<center>Torrey Pines Golf Club<br>
La Jolla, CA
Torrey Pines Golf Club
La Jolla, CA

Read back eTailer Issues

January 2019

December 2018

November 2018

October 2018

September 2018

August 2018


The Major of Golf Business Takes Place in Orlando

by Desane Blaney, AGM Executive Director

Waxing nostalgically, I must admit there's not a better place to kick off the 30-year anniversary celebration of the AGM than in Orlando at the PGA Merchandise Show. This venue was where the idea to form an association dedicated to retail education was incubated. The show was, and still is, the place to meet your industry colleagues and exchange ideas about business. These informal conversations among buyers on the show floor years ago encouraged our founding members to pursue the formation of an association which would allow us to accommodate an international membership and further the mission of education within our industry. It was an exciting time and our archives reveal 56 Merchandisers and 11 Vendor Partners signed on as members in our first year; many still active in the industry. Fast-forward to today; we now have over 1,000 members!

As a charter member of the AGM, I welcomed the opportunity to join a professional organization and learn best practices from the network of members in the association. This education helped me advance the growth of my golf business in New York and hopefully, you look to the AGM for the retail resources you need for your success.

The golf industry prepares to gather in Orlando to educate, network, unveil the newest collections, showcase cutting edge technology, products and services. We are honored to be part of this international event which will always harbor a special meaning for our association.

Looking forward to seeing you there!

In this issue of the AGM e-Tailer:

  • Message from the President, Tracy Moffatt
  • What You Need to Know about the AGM Retail Conference
  • Featured Events at the PGA Merchandise Show
  • AGM Members Garner Top Awards from the PGA of America
  • Pantone's Color of the Year - Living Coral
  • Employment Opportunities from Member Facilities and Vendor Partners
  • Apparel Market Report
  • National Rounds Played and Key State Specifics
  • Golf Datatech Report
  • New Members / Member News


Click here to view this month's AGM Photo Gallery


Message from the President - Tracy Moffatt

It is almost Showtime!!! I look forward to seeing many of you at our upcoming AGM Retail Conference and PGA Merchandise Show.

The Golf Industry again faced a challenging year with all kinds of weather-related issues. For AGM members, the results for 2018 were encouraging with 70% indicating they had higher sales than in 2017. The outlook for 2019 should see this trend continue. This year's PGA Merchandise Show will give us the opportunity to build merchandise assortments to ensure growth in our own facilities.

Again, this year, the AGM remains very strong both in membership and in finances and our Retail Conference Registration is at record numbers. Full details will be shared at our luncheon during the AGM Retail Conference. After a day filled with retail seminars and speakers, we will end the day with the AGM Platinum Awards Presentation. The tradition of revealing the AGM Platinum Awards ten "Best of the Best" facilities at the awards presentation will continue! At the Retail Conference all Platinum Award recipients will identified on their nametags - please be sure to congratulate them.

This past year we had a "soft launch" of our Certified Retail Manager Program and it was met with tremendous enthusiasm. Over 60 individuals completed Retail Strategies Courses I and II. Moving forward we plan to extend the offerings of the program both regionally and through on-line webinars this year.

I like to take this opportunity to thank the Executive Team of Patrick Casey, Jennifer Roddy, and Darcy Lyberger, the AGM Regional Directors and our Vendor Partners for their continued support. A huge thanks also to the AGM Staff - led by Executive Director, Desane Blaney, it is a small group who puts out an amazing amount of work for all our members.

I look forward to welcoming all of you to the sunshine state - I hope it warms up a bit for the show - and I am excited about serving the AGM in the year ahead and working with you to maximize the profitability of your retail operation.


What You Need to Know - AGM Retail Conference

The Annual AGM Conference, Luncheon, Platinum Awards, Product Preview and Reception promises to be an exciting venue. We've worked diligently to provide a diverse educational program to enhance your knowledge while offering plenty of opportunity to network with your industry colleagues.

