River Bend Golf & Country Club in Great Falls, Virginia, hosts trunk shows in the spring, summer and fall each year, with the 2025 lineup including Williams Athletic Club, A. Putnam and The Bubble. The events are typically attended by 40 to 50 women, generating around $15,000 each with an average of 2.2 items per transaction and providing a nice boost to River Bend’s annual revenues.
“A trunk show provides a unique and advantageous experience for golf shops, fostering a symbiotic relationship between merchandisers, manufacturers and members,” says River Bend Merchandiser Leigh Redlus, AGM. “This exclusive event typically features a curated selection of merchandise from specific brands, allowing members to engage directly with the latest products in a personalized setting.
“Trunk shows create an opportunity for golf shops to enhance their inventory with exclusive offerings often unavailable through standard channels, thereby attracting avid golf enthusiasts eager for novel apparel.”
Redlus prefers featuring one vendor at a time – especially if it’s a new/emerging brand members are seeing for the first time –but sometimes adds a second vendor if it’s a smaller collection. Also noteworthy is that River Bend trunk shows focus on women’s brands, as men don’t like to shop in front of other men – preferring a one-on-one experience, she says.
To get the word out about an upcoming trunk show, Redlus sends out an evite, supported by marketing materials placed around the club. She says she has used social media to support trunk shows in the past; however, having two of her club’s golf and tennis influencers wear the brand in the two weeks leading up to the event is a “game changer.” This practice, which is part of the shop’s marketing budget, “really gets word of mouth flowing and creates amazing energy for the trunk shows.”
According to Redlus, hosting trunk shows can significantly enhance customer engagement and loyalty to your golf shop in several ways:
• Exclusive Experience: Trunk showsoften feature exclusive collections that are not available to the public. This exclusivity creates a sense of urgency and makes members feel special, attracting them to the event.
• Personal Interaction: These events provide an opportunity for direct interaction between members and brand representatives. This personal touch helps build stronger relationships, making members feel more valued and appreciated.
• Increased Member Insights: Hostinga trunk show allows merchandisers to gather valuable feedback on products directly from members. This insight can help the shop tailor its offerings to meet member preferences, enhancing satisfaction and loyalty.
• Community Building: Trunk showscan create a sense of community around a brand. Members who attend can connect with like-minded individuals, fostering relationships that go beyond a transactional basis.
• Enhanced Customer Experience: Merchandisers can create a unique event atmosphere through refreshments and entertainment, making the shopping experience memorable. This will likely generate repeat visits and referrals.
• Marketing and Buzz: Trunk showsgenerate excitement and word of mouth marketing. Inviting members to RSVP or encouraging them to bring friends can lead to greater visibility and new customer acquisition.
• Customized Offerings: Merchandisers can allow members to pre-order items or offer personalized consultations. This customized approach can significantly enhance member satisfaction and loyalty.
• Follow-Up Opportunities: Merchandisers can collect contact information from attendees and follow up with personalized communication, which can lead to future sales opportunities.
• Educational Element: Trunk shows can include informative sessions about the brand, product care or styling tips, further engaging members.
“Ultimately, the trunk show experience emerges as a win-win scenario: Merchandisers enhance their product offerings and market presence, while members access exclusive, high-quality merchandise in an interactive environment,” says Redlus. “Trunk shows effectively bridge the gap between brands and members, enriching the golfing experience for all involved.”
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.
