Canfield
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 NAME OF CANDIDATE: C.W. CANFIELD GOLF FACILITY/ADDRESS: LAKESIDE COUNTRY CLUB 100 WILCREST DR. HOUSTON, TX 77042 Email Address: [email protected]
Phone # & Fax #: 281-582-0824 Mobile Phone # : 832-683-3712 PGA SECTION AFFILIATION: SOUTHERN TEXAS CURRENT PGA CLASSIFICATION: 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?
Club
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 %
N/A
Gross %
N/A
1D
Do you manage other facilities and merchandise those sites?
Yes_______ No ___X___
List what other facilities you manage and merchandise:
N/A
MEMBER/CUSTOMER BASE 1.
What is the length of season at your facility? Please indicate months open:
1/1 - 12/31
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?
38500
4.
What is the total number of annual 18-hole MEMBER rounds at your facility? 2
5.
(If applicable)
33800
How many TOTAL members does your facility have? (If applicable)
1005
6.
How many GOLFING members does your facility have? (If applicable)
1005
7.
What percent of total annual play is tournament play or organized 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?
N/A
9.
Does your facility have a practice range (Y/N)
Y
10.
How many lessons do YOU teach on an annual basis?
11.
How many lessons does your STAFF teach on an annual basis?
415 2480
FACILITY FEE STRUCTURE Initiation Fee: $72500 (For private facilities only)
Annual Fee: $_____ (For private facilities only)
Monthly Dues: $550 (For private facilities only)
In-Season Weekend 18-hole Guests Fee: $120
Cart Fee (18):
$18
Head Professional Hour Lesson Fee: $240
Staff Lesson Fee: $180
COMPETITIVE MARKET 1.
What is the number of comparable golf facilities in your market?
4
2.
What is the number of golf discounters in your market?
6
DISPLAYS 1.
How often are your facility’s merchandise displays changed annually?
12-15
2.
How much do you or your facility spend annually in upgrading or replacing displays and presentations?
3000
INVENTORY 3
1.
2.
How many physical inventories are taken on your golf merchandise during the year?
8
What percent of your business time is spent from beginning of the merchandising cycle to the end of the merchandising cycle?
15%
STAFF 1A.
Is there a member of your staff, other than yourself, who manages and coordinates the merchandising concession?
Yes
1B.
How many internal golf shop staff do you employ?
3
1C.
How many of your golf staff are involved in merchandising?
10
2.
How many staff meetings do you conduct annually?
12
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?
30%
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?
8
3B.
What is the average number of fairway and utility woods on display in your shop?
15
3C.
What is the average number of iron sets on display in your shop?
2
3D.
What is the average number of putters on display in your shop?
20
3E.
What is the average number of wedges on display in your shop?
30
4
SOFTGOODS 1.
What percent of total merchandise sales do softgoods represent?
70%
2.
How many softgoods companies are represented in your shop?
12
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
_x__
Junior Clothing __x___
Sweatshirts
_x__
__x___
Belts
__x___
Blazers
_x__
__x___
Coats
__x___
Tee Shirts
____
Ties
__x___
Athletic Wear
____
FOOTWEAR 1.
What percent of total merchandise sales do footwear sales represent?
4%
2.
What is the average number of shoe companies represented in your shop?
3
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
___x_____
Athletic Shoes
________
Socks
____x____
4.
What is the average number of pairs of shoes displayed in your shop?
16
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?
3% 2
GOLF BALLS 1.
What percentage of total merchandise sales do golf balls represent?
9%
2.
What percent of total ball sales do custom crested balls represent?
6%
3.
How many golf ball companies are represented in your shop?
3
5
GOLF BAGS 1.
What percent of total merchandise sales do golf bags represent?
3%
2.
How many golf bag companies are represented in your shop?
3
CRESTING 1.
Does your facility have a cresting/logo program?
No
2.
Please indicate what percent of crested/logoed merchandise sales have: A. Facility Crest 100% B.
Manufacturer’s Logo
________%
C.
Tournament/Event Logo
________%
D.
Special Order Custom Cresting
________%
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?
Yes
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? Titleist, PING, Mizuno, Taylor Made, US Kids
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?
Yes
6.
What percent of total merchandise sales are via gift certificates?
2%
7.
What percent of tournament prizes are given in the following categories:
8A.
A.
Golf Merchandise
30%
B.
