How the Masters keeps its concession prices low : NPR

Key Points:

• The Masters golf tournament in Georgia maintains remarkably low concession prices, with iconic items like the pimento cheese sandwich costing just $1.50 since 2002, reflecting a tradition of affordability despite inflation and rising costs elsewhere.
• This year, most food items at the Masters cost no more than $3.00, with beer and wine priced at $6.00, allowing attendees to sample the entire 27-item menu for under $80.
• While concession prices remain low, ticket prices for the Masters are steep and rising, with four-day badges now $525 and resale tickets on secondary markets reaching thousands of dollars.
• The Masters generates significant revenue from merchandise, with popular souvenirs like the limited-edition lawn gnome selling for $59.50, contributing to an estimated $141 million in total revenue in 2022.
• In contrast to the Masters' affordable concessions, other major U.S. sporting events, such as the U.S. Open and Kentucky Derby, feature signature snacks and drinks priced much higher, highlighting the uniqueness of the Masters' pricing approach.