Ames
2016 MERCHANDISER OF THE YEAR OFFICIAL CANDIDATE APPLICATION PGA of America Merchandiser of the Year Selection Committee
PART I. GENERAL INFORMATION
1
PART I. GENERAL INFORMATION APPLICANT INFORMATION
DUSTIN AMES JUG MOUNTAIN RANCH GOLF COURSE 13834 FARM TO MARKET ROAD MCCALL, ID 83638 [email protected] FACILITY PHONE: 208-634-5072 MOBILE PHONE: 208-991-8232
PGA ROCKY MOUNTAIN SECTION PGA CLASS A-1
MERCHANDISE CONCESSION OWNERSHIP 1A.
Do you own the golf merchandise concession?
Yes_______No___X__
1B.
If no, who owns the golf merchandise concession?
___Facility Owner____
1C.
If you do not own the golf merchandise concession, do you receive a percentage of the gross or net profits?
Yes_______No___X__
If yes, please indicate what amount you receive.
Net %
____________
Gross % ____________ 1D
Do you manage other facilities and merchandise those sites?
Yes_______No___X___
List what other facilities you manage and merchandise:
____________________ ____________________
MEMBER/CUSTOMER BASE 1.
What is the length of season at your facility? Please indicate months open:
2.
How many holes of golf does your facility have?
___18____
3
What is the total number of annual 18-hole rounds at your facility?
__9,000___
4. 5.
What is the total number of annual 18-hole MEMBER rounds at your facility? (If applicable) How many TOTAL members does your facility have? (If applicable)
6.
How many GOLFING members does your facility have? (If applicable)
7.
What percent of total annual play is tournament play or organized
May To: October
__N/A____ __N/A____ __N/A____
2
outing rounds?
__10%____
8A.
Does your facility host a PGA TOUR, PGA Championship or US Open?
__No_____
8B.
If yes, what was the total gross merchandise sales attributable to the Tour Event?
_________
9.
Does your facility have a practice range (Y/N)
__Yes____
10.
How many lessons do YOU teach on an annual basis? __30___ __
11.
How many lessons does your STAFF teach on an annual basis?
__0______
FACILITY FEE STRUCTURE Initiation Fee: $_____________ (for private facilities only)
Annual Fee: $_____________ (for private facilities only)
Monthly Dues: $______________ (for private facilities only)
In-Season Weekend 18-hole Guests Fee: $_65___
Cart Fee (18):
$_15___
Head Professional Hour Lesson Fee: $_200__
Staff Lesson Fee: $_N/A__
COMPETITIVE MARKET 1.
What is the number of comparable golf facilities in your market?
__2______
2.
What is the number of golf discounters in your market?
__0______
DISPLAYS 1.
How often are your facility’s merchandise displays changed annually?
2-3 times/month
2.
How much do you or your facility spend annually in upgrading or replacing displays and presentations?
__$1,000_
INVENTORY 1.
How many physical inventories are taken on your golf merchandise during the year?
__7______
2.
What percent of your business time is spent merchandising from beginning of the merchandising cycle to the end of the merchandising cycle?
__25%___
3
STAFF 1A.
Is there a member of your staff, other than yourself, who manages and coordinates the merchandising concession?
__No_____
1B.
How many internal golf shop staff do you employ?
__5______
1C.
How many of your golf staff are involved in merchandising?
__3______
2.
How many staff meetings do you conduct annually?
__2______
3.
Does your staff have a policy and procedures manual that documents your merchandising operating procedures for purchasing, receiving, displays, inventory control and accounts payable?
__No_____
HARDGOODS 1.
What percent of total merchandise sales do hardgoods sales represent?
__4______
2.
How many hardgoods manufacturers are represented in your golf shop?
__2______
3A.
What is the average number of drivers on display in your shop?
__5______
3B.
What is the average number of fairway and utility woods on display in your shop?
__3______
3C.
What is the average number of iron sets on display in your shop?
__0______
3D.
What is the average number of putters on display in your shop?
__10_____
3E.
What is the average number of wedges on display in your shop?
__10_____
SOFTGOODS 1.
What percent of total merchandise sales do softgoods represent?
__65_____
2.
How many softgoods companies are represented in your shop?
__8-10____
3.
Please mark an X to indicate which of the following softgoods are carried in your shop.
