The Masters is so intertwined with Augusta, they added an extra day to spring break.
You see, the first full week of April isn’t just a blip in time for this place.
It’s their identity, their way of life, their cart path to success.
A restaurant or bar can take a huge step toward profitability off the business it generates in a single week. An ahead-of-its-time industry sprung out of the locals renting their homes to strangers to accommodate the influx of fans, sponsors and media. From ticket brokers to impromptu parking-lot attendants, it seems everyone in the east Georgia city of 200,000 has figured out a way to make a buck off the first major golf championship of the year.
But the Masters is more than just commerce. Relationships are made out on the course, over a pimento cheese sandwich perhaps. Or afterward, over a late-night bourbon and cigar. Then, the whole cycle repeats itself, year after year, decade after decade.