Welcome to the September issue of MPlus. As the 2025 season continues to wind down, we look at some award-winning PGA of America Professionals and the best practices that have led to measurable results at their facilities.
For Jim Schouller of Abenaqui Country Club, success came in the launch of a custom apparel line honoring the club’s New England heritage, while Alex Abbruzza of TPC Louisiana is using an expanded headcover collection with graphics and materials – including alligator and ostrich leather – that celebrate his area’s unique culture.
At the same time, Caroline Basarab, a two-time national Merchandiser of the Year for Resort Facilities, has upped the ante at Reynolds Lake Oconee by introducing new logoed and non-logoed merchandise while also initiating staff training designed to build confidence and foster loyalty among customers. And we hear from another national MOY, Morgan Jewell of Floridian National Golf Club, about a clever plan to liquidate some end-of-season merchandise with a holiday catalog sent to his club’s diverse membership.
Also in this issue, Shelley Tomaszewski of Pine Forest Country Club explains how social media has been “transformative” at her club, and we take a look at how PGA Professionals are increasingly turning to microsites for a turnkey tournament gift solution that reduces stress while creating a premium experience for participants.
Thank you again to our sponsors Galvin Green and Signs By the Sea for their continued support of MPlus. I hope you enjoy this issue.