Boone
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 (MUST BE TYPEWRITTEN OR COMPUTER GENERATED) APPLICANT INFORMATION NAME OF CANDIDATE:
EVAN BOONE
GOLF FACILITY/ADDRESS:
POPPY HILLS GOLF COURSE
Email Address:
[email protected]
Phone # & Fax #:
831-622-8239 831-626-6914
Mobile Phone # :
831-224-0516
PGA SECTION AFFILIATION:
NORTHERN CALIFORNIA
CURRENT PGA CLASSIFICATION: CLASS A
MERCHANDISE CONCESSION OWNERSHIP 1A.
Do you own the golf merchandise concession?
Yes______No___X___
1B.
If no, who owns the golf merchandise concession?
Poppy Hills
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?
48,000
4.
Jan To Dec
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)
NA
6.
How many GOLFING members does your facility have?
NA
7.
What percent of total annual play is tournament play or organized
5.
NA
2
outing rounds?
20%
8A.
Does your facility host a PGA TOUR, PGA Championship or US Open?
Senior PGA Tour
8B.
If yes, what was the total gross merchandise sales attributable to the Tour Event?
$5000
9.
Does your facility have a practice range (Y/N)
Yes
10.
How many lessons do YOU teach on an annual basis?
11.
How many lessons does your STAFF teach on an annual basis?
10 100
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: $225
Cart Fee (18):
$25
Head Professional Hour Lesson Fee: $200
Staff Lesson Fee: $65
COMPETITIVE MARKET 1.
What is the number of comparable golf facilities in your market?
5
2.
What is the number of golf discounters in your market?
2
DISPLAYS 1.
How often are your facility’s merchandise displays changed annually?
6-8
2.
How much do you or your facility spend annually in upgrading or replacing displays and presentations?
$2000
INVENTORY 1.
How many physical inventories are taken on your golf merchandise during the year?
12
2.
What percent of your business time is spent from beginning of the merchandising cycle to the end of the merchandising cycle?
75%
STAFF 3
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?
7
1C.
How many of your golf staff are involved in merchandising?
2
2.
How many staff meetings do you conduct annually?
4
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?
Yes
HARDGOODS 1.
What percent of total merchandise sales do hardgoods sales represent?
9%
2.
How many hardgoods manufacturers are represented in your golf shop?
8
3A.
What is the average number of drivers on display in your shop?
25
3B.
What is the average number of fairway and utility woods on display in your shop?
20
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?
3E.
What is the average number of wedges on display in your shop?
20 20
4
SOFTGOODS 1.
What percent of total merchandise sales do softgoods represent?
56%
2.
How many softgoods companies are represented in your shop?
25
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
____x___
Women’s Slacks
___x__
Men’s Sweaters ___x____
Women’s Sweaters
Men’s Headwear ____x___
Women’s Headwear
Men’s Shirts
Women’s Shirts/Blouses ___x__
____x___
__x___
Swimwear
____
Junior Clothing ___x__
Sweatshirts
__x_
___x__
Belts
___x__
Blazers
____
__x___
Coats
_____
Tee Shirts__x__
Ties
_____
Athletic Wear
FOOTWEAR 1.
What percent of total merchandise sales do footwear sales represent?
3%
2.
What is the average number of shoe companies represented in your shop?
4
3.
Please mark an X to indicate which of the following footwear items are carried in your shop. Spiked Golf Shoes
____x____
Spikeless Golf Shoes
____x____
Dress Shoes
________
Athletic Shoes
________
Socks
____x____
4.
What is the average number of pairs of shoes displayed in your shop?
20
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?
2% 5
GOLF BALLS 1.
What percentage of total merchandise sales do golf balls represent?
8%
2.
What percent of total ball sales do custom crested balls represent?
10%
3.
How many golf ball companies are represented in your shop?
6
GOLF BAGS 5
____
1.
What percent of total merchandise sales do golf bags represent?
1%
2.
How many golf bag companies are represented in your shop?
6
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 99% B.
Manufacturer’s Logo
80%
C.
Tournament/Event Logo
10%
D.
Special Order Custom Cresting
10%
GOLF SHOWS 1.
