NEWS

Masters week a boon to area golf stores

By Jenna Martin
Published on

Before Masters Tournament practice rounds begin, Masters-related business will have already hit local golf stores.

"It definitely starts the week before," said Tom Reagan, manager of Edwin Watts Golf in Martinez. "You can definitely feel a buzz. Our business spikes in a big way."

It's not unusual for shoppers, both foreign and American, to spend $2,000 on golf equipment, from a full set of clubs and golf balls to a bag and pair of shoes, Reagan said.

During last year's Masters, including the week before and after it, business at Edwin Watts more than doubled, he said.

On rainy days, the revenue is even better, said Reagan, recalling a specific day last year when rain ended a practice round.

"We did well over three times our normal daily numbers that day," he said. "There were so many people in here. It was awesome."

Just down the street from Edwin Watts, orders have already begun to come in for L.D. Waters, longtime owner of Bonaventure Discount Golf.

Repeat customers hailing from Asia, South America, Europe and Australia are calling ahead for clubs and other golf merchandise. The Northwest Frontage Road store stocks up on golf balls and other items that have traditionally been big sellers during Masters Week and the month surrounding the tournament, Waters said.

"We've always taken it as we have two Christmases in the golf business in Augusta," he said. "One is in December, and one of them is in April. The two months are almost identical."

A lot of traffic in local golf stores during Masters is generated by international shoppers. With Callaway, TaylorMade, Titleist, and other top golf manufacturers located in the U.S., those visiting Augusta from other countries pay less to buy golf equipment here than they would in their hometowns, where tax and freight costs hike prices.

"The difference between the costs of clubs are three to four times what they are here, so they're naturally going to pick up all they can while they're over here," Waters said. "In Australia, a dozen golf balls cost you $75 or $80."

A new golf simulator business downtown also hopes to get in on the Masters crowd action.

The Inside Drive, coupled with The Men's Refinery BarberSpa, is expected to open at 953 Jones St. just in time for Masters Week.

The business will feature salon services, a full-service bar, TVs and two Full Swing machines with 50 international courses, including St. Andrews and Pebble Beach, as well as a driving range mode. Professional lessons and club fittings also will be offered to patrons that week, said Sandie Crowley, a spokeswoman for the business.

"There's no indoor golf (location) where you can play a round with your buddies, have a beer and watch the tournament at the same time," she said. "I think that's the biggest draw."

This article was written by Jenna Martin from The Augusta Chronicle, Ga. and was legally licensed through the NewsCred publisher network.