The WM Phoenix Open lives by a new motto: Better not Bigger.
But rules aren’t for everyone. And certainly not the notorious 16th hole at TPC Scottsdale, which keeps doing both, somehow getting bigger and better.
Veteran tournament goers will surely notice the difference in the next few days. The structure of the 16th hole has changed completely. The exterior of the building looks different in an upscale way. The ceilings are nearly two feet higher on each floor. The venue has a post-modern feel with shiny, visible beams overhead an obvious emphasis on clean sightlines, wide open spaces, fewer poles and fewer obstructions.
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Tournament chairman Jason Eisenberg said they did away with half the support columns, while 16th hole chairman Bull Earnhardt and assistants Chris Karas and Will Strong helped create another signature location inside the famous structure.
The stadium is now a four-story venue courtesy of the Pin Hi Club, a premium ground-floor destination that gives fans a green-level view of the 16th hole. From the tee box, it is located to the left of the green, abutting the roll-off area. And on Sunday, when the pin location is back left, fans will be 25 feet from the hole viewing putts that will help determine a champion. It’s a high-end experience created from thin air, replacing what was once nothing but scrim.
Spectators are so close to the green that signs on the wall warn of errant shots. They’re like the home plate suites at Chase Field without a fluffy umpire blocking your view. And it’s making golfers feel like the fishbowl is only getting bigger.
“Even if you hate it, you have to embrace it,” said Matt Fitzpatrick, who birdied 16 on Thursday. “They’re right on top of you. There’s no escaping it.”
The WM Phoenix Open debuted Tee-Side seats at No. 16 in 2024, allowing spectators the closest view money can buy. The Pin Hi Club is yet another innovation that distinguishes the loudest hole on the PGA Tour, now featuring 300 skyboxes, a capacity around 20,000 and a stadium structure that has never looked better.
“We felt the best hole in golf needed an upgrade,” Earnhardt said.
There was a time long ago when the PGA Tour tolerated the chaos and revelry that came with our Mardi Gras of golf. Today, the WM Phoenix Open is considered a gold standard for all non-majors, dwarfing the competition in revenue, charitable contributions and community engagement. And if you’re looking for the catalyst, just listen for the roar of the engine.
That’s the legacy of the 16th hole, a few hundred yards of real estate that might now be worth $50 million a year. That’s saying something. Even in North Scottsdale.
Reach Bickley at dbickley@arizonasports.com. Listen to Bickley & Marotta weekdays from 6 a.m. – 10 a.m. on Arizona Sports 98.7.
Follow @danbickley
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