Crunch Time?

The possibility of losing its longtime sponsor (Chrysler) is one of myriad challenges facing the once-starry event bearing Bob Hope's name

OLD FRIENDS: Palmer was the honorary host at an event he won five times and became good pals with the iconic entertainer.

By Bob Verdi

Photo by Chris Carlson/AP

February 2, 2009

Hope and change symbolized the mood for many Americans as President Barack Obama took office in Washington recently, but at the same time a similar theme was being championed three time zones away by Arnold Palmer, the incumbent King, one of few entrepreneurs in whom we can still trust. He was ubiquitous around the Coachella Valley, gladly celebrating the history and bullishly touting the future of a storied golf tournament that marked its golden anniversary Jan. 25 on a course designed by and named after this year's iconic honorary host.

Palmer won the first of these events in 1960, when it was the Palm Springs Golf Classic, and he won it four more times, including in 1973 when it was the Bob Hope Desert Classic, his last victory on the PGA Tour. That's a long time ago, but Palmer is a legend who connects with contemporary issues, as was evident in new signage. This was the "50th Bob Hope Classic, Hosted by Arnold Palmer," indicating the concatenation of circumstances contributing to a global recession. At the behest of a stressed and sensitive title sponsor, "Chrysler" was omitted whenever and wherever possible.

When local favorite Anthony Kim withdrew because of a shoulder injury, the Hope field contained one golfer in the top 20 of the World Ranking—No. 16 Steve Stricker. But the roster of celebrities seemed thin too, all the better to thank Bob Hope for the memories. PGA Tour commissioner Tim Finchem correctly identifies the spike of golf's popularity on TV with Palmer and the Masters on CBS. Still, that is not to dismiss Hope who, free of charge, served as a tremendous ambassador for the sport, whether twirling his club as a subliminal prop on USO Christmas trips overseas or hamming it up against snow-covered mountains every January on NBC, the network he helped make rich and famous.

"Our ratings were always terrific," recalled president and tournament chairman John Foster. "We had the weekend with no pro football, and our numbers were great. Just below the Masters every year, but often higher than the U.S. Open. If we weren't top two or three, we were top five." Last weekend, with the NFL taking a breather, NBC showed figure skating. The Hope was on Golf Channel, which also passed on mentioning Chrysler throughout comprehensive coverage that followed a tournament half a world away each day. (XM Radio's broadcasts were wheels off, too) "There is more competition than ever," said Davis Sezna, a first-year member on the Hope board of directors. "Years ago there wasn't Dubai or Qatar on the European Tour with a lot of the top pros, or Michael Jordan's annual bash in the Bahamas for his buddies in athletics and show business. That's the reality of what we're up against, but I have never seen a board as committed as this one to go forward while respecting the past traditions."

Deftly, Palmer addressed an inquiry about notable absentees. "I understand where you're coming from with the question," he said, "and how to answer it without getting into a crossfire is difficult. I would just hope players understand they need to support tournaments as much as they possibly can. I was a player, and I know you can't play every week. I used to try to spread my tournament appearances so that I never missed a tournament more than two years in a row. But when I hear some of the reasons for not playing, it disturbs me a little."

On that theme, Foster refers to Jan. 21, 2007, as a day that will live in Hope infamy. At the exposed Classic Club—a nice spot for windmills, according to 2009 champion Pat Perez (see page 46), but not golf—Charley Hoffman survived a brutal, cold gale to win. Earlier, after signing for 78, two-time Hope champion Phil Mickelson exited the scoring tent and spotted veteran Desert Sun writer Larry Bohannan. "Larry," said the left-hander, "are they going to use this course again next year?"

They did again, and Mickelson stayed home. "I kept talking to them about that place, the Classic Club, and they wouldn't back off their stance," Mickelson said recently. "Now, though, they're starting to do things to get more guys to go back there." Foster, upon reflection, characterizes 1/21/07 conditions as borderline unplayable. Whatever, following last year's tournament, the Hope committee abandoned the Classic Club, which had been donated by the H.N. & Frances Berger Foundation at no cost. In its place was the Jack Nicklaus Private Course, adjacent to the Palmer Private, at PGA West. The Nicklaus Private was the third new course in the last four years to make its Hope debut. The Classic Club came aboard in 2006 and lasted two years. SilverRock was first used last year.