Customer Persona for TPC Scottsdale/ WM Phoenix Open

by

Persona Name

Jake Reynolds

1. Demographic Information

  • Age: 23–40
  • Gender: Not gender-specific, slightly male-skewing
  • Location: Phoenix metro area, Southwest US; some out-of-state visitors
  • Education Level: College student or college graduate
  • Occupation: Young professional, sales, tech, finance, real estate, or student
  • Income Level: Middle to upper-middle income
  • Marital Status: Single or dating
  • Household Size: 1–2 people

2. Psychographic Information

  • Interests & Hobbies: Golf, sports betting, social events, nightlife, music festivals, travel
  • Values & Beliefs: Experiences over things, social connection, fun, status
  • Lifestyle: Social, outgoing, enjoys large events and group outings
  • Personality Traits: Extroverted, energetic, competitive, spontaneous
  • Motivations: Entertainment, social recognition, memorable experiences
  • Challenges & Pain Points: Crowded events, long lines, expensive food and drinks

3. Behavioral Information

  • Buying Behavior: Buys tickets online, often in groups; influenced by friends and social media
  • Product/Service Usage: Attends for the atmosphere as much as the golf; prioritizes the 16th hole, hospitality tents, and parties
  • Online Behavior: Heavy Instagram, TikTok, Snapchat use; checks event websites and group chats
  • Customer Journey:
    1. Sees event hype on social media
    2. Friends suggest going as a group
    3. Buys tickets or hospitality passes
    4. Shares content during and after the event

4. Goals and Objectives

  • Short-Term Goals: Have a fun, high-energy weekend with friends
  • Long-Term Goals: Build social network and attend iconic events
  • How TPC Scottsdale / WM Phoenix Open Helps:
    Delivers a unique mix of elite golf, party atmosphere, and social status unlike any other PGA event

5. Objections and Concerns

  • Potential Barriers: Ticket prices, crowds, transportation logistics
  • Common Questions:
    • How strict is security?
    • Where is the best party spot?
    • Are drinks included in certain tickets?

6. Influence Factors

  • Influencers: Friends, Instagram creators, athletes, local buzz
  • Media Consumption: Social media, sports podcasts, ESPN, event promo videos

7. Quotes & Real-Life Examples

  • Customer Quote:
    “It’s not just a golf tournament. It’s the best party of the year.”
  • Real-Life Example:
    Jake attends the WM Phoenix Open every year with friends, spending most of the day at the 16th hole and sharing videos on Instagram and Snapchat.

8. Visual Representation

Sources:

https://www.pgatour.com/fan-experience/fan-demographics

Leave a Comment