Augusta announces initiatives to grow the game - but not the Club

Augusta National Golf Club will pour its considerable resources into growing the sport around the world but the doors to the exclusive club will remain shut to half those people they are trying to reach.

Augusta chairman Billy Payne unveiled plans on Wednesday to attract a new generation to the game, including a Junior Pass Program that will give children free admittance to the U.S. Masters when accompanied by an accredited patron.

While a young boy walking on the edge of Augusta's manicured fairways when the tournament starts on Thursday can dream of becoming a member, for girls the doors to the clubhouse are barred.

Founded in 1931 by golfer Bobby Jones and businessman Cliff Roberts, Augusta remains one of the world's most exclusive clubs.

Fiercely secretive, Augusta's membership includes some of the world's wealthiest men, but no women.

Augusta has been targeted in recent years by women's rights activist Martha Burk, who organised protests and urged a boycott of companies associated with the club over its discriminatory membership policies.

The protests, however, had little impact as Augusta easily weathered the storm and its membership policies remain intact.

"I would tell you what I've told you in the past, that I don't talk about membership issues," Payne told reporters when asked if he was bothered that half the new generation of fans would never become members at Augusta.

"That's reserved for the private deliberations of the members, and other than that, I'm not going to talk about it," he said.

Augusta National embraces its traditions. There are no electronic scoreboards and no corporate boxes, tents or signage which are familiar fixtures at almost every golf event.

Augusta National has embraced change in some areas, however, making an effort to keep pace with technology and reworking the course to ensure it remains one of golf's ultimate tests.

Augusta has also turned to new media in an attempt to appeal to a younger audience.

"In October we announced a new international initiative to utilise the Masters reputation and our considerable resources to help grow the game of golf worldwide," said Payne.

"There remains, we believe, an untapped opportunity in Asia and other parts of the world where amateur golf has its greatest growth potential," said Payne. "Together with our partner, the R&A, and other golf organizations, we want to pursue the development of amateur golf for the purpose of creating heroes and legends among the representative countries, establishing role models who attract other kids to the game, inevitably teaching them the disciplines and life lessons which can be the ultimate reward of a lifelong love affair with golf.

"This current initiative is more accurately described as a continuing effort to reach more and more potential golfers, especially kids, by communicating with them and delivering content to them in the manner in which they want it delivered in this 21st century technological era.

"Our Web site, Masters.org, has been significantly enhanced to deliver information and offer participation to a more youthful audience by the addition of full-screen streaming video, photo sharing and blogs, among others.

"Once again, we must be at the leading edge, delivering sports and entertainment to our fans as they want it delivered."

April 9, 2008