It is important to note that none of this would be possible without the generous support of our AGM Vendor Partner sponsors: Ahead, Antigua, Barr Display, Beth DePass, Cutter & Buck, Donald Ross Sportswear, FootJoy, Foray Golf, Greg Norman Collection, Jonas Club Software, Ogio, Oxford, PGA Golf Exhibitions and PING Apparel. We thank them for their support of the AGM and its members.

9 a.m. to Noon

  • Registration and Welcome

10:15 to 11:15 a.m.

  • Six Elements of a Winning Retail Strategy - Paul Erickson - Management One
  • Jonas System Reports: Cool Stuff for a Better Bottom Line - Jeremy Hoch - Anchor Consulting and Tracy Moffatt - K & K Consulting
  • Accessories: On Trend and Profitable - Karen Giberson, The Accessories Council

11:30 a.m. to 12:30 p.m.

  • Polish Your Skills to Advance Your Career - Henry DeLozier - Global Golf Advisors
  • Evaluating the Success of a Sub-Category in Your Merchandise Mix - Leigha Turner - Baltusrol Golf Club
  • Got Jonas Questions? Come Get Answers! Jeremy Hoch - Anchor Consulting

12:30 to 2 p.m.

  • AGM Awards Luncheon and Member Meeting

2:15 to 3:15 p.m.

  • The Psychology of Price - Paul Erickson - Management One

3:30 to 4:45 p.m.

  • Keynote: Attitude of Championship Customer Service - Aaron Davis - Aaron Davis Presentations

5 to 5:30 p.m.

  • AGM Platinum and Cashman Award for Visual Excellence

5:30 to 7 p.m.

  • AGM Product Preview and Reception

PGA members will receive "6" REQUIRED Education credits for attending and an additional "2" MSR's for the Product Preview. Need to register? Click here for details and registration information.


Featured Events at the PGA Merchandise Show

by Sherry Major, PGA Worldwide Golf Exhibitions

The Inaugural Racquet & Paddle Sports Conference is co-located with the 2019 PGA Merchandise Show in the Orange County Convention Center on January 23-25. The racquet industry event features a hands-on product demo experience and opening welcome party at the USTA National Campus in Lake Nona, a curated ONE2ONE buying summit, Tennis Owners & Managers (TOM) Conference and a pavilion of racquet, paddle and tennis vendors and organizations at in Halls E&F, OCCC West Building of the Convention Center.

The Global Golf Innovation Competition will debut at the PGA Merchandise Show in conjunction with HYPE Sports Innovation, an established global platform which facilitates connections and investments among the sports innovation ecosystem, is hosting a "Shark Tank" style innovation competition in which 10 start-ups will pitch their new golf products to an esteemed panel of judges. This event takes place in the afternoon of Tuesday, January 22.

Performance Textile Fair will provide a unique marketplace for apparel product development executives to uncover the latest trends, as well as source performance and technical fabrics by international textile companies specializing in athletic and golf-related apparel materials. Additionally, the popular Material Science Center will return to the Performance Textile Fair at the PGA Merchandise Show to showcase the latest fabric innovations and technologies within illuminated wall displays, while offering attendees the opportunity to touch and feel swatches from key product developers.

The Inventor's Spotlight will showcase Inventors of new golf training and teaching aids, accessories and equipment. Organized in partnership with the United Inventors Association (UIA), the Inventors Spotlight on the PGA Show Floor highlights new golf and golf lifestyle-related products developed by independent inventors. In addition to the business networking opportunity provided, Inventors Spotlight exhibitors also participate in the UIA Awards Program, where their products are reviewed and top inventions are presented with one of three awards - Most Innovative Concept, Best Marketing, and the Pinnacle Award (Best in Show) - on Wednesday, January 23, at 1 p.m.

