Buyer and Seller Beware of Masters Ticket Resale Market

I do my best, in these weekly columns, to share little-known but valuable news on the issues of the day. At the very least, I strive to offer insight and possible solutions to problems and conflicts playing out in the Augusta area. 

There have been few issues that have generated more angst and anxiety among local residents recently than last week's crackdown on the prohibited resale of Masters tickets. 

Regarding the occasionally intense and/or upsetting conversations and interactions at the entrance gates between security personnel and patrons Augusta National Golf Club, officially, ain't talking. 

But Austin is.  

I am happy to share what I know. There is no speculation here. What you read are facts and plans. Facts regarding events that occurred and plans on what is expected to happen in the future. 

Thousands of patrons were questioned at the gates about the source of their tickets. Hundreds, and perhaps more as we "officially" have no real clue, of tickets were confiscated. God only knows how many folks were permanently banned from the purchase list because they chose to violate the terms of their ticket agreement.  

When you are fortunate enough to purchase a Masters ticket, you are read – or at least expected to read - the riot act on what happens if you attempt to resell that ticket. The rules are clear. 

Don't do it. 

The big question many have repeatedly asked is why now. Why has Augusta National chosen this year and this moment to enforce this long-standing rule. The better question might actually be what took so long. 

Augusta National has been dealing with the embarrassing, and at times heartbreaking, fallout of ticket resale profiteering for decades. The most infamous incident made international headlines in 1997 when local businessman Allen Caldwell faced financial ruin and disgrace when he was unable to fulfill pre-paid orders for resold tickets, and as a result, took his own life early Friday morning of tournament week. Dozens of four-day badges that had been promised to him at a certain price by ticket brokers vanished when others offered double and triple the price that Caldwell had negotiated and agreed upon. The anticipation of Tiger Woods's historic first victory at Augusta was the trigger for the spike in prices, and that speculation was uncanny in its accuracy. The emerging superstar set records on his way to his first of five Green Jackets. 

The Masters badge resale market was well known and quietly accepted by all back in those days. Club officials did not want hawking going on close to the course, but privately conducted transactions were a widely accepted practice. Caldwell had absolutely no problem publicly appealing for any and all longtime local ticket holders to sell him their badges. Television and radio stations happily accepted advertising for such offers. which I would broadcast live that week from the parking lot of the old Green Jacket Restaurant across from the course, where Caldwell and his partners had set up the very first hospitality business. It seemed to have a polite, if unofficial, wink of approval from Augusta National. In fact, he had several former Masters champions making appearances there during the week, with the apparent blessing of then club chairman Jack Stephens - or so he told me. With that in mind, we had no problem allowing Allen to solicit local ticket holders, and he did so all four days of that week, including the last day of his life. 

I have been told that the fallout from that tragic incident forever changed the club's attitude and position toward the resale of tickets. It was also communicated to local media that moving forward, it was Augusta National’s position that anyone caught violating the resale agreement would be permanently stricken from the purchase list.  

Fast forward a few years and we started seeing other tales of Masters ticket brokers allegedly shorting and defrauding unsuspecting customers. Failed local politician Joe Mullins is one of many such accused brokers. His name has popped up in numerous court cases over the years as a key figure in several unsavory business deals. Mullins has always claimed his behavior with the tickets is on the up-and-up, but one thing is certain, he never stopped his brokering. This past year he was soliciting locals for tickets on his own Facebook page and proudly displaying a group he hosted tournament week.  

Sneaking around is one thing, but for Mullins to continue to publicly pursue such business, and feature photos of his customers in the process, represents a special kind of stupid. I wonder if he sent them to the course with customized lanyards holding the illicitly transferred tickets.  

Augusta National is tired of profiteers using its name and event to manufacture a fortune out of thin air. Those folks bring no value to the process other than facilitating the dirty business of violating the ticket agreement. I have been fascinated to hear the fraudulent tales and alibis many of these brokers have given provided customers as a safeguard if they are questioned at the gate as to the origin of their tickets. Just one more example of fraud and deceit.  

The club has struggled mightily on how best to handle all this business, and, to their credit, they have the major ticket brokers like StubHub, Ticketmaster, and many others reconsidering the wisdom in handling any Masters ticket business.  

GOOD! 

The independent brokers are also feeling the pain, with many of them forced to refund the purchase price of tickets, times two, while explaining to the original patron that they are forever banned from buying tickets for the Masters and related events.  

Some have floated the hilarious notion that somehow all this mess is going to result in even one less patron visiting the course, staying at local hotels, or eating at local restaurants. I join the chorus of educated locals in a collective guffaw. 

Those confiscated tickets are not going away.  

In fact, they are more likely to end up in the hands of first-time visitors far more likely to eat in local restaurants and stay at local hotels than the high rollers paying top dollar for a series badge while filling up on complimentary food and beverages served at private hospitality clubs. There won't be one vacant local hotel room, or one empty local restaurant seat, as those confiscated tickets are redistributed. 

At the risk of incurring the wrath of the powers that be at Augusta National, let me leave you locals who receive tickets and chose to profit from them with a little advice - stay away from brokers. All such businesses have been put on notice by the club as to what will happen if they are caught dealing in Masters tickets. It is not a matter of if you get caught selling your tickets through them, but simply a matter of when.