U.S. Open Golf 2010: How Pebble Beach Became Popular

Pebble Beach, CA—Everyday, the people on the Monterey peninsula should give thanks to Ted Durein, a former reporter for the Monterey Herald.

He made the area famous. 

The story goes that Pebble Beach was here, but only a few people knew about it. Couples reserved Valentine's Day rooms. A few in the know would stay, for what today would be a pittance, and get free golf and breakfast. The military and sardine canning businesses drove the local economy.

After World War II, the community realized they needed to attract some new enterprises. The sardines had mysteriously disappeared. Whether it was activities in the Pacific during the war or, as some area residents still suspect, that the military dumped ordinance into the ocean, killing the fish, no one knows for sure.  

The community knew it needed a shot in the arm. Leaders held a meeting, which Durein attended in his capacity with the Herald.  

The Bing Crosby Pro-Am started in 1937. It was originally played at Rancho Santa Fe, up the hill from Del Mar Racetrack, in which Crosby had an interest. Sam Snead won the first two events.  In 1942, Johnny Dawson, an amateur, won. Then the event was cancelled due to the war. 

Durein knew Crosby had recently bought a lot in Pebble Beach. He took it upon himself to write Crosby a letter, which suggested the celebrity bring the tournament back to Pebble Beach. 

Crosby was familiar with the area and had played golf at both Cypress Point and Pebble Beach.  Bing supposedly handed Durein’s letter to his brother Larry, who had run the tournament in Rancho Santa Fe, and told Larry he liked the idea. 

According to those close to the situation in Monterey, Crosby’s plan was to fund the purse himself and send proceeds to charity. 

Initially, the tournament was a 54-hole affair. Then it was expanded, and played on three courses. Pros and amateurs played all three rounds. 

Later on, the PGA Tour changed that format. Now pros play four days, amateurs play three, and some of the amateurs make the cut and play on Sunday.

Crosby’s house, heavily remodeled, still stands adjacent to the 13^th hole, near the ladies tee.

The tournament made the location famous for something other than canning sardines. What was once a sleepy military town, including Fort Ord, the Presidio, and the Naval Post Graduate facility, became a golf a destination. 

In the 1960's and 1970's, it was possible to play golf reasonably. Some recall having a room, food, and all the golf you wanted to play for under $175 per night.

Locals say it was after the U.S. Open in 1972 that the price escalation began. Today, Pebble Beach and the Monterey and Carmel prices have escalated to the point that most cannot afford them. 

One gentleman, speaking under conditions of anonymity, said that the house he bought for $162,000 sold for something close to $850,000.

Today, a small fixer upper in the Pebble Beach community, with no ocean views might run $750,000, if you can find one.

Lots in neighboring Pacific Grove, with ocean views, sell in excess of $500,000. 

Currently, there is a home with a view of the 18^th fairway going for $28 million.

And in this economy, that’s probably a price reduction.