Genesis: Bagdad's Bubba Gets His 10th Win But Won't Be Retiring Any Time Soon

Love him or wonder about him, Bubba Watson is now a three-time winner at Riviera, joining elite company and solidifying his place as a genuine LA golf legend. He's now the PGA Tour's second-winningest lefty, still 32 wins behind Phil Mickelson. He also reached the win that would set retirement in motion, but quickly shot that down following play.  Doug Ferguson's AP game story with all of the details.

A few of the fun wrap-up stories capture what turned out to be a more bunched Riviera leaderboard than normal and a very typical ending where the leader emerges convincingly. Eamon Lynch for Golfweek on that topic and Adam Schupak at Golf.com on Bubba's wacky week.

Other than a few hiccups at the third, sixth and ninth holes, Watson plotted his way around Riviera in the appropriately caution fashion. The hole-out at the 14th all but sealed the tournament just moments after the leaderboard suggested a four man playoff was looming.

And because it's Bubba, there is a story behind the madness. G.C. Digital with the story.

PGATour.com's Mike McAllister with a roundup of the week and some nice notes and stats from Bubba’s win.

Slow play and players not finishing the round at Riviera may finally get a hard look via a reduced field size, reports The Forecaddie.

Tiger turns up at the Honda this week and I assess his Riviera and upcoming prospects for Golfweek's Monday weekly edition.

Rory McIlroy says his T-20 did not reflect how he played, reports Will Gray.

Jordan Spieth leaves Riviera bullish about his game after a backdoor top 10. Gray reports for GolfChannel.com.

Martin Kaufmann takes issue with some of Ian Baker-Finch's Sunday commentary related to Patrick Cantlay and celebrates the latest technology tool rolled out by CBS.

The full final round highlights:

Genesis Final Round Preview: There Are No Tracy McGrady's In Bubba's Way Today

An even numbered year aligns nicely for 2014 and 2016 Genesis Open winner Bubba Watson, who, as I note in my five dream scenarios for Sunday's final round, is chasing elite company as a three-time winner of this event. Only Macdonald Smith and Lloyd Mangrum have won four Los Angeles Glen Campbell Nissan Presented by Countrywide Northern Trust Genesis Opens.

Watson, who played Friday's celebrity game, will never live down Tracy McGrady's blocked shot but he did put a great spin on it.

Doug Ferguson's round three game story.

Golfweek's Live Final Round blog.

TV and tee times.

Today’s @genesisopen final round grouping featuring @bubbawatson & Patrick Cantlay is the first ever reunion since this epic moment in handshake history. pic.twitter.com/4ANx2S1ze9

— Geoff Shackelford (@GeoffShac) February 18, 2018

Augusta National Files Plans To Lengthen 5th Hole

John Boyette with the exclusive Augusta Chronicle details on plans filed by Augusta National to realign the Old Berckmans Road to extend the 5th hole by a significant yardage. The plan submitted does not appear to significant change the angle of the tee shot, though the original bunkering has been pushed down the fairway.

From Boyette's story:

According to the preliminary plans, filed by Augusta firm Cranston Engineering Group P.C., a total of 23.1 acres would be affected. The approximate start date would be May 1, which comes after this year’s Masters, and the approximate end date is Nov. 1. Masters Week begins April 2 this year, with tournament play April 5-8.

Work is also scheduled to begin this spring at neighboring Augusta Country Club with changes to its eighth and ninth holes, the two holes affected when Augusta National purchased land from the country club last year.

Work at the Augusta Country Club, according to plans filed Feb. 9, is expected to begin in May and end by November

From the purely Jones-MacKenzie point of view, it will be interesting to see if the fairway bunkers and slopes require recontouring to retain the original dynamics intended to reflect some Old Course strategies.

Report: Organizers Expect To Keep Playing Genesis Open Even After Tiger's Missed Cut

Multiple sources are confirming on deep background that the Genesis Open will carry on with the likes of Spieth, McIlroy, Johnson and Thomas making the weekend and still very much able to make a run at leaders Cantlay, McDowell and Saunders.

