• Loading stock data...
Thursday, March 28, 2024
2024 Best Venues nominations are open now through April 8! Submit Now

Why the USGA is Turning to Social Spaces at the U.S. Open

The USGA is getting creative with their offerings.

The USGA is getting creative with their offerings. (Image via USGA)

Whether you are a team, league, or association, finding creative ways to drive your fans to attend your event has become paramount in our social-first world.

While steeped in tradition, the 118th U.S. Open Championship will be home to a different kind of golf watching experience come this June thanks to the USGA and their new “Top of the Hill” ticketing option.

Located on one of the highest points on the property and situated amid the first four holes of the closing nine, “Top of the Hill” will offer fans an open-air facility in a beer garden-style atmosphere with a panoramic view of Shinnecock Hills.

As part of the perks of buying a ticket in this area, fans will be treated to a lively, sociable atmosphere with open-deck seating and a large-screen broadcast of live championship coverage. Included with the ticket will be access to a variety of local culinary options and full bar service with local craft beer and wine offerings available at an additional charge, as well as the convenience of executive restroom facilities.  

“One of the great things about having this type of micro-experience  is that it is driving demand because people know it can go away.” – Dave Aznavorian, Senior Director of Marketing for the USGA

Along with the “Top of the Hill” option, the USGA has teamed up with PrimeSport to create one-of-a-kind fan trips to the U.S. Open.

“We are always evaluating ways to innovate and elevate our fans’ U.S. Open experience,” said Sarah Hirshland, USGA senior managing director for Business Affairs. “If we’re able to create more social and convenient options for fans, we’ll do it, and we feel these new ticket offerings provide just that.”

As events look to target millennials, social experiences are being put first when it comes to new ticketing initiatives.

From the Oakland A’s building a Treehouse to the St. Louis Cardinals removing seats in place of a deck, just one look at what multiple Major League Baseball teams have done over the course of the past few offseasons and its rather obvious that owning the experience has become paramount to any sports property hosting a live event.

For Jeff Lapsansky, Director of Ticket Sales & Marketing for the BMW Championship, these types of spaces allow for fans to enjoy the action of the event with amenities that are closer to what they would find at home.

“Many of today’s golf fans want something more than just access to the golf course grounds. They want to get into the impressive hospitality venues that tournaments are putting up all across the country. They want access to nicer restroom facilities and premium food options. Some of them want to brag about the perks they’re enjoying by posting on social media.This social atmosphere appeals to not only the golf enthusiast but also their friend or spouse who may not be a golfer or traditional golf fan per se. By creating new avenues that are appealing to different potential customers, naturally more household financial decision makers are intrigued by the event.”

Not only has the move been praised by fans, but also by other industry professionals who see the shift as a way to embrace new fans as well as the culture around attending an event.

“It’s certainly exciting to see coming from an organization steeped in tradition, especially when it comes to the production of their tournaments,” said Bill Decker, former Marketing Director of The Honda Classic now overseeing Consumer Marketing for IMG Tennis. “I applaud their continuing efforts to diversify the event experience and connect with an audience beyond the golf-centric fan-base.”

For the USGA, “Top of the Hill” represents a micro-experience that they feel can be replicated and capitalized on.

“When it comes to event marketing, I’m big on creating a bunch of micro-markets,” said Dave Aznavorian, Senior Director of Marketing for the USGA. “Especially when you have an outdoor event that is wide and expansive and you can break it into smaller parts, recognizing that those smaller parts can be driven towards specific groups, specific fans, and specific experiences.”

Still a few months away, interest in the “Top of the Hill” section from not only a fan perspective but a sponsor prospective has heightened and Aznavorian is excited about its potential not only this year but going forward as well.

