Abacoa & Alton Neighbors - May 2026

12 A B A C O A & A LT O N N E I G H B O R S | M AY 2 0 2 6 AT THE COGNIZANT CLASSIC T he Cognizant Classic in the Palm Beaches is one of the premier stops on the PGA Tour, bringing together world-class players, corporate sponsors, and fans from across the country. For spectators, it was a week of championship golf. For Keiser University students working at the event, it was an opportunity to see how a global sporting event operates from the inside. Working in the PGA Shop placed us at the intersection of sport and business, especially during tournament week when the space buzzed with energy. Every hat sold, every polo folded, and every conversation with a fan represented a piece of a much larger operation. Some fans arrived with shopping lists, others browsed for keepsakes, but every item carried meaning. Behind the scenes, merchandising is about far more than apparel, it involves branding, logistics, customer engagement, and storytelling. Inventory systems must be organized, displays need to be visually appealing, and staff must adapt quickly as crowds shift from quiet moments to post-round rushes. Product placement, visual displays, and inventory rotations guide customers through the space and highlight key items which is a critical part of delivering one of the PGA Tour’s premier events. One of the most valuable parts of this experience was interacting with Taylor Pettit, Vice President of Merchandising for the PGA. Pettit’s leadership style stood out to me because it balanced strategy with hands-on involvement. He praised student involvement saying, “Students from Keiser University continue to shine through their work at the Cognizant Classic in the Palm Beaches demonstrating professionalism, teamwork, and real-world readiness. This opportunity reflects the strength of our partnership with the PGA TOUR and the Keiser University. Together, we are creating meaningful experiences that prepare the students for successful careers while contributing to one of the region’s premier events." While many students focused on merchandising, others worked directly on the course in operations. KU student Dani Cruz explained how working the course gave her a new perspective on how much goes into running a major tournament, especially somewhere so crowded like the Bear Trap on hole 17. Cruz said, “A big part of my role was helping manage the crowd by holding quiet signs during play so that the golfers could stay focused, which meant always paying attention to the timing of each slot.” Students also got the opportunity to help with access control. They scanned tickets for entry into the Bear Trap area and put wristbands on credentialed guests. “Overall, it showed me how important communication, organization, and staying alert to making sure both players and the fans have a great experience,” Cruz reported. Keiser University – Flagship Campus - By Deirdre Donovan | Photos by Dani Cruz - Beyond the Ropes