Gift Certificates
50%
C.
Plaques/Trophies
20%
Does the golf shop host fashion shows (Y/N)
.
Y 6
8B.
If so, how many fashion shows are staged annually?
1
9A.
Does the golf shop have a direct promotional mailing program? (Y/N)
Y
9B.
If so, how many annual promotional mailings are done?
3-5
10A.
Does the shop accept payment by credit cards for purchases?
N
10B.
If so, what percent of total merchandise sales are by credit cards?
N/A
Lakeside Country Club Shop Photography
7
8
9
10
11
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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
13
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?
$1025000
FROM THE ABOVE SALES FIGURE: a)
Gross Merchandise Sales related to TOUR events
$________
b)
Gross Merchandise Sales related to corporate outings
$________
c)
d)
e)
What are gross sales related to corporate logo merchandise sales? (volume sales to a business entity)
$________
What was the gross golf ball sales included in total merchandise sales?
$91700
Gross sales from logo golf balls.
$81000
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?
$48400
3.
What was the total gross golf range revenue?
$150100
4.
What was the total gross club repair revenue?
$11900
5.
Total of above categories (ADD 1-4)
$1236800
*
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?
$1120000
7.
What is your golf shop square footage used for the display of golf merchandise? (Do not include fitting rooms or office space)
1,000 SQ FT
14
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. Yes. We offer a Buyers’ Club for $150 annually. Best deal in the industry— roughly 30% discount on apparel and “discount store” hard goods pricing.
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
$191,987
February
$194,909
March
$202,989
April
$195,097
May
$195,533
June
$212,547
July
$216,104
August
$218,375
September
$262,562
October
$201,706
November
$240,726
December
$249,360
Divide by Months Open:
12
Equals Average Monthly Inventory: $215,158 Peak Monthly Inventory:
Sept - $262,562
15
10.
Inventory turn rate 2015 year's beginning inventory
$191,987
2015 year's purchases
+ SUBTOTAL
$1,480,966
2015 ending inventory
- $248,406
COST OF GOODS SOLD
= $1,202,560
Cost of goods sold Avg. monthly inventory
11.
$1,288,979
What is the approximate dollar amount of annual purchase discounts that you use from manufacturers
=
5.6 (2014 turn rate)
$20,000
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2016 MERCHANDISER OF THE YEAR OFFICIAL NOMINEE APPLICATION
PART III. ESSAY QUESTIONS
17
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: 1998-2001 – Ridgewood Country Club (Waco, TX) – Assistant Professional 2001-2003 – Houston Country Club (Houston, TX) – Assistant Professional 2003-2014 – The Ford Plantation (Savannah, GA) – Director of Golf 2014-Present – Lakeside Country Club (Houston, TX) – Head Professional
2.
List the names of assistant professionals you have employed who have advanced to head professional jobs. Nick Ellison (Interim HP at The Ford Plantation)
3.
List all merchandising/retailing seminars you have attended within the last 24 months: PGA Show
4.
Are you a member of any merchandising associations? If so, please list. N/A
5.
Please list PGA Professionals you trained under: Gordon Johnson – Houston Country Club Jimmy Cunningham – Ridgewood Country Club
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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 arrived in August of 2014 and fiscal year end Merchandise sales were $980,000. The members are extremely active and with a few new lines, 2015 sales were $1,025,000. We also promoted, via email and the website, our new lines and corporate offerings. Rounds of golf and merchandise sales are currently outpacing 2015 numbers.
2.
IMPORTANT: Please write a brief description of your facility and demographic market. Please include the demographic population.
Lakeside Country Club is a 1000 member private equity club in Houston, TX established in 1951. The club is extremely family oriented with several programs for adults and juniors. Lakeside completed a full clubhouse renovation in 2013 along with a state of the art 4bay learning center and 5-hole par 3 course in 2015. Plans are in progress for a golf course restoration. The club currently has nearly 100 prospective members on a wait list.
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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 have several display tools from soft good manufacturers—signage primarily. We have graphics and fitting tools from our hard good partners. Currently take advantage of buy-back programs on shorts, pants and shoes primarily. Staffing discounts and promotions. Discounted closeout items for corporate orders. Trunk shows for ladies apparel.
