Smith
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:
KEVIN SMITH
GOLF FACILITY/ADDRESS:
MONTAUK DOWNS STATE PARK 50 SOUTH FAIRVIEW AVE MONTAUK, NY 11954
Email Address:
[email protected]
Phone # & Fax #:
631 668-1100 no fax #
Mobile Phone # :
516 446-1100
PGA SECTION AFFILIATION:
METROPOLITAIN
CURRENT PGA CLASSIFICATION: CLASS A-1
MERCHANDISE CONCESSION OWNERSHIP 1A.
Do you own the golf merchandise concession?
1B.
If no, who owns the golf merchandise concession?
1C.
If you do not own the golf merchandise concession, do you receive a percentage of the gross or net profits?
Yes
If yes, please indicate what amount you receive.
1D
Do you manage other facilities and merchandise those sites?
No
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?
34,500
4. 5.
Year-round
What is the total number of annual 18-hole MEMBER rounds at your facility? (If applicable) How many TOTAL members does your facility have? 2
(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 outing rounds?
8%
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)
10.
How many lessons do YOU teach on an annual basis?
11.
How many lessons does your STAFF teach on an annual basis?
Yes 500 2100
FACILITY FEE STRUCTURE Initiation Fee: $_____________ (for private facilities only)
Annual Fee: $_____________ (for private facilities only)
In-Season Weekend 18-hole Guests Fee: $48
Monthly Dues: $______________ (for private facilities only)
Cart Fee (18):
Head Professional Hour Lesson Fee: $125 per hour
$20 per player
Staff Lesson Fee: $120 per hour
COMPETITIVE MARKET 1.
What is the number of comparable golf facilities in your market?
None
2.
What is the number of golf discounters in your market?
None
DISPLAYS 1.
How often are your facility’s merchandise displays changed annually?
2.
How much do you or your facility spend annually in upgrading or replacing displays and presentations?
2 times per month
0
3
INVENTORY 1.
How many physical inventories are taken on your golf merchandise during the year?
Once
2.
What percent of your business time is spent from beginning of the merchandising cycle to the end of the merchandising cycle?
100%
STAFF 1A.
Is there a member of your staff, other than yourself, who manages and coordinates the merchandising concession?
Yes, Christina Tergis
1B.
How many internal golf shop staff do you employ?
1 full, 6 parttime
1C.
How many of your golf staff are involved in merchandising?
1
2.
How many staff meetings do you conduct annually?
None
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?
22.5%
2.
How many hardgoods manufacturers are represented in your golf shop?
4
3A.
What is the average number of drivers on display in your shop?
40
3B.
What is the average number of fairway and utility woods on display in your shop?
100
3C.
What is the average number of iron sets on display in your shop?
25
3D.
What is the average number of putters on display in your shop?
25
3E.
What is the average number of wedges on display in your shop?
60
4
SOFTGOODS 1.
What percent of total merchandise sales do softgoods represent?
32%
2.
How many softgoods companies are represented in your shop?
8
3.
Please mark an X to indicate which of the following softgoods are carried in your shop. Swimwear
____
Junior Clothing X
Sweatshirts
X
X
Belts
X
Blazers
____
X
Coats
_____
Tee Shirts
____
Ties
_____
Athletic Wear
____
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
FOOTWEAR 1.
What percent of total merchandise sales do footwear sales represent?
9%
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
X
Athletic Shoes
________
Socks
X
4.
What is the average number of pairs of shoes displayed in your shop?
44
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?
6% 4
GOLF BALLS 1.
What percentage of total merchandise sales do golf balls represent?
20%
2.
What percent of total ball sales do custom crested balls represent?
5%
3.
How many golf ball companies are represented in your shop?
5 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?
2
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 80% B.
Manufacturer’s Logo
15%
C.
Tournament/Event Logo
________%
D.
Special Order Custom Cresting
5%
GOLF SHOWS 1.
Please mark which merchandise shows you attend on an annual basis: A.
PGA Merchandise Show in Orlando
B.
PGA Fall Expo
C.
Local PGA Section Show(s)
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?
Yes
2B
If so, which manufacturers provide a custom fitting program for your shop? Titleist, Mizuno
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?
5%
7.
