The Big World Of Hollis Cavner

How does a person go from being a bottom of the barrel gopher for ESPN to running three PGA Tour events and four Champions Tour events each year? Just ask Hollis Cavner. The answer? Lots of hard work, taking advantage of opportunities and delivering a great experience for the players, vendors, and spectators.

It was May of 1991 when I met Hollis at Hazeltine National GC as preparations were underway for the 1991 US Open.  Hollis buzzed around supervising construction of the bleachers, hospitality tents and concession stands as the director of operations. Little did I know he would become one of the most successful tournament directors in golf.

After working for ESPN in the early 1980s where he "emptied trash cans" and then handling operations at the 1990 US Open,  Hollis was hired by Reed Mackenzie, chairman of the 1991 US Open, to be head of operations. "I am indebted to Reed for giving me the opportunity," Hollis told me.  

Following the 1991 US Open, Hollis started ProLinks Sports with the Burnett Senior Classic Champions Tour event as their first professional tournament to manage. "The PGA Tour wanted to have a Champions Tour event in Minnesota," said Hollis, a Houston native and transplanted Minnesotan.

Ralph Burnett owned a major real estate agency and was interested in having a tournament. Hollis pitched him on trying to get a Champions Tour event with United Health Care being involved. "Ralph told me to go for it. Bunker Hills was a perfect venue. We made deal with Dick Tollett, the PGA Professional at Bunker Hills, on a handshake."   His first professional tournament to manage was off the ground.

Today the 3M Classic Champions Tour Event in Blaine, MN, is one of the most popular events for players and spectators on the circuit. Despite the fact the event falls the week after the British Senior Open, the field is unequaled. One of the reasons is spectator attendance. Professional golfers love to play in front of big crowds. No regular Champions Tour Event has larger crowds. Hollis came up with the idea of free admission for all a few years ago. The crowds are large and the field is top notch.

In addition to the 3M Classic in Minnesota, he directs the Champions Tour events in Des Moines, Houston, and the new event in Sioux Falls, along with PGA Tour events in Mexico City, the Valspar in Palm Harbor, FL, and the Wells Fargo Championship in Charlotte.

Hollis has an ability to meet and develop relationships with some of the top people in golf. So it was with Arnold Palmer. "I wouldn't be in business today without Arnold Palmer," the gregarious Hollis said. "I met him in the early '80s when I was at ESPN. He saw me working hard and liked me."

Word got out that a tournament failed to pay Hollis's company over $1,000,000 following the event. "Arnold was the first to call asking if I would be ok. He said 'if you need help call me.' Luckily I didn't, but he was there for me." 

ProLine Sports manages golf events of all types, from corporate outings to college tournaments.  In addition, they handle the hospitality needs of corporate clients throughout the year.  "We have a full-time staff of 15-20 in each city with a tour event. Our people are integrated into the community," he said. "We have to be perfect one week a year, but we are in the community all year long."

Philanthropy is part of Hollis's culture.  "We donate $100,000 or more in every city each month from the proceeds of the tournament held there. Our people are involved in their community."   From the University of Minnesota to the many nonprofit organizations his company supports, Hollis and ProLine Sports are supportive of the communities they are in.

Managing golf tournaments has its risks. Several years ago ProLine Sports won the management of a Champions Tour event in Chicago. When the Western Golf Association approached Hollis to help with the event for a fee, he declined. Eventually, the tournament failed. At a later gathering, Hollis conceded to WGA officials he should have teamed with them on the event. 

Every PGA Tour stop works to make their event a great experience for the players,  but Hollis strives to be one ahead of the crowd. "We are now taking care of the caddies like the players. Many of the younger players have college teammates as caddies. They're good friends and they like them taken care of. We pay them for wearing corporate hats and towels."  

"These players make so much money," Hollis said of the current tour players. ProLine Sports ran the recent World Golf Championship in Mexico City. The field consisted of the top 64 players in the world, with a purse of $10.5 million. "Six players chose not to play, with a $10.5 million purse!"

"The young players are great people, don't get me wrong, but to skip an event with 64 players and a $10.5 million purse?"                                                                                                                                                                                                                                                                                  The recently played Valspar tournament drew rave reviews for the improvement in their field. "I went to Gary Hendrickson, then CEO of Valspar, a few years ago and told him I thought we could get the PGA Tour tournament at Innisbrook for a bargain price. He said 'show me' and we got it done."

A lot of things go into making a tournament successful through the years. "We gave Jordan Speith a sponsor's exemption early in his career and he won. Now he's loyal to us." Hollis figures out ways for the players to have an enjoyable week. "We have started on-site concerts among other things."

Tiger Woods appearance was a huge coup for the Valspar this year. "We worked long and hard to get him to play," said Hollis. With Tiger in the hunt, the Valspar TV numbers exploded. All of Hollis' work paid off.

Along with Gary Hendrickson, Hollis has purchased and is rebuilding the old Tartan Park golf course in St. Paul.  Scheduled to open in the summer of 2018, called Royal, the design is being done by Anika Sorenstam and the Arnold Palmer Group. It was the last course before his passing.

"This will be a course for families and kids, no professional tournaments," Hollis said. "If kids don't have the money to play we will take care of it. This course is about giving back to golf which has done so much for me."

"My goal is to get a PGA Tour event to Minnesota. We deserve it and we are close." With the influence and relationships Hollis has with the PGA Tour, I would expect to see an event in Minnesota within the next few years. 

Now in his mid 50's, Hollis speaks warmly of the many people who have helped him along the way. "Irv Fish, Reed Mackenzie, Paul Spangler of United Health Care and Arnold Palmer have all given me opportunities. I want to give other people opportunities." Hollis is proud of all of the interns at each of his sites. "Most of our employees are former interns." 

Hollis Cavner has built an enormously successful business doing what he does best, taking care of people. From the players to spectators and everybody in between, people love Hollis. Knowing Hollis Cavner has added to my Life In Golf.