CLUB / RESORT DATA
Pro Shop Total Sq. Ft.	1,300
Annual Revenues	$250,000
Number of SKUs	227
% of total revenues are hard goods?	30%
% of total revenues are soft goods?	70%
Club Fittings?	Yes
Number of Demo Days	8
Pro Shop Ownership	Club

With the growing participation in golf and increasing membership, Reunion Golf & Country Club made the decision to stay up to par and grow along with the game. In 2015, clubhouse renovations began, with the new clubhouse being completed in August of 2018.

The previous golf shop is now a members’ golf lounge, measuring up to 500 sq. ft., for golfers to use as a social area before and after their round. The new golf shop is now located on the bottom floor of the clubhouse and has almost tripled in size since the renovations, reaching 1,300 sq. ft. The interior design is a classic, modern style, with enhanced lighting and contrasting décor and displays to exhibit a newly expanded range of merchandise.

With the increased space in the golf shop, Reunion’s shop can not only accommodate more brands, but also provide an additional seating area for members to relax, watch TV or simply catch up with the professional staff.

The renovations have proved to be a successful development, with more space to adapt to the growing membership and more display area for emerging brands, while also creating a more welcoming environment.

The Reunion staff has found various ways to promote the shop’s merchandise, from floor plans to displays. Dark-stained wood merchandise displays are surrounded by the bright white interior of the golf shop, creating a very appealing atmosphere that is attractive to members and guests. Each brand is separated accordingly, to maintain consistency and convenience for customers.

The visual aesthetics and inviting design provide members and guests with a positive shopping experience each time they visit the shop. The staff often alters the layout of the shop by moving displays and brands to new, more prevalent areas to attract new attention. Attention is paid to recognizing where the members walk in and where they will initially look, to help plan new displays.

The shop’s front table is used for a predominant display of the newest lines, new drops, and holiday displays. The merchandising team also rotate items around the shop, to make sure every item is seen. To keep things fresh, the front table is changed every two weeks, and clothing racks are rotated every 30 days. Items that have been sitting for a while or are not as popular are moved to sale racks, including one discount rack at 25% for items that have been present for a month or longer, and a 45% discount rack for items that have been present for two months or longer.

Throughout a good part of 2020, when the shop’s staff was not seeing as many members because of virus fears and indoor restrictions, merchandise was taken outside to a patio that overlooks the golf course. Engagement for the many members who were playing on the course was further enhanced by setting up golf clubs and bags and promoting discounts ranging from 25%-50% off. More than $20,000 in revenue was generated: 70% in clubs alone. The approach proved to be so effective in selling clubs and bags, it is being retained as an ongoing merchandising strategy.