Men’s Shorts
___X____
Women’s Shorts/Skirts
__X___
Rainwear
Men’s Slacks
_______
Women’s Slacks
______
Men’s Sweaters _______
Women’s Sweaters
Men’s Headwear ___X____
Women’s Headwear
Men’s Shirts
Women’s Shirts/Blouses __X___
___X____
_____
Swimwear
____
Junior Clothing _____
Sweatshirts
____
______
Belts
_____
Blazers
____
__X___
Coats
_____
Tee Shirts
_X__
Ties
_____
Athletic Wear
_X__
4
FOOTWEAR 1.
What percent of total merchandise sales do footwear sales represent?
__10_____
2.
What is the average number of shoe companies represented in your shop?
__2______
3.
Please mark an X to indicate which of the following footwear items are carried in your shop. Spiked Golf Shoes
________
Spikeless Golf Shoes
___X____
Dress Shoes
________
Athletic Shoes
________
Socks
___X____
4.
What is the average number of pairs of shoes displayed in your shop?
__50____
5.
Is there an area in the golf shop for trying on footwear?
__Yes___
GLOVES 1.
What percent of total merchandise sales do glove sales represent?
2.
How many golf glove companies are represented in your shop?
__5_____
__2____ _
GOLF BALLS 1.
What percentage of total merchandise sales do golf balls represent?
__15%__
2.
What percent of total ball sales do custom crested balls represent?
__5%___
3.
How many golf ball companies are represented in your shop?
__3_____
GOLF BAGS 1.
What percent of total merchandise sales do golf bags represent?
__1%____
2.
How many golf bag companies are represented in your shop?
__1_____
CRESTING 1.
Does your facility have a cresting/logo program?
__Yes___
2.
Please indicate what percent of crested/logoed merchandise sales have: A. Facility Crest ___90___% B.
Manufacturer’s Logo
________%
C.
Tournament/Event Logo
___5____%
D.
Special Order Custom Cresting
___5____%
5
GOLF SHOWS 1.
Please mark which merchandise shows you attend on an annual basis: A.
PGA Merchandise Show in Orlando
___X____
B.
PGA Fall Expo
________
C.
Local PGA Section Show(s)
___X____
D.
Local Consumer Show(s)
________
MISCELLANEOUS MERCHANDISING 1.
Does your golf shop provide an alteration program?
__No____
2A.
Does the golf shop have a club fitting program for golf clubs?
__No____
2B
If so, which manufacturers provide a custom fitting program for your shop? _________________________________________________________________________
.
_________________________________________________________________________ 3.
Does your golf shop manufacture custom clubs?
__No____
4.
Does your golf shop provide gift wrapping?
__Yes___
5.
Does your golf shop sell gift certificates/gift cards?
__Yes___
6.
What percent of total merchandise sales are via gift certificates/gift cards?
__Yes___
7.
What percent of tournament prizes are given in the following categories:
A.
Golf Merchandise
__90____%
B.
Gift Certificates
__10____%
C.
Plaques/Trophies
__0_____%
8A.
Does the golf shop host fashion shows (Y/N)
__No____
8B.
If so, how many fashion shows are staged annually?
__0_____
9A.
Does the golf shop have a direct promotional mailing program? (Y/N)
__No____
9B.
If so, how many annual promotional mailings are done?
________
10A.
Does the shop accept payment by credit cards for purchases?
__Yes___
10B.
If so, what percent of total merchandise sales are by credit cards?
__80%___
6
7
2016 MERCHANDISER OF THE YEAR OFFICIAL NOMINEE APPLICATION PGA of America Merchandiser of the Year Selection Committee
PART II. FINANCIAL INFORMATION
PART II. FINANCIAL INFORMATION 8
FACILITY/GOLF SHOP OPERATION 2015 SALES 1.
What were your 2015 Gross Merchandise Sales?
$_105,850____
FROM THE ABOVE SALES FIGURE: a)
Gross Merchandise Sales related to TOUR events
$_0______
b)
Gross Merchandise Sales related to corporate outings
$_10,000__
c)
d)
e)
What are gross sales related to corporate logo merchandise sales? (volume sales to a business entity)
$_0______
What was the gross golf ball sales included in total merchandise sales?
$_15,000__
Gross sales from logo golf balls.
$_4,000___
PLEASE DO NOT ADD THESE ITEMS TO THE TOTAL BELOW (in question#5).
2.
What was the total lesson revenue from lessons given by applicant only?
$_6,000___
3.
What was the total gross golf range revenue?
4.
What was the total gross club repair revenue?
$_0______
5.
