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Industry Plans for Top Awards Programs
by Desane Blaney, AGM Executive Director
Golf World Magazine and the Association of Golf Merchandisers have once again partnered to streamline the entry process for two of the golf industry's most prestigious award programs - Golf World's 100 Best Golf Shops and the AGM's Front Nine Awards.
"Our partnership with the AGM, whose membership includes some of the most creative, recognizable and successful retailers in the business, is an exciting opportunity for Golf World," said editor-in-chief, Geoff Russell.
All entries must be sent directly to AGM Headquarters and we shall be responsible for the judging process. AGM members who are interested in being considered for both awards will share a newly designed common entry form. However, each program will continue to have its own set of judging criteria and the final selection of the 100 Best winners will be determined by Golf World.
"We are pleased to continue our partnership with Golf World Magazine in this important endeavor for our industry," noted Ken Morton, Jr., AGM President. "With the streamlined process, we encourage more PGA golf professionals, buyers and merchandisers to enter the competitions."
The official entry form may be accessed on the "Member's Only" section of the AGM website, www.agmgolf.org, by clicking on Download Forms. The entries for both award programs must be postmarked by October 26, 2009.
The most important benefit of this initiative is the ability to disseminate the creative information from all of the fine entries received. This will greatly assist golf retailers in implementing new ideas and programs into their retail operations.
In this issue of the AGM e-Tailer:
- PGA Fall Expo Review by Ken Morton, Jr.
- 2009 AGM Scholarship Recipients
- The New Normal by Michael Adams of RMSA
- AGM Members' Creative Ideas to Generate Interest & Sales
- H1N1 Flu Virus - Are You Prepared? by Snell & Wilmer
- Golf Datatech Report by Suzie Phillips
- National Rounds Played Report & Key City Specifics
- New Members
- Member News
 Click here to view this month's AGM Photo Gallery
2009 PGA Fall Expo Review
by Ken Morton, Jr.
Golf merchandisers of all sorts combined many different buying and learning opportunities at this past month's PGA Fall Expo at Mandalay Bay Convention Center in Las Vegas. New additions to the show included a career fair, timely education topics, several new business programs, a key government legislation presentation by The PGA of America, larger outdoor product testing, amateur and professional golf tournaments and a new batch of fresh golf merchandise designed to drive shop revenue. For the first time ever, golf industry and PGA Professionals were offered complimentary admission for all education programs - and they were a BIG hit. Many of the first day programs were standing room only and most were at capacity.
As was the case last year, a trip to Vegas killed a few birds with one stone so-to-speak. The show was held simultaneous to "Fashion Week" in Las Vegas with MAGIC™, MODA™, MRket®, and ACCESSORIES: The Show®. A bigger push was made on the value items. In addition to the show directory, buyers received a list of exhibitor Show Specials to maximize margins and the benefit of show purchasing.
Ed Several, Group Vice-President and General Manager for PGA Golf Exhibitions said, "The mission of the PGA Fall Expo was to ensure that every individual attendee left equipped with effective tools, skills and strategies to be a better professional; that every facility and management team that attended left with new ideas, programs and partners to promote sell-through, drive profits, increase the number of rounds played and grow participation in the game of golf, and that every participating exhibitor left with new orders, retail partners and insights to grow their business in the coming year."
As for apparel trends, several of the apparel vendors had browns and khakis as a base color in some of their collections. But pastels are still big and we're seeing lots of paisleys and argyles making a modern statement on a classic design. Combination screen prints and embroideries are huge in retail now and we're starting to see some of that flip over to the golf side as well.
