The Tees That Bind.

Five years of the B.E./Pepsi Golf & Tennis Challenge has netted numerous business and personal relationships

IT COULDN'T HAVE WORKED OUT BETTER IF YOU'D written it yourself. You're a small business owner given an expense-paid trip to attend the Black Enterprise/Pepsi Golf & Tennis Challenge in Miami. After a few days of networking and hitting the courts, you return home, relaxed, refreshed and, most importantly, with the contacts that lead to a lucrative contract from Pepsi-Cola. That's networking. And that was the fate of Gregory Edward Gray and his wife, Cheryl, owners of the Detroit Theater for the Dramatic Arts.

The Grays were invited to attend the Golf & Tennis Challenge by American Express, a sponsor of the event and of the theater. "American Express invited us because they believed the experience would open doors to other potential supporters of the theater and its programming," says Cheryl. American Express may have sponsored the registration fee, but once there, the couple took the initiative and walked away with a prestigious business partner.

Word-of-mouth, referrals and networking have long been the foundation of many successful mainstream companies. Today, in the African American business community where these strategies are paramount to survival, black entrepreneurs and professionals are now creating their own environments where schmoozing, deal making and relaxing take center stage. In fact, one such tailored event, the Golf & Tennis Challenge, is gradually developing into the Labor Day must-attend affair for small business owners. Convened every September since 1994, the event has attracted more than 1,300 participants over each of the past two years and celebrated its fifth anniversary in 1998.

Participants and sponsors of the Golf & Tennis Challenge say the affair provides a unique mix of activities in a venue that lends itself to more than just relaxation. As a result, some dynamic business deals have come out of the occasion.

The Grays were so taken by their first experience attending the event, they returned on their own in 1998. "It's a rare opportunity for us to be able to spend a few days devoting our undivided attention to mind and body without interruption," says Cheryl who, along with her husband, spent most of the time at the event indulging in the spa.

"The Challenge can be whatever one wants to make it," says Maurice Cox, vice president of corporate diversity and development for Pepsi-Cola, title sponsor of the event since its inception. "If someone wants to make it a very serious networking event, they can do that. If someone wants to make it a deal-making event, they can do that as well."

BENEFITS NOT FOR MEMBERS ONLY

More and more new attendees show up every year. As first-time guests in 1997, the Grays realized a number of benefits from the event. Their small theater company, founded in 1985, has produced the works of several African American playwrights including August Wilson, Amiri Baraka and James Baldwin. They attended the event because they're constantly seeking to connect with companies committed to arts and culture who are looking to do business in Detroit.

Between spa treatments the couple found time to take serious note of a potential business ally--Pepsi-Cola. The company made a favorable impression on the Grays with its presence at the Golf & Tennis Challenge in little ways, says Cheryl. Pepsi provided a path throughout the resort dotted with "cool spots," coolers filled with chilled bottles and cans of Aquafina bottled water and other Pepsi-Cola products. "When you consider the Florida heat, this was not only thoughtful but also practical," she says. The Grays also noted several other personal touches by Pepsi including the mini-coolers in each guest's room filled with the company's brands. "These sound like little things ... but it convinced us Pepsi would be a viable candidate to approach to provide soft drink service to the theater and to become a sponsor," she says.

After the event, Cheryl wrote to Cox, telling him how much she and her husband appreciated the attention Pepsi had paid to detail and guest comfort, and indicated their interest in Pepsi becoming a sponsor of the theater and a business partner. Shortly thereafter, the Grays received a letter from Mardi Woods, community relations director for Pepsi-Cola Detroit. Subsequent negotiations led to a five-year agreement between the two companies that could net the theater an estimated $500,000. Pepsi becomes the theater's exclusive soft drink provider and a major sponsor, providing the small enterprise with a larger budget for marketing and strong program support. "This agreement will allow our theater to launch some exciting and innovative marketing campaigns in which Pepsi-Cola will play a major role," says Cheryl.

In addition to American Express and Pepsi, the Grays have been successful with IBM, also a sponsor of the Golf & Tennis Challenge. Gaining sponsorship from IBM and Amex enabled the theater to begin computerizing its technical and service needs and provided theater goers the option of using their Amex cards at the box office. In addition, IBM is now supplying computers and software for the theater.

EVIDENCE OF PLEASURE

Business cards are passed along, phone numbers scribbled onto paper napkins and deals are being spawned, but what makes the Golf & Tennis Challenge little more than a business networking event? Well, it has enormous social appeal--offering culture, entertainment, food and games to indulge the attendees--with elements tailored for even the youngest participants.

"I'm bringing my six-year-old daughter and my mother for the first time. You see families and children connecting," says Monique Cheeks, president of The Cheeks Agency Inc., an Augusta, Georgia-based entertainment and sports marketing firm.

Her husband, Eddie Cheeks, a physician, agrees. "You have several people that have three generations at one meeting and that's unusual, especially in the African American community. Here we're able to bring three generations of individuals to one place and everyone has fun."

This year, Frito-Lay sponsored the Kid's Kamp, which provides children ages three to 17 with a variety of fun and educational activities. They were offered golf and tennis lessons and Reebok provided aerobics instruction. Some of the more popular activities included "Teen Trivia," B.E.'s version of Jeopardy, "Scavenger Hunt," "Open Mic Exercise," which allows the children to introduce themselves to each other, and "African American Art Corner," where they learned the history of different crafts and made actual items.

