Pretty penny: Bring your credit cards for US Open souvenirs this year at Pebble Beach

Prepare to spend for US loot at Pebble Beach

PEBBLE BEACH, Calif. — That iconic little Pebble Beach logo of the tree perched on a bluff will cost a pretty penny.

Fat wallets are a must at this U.S. Open. Pebble equals pricey.

Hats are going for $34 to $45. Golf towels cost $20. Big, spongy golf balls made for autograph hounds: $18. You can spend $30 for a package of six golf balls or $70 for a pullover sweatshirt.

“Everything is 200- to 400-percent marked up and there’s no 50-percent off discount section,” quipped Ted Nugent, an engineer from San Diego who refused to buy a single souvenir Friday.

Expensive merchandise is nothing new at a U.S. Open or most other major events. What makes this one different is who’s running the show. It’s not the USGA, rather Pebble Beach.

“They have a fairly big retail operation 365 days a year,” said Mike Butz, the deputy executive director of the USGA. “To try to integrate our operations into theirs gets complicated. It works smoother this way. So they are in charge.”

Butz said there was a similar contract in place at Pinehurst five years ago, another resort in North Carolina.

For this world-renowned golf resort, the U.S. Open is all about relationships and royalties — and quality control for the Pebble Beach brand and its picturesque property on the Monterey Peninsula.

Nugent was among the bustling crowd at the merchandise pavilion, keeping his hands in his pocket. He was helping his buddies, Rob Heekin Jr. and Mel Smith, make their purchases. Nugent is quite happy with his San Diedo Padres visors he has at home.

“We dragged him against his will,” said Heekin, who along with Smith traveled from Jacksonville, Fla., for the tournament.

Heekin pointed to the new, $25 navy visor on his head.

“This I probably overpaid for,” he said. “In Florida, this will be great.”

Smith spent $45 each on a pair of fitted hats. He already has a closet full of caps, but wanted to add to his collection from this memorable trip.

“Most expensive hats I’ve ever purchased,” Smith said. “But they’re nice, fine, quality hats.”

The first big tent fans see when they walk through the main entrance has been bustling despite the hefty price tags. It was hard to maneuver inside the expansive space Friday afternoon. Far less crowded is cyberspace. While the Pebble Beach Co. is running the shop, the USGA is selling similar items on its website for less money.

While many left with a bag or two stuffed full of T-shirts or trinkets, hundreds of others made their way to the exits empty-handed.

“Our goal is to provide the highest quality products possible at every price point,” said David Stivers, Pebble’s executive vice president for brand management. “If you go to the merchandise tent you can find souvenirs as low as $5 and up to jackets. Each product category we have the best product possible, and that’s a little more expensive. We have gotten great feedback on the retail tent. When you see the quality of it, it’s been very well received by customers.”

Considering he came all this way, Heekin — a bankruptcy attorney who knows as well as anybody the perils of this down economy — figured he would return home with a few souvenirs.

He purchased an official watercolor poster for $35 and happened to get it signed by the artist.

“I think we are great examples of people willing to come across the country to see the Open,” Heekin said. “The USGA won’t let you bring in cameras, and we want to bring back some memories. This place is beautiful. I recommend all of America should come see it.”

AP Golf Writer Doug Ferguson contributed to this report.