Total of above categories (ADD 1-4)
$_126,850_
*
The computation for cost of goods sold and turn rate will be based only on question #1.
6.
What are your projected/budgeted 2016 gross merchandise sales?
$_105,000_
7.
What is your golf shop square footage used for the display of golf merchandise? (Do not include fitting rooms or office space)
_~950 sq. ft._
8.
$_15,000__
Does your facility offer the Mill River or another similar merchandise purchasing plan? If yes, describe the plan and how much the initiation fee is for someone to join the program. No
9.
Inventory levels (at cost)
9
Average monthly inventory (Please add inventory by month and divide by 12 to get average inventory. If your golf operation is not 12 months, please enter the inventory for the months shop is open and divide by the number of months you record to get your average monthly inventory.) January
$_________
February
$_________
March
$_________
April
$_________
May
$_22,150__
June
$_39,450__
July
$_40,100__
August
$_30,225__
September
$_22,180__
October
$_11,143__
November
$_________
December
$_________
Divide by Months Open
____6____
Equals Average Monthly Inventory $_27,541__ Peak Monthly Inventory
$_40,100__
10
10.
Inventory turn rate 2015 year's beginning inventory
$_12,450__
2015 year's purchases
+ SUBTOTAL
11.
$_58,550__ $_71,000__
2015 ending inventory
_
$_8,560___
COST OF GOODS SOLD
=
$_62,440__
Cost of goods sold Avg. monthly inventory
=
_2.5______ (2014 turn rate)
What is the approximate dollar amount of annual purchase discounts that you use from manufacturers
$_5,000___
11
2016 MERCHANDISER OF THE YEAR OFFICIAL NOMINEE APPLICATION
PART III. ESSAY QUESTIONS
12
PART III. ESSAY QUESTIONS
JOB HISTORY
1.
List all work positions that you have held. Please include the job title, facility name, as well as the years you were at that club: PGA Head Golf Professional, Jug Mountain Ranch, McCall, Idaho Assistant Professional, Crane Creek Country Club, Boise, Idaho
2011-Present 2007-
Assistant Professional, Tualatin Island Greens, Tualatin, Oregon Superintendent/Shop Assistant, Tualatin Island Greens, Tualatin, Oregon Maintenance Assistant, Riverwood Golf Course, Dundee, Oregon
2004-2006 1999-2004 1994-1999
2011
2.
List the names of assistant professionals you have employed who have advanced to head professional jobs. N/A
3.
List all merchandising/retailing seminars you have attended within the last 24 months: N/A
4.
Are you a member of any merchandising associations? If so, please list. No
5.
Please list PGA Professionals you trained under: Ron Rawls, PGA Todd Andrews, PGA
Crane Creek Country Club-Boise, Idaho Tualatin Island Greens-Tualatin, Oregon
13
FACILITY/GOLF SHOP OPERATION
1.
Briefly describe the growth of your golf shop since you have been at your facility (sales, area, traffic, etc.): We exceeded all expectations for merchandising performance in 2015. Our goal for the year was to sell $85,000 in merchandise and we ended at over $100k, anticipating more next year. Our overall golf shop inventory is lower than year's past, which will give us a cleaner and stronger start for the 2016 season. Sales figures through October 11, 2015 are as listed below: Gross Sales: $105,850 Cost of Goods Sold: $62,440 Gross Profit: $43,410 Turn rate: 2.5 When I began at Jug Mountain Ranch in 2011, the merchandise sales high was $37,000. I doubled merchandise sales in two years and this is the first year that sales have been over the $100k mark. The gross profit has improved every year since I started.
2.
IMPORTANT: Please write a brief description of your facility and demographic market. Please include the demographic population. Jug Mountain Ranch is a unique course nestled at the base of Jughandle Mountain in McCall, Idaho, amidst natural wetlands, old-growth forests and rolling hills. McCall is a resort town with a population of 2,991 with tourist fluctuation of up to double that for holidays and the annual Winter Carnival, which attracts approximately 60,000 visitors throughout the two-week period the festival is held. Jug Mountain offers golfing, mountain biking, dining and an excellent event venue in the spring and summer months, as well as Nordic skiing and fat-tire biking in the winter attracting tourists and locals alike year-round.
14
PRODUCTS AND SERVICES
1.
What special programs, products or special services are you presently receiving or being offered by manufacturers? Please describe: I am currently on staff with Nike and my assistant is on staff with Travis Matthews. We receive quantity discounts with most of the manufacturers represented in the shop. Nike offers us a buy-back program for all hardgoods we carry and Footjoy offers us a buy-back program for shoes.
