GBR Tuesday | Augusta’s Boom Week: Rentals, Tee Times, a Viewer’s Guide, and Last-Minute Tips for the Lucky Few with Tickets
Every Tuesday and Friday Morning, We Bring You the Ten-Minute Summary of What Happened Last Week in the Golf Industry While you Were Golfing.
Hello, GBR community,
It’s finally here. The 2025 Masters gets underway on Thursday, which for many signifies the proper start of the golf season. The Masters is special for so many reasons. The vision of Bobby Jones and Dr Alister MacKenzie that turned into Augusta National has always been a stern test for the best players in the world, and the 2025 edition is likely to be no different.
We make no apologies that today’s newsletter is strongly focused on the Masters, but we haven’t neglected what else is happening in the world of golf.
Join us as we get fully into the week with the following:
Industry
Circuits
Equipment
People to Watch
Must Read and Watch
Just for Paid Subscribers: The Business of Augusta: From Pop-Up Rentals to Tee Time Demand—with a Viewer’s Guide and Last-Minute Tips for the Lucky Ticket Holders Still Searching for a Bed
Grab your favorite drink and, if you can, a pimento cheese sandwich, and let’s dive into today’s content.
1. INDUSTRY
TIGER WOODS TO DESIGN PAR-3 COURSE AT AUGUSTA MUNICIPAL AS PART OF MAJOR REDEVELOPMENT
Tiger Woods’s design firm, TGR, has joined forces with Augusta National Golf Club for a landmark project that will see the five-time Masters champion lead the development of a new nine-hole par-3 course in Augusta. Known as The Loop at the Patch, the course will be part of the ongoing transformation of Augusta Municipal Golf Course—commonly referred to as "The Patch." The short course will sit adjacent to the main 18-hole municipal layout and is expected to appeal to players of all skill levels, from beginners to seasoned golfers. The name “Loop” pays tribute to the area’s caddie heritage, a nod to the many loopers who once frequented the site.
Announced by Augusta National chairman Fred Ridley ahead of the 2025 Masters, the initiative also includes a new STEAM-focused education facility supported by Woods’ TGR Foundation, to be located on the former site of Lamar Elementary School. The revitalized Patch will feature a relocated clubhouse, expanded practice areas, and a new driving range, with a target opening date ahead of the 2026 Masters. The design of the main course is being led by architects Tom Fazio and Beau Welling, while Woods's involvement marks the first collaboration between his firm and Augusta National—an “important milestone” in the club’s continued community investment. More information on the new development can be found at The Masters.
J.LINDEBERG UNVEILS MASTERS-INSPIRED SS25 CAPSULE WITH A MODERN TWIST ON TRADITION
J.Lindeberg has launched its Spring/Summer 2025 Masters Tour Collection, a six-piece capsule designed to blend the timeless heritage of Augusta National with cutting-edge golf fashion. Worn by ambassadors Viktor Hovland and Matthieu Pavon, the collection features four polos and two mid-layers engineered with advanced fabrics for maximum comfort, durability, and movement. The design celebrates Augusta’s traditions with a refined colour palette that includes vibrant azalea pink—an homage to the iconic 13th hole—balanced by sleek, modern silhouettes. “We’ve reimagined classic golf styles through a Scandinavian lens,” said Chief Creative Officer Neil Lewty, “challenging convention while respecting the game's legacy.” The limited-edition capsule is available now as part of J.Lindeberg’s broader SS25 Sports Collection.
GOLF HOME MARKET SHIFTS AS INVENTORY RISES AND BUYERS GAIN LEVERAGE
Golf Life Navigators has released the latest findings from its national survey of golf-certified real estate agents, revealing a clear shift in the golf home market toward a more balanced, buyer-friendly environment. Nearly half of the respondents reported a 10% or more increase in new listings compared to last year, with some regions seeing inventory spikes of up to 60%. While home prices are generally holding, select areas have seen drops as steep as 12%, and 65% of agents say properties are now taking 90 days or more to sell—signaling a softening market. High-end homes above $1 million and entry-level options under $400,000 remain in demand, especially among cash buyers less affected by interest rates, while mid-tier listings face longer selling cycles. Looking ahead to 2025, experts anticipate flat to slightly declining prices, quicker waitlist movements, and continued strength in select regions like Charlotte, Colorado, and Wyoming. More information on the study can be found at The Golf Wire.
