Sanford to feel the economic impact of the U.S. Open this year (and for years to come)
For the second time in the last decade, one of golf’s four major tournaments will be played 28 miles down the road, attracting more than 100,000 golf fans and an economic impact of roughly $200 million for the second week of June.
And while Pinehurst — home of the historic No. 2 course that will host the 2024 U.S. Open this month — will see the brunt of the crowds and the money, neighboring cities like Sanford are expected to do very well with the expected overflow of hotel guests, diners, shoppers and those looking to get in a round or two during their golf-filled week.
According to some estimates, the Piedmont region is in for a $200 million economic impact thanks to the U.S. Open this year. Half of that is expected for the immediate Pinehurst, Southern Pines and Aberdeen area, and the rest will be spread out to the surrounding communities, from Raleigh/Durham to the north and Rockingham to the south.
Sanford is positioned wonderfully to experience an economic windfall from the Open. Located just 28 miles (barely a half hour with good traffic) to the north along the U.S. 1 artery, Sanford has been the first “outsider” to see booked hotels and tee times on local courses.
According to Wendy Bryan, executive director of the Sanford Tourism Development Authority, golf is already the city’s top tourist draw, and an event like the U.S. Open only further highlights the award-winning courses that can be found here. And with the Open going for several days — from early week practice rounds to the final round on Fathers Day — the opportunity is there for visitors to get to know their new surroundings, from restaurants to breweries to locally owned shops.
“We’ve been working with the Pinehurst [Convention & Visitors Bureau], and they’ve been a fantastic partner, because they know there will be more demand than supply in that area when the Open gets here,” Bryan says. “They’ve asked us to create a landing page that they’ll link to, and already our hotels are preparing a year out. It’s a huge event for Pinehurst, and it’s going to be a pretty big event for us, too.”
As many as 35,000 golf fans (per day) are expected to converge on Pinehurst and its history Pinehurst No. 2 course for the U.S. Open June 13-16. The photo above showed the scene on the back 9 on the final day of the 2014 Open. The course will also get the major tournament in 2029, 2035, 2041 and 2047. Photo by Billy Liggett
REGIONAL IMPACT
The last time Pinehurst and North Carolina hosted a U.S. Open was just 10 years ago — according to a report prepared for the USGA and Pinehurst-Southern Pines-Aberdeen CVB that year, the 2014 tournament produced nearly 350,000 unique ticket scans at the gates, and the average attendee spent just over three days in the area.
An economic survey of the 26-county region surrounding (and including) Moore County estimated that attendees spent over $27 million in hotel or motel stays ($538 per person), $12.2 million in other accommodations (like rent houses and Air BNBs), $17.5 million at restaurants, $18 million at grocery and liquor stores, $20.5 million at retail stores and $18 million on recreational activities (such as golfing). Total spending, including other categories such as services and transportation, was roughly $140.3 million.
Another $238 million was counted toward the “total effect” all of that spending had on employment in the region. The total tax impact was roughly $32 million, according to the survey.
“With Moore County being the epicenter of the U.S. Open, the ripple effects of the championship are certainly felt throughout the region and, to some extent, the state,” Phil Werz, President and CEO of the Pinehurst-Southern Pines-Aberdeen Area CVB, told The Rant. “And when the USGA announced a few years ago that additional U.S. Opens [were coming], they estimated the total economic impact on the state to be about $2 billion.”
That’s right, these U.S. Opens are coming to become a “regular” thing for Pinehurst and its neighbors for the next 20-plus years. In 2020, the USGA announced that in addition to the 2024 tournament, Pinehurst No. 2 would host again in 2029, 2035, 2041 and 2047. And on May 10 of this year, the USGA officially opened Golf House Pinehurst, a seven-acre campus near the Pinehurst Resort & Country Club main clubhouse that includes the USGA’s equipment-testing and research facility, the visitor-friendly USGA Experience, an outdoor educational landscape feature and the relocated World Golf Hall of Fame.
“The USGA will always celebrate history, [and] we’re not going to be afraid to make some,” said Mike Whan, CEO of the USGA. “[The USGA and Pinehurst] are going to do great things for the good of the game that will live on for another 20, 50 years and beyond.”
The new Home2 Suites by Hilton along U.S. 1 near the Hawkins Avenue roundabout is expected to open and run at about half-capacity in order to accommodate guests in town for the U.S. Open. Photo by Billy Liggett
SANFORD IMPACT
It’s a month out from the U.S. Open, and all the available space — table tops, chairs and floors — are covered with goody bags inside the Visit Sanford Welcome Center in downtown Sanford. The blue gift bags, nearly 700 of them at this point, are filled with information about Sanford and bit of swag (including a nice golf visor).
