<center>Baltusrol Golf Club<br>
Springfield, NJ</center>
Baltusrol Golf Club
Springfield, NJ

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November 2018

October 2018

September 2018

August 2018

July 2018

June 2018


Retail Frenzy on Black Friday Weekend

by Desane Blaney, AGM Executive Director

No surprise here. The official start to the holiday shopping season started as anticipated over the Black Friday weekend to include Cyber Monday and it did not disappoint. The National Retail Federation (NRF) reported more than 165 million Americans shopped either in stores or online with the average shopper spending $313.29 on gifts and other holiday items over the five-day period. In Canada it was reported their Black Friday sales now surpass their traditional Boxing Day!

"This is a very strong emotional start to the holiday season and a positive indicator of where we are headed over the next month," commented Matthew Shay, CEO of the NRF. "Across all categories and segments this was very positive, driven by macro conditions of low unemployment and rising wages combined with the right mix of merchandise at great prices." Further, the report indicates apparel was the top purchase by 57 percent of those surveyed and the venues for shopping destinations included department stores (42 percent), online retailers (38 percent) with the remaining being split among apparel, discount and electronic stores.

Be sure to check out what your fellow members are planning to capture the attention and dollars of their members and guests during this important retail season.

In this issue of the AGM e-Tailer:

  • AGM Annual Retail Conference
  • Holiday Special Promotions & Dazzling Deals Drive Sales
  • Ask Tracy: Logo & Freight Charges
  • PGA of America Elects Officers
  • Employment Opportunities from Member Facilities & 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


2019 AGM Annual Retail Conference

Members and industry professionals received the first notice of the educational offerings and events at our Annual Retail Conference on Tuesday, January 22, 2019 in Orlando, Florida.

"This event is filled with a number of seminars to enhance your knowledge and advance your professional development," stated Tracy Moffatt, AGM President. "Other features include our Awards Luncheon, Platinum Awards presentation and the Product Preview and Reception."

Appreciation and acknowledgement to the AGM Vendor Partners who are the presenting sponsors of this educational event:

  • Ahead, Antigua, Barr Display, Beth DePass
  • Cutter & Buck, Donald Ross Sportswear, FootJoy
  • Foray Golf, Greg Norman Collection, Ogio
  • Oxford, PGA Golf Exhibitions, Ping Apparel.

Click here for details and registration information.


Holiday Special Promotions & Dazzling Deals Drive Sales

What's happening in member shops? There are a number of commonalities among the shops: Holiday Parties, Sip & Shop, Spin the Wheel for Discounts, Balloon Pops, Complimentary Gift Wrap, Local Delivery and 12 Days of Christmas. Other promotions include:

Haggin Oaks Golf Complex, Sacramento, CA

  • Access to exclusive savings opportunities and the "first to find" prizes each day from December 1 - 24 for those customers who sign-up for Alister the Elf's Daily Deals.

Olympic Hills GC, Eden Prairie, MN

  • For every $20 spent, the member receives a $5 credit. The credit is applied the next day so members have to return a second time and all credits must be used by 12/31.

Glenmoor CC, Cherry Hills Village, CO

  • Friday's in December, we feature a raffle for free guest passes.

Maple Bluff CC, Madison, WI

  • Our December sale includes a special discount for members who bring in food items for the local food pantry.

Northwood Club, Dallas, TX

  • FootJoy My Joy design your pair of shoes and receive 20% off.

Foresight Golf, New Braunfels, TX

  • Purchase a $100 gift card and receive a free $25 gift card.

North Shore CC, Glenview, IL

  • Guess the NFL Chicago Bears scores during the month of December and receive a percentage off based on how many points they score.

Cattail Creek CC, Glenwood, MD

  • Gift with Purchase for sales over $150 and colored dot sale the week before Christmas on seasonal merchandise. We completely change our merchandise mix to include more gift and lifestyle merchandise.

Greenwich CC, Greenwich, CT

  • Based on amount purchased, gift certificates given for use throughout 2019.

San Juan CC, Farmington, NM

  • Shirt Off Your Back Sale - donation goes to charity and the member gets a discount.