Please mark which merchandise shows you attend on an annual basis: A.
PGA Merchandise Show in Orlando
Yes
B.
PGA Fall Expo
C.
Local PGA Section Show(s)
Yes
D.
Local Consumer Show(s)
Yes
No
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?
Yes
2B
If so, which manufacturers provide a custom fitting program for your shop? . We have the Taylor Made Fitting Studio (one of 2 in the world) as well as the Titleist and Mizuno Fitting Systems________________________________________________________________________
3.
Does your golf shop manufacture custom clubs?
Yes
4.
Does your golf shop provide gift wrapping?
Yes
5.
Does your golf shop sell gift certificates?
Yes
6.
What percent of total merchandise sales are via gift certificates?
5%
7.
What percent of tournament prizes are given in the following categories:
A.
Golf Merchandise
10%
B.
Gift Certificates
90%
C.
Plaques/Trophies
0%
6
8A.
Does the golf shop host fashion shows (Y/N)
Yes
8B.
If so, how many fashion shows are staged annually?
4
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?
75%
AS A REMINDER, YOU ARE MARKETING YOURSELF AND YOUR FACILITY WITH THIS APPLICATION. YOU SHOULD MAKE EVERY EFFORT TO PRESENT YOURSELF AND YOUR FACILITY IN THE MOST POSITIVE PERSPECTIVE AS POSSIBLE. YOU ARE TO ALSO INCLUDE COLOR PHOTOGRAPHS THAT HIGHLIGHT YOUR MERCHANDISING AREA AT YOUR FACILITY SHOWING INVENTORY MIX, TRAFFIC PATTERNS, DISPLAYS FEATURES, ETC.
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2016 MERCHANDISER OF THE YEAR OFFICIAL NOMINEE APPLICATION PGA of America Merchandiser of the Year Selection Committee
PART II. FINANCIAL INFORMATION
8
PART II. FINANCIAL INFORMATION FACILITY/GOLF SHOP OPERATION The following information will be kept in strictest confidence. Please be sure to provide accurate and reliable figures.
2015 SALES 1.
What were your 2015 Gross Merchandise Sales?
$838,800
FROM THE ABOVE SALES FIGURE: a)
Gross Merchandise Sales related to TOUR events
$5000
b)
Gross Merchandise Sales related to corporate outings
10%
c)
d)
e)
What are gross sales related to corporate logo merchandise sales? (volume sales to a business entity)
3%
What was the gross golf ball sales included in total merchandise sales?
$67,470
Gross sales from logo golf balls.
$40,000
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?
$650
3.
What was the total gross golf range revenue?
25,000
4.
What was the total gross club repair revenue?
$1000
5.
Total of above categories (ADD 1-4)
$865,450
*
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?
$871,200
7.
What is your golf shop square footage used for the display of golf merchandise? (Do not include fitting rooms or office space)
1600
9
8.
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) 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
$150K
February
$160K
March
$160K
April
$160K
May
$170K
June
$170K
July
$180K
August
$180K
September
$180K
October
$170K
November
$150K
December
$150K
Divide by Months Open
12
Equals Average Monthly Inventory $165,000 Peak Monthly Inventory
10.
$180,000
Inventory turn rate
10
2015 year's beginning inventory
$160,512
2015 year's purchases
+ SUBTOTAL
11.
$506,773 $667,285
2015 ending inventory
_
$159,145
COST OF GOODS SOLD
=
$508,140
Cost of goods sold Avg. monthly inventory
=
3.07 (2014 turn rate)
What is the approximate dollar amount of annual purchase discounts that you use from manufacturers
$25,000
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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: Rancho Canada GC, Assistant Pro, 19941996….Spanish Bay, Assistant Pro, 1997……Corral De Tierra CC, 1st Assistant, 19982004……Bayonet/BlackHorse, Head Pro, 2004-2010…..Quail Lodge GC, 1st Assistant, 2011……Shoreline GC, Head Pro, 2012…….Pine Mountain Lake CC, Head Pro, 20122013…..Poppy Hills GC, Buyer, 2014-Present..
2.
List the names of assistant professionals you have employed who have advanced to head professional jobs. Jerrel Grow, Hae Young Lee, Doug Schmidt
3.