2.
What special programs, products and/or special services would you like to see offered or improved upon by manufacturers? (i.e. sales tools, brochures, display tools and fixtures, fitting systems, etc.) I would like to see more high-end quality fixtures offered that are brand specific and complementary with a reasonably-set minimum order (either in $ amount or number of pieces). Also, brochures which specifically feature product knowledge for softgoods and have an option for the facility logo to be printed on them, would be beneficial for customers and staff alike.
15
DISPLAYS 1.
Describe the display fixtures that are used in your golf shop: Jug Mountain’s shop features built-in wooden tabletop displays, one wooden built-in adjustable wall display, an antique bookshelf and an antique china hutch. The center of the shop has wooden 2 and 4-way displays, as well as wooden risers.
2.
Describe any other special items used for display purposes: Special additional items we use in our shop displays are golf paraphernalia, antiques, wooden crates, baskets and golf bags.
3.
Please describe your pricing structure and philosophy for golf shop merchandising? Apparel is priced at cost + 1.8%, shoes are priced at cost + 1.6% and golf balls are priced at market value. All other products are priced less than keystone.
16
GOLF SHOP STAFF
1.
Please describe your philosophy on merchandise commissions for staff: Personally, I believe that staff who actively participate in selling merchandise should receive a percentage of commissions based on what they sell as a means of incentive to sell more merchandise, however, our facility owner does not support merchandise commissions for staff.
2.
Please describe your policy on staff clothing and merchandise allowance: Each staff member at Jug Mountain Ranch receives three staff shirts and one outerwear piece at the opening of the season, which are generally worn for events so all staff coordinate and are easily identifiable. Through-out the season they are each allowed to choose 2-3 additional pieces, from merchandise carried in the shop, to help them become better acquainted with the products’ features, style and fit.
17
MERCHANDISE DATA
1. (a) Please list the five (5) major hardgoods manufacturers you currently utilize: *Nike *Demo days with Titleist, Callaway & Cobra Due to our demographics, our shop does not carry multiple manufacturers in stock, but we do offer to order with other manufacturers if a customer has a specific item they are wanting to purchase.
1. (b) Please list the five (5) major softgoods manufacturers you currently utilize: *Addidas *AUR *Footjoy *Matt Grey *Nike
2.
How do softgoods sales compare between manufacturer’s logoed softgoods and your facility’s logoed softgoods? We sell 100% of facility’s logoed softgoods.
3.
Describe any special sales programs you have (i.e., Buying Club, Mill River Plan, etc.): N/A
4.
Does your golf shop have a golf club demo program? Please describe. No, we do not have a golf club demo program, however, we host demo days with Titleist, Callaway & Cobra.
5.
Please describe the two most successful hardgoods promotion(s) in the last 12 months: At facility owner’s request, we do not offer hardgoods promotions.
6.
Please describe the two most successful softgoods promotion(s) in the last 12 months: At facility owner’s request, we do not offer softgoods promotions.
7.
Please describe the two most successful footwear promotion(s) in the last 12 months: At facility owner’s request, we do not offer footwear promotions 18
MERCHANDISING PHILOSOPHY Jug Mountain Ranch is a course with very unique characteristics. We have a 6-month golf season and a wide variety of customers ranging from the tourist who is here for the experience and looking for a souvenir to take home; to the homeowner who wants a place to call their own with the logo proudly displayed. I carry a wide assortment of merchandise ranging from hoodies and hats to mountain bike jerseys, glassware and small knick-knacks to the high end golf shirt. Variety in our golf shop plays an important role in the success we’ve experienced in increased merchandise sales. Attending the PGA Merchandise Show in Orlando each year is a priority to me, and allows us to keep up with current trends, innovative ideas and unique products. I strive to bring in at least one or two new apparel lines each year, offering the return customer something they may have not seen before. I feel that by regularly changing up vendors and lines that I carry, as well as offering a unique mix of merchandise in the golf shop, Jug Mountain stands out from other courses in the area. I hold my employees to the same high expectations in merchandising that I was trained with by fellow PGA mentors, requiring them to take ownership and be handson with displays. Displays are changed up weekly and my employees are given the opportunity to choose several apparel items from the floor for staff attire, allowing them to better know the product, its features, style and how it fits. The things I consider most important for successful merchandising are knowing your customer, keeping displays full, tidy and attractive at all times, ensuring employees are trained on product knowledge and carry a wide variety of merchandise in your shop.
