Big names and even bigger business

The money-clip had been bought in the Orient and was of great sentimental value. "I don't care about the money," said the owner, while telling the attendant in Lost and Found that the clip had contained $35. "Then this can't be yours; there's $36 in here," came the reply, with a mischievous smile.

There is a charming innocence about the US Open where, at lunchtime each day, lines of elderly volunteers (there were 5,400 of them in all) queued up like children for a hamburger meal at a mobile Wendy outlet. Then there was the teenage boy who handed in an errant ticket while inquiring if there was any sign of a member's pass which he, himself, had lost.

Another delightful story concerned Roy and Patsy Johnston, who watched the US Open while stuffing themselves and their friends with concession-style food. And all without having to buy a ticket. As the owners of a condominium overlooking the fifth fairway, they turned their patio into a week-long party, with a tent as protection when the weather turned foul.

"There's even a portable toilet on a construction site across the street," said Johnston. "And a neighbour gets the standings off the internet and brings them to us. We just invite our friends over and line up the chairs. We would have put up a grandstand, but we knew they probably wouldn't like that."

Clearly a nice way to meet one's golfing friends without incurring the $65 cost of a ticket for the final day. And they were reminded by local historians that for $1.50 back in 1940, spectators had the opportunity of seeing the breakthrough victory by Ben Hogan when he captured the North and South Professional title here.

But that's only one side. The event is also notable for tough marketing strategies and an increasing appetite by the American media for the sort of racy stories which were once the preserve of the Fleet Street tabloids.

The blue riband of American golf represents very big business. Which explains the thorough approach by the marketing people at Nike.

Those watching the event on television each day would have noticed that Tiger Woods had a completely different, matching outfit for every round. These were planned some months ago so that the various Nike outlets throughout the US could stock up with the gear in preparation for Pinehurst.

The outfits were then held in stock before going on sale directly after Woods had worn them. My information is that the strategy is delivering quite a handsome payoff. And not even Manchester United would dare produce such quick-fire changes of gear.

No doubt the marketing people were rubbing their hands as Woods set off for yesterday's final round in one of the prime positions in the order of play, with an old amateur adversary, Tim Herron. All of which made his onsite profile particularly strong for an attendance estimated at 40,000.

Meanwhile, among the confirmed celebrity sightings over the weekend were Sean Connery, Sylvester Stallone and Donald Trump. Whatever about the former two, it appears that Trump made no attempt to hide his identity, given that he was seen wearing a pink hat and standing behind the 17th green.

Connery's presence has revived speculation as to whether he will eventually get to show his golfing skills to proper effect in a movie. Up to now, we have had to be satisfied with glimpses of his swing when challenging the infamous Goldfinger at Prince's in the memorable James Bond movie.

At 68, the Scot is considered a natural for the part of Shivas Irons in Michael Murphy's fascinating book Golf in the Kingdom, which is often quoted by Tom Watson, among others. Irons is a mysterious old pro who seems to have the key to the perfect swing.

In the event, Jack Nicklaus and his wife Barbara also caused a stir among the locals of the charming village of Pinehurst, which is only a few minutes' walk from the course. That was before the Golden Bear departed the scene, having missed the cut on Friday night.

Local celebrity-watchers, however, claimed it was nothing compared with the visit of movie star Dustin Hoffman, who rode in a carriage during a Christmas tree lighting festival here, while a fan chased him down the main street yelling she wanted to have his baby.

Other observers were interested in more gentle pursuits. Like watching the fascinating fox squirrels. These are the little grey creatures with black masks which have popped up on the fairways here at unexpected moments, before eventually finding their way through gaps in the crowds and back among the pine needles.

And, of course, yesterday was Fathers' Day, which happens to coincide with the US Open every year and is a cause for major celebration in the US. And the local media got suitably wound up about the possibility of Phil Mickelson becoming a father on the most important day of his golfing career so far.

But it was difficult to understand what all the fuss was about, with a beeper linking him with his wife, Amy, and a private plane standing by to fly him to the maternity hospital in Phoenix, if the call came. Any experienced father could have told him that in the majority of cases, first babies are notorious for arriving late.

Finally, there was the wag who thought it a pity that Jose-Maria Olazabal wasn't staying in his motel room, rather than the swish, local hotel. "The walls are so thin, he could have punched his way into the next room and still played in the tournament the next day," he said.