The short taxi from the runway to the arrivals hall of Augusta Regional Airport includes a slow, humbling crawl past a vast parking lot.
There, on Monday afternoon – positioned in neat rows, some engines still spinning – stood a small fleet of private jets. They were just the early birds. This week, around 4,000 luxury aircraft are reportedly expected in this green corner of Georgia for the Masters.
They come from across the United States but also from Europe, South America and the Middle East. There are too many for the airport to cope.
It has spawned a business within a business – companies bending over backwards to bring high-rollers to Amen Corner. To find them a parking spot and satisfy their expensive demands.
That might mean putting personalized green jackets inside the cabin and curating charcuterie boards so that meatballs and pretzels resemble a putter and ball. Oh, and space for golf bags, too.
Because these days, the journey to and from Magnolia Lane is only a small part of how the rich and famous enjoy Augusta. The official hospitality brochure for 2026 reportedly includes golf clinics, ‘premier’ tee times at local courses, wine tasting, chats with Masters champions and an inhouse chef. Packages cost up to $219,600.
Dozens of private jets had already arrived at Augusta Regional Airport by Monday afternoon
The world’s best took part in the Par 3 contest at Augusta National ahead of the first round
A graphic previously showed hundreds of jets flying in and out of Augusta for the Masters
Among the companies tasked with ferrying ‘patrons’ to Augusta is PrivateJet.com. Ahead of the Masters, director of charter sales, Michael Loff, gave the Daily Mail a glimpse of how the other half live.
He explained that many visitors asked for planes with enough space to fit their own clubs. Such as the King Air 350, which comes with wing lockers originally designed for skis. On one of those, it’s barely a two-hour trip from Palm Beach or the South Carolina paradise of Hilton Head.
And yet? Take a King Air 350 to and from the Masters and it will set you back around $15-18,000. A bigger jet comes with a bigger price tag of $30,000 plus.
Parking spots are at a premium and at major sporting events – such as the Masters or the Super Bowl – airports will slap on ‘special event fees’. At Augusta airport this week, they range from $150 to $4,000, depending on the aircraft’s size.
At least it’s a flat fee. Fans at the Super Bowl, Loff claims, were charged on arrival and departure. For a heavy jet, that might mean paying $20,000 – twice. ‘It was insane,’ he says. But there are ways round everything – including special event fees.
‘Usually they run three days prior and three days after the event ends.’ Loff explains. ‘So some people are flying four days prior to the event even starts and they’ll wait until after the event is completely over to fly back out.’
Competitions such as the Par 3 Contest and Augusta National Women’s Amateur ensure the Masters is more than four trips round this course.
‘We actually see quite a [lot] of people flying early to attend those events,’ Loff says. ‘They make a whole 10-day vacation out of it.’
Others simply find somewhere else to park. If Augusta airport is full, planes will detour to places such as Daniel Field, a smaller airport nearby where fees tend to be less eye-watering.
Some high rollers flying into Augusta will request Azalea cocktails on board their private jets
No wonder, then, that guests want to make the journey worth their while. Fans using PrivateJet.com have asked for Azalea cocktails – the Masters’ signature drink – to be served en route. Others wanted green jackets to wear onboard.
‘Sometimes they request customized cupcakes with a golf ball and [putting] stick on it,’ Loff explains. ‘Or charcuterie boards and they want a little meatball and pretzel stick so it looks like a golf club and golf ball.’
Among the clients this year are several loved ones of famous golfers. ‘We’ve had a couple of family members before who wanted green jackets on board with the players’ names on them,’ Loff says. ‘Or maybe they want a poster.’
Bookings start flooding in up to six months before the first tee shot. When departure day arrives, however, high rollers afford can afford to cut it fine.
In recent weeks, airports nationwide have been crippled by the government shutdown – lines stretched out the door and passengers queued for more than four hours. That chaos persuaded some groups to make joint bookings and fly private together. You can see why.
‘Typically, people will arrive five to 10 minutes prior to their departure time when flying private,’ Loff explains. Background checks are done ahead of time. So? ‘You pull up directly to the plane, pilots check your identification, and you board. It’s that seamless.’
At Augusta airport on Monday, several SUVs were parked up beside one private jet near the runway. The rest of us were funneled into a small arrivals hall which pays homage to the Masters and James Brown but, really, is not built for an invasion of visitors.
Visitors have asked private jet companies to supply their own versions of the Green Jacket
Many players bring their families to Augusta National for events such as the Par 3 Contest
For this year’s tournament, PrivateJet.com has organized trips from Europe, South America and the Middle East. Loff claims that since the launch of LIV Golf more ‘traffic’ is coming from the Gulf.
Those with the deepest pockets can indulge when they get to Augusta, too. NetJets reportedly put on events for its customers that often feature its ‘brand ambassadors.’ Its stable includes Scottie Scheffler.
Last summer, meanwhile, the Masters released its official 2026 hospitality program. Sports Business Journal got hold of a copy and it included a sample ‘Full Scale, Private Home Program’ for eight guests. That costs an estimated $219,600 for the week.
It includes – among other things – two houses (an estimated $98,000), two dedicated drivers ($29,000), a full-time staff member ($13,000), nightly chef-prepared dinners ($23,500) and a few rounds at Augusta Country Club, including lunch and rental clubs ($13,500). As for the Masters itself?
A weekly hospitality badge is said to cost around $17,000. That gets you access to Map & Flag, just outside Augusta National, which includes food, a merchandise store, a garden and a sports bar. On the grounds, there is the exclusive Berckmans Place.
Housed near the fifth hole, it reportedly offers gelato, gumbo, lemon meringue pie and four-hole putting course including replica greens of holes No 7, 14 and 16. According to SBJ, they even alter the hole location each day to mirror the course outside. An Augusta caddie is on hand to offer assistance, too.
These packages and those private jets only exist as long as people are willing to buy them and there is proof at Augusta Regional Airport that business is booming.
NetJets is opening its own terminal in time ahead of the 2027 tournament. It remains a shell of a building for now but, eventually, the terminal will reportedly include a lounge, meeting rooms and more parking spaces.
Last year, NetJets is said to have operated nearly 600 flights to and from the Augusta area – up from around 430 in 2024. This week, NetJets is expecting up to 775.
