An Insider's Guide to Augusta

My name is Ian Gilley, I run the brand Sugarloaf Social Club and I have attended 10 Masters Tournaments, going on my eleventh this year. I know, I know—that is a preposterous amount of Tournaments for any one person, and a true blessing that I do not carry lightly. To me, it is the happiest week in the world. So, if you are one of the lucky few headed down there, I'd like to share a few stream-of-consciousness insights and general tips—for inside and outside the gates—that I have gleaned over the years.

At the Tournament

Arrive early, stay late and certainly get there before the gates open. It will be dark, and you’ll be in a bit of a queue, but you will be surrounded by thousands of your newest friends. Shake some hands, make some pals. The group excitement in this ‘dawn-before-the-light’ moment is palpable, comparable to only a herd of Labrador puppies waiting for the backyard door to open; the best day of your life, and everyone standing around you, is about to unfold.

(Obviously) Leave your phone in your car, but definitely bring a simple ball point pen along with a folded sheet of computer paper. On that paper, you might want to write down the phone number of a few close friends and family members because on property there are complimentary phone banks. And when you ring those folks back home, the caller ID will say Augusta National (which is awesome). Tell the other line you love and miss them and are thinking about them. This pen and paper may come in handy later as well when you strike up a conversation with a stranger—who is now your best bud—and perhaps you may wish to get in touch with them after the Tournament. Perhaps bring a few business cards as well, just in case. After all, golf is about building and growing relationships and Masters is peak con vival.

Shop later! Only kooks shop first! Do not head straight to the golf shop first thing once you get in the gates—that is amateur hour stuff (plus there will be a huge line). You are there to take in the course, the players, the atmosphere. The memento will be there for ya on your way out. Do you want to tell your grandkids you bought a mug for Uncle Joey before seeing Amen Corner? Of course not. The store will be there later, that morning light dancing across the grounds won’t.

Speaking of shopping…there are actually two big golf shops; the North one on Patron Corridor by the practice area and then the stealthy South golf shop up the hill on 16 (this one is smaller, but perhaps more charming). Plus, there are a handful of little kiosks scattered around the course to grab a quick cap or some sunscreen.

Masters Merch circa 1982.

Also, this is going to be hard, but try not to tell everyone in your orbit that you’re going (other than those super duper close to you). Why? Because EVERYONE and their cousin will ask you to buy them something. Again, you ain’t at the Masters to shop for the entire neighborhood, you are there to make memories. Adopt the meme energy of “If I win the lottery I won’t tell anyone, but there will be signs”—and then tell the world once you get home of your awesome time in Augusta, if you must.

Skip the chair, you don’t need to buy one or bring one to be honest. Yes, it is a staple of the Tournament fabric but you just simply do not need a chair. There are plenty of grand stands, and plus…if you really need to sit in some chairs just find a few easily accessible vacant ones that someone already set up. And if the rightful owners ever show up, obviously you gotta go. Everyone is so friendly and kind, they will not mind if you were just keeping them warm for them. And if you really want a chair, just buy one on the way out. It is a cool memento for home, but more of an albatross around the neck when actually attending the Tournament. You have to lug it around and set it up and then remember to go get it when it's time to leave, it is just a nuisance. Fly free, my patrons.

Practice round photos! Ok, so you are allowed to bring a camera for just the practice days (Monday, Tuesday, Wednesday). My tip…buy just one disposable camera and bring that: it is lightweight, it only gives you 36 shots (so you have to snap wisely) and there is no digital screen to peep if you got that perfect shot meaning you stay in the present. Then, when you get home, get the thing developed with physical prints—it will be a treasure box of memories that you can immediately touch and hang and share. There might be some great pics, some blurry ones and some silly shots—and that’s why it's so fun. The Masters is timeless after all, embrace the lack of phone and go analogue with the practice round photography.

Watching The Golf

Apart from the obvious grandstands on 12, 15 and 16 these are my other favorite spots to watch golf on the course.

Directly behind 10 tee is awesome, because even with the TV camera and potential caddies blocking the view slightly, you can still get to see high slinging draws—not many long hole dropshot curvy tee shots in professional golf, and this spot is especially rewarding.

If the tee is on the back pad on the par three 4th, standing right behind the players here is great as well. The players are hitting either a long iron or hybrid here (240 yards!) to a green that is all carry, so it is a unique chance to be super close to a shot that is typically only hit from the middle of a par 5 fairway. I once saw Geoff Ogilivy and Adam Scott hit long iron blades here many years ago, and it is a memory permanently seared into my brain.

