The PGA Tour Studios building officially opened on January 1st, in Ponte Vedra Beach, Florida. The building stands next to the PGA Tour HQ and is referred to as the Death Star II due to its striking resemblance to its neighbor. The purpose of this new facility is to enhance the quality of content for fans, which ultimately leads to business growth. The building houses the daily operations of the Tour’s media business, including YouTube, player content, PGA Tour Live, and international broadcasts, among others. This new facility is a significant investment for the Tour, given the current trends in sports media where leagues are consolidating content efforts and reducing overhead.
The PGA Tour Studios building features 165,000 square feet of space, seven studios with the capacity to grow to 12, six studios with LED walls, eight control rooms, eight voiceover rooms, and a movie theater. The facility will host the entirety of PGA Tour Live broadcast production, international-specific broadcast feeds, and the creation of a wide range of content beyond golf. Additionally, 25% of the facility was left empty on opening day to accommodate future technological advancements in media production. The decision to build such an expansive facility may seem curious in a landscape where other leagues are scaling down their internal media operations.
The primary goal of the PGA Tour Studios building is to establish control over its media product. Media is a crucial revenue source for the PGA Tour, and the new facility aims to mitigate risks associated with the increasing value of sports television rights. By owning the production and editorial aspects of its content, the Tour can protect its rights and leverage its position in future negotiations with broadcast partners. The facility also allows the Tour to explore new opportunities in sports streaming and digital media, providing turnkey solutions to potential partners.
The PGA Tour Studios building represents a strategic move by the Tour to secure its position in the ever-evolving sports media landscape. By owning the production and editorial processes, the Tour can shape its content to suit its objectives and protect its players, brands, and sponsors. The facility’s capabilities, such as expanding ESPN’s PGA Tour Live and enhancing digital and social media offerings, aim to increase the value of future rights deals. The Tour’s investment in this new facility is part of a long-term strategy to maintain control over its media operations and stay relevant in a competitive market.
