Doing Good
PGA Tour Offers More Than Golf by Giving Back to Community
With weather allowing nearly year-round play, golf and metro Atlanta go together like peas and carrots. Alex Urban, executive director of the Tour Championship at PGA Tour, shared his 11-year career journey in the golf industry, the restoration of a historic golf course, as well as the importance of community engagement and charitable initiatives (such as the First Tee of metro Atlanta program) at the Peachtree Corners Business Association’s Business After Hours Speaker Series on July 25 at Hilton Atlanta Northeast.
“It is a busy time of the year for me,” said Urban referring to the PGA Tour Championship being held August 28 through September 1 at East Lake Golf Club in Atlanta.
Urban has been with the PGA since 2013, starting out on the communications team.
“I went to about 50 tournaments in four years. It’s a very fun job for guy in his 20s,” he said, adding that now that he’s a husband and father, he’s happy spending more time at home. “It was a blast. I went to a bunch of really cool places, and I’ve always loved coming to Atlanta.”
Urban has an undergraduate degree from Clemson University in political science and a master’s from the University of Georgia in public relations. The PGA Tour is the only company that he’s ever worked for. With his parents retiring to Greenville, South Carolina from Ohio and his wife’s family in Melbourne, Florida, Atlanta turned out to be the right place to put down roots.
PGA and PGA Tour
If you don’t know a lot about golf and its many tournaments, tours, championships, etc., you might not realize what a major impact it has around the world. First of all, PGA Tour and PGA aren’t the same thing. PGA Tour is for professional golfers in North America. Originally established by the Professional Golfers’ Association of America (PGA of America) in 1916, the PGA Tour became its own league in 1968. Its original name was the “Tournament Players Division,” but it eventually became PGA Tour in 1975.
The PGA Tour schedule runs from January through August with events in the United States, Canada, Mexico, the Caribbean and Europe. The events take place at the same times and locations every year, ending with the championship in Atlanta.
“There are 47 events in the PGA Tour, but we have a tour central, like our minor leagues, called the Korn Ferry Tour. They have 30 tournaments. We have our PGA TOUR Champions. Of course, we also have the Mitsubishi Electric Championship, just a little bit north of here that they play at TPC Sugarloaf,” said Urban. “And so, all in all, there’s like 150 PGA tour events, if you include all those ancillary tours, so it’s quite a production.”
Area’s history with golf
“For those of you that don’t know it, East Lake is a historic golf club and home of the great first champion of golf — Bobby Jones,” said Urban. “He founded the Masters Tournament. He was very big in the 1920s and 1930s when amateur golf was really the pinnacle of the game — right before professional golf took over.”
At the time, Jones was enjoying ticker tape parades in New York City for winning the Open Championship. His origin story began in Atlanta at East Lake where he grew up learning how to play the game of golf. But as with most things, a golf course needs revitalization, even if it’s rooted in history.
“It has undergone a restoration this year,” said Urban. “So, once the last putt dropped from the tournament last year, they have basically replaced every blade of grass, every bunker, every green, to try to reach the goal of reverting it back to the old design features from the early 1900s.”
Updates and restorations
He added that a lot of golf courses are going through this right now. According to NBC Sports, Colonial Country Club in Fort Worth, Texas, Medinah Country Club in Illinois, Omni La Costa Resort & Spa in Carlsbad, California and Karsten Creek Golf Club in Stillwater, Oklahoma are among the top courses that are getting facelifts.
Urban said some of the changes are undulations in greens.
“There was a period in the 1980s and 1990s that was really, really obsessed with really fast greens. And the problem with really fast greens is that you can’t make them too slow, because the ball just rolls off the green,” he said. “So, you have to make them flat enough that the ball can actually stand still.”
He added that the fairways are now a little bit wider than they were in the past — making them a little less rough.
“The bunkering is different. It’s a little deeper. It certainly looks different,” he added. “What they’ve done is tried to match the design and the restoration work back to a photograph from 1949. The greens seem a lot larger. They’re a little bit more asymmetrical.”
Giving back to community
As much as metro Atlanta has given to golf, the PGA Tour wants to give back to this area.
“Volunteerism and giving back to the community is a huge part of what is central to the PGA Tour and what we do with the Tour Championship,” said Urban. “There’s not one that better exemplifies that than the Tour Championship and the relationship it has with the East Lake community and the Atlanta community as a whole.”
A prize of $25 million to the winner is a big draw for golf’s heavy hitters like Tiger Woods, Rory McIlroy, Jordan Spaeth and Justin Thomas. But this culmination of the tour season would be nothing without the people behind the scenes who make it possible, Urban pointed out. And with an event this massive, many of those people do it for no money — just the love of the game, the pride of the city and the chance to do good.