List all merchandising/retailing seminars you have attended within the last 24 months: Attended 2 seminars at the PGA Show Orlando, Jan. 2016. Attended a Monterey Bay Chapter merchandising seminar at Pebble Beach, March 2016
4.
Are you a member of any merchandising associations? If so, please list.
5.
Please list PGA Professionals you trained under: Todd Ponti, Rich Cosand, Gerry Greenfield, Joe Priddy, Scott Humphrey, Brad Shupe
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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.): I took over the merchandising operation in August of 2014. The last 5 months of 2014 we were approx.. $50k over budget with COS of 62%. Prior to my arrival COS was 64%. In 2015 we were budgeted to do $726,190 with COS of 63.29%. We did $838,800 with a COS of 60.58%. Gross margin was budgeted to be $266,550 and we did $330,660. I won Merchandiser of the Year for the Nor Cal section and was also named a Top 100 Golf Shop from AGM.
2. IMPORTANT: Please write a brief description of your facility and demographic market. Please include the demographic population. Poppy Hills is an 18 hole championship golf course that is owned and operated by the NCGA (Northern Cal. Golf Association). It does 48,000 rounds a year. 75% NCGA members, 25% non members. Green fee’s range from $72 to $225. Our demographic covers everyone from Juniors to Seniors but the bulk of play is in the 40-60 year range, mainly successful business people from anywhere in Northern California.
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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: We are on special pricing programs with all vendors because of the fact that we do a high volume and always pay early. Our main one is Taylor Made. We have one of the 2 TM fitting studio’s in the world and do almost $100k in hardgoods. Because of that TM gives us a 10% straight line discount on all orders.
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.) Two things…..1-I would love to see all companies adopt a policy to not charge shipping on pre-booked, back ordered items. It is simply not right to charge me shipping on an item that I pre booked 6 months in advance and was not ready to ship with the bulk of the order. It turns a $40 cost shirt into a $50 cost shirt real quick as the shipping fee for one or two shirts is not that much less than a big box. Whenever this happens I call them and demand the shipping fee be removed, which they always do, but it causes me a lot of work……2-I would also like to see companies make it a policy to inform a customer that an item is backordered. Too many times Ill order something expecting it to be here within a week or two….A month and a half later Ill call to ask where it is and be told it’s back ordered. The customer (me) deserves to be told this upon ordering so we can make other arrangements if necessary..
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DISPLAYS 1.
Describe the display fixtures that are used in your golf shop: I believe that hung items have a much better chance of selling than folded items so most of our displays are 4 ways. All displays are a dark mahogany wood color with wheels for easy movement. We also have racks specific for hats, clubs and shoes. We use mannequins extensively as well.
2.
Describe any other special items used for display purposes: We have a “cat walk” if you will that goes around the border of the shop that I like to put bags on. It makes the shop look really nice. Also, the look of the shop is very antique and classy so I have many items just lying around that I’ve found at old antique shops. Baskets, trinkets, vases. Etc.
3.
Please describe your pricing structure and philosophy for golf shop merchandising? We are in a very high end part of the world and people visiting the Pebble beach area expect to pay more for something than they might elsewhere. With that in mind I feel I can go a bit over keystone with all items, even more so with accessories/hats etc. Our members NCGA get 20% off all items except clubs and small accessories (anything under $10) so for example…..A shirt that costs $40 I may put a nonmember price of $90 and a member price of $72. So we make a bit more than keystone on nonmembers and a bit less to members…..2nd part of question, “philosophy for golf shop merchandising” answered in final question…
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GOLF SHOP STAFF
1.
Please describe your philosophy on merchandise commissions for staff: We do not have a merchandise commission in place for staff concerning soft goods. We do, however, offer a 10% commission to staff for sale of hard goods. Having the Taylor Made Fitting Studio on site certainly makes for good opportunities but it also makes for a lot of expectations so we feel offering a commission makes sense.
2.
Please describe your policy on staff clothing and merchandise allowance: I am able to outfit our staff through all the companies I do business with. Each one of the vendors (Peter Millar, Carnoustie, Adidas, Nike etc.) gives each one of my guys an item or two of their choice (shirt, sweater, pullover etc.) each season. This keeps the guys well outfitted while showing customers that we are wearing what we sell in the shop. This saves us about $7k a year in staff clothing cost.
