By Lisa Goulian Twiste, Senior Apparel Writer
Undertaking a golf shop renovation is no easy task. No matter the circumstances leading to the redo – whether the facility is updating its clubhouse; building a new one; or the shop was damaged by fire, water or some other outside force – it’s important to identify the club’s unique qualities and reflect those in the layout, fixtures, lighting, flooring, wall coverings, product/brand mix, décor and service standards.
One shop forced into a recent renovation is Medinah (Illinois) Country Club, a premier private club that has hosted a Ryder Cup (2012), two PGA Championships (1999 and 2006), three U.S. Opens (1949, 1975 and 1990), a U.S. Senior Open and BMW Championships/Western Opens. After some roof maintenance work caused fire damage to the golf shop on March 7, 2024, the club set up a temporary retail space while embarking upon a complete rebuild of the shop, which hadn’t been renovated in 22 years.
“If you go to Nantucket, you will see shops with a lot of white, while out West you will see split rail fences and cowhides in the décor of golf shops. The design and décor in our new golf shop ties back to the Midwest, giving a nod to the fine architecture of our iconic clubhouse with rich colors throughout,” says Casey Brozek, who took the position as Medinah’s PGA of America Director of Golf in February 2024. “I would say we achieved a unique and very rich look. Some have described it as ‘handsome.’”
More specifically, Brozek points out, renovation of the 2,800-square-foot space provided an opportunity to focus on areas where the golf shop had been lacking. The lighting plan was “pretty aggressive” compared to the old shop; now the staff can move fixtures and displays but still re-aim the lighting to continue to highlight the featured products. The walls are painted a charcoal gray that accentuates the woodwork and creates a “warm look”; there’s a lounge area with two plush leather chairs and an upgraded TV always tuned to golf; and the fixtures are versatile, from four-ways that can hold 48 pieces to built-in millwork that showcases hundreds of units.
“We wanted to be able to go from high season, where you can take one section of the millwork and house 200-plus polos, to low season in the winter, where you can put two waterfalls in the unit and display 24 polos,” Brozek explains. “We were looking for that versatility so the shop can always look full and we can create a great retail space 12 months a year.”
Being in a much smaller, temporary shop for the better part of the year also gave Brozek some valuable information. Changing things up frequently led to robust sales, so that’s something he plans to keep doing in the new shop.
“It’s a big space and in the first few weeks since it opened, most product has been moved twice, while the beautiful center table has changed product three times,” he says. “Not that we’ve sold out completely, but we’ve noticed there are hot spots in the shop and we’re testing product in those locations to figure out where we’re going to capture the best sales and what to move into those areas to get noticed.”
Brozek has relied on recently hired Director of Retail Shawn White to put together a brand mix that includes Peter Millar, FootJoy, johnnie-O, Summit Brands (Fairway & Greene, Zero Restriction and B. Draddy) and, more recently, Sun Day Red. The strategy for women’s apparel is carrying a shallower assortment and turning product quickly, and White is also focused on making the shop as appealing as possible – touching all the senses with enhancements like aromatic candles and background music – and making sure the staff is responsive to customer needs.
“We know the physical space itself can be fantastic, and it is. But we also know a shop is only as great as how welcoming it is,” Brozek says. “The soap box I get on is all about how our team makes members and guests feel, and whether they have a great time while in the shop. It’s important that our team understands hospitality, and we’re spending a lot of time training.”
Brozek, who has overseen renovations at each of his three career stops – Crystal Lake (Illinois) Country Club, Quail West Golf and Country Club in Naples, Florida, and now Medinah – has some advice for PGA of America Professionals starting the process: Unless you have a talent for coordination and the time to oversee a renovation, hire a project manager. He says it’s very difficult to nail down the timing of how your architect, general contractor and designer, as well as sub-contractors who come in and out of the project, can work together effectively.
Brozek’s other tip is, be considerate of the things you really need.
“If it’s a high-volume place, you really need to think about your counter and the number of people who are coming in and out all day. You might also want to think about where you can take opportunities to sell to someone who is just in and out – what is going to catch their attention,” he says. “If it’s a shop more like ours, where we’re satisfying people who don’t necessarily have rounds of golf attached to them, you may try to create a boutique feel – a literal retail store that’s not just a golf shop on property.”
Since Medinah Country Club held the shop’s Grand Opening on March 22, reaction to the classic, yet updated space has been overwhelmingly positive.
“We’ve got members who are walking in today and you see them look at the product, lighting and the fixtures, and they really appreciate not only being back in the shop but having a space you might consider more worthy of Medinah,” he says. “We want members to feel a certain way when they experience the shop, and the staff is working hard to make this an extension of their home – their home away from home.”