Some of the niche products at the show included:
- Daphne's Headcovers - The long-time leader in the headcover market never fails to impress with new and innovative designs. 1-800.DAPHNE2 (327.4632) - www.daphnesheadcovers.com
- Canterbury Golf - New line of great-priced and contemporary design golf belts with a minimum order of ONE! 800.268.5265 - www.hasheldon.com
- Trumpette - Adorable little toddler t-shirts with an outline of toddlers golfing in boys and girls designs - total "Grandma bait." 916.851.0000 - www.trumpette.com
- Titania Golf - Lots of bling on their women's line was popular with buyers in the aisles - great name drops on designs like "Golf Diva," "Love At First Swing" and "Golfaholic." 877.903.9701 - www.titaniagolf.com
- Creative Covers for Golf - New licensed headcovers from Scooby Doo, Superman, Batman and Wonder Woman. These items will start shipping after the first of the year. 888.228.5001 - www.creativecoversforgolf.com
- Fortune Tees - Imagine hitting your golf tee, it breaking on impact and then unfolding your fortune like a fortune cookie from the inside of the stem of the tee! 760.738.8336
- Flightscope - The launch monitor company that works on radar launched a brand new version that is totally wireless. With a small laptop and a launch monitor the size of a shoebox, a clubfitter can fit (literally) this anywhere on the fly without electricity or wired connections. 407.967.7121 - www.flightscope.com
- Chromax Golf Co. - This has been a popular niche in our store - they're golf balls that have the mantle painted with metallic paints and then covered with a clear cover. They have new holiday themed colored balls in time for Christmas including red, green and gold. 303.219.0868 - www.chromaxgolf.com
- A Game Global Sports - A new line of shoes that has a small bristle built into the sole of the shoe to clean off grooves. 888.736.3220 - www.agamepro.com
- Aussie Chiller - For humid and Sunbelt states - this hat soaks in cool water and retains the moisture and temperature, keeping your head cooler. 888.412.8774 - www.aussiechiller.com
- Donna Bonn Designs - The daughter of a longtime PGA Golf Professional started this new ladies line and her basic shirt, with a unique rhinestone zipper placket and lace trim, was a popular item at the show. www.donnabonndesigns.com
- Linear Golf - If you have lots of seniors at your club, consider this line of self-standing putters that allow you to set the putter on the green and have it stand up. It makes for picking up your putter much easier around the greens. Contact Graeme Quirk - graemequirk@hotmail.com
- Gator Made Golf - They make a divot repair tool display that has over 100 different first names that you can drop in to personalize your putting green tool. 239.938.4314 - www.gatormadegolf.com
- Creative Sports - This little company sells golf jewelry. While not unique unto itself, they package it in beautiful felt display pieces in the shapes of hearts and roses that stand-out with their POP alone. 888.264.6722
The 2009 PGA Fall Expo Show Review was written exclusively for AGM members by Ken Morton, Jr., AGM President and VP of Retail & Marketing for Haggin Oaks Golf Super Shop.
2009 AGM Scholarship Recipients
Join us in congratulating the following students who have been selected as the 2009 AGM Scholarship recipients:
- Kyle Cassin - Mississippi State University - GPA 3.43 - Intern Position: Golf Management Operations Supervisor, MSU Golf Course. Recipient of the Ann Marquardt Scholarship.
- Chelsey Rae Bond - Mars Hill College - GPA 3.25 - Intern Position: Merchandiser/Women's Club Fitter, Golf Town Ottawa. Recipient of the Megan Ryan Scholarship.
- Mark Gerhardt - New Mexico State University - GPA 3.11 - Intern Position: Assistant Golf Professional, Fox Acres CC.
"We are pleased to award these scholarships to the next generation of individuals who will enter the golf industry," stated AGM President, Ken Morton, Jr. "Since 1998, the AGM has awarded a total of $37,000 in scholarships to college seniors who pursue a career in golf retail and who have verifiable work experience in the field during their college tenure."
Members are encouraged to publicize the scholarship program to their student interns and employees. Applications for the 2010 program will be available in early January.
Donations to the scholarship fund are tax deductible and are accepted throughout the year. For more information on the program, contact AGM Headquarters.
