Augusta, Georgia has more to offer than the PGA Championship, and they want everyone to know it. The city, whose name is synonymous with the most prestigious golfing event in the world, has a strategic plan to draw visitors to the area throughout the remainder of the year.
“Augusta loves the Masters, both for the excitement it brings as well as the positive economic impact it has on our community,” says Bennish Brown, CEO of Destination Augusta. “But what we want everyone to know is that Augusta has so much more to offer the other 51 weeks of the year. We are a vibrant, diverse — some would say funky — city that’s rich in culture, creativity, and Southern hospitality that’s open to everyone.”
The city invested deeply to create engaging attractions for visitors, no matter when they’re in the area. The economic impact of $813 million in visitor spending for 2022, an increase of $112 million from the previous year, shows their hard work is paying off.
Authentic Augusta Experiences
In April 2023, the city launched ten immersive attractions called Authentic Augusta Experiences. The curated collection engages participants’ five senses and introduces them to unique Augusta adventures.
Experiences range from learning how to craft cocktails while learning the history of bar recipes to cycling the city while learning about Augusta native and Godfather of Soul James Brown. Each of the 10 attractions pays homage to Augusta’s heritage, culture, and distinctiveness.
Perhaps the most iconic of the Experiences is the history of the black caddies who have been integral to Augusta’s storied tradition.
Bringing History to Life
Men On the Bag, the Black Caddies of Augusta, is a live performance reenacting the stories of several legendary caddies from Augusta National Golf Club. A cast of local, aspiring actors takes guests along as they recount a few of golf’s most memorable occasions.
Audiences learn of Gene Sarazen’s “shot heard ‘round the world” from his caddie’s point of view as well as Jack Nicklaus’s victories and his experiences with President Eisenhower. Experience the highs and lows of caddie life at the Augusta National Golf Club.
“The Black Caddies experience was more than just entertaining, it was educational as well,” says PGA Masters Tournament attendee Rodney Blunt. “The cast did a great job making this part of the Master’s history accessible, and I’d encourage everyone to add it to their itinerary when visiting Augusta.”
Admission to the experience includes access to the historic Lucy Craft Laney Museum of Black History’s exhibits.
Authentic Augusta Experiences
Beyond the historical reenactments, the available Authentic Augusta Experiences offer a wide selection of activities that highlight the city’s unique character and charm:
Bartender for a Day – All Equal PartsCanal to Cloth – A Day at the MillTime Detectives – Augusta Museum of HistoryHeart of Augusta Tour – Cycle the Soul CityBringing up a President – Tea with Mrs. WilsonMystery at the Morris – The Rest of the StoryPromenade & Paint – Augusta’s Public ArtThe Curated Palette – Inspiring Contemporary ArtEco Explorers – Become a Citizen Scientist
The Destination Augusta team worked diligently to create experiences that allow visitors to discover Augusta’s many historical, fun, and, as Brown says, “funky” facets. Their goal is to make the name Augusta as synonymous with “unforgettable” as it is with the “PGA Championship.”
Two More Blockbuster Events Added to a Must-Visit List
In 2023, Augusta added two integral events to its list of must-visit attractions. In May, the Augusta Regional Airport held its Augusta Air Show, an impressive display by the U.S. Air Force Thunderbirds. In November, the first-ever Foodees Food & Culture Festival brought record-breaking crowds to the scenic Freedom Bridge and the waterfront along 5th Street.
These new events join Augusta’s already impressive activity roster. Other highlights include the USSSA Military Softball World Series and the USA Cycling Masters & Para-cycling Road National Championships, as well as the Nike Peach Jam, which attracted 8,500 attendees and generated $11 million for the local economy. Arts in the Heart drew a crowd of 100,000, resulting in a $1.5 million impact. Meetings and conventions brought in over 6,000 attendees, generating $5.4 million.
Collectively, these and other events garnered $813 million.
Good Food, Good People
Although Augusta Metro has a population of 629,429, it has the charm of a small town. The southern hospitality makes the city uniquely welcoming. From the quaint, century-old Partridge Inn to the colorful collection of outdoor murals, the city’s charm lies in its blend of tradition and modernity.
Augusta’s culinary scene caters to all appetites. New Moon Cafe makes a bowl of savory-style grits that rival any culinary masterpiece. The Brunch House’s owners are as friendly and involved in the service as their staff, and Beck’s fine dining has an oyster bar that makes it worth sliding into town for.
“I recently visited Augusta in November and again in April,” says avid traveler Abby Price. “I was surprised by how friendly the people were and how much there was to do besides golf. I especially enjoyed the downtown area and the restaurant scene. We went to many awesome places, including seafood establishments, fun breweries, and great places that served bar food. I’m looking forward to visiting again!”
Making the Cut
While attending the PGA Masters Tournament is on many golfers’ wish lists, the Destination Augusta team is confident their city is a bucket-list destination at any time of year. Judging by the continued growth in visitor spending and its economic impact on the city, they are well on their way to succeeding.
