The FRLA Northeast Chapter invites you to our annual THE PLAYERS Championship & Golf Tourism Update featuring insights from Lee Smith, Executive Director of THE PLAYERS Championship, as he shares what’s in store for the 2026 tournament, March 10–15, 2026.
We’ll also hear from David Reese, President & CEO of Florida’s First Coast of Golf, who will share the latest golf tourism trends and data shaping travel decisions across Northeast Florida. David will share the outlook on the current and projected state of golf tourism, including insights on visitor demographics, economic impact, and marketing strategies that position our region as a premier golf destination.
Don’t miss this exclusive opportunity to connect with industry leaders and get an inside look at what’s ahead for one of Northeast Florida’s premier sporting events. Light breakfast and refreshments provided by Sawgrass Marriott.
Event Details:
Wednesday, January 28, 2026
⏰ 9:00 a.m. – 10:30 a.m.
Sawgrass Marriott
1000 Tournament Players Club Blvd, Ponte Vedra Beach, FL 32082
Room: Champions E
Event Cost:
FREE!
**Pre-registration is required!**
ABOUT: Lee Smith Executive Director, THE PLAYERS Championship
In his role as Executive Director of THE PLAYERS, Lee oversees all aspects of the PGA TOUR’s flagship event, from sales, marketing and operations to community and charitable outreach and support. In addition, he leads THE PLAYERS Council, an association of corporate and community leaders who share THE PLAYERS’ commitment to economic growth and development. Lee joined THE PLAYERS team in 2023, and prior to that served as the General Manager at Liberty National Golf Club in Jersey City, New Jersey, a property managed by the PGA TOUR, where he was instrumental in helping the PGA TOUR contest THE NORTHERN TRUST in 2019 and 2021.
Smith has been a key member of the TPC Network since he joined in 2008, serving as Head Golf Professional at TPC Sugarloaf outside Atlanta; General Manager of TPC Summerlin in Las Vegas; and Regional Director of Operations for TPC Networks, a role he held concurrently with his position at Liberty National. He has been a Class A member of the PGA of America for more than 20 years.
Originally from Illinois, Smith graduated with a degree in Sports Management from Southeast Missouri State University (where he was a letterwinner on the men’s golf team) and later attended the Sandra Day O’Connor College of Law at Arizona State University, where he earned a Masters in Sports Law & Business. Widely recognized as an outstanding golf professional, Lee has been named twice, in both 2013 & 2017, as Golf Professional of the Year for the Las Vegas Chapter PGA, and 2015 Golf Club Operator of the Year by Golf Inc. Magazine.