NICKLAUS COMPANIES AND RHOBACK LAUNCH LIMITED-EDITION MASTERS COLLECTION
Nicklaus Companies has teamed up with premium activewear brand Rhoback to release a limited-edition apparel collection timed for the 2025 Masters Tournament. The capsule includes two short-sleeve performance polos—one in Ponderosa Green featuring the iconic Golden Bear™ logo and another in White and Fairway Green adorned with stylized graphics of Jack Nicklaus, including imagery from his legendary 1986 Masters win. Completing the collection is a white hoodie showcasing a playful Golden Bear in a green bucket hat, all stamped with Rhoback’s signature "Bunker" Ridgeback logo. The collection will be available exclusively through Rhoback’s online store.
PINNED GOLF FEATURED IN FORBES FOR BREAKTHROUGH GPS INNOVATION
It’s been a big few months for Pinned Golf — but last week brought a milestone moment: Forbes magazine featured The Caddie and the team behind it in a full-length article on the future of on-course technology.
The piece highlights how Pinned’s flagship product — already well known to GBR readers — is changing how players navigate the course. But more than that, it profiles the founders' journey from startup to standout, as they carve a place in a category long dominated by legacy brands.
The timing couldn’t be better. With The Caddie now available for pre-sale (and shipping in May), the Forbes coverage offers external validation of a product many early adopters in the GBR community have already embraced.
Read the full article here: Boston’s Pinned Golf Disrupts GPS Market With Golf-Specific Tablet
WENTWORTH MEMBERS NEAR EMERGENCY VOTE AMID GROWING DISCONTENT OVER CHINESE OWNERSHIP
Tensions are escalating at Wentworth Club, Surrey, England, as discontented members edge closer to securing the 270 signatures required to trigger an emergency general meeting to challenge the management of Chinese owners Reignwood Group. Frustrations centre on soaring annual fees—now reportedly £20,000, up from £7,000 since Reignwood’s 2014 takeover—and concerns about staffing, club leadership turnover, and underused facilities. Members also cite dissatisfaction with the club’s reduced membership base, following Reignwood’s decision to cut numbers from 4,000 to just over 800 while demanding a £100,000 debenture—now valued at £250,000. Club representatives maintain that more than £30 million has been invested in upgrading facilities since 2016, exceeding the total investment of the previous decade. Tom Morgan’s story for the Telegraph can be found here.
CALLAWAY PARTNERS WITH TERRE BLANCHE IN PRESTIGIOUS HIGH PERFORMANCE COLLABORATION
Callaway Golf has announced a landmark partnership with Terre Blanche Hotel, Spa and Golf Resort, Provence, South of France, naming the award-winning French destination a High Performance Partner. As part of the agreement, Terre Blanche will integrate Callaway’s full brand portfolio—including Odyssey, Toptracer, TravisMathew and OGIO—across its retail and performance offerings. The Albatros Golf Performance Centre now features newly refurbished Callaway and Odyssey swing and putter studios, while Toptracer becomes the resort’s exclusive range partner. Additionally, Terre Blanche will host the Callaway European Staff Ambassador Finals in 2025 and 2026, further cementing its status as a premier golf venue. More on the partnership can be found in Dan Owen’s report for Golf Retailing.
