The Masters has mastered the art of merchandising. For only one week every year, just about anything that has a bright yellow map of the United States of America with a red flag stuck into the area where Augusta is approximately located on it, is up for grabs at the Augusta National Golf Club.
A slight digression here: In keeping with the times, the Augusta National is opening out to the world and seen to be promoting golf. This year, for example, they had three Asian invitees in the line up, much to the displeasure of one grumpy golfer called Colin Montgomerie, who is a furrowed frown on the pleasant countenance of Scotsmen.
Coming back to merchandising, while Augusta National is encouraging golfers of various nationalities to participate in their tournament, the club of about 300 members is bit of a closed society.
It is not very forthcoming when it comes to discussing numbers. For example, there is no record of how many people come to see the tournament or, for that matter, how much money the club makes during that one week of frenzied golfing activity. But a few calculated guesses have been made.
The practice rounds at the Masters run from Monday through Wednesday and each of these days is said to attract about 40,000 people. Between 20,000 to 25,000 ‘patrons’ and the like visit the golf course during the main tournament.
So, something in the region of 200,000 people descend on the Augusta National Golf Club during that one week in April, and the average spend per person on merchandising is said to be about $250-$300. Now, you go do the math. Caps, T-shirts, wind cheaters, beer mugs, wood covers, coasters—they are all there in the main store, which is a few thousand square feet in size, and in the kiosks dotting the golf course. There’s kidswear, too. This year’s winner Trevor Immelman’s toddler was seen sporting the logo on his shirt. A kid not old enough to walk was dozing under a Masters floppy. For that one week, golf ceases to be a gentle game. It’s not uncommon to see fans dive into trash bins looking for used beer cups with the logo. It’s all part of memorabilia.
TIP I tried Jeev Milkha Singh regularly touched upon the topic of course management during his week at the Masters. Once golfers are fairly confident of hitting the golf ball where they want to, golf becomes like outdoors chess—you plot your way around the golf course. For example, at times, it is easier to get to the green from the right side of the fairway rather than the center or the left side.
Also, it doesn’t always pay to go for the flag. Skilled golfers use the contours of the greens to get the ball close; sometimes it makes sense to go for the centre of the green if the pin is tucked into a small corner. Studying the layout of the hole and the green can help you save shots.
Prabhdev Singh is Editor, Golf Digest India
