Having had involvement at the 1998 Open and returning to enjoy some corporate hospitality in 2008, I was greatly looking forward to soaking it all up as a paying customer at Royal Birkdale, seeing much more with one of my sons.

I witnessed a whole collection of newer exciting facilities and thinking. But were there any ‘Moments of Truth’?

Golf is a traditional and somewhat elitist game, often held back at club level by too many traditions, from too many retired grandees looking backwards on ‘how it was.’ Many clubs seem able to look forward to 'what it could be' and make those important strategy changes and blending the tradition, but its does appear slow progress.

I got an indication last year when Sky Sports took over as the broadcast host from the BBC, that progress was well on the march in audience coverage. The difference watching at home last year was palpable. Education, packaging, variety and accessibility to the top players made me expect more this year. Online, onscreen and onsite.

In short, my moments of truth (those that ultimately remind you why you purchased) were;

1. Process Technology. The early web and online presence was good on FAQ’s, queries and response rate. I opened my R & A account 7 days earlier, and ordered E tickets, with a main sponsor £5 discount at £75 if I used my MasterCard. I had to amend my tickets the night before and emailed late. I had a call back from the R & A in Scotland to verify the issue at 7.45am just 30 minutes before arrival. When we got there, they were waiting for me in a named envelope at 8.15am - ‘Process and People’ in harmony.

2. A festival feel, catering and social media. The circa 40ft wide quality LCD screen in the main catering area with live posting, stat’s and multiple data feeds supporting live play increased dwell time and average spend. The halfway house bars and food around the 13th were a big success, spreading accessibility and reducing delays and queues in the main village. My longest purchase queue all day was 4 minutes at an ice cream van. I posted what I thought were the trousers of the day which made the feed!

3. The Brand on the move. The very obvious ‘O’ with claret jug inside, is now travelling and extending to sub brands. The One Club, The Open Zone, The SHOP and even the fast food packaging and bottled water gave a consistency of quality. This was not a Fast Food Burger..... it was an Open Burger. Grandstands were wrapped and finished to a far higher level.

4. The MasterCard Lounge. It was pretty much a corporate but at standard pricing with decking balcony, lounge, simulators, and screens. Plus a wall of secure phone charger banks, that of course ‘saved my life’ and a number of other visitors too! Tom Watsons’ Q & A was a gift for me, as my big hero showed us all how to communicate on all levels so eloquently with self- deprecation and subtle humour, pride and respect for others. I always wished he could have been my uncle!

5. Pricing and VFM. The ticket prices from 9 years ago were circa +40%. The value proposition and experience +80% - that’s a result. It should ensure the North West will create record crowds again when next at Royal Liverpool, based on Royal Birkdales Open Championship product and service, reaching greater heights.

For the minor aspects that could have been improved it sort of didn’t matter, due to such strong ‘moments of truth’ at this Open Championship.