Butterfield CC, Oak Brook, IL

  • Mistletoe Trunk Show - we invite local vendors to sell their products along with golf shop merchandise and golf vendors.

Rosedale GC, Toronto, Canada

  • Our closing event is the opportune time for us to personally thank our members for their patronage as well as showcase our winter collection.

Cascade Hills CC, Grand Rapids, MI

  • We continue to promote "Shop Local" after Small Business Saturday and feature other small businesses to include the local deli, cheese shop, brewery in addition to our golf shop offerings.

Torrey Pines GC, La Jolla, CA

  • Ticket to the PGA Tour Event hosted at their facility with a merchandise purchase. And, free shipping!

Deer Ridge GC, Kitchener, Ontario, Canada

  • Tiered discount to clear out inventory. Buy one apparel item get 10%, two for 20%, three for 30% and four for 40%.

Kiawah Island Club - Classique, Kiawah Island, SC

  • We are debuting a personal shopping experience this year where members can communicate with our shop associates on gifts for loved ones. The gifts can be personalized, gift wrapped and mailed directly to the recipient.

Beechmont CC, Cleveland, OH

  • We're offering a Mobile Shop where we take most of the merchandise from the Golf Shop and do a big set-up in the foyer of the club that is highly-trafficked. We transition to a lifestyle shop which captures the attention of those non-golfing members.

Greystone Golf & CC, Birmingham, AL

  • We have a "Big Sale Night" where members draws for discounts of 20 to 100% on this one night only.

Hawks Ridge Golf Club, Ball Ground, GA

  • Roll the Dice in December! Members have the opportunity to roll eight dice and whatever the total amounts to the discount.

Wentworth by the Sea CC, Rye, NH

  • We host a two-day only sale to clear out 2018 inventory and allow pro shop credit to be used. Items are reduced by 50%.

Sharon Heights Golf & CC, Menlo Park, CA

  • Annual member party featuring 15 vendors; one night only 40% off all apparel; Holiday Bingo for store credit.


You Have Questions? We Have Answers!
Ask Tracy: Logo & Freight Charges


Does the AGM recommend facilities include the cost of embroidery charges and freight costs to the cost of the item and then mark-up?


The AGM recommendation would be to ALWAYS include the logo charge in the cost and then apply markup, but track freight as an expense with its own line item. This allows you to budget for freight, which is a huge expense nowadays, and keeps your cost of the item true to just the merchandise cost.

Thus, if you special order an item it won't have a different cost and markup or even price than the existing item on the floor. In arguing this, I always remind people we don't include bags, register tape or merchandise tags in the merchandise cost price although those items are also a cost of selling the product we need to recoup, so why would we include freight? Yes, your markup needs to "cover" the freight by adding a dollar or two to the retail price. This markup method is known in the industry as a "California Keystone" - doubling the cost and adding a dollar or two. In the long run, this method more than covers the freight expense and customers typically don't notice the slight difference in your retail price.

Currently the industry is more heavily weighted toward treating freight as an expense as well as the cost of doing business and getting and selling the product (freight, bags, register tape, tags, etc.). The cost of the product itself (Merchandise & Logo) is treated as COGS (Cost of Goods Sold).

On another note - NEVER include invoice payment discounts in the cost of the item. Discounts should be a separate account tracked if the invoice is paid in time to take the discounts and the amount should be going back to the golf shop financials. On the financials, if you want COGS reflecting discounts and freight, have those line items appear under a heading of COGS.

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.


PGA of America Elects New Officers

Jim Richerson, Suzy Whaley, John Linder
Congratulations to Suzy Whaley, PGA Master Professional who was elected the 41st President of the PGA of America at their recent annual meeting. Suzy, well-known in the industry, is PGA Director of Golf at Suzy Whaley Golf in Cromwell, Connecticut and she also serves as the PGA Director of Instruction at the CC at Mirasol in Palm Beach Gardens, Florida.