Golf Fitness, Wellness & Instruction Programs will feature a full schedule of complimentary education sessions and more than 75 related exhibits during the three days of the show to include fitness, medical, health, wellness and instructional presentations. This programming schedule will be positioned adjacent to the TPI and Life Fitness booths in the #1000 aisle. Expert speakers, such as Trevor Anderson, Milo Bryant, KC Craichy, Dave Herman, Lynn Marriott, Dr. Bhrett McCabe, Pia Nilsson and many more, will cover a variety of subjects to help golf instructors better integrate health, wellness and fitness into their grassroots programs.

To register for the PGA Merchandise show: www.pgashow.com


AGM Members Garner Top Awards from the PGA of America

Congratulations to AGM members who were recently named top award winners by the PGA of America. The awards were created to "recognize PGA members who have made significant and lasting contributions to the growth of the PGA of America and the game of golf."

PGA Merchandiser of the Year - Private Facilities

  • Nick Muller - CC of Lincoln, Lincoln, NE

PGA Section Merchandisers

  • Simon Buckle - Brook Hollow GC, Dallas, TX
  • Brian Carlson - Walnut Creek Golf Preserve, Westminster, CO
  • Steven Carney - Holiday Valley Resort, Ellicottville, NY
  • Andrew Cummings - TPC San Antonio, San Antonio, TX
  • John Fields - Belmont CC, Belmont, MA
  • Matthew Fraser - The Alotian Club, Roland, AR
  • Christopher Jester - Mossy Oak GC, West Point, MS
  • Nathan Kalin - Fremont GC, Fremont, NE
  • Jake O'Dell - The Club at Flying Horse, Colorado Springs, CO
  • Dave Schmaltz - Exmoor Country Club, Highland Park, IL
  • Thomas Skoglund - Town and Country Club, St Paul, MN
  • Peter Tavares - Saratoga National GC, Saratoga Springs, NY
  • Steven Watt - Glen Oaks CC, West Des Moines, IA
  • Jeffrey Willenberg - Dorado Beach Resort & Club, Dorado, Puerto Rico
  • Scott Wilson - Streamsong Resort, Bowling Green, FL
  • Rodney Young - Jimmie Austin OU Golf Club, Norman, OK
  • Marianne Zabbo - Pebble Beach Company, Pebble Beach, CA

Golf Professional of the Year

  • Brian Bishop - Maple Bluff CC, Madison, WI
  • Jeff Dotson - CC of North Carolina, Pinehurst, NC
  • Rob McNamara - Farmington CC, Charlottesville, VA
  • Ward Sutton - Reno, Nevada

Youth Player Development Award

  • Scott Karpe - Southern Hills CC, Tulsa, OK

Horton Smith Award

  • Steven Watt - Glen Oaks CC, West Des Moines, IA

Bill Strausbaugh Award

  • Joseph Connerton IV - The Hartford Golf Club, West Hartford, CT
  • Dan Gawronski - Pelican's Nest GC, Bonita Springs, FL
  • Mark Mongell - Cherokee Town & CC, Atlanta, GA
  • Nikos Papadakes - Onwentsia Club, Lake Forest, IL

Section Player Development Award

  • Jason Polk - Lakewood Golf Club, Point Clear, AL


Living Coral - The Color of the Year from Pantone

Vibrant, yet mellow, PANTONE 16-1546 Living Coral embraces us with warmth and nourishment to provide comfort and buoyancy in our continually shifting environment.

"Color is an equalizing lens through which we experience our natural and digital realities and this is particularly true for Living Color," said Leatrice Eiseman, Executive Director of the Pantone Color Institute. "With consumers craving human interaction and social connection, the humanizing and heartening qualities displayed by the convivial Pantone Living Coral hit a responsive chord."

In reaction to the onslaught of digital technology and social media increasingly embedding into daily life, we are seeking authentic and immersive experiences that enable connection and intimacy. Sociable and spirited, the engaging nature of Pantone's Living Coral welcomes and encourages lighthearted activity. Symbolizing our innate need for optimism and joyful pursuits, Living Coral embodies our desire for playful expression.

