George Thimsen - Chief Revenue Officer of Timeless
WMPO week is more than a tournament.
It’s a moment when sport, culture, community, and philanthropy intersect on a national stage.

For Timeless, it’s also a moment to show up with intention, supporting an event rooted in giving back while celebrating the people and partnerships that make it possible.

Few people understand that intersection better than George Thimsen, former Tournament Chairman and President of Thunderbirds Charities, the organization behind the Waste Management Phoenix Open.

Serving as Chief Revenue Officer of Timeless, George brings a rare perspective rooted in leadership, legacy, and community impact.

We sat down for a written conversation to talk about WMPO week, its deeper meaning, and why this moment matters far beyond the fairways.

Q: WMPO week has become one of the biggest moments on the PGA Tour. What makes it so special?
What makes WMPO week special is that it’s about much more than just world class golf. From day one, the tournament has been built around giving back, and bringing people together while generating meaningful impact for our communities in Arizona.

The energy is undeniable, but underneath that is a deep commitment to giving back. Every ticket, every activation, every partnership ultimately supports charitable causes. That’s what makes this week bigger than the sport itself.

Q: The Thunderbirds Charities play a huge role behind the scenes. Why is that legacy so important?
The Thunderbirds were founded in 1937 on service and promoting the community. Running one of the most recognizable sporting events in the world is a privilege but the responsibility is making sure that success translates into lasting good.
WMPO week allows us to fund education, health initiatives, youth and hospice programs, and community organizations that make a real difference year-round. That charitable mission is the heartbeat of the tournament. Our community and state are showcased for the world, and the community is what has made this a city stopping moment with massive economic impact. The fans, first responders, volunteers, state and federal government, media, and partners – all collaborate to make this event so special. It’s called “The People’s Open” for good reason!

Q: WMPO has also become a cultural moment, music, hospitality, brands, and experiences all coming together. How do you see that evolution?
Culture evolves, and the WMPO has evolved with it while staying true to its core. The tournament understands how to create an experience that feels inclusive, exciting, and modern without losing its purpose.

When done right, culture amplifies impact. It brings in new audiences, new partners, and new energy, all while reinforcing why the event exists in the first place.

Q: You now sit on the brand side with Timeless. How do you approach WMPO week from that lens?
From a brand perspective, WMPO week is about showing up with intention. It’s not about being the loudest, it’s about being aligned.

Timeless has always believed in culture, community, and responsibility. WMPO week gives us an opportunity to support a moment that already stands for those values, while contributing in a way that feels authentic and respectful.

Q: What does Timeless hope to contribute during a week like this?
At Timeless, we believe brands have a responsibility to participate in culture the right way. WMPO week isn’t about promotion, it’s about bringing great partners and people together, and providing an amazing hospitality experience. To celebrate the people who have supported us, and our growing industry.

It’s about supporting a legacy event that gives back, investing in community, and being part of something bigger than ourselves. When values align, the partnership feels natural and that’s when impact happens.

Looking Ahead
As WMPO week unfolds, the fairways tell only part of the story.

The rest is written in the people, the partnerships, and the purpose behind the scenes from the charitable mission of the Thunderbirds to the brands and leaders committed to supporting it.

For Timeless, WMPO week is a reminder that when sport, culture, and community come together, everyone wins.

That’s a legacy worth showing up for.

To learn more about the Thunderbirds, their history, the WM Phoenix Open, and impact in the community, you can visit:

Thunderbird Charities https://thunderbirdscharities.org/
WM Phenix Open https://wmphoenixopen.com/