Ellington (Connecticut) Ridge Country Club is a private facility with 320 golf and 400 total members. PGA of America Head Professional Scott Vroman, who has been with the club for nearly six years, has refined his approach to retail by learning what resonates with members.
“Having worked here before assuming ownership of the golf shop, I got to know our members personally and identified what worked — and what didn’t,” Vroman explains.
To keep members engaged year-round, especially during New England’s harsh winters, Vroman installed two simulators in the clubhouse. These simulators attract members for indoor golf and drive additional food & beverage revenue. While this may seem like a common practice in today’s tech-driven golf world, Vroman and team took it a step further.
“We’ve created a special membership for frequent simulator users, some of whom have transitioned into full-time golfing members,” Vroman notes. “The simulators have become a feeder program for full golf memberships.”
The winter simulator program has become a cornerstone of Ellington Ridge’s member engagement and growth strategy. The golf shop adapts by temporarily relocating select merchandise to the dining room, near the simulators, with seasonal additions like hoodies and casual wear also keep inventory fresh and appealing.
In the summer, the shop benefits from in-house tournaments and member-credit programs tied to weekend games. Invitationals and other outside events also bring guests to the course, contributing to shop sales. Members are encouraged to support the shop by referring friends for fittings and ordering clubs, for themselves and their guests.
This year-round approach not only strengthens Ellington Ridge’s bottom line, but also enhances the member experience.
“The golf shop is more than a retail space – it’s a service to members,” says Vroman (pictured left, on the right). “Strong sales allow us to offer a wider variety of goods and ensure the shop remains a point of pride for our club and its members.”