European Tour chief executive Keith Pelley can picture a golf event being played at a stadium one day, saying the revolutionary World Super 6 in Perth is just a taste of what's to come for the sport.
The inaugural World Super 6 will feature three days of traditional stroke play, before switching to a match play format in the final round as the top 24 golfers battle it out in a series of six-hole, knockout duels.
And in an added quirk, any match play round that is tied after the six holes will be decided by a sudden death battle on a 90m purpose-built hole.
The tournament is sanctioned by the European Tour, Asian Tour, and PGA Tour of Australasia.
Pelley, who has worked in the NFL, NHL, and Major League Baseball, said the European Tour was always on the lookout for innovation.
And he even threw up the prospect of transforming a stadium into a makeshift, six-hole course for a novelty tournament.
'I can see a day where that will be an event that would happen once a year as a celebration of our game,' Pelley said.
'It would be completely different. It could be fun.
'We want to modernise as much as possibly can. In order to do that, you have to unleash your imagination, and we're having fun doing it.'
He believes it will just be a matter of time before more tournaments embrace change, saying the European Tour was open to experimenting with new ideas.
'It's important we understand and respect the tradition and history of the 72-hole tournaments, while at the same time being open to change,' Pelley said.
'We have to be creative. Allowing our imaginations to be unleashed so that we can improve the game, so that we can bring new fans and new people to what I think is the greatest game.'
One of Pelley's biggest aims is to make the opening two rounds of traditional stroke play events more relevant and exciting for fans.
Pelley has a track record of embracing quirky ideas, and he's not afraid to try them out.
Before last year's British Masters, Pelley helped launch the Hero Challenge, where eight leading professionals and four celebrities took part in a knock-out contest after dark.
And he has just launched the GolfSixes, which is golf's answer to Twenty20 cricket where two-man teams from 16 nations will battle it out over shortened match play rounds.