From Pirates to Pixie Dust: Unforgettable Retail Experiences with Ben Lorenzen

Written by Katelyn Madsen

Growing up, we used to view the world with wonder, imagining the different ways we could swashbuckle pirates, swim with mermaids, and fly off into Neverland. As we grow older, that magic often fades. We become pirates– focused on the destination rather than the journey, succumbing to the monotony of daily life, and losing the “never grow old” magic that allowed us to soar to new heights of imagination. The good news? We don’t have to be.

This was the main concept of Ben Lorenzen’s keynote speech at the 2025 AGM Retail Conference this past January. As the Creative Director at Champions Run in Omaha, Nebraska, Lorenzen has much experience in “bringing the fun.” During his closing keynote speech at the AGM Retail Conference, Lorenzen challenged attendees to reclaim that magic by infusing creativity and playfulness into their roles. Whether you’re running a golf shop, managing a team, or interacting with members, you have the power to create memorable experiences that go beyond transactions. So, with wonderful thoughts and a little pixie dust, let’s discuss how we can bring some magic into your club and retail space.

Memories: The Core of What We Do

A great pro shop doesn’t just sell gear—it creates memories. Whether it’s through special promotions, personalized service, or unique in-store experiences, every interaction should leave a lasting impression on members and guests. By focusing on creating moments that customers will cherish, you ensure they return time and time again. How do we do that? Show positivity, be creative, and don’t take yourself too seriously.

The Basics: How to Build a Good Shop

Attitude: Your Vibe Attracts Your Tribe

The energy and attitude of your staff shapes the overall shopping experience. Have you ever walked into a store and felt it was sterile and cold towards you? You can feel a difference in the store atmosphere when the staff genuinely enjoys their job. When your team is engaged and excited, customers feel it too. A high-energy, welcoming atmosphere makes shopping enjoyable and encourages loyalty.

Gratitude: Show Appreciation

Part of developing a positive staff environment is showing appreciation around your shop. Taking the time to acknowledge the wins of both staff and customers fosters a culture of gratitude and connection.

Inspiration: Find Your Creative Spark

Lorenzen urged retailers to look for inspiration everywhere, from successful brands to everyday moments. Bringing fresh ideas into your shop keeps things exciting and helps you stand out from the competition.

Once you have those creative ideas, put them into action! Whether it’s crafting engaging promotions, improving store layout, or developing new customer experiences, execution is key.

Follow the Script: The Key to Consistency

Magical moments are only magical when they work correctly. To ensure a seamless customer experience, retailers need a clear plan. Whether it’s a structured training program, consistent promotional strategy, or a set approach to customer service, a step-by-step script will make sure the magic happens every time.

Tackling Friction Points with Creativity

Friction points—anything that disrupts the customer experience—can be turned into opportunities with a little creativity. Instead of simply listing shop rules, why not create a funny video featuring staff members getting it wrong? Find lighthearted and entertaining ways to inform others in a way that is engaging and memorable.

Embrace Failure: Take Risks and Learn

Not every idea will be a home run, and that’s okay. Lorenzen pointed to examples like his Savannah Bananas ball-drop blunder and the Coors Light’s accidental Case of the Monday’s typo—both turned mistakes into brilliant marketing. If an idea flops, pivot, adjust, and keep innovating.

Expanding Beyond Golf: Creating Unique Experiences

Golf shops shouldn’t be limited to selling golf gear. In fact, when you shake things up a bit, it creates a sense of curiosity and fun that generates engagement. Lorenzen shared several outside-the-box promotional and event ideas:

Promo Ideas:

Golden Ticket Promo: Instead of traditional discounts, surprise customers with “golden tickets” hidden around the shop that offer unique prizes like scratchers or food vouchers. 

QR Code Surprises: Similarly, hide QR codes around the shop that lead to special rewards, like a free ice cream, small discounts, or even a short video including some encouraging words from your staff. Lorenzen recommends using Canva to develop these QR code links.

Event Ideas:

Hosting creative events at your club isn’t just about driving traffic to the shop—it’s about fostering a strong community. When customers feel connected, they’re more likely to support your business. Here are a few engaging event ideas to bring people together and make your shop a destination:

• Red Carpet Nights: Roll out the red carpet and invite guests to dress up for a glamorous evening. Offer free drinks, music, and exclusive shop promotions to make the night feel special and encourage purchases.
• Talent Shows: A great option for public clubs, a talent show gives members and guests a chance to shine. It’s a fun, lighthearted way to engage your community while creating memorable experiences. 
• Art Theft Mystery Nights: Turn your club into a crime scene with a thrilling mystery event. Guests follow a series of clues to solve an “art heist,” making for an interactive and unforgettable night. 

Leveraging Technology to Elevate Retail

Lorenzen highlighted several tech tools that can enhance the golf retail experience:

Live Social Shopping: 

Use influencers and live social media sales events to drive real-time purchases directly from platforms like Instagram and Facebook. According to one study, live shopping conversion rates can be up to 10X higher than the average ecommerce conversion rate. Consider hosting weekly product spotlights, limited-time flash sales, or behind-the-scenes shop tours to engage customers and encourage purchases.

ChatGPT & DALL·E: 

Artificial intelligence isn’t just a thing of the future, but a practical tool that can save time and enhance creativity, if used correctly. Retailers can leverage AI to encourage storytelling, brainstorm innovative promotions, and refine their messaging with ease.

ChatGPT: Need help with words? Use AI to help generate marketing copy, product descriptions, social media captions, and customer email campaigns.

DALL·E: Need unique visuals? Create custom graphics, mood boards, and promotional images to keep your branding fresh and engaging.

Photoroom: 

Photoroom is an AI-powered image editing tool that helps remove backgrounds, enhance lighting, and create professional product photos in seconds. Try using it to create consistent, high-quality product images for your website, social media, and promotional materials.

Final Thoughts: Passion and Fun Drive Success

At the heart of Ben Lorenzen’s message is a simple truth: retail is about more than just selling—it’s about creating experiences that spark joy, build community, and keep people coming back. By embracing creativity, leveraging technology, and taking a playful approach to problem-solving, you can transform your shop into a space that feels vibrant, engaging, and truly memorable.

So, take a page from Neverland—think outside the box, embrace the fun, and put a little pixie dust into everything you do.

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