Fighting Words! “We’re Berckmans only better."

Adam Schupak reports that the PGA Tour has turned the TPC Sawgrass' 777,000 square foot Farquaad Castle and Outlet Mall into a high-end hospitality chalet with the goal of match the Masters' three-year-old super-discreet Berckman's Place.

Oh wait, I'm sorry, the PGA Tour says it's already better than Billy Payne's believe-it-only-when-you-see it high-end hospitality.

Or so The Players' tournament director Matt Rapp says.

When told that some have called the TPC’s version Berckmans Lite, Rapp replied, “We’re Berckmans only better. You can actually see golf from our venues.”

The concept was a few years in the works in recognition of a lack of a premium experience. And by premium they mean pricy – tickets cost $5,000 per person and are purchased on a per weekly ticket basis with individually issued tickets Tuesday-Sunday that can be transferred each day to another individual. The fact is ticketholders get an awful lot for their money. The finest in modern amenities include everything from valet parking to food and beverage to exclusive on-course viewing areas. Ladies can get a manicure, blowout and makeup makeover; there are hot shaves and haircuts for the men. Throw in a $500 gift card to the clubhouse golf shop or two other merchandise locations on course and access to a personal shopper, and it starts to look like a downright bargain.

Easy there, big guy. How about high-powered binoculars to see the players on the range, about the only golf you can actually see from the clubhouse?

Attendance has been guess-timated and guessti-firmed at 500, which generally means more like 250.

“You’re not far off,” Rapp said of the 500 figure. “We deliberately wanted to keep it low. You only get one chance to make a first impression and we want to wow people with the experience.”

In 2014, 22,000 spectators trudged through the clubhouse during the course of the week. Last year, in advance of The Players Club, clubhouse passes were reduced by 70 percent by transitioning them to other venues.

“The old clubhouse experience was a circus,” Rapp said. “Honestly, it smelled in there.”

Now it just smells like money!