The Magic of the Masters

There are few places in the world—let alone in sports—that deliver the kind of experience Augusta National does. For one week in April, everything slows down. Phones go away. Conversation comes alive. And the green jacket becomes the world’s most exclusive uniform. The Masters is more than a golf tournament—it’s a masterclass in experience design.

Augusta National wasn’t always the place it is today. It was carved out of the dirt just like every other golf course. It put its pants on just like you and me. Yet, somewhere along the line people with vision, money, and the drive to get it done, created the pinnacle for excellence. A place where tradition and history meet modernism and exceptionalism.

I’ve long admired Augusta National, Like everyone else, I was drawn to the golf tournament. Over time, I have become more drawn to the place. Not the tournament . The how or the place and of the event. How they welcome. How they anticipate. How they deliver something unforgettable without ever feeling overdone. How does a place speak in unspoken words and create a feeling? In a world that’s increasingly loud, Augusta National is calm, collected, and curated down to the inch.

So how in the world do they do it? And perhaps more importantly—what can we learn from them?

Value
You don’t expect it. Certainly not in something this exclusive. Where else can you get a pimento cheese sandwich for $1.50, a chair with a logo for under $40, and a ticket to the greatest show on turf for less than the average dinner out? It’s not about profit—it’s about priorities. The Masters doesn’t just say patrons matter—they prove it. They eliminate barriers: free parking, reasonably priced food, and a ticket lottery that gives regular folks a shot.

Scarcity
It seems like everyone has to wait their turn to go. And then it’s a once in a lifetime experience for most. One they talk about forever. Beyond the golf courses. “I went to the Masters.”
You can’t buy Masters merchandise anywhere but at Augusta National during those 7 glorious days in April. Expensive? You bet. But you’re making your list for next time before you even get into the checkout line. You can only get it there. You’d better be on property.

The Experience?
It’s a tradition unlike any other.
No phones. No texts. No selfies. No distraction. Just patrons, players, pines, and azaleas. In 2025, that kind of presence feels almost radical. But it’s precisely what makes it unforgettable. Augusta reminds us that the present moment is the premium product.

Every detail
From the way the grass is cut to the green sandwich wrappers to how volunteers point the way with an open palm. But it goes further. There’s a SubAir system under the crosswalks to keep them dry (and, more importantly, green in the event of rain/ mud). The divots in the fairways are repaired by hand, each one packed with a custom blend of sand and paint. There’s a heating and cooling system built into the root balls of the flowering plants so they bloom perfectly on cue. Every square foot of the property is manicured like a wedding venue. Who thinks of this stuff? Someone with an impeccable sense of detail and hospitality. You don’t always see it. But you feel it.

Hospitality
It’s not about flash. It’s about making sure you’re cared for before you even think to ask. Chirping birds from birds you don’t see. A breeze from a discreetly placed fan. A quiet smile from a green-jacketed volunteer who’s more concierge than marshal. It’s the kind of hospitality that doesn’t need to be loud—because it’s already working.

If you’ve been on Social Media during Masters Week, you’ve seen it. Post after post about how Augusta is the standard—not not the gold standard, not just in golf, but in guest experience. They are THE standard. Executives talk about the cleanliness of the restrooms. Sales reps reflect on how walking those fairways made them rethink how they host clients. HR leaders write about how that kind of care should show up in the workplace. The Masters becomes a metaphor for what’s possible when every single touchpoint is intentional.

So now the question shifts. What are you doing to provide Masters-level magic at your facility? What would it take to bring that kind of hospitality and intentionality to your shop, your team, your day-to-day? Can you do it? Can any of us?

Here’s a little hint: People who ask “How was the Masters?” probably haven’t been. People who have been ask a different question: “How good was it this year?”

The difference? Experience.

Be in the business of experience.
Not the I’ve been doing it this way for 30 years kind of experience.
The I feel something indescribable kind of experience.

Build something unforgettable.
Build your Masters magic.