100-113_Mar PGA_Show Review

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A Show of Strength
Thousands of PGA Professionals, industry leaders, top companies unite to
launch new equipment and new programs to grow the game and business
of golf at the 2011 PGA Merchandise Show in Orlando
By Roger Graves, Senior Writer
100
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There were many
highlights during
Show Week 2011,
including the
announcement
of the PGA
Merchandise ShowChina; celebrity
appearances by
the likes of Paula
Creamer; innovative
finds in the New
Product Center;
and Show staples
such as Outdoor
Demo Day and
the Equipment
Test Center.
(password: PGAmag007) www.pgamagazine.com | March 2011 |
101
MONTANA PRITCHARD/THE PGA OF AMERICA
I
f the world’s largest annual golf gathering is a reliable measuring stick for industry optimism and a
microcosm of industry health and wealth, then 2011 may mark the first significant steps toward an
economic turnaround – powered by new, innovative products and creative programs designed to
increase participation and grow the game.
By all indicators, PGA Merchandise Show Week beyond,” said PGA President Allen Wronowski.
2011 in Orlando, Fla., Jan. 24–29, was an unqualified “One of the messages I took away from the confersuccess while paving a positive path for the golf ences, meetings and roundtables at the Show is that
industry’s transition from recession to recovery. Of the golf industry is not sitting on its hands. We’re all
course, much work remains, but the golf industry is aware of the economic tsunami that has impacted
off and running on a positive course following a business worldwide, but The PGA of America and
week that energized PGA Professionals and set a the industry is moving forward with a lot of proactive
programs to move the needle in a positive direction.”
positive tenor for the 2011 business cycle.
“When you look at the excitement, enthusiasm
and high level of participation at all of the events The “Power of 10” Plan
surrounding PGA Merchandise Show Week, you Wronowski added: “Everywhere I spoke during the
have to come away with an optimistic outlook and a week (at the PGA Merchandise Show and allied
renewed energy for the remainder of 2011 and events), I mentioned the ‘Power of 10’ program I
outlined back at the PGA Annual Meeting in
November. The Power of 10 is simple. If I and
every PGA Professional introduce 10 people to golf
this year, the game grows exponentially. Then
those people introduce their friends and family to
the game. It may be a dream, but I’d like to see us
have 30 million golfers in the United States by the
time I leave office (in November of 2012).
“Since the PGA Merchandise Show is the largest
gathering of PGA Professionals and industry pro-
fessionals we have each year, this was an ideal
opportunity to really get things moving. We have
work to do, but this was a great start to the year.”
Ed Several, PGA Golf Exhibitions senior vice
president, used an analogy of winter melting into
spring to explain how the 58th PGA Merchandise
Show helped nudge the golf industry forward amid
a challenging economic environment.
“Green shoots of flowers are starting to appear
on the golf industry landscape, and the industry has
PGA-supported merchandise shows in China
n an announcement that led off the 58th
PGA Merchandise Show and underscores
the global growth of golf, PGA Worldwide
Golf Exhibitions and The PGA of America
announced a historic agreement with the
PGA World Alliance and China Golf
Association to conduct the PGA Merchandise
Show-China in Beijing March 18–20, and the
PGA Merchandise Show-Asia in Guangzhou,
China’s third-largest city, Oct. 20–22, 2011.
“The potential for growth in China and
throughout Asia is tremendous, and the 11
most-developed PGA Associations that
drive an economic engine of $90 billion
annually are committing their expertise and
resources to teaching, promoting and
helping the game move forward in that
I
102
important part of the world,” said Joe
Steranka, CEO of The PGA of America.
The new partnership between the PGA
World Alliance, China Golf Association and
PGA Worldwide Golf Exhibitions has the
official support of The PGA of America and
the Golf Course Superintendents
Association of America. Reed Guanghe
Exhibitions, an affiliate of PGA Worldwide
Golf Exhibitions, will organize the China
and Asia golf shows.
Australian-born golf great Greg Norman,
who has designed several golf courses and
has other business concerns in China and
Asia, hailed the announcement as the key
to opening China’s borders to an
impending golf boom.
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“We see China as integral to the business
development and growth of the game. In
fact, China and southeast Asia are slowly
pulling the rest of the world out of
recession,” said Norman.
Following his keynote address, Norman
participated in a discussion with PGA
Professionals Hank Haney and Michael
Breed after the China announcement.
“Training of good, qualified instructors is
the important thing in China,” said Haney,
who has a Hank Haney Golf School at
Mission Hills-Haikou.
Added Breed: “When I conducted a
clinic and educational session for 65
teachers in China, I honestly felt like I was
bringing water to the thirsty.”
Participants in the China Golf announcement included, from left to right: Mikael Sorling, Chief Executive PGA Sweden; Ian Randall, Chief
Executive PGAs of Europe; Gary Bernard, Executive Director Canadian PGA; Joe Steranka, CEO PGA of America; Sandy Jones, Chief
Executive PGA of Great Britain and Ireland; Greg Norman; Wang Li Wei, China Golf Association Vice President; Rhett Evans, CEO Golf
Course Superintendents Association of America; Chet Burchett, President of Reed Exhibitions Americas; Preecha S. Chen, President
Reed Exhibitions China; Ed Several, Senior Vice President PGA Golf Exhibitions.