What percent of tournament prizes are given in the following categories:
A.
Golf Merchandise
20%
B.
Gift Certificates
60%
C.
Plaques/Trophies
20%
.
6
8A.
Does the golf shop host fashion shows (Y/N)
No
8B.
If so, how many fashion shows are staged annually?
9A.
Does the golf shop have a direct promotional mailing program? (Y/N)
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?
70%
No
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.
7
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?
$473,235
FROM THE ABOVE SALES FIGURE: a)
Gross Merchandise Sales related to TOUR events
$0
b)
Gross Merchandise Sales related to corporate outings
$3000
c)
d)
e)
What are gross sales related to corporate logo merchandise sales? (volume sales to a business entity)
$10,000
What was the gross golf ball sales included in total merchandise sales?
$89,657
Gross sales from logo golf balls.
$2000
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?
$20,000
3.
What was the total gross golf range revenue?
$80,941
4.
What was the total gross club repair revenue?
$7,027
5.
Total of above categories (ADD 1-4)
$581,203
*
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?
$520,000
7.
What is your golf shop square footage used for the display of golf merchandise? (Do not include fitting rooms or office space)
1000sq ft
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
$80,000
February
$80,000
March
$85,000
April
$90,000
May
$100,000
June
$110,000
July
$110,000
August
$110,000
September
$95,000
October
$85,000
November
$80,000
December
$80,000
Divide by Months Open
12
Equals Average Monthly Inventory 92,000 Peak Monthly Inventory
110,000
10
10.
Inventory turn rate 2015 year's beginning inventory
$112,000
2015 year's purchases
+ SUBTOTAL
11.
$_________ $_________
2015 ending inventory
_
$107,000
COST OF GOODS SOLD
=
$_________
Cost of goods sold Avg. monthly inventory
=
__________ (2014 turn rate)
What is the approximate dollar amount of annual purchase discounts that you use from manufacturers
$__________
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: A.
Tam O’Shanter GC 1976-1988 Assistant Golf Professional
B.
Montauk Downs 1989-Present Class A-1 Head Professional
2. List the names of assistant professionals you have employed who have advanced to head professional jobs. None
3. List all merchandising/retailing seminars you have attended within the last 24 months: Titleist Club Fitting
4. Are you a member of any merchandising associations? If so, please list. No
5. Please list PGA Professionals you trained under 13
George Carlin, Tam O’Shanter GC Brookville, NY
14
FACILITY/GOLF SHOP OPERATION
1. Briefly describe the growth of your golf shop since you have been at your facility (sales, area, traffic, etc.): 1st yr 1989 Gross Sales $400,000 (includes carts & range) Rounds of Golf 43,500 spent $9.20 per round in Pro Shop related sales
each golfer
Gross Sales $1,283,000 (includes carts & range) Rounds of Golf 34,500 27th yr 2015 Each golfer spent $37.19 per round in Pro Shop related sales My golf operation has transformed itself many times over since my inception here at “The Downs” in 1989. For one, when I first arrived, based upon the rounds of golf that only grew and remained consistent for almost 15 years, it was much easier to turn a profit. As the recession hit and the game began to lose golfers, I did not cut goods or services but put my head down and worked harder. Even though I did not turn a profit for many years, my golfers were most appreciative of what we provide for them, which is most important to me. Additionally as a Teacher of the Game, a majority of the teaching for years was geared towards individual adults but with the economic meltdown in 2008, I made some strategic hires surrounding Junior Golf and in 2015, lesson revenue in that category was $200,000+ in basically a 2 month window. The shop size increased about 40% in 2002 and is always beautifully displayed by my Shop Manager/Display Coordinator, Christina Tergis. I have attached photos of the shop.
2. IMPORTANT: Please write a brief description of your facility and demographic market. Please include the demographic population. Montauk Downs is a world-class daily fee municipal facility owned by New York State that is located on the most eastern point of Long Island. The town of Montauk, which is a resort, has a year-round population of 5000 that swells to 30,000 during the months of July & August. The course attracts local players, 2nd homeowners and resort guests. The course is open year-round with 85% of the 34,500 round being played during the months of June thru October.
