Genesis doesn’t just sponsor a tournament — they build an experience. From Riviera during the Genesis Invitational, Dan Evans sits down with Ted Mengiste, COO of Genesis North America, to pull back the curtain on what “honored guest” hospitality actually looks like in pro golf.

Ted explains why Genesis and golf are such a natural fit, how Korean golf culture shaped the brand’s approach, and what it means to deliver a luxury standard in an arena where the biggest names have been around for a century. They also get into one of the most talked-about inside details of the week: how Genesis treats caddies at Riviera, and why that matters more than fans realize.

Plus: Ted’s personal journey from Ethiopia to Kenya to Indiana, how he unexpectedly found his way into the auto world, the leadership principle “how we win matters,” what Genesis learned from scaling fast, and how Hyundai Motor Group innovation feeds into what’s coming next.

To close, Ted details Genesis’ wildfire response efforts in Southern California — including major donations, vehicle support, and why the company doubled down on its long-term commitment to the event and the community.

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