Leading Indicators at Show
There were positive indicators and evidence at the
Show which proved the golf industry not only has a
strong pulse, but a heart beating double time to
defeat the economic downturn and grow globally.
• Exhibit A: The 12th PGATeaching & Coaching
Summit, conducted for the first time in Orlando
as a prelude to the regular PGA Merchandise
Show on Jan. 24–25, planned for a maximum
capacity of 500 PGATeaching Professionals to
hear a Who’s Who of teachers and coaches
share their philosophies and best practices at
the Faldo Golf Institute. But determined not to
turn away any interested PGA Professionals, the
T&C Summit drew 554 attendees.
• Exhibit B: PGA Golf Exhibitions and PGA
Magazine, organizers of the ninth annual PGA
Merchandise Show Outdoor Demo Day,
projected attendance of 5,000 PGA
Professionals, VIP retailers and media on
Wednesday, Jan. 26, at Orange County
National Golf Center and Lodge in Winter
Garden, Fla. Inclement overnight weather
made that attendance figure look overly
optimistic. But the Outdoor Demo Day
attracted 6,800 for the day, buoyed by 90
major companies launching new products and
by sunny-but-breezy conditions by 11:30 a.m.
MONTANA PRITCHARD/THE PGA OF AMERICA
united in a collaborative effort to do everything it
can to grow the game and the business of golf,” said
Several. “We are ecstatic about the overall attendance at the 2011 Show, but we are also very excited
about how manufacturers and businesses, both big
and small, came together to provide benefits and
programs to move the game forward.
“The amount of business being written and the
education programs designed to grow the game
really set a positive tone for the year ahead.”
Log onto PGAmagazine.com
or additional 2011 PGA Merchandise
Show photos, log onto
PGAmagazine.com.
F
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103
• Exhibit C: Golf ’s next frontier for unbridled
growth? China. Organizers weren’t certain
how many would show up to hear an
announcement that PGAWorldwide Golf
Exhibitions, the PGAWorld Alliance and The
PGA of America were combining their
expertise to conduct the PGA Merchandise
Show-China in Beijing March 18–20, and
another Show in Guangzhou, China’s thirdlargest city, on Oct. 20–22. But hundreds of
Show attendees packed the PGA Equipment
Forum stage area to hear details of the
announcement and a subsequent keynote
speech by two-time British Open champion
Greg Norman and a panel discussion on golf in
southeast Asia by Norman and PGA teachers
extraordinaire Hank Haney and Michael
Breed. Norman and Haney agreed that 500
highly trained PGA Professionals could
relocate to China tomorrow, and it wouldn’t be
enough to satisfy the demand for qualified golf
teachers and business experts.
• Exhibit D: Opening day of the PGA
Merchandise Show on Thursday, Jan. 27, was so
crowded and so busy, you couldn’t make a full
shoulder and hip turn in any of the main aisles
on the Show floor. The elbow-to-elbow crowd
was music to the ears of the 1,000 exhibiting
companies, who were so busy writing orders
most missed lunch and didn’t exit the Show
floor until well after the 6 p.m. closing bell.
The second-day crowd on Jan. 28 remained
steady and strong, while attendance
thinned some, as it traditionally
does, on Saturday’s closing day.
2011 Pro-Pro Series results
inning teams and scores from this year’s four
Pro-Pro Series events appear below. For
complete results, log on to PGAmagazine.com.
W
Timacuan Golf & Country Club, Jan. 25
Sean Solodovnick/James Whitehurst (66)
The ninth annual
Outdoor Demo
Day featured 90
industry-leading
companies and
attracted 6,800
attendees.
Harmony Golf Preserve, Jan. 25
Ronny Glanton/Billy Harris (64)
Reunion Resort, Jan. 26 Morning
Ronny Glanton/Billy Harris (65)
Reunion Resort, Jan. 26 Afternoon
Craig Thomas/Colin Amaral (65)
unique testing opportunity for all 2011 product
lines. Category sponsors included Hirzl (gloves),
Excel Golf (tees), Pukka (headwear), FlightScope
(canvas bags) and Bushnell (water bottles).
“If you love the game and you’re passionate
about ball fitting, clubfitting and equipment, the
Outdoor Demo Day is not to be missed,” said PGA
Professional Wes Blevins of Atlantic Golf & Country Club in Iowa. “I look forward to Demo Day all
year long. I’m a Titleist guy, so I wanted to hit the
new 910 drivers, because there are so many ways to
change the setting and change your lie and loft. I
wanted to compare what I’m hitting now to the
new clubs and see which is best.”
