Sara Muldoon, a two-time Philadelphia PGA Section Merchandiser of the Year for Resort Facilities, is the PGA Director of Golf at Hershey (Pennsylvania) Country Club.
We have a busy tournament schedule with member events and outside events at Hershey Country Club. Including myself, we have several PGA Professionals who run our events. We meet weekly to discuss upcoming events and distribute the tournament files for events that are taking place in two months. We call the organizers and ask them what they would be looking at purchasing. We then reach out to our various vendors and come up with a few different options within their price range. Our vendors will also provide us with a sample if needed. As PGA Professionals, building relationships as we run tournaments is an important part of our jobs. In building these relationships, our event organizers have learned to trust us and our products. They know they are getting the best price possible for a quality product.
We have been doing it this way for the past 10 years, and it has been very successful for us. We are constantly getting feedback in our surveys that our facility is one of the best and what makes it this way is the way customers are treated from the time they arrive until the time they leave. To support this, 80 percent of our tournament & outing customers return to us, with the rest of our schedule being filled by new events and referrals. We get a lot of players that come to those events that inquire about hosting an event here the following year.