<center>Cherokee Town & Country Club<br>
Atlanta, GA</center>
Cherokee Town & Country Club
Atlanta, GA

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AGM Annual Retail Conference: January 22, 2019

by Desane Blaney, AGM Executive Director

The Annual Retail Conference kicks off the 30th anniversary celebration of the AGM!

Members and guests will have an unparalleled opportunity to enhance their professional development by attending the conference slated for Tuesday, January 22, 2019 at the Orange County Convention Center in Orlando, Florida. Be sure to mark your calendar and save the date for our annual event.

"Our Annual Conference is clearly the largest gathering of our members and it is an opportune time to connect with your colleagues to discuss the state of business," said AGM President Tracy Moffatt. "Conference sessions are poised to deliver relevant and timely retail information to incorporate into your shop as you embark on your new year and put your retail plans in place," she stated.

Sincere thanks to the following AGM Vendor Partners who have made early commitments to sponsor the conference and for recognizing the importance of advancing our educational initiatives for our members: Ahead, Antigua, Barr Display, Beth DePass, Cutter & Buck, Donald Ross Sportswear, FootJoy, Foray Golf, Greg Norman Collection, Ogio, Oxford, PGA Golf Exhibitions, Ping Apparel.

The full conference agenda and registration form outlining the seminars, networking opportunities, Awards Luncheon, AGM Platinum Awards, Product Preview and Reception will be sent to members via mail in October.

In this issue of the AGM e-Tailer:

  • Ask Tracy: Merchandise Classifications
  • 2019 Pantone Spring Color Report
  • Profitable Promotions: BallenIsles CC, Deer Ridge GC, Abenaqui CC, Hazeltine GC, La Paloma Resort
  • Michael Setola Honored by the New Jersey Golf Foundation
  • Changes at the Helm of the PGA of America
  • Employment Opportunities from Member Facilities and Vendor Partners
  • Apparel Market Report
  • National Rounds Played & Key State Specifics
  • Golf Datatech Report
  • New Members
  • Member News


Click here to view this month's AGM Photo Gallery


Ask Tracy: Merchandise Classifications

Question: Is there a guide as to what the golf business considers hard goods and soft goods? We have some confusion on a couple categories and I need some guidance.

Answer: Merchandise should be classified by markup. Lower markup means hardgoods - clubs, balls, bags, shoes. Softgoods generally have a higher markup such as apparel, hats, belts, etc.

The five basic merchandise departments are:

  • Equipment (Hardgoods: Woods, Irons, Putters, Wedges)
  • Men's Apparel (Softgoods: Shirts, pants, shorts, belts, socks, outerwear, headwear, sweaters)
  • Women's Apparel (Softgoods: Shirts, sweaters, pants, shorts, skirts, outerwear, headwear)
  • Accessories (Hardgoods: Gloves, balls, golf bags other accessories, gifts)
  • Shoes (Hardgoods)

However, like many things there are always some exceptions and each facility must tailor to their needs.

Tracy Moffatt is the current President of the AGM, the owner of K & K Consulting and an Adjunct Professor at Florida Gulf Coast University PGM Program. She is an integral part of our education team and frequently presents seminars and workshops for our members. If you have a retail-related question, do not hesitate to ask and she'll answer.


2019 Pantone Spring Color Report

by Laurie Pressman

Each season the team at the Pantone Color Institute creates the Pantone Fashion Color Trend Report; a color overview highlighting the top colors fashion designers showing at New York Fashion Week will be featuring in their collections for the upcoming season. With color on the catwalk a key indicator of the color stories we can expect to see showing up across all areas of design, the Pantone Fashion Color Trend Report is your easily accessible guide to the season's most important color trends.

The mindset for Spring/Summer 2019 reflects our desire to face the future with empowering colors that provide confidence and spirit; colors that are uplifting; joyful hues that lend themselves to playful expressionism and take us down a path of creative and unexpected combinations. This season's report features the top 12 stand out colors, as well as current takes on the four classic neutrals.

Bringing together high fashion and street style, the mindset for Spring/Summer 2019 transcends seasonality for both men's and women's fashion. Vibrant without being overpowering, highlighted shades illustrate our desire for authenticity and our continued need for creativity and relatable, accessible design.

About the Spring/Summer 2019 NYFW Color Palette: Lively hues supported by an array of reliable classics defines the spring/summer 2019 color story for men's and women's fashion.