The New Normal
by Michael Adams
Merchants are learning that never ending sales growth has ended. No longer is the focus on top line revenue, but on bottom line performance of inventory.
Here are some thoughts on the New Normal:
- The Retail Inventory Method is just a statistical exercise. It is a retailer's lifeblood to be able to introduce more new goods in season, more often to customers. "Fresh Goods Drive Sales!"
- Merchants are viewing Open-to-Buy dollars as an investment they expect to get a financial return on - GMROI - Gross Margin Return on Investment.
- Retailers are typically reducing inventories between 15 and 20% as compared to a year ago at this time. This will benefit consumers as it forces merchants to edit their assortments and create a distinct point of view.
- Lower inventories will create a much needed sense of urgency for consumers to shop early and pay full price. The buy now, wear now trend has been a long time coming. Retailers need to have product in their stores that people can wear right now!
- Buyers are looking for shorter lead times from vendors. Everyone is looking to book goods as late as possible to get a better gauge on cash flow and demand. This will favor "Made in America" companies.
- In the recession we have trained consumers to shop when stores are promoting or "On Sale." Consumers at all income levels are looking for promotional prices or to get a better value on wanted merchandise.
- NPD reports that 52% of all merchandise sold is at promotional pricing. Five years ago 52% was sold at regular price. The risk of such deep discounting is that original selling prices have become meaningless and that, even once the economy recovers, consumers will resist paying full price.
- Once the recession ends, it will take one or two seasons to win back the consumers trust in the price-value ratio.
Michael Adams, a Senior Analyst for AGM Vendor Partner RMSA (Retail Merchandising Service Automation), works with a number of golf and retail clients by developing customized retail plans. Contact him at madams@rmsa.com.
AGM Members' Creative Ideas to Generate Interest & Sales
Retail Initiative: Driving Revenue in the Summer Months - Joe Angelino, Director of Golf - Grand Cypress Resort, Orlando, FL: For more than 20 years, Grand Cypress has branded itself as a "stay and play" facility. However, over the past few years, we have quietly opened up to outside play more than ever before. This past year marked the 20th anniversary of the New Course and in an effort to drive more golf rounds, sell more merchandise and grow our customer database, we created the 20th Anniversary Promotion.
During the summer we rolled back the prices on our green fees to their original rates 20 years ago. We advertised this opportunity heavily and golfers from all over the area were eager to participate. As golfers completed their rounds, they were given comment cards to complete and return to the golf shop in exchange for a gift, as well as enter into a drawing to win one of 18 Jack Nicklaus autographed commemorative pin flags. Golfers who returned their comment cards were given a pewter bag tag. For $2 extra the golfer could have his/her name engraved. This "extra" added $2,500 in revenue. While waiting for their engraving, golfers were advised of shop promotions and specials. In total this initiative generated more than $20,000 in incremental purchases, added 2,018 names to our mailing list and yielded more than $151,000 in green fees during our slowest three months of the year!
Retail Initiative: Driving Revenue in the Winter Months - Mary Saunders, Buyer/Merchandiser - The Golf Club at Newcastle, Newcastle, WA: Since 2003 a daily fee round driver for Newcastle and the other Oki Golf properties has been the Oki Golf Players Card Program which continues to surpass the previous year's sales mark in each year of its existence. In order to continue to drive traffic in the late Fall and Winter months when the weather provides less than ideal golfing conditions, Oki Golf designed an Off-Season Program as a supplement to the card.
Two new packages were offered: A Three-Round and an Off-Season Platinum Pass which included six rounds. Each of these packages reached unprecedented levels of success. Sales of The Three-Round packages reached 285 and Platinum Passes totaled over 400 which generated nearly $58,000 in revenue representing an increase of 61% over the previous year. Additionally, sales at The Gryphon Golf and Apparel Shop enjoyed an increase of nearly $50,000 over the previous year. The conditions may have been wet and windy, but we proved the right promotion at the right price would generate traffic and additional revenue.