HAGEN 54 PARTNERS WITH GMS TO PROMOTE HISTORIC KENT GOLF EVENT TO NORTH AMERICAN AUDIENCE
The inaugural Hagen 54 tournament, set for July 23–24, will see competitors play three iconic Open Championship venues situated in the south east of England —Prince’s, Royal Cinque Ports, and Royal St George’s—in a single day, tracing the footsteps of legends Walter Hagen and Jim Barnes. To bolster awareness and appeal among North American golf travellers, organizers have partnered with global golf marketing agency GMS for strategic PR support. With GMS expanding operations into North America and the UAE, the collaboration aims to spotlight Kent’s southeast coast as a premier golf destination. The event opens with an optional warm-up round and welcome BBQ on July 23, followed by a dawn shotgun start on July 24, complete with caddies, on-course catering, and a post-round celebration. More information on how to enter the Hagen 54 tournament can be found here.
2. CIRCUITS
PGA TOUR REJECTS $1.5 BILLION PIF INVESTMENT
Reports suggest the PGA Tour has declined a $1.5 billion investment proposal from Saudi Arabia’s Public Investment Fund (PIF), citing fundamental differences over the future structure of professional golf. Covered by ESPN over the weekend, the heart of the dispute is the PIF’s insistence that its LIV Golf League continues to operate independently—a condition the PGA Tour considers incompatible with its vision of unifying the sport under one premier global circuit. The proposal also included a request for PIF governor Yasir Al-Rumayyan to be named co-chairman of PGA Tour Enterprises, a role currently held by Joe Gorder, with Tiger Woods as vice-chairman.
While the PGA Tour has suggested potential compromises involving team-based competitions at select international venues, it remains firm that LIV Golf's status quo is a non-starter. The failed negotiation follows a recent high-level White House meeting and underscores the ongoing stalemate to reconcile the fractured landscape of men’s professional golf. Meanwhile, financial reports show that LIV Golf posted nearly $400 million in losses outside the U.S. in 2023, raising questions about its long-term sustainability. Mark Schlabach’s full report for ESPN can be found here.
PGA TOUR SEES SURGE IN TOURNAMENT REVENUE AND ATTENDANCE GROWTH IN EARLY 2025
The PGA Tour is closing out the first quarter of 2025 with strong commercial momentum, reporting a 60% increase in tournament-related revenue across sponsorships, hospitality, pro-ams, and ticket sales compared to 2019. John Norris, who now leads the unified PGA Tour Events group, noted that fan engagement and live attendance are key drivers behind the growth, with events like the Texas Children’s Houston Open, Valero Texas Open, and the RBC Heritage posting ticket sales increases of up to 15% year over year. Signature events such as the RBC Heritage, which is already sold out for Saturday, are seeing weekly crowds of over 100,000, underlining the sport’s rising appeal at national and local levels.
Tournament organizers are also embracing a more collaborative approach under the PGA Tour’s restructured event model, which aims to give each tournament its own unique identity while strengthening regional relevance. The Zurich Classic of New Orleans anticipates another record-breaking year, boosted by the return of defending champions Shane Lowry and Rory McIlroy. Heritage Classic Foundation president Steve Wilmot emphasized the importance of maintaining a premium fan experience on Hilton Head Island’s limited footprint while confirming ongoing talks with title sponsor RBC for a long-term extension beyond 2025. Wilmot praised the new PGA Tour Events framework, noting that the shift toward inclusivity has created a stronger alignment between Tour-run events and independent host organizations. Josh Carpenter’s full story can be found in Sports Business Journal.
LIV GOLF PRESENCE SHRINKS TO 12 PLAYERS AT 2025 MASTERS
The 2025 Masters will feature 12 players from LIV Golf, marking a continued decline in representation from the breakaway league since its 2023 debut when 18 participants teed it up at Augusta. Despite the drop, the field still includes high-profile names and seven former Masters champions such as Phil Mickelson, Dustin Johnson, Sergio Garcia, Patrick Reed, and Jon Rahm—each granted lifetime entry. Other LIV golfers who will tee it up at Augusta include Tyrrell Hatton, who remains inside the top 50 of the Official World Golf Ranking, and Joaquin Niemann, who secured a special invitation for the second year in a row. Notably absent is Adrian Meronk, LIV’s season-opening event winner, whose OWGR of No. 192 reflects the league’s ongoing lack of ranking points. David Rumsey’s full Front Office Sports article is available here.