19
PART I. GENERAL INFORMATION
1
PART I. GENERAL INFORMATION APPLICANT INFORMATION
DUSTIN AMES JUG MOUNTAIN RANCH GOLF COURSE 13834 FARM TO MARKET ROAD MCCALL, ID 83638 [email protected] FACILITY PHONE: 208-634-5072 MOBILE PHONE: 208-991-8232
PGA ROCKY MOUNTAIN SECTION PGA CLASS A-1
MERCHANDISE CONCESSION OWNERSHIP 1A.
Do you own the golf merchandise concession?
Yes_______No___X__
1B.
If no, who owns the golf merchandise concession?
___Facility Owner____
1C.
If you do not own the golf merchandise concession, do you receive a percentage of the gross or net profits?
Yes_______No___X__
If yes, please indicate what amount you receive.
Net %
____________
Gross % ____________ 1D
Do you manage other facilities and merchandise those sites?
Yes_______No___X___
List what other facilities you manage and merchandise:
____________________ ____________________
MEMBER/CUSTOMER BASE 1.
What is the length of season at your facility? Please indicate months open:
2.
How many holes of golf does your facility have?
___18____
3
What is the total number of annual 18-hole rounds at your facility?
__9,000___
4. 5.
What is the total number of annual 18-hole MEMBER rounds at your facility? (If applicable) How many TOTAL members does your facility have? (If applicable)
6.
How many GOLFING members does your facility have? (If applicable)
7.
What percent of total annual play is tournament play or organized
May To: October
__N/A____ __N/A____ __N/A____
2
outing rounds?
__10%____
8A.
Does your facility host a PGA TOUR, PGA Championship or US Open?
__No_____
8B.
If yes, what was the total gross merchandise sales attributable to the Tour Event?
_________
9.
Does your facility have a practice range (Y/N)
__Yes____
10.
How many lessons do YOU teach on an annual basis? __30___ __
11.
How many lessons does your STAFF teach on an annual basis?
__0______
FACILITY FEE STRUCTURE Initiation Fee: $_____________ (for private facilities only)
Annual Fee: $_____________ (for private facilities only)
Monthly Dues: $______________ (for private facilities only)
In-Season Weekend 18-hole Guests Fee: $_65___
Cart Fee (18):
$_15___
Head Professional Hour Lesson Fee: $_200__
Staff Lesson Fee: $_N/A__
COMPETITIVE MARKET 1.
What is the number of comparable golf facilities in your market?
__2______
2.
What is the number of golf discounters in your market?
__0______
DISPLAYS 1.
How often are your facility’s merchandise displays changed annually?
2-3 times/month
2.
How much do you or your facility spend annually in upgrading or replacing displays and presentations?
__$1,000_
INVENTORY 1.
How many physical inventories are taken on your golf merchandise during the year?
__7______
2.
What percent of your business time is spent merchandising from beginning of the merchandising cycle to the end of the merchandising cycle?
__25%___
3
STAFF 1A.
Is there a member of your staff, other than yourself, who manages and coordinates the merchandising concession?
__No_____
1B.
How many internal golf shop staff do you employ?
__5______
1C.
How many of your golf staff are involved in merchandising?
__3______
2.
How many staff meetings do you conduct annually?
__2______
3.
Does your staff have a policy and procedures manual that documents your merchandising operating procedures for purchasing, receiving, displays, inventory control and accounts payable?
__No_____
HARDGOODS 1.
What percent of total merchandise sales do hardgoods sales represent?
__4______
2.
How many hardgoods manufacturers are represented in your golf shop?
__2______
3A.
What is the average number of drivers on display in your shop?
__5______
3B.
What is the average number of fairway and utility woods on display in your shop?
__3______
3C.
What is the average number of iron sets on display in your shop?
__0______
3D.
What is the average number of putters on display in your shop?
__10_____
3E.
What is the average number of wedges on display in your shop?
__10_____
SOFTGOODS 1.
What percent of total merchandise sales do softgoods represent?
__65_____
2.
How many softgoods companies are represented in your shop?
__8-10____
3.
Please mark an X to indicate which of the following softgoods are carried in your shop.
