Private jet companies battle for biggest spending customers at Masters

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Private jet companies roll out the red carpet for their top clients at the Masters Tournament, as the competition moves from the air to the ground with lavish events and hospitality experiences.

Thousands of private jets are expected to fly to and from Augusta, Ga., and nearby airports for the Masters in the coming days, making it one of the most important events of the year. Industry leader NetJets expects more than 775 flights to and from Augusta, representing an increase of 35 to 40 percent from last year, the company said. Flexjet plans about 350 to 400 flights and Vista plans more than 20 flights per day.

“The demand is off the charts,” said Flexjet CEO Mike Silvestro. “The Masters is like nothing else.”

On the private jet calendar, Davos, the Super Bowl, Cannes, the Kentucky Derby, the Monaco Grand Prix and Art Basel all attract many private jets and wealthy attendees. But the Masters offers a unique combination of tens of thousands of affluent attendees and a full week of events, creating a constant flow of customers in and out.

The swarm of Gulfstreams, Phenoms and Challengers is putting a strain on the Augusta Regional Airport. Kenneth Hinkle, the airport’s director of aviation services, said the airport had 3,294 flights last year and expects an increase this year. The airport this year increased its “special event fee” by 25 percent, to between $150 and $4,000 per plane, depending on size, and expanded its jet parking area to accommodate 200 jets at a time.

Competition among private jet companies for landing slots, parking spaces and access to and from the terminal has become so fierce that many companies have set up shop at nearby airports in Thomson, Georgia, or Aiken, South Carolina.

However, the real battle begins after the planes land. Jet companies rent mansions to create branded pop-up clubs, hire Michelin-starred chefs and renowned mixologists, host all-night parties with golf’s biggest names and compete to attract the best players and advertisers to headline. Many even host private concerts with Grammy-winning country stars.

These expenses are all part of a new race in the private jet sector.

Private jet flights hit an all-time high in 2025, with 3.9 million departures, a 34% increase on pre-Covid levels. Recent U.S. government shutdowns and airport delays have only increased demand, airline companies say.

“We want to stay connected with our customers beyond just when they fly with us,” said Pat Gallagher, president of NetJets. “We’re a global lifestyle company. We’re a luxury company. If someone asks me what industry I’m in, I don’t say I’m in the travel industry or aviation. I’m in the hospitality industry.”

Longtime Masters fans say the hottest ticket of the week outside of Augusta National Golf Club is the Friday night NetJets party. NetJets will not release any details about the location or entertainment for this year’s party. But past parties have been hosted by sportscaster Jim Nantz and featured musical guests like Noah Kahan, Chris Stapleton and Zac Brown.

During the rest of the week, NetJets customers can use the brand’s hospitality venue to relax, enjoy a meal or drink, or hold a meeting. Some of the more than 30 NetJets golf ambassadors playing at the Masters are also expected to stop by. Gallagher said the Masters is one of nearly 100 annual events now hosted by NetJets.

The company also just announced a new private jet terminal at Augusta Regional. The project, still under construction, includes 432,000 square feet of ramp for jet parking.

“The number of planes parked on the [Augusta] “The runways are unlike anything you’ve ever seen from an aviation standpoint,” Gallagher said.

Vista Global will welcome guests to Vista House, a private home in Westlake, Georgia, which will be transformed into a branded hospitality venue in its signature silver and red colors. It will feature evening dining, entertainment and special appearances from Vista brand ambassadors Gary Player, Jon Rahm, Phil Mickelson and Patrick Reed.

Vista held its big welcome party Wednesday evening with a private concert. The company said its goal was to give Vista House the same brand feel as its planes, from the flight attendants serving in their Moncler-designed uniforms, to Vista’s signature fragrance designed by Le Labo to its wildly popular Vista beach towels. Customers of VistaJet and XO – both owned by Vista Global – will have access to Vista House as well as hospitality space at the Double Eagle Club, near Augusta National Golf Club.

Vista said some of its customers come from as far away as Japan, South Korea, Singapore, India and Brazil.

“I think the Masters, especially over the last five years, has become more important to us,” said Leona Qi, president of VistaJet US. “It’s a place where our customers – high net worth individuals and business executives – go not only to watch the game, but to really connect with each other and close deals. And to share the passion and experience with each other.”

Wheels Up will open the “Wheels Down Club” in Augusta, just a 10-minute walk from the entrance to Augusta National. The club, a temporary structure built around an existing home, will provide 11,000 square feet of hospitality space. Guests can park their cars, get snacks and drinks between rounds, and register their phones (a popular service since no cell phones are allowed on the course).

Wheels Up, now controlled by Delta Airlinesplans to welcome 600 guests per day to the club. Big names in the program include Delta CEO Ed Bastian; Eric Kutcher, North America president of McKinsey & Co.; and Apple executive Eddy Cue, as well as professional golfers. Chef José Andrés will host a tasting of “Jamon and Caviar” and mixologist Tyler Zielinski will prepare his signature “little cocktails”.

“The Masters has really become our signature event,” said Kristen Lauria, Wheels Up’s director of marketing. “Whether it’s for members, whether it’s for prospects, or whether it’s for our partners who are entertaining their customers in the field, it’s getting bigger and bigger.”

Lauria said Wheels Down events will continue to expand into other sports, such as tennis, equestrian and motorsports, as well as luxury culinary and lifestyle events. She added that the clubs also help attract new customers who come as guests of existing members.

“As I look at different ways to create demand, it’s really about going where our customers are and where our members are,” she said. “Time is of the essence for our members. Showing up where they are already going or where they plan to be is a return in itself.”

Flexjet takes a different approach. Rather than joining the spending spree of clubs and pop-up parties, the fractional jet company says it is focusing solely on its core business of getting customers to and from the event.

With Augusta Regional Airport being very congested during Masters week, Flexjet decided this year to move its operations to Thomson-McDuffie Regional Airport in Thomson, Georgia. The airport is a short drive from the Augusta course, is closer to areas where participants typically stay, and will allow Flexjet customers to get in and out quickly.

“Augusta’s infrastructure is being taxed,” Silvestro said. “We try to stay ahead of the curve and make sure the experience we provide to our customers is as smooth and stress-free as possible.”

Silvestro said customers will have exclusive executive space at Thomson and can be picked up and dropped off right in front of their plane. He said the Masters had become so oversaturated with parties and events that Flexjet customers already had too many choices to choose from.

“I shake my head at some of the hospitality extravaganzas of some people who exploit our space,” he said. “We see people doing certain things in and around our space that don’t make a lot of sense to us.”