As the trees bud, lawns green up and temperatures rise, many of my colleagues are itching to dig in their gardens. I, on the other hand, am ready to hit the links.

I’ve heard it said that the Masters is the official start of spring, not just the true kickoff to the golf season. After attending the legendary event, I couldn’t agree more. In past years, I’ve not been all that excited to brush the cobwebs off my clubs. But something about experiencing golf at its finest changed my view of the game.

It’s a tournament rich in tradition – from the famed Magnolia Lane to the coveted green jacket. There’s a certain mystique in being the only golf tournament played at the same location every year. And what a location. The moment you step on the course, the smell of Georgia pines overwhelms you.

Walking With Giants

After watching Tiger tee off on No. 1, we followed him up to the green. There stood a sea of spectators waiting to catch a glimpse of him in action. I quickly concluded that starring at the back of middle-aged men’s heads was not my idea of a true Masters’ experience. Instead, we walked the course trying our best to soak it all in.

Even with a high-def big screen, you can’t begin to get an appreciation for the topography of the course. The changing elevation. Slope of the fairways. False fronts on the greens. Looking at the pin placement and realizing the precision required to land the ball on an area the size of several pool tables. Not to mention the wind that swirls and shifts between the trees. (Golf Digest recently named Augusta the best course In America.)

My ladies’ night golf group starts up again on Tuesday. While I don’t expect to make history like Kenny Perry or Angel Cabrera, I do plan on enjoying my time on the course a bit more than I have in the past. My colleagues can have their green thumbs. I’ll settle for greens.

I was lucky enough spend Friday and Saturday at the Mecca of golf – the Masters. From the moment you walk through the turnstile, you see the zenith of event-planner perfection. Abundant metal detectors and security pass-points, minimizing your time in line to mere seconds. Meticulous landscaping and litter-free grounds. Easily accessible bathrooms. Polite, smiling people everywhere.

You pass through the gift shop where you’re tempted to spend your mortgage payment purchasing logoed sweaters, hats and bar glasses so you can walk away with a little piece of Augusta National. And because they want you to buy souvenirs by the armloads, you can overnight your goodies home. They even pack everything up for you – free of charge. They make it easy for you to be bad.

Once you exit and walk out from the shade of the buildings into the sunshine, you see the huge Masters scoreboard. And know that you’ve made it. You’re entering the ground hallowed by Jack Nicklaus, Arnold Palmer, Tiger Woods.

Sweating the Details

Even with hundreds of people going through the concession stand at once, we never waited more than two minutes. Apparently the menu has been the same for years. You pick from six sandwiches that come in Masters-green-sealed plastic bags. Each is $2.50 or less. You select from three kinds of beer, pop, sports drink or water. You’re given two chip choices. Two cookie choices. Ice cream bars or moon pies? They keep things simple and focused on the main event: golf.

Clear, ever-present wayfinding makes it impossible to get lost. And restrooms, well, if you’re a woman, you’ve got it made. The men seemed to outnumber the women 3 to 1. For once in my life, I never stood in line or saw long lines at the women’s restrooms. Attendants kept everything sparkling, items stocked and complaints nonexistent.

Experience of a Lifetime

I may be married to a golf instructor, but I have a newfound appreciation for the sport and for putting on a first-class event. I had to leave before the final day (Sunday, April 12) and so didn’t witness Angel Cabrera’s second sudden-death playoff and win over Kenny Perry. Still, I left feeling like I’d been part of history. The entire Masters’ experience had so much hype behind it that I wondered if it would possibly live up to the legend. It did.

April 1, 1989 – 20 years ago today – we launched Greteman Group. That first decade passed in a business-generating, round-the-clock-designing blur. I think back on the pace we set and wonder how we did it. Dashing around the office, hair aflame, obsessing over big ideas and small details. Our tight group developed a reputation for delivering top-flight creative, on time and on budget.

The next 10 years brought more staff and full-service capabilities. The workload grew with our team and frequent travel kept us all hopping – serving clients from Miami to Montreal, New York to Seattle. An amazing list of companies have trusted us to create their brands. I thank the clients and the team who’ve made this journey such a thrilling, fulfilling flight. Our Altitude Attitude positioning has never felt so right. No foolin.’

What will the next 10 years bring? We’ll let you know.

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