The Masters is coming up; one of the most prestigious sporting events on the planet, and one of the biggest weeks of the year for 54. Again we will be managing all the details for some of our key clients, ensuring they get the full measure of the tournament’s thrilling competition and Augusta National’s one-of-a-kind Southern hospitality. Along the way there is no doubt some of our clients will accomplish their other agendas — relationships solidified, deals sewn up, new alliances forged.
So, you might ask, is an event of this scale the better strategy for addressing business challenges? It depends on the challenge. 54 always starts from the client’s expressed goals. The events we create and execute—and the communications strategy we employ—are crafted to those specific goals. Sometimes that calls for a trip to the big game; sometimes a more personal, customized approach is needed. But the Masters is unique in its power to offer both.
The grand stage and compelling theater at Augusta National are intoxicating. It’s impossible not to be swept up in it. At the same time the event offers a number of smaller, quiet moments where, as they say, “business gets done.” These two realities complement one another to create an environment like no other.