Staffordshire’s visitor economy is enjoying a huge boost as one of the world’s biggest golfing events takes place in the county.
LIV Golf UK by JCB tees off at the JCB Golf & Country Club in Rocester today with 54 golfers competing for the UK title of the 14-leg global team tournament.
Last year’s winner Spain’s Jon Rahm is returning to take part between today and Sunday, with other golfers including the USA’s Bryson DeChambeau and multiple Major champion Phil Mickelson.
A record amount of more than 40,000 people are expected to attend and tomorrow’s visitors will be treated to post-round entertainment headlined by global music sensation Kygo.
The event – which made its debut at the club last year – attracts golf fans from across the UK and internationally and many hospitality venues have been booked up even a year in advance.
Last year, 85 per cent of visitors were from outside Staffordshire.
Boutique B&B owner Anita Adams, who owns The Bay Tree in nearby Alton is fully booked for the entire weekend and is set to welcome golf fans from Scotland and London.
She said: “The prestige of JCB bringing the LIV Golf tour to our area is fantastic. Now guests are booking a year in advance which is great for us and of course a real boost for other hospitality venues such as pubs, restaurants and visitor attractions. The whole event is fantastically organised and makes a real difference to our businesses.”
JCB’s prestigious golf course will enjoy enhanced global exposure with a new TV partnership with ITV.
Daily Focus reported earlier this week that JCB employees have been preparing for a ‘bigger and better’ LIV Golf UK event.
Work has included erecting a huge number of viewing, hospitality and TV camera installations.
JCB Golf and Country Club Director Lloyd Bailey said: “Last year’s LIV Golf UK by JCB tournament was our most successful event yet, with 37,500 golf fans from all across the UK and beyond seizing the opportunity to experience the mystique of one of the UK’s most spectacular private courses. We expect this year to be even bigger and better.
“The tournament really shines the spotlight not just on JCB but on the entire community – especially with the local tourism economy seeing a massive boost.”
Today is also Ladies Day at Uttoxeter Racecourse with TV personality Mark Wright lined up for a DJ set after the racing.
Planned highway improvements in Uttoxeter – due to start on 21 July – have been postponed until the two sporting events have concluded.
Patrick Allen, Cabinet Member for Highways North at Staffordshire County Council, said: “It’s great to have a major sporting event like LIV Golf taking place here in Staffordshire, attracting thousands of visitors to the area and showcasing the county to a global audience.
“In the run up to the event, we’ve been working closely with the event organisers to ensure visitor travel and access runs smoothly and that businesses and residents are aware of the arrangements.”
