Tell Jon Rahm that his demands are met. In fact, what is here is undoubtedly more than what he wished for! The former PGA Tour pro was the first to tout the idea of having more restrooms on the greens. And now, at the ongoing American Express, players have a cold plunge recovery after every round, in addition to multiple new amenities!

Jay Monahan and the PGA Tour, before the 2024 season began, announced that there would be more facilities for players and their families. Although it raised eyebrows in some quarters, the American Express officials understood the rationale. Initially expected to reach a decision on December 31, 2023, the delay in the PGA Tour and LIV Golf’s merger agreement only adds to their saga’s turmoil. However, while the merger agreement is still a few months away, PGAT pros have a few new things to look forward to at La Quinta.

How is the American Express offering an elevated experience?

From upgraded and more diverse food choices to recovery rooms, Palm Beach Desert Sun reported that new amenities at the American Express are plentiful. Pate McCabe, the executive director of the tournament, revealed that there is a new 2000-square-foot locker room because the PGA Clubhouse didn’t quite meet the requirements. But that’s just one of many overhauls La Quinta went through.

MaCabe further added, “In collaboration with the PGA Tour, we’re building out a performance recovery zone for the players so they have the ability to recover after their round with stretching and different cold plunges and stuff like that.” What about the players’ families and caddies, though?

While childcare facilities and family activities in the resort are part of a long tradition, there will also be a caddies’ night this year! Sponsored by Beer Hunter—the in-house sports bar and restaurant—the fun activity is the latest addition to players’ date nights and spa activities.

Through all these enhancements, McCabe wants players to feel at home in La Quinta. “These guys are traveling every single week out there on tour, and we want them to feel like they are at home… We want their families to feel comfortable,” he said. Amid his honest confession, McCabe also shared a thought that raises a huge dilemma for the PGA Tour with regard to added amenities.

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The PGA Tour is in a unique dilemma

To listen or not to listen? And, more importantly, whose demands to pay heed to? These are the questions Jay Monahan and the Tour’s top brass have been asking themselves. While players demand better facilities, and reasonably so, not all tournament hosts can offer that. McCabe added, “With our unique (pro-am) format and our amateur players, our sponsors who are paying to play or participate, we have always kind of been on that.” However, the case is not the same for most tournament hosts.

Hawaii Charities, the host of the Sony Open, reported a loss of $178,000 last year, as reported by Golfweek. Moreover, the Tour is not making it any easier for them. As per new plans, the tournament hosts have to pay an additional fee depending on the type of event and the market. With new amenities also coming into the picture, the cost of hosting an event is increasing, while the help from the Tour hasn’t resonated adequately.

It’s quite clear that for better functioning in the future, something or the other has to change—be it the Tour leaders’ mindset or the leaders themselves. What is in store for the golf community remains to be seen!

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