CAA ICON to watch over TGL venue construction


TGL venue construction overseen bey CAA Image: TMRW Sports

Leading owner’s representative firm in the sports and entertainment industry, CAA ICON (US), is overseeing the development, design and construction of the home venue for team golf league (TGL), a new tech-infused golf league in partnership with the PGA Tour.

‘tmrwSPORTS’ stated that the purpose-built venue is being constructed in Palm Beach, Florida (US) and is being developed by the TMRW Sports Group to host the inaugural season of TGL, which will fuse technology and live action in a primetime, team golf competition in 2024.

A division of leading entertainment and sports agency Creative Artists Agency (CAA), Denver, Colorado (US)-based CAA ICON is the world’s-leading owner’s representative and strategic management consulting firm for the public and private sports and entertainment facility owners/operators, professional franchises and leagues. With more than 55 sports, entertainment and public assembly projects and over 2,000 consulting engagements, CAA ICON has managed the development of many of the most successful venues around the world, spanning 11 professional sports leagues, totaling nearly $40 billion.

CAA ICON offers world-class service in the areas of project management, strategic advisory, feasibility and planning, and beyond.

The team golf league (TGL) is a planned golf league created by TMRW Sports, a venture formed by sports executive Mike McCarley and professional golfers Tiger Woods and Rory McIlroy, in partnership with the PGA Tour. It will launch in January 2024 with events held on Monday nights in conjunction with the PGA Tour schedule. TGL, a new tech-infused team golf league in partnership with the PGA Tour, will showcase team competitions fusing advanced tech and live action from a custom-built venue.

In August 2022, Tiger Woods, Rory McIlroy and McCarley announced the formation of TMRW Sports and TGL, a new tech-infused team golf league in partnership with the PGA Tour. Woods, McIlroy, Jon Rahm, and Justin Thomas are the first four golfers committed to compete and more player announcements are slated for January. The league’s inaugural season will kick off in 2024.

TGL, the golf league of TMRW Sports, will feature:

  • Teams: Six teams of three PGA Tour players in head-to-head, 18-hole match play;
  • Tech-infused Venue: A first-of-its-kind experience for golf enabled by a data-rich, virtual course combined with a tech-infused, short-game complex;
  • Tech-enabled Fan Experience: High-energy, greenside fan experience with every shot live within a two-hour, primetime televised match; and
  • Season: Fifteen regular seasons Monday night matches followed by semifinals and finals series of matches.

The PGA Tour is the organizer of professional golf tours in the United States and North America. It organizes most of the events on the flagship annual series of tournaments also known as the PGA Tour.

Winter Park, Florida (US)-based TMRW Sports is the new sports entertainment venture founded by golfers Tiger Woods and Rory McIlroy, and sports media executive Mike McCarley. The company officially launched in August 2022, with former NBC Sports Chairman Dick Ebersol as an initial investor.

‘tmrwSPORTS’ further stated that CAA ICON and TMRW Sports began discussing the above plan nearly two years ago and the two companies have been engaged in development and planning of the new venue since the Fall of 2021. As the owner’s representative, CAA ICON has been leading the management and hiring of subcontractors from design through construction. CAA ICON has managed the development of more than 55 sports and entertainment projects, 2,000+ consulting projects and nearly $40 billion in project values spanning 33 States and 10 countries.

Maintained Marc Farha, Co-Chief Executive Officer of CAA ICON, “From the moment we learned about TMRW Sports Group’s vision for TGL, we knew we wanted to be part of this project and the delivery team that is creating an innovative, new way to experience sports. While this type of venue is a simple concept – as most of its components have been executed before – it’s an exciting opportunity to develop something new that weaves it all together at a scale and in a manner that aligns with our passion for quality and innovation.”

Asserted Tom Veit, Senior Vice-President (SVP) Venue and Events, TMRW Sports, “CAA ICON is the gold-standard in overseeing the development of state-of-the-art venues. They have been a terrific partner for us both throughout the past couple of years of designing the venue and as we begin this next chapter of construction in Palm Beach. It is invaluable to be able to lean on CAA ICON’s depth of experience and expertise in building many of the world’s great, modern sporting venues.”

CAA ICON is among the world’s most established and experienced development advisors, having overseen planning, design and construction of some of the most iconic and successful sports venues in the world.

TMRW Sports is constructing the venue on a 10-acre parcel of currently unused land on the Palm Beach State College’s Palm Beach Gardens campus. This public-private partnership includes support for educational and recreational initiatives that will benefit students and enhance the college’s business, marketing, sports management, and technology curricula.

TGL Home Venue

‘SPORTS BUSINESS JOURNAL’ stated that Veit and the organization have “hired CAA ICON to oversee the design, development and construction of the venue” that will host the TGL golf league in 2024.

The arena, which will seat 1,500 to 2,000 ticketed fans, is “being built on 10 leased acres” at the Palm Beach State College’s campus in Palm Beach Gardens, Florida.

‘SPORTS BUSINESS JOURNAL’ further stated that the arena will be “about 135,000 square feet” (Seattle’s 17,459-capacity Climate Pledge Arena is about 740,000 square feet for comparison).

Veit worked with CAA ICON on the Major League Soccer (MLS) team Philadelphia Union’s 18,500-capacity Subaru Park (Chester, Pennsylvania) stadium project, which contained the first “dedicated supporters section in an MLS soccer-specific stadium”.

The concept was introduced halfway through the project, but CAA ICON was “able to ease its incorporation into the final design”.

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