European Tour chief executive Keith Pelley has expressed his delight at the success of the inaugural Hero Challenge ahead of the British Masters supported by Sky Sports.
A bumper crowd turned up at The Grove after dark to witness the floodlit extravaganza on a specially-constructed par-three on the 18th, in which eight leading professionals and four celebrities took part in a knock-out contest.
In-form Frenchman Alex Levy was crowned the champion while Shane Warne took the spoils in the celebrity event in an entertaining evening broadcast live on Sky Sports, but Pelley insisted the real winner on the night was golf.
"It's terrific, it's under lights, who would have thought it?," Pelley told Reuters. "It's pretty exciting and it's definitely a chance to be a little more innovative, try things a little bit different.
"What's really rewarding to see is the incredible fan engagement with the players, every player with a smile on his face and having a great time. It's much bigger than we would ever have anticipated and I think the players are equally surprised.
"It shows the players in a different light, which leads to people experiencing the game differently. This will not replace the traditional game and that's not the purpose.
"This is an add-on to showcase our wonderful game, the skills of our players and perhaps to get some new fans who will now not only follow these players but also perhaps come to a regular event and really enjoy it. The winner tonight has been golf."
Levy, who beat Andy Sullivan, tournament host Luke Donald and Alex Noren to collect the £10,000 first prize, added: "That was a lot of fun. I said to Alex Noren that I felt more pressure there than in the play-off in Germany, which is ridiculous.
"It was amazing to see the crowds and everyone enjoying it. Golf needs something like this and it is a great idea. I would love to do more of this."
Donald said: "We had a great turnout and the nerves were jiggling a little bit. It was different to what we are used to. It was a lot of fun though and unique."
Watch the British Masters throughout the week live on Sky Sports 4 - your home of golf. Live first round coverage begins on Thursday from 9am.