With a stellar weather forecast, firm, fast greens and some clever architectural problems to solve, organizers decided to forge ahead even after Tiger Woods posted a second round 76. My Golfweek report on a bad day for Woods on the greens, with his irons and the driver, where the misses weren't as bad but brought in the left side of the course.

For all the cute kids and their parents who came out to see a legend, there were more yahoos than normal on Friday and it gave Rory McIlroy a headache, notes The Forecaddie.

While some major star power is lurking dangerously, co-leader Graeme McDowell is one of the more exciting stories of the weekend. Eamon Lynch's Golfweek game story sets up what should be a fun weekend.

Goodbye Yellow Brick Of Flowers...

With apologies to Bernie Taupin for modifying your lyrics and the millenials who don't have the album...

So goodbye yellow brick of flowers
Causing the dogs of Carmel to howl
You can't plant me in your penthouse
I'm going back to my plough

Back to the cool season grasses overlooking the bay
Hunting the horny back toad
Oh I've finally decided my future lies
Beyond a yellow brick of flowers
Ahhh, ahhh, ahhh...ahhhhh, ah, ahhhh

And thanks reader George for spotting this modification to the modification at Pebble Beach.

Here yesterday...gone today. pic.twitter.com/RxZELM1OWX

— The George (@georgeonpebble) February 16, 2018

Quick Roundup: A Familiar Feeling First Round At Riviera, Only With Crowds!

The confluence of mega-stars and the strongest field of 2018 brought out the people, but if you watched any of round one you know Tiger-Justin-Rory got most of the eyeballs.

The three certainly didn't disappoint from the perspective of providing memorable shots--Tiger with two all-time recovery shots on the 5th and 9th holes--but each had their issues too.

As I noted for Golfweek, Tiger's driving gets all the attention but it was the iron play that let him down, while on the greens the contrast between Thomas and McIlroy is telling.

Others had similar takes, including James Corrigan at the Telegraph who labeled McIlroy's putting lousy. At GolfChannel.com, Will Gray has all of the details on the day, including Tiger's bizarre early morning lost ball at the 11th.

Tony Finau and Patrick Cantlay lead with afternoon 66's reports Eamon Lynch at Golfweek. That's a particularly strong showing for Cantlay given that his two previous professional appearances here were missed cuts.

Cantlay told a really swell Masters-related story during a long and insightful press session. The Forecaddie shared it at Golfweek.com.

As for the crowds, attendance figures are no longer attempted by touranment director Mike Antolini shared this when queried:

We've nearly doubled ticket sales from last year and demand continues to build in large part due to our terrific field, including Tiger. Today's crowds were strong and we expect them to grow even larger as we enter the weekend. It's great to see the fans come out to Riviera to experience the Genesis Open.

Tiger's first round highlights followed by the overall first round best of, courtesy of PGA Tour Entertainment.

Bamberger Explains The Milstein Purchase, Direction Of Golf Mag

With Howard Milstein purchasing Golf Magazine and Golf.com, we're finally getting a sense of why the banker and financial partner to Jack Nicklaus is purchasing the operation.

Michael Bamberger explains who Milstein is and what drives the thinking about the future. Including this:

Part of it, of course, is writing a competitive check. (Terms were not disclosed.) But part of it, too, was Emigrant's vision for us. Expand, in this age of media contraction. Our new owners believe more is more and better is better. In time you'll see enhancements to the magazine, and the website will have a cleaner look. You'll find more original content in our channels, in our game stories, profiles, interviews, travel stories, videos and rubrics not yet invented. We also intend to offer you even more help in improving your game, and finding the best places to play, the best places to buy clubs, the best ways to get fitted for clubs, the best methods to get those clubs to perform under the scrutiny of your friends and frenemies.
 
On Wednesday afternoon, Howard talked to the staff for the first time as the new boss. He was asked what our message to the golfing public should be. He said he wants GOLF magazine and GOLF.com to be the go-to source for all your golfing needs. Full stop.

2018 Genesis Open Preview, Instagram Style: Tiger, Wahlberg, Cubs, Sugar Ray, Wesley, Champ, Thomas, Bell, Tirico

An intentionally lively pro-am atmosphere had the Genesis Open beginning to feel like the old L.A. Open days, with some star power adding a needed jolt following the event’s comatose Northern Trust/Championship Management years.

