Playing to the gallery

If it's not just a good read, Esch says he thinks it's certainly worth at least a look, or several.

There is a basic need being met here, he said.

"There was simply not enough pizazz on the LPGA Tour," he said. "The players had no representation to speak of, no advertisements to speak of. It's a crime, so Wilhelmina is taking it upon itself to change that."

Endorsement income for female golfers is far from great, especially when compared to their male counterparts, although there are exceptions. Michelle Wie's estimated $12 million is the highest among LPGA Tour players, according to Forbes' Celebrity 100 list, while No. 1-ranked Lorena Ochoa earns an estimated $6 million from her endorsements.

Those totals pale in comparison to the estimated $90 million to $105 million that Tiger Woods annually brings in from his endorsement deals.

Esch noted that the response has been positive. "Have you ever put water in the desert?" he said.

The decision by the Wilhelmina 7 hasn't elicited much reaction among players on the tour, though several supported it.

"Sounds like a lot of fun to me," said four-time major winner Meg Mallon. "I'm for anything that extends the boundaries of our sport, creates additional interest and makes new fans. Once we get people interested in our sport, we keep them. I don't know why anybody would have a problem with that."

Hall of Fame player Amy Alcott was also enthusiastic.

"More power to them," she said. "I've always thought that for young players, the key is showing your personality, style and demeanor and to embrace stardom when you have it. You're in the entertainment business. And if this company can raise the visibility of the LPGA Tour, and to showcase areas away from the arena of golf too, then I think it's a great thing."

Ochoa said she was unaware of the Wilhelmina business arrangement but also said she had no problem with it.

Hall's fellow '7' compatriots who are playing the Open this week are Stacy Prammanasudh, a two-time LPGA Tour winner; Anna Grzebien, a rookie from Duke; and Minni Blomqvist of Finland.

Prammanasudh, 28, a three-time first team All-American at Tulsa, said this was an opportunity she couldn't pass up.

"Modeling and the fashion industry, it's pretty exciting for someone who comes from an athletic background," she said. "We're all athletes and we tend to think we handle ourselves pretty well on the course, now we have a chance to take our talents to a totally different level."