Q A

&

James Cronk in conversation with . . .

BRAD PELLETIER

Looking back on a long and varied career in the golf business, sports agent and former Vancouverite Brad Pelletier talks to James Cronk about the attitudes of Canadian sports celebs, Tiger Woods? intimidation factor and the best courses to play in and outside of B.C.

Some well-known names in the golf world were on Brad Pelletier?s Pro-Am team at the 2008 Skins Game at Predator Ridge.

Brad Pelletier

is the envy of every true sports lover, and for good cause ? his work takes him to many of the greatest sporting events in the world and has him rubbing elbows with guys by the name of Woods, Gretzky and Nash. He works for the world?s number-one sports marketing company, the International Management Group, and is the personal agent of Mike Weir, arguably Canada?s greatest golfer. Of course, you can?t have everything ? Brad?s job does require him to live in Toronto. Brad arrived in Vancouver in 1991 and in 1994, prompted by a love of golf and a passion for marketing, Brad wrote a letter to golf course owner Caleb Chan and golf industry icon Dick Munn, congratulating them on their intent to resurrect the BC Open. In retrospect, this letter likely paved the way for many of the highlights of Brad?s career. He ended up in charge of the BC Tel Pacifi c Open, and became a key player within Caleb Chan?s company, Burrard International. Brad brought the Skins Game to Nicklaus North in 1997. The success of the event spawned his negotiations to bring Shell?s Wonderful World of Golf to Whistler. The event featured Ernie Els and Fred Couples and included support from the Canadian Tourism Commission. Eventually, Brad?s success and industry profi le led to a job offer from the world?s largest sports management company, IMG. for which he opened an offi ce fi rst in Vancouver and then in Calgary. The sale of IMG in 2004 to corporate giant Forstmann Little sent Brad ? with his wife and children ? to Toronto and his current role as senior VP and managing director. JAMES: Brad, IMG is such a signifi cant company in sports, what can you tell me about the company and your role? BRAD: IMG is truly a unique q company in sports. We have offi ces all over the world d and a very diversifi ed portfolio, io, but our main businesses are events, media, licensing and, of course, talent representantation. Often, when people e think of IMG they think of sports, but many people don?t realize we are very involved in the world of media, fashion and enter- r- tainment. I think we con- tinue to be successful because of the entrepre- neurial spirit that is so ingrained in the company and the people that work here. Also, even in these tough economic times, we are the market leader in so many areas and our clients know we will continue to deliver value. My role is really about exploring how to take our businesses in Canada forward. Certainly I deal with some of the day-to-day elements that any manager has to deal with ? people, budgets, deals, etc. ? but I really try to focus my energy on protecting and growing our assets. JAMES: As Mike Weir?s agent, what are your responsibilities? BRAD: My job is to work with Mike to build his businesses. This includes everything from corporate partnerships, licensing and marketing, to his wine business and Mike?s new passion, golf course design. We just completed a very exciting and unique cross- Canada Canad search to determine Mike?s design partner. Ian Andrew, Andre a very talented guy from Ontario, O was selected. Mike is truly a Canadian icon and his brand and the opportunities op this presents are ar a very big business. JAMES: J You and I recently worked to together to bring th the Telus World SSkins event to PPredator Ridge, and oonce again it was incredibly successful. Why do you think that event has been such a success in Canada while it has struggled in the United States? BRAD: I believe you need to continually reinvent properties to keep them from getting tired and to keep the interest of the audience. We have accomplished that with the Skins game in Canada. In 2006, in Banff, we reinvented the Skins game and I remember when we shared our vision with head offi ce in New York they thought we were way out in left fi eld. We decided to celebrate the history of the game, and we introduced many new elements that were defi nitely a homerun. 30 REAL GOLF | MAY. JUNE 2009 (Pelletier) Tourism PEI, Mike Weir Winery

You need to upgrade your Flash Player

You need to upgrade the version of your Flash Player to version 9 minimum.

Click here

Adobe Flash Player Download Center