Shop Operations

Boost Sales by Capitalizing on Member Trips with Targeted Trunk Shows

Posted on by Katelyn Madsen
Golf club event space set up for a trunk show with apparel displays and tables, overlaid with the headline “Trunk Show Sales” and a subtitle about boosting sales through targeted member trips.
13
Aug

Written by Justine Gray

Several 2024 AGM Platinum Award-winning facilities maximized their sales while providing exceptional member services through targeted trunk shows. These trunk shows focused on rain and inclement weather apparel in advance of organized member golf trips to destinations like Ireland and Scotland. Here’s how three facilities successfully implemented this strategy:

Congressional Country Club: It’s Raining, it’s Pouring, and Galvin Green isn’t Snoring… He’s Selling!

Bethesda, MD

Promotional flyer for a Galvin Green Fitting Experience at Congressional Country Club, inviting members to shop and be fitted for all-condition outerwear, with event date, time, and location details included.
Congressional Country Club

Congressional Country Club’s membership frequently participates in golf trips worldwide, many requiring high-quality rain gear. To meet this demand, Congressional partnered with Galvin Green to host an “Outerwear Fitting Experience.” Members explored various options and consulted with company-trained representatives about each garment’s unique properties, ensuring they received the right protection for their trips. A special invitation was sent to members attending the Club-organized trip to Scotland, offering a private showing exclusively for them before the trunk show’s regular hours. This focused effort resulted in 32 special orders. By catering specifically to their needs and providing a tailored experience, Congressional successfully turned this event into a significant sales opportunity.

 

Monterey Peninsula Country Club: Tailored Trunk Shows for Travel Enthusiasts

Pebble Beach, CA

Monterey Peninsula Country Club organized a trunk show specifically for members traveling to Ireland, Scotland, and Whistler, Canada. Partnering with KJUS, the club showcased a diverse selection of merchandise, including layering pieces, rain gear, and sun shirts, catering to the varied needs of the attendees. To create urgency, exclusive offers and discounts were provided during the trunk show, encouraging on-the-spot purchases. The assurance that products would be delivered before departure increased members’ confidence in buying.

 

TPC Potomac at Avenel Farm: Innovative Merchandise Experiences

Potomac, MD

TPC Potomac at Avenel Farm shifted from traditional sales events to create more engaging merchandise experiences, including destination trunk shows. For trips to Ireland and Scotland, a trunk show with Summit Golf Brands was organized to ensure members had the necessary gear before departure. Discounts on travel bags, umbrellas, and other relevant items were offered. The trunk show was held during a busy Par 3 tournament, attracting additional special orders from members outside the travel group. This comprehensive approach led to substantial sales and high member satisfaction.

 

Conclusion

These initiatives at 2024 AGM Platinum Award-winning facilities highlight the effectiveness of pre-trip trunk shows tailored to inclement weather apparel. By focusing on these specific member needs, clubs can ensure their members are well-equipped for their travels while driving substantial revenue growth.

To join a merchandiser community and gain weekly educational opportunities and resources, sign up to become a member of the AGM.

Graphic for an AGM article titled “What Does Club Excellence Actually Look Like?” featuring a lush golf course with sand bunkers and trees in the background. Subtitle reads “Insights on Growth, Hospitality, and Leadership,” with AGM branding in the bottom left corner.
What Does Club Excellence Actually Look Like?

Club excellence strategy starts here: why data, culture, and experience (not tradition alone) are shaping [...]

20
May
Graphic for an AGM blog article about the FIFA World Cup 2026 featuring a white soccer ball illustration centered on a soccer field overlay with a background collage of international flags. Text reads “FIFA World Cup 2026: How to Bring the Excitement into Your Golf Shop,” with AGM branding in the bottom right corner.
FIFA World Cup 2026: How to Bring the Excitement into Your Golf Shop

Bring FIFA World Cup excitement into your golf shop with displays, watch parties, promotions, events, [...]

18
May
AGM Northeast Regional event graphic featuring a map of the United States with the Northeast highlighted and text promoting the Baltusrol Golf Club regional gathering focused on connection, education, and retail insights.
AGM Northeast Regional at Baltusrol Golf Club: Connection, Education & Retail Insights

Inside AGM’s Northeast Regional Event: retail insights, industry conversations, and behind-the-scenes ideas from Baltusrol.

13
May
AGM Vendor Spotlight graphic featuring the exterior entrance and hanging sign for Amble Clothing at Pebble Beach.
Coastal Versatility: How Amble Clothing Is Redefining the Overlap Between Golf and Lifestyle

Discover how Amble Clothing blends golf, surf, and lifestyle apparel through thoughtful design and elevated [...]

11
May
Graphic featuring two stylized AGM award trophies on a soft silver-blue textured background with white sparkle accents. The left geometric trophy reads “AGM Platinum Awards 2027 Top 100 Golf Shops,” while the right teardrop-shaped trophy reads “AGM Merchandiser of the Year 2027” inside a laurel wreath design. AGM logo appears in the bottom right corner.
AGM Platinum Awards 2027: Applications Now Open for Top 100 Golf Shops

AGM Platinum Awards 2027 applications are now open until August 7. Be recognized as a [...]

06
May
Illustration of a meat cleaver with the text “The Industry Isn’t Slowing Down,” and the phrase “It’s Splitting Apart” below, on a dark background with AGM branding.
The Industry Isn’t Slowing Down—It’s Splitting Apart

Restaurant industry trends reveal a hidden divide in spending. Here’s what it means for your [...]

04
May
Orange graphic background with question marks. Text reads “The Most Overlooked Part of the Interview: What You Ask at the End,” with AGM logo in the lower corner.
The Most Overlooked Part of the Job Interview: What You Ask at the End

Master your next job interview by asking the right questions. Learn how to signal strategy [...]

29
Apr
Graphic reading “Williams Athletic Club” above a seated female model in a black vest and cap holding a structured handbag; “AGM Vendor Spotlight” and AGM logo appear below.
Polished Performance: The Williams Athletic Club Philosophy

Explore Williams Athletic Club’s approach to women’s golf apparel, with a focus on fabric, fit, [...]

27
Apr