15
16
PRODUCTS AND SERVICES
1. What special programs, products or special services are you presently receiving or being offered by manufacturers? Please describe: Each and every hard-goods company that I stock (presently Ping, Titleist, TaylorMade, Mizuno) will take back any leftover product at end of product cycle, giving me full credit towards the most current clubs that they offer. This exposes my customers to only the most current product in my shop at the same time the big box chains offer them, keeping the shop fresh for golfers to browse, chat and demo during the long off-season.
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.) Club companies should offer more fitting shafts with their carts. I presently supplement my Titleist cart with an additional 30-40 shaft (driver, fairway, hybrid and irons). More shaft options provide me the tools necessary to fine tune the fitting process. The golfer walks away with more knowledge about how the profile of a shaft can affect flight and security knowing that the fitting was most complete.
17
DISPLAYS 1. Describe the display fixtures that are used in your golf shop: 2 Nesting table, modified wood slat wall that uses shelves & hanging bars, custom built storage/display units for use in full glass corner areas of the shop and a custom built cash register/display counter. See photos attached.
2. Describe any other special items used for display purposes: Wicker baskets, wooden crates, antique golf prints, crystal glassware.
3.
Please describe your pricing structure and philosophy for golf shop merchandising? I give 20% off on all current retail pricing of soft-goods & footwear. On golf clubs, we match GolfSmith prices but we take it one step further by including NYS Sales Tax in the price, saving the customer .08675% in sales tax. I believe in being very competitive with pricing and offer exceptional service in all areas of my operation.
18
GOLF SHOP STAFF
1.
Please describe your philosophy on merchandise commissions for staff: I do not believe in commissions for staff. I pay what I believe are fair wages & benefits, given the fact that my operation is open 364 days of the year but 85% of my 34,500 rounds are played in 159 of those days. My staff has always been influenced by me to do “right” by the customer. My belief is if you introduce compensation for making a “sale”, then money back to the employee becomes a stronger factor than what’s” best” for the customer.
2.
Please describe your policy on staff clothing and merchandise allowance: Each member of the shop staff receives a Pro Shop credit in the beginning of the year based upon years of service towards merchandise & clothing. Any additional purchases are bill at 10% over cost plus sales tax.
19
MERCHANDISE DATA
1. (a) Please list the five (5) major hard goods manufacturers you currently utilize: Titleist, Ping, Taylor Made, Mizuno
1. (b) Please list the five (5) major soft goods manufacturers you currently utilize: Bobby Jones, Donald Ross, Sunice, Dailey Sport, Chase 54
3. How do soft goods sales compare between manufacturer’s logoed soft goods and your facility’s logoed soft goods? 100% of my men’s soft goods have my Lighthouse logo 40% of my ladies soft goods have my Lighthouse logo, 60% have the manufacturer’s logo
3.
Describe any special sales programs you have (i.e., Buying Club, Mill River Plan, etc.): I offer 20% off on clothing & footwear. I match GolfSmith on golf equipment but also include sales tax in the match, saving the golfer 8 ¾%. No charge club fitting.
4. Does your golf shop have a golf club demo program? Please describe. Every club except wedges can be demoed on the range except wedges. I use duct tape to protect the clubs to remain fresh for re-sale. I believe a golfer should demo a variety of brands at the same time to be able to see & feel the difference between brands. In most cases I would rather a golfer schedule a club-fitting with me so that he has a trained PGA Eye watching (human launch monitor)
20
21
5.
Please describe the two most successful hardgoods promotion(s) in the last 12 months: I do not have any additional promotions since I offer complimentary club-fitting and price matching 364 days a year. What does work best for the golfer is that club-fitting in 99% of the time becomes a lesson, because ball-flight results are directly attributable to the fundamentals the golfer applies to the club before he/she actually swings the club. So what happens is when I work on their pre-swing fundamentals during the fitting, I wind up changing the launch & spin rates produced by their equipment resulting in them keeping their present clubs a majority of the time. This produces less shop sales but what is most important to me is the customer values the knowledge & integrity of a PGA Golf Professional in their golf life.
6.
Please describe the two most successful softgoods promotion(s) in the last 12 months: I carry a large inventory of season appropriate merchandise year round to satisfy my golfer’s needs. I also hold season-ending sales at huge discounts.