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 feel as though we almost get too much in the form of display tools, fixtures and graphics. I prefer to have the shop feel “traditional” with less flash. For example, we use props from antique stores—old luggage—versus a neon sign that accompanied the Bridgestone golf ball order. Wooden fixtures that bring brand identity are welcome. Would like to see a special order online web portal with 24/7 availability from our partners. We currently conduct nearly $320,000 in special orders, so this service would help tremendously.
20
DISPLAYS
1.
Describe the display fixtures that are used in your golf shop: Traditional nesting tables and 4-way fixtures. We also have built in displays with waterfall arms around the periphery of the shop. Also, mannequins are scattered about the shop. The use of crates and wicker baskets help the visual displays as well to provide elevation and dimension.
2.
Describe any other special items used for display purposes: Nice built in display for shoes! Our stock golf clubs are displayed in a nice wooden structure that is moveable.
3.
Please describe your pricing structure and philosophy for golf shop merchandising? The overall pricing philosophy is simply to keep our members here to buy. We keystone the soft goods, but the Buyers’ Club is nearly 30% off. (Roughly 800 of our 1000 members participate in Buyers’ Club). Our hard goods are priced at discount shop prices.
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GOLF SHOP STAFF
1.
Please describe your philosophy on merchandise commissions for staff: The club does not offer a commission; however, a bonus structure is in place for the Merchandiser and First Assistant as related to COGS. I am currently working with my Manager on a possible incentive program.
2.
Please describe your policy on staff clothing and merchandise allowance: Each staff member is allowed a $100 per month allowance for clothing.
22
MERCHANDISE DATA
1. (a) Please list the five (5) major hardgoods manufacturers you currently utilize: Titleist, PING, Taylor Made, Mizuno, Callaway
1. (b) Please list the five (5) major softgoods manufacturers you currently utilize: Peter Millar, Golfino, Donald Ross, Nike (Women and juniors), Fennec
2.
How do softgoods sales compare between manufacturer’s logoed softgoods and your facility’s logoed softgoods? Most have both logos.
3.
Describe any special sales programs you have (i.e., Buying Club, Mill River Plan, etc.): Buyers’ Club is available to all members. Nearly 800 of the 1000 take advantage of this great program. $150 per annum allows nearly 30% off on soft goods and discount store pricing on shoes and clubs.
4.
Does your golf shop have a golf club demo program? Please describe.
Yes. We have an array of clubs from our hard good partners. The budget is nearly $10,000 per annum. Each club is given a number and the member must check them out with the staff.
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5.
Please describe the two most successful hardgoods promotion(s) in the last 12 months:
Multi-vender demo days, Titleist/PING Tour Van
6.
Please describe the two most successful softgoods promotion(s) in the last 12 months:
Holiday (Christmas) Party—Discounts given, wine/cheese served. Great attendance! Custom golf ball promotion. Corporate logo discount program.
7.
Please describe the two most successful footwear promotion(s) in the last 12 months: Ecco van fitting. Foot-Joy trunk shows—conducted 2 during the year.
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MERCHANDISING PHILOSOPHY
Philosophy must be provided for candidate eligibility Please state your merchandising philosophy in a 200-300 word summary. My philosophy is somewhat simple across the operation--Provide the proper leadership to enable positive customer care. My leadership style is to nurture and listen. I say “nurture” because of my love for coaching and teaching. I also “listen” to gain knowledge and information. The two styles intertwine to help define how I communicate. I am able to communicate in a manner that allows people to feel comfortable enough to convey ideas back to me. If your style is consistent in all aspects of the operation, the likely result is a consistent staff. I coach my staff to constantly survey the golf shop during the day to ensure proper folding and size organization. (I lead by example when in the shop and do just this.) They are equally trained to ensure that each cart is properly equipped before heading to the course or the driving range is fully stocked with golf balls. A neat appearance goes a long way! Why wouldn’t I listen to my Merchandiser and other professional staff members? While I attend meetings or conduct clinics/lessons, they have quality time in front of the members. I coach them to listen and get feedback from the membership. Some of the best ideas we receive are from members that travel and come back with ideas from other clubs. Once positive information is received, we discuss how to implement. Honestly, I try and hire intrinsically motivated individuals, give them resources to succeed and then stay out of the way! This is a neat exercise as putting thoughts on paper actually allows me to realize how fortunate I am to have motivated staff members and a membership that supports the golf shop. Although I may have a small hand in obtaining section honors for Merchandising, my staff and membership should receive any and all recognition. Respectfully submitted,
C.W. Canfield Head Golf Professional
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PART I. GENERAL INFORMATION
1
PART I. GENERAL INFORMATION APPLICANT INFORMATION NAME OF CANDIDATE: C.W. CANFIELD GOLF FACILITY/ADDRESS: LAKESIDE COUNTRY CLUB 100 WILCREST DR. HOUSTON, TX 77042 Email Address: [email protected]
Phone # & Fax #: 281-582-0824 Mobile Phone # : 832-683-3712 PGA SECTION AFFILIATION: SOUTHERN TEXAS CURRENT PGA CLASSIFICATION: 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?
