The Farmers Insurance Open marshall thrust his quiet paddle into San Diego's blue skies, with Tiger Woods preparing to tee off. But complete silence is untenable with Woods playing at Torrey Pines Golf Course.
Because in the nearby pro shop, the cash registers are never muted.
"It's like a tsunami of customers,'' said a smiling Susan Casagranda, the shop's manager. "That's a good
way of putting it.''
No matter the description it's clear Woods still moves the financial needle on the PGA Tour. That's especially true at Torrey Pines, where the Southern California native has won seven PGA titles and the 2008 U.S. Open.
But Woods' appearance has more gratis this year and it's reflected in the attendance. After winning for the first time in five years last season and finishing second at the PGA Championship, Woods is no longer a lounge act leaning on his old hits.
While it was expected Woods would enter the FIO field, when he did so officially the buzz increased.
"It's worth probably a 20 percent increase in revenues for us,'' FIO tournament director Peter Ripa said. "Those that were planning to come here from out of town do, and people in town want to be a part of history as he continues his quest for 82 Tour victories.''
Woods, two shy of Sam Snead's record, can't get that here but he can inch one triumph closer as he opens his season. Although the FIO might close the gates if he makes the cut.
For the first time since moving to Torrey Pines in 1968, the tournament could be at capacity if Woods is in contention.
"We're sensitive to the Torrey Pines experience,'' said Pipa, while noting he'll restrict the crowd to a 15 percent increase from last year's turnout of 150,00. "If you hit a tipping point and people can't move around, can't get to the restrooms and such, then all of a sudden is that extra 5,000-10,000 people worth it?''
A mending Woods finished tied for 23rd at Torrey Pines in 2018. Woods was coming off serious back issues and the level of his play, and fitness, were debatable.
This year Woods arrives with confidence and a body that isn't revolting. He's here to win, while last year he was curious if he could withstand the game's physical demands.
That newfound belief is reflected in this week's crowds as fans long to cheer for Woods 2.0. That notion was underscored at last year's Tour Championship when a triumphant Woods strutted up the 18th fairway with a sea of giddy supporters in his wake.
"It showed how badly people wanted to see him win again,'' said Tod Leonard, the San Diego Union- Tribune's veteran golf writer. "There's this hunger for him to be back and we're going to see that this week.''
Ripa agrees and notes that's also good for tournament sponsors and the region.
"Last year we measured a $33 million economic impact to the area,'' Ripa said. "But where we might have our biggest impact in the community is the TV viewership. We had over 30 million US viewers and the event was shown in 113 countries and in 17 languages.
"For people to see those views off the cliffs of Torrey Pines and hang gliders when it's dark and cold back east and elsewhere, we probably produce an estimated $7 million in hotel revenue over the year.''
Farmers gets a boost, too, with Woods in play. It elected to have Ripa speak on its behalf.
"With Farmers being a Southern California company it gets great value with its messaging,'' he said. "It's important for them to have a presence in their home state. Farmers, and our other partners, are going to do well.''
How Woods performs will be determined. His significance to any golf event should never be minimized.
"No matter what has happened in the past people are still drawn to his greatness,'' Leonard said. "Especially now when it seems like he has a legitimate chance to win again.''
The Farmers Insurance Open has already scored well.
"It's great,'' Pipa said, "because his success raises all boats.''
