view of pebble beach golf course on the water

One of the most thrilling tournaments on the PGA Tour is AT&T Pebble Beach Pro-Am. The tournament is held annually, with thousands of event attendees across Pebble Beach Golf Links, Spyglass Hill Golf Course, and Monterey Peninsula Country Club Shore Course. It is a once-in-a-lifetime experience for golf fans, which starts the moment they walk through the event gates.


Following the cancellation of the 2021 tournament, organizers were concerned fans would have difficulty adapting to contactless entry upon their return to Pebble Beach in 2022. Their goal was to make entry as easy as possible for fans across  the courses’ ingress points while better understanding who was attending the tournament. 


Safety is a top priority for the AT&T Pebble Beach Pro-Am, Mobile ticketing makes keeping fans safe easy. Utilizing SafeTix™ and installing Janam Pedestals eliminates the need for fans to have direct contact or physical exchange of their ticket.  By utilizing contactless entry, tournament organizers could assure spectators had a safe, easy and convenient way to access their tickets and claim their spot to watch their favorite players on the course. For the 2022 tournament, 99% of fans entered on their mobile devices for both tournaments. In fact, the number of fans adding their mobile ticket to their wallet during the Pebble Beach Pro-Am was up 57.45% from the 2020 tournament.

In addition to offering contactless entry, each SafeTix ticket is tied to a fan’s account, giving AT&T Pebble-Beach Pro-AM and PGA Tour greater visibility into tournament attendees, from purchase to entry scan. As an added security measure, each ticket is given a unique rotating barcode that refreshes every few seconds to help protect fans against illegal or counterfeit ticket fraud.

Business Impact:

With the adoption of SafeTix™, AT&T Pebble Beach Pro-Am event organizers were able to deliver a seamless digital experience by shiftings fans to fully mobile tickets. Plus, this new technology offered organizers greater fan insight and added thousands of new names to their marketing database, and spectators loved the ease of scanning in tickets using Janam Pedestals.

Digital ticketing on the spectator side went well, with noticeably less resistance from our older demographic attendees than in the past,” said Hilary Williams, Admissions & Credentialing Manager for Monterey Peninsula Foundation.  “SafeTix™ utilization and pedestal implementation both went extremely well – we are definitely a big fan! And to the best of our knowledge SafeTix 100% eliminated fraud associated with screenshots and printouts. Wallet scans were lightning-fast and efficient. We could tell that people liked the speed and simplicity.”

Hilary Williams

Admissions & Credentialing Manager for Monterey Peninsula Foundation

To learn more about contactless entry provided by SafeTix, visit our TM1 Support Community. For more information on Ticketmaster’s innovative solutions, contact us by completing this form.

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