Sarah Kim, PGA,Head Golf Professional,Las Colinas Country Club,Irving, Texas
At Las Colinas Country Club in Irving, Texas, the golf shop is evolving into something more than a traditional retail space. Under the direction of PGA of America Head Professional Sarah Kim, the 2025 North Texas PGA Section Merchandiser of the Year for private facilities, it’s becoming a retail destination for the unexpected needs of members and traveling guests – everything from boots to coffee beans (pictured).
Located just minutes from both Dallas-Fort Worth International Airport and Dallas Love Field, the club sees a steady flow of visitors who often arrive without everything they need. Kim recognizes that gap and leans into it.
“We get a lot of guests who forgot to pack something or got invited out last minute,” she says. “So, we started thinking, why not have it here for them?”
That mindset has also led to the introduction of unique items rarely found in a golf shop. Swim trunks were added in 2023, followed by blazers in 2024 – pieces designed to serve beyond the course while still fitting the club’s overall lifestyle.
“At first, there was a little hesitation,” Kim admits. “From both the staff, and just wondering if it would work. But once they saw people buying non-traditional offerings, it clicked.”
The key wasn’t just the product – it was the presentation. Kim emphasizes storytelling and staff buy-in, ensuring the team understands not only what they’re selling, but why it matters.
“It becomes a conversation piece,” she says. “And once the staff believes in it, it’s much easier to sell.”
The results have been encouraging. While these items aren’t always high-volume sellers, they fill a specific need – and often capture purchases that would otherwise happen off-property.
“If they’re not buying it from us, they’re buying it somewhere else,” Kim notes. “And when you see members walking in wearing things you could easily carry in your golf shop, it makes you think differently about your assortment.”
Execution remains intentional. Kim keeps in ventory tight, typically bringing in small runs of six or fewer units to maintain freshness and avoid overstock. Merchandising also shifts with the seasons, placing relevant lifestyle items front and center – from swimwear and flip-flops in the summer to blazers, Western boots, loafers and loungewear in the cooler months.
Notably, many of these pieces are logo-free, broadening their appeal and making them more versatile beyond the private club setting at Las Colinas.
The creativity doesn’t stop with apparel. The golf shop has also introduced house-made coffee beans – roasted and ground on-site – along with a coffee-based spice rub used by the club’s culinary team.
“It’s something we’re really proud of,” Kim says, “to be able to offer things like coffee beans, loungewear and flip-flops that people don’t expect to find in a golf shop.
“We’re always bouncing ideas around and figuring out how to make things better. Sometimes that just means being willing to try something different.”
