The Fazio Canyons Course was designed by architect Tom Fazio in 1999 and spans 7,433-yards. (Courtesy Omni Barton Creek Resort & Spa)
The PGA Tour is returning to Austin with the inaugural Austin Championship at Omni Barton Creek Resort & Spa on Nov. 9-12.
The tournament will showcase 120 players, marking the PGA Tour’s first event in Austin since the 2023 World Golf Championships-Dell Technologies Match Play. The Austin Championship has the potential to return annually, depending on whether the PGA Tour secures a lead sponsor for the event, according to Ian Helm, tournament director at HNS Sports Group.
The championship is expected to increase Austin tourism in an otherwise slower month, according to Nathan Kopp, executive director of Austin Sports Commission. The event is likely to impact Austin’s local economy through lodging and food-and-beverage sales, as well as by supporting local organizations like Dell Children’s Medical Center through fundraising efforts. Kopp anticipates that the tournament’s national broadcast will also draw attention to Austin as a tourist destination.
The big picture
The PGA Tour is taking over Omni Barton Creek Resort & Spa this fall with a reimagined tournament, hosting the Austin Championship as part of the FedExCup Fall series. HNS Sports Group is managing the event at Omni Barton Creek’s newly renovated Fazio Canyons Course.
The FedExCup Fall series includes eight events that shape each golfer’s eligibility for the 2027 PGA Tour season. The tournament will see 120 players compete for a $6 million prize and 500 FedExCup points. Golfers will include Austin native Cole Sherwood and former University of Texas standouts Christian Maas and Tommy Morrison. A final list of players will be publicly available on Nov. 6.
The PGA's relationship with Austin stretches across the last decade. The association held the World Golf Championships-Dell Technologies Match Play at Austin Country Club from 2016-2023, with a break in 2020 during the COVID-19 pandemic. Now, PGA is returning with the potential to launch an annual event that could reestablish Austin as a PGA destination.
Sam Burns won the World Golf Championships-Dell Technologies Match Play event in 2023, when the last PGA Tour event was held in Austin.(Courtesy PGA Tour)
The local impact
The upcoming Austin Championship is slated to cause an uptick in out-of-town travelers, including players, caddies, agents, trainers and media, Kopp said. During the Match Play events from 2021-2023, the PGA Tour brought in 5,000 overnight hotel guests and $12 million to $14 million in direct spending, according to Austin Sports Commission data.
While the commission doesn’t have exact projections for the revenue this year’s Austin Championships will generate, it expects the event to provide a substantial economic boost.
“November is a little bit lighter on the special event calendar in Austin … aside from UT football games,” Kopp said. “It will be a great boost for our hotels and restaurants and attractions, and drive much-needed visitation to the destination.”
In addition to foot traffic from the Austin Championship, the tournament will be broadcast nationally on Golf Channel, PGA Tour Live on ESPN+, SiriusXM and the World Feed. The coverage, Kopp said, is like an infomercial for Austin, which could lead to an increase in local tourism.
“A lot of Austin’s nationally televised events like UT football and events at the Moody Center … [showcase] the urban side of Austin and downtown Austin,” Kopp said. “Beyond the people that attend the event, a lot will be watching it on TV and seeing a different side of Austin.”
Omni Barton Creek Resort & Spa stood out as an attractive venue for its on-site amenities, accommodations for players and staff, and proximity to the course, Helm said. Austin has always been a market on the PGA Tour’s radar, Helm explained, adding that “everybody here in the market … [was] sad” to see the annual World Golf Championships-Dell Technologies Match Play end in 2023.
“Austin has consistently been a strong market for the PGA Tour, and the support from the community and fans has made it a special destination for our events over the years,” a PGA Tour spokesperson said in a statement to Community Impact.
From 2021-2023, Austin Sports Commission estimated that the PGA Tour’s World Golf Championships-Dell Technologies Match Play generated the following revenue each year:
$12-14 million in direct spending, including:
$2.5 million in lodging revenue
$2 million in food and beverage sales
5,000 attendees stayed overnight in Austin hotels
Zooming in
The Austin Championship, formerly known as the Good Good Championship, was renamed in August after a Good Good Golf and Callaway Golf ad sparked controversy among viewers. The advertisement depicted a male golfer shoving a female golfer to the ground while promoting a co-branded golf club. Good Good later released a statement alongside the PGA announcing that it would no longer be sponsoring the Austin event.
“We recognize that we have work to do as an organization, and our focus right now is on our team, our culture and ensuring we learn from this situation,” Good Good Golf CEO Matt Kendrick said in a news release.
Prior to the announcement, Good Good Golf established a multiyear agreement with the PGA to host the Good Good Championship. Now, the possibility of the Austin Championship returning annually depends on whether or not the association can secure a lead sponsor. The PGA Tour is in talks with potential sponsors now, aiming to secure one for 2026 as soon as possible, Helm said.
“The full intent here is for the Austin Championship to be here, in the Austin community, not just for 2026 but for years to come,” Helm said.
Giving back
The Austin Championship will contribute to the city’s philanthropic landscape. The tournament’s primary beneficiary is Play Yellow, a fundraising program for Children’s Miracle Network, which Dell Children's Medical Center is a member of.
The tournament’s second beneficiary is Folds of Honor, an organization that provides educational scholarships to children and spouses of fallen or disabled service members and first responders.
What to expect
The Austin Championship will take place Nov. 9-15 and is open to the public Nov. 12-15. General admission ticket prices vary per day, ranging from $80-$100. Complimentary access is available for children ages 12 and under when accompanied by a ticketed adult, with a limit of two children per adult. Attendees can also expect to see local food partners serving up Austin classics, like barbecue and tacos.
“Our whole goal when we look at putting together any PGA Tour event is, 'How do we make this an event that anybody would want to come to and enjoy themselves at, whether you’re a golf fan or not?’” Helm said. “That’s why we’re leaning into local sponsors, local food vendors and ultimately bringing other pieces to the atmosphere rather than just professional golf.”
One more thing
Check out the Austin Championship's schedule, which is subject to change.
Monday, Nov. 9
Course closed to public
Practice rounds
Tuesday, Nov. 10
Course closed to public
Practice rounds
Wednesday, Nov. 11
Course closed to public
Official Pro-Am Competition
Practice rounds
Thursday, Nov. 12
Gates open at 7 a.m.
Round 1 of competition, approximate tee times: 7-8:40 a.m.; 11:40 a.m.-1:20 p.m.
Friday, Nov. 13
Gates open at 7 a.m.
Folds of Honor Friday (presented by Compliance Solutions)
Opening Ceremony (fans are encouraged to wear red, white and blue)
Round 2 of competition, approximate tee times: 7-8:40 a.m.; 11:40 a.m.-1:20 p.m.
Saturday, Nov. 14
Gates open at 8 a.m.
Round 3 of competition, approximate tee times: 8:50-10:50 a.m.
Sunday, Nov. 15
Gates open at 8 a.m.
PlayYellow Sunday (fans are encouraged to wear yellow in support of PlayYellow)
Final round of competition, approximate tee times: 8:50-10:50 a.m.