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MERCHANDISE DATA
1. (a) Please list the five (5) major hardgoods manufacturers you currently utilize: Taylor Made, Titleist, Ping, Nike, Callaway
1. (b) Please list the five (5) major softgoods manufacturers you currently utilize: Peter Millar, Travis Matthew, Cutter & Buck, Adidas, Nike
2.
How do softgoods sales compare between manufacturer’s logoed softgoods and your facility’s logoed softgoods? All items are logoed with the facility logo.
3.
Describe any special sales programs you have (i.e., Buying Club, Mill River Plan, etc.): We offer a 20% discount off full retail to members of the NCGA
4.
Does your golf shop have a golf club demo program? Please describe. We have demo clubs available (drivers, fairways, hybrids, wedges) from each hard good vendor. It’s a $15 fee to take out and that cost is deducted if they decide to buy.
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5.
Please describe the two most successful hardgoods promotion(s) in the last 12 months: We really only do one, but we do it every 3-4 months. Of course it goes hand in hand with the fitting studio. If a customer buys a single piece (driver, fairway etc.) of equipment he gets a free cart for his next round. If he buys a set of irons he gets a free green fee, and if he buys both he gets a free green fee and cart.
6.
Please describe the two most successful softgoods promotion(s) in the last 12 months: 1-Our Antigua/Legendary promotion is an ongoing thing and works very well. For $100 the customer gets and Antigua jacket and shirt, and a Legendary cap. We sell dozens of these a month. 2-In April, for $100 weekday and $125 weekend we offered customers golf, cart and a $25 gift card to use in the shop. Obviously it increased sales dramatically in the shop this month.
7.
Please describe the two most successful footwear promotion(s) in the last 12 months: All I’ve done concerning footwear in the last year was host both Adidas and Ecco out for a trunk show. Both were well received and we sold a couple dozen pairs each time.
MERCHANDISING PHILOSOPHY
20
Philosophy must be provided for candidate eligibility Please state your merchandising philosophy in a 200-300 word summary.
Through 20 years in the business and 10 as a Head Pro and Buyer my merchandising philosophy has always been 5 main keys: 1. To make sure I have something for everyone. Most shops get all levels off shoppers, whether it’s Pebble Beach or PG Muni I think it’s important to have products that will appeal to low, middle and high end shoppers. 2. Don’t only buy things that I like. It’s very important to remember when buying that not everyone has the same taste as you so don’t be afraid to have things in the shop that may not appeal to your taste. “There is a shirt for everyone” I like to say. 3. Only buy “quality” products from trusted vendors. Taking a chance on a new product from some new, cheaper vendor just to save a buck rarely works out. There’s a reason the companies I do business with are successful, from the product to the customer service. 4. Price things fairly, for both you and the customer. I’ve never been one to mark things up to high and have them end up on the sale rack. Nor have I marked things too low just to blow them out. I’ve always just tried to give people a fair price while also making a reasonable margin for us. 5. Take care of the shop. I have always taken great care in making sure my shop looks clean, organized and easy to shop in. I’ll never let it get stale and will keep my orders small so that the shop is constantly turning over.
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22
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IMPORTANT: AS A REMINDER, YOU ARE MARKETING YOURSELF AND YOUR FACILITY WITH THIS APPLICATION. YOU SHOULD MAKE EVERY EFFORT TO PRESENT YOURSELF AND YOUR FACILITY IN THE MOST POSITIVE PERSPECTIVE AS POSSIBLE. YOU ARE TO ALSO INCLUDE COLOR PHOTOGRAPHS THAT HIGHLIGHT YOUR MERCHANDISING AREA AT YOUR FACILITY SHOWING INVENTORY MIX, TRAFFIC PATTERNS, DISPLAYS FEATURES, ETC.
