Private jet companies fight for high-spending customers at the Masters

A version of this article originally appeared in CNBC’s Inside Wealth newsletter with Robert Frank, a weekly guide to high-net-worth investors and consumers. become a member to receive future editions straight to your inbox.

As competition shifts from air to ground with lavish hospitality events and experiences, private jet companies are rolling out the red carpet for their top clients at the Tournament of Masters.

Thousands of private jets are expected to fly in and out of Augusta, Georgia, and nearby airports for the Masters in the coming days, making it one of the biggest events of the year. Industry leader NetJets expects more than 775 flights to and from Augusta, representing a 35% to 40% increase over last year, the company said. Flexjet plans about 350 to 400 flights, while Vista plans more than 20 flights per day.

“The demand is unusual,” said Mike Silvestro, Flexjet CEO. “The Masters are like no other.”

In the private jet calendar, Davos, Super Bowl, Cannes, Kentucky Derby, Monaco Grand Prix and Art Basel attract the attention of many private jets and wealthy participants. But the Masters features a unique combination of tens of thousands of wealthy attendees and week-long events, creating a steady stream of customers coming and going.

A swarm of Gulfstreams, Phenoms and Challengers swarms the Augusta Regional Airport. Kenneth Hinkle, the airport’s aviation services manager, said that it operated 3,294 flights last year and expected an increase this year. This year, the airport increased its “special event fee” by 25% to between $150 and $4,000 per aircraft, depending on size, and expanded jet parking to accommodate 200 jets at a time.

Competition among private jet companies for landing spaces, parking spaces, and entry and exit into the terminal has become so fierce that many companies have moved to nearby airports in Thomson, Georgia, or Aiken, South Carolina.

But the real battle begins after the jets land. Jet companies are renting mansions to create branded pop-up clubs, hiring Michelin-starred chefs and renowned mixologists, hosting soirees with golf’s biggest names and competing to attract the best players and announcers as headliners. Many even hold private concerts with Grammy-winning country stars.

The spending is all part of a new race in the private jet business.

Private jet flights hit an all-time record with 3.9 million departures in 2025, up 34% on pre-Covid levels. Jet companies say the recent U.S. government shutdown and airport delays have only increased demand.

“We want to stay connected with our customers beyond the time they are on the air with us,” said NetJets President Pat Gallagher. “We are a global lifestyle business. We are a luxury business. If someone asks me what business I work in, I don’t say I’m in travel or aviation. I’m in the hospitality business.”

Longtime Masters fans say the hottest ticket of the week outside Augusta National Golf Club is the NetJets Friday night party. NetJets will not be releasing any details regarding the location or entertainment of this year’s party. But past parties have been hosted by sports commentator Jim Nantz and included musical guests like Noah Kahan, Chris Stapleton and Zac Brown.

For the rest of the week, NetJets customers can use the brand’s hospitality venue to relax, grab a meal or drink, or host a meeting. Some of NetJets’ more than 30 golf ambassadors playing in the Masters are also expected to pass through. Gallagher said the Masters is one of about 100 events a year currently hosted by NetJets.

The company also recently announced a new private jet terminal at Augusta Regional. The project, which is currently under construction, includes a 432,000 square meter ramp area for the jet parking lot.

“Number of jets parked on base [Augusta] Gallagher said the runways are unlike anything you’ve ever seen from an aviation standpoint.

Vista Global will host clients at Vista House, a private home in Westlake, Georgia, that will be transformed into a branded hospitality venue in signature silver and red. There will be dinner, entertainment and special appearances by Vista brand ambassadors Gary Player, Jon Rahm, Phil Mickelson and Patrick Reed.

Vista hosted its big welcome party Wednesday night with a special concert. The company said its goal is to give Vista House the same brand feel as its aircraft, from flight attendants wearing Moncler-designed uniforms to Vista’s signature scent designed by Le Labo and the ever-popular Vista beach towels. In addition to Vista House, VistaJet and XO customers, both owned by Vista Global, will also have access to accommodations at the Double Eagle Club near Augusta National Golf Club.

Vista said some of its customers fly from as far away as Japan, South Korea, Singapore, India and Brazil.

“I think the Masters has become more prominent for us, especially in the last five years,” said Leona Qi, President of VistaJet USA. “It’s a place where our customers—ultra-high-net-worth individuals and business executives—go not just to watch the game, but to truly connect and make deals with each other, sharing passion and experiences with each other.”

Wheels Up will open “Wheels Down Club” in Augusta, just a 10-minute walk from the entrance to Augusta National. A temporary structure built around an existing house, the club will offer 11,000 square feet of accommodation space. Guests can valet their cars, grab snacks and drinks between tours, and check their phones (a valuable service since cell phones are not allowed on the course).

Wheels Up is now controlled by: Delta AirlinesThe club is expected to host 600 guests per day. Notable names in the program include Delta CEO Ed Bastian; Eric Kutcher, North America chairman of McKinsey & Co.; and Apple executive Eddy Cue, as well as professional golfers. Chef José Andrés will host a “Jamon and Caviar” tasting, and mixologist Tyler Zielinski will prepare his signature “tiny cocktails.”

“The Masters has truly become our tentpole event,” said Kristen Lauria, Wheels Up’s marketing manager. “Whether it’s for members, potential customers, or our partners entertaining their clients in the field, it just keeps getting bigger and bigger and bigger.”

Lauria said Wheels Down events will continue to expand to include other sports such as tennis, equestrian and motorsports, as well as culinary and luxury lifestyle events. He said the clubs also help attract new customers who come as guests of existing members.

“When I look at different ways to create demand, it’s really about going where our customers and members are,” he said. “Time is of the essence for our members, so showing them where they are currently going or where they plan to be is a turnaround in itself.”

Flexjet takes a different approach. The fractional jet company says it is focusing solely on its core business of ferrying customers to and from events, rather than participating in the spending spree of pop-up clubs and parties.

Due to Augusta Regional Airport being extremely congested during Masters week, Flexjet decided to move its operations to Thomson-McDuffie Regional Airport in Thomson, Georgia this year. The airport is a short drive from the course in Augusta, closer to areas where participants typically stay, and will allow Flexjet customers to check in and out quickly.

“The infrastructure in Augusta is being taxed,” Silvestro said. “We strive to stay ahead of the curve and ensure that the experience we provide to our customers is as seamless and stress-free as possible.”

Customers will have a dedicated management area at Thomson and can be picked up and dropped off right in front of the planes, Silvestro said. He said Masters is so saturated with parties and events that Flexjet customers already have so many events to choose from.

“I shook my head at the extreme hospitality shown by some of the people who run our place,” he said. “We see people doing some things in and around our area that don’t make much sense to us.”