Billy Payne
Among most veteran Masters observers, former chairman Billy Payne is widely viewed as one of the club’s most acclaimed leaders in its storied history.
He followed chairman Hootie Johnson, who had embroiled the club and the tournament in a controversial and highly publicized debate in 2002 with activist Martha Burk, who protested the club’s all-male membership. Although Johnson and the club were on solid constitutional grounds as a private club with no written guidelines against female membership, the debate became messy and out of hand, diverting attention from the Masters itself. Protestors even started calling Augusta National members at their homes in support of Burk-initiated matter.
Some may recall that in 2002, the Masters television coverage was presented as “sponsor-free,” thereby offering a delightful, virtually uninterrupted viewing experience. Johnson made the decision not to put its corporate sponsors in the crosshairs of protestors.
The controversy naturally made its way into the Masters Press Building. In particular, the annual Chairman’s Press conference conducted on the eve of the Masters was tense with several sharp exchanges. After the Chicago Tribune’s Ed Sherman asked him a tough question with some follow-up remarks, Johnson stared at him, answered, and then ended by saying, “But don’t lecture me!”
You could hear a dogwood blossom fall.
The very next question was truly memorable. It was by good-natured Larry Durland, a veteran sportswriter from Lakeway, Texas.
“Mr. Johnson, given all the rain this week, will the ball be played down tomorrow?”
The unexpected segue of the question in such a nervous setting brought down the house with laughter. It broke the ice. As one might say, ‘you had to be there,’ but it’s one of my all-time favorite moments in any Press conference.
Eventually, the controversy died down, but the Masters had taken a public relations hit. In 2006, Payne became the sixth Chairman of Augusta National GC and the Masters Tournament.
Without embarrassing his predecessor at first, Payne launched a series of positive initiatives for the tournament that were decidedly fan- er patron-friendly while also establishing a new leadership stance for the club.
During his tenure, Payne invited two female members—Condoleezza Rice and Darla Moore (no relation, darn it)—to join the club; launched the Drive, Chip and Putt Championship for youth 7-15; allowed juniors to be admitted free to the Masters if accompanied by a badge-carrying patron; started two new international amateur tournaments for winners to get into the Masters; essentially bought an entire neighborhood to accommodate free tournament parking; embraced new technology with enhanced digital and website outlets; new concessionaire and merchandise buildings; and oh yes, a new Press building.
As importantly, Payne altered the tone and tenor of the Masters. It had a friendlier vibe. I always remember how the Masters security guards now greeted patrons by saying, “Welcome to the Masters.”
This is how Payne put his indelible signature on the tournament.
And that leads me to another initiative made during Payne’s tenure: the Masters Major Achievement Award. For credentialed media members who have covered 40 or more Masters, the tournament began honoring them with a special ceremony, presenting them with a plaque and complimentary passes to the tournament for their family. There’s even a first-row parking space with individualized signage in the huge press parking area.
Sixteen years ago, I was there in the Press Center when my good friend and colleague Jack Berry received his award from Payne after covering over 40 Masters for both The Detroit News and Michigan Golfer.
On Wednesday of Masters week at the annual Golf Writers Association of America dinner at Augusta Country Club, I will receive my Masters Major Achievement Award from Media Committee Chair Tom Nelson.
Let me thank my wife, Deb, and family, my friends and colleagues Jack Berry and Art McCafferty, and the readers of Michigan Golfer for helping make it all happen.
And thank you, Billy Payne.
Photo courtesy of the World Golf Hall of Fame
