Club + Resort Business’ Second Annual Awards recognize The Country Club at Mirasol in Palm Beach Gardens, Fla. for creating a Shopify website for online sales of the club’s logoed golf goods and other member favorites. Mirasol’s Merchandise Manager, Jordyn Hoar, also offered personal shopping calls via FaceTime, which generated an additional $50,000 in the month of May.
The December 2020 issue of Club + Resort Business features the 2020 Innovation Awards, recognizing club and resort properties that have conceived and implemented concepts that have paid real dividends in the form of enduring member and guest satisfaction and loyalty.
This property was recognized for innovative achievement in the Golf Operations category:
An immediate halt in sales due to the pandemic’s closure of the indoor facilities, including the pro shop, at The Country Club at Mirasol in Palm Beach Gardens, Fla. triggered immediate and innovative thinking by the club’s enterprising Merchandise Manager, Jordyn Hoar. She created a Shopify website for online sales of Mirasol’s logoed golf goods and other member favorites, which were offered at a discount through the club’s competitive member pricing.
The addition of the Lilly Pulitzer brand to The CC at Mirasol’s pro shop helped the club surpass its July budget by 199%, with sales spurred by a special print that was also available in a fashionable Florida-style face covering.
Following the promotion of a virtual end-of-season sale and the offer of at-home, contactless delivery, the site generated sales of over $15,000 in the first month, during a time that would otherwise have seen a decline in sales.
In addition to this new, convenient shopping site, Mirasol also offered personal shopping calls via FaceTime, during which Hoar would walk around the shop and share information about items via video with interested members. This initiative generated an additional $50,000 in the month of May.
Over the summer, the club’s members were also treated to the exciting arrival of the Lilly Pulitzer brand to the shop, which helped the club surpass its July budget by 199%, helped by the appeal of items in a new print designed with the lifestyle and iconic architecture of Mirasol in mind.
The print was created especially for Mirasol not only for a clothing line, but also in a comfortable face covering (see photo at right) that gave members an opportunity to “mask up” in a fashionable Florida style.
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