John Fields: Offer an Outing Merchandise Program

John Fields, the 2018 New England Section Merchandiser of the Year for Private Facilities and 2015 Massachusetts Chapter Golf Professional of the Year, is the PGA Head Professional at Belmont (Massachusetts) Country Club.

Our Retail Golf Shop Manager actively reaches out to all of our private outings after booking the event with a prepared catalog of potential merchandise options. This catalog is updated yearly, and it is one of our missions while attending the PGA Merchandise Show to find products to offer our outing clients. Some of the options we have in our catalog come from the most well-known names in the industry, such as Club Glove, and we offer shopping spree options with Peter Millar, Maui Jim, Titleist, FootJoy and Callaway, Ecco and Marc Joseph shoes. Along with the catalog, we provide pricing so customers can find ideas that fit into their budget. In most cases, clients will select merchandise with the company or event logo, but we are finding more and more of a call for our logo to be placed on goods. In some cases, usually due to budget restraints, companies will request no logo at all; that way the leftover merchandise can be sent back for credit. We know these corporations and charities have options and are approached by ASI agents offering similar goods. What we guarantee the client is the best quality products, unmatched service, and we will match or better pricing given by sourcing agents.

The outing merchandise program adds about 20 percent to our bottom line and has become a large part of our overall merchandise program. Most of the time, we find the group will spend more than what the minimum merchandise spend requirement is for Belmont hosting an event. The day of the event, we offer customers the opportunity to spend more than the event is offering, as well as add-ons or additional purchases with a credit card. We also offer direct shipping to the customers spending more than the offering.