Event volunteers
“We have 1,300 to 1,500 volunteers in any given year that help out during the tournament in all kinds of capacities,” he said. “We have people that hold their hands up to make sure that nobody is talking during back swings, to people who never see the golf course.”
Those are the ones that are helping with deliveries at the tournament office and guiding parking and things like that. There is also a need for hospitality talent management and groups to help with a computer system called ShotLink that plots all the shots on the course.
“Parking is one of our biggest challenges. We don’t have the luxury of big fields where we can park people right next to a golf course. We’re in a neighborhood. And we try not to be as disruptive as possible,” Urban said. “But even with all that, tournament week is my favorite week of the year. It is a stressful week, but we love what we do.”
Beyond the tournament
Beyond the tournament, however, is the impact on the community. The Tour Championship, like many golf tournaments, operates as non-profit charitable organization that is required to donate the profit it makes over expenses.
“So, in 2023 our last year’s tournament was a record year and we gave $6.96 million back to charities in the Atlanta area,” he said. “Most notably, the East Lake Foundation gets the majority of our dollars.”
Since 1999, that amount has been more than $54 million.
“That’s something that I think separates golf from other sporting properties and organizations; golf is a vehicle for charitable donations,” Urban said. “If you want to raise money for your organization, you almost always throw a golf tournament.”
A PGA tournament is kind of a larger version of that.
“We just sell a lot more tickets. And we sell more hospitality and have the best players in the world,” he said. “Ultimately, when you’re supporting the tournament through hospitality tickets or buying tickets, you’re supporting your community.”
And a lot of the money goes to the community near the golf course.
“East Lake was once one of the worst ZIP codes in the state in terms of crime, in terms of education,” he said. “Mr. Tom Cousins bought the golf course and wanted to use it as a vehicle to help raise money to help revitalize the community.”
Through the East Lake Foundation, the PGA Tour has helped to generate funds that have gone towards affordable housing, education initiatives and other worthwhile endeavors.
First Tee of metro Atlanta
Another noteworthy charity is First Tee of metro Atlanta.
“It teaches life skills to kids through the game of golf. It’s not necessarily meant to teach kids how to play golf, but some become quite good and get college scholarships,” said Urban. “There are First Tee kids now that are PGA Tour players.”
“First Tee teaches young ones that golf is a sport where you call your own penalties on yourself and you have to learn how to manage it. Children are taught how to manage anger and things like that,” he added.
“Being a part of the Atlanta community is really, really important to us. We’re still trying to spread the message about what we do from a community engagement standpoint and from a charitable aspect because I think that’s something that sports don’t necessarily do,” said Urban. “I think it separates us and, like I said, when you’re buying tickets to our event, you’re supporting the revitalization of East Lake, but now other communities and the First Tee and things like that as well.”
Local teen’s creative fundraising program continues to grow
Peachtree Corners teen, Lex Stolle, was ten years old and just starting fifth grade when he was diagnosed with high-risk, acute lymphoblastic leukemia. After the diagnosis, he underwent an initial round of chemotherapy to put the disease into remission, followed by 10 months of intense treatments and another two-and-a-half years of monthly maintenance and nightly medicine to keep it there.
The treatments were hard on his body, limiting his ability to attend school and participate in his usual activities. But his spirit and determination stayed strong. A close-knit family, loving friends and excellent care from the Aflac Center and Blood Disorders Center at Children’s Healthcare of Atlanta supported him every step of the way. And his own optimistic personality kept him going through even the most difficult moments.
“I claim I’ll live just like my blood type and ‘B positive,’” Lex said of his personal motto. “I value determination, optimism and a deep belief in the bigger plan for my life.”
Now, at 15-years-old, Lex says he’s doing better than ever and is committed to using his experience to help others. One way he’s doing that is through his nonprofit fundraising program, Cancer Card.
A fundraiser that gives back and gets back
A simple but clever idea, Cancer Cards are discount cards connected to restaurants within the community. The participating businesses agree to be part of the program, offering a discount for card users. People buy the cards, which raises money for cancer treatments and research, and then they use the cards to save money when going out to eat — driving business to the local restaurants. It’s a win-win-win for everyone.
The idea for the program came to Lex in 2022.
“As a kid going through childhood cancer, I met a lot of other kids on the same journey as me,” said Lex. “Fortunately, so many of the friends that I made are now healthy and successfully in college or participating in sports in high school. However, I did have some friends that were not able to finish their journey. It made me so upset that a child could never get married, never go to college, never get a job and have kids. I knew we needed a solution to this. I’m not someone that likes just asking for money, so I brainstormed a way for everybody to benefit.”