7.
Please describe the two most successful footwear promotion(s) in the last 12 months: I offer golfers a large inventory of the latest model shoes reasonably priced. Golfers appreciate the care that we give when fitting footwear, which is similar to what we provide in club-fitting, gloves, ect.
22
MERCHANDISING PHILOSOPHY
Philosophy must be provided for candidate eligibility Please state your merchandising philosophy in a 200-300 word summary. Montauk Downs is a World-Class Municipal facility that is set in a resort and played roughly 34,500 rounds in 2015 with nearly 85% of those rounds played June thru October. The Pro Shop is open though 364 days per year. The shop is always beautifully displayed and constantly updated with season appropriate merchandise by my Pro Shop Manager/Display Coordinator, Christina Tergis. Hard goods offerings are updated as manufacturers make them first available. Only quality products are offered at very competitive pricing. The “Lighthouse” logo is a very important facet of my merchandising scheme. My staff is courteous & knowledgeable and they never make a “sale” just for the sake of moving merchandise. The product or service that a golfer is considering must be right for them before the register is rung. Each and every patron is made to feel part of the “family” whether it’s their 1st time to “The Downs” or their 100th. Additionally, I approach the merchandising the shop the same as the other areas of the facility for which I am responsible (teaching, junior golf programming, Leagues, club-fitting, the range, golf carts and raising private monies to fun the on-going renovation & restoration of “The Downs”), which is based upon my Business Philosophy: A. B. C. D.
Do what is best for “The Game of Golf” Do what is best for “The Golfer” Do what is best for “The Course” Do what is best for “The Municipality I Serve”
By using the above philosophy in every area of my operation, I come to my club each day, “MERCHANDISING” the “VALUE” of a PGA of America Golf Professional in the lives of golfers that experience “The Downs”. The trickle-down effect of course is merchandise sales (hard & soft goods) but most importantly: THE GAME OF GOLF, GOLFERS, THE COURSE & MY MUNICIPALITY ARE “MERCHANDISED” WITH THE RESPECT THEY RIGHTFULLY DESERVE.
23
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]
24
Service Counter
In the rear on the golf shop Customers must walk though the golf shop to get to this location Most impulse items are displayed here. Including but not limited to logo balls, sleeves, ball markers and bag tags
Display Cabinet
Located behind the service counter Additional impulse items that are offered to the customer when being assisted
Front End Display
First display when walking into the golf shop through the front entrance Changes seasonally throughout the year
Main Headwear Display
Over 20 different colors offered This display would be on your right side when walking through the golf shop to the service counter This display would also be directly across the golf shop when entering through the side entrance
Main Footwear Display
In addition to a show room, this is the main shoe display This is along the main wall on the right side on the golf shop
Golf Clubs
The golf clubs are displayed in the middle of the golf shop This display creates two main aisles on either side of the golf shop All categories are stocked including Drivers, Fairway Metals, Hybrids, Irons, Wedges, Putters and a comprehensive lefty section as well
View From Service Counter
Main entrance is on the far side Side entrance is on the right side
Inclement Weather Section
This section includes the majority of the foul weather items Includes waterproof jackets, waterproof golf bags, waterproof hats and towels The door on the left side of this pictures is the side entrance
Shirt Display
This shirt display is on the backside of the front entrance display A selection of shirts are displayed here along with other shirt display areas
Front Right Display
This display is located immediately on the right when walking through the main entrance This a currently one of the ladies' section Includes ladies' shoes, golf bags, and various apparel
Front Left Display
This display is located immediately on the left when walking through the main entrance This is currently a junior section that coincides with our junior camp
Apparel Display
This display is on the left side of the golf shop when walking in the main entrance It currently displays cold weather apparel including long sleeve shirts, base layer apparel, and sweaters
Mini Display
"Mini Displays" are utilized throughout the golf They are well thought out displays to improve and accent the overall section
GHIN Handicap Computer
This section is on the right when standing at the service counter It includes the GHIN Computer for posting scores and a section for signup sheets and info packets Additional merchandise is used to fill in the surrounding section
Antique Display Counter
Miscellaneous antique and specialty items for sale.
