2016 STPGA Merchandiser of the Year. Austin Country Club

Transcription

1 2016 STPGA Merchandiser of the Year Austin Country Club Home of the World Golf Championship Dell Match Play

2 STPGA MERCHANDISER OF THE YEAR APPLICATION Eligibility: The following are ineligible to win any STPGA Award: STPGA Awards Committee PGA Headquarters Staff STPGA Section Staff; this includes full time permanent staff and part-time seasonal staff but does not include individuals contracted for golf instruction or otherwise by the STPGA Class F or Inactive PGA Members Apprentices (This only applies to STPGA Professional Awards including Assistant Professional of the year. An apprentice could win Special Service, Media, Sale Representative, etc.) Golf Facilities will be nominated in the Merchandiser of the Year categories and not individual PGA Members. A golf facility must employ a PGA Member to be eligible. Golf Facilities that employ a member of the STPGA Awards committee cannot win a Merchandiser Award. Criteria and Eligibility for Chapter Award is identical to Section Award. Results of the Chapter electronic voting will not be released until after the determination of the Section Award Winners. Past and current National Award Winners can win a Section or Chapter Award in the same category. In order to be considered for any Southern Texas PGA Award, the nominee or nominator must complete and sign the prescribed application form and submit this to the STPGA office within the required deadlines. Members of the Awards Committee will do everything within their means to assist and facilitate the completion of these forms. Selection Criteria: The Southern Texas PGA Merchandiser of the Year Award is designed to recognize those Southern Texas PGA Facilities who have excelled as merchandisers in the promotion of golf. The Southern Texas PGA honors PGA Facilities in three categories: Private, Public and Resort. The committee will measure the facility s demonstration of skill in planning and promotion of sales by presenting products to its market on a timely basis, and through the use of specialized merchandising techniques that include display and advertising.

3 Name: Dale Morgan PGA Classification: A1 Facility: Austin Country Club Facility Category: Public/Semi Private Private Resort (Check Only One) 1.) List any Section, Chapter or National PGA Merchandiser of the Year Awards you have received at your current facility and list whether National or Sectional Award, Section name, year received, facility name and facility category: 1. Southern Texas PGA Merchandiser of the Year Western Chapter Golf Professional of the Year Western Chapter Horton Smith Award Bill Strausbaugh Award Bill Strausbaugh Award Bill Strausbaugh Award Bill Strausbaugh Award Section Golf Professional of the Year Section Golf Professional of the Year Golf Professional of the Year Western Chapter Bill Strausbaugh Award Golf Professional of the Year Western Chapter Merchandiser of the Year Western Chapter Bill Strausbaugh Award Merchandiser of the Year Western Chapter Limited to 1600 characters or approximately 250 words 2.) Who owns the golf merchandise concession? PGA Professional Club/Corporation If neither, who owns the golf merchandise concession? _Membership 3.) What was the total number of 18 hole rounds played at the facility in 2015? 5,149 (10 month renovation project on golf course in 2015) 4.) What is the projected number of 18 hole rounds in 2016? 35,000 5.) What percent of total annual play is tournament play or organized outing rounds? 10% 6.) Does your facility host a PGA TOUR, PGA Championship or US Open? World Golf Championship Dell Match Play If yes, what was the total gross merchandise sales attributable to the Tour Event? $200,663

4 7.) How often are the facility s merchandise displays changed annually? 25-26, approximately every 2 weeks 8.) What was the facility s 2015 Gross Merchandise Sales? $497,257 9.) What are the projected 2016 Gross Merchandise Sales? $962, ) Merchandise dollars per round for 2015: $96.57 (Shop was open 12 months, while course was closed for 10 month renovation project.) 11.) What percent of total merchandise do the following categories represent? (Should total 100%) Hardgoods: 22% Softgoods: 54% Footwear: 5% Gloves: 4% Golf Balls: 7% Golf Bags: 4% Other: 4% 12.) What is the total square footage used for display of merchandise in your golf shop? 2, ) Who makes purchasing decisions by approximate percentage? Director of Golf: Head PGA Pro: 25% Merchandiser: 75% Other: 14.) What was the inventory turn rate at cost in 2015? ) Average monthly Inventory? $155, ) What was the facility s cost of goods as a percentage in 2015? 75% 17.) Cost of goods sold? $373, ) Describe any special sales programs you have (i.e. Buying Club, Mill River Plan, etc.) Our members receive a member discount of 20% off the retail price of apparel and accessories.

