Augusta Hooters, a beloved institution during Masters week, has officially closed its doors, signaling a significant shift in the experience surrounding the prestigious golf tournament. The restaurant quickly turned into a sacred refuge for Masters aficionados hoping to unwind after a hard day’s work over at Augusta National Golf Club. It captured the spirit of openness and friendship that has characterized the unique tournament, until its recent shuttering.
Located just a stone’s throw from the Augusta National, Augusta Hooters served as a gathering place where fans could relax, drink, and engage with golf’s folklore. That place was legendary for hosting iconic parties — like the “Miss Green Jacket” pageant. Golf fans descended upon it to purchase memorabilia from John Daly, who would regularly park his RV out front and hang out with fans. Patrons packed the boisterous space, knocking back drinks and puffing on cigarettes. They frolicked in the celebratory surroundings, aptly described by the ever-appropriate Hooters tagline—Delightfully Tacky, Yet Unrefined.
Augusta National Golf Club, perhaps the most famed bastion of tournament golf’s secrecy and exclusivity, has changed dramatically over the past decade. The club has invested more than $300 million into these companies. That investment has let them snap up properties at least a few miles outside their historical lines. Augusta National is clearly committed to improving the collective experience for its patrons. All this growth has come at the cost of losing some local traditions.
In 2012, Augusta National opened Berckmans Place, a 90,000-square-foot hospitality compound that includes five high-end restaurants. Such a move represented a significant shift away from informal fan experiences, such as those available at the Augusta Hooters. In 2024, the club opened Map & Flag, a sprawling new hospitality pavilion just steps from the front gates of Augusta National. This thrilling new feature is just one more way they’re deepening their promise to provide the highest quality experience for moviegoers.
The Masters tournament itself offers an iconic experience that many fans cherish. The simplicity of grabbing a pimento cheese sandwich for $1.50 and a beer for $6 while sitting in a folding chair remains a nostalgic tradition for many attendees. Nowadays weekly badges to the Masters are going for over $17,000. This increasing price is making access to this beloved event more and more exclusive.
Now, the closure of Augusta Hooters puts an exclamation point on the widening gap between Augusta National and the rest of the city of Augusta. While the club’s expansion efforts focus on meeting demand for premium experiences, they have inadvertently marginalized local establishments that once thrived during Masters week. Such a dichotomy raises doubts for the fate of fan-friendly, traditional venues going forward. We have high-end hospitality offerings flanking each side, what’s going to happen to these cherished spaces.
John Daly, a fan-favorite golfer known for his larger-than-life personality and unconventional style, often made appearances at Augusta Hooters during Masters week. Reflecting on his time there, he once remarked:
“As long as they don’t get mad at me for signing girls’ asses, I’m OK.” – John Daly
This tongue-in-cheek remark highlights one aspect of the casual, fun spirit of Augusta Hooters that winners will remember.
Promotional material from Augusta National emphasizes their commitment to providing “a level of service only found at the Masters.” The club has changed and is changing to place exclusivity at the center of its priorities. This strategy increases revenue and brings in a wealthier customer base.
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