Continued growth
He initially started out with a focus on Peachtree Corners businesses, selling the discount cards to his own friends and family. The fundraiser quickly grew beyond his immediate circle though, becoming an official nonprofit in 2023.
Since then, the program has grown even larger. This year, the fundraiser offers cards for five communities: Peachtree Corners, Dunwoody, Milton/Alpharetta, Marietta and Athens, with plans to expand beyond that as more and more people learn about the program.
“In the first year, we raised a couple hundred dollars,” Lex shared. “Then last year, we brought in over $8,000, and we are projecting a much higher number this year!”
Ongoing challenges
Though the Cancer Card program has been a success so far, Lex shared that it’s a lot harder to get businesses to sign up than people might think.
“Last year, I reached out to over 340 businesses and went in person for many, yet got responses from less than 10%,” he said. “It’s especially hard to get corporations and chained restaurants.”
As far as getting people to purchase the cards, he said “it’s just about enlightening them of the benefit of it. So many people don’t understand that the card will quite literally save you money over the course of the year. As residents, we all eat at these places anyway, so why not get 10 or 15% off every single time you go?”
He continued, “There’s a common saying that goes, ‘there’s no such thing as a selfless act,’ and while I agree that it can be hard to not think about ourselves 100% of the time, when we do help out others, it carries love to our community that we all so desperately need right now. If we all tried to hold the door for one person a day or pick up a water bottle off the sidewalk, Peachtree Corners would become a much happier, safer and cleaner environment for us all.”
Looking forward
With an admitted passion for finding solutions to problems that are close to his heart, Lex shared that he enjoys speaking publicly for Children’s Healthcare of Atlanta. He hosts his own monthly radio show on WSB Radio called 95.5 WSB Presents: The Children of Children’s. And he likes keeping up with the latest politics.
“While those aren’t typical hobbies for a 15-year-old,” he said, “I wouldn’t change it for the world. Every day I look forward to seeing how many Cancer Cards I sold the day before or checking on the status of legislation to benefit Americans going through cancer diagnoses.”
Looking to the future, this tenth grader at William and Reed Academy has big plans — for himself and for the Cancer Card program.
“It’s not a usual dream job for a sophomore, but I would love to become a federal politician or potentially a lobbyist — for good of course,” he shared. “My hope is that I can stay true to my morals and fight for people with a story similar to mine. I would love to continue Cancer Cards into college, or better yet, find my next passion project that can have an even larger impact not just in Georgia, but all over the United States. I’m excited to see what’s in store for the future of Cancer Cards.”
The details
2024 Cancer Cards are on sale now and active through May 25, 2025. Each card is $25. All proceeds go to the Aflac Cancer and Blood Disorders Center at Children’s Healthcare of Atlanta — the same place where Stolle received his treatment.
Cards can be purchased for Peachtree Corners, Milton/Alpharetta, Dunwoody, Athens and Marietta. The discounts associated with the cards can be used at participating restaurants more than once until the expiration date.
To purchase your cards (or make a tax-deductible donation), visit cancercard.net.
The museum’s fundraiser gala returns on October 5
Fernbank Museum will once again host its annual black-tie gala, A Timeless Affair, on Saturday, October 5 at 7:00 p.m. This special evening of fun and fundraising will highlight Fernbank’s fascinating new Armored Animals exhibit and raise money to support the museum’s ongoing work. All proceeds from the event will help fund the world-class exhibitions, impressive giant-screen movies, family activities and immersive nature programs for which Fernbank is known.
This year’s Timeless Affair will feature a lovely sunset cocktail hour on Dinosaur Plaza, followed by a seated dinner among the dinosaurs in the Great Hall. Live music and dancing, a private viewing of Armored Animals and a silent auction will round out the evening. Guests will have the chance to bid on a showcase of exclusive items generously donated by local businesses and supporters.
There will also be a paddle raise to support Fernbank’s Museum Access scholarship initiative. More than 50,000 students throughout the state visit Fernbank on a school field trip each year — made possible, in part, by the success of A Timeless Affair.
“The annual gala plays an important role each year as it helps fund programming for Fernbank, allowing the museum to spark curiosity and foster a deeper understanding of human history and the planet’s rich biodiversity,” said Jennifer Grant Warner, president and CEO of Fernbank. “The funds from this event help bring innovative exhibits, dynamic programs, captivating films and essential school programs to our community.”
