despite being ranked 544th in the world, Woods remains the biggest draw in the sport as he continues to make his comeback from four back surgeries.

During his return, Woods finished ninth in a limited-field event in the Bahamas, T23 at the Farmers Insurance Open and a missed cut last week at the Genesis. He may not be hitting many fairways, but he remains the game's biggest hit.

“The TV ratings at Torrey were the best in five years and ticket sales were up 60 percent at Los Angeles,” Kennerly said. “That is the power of Tiger Woods.

“I don’t want to take away anything from guys like (defending champion) Rickie Fowler, Rory McIlroy and Justin Thomas. Having Tiger in the field takes it to another level.”

It certainly helps that Woods has chosen to play in Wednesday’s pro-am when he didn’t have to; Honda had to give him a sponsor’s exemption so he can be first off the tee early Wednesday.

Woods’ grouping will no doubt have a bigger gallery than the one following celebrities Kenny G, Kid Rock, George Lopez and Larry the Cable Guy. Just imagine if Woods can get himself in contention on the weekend, as he did in 2012 when he shot 62 in the final round to finish second to McIlroy.

When Woods committed to last year’s Honda Classic a month before the event, Rick Horrow, the “Sports Professor” who analyzes the business of sports, estimated that announcement was worth $1 million to the tournament because of a spike in corporate and hospitality sales.

It didn’t even matter that Woods eventually had to withdraw because of recurring back problems.

This year? Not as much, Horrow says.

“Corporate deals are done well in advance,” Horrow said. “There will be a significant ticket impact, but I’m not sure the overall number is that big. The biggest impact is the branding – this tournament is world class. The Honda has become the only PGA Tour event in South Florida. You don’t even hear about Doral anymore.”

All the pieces are there for the Honda Classic to have by far its best year. Even the Winter Olympics have helped, enabling CBS to telecast the event for the first time while NBC concentrates on the Games.

You know your golf tournament is a big one when Jim Nantz is in the 18th tower.

“Jim is obviously the premier announcer in golf,” Kennerly said. “CBS has been promoting our tournament throughout the West Coast swing, which is something we’ve never had before.”

It’s all about getting more eyeballs on your event, whether it’s from behind the yellow ropes or at home on the couch. When asked what has been Tiger’s greatest impact on the Honda Classic, Kennerly returned to 2012.

Woods may not have won the event, but he won over a lot of new fans for the Honda Classic.

“There were people out here who have never seen a golf tournament,” Kennerly said. “When we got those first-timers, a lot of them stayed here. Tiger gave us that reason for people to give us a try and we have held on to most of them.”

Hold on, golf fans. It should be a great ride this week.

Craig Dolch is a TCPalm.com correspondent with more than 30 years of golf writing experience.