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All is relatively quiet behind the 18th green on Monday afternoon when Brian Harman arrives for the reign champion’s press conference, the week’s curtain raiser.
Harman is a good guy, who has savoured every second in which he has held the Claret Jug and gives a playful insight into how the last 12 months have gone. It has been his privilege, he says, to drink some ‘unusually expensive wine’ and ‘unusually expensive bourbon’ from this iconic trophy.
He then makes a serious point. Earlier that day Martin Slumbers, Chief Executive of the R and A, had announced that the prize fund for this year’s tournament stood at £13.1million, with the winner inline to pocket £2.38million. The Open stands at 28th place in terms of golf’s best rewarded events.
‘I would (play for free) personally,’ says Harman. I’m not sure everyone would, but I would. Why? Some people care more about money than I do, I suppose. I play golf for me! Most times when I get done with a tournament, I couldn’t tell you within commas of how much I made that week.’
The Open might lag behind all the major PGA tour Signature Events in America and all the LIV Golf tournaments (prize pots £15.4million a time) but its money making capacity, along with the boost it provides for communities remains beyond doubt.
Brian Harman, last year’s champion, said he would play The Open for free
Thousands of fans at the Scottish course will be spending big money at the venue
The shop has a huge queue and prices are high inside, even a key ring is £8
Pints are not cheap at £7 pounds at the venue, with visitors enjoying themselves
St Andrews, in 2022, is the benchmark for golf’s appeal, with £300million generated in economic benefit; last year’s edition at Royal Liverpool, provided a boost to the local economy to the tune of £187million. There is no question Troon, this picture postcard town, will similarly benefit fiscally.
Arriving at the course on the beautiful Ayrshire coast might be relatively cost effective – £10.70 for a return fare from Glasgow to Troon or £20 car parking (£15 if pre-booked) – but once through the turnstiles, the money you can spend is limitless.
The price of a ticket, for the quality of sport you are seeing, is not prohibitive. It was £25 on the first practice day last Sunday, tomorrow’s final round is £110, which puts The Open in the realms of a badge for a top enclosure at the races, a Test match or a Cup final.
Crucially, there’s a 50 per cent reduction for patrons aged between 16 and 24, while all under-16s are free. There is also no barrier to bringing in picnics, a move that a lot of racecourses could benefit from – everything should be done to make the day as enjoyable as possible.
But there is, of course, plenty of potential to indulge in hospitality – and there were six different packages to choose from – Champions, Medallists, Engravers, Caddies, Scorers Premium and Scorers. All were sold out long ago for this most dramatic week.
Champions was most expensive at £1850 per person (excluding VAT) for the four days. For that price you have fast-track entrance, course view from upper balcony, fully inclusive drinks and dining, reserved seating first and 18th green grandstands and access to areas such as NBC studios.
Opportunities for Q and As with past and present players also arise, with Sir Nick Faldo – the last Englishman to be named Champion Golfer of the Year in 1992 – among those making themselves available for sessions.
Fans dressed in pink tartan take to the famous course in South Ayrshire
It can be affordable to get through the doors but once inside, the spending is dizzying
Fans interact in the swingzone within the Championship Village
At the other end of the scale, is Scorers – £300 per person across the four days. That gives access to the pavilion and private garden area to watch LED screens and informal unreserved seating on and off the course – but not the same level of opportunity for food and drink.
As with all sporting events, the trade at the myriad fast food stalls is brisk – £13 for burger and chips, £6.50 for a double cornet ’99’ – and The Open Arms, the championship’s official 19th hole, has been incredibly well populated, where the price of a pint is upwards of £7.
It is the scale of the sale of merchandise, however, that leaves you dizzy. To gain access to Royal Troon’s club shop, you need a special access pass into the clubhouse. You can pay as much as £500 for a top-of-the-range waterproof jacket with the Troon crest on.
Branded apparel is sold in the main superstore, not far from the 15th fairway. It is as big as an airport hangar and the potential to max out a credit card is just as vast – they have been queueing for up to 30 minutes to get in on Championship days, with fans from as far afield as Australia and the United States. The tills have not stopped ringing.
Robert MacIntyre of Scotland signs autographs for fans during a practice session
There are a variety of hospitality and ticket options available for punters
Pick an item, name your price – £85 for a light windbreaker with a Claret Jug on the chest, £45 for an umbrella; a single, branded ball will cost you £7, key rings start at £8. Prints of the course by a local artist are good value at £35. You can go beyond £300 for an item of clothing, comfortably, and punters have been streaming out with packed bags.
And still there is more opportunity to spend. Outside the superstore, there is a pop-up stand selling Loch Lomond single malt whisky and the slogan on its advertising board urges you to ‘take the spirit home’ – the bonus of this little place is you can try before you buy.
If you only want to bring a wee dram home, a gift pack of three 5cl bottles will set you back £22 but if you really fancy treating yourself, then how about a bottle of the ‘Loch Lomond 152nd Open 29 Year Old Open Sauternes Exclusive Cask? Yours for £1520.
So while Harman was right when saying he would show up to test himself against the best just for the pure sport, little else around here is for free. It is the way of the modern world and the trend is only going to continue in one way.
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