132,000 hats @ $34 ea. 4.8 million in hats, sheeshe.

The tent is situated so that “all 37,500 (attendees per day) have to walk past our front door,” Muscutt said with a smile.

Among the shoppers early Thursday was Don Pate, who came from Stockton with his wife, Mary Lou, to look at the merchandise before making a few other stops on the Central Coast.

Another early shopper was Kendall Matous of Pebble Beach, who works for the Northern California Golf Association. She paid $200 for “a jacket for myself and a red polo for my father.”