The bags will be sent to local hotels expected to be filled to capacity during the week of the U.S. Open. With Sanford just over a half hour away from the U.S. Open’s front gates, the city is an ideal (more affordable) spot for out-of-towners, especially those unable to find a closer room in Moore County.
“This is just half of what we’re doing,” says Wendy Bryan. “Our hotels are looking at being totally booked — a few of them still have a few vacancies. They’ve been planning for this for the past few years, working with the Open to block off rooms and secure rates. We won’t know the total impact this will have [on Sanford] until it’s happened, but the projections for surrounding areas like us are high.”
One of the two new hotels going up along U.S. 1 near the Hawkins Avenue intersection will even be running at 50-percent capacity for the busy week. Home2 Suites by Hilton is projected to be up and running to accommodate the influx of visitors, according to Bryan. As of May 26, the building looked to be near completion with work to be done on the parking areas.
Hotels and motels aren’t the only available accommodations. While houses surrounding the Pinehurst course are fetching up to $50,000 for the week, homeowners in Sanford are offering their abodes for anywhere from $4,800 to $18,000 for the week (according to accommodationfortheevent.com).
Rooms aren’t the only things filling up. Local golf courses like Tobacco Road, Carolina Trace, Sanford’s Municipal Course and Quail Ridge are bracing for busy weeks as visitors who are in town to watch golf plan to actually play some golf as well. As of May 26, only a handful of tee times were still available at Tobacco Road through its U.S. Open booking site (with 18 holes running about $325), and at Quail Ridge, spots were filling up quickly, according to Mike Hendley, the course’s co-owner.
“People will go to the tournament, and they want to play, too, while they’re here. That’s what we’re banking on,” Hendley said, who added that Quail Ridge is having a good summer already with a lot of players from out of state. “They’ll stay for the whole week, and hopefully they’ll play us in the morning then go watch in the afternoon. Or vice versa.”
Traffic along U.S. 1 could be a nightmare during the second week of June. U.S. 1 goes from “interstate flow” to stop lights and busy intersections in the Tramway area, and that traffic will be considerably heavier with people driving to and from the Open. Plans for a “smart highway” in that area have been put on hold, as has planned work for the busy Tramway Road intersection. Major construction on the road won’t begin until 2025 (benefiting future Opens, but not this year’s).
The Raleigh Exec Jetport in northern Lee County will also see increased traffic. The airport will see more private planes and is advising travelers to put in for fuel orders before departure dates to avoid delays. From June 10-16, the airport will be fully staffed from 7 a.m. to 8 p.m.
Sanford was prepared for the storm 10 years ago, but a lot has changed since then. The number of breweries has grown from zero to three. There are more hotels. More restaurants. More shopping.
All of these amenities are highlighted on a new page created for the Visit Sanford website (visitsanfordnc.com/usopen-pinehurst). “Only a short 40-minute drive away, our town is a vibrant and welcome option for those unable to book accommodations in Moore County,” the site reads before including links on “where to stay,” “what to enjoy,” “where to eat” and “where to play.”
“We’re in a better position to not only accommodate these visitors, but show them a good time when they’re not in Pinehurst,” says Kelli Laudate, Downtown Sanford Inc. executive director. “We’re away from the chaos, but still conveniently close. I think people will be surprised by what we have to offer.”
Planning to go?
So you’ve got your U.S. Open tickets in hand, and you’re heading to Pinehurst to take in some golf.
Back in 2014, Pinehurst Resort’s Alex Podlogar (featured on the next page) posted his “12 Do’s and Don’s for the U.S. Open.” And while that a whole decade ago, a lot of what he said then remains true today.
Like the “wear tennis shoes and socks” rule … this is the best advice of all. Mid-June can be sweltering in North Carolina, and if you’re not planning on sipping cocktails in an air conditioned corporate tent, you’ll be spending much of your day walking through sand, dirt and pine needles. Comfortable footwear is a must.
Another tip: be ready for crowds. Especially if you plan on following fan favorites like Tiger Woods, Phil Mickelson or budding superstar Scottie Scheffler. Those who can find a nice shaded spot with a good view will be better off — the legends will come to you.
If you’re leaving for the Open from Sanford, add some time to your trip, because you’re going to hit traffic. U.S. 1 in Tramway will be busier than usual, but the traffic will really get crazy the closer you get to Pinehurst. All parking will be off site (no parking at the resort), with complimentary shuttle services available.
Visit the fan information guide page at USOpen.com for complete parking info.
Phones are allowed, but no cameras with lenses or video cameras are allowed (except during practice rounds).
Tickets run the gamut in terms of prices, depending on how close and comfortable you want to get.
The cheapest tickets run under $100 for pre-tournament practice rounds, while gallery tickets Thursday through Sunday run between $175 and $225. Grandstand tickets run between $325 and $375.