<center>Kingsmill Resort<br>
Williamsburg, VA</center>
Kingsmill Resort
Williamsburg, VA

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February 2019

January 2019

December 2018

November 2018

October 2018

September 2018


AGM Celebrates its 30th Anniversary in Orlando

by Desane Blaney, AGM Executive Director

The AGM achieved another milestone with the celebration of ours 30th anniversary at the Retail Conference and the PGA Merchandise Show. The turnout for the Conference and Awards Luncheon was in excess of 300 members and guests representing the U.S., Canada, Caribbean, Spain Australia, China, United Kingdom, Ireland, Scotland, Mexico, Panama, Singapore, and the Dominican Republic. Since our founding, we've solidified our base as the "Educational Voice in Golf Merchandising" and we recognize and appreciate it was only possible through the unwavering support of our members.

Aptly dubbed as the "Major of Golf Business," the PGA Merchandise Show certainly lived up to its billing attracting over 1,000 companies and many thousands of industry professionals. The AGM post-show survey revealed 90.19% of buyers rated the mood of the show as positive, 84.91% pre-booked appointments with vendors, 74.53% left orders and 86.79% reported success in finding products they were seeking. Circle your calendar for next year's event - January 20-23, 2020. It will be here before we know it!

In this issue of the AGM e-Tailer:

  • AGM Conference Sponsors - Thank You for Your Support!
  • It Takes an All-Out Effort!
  • AGM Platinum Awards - Recognizing Premier Golf Shops
  • Reynolds Lake Oconee - Recipient of the Cashman Award for Visual Excellence
  • Apparel Market Report
  • National Rounds Played Report and Key State Specifics
  • Golf Datatech Report
  • New Members / Member News


Click here to view this month's AGM Photo Gallery


AGM Conference Sponsors - Thank You for Your Support

Through the generous support of the following AGM Vendor Partners, our members and guests were able to take advantage of a full-day of educational seminars, networking opportunities and special events. We appreciate and thank them for their sponsorship: 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.

Many thanks to our Vendor Partners who donated items for the AGM Conference Swag Bags: Ahead, Antigua, Corkcicle, Cutter & Buck, Foray Golf, Maui Jim, Pro Tag, Puma, Srixon, Swing Control and The Wooden Nickel.

The evening Product Preview and Reception continues to be the premier place to view products and collections prior to the opening of the show floor. This year 95 AGM Vendor Partners participated in the event which gave the buyers a unique opportunity to meet the vendors and view their collections in an intimate social setting. Special thanks to PGA Golf Exhibitions for sponsoring the evening reception.


It Takes an All-Out Effort

The AGM Retail Conference may be in the rear view mirror, but the overwhelming success of the event would not have been possible without the work of many. A sincere and heartfelt acknowledgement to Diane Blackmer and Darcy Lyberger (both retired) who work on special projects for the AGM, but who rallied to full-time status to work diligently to coordinate conference registration, the Product Preview and everything in between.

Volunteers for Monday set-up and conference day included: Members of the AGM Board of Directors along with Phil Arrowsmith, Shirley Baich, Patrick & Lori Casey, Joyce Crumbo, Lauren Everett, Patterson Ford, Alecia Bell Lane, John Lyberger, Mary Lopusznski, Tracy Moffatt, Nick Muller, Celeste Olson, Jennifer Roddy, Chris Sessa, Jeanne Smith, Michael Stubbins, Mark Thush, DeAnne Van Haaren, Felecia West, and Faye Whade.

Many thanks!


2019 AGM Platinum Awards - Recognizing Premier Golf Shops

2019 "Best of the Best"
The most creative and innovative retail accomplishments by clubs and facilities were honored with an AGM Platinum Award during our Annual Retail Conference in Orlando. The common denominator among the honorees is they are all "profitable shops, ever-focused on the small details that make them successful. Their promotional plans are well-executed, their initiatives are always interesting and their customer relationships run deep." The program, now in its seventh year, received several hundred entries from golf properties world-wide.

The program combines the best attributes of the former Golf World's 100 Best Golf Shops and the AGM Front Nine Awards. After deciding to end a successful 27-year history of conducting the awards program, the editors of Golf World made the decision to hand the valued franchise to the AGM because they felt, as partners for many years, the organization would continue to promote the program with the highest amount of integrity as in the past and preserving this worthy tribute to top retailers worldwide.