Living Coral emits the desired, familiar, and energizing aspects of color found in nature. In its glorious, yet unfortunately more elusive, display beneath the sea, this vivifying and effervescent color mesmerizes the eye and mind. Lying at the center of our naturally vivid and chromatic ecosystem, PANTONE Living Coral is evocative of how coral reefs provide shelter to a diverse kaleidoscope of color.

The Pantone Color Institute is the business unit within Pantone that highlights top seasonal runway colors, forecasts global color trends, and advises companies on color for product and brand visual identity. Through seasonal trend forecasts, color psychology, and color consulting, the Pantone Color Institute partners with global brands to leverage the power, psychology, and emotion of color in their design strategy.


Employment Opportunities from Member Facilities and Vendor Partners

This continuing feature in the AGM newsletter highlights the posting of employment opportunities offered by member facilities and Vendor Partners. For detailed information about the postings, please refer to the AGM website, www.agmgolf.org and click on "job opportunities."

Merchandiser Positions:

  • Avon Lakes CC, Avon, OH
  • Belle Meade CC, Nashville, TN, Butterfield CC, Oak Brook, IL
  • Canoe Brook CC, Summit, NJ, Cattail Creek CC, Glenwood, MD
  • Cherry Valley Club, Cullasaja Club, Highlands, NC
  • Manchester CC, Bedford, NH,
  • Shaker Heights CC, Shaker Heights, OH, Sleepy Hollow CC, Briarcliff Manor, NY,
  • South Fork CC, Amagansett, NY, The Apawamis Club, Rye, NY
  • The Golf Club at Lansdowne, Leesburg, VA, The Yellowstone Club, Big Sky, MT
  • The Villages Golf & CC, The Villages, FL, West Bay Golf Club, Estero, FL

Sales Representatives:

  • 2-DG Apparel, All for Color, Anderson Ord Apparel,
  • Birdies and Bows, Black Clover, Bugatchi, Callaway Soft Goods, Devereux
  • Eyeking LLC, Gem-Dandy, Garb, Glenayr, Golf Design, Golfino, Jamie Sadock
  • JBA Awards, Jofit, Katherine Way, Kinona,
  • Martin Dingman, Mayva K, Movetes, Nivo/Sligo
  • Oxford, Ping Apparel, PRG Americas, QED Style, Scout Sports
  • Sport Haley, Town Talk, Vantage Apparel

Other Industry Positions:

  • Membership & Database Engagement Manager, National Club Association, Washington, DC
  • Inside Customer Service - Full Turn Direct, San Leandro, CA

AGM member clubs and Vendor Partners may post their employment opportunities on our website as a benefit of membership. There is no limit as to the number of times an opportunity is posted or updated during the year. Please contact us with your information at info@agmgolf.org


November 2018 Highlights - Apparel Market Report
On & Off-Course Facilities

by Golf Datatech

Men's Golf Apparel On-Course Off-Course
Men's Shirts - including long and short sleeve:    
Average Retail Price of shirts sold: $58.70 $37.65
Price Range: $0 - $49.99 39.7% 75.7%
Price Range: $50 - $74.99 36.8% 18.2%
$75 + 23.6% 6.1%
Men's Bottoms - including pants and shorts:    
Average Retail Price of bottoms sold: $59.51 $50.59
Price Range:$0 - $49.99 35.9% 56.5%
Price Range: $50 - $74.99 40.6% 28.5%
$75 + 23.5% 15.1%

Women's Golf Apparel On-Course Off-Course
Women's Shirts - including long and short sleeve:    
Average Retail Price of shirts sold: $51.31 $39.66
Price Range: $0 - $49.99 53.2% 75.3%
Price Range: $50 - $74.99 34.1% 14.5%
$75 + 12.7% 10.3%
Women's Bottoms - including shorts, skirts, pants and skorts:    
Average Retail Price of bottoms sold: $59.66 $53.13
Price Range:$0 - $49.99 40.1% 54.4%
Price Range: $50 - $74.99 36.2% 24.0%
$75 + 23.6% 21.5%

Golf Datatech offers monthly reports listing the top selling apparel companies at no charge to golf shops participating in the retail research. The reports cover men's and women's shirts, vests, sweaters, fleece, bottoms and five categories of outerwear. To find out more, contact Suzie Phillips, sphillips@golfdatatech.com or call 888-944-4116.


