Would it be possible these days to create a golf tournament the way Bing Crosby did?

PEBBLE BEACH — You read the nickname on one of the many plaques posted behind the first tee. “Crosby Clambake,” it says, the briefest reference to a tournament that has been altered over time—and to some, diminished— evolving into what is now the AT&T Pebble Beach Pro-Am.

You know how it all came about, a singer-entertainer whose popularity helped brighten America during the Depression of the 1930s, creating a golf event for his pals and impoverished pros. It was an original, and it became an anchor for the sport, which has grown into a multibillion-dollar industry.

Most of us know that. What we don’t know is whether that would be a possibility, or even a fantasy in today’s world. Is there any individual around whom you can build a golf tournament or any sporting competition as once was done? Television has made us aware of so many multi-talented athletes and entertainers.

Just watch any of the late-night shows or sports channels. Pick one of your favorite stars. Then remember he or she must be a golfer as was Crosby or Bob Hope. It doesn’t work anymore. It doesn’t need to. Which is why the Bing Crosby Pro-Am, once listed as “The greatest show in golf,” must be viewed through a historic prism.

You had Ben Hogan or Sam Snead trading strokes while Phil Harris or Dean Martin cracked jokes. It was like watching the Colbert show while it was being staged on the 18th green at Pebble.

There were birdies and bogeys and laughs. There were memorable lines, as well as memorable tee shots. The Golf Channel and ESPN didn’t exist in those days. If you wanted to know what was going on, you had to be standing there, even in the rain that came to be known as “Crosby weather.”

The purses were small compared to now—Scottie Scheffler, who is in this AT&T, earned $25 million last year. That figure would seem a dream for pros even in the 1950’s. 

Of course, everything changes, sometimes for the better and sometimes not. The tournament once was played on three courses including iconic Cypress Point where Bing himself was a member and once made a hole-in-one on the hole that juts into Monterey Bay, the 16th hole.  During his tournament, he would be seen wandering around the course welcoming fans and seemingly enjoying the golf as much as the players. 

Clint Eastwood, who became the mayor of neighboring Carmel, has a long history with the tournament, both as a player and an official.

In his book on the tournament, Dwayne Netland offered an Eastwood recollection. While a soldier at nearby Fort Ord, the Army Base which is now the site of Cal State Monterey Bay, he and a buddy crashed the Sunday night dinner, claiming they were assistants to Art Rosenbaum, the San Francisco Chronicle golf writer (and eventual sports editor). 

“I had the best steak I ever had and then went around and ate up all the desserts.”

You notice he didn’t mention a thing about clams. But that is how Crosby is remembered on that plaque behind the first tee at Pebble.