Augusta National did not become the world’s most beautiful and cared-for golf course in the world by accident. It took the fame and national popularity of the legendary Bobby Jones (who never turned professional despite being the best player in the world), the hard and disciplined entrepreneurial spirit of Cliff Roberts, a classical and unique golf course design by Alister Mackenzie, the particular attachment of US President Eisenhower to the Augusta National Golf Club and a large dollop of favourable circumstances (usually called luck).
The Masters, played only at the Augusta National Golf Club each year, from the Thursday to Sunday of the first full week in April, is the greatest of all major championships in the world, because, year after year, the vision and the original intention of the founders — Bobby Jones and Cliff Roberts — has been faithfully interpreted and executed (adjusted only to tectonic societal shifts) by succeeding generations of chairmen and committees of the club, to the awe and envy of their fiercest detractors.
Hootie Johnson, the previous president of the Augusta National Golf Club had this to say about the Masters Tournament: “The Augusta National Golf Club believes that our service to the game of golf is the Masters Tournament, and, we will never allow that event to be compromised by practices or policies designed solely to raise money….”
Thus, carefully selected advertisers, severely restricted TV advertising to maximise viewer enjoyment, restricted TV coverage to only the afternoons and evenings on the final two days, restricted number of ticket sales (those are as rare as hen’s teeth) are testimony to the above philosophy, for the club could easily quadruple the money it takes in by aligning itself with the policies of the other major tournaments. We are talking here about voluntarily and happily giving up net revenues exceeding $30 million. No advertising of any product or brand other than Masters is allowed, not even that of Coca-Cola, which was and is a great supporter of the Augusta National Golf Club. Prices of food and drinks, all served in Masters wrappers and glasses, are held low; while Masters-branded golf-related merchandise/souvenirs (caps, hats, socks, sweaters, tee shirts, jackets, golf balls, gloves, umbrellas, portable seats, etc) are sold at pretty good premiums and are available only at the Masters venue and nowhere else i n the world, for only these 10 days, and gross a staggering $25 million or more.
Extreme courtesy at the championship is not only desired but demanded so that all patrons may have an enjoyable experience. Applauding or cheering of misfortunes or misplays of a player is not only frowned upon but actively eliminated. No running or undue haste is tolerated and the visitors’ dress code has to be decent and non-provocative.
Anybody who does not perform his/her detailed administrative task to perfection can be removed. Even the TV/radio broadcasters have only a year-to-year contract and they are severely restricted as to when and how they cover what in their broadcast and what they have to definitely eschew. Courtesy is extended to even the representatives of the various national PGAs who happen to be present and they are publicly called upon to stand up and be honoured at a special function. No cellphones or cameras (except officially sanctioned ones that must shoot from some distance, lest a click of the shutter disturb the player) are allowed on the course during the championship, and the violation of this rule is sufficient for expulsion from the premises… and this is done courteously, but firmly and certainly. Patrons can, however, bring their cameras on practice days and for the Par-3 contest, but more on that tomorrow.
Strategically placed around the golf course are the pairing and tee times sheet for each day, pin placement sheets for the knowledgeable golfers, who can understand the importance of well-placed shots on these lightening fast greens, to not only avoid three (or four) putts but also possibly make birdie or eagle, and extremely well-documented maps of the course clearly marking out crossover areas, concession stands for foods and drinks and merchandise, toilets (which are spotlessly clean, considering the volume of humanity that passes those), seating areas and score boards.
More From This Section
In a quiet and secluded area of the grounds, just behind the main scoreboard abutting the first fairway, is the magnificent press building. Ultimately, it is the media that conveys all the news and pictures to the inquisitive public and, therefore, the Augusta National Golf Club goes all out to assist the press in gathering news and help them plan their stories easily. Historical data going back 76 years, player profiles, course history and details thereof, player interviews before and after practice and tournament rounds, and the availability of every relevant sports magazine provide scribes with whatever is required for report preparation. Coupled with all this is not only a giant scoreboard exclusively for the press but also giant TV screens and individual private data screens for personally tracking one’s favourite players.
Bobby Jones, while planning the golf course to be as much a theatre for dramatic sequences as a place of architectural splendour, had these profound words on golf course design: “Beauty means a great deal on a golf course; or even the man who emphatically states he does not care a hang for beauty is subconsciously influenced by his surroundings…. All the famous holes and greens are fascinating to the golfer by the reason of their shape, their situation, and the character of their modelling. When these elements obey the fundamental laws of balance, of harmony and fine proportion, it gives rise to what we call beauty, which is more felt than fully realised….”
The Augusta National Golf Course is truly a thing of beauty which is constantly evolving into expanding greatness. Starting Thursday, April 5, the best-ever tournament is going to be staged in these hallowed grounds, where Tiger Woods is going after his 15th major in a chase for his manifest destiny, and he has many worthy challengers to halt this progress. My bet is on Tiger Woods winning because of his extraordinary focus and his enormous knowledge of this course. He loves this course and it loves him back.
Rory could stop Tiger in his pug marks. Let’s see what we shall see!
The author is chairman, Honda Siel Cars India Ltd; and co-chairman, Usha International Ltd