While the previous day’s wet weather delayed
the start of Outdoor Demo Day one hour, by 11:30
a.m. the skies had cleared and temperatures
c l u b c a r. c o m
Show Week Began
With a Bang
Show Week 2011 began with standing
room-only attendance at the 12th PGA
Teaching & Coaching Summit at the
Faldo Golf Institute, which was held
Jan. 24–25 for the first time in Orlando
as a prelude to the PGA Merchandise
Show, while embracing the theme
“Getting Results” (see story on page
120). The fourth annual PGA Magazine
Merchandisers of the Year Conference
at Reunion Resort also kicked off the
week by exploring “The New Normal”
in the golf business (see page 118).
The ninth annual PGA Merchandise Show Outdoor Demo Day, the
world’s largest try-before-you-buy
opportunity, was a tremendous hit on
Jan. 26 at the 42-acre practice facility
at Orange County National Golf Center and Lodge in Winter Garden, Fla.
Produced by PGA Golf Exhibitions
and PGA Magazine, and presented by
Aldila, the Outdoor Demo Day featured 90 industry-leading companies
launching new products and offering a
See p. 107
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105
Steady stream of visitors participate in 2011 PGA/
USA Today Golf Tips Hotline 2.0
he PGA of America
partnered with USA Today,
the nation’s largest newspaper,
for a 10th edition of the
PGA/USA Today Golf Tips
Hotline 2.0. The Hotline,
conducted Jan. 27, during the
58th PGA Merchandise Show,
was the first to feature social
media resources for callers or
Internet visitors nationwide. In
addition, nine live golf lessons
were conducted by premier
PGA Professionals. They are
archived at PGALinks.com
PGA Professional George Newbeck fields calls on the PGA/
under the index page for the
USA Today Golf Tips Hotline.
PGA Teaching & Coaching
Summit. The Hotline attracted more than 1,000 unique visitors, who had
access to the live video lesson content and the contact information for
reaching the more than 60 participating PGA Professionals. There were also
more than 2,000 total streams of the live video lessons. More than 350
questions were asked by consumers and answered by PGA Professionals via
Facebook, Twitter and e-mail. PGA Professionals also took a steady stream of
phone calls throughout the day. Among the Hotline guest participants were
PGA President Allen Wronowski and PGA Tour Professional Matt Kuchar.
T
Kuchar Tees Off Show
The PGA Merchandise Show literally began with a
bang on Thursday, Jan. 27. After celebrated saxophonist and golf enthusiast Branford Marsalis
treated attendees to his Grammy Award-winning
music and a crisp rendition of the national anthem,
U.S. Ryder Cup Team member Matt Kuchar struck
the ceremonial first shot from a second-story stage
to help PGA of America officers, PGA CEO Joe
Steranka and officials representing PGA Golf Exhibitions officially open the Show.
Kuchar, who Wronowski presented the 2010
Vardon Trophy for low stroke average on the PGA
Tour, remembered securing a badge from his PGA
Professional and visiting the PGA Merchandise
Show with his father during his younger years.
“I’ve always been fascinated by all the new clubs,
gadgets and knick-knacks; I was always like a kid in a
candy store at the PGAMerchandise Show,” admitted
Kuchar, whose ceremonial drive triggered confetti
cannons and signaled the doors of the Orange
County Convention Center to open for thousands
of Show goers.
A “Phenomenal” Opening Day
“By the numbers, Thursday’s opening day was
absolutely phenomenal and we had the largest
Thursday and Friday in seven years at the PGA
Merchandise Show,” reported Several. “Overall,
the 2011 PGA Merchandise Show had 41,824
attendees, which is tremendous. Total attendance
was up 3.5 percent, but attendance by PGA
MONTANA PRITCHARD/THE PGA OF AMERICA
U.S. Ryder Cup
Team member
Matt Kuchar
opened the Show
with a ceremonial
tee shot.
warmed, and the world’s largest Outdoor Demo
Day saw long lines of attendees hitting the latest
golf clubs and trying the newest accessories.
“This is a unique opportunity to inspire and instill
confidence in our products for PGAProfessionals and
other industry leaders,” said Mike Ferris, global vice
president of product marketing for TaylorMade Golf.
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Res urceFull
A D VE RTISE M E NT
Club Car products and services are helping Bear Mountain,
Etowah Valley and the TPC Network increase revenues, lower
costs and improve their customers’ golf experiences.
New F& B Vehicles Drive
Increased Service and
Revenues for TPC
Visage Adds Control
at Bear Mountain
A fleet of golf cars is among the most
expensive purchases a course makes. But
could it also be one of the largest revenue
generators and a key to lowering costs and
bringing customers back to your facility?
Shayne Dysart checks fleet status at his Visage control center
Doing Well by
Doing Good at
Etowah Valley
Frank Todd, the second-generation
president of Etowah Valley Country Club
in Hendersonville, N.C., is tired of golf
getting a bad rap when it comes to the
environment. “Golf used to be considered
something good for the environment, but
it’s lost that reputation,” Todd says. “It’s
time we looked at our entire industry to
see what we can do to make it greener
and cleaner.”