  • Fiesta - A festive orange red, Fiesta radiates energy, passion and excitement.
  • Jester Red - Adding depth and intensity, Jester Red combines rich elegance with urbanity.
  • Turmeric - An enlivening orange that infuses a hint of pungency into the palette.
  • Living Coral - An affable and animating shade whose golden undertone gives it a softer edge
  • Pink Peacock - The tantalizingly theatrical Pink Peacock fans out to a feast for the eyes.
  • Pepper Stem - Zesty yellow-green Pepper Stem encourages our desire for nature's healthy bounty.
  • Aspen Gold - Brightening our day, sunny Aspen Gold stimulates feelings of joy and good cheer.
  • Princess Blue - A majestic royal blue hue, glistens and gleams.
  • Toffee - Deliciously irresistible, tasteful Toffee whets the appetite.
  • Mango Mojito - The golden yellow Mango Mojito feeds our craving for pleasant comforts.
  • Terrarium Moss - Conjures up thoughts of flourishing foliage and the physical beauty in the natural world.
  • Sweet Lilac - An endearing pink infused lavender, Sweet Lilac's easy and gentle manner quietly charms.

About the Spring/Summer 2019 Neutrals: There will always be a need for structure in everyday fashion. This season's classics work well on their own, but also serve as a foundation for distinctive color contrasts.

  • Soybean - Subtle Soybean naturally appeals as a reliable and versatile neutral.
  • Eclipse - A deep blue redolent of the midnight sky, thoughtful Eclipse is both serious and mysterious.
  • Sweet Corn - Tempts with its soft and buttery attitude.
  • Brown Granite - Grounded and strong is understated, authentic and timeless.

Laurie Pressman is the Vice-President of the Pantone Color Institute, the world's most comprehensive destination to gain intelligence, insight and implications on the science and emotions of color. She has more than 20 years experience in the world of color and trend and loves traveling the world looking for what is new and next and sees color as the story of life.

To support the Fashion Color Trend Report Spring/Summer 2019, Pantone has partnered with Adobe Stock to curate a collection of images that reflect the palette of 12 top fashion colors as well as the 4 core shades. Click here to view the Adobe Stock x Pantone Fashion Color Trend Report gallery.



Profitable Promotions

BallenIsles CC, Palm Beach Gardens, Florida
Gail Rankow & Maria Emparo Guadez
Preparing for a season at BallenIsles CC requires several months of planning during our "off-season." This approach allows us to strategize and maximize our business for the upcoming season. Making improvements to our operation is necessary not only because we want to continue our 99% member satisfaction rate, but also to ensure our membership enjoys their season.

At season's end, we review vendor performance, sales histories and trunk show successes as well as any missed opportunities. This analysis is the cornerstone for helping to create our seasonal promotional events calendar.

Once the calendar has been established, we confer with our Director of Communications to determine the best course of action to inform our membership. E-mail updates, marketing posters, flyers, club website, social media and clubhouse notifications are all sources of information which we utilize.

Our tee time reservation system, Fore Tees an invaluable marketing resource, allows us to advertise promotions directly on the home screen so that any time a member logs in to make a tee time, schedule a lesson or post a score, we have the capability of catching their attention and alerting them to upcoming events. As a result of establishing our promotional calendar and tapping into the communication resources the retail shop generated over $90,000 in sales from promotions and $52,000 in trunk shows.

Deer Ridge Golf Club, Kitchener, Ontario, Canada
Rich Morel, PGA of Canada
While building sales is an important aspect of profitability, promotional planning is just as critical to the bottom line. One quote that has stick with me is "Revenue is vanity; margin is sanity" and focusing on both sides of the equation is essential in a seasonal operation such as ours.

We reviewed our retail goals for the season and we recognized a unique opportunity, as a private golf club, we had a distinct competitive advantage over traditional retailers. We know exactly who are the majority of our customers and we have access to their buying preferences and we are able to look into their "closets" to gain additional insight. We worked with our staff in the Locker Room to record detailed information of what the members keep in their lockers. We recorded how many pairs of shoes a member had, sizing and brand preferences. In addition, we recorded apparel, balls and gloves. All of this information was then inputted into a spreadsheet and utilized in a number of ways. First and foremost, we used the information to review our buying plan. Was there a brand we were not carrying that our members were wearing? Were we ordering in the proper size run in apparel and footwear or should it be altered based on our findings and reviewing members purchase history?

