'Golf Liberation Zone' Phoenix Open "What About COVID-19?"

Annual Early February 'Reverse Thinking Marketing' Allowing Drinking and Loud Cheering Attracts 650,000 Visitors; Next Year Audience Restrictions Likely Following Quarantine Guidelines

The 16th hole, the decisive battleground at Scottsdale Golf Course, known as the "Phoenix Open's battlefield." Photo by Getty Images/Multibits

[Asia Economy Kim Hyun-jun, Golf Specialist Reporter] 'Golf Liberation Zone.'

This is the nickname of the Waste Management Phoenix Open, a PGA Tour event held every early February at Scottsdale TPC in Phoenix, Arizona. At this tournament, where players usually cannot even breathe audibly during setup, alcohol is sold, and galleries shout and roam freely. The 16th hole (par 3) is surrounded by stands that can hold up to 30,000 spectators, creating an atmosphere reminiscent of the Roman Colosseum gladiator arena.

On the pathway to the 17th hole, players and galleries can interact by taking commemorative photos together. Players prepare gifts such as hats, golf balls, sunglasses, and skateboards to distribute to the galleries. It is noteworthy that this event attracts as many as 650,000 attendees by uniquely allowing drinking and loud cheering, a 'reverse-thinking marketing' approach unique in the global golf community. This is despite the final day coinciding with the United States' biggest sports event, the Super Bowl, which does not affect attendance.

However, in 2021, an unexpected variable appeared in the form of the novel coronavirus (COVID-19). On the 25th (Korean time), Golfweek in the U.S. reported concerns about whether the Phoenix Open next February could return to being a 'Golf Liberation Zone.' The February event this year was before COVID-19 spread widely in the U.S. The PGA Tour went into a sudden shutdown immediately after the first round of The Players Championship, known as the 'fifth major,' in March, resuming the season in June with the Charles Schwab Challenge.

Currently, due to COVID-19 prevention guidelines, the games are held without spectators. Earlier this month, the PGA Tour sold tickets for 500 people at the Bermuda Championship and up to 2,000 at the Houston Open the following week, but the recent surge in cases in the U.S. has put a halt to this. It is highly likely that the Phoenix Open will also limit spectators for next year's tournament. The Phoenix Open organizing committee stated, "Nothing has been decided yet," and expressed concern that "any predictions or forecasts are meaningless at this time."