Fred Ridley will never have the commanding presence and charisma of Billy Payne, the man whom Ridley succeeded as chairman of Augusta National Golf Club. Ridley, however, did make quite a splash last year, his first as chairman, with the introduction of the Augusta National Women’s Amateur. The announcement and the ensuing buildup to the inaugural ANWA on April 3-6 has drawn predictably fawning media coverage. It has been another reminder that the men who run Augusta National are outstanding business executives. They are, first and foremost, great managers of the Augusta National brand. Every year they take the game’s weakest major-championship field, spread it across a magnificent venue, sprinkle in some charming traditions, limit the TV coverage, and produce the most exciting golf week of the year.
