Larson Segerdahl Shares How the Valero Texas Open Drives Impact Beyond the Golf Course

At the March 4 luncheon of the Rotary Club of San Antonio, members welcomed Larson Segerdahl, Executive Director of the Valero Texas Open, for an inside look at one of the city’s most historic sporting events. Segerdahl leads all aspects of the tournament’s strategy and operations at TPC San Antonio, guiding sponsor relationships, community engagement, and the overall experience for players and fans.

Just weeks away from this year’s tournament, Segerdahl shared how the event continues to grow in scale, impact, and excitement for the San Antonio community.

A Tournament That’s More Than Four Days

While the Valero Texas Open takes place over a single week each spring, Segerdahl emphasized that the work behind the tournament happens year-round. A dedicated staff manages everything from logistics and sponsorships to marketing and volunteer coordination, ensuring the event continues to deliver a world-class experience.

This year’s tournament will feature an impressive player field, including several top-ranked golfers and fan favorites. Because the event falls on Easter weekend, organizers are expanding family-friendly programming, with activities such as an Easter egg scavenger hunt, appearances by the Easter Bunny, and special events designed to welcome families to the course.

Segerdahl noted that creating a welcoming and engaging atmosphere is a key part of the tournament’s success. The goal is not only to attract golf fans, but to provide an experience that appeals to the broader community.

Honoring Service and Supporting the Community

A cornerstone of the tournament’s mission is giving back. Through initiatives like Champions Fore Charity and the Valero Benefit for Children, the event has become one of the leading charitable fundraisers on the PGA TOUR, generating tens of millions of dollars each year for nonprofit organizations serving children and families across the region.

Military appreciation is also central to the tournament’s identity. In recognition of San Antonio’s designation as “Military City USA,” active-duty service members, veterans, and reservists receive complimentary admission throughout tournament week, along with access to a hospitality area overlooking the course.

One of the week’s signature moments is the annual “Night to Honor Our Heroes,” a large military appreciation gala that celebrates service members and highlights the community partnerships that make the event possible.

A Century-Old San Antonio Legacy

Segerdahl closed by reflecting on the tournament’s remarkable history. First played in 1922, the Valero Texas Open was originally created to attract visitors to San Antonio during the winter months. More than a century later, it remains one of the oldest tournaments on the PGA TOUR and the longest-running professional golf event held in the same city.

From its beginnings as a tourism initiative to its current role as a major sporting event and philanthropic engine, the Valero Texas Open continues to showcase San Antonio while supporting the community that has sustained it for more than 100 years.