Vista Home, a non-public dwelling in Westlake, Georgia, sponsored by Vista International throughout the Masters.
Credit score: VistaJet
A model of this text first appeared in CNBC’s Inside Wealth publication with Robert Frank, a weekly information to the high-net-worth investor and shopper. Enroll to obtain future editions, straight to your inbox.
Non-public jet firms are rolling out the crimson carpet for his or her high shoppers on the Masters Event, as competitors shifts from the air to the bottom with lavish hospitality occasions and experiences.
1000’s of personal jets are anticipated to fly out and in of Augusta, Georgia, and close by airports for the Masters within the coming days, making it one of the vital necessary occasions of the yr. NetJets, the business chief, expects greater than 775 flights into and out of Augusta, marking a 35% to 40% improve from final yr, the corporate mentioned. Flexjet is projecting about 350 to 400 flights, and Vista tasks over 20 flights a day.
“Demand is off the charts,” mentioned Mike Silvestro, CEO of Flexjet. “The Masters is like nothing else.”
On the personal jet calendar, Davos, the Tremendous Bowl, Cannes, the Kentucky Derby, the Monaco Grand Prix and Artwork Basel all entice loads of personal jets and rich attendees. However the Masters has a novel mixture of tens of hundreds of well-heeled attendees and a full week of occasions, creating a continuing circulation of shoppers flying out and in.
The swarm of Gulfstreams, Phenoms and Challengers is straining Augusta Regional Airport. Kenneth Hinkle, director of aviation companies on the airport, mentioned it had 3,294 flights final yr and he expects a rise this yr. The airport raised its “particular occasion payment” this yr by 25%, to between $150 and $4,000 per aircraft, relying on measurement, and expanded its jet parking space to accommodate 200 jets at a time.
The competitors amongst personal jet firms for touchdown slots, parking areas and entry to and from the terminal has grown so fierce that many firms have moved to close by airports in Thomson, Georgia, or Aiken, South Carolina.
A photograph rendering of NetJets’ new Augusta terminal.
Credit score: Courtesy of NetJets
The true battle nonetheless, begins after the jets land. Jet firms are renting out mansions to create branded pop-up golf equipment, hiring Michelin-star cooks and well-known mixologists, internet hosting nightly events with the largest names in golf, and vying to draw the highest gamers and announcers as headliners. Many are even staging personal concert events with Grammy-winning nation stars.
The spending is all a part of a brand new race within the personal jet enterprise.
Non-public jet flights hit an all-time report in 2025, with 3.9 million departures, up 34% from pre-Covid ranges. Current U.S. authorities shutdowns and airport delays have solely elevated demand, jet firms say.
“We wish to keep linked with our clients past simply after they’re the air with us,” mentioned Pat Gallagher, President of NetJets. “We’re a world life-style enterprise. We’re a luxurious enterprise. If anyone asks me what enterprise I am in, I do not say I am within the journey or aviation house. I am within the hospitality enterprise.”
Longtime Masters followers say the most popular ticket of the week exterior the Augusta Nationwide Golf Membership is the NetJets Friday night time get together. NetJets will not disclose any particulars on the placement or leisure for this yr’s bash. However previous events have been hosted by sports activities commentator Jim Nantz and featured musical friends like Noah Kahan, Chris Stapleton and Zac Brown.
For the remainder of the week, NetJets shoppers can use the model’s hospitality venue to loosen up, seize a meal or drink, or maintain a gathering. A few of NetJets’ greater than 30 golf ambassadors who’re taking part in on the Masters are additionally anticipated to cross by. Gallagher mentioned the Masters is one in all almost 100 occasions a yr now hosted by NetJets.
The corporate additionally simply introduced a brand new personal jet terminal at Augusta Regional. The challenge, nonetheless beneath development, contains 432,000 sq. ft of ramp house for jet parking.
“The variety of jets which are parked on the [Augusta] runways, it is like nothing you’ve got ever seen from a from an aviation perspective,” Gallagher mentioned.