Retail Initiative: We-Ko-Pa Posters - Kim Nelson, Director of Golf, OB Sports: What's the saying in real estate - location, location, location? We've used our magnificently set location and turned it into our most successful initiative. Over the past seven years since our opening, we've commissioned a number of professional photographers to capture the essence of the property and their work has been amazing. From the dozens of photographs taken, our staff selected two of the most spectacular and decided to give a FREE 8.5 x 11 color poster to every golfer who plays the course.
At the conclusion of a round of golf, our outside services staff asks the guest to select one of the two prints. To assist them in their selection, we also have larger matted and framed 24 x 36" prints next to the service area. Golfers are also made aware that these larger prints are available for sale in the pro shop for $12 a print. Also offered in the golf shop are wood framed prints which are matted in suede or leather and retail from $300 to $500. Since last October, we have given out more than 50,000 free posters, sold over 1,200 of the larger prints and 21 of the framed prints which contributed over $22,000 to revenue.
The 2009 H1N1 Flu - Are You Prepared?
by Snell & Wilmer, L.L.P.
The recent increase in the number of confirmed cases of H1N1 Influenza A (swine flu) illustrates the necessity and importance of employer preparedness for a potential influenza pandemic. Regardless of whether the H1N1 Influenza A reaches pandemic proportions or instead fizzles out, employers should consider taking action and implementing policies now, to protect their employees' health and safety, while at the same time minimizing business interruption and potential liability.
Employers should begin by reviewing the websites of the Centers for Disease Control (CDC) and the Occupational Safety and Health Administration (OSHA) daily for updates on steps to take during an outbreak. Employers should communicate to their employees that they are cognizant of the situation, are monitoring it closely, and will take all necessary steps to ensure employee safety and health.
Employees should be reminded of the importance of maintaining good workplace hygiene (e.g., washing hands frequently, avoiding touching one's eyes, nose and mouth, and coughing or sneezing into a tissue). Employers should also consider making antibacterial hand sanitizer and/or paper masks available to employees.
Leave policies should be modified, where appropriate, so that sick employees are not coming to work out of fear that they will be terminated. For example, employers may want to consider implementing telecommuting policies or expanding upon paid time off (PTO) policies in the event of an outbreak. Employees should be encouraged to report any flu-like symptoms to human resources, and to stay at home if they experience flu-like symptoms.
Employers should ensure that they continue to comply with applicable law. Employers with more than 50 employees, for example, are obligated to provide up to 12 weeks of unpaid leave under the Family and Medical Leave Act (FMLA), because of an employee's (or employee's child's, parent's or spouse's) "serious health condition." Although FMLA does not apply to an employee who takes off of work to care for a healthy child (whose school or daycare has been closed because of an outbreak, for example), employers should consider modifying their leave policies to provide increased flexibility to employees and their families in these scenarios.
Employers should also be careful that they do not discriminate against protected groups, such as individuals with ties to Mexico (where the H1N1 Influenza A is alleged to have originated) or those with a disability. Although the flu is generally not considered a disability under the Americans with Disabilities Act (ADA), with the recent lowered thresholds for disability under the ADA Amendments Act, employers should consider accommodating employees whose flu symptoms may be longer term and/or chronic.
Finally, employers should also be mindful that they do not violate the National Labor Relations Act (NLRA). A decision by a group of employees not to go to work, out of concern that they could risk becoming infected, might be deemed concerted activity protected under the NLRA.
More information on pandemic preparations in general, as well as the H1N1 Flu specifically, may be found at the CDC's website at www. pandemicflu.gov.com and the OSHA website at www. osha.gov.com. For questions regarding the content of this newsletter or the implementation of a pandemic flu plan tailored to your worksite, please contact a Snell & Wilmer attorney.
