Kevin Childers: Offer Convenience and Customization

Kevin Childers, the 2012 Kentucky PGA Section Merchandiser of the Year for Private Facilities, is the PGA Director of Golf / Club Manager at the Club at Olde Stone in Bowling Green, Kentucky.

Today’s golf shops are not like those of 20 years ago. A successful golf shop in today’s world is one that focuses equal attention to its members’ needs off the course as well as on the course. Providing the “convenience factor” to your membership is key when thinking of new ideas. The golf shop at Olde Stone is 750 square feet, with merchandise sales in excess of $450,000 for 2015. Entering the 2015 season, the PGA Professional staff was looking for ideas to go above and beyond and engage our membership’s busy schedules. We introduced two new concepts that would make shopping in our golf shop more convenient for our members’ daily schedules: a custom clothing line and a corporate apparel and accessory program. The custom clothing line offers a tailor who is on site monthly at the club. This tailor executes fittings for trousers, suits, sport coats, dress shirts, belts and ties. To help enhance the offerings and spark interest, two forms are displayed in the shop and rotated on a monthly basis.

The corporate program allowed us to capture our corporate members and assist them with staff and client gift/award opportunities. This program ranges from custom logo balls all the way to exotic belts. The shop offers the ability to custom fit the exotic belts, which offers instant gratification. These additions and services have grown our business to new levels never imagined, and were a contributing factor in increasing our gross sales by nearly 40 percent compared to 2014.