The AT&T Pebble Beach Pro-Am, which is far and away my favorite PGA Tour event, has been through a lot of changes over the years. Still sometimes referred to by old-timers from the area (like me…) as “the Crosby”, the event can trace its roots to 1934, when crooner Bing Crosby got together with a bunch of his celebrity pals at the Old Brockway Golf Course on Lake Tahoe’s North Shore for golf, food, drinks, and laughs.
In 1937 Bing moved the get-together to the Rancho Santa Fe Golf Club, north of San Diego, where he had a home on the back nine. This is when the pro-am aspect began, with Crosby pairing touring pros with amateur players drawn from the ranks of his show-business friends and the member of the Lakeside Golf Club in Hollywood, where he was a member (and five-time club champion).
“The Clambake” as the event came to be called, named for the closing-night beach party, ran for five years in Rancho Santa Fe before the Second World War called a halt, but in 1947 civic leaders in Monterey convinced Crosby to revive the event and move it to the Monterey Peninsula, where it became the National Pro-Am Golf Championship.
AT&T took over as the presenting sponsor in 1986, dropping the Crosby name (and Crosby family involvement) from the tournament, when Bing’s second wife, Kathryn Crosby, sold off the naming rights to AT&T for a cool half-million dollars.
In its Monterey Peninsula glory days the event drew scores of fans to the beautiful scenery of the rugged coastline – and to the star-studded field of pro golfers matched up with celebrities from the world of entertainment such as Phil Harris, James Garner, Jack Lemmon*, and Clint Eastwood (now a partner in the ownership group of the property). The star power of the celebrity amateurs slipped over the years, with sports heroes, B-list (or lower) Hollywood types, and corporate bigwigs taking over the amateur field, but the scenery and the promise of a glimpse of a famous (or semi-famous) name struggling to make the pro-am cut (cough, cough Ray Romano cough, cough) still drew the crowds, especially on Saturday, when the A-list celebrity/pro pairings were all stacked up on Pebble itself.
For 2024, however, the upheaval in the world of men’s professional golf of the last two years, engendered by the influx of Saudi money and the creation of the LIV Golf league, has resulted in the largest change in the structure and format of this event since the Second World War shut it down.
In order to deal with the threat represented by the deep pockets of the Saudi PIF and their apparent determination to dominate the world of men’s professional golf, the PGA Tour created Signature events, tournaments with limited fields, no cut (except for three player-hosted tournaments), and most importantly, to the players at least, increased purses – $20 million (up from $9 million in the case of this tournament), with $3.6 million to the winner.
For this event, quickly, the changes for 2024 are:
- 80-player field vice the old 156-player field.
- Course rota cut down to two courses (Pebble Beach itself, and Spyglass Hill) from three, with weekend play only on Pebble.
- Amateurs playing Thursday and Friday only.
- Amateur players restricted as to handicap (looking for better, and hopefully faster, players), and no more show business amateurs; just deep-pocket corporate and pro sports amateurs.
AT&T-featured player Jordan Spieth spoke to the assembled media at Pebble Beach on Wednesday afternoon, and as he struggled to be heard over the gusty winds that rattled the temporary tarps-over-frame media-center structure, he said that the tournament this year has “a lot less Bing Crosby” in the event this year; “on course it feels like a major, off course it feels a lot less like the old Crosby**.”
Jordan also mentioned the potential thrill of seeing some of the best players in the world (18 of the Top 20 in the World Rankings are in the field this week) coming down the stretch in contention on Sunday afternoon. While this is undoubtedly a Good Thing, how will the new format of this classic, and formerly unique, event compare to the glory days of yore – and how will the fans, both onsite and at home, react to the new look?
No other event in the world of professional golf has ever looked like Pebble Beach – and I’m not just talking about the scenery. Now, however, with the exception of the scenery (which is unmatched in the game – fight me…), an event that started as a gathering of friends for golf and laughs, and thrived as an entertainment showcase and the premier charity-beneficent event in professional golf, has morphed over 80 years’ time into a bigger-money clone of seven other events on the schedule.
Maybe a Sunday afternoon with four or five of the top 10 players in the world coming down the stretch in contention for the trophy makes for an exciting finish, but honestly, we can see that several times a year, at many other tournaments. What we have lost in this change, however, is an intangible charm that “the Clambake” brought to the world of professional golf for one rainy/sunny/windswept wintertime week every year – a charm that, I’m afraid, we will never see again in the even-bigger-money New Age of men’s professional golf.
* (Youngsters in the audience may want to do a quick online search of some of these names.)