Men’s Shorts
___X____
Women’s Shorts/Skirts
__X___
Rainwear
Men’s Slacks
_______
Women’s Slacks
______
Men’s Sweaters _______
Women’s Sweaters
Men’s Headwear ___X____
Women’s Headwear
Men’s Shirts
Women’s Shirts/Blouses __X___
___X____
_____
Swimwear
____
Junior Clothing _____
Sweatshirts
____
______
Belts
_____
Blazers
____
__X___
Coats
_____
Tee Shirts
_X__
Ties
_____
Athletic Wear
_X__
4
FOOTWEAR 1.
What percent of total merchandise sales do footwear sales represent?
__10_____
2.
What is the average number of shoe companies represented in your shop?
__2______
3.
Please mark an X to indicate which of the following footwear items are carried in your shop. Spiked Golf Shoes
________
Spikeless Golf Shoes
___X____
Dress Shoes
________
Athletic Shoes
________
Socks
___X____
4.
What is the average number of pairs of shoes displayed in your shop?
__50____
5.
Is there an area in the golf shop for trying on footwear?
__Yes___
GLOVES 1.
What percent of total merchandise sales do glove sales represent?
2.
How many golf glove companies are represented in your shop?
__5_____
__2____ _
GOLF BALLS 1.
What percentage of total merchandise sales do golf balls represent?
__15%__
2.
What percent of total ball sales do custom crested balls represent?
__5%___
3.
How many golf ball companies are represented in your shop?
__3_____
GOLF BAGS 1.
What percent of total merchandise sales do golf bags represent?
__1%____
2.
How many golf bag companies are represented in your shop?
__1_____
CRESTING 1.
Does your facility have a cresting/logo program?
__Yes___
2.
Please indicate what percent of crested/logoed merchandise sales have: A. Facility Crest ___90___% B.
Manufacturer’s Logo
________%
C.
Tournament/Event Logo
___5____%
D.
Special Order Custom Cresting
___5____%
5
GOLF SHOWS 1.
Please mark which merchandise shows you attend on an annual basis: A.
PGA Merchandise Show in Orlando
___X____
B.
PGA Fall Expo
________
C.
Local PGA Section Show(s)
___X____
D.
Local Consumer Show(s)
________
MISCELLANEOUS MERCHANDISING 1.
Does your golf shop provide an alteration program?
__No____
2A.
Does the golf shop have a club fitting program for golf clubs?
__No____
2B
If so, which manufacturers provide a custom fitting program for your shop? _________________________________________________________________________
.
_________________________________________________________________________ 3.
Does your golf shop manufacture custom clubs?
__No____
4.
Does your golf shop provide gift wrapping?
__Yes___
5.
Does your golf shop sell gift certificates/gift cards?
__Yes___
6.
What percent of total merchandise sales are via gift certificates/gift cards?
__Yes___
7.
What percent of tournament prizes are given in the following categories:
A.
Golf Merchandise
__90____%
B.
Gift Certificates
__10____%
C.
Plaques/Trophies
__0_____%
8A.
Does the golf shop host fashion shows (Y/N)
__No____
8B.
If so, how many fashion shows are staged annually?
__0_____
9A.
Does the golf shop have a direct promotional mailing program? (Y/N)
__No____
9B.
If so, how many annual promotional mailings are done?
________
10A.
Does the shop accept payment by credit cards for purchases?
__Yes___
10B.
If so, what percent of total merchandise sales are by credit cards?
__80%___
6
7
2016 MERCHANDISER OF THE YEAR OFFICIAL NOMINEE APPLICATION PGA of America Merchandiser of the Year Selection Committee
PART II. FINANCIAL INFORMATION
PART II. FINANCIAL INFORMATION 8
FACILITY/GOLF SHOP OPERATION 2015 SALES 1.
What were your 2015 Gross Merchandise Sales?
$_105,850____
FROM THE ABOVE SALES FIGURE: a)
Gross Merchandise Sales related to TOUR events
$_0______
b)
Gross Merchandise Sales related to corporate outings
$_10,000__
c)
d)
e)
What are gross sales related to corporate logo merchandise sales? (volume sales to a business entity)
$_0______
What was the gross golf ball sales included in total merchandise sales?
$_15,000__
Gross sales from logo golf balls.
$_4,000___
PLEASE DO NOT ADD THESE ITEMS TO THE TOTAL BELOW (in question#5).
2.
What was the total lesson revenue from lessons given by applicant only?
$_6,000___
3.
What was the total gross golf range revenue?
4.
What was the total gross club repair revenue?
$_0______
5.
Total of above categories (ADD 1-4)
$_126,850_
*
The computation for cost of goods sold and turn rate will be based only on question #1.