5 19.) Summarize the facility s merchandising philosophy: At Austin Country Club our success begins with our members. We must have the right merchandise with the quality and price that our members want and expect. Getting to know our customer s wants and needs helps build trusting relationships that strengthen our retail business. We strive to keep our merchandise new and fresh, and provide excellent customer service. It is our mission to provide high-quality products as well as a clean and organized shop. Focusing on product knowledge is very important. This includes not only knowing the selling points of the newest products we are carrying in the shop but also the comparisons between different brands and styles, so we can provide our customer with the information they need to make educated buying decisions. Visual merchandising is also important in marketing items to our consumer. Displays capture the customer s attention and entice them to make a purchase. We set a standard look throughout the entire shop that exudes the high quality image we want Austin Country Club to portray. From there we can create individual displays in different sections of the shop that still maintain our image but keep the shop from looking stale. These displays change from holidays, tournaments, and other special events. Limited to 1900 characters or approximately 300 words 20.) Photos of your golf shop must accompany this application. Please golf shop photos to kgilley@pgahq.com. Note: s often restrict the size of file attachments, if you are sending more than 25MB worth of attachments please let us know so we can arrange for another submission method. This application must be signed and returned to the STPGA office by August 26, 2016 in order for the nominee to be considered for this award. The STPGA Awards Committee strongly recommends that the application for this award be typewritten and will not accept additional materials beyond the answers to the questions on the application. Submitter s Signature August 24, 2016 Date

6 Ready for college football season Highlight on hard goods; play more golf!

7 Fabulous Fall Freedom and Independence for the 4 th of July

8 Rock the boat on Lake Austin May the luck of the Irish be with you

9 World Golf Championship merchandise and displays

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11 Austin Country Club Golf Pro Shop

12 STPGA MERCHANDISER OF THE YEAR APPLICATION Eligibility: The following are ineligible to win any STPGA Award: STPGA Awards Committee PGA Headquarters Staff STPGA Section Staff; this includes full time permanent staff and part-time seasonal staff but does not include individuals contracted for golf instruction or otherwise by the STPGA Class F or Inactive PGA Members Apprentices (This only applies to STPGA Professional Awards including Assistant Professional of the year. An apprentice could win Special Service, Media, Sale Representative, etc.) Golf Facilities will be nominated in the Merchandiser of the Year categories and not individual PGA Members. A golf facility must employ a PGA Member to be eligible. Golf Facilities that employ a member of the STPGA Awards committee cannot win a Merchandiser Award. Criteria and Eligibility for Chapter Award is identical to Section Award. Results of the Chapter electronic voting will not be released until after the determination of the Section Award Winners. Past and current National Award Winners can win a Section or Chapter Award in the same category. In order to be considered for any Southern Texas PGA Award, the nominee or nominator must complete and sign the prescribed application form and submit this to the STPGA office within the required deadlines. Members of the Awards Committee will do everything within their means to assist and facilitate the completion of these forms. Selection Criteria: The Southern Texas PGA Merchandiser of the Year Award is designed to recognize those Southern Texas PGA Facilities who have excelled as merchandisers in the promotion of golf. The Southern Texas PGA honors PGA Facilities in three categories: Private, Public and Resort. The committee will measure the facility s demonstration of skill in planning and promotion of sales by presenting products to its market on a timely basis, and through the use of specialized merchandising techniques that include display and advertising.

13 Name: Ken McDonald, Zack Vinson, Jeremy Ortega, Paul Simpson, Clint Wright, Leslie Shofner PGA Classification:Ken (A-4), Zack (A-1), Jeremy (A-8), Paul (A-8) Facility: BraeBurn Country Club Facility Category: Public/Semi Private X Private Resort (Check Only One) 1.) List any Section, Chapter or National PGA Merchandiser of the Year Awards you have received at your current facility and list whether National or Sectional Award, Section name, year received, facility name and facility category: Zack-2014 STPGA Assistant Professional of the Year Limited to 1600 characters or approximately 250 words 2.) Who owns the golf merchandise concession? PGA Professional Club/Corporation X If neither, who owns the golf merchandise concession? 3.) What was the total number of 18 hole rounds played at the facility in 2015? 30,000 4.) What is the projected number of 18 hole rounds in 2016? 32,000 5.) What percent of total annual play is tournament play or organized outing rounds? 10% 6.) Does your facility host a PGA TOUR, PGA Championship or US Open? no If yes, what was the total gross merchandise sales attributable to the Tour Event? n/a 7.) How often are the facility s merchandise displays changed annually? 50

14 8.) What was the facility s 2015 Gross Merchandise Sales? $702, ) What are the projected 2016 Gross Merchandise Sales? $725, ) Merchandise dollars per round for 2015: $ ) What percent of total merchandise do the following categories represent? (Should total 100%) Hardgoods: 33% Softgoods: 37% Footwear: 7% Gloves: 3% Golf Balls: 10% Golf Bags: 2% Other: 8% 12.) What is the total square footage used for display of merchandise in your golf shop? 1, ) Who makes purchasing decisions by approximate percentage? Director of Golf: 5% Head PGA Pro: 35% Merchandiser: 50% Other: 10% 14.) What was the inventory turn rate at cost in 2015? ) Average monthly Inventory? $135, ) What was the facility s cost of goods as a percentage in 2015? 78% 17.) Cost of goods sold? $555, ) Describe any special sales programs you have (i.e. Buying Club, Mill River Plan, etc.) Prior to Ken McDonald starting to work here the club had a Buyers Club of which about half of the membership participated in. Upon his arrival it was his suggestion that instead of having half of the membership buying from the club, why not have all of the membership buying from us. Thus now everything is on a combined cost plus scenario or 25% off retail. Meaning we make in profit about 25% on soft goods and 20% on hard goods.

