Where The Pros Aren’t: The Hottest Masters Week Hangouts Might Just Be Off-Course

How does one (specifically a non-local) spend time Augusta without a ticket to the Masters?

I fear this question has been my reality for the last two years, making me an unexpected expert on how to assimilate to life in Augusta. And let's be real, once upon a time, it may have seemed silly to stay in the host city of golf's biggest event with no rhyme or reason (I had a reason, I swear), but the action is no longer limited to just the inside gates of Augusta National Golf Club—the happenings are occurring all over with the rise of hospitality houses.

Berckmans Place offers a refined escape for members and VIPs, while joints like Malbon Home provide a relaxed haven for the broader community.

Image courtesy of Malbon/Malbon Home.

If you've looked on social media at all these last few days, then I'm sure you've seen quite the influx of content swarming Malbon. Between their new 'Birds of Georgia' collection, and the energy they put behind the second iteration of their Masters week themed house, there's no secret to who has won the engagement contest.

Rory McIlroy, for the second year in a row, has conquered golf's emerald city, cementing himself as one of the greatest golfers of all time, and yet in the court of public opinion, Malbon has been the biggest winner of the week.

RELATED: What Everyone Got Wrong About Malbon’s Birds of Georgia Collection

Generating fashion buzz has been their bread in butter for years, but Malbon's next chest move is creating more meaningful moments through touching their community, and bringing the LA coolness to the most-unassuming of spaces.

With the creation of 'Malbon Home', a week-long activation that has taken over the best week in golf these last two years, the brand has cultivated a physical space for people to interact with each other and community around them.

Opening its doors on Tuesday of Masters Week, Malbon Home had a full itinerary of events and activities for passersby to just hang for a while. Each day was equipped with programming, from tea time with Charley Hull to taking folks on a bird-watching tour to honor their standout collection, there was a little something for everyone—including a pop up shop inside the house for guests to shop the new drop.

And it's not just them, brands all over the place, across golf are increasingly turning to these real-life home activations as cultural hubs, transforming private spaces into ecosystems of content, connection, and cachet. In a sport rooted in tradition, during the week that's often called "a tradition unlike any other", these off-course experiences are quickly becoming the new center of gravity for community and conversation.

The only difference, and what makes Malbon more celebrated is that openness to the public. Sure, you've got your A-listers like Dwayne Wade, Victor Cruz, Charley Hull, and JR Smith coming in hot, but you also have the locals stopping in and showing love.

Image courtesy of Malbon/Malbon Home.

And one thing that I've learned about the good people of Augusta these last two years, is that if you embrace their home, they will embrace you right back.