FARMINGDALE, N.Y. — U.S. players being paid isn’t the only Ryder Cup financial first happening this week at Bethpage Black Golf Course.
All attendees are receiving free food and nonalcoholic beverages for the first time, as the PGA of America (which runs the event’s U.S. operations) builds on its growing concession strategy that’s been implemented at PGA Championships for the past four years.
With general-admission tickets on Friday through Sunday costing $750 at face value, one perk is various market locations throughout the course, where fans can walk through grab-and-go layouts and take drinks like water, Gatorade, and soda; food like burgers, hot dogs, and other sandwiches; and snacks like chips, pretzels, and cookies. There is no limit to how many times an individual can visit any given market.
While the PGA of America has found success with the unlimited food and beverage options at PGA Championships (GA tickets cost $250 for that tournament in May), the unique nature of the Ryder Cup presents some different logistical challenges.
“The first is just the morning crowd,” Ryder Cup director Bryan Karns told Front Office Sports. “When we did this at the PGA Championship, on Friday morning, you might only have 3,000 to 4,000 people on-site before 10 a.m., because people are coming out more at lunch, late afternoon.”
That more late-arriving crowd means less focus on breakfast food and drink items. “The Ryder Cup is a different spectrum, where by 10 a.m. you’ve got maybe 80% to 90% of the people on-site already,” Karns said.
Bottoms Up
While fans can have as much food and drink as they like at Bethpage, alcohol is still being sold at the premium prices expected for a major sporting event.
Standard beer and wine options mostly start at $15, while transfusions and other golf-themed cocktails range between $17.50 and $19.50. Specialty cocktails from Ryder Cup sponsors like Elijah Craig bourbon and Tito’s vodka are also selling for $19.50. Brut champagne from Moët & Chandon is going for $22, while a mimosa costs $29.
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