We want people to leave this show having improved their game, and feeling they got great value for their money. We want them to look forward to it and come back every year. For those unable to pop over to Carnoustie, Scotland, for the British Open this year, Golf Fest '99 seems like a cool place to hang out in the middle of July. Besides, the weather is much nicer in San Diego, and the Scots charge for parking. Tony Allison has been writing about the business of sports for five years.
Golf remains both a passion and an eternal mystery.