Recognizing that everyone likes to feel special and feel as though they are getting a great deal, this information was also used to send targeted sales to specific members. Instead of sending an e-mail to our 400 members with the hope the right people read it, we re-vamped our strategy and tightened our focus. Armed with the knowledge of knowing which members wore a size 9 shoe or who was loyal to a certain brand, we would send an e-mail just to them and offer a discount for the remaining pairs we had in inventory. Creating a sense of urgency knowing they needed to act fast if they wanted to take advantage of the deal, created an immediate impact. Each targeted e-mail translated into sales. By moving inventory in this manner, it also helped protect our margin as opposed to further reducing price. Our records indicate that for each targeted e-mail, the retail shop realized $5,000 in sales.

Abenaqui Country Club, Rye Beach, New Hampshire
James Schouller II, PGA
Anyone for more distance? Like most country clubs, the average age of our members is 60+. With that being said, we know most of our membership have slower swing speeds and they are always looking for more distance. Understanding this key factor helped to bring in a new vendor for a Demo Day. XXIO, a premium brand based in Japan, specializes in clubs made for folks with slower swing speeds.

We commissioned our outside services staff to search through the bag room, identify members who had clubs that were more than five years old and were in need of an update. Those members received personal phone calls from the professional staff who gave them information about the XXIO Demo Day and invited them to schedule a private fitting. The Demo Day was set up on the first tee box which allowed the members to hit down the first fairway and to see if they gained any distance. Due to the unrealistic nature of the exercise, members were able to gain a much better perspective than just using the practice facility.

To give members a little extra incentive to purchase, we gave them a 50% trade-in bonus on their old clubs - just for that day in order to create a sense of urgency. Results? Seventy percent of the scheduled fittings made a purchase with the average sale per member being $1,115. Orders that followed the Demo Day garnered $3,825 in special orders. The strategies used in implementing this Demo Day were a success and it exposed our members to a new brand.

Hazeltine Golf Club, Chaska, Minnesota
Erica Jones
Our club had a tremendous response to the merchandise we offered when we hosted the Ryder Club several seasons ago. Our challenge was to continue that momentum with several different ideas to boost sales of clothing and equipment to our members who frequent the golf shop on a daily basis.

In past years, we offered member-pricing at 20% off all non-logoed merchandise. Unfortunately, our records showed this did not boost golf shop sales and discounts on such a limited selection of merchandise did not satisfy our members.

In response, we decided to offer a gift card promotion in the Spring. Any gift cards purchased by a member between February 1 and April 15 received a discount of 25% on merchandise purchased through the golf shop. For example, any member that purchases a $1,000 gift card will receive a $1,250 in spend on equipment, merchandise and special orders. The promotion, which generated over $200,000 in gift card sales, was a tremendous success and inspired the members to shop with us!

La Paloma, Tucson, Arizona
Samantha Gephardt
"Stay and Play with All the Essentials" is our recurring theme at La Paloma. We have the good fortune of being connected to the Westin La Paloma Resort & Spa which generates a number of guests throughout the year.

Several years ago we started a rental special with our hotel guests who needed rental golf clubs during their stay at the resort. Our rental special offered a package for either 9 or 18 holes of play and included clubs, a pouch of six Callaway golf balls, a Titlieist WeatherSof glove and an Imperial hat with the La Paloma logo. The nine-hole special was priced at $89 and the 18-hole special at $109.

From July through June, total revenue from these specials was $39,832 and $24,684 in merchandise revenue. This promotional idea allowed us to capitalize on a service we were already providing to our hotel guests. And, although the items we offer with the golf package are necessities for every golfer - it may not be something they travel with when out of town for vacation or business.


Michael Setola Honored by the NJ Golf Foundation

<center><b>Michael Setola, CEO<BR>Tharanco Lifestyles,<br>Greg Norman Collection/Dunning Golf</b></center>
The New Jersey Golf Foundation (NJGF) honored Michael Setola, CEO & President of Tharanco Lifestyles, with their 2018 Chairman's Award. This prestigious award is given to an individual who works tirelessly behind the scenes to support programs and initiatives.

