Based on a press conference hosted by the CEO of the PGA Tour, Brian Rolapp, this week, it appears the league is headed toward a new structure that would divide tournaments into two tiers, with a much smaller number of premier events with $20 million-plus prize purses featuring the biggest stars and a second group – elevated above the current Korn Ferry Tour – serving as an important pathway for players trying to climb into those elite competitions.
If that future arrives as generally telegraphed by Rolapp, The American Express tournament – played in La Quinta for 66 consecutive years – may well find itself in the “second track” he briefly described.
That might sound like bad news at first glance, but it’s a much better scenario than cancellation, which many have speculated and fear will happen. It would mean fewer or no appearances by the game’s biggest names, but it would be an opportunity to showcase the crop of future stars fighting it out for a chance at the bigger stage.
From my perspective, as the CEO of the tournament when the title sponsors were Humana and the Clinton Foundation during the 2012 – 2016 period, I see another possibility. If the event evolves into a “second track” tournament, it should lean even harder into what always made it unique and turn the entire week into one of the most fun experiences on the PGA Tour.
Bring Back the Celebrity Power
Charles Barkley and Michael Jordan with Bob Hope and the Bob Hope Classic ambassadors at PGA West.
For decades, one of the defining features of this tournament was the presence of high-profile celebrities. Bob Hope was one of the most famous people in show business, and he could recruit top celebrities to play in the tournament like no one else. And he did so for many years.
Actors, musicians, athletes and entertainers didn’t just show up. They played in the pro-am, mingled with fans, hit the town at night in large numbers (part of the historic lore and popularization of The Nest in Indian Wells), and were a key part of the event’s personality.
That celebrity element was never just a sideshow. It was a major draw for spectators and television audiences alike.
If the tournament is likely to feature fewer of the world’s top-ranked golfers because of the Tour’s new structure, the obvious solution is to bring back that celebrity energy in a big way.
Imagine once again seeing well-known actors, major recording artists, and sports legends teeing it up in La Quinta. Fans love that combination of world-class golf and recognizable personalities. It gives the tournament a flavor that many other PGA Tour stops simply cannot match.
Put Social Media to Work
Today’s celebrity culture also brings an advantage that didn’t exist in the tournament’s early years: social media. When celebrities come to the desert for tournament week, they should not just play golf and enjoy the hospitality. They should also help tell the story of the event.
The arrangement could be simple. Celebrities who receive invitations and the many perks that come with participating would agree to share the experience across their social media platforms.
Picture the posts:
- Videos of them teeing off at beautiful desert courses.
- Photos of sunny skies and palm trees in January.
- Selfies with fans.
- Singers with acoustic guitars having fun on the driving range.
- Short clips showing the energy of the crowds and the concerts.
While much of the country is digging out from snow and freezing temperatures, the message would be clear: Greater Palm Springs is the place to be and a great place to plan a golf trip. That kind of authentic promotion could reach millions of people over the course of the week.
When I used to do presentations about the tournament to a wide range of organizations in the region, I made the case that the trajectory of urban planning and development of the Greater Palm Springs economy was, in a very large part, driven by the exposure the tournament gave us on national TV when, for decades, there were only three major networks. It spawned many more golf courses and real estate developments than we would have ever had without those broadcasts driving interest and demand. The value of the region’s brand became immeasurably stronger and better, largely because of the Bob Hope Classic, Humana Challenge and The American Express.
Make the Event a Celebration
The tournament already understands that entertainment matters.
The concerts on Friday and Saturday nights during tournament week have become hugely popular, incredible revenue generators, and should absolutely continue with big-name performers.
But if we really want to make the week special again, we should revive one of the most memorable traditions from earlier years: the celebrity “Jam Sessions.”
For years, musicians playing in the tournament would gather on Wednesday night to perform an informal concert together. It was spontaneous, unpredictable and incredibly fun. Let’s make it bigger and invite the community to enjoy it.
Bringing those Jam Sessions back and making them a centerpiece of the week would create another signature moment that fans would look forward to every year.
A Week Fans Don’t Want to Miss
The key idea is simple. If the tournament is going to live in the Tour’s second competitive tier, then it should aim to be first in entertainment value.
Fans should come not just for the golf but for the entire experience:
- Watching celebrities compete alongside the pros
• Seeing major music acts perform under the desert sky
• Enjoying special events like the Jam Sessions
• Experiencing the energy of a winter sports festival in one of the world’s great golf destinations
Make the whole week feel like a party and a celebration.
A Win for Charities and the Community
The Impact Through Golf Foundation affiliated with The AMEX funded $1.05 million to local charities in 2025.
There is another benefit to this approach.
The American Express tournament has long been one of the region’s most important contributors to local charities, averaging roughly $1 million in annual grants in recent years. The more fans who attend and the more national attention the event generates, the more money can be raised for local nonprofits.
A larger, more entertaining festival atmosphere could bring bigger crowds, keep sponsorships intact and add more, and potentially even better television ratings.
In other words, the tournament could remain not just relevant but thriving, even in a different PGA Tour landscape.
A New Role, Not a Lesser One
The American Express has been part of the Coachella Valley’s identity since 1960.
Its role may change as the PGA Tour reshapes its schedule. But change does not have to mean decline.
By embracing its history with celebrities, leaning into entertainment and using modern media to showcase everything the desert offers in January, the tournament could become something special again.
If the future places this event on the PGA Tour’s second track, then let’s make sure it becomes the most enjoyable stop on the entire schedule.
Because when fans are having fun, everyone wins.