Cigar Humidor and Additional Ball and Bag Display
Located to the side of the service counter
PART I. GENERAL INFORMATION
1
PART I. GENERAL INFORMATION (MUST BE TYPEWRITTEN OR COMPUTER GENERATED) APPLICANT INFORMATION NAME OF CANDIDATE:
KEVIN SMITH
GOLF FACILITY/ADDRESS:
MONTAUK DOWNS STATE PARK 50 SOUTH FAIRVIEW AVE MONTAUK, NY 11954
Email Address:
[email protected]
Phone # & Fax #:
631 668-1100 no fax #
Mobile Phone # :
516 446-1100
PGA SECTION AFFILIATION:
METROPOLITAIN
CURRENT PGA CLASSIFICATION: CLASS A-1
MERCHANDISE CONCESSION OWNERSHIP 1A.
Do you own the golf merchandise concession?
1B.
If no, who owns the golf merchandise concession?
1C.
If you do not own the golf merchandise concession, do you receive a percentage of the gross or net profits?
Yes
If yes, please indicate what amount you receive.
1D
Do you manage other facilities and merchandise those sites?
No
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?
34,500
4. 5.
Year-round
What is the total number of annual 18-hole MEMBER rounds at your facility? (If applicable) How many TOTAL members does your facility have? 2
(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 outing rounds?
8%
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)
10.
How many lessons do YOU teach on an annual basis?
11.
How many lessons does your STAFF teach on an annual basis?
Yes 500 2100
FACILITY FEE STRUCTURE Initiation Fee: $_____________ (for private facilities only)
Annual Fee: $_____________ (for private facilities only)
In-Season Weekend 18-hole Guests Fee: $48
Monthly Dues: $______________ (for private facilities only)
Cart Fee (18):
Head Professional Hour Lesson Fee: $125 per hour
$20 per player
Staff Lesson Fee: $120 per hour
COMPETITIVE MARKET 1.
What is the number of comparable golf facilities in your market?
None
2.
What is the number of golf discounters in your market?
None
DISPLAYS 1.
How often are your facility’s merchandise displays changed annually?
2.
How much do you or your facility spend annually in upgrading or replacing displays and presentations?
2 times per month
0
3
INVENTORY 1.
How many physical inventories are taken on your golf merchandise during the year?
Once
2.
What percent of your business time is spent from beginning of the merchandising cycle to the end of the merchandising cycle?
100%
STAFF 1A.
Is there a member of your staff, other than yourself, who manages and coordinates the merchandising concession?
Yes, Christina Tergis
1B.
How many internal golf shop staff do you employ?
1 full, 6 parttime
1C.
How many of your golf staff are involved in merchandising?
1
2.
How many staff meetings do you conduct annually?
None
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?
22.5%
2.
How many hardgoods manufacturers are represented in your golf shop?
4
3A.
What is the average number of drivers on display in your shop?
40
3B.
What is the average number of fairway and utility woods on display in your shop?
100
3C.
What is the average number of iron sets on display in your shop?
25
3D.
What is the average number of putters on display in your shop?
25
3E.
What is the average number of wedges on display in your shop?
60
4
SOFTGOODS 1.
What percent of total merchandise sales do softgoods represent?
32%
2.
How many softgoods companies are represented in your shop?
8
3.
Please mark an X to indicate which of the following softgoods are carried in your shop. Swimwear
____
Junior Clothing X
Sweatshirts
X
X
Belts
X
Blazers
____
X
Coats
_____
Tee Shirts
____
Ties
_____
Athletic Wear
____
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
FOOTWEAR 1.
What percent of total merchandise sales do footwear sales represent?
9%
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
X
Athletic Shoes
________
Socks
X
4.
What is the average number of pairs of shoes displayed in your shop?
44
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?
6% 4
GOLF BALLS 1.
What percentage of total merchandise sales do golf balls represent?
20%
2.
What percent of total ball sales do custom crested balls represent?
5%
3.
How many golf ball companies are represented in your shop?
5 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?
2
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 80% B.
Manufacturer’s Logo
15%
C.
Tournament/Event Logo
________%
D.
Special Order Custom Cresting
5%
GOLF SHOWS 1.
Please mark which merchandise shows you attend on an annual basis: A.
