The Barracuda Championship hired KR Squared to reinvigorate community engagement and revenue across every touchpoint, from ticket sales to tournament experiences, by positioning the PGA TOUR event as a must-attend summer activity.

The results? Historic.

With KR Squared leading strategy and execution, the tournament saw a 134% increase in General Admission ticket sales year-over-year. Concession sales hit an all-time high, up 34% YOY, including a 66% increase at the coveted 18 Green location. But the momentum didn’t stop there. Parking revenue skyrocketed with a 472% increase, while merchandise sales climbed 28%. Community efforts also saw record-breaking engagement with Junior Golf Day, in collaboration with First Tee, the NV Kids Foundation, and Youth on Course, welcoming its largest group of young participants to date. The AWS Pro-Am featured Youth on Course caddies, with 98% participation. By translating the tournament’s unique energy and values into compelling storytelling, KR Squared turned the Barracuda Championship into more than just a PGA TOUR stop, it became the event of the season.