Augusta National runs the tournament their way
The first Sunday in April, Augusta National Golf Club becomes the center of not only of the golf world, but the sports world. As CBS reminds us, it’s a tradition unlike any other. In the case of the Masters, it’s not just a transparent promotional slogan.
Recommended Stories
What makes the Masters different? Yes, it’s the only one of golf’s four major tournaments played on the same course. But more than that, it’s how the event is portrayed on television. While all other major tournaments are shown from start to finish, all 18 holes, all four rounds, Augusta puts tight controls on what the viewing public can see.
When ESPN went on the air at 4 p.m. Thursday, roughly two-thirds of the players had completed their rounds.
For years, Augusta refused to place cameras on the first nine holes. It’s a restriction the club has relaxed, but only partially. Augusta’s mantra — less is more.
Luckily for viewers, that’s how Augusta views commercials. The club mandates just four minutes per hour, in contrast to the usual 12 minutes.
When Martha Burk of the National Council of Women’s Organizations challenged the club for its lack of female members, asking sponsors to boycott the tournament. Augusta Chairman Hootie Johnson preempted the threat by purchasing the air time. As a result, viewers were treated to ad-free Masters in 2003 and 2004.
The result of the tight controls is a television product, quite literally, unlike any other — the soothing theme song, the hushed tones of lead announcer Jim Nantz, the azaleas, the immaculate grounds, the green jacket ceremony in Butler Cabin. It all adds up to a unique branded product, known worldwide.
“I get calls from South Africa, Japan, Australia and Europe about what it is like to be at Augusta the week of the tournament,” said ESPN analyst Andy North. “Not about playing in the Masters, but what it is like just to attend the event. There is no question that, to sports fans, this is hallowed ground.”
The announcers have no choice but to drink the Augusta Kool-Aid. The club goes so far as to control their language. Fans are “patrons,” the rough is “the second cut” and there is no mention of prize money.
When Jack Whitaker referred to a “mob scene” at the 18th green in 1966, he was dismissed. The same fate befell popular analyst Gary McCord in 1994 when he said the slick greens at Augusta were prepared with “bikini wax.”
But as one of seven players who have won at least three Masters titles, CBS lead analyst Nick Faldo has reason to be enamored with Augusta.
“It’s so easy to be completely in awe,” said Faldo. “It’s an amazing place. In hindsight the best advice is to come in early the very first time and spend a bit of quiet time, get yourself acclimatized … get yourself comfortable.”
It’s all about tradition at the Masters, from founding father Bobby Jones, to Arnold Palmer, who made the Masters a television event, to six-time champion Jack Nicklaus and now to his heir-apparent, Tiger Woods.
It’s also all about the golf, the sole activity at Augusta. There is no swimming pool, no tennis courts.
“It’s a beautiful club. I love the rhythm around the clubhouse — how you walk out the clubhouse, across to the range, then across Magnolia Lane,” said Faldo. “Then you do your chipping round the back onto the putting green, then off you go.”
No one tells the members how to run their tournament. And, by the way, winners get to keep the green jacket for only a year. Then it comes back to the club. It’s tradition.
“The best advice is just to spend time there,” said Faldo. “Take it all in, and breathe while you’re doing it.”
Ah, rare air indeed.
