Alice Freeman
Alice Freeman Lindsay is a dynamic sales and event management professional with over seven years of experience delivering high-impact hospitality experiences within the sports and golf industries. Based in Columbia, South Carolina, she currently serves as Sales and Marketing Director for the Colonial Life Charity Classic with Eventive Sports, where she leads sponsorship, hospitality, and grassroots marketing efforts for the tournament’s inaugural Korn Ferry Tour event. Known for her results-driven approach, Alice has consistently exceeded revenue targets, including generating over $3.6 million for the Presidents Cup and achieving 250% of goal for USGA Championships.
Alice began her career with the PGA TOUR, where she quickly distinguished herself as a top revenue producer in the Inside Sales program before advancing into key sales roles for premier events such as the WGC Dell Technologies Match Play and the Presidents Cup. Her success in these roles was marked by her ability to grow client portfolios, secure high-value hospitality partnerships, and navigate complex challenges, including crisis management during event disruptions. She later joined the United States Golf Association (USGA), where she expanded her expertise beyond sales into service delivery, partnership execution, and program development, contributing to the growth of the organization’s hospitality division.
Throughout her career, Alice has demonstrated a passion for building meaningful client relationships and creating exceptional event experiences from concept through execution. She is highly skilled in strategic planning, cross-functional collaboration, and mentoring emerging talent, with a strong command of CRM systems and operational logistics. A graduate of the University of South Carolina with a degree in Sport and Entertainment Management, Alice continues to bring energy, leadership, and innovation to every event she supports, helping to elevate both brand impact and community engagement.
• Sport and Entertainment Management Degree
• Minor in Advertising and Public Relations
• Customer Success Certificate
• Hospitality Certificate
• Improve Your Organizational Skills
• University of South Carolina
• Sport and Entertainment Management degree with minor in Advertising and Public Relations
• President's and Dean's List
• WISE (Women in Sports and Entertainment)
• Junior League of Raleigh
• Junior League of Columbia
• Theta Omega Chapter of Alpha Gamma Delta
• LATIPAC, Needham B. Broughton Yearbook
• Junior League Community Service
• Little Black Dress Initiative
• Pickleball Tournament Fundraiser for Local Charities and Scholarships
• ProCamps Worldwide
• Hayes Barton Baptist Church
What do you attribute your success to?
I think my success comes from a culmination of multiple professional milestones that have built on each other throughout my career. Each role I've had has been a notable stepping stone. When I was in Inside Sales with the PGA Tour, I sold the most revenue, and that was my first winning achievement. Then when I got to Austin for the Dell Technologies Match Play, I sold a million dollars worth of revenue for shared hospitality on my own, which felt like a huge accomplishment. At the President's Cup, I got my first fully private sale for a private hospitality space, which showed me I could do more than just shared hospitality. With the USGA, I got to spread my wings beyond just sales and became more involved with service, fulfillment of assets, and what menus look like, which was a major accomplishment for me. Now, being a director of sales and marketing, I'm in more of a leadership role where I help manage interns and handle other elements beyond just sales and marketing. I think it's really been about taking each achievement and using it as a foundation to grow into the next level of responsibility and leadership.
What’s the best career advice you’ve ever received?
You can have a successful career in a field that you do love, regardless of being a woman in a male dominated field
What advice would you give to young women entering your industry?
You too can do it! stick with it and never give up
What are the biggest challenges or opportunities in your field right now?
Right now, we're in the final stages of launching the inaugural Colonial Life Charity Classic, and we're about 8 weeks out from the tournament. We're moving a lot from planning to execution at this point. Everything that I've drawn up and planned, I now get to see come to life. I'm spending less time in the office and more time being on course and with clients. It's an exciting time because the event is coming together, and we're transitioning from the planning phase to actually making it all happen. This is a new Corn Ferry Tour event, so putting on this inaugural tournament is both the biggest challenge and opportunity I'm facing right now.
What values are most important to you in your work and personal life?
In my work life, what's most important to me is being able to work in a field that I truly love. People say, oh, you work in the sports industry, it must be fun all the time, and I tell them it is fun, but it's also challenging. There are days when I'm sitting at the office working a normal 9-to-5, and then there are other times when I'm out on the golf course moving stuff around. It just depends on the day and where we are in the tournament cycle. But I love what I do. In my personal life, I very much enjoy going to sporting events, especially football games. I grew up going to college football games, and then going to the University of South Carolina, football became a main thing for me. I really enjoy being able to go to football games with friends and family. I also love traveling, trying new restaurants and exploring food and beverage, and spending time at the beach. Even though I work in sports, I still enjoy experiencing sports as a fan with the people I care about.