DIFFERENT STROKES: Organizers of U.S. golf's premier tournament revise their strategies to impress fans.

• Author: King, Brad

As the United States Golf Association prepares for the fourth U.S. Open in 25 years at Pinehurst next year, the group is more focused on teeing up a premium spectator experience than achieving peak attendance.

The 2005 championship at Pinehurst No. 2 had record attendance for any Open, with 325,000 spectators for the week. "The energy, the crowds were certainly amazing. But I'm not sure it was necessarily the best experience for our fans," says Regjones, the USGA's managing director of Open Championships.

Fewer people will attend next year, he says. "But that's a conscious decision on our part because we want to make sure that we're delivering the best possible experience for our fans. We don't feel like quantity is the right measurement of success for us."

Nothing may be more comfortable for well-heeled fans than the USGA's new VIP area in the grandstand overlooking No. 2's 18th green. The enclosed, temperature-controlled 1895 Club will offer 400 tickets at $2,500 per day from Wednesday through Sunday of tournament week.

It's a unique structure in the golf world, Jones says. "We were trying to create a different level of experience that still allows us to accommodate our general fans and provide that excitement and energy, but also provide a world-class hospitality experience."

The 1895 Club will include valet parking and food and beverage services. "You've got the best seat in the house and air conditioning, which can be critical in June," says Raleigh Leahy, the USGA's senior director of hospitality. "It's going to be pretty spectacular. We don't think people are going to want to leave."

Because the Open moves to a different site annually, the governing body takes varying approaches to its crowds. About 22,000 daily tickets were sold at this year's Open in Los Angeles.

The 18th hole grandstand at No. 2's last U.S...