USGA Announces On-Site Fan Experiences for 124th U.S. Open at Pinehurst

By Jonathan Coe, USGA

| Jun 10, 2024 | Village of Pinehurst, N.C.

USGA Announces On-Site Fan Experiences for 124th U.S. Open at Pinehurst

The USGA has designed several innovative ways to elevate the on-site fan experience at the 124th U.S. Open Championship, which will take place at Pinehurst Resort & Country Club from June 10-16. 
“We have worked closely with our incredible partners to develop several exciting ways to enhance the fans’ on-site experience for the 124th U.S. Open,” said Jon Podany, the USGA’s chief commercial officer. “We are looking forward to providing fans with new and innovative ways to engage with the action and drama of this year’s championship and ensure that their experience at Pinehurst is a fun and memorable one.”

From June 10-16, fans can expect:

American Express On-Site Benefits and Perks

American Express and the USGA are extending its long-time partnership, which began in 2006. This year at the U.S. Open, card members can visit the American Express Card Member Club, located on the second fairway, which will offer card members access to exclusive merchandise items, snacks and beverages for purchase, electrolyte mocktails, and more. Card members can bring up to two friends to the Card Member Club, subject to capacity limitations. 

The American Express Food Village, located on the second fairway adjacent to the Card Member Club and open to the public, will feature concessions options from a variety of local small businesses as well as upgraded outdoor seating and a videoboard to catch live championship action.  

American Express Card Members also receive 10% off purchases at all on-site concession stands and merchandise tents when paying with an Amex Card. Free phone chargers are located in charging stations across the grounds and are available to all fans, compliments of American Express. Fan Services will be at the Main Admissions Gate or the 18th Fairway where fans can pick up an Amex Radio, hydrate with a collapsible water bottle and learn more about the championship. Available while supplies last. Limit one radio per day and one water bottle per Championship. Terms apply.

Interactive Map Powered by Cisco

The Interactive Map powered by Cisco will make it easy for fans to navigate Pinehurst and have a memorable championship experience on-site. Available in the USGA App on iOS and Android, the map serves as an all-in-one destination for fans to locate their favorite players on course, see which group is upcoming on any hole, and find grandstands, concessions and other amenities throughout the venue.

Refreshing DEWAR’S Lemon Wedge Cocktail

The “Lemon Wedge,” a twist on the classic highball, returns as the Official Cocktail of the U.S. Open, having made its debut in 2022. Made with premium DEWAR’S 12-Year-Old Scotch whisky, club soda and fresh lemonade, topped with a golf-tee pick and lemon wedge for garnish, fans in upgraded ticket and hospitality facilities on-site will enjoy a bartender-made version of this refreshing cocktail in a commemorative cup. For those who cannot make it to the course but want to raise a toast to the championship, a cocktail kit is currently available nationwide with all the ingredients and accessories included to recreate the cocktail at home, from golf ball glassware to golf tee garnish; see here. For the third year in a row, a version of the Lemon Wedge also will be available as a ready-to-drink scotch cocktail in a can and will be available at concession stands throughout the course.

Ally Savings Bucket Challenge

Located within Fan Central, the Ally Savings Bucket Challenge gives fans an opportunity to put their putting and skee-ball skills to the test with a unique and immersive activation experience. Fans will have a chance to win major USGA prizes and learn more about Savings Buckets with Ally, the Presenting Partner of the U.S. Women’s Open and Official Bank of the USGA.

GHIN Putting Experience Presented by Sentry

Put your putting skills to the test at the GHIN Putting Experience presented by Sentry Insurance. Compete in a daily 3-hole challenge on this legendary Pinehurst green with the help of GHIN green reading maps and learn how GHIN can help you get the most out of your game. The GHIN Putting experience is located on the 18th hole on Pinehurst course No. 1 just past the championship main entrance.

Lexus Electrified Experience

The Lexus Electrified Experience in Fan Central offers a wide range of interactive activities for fans to enjoy. Guests will have the opportunity to engage with the latest Lexus vehicles within the space and throughout the course along with the opportunity to have their swing professionally analyzed by a coach, test their putting skills and pose for a photo with the U.S. Open Trophy. Fans will also have the chance to meet Lexus golf ambassadors throughout the week, including Will Zalatoris, Mark O’Meara and defending U.S. Open Champion Wyndham Clark.

USGA Experience & Museum Exhibit

The USGA Experience is designed to give fans an immersive look at the USGA’s efforts to unify, showcase, govern and advance the game. One side of the tent is dedicated to the USGA Golf Museum and Library, complete with golf history exhibits and artifacts honoring some of the game's greatest figures. The adjoining tent has many interactive activities for fans, including “Golf’s Toughest Quiz” focusing on golf rules and general golf knowledge, the Sentry/GHIN Putting Green, USGA Junior Experience featuring The First Tee, a golf simulator experience where fans can hit shots at Pinehurst and two iconic photo opportunities, including a 1,000th USGA championship mosaic and the famous Payne Stewart statue. Additionally, the USGA is highlighting all the positive contributions to water conservation with an “Every Drop Counts” exhibit.

USGA Championship Merchandise Shopping

Fans can shop for their favorite championship merchandise at two locations at Pinehurst No. 2. The Merchandise Pavilion, the main tent in Fan Central, covers 34,000 square feet and features more than 500,000 items from 45 brands bearing the 124th U.S. Open Championship logo, including hats, polo shirts, outerwear, T-shirts, posters, headcovers, golf towels and much more. Fans can also visit the 5,400-square-foot satellite merchandise tent on Maniac Hill between Champions Pavilion and Trophy Club. Peter Millar, the official outfitter of the USGA, will be a featured brand in the merchandise tents, showcasing a special Pinehurst–themed custom print polo for both men and women, among their many other apparel offerings. Other featured brands include, G/FORE, Adidas, Under Armour, Ralph Lauren, Vineyard Vines, FootJoy and more!

Enhanced On-Site Digital Displays

Fans can expect an increase in the number of digital displays and enhanced video programming across the championship grounds. With the inclusion of ShotLink, there will be additional on-course displays that focus on scoring, leaderboards and other advanced data points that showcase the play of the world’s best players. In general areas, such as Fan Central, fans can enjoy the championship broadcast and other programming alongside messaging and scoring updates to ensure they are always in the loop on what is happening inside the ropes. At the Practice Range, fans can enjoy a digital display that showcases TopTracer technology as it tracks shots during each player’s practice routine, bringing a data-rich display and tracing for each shot as players fine-tune their games in real time