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ince Kelsey Jo Holsten, PGA, took over as Golf Shop Manager at Monterey Peninsula Country Club in Pebble Beach, California, in 2020, the shop has moved from selling basics like polos and quarter-zip sun shirts to going out on a limb with items like cashmere hoodies, bomber jackets and even a $600 Peter Millar vest.
For Holsten, who is both a PGA of America and AGM member and sits on the AGM’s Board of Directors, it’s all about using facts and figures to come up with the right product mix for your facility’s members.
“My reps say I have the most data of anyone they know; I like to have the facts when I look at categories and how we have done,” she says. “I want to know the top movers of each category, which makes it super simple for buying. It’s about giving members what they want so they shop here instead of somewhere else.”
This type of attention to detail helped Holsten and PGA of America Director of Golf Scott Kirkwood earn an AGM Platinum Award – as well as Best of the Best honors from the AGM – earlier this year. Not only does she keep meticulous records on what is an isn’t moving, but Holsten includes the staff in merchandising the shop and helping members and their guests choose products that will make them better golfers and increase their enjoyment of the game.
“All the assistants are involved in the process of creating the displays, and it gets them committed to the product,” Holsten says. “Our displays make a statement, but they are also educational. For example, we had one where we put turf on a table and featured all the different Titleist golf balls, each with a list of the three key features that make that specific golf ball great.”
In addition, her team uses a “proactive communication system” – including email newsletters, flyers and posters, and SMS alerts or phone calls – to keep members informed about upcoming events and promotions, as well as the arrival of new products. Overall, Holsten says it’s a combination of all these things that have led to the shop’s success, adding, “It’s about using promotions, seeing opportunities, being creative and giving members here and across the country a chance to sport our gear and represent the club they love.”
This page is an ongoing feature in PGA Magazine that highlights best practices from the Arizona-based Association of Golf Merchandisers. The AGM has approximately 850 members – including PGA of America Professionals, buyers and merchandisers.