Reprinted with permission. For questions regarding the content of this article, please contact Snell & Wilmer L.L.P. at www.swlaw.com Please note that the article is to provide readers with information on current topics of general interest and should not be considered legal advice or opinion because their content may not apply to the specific facts of a particular matter.
Golf Datatech Report
by Suzie Phillips
Total Units & Dollars
On & Off Course Shops Combined
Total Year to Date Through July 2009
2008 Compared to 2009
| Product |
Total Units |
Total Dollars |
Average Price |
| GOLF BALLS |
(000's Doz.) |
(000)'s Omitted |
Per Dozen |
| 2008 |
11915.21 |
$316,546 |
$26.57 |
| 2009 |
10382.90 |
$289,207 |
$27.85 |
| Percentage Change |
-12.9 |
-8.6% |
4.8% |
| WOODS |
(000's Units) |
(000)'s Omitted |
Per Club |
| 2008 |
3082.90 |
$530,960 |
$172.23 |
| 2009 |
2718.07 |
$452,845 |
$166.61 |
| Percentage Change |
-11.8% |
-14.7 |
-3.3% |
| IRONS |
(000's Units) |
(000)'s Omitted |
Per Club |
| 2008 |
5224.78 |
$377,470 |
$72.25 |
| 2009 |
4500.18 |
$311,026 |
$69.10 |
| Percentage Change |
-13.9% |
-17.6% |
-4.3% |
| PUTTERS |
(000's Units) |
(000)'s Omitted |
Per Putter |
| 2008 |
862.55 |
$117,651 |
$136.40 |
| 2009 |
705.34 |
$97,166 |
$137.76 |
| Percentage Change |
-18.2% |
-17.4% |
1.0% |
| WEDGES |
(000's Units) |
(000)'s Omitted |
Per Wedge |
| 2008 |
680.39 |
$63,330 |
$93.08 |
| 2009 |
647.04 |
$60,412 |
$93.37 |
| Percentage Change |
-4.9% |
-4.6% |
0.3% |
| GOLF SHOES |
(000's Units) |
(000)'s Omitted |
Per Pair |
| 2008 |
2143.09 |
$182,162 |
$85.00 |
| 2009 |
1914.69 |
$161,504 |
$84.35 |
| Percentage Change |
-10.7% |
-11.3% |
-0.8% |
| GLOVES |
(000's Doz.) |
(000)'s Omitted |
Per Glove |
| 2008 |
690.49 |
$104,903 |
$12.66 |
| 2009 |
614.52 |
$93,085 |
$12.62 |
| Percentage Change |
-11.0% |
-11.3% |
-0.3% |
| GOLF BAGS |
(000's Units) |
(000)'s Omitted |
Per Bag |
| 2008 |
860.41 |
$103,232 |
$119.98 |
| 2009 |
715.77 |
$89,870 |
$125.56 |
| Percentage Change |
-16.8% |
-12.9% |
4.6% |
For more detailed reports covering retail sales for golf products including apparel contact Golf Datatech, sphillips@golfdatatech.com or call 888-944-4116.
National Rounds Played Report & Key City Specifics
Rounds were flat 0.0% for the month of July 2009 compared to July 2008 and are up 0.2% (+0.2%) YTD. The findings represent 4,025 reporting courses.
