First off, THANK YOU to those who engaged with our LinkedIn post about last week's TPC Networks x Tee Commerce newsletter. If you haven't, I'd love if you've smash the "Like" button to keep the engagement going. It was one of our most engaged post to date on the platform, and excited to welcome our new subscribers. đź‘‹
Last bit of news...Due to a few requests, I've Extended Grow Golf Referral Program - so get your coffee on me this week! I think we're all ready for alittle Pumpkin Spice these days. Details below.
​
​
This week, I'm diving into one of the boldest marketing moves in golf this year: the PGA of America’s decision to give away Ryder Cup tickets at Bethpage Black. It’s called The People’s Perk—a campaign that takes one of the hardest tickets in sports and turns it into a surprise-and-delight moment for everyday golfers.
Beyond the headlines, this raises an important question for every club: when does giving something away for free build value, and when does it undercut it?
Let's get into it. Let's Grow Golf.
-Rich
​
The Ryder Cup’s “People’s Perk”: Freebies Done Right
When the PGA of America announced they’d be giving away Ryder Cup tickets this fall at Bethpage Black, it turned heads. After all, Ryder Cup tickets are notoriously difficult to come by. More than half a million people registered just for the chance to buy them, and competition-day passes sold out in hours at $750 apiece. This is one of the most in-demand sporting events in the world, and yet the PGA has committed to handing out hundreds of free tickets each day in the run-up to the matches.
They’re calling it The People’s Perk, and it’s being positioned as a celebration of New York golf. Local golfers (or caddies) at Bethpage and other public courses may find themselves surprised with Ryder Cup vouchers. First responders and community groups will also be targeted in special giveaways. Leaders from the PGA of America, alongside Ryder Cup guests, will personally hand out the tickets, creating a moment of excitement and connection that will ripple far beyond the gates of Bethpage State Park.
​
​
Why This Makes Sense for the Ryder Cup
At first glance, it may seem counterintuitive. Why give away something that sold out instantly, especially at such a premium price?
The answer is simple: scarcity and spectacle.
The Ryder Cup doesn’t need help filling seats. What it does need is a way to build hype, generate stories, and reinforce its identity as an event for the people.
Bethpage Black carries that legacy. When it hosted the U.S. Open in 2002, it was heralded as “The People’s Open,” the first U.S. Open played at a true public course. The PGA is leaning into that heritage with this campaign. By surprising local players with tickets, they aren’t undercutting the market—they’re amplifying demand and cementing goodwill.​
​
The Power of the Freebie
Done right, a freebie can be a powerful marketing tool. It creates memorable moments, sparks conversation, and drives loyalty. The PGA isn’t giving away tickets in bulk email blasts or discount codes. They’re staging personal, high-visibility moments that make golfers feel valued. Each ticket handed out is not just a seat at the Ryder Cup—it’s a story someone will tell their friends, their playing partners, and likely post on social media.
That type of organic storytelling is worth far more than the revenue from a few hundred tickets. In fact, the giveaways may increase the Ryder Cup’s perceived exclusivity. With such limited access, the chance of stumbling into a free ticket feels almost magical.
Where Freebies Can Go Wrong
But let’s be clear: not every club or event should be handing out freebies. In the wrong context, they can cheapen your brand.
- If your event is struggling to sell tickets, giving them away can signal desperation.
- If you offer free perks to outsiders without considering member perception, you risk alienating your most loyal customers.
- And if you hand out giveaways without a clear purpose, you may simply be giving away revenue with no return.
GG POV: Freebies work best when demand already exists, when they are framed as rewards rather than handouts, and when they serve a larger narrative.
At the Ryder Cup, the narrative is about celebrating the community around a storied public course and reinforcing the event’s identity as the pinnacle of team golf. That context makes the giveaway feel smart, not wasteful.
How Does This Apply to You?
I understand that you aren't the Ryder Cup :) But let's put some real world context to these insights.
Imagine your club/course is hosting its annual Member-Guest event—one of the most sought-after events on the calendar. The event always sells out, and players circle it on their calendars months in advance. This is the perfect opportunity for a small, strategic freebie.
Here’s how it could work:
- Choose the perk – Let’s say the prize is a complimentary custom-fitted wedge from the pro shop.
- Pick the setting – During the Friday practice round, staff members roam the range with a “Golden Ticket” envelope.
- Random selection – One team on the range receives the envelope, which contains a voucher for the free wedge fitting.
- Public acknowledgment – The winner is announced at the opening cocktail reception, reinforcing the exclusivity and fun of the perk.
- Amplify the story – Photos are taken, and the club shares the story in its weekly newsletter and on social media, showcasing the event’s energy and excitement.
Why does this work? The event is already in high demand. The giveaway doesn’t replace revenue—it adds an extra layer of buzz. Think surprise and delight. Members leave talking about the experience, not just the golf.
The Bottom Line
The Ryder Cup’s “People’s Perk” campaign works because it’s not about filling seats—it’s about fueling stories, celebrating community, and reinforcing a brand identity rooted in accessibility and pride.
GG POV: For clubs, courses, and driving ranges, the lesson isn’t to mimic the scale but to adapt the principle. Freebies should be rare, intentional, and tied to moments when demand is already strong.
The right perk, at the right time, can create memories that far outweigh the cost. The wrong perk, at the wrong time, can devalue your brand.
The question to ask before you give something away is simple: does this deepen engagement and add to the story—or does it just cost you money?
That's it for this week. As always, have questions? Send me a note today (hello@growgolf.co). Happy to help!
​
EXTENDED: Reminder for the Grow Golf Referral Program!
Here's how it works:​
1) Share Grow Golf with your teammates or industry friends using your custom referral link (you’ll find it below).
2) If 3 of your colleagues sign up, I’ll send you a $10 gift card to Dunkin', Starbucks, (or your favorite coffee spot). It's easy. Do it today, let me buy you coffee tomorrow!
​
​
| |
| Share your unique referral link |
3 Referrals
$10 Starbucks Gift Card | 5 Referrals
Shout-Out in Newsletter | 10 Referrals
Personalized Grow Golf Case Study |
|
Check your referrals |
|
Share your unique link |
|
[SHARE_URL GOES HERE] |
|
Share on social |
    |
| |
| Powered by Viral Loops |
| |
​
​