Mention the words Augusta, the Masters and clubs and you'd be forgiven for heading straight to the golf course.
And if you're feeling good and looking for all things sugar and spice then here are a few facts which might help your Masters 2013 experience.
The man himself, "Godfather of Soul" James Brown, still looms large in Augusta with his statue standing proud in the middle of Broad Street.
Just a block away is the Imperial Theater where Brown would rehearse and fine tune his music before going abroad on world tours.
Born in South Carolina, Brown is still revered with fans from all over the world traveling to honor the singer who died at the age of 73 in December 2006.
Take a walk down a section of what used to be known as Ninth Street and you'll hit James Brown Boulevard -- a stretch of road where he used to shine shoes and earn a few dollars from passers by with a song and dance.
And with the world's attention on Augusta, here's an all singing and all dancing guide to the biggest show in town -- the Masters.
Its critics might accuse Augusta of being stuck in the past, but the course has been one of the most technically progressive in the golfing world.
This year, organizers have placed four sensors on each green which monitor the temperature, soil moisture and salinity -- all controlled by iPad.
It's the latest in a long line of innovations from the tournament which was the first to introduce 72-hole golf over four days.
Being first is nothing new to Augusta though.
It was the first tournament to be covered live on radio, the first to introduce the over/under par system and the first to introduce bleachers.
While Augusta might have embraced technology, it's not so keen on spectators, or "patrons" as they are known, using all the latest gadgets.
The course specifically bans cellphones, beepers or any kind of electronic communication system with cameras only permitted on practice days. If you do take a cheeky snap you end up losing your ticket and politely being asked to leave.
Augusta's course is renowned as one of the most beautiful and picturesque on the planet -- but it wasn't always that way.
During the Second World War, Augusta was forced to close and was used to house over 200 cattle and 1,400 Turkeys.
So from 1943 until late 1944, the course resembled something of a farm and it wasn't until 1946 that August reopened, thanks in part to the help of 42 German prisoners of war from Camp Gordon.
With each hole being named after a plant or shrub, its no surprise that Augusta takes the surrounding nature so seriously.
Last year's cold snap meant that patrons missed out on seeing the beautiful Azaleas which have adorned the course for so many years.
There's better news this year. Along with the Azaleas the dogwood, peach and cherry trees are blooming. The great old oak tree, which was planted in the 1850s, continues to charm, while the 61 large Magnolia trees which line the path from the entrance to the clubhouse were planted at around the same time.