High-end Hospitality Awaits some Open Guests
By Elena Marsh
The Pilot – June 11, 2024
At this year’s U.S. Open, the USGA has taken the Pinehurst hallmark of southern charm to another level with the new guest experience — the 1895 Club.
This premium ticket, running $2,500 per person per day, is the latest and greatest offering in USGA hospitality. The 1895 Club is designed for those who are wanting to kick their feet up to watch the game of golf, with amenities to spare.
These guests aren’t the only ones getting cozy in Pinehurst. Now that the USGA has made its home in the village — dubbing Course No. 2 an “anchor site” for future championships as well as the opening of its Golf House Pinehurst headquarters — the USGA has been looking for ways to make 2024 special.
“We are considering this as more or less a home game for us,” said Bryan Miranda, the managing director of partnership and hospitality.
“When we thought about building this program, with the way that hospitality has been shifting, we saw that people wanted higher end access to events. We felt like we needed an offering that was super premium.”
Located beside the 18th green, the 1895 Club suite is built directly into the grandstand and offers an outdoor patio and tiered seating exclusive to the club. If the sun and North Carolina humidity starts getting to the Open’s most high-paying guests, inside are nearly 15 flat screen televisions and, on the far end, side-by-side floor to ceiling screens display the livestream of the game.
“Over the last five or six years we have been focusing on views of golf for our premium hospitality clients,” said Miranda. “Last time we were in Pinehurst the only hospitality you could buy was where the trophy club is now where you could not watch golf at all.
“Now, we have created a program where you can watch golf from right inside your space. This is the evolution. From no views of golf to views of golf to the best views of golf for the most people that want this experience.”
“I think what is so unique about this is the fact that we have not taken away our spectator access,” said Raleigh Leahy, the senior director of hospitality.
The system developed for the 1895 Club is brand new: the ability for guests to be able to buy a single ticket — either a weekly or a daily — inside of the space that arguably has the best view of the championship.
“That flexibility is what has been most attractive,” said Mimi Griffin, the president and CEO of MSG Promotions, Inc. the exclusive provider of U.S. Open corporate hospitality. “This is the only daily option that we have offered. Seventy-five percent of these tickets have been sold as daily tickets. The other 25 percent are five-day packages.”
Before tax, a five-day package from June 12 through June 16 at the 1895 Club costs $11,000.
But, with a price tag like that, the 1895 Club offers quite a bit more than just views of golf.
“It is more than just the view,” said Miranda. “Fans want ease of access getting to the course and getting home from the course. This is the best option for that as well.”
Guests receive valet parking along with a VIP entrance into the championship with complimentary golf cart shuttle service to and from the club.
“The golf cart shuttle ride is unheard of at U.S. Open events,” said Griffin.
Griffin explained that not only do guests receive exceptional service at the club but traveling around the course has been made into an amenity all its own.
“As soon as they valet park their car, they come into the welcome tent where we will have mimosas and bloody marys and snacks,” said Griffin. “We will do all the busy work of scanning tickets and putting wristbands on their wrists.
“We have got the hole on 17 set up with putting contests if they are waiting for the shuttle. We are creating a way to keep them engaged.”
Guests in the club also receive priority check out at the merchandise tent.
“It is about the amenities as well as the view that make it a premium experience,” said Miranda. “We’re talking about the best parking and best food and beverage on the course.”
Two seemingly small conveniences that Griffin, Miranda and Leahy know can make all the difference at an event.
The 1895 Club offers two top-shelf open bars. The ticket also includes a full breakfast from 8 a.m. to 11 a.m. and full lunch from 11 a.m. to 3 p.m. — not to forget hors d’oeuvres in the afternoon from 3 p.m. to 8 p.m. should guests get peckish. The menu is revolving and different every day.
“We are spending twice as much for food and beverage here than we spend in any other hospitality area,” said Griffin. “Suffice to say it will be gourmet. Everything from a raw bar to oysters to carving stations to omelet stations.”
While those awaiting their time in the 1895 Club certainly have a lot to look forward to, hospitality around No. 2 has changed drastically since the last time the Open was in Pinehurst.
“Not only are the views good,” said Leahy. “But the hospitality throughout the course is in new locations. So while (the 1895 Club) is amazing for 18, there is something special on 10, there is something on 16 and on 17 so everyone can see how this experience of watching golf is so new to Pinehurst.”
