The executive swing: the 1996 Black Enterprise/Pepsi Golf Challenge offers more than fun and sun - it's where deals are done.

The 1996 Black Enterprise/Pepsi Golf & Tennis Challenge offers more than fun and sun--it's where deasl are done

IT'S BEEN THREE YEARS SINCE THE BLACK Enterprise/Pepsi Golf & Tennis Challenge took its first baby steps. Now, the tournament is rushing to healthy maturity as the most influential national social gathering of black business professionals. With on-site coverage by the local television stations, print coverage by Golf Magazine, the New York Times and USA Today, and a total media audience of over 16 million impressions, the B.E./Pepsi Challenge has emerged as more than just a business event. Described by one participant as "a model for all meetings of this sort on a national level," the tournament is quickly and actively transforming the face of the American business social scene, demonstrating that the African American business community is a force to be reckoned with.

The 1996 tournament took off on August 29 and didn't slow its pace until its close on September 2. Members of the corporate world gathered with sports figures, entertainment celebrities and politicians to employ their savvy business networking skills and engage in some healthy recreational competition at The Doral Golf Resort and Spa in Miami.

Leaning on the tournament's solid business-oriented foundation, the attendees were drawn together by the common cause of forging and strengthening profitable business relationships. For the participants of the B.E. Challenge, the phrase "it's not what you know as much as who you know," proffers a simple yet valuable pearl of wisdom: Networking is paramount to maintaining black enterprise, and expanding it into the business mainstream.

THE PREMIER NETWORKING OPPORTUNITY

With over 1,300 participants at this year's event, the B.E. Challenge is now the premier meeting place for African American entrepreneurs and professionals. The Challenge reaches out to every region in the country, and attracts participants ranging in age from 28-60-plus. These are vital statistics for attendees like Louis Beauchamp, vice president of the Milwaukee, Wisconsin-based Techtronix Technical Search, who says that African Americans "often don't have the chance to associate on a wide scale. Here [at the Challenge], we have the chance to really interact and exchange information with each other.

For many of the attendees, making contacts in a social environment is rare; these busy professionals simply don't have the opportunity to get together outside of the boardroom." Beauchamp notes that isolation is already common for many black corporate dwellers. "There are a lot of different fields that some of us don't even know African Americans are in," he says.

A three-time attendee, Beauchamp has been able to reap some of the benefits that exposure from the Challenge provides, describing his acquired contacts as "absolutely fantastic."

"The Challenge has shown America that we are capable of generating a large number of bright, well-off independent and professional businesspersons in one place," says Beauchamp.

REACH OUT AND IMPACT SOMEONE

Long before last November's presidential elections, the voice of the African American business world reverberated loudly on the American political scene. After learning of California Governor Pete Wilson's politically motivated desire to do away with race-based affirmative action programs through the California Civil Rights Initiative, the 1996 Challenge coordinators moved the tournament--and the more than $2 million it contributes to the local economy--from its originally planned site at the La Quinta Resort and Club in La Quinta, California, to the Doral Golf Resort & Spa in Miami. Through such actions, African Americans are flexing their economic muscle to effect change, according to Dwayne Ashley, national executive director of the Atlanta-based 100 Black Men of America Inc.

A proponent of economic development and a believer in reaching back into the communities that helped blacks to succeed, Ashley suggests that African Americans "can work together effectively and impact communities across the country, if we recognize the economic impact that we have in our own communities." This philosophy compelled him not only to attend the Challenge, but to actively use the arena to reach out and influence others. Networking at the tournament allowed the 100 Black Men to sign on several new sponsors, as well as to refer some members of the organization to executive search firms for high-level corporate positions.

The Challenge played host to a forum for education and business, mixing ideas for improving seasoned enterprises with methods for developing burgeoning ones. Business development discourse was significant, considering that half of last year's participants owned their own businesses, and another 20% had plans of starting one in the near future. The tournament's active exchange of concepts testifies to the fact that networking entails more than just swapping business cards. "It's all about meeting people and learning about what they're doing with their businesses, says Stacy Mitchell, director of sales and operations for US West Direct in Seattle, Washington. Already in the process of getting some "key initiatives" started, she enjoys being able to make contact with black professionals from around the country. "We need to get a broad perspective on African American business--we're into everything.

FOSTERING RELATIONSHIPS THROUGH THE CHALLENGE

While some contacts are strictly for business, others can blossom into personal relationships that have the potential to last a lifetime. Through the tournament, Cassandra Simmons has been able to cultivate such an association--an entire circle of golfing girlfriends.

