While the spring equinox technically occurs in March every year, Georgians and golf enthusiasts know that spring doesn’t actually begin until the first full week in April, when thousands of spectators join the golf world’s most elite players for the annual Masters tournament.
The first major tournament of the PGA calendar, the Masters is also the only major golf tournament that is held at the same location every year, that location of course being the famed Augusta National Golf Club in Augusta, Georgia. Formed in 1932 by Clifford Roberts and golf legend Bobby Jones, Augusta National attracts hundreds of thousands each year to celebrate spring’s unofficial kickoff due in large part to the nearly 100 years of tradition on display throughout Masters week.
As we gear up for the 90th edition of this uniquely Georgian cultural institution, we thought we’d share some fun facts about the Masters tournament and its impact on Augusta and the surrounding region.
- The estimated economic impact from the Masters to the City of Augusta is between $110 million and $125 million, putting it on par with the Sundance Film Festival or Austin City Limits.
- The Masters attracts more than 250,000 spectators across tournament week, with an estimated 73% coming from out of state.
- Despite not being used in the tournament – or on the course at all – three of the world's largest golf cart manufacturers call Georgia home: Yamaha Motor, Platinum Equity’s Club Car, and Textron.
- Winners receive the iconic green jacket for placing first in the tournament but are only permitted to remove it from the grounds of Augusta National for the first year after their victory. Afterwards, it is kept in a locker on the grounds for returning champions to wear while on the property.
- Returning champions must foot the bill for the Masters Club Dinner held in their honor before the following year’s tournament. The bill has been known to climb into five-figure territory.
- Speaking of big numbers, it’s been reported that over the course of the tournament, the Masters will sell more than $70 million worth of merchandise.
- Concession prices, on the other hand, haven’t budged in decades. In 2025, a tournament patron could purchase every item on the Masters concessions menu for a total of $77.
- Augusta National was built on the grounds of a former plant nursery, and every hole on the course is named for a plant that can be found on or around the course.
- The 1967 Masters was the first sporting event to be broadcast live to an overseas audience.
Beyond the leaderboard and thriving merchandising industry, the Masters offers a clear window into the kind of economic development fundamentals that continue to position Georgia as a top location for business investment. The tournament’s ability to seamlessly support a surge of hundreds of thousands of out-of-state visitors demonstrates the strength of the region’s infrastructure, from transportation and logistics to hospitality and utilities. Just as significant, the presence of major golf cart manufacturers in the Augusta area highlights how global events can intersect with and elevate local industry clusters. For site selectors, Augusta during Masters week serves as a real-time proof point: a community with the workforce, planning, and capacity to deliver at scale, reinforcing why Georgia remains the number 1 state for business.
Whether it’s the excitement of the game or the $1.50 pimento cheese sandwiches that keep you on the edge of your seat, it’s safe to say there’s nothing quite like the Masters. And whoever winds up donning that green jacket on Sunday, the real winners are the city of Augusta, the state of Georgia, and fans around the world – no matter whether they’re die-hard golf fanatics or just love a good azalea.
Georgia's Economic Development Momentum
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