Many of my peers in the sports and golf media are writing extensively about the disappointing U.S. start and Europe’s dominating grapple in the Big Apple.
Instead, my editors assigned me to experience the 45th Ryder Cup as a fan and write about my time on Long Island last week. As I start to unpack from the trip, it’s clear that this event has outgrown the PGA of America’s capacity, and they should consider stepping away from it entirely or, at the very least, seek help as soon as possible by partnering with the PGA Tour to host the matches going forward with an objective of significantly improving the fan experience.
There has been a seismic shift in the golf scene in recent years. In terms of capabilities, the PGA of America falls dramatically below the standards set by the PGA Tour, which adeptly hosts dozens of high-profile events annually.
When I worked in network television as an executive, our leadership team often referred to paying subscribers as fans. In contrast, Stan Kasten, President of the LA Dodgers, is known for referring to ticket holders and visitors to Chavez Ravine as his customers. I’ve always felt Stan had a far greater grasp on his audience, and the PGA of America should consider that mindset pronto.
Regardless of how you categorize those of us who spend our money to attend costly sporting events, we are all customers. Professional sports teams understand this notion and invest billions in modern infrastructure, including smart arenas and stadiums, to provide a fun and memorable experience that encourages fans to return. They also prioritize guest satisfaction while training and developing their staff to meet the changing expectations of their customer base. Are all of those sports business models perfect? Of course not, but that’s how they learn, adapt, and grow; the time for the PGA of America to do likewise is long overdue.
After attending the Ryder Cup from the not-so-cheap seats, it’s time to give a report card, hoping they will see honest feedback as an opportunity to improve for everyone’s benefit. Why would any sponsor want to be associated with a poorly staged event? Why would a television partner want to spend resources censoring vulgarity and obscene outbursts from the gallery? And why would any fan consider returning for such a pitiful experience?
Many students dread report cards until realizing that it is typically an accurate reflection of the progress made in certain areas, or lack thereof. Although there were a few high scores, overall, the visit to Bethpage Black was quite a disappointment.
The Vibe (D)
A mic drop memory. Saying I attended a Ryder Cup that felt more like a New York Jets game would be an insult to the NFL team. The PGA of America actually thought it was a good idea to hire a comedian and master of ceremonies who, for whatever reason, chose to lead the crowd in chanting expletives aimed at Rory McIlroy and the Euros. Utterly classless, and she was ultimately relieved of her microphone duties after the damage was done. The loyal opposition was fully prepared for Bronx cheers but not screeching F-bombs in their backswing. Honestly, if I were watching this on TV, I would have changed the channel in disgust.
Fan Transportation (A+)
The Long Island Railroad operated smoothly and efficiently. Staffing was abundant and very helpful. I spoke with one of the team members guiding thousands of guests from the Farmingdale station. He mentioned that he usually works in human resources and was among many volunteers wearing an orange safety vest, working through the weekend to assist. The route, which involved nearly 350 buses providing a short trip to the front gates of Bethpage State Park, was almost flawless. Only one incident occurred—one of my drivers hit an object so hard that we had to change buses while the state troopers documented the fender bender. These things happen in tight parking lots, and no one was injured, except for possibly the driver’s pride.
Portable Bathrooms (F)
As a kid, I remember Ron Popiel introducing a Ronco rotisserie oven, where he proclaimed, “Set it and forget it.” A message for the PGA of America: You can’t do that with bathrooms. The guest experience was consistently disgusting, frequently lacking essential items such as toilet paper and hand sanitizer. There were no facilities for fans to wash their hands. I recommend that they find a custodial and toilet tissue partner. I witnessed many outraged fans and was none too pleased either.
Trash Receptacles (F)
That’s right, overflowing trash cans and acres of garbage lining the spectator side of the ropes. Not a good look for organizers, and a genuine health and safety concern. The guest experience should always be a top priority for any event organizers, and this, too, was horrible.
Food and Beverage included with Admission (B-)
The Ryder Cup ticket included grab-and-go food and soft drinks, such as bottled water. Signs indicated that fans could take one entrée, one snack, and one non-alcoholic beverage, but I saw many revisit as often as they liked. One fan I met on the bus boasted about having two cheeseburgers, a sausage and peppers hero, a hot dog, and a chicken sandwich—all in one afternoon. Now, that’s a feat worthy of a man-of-the-match award. To each his own.
The vendor did a great job of keeping flavorful warm lunches stocked and drinks iced cold. Still, it appears the PGA of America prevented them from serving breakfast after 9 a.m., and cheeseburgers and potato chips aren’t appealing to most who arrive at 5 a.m. desperately trying to find a spot for morning matches.
Not waiting in line at the register was definitely a plus, and I envision this trend continuing, where sporting events will include food and soft drinks with high-priced general admissions, but they have to get it right.
Public Viewing Areas. (D-)
Large crowds should be expected at what is promoted as the premier global event in professional golf. However, the PGA of America, which appears to have plenty of sponsors and official marketing partners, ought to invest some of the massive revenue in building more premium grandstands for those paying the highest Ryder Cup ticket price ever—$750 face value for general admission. Yes, tickets sold out in 48 hours, leaving many attendees to pay even more inflated prices on the secondary market. Still, it seemed that folks were willing to spend a lot to endure unruly fans, woefully inadequate seating, and an overall subpar experience watching golf from afar on large video screens.
The very best grandstands were reserved for sponsors but rarely reached capacity each time I passed by. It’s safe to assume that the more important guests they were built for were instead packing the chalets and suites, while ordinary fans would have been thrilled to get a glimpse from bleachers that were unavailable to them. This was not a good look for Aon, SAP, and other brands, which were displayed so prominently in the premium seating that was off-limits to most attendees.
Consumer Activations (B)
While New York State Tourism, Michelob Ultra, T-Mobile, and Gatorade were very engaging and added value to fans, other exhibits, such as American Airlines’ putting contest, lacked excitement, and the brand did not seem to embrace the opportunity it paid so much for. Another display, the Citi Cardmembers Club, was anything but. It is supposed to be open to anyone who carries their card, but it was always filled, and guests were bluntly turned away and told they could not enter until the end of the day’s play. That would defeat the purpose of activating on-site, wouldn’t it?
Arrival and Décor (A)
Digital ticket redemption and entry were a breeze with the SeatGeek QR codes on a mobile app, and the look, feel, and vibe at the main entrance made you feel like you were attending something special. The volunteers were most welcoming too!
Merchandise Tent (A-)
It was more like a warehouse or superstore. If you couldn’t find something for yourself or someone else, that’s on you. The selection was vast and varied. The checkout lines were long, as expected, given the crowds, and several staff had no idea where anything of interest was located.
After speaking with many attendees—some I knew and most I didn’t—the verdict is in for the 2025 Ryder Cup, and it’s below average —and that’s being extremely generous and hopeful for eventual improvement. Whether the PGA of America earns a passing grade for playing well with others remains to be seen. Let’s go with an incomplete for now.
Needless to say, the organization has a lot of soul-searching, damage control, and reputation rebuilding to do, and it will take genuine commitment to excellence beyond public relations messaging.
If they don’t, the Ryder Cup may become an irrelevant, overpriced fast food buffet and cocktail party for sponsors as the world’s best golfers play over a three-day weekend. That would be a travesty.
