Industry News

Lucid Motors named official vehicle for the 2024 FIR HILLS SERI PAK Championship, March 18-24 at Palos Verdes Golf Club

Rapiscan Systems and Mijenta Tequila named premier partners for Southern California’s signature LPGA Tour event, hosted by Hall-of-Famer Seri Pak; Tickets on sale and volunteer registration open at

PALOS VERDES ESTATES, Calif., March 6, 2024 – Tournament officials announced today that Lucid Motors, Rapiscan Systems and Mijenta Tequila are the official and premier partners for the LPGA Tour’s FIR HILLS SERI PAK Championship, taking place at Palos Verdes Golf Club in Palos Verdes Estates, California, March 18-24.

Southern California’s signature LPGA Tour event, the FIR HILLS SERI PAK Championship will feature a field of 144 of the world’s best female professional golfers competing for a share of the $2 million purse. Hall-of-Famer Seri Pak, one of the most decorated professional golfers in history from the Republic of Korea, is set to return to the LPGA Tour as host of the newly named FIR HILLS SERI PAK Championship. Pak, who amassed 39 professional victories worldwide, is a pioneer in the world of golf and an inspiration for generations of LPGA Tour players from the Republic of Korea.

California-based Lucid Motors will be the official vehicle partner of the FIR HILLS SERI PAK Championship and presenting sponsor of the Beyond Limits Women’s Luncheon presented by Lucid, taking place Tuesday, March 19 on-site at Palos Verdes Golf Club. Thursday through Sunday of tournament week, attendees will have the opportunity to interact with Lucid’s fleet of America’s most awarded luxury electric vehicles, featuring the Lucid Air Pure and Air Touring Models, displayed prominently throughout the golf course and at an interactive exhibit area near admissions.

Lucid will sponsor a hole-in-one opportunity during the Wednesday Pro-Am, extending all four rounds of tournament play Thursday through Sunday. Attendees can also immerse themselves in a “Ride and Drive” experience offered by Lucid, located near the Pro-Shop Patio VIP hospitality area. Now starting at $69,900, the Lucid Air promises a seamless blend of luxury, performance, and sustainability, setting new standards in electric mobility.

Joining Lucid Motors as premier partners for the FIR HILLS SERI PAK Championship include Rapiscan Systems as the official security screening products and solutions provider and Mijenta Tequila as the tournament’s official tequila brand.

Rapiscan Systems, a global leader in security screening products and solutions, focuses on maximizing threat detection and operational success in keeping events safe and secure. Rapiscan Systems has extensive experience in securing major events around the world, including Olympic Games and some of the world’s premier sporting events providing security screening and detection. Rapiscan Systems will provide screening systems at Palos Verdes Golf Club to deliver safe entry points for spectators during tournament rounds Thursday-Sunday.

Mijenta Tequila, an award-winning, additive-free, sustainable tequila from the highlands of Jalisco, will be the Official Premium Tequila of the FIR HILLS SERI PAK Championship. Mijenta Tequila will be featured throughout the week at the championship and available at premium events throughout the week, including the Wednesday Official Pro-Am and the Official Pro-Am Party, tournament concessions and VIP hospitality areas, including the Pro-Shop Patio and Club 1924. The ‘Mijenta Cantina’ will be open during tournament rounds at the admissions area at Palos Verdes Golf Club, with signature cocktails and beverages available for purchase.

Tickets on Sale: Ticket packages for the FIR HILLS SERI PAK Championship include daily and weekly grounds passes as well as upgraded hospitality ticket packages. Returning this year is ‘Pro-Shop Patio,’ an elevated ticket option overlooking the 18th green with complimentary drink options from premier partners including Mijenta Tequila; and ‘Club 1924’ VIP hospitality pass, giving spectators access to an open air hospitality suite overlooking the 18th green with all-you-can-eat and drink options, as well as Clubhouse and Pro-Shop Patio access. Club 1924 pays homage to and celebrates Palos Verdes Golf Club’s centennial in 2024.

All military (active, retired, reserve and veteran) and service personnel (police, fire, EMS) and a plus one will receive complimentary admission to the championship. Tickets will be available at Will Call tournament week by showing proper identification. Children under 18 will also be admitted free into the tournament with a paid adult.

Tickets are on sale exclusively at

FIR HILLS SERI PAK Championship Ticket Options: There are currently four ticket options available for spectators interested in attending the FIR HILLS SERI PAK Championship:

Club 1924 VIP Hospitality:

  • Daily (Thursday-Sunday): $350 per day
  • Weekly (Thursday-Sunday): $1000
  • Premium hospitality ticket that offers access to an open-air, semi-private luxury suite overlooking the 18th green. The suite features an open bar with unlimited drinks from premier alcohol partners including Mijenta Tequila. Ticket holders also have access to the hospitality buffet inside the Palos Verdes Golf Club Clubhouse, as well as access to the Pro-Shop Patio.

Pro-Shop Patio:

  • Daily (Thursday-Sunday): $100 per day
  • Weekly (Thursday-Sunday): $300
  • NCAA March Madness Specials: Televisions and seating will be available in and around the Pro-Shop Patio for attendees eager to watch their favorite basketball teams, in addition to watching the best female professional golfers compete throughout the weekend.
  • Upgraded hospitality ticket offering access to the Pro-Shop Patio, an elevated and revamped hospitality space with unmatched views of the 18th green. The Pro-Shop Patio features an open bar from premier alcohol partners including Mijenta Tequila. Light bites will be available for purchase inside the Pro-Shop Patio.

