Why Riviera Hosting The U.S. Women's Open Matters For Women's Golf

BusinessSportsMoneyWhy Riviera Hosting The U.S. Women's Open Matters For Women's GolfByMike Dojc,Contributor.Forbes contributors publish independent expert analyses and insights. Mike Dojc is a South Carolina-based journalist who covers golf. Follow AuthorJun 04, 2026, 07:09am EDTPACIFIC PALISADES, CALIFORNIA - JUNE 03: Michelle Wie West of the United States and Grace Kim of Australia walk on the 13th hole during a practice round prior to the U.S. Women's Open presented by Ally 2026 at Riviera Country Club on June 03, 2026 in Pacific Palisades, California. (Photo by Harry How/Getty Images)Getty ImagesWomen’s golf has been a secular growth story for several years, fueled by gains in commercial investment and an expanding presence on some of the sport's biggest stages.According to the National Golf Foundation, female participation in golf has increased 45% since 2019, with women and girls accounting for a growing share of both beginner and junior golfers. Overall representation in the sport has swelled to 28% of the player population, an all-time high.Riviera Country Club's debut as a U.S. Women's Open host is the latest sign of women's golf's ascent. Long associated with the PGA Tour, Riviera is among golf's most prestigious properties and a stomping ground of myriad Hollywood celebrities and corporate power brokers.The championship tees off today in the Pacific Palisades, bringing the women's game to one of golf's most recognizable stages. Riviera's membership includes Larry David, Mark Wahlberg and Adam Sandler.The move reflects the growing stature of the women's game, which has seen pumped up purses, more airtime, greater sponsorship investment and an increasing presence all in all at the sport's most recognizable venues. The championship's $12.5 million purse, up $500,000 from last year and more than double its level five years ago, underscores the commercial momentum behind the women'...