Mike Roeder: Be a One-Stop Shop for Events

Mike Roeder, a four-time Western New York PGA Section Merchandiser of the Year, is the PGA General Manager and Director of Golf at Ravenwood Golf Club in Victor, New York.

One of our goals is to be a one-stop shop for events. We host about 60 large outside events per season, and about 90 days before each event, we reach out to the event organizer to ask the following: Do you intend to provide a welcome gift for the players? What is your budgeted price per player for the welcome gift? Would you prefer ideas for a golf specific gift, non-golf, or both? Do you need hole sponsor signs for your event? Would you like to use our GPS system to promote hole sponsors or corporate sponsors electronically on screens? Would you like us to provide contest hole ideas to generate more revenue for the event? We can take care of all those things. For events, it’s also important to find out first what their price point is. We like to give them options: $15, $30, $45, etc.

About 60 percent of our events purchase their gifts through the golf shop. That is up from previous years as we have been more aggressive the last two years with this program. The number of events doing business with us is up about 20 percent over the last two years. This has generated $10,000 to $15,000 in additional profits for our events the past two years, raising our annual sales in this area between $40,000 and $60,000.