Daily Grounds:

  • $25 (Valid any one day)
  • General admission daily grounds, valid any one day: Thursday, March 21, Friday, March 22, Saturday, March 23 or Sunday, March 24.
  • Weekly Grounds:
  • General admission daily grounds, valid Thursday, March 21 - Sunday, March 24.
  • $45 (Valid all days Thursday-Sunday)

All tournament tickets for 2024 will be digital and emailed after purchase. Tickets can be viewed on either a mobile device or printed out where they will be scanned at the main gate.

Palos Verdes Golf Club, often referred to as the “hidden gem” in Southern California, has a rich history hosting women’s golf events. The 2024 playing of the FIR HILLS SERI PAK Championship will mark the LPGA Tour’s third consecutive year at Palos Verdes Golf Club. In 2023, 20-year-old Ruoning Yin earned her first LPGA Tour victory at 15-under par, her first of two wins in 2023 that ultimately elevated her to Rolex Rankings No. 1. Marina Alex captured her first LPGA Tour win since 2018 at the 2022 edition of the championship. 

Palos Verdes Golf Club also has hosted the Therese Hession Regional Challenge presented by Northrop Grumman women’s collegiate championship for the past 27 years. For the past two years, the winner of the Therese Hession Regional Challenge has received an LPGA Tour tournament exemption. At the 2024 Therese Hession Regional Challenge in early February, University of South Carolina junior All-American Hannah Darling was awarded a sponsor exemption as a result of USC winning the team championship.

Media Credential Registration Open: Media credential registration is open for the FIR HILLS SERI PAK Championship at Once on the website, click on the month of March and the “Apply for Media Credentials” link under the FIR HILLS SERI PAK Championship. Media credentialing will be open until Monday, March 15.

The FIR HILLS SERI PAK Championship is owned and operated by Outlyr, a global event management, sponsorship consulting and activation agency that oversees a number of tournaments across golf’s professional tours.

For more information on the FIR HILLS SERI PAK Championship, visit and on social media @SeriPakChamp on Facebook, Instagram and X (formerly Twitter).

About Fir Hills

Fir Hills is a Silicon Valley-based investment firm that is pioneering a novel investment paradigm. Fir Hills is unwaveringly dedicated to fulfilling the unique needs of long-term strategic investors and industry leaders amidst the dynamically shifting economic environment. What truly distinguishes Fir Hills from other investment firms is its ability to transform ambitious and intricate investment opportunities into tangible real-world achievements. Fir Hills achieves this by leveraging an extensive network, resources, and a cohesive investing culture, all while diligently engaging from the very inception of its investment initiatives. The company's strategic collaborations span esteemed global merchant banks and family offices, consolidating its leadership in the ongoing evolution of the industry.

About Lucid Group

Lucid’s mission is to inspire the adoption of sustainable energy by creating advanced technologies and the most captivating luxury electric vehicles centered around the human experience. The company’s first car, the Air, is a state-of-the-art luxury sedan with a California-inspired design. Lucid Air Grand Touring features an estimated 516 miles of range. Assembled at Lucid’s factories in Casa Grande, Arizona, and King Abdullah Economic City (KAEC), Saudi Arabia, deliveries of Lucid Air are currently underway to customers in the U.S., Canada, Europe, and the Middle East.

About Rapiscan Systems

Rapiscan Systems, a division of OSI Systems, Inc., is a leading global provider of security inspection solutions, with more than 100,000 products installed in over 170 countries. Our state-of-the-art products, solutions and services operate in the world’s most demanding security environments, including at airports, border crossings, government, and military installations, providing security screening solutions at many of the largest global sporting events for over 30 years. We have supported World Cups, Olympic and Paralympic Games, World Championships Athletics, Superbowl Football, Commonwealth and University Games helping to provide a safe environment for athletes and spectators. 

About Mijenta Tequila

Mijenta is an award-winning, additive-free sustainable tequila created using fully mature Blue Weber agave from the highlands of Jalisco, a region renowned for its rich red clay soil and unique microclimate. Mijenta achieves its distinctive flavor profile, designed by renowned Maestra Tequilera Ana Maria Romero, through a meticulously slow process and traditional methods, ranging from the selection of agaves from the best plots, to rich fermentation of slow cooked agaves to the delicate distillation and pot stills. Created from the outset around a holistic approach to sustainability, Mijenta is the first tequila producer to earn B Corp certification. Mijenta launched in September 2020 with its first expression, Blanco; followed by Reposado in December 2020; Anejo Gran Reserva in May 2022 and our newest expression, Mijenta Cristalino, in Feburary 2024. Mijenta is available online and at fine retailers in selected states.

About the LPGA

The Ladies Professional Golf Association (LPGA) is the world’s premier women’s professional golf organization. Created in 1950 by 13 pioneering female Founders, the LPGA, whose members now represent more than 60 countries, is the longest-standing professional women’s sports organization. Through the LPGA Tour, the Epson Tour, the LPGA Professionals, and a joint venture with the Ladies European Tour, the LPGA provides female professionals the opportunity to pursue their dreams in the game of golf at the highest level. In addition to its professional tours and teaching accreditation programs, the LPGA features a fully integrated Foundation, which provides best-in-class programming for female golfers through its junior golf programming, and its LPGA Amateurs division, which offers its members playing and learning opportunities around the world. LPGA aims to use its unique platform to inspire, transform and advance opportunities for girls and women, on and off the golf course. 

Follow the LPGA online at and on its mobile apps. Join the social conversation onFacebookX (formerly known as Twitter)Instagram and YouTube

About the LPGA Tour 

The LPGA Tour is the world’s leading competitive destination for the best female professional golfers in the world. The Tour hosts more than 30 annual events across 10 countries for over 200 Active Players, awarding total prize funds exceeding $118 million and reaching television audiences in more than 220 countries. Follow the LPGA Tour on its U.S. television home, Golf Channel. 

Media Contacts:
Jeremy Friedman

Payton Enzbrenner