Only PGA Members in good standing are eligible for awards MERCHANDISER OF THE YEAR NOMINATION Facility Type: Public Name of Nominee: Jonathan Schrader Member Number: 27333325 Facility Name: Interbay Golf Center Facility Address: 2501 15 th Ave W, Seattle WA, 98119 Facility Phone Number: 206-285-2200 Nominee E-mail Address: jschrader@premiergccom The nomination form should be typewritten and completed in the first-person 1 Please list any Chapter, Section or National awards you have received Award Year Received Chapter, Section, National Merchandiser Public 2010 Western Wash Chapter 2 Do you own the Golf Merchandise Concession? No 2a If no, who owns the Golf Merchandise Concession? The Golf Merchandise Concession is owned by the City of Seattle Parks and Recreation department and managed by Premier Golf Centers, LLC
3 What percentage of time do you personally spend in the merchandising area at your facility? I spend roughly 30-40% of my time within the merchandising area directly merchandising the golf shop 4 What is the total number of 18-hole rounds played at your facility annually? In 2010 there were a total of 44,250 9-hole rounds played at our facility and in 2011 we are on pace to have 41,150 9-hole rounds played for the year This is a 7 percent decrease versus prior year 5 How often are your facility s merchandise displays changed annually? The merchandise displays are updated or rotated on a quarterly basis at the minimum Our target is to change at least one section of the Golf Shop every two weeks so that the shop continues to look fresh, even to our most loyal and frequent guests 6 What were your 2010 Gross Merchandise Sales? The 2010 Gross Merchandise Sales were $545,100, versus a 2009 total of $396,500 This represents a 37% increase in gross revenue versus prior year 7 What are your projected 2011 Gross Merchandise Sales? The projected 2011 Gross Merchandise Sales are $615,000, representing a 12% increases in gross merchandise revenue versus 2011 The 2011 GMS projection will be an increase of over 55% versus the GMS of the facility in 2009 We have also managed to maintain our COGS at the 2010 level even through the revenue increase 8 Does your facility have the Mill River Plan or a similar merchandisepurchasing plan in place? We do not utilize the Mill River Plan in our merchandise concession 8a If so, what is the initiation fee for a person to join the program at your facility? 9 How many individuals participate in the plan? 10 What is the total square footage used for display of merchandise in your golf shop? The total square footage of the Golf Shop and ancillary displays is around 2,000 square feet This number does not include the are of our fitting stations on the driving range 2
11 Summarize your merchandising philosophy (maximum 300 words) I believe that a successful merchandising operation adheres to the following principles 1 A friendly, knowledgeable and driven sales staff is the most critical element of any merchandise operation 2 Service and Quality of Merchandise will drive sales in a merchandising operation, but pricing must be competitive with your direct competition 3 A successful operation understands the demographic that comprises its market and merchandises directly to that market 4 The merchandise needs to be displayed in a manner that is enticing to the customers This seems obvious, but ultimately the attractiveness of the merchandise will determine how quickly it moves 5 The inventory must turn quickly in order to keep merchandise and merchandise displays fresh and dynamic 6 There must be a standard rotation that the apparel follows from the time it enters the shop until it lands on the sale rack Ideally, 120 days would be the longest lifetime of apparel in the shop 7 Technology sells clubs right now, and to compete in today s market a facility must make use of the technology available Fitting systems from the major manufacturers in addition to launch monitor technology and a certified club fitter are necessary pieces of the operation and should be accounted for in the COGs projections and final numbers They are no longer Added Value components They are required pieces of the operation If all of these elements are in place the golf merchandise concession will add value to the facility in both profitability and providing higher service levels to the guests Facility Type: Private x Public Resort Name of Nominee: Bill Shea Member Number: 27031240 Facility Name: The Cedars at Dungeness Facility Address: 1965 Woodcock Rd Sequim, WA 98382 Facility Phone Number: 360-683-6344 Nominee E-mail Address: bshea@7cedarsresortcom 3
