Jon Rahm, Tiger Woods, Phil Mickelson, Rory McIlroy (from left to right) are all former champions of the prestigious Masters golf tournament. Photo: Irish Sun

The familiar scene each Masters season begins not on the golf course, but at Augusta Regional Airport's tarmac. Numerous private jets line up, forming a rare, luxurious parking area.

An estimated 4,000 private aircraft, arriving from Europe, the United States, and the Middle East, converge on Augusta during Masters week. This immense volume of private jets overwhelms the local airport, necessitating a dedicated service ecosystem to cater to this exclusive clientele.

Many passengers make highly personalized requests, such as ensuring their aircraft has enough space for their own golf clubs. The cost for these flights is substantial. A typical round-trip journey costs approximately 15,000 to 18,000 USD, while larger, quieter aircraft with more in-flight amenities can exceed 30,000 USD.

Additionally, aircraft parking fees at Augusta surge during the Masters, ranging from 150 to 4,000 USD, depending on aircraft size and duration of stay. This is considered a reasonable price compared to other major events like the Super Bowl, where costs can reach 20,000 USD per landing.

To avoid high fees, some fans choose to fly in a few days before the tournament and depart immediately after the event concludes. For them, the Masters is not just four rounds of golf, but a holiday extending up to 10 days, combining attendance at side events like the Par 3 Contest or the Augusta National Women's Amateur.

The Augusta airport parking lot during the Masters 2025.

If Augusta Airport becomes too congested, some private jets divert to nearby airports like Daniel Field, which offers a smaller scale and more accommodating fees. In recent weeks, the US government shutdown caused congestion at many airports, leading passengers to wait over 4 hours for immigration clearance.

This prompts some groups to opt for shared private jet travel. While costs increase, the benefit is time savings. Typically, private jet passengers need only arrive 5 to 10 minutes prior to departure, as most procedures and paperwork are pre-checked and completed. Since the inception of LIV Golf, the number of visitors from the Middle East has increased significantly.

NetJets is constructing a private terminal, expected to be completed before the Masters 2027. The project is in its first phase, with designs including lounges, meeting rooms, and additional aircraft parking positions. Last year, NetJets operated nearly 600 flights to and from Augusta, an increase of about 430 flights compared to 2024. This year, this number could reach 775 flights.

NetJets opens a new private terminal in Augusta to serve the Masters, starting in 2026. Photo: Irish Sun

Parking design is not the only concern for aviation companies; they also personalize the in-flight experience. Some flights offer green jackets, the symbol of the Masters, placed in the cabin, or golf-themed food such as putter-shaped pretzels and golf ball pastries. One of the most requested services is the Azalea cocktail, a signature Masters drink.

Bookings often appear six months before the tournament begins. However, the ultra-rich can still register and arrive close to departure time on the day of their flight.

The journey to Augusta to watch golf is now just a small part of the luxury experience. For the Masters 2026, hospitality packages include golf lessons, prime tee times at local courses, wine tasting, meetings with Masters champions, and private chef dinners. The most comprehensive services can cost up to nearly 220,000 USD.

Upon arrival in Augusta, services and the "elite" atmosphere are elevated. NetJets hosts private events for clients, often featuring brand ambassadors like world number one golfer Scottie Scheffler. Meanwhile, the official Masters 2026 hospitality program offers a "private home program" for 8 people, priced at approximately 219,600 USD per week.

According to Sports Business Journal, this service package includes two homes (approximately 98,000 USD), two private drivers (29,000 USD), a full-time server (13,000 USD), chef-prepared dinners (23,500 USD). Additionally, those who purchase this option play multiple rounds of golf at Augusta Country Club, complete with lunch and club rental, costing 13,500 USD.

The Masters also offers other choices, depending on client needs, preferences, and spending capacity. For example, organizers offer a price of approximately 17,000 USD for week-long access deep inside Augusta National. Here, visitors access food courts, souvenir shops, gardens, and sports bars.

For golf fans, they can purchase an immersive playing experience. Beyond gaining access to the course, the premium Berckmans Place area provides ice cream, snacks, and key lime pie. They can also play virtual golf, simulating the greens of holes 7, 14, and 16. Notably, pin positions change daily to match the actual course, with support from Augusta caddies.

These services exist because clients are willing to pay. The scene at Augusta Airport shows that demand remains very strong.

The Masters is one of the four major championships in world golf, alongside the PGA Championship, the US Open, and The Open Championship. The Masters takes place annually in april at Augusta National Golf Club, located in Georgia, United States. Established in 1934, the tournament is known for its long-standing traditions, beautiful landscape, and distinctive rituals like the "green jacket" awarded to the champion. The Masters is also associated with iconic features such as the challenging Amen Corner and the historic manual scoreboard. Many legends like Tiger Woods, Jack Nicklaus, and Arnold Palmer have left a deep mark here.

Vy Anh