Return Application and additional information including photographs by April 18, 2016 to: Tom Brawley Senior Director, Membership Services PGA of America 100 Avenue of the Champions Palm Beach Gardens, FL 33418 [email protected]
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PART I. GENERAL INFORMATION
1
PART I. GENERAL INFORMATION (MUST BE TYPEWRITTEN OR COMPUTER GENERATED) APPLICANT INFORMATION NAME OF CANDIDATE:
EVAN BOONE
GOLF FACILITY/ADDRESS:
POPPY HILLS GOLF COURSE
Email Address:
[email protected]
Phone # & Fax #:
831-622-8239 831-626-6914
Mobile Phone # :
831-224-0516
PGA SECTION AFFILIATION:
NORTHERN CALIFORNIA
CURRENT PGA CLASSIFICATION: CLASS A
MERCHANDISE CONCESSION OWNERSHIP 1A.
Do you own the golf merchandise concession?
Yes______No___X___
1B.
If no, who owns the golf merchandise concession?
Poppy Hills
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?
48,000
4.
Jan To Dec
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)
NA
6.
How many GOLFING members does your facility have?
NA
7.
What percent of total annual play is tournament play or organized
5.
NA
2
outing rounds?
20%
8A.
Does your facility host a PGA TOUR, PGA Championship or US Open?
Senior PGA Tour
8B.
If yes, what was the total gross merchandise sales attributable to the Tour Event?
$5000
9.
Does your facility have a practice range (Y/N)
Yes
10.
How many lessons do YOU teach on an annual basis?
11.
How many lessons does your STAFF teach on an annual basis?
10 100
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: $225
Cart Fee (18):
$25
Head Professional Hour Lesson Fee: $200
Staff Lesson Fee: $65
COMPETITIVE MARKET 1.
What is the number of comparable golf facilities in your market?
5
2.
What is the number of golf discounters in your market?
2
DISPLAYS 1.
How often are your facility’s merchandise displays changed annually?
6-8
2.
How much do you or your facility spend annually in upgrading or replacing displays and presentations?
$2000
INVENTORY 1.
How many physical inventories are taken on your golf merchandise during the year?
12
2.
What percent of your business time is spent from beginning of the merchandising cycle to the end of the merchandising cycle?
75%
STAFF 3
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?
7
1C.
How many of your golf staff are involved in merchandising?
2
2.
How many staff meetings do you conduct annually?
4
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?
Yes
HARDGOODS 1.
What percent of total merchandise sales do hardgoods sales represent?
9%
2.
How many hardgoods manufacturers are represented in your golf shop?
8
3A.
What is the average number of drivers on display in your shop?
25
3B.
What is the average number of fairway and utility woods on display in your shop?
20
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?
3E.
What is the average number of wedges on display in your shop?
20 20
4
SOFTGOODS 1.
What percent of total merchandise sales do softgoods represent?
56%
2.
How many softgoods companies are represented in your shop?
25
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
____x___
Women’s Slacks
___x__
Men’s Sweaters ___x____
Women’s Sweaters
Men’s Headwear ____x___
Women’s Headwear
Men’s Shirts
Women’s Shirts/Blouses ___x__
____x___
__x___
Swimwear
____
Junior Clothing ___x__
Sweatshirts
__x_
___x__
Belts
___x__
Blazers
____
__x___
Coats
_____
Tee Shirts__x__
Ties
_____
Athletic Wear
FOOTWEAR 1.
What percent of total merchandise sales do footwear sales represent?
3%
2.
What is the average number of shoe companies represented in your shop?
4
3.
Please mark an X to indicate which of the following footwear items are carried in your shop. Spiked Golf Shoes
____x____
Spikeless Golf Shoes
____x____
Dress Shoes
________
Athletic Shoes
________
Socks
____x____
4.
What is the average number of pairs of shoes displayed in your shop?
20
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?
2% 5
GOLF BALLS 1.
What percentage of total merchandise sales do golf balls represent?
8%
2.
What percent of total ball sales do custom crested balls represent?
10%
3.
How many golf ball companies are represented in your shop?
6
GOLF BAGS 5
____
1.
What percent of total merchandise sales do golf bags represent?
1%
2.
How many golf bag companies are represented in your shop?
6
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 99% B.
Manufacturer’s Logo
80%
C.
Tournament/Event Logo
10%
D.
Special Order Custom Cresting
10%
GOLF SHOWS 1.