The nomination form should be typewritten and completed in the first-person 1 Please list any Chapter, Section or National awards you have received Award Year Received Chapter, Section, National Bill Strausbaugh 2010 Chapter 2 Do you own the Golf Merchandise Concession? Yes x No 2a If no, who owns the Golf Merchandise Concession? The merchandise concession is owned by Jamestown S klallam Tribe Gaming Inc 3 What percentage of time do you personally spend in the merchandising area at your facility? The amount of time I spend merchandising at our facility varies by season and promotions we are running I would estimate my average weekly time is around 15-20% 4 What is the total number of 18-hole rounds played at your facility annually? 38,000 5 How often are your facility s merchandise displays changed annually? We try to change them twice a month 6 What were your 2010 Gross Merchandise Sales? $261,000 7 What are your projected 2011 Gross Merchandise Sales? $288,000 4
8 Does your facility have the Mill River Plan or a similar merchandisepurchasing plan in place? Not Mill River, but we do offer several annual membership plans that have merchandise discount benefit s 8a If so, what is the initiation fee for a person to join the program at your facility? Associate Golf Program is $100 annual renewal Receive discounts on green fees & 15% off merchandise 9 How many individuals participate in the plan? 200 10 What is the total square footage used for display of merchandise in your golf shop? 1,000 11 Summarize your merchandising philosophy (maximum 300 words) We have success selling not only because we keep current with fashion trends and have competitive pricing, but more importantly because of the trust and relationships that we have nurtured over the years We strive to change our merchandise displays frequently so that our weekly guests get the same fresh look & experience as our yearly visitors A dust free, well lit & open floor plan has increased sales dramatically Facility Type: Private Public Resort Name of Nominee: Brent Zepp Member Number: 27054313 Facility Name: Chambers Bay Facility Address: 6320 Grandview Drive W University Place, WA 98467 5
Facility Phone Number: 2534604653 Nominee E-mail Address: bzepp@kempersportscom 1 Please list any Chapter, Section or National awards you have received Award Year Received Chapter, Section, National 2 Do you own the Golf Merchandise Concession? Yes No 2a If no, who owns the Golf Merchandise Concession? The Golf Shop is owned by Pierce County 3 What percentage of time do you personally spend in the merchandising area at your facility? 20% of my time at Chambers Bay is spent focusing my energy on merchandising 4 What is the total number of 18-hole rounds played at your facility annually? Chambers Bay does around 35,000 rounds annually 5 How often are your facility s merchandise displays changed annually? At Chambers Bay we change the layout and rearrange the shop every month 6 What were your 2010 Gross Merchandise Sales? In 2010 we did over $716,000 in merchandise sales which includes the US Amateur sales 6
7 What are your projected 2011 Gross Merchandise Sales? In 2011 we are projected to do near $400,000 in gross merchandise sales 8 Does your facility have the Mill River Plan or a similar merchandisepurchasing plan in place? We do not use the Mill River Plan here at chambers Bay Basically we keystone all soft goods and mark up hard goods to msrp 8a If so, what is the initiation fee for a person to join the program at your facility? 9 How many individuals participate in the plan? 10 What is the total square footage used for display of merchandise in your golf shop? The Golf Shop at Chambers Bay is 800 square feet 11 Summarize your merchandising philosophy (maximum 300 words) Our philosophy in the Golf shop at Chambers Bay is all based on service We work hard with our local sales reps from several companies to have a good variety of apparel and merchandise We also strive to have a wide range of prices to fit anyone s budget We strongly believe once all of these items are in place it all comes down to the genuine True Service that each individual receives in our shop that sets us apart We have the philosophy that we invite all guests into our golf shop as if we were inviting the guest into our own living room The more comfortable a guest feels in our golf shop the better opportunity we have for a sale As far as a product selection we really lean on sales reps knowing they are the merchandise professionals and we are the golf professionals Chambers Bay has been on the top 100 listing for Golf Worlds Top 100 Golf shops in 2008, 2009 and 2010 Also we were the Kemper Sports merchandiser of the year in 2010 7