"The NJGF, the charitable arm of the New Jersey Section of the PGA, was created in 2004 to positively impact lives and communities through the game of golf with a focus on three core pillars: Youth, Military, and Special Needs. Under the guidance of PGA Professionals, dynamic programming is designed to provide individuals from all backgrounds with an opportunity to experience the game of golf in a welcoming environment. This year's event raised over $200,000 for the Foundation and the primary beneficiary of the NJGF Golf Classic is "Golf in Schools." This initiative introduces the game of golf to children in grades K through 8 by incorporating the sport into the physical education curriculum at elementary and middle schools throughout the state.

"Tharanco Lifestyles has consistently been one of the most active supporters of the NJGF since its inception and it's an absolute pleasure to recognize Mike Setola for his leadership and commitment to help advance our programs," said Chris Hunt, Executive Director of the NJGF. "Making a difference is what we do best and thanks to Mike, the NJGF is well-positioned to make a more meaningful impact on the communities we serve, as we introduce the game of a lifetime to individuals from all backgrounds."

Setola dedicates extensive time to philanthropy by serving on the Board of Directors of the YMA/Fashion Scholarship Fund, serving as Vice-Chairman of Delivering Good, a non-profit which collects and distributes apparel products for families in need and victims of natural disasters.


Industry News - Seth Waugh Named CEO of the PGA of America

The PGA of America recently announced the appointment of Seth Waugh as CEO to succeed Pete Bevacqua who resigned to take the reins as President of NBC Universal. Bevacqua is expected to oversee programming, marketing, digital, NBC's regional sports networks and business related to golf.

Mr. Waugh, a seasoned business professional, had been the CEO of Deutsche Bank and has strong ties to the golf industry most recently serving as an independent director of the association. In a recent interview with Golfweek, Mr. Waugh said "his top priority will be to foster better livelihoods for the 29,000 PGA members. I want to make their lives better. That would be the most fulfilling part for me. I got the job maybe because of my golf and business background. But I took the job so that I could make a difference in people's lives."

(Read the complete article at Golfweek.com)


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:

  • BallenIsles Country Club, Palm Beach Gardens, FL, Bigwin Island GC, Baysville, Ontario, Canada
  • Boca Woods, Boca Raton, FL, Carmel CC, Charlotte, NC,
  • CC of Florida, Village of Golf, FL
  • Desert Mountain, Scottsdale, AZ (2 positions), Foxfire CC, Naples, FL
  • Mariners Sands CC, Stuart, FL, St. Ives Country Club, John's Creek, GA
  • TPC Twin Cities, Blaine, MN, Wentworth by the Sea CC, Rye, NH

Sales Representatives:

  • 2-DG Apparel, All for Color, Anderson Ord Apparel,
  • Birdies and Bows, Black Clover, Callaway Soft Goods, Cracked Wheat, Devereux
  • Eyeking LLC, Gem-Dandy, Glenayr, Golf Design, Golfino, Jamie Sadock
  • JBA Awards, Jofit, Katherine Way, Kinona, Mayva K, Movetes
  • Oxford, QED Style, Scout Sports, Sport Haley
  • Tory Burch, Town Talk

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


July 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: $61.82 $43.16
Price Range: $0 - $49.99 29.0% 64.4%
Price Range: $50 - $74.99 45.1% 28.3%
$75 + 25.9% 7.3%
Men's Bottoms - including pants and shorts:    
Average Retail Price of bottoms sold: $58.74 $49.84
Price Range:$0 - $49.99 30.7% 53.1%
Price Range: $50 - $74.99 50.2% 33.3%
$75 + 19.1% 13.6%

Women's Golf Apparel On-Course Off-Course
Women's Shirts - including long and short sleeve:    
Average Retail Price of shirts sold: $52.84 $39.58
Price Range: $0 - $49.99 46.2% 72.2%
Price Range: $50 - $74.99 40.5% 19.9%
$75 + 13.3% 7.9%
Women's Bottoms - including shorts, skirts, pants and skorts:    
Average Retail Price of bottoms sold: $60.12 $50.79
Price Range:$0 - $49.99 36.9% 52.2%
Price Range: $50 - $74.99 39.6% 32.3%
$75 + 23.5% 15.5%

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-1.6% in July 2018 and DOWN-2.9% year-to-date as compared to July 2017.