Todd has changed Etowah Valley’s
gas-powered golf car fleet to Club Car’s
Precedent electric vehicles, eliminating
emissions and reducing environmental noise.
Shayne Dysart, director of golf club
operations at Bear Mountain Resort,
thinks so.
“We’re probably saving $75,000 to
$100,000 in repairs and maintenance costs
because of the control we now have over our
golf cars,” Dysart says.
The Victoria, British Columbia resort,
with two Jack Nicklaus-designed courses,
also realizes revenue gains by placing ads
on the 10.2-inch Visage screen for its F&B,
resort lodging and new Bear Mountain
Golf Academy. By combining Visage with
Club Car’s Guardian SVC fleet protection
system, the staff limits vehicle movement,
controls the cars’ speed in pre-determined
areas and can review a history of where each
car has been driven.
“We have some dramatic elevation
changes and pretty severe topography here,”
Dysart says. “We’ve had a fair amount of
damage to front and rear bumpers and
control arms over the years. But with Visage
we’re now seeing huge, huge savings in
repairs and maintenance.”
Etowah Valley opened 43 years ago on
the site of a former brickyard. “It was basically
a clay mine, and the land was pretty scarred,”
Todd recalls. “A golf course was one of the
best land reclamation projects that could
have happened here, and we’re committed
to continuing our stewardship of the environment.”
The welcome news: doing well by
the environment is also good for business.
Although rounds were down for 2010 from
prior years, Todd says the new Precedent
fleet saved Etowah Valley more than
$12,000 last year based
on the difference in gas
and electricity prices,
as well as savings from
parts and maintenance.
It might be said that the TPC Network
of Clubs has customer service down to a
science. Its customer “contact standards,”
for example, require four “touch points”
during the round for each member or guest,
two per side by the attendant driving a food
and beverage vehicle. When that objective
became harder to accomplish because of
frequent trips to the clubhouse to restock
drinks, many of which now come in 20ounce containers rather than 12-ounce cans
or bottles, the TPC decided that lowering
its service standards was not an option.
“If someone wants a beverage or a
snack and can’t get it for whatever reason,
that’s a problem,” says Bill DeGrafft, TPC
director of food and beverage quality control.
It’s a service problem with revenue
implications, too. As DeGrafft says, “We’re
not making any money if our beverage
vehicles are sitting around waiting to
be refilled.”
Club Car and its Solutions Network
supplier, Carts of Colorado, met with their
longtime customer over a two-year period
to understand TPC’s needs. Their solution
was a custom-designed vehicle built on a
larger and stronger chassis with 1.5 cubic
feet of additional storage capacity. The Café
Express Deluxe SE improves profitability
and the golfer’s experience, according
to DeGrafft. “We can now have product
available pretty much whenever a member
or guest wants it,” he says.
One additional benefit:
The ability to shutter several halfway houses
throughout the TPC network, lowering
electrical, inventory and labor costs.
c l u b c a r. c o m
the Elations “Rock the Joint” concert featuring Lou Gramm of Foreigner, and a strong dose of
networking and planning for the
coming year.
“The turnout is great and there is
a lot of energy on the Show floor
among manufacturers and attendees, which bodes well for the golf
industry,” observed PGA member
Joel Monaghan, who works for
William Lawrence & Associates in
Wichita, Kan. “An energetic Show
like this will generate some good
momentum, because you have so
many PGA Professionals in attendance and so many major companies
introducing new products and
investing in golf. That shows
strength within the industry.”
Brightest Brands
Attend Show
Titleist celebrated
the 10th
anniversary of the
original launch of
the Pro V1 golf ball
at the 2011 Show.
The company
introduced a new
line of their bestselling Pro V1 and
Pro V1x balls as
well as the
anticipated 910
series of drivers.
Professionals was up seven percent, which is very
important. Overall, the quality of attendees on the
Show floor and the amount of business written
was amazing.
“The vendors I spoke to were extremely happy
with the business being written, which is another
strong indicator that the economy is turning in a
favorable direction.”
If nothing else, the 2011 PGA Merchandise
Show jolted the golf industry with a much-needed
injection of energy, jump-starting the 2011 business
cycle with a memorable array of important industry
announcements, grow-the-game program introductions, 65 timely education seminars, product
presentations, awards and recognition ceremonies,
2011 PGA Expo
When: Aug. 22–24, 2011
Demo Night at Callaway Golf
Center: Aug 22
Exhibits: Aug 23, 24
Where: Venetian Hotel & Casino, Las Vegas, Nev.
Itinerary: Exhibits, conferences, demonstrations
Register at: www.pgaexpo.com
2012 PGA Merchandise Show
When: Jan. 25–28, 2012
Demo Day: Jan. 25, 2012
Exhibits: Jan. 26-28, 2012
Where: Orange County Convention Center
Itinerary: Exhibits, conferences, demonstrations
More information at: www.pgashow.com
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The presence of virtually every
major company in golf also highlighted the 2011 PGA Merchandise
Show. For the first time in more than
a decade, for example, the brightest brands in golf
equipment all supported the Show. When roll was
taken (in alphabetical order), Adams Golf, Bridgestone, Callaway Golf, Cleveland Golf/Srixon,
Cobra-Puma, Mizuno, Nike Golf, Ping, TaylorMade-adidas, Titleist, Tour Edge, Yonex and many
others were launching new lines, providing clubfitting services, and inviting Show attendees to testdrive the latest creations.