So to set things up, an all-Instagram post with a few helpful links for you dinosaurs who like to read!

Tiger and Mark Wahlberg teed up in the pro-am. The Forecaddie notes Marky Mark’s antics that included, yes, AirPods the whole way. Golfweek's Eamon Lynch on Woods’s final preparations that included some socializing and another driver tweak. Tiger Tracker, who went for seconds today in the media lunch room, sums up everything he saw.

Tiger wowed the little guys who came out to watch, including Jaden Soong, a fellow Dodger fan and sweet swinger of the club.

Wesley Bryan teed it up with Sugar Ray Leonard.

Sifford Exemptee Cameron Champ took delivery of a Trackman, hopefully one with extra CPU for his swing speed. Check out slide two for some big numbers, if that’s your thing.

I never talked to more players who put the 10th hole down as goofy instead of architecturally interesting. The old photo/new photo comparison I posted on Instagram offers clues to some of the issues, but not all.

And with thoughts of 1992 always on minds when Tiger plays Riviera, how about this cool Sportscenter with Mike Tirico setting up the piece as he’s hosting the Winter Olympics for NBC this week?

Enjoyed playing in the Pro-Am with @markwahlberg. Looking forward to round 1 of @genesisopen tomorrow.

91k Likes, 851 Comments - Tiger Woods (@tigerwoods) on Instagram: "Enjoyed playing in the Pro-Am with @markwahlberg. Looking forward to round 1 of @genesisopen..."

Tiger and his cubs at Riviera.

81 Likes, 7 Comments - Eamon Lynch (@eamonlynch) on Instagram: "Tiger and his cubs at Riviera."

What an amazing & awesome moment from @tigerwoods @genesisopen for me, @ronniegolftennis @cadenwestgolf @benmatsudagolf @blakeventuragolf & @aidendinanigolf.. Thank you Tiger and good luck this week!! * * * * #gksrydercup #golf #tigerwoods #golfswing #golfing #golfporn #barstoolsports #golfgods #tigerwoodsisback #thankyou #junior #juniorgolf #juniorgolfer #golfwang #golfer

1,167 Likes, 44 Comments - Jaden R. Soong (@jadenrsoong) on Instagram: "What an amazing & awesome moment from @tigerwoods @genesisopen for me, @ronniegolftennis..."

Ready for this week to get underway @genesisopen

3,269 Likes, 27 Comments - Wesley Bryan (@wesleybryangolf) on Instagram: "Ready for this week to get underway @genesisopen"

Cameron Champ taking delivery of his TrackMan 4. Cameron was ranked as the no. 1 amateur in the World last year! Swipe to see his numbers 👉 #teamtrackman

1,162 Likes, 30 Comments - TrackMan (@trackmangolf) on Instagram: "Cameron Champ taking delivery of his TrackMan 4. Cameron was ranked as the no. 1 amateur in the..."

Another one for fans of then and now pictures: Riviera's driving range used to be home to a pitch and putt course by George Thomas and Billy Bell, famously mocked by Alister MacKenzie in The Spirit of St Andrews. Many remnants were still in the ground until the bulldozing of the range landing area a few years ago. #riviera #thomasandbell #par3course

259 Likes, 7 Comments - Geoff Shackelford (@geoffshac) on Instagram: "Another one for fans of then and now pictures: Riviera's driving range used to be home to a pitch..."

16 year old Eldrick Tiger Woods playing the LA Open at Riviera in 1992 🔥🐐 @tigerwoods #goat

1,921 Likes, 59 Comments - Zira Golf (@ziragolf) on Instagram: "16 year old Eldrick Tiger Woods playing the LA Open at Riviera in 1992 🔥🐐 @tigerwoods #goat"

Video: Why The Bunker In Riviera's 6th Actually Works

We took the putter out to explain for Golf Central why a bunker in the middle of Riviera's 6th works--hint, the short grass around the green really helps!

