CLUB / RESORT DATA
Pro Shop Total Sq. Ft.	1,100
Annual Revenues	$1,107,264
Number of SKUs	243
% of total revenues are hard goods?	40%
% of total revenues are soft goods?	60%
Number of Demo Days	52
Pro Shop Ownership	Club

On the buying front, we buy to our members and guests tastes, being careful to offer a variety of price points and generational styles within our carefully crafted selection. Once the product arrives, we create attractive displays, which are frequently updated. We want our members to be in exploration mode as they walk through the golf shop.

Most importantly, we make an investment in our staff. Between myself, our merchandiser, and our sales representatives we provide comprehensive training programs. It’s a must that our staff is knowledgeable, friendly, and attentive throughout the member and guest experience. We place an emphasis on being true experts in our members’ eyes.

We have intentionally gotten back to our roots, spending more time coaching and fitting our membership. This has been key to forging deeper relationships between our staff and our customers. Our fitting program is a major part of our financial success. With over 50 vendor supported fitting days throughout the year we’ve been able to increase hard goods sales over 58% from 2021 to 2021.

Another key to our success in the past few years, is our realization that we are more than a golf shop. On average, our members only play about 24 rounds per year. This means the other 341 days of the year, they are reaching for something other than golf apparel. We’ve put more of our inventory dollars into lifestyle and transitional clothing which has resulted in a significant uptick in soft goods sales volumes.

Last but certainly not least, we have been recognized for our success in a variety of ways. Our Head Golf Professional is a 2-time Section Merchandiser of the year, most recently earning 2022 Midwest PGA MoY – Private. Additionally, the Club has been awarded an AGM Platinum Award the past 2 years, which recognizes the Top 100 golf shops. As a result of our merchandising success sales have increased nearly 300% in 4 years with sales surpassing 1 million dollars for the first time in the Club’s history in 2022.

The future looks even brighter. Currently, the club is undergoing a $22 million Clubhouse renovation which will include a new Pro Shop and Teaching & Fitting Studio. The merchandise presentation post renovation will be elevated yet again at Hallbrook.