Aiken stands to gain from Masters

It's not looking good for Augusta during the Masters Tournament this year. The annual financial windfall from the thousands of money-spending visitors is slipping away this year - another victim of the sagging economy.

Many of the corporations that in the past spent tens of thousands of dollars to rent homes, hire drivers and caterers, and party in the restaurants and bars where the prices are tripled just for that week, are staying away this year.

But so far it appears that Aiken's financial benefits from the tournament will continue, say local hospitality industry owners and managers. It's a little slower, but it's looking OK.

"We're fine. We're looking forward to a good year," said Janny Bijas, owner of Up Your Alley restaurant.

Hotel Aiken is sold out as usual during the tournament, said manager Peggy Greer-Buyers. "We have one room over the bar with a single bed and it will go."

The difference, said Carla Cloud, Aiken Director of Downtown Development, is that Aiken's Masters traffic is less corporate and more individuals or groups.

Corporations facing losses, or government bailouts, aren't as inclined to wine and dine guests and executives as in the past. Across Augusta there are reports of cancellations of rentals and services - something unheard of in previous years.

And even though just a few years ago a Masters ticket was considered one of the most coveted and hardest to get of all sporting events, this year there are plenty available online.

Four-day tournament tickets are selling for 15 percent less this year on eBay Inc.'s Stubhub, the largest online ticket broker, according to Bloomberg.com. But they're still expensive. As of Friday morning those tickets were priced between $2,090 and $4,286 on Stubhub.

The tournament officially begins on Thursday, April 9, and continues through the following Sunday. Practice rounds are held on Monday, Tuesday and Wednesday of that week.

It's difficult to gauge the economic impact the Masters has on the area's economy.

The last study done was by the Augusta Convention and Visitor's Bureau in 1997, according to media reports. That study showed the tournament pumped $109 million into the local economy.

But it's a safe bet that the impact is much higher now.

In Aiken, Cloud said there have been a few attempts to determine the impact, but that information hasn't been collected.

Jamie Howard, the manager at the Country Inn and Suites in Aiken said sales have been slower this year. The hotel is usually full Masters Week. She plans to lower rates and offer more specials to attract guests.

That strategy might be a good one this year.

"People in this economy are still making trips and shopping, but they're making (commitments) at the last minute," Cloud said.

Greer-Buyers at Hotel Aiken agreed. Even for the many equestrian events this time of year, people are still coming; they're just waiting a little longer to make the reservations.

"They want to see if they have the money available or if there's a price decrease," she said.

The new Hilton Garden Inn on Whiskey Road made sure it opened in time for the Triple Crown and Masters, said owner Raksh Jansani. He's sold out some weekends in March and more than half-booked for Masters. He's still waiting to hear from some groups who have contacted him about rooms that week.

At AAA they haven't seen any decline in travel out of Aiken this year, said branch manager Tonya Roberson. "Disney is sold out for the week."

Because Masters Week is also spring break week at local schools, people want to get out of town, she said.

Sam Erb, owner of the Westside Bowery, said he has reservations for the same groups he's been working with during Masters Week for 20 years. His business doubles that week and he's expecting that this year.

"If I'm ready for the Masters I'm ready for anything in Aiken," he said.

The city plans to better capitalize on the onslaught of visitors this year. Cloud said she's planning special events downtown to get more people to Aiken and entertain the regulars.

On Thursday night of Masters Week there will be a "Par-Tee." There will be live entertainment downtown and stores will stay open later.

Throughout the week several businesses will have putting greens in their stores where people can putt for prizes. And some services like massages and classes like floral arranging will be held mostly for women who might not be attending the tournament but are here with their husbands.

She has a direct mail flyer going to people out of town to let them know about the events.

The Masters Tournament

- The tournament is held every year during the first full week of April at the Augusta National Golf Course in Augusta.

- It is the first of the four men's pro tournaments to be held each year.

- Unlike the other major tournaments, The Masters is the only one held at the same location every year.

- The tournament was started in 1934 by Clifford Roberts and Bobby Jones, who designed the course with Alister MacKenzie.

- The Masters is steeped in history and tightly controlled by the Augusta National Golf Club.

- The winner receives $1.35 million, but more importantly he earns the coveted green coat that is given only to Masters champions and club members.

- Jack Nicklaus, with six wins, has won more Masters Tournaments than any other player.

How Aiken benefits from the Masters Tournament

- Hotels and inns usually sell out.

- Established restaurants usually at least double their usual business that week.

- Visitors not attending the tournament often come to Aiken to shop.

- Catering businesses see a huge spike in business.