Developing a Theme for your Shop What are the unique aspects of your Club? What is special about the area your Club is located in? When visitors come to your area what are the top three reasons they choose to visit? Is there historical significance to your location? Appeal to all human senses

Sell the theme to ownership Involve your team in brainstorming sessions Research with your guests What are other Clubs doing? What type of environment best fits the expectations of your guests? An interesting, relaxed, unique atmosphere will increase sales

Incorporate the theme Interior / Exterior finish characteristics must match the theme Floor treatment(s) coordinated Fixtures that coordinate and maximize use of space and present merchandise in at least four different ways. i.e. waterfalls, half rounds, nesting tables, shelving, unique structures

Retail Best Practices – Resort Facilities Tom B. Davidson PGA Director of Golf – Circling Raven Golf Club

Build an “Anchor Display” High traffic location Unique object that is theme related Incorporate a good mix of items shoppers can expect to find throughout the Shop Have fun and think outside just golf stuff

Value Added Promotions What goods or services can I offer that have a relatively low hard cost? What can I offer that my competitors cannot? Incentives should promote multiple purchases or return visits by customers Are there area businesses that you can partner with to add value for both parties?

Proper Price Point / Product Mix Facility Business Model Obtain Customer preference information 70% of your apparel price points should match your core customer’s buying preferences Take some calculated risk to “test” new fashions and price points What useful / decorative non-golf products would correlate with your theme?

Conclusion Track sales results before and after Record & monitor feedback from Guests Focus on building your own brand centered on your theme. Incorporate it into everything. Think way outside the typical “Golf” box. Surprise your customers with unique items and displays. Emotional reactions create sales!!