The Ryder Cup in Rome in 2022 has already begun to produce its effects on tourism: "The foreign green fees issued in 2016 are 20% more than in 2015". Word of Maurizio De Vito Piscicelli, head of the tourism sector of the Italian Golf Federation. We explain, for non-experts, that the "green fee" is the entrance fee paid to play on a golf course, whether public or private, unless it is an exclusive club, where access by invitation only.
“It is a result that exceeds our expectations – observes De Vito Piscicelli – we had taken into account a 5% increase, starting from the first Italian Open with prize money of three million euros. Looking at the 2016 results, however, we saw that we went from 500 green fees to 600. A surprising leap that promises sparks for the future”.
All thanks to Ryder? “Not only that – replies De Vito Piscicelli – the international situation has also contributed to this exploit, with North Africa in decline and France penalized by terrorism. A positive boost came from 'Italy golf and more', a project of excellence by the Ministry of Tourism, financed with 1,2 million euros, which, for the first time, allows 12 Regions to act together in the sector. However, Ryder is the strongest magnet and works in all countries, as we can see from the record numbers recorded at the turn of the event in Ireland as in Wales”.
This biennial Europe-USA challenge ignites the imagination and passion of all sportsmen and women in the world and, notoriously, it is the most watched show on TV after the Olympics and the World Cup. Italy, after winning the event, in recent months has risked making a bad impression on an international level due to the failure of the promised state guarantees. Now this obstacle seems to have been overcome and the guarantees, for 97 million euros, have been included in the Def. Furthermore, in recent days the Federation has also signed an agreement for 40 million euros with Infront Sports & Media, a Swiss company of the Wandaper Group.
In essence, the FIG has ceded to these specialists in the promotion, marketing and commercial rights of 129 events for 11 years, including 11 editions of the Italian Open, 88 races of the Italian Pro Tour and 30 events of the Road to Rome route 2022 which are part of the Ryder Cup 2022 Project. A good deal, which however does not yet cover the entire amount of the expenses put in place to win the Ryder. Suffice it to say that 11 Italian Opens, with prize money of 7 million dollars each, alone cost almost 80 million dollars (about 75 million euros at current exchange rates).
How will the difference be covered? The Federation seems willing to increase the number of golfers. Each member pays an annual federal card of 75 euros and the figures to reach are not impossible. However, it is true that golfers are declining all over the world and Italy, after reaching one hundred thousand members, has begun a downward spiral. It is therefore likely that public funding will be needed. A catastrophe? “Definitely not” replies De Vito – Ryder is always a gain for the host country.
Let's do the math. In 2016 alone, 100.000 additional green fees at an average cost of 50 euros each brought in 5 million euros. To this figure we must add at least two extra nights, at an average cost of 50 euros, i.e. another 10 million. It is estimated that, on average, golf expenses represent 45% of the expenses of a tourist with bag and clubs. So we can further double our accounts and get to 30 million euros. We multiply this figure by ten years, which is the time in which Ryder unfolds its effects, and we reach 300 million euros. Finally, let's take into account the 200 visitors expected during the week of the race, at Marco Simone in 2022. If we estimate an average expenditure of one thousand euros for each one, we arrive at 200 million euros to add to our total. In all, hands and shoulders, there are 500 million, on which the State collects taxes and VAT. Let's also not forget that player rewards are also taxed. In short, from these calculations, we can realize that this project is good for everyone”.