3. EQUIPMENT
COBRA GOLF UNVEILS LIMIT3D PUTTERS WITH GROUNDBREAKING 3D PRINTING TECHNOLOGY
Cobra Golf has teamed up with HP Metal Jet to launch its new LIMIT3D putter range, pushing the boundaries of golf club innovation through advanced 3D printing. Building on the success of the brand’s previous LIMIT3D and 3DP TOUR IRONS, the new putters boast a seamless one-piece design made from 316L stainless steel, incorporating intricate lattice structures that enhance sound, feel, and stability. The Enzo, a high MOI mallet co-engineered with HP, and the Pista, a traditionally styled blade using Direct Metal Laser Sintering, are both CNC machined for Tour-level precision and feature LA GOLF’s Descending Loft Technology for optimal roll. Limited to just 500 units each, both models are fitted with KBS CT Tour shafts and SuperStroke Zenergy grips, retailing at $630 (£499, €580). The putters are now available; more information is available at Cobra Golf.
TAYLORMADE RELEASES 2025 "SEASON OPENER" COLLECTION FOR MASTERS WEEK
TaylorMade has launched its 2025 "Season Opener" collection in celebration of the Masters, continuing its tradition of crafting exclusive gear for Augusta National. The lineup includes limited-edition TP5 and TP5x Stripe golf balls adorned with pink azalea motifs ($64.99/dozen £49.99, €59.99), alongside matching headcovers for drivers ($79.99, £59.99, €69.99), fairway woods and hybrids ($69.99, £52.99, €63.99), and both blade and Spider putters ($69.99, £52.99, €63.99 ). At the centerpiece is the Season Opener Staff Bag ($599.99, £469.99, €549.99), set to be carried by TaylorMade stars like Scottie Scheffler, Rory McIlroy, and Collin Morikawa during the tournament, featuring green-and-white styling, embossed floral detailing, and a peach-themed design nodding to Georgia heritage. The full 2025 Season Opener Collection can be viewed at TaylorMade Golf.
4. PEOPLE TO WATCH
Social media golf star Grace Charis has launched Dialed Golf, a new apparel brand aimed at golfers who embrace the game as a lifestyle. The brand is positioned to appeal to those who value adventure, connection, and personal development both on and off the course. Charis, who has become one of the sport’s most influential digital creators, says Dialed Golf reflects a modern take on golf culture, blending fashion with purpose. The launch marks her latest move to reshape golf’s image and engage a new generation of players. More information on the full range of Dialed products can be found here.
Peter McEvoy, one of the most celebrated amateur golfers in British history, has died at age 72 after a three-year battle with cancer. A former Amateur Champion, McEvoy made history in 1978 as the first British amateur to make the cut at The Masters and enjoyed a decorated career that included wins at the Lytham Trophy (1979) and Brabazon Trophy (1980). He represented Great Britain & Ireland in five Walker Cups between 1977 and 1989 before captaining the team to back-to-back victories in 1999 and 2001 — a first in the event’s history. The Telegraph’s James Corrigan article provides more insight into McEvoy’s golf career.
FootJoy has appointed Mathew Partridge as Area Sales Manager for South West England and South Wales, bringing over 25 years of golf industry experience to the role. Partridge’s background includes long-standing tenures at Marriott St Pierre and, more recently, as Retail and Academy Manager at Celtic Manor Resort. He aims to leverage his extensive network and operational expertise to support FootJoy’s continued growth and strengthen relationships with stockists across the region. Golf Business News.
