The Phoenix Open’s famously booze-soaked 16th hole is one of the unique spectacles in golf, where the normally gentile sport lets loose with stadium-style seating, deafening music and an enthusiastic announcer introducing players in a scene that’s more WWE than PGA Tour. “It’s very much our lab,” said Lee Spivak, who is director of WM’s Advisory Services team. WM’s success at making the Phoenix Open a zero-waste event has turned the company into a hot commodity in the sports world.