At TPC Sawgrass, we are fortunate to have a 3,200-square-foot golf shop that allows us to be creative when filling the retail space. At the forefront of our entryway, we have a large round table we use to highlight special occasions or feature particular products and promotions. Our merchandise team, led by Sharin Moran, Merchandise Manager, likes to get creative around different holidays. We have several variations of an Americana theme we can use for holidays such as Memorial Day, 4th of July and Labor Day, or during events such as the Olympics, the Presidents Cup and Ryder Cup. Valentine’s Day is another holiday that can be fun with our “Kissing Booth” theme that features Peter Millar, or during the Christmas holiday when we place a white frosted Christmas tree on our featured table. We will also use the table to promote vendors such as Stitch, Greyson or Acushnet by mixing a table of FootJoy apparel with Titleist products like hats, bags, balls and gloves.
The TPC Sawgrass Clubhouse is open to the public for guests to come dine, shop or take a tour of the memorabilia we have on the walls. The entry of our golf shop can be seen while walking from the opposite side of the clubhouse. We often hear guests in the hallway make comments like, “Wow, look at the Christmas tree,” or they laugh at the kissing booth. Regardless of what the reaction is, the featured table catches people’s eye from a distance and draws them into the golf shop for a closer look. Once they are inside the shop, our friendly team of sales associates are there to greet them and point them in the right direction for what they are looking for – or perhaps to something they didn’t even know they were looking for. We feel the key for us is to get people into the golf shop; once they are there, it’s a really good chance they are going to find something for themselves or a loved one back home. A large percentage of our golf shop sales come from visitors who are not even playing the golf course.