15 19.) Summarize the facility s merchandising philosophy: Being member owned, we are only as good as our membership support. We are very fortunate to have an outstanding membership, first and foremost! We make every effort to develop personal relationships with our members, in order for them to build trust in us when making purchasing decisions. An interesting study was presented to us a few years ago that said, wherever a golfer purchases their golf balls is where they purchase the rest of their equipment and clothes. It is my understanding after speaking with different sales representatives that, we sell the most golf balls over any other 18 hole green grass facility in the Houston area. Knowing that, the loyalty from our membership with our golf balls sales has led to a dramatic increase in sales in other areas. The BraeBurn of today has quite the diverse group of members; from young professionals to retired business men and women. This presents us with both a challenge and a unique opportunity for buying merchandise. With regards to soft goods, we try and focus purchases on cross-over lines that sell to the core membership. In addition to that, we bring in one or two shipments of traditional and contemporary lines, to service those members that would fall outside of our core demographic. In years past, we would do two or three corporate orders per year. Over the last three years we have grown our corporate business substantially. Many of our members were not aware of our ability to provide quality products with competitive prices for their business. Our corporate business has since grown to of thirty or forty orders annually. In 2013 our merchandise sales were $620,000. In 2014 our merchandise sales was $627,137. In 2015 our sales climbed to $702, We attribute our yearly increases in sales to two things, corporate sales and a renewed focus with our Junior Golf Program. Which has led to a substantial increase in Junior Golf hard and soft goods. This growth may not seem like a substantial landmark. It is with a full complement of members and that we sell at a 22% markup on all items. Our members appreciate the pricing, support the club and have a great loyalty to the Pro Shop staff and product lines. Limited to 1900 characters or approximately 300 words 20.) Photos of your golf shop must accompany this application. Please golf shop photos to kgilley@pgahq.com. Note: s often restrict the size of file attachments, if you are sending more than 25MB worth of attachments please let us know so we can arrange for another submission method.

16 This application must be signed and returned to the STPGA office by August 26, 2016 in order for the nominee to be considered for this award. The STPGA Awards Committee strongly recommends that the application for this award be typewritten and will not accept additional materials beyond the answers to the questions on the application. Submitter s Signature Date

17 Merchandising Philosophy Being member owned, we are only as good as our membership support. We are very fortunate to have an outstanding membership, first and foremost! We make every effort to develop personal relationships with our members, in order for them to build trust in us when making purchasing decisions. An interesting study was presented to us a few years ago that said, wherever a golfer purchases their golf balls is where they purchase the rest of their equipment and clothes. It is my understanding after speaking with different sales representatives that, we sell the most golf balls over any other 18 hole green grass facility in the Houston area. Knowing that, the loyalty from our membership with our golf balls sales has led to a dramatic increase in sales in other areas. The BraeBurn of today has quite the diverse group of members; from young professionals to retired business men and women. This presents us with both a challenge and a unique opportunity for buying merchandise. With regards to soft goods, we try and focus purchases on cross-over lines that sell to the core membership. In addition to that, we bring in one or two shipments of traditional and contemporary lines, to service those members that would fall outside of our core demographic. In years past, we would do two or three corporate orders per year. Over the last three years we have grown our corporate business substantially. Many of our members were not aware of our ability to provide quality products with competitive prices for their business. Our corporate business has since grown to of thirty or forty orders annually. In 2013 our merchandise sales were $620,000. In 2014 our merchandise sales was $627,137. In 2015 our sales climbed to $702, We attribute our yearly increases in sales to two things, corporate sales and a renewed focus with our Junior Golf Program. Which has led to a substantial increase in Junior Golf hard and soft goods. This growth may not seem like a substantial landmark. It is with a full complement of members and that we sell at a 22% markup on all items. Our members appreciate the pricing, support the club and have a great loyalty to the Pro Shop staff and product lines.

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20 STPGA MERCHANDISER OF THE YEAR APPLICATION Eligibility: The following are ineligible to win any STPGA Award: STPGA Awards Committee PGA Headquarters Staff STPGA Section Staff; this includes full time permanent staff and part-time seasonal staff but does not include individuals contracted for golf instruction or otherwise by the STPGA Class F or Inactive PGA Members Apprentices (This only applies to STPGA Professional Awards including Assistant Professional of the year. An apprentice could win Special Service, Media, Sale Representative, etc.) Golf Facilities will be nominated in the Merchandiser of the Year categories and not individual PGA Members. A golf facility must employ a PGA Member to be eligible. Golf Facilities that employ a member of the STPGA Awards committee cannot win a Merchandiser Award. Criteria and Eligibility for Chapter Award is identical to Section Award. Results of the Chapter electronic voting will not be released until after the determination of the Section Award Winners. Past and current National Award Winners can win a Section or Chapter Award in the same category. In order to be considered for any Southern Texas PGA Award, the nominee or nominator must complete and sign the prescribed application form and submit this to the STPGA office within the required deadlines. Members of the Awards Committee will do everything within their means to assist and facilitate the completion of these forms. Selection Criteria: The Southern Texas PGA Merchandiser of the Year Award is designed to recognize those Southern Texas PGA Facilities who have excelled as merchandisers in the promotion of golf. The Southern Texas PGA honors PGA Facilities in three categories: Private, Public and Resort. The committee will measure the facility s demonstration of skill in planning and promotion of sales by presenting products to its market on a timely basis, and through the use of specialized merchandising techniques that include display and advertising.