Coming Soon To A Theater Near You: Governing Bodies Engaging With The Golf World On The Distance Issue

The distance chatter around Riviera has included a great deal of shock over R&A Chief Martin Slumbers conceding that the line has been crossed, with nearly everyone I talked to then saying something to the effect of: "but a year ago they said everything was fine."

And I would note, that stance was taken with no shortage of hubris in some parts of the world.

I suspect the position reversal will be the first stumbling block faced by golf's governing bodies when they begin to discuss what to do about the distance explosion. And those discussions will be a big part of 2018, at least according to a Slumbers comment from Alistair Tait's Golfweek story:

Slumbers wouldn’t say what the governing bodies are planning, but they’re intent on reducing distance.

“There are a lot of options. There’s a lot of work still to be done with a lot of people, and engaging with not just the game but the equipment manufacturers and all sorts of things, but that work we now feel needs to be done."

I sensed after hearing different views at the PGA Tour level today that the R&A and USGA may not realize how few friends they've made over the years. Former R&A Chief Inspector Peter Dawson and his condescending, inconsistent positions were referenced more than once.

Those with opinions on both sides of the aisle will expect an explanation of the status quo position. Otherwise I don't expect the conversations to last very long.

Perhaps the upcoming distance report will address why there is a change in position when it was apparent long ago that there were issues on multiple fronts. If not, the discussions Slumbers referenced above will not go smoothly.  Or very far.

Chatty: Tiger's Giving Rides On The Jet, Admitting The Oddity Of His Riviera Struggles And Still Taking This Comeback Slowly

This new Tiger sure is fun, if nothing else for writers who used to fear a clipped answer now getting the kind of responses that show off why Tiger is not only one of the golf's all-time most engaging figures, but one of its smartest.

Golf is "new to him," and a few thoughts for Golfweek on his lengthy, engaging and insight-rich press session.

Doug Ferguson considers the mentor role Tiger has taken with young players, including Justin Thomas who Woods gave a jet ride to from Florida and seems to genuinely like.

Tiger has changed shafts and lofts in his driver in an effort to not repeat the Torrey Pines struggles.

GolfDigest.com's Brian Wacker focuses on just how long it's been for Woods at Riviera and how much has changed in the Big Cat's world.

Jason Sobel considers a hypothetical Woods schedule for ESPN.com and throws in some fun suggestions. And this Tiger might even consider them!

A par-3 swing I posted and a driver swing at 15:

@tigerwoods on 16 at Riviera @genesisopen practice

A post shared by Geoff Shackelford (@geoffshac) on Feb 13, 2018 at 9:05am PST

🌲⬆️🌲

A post shared by PGA TOUR (@pgatour) on Feb 13, 2018 at 9:52am PST

Shock: PGA Tour's Procter & Gamble CMO Has All Of The Best B-Speak Down Pat

WSJ's Brian Costa gets the first in-depth interview with PGA Tour Chief Marketing Officer Joe Arcuri (thanks reader John) and the ex Procter & Gamble man is the first true B-speak and M-speak artisan at Tour headquarters since the Finchem brand-platform years.

Surely this authentic frontier gibberish works with corporate types, and you have to admire the consistency levels to ensure total buy-in, but when you break the words down there just isn't much substance here.

WSJ: How is marketing professional golf similar to marketing consumer packaged goods, as you’ve done for much of your career, and how is it different?

MR. ARCURI: What I’ve found similar is how fundamental the power of your ideas is, and the ability to create authentic and engaging connections with your consumer, or in our case our fan. That remains the fuel of great brand-building, and the Tour brand is no exception.

The biggest difference is the higher degree of unpredictability inherent in marketing a sport, given the week-to-week variables of live competition. What you have to get really good at is real-time storytelling. You need to be very nimble week-to-week on the story lines that are occurring.

Why didn't I think of that! Though I would have gotten a platform mention in.

WSJ: What are the Tour’s biggest marketing priorities for 2018?

MR. ARCURI: My overall focus is to grow new fans. We have a very strong and affluent core fan base to build on. But to future-proof the Tour,

Whoa...future proof, so good. Go on...

we need to make sure that we’re attracting and growing new fans.

Grow 'em baby, grow 'em!

