By Lisa Goulian Twiste
Becca Collins, AGM, Resort Retail Manager at Bandon Dunes Golf Resort in Bandon, Oregon, believes in the old adage, “Knowledge is power.” When a survey showed a substantial number of resort guests thought there was a lack of variety in the golf shop, the staff responded by bringing in bolder and more diverse color palettes, introducing new brands and trying styles that are less conventional for golf.
“As we’ve expanded our retail team, we’ve had the opportunity to explore new categories and merchandise opportunities,” says Collins, who has been at the resort for five years and in her current role since 2023. “We brought in stickers and stuffed animal versions of our logos for golfers to take home to their kids.”
One of Collins’ favorite projects from 2024 was a set of custom Bandon Dunes-themed candles. She worked with a resort employee who also owns her own candle business to develop completely custom scents that relate to special places at the resort. These include the Labyrinth, whose complex, layered scents guide you through the resort’s hiking trails; Bunker Bar, which captures the sophistication of this spot at the resort meant for watching sports, playing games or relaxing; and Bandon Dunes, a blend of earthy and marine scents with the aroma of fresh-cut grass that evokes memories of sunny days on the golf course.
Some of the golf shop’s best-selling brands are Holderness & Bourne, Greyson, Seamus and Richardson (headwear). According to Collins, the golf shop’s rustic theme, with natural wood and industrial hardware, complements Bandon Dunes and its founder’s vision of “golf as it was meant to be.”
In terms of shop displays, Collins says she would describe the Bandon Dunes approach as “built for speed.” The staff doesn’t fold any apparel; instead, all items are hanging on four ways. The shop only changes apparel styles twice a year and stays away from focusing on color stories or collections.
“We just try to pick the best of the best and carry over as many styles as we can,” she says. “We do our best to merchandise our product aesthetically, while also recognizing that our high traffic will make a mess of intricate displays.”
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.