Please mark which merchandise shows you attend on an annual basis: A.
PGA Merchandise Show in Orlando
Yes
B.
PGA Fall Expo
C.
Local PGA Section Show(s)
Yes
D.
Local Consumer Show(s)
Yes
No
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?
Yes
2B
If so, which manufacturers provide a custom fitting program for your shop? . We have the Taylor Made Fitting Studio (one of 2 in the world) as well as the Titleist and Mizuno Fitting Systems________________________________________________________________________
3.
Does your golf shop manufacture custom clubs?
Yes
4.
Does your golf shop provide gift wrapping?
Yes
5.
Does your golf shop sell gift certificates?
Yes
6.
What percent of total merchandise sales are via gift certificates?
5%
7.
What percent of tournament prizes are given in the following categories:
A.
Golf Merchandise
10%
B.
Gift Certificates
90%
C.
Plaques/Trophies
0%
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8A.
Does the golf shop host fashion shows (Y/N)
Yes
8B.
If so, how many fashion shows are staged annually?
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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?
75%
AS A REMINDER, YOU ARE MARKETING YOURSELF AND YOUR FACILITY WITH THIS APPLICATION. YOU SHOULD MAKE EVERY EFFORT TO PRESENT YOURSELF AND YOUR FACILITY IN THE MOST POSITIVE PERSPECTIVE AS POSSIBLE. YOU ARE TO ALSO INCLUDE COLOR PHOTOGRAPHS THAT HIGHLIGHT YOUR MERCHANDISING AREA AT YOUR FACILITY SHOWING INVENTORY MIX, TRAFFIC PATTERNS, DISPLAYS FEATURES, ETC.
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2016 MERCHANDISER OF THE YEAR OFFICIAL NOMINEE APPLICATION PGA of America Merchandiser of the Year Selection Committee
PART II. FINANCIAL INFORMATION
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PART II. FINANCIAL INFORMATION FACILITY/GOLF SHOP OPERATION The following information will be kept in strictest confidence. Please be sure to provide accurate and reliable figures.
2015 SALES 1.
What were your 2015 Gross Merchandise Sales?
$838,800
FROM THE ABOVE SALES FIGURE: a)
Gross Merchandise Sales related to TOUR events
$5000
b)
Gross Merchandise Sales related to corporate outings
10%
c)
d)
e)
What are gross sales related to corporate logo merchandise sales? (volume sales to a business entity)
3%
What was the gross golf ball sales included in total merchandise sales?
$67,470
Gross sales from logo golf balls.
$40,000
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?
$650
3.
What was the total gross golf range revenue?
25,000
4.
What was the total gross club repair revenue?
$1000
5.
Total of above categories (ADD 1-4)
$865,450
*
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?
$871,200
7.
What is your golf shop square footage used for the display of golf merchandise? (Do not include fitting rooms or office space)
1600
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8.
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) 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
$150K
February
$160K
March
$160K
April
$160K
May
$170K
June
$170K
July
$180K
August
$180K
September
$180K
October
$170K
November
$150K
December
$150K
Divide by Months Open
12
Equals Average Monthly Inventory $165,000 Peak Monthly Inventory
10.
$180,000
Inventory turn rate
10
2015 year's beginning inventory
$160,512
2015 year's purchases
+ SUBTOTAL
11.
$506,773 $667,285
2015 ending inventory
_
$159,145
COST OF GOODS SOLD
=
$508,140
Cost of goods sold Avg. monthly inventory
=
3.07 (2014 turn rate)
What is the approximate dollar amount of annual purchase discounts that you use from manufacturers
$25,000
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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: Rancho Canada GC, Assistant Pro, 19941996….Spanish Bay, Assistant Pro, 1997……Corral De Tierra CC, 1st Assistant, 19982004……Bayonet/BlackHorse, Head Pro, 2004-2010…..Quail Lodge GC, 1st Assistant, 2011……Shoreline GC, Head Pro, 2012…….Pine Mountain Lake CC, Head Pro, 20122013…..Poppy Hills GC, Buyer, 2014-Present..
2.
List the names of assistant professionals you have employed who have advanced to head professional jobs. Jerrel Grow, Hae Young Lee, Doug Schmidt
3.