6.
What are your projected/budgeted 2016 gross merchandise sales?
$_105,000_
7.
What is your golf shop square footage used for the display of golf merchandise? (Do not include fitting rooms or office space)
_~950 sq. ft._
8.
$_15,000__
Does your facility offer the Mill River or another similar merchandise purchasing plan? If yes, describe the plan and how much the initiation fee is for someone to join the program. No
9.
Inventory levels (at cost)
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Average monthly inventory (Please add inventory by month and divide by 12 to get average inventory. If your golf operation is not 12 months, please enter the inventory for the months shop is open and divide by the number of months you record to get your average monthly inventory.) January
$_________
February
$_________
March
$_________
April
$_________
May
$_22,150__
June
$_39,450__
July
$_40,100__
August
$_30,225__
September
$_22,180__
October
$_11,143__
November
$_________
December
$_________
Divide by Months Open
____6____
Equals Average Monthly Inventory $_27,541__ Peak Monthly Inventory
$_40,100__
10
10.
Inventory turn rate 2015 year's beginning inventory
$_12,450__
2015 year's purchases
+ SUBTOTAL
11.
$_58,550__ $_71,000__
2015 ending inventory
_
$_8,560___
COST OF GOODS SOLD
=
$_62,440__
Cost of goods sold Avg. monthly inventory
=
_2.5______ (2014 turn rate)
What is the approximate dollar amount of annual purchase discounts that you use from manufacturers
$_5,000___
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2016 MERCHANDISER OF THE YEAR OFFICIAL NOMINEE APPLICATION
PART III. ESSAY QUESTIONS
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PART III. ESSAY QUESTIONS
JOB HISTORY
1.
List all work positions that you have held. Please include the job title, facility name, as well as the years you were at that club: PGA Head Golf Professional, Jug Mountain Ranch, McCall, Idaho Assistant Professional, Crane Creek Country Club, Boise, Idaho
2011-Present 2007-
Assistant Professional, Tualatin Island Greens, Tualatin, Oregon Superintendent/Shop Assistant, Tualatin Island Greens, Tualatin, Oregon Maintenance Assistant, Riverwood Golf Course, Dundee, Oregon
2004-2006 1999-2004 1994-1999
2011
2.
List the names of assistant professionals you have employed who have advanced to head professional jobs. N/A
3.
List all merchandising/retailing seminars you have attended within the last 24 months: N/A
4.
Are you a member of any merchandising associations? If so, please list. No
5.
Please list PGA Professionals you trained under: Ron Rawls, PGA Todd Andrews, PGA
Crane Creek Country Club-Boise, Idaho Tualatin Island Greens-Tualatin, Oregon
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FACILITY/GOLF SHOP OPERATION
1.
Briefly describe the growth of your golf shop since you have been at your facility (sales, area, traffic, etc.): We exceeded all expectations for merchandising performance in 2015. Our goal for the year was to sell $85,000 in merchandise and we ended at over $100k, anticipating more next year. Our overall golf shop inventory is lower than year's past, which will give us a cleaner and stronger start for the 2016 season. Sales figures through October 11, 2015 are as listed below: Gross Sales: $105,850 Cost of Goods Sold: $62,440 Gross Profit: $43,410 Turn rate: 2.5 When I began at Jug Mountain Ranch in 2011, the merchandise sales high was $37,000. I doubled merchandise sales in two years and this is the first year that sales have been over the $100k mark. The gross profit has improved every year since I started.
2.
IMPORTANT: Please write a brief description of your facility and demographic market. Please include the demographic population. Jug Mountain Ranch is a unique course nestled at the base of Jughandle Mountain in McCall, Idaho, amidst natural wetlands, old-growth forests and rolling hills. McCall is a resort town with a population of 2,991 with tourist fluctuation of up to double that for holidays and the annual Winter Carnival, which attracts approximately 60,000 visitors throughout the two-week period the festival is held. Jug Mountain offers golfing, mountain biking, dining and an excellent event venue in the spring and summer months, as well as Nordic skiing and fat-tire biking in the winter attracting tourists and locals alike year-round.
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PRODUCTS AND SERVICES
1.
What special programs, products or special services are you presently receiving or being offered by manufacturers? Please describe: I am currently on staff with Nike and my assistant is on staff with Travis Matthews. We receive quantity discounts with most of the manufacturers represented in the shop. Nike offers us a buy-back program for all hardgoods we carry and Footjoy offers us a buy-back program for shoes.