21 Name: Emile Asous PGA Classification: A-1 Facility: The Club at Carlton Woods Facility Category: Public/Semi Private x Private Resort (Check Only One) 1.) List any Section, Chapter or National PGA Merchandiser of the Year Awards you have received at your current facility and list whether National or Sectional Award, Section name, year received, facility name and facility category: 2009 Eastern Chapter 2012 Easter Chapter 2011 STPGA Section Limited to 1600 characters or approximately 250 words 2.) Who owns the golf merchandise concession? PGA Professional Club/Corporation If neither, who owns the golf merchandise concession? 3.) What was the total number of 18 hole rounds played at the facility in 2015? 28,801 4.) What is the projected number of 18 hole rounds in 2016? 29,127 5.) What percent of total annual play is tournament play or organized outing rounds? 8.20% 6.) Does your facility host a PGA TOUR, PGA Championship or US Open? NO If yes, what was the total gross merchandise sales attributable to the Tour Event? 7.) How often are the facility s merchandise displays changed annually? Once every month

22 8.) What was the facility s 2015 Gross Merchandise Sales? 1,006,964 9.) What are the projected 2016 Gross Merchandise Sales? 1,089, ) Merchandise dollars per round for 2015: $37 11.) What percent of total merchandise do the following categories represent? (Should total 100%) Hardgoods: 25% Softgoods: 34.56% Footwear: 10.19% Gloves: 1.46% Golf Balls: 9.19% Golf Bags: 1.96% Other: 16.90% 12.) What is the total square footage used for display of merchandise in your golf shop? Between our two shops 2, ) Who makes purchasing decisions by approximate percentage? Director of Golf: Head PGA Pro: 50% Merchandiser: 50% Other: 14.) What was the inventory turn rate at cost in 2015? ) Average monthly Inventory? 275, ) What was the facility s cost of goods as a percentage in 2015? 62% 17.) Cost of goods sold? ) Describe any special sales programs you have (i.e. Buying Club, Mill River Plan, etc.) We do not offer a buyers club to the membership.

23 19.) Summarize the facility s merchandising philosophy: We offer our members best pricing on new hard goods. Our shops exist to service our membership. Limited to 1900 characters or approximately 300 words 20.) Photos of your golf shop must accompany this application. Please golf shop photos to kgilley@pgahq.com. Note: s often restrict the size of file attachments, if you are sending more than 25MB worth of attachments please let us know so we can arrange for another submission method. This application must be signed and returned to the STPGA office by August 26, 2016 in order for the nominee to be considered for this award. The STPGA Awards Committee strongly recommends that the application for this award be typewritten and will not accept additional materials beyond the answers to the questions on the application.

24 Submitter s Signature Date

25 Merchandising Philosophy We offer our members best pricing on new hard goods. Our shops exist to service our membership.

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27 STPGA MERCHANDISER OF THE YEAR APPLICATION Eligibility: The following are ineligible to win any STPGA Award: STPGA Awards Committee PGA Headquarters Staff STPGA Section Staff; this includes full time permanent staff and part-time seasonal staff but does not include individuals contracted for golf instruction or otherwise by the STPGA Class F or Inactive PGA Members Apprentices (This only applies to STPGA Professional Awards including Assistant Professional of the year. An apprentice could win Special Service, Media, Sale Representative, etc.) Golf Facilities will be nominated in the Merchandiser of the Year categories and not individual PGA Members. A golf facility must employ a PGA Member to be eligible. Golf Facilities that employ a member of the STPGA Awards committee cannot win a Merchandiser Award. Criteria and Eligibility for Chapter Award is identical to Section Award. Results of the Chapter electronic voting will not be released until after the determination of the Section Award Winners. Past and current National Award Winners can win a Section or Chapter Award in the same category. In order to be considered for any Southern Texas PGA Award, the nominee or nominator must complete and sign the prescribed application form and submit this to the STPGA office within the required deadlines. Members of the Awards Committee will do everything within their means to assist and facilitate the completion of these forms. Selection Criteria: The Southern Texas PGA Merchandiser of the Year Award is designed to recognize those Southern Texas PGA Facilities who have excelled as merchandisers in the promotion of golf. The Southern Texas PGA honors PGA Facilities in three categories: Private, Public and Resort. The committee will measure the facility s demonstration of skill in planning and promotion of sales by presenting products to its market on a timely basis, and through the use of specialized merchandising techniques that include display and advertising.

