Transitions adds retail experience at Tour stops

Stephen Ames and his caddie during the 2010 Transitions Championship.

Transitions Optical soon will convert select PGA Tour tournaments into retail outlets for its eyewear.

The company, which is an official marketing partner of the Tour and title sponsor of the Transitions Championship, announced the new initiative Jan. 24.

The evolution of its Tour marketing effort calls for creating an expanded retail presence within the Tour’s merchandise area at six Tour events and seven TPC golf facilities. The Waste Management Phoenix Open, slated for the week of Feb. 1-6, will be the first event to feature the merchandise area. The tournament’s site, TPC Scottsale, will showcase for the entire year Transitions SOLFX eyewear, which feature lens that automatically darken when exposed to the sun’s rays.

The retail space will be staffed by an eyecare professional who will assist tournament spectators interested in purchasing non-prescription sunwear products. In addition, the Transitions retail experience will stage activities such as testing fans’ accuracy on a putting green; assessing their visual memory and their eye-hand coordination.

Transitions’ Tour ambassadors, including Kenny Perry and Trevor Immelman, also are expected to offer “insider tips.”

The following tournaments will feature the retail display: The Players Championship (May 9-15), HP Byron Nelson Championship (May 23-29), Travelers Championship (June 20-26), The Barclays (Aug. 22-28) and The Tour Championship presented by Coca-Cola (Sept. 19-25). Participating TPC facilities include: TPC Sawgrass (home of The Players), TPC Louisiana (Zurich Classic of New Orleans), TPC Boston (Deutsche Bank Championship), TPC Harding Park (Charles Schwab Cup Championship), TPC San Antonio (Valero Texas Open and AT&T Championship) and TPC Tampa Bay (Outback Steakhouse Pro-Am).

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