We introduced an "Essentials Wall” in early spring as a way to provide a consistent, go-to destination in the golf shop for core apparel items that members and guests can rely on year-round. The idea came from observing shopping habits, especially among guests, who often want a quick, quality item to take home as a memento or gift without needing to browse the entire shop. We feature white and blue backgrounds that include classic, high-demand staples like polos, vests, quarter zips and T-shirts, all in timeless colors such as white, navy, black and grey. These are pieces that appeal broadly and never go out of style, which allows the display to remain relevant season after season. There is nothing better than seeing clean stacks of solid shirts with the logos presented outward. To ensure it never runs out, we work closely with a select group of vendors known for strong replenishment programs and reliable fulfillment. Currently, the wall includes four to five vendors, each chosen not only for product quality but also for their ability to restock quickly and consistently. We monitor monthly sell-through and place rolling orders to maintain inventory levels. While the styles remain fairly consistent, we do make minor seasonal adjustments – lighter fabrications and short sleeves in spring/summer, heavier knits and layering pieces in fall/winter – while keeping the color palette and item categories the same for continuity. Everything on the wall is logoed, making it a great way for guests to take home a piece of Cherry Hills. We do offer some cost-friendly options with our selections, understanding that some guests are looking for a reasonably priced, quality item that reflects their visit without being overly expensive. It’s a curated balance of premium feel and accessible pricing.
In terms of business impact, Essentials Wall sales have been strong, particularly on high-traffic days, which can include 60-plus guests. We find that many members and guests use this for incremental purchases such as T-shirts, which elevates the total transactional dollars. It has added convenience for both members and guests, especially those looking for quick gifts or travel-friendly items. The Essentials Wall has quickly become a trusted feature of the shop—something members appreciate and guests consistently browse.