John Daly’s masters tradition in ruins: Augusta Hooters closes after 28 years

Legendary golfer John Daly is trending in golf circles following the abrupt permanent closure of the iconic Hooters in Augusta, Georgia—the very location that became his signature spot during Masters Week. Ever since 1997, Daly used the restaurant’s parking lot during the tournament to sell merchandise, sign autographs, and mingle with fans. Now, as the franchise moves through bankruptcy and shutters many locations, his tradition appears to be over.

The Strange but Beloved Tradition: Daly at Augusta Hooters

Every April, while the world watches golf’s most prestigious event unfold at Augusta National, fans headed to nearby Augusta Hooters encountered a different kind of spectacle: John Daly camping in an RV, selling branded merchandise, drinking Diet Coke, puffing cigarettes, and cracking jokes—all with fans lined up for miles.

Daly’s presence was a playful contrast to the rules at the official tournament: inside the private courses, no phones, no cameras, no smoking. Outside, at his Hooters outpost, it was quite the opposite. Daly embraced every cliché of his “grip it and rip it” persona while fans flocked to the party.

The Economics: How Daly Made $780K During Masters Week

In 2024, Daly’s pop-up generated roughly $780,000 in merchandise sales. He sold:

• Hats ($40),

• Signed golf balls ($10) – literally $1 for the ball and $9 for his signature,

• Boxes of “Short Game” cigars ($250 each)

  
  
  

All of this happened outside Hooters’ Washington Road location, drawing countless fans for selfies and stories. His team expected even bigger sales in 2025 given a rainout that kept crowds in line early in the week.

Daly’s showmanship turned a small-scale pop-up into a dependable revenue stream and cultural fixture of Masters hospitality.

Why Has This Happened Since 1997? The Fans & the Icon

John Daly never won the Masters—he last played in 2006—but his persona resonated powerfully with golf’s blue-collar crowd. In 1991 and 1995, he won the PGA Championship and the Open Championship, becoming famous for his prodigious drives and all-American style. That fan appeal was the foundation of the Hooters setup, which began in the late ’90s and quickly became a fan pilgrimage during tournament week.

He brought authenticity, humor, and accessibility to a sport often seen as elite—a stark contrast with the refined protocols of Augusta National. As one local said: “He’s the best, drunkest golfer there ever was”.

What Closed? Hooters Bankruptcy Ends the Era

In summer 2025, Hooters of America filed for Chapter 11 bankruptcy and shuttered around 30 company-owned locations, including the Augusta Hooters on Washington Road—the exact site where Daly held court each Masters week.

A spokesperson confirmed the closures were part of a strategic corporate shift. Whether the location would be sold off to franchisees or rebuilt now remains unknown, but Daly’s 28-year tradition has likely ended, at least at that specific site.

Reactions & Fallout: Fans, Media, and Daly Himself

Social media and fan forums erupted with nostalgia following the announcement. Users lamented losing “the only part of Masters week that truly felt grassroots.” One fan wrote: “Might be the last year since Hooters closing I believe” during the news spread last April.

In coverage, Daly has not yet issued a statement post-closure. But his long history with Hooters and his candid attitude suggest he’ll find a way to pivot. Yet for many, this marks the end of one of golf’s most iconic outsider traditions.

 

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John Daly’s Legacy + Hooters Partnership

Daly and Hooters have had a public promotional relationship since at least 2022. In fact, Daly has been so close to the brand he reportedly has his own “secret room” at Hooters corporate headquarters, complete with a mattress and putting green.

His loyalty and personal branding aligned perfectly with Hooters’ image of accessible fun—he became the unofficial face of a chain that embraced boldness and humor. The Augusta outpost was perhaps the pinnacle of that synergy—until now.

The Deeper Symbolism: Why It Mattered

The closure doesn’t just affect Daly’s merchandising—it signals the loss of an indie tradition that existed outside the sanitized purity of Augusta National yet was inseparable from its atmosphere. Daly wasn’t there to compete; he was there to connect.

For nearly three decades, his RV and Hooters lot became symbolic of golf’s other side—a place where fans, locals, and tourists could feel part of something authentic. When Daly said, “Eat some good food, smoke, sell some stuff”, he was also summing up a counterpoint to golf’s corporate veneer.

What’s Next? Can the Tradition Be Resurrected?

Without the Washington Road location, Daly now faces uncertainty about the future of his Masters-week presence. Could he relocate to another site nearby? Could someone else sponsor him? The questions remain open. His personal brand and fan loyalty may enable him to push on—but the synergy with Hooters made the original setup so powerful.

Daly’s son, John Daly II, has followed in his father’s footsteps—playing golf at the University of Arkansas and signing his own NIL deal with Hooters. Maybe the legacy continues—but perhaps in a new fashion.

10 Takeaways: The Story in Perspective

1. Daly began this Masters-week tradition in 1997, camping outside Augusta Hooters in an RV.

2. He made about $780,000 in merchandise sales in 2024 alone.

3. Daly had not competed in the Masters since 2006, yet maintained cultural relevance among fans.

4. Inside Augusta National is strict; outside, Daly’s space was free and welcoming.

5. Hooters’ bankruptcy prompted closure of the Augusta restaurant, ending his long-time hosting ground.

6. Fans mourned the end of a tradition that felt grassroots and authentic.

7. Daly’s official partnership with Hooters dates to 2022, but his loyalty spans much longer.

8. His appeal rests on a blue-collar, everyman persona, opposed to golf’s upper-class image.

9. Even in health struggles—including bladder cancer and multiple surgeries—he kept returning.

10. It’s uncertain where Daly’s Masters presence goes next—but the Augusta tradition as we knew it is gone.

The End of an Era at Augusta USA

John Daly’s Hooters weekly appearance was never sanctioned by Augusta National—it sat in another universe, one where authenticity, fun, and fan connection ruled. The closure of the Augusta Hooters franchise means the stage is gone—and with it, a beloved tradition of golf counterculture.

For now, Daly’s 28-year run at Hooters is over. Whether he revives the tradition elsewhere—or whether another icon takes his place—time will tell. But for golf fans who loved the spectacle, it’s the end of an era.