When PGA of America Assistant Professional Brandon Mendes was looking for a gift for Memphis (Tennessee) Country Club’s 2024 member-guest tournament, his goal was to tap into a unique experience that went beyond the gear given out at previous events.
Mendes decided on Clayton & Crume, a Louisville, Kentucky-based company that makes custom leather products like toiletry bags, duffels, leather-wrapped stemware and other, mostly non-golf-related products.
“Golfers all have plenty of golf merchandise, so we’re looking more at lifestyle and how can we transition these golf tournaments and our members and guests into something they’re going to use, and that will showcase the brand and the club when they’re home or traveling,” Mendes says.
“With Clayton & Crume, we chose to do a custom rocks glass and full-grain leather travel toiletry bag – both branded with the club logo – which we handed out during a party the night before the event.”
Beyond the aesthetic appeal of these items, Mendes wanted to add a sense of personalization members and guests wouldn’t soon forget. The club made a signature cocktail for the rocks glasses that were available throughout the event, which was well received. But what club members haven’t stopped talking about is the fact that Clayton & Crume was on-site at the event with two representatives and a stamping machine to customize the toiletry bag in any way the participants wanted.
“They could do initials for themselves or another person, a name, nickname or something else entirely unique to the individual, which was a big hit,” Mendes says. “It’s about finding ways to make these gifts individualized and finding the companies willing to take that extra step to give them the personalized touch – and do it on-site. This way, the guest and member feel we’re paying extra attention to them, which is important, especially in the private club world.”
According to Mendes, getting the companies personally involved does two things. First, it helps solidify the golf shop’s connection to that vendor so when the staff needs product, or to create displays and programs for members, those relationships are already in place and it’s easier to get things done. This is particularly important with apparel and equipment companies, as much of the business is now special orders and involves getting these products to the golf shop in a timely manner.
Second, it builds the relationship between the club, the vendor and the member, and adds a social aspect to the event that makes it more meaningful and memorable.
“Everything we do here is about member engagement,” explains Mendes. “From getting them on the tee box to interactions when they first walk in the door, to tournament experiences, it all works to forge those relationships and enhance our members’ connection to the club.”
