WHITE SULPHUR SPRINGS — Just two years into a six-year contract, The Greenbrier Classic took the coveted “Best in Class Tournament on the PGA TOUR” award in 2011, a distinction given by the PGA TOUR itself.

The annual week-long event, which includes a four-day, nationally broadcast FedExCup tournament and three superstar concerts, has been spectacular.

So, where do you go from there?

Bring in Toby Keith, Rod Stewart, Lionel Richie and Bon Jovi to entertain this year and continue to attract the world’s greatest golfers, says Jim Justice, CEO and chairman of The Greenbrier.

In a press conference at the resort Friday, Justice announced the music acts for the 2012 event and promised even greater things in store for the golf tournament to come.

“We’ve been named ‘Best in Class’ by the PGA TOUR, so we have to stay on top,” he said. “For the first and second year, there was a buzz. And that was significant. When that happened it was phenomenal. I knew we could do it and I wanted it more than anything. I wanted it for us. I wanted it for The Greenbrier certainly, but I wanted it more for West Virginians.

“I’m eat up with passion and pride for our state.

“It’s fitting that this year, America’s Resort will host the No. 1 tournament on the PGA TOUR, in the No. 1 state in the union on the birthday of the No. 1 country in the world.”

The tournament will take place July 2-8, a change on the PGA TOUR schedule. The event was previously held during the last week of July.

The concerts will again take place at the amphitheater near the West Virginia Fairgrounds in Fairlea.

Toby Keith will headline Wednesday, July 4.

Rod Stewart and special guest Lionel Richie take the stage Friday, July 6.

Bon Jovi will perform Saturday, July 7.

“The act that we wanted more than anybody to play on the Fourth of July was Toby Keith, and we got him,” Justice said. “We couldn’t ask for a more patriotic act to perform on July 4th, especially with all he’s done for all of our military.

“We wanted to knock it out of the park on Saturday night, so we got Bon Jovi. It can’t get better than that,” Justice added.

“So … we got a country act and a pop act; what were we going to put in the middle?

“I wanted to get a fit for the oldies scene, so we got Rod Stewart and Lionel Richie to come together. It’s an incredible lineup that reaches across all demographics.

“We’re really excited.”

The challenge of living up to past events that have drawn hundreds of thousands of golf fans and music fans is daunting.

“You become a victim of your own success,” said Jeff Kmiec, president of The Greenbrier. “How do you maintain being No. 1? Well, there’s one individual that knows how to do it, and do it better than anyone else. And it’s Mr. Jim Justice.”

The golf tournament, televised by CBS, will conclude with the final round Sunday, July 8.

“It will be the strongest field ever,” Justice promised.

“I’ve had so many people, thousands of people, tell me that this event made them proud to be from West Virginia. I’ve said it before, it’s the greatest PR event for our state.”

Tournament badges are currently priced at $159, which includes entry to the golf tournament every day and all three concerts.

“We want to make it a great value for everyday West Virginians,” Justice said.

On May 1, the badge price will increase to $189.

For ticket information, visit www.greenbrier.com and www.greenbrierclassic.com

- - -

Country star Toby Keith has 19 No. 1 hits, including “As Good As I Once Was,” “Who’s Your Daddy,” “Made in America” and “Courtesy of the Red, White and Blue.”

Soon Rod Stewart will have been inducted into the Rock and Roll Hall of Fame twice, as a solo artist and, in April, with the group The Faces. Lately, Stewart has recorded mostly standards, releasing several volumes of “The Great American Songbook.” Among his best known rock hits are “Maggie May,” “The First Cut is the Deepest,” “Do Ya Think I’m Sexy?” and “You’re in My Heart.”

Lionel Richie is one of the most successful performers and songwriters in pop music. He led the group The Commodores before going solo with hits such as “Truly,” “Hello” and “Dancing on the Ceiling.” Richie also co-authored “We Are The World” with Michael Jackson.

Bon Jovi, led by Songwriters Hall of Fame members Jon Bon Jovi and Richie Sambora, have enjoyed a four-decades-long career, dominating the airwaves in the ’80s with MTV-ready hits such as “Livin’ On a Prayer,” “You Give Love a Bad Name” and “Wanted Dead or Alive.”

— E-mail: jworkman@register-herald.com