"Men always meet up with each other to play golf," says Simmons, the dean of students at Harvard University's School of Public Health. "They say they want to take a break and get away from their spouses to spend some social time with their friends. Well, women do too." Simmons describes her informal group of women golfers as "a sisterhood," whose interaction is not only driven by the love of the sport: "We talk about golf equipment, careers, relationships--everything. We enjoy each other's company and are out for a good time," she says.

Simmons says she is inspired by the number of black female golfers the Challenge attracts. An avid golfer, she has attended workshops sponsored by the Ladies Professional Golf Association (LPGA), and has been repeatedly disappointed by the lack of African American females at the workshops. "When you go golfing privately, the chances are great that the only other black people on the course are the ones that came with you." For this reason, she deems golf sisterhoods such as hers to be critical to breaking down the preconceived notion that African Americans are uninterested in golf.

Simmons invites all African American females interested in golfing to contact her at 617-432-1036, or send inquiries by e-mail to csimmons@ sph. harvard.edu. Sites and meeting dates are coordinated around the schedules of the busy women, who relish the camaraderie and healthy competition of the other members. "Playing with a group enables us to become stronger players come tournament time," says Simmons, who refers to the Challenge as the group's annual reunion site.

A WORD FROM THE SPONSORS

A major tournament highlight is the Exhibition Hall, where sponsors display and promote their products to participants. The latest Challenge presented a fantastic opportunity for the 38 corporate sponsors to establish a rapport with the African, American business and professional community. "The support has been absolutely overwhelming for sponsorship of the tournament," says Bob Meers, president and CEO of Reebok International Ltd. Tournament participants are highly appealing to marketing executives of every type of business--from travel services to sporting goods to jewelers--and for good reason.

Statistics reveal the lure attendees hold for sponsors. The median household income of participants is more than $105,000, and over 65% are professionals or executives. Almost 90% own homes, 57% own or lease two or more vehicles and 61% own stock. They represent the more than $315 billion that African Americans wield annually in purchasing power; and as opinion leaders, they help what will become marketable to the rest of the black community. This select segment is the advertising target of top corporations and businesses around the nation, and it would only benefit such companies to tap into this exclusive market.

Among the Exhibition Hall participants was American Express, the nation's largest diversified financial services organization. A three-time sponsor of the B.E./Pepsi Challenge, AmEx considers the participants of the tournament to be among their most valued customers, and wants to increase their visibility in the African American community, says Glenda McNeal, vice president of American Express Travel Related Services. "In July of 1996, we launched a credit card for golfers," she notes, "and we felt it was very appropriate to market it at the tournament.

The American Express Golf Card is exclusively for the golf enthusiast. For every dollar spent, one point goes toward the purchase of golf-related products such as Bobby Jones apparel, equipment by the likes of Callaway, tee time at 160 participating golf venues or golf lessons at Leadbetter Golf Academies. (Bobby Jones Apparel, Callaway, a manufacturer of golf equipment and Leadbetter Academies is Amex's partner in sponsoring the event.) McNeal expresses great pride in American Express being the first Challenge sponsor to sign on three years ago. "We're glad to have the opportunity to educate our consumers about our services," she says.

Titleist, a leading manufacturer of golf equipment, first became a Challenge corporate sponsor in 1995, after indignant attendees expressed their dissatisfaction with the absence of golf and tennis manufacturers/sponsors at the first Challenge. Maintaining their sincerity of purpose and presence at the event, Titleist "has been receptive to all groups, long before Tiger[Woods]-mania hit America," notes the company's Director of Special Markets Craig Bowen.

Citing tournament sponsorship as "an extension of what we already do," Bowen says his company is actively involved with black colleges and inner-city initiatives, adding that it is a socially responsible company. "Perception is everything," says Bowen, "and Titleist is geared toward golfers, period. We target all golfers because we are in the golfing business. We have something to offer everyone."

The tournament's publicity also provides tremendous impetus for sponsors to participate. According to Joyce Roche, president and COO of Savannah, Georgia-based Carson Products Co.--which is responsible for Dark and Lovely hair products and the Magic Shave product line--the exposure from "an outstanding audience of influential African Americans" is an effective means of acquiring a larger consumer base. Roche's former company, Avon Products Inc., served as a sponsor for the first Challenge. "I was initially shocked by the amount of people present at this event--I didn't expect for it to attract the numbers it did," says Roche. These numbers can help a company to add substantially to its bottom line.

A LITTLE R&R

Seturah Walker was among the many who came to the tournament exclusively for some sun and fun. A human resources professional with FMC Corp., a Chicago-based Fortune 500 food, machinery, chemical and defense company, Walker says the tournament "is very conducive to relaxation. It's nice to know that all the details and accommodations will be taken care of."

