Daly's Masters Party Finds New Home at Topgolf's Modern 19th Hole

DALLAS, TX – March 11, 2026 – For nearly three decades, John Daly's presence during golf's most prestigious week in Augusta was as reliable as the azaleas blooming. His unofficial '19th hole,' famously staged from an RV parked outside a Hooters, became a beloved counter-narrative to the hallowed formality of the tournament itself. Following the demolition of that iconic Augusta location, fans wondered if the tradition had ended. Now, a new chapter begins as modern golf entertainment leader Topgolf has announced it will host the two-time major champion, reimagining his fan-centric festivities at its Augusta venue on April 9 and 10.

A Tradition Reimagined

Since 1997, John Daly's Masters week ritual was a spectacle of accessibility. While the world's best competed for a green jacket just down the road, Daly held court for the people. Fans flocked to his RV for free autographs, photos, and a chance to buy merchandise directly from the man himself. It was a raw, unfiltered connection that cemented his status as an 'everyman golf hero.' This off-course gathering wasn't just a cultural phenomenon; it was a lucrative enterprise, with reports indicating Daly earned nearly $780,000 from merchandise sales alone during the 2024 tournament week.

The closure of the Washington Road Hooters in late 2025 created a void in the Masters week landscape, leaving the future of this cherished tradition in doubt. The new partnership with Topgolf Augusta, located about five miles from Augusta National, is not merely a change of venue but a significant evolution. It moves Daly's party from a parking lot to a state-of-the-art entertainment complex, promising to preserve the spirit of the original gathering while upgrading the infrastructure.

"This week has always been about the fans as much as the golf, and I've spent a lot of great nights hanging out with them over the years," Daly said in a statement. "This time we're bringing that energy to Topgolf, where people can grab a drink, take some swings and just have a good time together. I'm looking forward to kicking back, meeting some folks and keeping the party going after the rounds."

The 'Topgolf-ification' of the 19th Hole

The move represents a fascinating blend of old-school authenticity and new-school entertainment. Topgolf is trading the asphalt for its signature all-weather, climate-controlled hitting bays and a sprawling VIP deck. Fans can now mingle with golf's favorite renegade in a setting that includes tech-driven games, a full-service bar and restaurant, and live music—a far cry from the pop-up tent and folding table setup of years past.

This partnership is a strategic masterstroke for Topgolf, a company that has built its brand on making golf more accessible, social, and fun. By aligning with Daly, a figure who embodies a rebellious and unpretentious approach to the sport, Topgolf reinforces its own brand identity as a disruptor of traditional golf norms. It’s an experience the company is eager to cultivate.

"This prestigious week is one of the most exciting times in golf. Having John Daly spend his evenings with us – playing, connecting with fans and bringing his one-of-a-kind energy – is exactly the kind of unforgettable experience we love creating for our Players," said Josh Belkin, Topgolf's SVP of Revenue Management and Player Engagement. The collaboration allows Topgolf to insert itself directly into the cultural conversation surrounding golf's biggest event, offering a tangible, interactive experience for the thousands of fans who descend on Augusta.

Beyond Augusta: A Nationwide Strategic Swing

While the John Daly appearance is the centerpiece, it's just one part of a much broader strategic play by Topgolf to 'own' the week on a national scale. The company is extending the tournament's spirit to its more than 100 venues across the country with a series of cleverly designed promotions running from April 7-12.

A limited-edition menu will feature items inspired by the major tournament's legendary concessions, including Pimento Cheese Dip, BBQ Pork Sliders, and a Peach Ice Cream Cookie Skillet. In a savvy marketing move, these items will be priced between $5 and $7, a direct nod to the famously affordable prices that are a hallmark of the tournament experience. This allows fans everywhere to partake in a beloved tradition, even if they're thousands of miles from Georgia.

Furthermore, Topgolf is gamifying the experience with a 'green ball' promotion. From April 10-12, random ball dispensers will be stocked with special green golf balls. Any player who receives one can redeem it for exclusive merchandise, adding a layer of surprise and delight to their visit. This nationwide activation is a core part of the company's strategy to leverage the excitement of major sporting events to drive foot traffic and engagement across its entire portfolio, reinforcing its position as a dominant force in modern golf entertainment.

An Enduring Brand in a Changing Game

The partnership between John Daly and Topgolf is a powerful reflection of the current state of the golf industry, where experience and personality are becoming as important as performance. Daly's enduring brand, built on a foundation of authenticity and fan connection, finds a perfect home with Topgolf, a company whose success is predicated on breaking down the barriers of traditional golf and creating a more inclusive environment.

In a competitive landscape that includes other golf entertainment venues like Drive Shack and indoor simulator bars such as Five Iron Golf, this high-profile activation provides a significant differentiator. It's an experiential marketing coup that leverages a beloved personality to create a unique, must-attend event during the industry's most important week. The collaboration demonstrates a keen understanding of a modern audience that craves not just sport, but entertainment and a sense of connection, proving that even a tradition decades in the making can find a vibrant new life.