Club
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 %
N/A
Gross %
N/A
1D
Do you manage other facilities and merchandise those sites?
Yes_______ No ___X___
List what other facilities you manage and merchandise:
N/A
MEMBER/CUSTOMER BASE 1.
What is the length of season at your facility? Please indicate months open:
1/1 - 12/31
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?
38500
4.
What is the total number of annual 18-hole MEMBER rounds at your facility? 2
5.
(If applicable)
33800
How many TOTAL members does your facility have? (If applicable)
1005
6.
How many GOLFING members does your facility have? (If applicable)
1005
7.
What percent of total annual play is tournament play or organized 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?
N/A
9.
Does your facility have a practice range (Y/N)
Y
10.
How many lessons do YOU teach on an annual basis?
11.
How many lessons does your STAFF teach on an annual basis?
415 2480
FACILITY FEE STRUCTURE Initiation Fee: $72500 (For private facilities only)
Annual Fee: $_____ (For private facilities only)
Monthly Dues: $550 (For private facilities only)
In-Season Weekend 18-hole Guests Fee: $120
Cart Fee (18):
$18
Head Professional Hour Lesson Fee: $240
Staff Lesson Fee: $180
COMPETITIVE MARKET 1.
What is the number of comparable golf facilities in your market?
4
2.
What is the number of golf discounters in your market?
6
DISPLAYS 1.
How often are your facility’s merchandise displays changed annually?
12-15
2.
How much do you or your facility spend annually in upgrading or replacing displays and presentations?
3000
INVENTORY 3
1.
2.
How many physical inventories are taken on your golf merchandise during the year?
8
What percent of your business time is spent from beginning of the merchandising cycle to the end of the merchandising cycle?
15%
STAFF 1A.
Is there a member of your staff, other than yourself, who manages and coordinates the merchandising concession?
Yes
1B.
How many internal golf shop staff do you employ?
3
1C.
How many of your golf staff are involved in merchandising?
10
2.
How many staff meetings do you conduct annually?
12
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?
30%
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?
8
3B.
What is the average number of fairway and utility woods on display in your shop?
15
3C.
What is the average number of iron sets on display in your shop?
2
3D.
What is the average number of putters on display in your shop?
20
3E.
What is the average number of wedges on display in your shop?
30
4
SOFTGOODS 1.
What percent of total merchandise sales do softgoods represent?
70%
2.
How many softgoods companies are represented in your shop?
12
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
_x__
Junior Clothing __x___
Sweatshirts
_x__
__x___
Belts
__x___
Blazers
_x__
__x___
Coats
__x___
Tee Shirts
____
Ties
__x___
Athletic Wear
____
FOOTWEAR 1.
What percent of total merchandise sales do footwear sales represent?
4%
2.
What is the average number of shoe companies represented in your shop?
3
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
___x_____
Athletic Shoes
________
Socks
____x____
4.
What is the average number of pairs of shoes displayed in your shop?
16
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?
3% 2
GOLF BALLS 1.
What percentage of total merchandise sales do golf balls represent?
9%
2.
What percent of total ball sales do custom crested balls represent?
6%
3.
How many golf ball companies are represented in your shop?
3
5
GOLF BAGS 1.
What percent of total merchandise sales do golf bags represent?
3%
2.
How many golf bag companies are represented in your shop?
3
CRESTING 1.
Does your facility have a cresting/logo program?
No
2.
Please indicate what percent of crested/logoed merchandise sales have: A. Facility Crest 100% B.
Manufacturer’s Logo
________%
C.
Tournament/Event Logo
________%
D.
Special Order Custom Cresting
________%
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?
Yes
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? Titleist, PING, Mizuno, Taylor Made, US Kids
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?
Yes
6.
What percent of total merchandise sales are via gift certificates?
