2024 Masters

The prices on everything sold in the place range from very, very reasonable to downright cheap, not just the food and drink. You can buy a sleeve of Titleists with the Masters logo on them for the same price you'd pay at your pro shop for the same balls - without the logo, of course. They could double the price of everything with that logo and sell just as many.

And they do sell a lot! I'd estimate they do somewhere around $2 million a day in sales. When I was last there for a practice round, they had at least 30 check stands going, 5 or 6 people lined up at each one, and the average ring up must have been $600, maybe more. Nobody goes into the shop just to buy one ball marker and a hat, and everybody's buying for their buddies back home.

The place is even more amazing in person than it looks on TV. If you're a golfer, go! They hold a lottery for tickets to the practice rounds (I've won twice; it can be done). Go to Masters.com after May 1 and sign up. Do it once, and they'll send you a new application every year.