In early February, more than 700,000 golf fans flood TPC Scottsdale, transforming one week of golf into roughly half a billion dollars of economic activity and a global showcase for Scottsdale’s lifestyle and real estate. The WM Phoenix Open isn’t just a golf tournament anymore—it’s an annual engine that shapes how visitors, investors, and future homeowners see our corner of the desert.
From humble beginnings to “The People’s Open”
The Phoenix Open traces its roots back to 1932, when it launched as a modest Arizona tournament long before Scottsdale was on the national radar. Over the decades it evolved through multiple names and sponsors eventually finding its permanent home in 1987 at the Stadium Course at TPC Scottsdale, a move that firmly linked the event’s future with Scottsdale’s growth story.
That shift from private Phoenix clubs to a purpose-built stadium course in North Scottsdale changed everything. It allowed the tournament to scale, adding grandstands, corporate suites, and infrastructure that could support far larger crowds and national television production. The Thunderbirds, the civic group that runs the event, leaned into that potential and gradually turned the Phoenix Open into an experience: louder, more fan-friendly, and more accessible than a traditional, buttoned‑up PGA TOUR stop.
Today it’s branded as “The People’s Open,” famous for its electric atmosphere, especially around the coliseum-style par‑3 16th hole. What started as a regional golf event is now a globally recognized happening that puts Scottsdale’s weather, scenery, and lifestyle in front of millions of viewers and hundreds of thousands of in‑person visitors each year.
How the Phoenix Open became a mega‑event
If you only watch a few highlights on TV, it’s easy to miss just how big the WM Phoenix Open has become. In recent high‑attendance years, total weekly crowds have exceeded 700,000 people, with Saturday alone drawing well over 200,000 fans to TPC Scottsdale. That makes it comparable to, and in some cases larger than, many championship sporting events that only last a single day.
The financial side has grown just as dramatically. The tournament purse has climbed into the tens of millions, which attracts top players, big brands, and major corporate partners. Around the course, hospitality tents, skyboxes, and sponsor pavilions create a temporary “city” of their own complete with high‑end food, beverage, and entertainment that rival anything in Old Town. All of that activity means more jobs, more vendor contracts, and more money flowing through local businesses.
Importantly, the growth has been consistent and predictable. Advanced planning starts months before the first tee shot, with build‑outs, staging, and logistics ramping up in the fall. For Scottsdale, that means the Phoenix Open isn’t a one‑off surprise—it’s a known, bankable driver of winter business activity that hotels, restaurants, and event companies can build into their yearly forecasts.
Economic impact: more than just a party
Behind the fun headlines and viral 16th‑hole videos is a serious economic story. In a recent study year, the WM Phoenix Open was estimated to generate roughly $450 million in total economic impact for Arizona, combining direct spending with additional “ripple” effects as money circulates through the local economy. A little over half of that number came from direct spending by visitors, sponsors, and the tournament itself, with the rest tied to induced and indirect impacts.
Lodging alone accounts for an estimated $80–90 million in revenue during tournament week, as hotels and short‑term rentals, especially around North Scottsdale and near TPC, run at or near full occupancy. Restaurants, bars, rideshare drivers, and local shops all feel the lift as well. For many businesses, Phoenix Open week is the single most important stretch of the year, bridging the gap between the holidays and spring training.
Local and state governments benefit, too. Studies have pegged incremental sales tax revenue from the event in the tens of millions of dollars annually, with Scottsdale capturing a meaningful share. That added revenue supports infrastructure, parks, public safety, and city amenities, many of which help sustain the quality of life that makes Scottsdale attractive to homebuyers in the first place.
Then there’s employment. The tournament’s construction and operations help support thousands of jobs—from staging crews and security staff to caterers, drivers, and event coordinators. That temporary employment boost adds to the stability of our hospitality and service sectors, especially in the slower months when other destinations are just starting to thaw out.
What it means for Scottsdale real estate
For homeowners and future buyers, the WM Phoenix Open does more than clog a few roads for a week—it influences property values, neighborhood desirability, and investment strategies across Scottsdale.
Here’s how that ripple effect plays out:
- Short‑term rental and second‑home demand: The surge in visitors (many from colder, higher‑priced markets) creates intense demand for vacation rentals, condos, and short‑term stays near TPC Scottsdale and surrounding communities. Owners who position their properties well can capture premium nightly rates during tournament week and use that income to offset carrying costs.
- Long‑term value around golf amenities: Golf in Arizona is a known economic driver and has been linked to positive impacts on nearby residential property values. Living next to a marquee course like TPC Scottsdale, or within a golf‑centric community, comes with built‑in marketing: every February, the world is reminded how good life looks here.
- Neighborhood visibility and lifestyle branding: When hundreds of thousands of fans and millions of TV viewers see the sweeping desert views, blue skies, and modern architecture around TPC, they’re not just watching a sporting event—they’re being introduced to Scottsdale’s lifestyle. That exposure shapes buyer perceptions, especially for out‑of‑state and international buyers considering a winter home or retirement move.
- Investor confidence: A recurring, well‑established event that reliably fills hotel rooms, restaurants, and venues signals economic health. Investors and developers look for exactly that kind of consistency when deciding where to place capital. It’s one reason why North Scottsdale, in particular, continues to attract interest for new residential projects, mixed‑use developments, and hospitality ventures.
- Supporting local jobs and amenities: The jobs, tax revenue, and tourism generated by the Phoenix Open help sustain the very amenities—restaurants, retail, entertainment districts, and parks—that buyers fall in love with when they tour homes. That ecosystem of lifestyle options is a key ingredient in property values over time.
You could sum it up this way: the WM Phoenix Open compresses a year’s worth of marketing for Scottsdale into one electric week, then the real estate market enjoys the afterglow for months.
If you’re thinking about buying or selling
If you’re visiting for the WM Phoenix Open and found yourself saying, “I could live here,” you’re not alone. Many of today’s Scottsdale homeowners first discovered the area during tournament week, when the weather is perfect, the city is buzzing, and the lifestyle is on full display.
Whether you’re considering a golf‑course home, a lock‑and‑leave condo close to the action, or an investment property that can double as your winter escape, it helps to work with someone who understands both the local market and the nuances of an event‑driven economy. The Phoenix Open is a big part of why Scottsdale looks and feels the way it does today and if you’d like to make that energy part of your everyday life, I’d be happy to walk you through the best neighborhoods, communities, and opportunities for your goals.
Attending the tournament this week? Stop by the driving range where I’m volunteering. I’d love to chat about the event, the area, or answer any Scottsdale real estate questions you might have.
