Monday afternoon it is relatively quiet behind the 18th green when Brian Harman arrives for the press conference of the reigning champion, the starting signal for the week.
Harman is a good guy, who has enjoyed every second of holding the Claret Jug and offers a playful insight into how the past 12 months have gone. It has been his privilege, he says, to drink some “unusually expensive wine” and “unusually expensive bourbon” from this iconic trophy.
He makes a serious point. Earlier in the day, Martin Slumbers, Chief Executive of the R and A, had announced that the prize fund for this year’s tournament was £13.1 million, with the winner eligible for £2.38 million. The Open is ranked 28th in terms of the best-rewarded golf events.
“I would (play for free) personally,” Harman says. “I’m not sure everyone would, but I would. Why? Some people care more about money than I do, I guess. I play golf for myself! Usually when I’m done with a tournament, I can’t tell you in decimal places how much I made that week.”
The Open may lag behind all the major PGA Tour Signature Events in America and all the LIV Golf tournaments (prize pots of £15.4 million each), but its profitability and the boost it gives to communities are beyond dispute.
Last year’s champion Brian Harman said he would enter The Open for free
Thousands of fans at the Scottish track will spend a lot of money at the venue
The store has a huge queue and the prices inside are high, even a keyring costs £8
St Andrews is the benchmark for golf’s appeal in 2022, with £300m of economic benefit generated; last year’s edition at Royal Liverpool boosted the local economy by £187m. There’s no doubt that Troon, that picture-postcard town, will benefit financially too.
Arriving at the track on the beautiful Ayrshire coast may be relatively cheap – £10.70 for a return ticket from Glasgow to Troon, a free park and ride service for those arriving by car – but once you’re through the turnstiles the money you can spend is limitless.
The price of a ticket, for the quality of sport you see, is not prohibitive. It was £25 on the first day of practice last Sunday, tomorrow’s final is £110, which makes The Open close to a badge for a top enclosure at the races, a Test match or a Cup final.
Crucially, there is a 50 per cent discount for visitors aged 16 to 24, while under-16s go free. There is also no barrier to bringing picnics, a measure many racecourses could benefit from – everything must be done to make the day as enjoyable as possible.
But of course there is plenty of potential to enjoy hospitality – and there were six different packages to choose from – Champions, Medallists, Engravers, Caddies, Scorers Premium and Scorers. All of them had long since sold out for this most dramatic of weeks.
Champions was the most expensive at £1,850 per person (excluding VAT) for the four days. That price gets you fast track entry, views of the course from the upper balcony, all inclusive drinks and dining, reserved seating on the first and 18th green grandstands and access to areas such as the NBC studios.
There will also be opportunities for Q&As with current and former players, including Sir Nick Faldo – the last Englishman to be named Champion Golfer of the Year in 1992 – among those making themselves available for sessions.
Fans dressed in pink tartan take to the famous track in South Ayrshire
It may be affordable to get through the doors, but once you’re inside, the expenses are staggering
At the other end of the scale is Scorers – £300 per person for the four days. That gives access to the pavilion and private garden to watch the LED screens, and informal, unreserved seating on and off the course – but not the same level of opportunity for food and drink.
As with all sporting events, trade at the numerous fast food stalls is brisk: £13 for a burger and chips, £6.50 for a double cornet ’99’. The Open Arms, the official 19th hole of the championship, is also very busy: a pint costs more than £7.
It’s the sheer volume of merchandise sales that will make you dizzy, though. To access Royal Troon’s club shop, you need a special clubhouse pass. You could pay upwards of £500 for a top-quality waterproof jacket with the Troon badge on it.
Designer clothes are sold in the main superstore, not far from the 15th fairway. It’s as big as an airport hangar and the chances of swiping a credit card are just as high – there are 30-minute queues to get in on championship days, with fans from as far away as Australia and the United States. The tills are still ringing.
Scotland’s Robert MacIntyre signs autographs for fans during a training session
Pick an item, name your price – £85 for a lightweight windbreaker with a Claret Jug on the chest, £45 for an umbrella; a single, branded ball will set you back £7, keyrings start at £8. Prints of the course by a local artist are a good buy at £35. You can comfortably spend well over £300 on a garment, and punters are streaming out with bags packed.
And there’s still more opportunity to spend. Outside the supermarket is a pop-up stand selling Loch Lomond single malt whisky, and the slogan on the billboard encourages you to ‘take the spirit home’ – the advantage of this tiny place is that you can taste it before you buy it.
If you only want to take a small sip home, a gift pack of three 5cl bottles will set you back £22, but if you really want to treat yourself, how about a bottle of Loch Lomond 152nd Open 29 Year Old Open Sauternes Exclusive Cask? Yours for £1520.
So while Harman was right when he said he would show up to test himself against the best, purely for the sport, there is little else here that comes for free. Such is the modern world and the trend is only going to continue one way.