PGA Merchandise Show in Orlando
B.
PGA Fall Expo
C.
Local PGA Section Show(s)
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?
Yes
2B
If so, which manufacturers provide a custom fitting program for your shop? Titleist, Mizuno
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?
5%
7.
What percent of tournament prizes are given in the following categories:
A.
Golf Merchandise
20%
B.
Gift Certificates
60%
C.
Plaques/Trophies
20%
.
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8A.
Does the golf shop host fashion shows (Y/N)
No
8B.
If so, how many fashion shows are staged annually?
9A.
Does the golf shop have a direct promotional mailing program? (Y/N)
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?
70%
No
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?
$473,235
FROM THE ABOVE SALES FIGURE: a)
Gross Merchandise Sales related to TOUR events
$0
b)
Gross Merchandise Sales related to corporate outings
$3000
c)
d)
e)
What are gross sales related to corporate logo merchandise sales? (volume sales to a business entity)
$10,000
What was the gross golf ball sales included in total merchandise sales?
$89,657
Gross sales from logo golf balls.
$2000
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?
$20,000
3.
What was the total gross golf range revenue?
$80,941
4.
What was the total gross club repair revenue?
$7,027
5.
Total of above categories (ADD 1-4)
$581,203
*
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?
$520,000
7.
What is your golf shop square footage used for the display of golf merchandise? (Do not include fitting rooms or office space)
1000sq ft
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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
$80,000
February
$80,000
March
$85,000
April
$90,000
May
$100,000
June
$110,000
July
$110,000
August
$110,000
September
$95,000
October
$85,000
November
$80,000
December
$80,000
Divide by Months Open
12
Equals Average Monthly Inventory 92,000 Peak Monthly Inventory
110,000
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10.
Inventory turn rate 2015 year's beginning inventory
$112,000
2015 year's purchases
+ SUBTOTAL
11.
$_________ $_________
2015 ending inventory
_
$107,000
COST OF GOODS SOLD
=
$_________
Cost of goods sold Avg. monthly inventory
=
__________ (2014 turn rate)
What is the approximate dollar amount of annual purchase discounts that you use from manufacturers
$__________
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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: A.
Tam O’Shanter GC 1976-1988 Assistant Golf Professional
B.
Montauk Downs 1989-Present Class A-1 Head Professional
2. List the names of assistant professionals you have employed who have advanced to head professional jobs. None
3. List all merchandising/retailing seminars you have attended within the last 24 months: Titleist Club Fitting
4. Are you a member of any merchandising associations? If so, please list. No
5. Please list PGA Professionals you trained under 13
George Carlin, Tam O’Shanter GC Brookville, NY
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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.): 1st yr 1989 Gross Sales $400,000 (includes carts & range) Rounds of Golf 43,500 spent $9.20 per round in Pro Shop related sales
each golfer
Gross Sales $1,283,000 (includes carts & range) Rounds of Golf 34,500 27th yr 2015 Each golfer spent $37.19 per round in Pro Shop related sales My golf operation has transformed itself many times over since my inception here at “The Downs” in 1989. For one, when I first arrived, based upon the rounds of golf that only grew and remained consistent for almost 15 years, it was much easier to turn a profit. As the recession hit and the game began to lose golfers, I did not cut goods or services but put my head down and worked harder. Even though I did not turn a profit for many years, my golfers were most appreciative of what we provide for them, which is most important to me. Additionally as a Teacher of the Game, a majority of the teaching for years was geared towards individual adults but with the economic meltdown in 2008, I made some strategic hires surrounding Junior Golf and in 2015, lesson revenue in that category was $200,000+ in basically a 2 month window. The shop size increased about 40% in 2002 and is always beautifully displayed by my Shop Manager/Display Coordinator, Christina Tergis. I have attached photos of the shop.
2. IMPORTANT: Please write a brief description of your facility and demographic market. Please include the demographic population. Montauk Downs is a world-class daily fee municipal facility owned by New York State that is located on the most eastern point of Long Island. The town of Montauk, which is a resort, has a year-round population of 5000 that swells to 30,000 during the months of July & August. The course attracts local players, 2nd homeowners and resort guests. The course is open year-round with 85% of the 34,500 round being played during the months of June thru October.
