The PGA Tour has changed its pitch in an effort to reach more Millennials. The pro golf tour wants to get this coveted demographic on the fairways, around the greens, and literally “into” the sport.

The Tour is transforming its golf tournaments from the staid affairs of yesteryear into annual tent pole events, and not just by expanding the hospitality tents.

“We’re trying to create that festival environment, where there’s something for everyone,” asserts David Pillsbury, president of Championship Management for the PGA Tour. “Some fans coming are not familiar with golf at all, but they’re coming because it’s an event. It’s not just because of golf, it’s about the food, fashion, it’s a sexy event to attend and you get to see some athletes you hear your golf friends talk about.”

The Tour is touting outside the ropes “experiences” at its 16 owned and operated golf tournaments with social media-friendly, targeted marketing including “hash-taglines” such as #Morethangolf at the recent Northern Trust Open in Los Angeles.

Tour officials say the campaigns grew out of the need to reach new and younger crowds. Not surprisingly, men make up some 70 percent of all fans, but more than half of those male fans are 45 or older. To reach younger demos, the PGA Tour has hired more — and younger — people to work on social media and develop web content to generate buzz around the events without detracting from the great golf.

“You’ll always have the hardcore golf fans (come to the tournaments), but the way we have started to think is how do we bring out the moms, how do we bring out the Millennials, how do we expose our product to more people,” Kirsten Sabia, PGA Tour Vice President, Marketing Services, explained during the Northern Trust Open at The Riviera Country Club.