Today's Highlights

• The Pro Shop
• Fashion statement or just a statement
• What to Pack

NEWS

Bobby Jones introduces new timepiece

Bobby Jones introduces a new golf bag watch set, an accessory for on and off the course.

Golf Town carrying Stella McCartney Signature Collection

Golf Town, a Canadian-based golf retailer, has been selected as an approved retailer of the 2008 Adidas by Stella McCartney Signature Collection of golf apparel, which is now available at the company's super centres in Laval, Markham, Richmond and Scarborough.

LoudMouth makes Open statement

LoudMouth Golf was seen out and about at the U.S. Open and up the road in Los Angeles for NBA Finals.

Nike Golf enjoys banner year

Nike Golf completed its fiscal year 2008 with another record performance, announcing its national sales award recipients.

FEATURE

The Pro Shop

Editor's note: As part of an on-going series, GPA Contributing Lifestyle Editor Katharine Dyson will examine 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.

SKANEATELES COUNTRY CLUB
Location: Skaneateles, N.Y.

Public/Private: Private golf and sailing club in a small, upscale community in the Finger Lakes region of New York.

Of note: Michael Doctor, a 23-year PGA master professional at Skaneateles, earlier this year received the PGA of America's Bill Strausbaugh Award, recognizing his efforts in mentoring other golf professionals and for his contributions to education. Doctor oversees the buying of apparel, equipment and accessories, while his wife, Nancy, buys the women's apparel.

Architect/Opened: Hal Purdy, 1915. The course, though, has been redesigned in the past 10 years by Stephen Kaye.

Shop Scene
The shop makes good use of every inch of its small 900 square feet. A shelf running around the top of the shop displays a number of bags, while clothing is displayed on racks, tables and islands. Although a lot of items are packed into the shop, the displays are attractively arranged and changed often enough to keep the whole look fresh.

On the Floor
This year, Doctor added Tour Edge to his lineup of equipment.

"We haven't sold any yet," said Doctor's assistant, Tony Nelson, "but I'd be really surprised if it didn't go well. It's got great quality and well priced with a lifetime warranty and a 30-day return policy. We just got the clubs in and plan on putting them on the range for people to try."

The shop also carries such major as Ping, Callaway, TaylorMade, AMF and U.S. Kids. A strong believer in custom fitting, Doctor and his staff periodically offer opportunities for players to have their clubs checked.

"I like the club-fitting system offered by U.S. Kids," Doctor said. "I also like the shafts and quality of the clubs. When a child has the right set of clubs, he or she can really get the ball into the air."

On the apparel side, the mix of men to women's has changed over the years. What was once 60 percent women apparel is now 40 percent.

"Whereas we used to carry four lines of women's clothing, now we sell two lines -Cutter & Buck and Sport Haley," said Doctor, who said men's lines include Cutter & Buck, Greg Norman, Monterey Club and Zero Restriction.

Doctor says he carries lines that are made for green grass trade.

"Some companies have different products for different kinds of outlets," he said. "For example, Nike is available in the mall stores as well as in pro shops. If we carried (Nike), I would have to constantly explain why we have to charge more, because we're selling a different product. On the other hand, even though Cutter & Buck also sells to other retailers, its products are distinctly different."

As for footwear, Doctor is a big fan of FootJoy.

Pro Tips
Doctor aggressively sells his stock using a combination of e-mails to its members, specials notices on the club's ForeTees website, posters on the bulletin board outside the shop and on-range placement.

Acknowledging that the mega store Golf Galaxy is but 15 minutes away, Doctor says he will give members the same or lower prices, but will also be on hand to answer any questions in addition to fitting the clubs.

"It used to be pro shops stocked just about everything and members bought from the pro," Doctor said. "Today, marketing has made people name conscious. If a friend tells a member XYZ is a great club, they'll buy it.

"Though the mega retailers have all these choices, our members can get the same if not better prices from us."

Skaneateles' ForeTees service allows members to log on to make and change tee times and convey news. Doctor uses this link to club members to send weekly notes about sales and new arrivals in the pro shop.