Jim Richerson, AGM member since 2006, and now serving as the Senior Vice-President of Operations for Troon Management, was elected Vice-President. Prior to his employment at Troon, Jim was affiliated with the Kohler Golf properties in Wisconsin. Previously, he served a two-year term as PGA Secretary, after being elected at the 2016 PGA Annual Meeting as a member of the Wisconsin PGA Section.

John Linder, the PGA Director of Golf & Chief Operation Officer at The CC of Lansing in Lansing, Michigan was elected as Secretary of the PGA. The PGA Board of Directors is composed of the Association's President, Vice President, Secretary, Honorary President and 17 Directors. The Directors include representatives from each of the PGA's 14 districts, two Independent Directors and a member of the PGA Tour. New District Directors are elected by their representative PGA Sections.


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:

  • Bigwin Island GC, Baysville, ON, Canada, Cullasaja Club, Highlands, NC
  • Interlachen CC, Edina, MN, 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 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, Callaway Soft Goods, Devereux
  • Eyeking LLC, Gem-Dandy, Glenayr, Golf Design, Golfino, Jamie Sadock
  • JBA Awards, Jofit, Katherine Way, Kinona, Mayva K, Movetes
  • Oxford, Ping Apparel, PRG Americas, QED Style, Scout Sports
  • Sport Haley, Tory Burch, Town Talk, Vantage Apparel

Other Industry Positions:

  • Membership & Database Engagement Manager, National Club Association, Washington, DC

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


September 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: $61.57 $42.38
Price Range: $0 - $49.99 32.2% 66.7%
Price Range: $50 - $74.99 42.7% 25.5%
$75 + 25.1% 7.8%
Men's Bottoms - including pants and shorts:    
Average Retail Price of bottoms sold: $59.31 $50.63
Price Range:$0 - $49.99 32.8% 54.8%
Price Range: $50 - $74.99 49.1% 29.1%
$75 + 18.1% 16.1%

Women's Golf Apparel On-Course Off-Course
Women's Shirts - including long and short sleeve:    
Average Retail Price of shirts sold: $52.87 $38.97
Price Range: $0 - $49.99 50.6% 76.0%
Price Range: $50 - $74.99 35.8% 17.1%
$75 + 13.6% 6.9%
Women's Bottoms - including shorts, skirts, pants and skorts:    
Average Retail Price of bottoms sold: $61.98 $50.36
Price Range:$0 - $49.99 37.6% 56.1%
Price Range: $50 - $74.99 37.1% 28.4%
$75 + 25.3% 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 -7.2% in September 2018 and DOWN -3.3% year-to-date as compared to September 2017.

Percentage Change in Rounds Played Volume
Regions of the Country September 2018 Year-to-Date
U.S. -7.2% -3.3%
Public -7.2% -3.2%
Private -7.1% -3.8%
Pacific 2.9% 4.2%
Mountain 11.4% 5.6%
West North Central -11.8% -5.7%
East North Central -10.4% -5.9%
South Central -15.5% -4.6%
South Atlantic -5.9% -5.1%
Mid-Atlantic -16.5% -9.4%
New England -0.8% -2.6%

Key State Specifics
Key State Specifics September 2018 YTD
Arizona 1.4% 5.1%
California 1.0% 4.1%
Colorado 11.8% 1.1%
Delaware, District of Columbia, Maryland -25.9% -13.7%
Florida 32.2% -1.5%
Hawaii -4.0% -6.6%
New York -13.7% -7.5%
Nevada -0.4% 3.8%
Michigan -3.1% -0.5%
Kansas/Nebraska -11.7% -4.0%
Texas -20.4% -3.8%
Virginia -25.6% -10.1%
Washington 8.2% 7.8%
Ohio -14.9% -9.1%
Iowa/Missouri -12.2% -5.2%
South Carolina -17.5% -7.3%

Rounds of golf for September 2018 were down 7.2% compared to a year ago due to heavier than normal precipitation levels in many regions of the United States. This has been the continuation of a trend that has had an impact for much of the year, and the national year-to-date rounds played total is -3.3% through September.