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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: Each and every hard-goods company that I stock (presently Ping, Titleist, TaylorMade, Mizuno) will take back any leftover product at end of product cycle, giving me full credit towards the most current clubs that they offer. This exposes my customers to only the most current product in my shop at the same time the big box chains offer them, keeping the shop fresh for golfers to browse, chat and demo during the long off-season.
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.) Club companies should offer more fitting shafts with their carts. I presently supplement my Titleist cart with an additional 30-40 shaft (driver, fairway, hybrid and irons). More shaft options provide me the tools necessary to fine tune the fitting process. The golfer walks away with more knowledge about how the profile of a shaft can affect flight and security knowing that the fitting was most complete.
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DISPLAYS 1. Describe the display fixtures that are used in your golf shop: 2 Nesting table, modified wood slat wall that uses shelves & hanging bars, custom built storage/display units for use in full glass corner areas of the shop and a custom built cash register/display counter. See photos attached.
2. Describe any other special items used for display purposes: Wicker baskets, wooden crates, antique golf prints, crystal glassware.
3.
Please describe your pricing structure and philosophy for golf shop merchandising? I give 20% off on all current retail pricing of soft-goods & footwear. On golf clubs, we match GolfSmith prices but we take it one step further by including NYS Sales Tax in the price, saving the customer .08675% in sales tax. I believe in being very competitive with pricing and offer exceptional service in all areas of my operation.
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GOLF SHOP STAFF
1.
Please describe your philosophy on merchandise commissions for staff: I do not believe in commissions for staff. I pay what I believe are fair wages & benefits, given the fact that my operation is open 364 days of the year but 85% of my 34,500 rounds are played in 159 of those days. My staff has always been influenced by me to do “right” by the customer. My belief is if you introduce compensation for making a “sale”, then money back to the employee becomes a stronger factor than what’s” best” for the customer.
2.
Please describe your policy on staff clothing and merchandise allowance: Each member of the shop staff receives a Pro Shop credit in the beginning of the year based upon years of service towards merchandise & clothing. Any additional purchases are bill at 10% over cost plus sales tax.
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MERCHANDISE DATA
1. (a) Please list the five (5) major hard goods manufacturers you currently utilize: Titleist, Ping, Taylor Made, Mizuno
1. (b) Please list the five (5) major soft goods manufacturers you currently utilize: Bobby Jones, Donald Ross, Sunice, Dailey Sport, Chase 54
3. How do soft goods sales compare between manufacturer’s logoed soft goods and your facility’s logoed soft goods? 100% of my men’s soft goods have my Lighthouse logo 40% of my ladies soft goods have my Lighthouse logo, 60% have the manufacturer’s logo
3.
Describe any special sales programs you have (i.e., Buying Club, Mill River Plan, etc.): I offer 20% off on clothing & footwear. I match GolfSmith on golf equipment but also include sales tax in the match, saving the golfer 8 ¾%. No charge club fitting.
4. Does your golf shop have a golf club demo program? Please describe. Every club except wedges can be demoed on the range except wedges. I use duct tape to protect the clubs to remain fresh for re-sale. I believe a golfer should demo a variety of brands at the same time to be able to see & feel the difference between brands. In most cases I would rather a golfer schedule a club-fitting with me so that he has a trained PGA Eye watching (human launch monitor)
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5.
Please describe the two most successful hardgoods promotion(s) in the last 12 months: I do not have any additional promotions since I offer complimentary club-fitting and price matching 364 days a year. What does work best for the golfer is that club-fitting in 99% of the time becomes a lesson, because ball-flight results are directly attributable to the fundamentals the golfer applies to the club before he/she actually swings the club. So what happens is when I work on their pre-swing fundamentals during the fitting, I wind up changing the launch & spin rates produced by their equipment resulting in them keeping their present clubs a majority of the time. This produces less shop sales but what is most important to me is the customer values the knowledge & integrity of a PGA Golf Professional in their golf life.
6.
Please describe the two most successful softgoods promotion(s) in the last 12 months: I carry a large inventory of season appropriate merchandise year round to satisfy my golfer’s needs. I also hold season-ending sales at huge discounts.
