A New Driver at the LPGA

Bivens' next controversial move was to push for heftier service fees at LPGA events. She upped the price to tournament owners sevenfold, charging them as much as $100,000 across a three-year period instead of the $15,000 they had been paying. She reasoned that the LPGA had substantially increased its value by offering better service and exposure. Besides, tournament fees had not increased in 10 years. The dispute ended with only two tournaments dropping off the LPGA roster--in part because of scheduling conflicts--and new ones quickly filled the void. "It's a difficult job to please everyone," says Mascatello. "She is responsible for the events and the players, and there is an inherent conflict because someone must pay for increased benefits." Next on Bivens' agenda: securing health care for players and boosting LPGA retirement funds.

For the kids on the tour, thoughts of retirement are worth a giggle. Pressel had other issues. The week after her big victory, she played poorly--Lincicome won the Ginn Open. But one bad week isn't going to set her back. "That girl is tougher than a nickel steak," says golf pro McNamara. And so is Boss Bivens. They are ready to tee up a new game.