2%
7.
What percent of tournament prizes are given in the following categories:
8A.
A.
Golf Merchandise
30%
B.
Gift Certificates
50%
C.
Plaques/Trophies
20%
Does the golf shop host fashion shows (Y/N)
.
Y 6
8B.
If so, how many fashion shows are staged annually?
1
9A.
Does the golf shop have a direct promotional mailing program? (Y/N)
Y
9B.
If so, how many annual promotional mailings are done?
3-5
10A.
Does the shop accept payment by credit cards for purchases?
N
10B.
If so, what percent of total merchandise sales are by credit cards?
N/A
Lakeside Country Club Shop Photography
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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
13
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?
$1025000
FROM THE ABOVE SALES FIGURE: a)
Gross Merchandise Sales related to TOUR events
$________
b)
Gross Merchandise Sales related to corporate outings
$________
c)
d)
e)
What are gross sales related to corporate logo merchandise sales? (volume sales to a business entity)
$________
What was the gross golf ball sales included in total merchandise sales?
$91700
Gross sales from logo golf balls.
$81000
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?
$48400
3.
What was the total gross golf range revenue?
$150100
4.
What was the total gross club repair revenue?
$11900
5.
Total of above categories (ADD 1-4)
$1236800
*
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?
$1120000
7.
What is your golf shop square footage used for the display of golf merchandise? (Do not include fitting rooms or office space)
1,000 SQ FT
14
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. Yes. We offer a Buyers’ Club for $150 annually. Best deal in the industry— roughly 30% discount on apparel and “discount store” hard goods pricing.
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
$191,987
February
$194,909
March
$202,989
April
$195,097
May
$195,533
June
$212,547
July
$216,104
August
$218,375
September
$262,562
October
$201,706
November
$240,726
December
$249,360
Divide by Months Open:
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Equals Average Monthly Inventory: $215,158 Peak Monthly Inventory:
Sept - $262,562
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10.
Inventory turn rate 2015 year's beginning inventory
$191,987
2015 year's purchases
+ SUBTOTAL
$1,480,966
2015 ending inventory
- $248,406
COST OF GOODS SOLD
= $1,202,560
Cost of goods sold Avg. monthly inventory
11.
$1,288,979
What is the approximate dollar amount of annual purchase discounts that you use from manufacturers
=
5.6 (2014 turn rate)
$20,000
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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: 1998-2001 – Ridgewood Country Club (Waco, TX) – Assistant Professional 2001-2003 – Houston Country Club (Houston, TX) – Assistant Professional 2003-2014 – The Ford Plantation (Savannah, GA) – Director of Golf 2014-Present – Lakeside Country Club (Houston, TX) – Head Professional
2.
List the names of assistant professionals you have employed who have advanced to head professional jobs. Nick Ellison (Interim HP at The Ford Plantation)
3.
List all merchandising/retailing seminars you have attended within the last 24 months: PGA Show
4.
Are you a member of any merchandising associations? If so, please list. N/A
5.
Please list PGA Professionals you trained under: Gordon Johnson – Houston Country Club Jimmy Cunningham – Ridgewood Country Club
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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 arrived in August of 2014 and fiscal year end Merchandise sales were $980,000. The members are extremely active and with a few new lines, 2015 sales were $1,025,000. We also promoted, via email and the website, our new lines and corporate offerings. Rounds of golf and merchandise sales are currently outpacing 2015 numbers.
2.
IMPORTANT: Please write a brief description of your facility and demographic market. Please include the demographic population.
Lakeside Country Club is a 1000 member private equity club in Houston, TX established in 1951. The club is extremely family oriented with several programs for adults and juniors. Lakeside completed a full clubhouse renovation in 2013 along with a state of the art 4bay learning center and 5-hole par 3 course in 2015. Plans are in progress for a golf course restoration. The club currently has nearly 100 prospective members on a wait list.
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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 have several display tools from soft good manufacturers—signage primarily. We have graphics and fitting tools from our hard good partners. Currently take advantage of buy-back programs on shorts, pants and shoes primarily. Staffing discounts and promotions. Discounted closeout items for corporate orders. Trunk shows for ladies apparel.
