When it comes to tournaments and other events at Belmont (Massachusetts) Country Club, PGA of America Director of Golf John Fields strives to make the process as easy as possible – while also increasing value for the club – by offering to manage the gifting process.
“Our Retail Golf Shop Manager actively reaches out to all of our private outings after booking the event with a prepared catalog of potential merchandise options,” says Fields, who started using this method in 2013. “It starts the process and lets them know we will partner with them to make sure that they have a successful event. It also lets them know we can take that part of the event off their plate.”
The digital catalog offers a variety of products in categories such as apparel, headwear, drinkware, metal golf accessories, golf balls, bags/luggage, shoes, sunglasses, belts and electronics. The lineup includes everything from custom gifts from Club Glove, Tervis, Sterling Cut Glass and Barrington to shopping spree options with Peter Millar, Maui Jim, Titleist, FootJoy, Callaway and Ecco.
The catalog, which can be customized to the event, is updated yearly, with Yeti, Links & Kings and Imperial Headwear recently added to the list of options. In fact, one of the staff’s goals while attending the PGA Show each year is to find products to expand the offerings.
“We continue to update and modify based on the clients’ budget and needs,” Fields adds.
With each of the eight to 10 private events held each year at Belmont Country Club, once a contract is signed, organizers receive the catalog and can see which products might best fit their budget. There is a minimum spend each client must meet, with some choosing lower price point items and others allocating as much as $300 per participant.
“In most cases, clients will select merchandise with the company or event logo, but we are finding more and more of a call for our logo to be placed on goods,” Fields says. “In some cases, usually due to budget restraints, companies will request no logo at all; that way the leftover merchandise can be sent back for credit.”
Fields says he is aware these corporations and charities have options and may also be approached by other tournament gift providers offering similar goods.
“What we guarantee the client is the best quality products and unmatched service, and we will match or better pricing given by sourcing agents,” he adds.
All told, the outing merchandise program adds about 20 percent to Belmont Country Club’s bottom line and has become a large part of the overall merchandise program. Most groups spend more than the minimum requirement and on the day of the event, customers doing so are able to opt for free shipping.
Fields says he considers the program a success because it deepens relationships with vendors, which leads to better service and more satisfaction for tournament organizers and participants.
“In my 34-year career at Belmont,” he says, “I have worked with many of our local reps, developing relationships and allowing vendors to bid and participate in providing services that provide mutual benefits to the vendor, event and Belmont Country Club.”