28 Name: David Murrah PGA Classification: Facility: The Clubs of Cordillera Ranch Facility Category: Public/Semi Private Private Resort (Check Only One) 1.) List any Section, Chapter or National PGA Merchandiser of the Year Awards you have received at your current facility and list whether National or Sectional Award, Section name, year received, facility name and facility category: Limited to 1600 characters or approximately 250 words 2.) Who owns the golf merchandise concession? PGA Professional Club/Corporation If neither, who owns the golf merchandise concession? N/A 3.) What was the total number of 18 hole rounds played at the facility in 2015? 20,310 4.) What is the projected number of 18 hole rounds in 2016? 20,929 5.) What percent of total annual play is tournament play or organized outing rounds? 10% 6.) Does your facility host a PGA TOUR, PGA Championship or US Open? No If yes, what was the total gross merchandise sales attributable to the Tour Event? N/A 7.) How often are the facility s merchandise displays changed annually? Weekly

29 8.) What was the facility s 2015 Gross Merchandise Sales? $504, ) What are the projected 2016 Gross Merchandise Sales? $550, ) Merchandise dollars per round for 2015: $ ) What percent of total merchandise do the following categories represent? (Should total 100%) Hardgoods: 25% Softgoods: 50% Footwear: 4% Gloves: 2% Golf Balls: 7% Golf Bags: 2% Other: 10% 12.) What is the total square footage used for display of merchandise in your golf shop? 750 sq. ft. 13.) Who makes purchasing decisions by approximate percentage? Director of Golf: 25% Head PGA Pro: 25% Merchandiser: 50% Other: 14.) What was the inventory turn rate at cost in 2015? ) Average monthly Inventory? $140, ) What was the facility s cost of goods as a percentage in 2015? 66.7% 17.) Cost of goods sold? $338, ) Describe any special sales programs you have (i.e. Buying Club, Mill River Plan, etc.) N/A

30 19.) Summarize the facility s merchandising philosophy: OUR MERCHANDISING PHILOSOPHY IS TO PROVIDE OUR MEMBERS AND GUESTS WITH A WIDE VARIETY OF QUALITY, UP-SCALE MERCHANDISE, AND TO CREATE GREAT RELATIONSHIPS AS WE GAIN THEIR TRUST AND FRIENDSHIP. WE TRY TO GET TO KNOW THE LIKES AND DISLIKES OF OUR MEMBERS IN DETERMINING WHAT BRANDS TO CARRY, AND FOCUS ON HOSTING THEMED GOLF EVENTS, MEMBER-GUEST EVENTS, TRUNK SHOWS, AND DEMO DAYS TO INCREASE SALES WHILE PROVIDING MEMBERS AND GUESTS WITH A UNIQUE BUYING EXPERIENCE. WE DO TAKE SPECIAL ORDERING VERY SERIOUSLY AND MAKE IT PERSONAL, MAKING SURE WE GET THE ORDERED ITEMS TO THE MEMBER AS SOON AS POSSIBLE. ONCE THE ITEM ARRIVES, A PERSONAL IS SENT TO THE MEMBER LETTING THEM KNOW THE ITEM IS HERE. WE MAKE IT PERSONAL ALSO BY PUTTING THE ITEM IN THEIR LOCKERS OR GOLF BAGS, OR PUTTING NAME LABELS ON ANY CLUBS ORDERED. MERCHANDISE IS FREQUENTLY MOVED AROUND THE SHOP TO KEEP A FRESH, NEW LOOK WHEN MEMBERS AND GUESTS VISIT OUR GOLF SHOP. MANNEQUINS ARE CHANGED EVERY TWO WEEKS AND INVENTORY IS TAKEN MONTHLY, WITH ALL STAFF PARTICIPATING IN THE STOCK COUNT TO ESTABLISH ACCOUNTABILITY AND BUY-IN BY ALL WHO BENEFIT FROM THE SALES! Limited to 1900 characters or approximately 300 words 20.) Photos of your golf shop must accompany this application. Please golf shop photos to kgilley@pgahq.com. Note: s often restrict the size of file attachments, if you are sending more than 25MB worth of attachments please let us know so we can arrange for another submission method. This application must be signed and returned to the STPGA office by August 26, 2016 in order for the nominee to be considered for this award. The STPGA Awards Committee strongly recommends that the application for this award be typewritten and will not accept additional materials beyond the answers to the questions on the application. DAVID MURRAH 8/26/2016 Submitter s Signature Date

31 Merchandising Philosophy Our merchandising philosophy is to provide our members and guests with a wide variety of quality, upscale merchandise, and to create great relationships as we gain their trust and friendship. We try to get to know the likes and dislikes of our members in determining what brands to carry, and focus on hosting themed golf events, member-guest events, trunk shows, and demo days to increase sales while providing members and guests with a unique buying experience. We do take special ordering very seriously and make it personal, making sure we get the ordered items to the member as soon as possible. Once the item arrives, a personal is sent to the member letting them know the item is here. We make it personal also by putting the item in their lockers or golf bags, or putting name labels on any clubs ordered. Merchandise is frequently moved around the shop to keep a fresh, new look when members and guests visit our golf shop. Mannequins are changed every two weeks and inventory is taken monthly, with all staff participating in the stock count to establish accountability and buy-in by all who benefit from the sales!