5. MUST READ/WATCH
THE WORLD’S MOST EXPENSIVE DRIVING RANGE? $140 million is what it cost for Augusta National to build a new practice facility for professionals competing in the Masters. This fascinating YouTube video from Golf Digest details exactly what the players get from a $140 million range, highlighting the staggering level of detail Augusta National has gone to ensure players are primed and ready for the tournament.
PRIVATE JET TRAFFIC SURGES IN AUGUSTA DURING MASTERS TOURNAMENT. During the Masters Tournament, Augusta, Georgia, experiences a significant increase in private jet arrivals, with Augusta Regional Airport accommodating numerous luxury flights beyond its usual capacity. David Rumsey’s story in Front Office Sports details all the activity and costs associated with transporting the best players in the world to the year’s first major championship.
EXPLORING THE COMPLEXITIES OF RORY MCILROY'S CAREER. An upcoming biography titled Rory Land: The Up-and-Down World of Golf's Global Icon by Timothy M. Gay delves into the multifaceted career of Rory McIlroy, highlighting his early successes and the heightened expectations that followed. The First Call’s Bradley S. Klein provides an overview of the book, which is due to be released on May 13.
IT’S EIGHT MONTHS SINCE THE 2025 MASTERS WAS IN SERIOUS DOUBT OF TAKING PLACE. Jay Busbee’s article for Yahoo Sports relives the devastation inflicted by Hurricane Helene as it destroyed everything in its path in the early hours of September 26. Augusta is still coming to terms with the Helene’s destruction, but the Masters tournament indicates a sign of normality returning to the region.
BERNHARD LANGER WILL PLAY HIS 41ST AND LAST MASTERS TOURNAMENT THIS WEEK. Langer became the second European to win the Masters when he triumphed in 1985 and captured a second green jacket in 1993. The DP World Tour pays tribute to a hugely-successful career, which shows no sign of slowing down as Langer continues to compete on the Champions Tour.
6. JUST FOR PAID SUBSCRIBERS
THE BUSINESS OF AUGUSTA: FROM POP-UP RENTALS TO TEE TIME DEMAND—WITH A VIEWER’S GUIDE AND LAST-MINUTE TIPS FOR THE LUCKY TICKET HOLDERS STILL SEARCHING FOR A BED
The Masters is not only THE premier event in the golfing world, but also a significant economic driver for Augusta, Georgia, and its surrounding areas. Each April, this tournament transforms the city, bringing in thousands of visitors and generating substantial revenue across various sectors.
With a population of approximately 202,000, the city experiences a remarkable influx of visitors during Masters Week. The tournament attracts an estimated 200,000 visitors, effectively doubling the city's population and injecting around $120 million into the local economy. This surge benefits a wide array of businesses, from hospitality and dining to retail and transportation.
According to Destination Augusta, the revenues have seen consistent growth over the past few years, after 2022, the first post-pandemic tournament.
Hotel and Motel Revenues: In April 2024, revenues reached $30.2 million, a 7.86% increase from the previous year. This growth has been consistent over recent years, with $26 million in 2022 and $28 million in 2023.
Lodging Tax Collections: The city's lodging tax collections tripled from an average monthly collection of $186,600 to $602,700 in April 2024.
Credit Card Spending: April 2024 saw credit card spending totaling $34.2 million, a 9.2% increase over the previous year and a 358% rise compared to average monthly spending.
Hospitality Sector Boost: Restaurants and caterers experience a significant surge during Masters Week. For instance, Fat Man’s Mill Café and Catering equates the week's revenue to three months' worth of regular operations. Similarly, Vera Stewart of VeryVera coordinates extensive catering services involving 32 chefs from across the country to manage 31 client events during the tournament.
Accommodation Challenges and Solutions
With the surge of visitors, accommodation becomes a premium commodity. Augusta offers approximately 7,200 hotel rooms, which are typically fully booked during the tournament. Hotel room rates can rise by up to 800% during this period, resulting in approximately $26 million in hotel revenue. To meet the overflow demand, many homeowners capitalize on the event by offering short-term rentals, further stimulating the local economy.
