Renovations and Aesthetics: Matching Shop Appearance with the Facility

The Reserve Club - Indian Wells, CA

Aligning Golf Shop Aesthetics with Facility Excellence

When was the last time your golf shop underwent a renovation? Have you considered the impact of the appearance of your golf shop on potential members, customers, and visitors to your resort? AGM past president and owner of K&K Consulting, Tracy Moffatt says that the first impression of your facility is often formed by the golf shop, and it sets the tone for the rest of the experience. If the golf shop is outdated and doesn’t match the overall aesthetic of the facility, it can leave a negative impression on visitors.

Importance of Renovation

The appearance of the golf shop is crucial as it influences the perception of the entire facility. Outdated and dark interiors can create a stark contrast to the rest of the facility, especially if the rest of the facility boasts a modern and vibrant ambiance. This mismatch can deter potential customers and members. Therefore, it’s essential to consider the impact of the golf shop’s appearance on the overall impression of the facility.

Profitability of Shop Updates

It’s important to emphasize the profitability of updating the golf shop. A well-maintained and updated golf shop can significantly enhance the overall profitability of the facility. By constantly updating the shop, it maximizes the profit potential. A modern and well-maintained shop can attract more customers and increase merchandise sales, thereby contributing to the overall revenue of the facility.

Big Canyon Country Club, Newport Beach, CA
Big Canyon Country Club, Newport Beach, CA

Approaching the Renovation

If the club owns the shop, it’s crucial to remind the board that the shop is a potential profit maker and should be constantly updated to maximize its profitability. On the other hand, if you are a golf pro owning your own shop, consider partnering with the facility to update it. By aligning the shop’s appearance with the overall facility, you can create a cohesive and inviting atmosphere that resonates with visitors.

Importance of Matching Fixtures and Displays

The fixtures and displays in the golf shop play a significant role in creating a cohesive and visually appealing environment. Therefore, it’s essential that the fixtures match the overall aesthetic of the facility. For example, if your facility has a more Tuscan style (warm tones, natural materials, rustic textures, arched doorways, etc.), you wouldn’t want a hyper-modern chrome lighting fixture, as it would stand out. 

It is not critical to match the featured displays to the style of the facility every time, as creativity is necessary to creating eye-catching displays. Instead, simply keep the style of the facility in mind and aim not to contrast it too heavily. If the carpet has a strong pattern, aim not to put patterned products or decor pieces directly on the floor. Break up the patterns with solids to create a more visually appealing look. These displays serve as the first opportunity to make a sale and can significantly influence purchasing decisions.

Shop Location and Signage

The location of the shop within the facility and the presence of clear signage are also crucial factors. It’s important to ensure that the shop is easily locatable, and clear signage directs visitors to the shop. Additionally, the exterior of the shop should be inviting, clean, and uncluttered, creating a welcoming atmosphere for potential customers.


The appearance of the golf shop plays a pivotal role in shaping the overall impression of the facility. By aligning the shop’s appearance with the facility’s aesthetic, you can enhance the overall experience for visitors and increase the profitability of the shop. Therefore, regular updates and renovations are essential to maintain a modern and inviting golf shop that complements the overall facility.

Informed by the cutting-edge techniques from Tracy Moffatt’s ‘7 Second Shop Impression’ seminar, this article delves into enhancing the retail shopping journey.

Find out more about your shop’s first impression:

The Importance of Shop Entry
The Impact of Store Displays on Customer Experience and Expectations

Key image taken at The Reserve Club in Indian Wells, CA.

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

Effective Merchandise Management: A Peek into Kelly Anderson’s Strategy

Kelly Anderson leverages simple tools and keen observation to optimize merchandise management in her pro [...]

Path to Platinum: Submit an Award-Winning Application Today!

Don't miss the chance to showcase your golf shop's excellence – follow this guide to [...]

Embracing Emerging Brands in Pro Shops

Emerging brands play a vital role in keeping pro shop offerings fresh and dynamic.

Crystal-Clear Quality: Inside Sterling Cut Glass

With a reputation for exquisite craftsmanship and design, Sterling Cut Glass has become a symbol [...]

Finding Balance: Count and Fill vs. Fashion Groups in Your Golf Shop

In the world of golf retail, balancing core essentials with seasonal fashion deliveries is crucial [...]

Market Season is Here: 10 Tips for Buyers and What to Expect

Written by Katelyn Madsen What to Expect:  Throughout the year, but especially in the month [...]

#1 Tool to Increase Clarity by Dr. Heather Penny

Discover Dr. Heather Penny's #1 tool to increase clarity, and how taking a break can [...]

PRG Golf: Leading the Way in Bespoke Golf Accessories

PRG Golf shares the secrets to their success, showcasing their commitment to quality and innovation [...]