Percentage Change in Rounds Played Volume
| 2009 vs. 2008 |
July
| Year-to-Date |
| U.S. |
0.0.% |
0.2% |
| Public |
0.1% |
0.5% |
| Private |
-0.4% |
-0.9% |
| Pacific |
-1.7% |
0.6% |
| Mountain |
-1.5% |
-0.7% |
| West North Central |
0.5% |
6.7% |
| East North Central |
-0.3% |
2.0% |
| South Central |
-2.5% |
-0.5% |
| South Atlantic |
2.4% |
-3.8% |
| Mid-Atlantic |
4.3% |
1.4% |
| New England |
-3.8% |
-1.9% |
Key City Specifics
| 2009 vs. 2008 |
July
| Year-to-Date |
| Washington-Baltimore |
4.6% |
-2.1% |
| Orlando |
-0.5% |
-6.0% |
| Naples-Ft. Myers |
10.3% |
-1.2% |
| Atlanta |
-2.9% |
-7.8% |
| Myrtle Beach |
2.6% |
-6.2% |
| New York City |
0.9% |
-2.8% |
| Chicago |
1.7 |
0.7 |
| Nashville |
3.2% |
-1.5% |
| St. Louis |
-8.7% |
8.4% |
| Dallas/Ft. Worth |
-7.0% |
2.2% |
| Los Angeles |
-2.8% |
-1.2% |
| San Diego |
-4.2% |
1.7% |
| Phoenix |
-7.0% |
-2.5% |
| Las Vegas |
3.9% |
0.4% |
| Seattle |
-10.3% |
-2.5% |
The National Rounds Played Report and Key City Specifics is a joint effort of Golf Datatech, National Golf Foundation, PGA of America and the National Golf Course Owners Association.
New AGM Vendor Partner Members
The following golf companies joined the AGM
during this past month. Please support these new members as
well as the many other AGM Vendor Partners. Click
here
or go to the Vendor Partners page to view all of the fine
offers and services available for AGM members.
The Littlest Golfer, Inc.
Kris Wilson, President/CEO
The Littlest Golfer, Inc. has created a unique line of golf apparel, accessories and toys for infants and children up to 12 years of age. Our premium apparel and gear are designed with the same rigorous performance specifications that adult golfers demand. All of our designs feature our signature Putter and Sandy characters who make our clothing as fun to wear as it is functional. We also have full embroidery services for your namedrop or logo - no minimums!
For additional information, visit The Littlest Golfer website at www.thelittlestgolfer.com or contact them at 828-231-2894.
New AGM Merchandiser Members
Please welcome the following merchandisers
who joined the professional ranks of the AGM this past month.
For contact information on all of the AGM members, please
visit the Members Only pages at www.agmgolf.org.
Drake Brooke
Merchandiser/Buyer, Wichita Country Club - Wichita, KS
Jodi Gascoigne
Retail Supervisor, Royal Palm Yacht & CC - Boca Raton, FL
Mallory Green
Merchandiser/Shop Manager, Elk River Club - Banner Elk, NC
Matthew Jones
Director of Golf, Koasati Pines at Coushatta - Lake Charles, LA
Kellie McKee
Assistant Manager/Merchandiser, Games People Play - Beaumont, TX
Vanessa Rodriguez
Golf Shop Manager/Buyer, Dallas National Golf Club - Dallas, TX
Natasha Rusho
Manager, Hickory Ridge Golf Club - Meansville, GA
Amy Sexton
Assistant Manager, Moose Run Golf Course - Ft. Richardson, AK
Jameson Wallace
PGA Head Golf Professional, Chambersburg Country Club - Chambersburg, PA
Austin Williams
Director of Retail, Games People Play - Beaumont, TX
Member News!
- Congratulations - to Darcy Ryan and John Lyberger of Congressional Country Club in Bethesda, MD who were recently married. Darcy is the Director of Retail and John serves as the PGA Director of Golf at this suburban Washington club host to the 2011 U.S. Open. John was named Merchandiser of the Year for Private Clubs by the PGA of America in 2008.
- Chris Jester - Head Golf Professional at Old Waverly GC in West Point, MS was recently certified by the PGA of America in Retail.
- Debbie Phillips - Merchandise Manager of the former Lowes Island Club in Sterling, VA reports the sale of the club has been finalized and renamed Trump National Golf Club.
The AGM eTailer is published monthly for the members of the Association of Golf Merchandisers. To submit
news, articles and information for an upcoming edition of the eTailer - please contact us at (602) 604-8250 or click
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