Hundreds of PGA of America Golf Professionals, merchandisers and other members of the Association of Golf Merchandisers (AGM) gathered today at the Orange County Convention Center for the AGM Retail Conference, the biggest event on the AGM calendar and the first under new CEO Jennifer Morton.
The conference focused on golf retail education and featured industry experts and speakers as well as a variety of seminars and networking opportunities. This year also saw the introduction of a new learning track focused on marketing to go alongside the merchandising and management tracks.
“This year’s conference is our biggest ever, and we are thrilled with the caliber of speakers,” said Morton, who was named CEO in March of 2023 following the retirement of long-time Executive Director Desane Blaney. “In 2023, we welcomed over 200 new merchandiser members and 48 new vendor partners. The growth has been spectacular.”
Keynote speaker Phil Mershon of the Social Media Examiner spoke about how to create a memorable experience by introducing the unexpected or unusual, presenting the familiar in a new way and creating experiences that are multi-sensory. “It’s important for you to create stories, know what your customers care about, make them feel like they belong,” said Mershon, author of The Power of Moments. “You need to experiment constantly and know what details matter, as well as what makes something unforgettable.”
This year’s lineup of speakers also included fashion expert Ann Cantrell, whose address focused on trends in fashion and how they can be applied to the golf industry; retailing expert Sheryl Bindelglass, who shared insights on boosting sales with innovative, budget-friendly marketing strategies; and long-term AGM executive Tracy Moffatt, who gave pointers on refining your buying strategy for greater success.
After the conference, attendees were invited to the annual Product Preview Reception, where more than 100 AGM vendor-partners provided a snapshot of the lines they’ll be unveiling at the PGA Show.
“This is my third year coming to the AGM Conference, and I brought two colleagues this year,” said Andy Heiberger, PGA of America Director of Golf at Boca Rio in Boca Raton, Florida. “There are other events I could be attending today, but I feel the education component is super valuable. We learn from each other.”