“I think people look at the US Open and see it as an open and approachable experience, but what can we create that would make it feel more a little bit more like a place to gather. We want to continue to do this, or a version of it, for years to come.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

March 22, 2024, Brooklyn, NY, USA; Northwestern Wildcats guard Brooks Barnhizer (13) and Northwestern Wildcats guard Boo Buie (0) react in overtime against the Florida Atlantic Owls in the first round of the 2024 NCAA Tournament at the Barclays Center.

‘An Expensive Game’: March Madness and NIL Collectives Are Intertwined

At schools nationwide, collectives are fueling NCAA tournament runs and vice versa.
Iowa’s Caitlin Clark (22) waits to be announced in the starting lineup against West Virginia in a NCAA Tournament round of 32 game Monday, March 25, 2024 at Carver-Hawkeye Arena in Iowa City, Iowa.

The Women’s Trading Card Market Is Overlooked. Can Caitlin Clark Change That?

Traditionally, women’s sports cards have been a marginal part of collectibles.
The Sports Illustrated cover signed by Derek Jeter and Alex Rodriguez, February 27, 2019, at Don & Charlie's, 7501 E. Camelback Road, Scottsdale. Don Charlie S

Everything You Need to Know About the Ongoing ‘Sports Illustrated’ Saga

Understanding the strange state of affairs for the nearly 70-year-old publication.
podcast thumbnail mobile
Front Office Sports Today

MLB Opens Season With MLBPA, Ohtani, and Ownership Dramas

0:00
0:00

Featured Today

The Good, the Bad, and the Ugly: Inside the Big East’s Bizarre Online Subculture

Peeling back the curtain on the ‘phenomenally weird’ Big East online ecosystem.
Mar 21, 2024; Brooklyn, NY, USA; Stetson Hatters guard Stephan Swenson (30) reacts during team practice at Barclays Center.
March 22, 2024

First-Time NCAA Men’s Tourney Bids Could Be on the Verge of Extinction

Power and success are consolidating around the richest teams in college sports.
March 17, 2024

‘Everybody Was Under Suspicion’: The Day Selection Sunday Was Scooped

In 2016, the ‘Selection Show’ backfired when the bracket was leaked anonymously.
Sep 3, 2023; Seattle, Washington, USA; Orlando Pride forward Ally Watt (11) and Orlando Pride forward Julie Doyle (20) enter the stadium before the game against OL Reign at Lumen Field.
March 16, 2024

So Long, White Shorts: Here’s Why the NWSL’s Uniform Pivot Matters

There’s finally a growing trend to adapt women’s sports to women’s bodies.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Adidas
Multiple - USA Careers
Spotify
Multiple - USA Careers
FC Barcelona vs. Real Madrid in Texas.

FC Barcelona, Real Madrid Set AT&T Stadium Soccer Attendance Record

Sixth Street organized the match as part its U.S. Soccer Champions Tour.
Las-Vegas-Grand-Prix
November 14, 2022

Vegas Resorts Going All Out for Formula 1 Grand Prix

MGM Resorts will build a grandstand for the Las Vegas Grand Prix.
A young fan holds a sign for Julio Rodriguez during the 2023 MLB Home Run Derby.
July 12, 2023

MLB Median Ticket Buyer Down to 43 Years Old

Games are shorter and higher scoring thanks to new rules.
Sponsored

How Daily Fantasy Sports Solved NBA Fantasy

The remarkable growth of the #1 Discord sports server in the world.
Sponsored

How QuintEvents is Changing the Game of Premium Fan Experiences

Over the last decade, we’ve seen a noticeable shift in the psyche…
MLB
October 7, 2022

MLB Attendance Pops Up, But Falls Below 2019 Levels

MLB attendance rose from 2021, but still lagged behind 2019 levels.
September 16, 2022

Baron Davis, Michele Roberts Help Launch Fan Controlled Hoops

The league will begin its inaugural season on Feb. 7, 2023 in Atlanta.
Sponsored

Webinar: How to Improve the Fan Experience at the Stadium and Online

Learn how pro sports teams are improving the fan experience.