List all merchandising/retailing seminars you have attended within the last 24 months: Attended 2 seminars at the PGA Show Orlando, Jan. 2016. Attended a Monterey Bay Chapter merchandising seminar at Pebble Beach, March 2016
4.
Are you a member of any merchandising associations? If so, please list.
5.
Please list PGA Professionals you trained under: Todd Ponti, Rich Cosand, Gerry Greenfield, Joe Priddy, Scott Humphrey, Brad Shupe
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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.): I took over the merchandising operation in August of 2014. The last 5 months of 2014 we were approx.. $50k over budget with COS of 62%. Prior to my arrival COS was 64%. In 2015 we were budgeted to do $726,190 with COS of 63.29%. We did $838,800 with a COS of 60.58%. Gross margin was budgeted to be $266,550 and we did $330,660. I won Merchandiser of the Year for the Nor Cal section and was also named a Top 100 Golf Shop from AGM.
2. IMPORTANT: Please write a brief description of your facility and demographic market. Please include the demographic population. Poppy Hills is an 18 hole championship golf course that is owned and operated by the NCGA (Northern Cal. Golf Association). It does 48,000 rounds a year. 75% NCGA members, 25% non members. Green fee’s range from $72 to $225. Our demographic covers everyone from Juniors to Seniors but the bulk of play is in the 40-60 year range, mainly successful business people from anywhere in Northern California.
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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: We are on special pricing programs with all vendors because of the fact that we do a high volume and always pay early. Our main one is Taylor Made. We have one of the 2 TM fitting studio’s in the world and do almost $100k in hardgoods. Because of that TM gives us a 10% straight line discount on all orders.
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.) Two things…..1-I would love to see all companies adopt a policy to not charge shipping on pre-booked, back ordered items. It is simply not right to charge me shipping on an item that I pre booked 6 months in advance and was not ready to ship with the bulk of the order. It turns a $40 cost shirt into a $50 cost shirt real quick as the shipping fee for one or two shirts is not that much less than a big box. Whenever this happens I call them and demand the shipping fee be removed, which they always do, but it causes me a lot of work……2-I would also like to see companies make it a policy to inform a customer that an item is backordered. Too many times Ill order something expecting it to be here within a week or two….A month and a half later Ill call to ask where it is and be told it’s back ordered. The customer (me) deserves to be told this upon ordering so we can make other arrangements if necessary..
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DISPLAYS 1.
Describe the display fixtures that are used in your golf shop: I believe that hung items have a much better chance of selling than folded items so most of our displays are 4 ways. All displays are a dark mahogany wood color with wheels for easy movement. We also have racks specific for hats, clubs and shoes. We use mannequins extensively as well.
2.
Describe any other special items used for display purposes: We have a “cat walk” if you will that goes around the border of the shop that I like to put bags on. It makes the shop look really nice. Also, the look of the shop is very antique and classy so I have many items just lying around that I’ve found at old antique shops. Baskets, trinkets, vases. Etc.
3.
Please describe your pricing structure and philosophy for golf shop merchandising? We are in a very high end part of the world and people visiting the Pebble beach area expect to pay more for something than they might elsewhere. With that in mind I feel I can go a bit over keystone with all items, even more so with accessories/hats etc. Our members NCGA get 20% off all items except clubs and small accessories (anything under $10) so for example…..A shirt that costs $40 I may put a nonmember price of $90 and a member price of $72. So we make a bit more than keystone on nonmembers and a bit less to members…..2nd part of question, “philosophy for golf shop merchandising” answered in final question…
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GOLF SHOP STAFF
1.
Please describe your philosophy on merchandise commissions for staff: We do not have a merchandise commission in place for staff concerning soft goods. We do, however, offer a 10% commission to staff for sale of hard goods. Having the Taylor Made Fitting Studio on site certainly makes for good opportunities but it also makes for a lot of expectations so we feel offering a commission makes sense.
2.