Event organizers and sponsors
The honorary chair of this year’s fundraiser is philanthropist Margaret Hodgson Ellis Langford, whose dedication to Fernbank continues her family’s environmental legacy. Langford’s mother grew up in a house located in Fernbank Forest, which the Hodgson family, alongside Atlanta civic leaders, had the remarkable foresight to preserve as “a school in the woods for nature studies.” Established as a non-profit in 1939 — making it one of the oldest conservation-focused nonprofits in the United States – Fernbank has continued to preserve and restore the 65 acres of old-growth forest as part of its ongoing mission.
Event chairs, Robin and Neale Fisher, Stewart and Crawford Jones and Mary Clancy and Kevin Peak generously support Fernbank’s mission to ignite a passion for science, nature and human culture through exploration and discovery.
The planning committee for A Timeless Affair includes corporate chair, Wab Kadaba, as well as patron chairs, Stacy and Sachin Shailendra. The event’s scholarship chairs, Elizabeth and Shane Hornbuckle and Cherie and Ed Van Winkle, along with auction chairs, Abby England, Jean Harvey Johnson and Juan Johnson and Holly and Townsend Young are also recognized — and appreciated — by the museum.
A Timeless Affair 2024 is sponsored by Delta Air Lines, Georgia Natural Gas and Romanoff Renovations. The patron party hosts are Susannah Frost and Jeff Yost. And the advisory chairs are Michelle Davis and Honorable Walter W. Davis and Drs. Kalinda and Kevin E. Woods.
The details
The fundraiser takes place on Saturday, October 5, starting at 7:00 p.m. and promises to be an enchanting night of glamour, connection and generosity. Fernbank’s fall exhibit, Armored Animals, opens the same day and will run through January 8, 2025.
For more information on A Timeless Affair, including how to purchase tickets or make an online donation, visit fernbankmuseum.org/atimelessaffair.
The role team sports play in building authentic relationships is pretty apparent, especially the relationship between a coach and the individual players.
Showing strength often means showing vulnerability as well. And sometimes the strongest people can have their vulnerable moments. That’s what the Salvation Army’s ministry is all about – helping those who need a hand.
To further that message, one of the most noteworthy coaches in University of Georgia football history, Mark Richt, shared his insights as the keynote speaker for the 10th annual “Doing the Best” luncheon on May 9 at the Crowne Plaza Atlanta NE. The event is one of the main fundraisers for the Salvation Army of Gwinnett County.
Coach Richt’s journey
Richt shared his personal experience of being recruited out of high school and eventually going into coaching, highlighting the challenges and rewards of the journey.
“My mom taught me what it means to love unconditionally,” said Richt. “And my dad and I connected through baseball … he taught me how to love and respect people … unfortunately he’s no longer with us.”
Having that groundwork at home helped underscore the value of relationships in sports, he said, adding that’s what helped overcome obstacles in coaching and in life.
Richt coached the Bulldogs from 2001 to 2015 and The University of Miami from 2016 to 2018. He retired with a record of 171-64.
His UGA win total is second only to Hall of Fame coach Vince Dooley’s. He was named the 2002 and 2005 SEC Coach of the Year and is currently the 10th-winningest coach in SEC history. Last year, he became the fifth coach from Georgia and the fifth Hurricanes coach to enter the College Football Hall of Fame.
The impact of faith
He shared with the audience how his faith in God helped him overcome fears and doubts – even while battling Parkinson’s disease, emphasizing his hope in the future glory of heaven.
“I got Parkinson’s, and as most people know, it’s a progressive disease that gets worse over time. It affects your movement. I get muscle rigidity,” he said. “When I got the diagnosis, I thought, ‘Well, what do I do?’”
He said he decided he was going to enjoy the blessing he had while he could. And he encouraged the audience to do the same.
“We are grateful to have Coach Richt join us for this milestone year of the Doing The Most Good Luncheon,” said Captain Paul Ryerson, commanding officer of The Salvation Army of Gwinnett County. “The need remains high for many in our community, and the funds raised through this event will allow us to continue to serve as a resource and bring hope to our local neighbors.”
Visit southernusa.salvationarmy.org/gwinnett to learn more.
The Salvation Army of Gwinnett County “Doing the Most Good” by the numbers (2023):
- 51,134 pounds of food donated,
- 640 number of households that received food donations,
- 1,461 nights of shelter provided,
- 54 number of households that received rent/mortgage and utility assistance,
- 738 families received gifts at Christmas through the Angel Tree program and
- 1,979 children received gifts at Christmas through the Angel Tree program.
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