We’ve been shaping our marketing plans through a fans-first lens to ensure that our media, our partnership deals, our content across all platforms, right to our on-site tournament experience, will allow us to reach beyond that core fan and attract new fan segments.

So good and yet you ask, do people listen to that gibberish and nod their heads?

WSJ: Who are those new fans?

MR. ARCURI: We’re trying to attract millennials, but also what we call sports socialites. Those are a more diverse group of fans. They skew a little bit younger than our core base. They’re more diverse in general, and they consume the product at a high rate on both digital and social platforms.

Do they now? I best they just love five hour and 20 minute rounds too.

WSJ: What makes “sports socialites” distinct from millennials?

MR. ARCURI: It’s not an age thing. It’s more a mind-set of how they want to interact with the sport. They are as interested in what we call outside-the-ropes stories as inside-the-ropes stories and competition content.

Spring Break 2 K! Wooohooo, yay let's yell on their backswing! Woke!

They’re interested in what’s going on with our players beyond just the competitive action. They have a broader sense of the sport and want to engage with it on different levels.

Good for them. Please tell us how you reach these special people...

The same example from Jordan’s hole-out to win a playoff at the Travelers Championship comes immediately to mind. Our suite of social analytics and listening tools showed us quickly that the content was getting tremendous traction through our own channels, and we did two things.

Action! Activate!

First, we amplified the content we had already produced by pushing it through advertising to targeted new audiences that hadn’t yet seen it. And second, we moved to quickly produce new content, including the mix of fan-collected video I mentioned to create other ways for fans to experience the moment.

Such a fancy way of saying we edited together some fan video for Snapchat. Give this man an SVP title, another million a year and a Pablo Creek membership, stat!

Another Pro Golfer Bites The Twitter Dust: Lee McCoy Complains About Children, South America

I can't put a finger on what might have gone wrong for Lee McCoy--wait I can, he has proven to not know what he doesn't know and is a defender of backstopping. The Bobby Jones Award is not in his immediate future.

Seems the Web.com Tour player took to Twitter to complain about South American children wanting some more than a free autograph for coming out to watch the developmental tour play in their country and also insulted the country.

As Joel Beall reports for GolfDigest.com, the offending McCoy Tweets now sleep with the fishes and McCoy has taken the Grayson Murray path of suspending his account. And we know that how well that turned out for Murray.

McCoy tells Beall he has learned his lesson.

"To say I learned a valuable lesson would be an understatement," McCoy said. "More importantly I want people to know that I am, and always have been, a strong supporter of growing the game and doing everything I can to give back to the community."

Grow that game!

Tiger Woods Rekindles His Unusual Riviera Relationship

All systems are a go as Tiger Woods returns for the first time since 2006 to play a PGA Tour event at Riviera.

His memories are mostly good here, as are his Riviera stats. But there was that unfortunate last appearance in 2006 (WD, illness) and other issues that kept him away from what is now the Genesis Open run by his foundation.

I write for Golfweek about the unusual relationship Woods has had with the course and everything that has changed since his last appearance.

Given where he was a year ago--not able to attend even basic tournament functions--that we're at this place a year later is a credit to his doctor and Tiger's renewed focus. Couple that with a stellar field and it should be a fun week.

In other Woods news, Golf Channel's Tim Rosaforte says Woods has not decided on his next start, with a looming Friday the deadline for next week's Honda Classic.

Negative Campaign Ads Come To Golf: Hurley Attacks Spieth

When you're campaigning to chair the PGA Tour's Player Advisory Council to table slow play discussions started twenty years ago, declare caddie parking in Memphis a crisis and send Jay Monahan's calls to voice mail, you go negative. At least that's the risk Billy Hurley is thinking in his campaign for more chairmanship votes than Jordan Spieth.

No matter what side of the aisle you sit on, concede that Hurley's gone to the best ad makers in the business.

For those of you who don’t know, I am running against @JordanSpieth for Chairman of the @PGATOUR Player Advisory Council. One final push for the voting that ends tomorrow pic.twitter.com/dO2uLiTg3B

— Billy Hurley III (@BillyHurley3) February 12, 2018