Name: Kelly E O Donnell PGA Classification: A-4 Facility: Wolfdancer Golf Club at Hyatt Regency Lost Pines Resort and Spa Facility Category: Public/Semi Private Private XX 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: STPGA Western Chapter, Resort 2008-Wolfdancer Golf Club STPGA Section, Resort 2009, 2013, 2015 AGM Platinum Award winner (Top 100 Golf Shops) 2013-2018 NTPGA Metro Chapter, Resort at White Bluff Resort, 2011 NTPGA Section Award winner, Resort at White Bluff Resort, 2011 PGA National Award Winner, Resort Category 2016- Wolfdancer Golf Club Limited to 1600 characters or approximately 250 words 2.) Who owns the golf merchandise concession? PGA Professional XX 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 2017? 22336 4.) What is the projected number of 18 hole rounds in 2018? 26500 5.) What percent of total annual play is tournament play or organized outing rounds? 55% 6.) Does your facility host a PGA TOUR, PGA Championship or US Open? No, But would like to! 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? Monthly 8.) What was the facility s 2017 Gross Merchandise Sales? $506,000 9.) What are the projected 2018 Gross Merchandise Sales? $575,000 10.) Merchandise dollars per round for 2017: $22.65 11.) What percent of total merchandise do the following categories represent? (Should total 100%) Hardgoods: 5 Softgoods: 52 Footwear: 2 Gloves: 5 Golf Balls: 25 Golf Bags: 1 Other: 10 12.) What is the total square footage used for display of merchandise in your golf shop? 1500 13.) Who makes purchasing decisions by approximate percentage? Director of Golf: 25_ Head PGA Pro: 5 Merchandiser: 70 Other: 14.) What was the inventory turn rate at cost in 2017? 2.1 15.) Average monthly Inventory? $220,000 16.) What was the facility s cost of goods as a percentage in 2017? 58.8 17.) Cost of goods sold? $297,624 18.) Describe any special sales programs you have (i.e. Buying Club, Mill River Plan, etc.) Member discount of 20% and Hotel employees 25%.
19.) Summarize the facility s merchandising philosophy: Our merchandising philosophy at Wolfdancer Golf Club is customer first, no matter what it takes! This philosophy is firmly based on outstanding communication among our staff, with our vendors and most importantly to our guest as our customer. Communication is the foundation of retailing and to be a successful retailer you have to be a successful communicator. In today s fast paced technological world, that personal touch and face-to-face communication is part of a bygone era of sales philosophy at the malls and the big box stores. I see this as an opportunity for our business model through our expressive interest in our customer to satisfy their shopping wants and needs. Social media is a key player in our success story with our online promotions, specials and offers to keep our customer aware and keep them coming back as a valued customer. We maintain our successful standards through monthly golf Marketing and PR meetings, monthly staff meetings and weekly golf operation meetings. We are mindful of how we order for the golf shop because we strive to be a responsible retailer. The staff s focus is to maintain a seamless merchandise transition from the corporate client needs to that of the vacationing family, keeping in mind the seasonal needs of all of our guests. We take advantage of close-out, samples and high margin opportunities from our vendor partners to help maintain our cost of sales, and we utilize our holiday traffic and employee customer base to help Limited move to 1900 our out-of-season characters or approximately product. We 300 continually words evaluate our performance and are motivated through our successes to continue to set high goals for our golf shop. 20.) Photos of your golf shop must accompany this application. Please e-mail golf shop photos to We attribute our high standard of success to establishing and maintaining customer loyalty and kneumann@pgahq.com. having a strong Note: supporting emails cast often that restrict communicates the size and of file completes attachments, the successful if you selling are sending more than 25MB process. worth of attachments please let us know so we can arrange for another submission method. Supervisors Name: Supervisors Title: Kelly O Donnell, PGA Director of Golf Operations Supervisors Address: 575 Hyatt Lost Pines Road, Lost Pines Texas 78612 Supervisors Phone Number: 512-308-4772 Supervisors Email Address : Kelly.odonnell@hyatt.com 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 9/14/2018 Date