C'est Magnifique! Evian's Bringing the Flair a Major Should Have.

As the only women's major played in continental Europe, and co-sanctioned by the Ladies European Tour, Evian holds a unique position in women's golf. The others all have some sort of male equivalent tournament or coincides with a men's major, but Evian stands on its own creating its own precedent that feels equally novice and established.

Founded 31 years ago in 1994 on the Ladies European Tour (LET) as the Evian Masters—Evian has always its own kind of personality. It's hard not to, due to its physical location. Tucked in between the French and Swiss border, situated with views of both Lake Geneva and the Alps, the little town of Évian-les-Bains blossomed from a fishing village into a picturesque escape—a spa town for the affluent after the therapeutic (and delicious) properties of its spring water were discovered.

A view of the fifth hole prior to the start of 2018 The Evian Championship at Evian Resort Golf Club. (Photo by Stuart Franklin/Getty Images)

Perhaps its my American romanticism that elevates Evian a touch above the rest, but there's no denying the opulence attached to this tournament. With strong partnerships with Rolex, Veuve Clicquot, and Porsche to help bolster the player and fan experience—this is an event that leans into its own lore and executes the luxury attached to golf in a very digestible way.

With ticket prices ranging from $30 for one day passes or $75 for the whole weekend with free entry for all spectators under 18, Evian isn't trying to gate keep itself as an experience. You come for the golf and stay for the excess.

Beyond the on-course action, fans can immerse themselves in a variety of premium and interactive experiences. There's a hospitality area at Hole 16, featuring snacks, drinks, with special VIP offerings such as 'Walk with a Pro', an inside the ropes experience.

The on-site "public village" offers diverse food options and family-friendly activities for all to enjoy. There's probably no option to dine on escargot, but I'm sure there's plenty of croissants and Croque Monsieurs to indulge on. Partners Veuve and Porsche will feature special lounges where fans can sit back and relax while enjoying the amenities. Additionally, a fleet of 30 Porsche courtesy vehicles will be available to transport players and guests between the event venue and their hotels.

Evian isn't trying to be like any other major, it's finding ways to leverage its unique characteristics—like curating a color palette associated with the championship. (Though there's another tournament that has *mastered* that technique as well.) The French hosted major features “Pink Sunday" to close out the championship in style. Players and fans are encouraged to wear pink as a celebration of unity, color, and golf tradition on the final day of the tournament. It started last year to commemorate the tournament's 30th anniversary but they're bringing it back this year!

Tiny, yet mighty and growing. Evian feels like the cool, younger sibling figuring themselves out. Learning the ways of its big siblings and fine-tuning the ways to make it special and it's becoming one of my favorite weeks of the year, and I can't wait to see what it has up its sleeve for 2025 and beyond.