After hitting quite a few speed bumps in 2024, WM Phoenix Open producers are promising to make the event “better, not bigger” in 2025.

Large, raucous crowds flowed through the gates on the last day of the event last February. Fueled by alcohol and confined spaces squeezed by rainy weather that made large parts of the spectator areas untenable, event goers began activities such as sliding through make shift mud pits and arguing with the golfers.

The Scottsdale Police responded to 653 calls for service during the Open, making 54 arrests. That’s three times the number of arrests at the Open than in 2023. And with 211 ejections of patrons from the Open this year, it was slightly more than double what they were last year, according to police.

That led to national and international headlines about the event, but producers are looking to avoid that sort of fiasco this coming year.

Construction for “The People’s Open” is now underway, and The Thunderbirds, hosts of the WM Phoenix Open, have announced several changes and improvements for the upcoming event, designed to elevate the overall fan experience.

Changes this year include adding another tournament entrance, an all-digital general admission ticketing platform, improved spectator walking areas, and upgraded general admission venues for fans.

“Each and every year, The Thunderbirds review the previous tournament and look for ways to improve,” 2025 WM Phoenix Open Tournament Chairman Matt Mooney said in a press release. “We’ve been working closely with the PGA TOUR, Scottsdale Police and Fire, title sponsor WM and our other valued partners to make impactful changes for 2025.”

Infrastructure improvements

To help streamline tournament entry and exiting, a new fan entrance will be added on Greenway Hayden Loop, just north of Frank Lloyd Wright Boulevard (located in close proximity to the 18th tee). This additional entrance is designed to improve crowd flow, particularly during peak hours on high-attendance days. The Greenway Hayden Loop will be closed to general public vehicle traffic from Frank Lloyd Wright to Princess Drive, further streamlining both the entry and exit process.

To enhance the flow of foot traffic, several walkways around the course have been expanded. Additionally, several food and alcohol vendors will be strategically relocated to help balance foot traffic around the course.

Operational improvements

The 2025 WM Phoenix Open will introduce a fully digital ticketing format for all general admission and Coors Light Birds Nest tickets. This digital-only platform should expedite crowd flow at entrances and monitor key metrics to optimize the overall fan experience.

“We are upgrading technology to provide a more seamless experience for our fans who purchase general admission tickets,” Mooney said. “By eliminating physical general admission tickets, good-any-day tickets and tickets sold by third-party partners, we not only improve the buying and scanning process, we also improve our oversight of crowd management.”

Fan experience

Two general admission venues will also receive added enhancements for the 2025 event.

The Taylor Morrison Fairway House at the 12th hole will be redesigned. This new layout will create more accessible viewing areas, along with expanded space for upgraded concessions and new fan engagement opportunities.
The 2025 WM Phoenix Open will take place Feb. 3-9 at TPC Scottsdale.

For more information, visit WMPhoenixOpen.com.