Editor’s note: This article was written by Josh Carpenter and first appeared in Sports Business Journal, the industry’s leading source of sports business news, events and data.
Patrons will be paying a premium next month to access the Masters’ new hospitality offering off Washington Road in Augusta, as weekly passes to the new ‘Map & Flag’ cost $17,000 each, according to sources.
Last year marked the 10th anniversary of the launch of Berckmans Place, the hospitality venue on the grounds at Augusta National that many consider to be unrivaled across sports. Marking the 10th anniversary, Chairman Fred Ridley announced in his annual pre-tournament press conference the launch of the new project, then dubbed the “Masters Hospitality Experience.”
Map & Flag — appearing to have its name derived from Augusta National’s iconic logo — is located across Washington Road from the course but is within walking distance of Augusta National’s North Gate. The venue will open at 6:30am each day and close one hour following the conclusion of tournament play.
The $17,000 weekly price — no daily passes were sold — includes access to the hospitality venue as well as a tournament badge. Tips are included in the cost as well. It was unclear how many passes were sold. All passes were sold directly from the club to customers, and the club will operate Map & Flag, sources said.
Included inside are premium food and drink options, as well as an “expansive food hall and high-energy sports bar,” according to Map & Flag’s customer website that was viewed by SBJ. More than 80 TVs carrying tournament coverage are inside the venue, and patrons also will have access to an outdoor garden and a merchandise shop.
There are three main dining options within Map & Flag.
“The Grille” serves breakfast from 6:30-10am and lunch/dinner from 11:00am until close each day, featuring “an elevated take on classic Tournament fare with masterfully crafted sandwiches.”
“The Carvery”…
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