“It makes a positive statement to PGA Professionals and everyone in the business of golf when all
of the big companies come to Orlando for the PGA
Merchandise Show,” observed John Eldridge, PGA
Professional at Wentworth Hills Golf Club in
Plainville, Mass. “It gives us, as PGA Professionals,
a greater incentive to come to the Show because we
can test everything and compare products under
one roof. This (the Show) gets golf professionals
excited and energized about selling products,
which in turn grows the game.”
Added Mike Owens, PGA Professional at
Country Oaks Golf Course in Thomasville, Ga.:
“Whatever they (PGA Golf Exhibitions) did to get
all the big boys back at the Show is well worth it.
It’s wonderful to see all of the companies at Demo
Day and on the Show floor. I do my ordering for the
entire year at the Show.”
The biggest, brightest brands also were in attendance in the Apparel Section at the 2011 PGA Merchandise Show, with a revitalized series of fashion
shows and apparel roundtable discussions drawing
large crowds of PGA Professionals and golf-shop
soft goods buyers (see page 114 for more on the
Show’s Apparel Section).
“On the apparel side, this looks like it is going to
Many Show Attractions
The live CobraPuma Golf Fashion
Show unveiled
the company's
latest apparel
innovations.
be a breakout year for many companies, judging by
all the new, fresh styles and colors,” said PGA Master
Professional Michael Marion, director of golf at
CordeValle in San Martin, Calif. “It’s nice to see so
many products that will really pop in our shop.
There are more options than ever this year at the
Show – performance fabrics, cottons and blends.”
What allowed the 58th edition of the PGAMerchandise Show to inject such energy and enthusiasm into a
golf industry seemingly stuck in neutral, like most
other major industries, amid an economic downturn
that became global recession? What attracted PGA
Professionals, retailers and industry leaders from all
50 states, Puerto Rico and 88 countries to Orlando
for the 2011 PGA Merchandise Show?
Perhaps it was the lengthy list of celebrities, which
included 2010 U.S. Women’s Open champion Paula
Creamer, 2010 U.S. Ryder Cup Team member and
Vardon Trophy winner Matt Kuchar, Peter Jacobsen,
LPGA Hall of Famer Nancy Lopez, two-time Open
champion Greg Norman, LPGA standouts Natalie
Gulbis and Anna Nordqvist, PGA Tour bright lights
Graeme McDowell, Brian Gay and Ryan Moore, and
teaching greats Hank Haney, Butch Harmon, David
Leadbetter, Rick Smith, Martin Hall, Michael Breed
and many others.
Perhaps it was the series of important announcements and program introductions made by The
PGA of America, each sparking interest nationally
and internationally.
In addition to The PGA’s support and involvement in the new golf trade shows scheduled for
China, The PGA launched its new PGA Sports
Academy to grow participation among junior players; announced a new eight-year agreement with
CBS Sports to televise the PGA Championship
through 2019; unveiled a new, unified logo and
PGA Professional Quotes from the Show Floor
● “We’re always looking for fresh stuff from new and
different companies. This year, I have specifics we’re doing
for the golf shop, a couple of must-dos. Real nuts-andbolts things – range ball dispensing machines, for instance.
We’ll decide this week which model we’re getting.”
—Lawrence Auer, PGA head professional, Azalea City Golf
Course, Mobile, Ala.
● “It’s easy to get around. If you come with a plan you can
get to where you need to go, get everything done, and
then have time to browse and look.”
—John Carney, PGA head professional, Pine Valley
Country Club, Wilmington, N.C.
equipment lines and apparel lines – specifically some of
the new tech fabrics on the market.”
—Kyle Gregory, PGA assistant professional, Kiawah
Island (S.C.) Ocean Course
● “I’ve been coming to the Show for the last six years. I’m
always looking for new products and also to take
advantage of Show specials. That’s a big incentive for me
to come all the way from Seattle. It’s also a great
opportunity to network with my fellow PGA
Professionals.”
—Craig Hunter, PGA director of golf, Sand Point Country
Club, Seattle, Wash.
● “No doubt, there’s a lot more people at the Show this year
● “We’re here to find a few things we need to complete our
than last year. My open-to-buy budget is bigger this year,
and 2011 is off to a much better start than 2010. It looks like
other professionals are also looking for business to keep
getting better.”
inventory. Particularly training aids – those can be huge
finds at the Show. We’ve got a bunch of golf classes
coming up soon at our facility, and we’re looking for that
training aid that might excite our students.”
