As a longtime economic development and tourism writer and an Augusta local, the frenzied excitement surrounding the Masters Tournament feels special, as it powers my community year-round. While some dread the onslaught of traffic and crowds, most Augustans seize the opportunity to showcase their hometown pride. Even if your community isn’t home to a global golf spectacle, you can leverage a popular race, tournament, or festival for your gain all the same. Many strategies we use in Augusta are adaptable to your community:
Collaborate with lodging, tourism, and restaurant partners to create “experience packages” for guests
While my town is a 10-mile traffic crawl to Augusta National, we might as well be located on the front 9. This week every April, our community fills up with patrons seeking local fun. One event company coordinates a golf outing at a local course, which includes a meet and greet with a legend of the game. At day’s end, guests visit a restaurant offering a Masters-themed menu. Another experience package caters to the non-golfers of the group, who enjoy a full day of spa experiences, capped off by Masters-themed cocktail flights (the Azalea cocktail is a “must sip”!). Tour operators partner with reputable small businesses (restaurants, hotels, recreational facilities, and transportation firms among them), confident they will provide hospitality with all the trimmings, and tourism organizations can do the same.
Encourage small businesses to stock themed merchandise
Every small business in the Augusta region carries Masters-themed merchandise. Boutiques, bakeries, and galleries carry unique finds that fly off the shelves faster than Scheffler sinks a putt. Smaller, home-based makers sell hand-painted glassware, artwork, and beautifully iced cookies to hospitality firms that fill rental homes with these touches. Entrepreneurs of all sizes get in on the (golf) game. If you have a seasonal event to leverage, connect with small businesses and artisans to brainstorm merch ideas that support your mutual goals.
Host smaller events in conjunction with the main event
During Masters’ Week, a music fundraiser raises cash for kids’ golf programs in Augusta. Chances are, visitors attending the cycling classic or Ironman race near your town will seek other activities to fill their hours. Consider hosting a street festival featuring food and live music to boost businesses on Main Street. If visitors have kids in tow, hold a pint-sized cycling or running race at an agritourism spot or a family-friendly brewery to bring foot traffic to your town.
Leverage digital platforms and create digital itineraries
If your community gets in on the action, ensure that your website, social media outreach, and community events calendars compellingly market these tie-ins. Go the extra mile by creating travel itineraries highlighting the shops, restaurants, and experiences offered. To explore this approach in depth, read our case study about the tourism itineraries we created for Goochland County, Virginia.
While we know you can’t tackle all these ideas at once, starting small and collaborating with local businesses will put you in a scoring position!