The following facilities were recognized as the "Best of the Best" of all winners:

  • Arnold Palmer's Bay Hill Club & Lodge, Orlando, Florida - Leslie Glover, Brian Dorn, Roy & Amy Saunders, Kevin Crawford
  • Congressional Country Club, Bethesda, Maryland - Jason Epstein, Jason Mills, Chris Nieto, Tracey Stearns, Lauren Burns
  • Haggin Oaks, Sacramento, California - Ken Morton, Sr., Ken Morton, Jr., Mike Woods, Terry Daubert, Tom Morton, Heather Hadley
  • Marin Country Club, Novato, California - Linda Mortarotti, Ken Hutchinson, Tiffany Hutchinson
  • Red Sky Golf Club, Wolcott, Colorado - Susan Farrell Morrison, Jeff Hanson, Chris Lai, Sara Stevens
  • Saadiyat Beach Golf Club, Abu Dhabi, UAE - Debbi Falardeau, Danny Jakubowski, Francisco de Lancastre David, James Durkin
  • The Country Club at Castle Pines, Castle Rock, Colorado - Andrew Hedrick, Sonny Scheer, Tara Morris, Cade Hassel, Anthony Del Dotto
  • Tournament Golf Shop at PGA West, La Quinta, California - Joe Burch, Chris Caballero, Kate Werner, Harrin Harn
  • TPC Las Vegas, Las Vegas, Nevada - Mason Spalding, Lizzie Leasure, Sven Kessler, Dan Hammel, Katy Guarneri
  • Troon North Golf Club, Scottsdale, Arizona - Jennifer Potter, Dan Budzius, Sam Brookman, Kim Gramm, Sheri Carter

The "Best of the Best" recipients received crystal-etched recognition awards which were donated by Steve Rentschler and Haley Hill of AGM Vendor Partner Sterling Cut Glass.

Congratulations to the following clubs and facilities for garnering an AGM Platinum Award:

