Former Augusta National Hospitality Leader Builds Inclusive Legacy at Augusta Restaurant

Staff Report From Georgia CEO

Wednesday, September 30th, 2026

After spending 30 years overseeing hospitality at Augusta National Golf Club, Jim James has traded the Masters Green Jacket for a restored firehouse dedicated to employing adults with special needs.

James founded Incendio, a restaurant housed inside a restored 100-year-old firehouse. The business was built around hiring and training adults with special needs, offering opportunities and community connection to individuals who often face barriers entering the workforce.

The idea first took shape more than two decades ago when James and his wife, Lizanne, welcomed their son, Braxton, who was born with Down syndrome.

“Three things kinda went through my mind: Are they gonna be healthy? What are his formative years gonna look like? Is he gonna go to school? Is he gonna have friends?” James said. “And then maybe most importantly, what’s gonna happen once he graduates?”

Read more at WRDW.