2.
What special programs, products and/or special services would you like to see offered or improved upon by manufacturers? (i.e. sales tools, brochures, display tools and fixtures, fitting systems, etc.) I would like to see more high-end quality fixtures offered that are brand specific and complementary with a reasonably-set minimum order (either in $ amount or number of pieces). Also, brochures which specifically feature product knowledge for softgoods and have an option for the facility logo to be printed on them, would be beneficial for customers and staff alike.
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DISPLAYS 1.
Describe the display fixtures that are used in your golf shop: Jug Mountain’s shop features built-in wooden tabletop displays, one wooden built-in adjustable wall display, an antique bookshelf and an antique china hutch. The center of the shop has wooden 2 and 4-way displays, as well as wooden risers.
2.
Describe any other special items used for display purposes: Special additional items we use in our shop displays are golf paraphernalia, antiques, wooden crates, baskets and golf bags.
3.
Please describe your pricing structure and philosophy for golf shop merchandising? Apparel is priced at cost + 1.8%, shoes are priced at cost + 1.6% and golf balls are priced at market value. All other products are priced less than keystone.
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GOLF SHOP STAFF
1.
Please describe your philosophy on merchandise commissions for staff: Personally, I believe that staff who actively participate in selling merchandise should receive a percentage of commissions based on what they sell as a means of incentive to sell more merchandise, however, our facility owner does not support merchandise commissions for staff.
2.
Please describe your policy on staff clothing and merchandise allowance: Each staff member at Jug Mountain Ranch receives three staff shirts and one outerwear piece at the opening of the season, which are generally worn for events so all staff coordinate and are easily identifiable. Through-out the season they are each allowed to choose 2-3 additional pieces, from merchandise carried in the shop, to help them become better acquainted with the products’ features, style and fit.
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MERCHANDISE DATA
1. (a) Please list the five (5) major hardgoods manufacturers you currently utilize: *Nike *Demo days with Titleist, Callaway & Cobra Due to our demographics, our shop does not carry multiple manufacturers in stock, but we do offer to order with other manufacturers if a customer has a specific item they are wanting to purchase.
1. (b) Please list the five (5) major softgoods manufacturers you currently utilize: *Addidas *AUR *Footjoy *Matt Grey *Nike
2.
How do softgoods sales compare between manufacturer’s logoed softgoods and your facility’s logoed softgoods? We sell 100% of facility’s logoed softgoods.
3.
Describe any special sales programs you have (i.e., Buying Club, Mill River Plan, etc.): N/A
4.
Does your golf shop have a golf club demo program? Please describe. No, we do not have a golf club demo program, however, we host demo days with Titleist, Callaway & Cobra.
5.
Please describe the two most successful hardgoods promotion(s) in the last 12 months: At facility owner’s request, we do not offer hardgoods promotions.
6.
Please describe the two most successful softgoods promotion(s) in the last 12 months: At facility owner’s request, we do not offer softgoods promotions.
7.
Please describe the two most successful footwear promotion(s) in the last 12 months: At facility owner’s request, we do not offer footwear promotions 18
MERCHANDISING PHILOSOPHY Jug Mountain Ranch is a course with very unique characteristics. We have a 6-month golf season and a wide variety of customers ranging from the tourist who is here for the experience and looking for a souvenir to take home; to the homeowner who wants a place to call their own with the logo proudly displayed. I carry a wide assortment of merchandise ranging from hoodies and hats to mountain bike jerseys, glassware and small knick-knacks to the high end golf shirt. Variety in our golf shop plays an important role in the success we’ve experienced in increased merchandise sales. Attending the PGA Merchandise Show in Orlando each year is a priority to me, and allows us to keep up with current trends, innovative ideas and unique products. I strive to bring in at least one or two new apparel lines each year, offering the return customer something they may have not seen before. I feel that by regularly changing up vendors and lines that I carry, as well as offering a unique mix of merchandise in the golf shop, Jug Mountain stands out from other courses in the area. I hold my employees to the same high expectations in merchandising that I was trained with by fellow PGA mentors, requiring them to take ownership and be handson with displays. Displays are changed up weekly and my employees are given the opportunity to choose several apparel items from the floor for staff attire, allowing them to better know the product, its features, style and how it fits. The things I consider most important for successful merchandising are knowing your customer, keeping displays full, tidy and attractive at all times, ensuring employees are trained on product knowledge and carry a wide variety of merchandise in your shop.
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