From Clambake to Signature Event

A Brief History of the AT&T Pebble Beach Pro-Am

This week is one of my favorite PGA Tour events of the year, AT&T Pebble Beach Pro-Am. Pebble Beach stands as one of the most revered golf courses in the world highlighted by numerous iconic holes including the famed 18th hole. It has not only hosted the pro-am since 1947, it has also hosted several US Opens producing numerous memorable moments.

So, how did the AT&T Pebble Beach Pro-Am come about?

In 1937, Bing Crosby invited a group of friends to participate in a pro-am to raise money for charity. The “Clambake” was held in Rancho Sante Fe, California at Rancho Santa Fe Golf Club. The event paired celebrities and businessmen with professionals for a 36-hole weekend event. The first year featured 70 professionals who qualified under PGA conditions at the time along with 70 amateurs. The professionals included Jimmy Thompson, Harry Cooper, Lawson Little and, the eventual winner, Sam Snead. The amateurs included Crosby, Fred Astaire, Alan Hale and famed golf writer Grantland Rice. As an aside, a traditional “clambake” involves a seafood boil with all kinds of seafood and is a New England tradition. In this case, it referred to the casual get together and party atmosphere.

In 1941, the tournament grew into a full-fledged charity event. All ticket sales at the gate and advance sales were donated to charity. It also grew to a three-day tournament with 160 teams. Half the field played Friday, the other half on Saturday. The top 10 teams from each day qualified for Sunday along with the low professionals while several of the top professionals were guaranteed to play both rounds. It was also significant as Babe Zaharias, Patty Berg and Opal Hill, 3 of the top women professionals, were in the field.

Following the attack on Pearl Harbor on December 7, 1941, the 1942 event was up in the air. Following the go ahead for other West Coast PGA Tour events, they decided to hold the tournament. 1942 ended up being the final Crosby Pro-Am as WW2 raged on.

The tournament resumed in 1947 and was moved to the Monterey Peninsula. Monterey had been a vibrant fishing community, but the decline in the sardine population forced canneries to close and fishermen to move to more productive fishing grounds. Tourism became a focal point for the economy.

In 1946, a local sportswriter remembered the Crosby event and referenced an interview Crosby had done regarding working in film. Crosby stated he didn’t like any type of work as there were things he would rather do like play golf at Pebble Beach. He reached out pitched the idea of restarting the pro-am in Monterey to Crosby who thought it was a great idea. He agreed to put up the $10,000 purse the PGA Tour required. The Crosby Pebble Beach Pro-Am was back.

Crosby continued to host the event until his death in 1977. He died of a massive heart attack following a round of golf in Spain. His name was dropped after the ‘85 tournament with AT&T becoming the title sponsor in ‘86.

What started out as a fun, party filled event for charity in 1937, has grown into one of the premier golf tournaments in the world. Bing Crosby loved golf and used his fame to create a lasting legacy in golf with his “clambake.” As a Signature Event on the PGA Tour, the AT&T Pebble Beach Pro-Am remains a highlight on the professional golf calendar.

As always, be thankful when you play. Be grateful for the privilege and opportunity to play this amazing game. Now, go golf!