  • Abenaqui Country Club, Rye Beach, NH - Arnold Palmer's Bay Hill Club, Orlando, FL
  • BallenIsles Country Club, Palm Beach Gardens, FL - Bearpath Golf & CC , Eden Prairie, MN
  • Belfair POA, Bluffton, SC - Bella Vista POA, Bella Vista, AR
  • Belmont Country Club, Belmont, MA - Bighorn Golf Club, Palm Desert, CA
  • Blackwolf Run, Kohler, WI - Boca West CC, Boca Raton, FL
  • Carl's Golfland, Bloomfield Hills, MI - Carl's Golfland, Plymouth, MI
  • Carlsbad Golf Center, Carlsbad, CA - Castle Pines Golf Club, Castle Rock, CO
  • Cattail Creek Country Club, Glenwood, MD - Cherokee Town & Country Club, Atlanta, GA
  • Cherry Creek Country Club, Denver, CO - Cherry Hills Country Club, Cherry Hills Village, CO
  • Classic Club, Palm Desert, CA- Colonial Country Club, Fort Myers, FL
  • Columbine Country Club, Columbine Valley, CO - Congressional Country Club, Bethesda, MD
  • Country Club of Lincoln, Lincoln, NE - Deer Ridge Golf Club, Kitchener, ON, Canada
  • Denver Country Club, Denver, CO - Desert Mountain Club, Scottsdale, AZ
  • Fieldstone Country Club, Greenville, DE - Forest Akers GC at Michigan State, Lansing, MI
  • Forest Highlands Golf Club, Flagstaff, AZ - Golfdom, McLean, VA
  • GreatHorse, Hampden, MA - Haggin Oaks Golf Super Shop GC, Sacramento, CA
  • Hazeltine National Golf Club, Chaska, MN - Indian Wells Golf Resort, Indian Wells, CA
  • Interlachen Country Club, Edina, MN - Kapalua Plantation Course, Lahaina, HI - Ko Olina Golf Club, Kapolei, HI
  • Lake of Isles, North Stonington, CT - Lakewood Country Club, Lakewood, CO
  • Loblolly, Hobe Sound, FL - Manchester CC, Bedford, NH - Marin CC, Novato, CA
  • Miles of Golf, Ann Arbor, Ypsilanti, MI - Miles of Golf, Cincinnati, Fairfield, OH
  • Muirfield Village Golf Club, Dublin, OH Nantucket Golf Club, Siasconset, MA
  • North Shore Country Club, Glenview, IL - Northwood Club, Dallas, TX
  • Oak Hill Country Club, Rochester, NY - Oakland Hills Country Club, Bloomfield Hills, MI
  • Ocean Reef Club, Key Largo, FL - Oklahoma City Golf & CC, Nichols, Hills, OK
  • Olympia Fields Country Club, Olympia Fields, IL - Olympic Hills Golf Club, Eden Prairie, MN
  • Paradies PGA Tour Shops Houston Hobby Airport, Houston, TX - Paradies PGA Tour Shops Jacksonville Airport, Jacksonville, FL
  • Paradies PGA Tour Shops Las Vegas McCarren Airport, Las Vegas, NV - Paradies PGA Tour Shops Tampa Airport, Tampa, FL
  • PGA Golf Club, Port St. Lucie, FL - Pinehurst Resort, Pinehurst, NC
  • Pinetop Country Club, Pinetop, AZ - Pravets Golf Club, Pravets, Bulgaria
  • Princeville Makai Golf Club, Princeville, HI - Red Sky Golf Club, Wolcott, CO
  • Reynolds Lake Oconee-The Preserve, Greensboro, GA - Rolling Hills Country Club, Rolling Hills Estates, CA
  • Royal Greens Golf & CC, Jeddah, Saudi Arabia - Saadiyat Beach Golf Club, Abu Dhabi, UAE
  • Saratoga National GC, Saratoga Springs, NY Seaview Golf Club, Galloway, NJ
  • Southern Hills Country Club, Tulsa, OK - Spanish Oaks Golf Club, Bee Cave, TX
  • Spyglass Hill Golf Shop, Pebble Beach, CA - St. Andrews Country Club, Boca Raton, FL
  • Streamsong Resort,, Bowling Green, FL - The Broadmoor, Colorado Springs, CO
  • The Club at Flying Horse, Colorado Springs, CO - The Club at Sonterra, San Antonio, TX
  • The CC at Castle Pines, Castle Rock, CO - The CC at Mirasol, Palm Beach Gardens, FL
  • The Country Club of Louisiana, Baton Rouge, LA - The Els Club Dubai, United Arab Emirates
  • The Golf Club at Lansdowne, Leesburg, VA - The Heritage Shop at Pebble Beach, Pebble Beach, CA
  • The Kapalua Bay Course, Lahaina, HI - The Links at Spanish Bay, Pebble Beach, CA
  • The Lone Cypress Shop at Pebble Beach, Pebble Beach, CA
  • The Royal Golf Club, Bahrain - The Westin Kierland Golf Club, Scottsdale, AZ -
  • Tiburon Golf Club, Naples, FL - Torrey Pines Golf Shop, La Jolla, CA
  • Tournament Golf Shop at PGA West, La Quinta, CA - TPC Boston, Norton, MA
  • TPC Deere Run, Silvis, IL - TPC Harding Park, San Francisco, CA
  • TPC Jasna Polana, Princeton, NJ - TPC Las Vegas, Las Vegas, NV
  • TPC Louisiana, Avondale, LA - TPC River's Bend, Maineville, OH
  • TPC Sawgrass, Ponte Vedra Beach, FL - TPC Scottsdale, Scottsdale, AZ
  • TPC Summerlin, Las Vegas, NV - Troon Country Club, Scottsdale, AZ
  • Troon North Golf Club, Scottsdale, AZ - U.S. Open Championship Shop, Pebble Beach, CA
  • Valhalla Golf Club, Louisville, KY - Waterville Golf Links, Waterville, County Kerry, Ireland
  • Whistling Straits, Sheboygan, WI - Wickenburg Ranch Golf & Social Club, Wickenburg, AZ
  • Woodmont Country Club, Rockville, MD - Yocha Dehe Golf Club, Brooks, CA

Special thanks to Gordon Schenk, President & CEO of Pro Tag for his generous donation of the AGM Platinum Award bag tags.

Entries for the 2020 Platinum Awards will be sent in early June and we encourage you to start chronicling your initiatives and taking photos of your visual presentations - it's not too early to start!


Reynolds Lake Oconee
Named Recipient of the Cashman Award for Visual Excellence

Congratulations to Reynolds Lake Oconee, Greensboro, GA for receiving the coveted Cashman Award for Visual Excellence. This award, named for Ardie Cashman and Kevin Cashman of Bearpath Golf and Country Club in Eden Prairie, Minnesota, was created to honor their achievements and contributions to the golf retail industry. The award is annually given to a golf facility that demonstrates excellence throughout all their visual displays and floor layout.

After reviewing hundreds of visual display photographs garnered from the AGM's Platinum Awards and photos submitted throughout the year, the Cashman's had the unique challenge of selecting the annual recipient of the award from private, public, resort and off-course facilities.

"It was an honor to have Reynolds Lake Oconee selected as the recipient of the Cashman Award for Visual Excellence in 2019," stated the Cashman's. "Their incorporation of props and their relationship to the color in the merchandise assortment, coupled with the exquisite balance in the visual presentation was outstanding."