Aside from the marketing and networking aspects of the event, the B.E./Pepsi Challenge is a recreational event, providing an escape from the wear and tear of the day-to-day challenges of business. For this reason, many executives elect to bring along their families. "While the main purpose of the Challenge is to supply a social environment where business can be conducted, the tournament is also a nice vacation and a really good time," says Johnny Graves, the tournament's executive director.

For those who are not athletically-inclined, there are activities for every interest. One of the chief draws was the spa at the Doral, which features a broad and luxurious range of massages and treatments, as well as pools and exclusive restaurants, featuring high-quality health-oriented cuisine. For those seeking to boost their fitness routine, there was the ever-popular WalkReebok/Reebok Versa Training.

The WalkReebok aerobic team lead the way on a 3-5 mile trek every morning. The Reebok Versa Training aerobics class provided more bounce for the ounce, and was geared toward those seeking a more rigorous workout.

The annual All-Sport/Reebok 3-on-3 Basketball Tournament provided an entertaining afternoon of hotly contested hoops. The team of John Rogers (CEO of Ariel Capital Management in Chicago), Brandon Bowe and David Wright won the tournament, while Renee Williams won her second consecutive AT&T Long Distance 3-point shoot-out.

There was also a host of exciting evening activities. Last year's Challenge participants got a blast from the past as they revisited the '70s, via music from the days of bell-bottoms, strobe lights, and Afros at the "The Soul of Pepsi-Cola" Welcoming Reception/Pairing Party. For those hoping to get in on last summer's hottest dance craze, the macarena, or at least win a free round-trip vacation package to the most popular Caribbean hot spots, there was the "Carnival on the Links," hosted by American Airlines. The FedEx/BET Comedy/Jazz Showcase featured the outrageous antics of funny man David Chappelle and the smooth sounds of jazz songstress Rachelle Farrell.

GOLF OR TENNIS, ANYONE?

Of course, there would be no Challenge without the highly anticipated, but friendly, golf and tennis competitions. Participants donned their game faces, and set out to make their individual marks on the two most highly publicized events of the tournament. The Tennis Challenge, sponsored by Wilson, was modified this past year to include both a competitive and non-competitive tournament. The 1996 tennis tournament winners were: Ernestine Hendrix (women's competitive), Donna Settles (women's recreational), Rodney Miller (men's competitive) and Ozell Jones (men's recreational). Tennis contests, including a hot shot contest and a fast serve contest, were sponsored by AT&T and IBM, respectively.

Titleist sponsored the 54-hole individual stroke-play Golf Challenge, in which 425 golfers participated. The Doral is home to the PGA tour's Doral-Ryder Open, and the courses proved to be challenging to even the tournament's veteran golfers. The 1996 golf tournament winners are: Jeffery Wood (Men's A Flight), Kynard Adams (Men's B Flight), Bob Cagle (Men's C Flight), Valerie Montague (Women's A Flight) and Deborah Thomas (Women's B Flight).

All of the winners of the respective tournaments were awarded crystal trophies designed by Tiffany & Co., a tournament sponsor. The overall male and female winners in both golf (Truck Robinson and Patti Symonette) and tennis (Rodney Miller and Ernestine Hendrix) were awarded the coveted, royal purple, B.E./Pepsi Challenge champions blazers, created by noted fashion designer Edwin Hall.

Even kids were able to get in on the golf and tennis action. Youngsters, ages 7-17, were able to participate in the Reebok Junior Tennis Clinic, which featured the sibling tandem of 16-year-old professional Venus Williams and her soon-to-be-pro 15-year-old sister, Serena. The clinic was led by the girls' father and coach, Richard D. Williams, who taught the game fundamentals to the 60 enthusiastic participants.

PGA of America and Titleist hosted the Junior Golf Clinic, which taught 70 eager kids the basics of golf. Those who showed the most improvement by the clinic's end received junior golf clubs, in the hopes that interest would be further nurtured through consistent practice at home.

The Challenge donated proceeds from the tournament--to the tune of $ 15,000 each--to The National Minority Junior Golf Scholarship Association and The American Tennis Association's Junior Development Program, each of which help African American youth to develop their skills in these two sports. This is the third year in which a portion of the proceeds of the Challenge have benefited these programs.

The Fourth Annual B.E./Pepsi Golf & Tennis Challenge is slated for next Labor Day Weekend, August 28-September 1, again at the Doral Golf Resort & Spa in Miami (call 800-209-7229 for more information).

Johnny Graves emphasizes the significance of major black sporting venues such as the Challenge and the annual Black Ski Summit: "With regard to African Americans, these sports are seen as `nontraditional' activities because blacks are in the extreme minority. Events like the Challenge are important, because they show that a large number of African Americans are indeed active and enthusiastic participants in sports such as golf, tennis and skiing."