#854: PGA TOUR's Zach Carlson on creating an amazing fan experience

In an era dominated by high-definition home entertainment and endless digital distractions, what does it take to convince a fan that a live, in-person experience is not just worth their time and money, but is something they can't afford to miss?

Agility requires not just having a plan, but building a system to listen and respond to your audience in real time. It’s about turning feedback from a retrospective report into an in-the-moment action plan.

We are in Seattle at the Qualtrics X4 Summit, and today, we're going to talk about what it takes to engineer a world-class fan experience. We'll explore how a legacy brand moves beyond the traditional event model to create personalized, memorable moments, and how they use real-time data not just to measure satisfaction, but to proactively shape the fan journey from the moment someone buys a ticket to long after they've left the course.
To help me discuss this topic, I'd like to welcome, Zach Carlson, Director of Fan Engagement at PGA TOUR.
About Zach Carlson

As a Director of Fan Engagement - Decision Sciences at PGA TOUR, I leverage my consumer research expertise and project management skills to gather feedback and insights from various stakeholders, including fans, players, and employees. I have over 10 years of experience in applying data-driven marketing and research strategies to support business decisions and optimize outcomes.
I am passionate about enhancing the fan experience and creating value for the PGA TOUR brand and partners. I built and managed the PGA TOUR Fan Council, a research community of over 12,000 fans who help us identify what golf fans want and shape the products and experiences we create. I also lead the implementation of @Qualtrics CX and EX solutions throughout the organization to measure and improve customer and employee satisfaction and loyalty. I enjoy working with cross-functional teams and communicating effectively with both technical and non-technical audiences.

Zach Carlson on LinkedIn: https://www.linkedin.com/in/zacharyjcarlson/

Resources

PGA TOUR: https://www.pgatour.com

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