Caroline Basarab, PGA,Director of Retail,Reynolds Lake Oconee,Greensboro, Georgia
Caroline Basarab, PGA, is in her 10th year as Director of Retail at Georgia’s Reynolds Lake Oconee. Previously, she spent more than 15 years at the famed Sea Pines Resort in South Carolina. Thus, it’s safe to say she has the experience to understand value of logo equity, especially at resorts where guests like to take memories home.
So, what inspired Basarab to bring more non-logoed merchandise into the shop, and how has she been able to inspire strong sales for those units?
Her initial strategy was to widen appeal to customers who may not have otherwise walked through the door.
“One of the things we’ve focused on is bringing in products that appeal to different types of shoppers,” Basarab says. “Not everyone is looking for another logoed polo or quarter-zip.”
Over time, Reynolds has expanded its assortment to include a curated mix of lifestyle apparel, accessories and home goods. Categories now stretch be yond traditional golf retail to include hoodies, bags, swimwear, drinkware, serving pieces, belts and many giftable accessories.
The goal isn’t to replace logoed merchandise – it’s to complement it.
Basarab found that introducing these products opened the shop to entirely new purchasing behavior. Members began shopping for friends and family. Guests picked up items unrelated to golf. Homeowners purchased gifts for visitors staying on property.
“Members will tell their friends about something they found in the golf shop,” she explains. “Word of mouth becomes really important.”
That broader appeal has translated into measurable growth. Reynolds’ non-logoed category (pictured) has increased by 3 to 5 percent annually through a steady cadence of introducing fresh products each season.
The merchandising strategy is matched by equally intentional communication.
To drive awareness, the team uses multiple touchpoints across Reynolds Lake Oconee’s ecosystem – including website updates, social media, member newsletters and daily communications that highlight everything happening on-site, from golf and racquet sports to dining and new arrivals.
The outreach matters because Basarab recognizes a common challenge many facilities face: non-golfers often assume the golf shop isn’t for them.
“It makes the shop feel more versatile,” Basarab says. “Not just a place to buy golf merchandise, but a place to discover something unexpected that may be non-golf related.”