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33 STPGA MERCHANDISER OF THE YEAR APPLICATION Eligibility: The following are ineligible to win any STPGA Award: STPGA Awards Committee PGA Headquarters Staff STPGA Section Staff; this includes full time permanent staff and part-time seasonal staff but does not include individuals contracted for golf instruction or otherwise by the STPGA Class F or Inactive PGA Members Apprentices (This only applies to STPGA Professional Awards including Assistant Professional of the year. An apprentice could win Special Service, Media, Sale Representative, etc.) Golf Facilities will be nominated in the Merchandiser of the Year categories and not individual PGA Members. A golf facility must employ a PGA Member to be eligible. Golf Facilities that employ a member of the STPGA Awards committee cannot win a Merchandiser Award. Criteria and Eligibility for Chapter Award is identical to Section Award. Results of the Chapter electronic voting will not be released until after the determination of the Section Award Winners. Past and current National Award Winners can win a Section or Chapter Award in the same category. In order to be considered for any Southern Texas PGA Award, the nominee or nominator must complete and sign the prescribed application form and submit this to the STPGA office within the required deadlines. Members of the Awards Committee will do everything within their means to assist and facilitate the completion of these forms. Selection Criteria: The Southern Texas PGA Merchandiser of the Year Award is designed to recognize those Southern Texas PGA Facilities who have excelled as merchandisers in the promotion of golf. The Southern Texas PGA honors PGA Facilities in three categories: Private, Public and Resort. The committee will measure the facility s demonstration of skill in planning and promotion of sales by presenting products to its market on a timely basis, and through the use of specialized merchandising techniques that include display and advertising.

34 Name: Brandon Dixon PGA Classification: A-4 Facility: Escondido Golf & Lake Club Facility Category: Public/Semi Private Private Resort (Check Only One) 1.) List any Section, Chapter or National PGA Merchandiser of the Year Awards you have received at your current facility and list whether National or Sectional Award, Section name, year received, facility name and facility category: 2015 Southern Texas PGA Western Chapter Merchandiser of the Year Award - Private Limited to 1600 characters or approximately 250 words 2.) Who owns the golf merchandise concession? PGA Professional Club/Corporation If neither, who owns the golf merchandise concession? 3.) What was the total number of 18 hole rounds played at the facility in 2015? 12,928 4.) What is the projected number of 18 hole rounds in 2016? 14,500 5.) What percent of total annual play is tournament play or organized outing rounds? 11.50% 6.) Does your facility host a PGA TOUR, PGA Championship or US Open? NO If yes, what was the total gross merchandise sales attributable to the Tour Event? 7.) How often are the facility s merchandise displays changed annually? 26

35 8.) What was the facility s 2015 Gross Merchandise Sales? $538,708 9.) What are the projected 2016 Gross Merchandise Sales? $585, ) Merchandise dollars per round for 2015: $ ) What percent of total merchandise do the following categories represent? (Should total 100%) Hardgoods: 22.5% Softgoods: 58.7% Footwear: 3.0% Gloves: 2.5% Golf Balls: 8.4% Golf Bags: 2.6% Other: 2.3% 12.) What is the total square footage used for display of merchandise in your golf shop? ) Who makes purchasing decisions by approximate percentage? Director of Golf: 50% Head PGA Pro: Merchandiser: 50% Other: 14.) What was the inventory turn rate at cost in 2015? ) Average monthly Inventory? $165, ) What was the facility s cost of goods as a percentage in 2015? 73.10% 17.) Cost of goods sold? $393, ) Describe any special sales programs you have (i.e. Buying Club, Mill River Plan, etc.) We do custom fitting days internally and with external club fitting vendors. We do several trunk shows, as well as, a Holiday Shopping Party over Thanksgiving Weekend. We invite an array of vendors in the golf, jewelry, beverage, and furnishings industries. We do not have a buying club or upfront sales program at this time (i.e. Mill River Plan).

36 19.) Summarize the facility s merchandising philosophy: The Escondido Golf Shop philosophy aligns with the overall philosophy of the club: to provide a comfortable, relaxed atmosphere for our members and guests, allowing them to enjoy the finest goods and services. We create a comfortable environment for them to spend time in the Golf Shop, conversing with the staff. This 'experience' approach extends to our brands. We showcase the staple brands that most private clubs will merchandise. However, we also offer 'fun' brands each season that 'surprise' our members, giving them pride in their shop due to what we offer that others may not. We customize offerings whenever possible. With soft goods, we special order items in advance for members we know have certain needs that standard offerings do not (i.e. XXXL shirts, etc.) and have these items waiting for the member in their locker. The excitement they show upon being surprised by these little touches in invaluable. With hard goods, we are constantly providing innovative opportunities for members to be custom fit for equipment. In addition to our fitting carts and professionals being on the range daily, we have seasonally provided the membership wth a master club fitter, formerly of the PGA TOUR, who delivered a tour-calibre fitting experience. In addition to multi-vendor demo days, we look to have as many fitting days as possible; a more intimate experience. This approach is only as good as our staff. We are constantly developing our team to learn about our offerings, as well as industry trends. Their suggestions on new lines is very helpful in creating our product mix and is a total team effort. Limited to 1900 characters or approximately 300 words 20.) Photos of your golf shop must accompany this application. Please golf shop photos to kgilley@pgahq.com. Note: s often restrict the size of file attachments, if you are sending more than 25MB worth of attachments please let us know so we can arrange for another submission method. This application must be signed and returned to the STPGA office by August 26, 2016 in order for the nominee to be considered for this award. The STPGA Awards Committee strongly recommends that the application for this award be typewritten and will not accept additional materials beyond the answers to the questions on the application. Submitter s Signature Date

