Nichols: LPGA's Chevron Championship must reclaim its status as golf's first major

USA Today

27-04-2025

Nichols: LPGA's Chevron Championship must reclaim its status as golf's first major
THE WOODLANDS, Texas – The Masters hangover looms large here in Texas. Three years into the Chevron Championship's move away from Dinah Shore and into a spot on the post-Augusta calendar, and it's already clear that something needs to change.
First, let's get the obvious out of the way: Texas golf isn't anything like Mission Hills.
There's much to miss about Dinah's place, but there's no indication that Chevron has any desire to move away from its corporate base in Houston. As it's been noted many times, there's no line of blue-chip sponsors waiting to do business with the LPGA. The long-term commitment of an American institution like Chevron – which signed on for a six-year partnership – can't be taken lightly.
The Club at Carlton Woods isn't spectator-friendly. It's a long walk just out to the first and 10th tees, and there's not much bouncing around between groups. Fans must either commit and go the distance, or hang out between the ninth and 18th holes, where there's a variety of things to do.
Speaking of fans, the galleries have been sparse this week, though they did pick up Saturday afternoon. It doesn't help that there's an Ironman competition going on Saturday morning in The Woodlands and many locals understandably chose to avoid getting caught up in the race detours.
Not to mention the thunderstorms and high humidity that can quickly turn the festivities into a downright slog.
It's also worth noting that media attendance at this event is depressingly sparse.
What to do?
A date change would help.
The LPGA should endeavor to do everything it can to reclaim the billing of golf's first major.
Anything after the Masters becomes an afterthought with little to no build-up.
Finding a spot after The Players but before the Augusta National Women's Amateur in March would go a long way toward reclaiming some of the national conversation. The week after The Players would put the women one week ahead of the PGA Tour stop in Houston and two weeks ahead of the ANWA.
Of course, the LPGA would need to make sure it could secure a big enough television window and, ideally, add another full-field event early in the year to give players more chances to qualify.
Two-time major champion Stacy Lewis grew up in The Woodlands and would like to see the event moved to September.
'I think it needs to be played in the fall when the golf course is firmer and faster, in general,' said Lewis.
But that's not all, Lewis would also like to see the LPGA move its headquarters to The Woodlands area, where there can be even more focus on what would be an LPGA fully-owned-and-operated event.
'Would be your last major of the year,' said Lewis. 'LPGA owns it, blow it out.'
The fall, of course, is football season, so network exposure would be an issue, though Lewis notes that with the media landscape changing so rapidly, who knows what might soon be in play.
The quality of LPGA major venues, in terms of quality and name recognition, has exploded in recent years. The Club of Carlton Woods, while certainly a fine club that has produced two tremendous champions in Lilia Vu and Nelly Korda, doesn't rise to a major championship level of prestige. It's not drawing in casual fans.
Because of that, it's even more important for the event to draw in significant crowds so that the appearance of something major taking place shines through both in person and on TV.
To that end, drop ticket prices significantly, increase marketing at the local level and, if the event moves to March near the Texas Children's Houston Open, work together on package deals and promotion.
The Dinah Shore has long been referred to as the LPGA's Masters Tournament. And Chevron organizers have taken that seriously, borrowing traditions from Augusta while also carrying on those from the California desert (minus the clear pond and the white caddie jumpsuits).
As close as everyone might want to be to Augusta, following the Green Jackets too closely on the calendar just doesn't work.
It's time to make another change.