At its annual conference in Orlando every January, the AGM recognizes 100 or so premier golf shops with AGM Platinum Awards for excellence in merchandising – further narrowing it down to a group of 10 “Best of the Best” honorees.
This year, the latter group once again included Boca West Country Club (pictured) in Boca Raton, Florida, which has 2,100 golf members, hosts 125,000 rounds of golf each year, and has one of the largest private club golf shops in the nation with 5,000 square feet of retail space.
Director of Retail Emily Gifford, AGM, who has been at the helm of this sprawling golf retail operation for the past 18 years, says the differentiator for her club is that it has built its operation on a foundation of exceptional staff training, tangible policies and procedures, and innovative retail programming for members.
“The Boca West golf shop stands apart through a unique blend of scale, culture, innovation and a staff-first philosophy that allows us to thrive in a high-volume, high-expectation environment,” Gifford says.
“While the size and sales volume of our golf shop are impressive – over $2.4 million in projected gross sales based on a modified Mill River pricing structure – what truly sets us apart is how we blend scale with personal service, carefully curated merchandise, intentional retail programming and a highly trained team that treats every transaction like an opportunity to enhance the member experience.”
Boca West has created and maintained a top-notch team through a layered, year-round training and development model that turns retail employees into career professionals, according to Gifford. This includes structured onboarding, 90-day performance touchpoints, mid-season “Retail Refreshers” and Boca West’s signature 12-week Hospitality and Retail Internship that includes both classroom in- struction and an immersive Boca West Retail Bootcamp.
“Every member of our team understands they are a vital part of a multimillion-dollar business, and this culture of accountability and pride in workmanship directly translates into measurable success,” she says. “Our commitment to a staff-first culture, combined with comprehensive golf shop training, has transformed our golf retail operations, creating a loyal and motivated team, and turning every open position into a sought-after opportunity.”
The large slate of events at Boca West are strategically planned and executed with two goals in mind: to enhance the member experience and drive revenues. The staff uses all marketing platforms – social media, video advertisements, email blasts, digital signage, fliers, website announcements and push notifications on the club app – to communicate and promote events to the membership. The club chooses to focus on the big events, such as its annual Holiday Bazaar, mid-season Golfapalooza, end-of-season Spring Fling, Super Demo Days, Spin the Wheel Sales and Summer Fest to connect emotionally with members, drive excitement and boost repeat visits to the shop.
Gifford also points to the “Boca West brand,” which involves not only products, but thoughtful buying, personalized service, exclusive offerings and an atmosphere that represents the club’s culture and values.
“Our golf retail operation, in particular, serves as a physical expression of our brand story,” she says. “It reinforces our commitment to quality, enhances the member experience and strengthens the emotional connection members have with the club.”
The Boca West staff works closely with its vendors, reviewing sales reports and profit margin reports throughout the season to identify opportunities, react to underperforming styles and plan for future buys. They want to make sure the lines of communication are open and that vendors are equally responsible for helping their product succeed in the golf shop.
“When vendor relationships function as true partnerships, everyone benefits,” Gifford says. “Members get a curated and responsive retail experience, while vendors gain a deeper understanding of our membership’s needs as well as who we are as a business. This, in turn, helps us improve our merchandise assortment season over season while driving revenues.”
This page is an ongoing feature in PGA Magazine that highlights best practices from the Arizona-based Association of Golf Merchandisers. The AGM has more than 1,000 members – including PGA of America Professionals, buyers and merchandisers.