National Rounds Played Report & Key State Specifics

Rounds were DOWN 18.8% in November 2018 and DOWN 4.7% year-to-date as compared to November 2017.

Percentage Change in Rounds Played Volume
Regions of the Country November 2018 Year-to-Date
U.S. -18.8% -4.7%
Public -19.1% -4.6%
Private -17.8% -5.2%
Pacific 2.1% 3.8%
Mountain -12.6% 3.3%
West North Central -42.2% -7.6%
East North Central -48.2% -7.7%
South Central -26.5% -7.1%
South Atlantic -12.3% -5.4%
Mid-Atlantic -40.7% -11.6%
New England -36.5% -5.1%

Key State Specifics
Key State Specifics November 2018 YTD
Arizona 0.4% 3.7%
California -4.9% 3.0%
Colorado -46.0% -2.0%
Delaware, District of Columbia, Maryland -35.2% -12.6%
Florida -2.3% -1.0%
Hawaii 1.1% -4.8%
New York -33.6% -9.8%
Nevada 4.7% 2.3%
Michigan -60.9% -3.2%
Kansas/Nebraska -46.8% -6.7%
Texas -19.2% -7.0%
Virginia -29.6% -11.1%
Washington 55.8% 8.7%
Ohio -41.3% -10.5%
Iowa/Missouri -50.8% -7.3%
South Carolina -12.8% -7.7%

Rounds of golf for October 2018 dropped 10.3% compared to a year ago as average temperatures dipped in many of the major golf regions, including in parts of the Northeast, Mid-Atlantic and Midwest. A greater frequency of unfavorable golf weather - unseasonably cold temperatures, storms or heavier-than-normal precipitation - is a primary reason the national year-to-date rounds-played total was down 3.9% through October.

Only five states saw play increase by more than 2% during October: Florida, Georgia, Alabama, Oregon and Hawaii.

Golf Datatech spearheads the National Rounds Played Coalition with assistance from the National Golf Foundation and the National Golf Course Owners Association.


Golf Datatech Report

Total Units & Dollars
On & Off Course Shops Combined
Total Year to Date through November 2018
Compared to November 2017

Product Total Units Total Dollars Average Price
GOLF BALLS (000's Doz.) (000)'s Omitted Per Dozen
2017 13,528.25 $440,166 $32.54
2018 13,606.96 $445,352 $32.73
Percentage Change 0.6% 1.2% 0.6%
WOODS (000's Units) (000)'s Omitted Per Club
2017 2,133.74 $508,319 $238.23
2018 2,040.09 $526,545 $258.10
Percentage Change -4,4% 3.6% 8.3%
IRONS (000's Units) (000)'s Omitted Per Club
2017 4,514.33 $458,428 $101.55
2018 4,692.86 $517,121 $110.19
Percentage Change 4.0% 12.8% 8.5%
PUTTERS (000's Units) (000)'s Omitted Per Putter
2017 620.88 $126,881 $204.36
2018 619.61 $125,796 $203.02
Percentage Change -0.2% -0.9% -0.7%
WEDGES (000's Units) (000)'s Omitted Per Wedge
2017 951.03 $116,538 $122.54
2018 1,089.41 $134,096 $123.09
Percentage Change 14.6% 15.1% 0.5%
GOLF SHOES (000's Units) (000)'s Omitted Per Pair
2017 2,597.03 $259,230 $99.82
2018 2,784.76 $277,317 $99.58
Percentage Change 7.2% 7.0% -0.2%
GLOVES (000's Doz.) (000)'s Omitted Per Glove
2017 825.29 $146,509 $14.79
2018 836.60 $150,247 $14.97
Percentage Change 1.4% 2.6% 1.2%
GOLF BAGS (000's Units) (000)'s Omitted Per Bag
2017 780.78 $125,684 $160.97
2018 800.62 $133,751 $167.06
Percentage Change 2.5% 6.4% 3.8%