The award was officially presented to Caroline Basarab Dennison, PGA Director of Retail at the awards ceremony held during the AGM Retail Conference in Orlando.

We encourage all members to continue to submit their visual display photos throughout the year for consideration for this prestigious award.


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
  • Cattail Creek CC, Glenwood, MD, Cherry Valley Club, NY
  • Cullasaja Club, Highlands, NC, Hammock Dunes Club, Palm Coast, FL
  • Manchester CC, Bedford, NH, Mirabel GC, Scottsdale, AZ
  • Oakland Hills CC, Bloomfield Hills, MI, Olympia Fields CC, Olympia Fields, IL
  • Sleepy Hollow CC, Briarcliff Manor, NY, St Andrews Links, Scotland
  • South Fork CC, Amagansett, NY, The Apawamis Club, Rye, NY
  • The Golf Club at Lansdowne, Leesburg, VA, The Yellowstone Club, Big Sky, MT

Sales Representatives:

  • 2-DG Apparel, Abacus, 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, Joe's Jeans, Jofit, Katherine Way, Kinona
  • Martin Dingman, Mayva K, Movetes, Nivo/Sligo
  • Oxford, Ping Apparel, PRG Americas, QED Style, Scout Sports
  • Sport Haley, Tee 2 Sea, Town Talk, Vantage Apparel

Other Industry Positions:

  • 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


December 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: $55.44 $40.37
Price Range: $0 - $49.99 45.1% 72.2%
Price Range: $50 - $74.99 37.0% 20.2%
$75 + 17.9% 7.6%
Men's Bottoms - including pants and shorts:    
Average Retail Price of bottoms sold: $60.55 $51.85
Price Range:$0 - $49.99 35.3% 54.6%
Price Range: $50 - $74.99 40.5% 29.3%
$75 + 24.2% 16.1%

Women's Golf Apparel On-Course Off-Course
Women's Shirts - including long and short sleeve:    
Average Retail Price of shirts sold: $49.43 $40.70
Price Range: $0 - $49.99 57.2% 72.4%
Price Range: $50 - $74.99 31.3% 16.3%
$75 + 11.5% 11.4%
Women's Bottoms - including shorts, skirts, pants and skorts:    
Average Retail Price of bottoms sold: $60.16 $54.62
Price Range:$0 - $49.99 40.1% 52.4%
Price Range: $50 - $74.99 34.5% 25.1%
$75 + 25.5% 22.5%

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 7.7% in December 2018 and DOWN 4.8% year-to-date as compared to December 2017.

Percentage Change in Rounds Played Volume
Regions of the Country December 2018 Year-to-Date
U.S. -7.7% -4.8%
Public -6.6% -4.7%
Private -11.0% -5.4%
Pacific -7.6% 3.1%
Mountain -6.0% 2.9%
West North Central -27.4% -7.7%
East North Central -10.3% -7.7%
South Central -3.5% -7.0%
South Atlantic -11.1% -5.7%
Mid-Atlantic 18.8% -11.4%
New England 76.0% -4.9%

Key State Specifics
Key State Specifics December 2018 YTD
Arizona -1.4% 3.3%
California -8.4% 2.1%
Colorado -16.4% -2.4%
Delaware, District of Columbia, Maryland -3.1% -14.1%
Florida -8.7% -1.6%
Hawaii -7.6% -5.0%
New York 15.2% -9.7%
Nevada 2.2% 2.3%
Michigan 104.8% -2.9%
Kansas/Nebraska -32.1% -7.0%
Texas -0.07% -6.6%
Virginia -17.0% -11.3%
Washington -3.7% -12.3%
Ohio -8.2% -10.5%
Iowa/Missouri -20.3% -7.4%
South Carolina -17.0% -8.1%

Last year's weather picture was not a pretty one. Above average rainfall in the Midwest and Northeast. Wildfires in the West. Volcanic explosions in Hawaii. Record rainfall totals in Florida, which in May experienced an unprecedented soaking that surpassed the golf-rich state's previous high-water mark in 1895.

Rounds of golf in the U.S. were down, year-over-year, in 11 of 12 months in 2018, affected in large part by colder weather and heavier precipitation than normal during the busiest months for golf. April typically signifies the start of the golf season in many regions, and national rounds that month were off 13.5% from a year earlier as unusually cold temperatures delayed the start of spring. September, which is the last hurrah of summer and the start of the fall golf season in some regions, was down 7.2% because of significant precipitation increases. November saw the biggest year-over-year decrease in national rounds-played (-18.8%) of any month dating back to 2013.

