Every April, golf fans flood Augusta for The Masters, but just down Washington Road, a different kind of tradition draws its own crowd. John Daly, the two-time major winner known as much for his booming drives as his laid-back style, has turned the Hooters parking lot near Augusta National into a merchandising goldmine.
Since the late 1990s, Daly has skipped hotels and house rentals, opting instead to camp out in an RV parked at the Hooters location during tournament week. It’s not just a quirky setup. It’s a business move and a profitable one at that. ESPN reported this week that Daly moved $780,000 worth of merchandise in 2024 alone, with fans lining up for $40 hats, $10 signed golf balls, and premium cigar boxes priced at $250.
Parking Lot Hustle With Serious Payoff
Daly’s setup isn’t just about sales. It’s a scene. Golf fans swing by for autographs, selfies, and a few minutes with one of the sport’s most colorful personalities. He signs gear, chats with fans, and makes time for every photo request. The crowd never seems to stop, and neither does the cash register.
“People come for the merch, but they stay to hang with John,” a staffer at the pop-up tent told ESPN. It’s been like that every year since 1997, when Daly first made the Hooters lot his Masters-week headquarters.
John Daly 🤝 Hooters
— Pickswise (@Pickswise) April 11, 2025
Masters Week pic.twitter.com/yj8i3PlCNq
His popularity hasn’t faded, even though he last played in The Masters in 2006. Back in 1991, John Daly wasn’t even supposed to be at the PGA Championship until a last-minute drop-out gave him a shot. He shocked the golf world by winning it all as the ninth alternate. That victory earned him a ticket to Augusta, where he went on to post a top-20 finish in 1992 and a third-place result in 1993, his best at The Masters.
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Despite not qualifying for the tournament in nearly two decades, Daly keeps returning, and fans keep showing up. The party at Hooters has become as much a fixture as the pimento cheese sandwiches at Augusta National.
With Hooters recently filing for bankruptcy, the future of Daly’s Masters-week outpost remains uncertain. But for now, he’s doing what he does best: selling, signing, and soaking in the spotlight on his own terms, right from the parking lot.
