The WM Phoenix Open will look and feel different this year
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Fans cheer at the 16th hole during last year's WM Phoenix Open. Photo: Ben Jared/PGA Tour via Getty
The WM Phoenix Open kicks off Monday with a promise to be "better, not bigger" after last year's chaotic experience, which led to suspended liquor sales and angry golfers.
Why it matters: The Open is Scottsdale's Super Bowl, and the reputational harm from last year's missteps could have multimillion-dollar consequences.
- The week-long PGA event regularly draws more than 600,000 spectators and injects nearly $500 million into the Valley's economy.
Catch up quick: The Phoenix Open is known — and beloved — for its revelrous atmosphere, but last year organizers admitted the party vibe crossed the line and multiple golfers called for change.
- Scottsdale police arrested more than 50 people and ejected another 200.
- The Thunderbirds, the organization that hosts the event, temporarily closed the entrance gates and suspended alcohol sales one day last year "in the interest of public safety."
State of play: There are three major changes that aim to prevent bottlenecks and overcrowding, which organizers said led to some of last year's pandemonium.
- Second entrance: Fans can now enter on Greenway Hayden Loop just north of Frank Lloyd Wright Boulevard, which will provide a shorter walk to the popular 16th hole.
- Ticketing: The Open has shifted to digital-only ticketing, which organizers said will speed up entry, and has done away with "good any day" tickets and third-party resale tickets to better manage crowd sizes.
- More space: The high-trafficked pathway between the 16th and 10th holes has been doubled in width and food and alcohol vendors have been relocated to prevent congestion. The Taylor Morrison Fairway House at the 12th hole and the Desert Oasis BBQ and Beer Garden near the seventh hole have been redesigned to accommodate more spectators.
The intrigue: After last year's event, Thunderbirds executive director Chance Cozby said, "Nothing is off the table," which prompted concerns about potential alcohol limits.
- Yes, but: It appears the Thunderbirds are trying out less controversial changes before taking the nuclear option.
If you go: Fans get in free to watch Monday's and Tuesday's practice rounds, and general admission tickets are still available for the rest of the week, excluding Saturday (though there are some high-priced resale options).
- General admission runs $75 on Wednesday, Thursday and Sunday and $125 on Friday.
The Coors Light Birds Nest will host concerts Wednesday through Sunday night, with headliners including Jelly Roll, Luke Bryan and Nickelback.