It seems that every year there is something new at Augusta National a massive overhaul. From parking to driving range to concessions to the press building to Berckmans Place to the (now) merchandise store. For those of you who have been going for years, you will not recognize the place as it got a 20-week makeover that saw its square footage double. All this in the wake of a makeover to the secondary merchandise a few years ago.
The make-over for the merchandise store includes 385 mannequins (including one for a dog!), 64 registers and several new items, including goblins and 125 different hat styles (which seems creepy). Clearly, many of the treats that we are all used to liking green and blue polos, Masters logo belts and coffee mugs will still be sold.
The story here is definitely about the store (as you can see in the pictures below), but I also think there is a bigger narrative to tell. Augusta, who does not skimp and is bent on expertise, continues to set the standard in all aspects of this event.
I recallalmost embarrassed at how nice it was. This is what they do and they have consistently done so without losing the old charm of the tournament. It’s not a small business and one that they’re probably not getting enough credit for.