Vista International might be internet hosting shoppers at Vista Home, a non-public dwelling in Westlake, Georgia, that might be reworked right into a branded hospitality venue in its signature silver and crimson. It’s going to have nightly dinners, leisure and particular appearances by Vista model ambassadors Gary Participant, Jon Rahm, Phil Mickelson and Patrick Reed.
Vista hosted its large welcoming get together Wednesday night time with a non-public live performance. The corporate mentioned the purpose is to offer Vista Home the identical model really feel of its planes, from flight attendants serving of their Moncler-designed uniforms, to Vista’s signature scent designed by Le Labo to its ever-popular Vista seaside towels. Shoppers of VistaJet and XO — each owned by Vista International — will get entry to Vista Home as nicely hospitality house on the Double Eagle Membership, near the Augusta Nationwide Golf Membership.
Vista mentioned a few of its shoppers fly in from as far-off as Japan, South Korea, Singapore, India and Brazil.
“I feel the Masters, particularly previously 5 years, has grow to be extra pronounced for us,” mentioned Leona Qi, president of VistaJet U.S. “It is a spot the place our shoppers — the ultra-high-net-worth people and company executives — go to not simply to look at the sport, however to actually join with one another and get offers finished. And to share the fervour and the expertise with one another.”
Wheels Up will open the “Wheels Down Membership” in Augusta, only a 10-minute stroll from the doorway to Augusta Nationwide. The membership, a short lived construction constructed round an current dwelling, will supply 11,000 sq. ft of hospitality house. Company can valet their automobiles, get snacks and drinks in between rounds and verify of their telephones (a prized service since no cellphones are allowed on the course).
Wheels Up is working a “Wheels Down Membership,” only a 10-minute stroll from the doorway to Augusta Nationwide on the Masters.
Credit score: Wheels Up
Wheels Up, now managed by Delta Air Strains, expects to host 600 friends a day on the membership. Massive names on this system embody Delta CEO Ed Bastian; Eric Kutcher, the North America chair of McKinsey & Co.; and Apple govt Eddy Cue, together with professional golfers. Chef José Andrés will host a “Jamon and Caviar” tasting and mixologist Tyler Zielinski might be making his signature “tiny cocktails.”
“The Masters has actually grow to be our tentpole occasion,” mentioned Kristen Lauria, chief advertising officer for Wheels Up. “Whether or not it is for members, whether or not it is for prospects, or whether or not it is for our companions who entertain their shoppers on the bottom, it is changing into greater and larger and larger.”
Lauria mentioned Wheels Down occasions will proceed to broaden into different sports activities, like tennis, equestrian and motorsports, in addition to culinary and luxurious life-style occasions. She mentioned the golf equipment additionally assist entice new shoppers who are available as friends of current members.
“As I have a look at alternative ways to create demand, it is actually about going to the place our clients are and the place our members are,” she mentioned. “Time is of the essence for our members. So exhibiting up the place they’re already going or the place they’re planning to be, is a return in and of itself.”
Flexjet is taking a unique strategy. Relatively than becoming a member of the spending spree of pop-up golf equipment and events, the fractional jet firm says it is centered solely on its core enterprise of getting shoppers to and from the occasion.
With Augusta Regional Airport extremely congested throughout Masters week, Flexjet determined this yr to maneuver its operations to the Thomson-McDuffie Regional Airport in Thomson, Georgia. The airport is a brief drive to the course at Augusta, is nearer to the areas the place attendees normally keep, and can permit Flexjet shoppers to get out and in shortly.
“The infrastructure in Augusta is taxed,” Silvestro mentioned. “We’re attempting to remain forward of the curve and have the expertise that we ship to our clients be as seamless and stress-free as potential.”
Silvestro mentioned shoppers could have an unique govt space at Thomson and could be picked up and dropped off proper in entrance of their planes. He mentioned the Masters has grow to be so oversaturated with events and occasions that Flexjet’s shoppers have already got too many occasions to select from.
“I shake my head at a few of the hospitality extravagances from a few of the individuals which are working our house,” he mentioned. “We see individuals doing sure issues in and round our house that do not make loads of sense to us.”