THE ROB REPORT
Pro Shop Pop PRO SHOPS HAVE COME a long way since I first began playing golf 35+ years ago. Sure, that can be said about almost everything in life, but our November issue features Top Ranked Pro Shops (see page 12), so let’s discuss. I grew up playing at a pair of public courses without much glitz and glamour. The unassuming pro shops were not much more than a counter where you could pay your greens fees and buy a sleeve of golf balls or a bag of tees. One of them included a bucket of lost (and found) balls you could buy for .50 cents each. There were always a handful of putters someone could buy if they became disenchanted with their current flat stick and a rack of golf shirts that nobody bothered to look at. One of the courses sold golf gloves (for righties, only) … the other did not. I paint a fairly dark and dank picture, but I honestly don’t think anyone cared and the owners didn’t know what they were missing out on. This was pre-Tiger, of course, so the explosion in popularity was a few years away. Fast forward to today and the Pro Shop has become big business. Look no further than Destination Kohler in Wisconsin. Last year Whistling Straits did $4.72 million and Blackwolf Run did $2.29 million in the pro shop! At Sand Valley in Nekoosa, Wis., the three courses—Sand Valley, Mammoth Dunes and The Sand Box—and their recognizable logos all run through one pro shop. Together they generate $3.7 million in revenues. Those examples are in a part of the country where snow if plentiful and golf gets shut down for a good portion of the year. Imagine if they were in Southern California, Arizona or Florida. 6
l Club + Resort Business l November 2022
“I want to know what makes your pro shop stand out. Do you stock anything that might be considered unusual? Have specific promotions proved to be especially successful?” The Club at Ibis in West Palm Beach, Fla. recently expanded its Golf & Lifestyle shop to include an assortment of men’s and ladies’ apparel, shoes and accessories including Peter Millar, Grayson, G-Fore, Redvanly, Donald Ross, Tzu Tzu, Lohla, Golftini & Lululemon. The club also carries popular assortments of candles, gifts, handbags, sunglasses, and golf bags. Time out. Handbags, sunglasses and candles? CANDLES! I realize I was a bit harsh on the clubs of my youth, but a pro shop … I mean, Golf & Lifestyle shop … carrying handbags and candles was unheard of in the late 80s. Now it’s common in certain places. At the Atlanta Athletic Club in Johns Creek, Ga., Director of Retail Kristen Everard and her staff offer creative seasonal promotions and utilize innovative, visual merchandising initiatives. For example, the SEC reigns supreme when it comes
to college football and the AAC membership. In August, the Pro Shop debuted its very own “SEC Corner,” featuring apparel and accessories from the conference and its rival schools. Flags and pennants from all the schools adorned the walls, making for an attractive and eye-catching display, which stays up right through the holidays. Available for purchase are schoollogoed polo shirts, hats, outerwear, belts, tumblers, keychains and much more. As you might guess, The University of Texas Golf Club in Austin, Texas would like to have a word on the topic of college football. We featured the club and Kayli Lopez, Casita/Online Store Manager in a November 2020 Burning Issues article on making the Pro Shop “pandemic proof.” One of their greatest tools … you guessed it, online sales. That and a rabid fan base. I want to know what makes your pro shop stand out. Do you stock anything that might be considered unusual? Have specific promotions proved to be especially successful? Drop me an e-mail and let me know. We’d love to feature your club in an upcoming issue.
Rob Thomas • Editor
rthomas@wtwhmedia.com
www.clubandresortbusiness.com
