By Judd Spicer
Segueing from desert to coastline, the PGA Tour’s West Coast Swing transitions from the arid Coachella Valley to San Diego’s lush and rugged Torrey Pines this January 24-27, 2024 for the annual Farmers Insurance Open.
For the third consecutive year, the Farmers will sport unique Wednesday – Saturday play days to accommodate viewers drawn to the NFL’s respective conference championships on Sunday the 28th.
Hosted upon Torrey’s municipal grounds since 1968, the event’s roots date back to the San Diego Open in 1952. Played across the property’s 36-hole spread, golfers will again duel on the (getable) North and (burly) South Courses on Wednesday and Thursday, before cut-makers vie for the event’s $9 million purse on solely the South come the tournament’s latter two days.
For attendees and players alike, the surf and turf event has long paired aesthetic with opportunity.
“I always like to say, ‘It’s not a golf tournament – it’s a lifestyle event with golf as a backdrop,’” paints Marty Gorsich, CEO of The Century Club of San Diego, the 501c3 which is host organizer for the event.
For fans readying for an annual attendance, or potential golf goers seeking some added info., here’s the juice on the scene and field, both beyond and inside the ropes.
The Ocean “Always Makes the Cut”
Offering a full scorecard of ticket options and guest activations, heading out to Torrey proves as much party and as it does putt.
“People who haven’t been out here before, they might still have some things in their mind which may not be accurate,” Gorsich continues. “It’s not all ropes and ‘Quiet’ signs and all this etiquette and leave your phone in the car. Here, you can be loud; you can be boisterous; you can take pictures.”
With the weekday scheduling bringing a bit more “adulting” than most Tour events, general ticket holders seeking a vibe will want to start at The Grove; located between South’s 7th and 18th fairways, the primo perch offers a full array of drink & dine, coupled with lawn chair seating, picnic tabling and prime course views.
Of said view, Gorsich adds:
“I love the par-3 8th, where we’ve built the Tito’s and Dobel Lounge activations. A lot of people at that spot and, being a par-3, you get a lot of fun and roars there, and maybe some buddies making little wagers on closest to the pin.”
As for other sweet spots across the South:
“The elevated tee box on the par-3 third is kind of an ‘off-the-grid’ early hole, and, of course, the par-5 13th is such a great spot, with all the memories created there by Tiger and Rocco at the 2008 U.S. Open,” adds Gorsich. “But also just sitting on that hill on 15, which overlooks the hole and the ocean, the sightlines there are pretty special.”
Farmers’ guests aiming for enhanced, VIP experiences can ascend the attendee rungs with an Ultra Pass.
“A huge venue around the 9th tee, very social and includes beer, seltzer and non-alcoholic beverages,” explains Gorsich of the Ultra. “There’s the ability to gather around the tee and be very close to the players.”
The high-end Canyon Club opportunity proves a premier way to enjoy a Farmers’ day.
“Between the 8th and 17th greens, with great views, great energy and fully-inclusive with full bar and food,” Gorsich enthuses. “It’s an upgraded experience, so if you want to come out and have a big day at the Farmers, that’s where the Canyon Club fits in.”
For group events, further options extend to VIP tabling at the Canyon Club, Cabanas on the 15th, Skybox seating on No. 16 and the Torrey Pines Suites on the home hole.
Whatever the ticket, all Farmers’ fans enjoy the company of Big Blue.
“We’re, of course, blessed to have the ocean backdrop and we lean into that,” says Gorsich. “The Pacific is the best player in our field, it’s here every year and always make the cut.”
Peek at the Player Field
The 2024 Famers’ field is headlined with a distinct, SoCal flavor.
Returning to the grounds to defend his 2023 title is Burbank-born Max Homa, who grabbed his sixth career Tour win last season with a two-shot victory at Torrey over Keegan Bradley. Sharing the marquee is Homa are his fellow Berkely Bear alum, two-time major champion and L.A.-native Colin Morikawa, along with the world’s sixth-ranked player, UCLA legend Patrick Cantlay.
Depth of field is found via international entries, including: 2019 British Open champ, Shane Lowry; two-time Farmers’ victor (2015, 2018), Jason Day; 11-time Tour winner Justin Rose; and Ryder Cup veteran Francesco Molinari.