37 Merchandising Philosophy The Escondido Golf Shop philosophy aligns with the overall philosophy of the club: to provide a comfortable, relaxed atmosphere for our members and guests, allowing them to enjoy the finest goods and services. We create a comfortable environment for them to spend time in the Golf Shop, conversing with the staff. This 'experience' approach extends to our brands. We showcase the staple brands that most private clubs will merchandise. However, we also offer 'fun' brands each season that 'surprise' our members, giving them pride in their shop due to what we offer that others may not. We customize offerings whenever possible. With soft goods, we special order items in advance for members we know have certain needs that standard offerings do not (i.e. XXXL shirts, etc.) and have these items waiting for the member in their locker. The excitement they show upon being surprised by these little touches in invaluable. With hard goods, we are constantly providing innovative opportunities for members to be custom fit for equipment. In addition to our fitting carts and professionals being on the range daily, we have seasonally provided the membership wth a master club fitter, formerly of the PGA TOUR, who delivered a tour-calibre fitting experience. In addition to multivendor demo days, we look to have as many fitting days as possible; a more intimate experience. This approach is only as good as our staff. We are constantly developing our team to learn about our offerings, as well as industry trends. Their suggestions on new lines are very helpful in creating our product mix and are a total team effort.

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43 Merchandising Philosophy River Oaks Country Club, which was founded in 1923, is a traditional private club known for its prestige and exclusivity. With that being said, our merchandising philosophy is simply all about catering to the membership and servicing their retail needs in a sincere and genuine fashion. We provide world-class customer service along with the highest quality merchandise for our members. Using the relationships we have built with our members along with routine surveys and casual conversations, we have learned about who our customer truly is and what their wants are to buy accordingly. We are always looking for new merchandise and ideas. For example, we have expanded our merchandise offering for the convenience of our membership to include such items as men s dress slacks, woven ties, sport coats, overcoats, swim trunks and custom tailoring. For the ladies, we offer dresses, jewelry, and other lifestyle pieces to enhance their shopping experience. We have not only gained business for our current golfers but we have also grown our business from our non-golf members as well. In short, our philosophy is to offer a memorable retail experience by providing the very best in services and product.

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51 STPGA MERCHANDISER OF THE YEAR APPLICATION Eligibility: The following are ineligible to win any STPGA Award: STPGA Awards Committee PGA Headquarters Staff STPGA Section Staff; this includes full time permanent staff and part-time seasonal staff but does not include individuals contracted for golf instruction or otherwise by the STPGA Class F or Inactive PGA Members Apprentices (This only applies to STPGA Professional Awards including Assistant Professional of the year. An apprentice could win Special Service, Media, Sale Representative, etc.) Golf Facilities will be nominated in the Merchandiser of the Year categories and not individual PGA Members. A golf facility must employ a PGA Member to be eligible. Golf Facilities that employ a member of the STPGA Awards committee cannot win a Merchandiser Award. Criteria and Eligibility for Chapter Award is identical to Section Award. Results of the Chapter electronic voting will not be released until after the determination of the Section Award Winners. Past and current National Award Winners can win a Section or Chapter Award in the same category. In order to be considered for any Southern Texas PGA Award, the nominee or nominator must complete and sign the prescribed application form and submit this to the STPGA office within the required deadlines. Members of the Awards Committee will do everything within their means to assist and facilitate the completion of these forms. Selection Criteria: The Southern Texas PGA Merchandiser of the Year Award is designed to recognize those Southern Texas PGA Facilities who have excelled as merchandisers in the promotion of golf. The Southern Texas PGA honors PGA Facilities in three categories: Private, Public and Resort. The committee will measure the facility s demonstration of skill in planning and promotion of sales by presenting products to its market on a timely basis, and through the use of specialized merchandising techniques that include display and advertising.

52 Name: Chris Rowe PGA Classification: Facility: A1 Whispering Pines Golf Club Facility Category: Public/Semi Private X X Private Resort (Check Only One) 1.) List any Section, Chapter or National PGA Merchandiser of the Year Awards you have received at your current facility and list whether National or Sectional Award, Section name, year received, facility name and facility category: 2013 Merchandiser of the year 2013 National Finalist merchandiser of the year Limited to 1600 characters or approximately 250 words 2.) Who owns the golf merchandise concession? PGA Professional X Club/Corporation If neither, who owns the golf merchandise concession? 3.) What was the total number of 18 hole rounds played at the facility in 2015? ) What is the projected number of 18 hole rounds in 2016? ) What percent of total annual play is tournament play or organized outing rounds? 10% 6.) Does your facility host a PGA TOUR, PGA Championship or US Open? NO If yes, what was the total gross merchandise sales attributable to the Tour Event? 7.) How often are the facility s merchandise displays changed annually? Every week