—Mike Cole, PGA director of golf, The White Witch, Rose
Hall, Jamaica
● “I’m looking for something new and innovative from a
technology standpoint, and great training aids because
I’m a teacher and director of instruction. And something
that’s going to help me convey information to my clients
so that they get accurate feedback on the lesson tee. I’m
also looking for something that my students can use on
their own that’s not cumbersome to set up, something
that you really can’t go wrong using. That’s what I’m on
the hunt for.”
—Elizabeth Granahan, PGA director of instruction,
GolfTEC, Philadelphia, Pa.
● “There’s a huge number of vendors here this year, and I’m
—David Kinnell, PGA head professional, Pine Hills Golf
Club, Hinckley, Ohio
● “I’m excited to see what’s going on with the economy the
way it’s been. It looks like we’ve got a very full Convention
Center here. I always use the Show to look for new ideas
and new products.”
—Steve Kraft, PGA director of golf, Fairfield Glade Golf
Club, Crossville, Tenn.
● “I’m going to do a lot of buying, a lot of looking, and
gathering new and fresh ideas. My main goal is buying. In
the first two-and-a-half hours of the Show I had bought
products from three different places.”
—Marty Lass, PGA head professional, Medina (Minn.) Golf
& Country Club
looking to get some product knowledge on the new
● “I’m looking for some new clothing lines, and I love
looking at the teaching aids. I saw most of the hard goods
at Demo Day, so I can focus on other products.”
—John Lindert, PGA director of golf, Country Club of
Lansing (Mich.)
● “The Show looks like it’s a little better-attended this year.
I’m encouraged – I like what I see and I’m hoping to find
some new products.”
—Bill Madonna, PGA director of instruction, Bill Madonna
Golf Academy, Orlando, Fla.
● “There are four reasons why I came to Orlando this year:
one, to attend the PGA Teaching & Coaching Summit; two,
to network with friends I haven’t seen in a while; three, to
have several meetings with my key vendors; and four to
see what’s new for 2011.”
—Mike McGetrick, PGA Director of Golf, Colorado Golf
Club, Parker, Colo.
● “At this Show, I’m looking for anything that really catches
my eye. I have that discretionary part of my budget – five
to seven percent of my budget – that I’m going to spend.
I’m looking for products that will help enhance my golf
shop.”
—Nevin Phillips, PGA director of golf, Mahogany Run, St.
Thomas, U.S. Virgin Islands
● “I’m delving more towards the instruction side, seeing
what’s out there for new video systems and training aids
— anything I can find to give my students an edge.”
—Jeff Seavey, PGA assistant professional, Samoset
Resort Golf Club, Rockport, Maine
● “I’m looking at a little bit of everything. I’ve looked at
software for POS systems, some teaching aids and a little
bit of equipment. “
—Jeffrey Vaughn, PGA head professional, Swan Lake Golf
Course, Clarksville, Tenn.
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Education Conference offers something for everyone
here were various ways for PGA
Professionals and other industry insiders
to spend their mornings during PGA
Merchandise Show Week: meetings with
exhibitors, testing the latest equipment or
searching for the new hot item to sell in their
shop. But for many, attending the PGA
Education Conference topped the list.
“We come to the Show every year for a
lot of reasons – for networking, for
purchasing and for seeing what’s new out
there, but there’s no denying the
importance of attending education classes,”
said Ed Tucker, PGA general manager at
Amelia River Golf Club in Amelia Island, Fla.
“As a general manager, I chose to attend
some financial-related seminars because
that’s such an important component of
what I do.”
PGA Professionals also earned MSR
credits by attending the Education
Conference – a critical fact considering the
current MSR cycle ends in June of 2011.
“I tried to fill my schedule the best I could
with education and meeting points to
T
branding strategy with PGA Europe for
the biennial Ryder Cup; announced that
the PGA Grand Slam of Golf will return
to Bermuda in 2011–2012; introduced
CordeValle Resort in San Martin, Calif.,
as the site of the 25th PGA Cup Matches between the U.S. and Great BritainIreland on Sept. 16–18; discussed PGA
issues with 650-plus PGA Professionals
at a Town Hall Meeting hosted by
Wronowski and PGA CEO Joe Steranka; and drafted a series of best practices
designed to help grow the game at the
annual Play Golf America Conference.
Callaway Attracts Crowds
Dennis Moses, Midwest sales manager
for Callaway Golf, theorized that having
all the major brands under one roof at the
PGA Merchandise Show attracted more
attendees by giving PGA Professionals
more reasons to justify their late-January
trips to Orlando.
“I think having all the companies
back at the Show is good for the health
and vitality of the golf industry,” noted
Moses. “I’ve never seen such heavy traffic in our booth as we had the first day. It
was beyond busy. Everyone was excited
to see the new RAZR-X and Diablo
Octane products, and to try those for
the first time.
“The quality and quantity of attendees was very good at our Callaway
equipment booth, and I heard the same
positive reports from the Callaway
apparel and accessory booths.”
Said Jay Hubbard, director of market-
maintain membership with The PGA of
America,” said Lowell Dencer, a PGA
member from Columbus, Ohio. “I scheduled
three seminars for opening morning; it was a
one-stop shop.”