For more detailed reports covering retail sales for golf products including apparel, contact Suzie Phillips at Golf Datatech, sphillips@golfdatatech.com or call 888-944-4116.


New AGM Vendor Partner Members

The following golf companies joined the AGM during this past month. Please support these new members as well as the many other AGM Vendor Partners. Click here or go to the Vendor Partners page to view all of the fine offers and services available for AGM members.

AndersonOrd Apparel

Greg Mergel, Sales Director

We are a material driven, performance based golf apparel company that provides cross functional athletica apparel needs suited for everyday modern life. We are focused on providing differentiated products and services to cater to the ever changing demand of our clients.

For additional information, visit their website at www.andersonord.com or call Greg at 904-495-6533.

Sligo Wear, Inc.

Shawn Aucoin, Director of Sales

Sligo Wear, founded in 2004, produces trend setting men's golf apparel. Our golf authentic brand blends the trends and fits of North American and European fashion together with the technical fabrications a golfer needs.

For additional information visit their website at www.sligowear.com or call Shawn at 905-463-2662.


New AGM Merchandiser Members

Please welcome the following merchandisers who joined the professional ranks of the AGM this past month. For contact information on all of the AGM members, please visit the Members Only pages at www.agmgolf.org.

Elizabeth Almeroth

Director of Merchandise, The TwinEagles Club - Naples, FL

Brian Moskevich

PGA Head Golf Professional, Manchester Country Club - Bedford, NH

James Ondo

PGA Head Golf Professional, The Apawamis Club - Rye, NY

Drew Pierson

PGA Director of Golf, Shaker Heights Country Club - Shaker Heights, OH

Marianne Phelps

Buyer/Pro Shop Manager, Mariner Sands Country Club - Stuart, FL

Holly Savidge

Merchandise Manager, The Club at the Strand - Naples, FL

Marilinda Scarsella

Merchandise Manager, Foxfire Country Club - Naples, FL

Samantha Smolen

Golf Shop Manager, Palm Beach Country Club - Palm Beach, FL

Matt VanCleave

PGA Assistant Golf Professional, Superstition Mountain Golf & CC - Gold Canyon, AZ

David Young

PGA Head Golf Professional, Sleepy Hollow Country Club - Briarcliff Manor, NY


Member News!

  • Alan Carter - General Manager of Edmonton CC in Edmonton, Alberta, Canada and a member of the AGM Board of Directors was named Executive Professional of the Year by the PGA of Alberta and also, by the PGA of Canada. Executive Professional is the category of membership in Canada for members that oversee more than just the front of the house operations, usually a General Manager/COO, but sometimes a designation for certain Directors of Golf. In Canada, they have approximately 175 members in this category and it is the first year this award has been given out provincially or nationally. Congratulations, Alan!
  • Lisa Pinero - has been named as the new Merchandise Manager at Wyndemere CC in Naples, Florida. Lisa replaces the retiring Susan Geoghegan who held the post for more than 20 years.
  • Greg Stark - has accepted the position as Director of Sales, Northeast U.S. with Golf Genius, the tournament management system. Greg was the Director of Golf at Congressional CC and previously the Head Golf Professional at Cattail Creek CC.



The AGM eTailer is published monthly for the members of the Association of Golf Merchandisers. To submit news, articles and information for an upcoming edition of the eTailer - please contact us at (602) 604-8250 or click here.

To print this newsletter, click here for a printer-friendly version.