For ten years, Ashley Jernigan and her family have vacated their 10,000-square-foot home in Evans, Georgia, each April, transforming it into a high-end rental for attendees of the prestigious Masters Tournament. The practice, common among Augusta-area residents, allows them to capitalise on the massive demand for accommodation during the golf event, with some homeowners reportedly covering an entire year's mortgage from one week's income.
The Jernigans' five-bedroom, six-bathroom property on six acres is rented through Patron Properties, a platform specialising in Masters lodging, under a multi-year contract with repeat clients. While Jernigan cannot disclose the exact rental fee due to contractual terms, similar luxury homes in the area are advertised for nearly $120,000 for the tournament week on platforms like Vrbo and Airbnb.
An Investment Built for Entertaining
The family has intentionally developed their home with Masters guests in mind. "One of the things that we did when we moved to this house, and I feel most people in Augusta do, is you're always thinking about Masters, right?" Jernigan told Business Insider. This philosophy influenced decisions like installing king-sized beds in all bedrooms, including their 16-year-old daughter's, and adding three sets of washers and dryers to facilitate daily linen changes by a cleaning service.
The most significant investment is an elaborate backyard oasis featuring a large pool with fountains and fire features, alongside a fully equipped pool house. This space includes a built-in kitchen with a grill and wine fridge, a fireplace, a large television, and ample seating, designed explicitly for guest entertainment. "It's a really big, good space to have the tournament on, and it's just magical," Jernigan said.
Months of Meticulous Preparation
Turning their lived-in family home into an impersonal luxury rental requires an extensive, months-long process. Jernigan begins decluttering and organising on 1 January, donating unused items to simplify the later task of depersonalising the space. By February, she stocks up on hotel-style toiletries and replenishes her supply of 20 complete towel sets.
A dedicated closet stores neutral, white bedding for nine beds, and family closets are cleared to make dedicated space for guests' clothing. All personal items, including family photographs, are removed from bedrooms and common areas and stored in the primary closet or attic. "You've got to get rid of the stuff that you don't need so that when you get to March, you're not overwhelmed," she explained.
The Deep Clean and Hospitality Touches
In the final weeks, Jernigan undertakes a meticulous deep clean herself, scrubbing showerheads, cleaning inside appliances, washing walls, and organising any cabinet a guest might open. "Nobody's going to clean my house like me, right?" she stated. A professional housekeeping team conducts a final clean the day before guests arrive and services the property daily during their stay.
Jernigan enhances the luxury experience with a detailed digital guide to the home, accessible via QR code, and a welcome basket filled with Augusta-themed treats and custom Masters cups. "Yes, it is a really good money maker... but I think there's a big hospitality part to it, where people really like to host people from all around the world in their house," she added.
A Lucrative Annual Ritual
The financial incentive is substantial, aided by the "Augusta Rule," which allows residents to rent their homes for up to two weeks tax-free. The income funds the family's annual vacation during the tournament, which coincides with local school spring break. They have travelled to destinations including Italy, Greece, and Costa Rica.
Despite the significant preparation costs and inevitable last-minute repairs—like a broken dishwasher in 2025 or a failed air conditioner just days before departure in 2026—Jernigan believes the effort is worthwhile. "Every year... I question my sanity," she admitted. "And then the second that I leave my house, I feel like it's all worth it, because I know the experience that they're about to have."