AFFLUENT COURTED WITH AMENITIES : L.A. OPEN OFFERS RED-CARPET TREATMENT TO `PREMIUM-TICKET' HOLDERS FOR $1,500.

Byline: Gregory J. Wilcox

One of the knocks against the game of golf, often delivered by those with no appreciation of an outing in the manicured outdoors, is that it's an elitist sport.

This smudge has been darkened by a $1,500 ticket package being marketed for the first time at next month's Nissan L.A. Open under a plan that brings the courtside- or sky-box-seating concept to Riviera Country Club's fairways and greens.

If the tickets are a sellout, 1,000 privileged fans will get royal treatment - special viewing areas along the course and ``express lanes'' through which they can move without being jostled by the less-affluent masses. So far, about 400 have been sold.

The cash also includes admission to a ``home pavilion'' near the sprawling Riviera clubhouse, where special fairway folding seats, umbrellas, cocktails, catered meals and instructions on how to best enjoy the status ticket will be dispensed.

Comfort stations - actually, snazzy tents - will be staffed by chefs and bartenders. Concierge services can be called upon for any ticket holder who needs to make hotel, dinner or travel reservations while defending champion Craig Stadler or one of his tour pals is trying to make a putt.

It is all part of a PGA Tour-approved product called ``GolfWatch'' being marketed at four tournaments this year by Denver-based Strategic Marketing International.

It could spread to as many as 12 tournaments next year and possibly 24 in 1998.

``A premium ticket is not for everyone,'' said James Curtis, the company's chief marketing director.

Right now the company's target market is the deep pockets of corporations. It makes sense, since corporate America has had a longtime love affair with sports in general and golf in particular.

This always has been an expensive game, but at least spectators had a good chance of getting a close view of the action as the gallery generally massed behind the ropes on a first-come, best-look basis.

Curtis promises that the holders of GolfWatch credentials will not bother other spectators; such an assurance had to be made to PGA Tour officials.

``Obviously the tradition and history of the sport is somewhat elitist. But we're creating a package targeted at corporate America for entertainment purposes. We are certainly not pushing the gallery any farther back,'' he said.

Here's a snapshot of how Riviera will be set up for viewing this year.

As usual, the course will be roped off deep into the fairway rough for the players. Then a section will be roped off for the GolfWatch credential holders.

Sometimes ordinary fans will be behind them. Other times, they may just look across the fairway at them.

Ordinary tickets will cost a lot less, though. A season ticket tops out at $60 and daily tickets are $20. Daily senior tickets at $15 and youth tickets cost $10.

Sean Linehan, spokesman for the Los Angeles Junior Chamber of Commerce, which is managing the tournament, said that a ``Champions Club'' ticket is available for $160 per person a day. The price includes nearby parking, and admission to Riviera's ballroom for an open bar and all-you-can eat breakfast and lunch.

``It's the only way into the club house for the general public so you do have a semi-private environment,'' he said.

Strategic Marketing's Curtis believes that the GolfWatch credential simply offers corporations an alternative to the traditional hospitality tent.

But the line between perception and reality is often blurred.

And it may happen in this case, adding yet another upscale dimension to an already expensive sport.

THIS WEEK

PGA TOUR

Bob Hope Chrysler Classic 

Date/Site: Wednesday-Sunday at Indian Wells.

Courses: Indian Wells Country Club (6,478 yards, par 72), Indian Ridge Country Club (7,037 yards, par 72), Bermuda Dunes Country Club (6,927 yards, par 72) and La Quinta Country Club (6,901 yards, par 72).

Purse: $1.5 million.

Winner's share: $270,000.

Television: TNT (Friday, 11 a.m.-2 p.m.) and NBC (Saturday, 12:30-3 p.m.; Sunday, 2-4 p.m.).

Last year: Mark Brooks won the first of three 1996 titles, closing with consecutive 5-under 67s at Indian Ridge for a one-stroke victory over John Huston. Brooks, the PGA winner, had a 23-under 337 total.

Last week: Tiger Woods nearly aced the first hole of a playoff with Tom Lehman to win the rain-shortened Mercedes Championships. Woods, who has three victories in nine professional starts, had a 14-under 202 total on the La Costa course in Carlsbad, Calif. He birdied the final four holes in the third round for a tournament-best 7-under 65.

Notes: Arnold Palmer withdrew Friday after learning he has prostate cancer. Palmer, 67, appeared in all 37 previous tournaments, winning in 1960, 1962, 1968, 1971 and 1973. . . . Tom Kite set the 90-hole tour record in 1993 with a 35-under 325 total.

LPGA TOUR

HealthSouth Inaugural

Date/Site: Friday-Sunday at Orlando, Fla.

Course: Walt Disney World, Lake Buena Vista (6,336 yards, par 72).

Purse: $600,000.

Winner's share: $90,000.

Television: ESPN (Friday, 10:30 a.m.-12:30 p.m.; Saturday, 11 a.m.-1 p.m.; Sunday, 11:30 a.m.-1 p.m.).

Last year: Karrie Webb parred the fourth hole of a playoff with Jane Geddes for the Australian star's first of four 1996 titles. Webb closed with a 3-under 69 to tie Geddes and Martha Nause at 7-under 209. Nause was eliminated on the first extra hole.

Last week: Sweden's Annika Sorenstam won the Tournament of Champions at Weston, Fla., closing with a 6-under 66 for a four-stroke victory over Australia's Karrie Webb. Sorenstam had a 16-under 272 total.

Notes: The tournament is the first full-field event of the year.. . . While Sorenstam is taking the week off, her younger sister, Charlotta, is making her first appearance as a full-tour member.

SENIOR PGA TOUR

MasterCard Championship

Date/Site:Friday-Sunday at Kailua-Kona, Hawaii.

Course: Hualalai PGA Tour Resort (7,053, par 72).

Purse: $1 million.

Winner's share: $186,000.

Television: ESPN (Friday, 1-3 p.m.; Saturday, 2-4 p.m.; Sunday, 4:30-6:30 p.m.).

Last year: South Africa's John Bland won the first of four 1996 titles, closing with a 2-under 70 for a one-stroke victory over Jim Colbert. Bland had a 9-under 279 total on the Dorado Beach course in Puerto Rico.

CAPTION(S):

Photo, Box

Photo: Golf fans can have special access that normal gallery members don't at the Riviera Country Club during next month's L.A. Open.

Daily News File Photo

Box: THIS WEEK (see text)