Secondly, I had the privilege to attend a Saturday round in 2004, the year of Phil Mickelson’s first victory. I arrived at 8:00 am and walked the entire course...twice, not leaving until dusk. It was possibly my happiest day as a human being on this earth. I drank beer from a green plastic cup. I ate several pimento cheese sandwiches wrapped in green paper. I spent a small fortune in the gift shop. I spent a glorious hour in the stands between the 15th green and the 16th tee box. I stood, three patrons from the ropes on the 18th green as Mickelson hit his chip to within two feet of the flagstick. I couldn’t have been more than 15 feet from the man. It was sublime.
I say all of this because of a minor kerfuffle which has sprung up overnight between the members of Augusta National and the manufacturers of Bud Lite. The old rich men who run the club are a famously unfunny bunch when it comes to golf etiquette and patron deportment. I recall vividly seeing the Bobby Jones rules of patron behavior close to the entrance back in 2004. The rules were specific and unyielding. There would be no running, no celebratory cheering for poor shots, and absolutely, positively no cell phones and cameras. Violators would be greeted by swift punishment which would include not only immediately dismissal from the property, but a lifetime ban from ever returning. If I ever doubted them, I didn’t after witnessing a poor slob pull out his cell phone to take a call as we walked across the 9th fairway. He hadn’t been on his phone thirty seconds before a yellow-jacketed official interrupted his conversation with a stern rebuke and an escort to the front gate!
So, apparently, the Masters rule makers had issued a warning that any patron heard yelling the newly ascendant Bud Lite catchphrase, Dilly Dilly...would be dealt with harshly. The marketing gurus at Bud Lite, sensing an opportunity, quickly issued this very funny reply...
Although I come down firmly on the side of the old rich dudes that run Augusta National on this one, I have to admit that the Bud Lite people earned major props for their hilarious response!!
I’m no absolutist when it comes to this sort of thing. I personally think that golfers can be a temperamental, sanctimonious bunch of whiners. Allowing fans to heckle them seems totally reasonable to me...most of the time. But people...this is The Masters we’re talking about. This is the tournament started by the venerable Bobby Freaking Jones. He won major championships wearing cuff-linked dress shirts and a bow tie, for crying out loud. That’s back when people had manners! If the Masters people want to attempt to inforce traditional 19th century manners on a crowd of 21st century barbarians, then I say, more power to them. So, at least this week, there will be no You da man, or Get in the hole screams from drunk fans. No one will be allowed to squeal with delight whenever Rory Mcllroy hooks his tee shot into the pines. There will be no chants of USA!! USA!! if Patrick Reed birdies the 12th. This is The Masters, where golfers and patrons alike will be expected to behave like its 1918 again.
Not such a bad thing, in my humble opinion.
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