SCOTTSDALE, Ariz. — It’s 9 a.m. at TPC Scottsdale, and the cool nighttime temperatures that descend upon the desert are beginning to give way to the heat radiated from the abundant daytime sunshine. The course is starting to warm up, and so are the scenes at the famous 16th hole, the 145-yard par-3 surrounded by a stadium that seats over 20,000.
Countless fans have been there for hours already, hooting, hollering, and singing their way through dawn. Many line up at the front gates as early as 4:30, racing to the 16th hole as soon as the entrance officially opens at 7. But 9 a.m. marks a special occasion: the beer vendors arrive at 16 then, creating a cause for celebration — not unlike when a player sticks their approach close.
The General Admission stands resemble those at Fenway Park or Yankee Stadium, with a dozen or so vendors selling beer, seltzers, and all-important waters in the stands. Golf fans do not have to leave their seats to buy a beverage, making the scenes at the 16th as convenient as possible.
“Goooooooood morning!” one seller cries out.
“Whoooooooose ready for a drink!”
An immense roar then follows, and this vendor quickly becomes the busiest man in the state of Arizona. He takes multiple requests at a time, all while pouring bottles and cans into green plastic cups.
For the first time this year, fans in select venues, including at the 16th hole, can consume alcoholic beverages from these cups, akin to the famous ones you receive at Augusta National. These green, reusable cups have ‘We Are The People’s Open’ labeled on their side, reminding everyone that this is indeed like any other golf tournament. Yet, tournament officials instituted this policy for two significant reasons: first, they do not want fans throwing bottles and cans onto the green, which makes an absolute mess and requires a lengthy clean-up. More importantly, though, the WM Phoenix Open prides itself on being a zero-waste event. Its sustainability is remarkable, really, and using reusable cups makes it easier on the environment than dishing out an infinite amount of cans.
Beer vendors in the GA here at 16. Just like at Yankee Stadium. Already pretty lively.
“Goooood morning!! Who’s ready for some beer,” asks the vendor. pic.twitter.com/YbCebiDeW0
— Jack Milko (@jack_milko) February 6, 2025
By 9:15, most everyone in the stands is cared for, and the first few groups of the day are making their way through. Cheers and jeers quickly reverberate across the stadium, with fans celebrating good shots while disparaging the bad ones. Any shot that misses the green is booed, as are any short putts that do not fall in the hole.
“It’s so much fun here for me as a player,” said Tom Kim.
It’s not the easiest of holes, however.
“It’s the situation that you’re in; a lot of people are yelling in your backswing, and they want you to miss the green,” explained Emiliano Grillo. “There’s a lot of betting going on. When the pin is long or short left, it’s not an easy hole, especially if the pin is long.”
Friday’s pin position was located on the front right corner of the green — one of the more accessible locations — and Grillo took full advantage. He slam-dunked a hole-in-one, which created a memorable scene for all involved. The crowd went wild, but so did Grillo, who celebrated for six straight minutes and called his ace a dream come true.
“Every time you step in there, you’re trying to make it. It was a good number. My first thought was to hit a 9-iron, and then we thought the wind was a little in, but we went with just a right-to-left wind, so it was a perfect pitching wedge,” Grillo said.
“It was loud. It was very loud. It was a lot of emotions. I didn’t know what to do. I didn’t know what to do. There was a lot going on. I just loved watching the beer go on to the green. That’s what I enjoyed.”
Grillo produced the scene of the 2025 edition thus far, as fans could not help but toss plastic cups onto the green — much to the chagrin of tournament organizers. But volunteers, officials, and other personnel quickly cleaned up the mess, a testament to how impressive this tournament’s maintenance is.
The green and surrounding area had dried up by the mid-afternoon wave, thanks to the afternoon Arizona sun. But the picture-perfect weather had left many fans quenching for thirst, leading some fans to produce ridiculous, albeit hilarious, comments. You never know what you will hear at the 16th hole, especially later in the day.
“It’s hard not to hear what they’re saying just because a few of them are so loud,” said Alex Smalley. “I try not to pay a whole lot of attention to it, but sometimes you just can’t help but to pay attention to it.”
And yet, no day compares to Saturday. The third round at the WM Phoenix Open is heralded as the biggest party that the PGA Tour will see all year, and it always features an abundance of cheers, jeers, and beers. Officials also set up the hole in the same manner every year. The traditional hole location is on the front left, and the front tees are used. The 16th becomes a measly 125 yards, a flip wedge for the entire field. But this short shot quickly becomes pressure-packed because the fans reach a different stratosphere on Saturday. They turn it up further, creating a scene comparable to Cameron Indoor Stadium or Allen Field House. Players feel it, too, as goosebumps tingle up and down their spines and the worst of thoughts enter their minds.
“You step up on that tee, and you’re like, please don’t shank it, please don’t chunk it,” said Peter Malnati.
“It’s amazing. It’s really cool.”
It’s unlike anything else in golf and something every fan should experience at least once. Granted, many golf aficionados do not appreciate the party-like atmosphere and would rather not associate themselves with it. That point of view is understandable, but I would encourage those individuals to at least try and soak in the 16th hole for 10 minutes in the morning. Perhaps that would change their feelings about it all.
Regardless, the WM Phoenix Open is a bucket-list item for every golf fan. If you have the chance to go, do it. You won’t regret it.
Jack Milko is a golf staff writer for SB Nation’s Playing Through. Follow him on X @jack_milko.
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