activities · 12
what they do
direct service · 10
- Deliver large-scale music and entertainment event programmingHosts the Coors Light Birds Nest, a four-night annual music and entertainment event in Scottsdale held in conjunction with the WM Phoenix Open.
- Generate regional economic impact through WM Phoenix Open Economic Impact Research and Sector DevelopmentGenerates over $400 million in economic impact for the region through the operation and hosting of the WM Phoenix Open.
- Generate regional economic impact through event operations Economic Impact Research and Sector DevelopmentGenerates over $400 million in economic impact from the annual WM Phoenix Open tournament.
- Historically sponsor and revive the Phoenix Open tournament Amateur Golf Tournaments & LeaguesRevived the Phoenix Open in 1939 after a four-year hiatus and has sponsored the tournament annually since, except in 1943.
- Host and operate the Coors Light Birds Nest entertainment event Community Festival & Event OrganizationProduces the Coors Light Birds Nest, a four-night annual music and entertainment event held in Scottsdale in conjunction with the WM Phoenix Open.
- Host and operate the WM Phoenix Open golf tournament Amateur Golf Tournaments & LeaguesOrganizes and hosts the annual WM Phoenix Open at TPC Scottsdale, known as “The People’s Open,” including general admission access and tournament operations. The event has been sponsored annually since 1939, except for 1943, and was revived by the organization in 1939 after a hiatus.
- Host and operate the WM Phoenix Open golf tournament Amateur Golf Tournaments & LeaguesOrganizes and hosts the annual WM Phoenix Open at TPC Scottsdale, known as “The People’s Open,” providing a general admission golf tournament experience for attendees.
- Implement sustainability and waste diversion initiatives at events Reusable Item Collection & RedistributionDiverts 98% of waste from landfill through recycling, composting, donation, and energy generation at the WM Phoenix Open. Conducted a third-party limited assurance on the event’s greenhouse gas emissions inventory.
- Manage sustainability and waste diversion at WM Phoenix Open Reusable Item Collection & RedistributionDiverts 98% of event waste from landfills through recycling, composting, donation, and energy generation, and completes third-party limited assurance on greenhouse gas emissions inventory for the WM Phoenix Open.
- Provide free admission access during early tournament daysOffers free general admission to the WM Phoenix Open on Monday and Tuesday of event week.
capacity building · 2
- Manage volunteer engagement for event operations Volunteer Recruitment and OrientationRequires volunteers to be at least 18 years old and to work a minimum of three shifts during the event week in 2026 to support operations at the WM Phoenix Open.
- Manage volunteer requirements for event operations Volunteer Recruitment and OrientationEstablishes operational requirements for volunteers, including a minimum age of 18 and a commitment to work at least three shifts during the event week in 2026.
strategies · 11
how they think
Theories of action extracted from this org's own source material. Click any to see the full field of orgs running the same approach.
- Code of conduct to uphold event culture and respect fan_conduct_policyThe enforcement of a fan conduct policy ensures a respectful environment for players, fans, and the game itself, preserving the integrity and inclusive spirit of the WM Phoenix Open.
- Community-led event management with volunteer leadership community_led_event_managementThe organization leverages volunteer leadership and broad community engagement to plan and operate the WM Phoenix Open, believing this local ownership enhances authenticity, scalability, and civic pride in the event.
- Community-led tournament model community_led_event_managementThe WM Phoenix Open is organized and operated through volunteer leadership and deep community engagement, leveraging local involvement as a core mechanism for event success and ownership.
- Fan-centered event experience fan-centered tournament modelDesigns the tournament experience around accessibility and fan engagement, emphasizing general admission access and inclusive programming to broaden participation and community connection.
- Fan-centered tournament design with inclusive access fan-centered tournament modelThe WM Phoenix Open prioritizes accessibility and fan experience through strong general admission offerings, free access for emergency workers and veterans, and youth engagement, increasing community connection and attendance.
- Flexible volunteer staffing model flexible_staffingUtilizes a flexible volunteer assignment system to efficiently staff tournament operations, enabling scalability and community participation in event delivery.
- Flexible volunteer staffing to support operational agility flexible_staffingA flexible volunteer assignment model enables efficient and adaptable staffing for event operations, ensuring coverage across dynamic needs while maintaining a positive volunteer experience.
- Integrated entertainment format event_integrationCombines professional golf with live music and nightlife elements to create a distinctive, large-scale event that attracts diverse audiences and enhances fan retention.
- Integrated entertainment model to amplify fan engagement event_integrationBy blending live music and nightlife elements with professional golf, the organization creates a distinctive, concert-style atmosphere that broadens appeal and deepens fan engagement beyond traditional tournament audiences.
- Sustainable event operations zero_waste_operationsCommits to measuring and reducing environmental impact across waste, water, energy, and materials, aligning tournament operations with long-term sustainability goals.
- Sustainable operations with environmental accountability zero_waste_operationsThe organization commits to measuring and mitigating environmental impacts across waste, water, energy, and materials, aligning tournament operations with long-term sustainability goals and community responsibility.
named programs · 4
what they call their work
Coors Light Birds Nest
Four-night concert series held during tournament week featuring major musical artists, marketed as the hottest nightclub in Scottsdale
Kiva Club
On-course hospitality venue adjacent to holes #10 and #17, offering premium viewing, food, and beverage options during tournament play
WM Phoenix Open
Annual PGA TOUR golf tournament held at TPC Scottsdale, known as "The People's Open," featuring professional golf competition and large fan attendance
Zero Waste Initiative
Sustainability program in partnership with WM and PGA TOUR to divert 98% of waste from landfill through recycling, composting, and donation
relationships · 9
who they work with
- Coors Light Partner — Title sponsor of the Birds Nest event, providing branding and likely financial support.
- PGA TOUR Government — Coordinates tournament operations in accordance with PGA TOUR guidance and restrictions.
- PGA TOUR Government — Sanctions and collaborates with the event as part of the PGA TOUR schedule.
- PGA TOUR Network — Hosts the WM Phoenix Open as part of the PGA TOUR.
- PGA TOUR Network — Member organization that sponsors an annual event on the PGA TOUR schedule.
- PGA TOUR Partner — Partners with The Thunderbirds and WM on tournament operations for the WM Phoenix Open.
- TPC Scottsdale Partner — Host venue for the WM Phoenix Open events.
- TPC Scottsdale Partner — Host venue for the WM Phoenix Open tournament.
- WM Partner — Partners with The Thunderbirds to lead operational efforts for zero waste at the WM Phoenix Open.