By Lisa Goulian Twiste
Golf facilities looking for a way to bolster their tournaments and outings have increasingly been turning to trunk shows. They can add an element of fun and excitement to an event, while being a valuable tool for introducing a brand to the membership without making a major investment.
“I absolutely love having trunk shows at our club,” says Caitlin Flaherty, AGM, Retail Operations Manager at Fiddler’s Elbow in Bedminster, New Jersey. “When considering a new brand, I often try it out at a women’s event, which gives me the perfect opportunity to gauge the members’ interest without any risk. If I see that the women really connect with a brand during the event, I’m excited to bring it into the shop.”
Fiddler’s Elbow has hosted trunk shows (pictured) with Sailor Sailor and Melly M, which offer higher-end dresses that can be worn for golf or other social activities, and based on the success of those events, both lines were added to the shop and have performed well. The club has also done successful trunk shows with BloqUV, whose active golf styles provide 50-plus sun protection, and Alero, a belt company brought in for a women’s opening day fashion show with 115 women customers and a men’s opening dinner with 125 members attending.
“The members absolutely love these trunk shows and appreciate the fact that something special was brought in just for them,” Flaherty says. “It shows we’re always thinking of their shopping experience and are constantly looking to test out new brands that align with their tastes. The excitement is tangible when they know we’re curating these exclusive events to give them something new and exciting.”
Jeff Minton, PGA of America Director of Golf/Sports at Wild Dunes Resort in Isle of Palms, South Carolina, is also a strong believer in the trunk show format. His club hosted one with Southern Tide at a recent club social event, with many members and guests placing orders that evening. Wild Dunes has also done events with Kenny Flowers, an upscale tropical clothing and lifestyle brand, Rheo (sunglasses) and Brackish (handcrafted bow ties).
“Trunk shows elevate outings/social events by offering attendees the opportunity to preview items and even pre-order items that will be carried in the golf shop,” Minton says. “Many times, trunk shows offer exclusive items to our guests and members that would not be available in retail stores or other clubs. They are also more personalized, allowing attendees one-on-one attention with the sales reps.”
In addition, Brett Eaton, PGA of America Head Professional at Tacoma Country & Golf Club in Lakewood, Washington, says hosting a trunk show is a good way to support a vendor, while also giving members an opportunity to see the brand “up close and personal.”
Last year, the club’s Galvin Green representative did a trunk show where members could learn more about the brand, as well as feel and touch the products prior to purchasing – lead-ing to $4,500 in sales. In addition, during the women’s member-guest welcome reception, the TCGC shop hosted a trunk show with the Kinona apparel brand that brought in $2,500.
According to Eaton, members appreciated these experiences so much that the club is in the process of scheduling trunk shows with KJUS (high-end layering and outerwear) and PLT Golf (men’s and women’s apparel) this spring.
“These opportunities go a long way toward building rapport with our apparel representatives,” he says. “We set the trunk shows up like a demo day, showcasing a brand, connecting with sales reps and offering refreshments. This setting creates a connection between professional staff, sales rep and members.”
Flaherty emphasizes the risk-free nature of these events, which allow her to test different brands and send back inventory if it doesn’t resonate with members. “Trunk shows are incredibly beneficial for business,” she adds. “Some of the brands I initially didn’t think would be a fit ended up becoming huge hits because of the success they had at the trunk show. It gives me the freedom to flirt with new ideas and experiment with lines I might not have considered otherwise.”