Please describe your policy on staff clothing and merchandise allowance: I am able to outfit our staff through all the companies I do business with. Each one of the vendors (Peter Millar, Carnoustie, Adidas, Nike etc.) gives each one of my guys an item or two of their choice (shirt, sweater, pullover etc.) each season. This keeps the guys well outfitted while showing customers that we are wearing what we sell in the shop. This saves us about $7k a year in staff clothing cost.
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MERCHANDISE DATA
1. (a) Please list the five (5) major hardgoods manufacturers you currently utilize: Taylor Made, Titleist, Ping, Nike, Callaway
1. (b) Please list the five (5) major softgoods manufacturers you currently utilize: Peter Millar, Travis Matthew, Cutter & Buck, Adidas, Nike
2.
How do softgoods sales compare between manufacturer’s logoed softgoods and your facility’s logoed softgoods? All items are logoed with the facility logo.
3.
Describe any special sales programs you have (i.e., Buying Club, Mill River Plan, etc.): We offer a 20% discount off full retail to members of the NCGA
4.
Does your golf shop have a golf club demo program? Please describe. We have demo clubs available (drivers, fairways, hybrids, wedges) from each hard good vendor. It’s a $15 fee to take out and that cost is deducted if they decide to buy.
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5.
Please describe the two most successful hardgoods promotion(s) in the last 12 months: We really only do one, but we do it every 3-4 months. Of course it goes hand in hand with the fitting studio. If a customer buys a single piece (driver, fairway etc.) of equipment he gets a free cart for his next round. If he buys a set of irons he gets a free green fee, and if he buys both he gets a free green fee and cart.
6.
Please describe the two most successful softgoods promotion(s) in the last 12 months: 1-Our Antigua/Legendary promotion is an ongoing thing and works very well. For $100 the customer gets and Antigua jacket and shirt, and a Legendary cap. We sell dozens of these a month. 2-In April, for $100 weekday and $125 weekend we offered customers golf, cart and a $25 gift card to use in the shop. Obviously it increased sales dramatically in the shop this month.
7.
Please describe the two most successful footwear promotion(s) in the last 12 months: All I’ve done concerning footwear in the last year was host both Adidas and Ecco out for a trunk show. Both were well received and we sold a couple dozen pairs each time.
MERCHANDISING PHILOSOPHY
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Philosophy must be provided for candidate eligibility Please state your merchandising philosophy in a 200-300 word summary.
Through 20 years in the business and 10 as a Head Pro and Buyer my merchandising philosophy has always been 5 main keys: 1. To make sure I have something for everyone. Most shops get all levels off shoppers, whether it’s Pebble Beach or PG Muni I think it’s important to have products that will appeal to low, middle and high end shoppers. 2. Don’t only buy things that I like. It’s very important to remember when buying that not everyone has the same taste as you so don’t be afraid to have things in the shop that may not appeal to your taste. “There is a shirt for everyone” I like to say. 3. Only buy “quality” products from trusted vendors. Taking a chance on a new product from some new, cheaper vendor just to save a buck rarely works out. There’s a reason the companies I do business with are successful, from the product to the customer service. 4. Price things fairly, for both you and the customer. I’ve never been one to mark things up to high and have them end up on the sale rack. Nor have I marked things too low just to blow them out. I’ve always just tried to give people a fair price while also making a reasonable margin for us. 5. Take care of the shop. I have always taken great care in making sure my shop looks clean, organized and easy to shop in. I’ll never let it get stale and will keep my orders small so that the shop is constantly turning over.
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IMPORTANT: AS A REMINDER, YOU ARE MARKETING YOURSELF AND YOUR FACILITY WITH THIS APPLICATION. YOU SHOULD MAKE EVERY EFFORT TO PRESENT YOURSELF AND YOUR FACILITY IN THE MOST POSITIVE PERSPECTIVE AS POSSIBLE. YOU ARE TO ALSO INCLUDE COLOR PHOTOGRAPHS THAT HIGHLIGHT YOUR MERCHANDISING AREA AT YOUR FACILITY SHOWING INVENTORY MIX, TRAFFIC PATTERNS, DISPLAYS FEATURES, ETC.
Return Application and additional information including photographs by April 18, 2016 to: Tom Brawley Senior Director, Membership Services PGA of America 100 Avenue of the Champions Palm Beach Gardens, FL 33418 [email protected]
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