53 8.) What was the facility s 2015 Gross Merchandise Sales? 460,000 9.) What are the projected 2016 Gross Merchandise Sales? 600, ) Merchandise dollars per round for 2015: $ ) What percent of total merchandise do the following categories represent? (Should total 100%) Hardgoods: 10 Softgoods: 60 Footwear: 1 Gloves: 8 Golf Balls: 20 Golf Bags: 1 Other: 12.) What is the total square footage used for display of merchandise in your golf shop? ) Who makes purchasing decisions by approximate percentage? Director of Golf: Head PGA Pro: Chris Rowe Merchandiser: Other: 14.) What was the inventory turn rate at cost in 2015? 5X 15.) Average monthly Inventory? 75, ) What was the facility s cost of goods as a percentage in 2015? 61% 17.) Cost of goods sold? 234, ) Describe any special sales programs you have (i.e. Buying Club, Mill River Plan, etc.) Each year we have a contest for the Top Ten best customers. The list is compiled and each member receives a hand written note from me thanking them for their support of the professional shop. They also receive a card for a discount on their first purchase for the next year. We also run betting pools for all majors and pay back in shop credit or special items like a collectors putter.

54 19.) Summarize the facility s merchandising philosophy: Purchase the best products and have your staff on board to sale. All my assistants receive a seasonal bonus if we reach our numbers. I like to keep my staff motivated and like it to be fun so I create a contest at the beginning of every season. I pick an item that might be difficult to sale and the assistant who sales the item gets to pick out a golf shirt for himself. After the item is sold I pick another item and repeat the process. This makes it fun for the staff and even some of the members have caught on to the game and will ask my assistants what the mystery item is for sale. Make the professional shop a fun environment with the ability to get rewarded for your hard work. We have a great advantage of being a top 100 golf course, which makes our logo very marketable. Limited to 1900 characters or approximately 300 words 20.) Photos of your golf shop must accompany this application. Please golf shop photos to kgilley@pgahq.com. Note: s often restrict the size of file attachments, if you are sending more than 25MB worth of attachments please let us know so we can arrange for another submission method. This application must be signed and returned to the STPGA office by August 26, 2016 in order for the nominee to be considered for this award. The STPGA Awards Committee strongly recommends that the application for this award be typewritten and will not accept additional materials beyond the answers to the questions on the application. Chris Rowe Submitter s Signature Date

55 Merchandising Philosophy Purchase the best products and have your staff on board to sale. All my assistants receive a seasonal bonus if we reach our numbers. I like to keep my staff motivated and like it to be fun so I create a contest at the beginning of every season. I pick an item that might be difficult to sell and the assistant who sells the item gets to pick out a golf shirt for himself. After the item is sold I pick another item and repeat the process. This makes it fun for the staff and even some of the members have caught on to the game and will ask my assistants what the mystery item is for sale. Make the professional shop a fun environment with the ability to get rewarded for your hard work. We have a great advantage of being a top 100 golf course, which makes our logo very marketable.

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61 Merchandising Philosophy Our merchandising philosophy here at Woodforest is one that involves fresh product lines, thinking outside the box, and knowing what our customers are looking for in a golf shop. With those things in mind, we are increasing our sales over last year. With the TALS event in August and the PGA Show, we strive to look for lines that other courses in the area do not carry. One such line we picked up that has sold well was Southern Marsh. It has sold very nicely for us and it s not one many carry in the Houston area. Black Clover is another line that people come back and buy more than one hat from us. Pre-booking these items at the GPA Show saves us time and money throughout the year due to show specials such as free freight and/or a discount on the merchandise. Due to our location just outside the Woodforest Housing Development, we are trying to incorporate items that will draw people into the golf shp that do not necessarily play golf. For example, we carry gift lines for ladies, such as Spartina 449, Brighton jewelry, Arthur Court serving pieces, candles and blankets. For men, we are doing exceptionally well with Nexbelt belts, Hydro Flask drink ware, and Travis Mathew hats and t-shirts with great sayings on them. We had to reorder three times on the Travis Mathew s Golf Sucks hat due to popular demand. As a semi-private club, we have the opportunity to sell to our wonderful members as well as guests and public play. We try and strive for a variety of items In the shop that will appeal to everyone. From the Baby Boomers to the Millennials, to the play every day to the play once in a blue moon, we want to try and get everyone who walk through the door to buy something,

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67 Merchandising Philosophy The Merchandising philosophy for us here at The Woodlands Country Club Palmer Course, is to provide our members and guest a one stop shop for their merchandise needs. I have trained the staff to be aware of upsell opportunities with a sales mentality. This includes price matching, or even better, price beat guarantee, if we can beat out a competitor as much as $5 that gives our members and their guests the confidence they are getting the best value for their purchase. A new addition to our merchandising last year, is the addition of a Titleist Fitting Cart. This has helped us increase club sales from prior year by 15%, not only has it added value to our members, it s also added an increase in hardgoods sales. We also make sure to move around or freshen up our shop. This helps make out shop look different despite us having the same product. By us continuously moving around our product it makes our members think we are bringing in more merchandise then we really are by giving it a new look. In addition to this we market to our outside events. We don t require our events to have a merchandise minimum with their event, but through our ability to build relationships with those contacts we have worked with them to have the same mindset and confidence they will get the value purchasing through us here at The Woodlands CC Palmer Course. I work aggressively with those contacts to win over their buying needs to help increase our sales, without negatively affecting our cost of goods.

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