Chris Twombly, PGA,General Manager, Prouts Neck Country Club,Scarborough, Maine
At Prouts Neck Country Club in Scarborough, Maine, General Manager Chris Twombly, PGA, saw an opportunity hiding in plain sight.
“Before the 2021 season, our hat display was tucked behind the counter and held just 12 styles,” says Twombly, the 2024 New England PGA Section’s Bill Strausbaugh Award winner. “We had hats scattered throughout the shop just to meet demand. Meanwhile, we had a large glass-front counter that wasn’t really helping us sell anything.”
During the off-season, Twombly and his team partnered with a local contractor to transform that display into a dedicated, eye-catching hat showcase (pictured). Installed under the counter, the new layout allowed for a coordinated presentation of colors and logos – an instant draw for members walking into the shop.
“It grabs people right away,” Twombly says. “They can see side-by-side options, match their preferences and compare logos. It makes the decision easier and more enjoyable.”
The results spoke volumes. Prouts Neck doubled its hat sales over three years, going from 334 hats sold in 2020 to 723 in 2023. The under-counter display alone accounted for nearly 670 hat sales last season, up from 293 in its first year.
For Twombly, it’s proof that hats remain one of the best retail opportunities in the shop.
“The margins are excellent, and they’re often the most affordable takeaway for a guest,” he explains. “It’s also a great way to test new textures, fabrics or alternate logos, all while creating a dynamic presentation that drives volume.”
Repurposing an underused space wasn’t just a smart use of square footage at Prouts Neck – it was a game-changer.
Neil Lockie, PGA,Director of Golf,Dallas (Texas) National Golf Club
At Dallas National Golf Club, creating energy around member events meant more than adjusting formats or offering new prizes. For PGA of America Director of Golf Neil Lockie, it came down to one powerful concept: branding.
Inspired by a conversation with his friend and award-winning merchandiser Nick Muller, PGA of America Director of Golf at Lincoln (Nebraska) Country Club, Lockie decided to rethink how the club positioned its major tournaments.
“Nick told me about his success branding every event – giving each one a name, a logo and a look that extends to signage, media and messaging,” Lockie recalls. “We signed on right away, and the impact was immediate.”
Gone are the generic event titles. Instead, members now compete in events like The Opener, The Duel or The Flat Iron (logos pictured) – names that spark interest and conversation.
“An event called The Flat Iron is going to grab your attention more than something like The Pro-Member,” Lockie says.
The results have been tangible. With the added excitement of customized branding, participation has surged. In some cases, turnout has doubled.
More than just clever marketing, Lockie says the branding initiative has elevated the entire event experience. Members recognize each tournament as its own distinct offering, and many feel more invested in how the events evolve.
“Some of the formats have been adjusted based on member feedback, and we’ve seen collaboration at an all-time high,” he explains.
Whether handled internally or through a third-party provider, Lockie encourages fellow PGA of America Golf Professionals to take ownership of their club events through consistent and creative branding.
“It’s made a huge difference for us,” Lockie says. “Don’t be afraid to make your events stand out.”