The green on 7 is a beautiful place to post up for an hour. It is a shaded, intimate area and a really interesting, small, undulating green where you’ll catch a lot of spinny, short iron approaches. Especially compelling during a practice round because the players will spend some time working chips and putts into all the corners, and it feels like you are directly on top of them.

Tiger Woods hits his tee shot on the 7th hole during the final round of the 2008 Masters

The grandstands on 5 green are sneaky cool, it is usually not crowded and is a very quiet corner of the golf course. Just a peaceful spot if you need a few minutes to soak in the Tournament in serenity. And this is a hard hole, so you’re guaranteed to witness a variety of interesting things happening on and around the green, plus you can sort of catch the tee shots on 6.

Around 290 yards from the tee on 13, on the ropeline in the pines is a wonderful hang. Usually at least one player from each group pushes their drive right into these trees so you’ll get some up-close action in the shade with the potential to witness them trying to pull off the “Mickelson shot” of going for the green from the straw. Thrilling classic Masters stuff.

Practice round bonus: the area between 17 green and 18 tee. Players will drop balls behind 17 green to practice navigating one of the scariest pitches on the course. And when they move up to that green to practice putting, just head to the 18th tee right behind you to get a good spot to watch them tee off in a few minutes. You can go back and forth like this for a few groups and it's great fun.

Don’t be scared of the Green Jackets! They actually wear those coats for a reason so that they are noticeable to patrons if one may have a question or needs assistance. So, if you see a member and they are not busy and the moment feels appropriate, feel free say a quick ‘thank you’—they love this Tournament just as much as you, and they are extremely proud to host you at their Club for the best sporting event in the world.

Final tip: the beers are cheap, but there is nothing lamer than over-serving yourself. Don’t be that person. This ain’t the infield at the Preakness. Overdose on peach ice cream sammies, not frat sodas.

Outside the Gates

If for some reason you have extra free time (and you really shouldn't if you are maxing out your day at the Tournament), here are some spots in the greater Augusta area to explore:

Trends & Traditions: This is an antique emporium on Washington Road super close to Masters parking where you can find a bunch of vintage Tournament oddities for sale: old badges, shirts, Berckmans items. Most of it is obscenely overpriced, but fun to look at nonetheless. My favorite vintage keepsake to pick up: a spectator guide from the year I was born. Cheap and fun. Makes a good gift too. There are a few other antique stores around town that have cool old Maters items, but T&T is the one I always scope when in town.

The Indian Queen: Probably the coolest bar in town, the aesthetic unbeatable: think dimly lit log cabin with cozy setting slinging smoked Old Fashions.

Able Browns: Probably my favorite dinner spot in Augusta, definitely make a reservation (if you still can). There is also always a chance to score a seat in the bar area if you come late enough. This is a great gastropub, a crowd pleaser for cocktails, oysters, and elevated southern treats like hush puppies, deviled eggs, johnny cakes and shrimp & grits.

Craft & Vine: Almost forgot about this restaurant, but it is really really good. If you cannot get a reservation at Able Browns, look at this Broad Street haunt. Wonderful sharables, yummy pizza and nice wine list.

Finch and Fifth: Another solid dinner spot, but what these folks really excel in is their bourbon selection…likely the best in town. If you need your allocated fix by the ounce, they have it.

Bonaventure Discount Golf: One of the larger (and grungier, in a charming way) used golf stores that I have ever been in. And I found one of my best scores ever here a few years ago, an un-hit set of Titleist 680 blades. Skratch featured this spot on a recent episode of Range Pickers, it is worth a look if driving by.

Aiken Golf Club: If you have time to play some G, take a look at this hidden gem. Super popular this week no doubt but you can likely still grab a time. Old school, charming routing, fun greens, incredible putting course and vibey clubhouse. Worth a loop.

Trellis Coffee: This is the BEST coffee spot in town. Old gas station turned into an elevated cafe with wonderful drinks, perfect branding and some incredible treats. For real, if they have the “gazed jelly donut focaccia” on the day you go, get it!

Oh, and Sugarloaf is doing a really fun collab with Trellis available now on our site and in Augusta featuring a soccer jersey, t-shirt and some other fun goodies. The tagline for this collab: Every Morning Should Be April in Augusta.

Speaking of t-shirts, I always think it is kind of fun to grab something from one of the local establishments on Washington Road. Don’t judge, but the Augusta, GA marked shirts from Hooters or from the steakhouse TBonz are just a certain vibe. This town is all about the juxtaposition between the most coveted golf club in the world flanked by stripmall Americana; embrace the high-low.