Since becoming executive director of the Northern Trust Open in May 2009, Los Angeles Lakers great Jerry West has often talked about the tournament’s rich history and his desire to help continue that tradition. If Monday’s press conference at the Riviera Country Club was any indication, West appears to be doing exactly that. The 72-year old Hall-of-Famer made no secret how far he thought the Open had come in less than two years. ’I felt this tournament had been forgotten,’ West said of the Northern Trust, the PGA’s fourth-oldest event. ‘I think it has its vibrancy back.’ A big reason for that certainly seems to be ‘Mr. Clutch’ himself. Taking on the role as spokesman, he has by-and-large become the face of the tournament, which tees off February 15-20 at the Riviera. West, a low-handicap golfer, spoke at length about his role as executive director, the ability of tournament to be a unifying force in the greater L.A. area, and even philosophized about the life lessons that golf can impart’citing a recent round where he shot 13 on one hole. But he saved some of his most enthusiastic words for the historic Pacific Palisades course, the continuous site of the Open since 1973: ‘I don’t know if you’ve seen this golf (course), but oh my gosh, is it gorgeous. If you just look at (the Riviera), it’s one of the truly beautiful places in the world.’ Even more, though, West seemed especially proud of the tournament’s continuing focus on philanthropic efforts. Last year’s event raised $1.48 million for nonprofit organizations in the Los Angeles area. This year, those efforts seem to be just as potentially rewarding, thanks to lowere ticket prices and the Tee Off Fore Youth campaign, which partners with 11 charities to help over 800 children attend the tournament for free. West hopes to double or triple last year’s amount raised’and was not shy in telling people how to help. ‘People should come out and see this event,’ he said, succinctly. ‘If they buy a $30 ticket, that’s going to charity.’ Although the field had yet to be officially announced, two PGA players are set to play. One is Steve Stricker, the No. 5-ranked player in the world, who shot a 268 (16 under par) to win last year’s rain-soaked event and a purse of $1.15 million. A 43 year-old veteran of the PGA tour, whose Midwestern roots earn him praise as one of golf’s most friendly players, Stricker sounded just as enthused as West to get back to Riviera next month. ’To have won there is pretty special,’ he said, via telephone. ‘It’s at the top of my list as far as wins go ‘ I’m honored to be coming back. It’s one of the great places we play on tour.’ Second is 22-year-old tour rookie Joseph Bramlett, who received a special Northern Trust Open exemption, announced last October as a way to advance and promote diversity on tour. As the first black golfer to advance through the PGA TOUR Qualifying Tournament since 1985, Bramlett is quite accomplished despite his relative youth. He won an NCAA title at Stanford and is the youngest player ever to qualify for the U.S. Amateur, doing so at the age of 14. ’I am grateful to Northern Trust for this opportunity,’ Bramlett said in a statement. ‘I hope my presence on the PGA TOUR and my participation in the Northern Trust Open encourages other African-Americans to pursue their dreams of competing on golf’s highest stage.’ Whether golf’s most famous face’Tiger Woods’will join Bramlett at the Riviera remains unknown. Interestingly, the two have struck up a recent friendship. Bramlett even had to cancel a Monday morning tee-time with Woods after electing to speak on behalf of the Open. Could Bramlett convince his slightly more accomplished counterpart to play next month? ’I’ll see how much pull I have,’ Bramlett said, laughing. (Those interested in supporting PaliHi with a ticket purchase can go to www.northerntrustopen.com and follow the ‘Click Here to Donate’ link on the homepage.)
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