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 feel as though we almost get too much in the form of display tools, fixtures and graphics. I prefer to have the shop feel “traditional” with less flash. For example, we use props from antique stores—old luggage—versus a neon sign that accompanied the Bridgestone golf ball order. Wooden fixtures that bring brand identity are welcome. Would like to see a special order online web portal with 24/7 availability from our partners. We currently conduct nearly $320,000 in special orders, so this service would help tremendously.
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DISPLAYS
1.
Describe the display fixtures that are used in your golf shop: Traditional nesting tables and 4-way fixtures. We also have built in displays with waterfall arms around the periphery of the shop. Also, mannequins are scattered about the shop. The use of crates and wicker baskets help the visual displays as well to provide elevation and dimension.
2.
Describe any other special items used for display purposes: Nice built in display for shoes! Our stock golf clubs are displayed in a nice wooden structure that is moveable.
3.
Please describe your pricing structure and philosophy for golf shop merchandising? The overall pricing philosophy is simply to keep our members here to buy. We keystone the soft goods, but the Buyers’ Club is nearly 30% off. (Roughly 800 of our 1000 members participate in Buyers’ Club). Our hard goods are priced at discount shop prices.
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GOLF SHOP STAFF
1.
Please describe your philosophy on merchandise commissions for staff: The club does not offer a commission; however, a bonus structure is in place for the Merchandiser and First Assistant as related to COGS. I am currently working with my Manager on a possible incentive program.
2.
Please describe your policy on staff clothing and merchandise allowance: Each staff member is allowed a $100 per month allowance for clothing.
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MERCHANDISE DATA
1. (a) Please list the five (5) major hardgoods manufacturers you currently utilize: Titleist, PING, Taylor Made, Mizuno, Callaway
1. (b) Please list the five (5) major softgoods manufacturers you currently utilize: Peter Millar, Golfino, Donald Ross, Nike (Women and juniors), Fennec
2.
How do softgoods sales compare between manufacturer’s logoed softgoods and your facility’s logoed softgoods? Most have both logos.
3.
Describe any special sales programs you have (i.e., Buying Club, Mill River Plan, etc.): Buyers’ Club is available to all members. Nearly 800 of the 1000 take advantage of this great program. $150 per annum allows nearly 30% off on soft goods and discount store pricing on shoes and clubs.
4.
Does your golf shop have a golf club demo program? Please describe.
Yes. We have an array of clubs from our hard good partners. The budget is nearly $10,000 per annum. Each club is given a number and the member must check them out with the staff.
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5.
Please describe the two most successful hardgoods promotion(s) in the last 12 months:
Multi-vender demo days, Titleist/PING Tour Van
6.
Please describe the two most successful softgoods promotion(s) in the last 12 months:
Holiday (Christmas) Party—Discounts given, wine/cheese served. Great attendance! Custom golf ball promotion. Corporate logo discount program.
7.
Please describe the two most successful footwear promotion(s) in the last 12 months: Ecco van fitting. Foot-Joy trunk shows—conducted 2 during the year.
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MERCHANDISING PHILOSOPHY
Philosophy must be provided for candidate eligibility Please state your merchandising philosophy in a 200-300 word summary. My philosophy is somewhat simple across the operation--Provide the proper leadership to enable positive customer care. My leadership style is to nurture and listen. I say “nurture” because of my love for coaching and teaching. I also “listen” to gain knowledge and information. The two styles intertwine to help define how I communicate. I am able to communicate in a manner that allows people to feel comfortable enough to convey ideas back to me. If your style is consistent in all aspects of the operation, the likely result is a consistent staff. I coach my staff to constantly survey the golf shop during the day to ensure proper folding and size organization. (I lead by example when in the shop and do just this.) They are equally trained to ensure that each cart is properly equipped before heading to the course or the driving range is fully stocked with golf balls. A neat appearance goes a long way! Why wouldn’t I listen to my Merchandiser and other professional staff members? While I attend meetings or conduct clinics/lessons, they have quality time in front of the members. I coach them to listen and get feedback from the membership. Some of the best ideas we receive are from members that travel and come back with ideas from other clubs. Once positive information is received, we discuss how to implement. Honestly, I try and hire intrinsically motivated individuals, give them resources to succeed and then stay out of the way! This is a neat exercise as putting thoughts on paper actually allows me to realize how fortunate I am to have motivated staff members and a membership that supports the golf shop. Although I may have a small hand in obtaining section honors for Merchandising, my staff and membership should receive any and all recognition. Respectfully submitted,
C.W. Canfield Head Golf Professional
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