Keith Pelley is delighted the eyes of the golfing world will be on the Centurion Club this weekend as the GolfSixes makes its debut on the European Tour.
Hot on the heels of the ISPS HANDA World Super 6 Perth, the Tour is once again trying something new with a revolutionary format having teams of two battling it out over six holes, first in a group stage and then a knockout on day two.
Pyrotechnics, entrance music and a sprinkling of celebrity will bring a whole new feel to the game, with a shot clock, a long-drive competition and a play-off hole all also in play.
Pelley has been a big advocate of bringing new ideas to the game during his tenure and, while the chief executive admits there is always some risk with change, he is confident that, much like Brett Rumford's triumph in Australia, the event will be embraced by the fans.
“It’s been good," he said. " There’s certainly been a buzz and a certain anticipation about the event.
"It’s a good feel to it, we’re going to have a good crowd and it depends on the weather. It looks to be okay.
"The team element brings something you can build on. I speak to the players on the range and they really have come into this event with an open mind. Nicolas Colsaerts said, 'I’m really, really intrigued'.
"Some things are going to work and some things are not.
"When you look at every other sport, every sport is looking at ways to broaden the engagement and that’s what this is. Broaden to a different demographic, to a different age group, to people who are not necessarily what I call the die-hards.
Everybody in the golf world is looking at us this week. That’s pretty exciting - Keith Pelley
"I think there is a narrative right now around golf that there is a willingness to look and try different formats. We want to be at the forefront of that. If you are not willing to adapt and try different things, whether in sport or in business, you run the risk of falling behind.
"But you have to be cautious. I do believe there are things here that can really work. You have to understand this is an evolution. But everybody in the golf world is looking at us this week. That’s pretty exciting."
Chris Wood will represent England alongside Andy Sullivan and the reigning BMW PGA Championship winner is hopeful that the reduced format can encourage more people to take up the game.
"Any time the Tour are willing to make some changes and try something different I'm willing to support it," he said.
"Hopefully the six-hole format will work. Everything is so instant these days and golf is probably one of the few things that isn't so the six-hole format will hopefully appeal to people who haven't got that much time and come along and think, 'that's okay, I can play six holes, I can mange that' and then take it up and have a go at it."
Teams will be awarded a point for each hole they win and then three points if they prevail over six holes, with the top two teams from each group of four progressing to the quarter-finals after a round robin.
That format will be familiar to anybody who is a fan of Champions League football, and Scot Marc Warren believes that familiarity can help draw in newcomers to golf.
"I don't know whether golf needs it but I think it's great for golf," he said. "It's a great addition.
"You're going to have things like Majors that are always going to be the four-day format and to have more of an instant result this week and the way the scoring has changed more similar to football, it can only be good and hopefully bring in a new audience to the game."
