The Richmond, Va. club worked with a product representative to determine a handful of products that would fit the “younger” vibe of this event. Offerings ranged from shirts, pullovers, golf bags, and luggage, to belts and more.

The Country Club of Virginia has done pop-up shops for golf events in the past, but this year, the team enhanced the idea of a pop-up shop by using a logo specific to a very popular men’s event as the basis of the boutique shopping experience. Members could purchase items on the spot in the pro shop, or special-order items with the tournament logo. 

“The goal was to provide unique merchandise options for players participating in our most popular men’s event,” says Summer Lee, Head Golf Professional at the Richmond, Va. club. “In the past, we’ve given away caps with the exclusive tournament logo that have been a member favorite. Creating the boutique experience allowed us to offer more product line that players could purchase with the logo that would only be offered for this one event.” 

The club worked with a product representative to determine a handful of products that would fit the “younger” vibe of this event. Offerings ranged from shirts, pullovers, golf bags, and luggage, to belts and more. 

“Members were made aware of the options in advance of the tournament and samples were available in the shop,” says Lee. “This allowed members to preorder the merchandise they liked to receive the day of the event.”

The program was well-received by members and sales were better than anticipated, says Lee. Using preorders kept the club from being left with overstock. 

The club will be planning soon for the 2022 version and is considering if this would work for other events.

“This is a very unique event that focuses on a slightly different group of members than many of our golf events,” Lee says.

The Goal:Enhance the idea of a pop-up shop by using a logo specific to a very popular men’s event as the basis of the boutique shopping experience.

The Plan: The club worked with a product representative to determine a handful of products that would fit the “younger” vibe of this event.

The Payoff: The program was well-received by members and sales were better than anticipated. Using preorders kept the club from being left with overstock.