However, he is now aware of the tournament and will be present when 70 of the world’s top golfers gather in the Bluff City. This is because the tournament organizers have made significant efforts over the past year to expand its appeal, attract a more diverse audience, and show that it is not exclusively for golf enthusiasts. They aim to make it more inclusive and representative of the city that has hosted the PGA Tour stop since 1958.
Joe Tomek, who became the event’s executive director in September 2021, led these outreach efforts. He collaborated with DCA, a communications consulting firm based in downtown Memphis, and engaged with elected officials, community leaders, and influential figures like Dukes.
He described it as a “listening tour,” and the feedback he received was clear and impactful.
“We live in the most diverse city in America,” Tomek said, referring to the 2022 U.S. Census Bureau data showing that 63 percent of Memphis’ population is Black. “The game of golf has not always been inclusive. If we don’t address that directly, we won’t find a solution.”
Memphis Mayor Paul Young often emphasizes the power of diversity, stating that it is the city’s superpower. Tomek believes that the PGA Tour stop in Memphis can be a prime example of golf being for everyone.
Over the past five years, the tournament has transitioned from a regular-season event to a World Golf Championship and is now the first leg of the FedEx Cup Playoffs. During this time, it has consistently attracted tens of thousands of spectators.
However, Dukes is not drawn to the tournament for these reasons. It is not that he dislikes golf; he simply gravitated towards basketball and football because they were more accessible to him than golf.
Additionally, he noticed a lack of representation for Black individuals in the PGA Tour. While there have been notable Black golfers like Tiger Woods, Charlie Sifford, Lee Elder, and Calvin Peete, there are currently few pro Black golfers, with Harold Varner III being a prominent exception.
“When I did watch golf, I didn’t see anyone who looked like me,” Dukes remarked.
Nevertheless, when Dukes met with Tomek and his team, he appreciated their approach and their mission. They didn’t impose specific tasks on him; instead, they engaged in a conversation about golf, accessibility, and Memphis as a city. Dukes, often seen wearing a mask with “IMAKEMADBEATS” printed on it, admired their sincere and honest commitment to change. What resonated with him the most was the opportunity to contribute to this transformation.
Rev. L. LaSimba M. Gray Jr., the author of “Out of Bounds: A History of African Americans and Golf in Memphis, Tennessee,” has also been a valuable resource for Tomek. He hopes that the efforts of the FedEx St. Jude Championship team will be mutually beneficial.
“If the intentions are genuine, it’s like planting seeds – you expect a harvest when you plant seeds,” Gray said. “So, I hope that the intentions of the PGA Tour and those in the Memphis area are taken seriously.”
Tomek emphasizes that the tournament welcomes everyone, regardless of their attire – whether they choose loafers or sneakers, a polo shirt or a T-shirt, a baseball cap or a mask.
“We are not neglecting traditional golf fans. This event still features the top 70 players in the world. What more compelling reason do you need?” he stated. “All these efforts are aimed at growth, not distraction.”
One of the most tangible outcomes of Tomek’s initiative will be seen on the 14th hole at TPC Southwind. Known as “The Bluff at 14,” the tournament organizers have enhanced the green of this 239-yard par 3 with structures for fans and upgraded amenities nearby. They have planned giveaways throughout the tournament and a two-hour meet-and-greet session with selected members of the Memphis Tigers basketball team.
The goal is twofold: to create an environment that inspires the competitors during the final stretch and to make the experience more inviting for the average spectator.
Tomek explained, “Corporate hospitality areas dominate the built-out sections on holes 16, 17, and 18. However, the 14th hole offers shaded seating and a gathering place so that when people watch on TV or share on social media or stand there as new spectators, they feel and see the uniqueness of the place and want to be there tomorrow or next year.”
Photo from FedEx St. Jude Championship (X) Account