For those seeking last-minute accommodations for the 2025 Masters Tournament, here are four options that were available at the time of this bulletin:
The Partridge Inn Augusta, Curio Collection by Hilton: This historic hotel offers proximity to Augusta National Golf Club and has recently enhanced its amenities, including a revamped verandah and rooftop bar. Limited rooms are available for Masters Week. From Augusta CEO.
Hampton Inn & Suites by Hilton Augusta-Washington Rd: A well-rated option providing comfortable accommodations and convenient access to the tournament. The Augusta Chronicle.
Hyatt Place Augusta: Offers modern amenities and is situated within a reasonable distance from the event venue. Tripadvisor.
Airbnb Rentals: As of late March 2025, several Airbnb properties remained available, including a spacious home accommodating up to eight guests at $705 per night.
Transportation and Airport Protocols
The Augusta Regional Airport (AGS) implements specific protocols during Masters Week to manage the increased traffic. All commercial ground transportation operators, including taxis, limousines, and hotel shuttles, are required to utilize public parking lots for staging and passenger pickup, as curbside parking is prohibited. Non-compliance can result in vehicles being towed. Additionally, public parking rates during this period start at a minimum of $2.00 per entry for the first hour.
To accommodate the influx of visitors, airlines such as American Airlines and Delta Airlines offer additional direct flights to major cities, including New York, Boston, Miami, Chicago, Philadelphia, and Phoenix. This expansion aims to facilitate smoother travel experiences for attendees.
Community Engagement and Philanthropy
Masters Week also serves as an opportunity for organizations to give back to the community. For the fifth consecutive year, the Wheels Up team collaborated with the Golden Harvest Food Bank. They volunteered at The Master’s Table soup kitchen and the Food Bank’s Produce Rescue Center, contributing to the preparation and distribution of meals. Augusta Business Daily.
Columbia County's Role
Adjacent to Augusta, Columbia County also reaps benefits from the tournament:
Augusta National Women's Amateur (ANWA): Established in 2019, the ANWA features the first 36 holes at Champions Retreat Golf Club in Evans, Georgia, with the final round held at the iconic Augusta National Golf Club. The 2025 edition concluded with Spain's Carla Bernat Escuder clinching the title, marking her as the first Spaniard to win this prestigious event.
Rock Fore! Dough Concert: An annual Masters Week tradition, this concert at Evans Towne Center Park features notable artists. The 2025 lineup includes Brett Young, Russell Dickerson, Channing Wilson, DJ Rock, and The Mason Jars. Proceeds support First Tee – Augusta, promoting youth engagement in golf. This event serves as a significant fundraiser for First Tee – Augusta, having raised over $1.8 million to date. The event is tonight and tickets can still be bought at the time of this newsletter.
For more information, please visit the official Columbia County website.
Recovery and Resilience Post-Hurricane Helene:
In the aftermath of Hurricane Helene, the CSRA has demonstrated resilience in restoring its recreational facilities.
Savannah Rapids Pavilion: Sustained significant damage, leading to its indefinite closure. This affected numerous planned events and necessitated relocation of activities. WGAC.com
Recovery Efforts: Facilities like the Columbia County Racquet Center have reopened, reflecting the community's resilience and commitment to restoring local amenities. The Augusta Chronicle.
How can I watch the Masters on TV?
The Masters Tournament garners significant television viewership, with millions tuning in globally to witness the event.
In the United States, CBS holds the primary broadcasting rights, providing comprehensive coverage of the tournament, including the practice rounds and main competition days.
ESPN also offers additional coverage and analysis, featuring in-depth commentary, highlights, and interviews with players throughout the tournament.
For viewers in the United Kingdom, the Masters is broadcast exclusively on Sky Sports Golf. Additionally, free-to-air coverage is available worldwide on… [Come on, guys, live is getting expensive—we need some extra cash to keep growing!]