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 December 2018
Compared to December 2017

Product Total Units Total Dollars Average Price
GOLF BALLS (000's Doz.) (000)'s Omitted Per Dozen
2017 14,642.21 $474,840 $32.43
2018 14,573.16 $476,363 $32.69
Percentage Change -0.5% 0.3% 0.8%
WOODS (000's Units) (000)'s Omitted Per Club
2017 2,291.75 $543,404 $237.11
2018 2,179.83 $558,443 $256.19
Percentage Change -4.9% 2.8% 8.0%
IRONS (000's Units) (000)'s Omitted Per Club
2017 4,885.98 $497,313 $101.78
2018 4,993.22 $549,195 $109.99
Percentage Change 2.2% 10.4% 8.1%
PUTTERS (000's Units) (000)'s Omitted Per Putter
2017 671.55 $137,033 $204.06
2018 663.60 $135,069 $203.54
Percentage Change -1.2% -1.4% 8.1%
WEDGES (000's Units) (000)'s Omitted Per Wedge
2017 1,041.14 $126,703 $121.70
2018 1,166.23 $143,386 $122.95
Percentage Change 12.0% 13.2% 1.0%
GOLF SHOES (000's Units) (000)'s Omitted Per Pair
2017 2,802.68 $279,191 $99.62
2018 2,982.14 $295,998 $99.26
Percentage Change 6.4% 6.0% -0.4%
GLOVES (000's Doz.) (000)'s Omitted Per Glove
2017 873.74 $154,838 $14.77
2018 881.44 $157,848 $14.92
Percentage Change 0.9% 1.9% 1.1%
GOLF BAGS (000's Units) (000)'s Omitted Per Bag
2017 876.05 $140,793 $160.71
2018 884.02 $147,482 $166.83
Percentage Change 0.9% 4.8% 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.

Gramercy Atelier

Robert Pucciarello, Director

High-end bespoke special occasion collection for women.

For additional information, visit their website at www.gramercy-atelier.com


John Swanson, VP of Sales

POPTICALS makes the highest quality Sunglasses for active outdoor athletes. Through an award winning and multi-patented design, POPTICALS provides the highest quality sunglasses while protecting the glasses and lenses when not being worn. POPTICALS has partnered with the world-wide leader in optics - Zeiss - on Nylon lenses, which offer the clarity of glass at a fraction of the weight. Popticals ensure your eyes are you biggest asset - from the tee box to the green.

For additional information, visit their website at www.popticals.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.

Noelle Brummett

PGA Golf Professional/Merchandise Associate, The Reserve Club - Indian Wells, CA

Angela Chanthavong

Buyer/Merchandiser, The Sanctuary Golf Club - Sanibel, FL

Cody Franke

PGA Assistant Golf Professional, Desert Willow Golf Resort - Palm Desert, CA

Alma Gillingham

Buyer/Merchandiser, Escondido Golf & Lake Club - Horseshoe Bay, TX

Steven Grove

PGA Head Golf Professional, Maroon Creek Club - Aspen, CO

Lauren Hawkins

Director of Merchandising, Northriver Yacht Club - Tuscaloosa, AL

Michael Long

PGA Head Golf Professional, St. Thomas Golf & Country Club - Union, ON, Canada

Jacob Longoria

PGA Assistant Golf Professional, Northwood Club - Dallas, TX

Stephanie Malangone

Merchandising Manager, Country Club of Buffalo - Williamsville, NY

Michael Mandara

Merchandise Manager, PGA Golf Club - Port St. Lucie, FL

Lindsey Martin

Retail Manager, The Country Club of Virginia - Richmond, VA

Lauren McGarity

Assistant Buyer/Merchandiser, Cherry Creek Country Club - Denver, CO


Member News!

  • George Ancuta - was recently elected into the PGA Quarter Century Club which recognizes individuals who have been members for 25 years or more. George is the Director of Golf at Panther Valley Golf & CC in Allamuchy, NJ.
  • Susan Geoghagen - recently retired from her career as the Merchandise Manager at Wyndemere CC in Naples, FL. Susan, an AGM member for 16 years will pursue her encore career as a real estate broker in South Florida having been licensed in the profession for the past 20 years.
  • Kathryn Zelenak - has been named the Retail Manager at the Lochmoor Club in Grosse Pointe Woods, MI where she'll work with AGM Board Member, John Pershern. Kathryn was previously employed at Oakland Hills CC in Bloomfield Hills, MI.



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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