Augusta's businesses welcome the first Masters after Hurricane Helene

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Retail stores that usually offer clothes offer more Masters-related souvenirs.

Credit: Chase McGee

Every Dec. 26, Emma Claire Hansen starts to think about the Masters.

She’s a fourth-generation family employee at Merry’s Home Furnishings on Broad Street, and their first quarter is always packed with locals looking to refurbish their rentals ahead of the tournament.

"If I had to guess, I would say we probably do anywhere from 35% to 40% of our annual business in that first quarter because of the Masters Tournament. But," she added, "that's also just the first quarter. A lot of people even use the income that they profit as a renter to come back in and refresh the space for themselves."

That regular income is vital for residents still recovering from last year’s Hurricane Helene, which hit Augusta hard, taking lives and causing millions in damages.

Business slowed down at Merry's while homeowners dealt with insurance claims and roof repairs.

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Rhonda Bell looks on after an oak tree landed on her 100-year-old home after Hurricane Helene moved through, Friday, Sept. 27, 2024, in Valdosta, Ga. The storm traveled north, through Augusta, into the Carolinas.

Credit: AP Photo/Mike Stewart

Hansen noted, "For a while, we were slow, just while everyone got their feet back under them — and their No. 1 priority was just having a place to lay their head at night." she said. "But of course, in the weeks following we were able to kind of stabilize and pick back up as people started to replace damaged items."

With the Masters just days away, things are looking up.

Tiffany Belding is the assistant manager at Oliviana, an Italian restaurant at Surrey Center, just a mile away from Augusta National. 

She says that thanks to foot traffic from golf fans headed to the course, they do about double their usual sales.

"It is extremely busy in the evenings, and as far as lunches go, not much different," she said, pausing. "Unless the course rains out, and then obviously we are swarmed."

While restaurants are packed during the tournament, retail shops can be a little slower, as fans spend a majority of their time in town on the course.

Bree Douglas is the social media manager at The Swank Company. She shows off a small gift bag of green, Augusta-themed products.

"We always make sure we're stocked with the Masters essentials that you wouldn't necessarily think about, like a poncho or a rain jacket or umbrella, or like a clear bag you have to take in."

Those essentials might come in handy. Monday's practice round was canceled after thunderstorms threatened the area.