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 September 2018
Compared to September 2017

Product Total Units Total Dollars Average Price
GOLF BALLS (000's Doz.) (000)'s Omitted Per Dozen
2017 11,560.50 $375,984 $32.52
2018 11,772.03 $385,049 $32.71
Percentage Change 1.8% 2.4% 0.6%
WOODS (000's Units) (000)'s Omitted Per Club
2017 1,890.12 $451,433 $238.84
2018 1,802.83 $467,452 $259.29
Percentage Change -4.6% 3.5% 8.6%
IRONS (000's Units) (000)'s Omitted Per Club
2017 3,966.72 $398,708 $100.51
2018 4,197.14 $461,940 $110.06
Percentage Change 5.8% 15.9% 9.5%
PUTTERS (000's Units) (000)'s Omitted Per Putter
2017 547.52 $112,134 $204.80
2018 549.34 $111,459 $202.90
Percentage Change 0.3% -0.6% -0.9%
WEDGES (000's Units) (000)'s Omitted Per Wedge
2017 817.50 $100,581 $123.04
2018 963.11 $118,505 $123.04
Percentage Change 17.8% 17.8% 0.0%
GOLF SHOES (000's Units) (000)'s Omitted Per Pair
2017 2,222.60 $222,603 $100.15
2018 2,409.34 $241,357 $100.18
Percentage Change 8.4% 8.4% 0.0%
GLOVES (000's Doz.) (000)'s Omitted Per Glove
2017 710.71 $126,202 $14.80
2018 724.57 $130,073 $14.96
Percentage Change 2.0% 3.1% 1.1%
GOLF BAGS (000's Units) (000)'s Omitted Per Bag
2017 661.44 $106,766 $177.69
2018 685.14 $114,705 $186.72
Percentage Change 3.6% 7.4% 5.1%

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.


John Polkis, General Manager

OGIO makes the world's most uniquely innovative golf bags, backpacks, duffel bags and travel gear.
Through unrivaled technology, ingenious design and unparalleled quality, OGIO empowers the ambitious and discerning adventurer to maximize his or her potential.

For additional information, visit their website at www.ogio.com

What's In Now, LLC

Marsha Lyon, CEO

Created for women who love the unusual. Patented sunflower headcover designs in brightly colored patterns create a garden in your bag. Using Sunbrella™ fabric, they are water and sun resistant. Great for personal and event gift giving. Logo availability.

For additional information, visit their website at www.whats-in-now.com


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.

Cameron Cordes

Golf Academy of America - Chandler AZ

Fernando Delolmo

Golf Academy of America - Chandler AZ

Justine Evelyn

Retail Buyer Consultant, Broken Sound Club - Boca Raton, FL

Dannielle Fernandes

Golf Merchandiser Receiver, Broken Sound Club - Boca Raton, FL

Cody Grosswiler

Golf Academy of America - Chandler AZ

Russell Herndon

PGA Assistant Golf Professional, Country Club of Woodmoor - Monument, CO

Elliott Kucherer

Golf Academy of America - Chandler AZ

Chandler Lott

Golf Academy of America - Chandler AZ

Michael Mueller

Golf Academy of America - Chandler AZ

Karen Sherman-Lavin

PGA Director of Golf, Addison Reserve Country Club - Delray Beach, FL

Marcel Steigerwald

Director of Merchandising, Round Hill Country Club - Alamo, CA

Kyle Stevens

Buyer/Merchandiser, The Santaluz Club - San Diego, CA

Stuart Stryker

Golf Academy of America - Chandler AZ

Zach Wagner

Golf Academy of America - Chandler AZ


Member News!

  • Kyle Capps, PGA - was named Head Golf Professional at Milburn CC in Overland Park, Kansas. Kyle, an AGM member since 2016, was the Head Golf Professional at Las Campanas in Santa Fe, New Mexico for five years prior to his move to Milburn.
  • Asa Harp - named the Merchandiser/Buyer at Estero CC in Fort Myers, Florida. She had previously been affiliated with Foxfire CC in Naples, Florida.
  • Barry Walters, PGA - recognized as a 25-year member of the PGA of America. Barry, an AGM member since 2015, is the Head Golf Professional at The Reserve Club, St. James Plantation, Southport, North Carolina.



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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