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August 8, 2008
For immediate release

PEI Signs Two-year Agreement with Golf Channel as Part of Golf Strategy in Building US Market


Valerie Docherty, Minister of Tourism, announced today a newly formed two-year partnership agreement between the Province of Prince Edward Island and the U.S.-based television network, GOLF CHANNEL. With the development of a new two-year Prince Edward Island (PEI) golf plan, this partnership will greatly assist in further building the Island’s golf market both nationally and internationally.

GOLF CHANNEL airs in approximately 30 million homes internationally and 80 million homes domestically (Canada and the US). Prince Edward Island will be the first Canadian destination to be the host site for a future “Big Break” series, the GOLF CHANNEL’s most popular series. It will air more than 100 hours of programming in the US and Canada, in addition to over 100 hours internationally. The reality show is where golfers vie for a chance of a lifetime to play on a professional golf tour.

As part of the overall agreement, there will also be edited shows of Legends of Golf 2006 and 2007, to be aired over a two-year period. Prince Edward Island will also be a featured destination on GOLF CHANNEL’s, Golf With Style half-hour series. As well, the PEI Tourism microsite will be hosted at

“The U.S. market is the largest market in the world,” said Minister Docherty. “Even a one per cent share of this market would mean an increase of $90 million in expenditures for this province. We are thrilled with this newly formed partnership with GOLF CHANNEL, as it will afford Prince Edward Island extensive exposure over a two-year period into the lucrative US market, and beyond.”

“The Big Break has become one of our most popular original programming franchise, and we’re excited about the opportunity to bring our production of the series into Canada for the first time,” said Gene Pizzolato, Chief Revenue and Marketing Officer for GOLF CHANNEL.

Across all golfing visitors, the household income level is very high, much higher than the average visitor to PEI. For example, 55.8 percent reported incomes greater than $100,000. This group has more disposable incomes, and the average amount they would spend would be higher than the average visitor.

“U.S. golfers spend about $26.1 billion a year on golf travel, 75 percent of which goes to non-golf items such as accommodations, transportation, and food and beverage,” said Dr. Sean Hennessey, Faculty Director of the Tourism Research Centre. “The overall conclusion from our analysis of a 2005 survey of golfing visitors to PEI, indicates that these visitors have a very positive impression of the golfing product available. They spend much more money, they have high intentions to recommend the courses, and 80 percent indicated they would return to golf in the future.”

Prince Edward Island is Canada’s number one golf destination. The extensive exposure that will be provided as a result of this agreement will help to further build this reputation. Tourism PEI will contribute $800,000 over the two-year term of the agreement.

“The PEI Golf Strategy is a well-targeted strategy that will help us to increase awareness about our golf product and tap into the lucrative U.S. market,” said Barry MacLeod, Chief Operating Officer, Golf PEI. “We have recently brought in several U.S.-based Golf Tour Operator Executives, from the North American Golf Tour Operators Alliance, each of which has a database of customers that are dedicated to travel the world to golf. Combined with our direct mail campaign, which targeted 300,000 U.S. golfers, our on-line marketing efforts and experiential golf packaging incentives, the coverage from the GOLF CHANNEL will be a major factor in really breaking into this market.”

For more information, please contact Barry MacLeod at (902)566-4653 or visit .

Media Contact: Sherry MacDougall
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