I live in Aiken, SC…22 miles from the entrance to The Augusta National Golf Course, (The National) home of The Masters. I have been fortunate to be a patron during three tournaments and it is truly a majestic shrine to achievement in the sport of golf and customer service. Please note that “customers” attending The Masters are referred to as patrons.
The Masters, starting in 1934, is to the area around Augusta, GA like what “Back to School” is to Staples and Office Depot. There are businesses that barely survive through the year, looking forward to the first full week in April. It is “the economic engine of unrivaled power” for the area and cannot be understated.
The Masters is re-scheduled to be played this Fall, but whether there will be any patrons on the grounds remain to be seen. No patrons means no crowds and over $110 million dollars not spent in the local economy. Devastating is an understatement.
While we wait, there is now a demand to change the name of the tournament from The Masters to something more woke, since the word “master,” of course conjures up images of slaveholders, (insert eye roll emoji here).
Historically, the members of “The National” don’t look kindly on outsiders telling them what to do. Quite the opposite, The leadership of The National are known for getting whatever they want from the Augusta Community. It’s called symbiosis. Without The Masters, Augusta might rival Detroit for overall appeal, (with apologies to all my friends across the river).
But these are different times and CEO’s and industry giants find themselves under brutal assault should they not kneel at the altar of “Wokeness”.
The exclusive membership of The National is made up mostly of CEO’s and giants of industry, so we will see how they respond to the demand to capitulate and kneel.
Time will tell and the world is watching.