The PGA Education Conference,
presented by The PGA of America and
Association of Golf Merchandisers (AGM)
leaders, is designed to help PGA
Professionals further advance their
knowledge and understanding of the
industry, as well as their careers.
ing for Tour Edge, which introduced its
new line of black and white putters and
its Exotics XCG-4 driver, fairway
woods, hybrids and irons at the Show: “A
strong trade show is indicative of a
strong industry. Competition is always
good. If you’re making a good product,
PGA Professionals will recognize that
and you will sell that product.”
TaylorMade, Titleist Shine
TaylorMade Golf created a “kingdom” at
the north end of the Orange County
Convention Center hall to showcase its
TaylorMade, adidas and Ashworth
brands under one roof. The area, replete
with its own indoor driving range,
restaurant and separate display departments for each product category, drew a
sea of PGA Professionals and attendees
interested in examining the new,
adjustable R11 white drivers and fairway
woods, several new adidas and Ashworth
footwear styles, and a colorful assortment of fresh adidas and Ashworth
apparel lines.
“When we started preparing for the
PGA Merchandise Show this year, it just
didn’t make sense for us to have TaylorMade at one end of the exhibition hall and
adidas over there and Ashworth in a third
location,” explained Bob Maggiore, vice
president, brand and product marketing
for TaylorMade-adidas. “We wanted to
have all three brands together, so we
could feed off each other’s energy and
provide a one-stop shopping opportunity
for PGA Professionals.
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Callaway Golf
showcased its new
RAZR-X and
Diablo Octane
equipment lines at
the 2011 Show, as
well as its Callaway
apparel and
accessory
products in a
centrally located
booth opposite the
Show floor’s front
doors.
so we can get better together,” he
explained. “From our participation in
Demo Day, our opening presentation,
product workshops and floor exhibit,
we were able to provide multi-dimensional opportunities to the attendees.”
Cobra-Puma Make a Splash
“All of the feedback has been extremely positive.
By all indications, it is going to be a good year for the
golf industry!”
Added Mike Ferris, global vice president, product marketing for TaylorMade Golf: “The R11
whiteout, as we call it, is really driving a lot of
excitement and enthusiasm for all of our new products. It’s fun to watch the smiles on their faces
when people hit the R11 for the first time. The
reception from PGA Professionals has been great.”
Titleist teed off the 2011 PGA Merchandise
Show with its annual “Titleist. Products. People.
Partnership” presentation in the Linda W. Chapin
Theater at the OCCC. Highlights included the
introduction of the new Titleist Pro V1 and Pro V1x
golf balls, and the 910 series of adjustable
drivers featuring the SureFit dual-angle hosel —
patented technology that allows the lie and loft to
be independently adjusted for 16 unique lie/loft
combinations. The buzz continued at the Titleist
booth for Scotty Cameron putters and the Titleist
Performance Institute.
Cobra-Puma Golf, making its PGA
Merchandise Show debut under the
same ownership umbrella, turned a lot
of heads at the Outdoor Demo Day on
Jan. 26 with its giant, white inflatable
“igloo” that featured a disc jockey spinning tunes, a variety of colorful apparel,
a giant orange Rickie Fowler hat to try
on, and the latest S3 equipment from Cobra. Adjacent to the igloo was a long line of Cobra equipmenttesting stations for trial. Cobra also unveiled a
creative television spot featuring Rickie Fowler putting out while riding a motocross bike, leaving behind
motocross tracks in a sand bunker.
“Every time we touch the consumer, we want to
be bold, innovative, colorful and bring a strong
sense of fun to the game,” noted Bob Philion, president of Cobra-Puma Golf. “Cobra and Puma Golf
do things a little differently, but at the end of the
day it is a strong brand fit. Both are culturally connected to our customers and in the business of putting smiles on faces and catering to the joy of sport.
“Through our athletes such as Ian Poulter, Rickie Fowler and Anna Nordqvist, we are sending a
simple message: Look better, feel better, play better. Conveying that message to PGA Professionals
at the Show was our top priority.”
Bridgestone Golf was busy throughout the
Show with its free, 10-minute ball-fitting program,
Brookes wins contest, enjoys Show
Titleist Launches New Pro V1s
Peter Broome, vice president of business partnerships for Acushnet Company, noted that the 2011
PGA Merchandise Show marked the 10th anniversary of the introduction of the original Titleist Pro
V1 golf ball, which has been the No. 1-selling ball at
green grass shops throughout the U.S. during the
past decade.
“The introduction of the New Pro V1 and Pro
V1x golf balls was warmly embraced by the (Show)
attendees,” he said. “The new 2011 golf balls are
better than ever. Through the combination of the
new technology built into the New Pro V1 models
and our Golf Ball Fitting initiatives, our goal is to
help more golfers achieve their objective of shooting lower scores.”
Broome said Titleist came to the PGA Merchandise Show with three primary objectives – and
accomplished each with flying colors.