For the adults, an array of activities were held throughout the five-day Golf & Tennis Challenge, all compliments of the sponsors. A poolside fashion show entitled "Absolut Summer" showcased hand-painted swimwear and selections from the Absolut Versace Collection (a series of swimwear designed for Absolut Vodka by the late designer).

On day two, Federal Express hosted the Comedy/Jazz Showcase. This year's talent lineup featured comedian George Wallace, rhythm and blues sensation Angela Bofill, singer/actress Jennifer Holliday, musician/singer Will Downing and musician Gerald Albright.

On the following day, a festival-like atmosphere--steel drums and all--permeated the resort as American Airlines gave attendees a taste of the islands by hosting a "Caribbean Island Rhythms" theme event. The evening featured food and entertainment from the airline's five island partners--Aruba, Bahamas, Barbados, St. Maarten and the U.S. Virgin Islands.

BellSouth closed out the evening's activities by hosting the blacktie awards gala to honor the golf and tennis competition winners.

A SPONSOR'S TAKE

It's clear what small business owners like Gregory and Cheryl Gray get out of partnering with multimillion-dollar corporations. Even families benefit from attending the Golf & Tennis Challenge. But what's the value to the sponsors? Cox believes the event has returned an "enormous amount of equity" among all participants.

For Pepsi, that equity materializes in the form of its ongoing relationship with the Doral Golf Resort and Spa, site host of the event. "There are probably about 700,000 people who come through the Doral in a given year," says Cox, characterizing the potential of the alliance. "Before the Challenge, Doral was not a customer of ours, but now they are."

Cox points out, however, that there have been other significant benefits to Pepsi resulting from its alliance with the Golf & Tennis Challenge. "This happens to be a particular group of individuals with whom we have always had a special relationship and one that we're continuing to nurture and grow. And many of these are not just African American entrepreneurs, they're also African American decision makers in other major organizations."

Cox adds that many of the company's existing customers have come to view the event as the Super Bowl for networking. "We're very conscious of our image, and we can say that we are closely associated with one of the premier signature events in the African American community. That means a great deal to us. We think that there is value to that kind of association," says Cox.

BUSINESS CLIQUES

Two couples, the Cheekses and the Richardsons, epitomize the kind of lasting relationships incubated at the event.

"My first impression of the event was one of a student returning to campus in the fall. While I hadn't attended in the past, I had many friends who had, and I met many of them while checking into the hotel. I continued to run into acquaintances throughout the weekend, and have come to think of the event attendees as family," says Charles W. Richardson Jr., owner of Richardson Gallery in Montclair, New Jersey. The Gallery specializes in art that reflects the African Diaspora in a variety of media, including original art and prints on paper, and sculpture in bronze, ceramic, stone and wood.

Richardson has also been an exhibitor at the Golf & Tennis Challenge for the past three years. Although he spends most of his time manning his booth there, he still finds time to do some networking and enjoy the event.

"I'm so busy with my display in the exhibit hall, it's difficult to participate in any of the scheduled activities. But I usually get over to the spa for a treatment or two, my wife, June, and I grab a few minutes to play tennis together, and I always spend a good amount of time at the pool. This gives me a chance to catch up with some other people I haven't seen elsewhere."

Eddie and Monique Cheeks met the Richardsons in 1996. It was also the Cheekses' first year attending the event. And over the past three years, their relationship has blossomed both at and away from the event.

"We sometimes meet the same vendors at other Expos," say Monique. "They're almost like casual friends when we see them now. They're not pressuring us to buy things; it's just that they're helping us to look for things, getting to know us, helping us to decide on personal pieces and things for our home. It's kind of refreshing."

Richardson adds, "What began as a professional relationship has grown into a very comfortable personal relationship." Initially, he was commissioned to acquire some pieces of art for Dr. Cheeks' practice in Atlanta. "Eddie and Monique are consistent attendees at B.E. events, and I see them at both the Golf & Tennis Challenge and the Entrepreneurs Conference in May. I am on a mission to find them a very special sculpture to fit into their home decor."

For the Cheekses, the event has become a must-attend fete for greeting old friends, making new acquaintances, establishing contacts and running into hometown folks. And after three years, they say that hasn't changed.

At the 1998 Golf & Tennis Challenge, says Monique, "I met several people here in Miami who are from my home town. I wasn't expecting that!" The couple view this kind of networking as key to all their business endeavors. Monique says whether the person is an entrepreneur, attorney or physician, he or she may know someone or have a client they can put you in contact with directly. She adds people are more willing to give referrals in a social setting because it's relaxed, and they get to know you and build a relationship with you over a few days.

"The interaction between the attendees and business owners

is one of honest interest and support. I also find networking opportunities among the other exhibitors," says Richardson. "I meet and obtain new customers each year, and repeat attendees return to purchase additional artwork." The gathering, he says, has provided a measure of confidence as attendees see him exhibiting at other venues. "The Challenge has helped me maintain the quality reputation I strive to attain. Each year, my business results have been better and better."