In light of economic conditions, however, Principal is cutting some of the hospitality and promotions surrounding the event.
It’s also trying to improve the tournament at little cost. This year, the event includes a disc golf tournament, a live concert in partnership with the 80/35 Music Festival, and a Networking on the Green program for young professionals. “We can’t just go around with our head hanging, not doing anything,” O’Keefe said. And while not everyone will agree with Principal’s decision to go forward with the event, she said, “we can look in the mirror and say it is the right thing to do.” The Principal Charity Classic is expected to have a $4 million economic impact on the Des Moines area, according to the Greater Des Moines Convention and Visitors Bureau. The tournament achieves three objectives for Principal: supporting the community and charities, branding its financial service products, and building relationships with vendors, agents and customers, O’Keefe said. “But this year, there’s even more focus on the charities,” she said. The 2008 Principal Charity Classic tournament raised $605,000 for children’s charities, a 5 percent increase over the previous year. Most of the money last year was split among five groups: Blank Children’s Hospital, BRAVO, the Community Foundation of Greater Des Moines, United Way of Central Iowa and Variety The Children’s Charity. This year’s money will go to a reading program for children that will start this fall, said United Way President Shannon Cofield. The Variety Club of Central Iowa used the money it received last year to buy a bus that transports kids to appointments. It also purchased specialized bikes for children with disabilities. PGA Tour events raised $124 million for charity last year, but the tour estimates that charity donations will decline by as much as 14 percent this year. “Donations are down because of the recession,” said Michael McPhillips, director of communications for the Champions Tour. “But there are a lot of charities that depend on this money.” CHRISTOPHER GANNON/THE REGISTER Eighth-grader Kelsey Gillum arrives for her appointment at the Smile Squad mobile dental clinic Friday outside Brody Middle School. The United Way of Central Iowa funded the clinic with money from the Principal Charity Classic. CHRISTOPHER GANNON/THE REGISTER
Actor Michael J. Fox talks about his golf game and Parkinson’s disease Tuesday in West Des Moines. Fox will play in the Principal Charity Classic pro-am today.