Masters business to still be strong

The biggest week for the area's hospitality industry is here, and it's looking OK despite worries that the sagging economy would keep people at home.

It probably won't be the boon of past years, but hotel and restaurant managers are still expecting Masters Week to be their best of the year. And golf course managers say it's down but still should be a good week.

The difference is corporations and groups; there aren't as many booking blocks of rooms and tee times. So managers are changing their strategies and working harder to get the business.

The Masters Tournament begins next week. On Monday the three days of practice rounds begin, and the four-day tournament starts Thursday.

Those days attract thousands of money-spending golf fans ready to have fun and take in the thrill of being a part of what many consider the greatest golf tournament in world.

A few hotels had major cancellations, but they're slowly filling those rooms with individuals, managers said.

In previous years, there has been one corporation that reserved the entire Willcox Inn, said Tina McCarthy, general manager. This year it's all individuals.

The inn is almost full for the whole week, she said.

At the Hotel Aiken, there were a few group cancellations, but this week they've gotten many calls and expect to be full for the week, said Peggy Greer-Buyers.

Jamie Howard at Country Inn and Suites had anticipated the slowdown so she stepped up her marketing efforts several weeks ago with special Masters packages. The hotel is almost full.

Rakesh Jasani, owner of the Hampton Inn and the new Hilton Garden Inn, had planned Hilton Garden's opening around Masters. He was expecting several groups to book blocks of rooms, but that didn't happen, he said. Instead, it's individuals making reservations, and the hotel is almost full. The Hampton Inn has been sold out for some time, he said.

Ticket prices could be the reason for the last minute rush from individuals. They're down.

The Masters has been sold out for decades, but some tickets are available through brokers like eBay's StubHub.com and through scalpers.

Last month Bloomberg.com reported that Masters' ticket prices through eBay's StubHub.com, the largest online ticket broker, were down 15 percent from last year.

On Friday, four-day tournament tickets were selling for $1,750 to $4,550, but almost all available were under $2,500.

And according to a knowledgeable source in the hospitality industry, scalpers who last year got $3,000 to $4,000 for a four-day ticket are getting $1,500 this year.

At DaVor's Cafe, Masters Week is traditionally the busiest of the year, and Manager Jerry Phillips expect again this year. But it probably won't be the boom it was a two years ago when there were long lines of people waiting to get in.

Phillips said Sunday night before the tournament begins is his busiest night of the week because they are one of the only restaurants open, and visitors are starting to arrive.

As in the past, DaVor's will have a special menu that week with more premium items.

Rob Pruiett, owner of the Aiken Brewing Company, is expecting a big week. He called the week "relentless" with the staff working double-time.

Reservations at area golf courses also are down.

At Mount Vintage Plantation, reservations are down about 20 percent, and that represents the drop in corporate business, said Ryan Mulvey, an assistant professional and a PGA member.

At Midland Valley Country Club, they've seen reservations decline over the past few years, said Tommy Carpenter, a professional at the club.

In the past, it was corporations who reserve large blocks of tee times, but no more. Like the other hospitality businesses, they're now hearing from individuals.

Carpenter said the club has changed its strategy: fees are the same as for holiday, now they'll give refunds for rain dates, and they aren't requiring golfers to prepay to make a reservation. Just a few years ago, those fees were $500 for a tee time, there were no refunds and you paid up-front for a reservation.

Contact Jennifer Miller at jmiller@aikenstandard.com.