Percentage Change in Rounds Played Volume
Regions of the Country July 2018 Year-to-Date
U.S. -1.6% -2.9%
Public -1.4% -2.8%
Private -2.3% -3.4%
Pacific -5.6% 5.2%
Mountain 4.0% 4.8%
West North Central 1.5% -4.9%
East North Central -0.2% -5.3%
South Central -1.6% -4.7%
South Atlantic -2.5% -5.9%
Mid-Atlantic -8.5% -7.8%
New England 2.8% -1.9%

Key State Specifics
Key State Specifics July 2018 YTD
Arizona -4.5% 5.6%
California -5.0% 5.1%
Colorado -3.5% -2.2%
Delaware, District of Columbia, Maryland -2.0% -13.0%
Florida -0.8% -4.3%
Hawaii -9.7% -3.8%
New Mexico -1.4% 1.9%
Nevada 4.0% 5.3%
Louisiana 2.4% -3.2%
Oklahoma -7.9% -8.6%
Texas -4.4% -3.8%
Virginia -6.5% -7.9%
Washington -2.0% 9.6%
Georgia -0.2% -6.2%
North Carolina -3.5% -5.7%
South Carolina -3.9% -7.2%

The National Rounds Played Report and Key State Specifics are a joint effort of Golf Datatech and National Golf Foundation.


Golf Datatech Report

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

Product Total Units Total Dollars Average Price
GOLF BALLS (000's Doz.) (000)'s Omitted Per Dozen
2017 8,612.83 $279,490 $32.45
2018 8,850.67 $288,175 $32.56
Percentage Change 2.8% 3.1% 0.3%
WOODS (000's Units) (000)'s Omitted Per Club
2017 1,525.62 $366,091 $239.96
2018 1,466.35 $383,301 $261.40
Percentage Change -3.9% 4.7% 8.9%
IRONS (000's Units) (000)'s Omitted Per Club
2017 3,234.22 $322,545 $99.73
2018 3,469.45 $381,179 $109.87
Percentage Change 7.3% 18.2% 10.2%
PUTTERS (000's Units) (000)'s Omitted Per Putter
2017 428.32 $87,859 $205.12
2018 427.39 $86,515 $202.43
Percentage Change 0.2% -1.5% -1.3%
WEDGES (000's Units) (000)'s Omitted Per Wedge
2017 641.84 $79,118 $123.27
2018 772.22 $94,742 $122.69
Percentage Change 20.3% 19.7% -0.5%
GOLF SHOES (000's Units) (000)'s Omitted Per Pair
2017 1,775.72 $177,196 $99.79
2018 1,932.90 $193,711 $100.22
Percentage Change 8.9% 9.3% 0.4%
GLOVES (000's Doz.) (000)'s Omitted Per Glove
2017 526.79 $93,206 $14.74
2018 528.50 $94,426 $14.89
Percentage Change 0.3% 1.3% 1.0%
GOLF BAGS (000's Units) (000)'s Omitted Per Bag
2017 518.72 $83,559 $161.09
2018 538.32 $90,307 $167.76
Percentage Change 3.8% 8.1% 4.1%

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.


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.

Dorothy Joyner

Golf Shop Manager, Farmington Country Club - Charlottesville, VA

Lisa Kinsey

Merchandise Coordinator, The Roaring Fork Club - Basalt, CO

Angel Mansberger

Golf Merchandiser, Army Navy Country Club - Arlington, VA

Zachary Metrovich

Merchandiser, Pelican's Nest Golf Club - Bonita Springs, FL

Jaime Pannier

Golf Shop Manager, Belmont Country Club - Belmont, MA

Paige Patterson

Merchandiser, Champion Hills Club - Hendersonville, NC

Anthony Swinford

Student, Florida Gulf Coast University - Fort Myers, FL


Member News!

  • Eric Dietz, PGA, CCM, CCE, AGM - recognized as a 25-year member of the PGA of America. Eric, an AGM member since 2000, is the General Manager and Chief Operating Officer at Mountain Lake Club in Lake Wales, Florida.
  • Kristi Larson - is the new Merchandise Manager at the G and G Golf Company in Langley, BC, Canada. Previously, she had been the Buyer/Merchandiser at Royal Mayfair Golf Club in Edmonton, Alberta.
  • Matthew Taken, PGA, AGM - received certification in Golf Operations from the PGA of America. Matthew is the Head Golf Professional at Tuckaway CC in Franklin, Wisconsin.



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.

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