Today's Highlights

• The Pro Shop
• Tattoo Golf's indelible mark
• Technology moves AHEAD

NEWS

Gogie Girl expands distribution into Canada

Gogie Girl, manufacturer of golf headwear designed specifically for women, enters into a distribution partnership with G&G Golf, a leading distributor covering all of Canada.

FEATURE

The Pro Shop

Editor’s note: As part of an on-going series, GPA Contributing Lifestyle Editor Katharine Dyson looks at public and private pro shops throughout the country, finding from pros and merchandisers what works and doesn’t work in an effort to turn the goods.

COUNTRY CLUB OF NEW CANAAN
Location: New Canaan, Conn.
Public/Private: Private.
Of note: Head professional Paul Leslie received the PGA Top Merchandiser of the Year Award (2000), earned honorable mention (2006-07) and was named U.S. Kids Top 50 Instructor (2004).
Architects/Date: Willie Park Jr., 1893.

Shop Scene
This is a club where though members live in an area where the median family income is $175,331, they still drive SUVs, dig in their gardens in old jeans, carry their own bags for exercise and vacation in Cape Cod. So it’s only fitting that their pro shop have a comfortable laid back clubby look.

It does — wood cabinetry ressembling classic pieces of furniture fit the 1,000-square-foot pro shop like a fine leather glove, and merchandise is enhanced by a unique indirect lighting system.

“It’s a silent seller,” said Leslie about the display units. “Every shelf and drawer is lighted so colors really pop. Usually you find lighting illuminates the merchandise near the tops of the shelves, but the lower you go, the darker things get. These shelves are lighted all the way to the floor and are adjustable so you can make them work with whatever inventory you are trying to display.”

On the Floor
Although Leslie predictably stocks top lines like Cutter & Buck, Polo, Peter Millar, Fairway & Greene, TaylorMade-adidas and others in a ratio of about 60 percent men/40 percent women and kids, about two years ago, he brought in Cunningham, a new line of men’s short-sleeved golf shirts. Well priced at $65-$72, Cunningham was the spin-off of an intense roundtable discussion Leslie had at the 2005 PGA Merchandise Show with fellow pros and friends John Papa and Craig Cunningham.

“We were looking for high quality classic products at a great price, over-the-top customer service and things like low or no minimums and fast turn-around for custom logos,” Leslie said.

Cunningham shirts

At the 2006 PGA Show, Cunningham apparel debuted with a line of 100 percent Egyptian cotton lisle and pique short-sleeved shirts in luscious colors like Turkish Sea, Eclipse and Rhododendron, Living Coral and White, and Paradise Green.

Leslie brought some back to New Canaan and gave them to his caddies to try out. They loved them. Since then Cunningham has become a staple in his shop.

“Instead of buying 100 shirts, I can buy 25 or 50 Cunningham shirts and order more when I need them,” Leslie said. “They come in quickly. There are no minimums, no gimmicks. If you want one shirt embroidered, fine.”

Pro Tips
Having great products is one thing, but Leslie’s success is also due to his ability to foster a friendly, easy environment.

New Canaan resident Peggy Watson, though a non-member, is well acquainted with the club having played in a number of member-guest tournaments there.

“Paul goes out of his way to make not only members feel welcome, but guests as well,” Watson said. “My daughter Megan worked for him one summer, and learned a lot about greeting people, smiling and just paying attention to what the members wanted.”

Leslie, a big advocate of mentoring (three of his assistants have moved on to top head professional positions in the state), says he likes to involve his staff in a number of areas.

“If I tried to do everything, they would never learn,” he said. “It’s important they experience what running an operation and customer service is all about.”

Leslie also believes golf should be fun and thinks of creative ways to keep his members involved and excited.

“For a wedding party we had 24 shirts embroidered with the wedding date on the sleeve for the golfing guests and gave them out with a sleeve of balls also imprinted with the wedding date. Everyone loved it,” he said.

Not shy about getting a sale, Leslie says, “If they ask about a piece of equipment or other item I don’t carry, I’ll find it for them. If they tell me they can get something elsewhere for less, I’ll work with them. Hey, I have a captive audience; I want to hold their attention.”

WAILEA GOLF CLUB
Location: Wailea, Maui, Hawaii.
Public/Private: Privately owned high-end resort open to the public; green fees $180-$225.
Of note: Lauded multiple times as one of the top 100 golf shops in America by Golf World Business, a top 25 shop for women by Golf for Women, and Aloha Section PGA Merchandiser of the Year (2007) and PGA Merchandiser of the Year (2003).
Architects/Dates: Wailea Old Blue, Arthur Jack Snyder (1972); Wailea Gold, Robert Trent Jones II (1994); Wailea Emerald, Robert Trent Jones II (1994).

Shop Scene

Wailea pro shop

The spacious 8,000-square-foot shop carries a wide selection of golf apparel, including traditional brands as Lily Pulitzer, Burberry, Izod, Lacoste and Walter Genuin, plus cutting-edge products from Verdina, Jamie Sadock, Lija, Nike Golf and Adidas.

On the Floor
The mix of men’s to women’s merchandise is close to 50-50 as this is a resort area with a large number of guest couples.

“We get a new set of apparel in every week,” said Ray Racette, pro shop assistant. “We hang the items, sell them and put a new set in the display space the next week.”

“We carry the latest in tech wear like Adidas Climacool and Nike Dri-FIT which continue to be the rage,” says merchandise buyer, Carol Olsen. “Their popularity started with Tiger Woods, but the trend is being carried on by younger, athletic players, especially women.

“We find people coming here really like to buy something that reminds them of Hawaii. For this reason we carry locally produced designer handbags, clothing and headwear adorned with Swarovski crystals, and top-quality Olukai flip-flops with shoe-like bottoms. An entire corner of the store devoted to a great selection of caps, visors and stylish sun hats.”

Pro Tips
“We invite guests to try the latest in high-end golf equipment through our premium rental club program,” said Rusty Hathaway, head golf professional. Currently Wailea offers Callaway, TaylorMade, Cobra and Titleist rentals for $60. “If they want to purchase a set, we will custom fit a set and drop-ship them to their homes.”

For events, Wailea puts together a number of tee box gift packages that include items like mini-logo sharpies, beverage cozies, colorful Hawaiian logo hats and of course balls. Other unique gifts include artwork of the golf courses.