“The three main objectives were to showcase
and introduce new products, connect with our
business partners (including hundreds of PGA Professionals), and provide educational opportunities
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PGA Professional Sharon Brookes of Lancashire,
England made her second visit to America and first to
a PGA Merchandise Show, Jan. 26-29, having earned
her trip through a nationwide contest sponsored by
The Professional Golfers’ Association of Great Britain &
Ireland. Brookes earned an all-expense paid trip to
Orlando, Fla., thanks to her efforts at growing the
game in her seaside community of Blackpool. Her
entry in the “Blow Your Own Trumpet” competition
was selected after she detailed how she worked with
local schools in starting her own golf academy that has
brought golf to more
than 400 primary
and high school
students. Among
Brookes’ stops at the
PGA Merchandise
Show was
participating Jan. 27,
in the PGA/USA
Today Golf Tips
Hotine 2.0, when she
assisted in
answering questions
from amateur
golfers nationwide.
and attracted a steady stream of PGA Professionals
and retailers to its booth through the appearances
of Matt Kuchar and Paula Creamer. On Thursday,
Kuchar also conducted an interview via Skype with
new U.S. Ryder Cup Captain Davis Love III from
Torrey Pines, where Love was playing in the Farmers Insurance Open on the PGATour.
Ping Offers Fitting Expertise
Ping fitting specialists were busy throughout the
Outdoor Demo Day, during Show days in the
Equipment Test Center, and during a special presentation on the PGA Equipment Forum stage on
Friday. Ping’s new Anser forged irons, the Scottsdale and Karsten 1959 putter families, and the S56
irons that already have 14 wins worldwide created
an endless buzz while PGA Professionals tested the
nFlight fitting software throughout Show Week.
“The PGA Merchandise Show is a perfect fit for
us, forgive the pun, because it brings together so
many PGA Professionals and our clubfitting
expertise under one roof,” said Ping President and
CEO John Solheim. “The Show gives us the opportunity to serve our existing customers as well as
form new relationships, and to educate everyone
about our nFlight fitting system.”
Cleveland/Srixon attracted PGA Professionals
and Show attendees to its large booth with an
impressive lineup of equipment, while 2010 U.S.
Open champion and European Ryder Cup hero
Graeme McDowell of Northern Ireland signed
autographs and talked about his Srixon equipment.
The Cleveland Golf Scoring Clinics program and a
special appearance by Champions Tour regular Peter
Jacobsen was a big hit at the Outdoor Demo Day.
“It speaks volumes and is a positive economic
indicator when you see so many major manufacturers supporting The PGA of America and PGA Professionals by attending the PGA Merchandise
Show,” said PGA Master Professional Matt
O’Keefe of Mesa, Ariz. “I have been to the Show
for the past several years, and I would give this
year’s Show an A-plus. Every major company is
here and many educational opportunities are here,
under one roof, for the PGA Professional.”
MONTANA PRITCHARD/THE PGA OF AMERICA
Several Success Stories
Success stories for companies large and small were
easy to find at the 2011 PGA Merchandise Show.
Kentwool, a company that outfits touring professionals such as Bubba Watson with its fine merino
wool socks, was so crowded on Thursday’s opening
day of the Show that no one took a lunch break.
“Everyone sets goals for the Show, but we had
exceeded all of our goals for the Show by 2 p.m. on
Thursday’s first day,” reported Kentwool President
and CEO Mark Kent, whose family has been in the
yarn and textile business since 1843. “By the end of
Friday’s second day, we had doubled what we
expected to do in business at the Show. We invited
anyone who stopped by the booth to try on our
blister-free-guarantee socks, and they instantly
loved the comfort.”
Dawgs Golf, which features lightweight, comfortable work shoes and golf shoes, was another
popular stop at the 2011 Show, attracting crowds
every day with its new crossover golf shoes and a
new line of colorful Spirit golf shoes.
“I would have to give the Show an A-plus this year.
It’s been so busy we ran out of catalogs and we had to
reprint our order forms three times,” chuckled Dawgs
Vice President Barrie Mann. “We have written business with 12 different countries, which is significant
for us because it is much more cost-effective to meet
international buyers at the Show than to try to travel
to their countries for a meeting. We had a distributor
in Singapore stop by and order 60,000 pair of shoes.
So that’s a great Show right there.”
Judging by the majority of PGA Professionals,
industry leaders and representatives of the 1,000
exhibitors in Orlando, if the 2011 PGA Merchandise Show is a sign of the times of what lies ahead
for the golf industry in 2011, perhaps good times
are right around the corner. ■
Top: PGA CEO Joe
Steranka during the
unveiling of the
new international
Ryder Cup logo.
Above: The Urban
Market & The
Power of Sports
Entertainment
presentation on
the PGA
Equipment Forum
stage during Show
Week.
Log onto PGAmagazine.com
or Sharon Brookes' diary of her experiences at the PGA
Merchandise Show, log onto PGAmagazine.com. Brookes —
a PGA Professional from Lancashire, England — attended this
year's Show after winning a nationwide contest sponsored by
The Professional Golfers' Association of Great Britain & Ireland.
F
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