Newport Beach hits the world’s stage

June Casagrande

NEWPORT BEACH -- People in 200 countries are watching us. They’re

seeing top-ranked senior golfers go head-to-head for a $1.5-million

purse. They’re lending their attention to a record-breaking fund-raiser.

They’re enjoying aerial images of a sparkling beachfront community whose

name is synonymous with elegant leisure.

Down here on the ground at home, the effect is even more spectacular.

Over the course of a week, 80,000 people will have swarmed on Newport

Beach for the Toshiba Senior Classic. If the last two years are any

guide, by the time the tour is over, it will have reaped more than $1

million for charities, many of them local. Hotels get more visitors.

Restaurants get more patrons. Fashion Island gets more shoppers. And

Newport Beach gets some benefits too far-reaching to quantify.

“One of the most important things for the local community is the

exposure that this event brings,” said Jeff Purser, director of the

tournament. “A lot of people don’t realize that this isn’t just national

television, but worldwide. All these beautiful images of the city taken

from blimps are being seen in about 200 countries. That has incredible

image benefits for Newport Beach.”

John Cassady, executive director for the Newport Beach Conference and

Visitors Bureau, agreed: “We love the beauty shots. Last year when they

did the playoff, the guys went around three times. They had a lot of

extra time to film the course and the beach and the city. That’s just

fantastic television.”

The tournament’s role in building the city’s worldwide name

recognition is just one benefit, though. Other benefits are far more

tangible.

Local restaurants enjoy the added business of tens of thousands of

diners. Hotels, too, see a jump in business. Cassady said that, this

year, the bureau will survey local hotels to measure the increase in

guests. Retail stores, especially at Fashion Island, also enjoy the

benefits of 80,000 well-heeled golf enthusiasts.

“It means added patronage for our businesses, especially for our

restaurants, which we’re known for,” Mayor Tod Ridgeway said. “It means

increased occupancy for our hotels. But, especially important, the event

gives to charity, which has a great impact locally.”

In 2000, the Toshiba Senior Classic became the first senior tour event

to pass the $1-million fund-raising mark. In 2001, it outdid that record

by $35,000. Much of that money comes straight back to the Newport Beach

individuals who need it most. The dozens of charities that benefit from

the tour include Corona del Mar, Newport Harbor and Edison high schools.

Countywide charities such as the Orangewood Children’s Foundation also

reap benefits, as well as organizations like the Susan G. Komen

Foundation.

Of course, just about any event this size is certain to have at least

one downside: traffic. And this year, the event hit a snag when permit

issuers accidentally scheduled the annual Spirit Run fund-raiser and the

Toshiba Senior Classic to be in the same place on Sunday.

City officials worked with Spirit Run planners to carve out a

different course for its 10K, 5K and other events. With that glitch

worked out, Toshiba Senior Classic planners, city officials and observers

alike say they’re looking forward to a world-class golf tournament.

“They have great management now. They have come a long way,” Cassady

said. “I think the event shows off the city really nicely. It’s one of

the best things that could possibly represent Newport Beach.’

* June Casagrande covers Newport Beach. She may be reached at (949)

574-4232 or by e-mail at o7 june.casagrande@latimes.comf7 .’