The Genesis Invitational Returns to Riviera: A Year After the Wildfires
The Genesis Invitational is back at The Riviera Country Club, just over a year after the devastating wildfires that swept through Los Angeles. The PGA TOUR, Genesis, and TGR Live are committed to continuing their relief efforts, and they're doing so with a renewed focus on three key pillars: advancing fire prevention, rebuilding communities, and inspiring the next generation. But here's where it gets controversial...
California Rises: A Year of Progress and Challenges
Last year, the charitable initiative California Rises raised over $8 million for wildfire relief, recovery, and rebuilding. This year, the initiative is back with several new and expanded efforts, including the return of Birdies for Good, a charitable donation of at least $1 million from Genesis, and new and expanded California Rises merchandise.
Birdies for Good: A Recurring Feature
Five holes will contribute to Birdies for Good: the 10th, 14th, 16th, 17th, and 18th holes. For every birdie and eagle, $1,000 will be donated. For every hole-in-one, $25,000 will be donated. The total tally will be a recurring feature on television coverage as well as the PGA TOUR app. Each Birdies for Good hole will also include a custom-built Genesis tee marker.
On-Site Activations and Merchandise
There will be several on-site activations to raise awareness for California Rises. Merchandise will be widely available across tournament grounds, including a new California Rises-themed stuffed animal bear. Hats, T-shirts, hoodies, pins, stickers, and keychains are also available for purchase. All proceeds will be contributed to the California Rises fund. Fans at home can purchase from TheGenesisCollection.com.
Special Day for Children Impacted by Wildfires
On Wednesday of tournament week, the PGA TOUR Wives Association and Genesis hosted a special day for children impacted by the wildfires. Select first responders will be invited as Genesis guests with premium experiences. All first responders are eligible for discounted tickets, along with a commemorative California Rises hat upon entry. In addition, more than a dozen first responders will be honorary observers throughout the week.
Proceeds Benefit Essential Organizations
Proceeds generated through California Rises will benefit the following organizations to make an immediate impact:
- Los Angeles Fire Department Foundation - Supports LAFD by funding essential equipment, training, and programs that enhance public safety and emergency response.
- Habitat for Humanity of Greater Los Angeles - Supporting recovery and rebuilding in areas devastated by the LA wildfires.
- Genesis Inspiration Foundation - Restoring and reimagining arts and music programs for children affected by the wildfires.
Donate and Learn More
To donate, and for more information about California Rises, click here. And this is the part most people miss...
Thought-Provoking Question: Do you think the PGA TOUR, Genesis, and TGR Live are doing enough to support wildfire relief and recovery efforts? Share your thoughts in the comments below!
