Excellence Through Cross-Department Collaboration: Featuring 2024 AGM Platinum Award Winners

Written by Justine Gray

A common thread in numerous 2024 AGM Platinum Award-winning facilities is a commitment to excellence by looking beyond their golf shops and partnering with other departments to achieve mutual success. These innovative collaborations have not only enhanced customer experiences but also driven significant revenue growth, showcasing the power of teamwork and creative thinking in retail merchandising.

Arrowood Golf Course: Cheers to Community!

Oceanside, CA

Arrowood Golf Course- Drinking Team
Promotional graphic with two clinking beer mugs labeled “Cheers & Beers – Limited Edition,” inviting members to join the Arrowood Drinking Team for special promotions at Fairways Kitchen & Bar. — Arrowood Golf Course

At Arrowood, the Golf Shop team innovatively partnered with the restaurant, Fairway’s, to create the “Official Arrowood Drinking Team.” This unique “Mug Club” allowed loyal customers to purchase an exclusive stainless-steel beer mug from the Golf Shop. Members could bring their mugs to Fairway’s for special discounts on beverages. Initially skeptical, the team started with just a dozen mugs, which quickly sold out, prompting immediate reorders and expanded advertising. By maintaining a high margin on the mugs, the program offset revenue from discounted drinks and created a unique product that resonated with the community. Since its inception in 2022, remarkable revenue has been generated from mug sales alone, with ongoing purchases from repeat customers. This initiative also spurred the introduction of a stainless-steel wine tumbler, expanding the program’s appeal and reinforcing the sense of community at Arrowood.

NCR Country Club: Promoting Synergy and Sales

Kettering, OH

NRC Country Club- Christmas in July
Colorful “Christmas in July Wine Sale” flyer with festive string lights and ornaments, listing event details including date, time, light hors d’oeuvres, and wine discounts. — NRC Country Club

NCR Country Club’s collaborative culture among departments has fostered innovative promotional initiatives benefiting the Golf Shop. One such initiative was the “Christmas in July Wine Sale,” organized by the Food & Beverage team. By strategically placing a clearance rack near the wine sale and offering a 30% off voucher for Golf Shop purchases with wine purchases, both departments saw significant sales increases. This initiative not only surpassed F&B’s sales targets but also introduced new customers to the Golf Shop, leading to subsequent purchases.

Hallbrook Country Club: Creative Engagement with Recreation

Leawood, KS

Hallbrook Country Club- Swim and Fitness
Collage featuring a swim and fitness retail display with apparel, a lifebuoy prop, and folded merchandise, alongside red branded cups displayed by a pool. — Hallbrook Country Club

Hallbrook Country Club’s pro shop leveraged its relationship with the swim and dive teams to drive merchandise sales. Initially, a microsite was created for swim families to order spirit wear, generating noteworthy sales. Observing that parents had limited time at the pool, the pro shop adapted by setting up a pop-up shop at the fitness center. This direct engagement strategy allowed the pro shop to better cater to members’ needs, demonstrating flexibility and commitment to enhancing the member experience.

Conclusion

These exemplary facilities have shown that excellence in retail merchandising extends beyond the Golf Shop, involving strategic partnerships and creative initiatives that benefit the entire facility. Let their success inspire you to explore innovative ways to expand your shop’s reach and impact.

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