7.
Please describe the two most successful footwear promotion(s) in the last 12 months: I offer golfers a large inventory of the latest model shoes reasonably priced. Golfers appreciate the care that we give when fitting footwear, which is similar to what we provide in club-fitting, gloves, ect.
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MERCHANDISING PHILOSOPHY
Philosophy must be provided for candidate eligibility Please state your merchandising philosophy in a 200-300 word summary. Montauk Downs is a World-Class Municipal facility that is set in a resort and played roughly 34,500 rounds in 2015 with nearly 85% of those rounds played June thru October. The Pro Shop is open though 364 days per year. The shop is always beautifully displayed and constantly updated with season appropriate merchandise by my Pro Shop Manager/Display Coordinator, Christina Tergis. Hard goods offerings are updated as manufacturers make them first available. Only quality products are offered at very competitive pricing. The “Lighthouse” logo is a very important facet of my merchandising scheme. My staff is courteous & knowledgeable and they never make a “sale” just for the sake of moving merchandise. The product or service that a golfer is considering must be right for them before the register is rung. Each and every patron is made to feel part of the “family” whether it’s their 1st time to “The Downs” or their 100th. Additionally, I approach the merchandising the shop the same as the other areas of the facility for which I am responsible (teaching, junior golf programming, Leagues, club-fitting, the range, golf carts and raising private monies to fun the on-going renovation & restoration of “The Downs”), which is based upon my Business Philosophy: A. B. C. D.
Do what is best for “The Game of Golf” Do what is best for “The Golfer” Do what is best for “The Course” Do what is best for “The Municipality I Serve”
By using the above philosophy in every area of my operation, I come to my club each day, “MERCHANDISING” the “VALUE” of a PGA of America Golf Professional in the lives of golfers that experience “The Downs”. The trickle-down effect of course is merchandise sales (hard & soft goods) but most importantly: THE GAME OF GOLF, GOLFERS, THE COURSE & MY MUNICIPALITY ARE “MERCHANDISED” WITH THE RESPECT THEY RIGHTFULLY DESERVE.
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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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Service Counter
In the rear on the golf shop Customers must walk though the golf shop to get to this location Most impulse items are displayed here. Including but not limited to logo balls, sleeves, ball markers and bag tags
Display Cabinet
Located behind the service counter Additional impulse items that are offered to the customer when being assisted
Front End Display
First display when walking into the golf shop through the front entrance Changes seasonally throughout the year
Main Headwear Display
Over 20 different colors offered This display would be on your right side when walking through the golf shop to the service counter This display would also be directly across the golf shop when entering through the side entrance
Main Footwear Display
In addition to a show room, this is the main shoe display This is along the main wall on the right side on the golf shop
Golf Clubs
The golf clubs are displayed in the middle of the golf shop This display creates two main aisles on either side of the golf shop All categories are stocked including Drivers, Fairway Metals, Hybrids, Irons, Wedges, Putters and a comprehensive lefty section as well
View From Service Counter
Main entrance is on the far side Side entrance is on the right side
Inclement Weather Section
This section includes the majority of the foul weather items Includes waterproof jackets, waterproof golf bags, waterproof hats and towels The door on the left side of this pictures is the side entrance
Shirt Display
This shirt display is on the backside of the front entrance display A selection of shirts are displayed here along with other shirt display areas
Front Right Display
This display is located immediately on the right when walking through the main entrance This a currently one of the ladies' section Includes ladies' shoes, golf bags, and various apparel
Front Left Display
This display is located immediately on the left when walking through the main entrance This is currently a junior section that coincides with our junior camp
Apparel Display
This display is on the left side of the golf shop when walking in the main entrance It currently displays cold weather apparel including long sleeve shirts, base layer apparel, and sweaters
Mini Display
"Mini Displays" are utilized throughout the golf They are well thought out displays to improve and accent the overall section
GHIN Handicap Computer
This section is on the right when standing at the service counter It includes the GHIN Computer for posting scores and a section for signup sheets and info packets Additional merchandise is used to fill in the surrounding section
Antique Display Counter
Miscellaneous antique and specialty items for sale.
Cigar Humidor and Additional Ball and Bag Display
Located to the side of the service counter
