L
oyalties for college football teams run deep in most areas of the country. For golf shops, this means myriad opportunities to capitalize on pigskin fervor – including selling related apparel and accessories during that sweet-spot time from early August in advance of the first games through the holidays for gift-giving opportunities.
“It’s no secret, college football is a very big deal in Oklahoma, and the members at Oklahoma City Golf and Country Club are among the most devoted fans,” says Director of Retail Kristin Friday, AGM. “Every year we increase the amount of collegiate product we offer, yet it never seems to be enough. In the past, we’ve found ourselves short-handed and hustling to make reorders.”
This year, the facility’s staff approached things a bit differently. Their goal was to match the energy surrounding the transition of the University of Oklahoma to the Southeastern Conference (SEC), as well as the club’s growing support for Oklahoma State University by providing ample quantities and a wider product assortment, in addition to co-branding Oklahoma City Golf and Country Club and the University of Oklahoma.
“We aggressively ramped up our initial stock order, including pieces from Peter Millar and johnnie-O, to 360 units of apparel for men, women and kids,” Friday explains. “We centered our collegiate display in the direct line of traffic from the golf shop to the clubhouse, a well-traveled path for golf and non-golf members, plus guests.”
In the first 24 hours of product hitting the floor, the shop sold over 50 units. Additionally, the staff brought in a “tightly curated” collection of 18 women’s boutique-style collegiate sweatshirts from Ellsworth & Ivey, which sold out in eight hours.
“We are moving through inventory at a nice turn daily and are serving our membership well by meeting their needs in the moment,” Friday says. “Every year, we push the collegiate needle further and further, and continue to see growth.”
Interlachen Country Club, which sits in the Minneapolis suburb of Edina near the University of Minnesota campus, also takes pride in its Golden Gophers display each season. According to Director of Retail Katie Gates, AGM, the staff puts it up the week of the season opener and keeps it through much of the fall, appealing to graduates (20 percent of the customer base) and non-alumni, as well.
“While our professional sports have gained some traction, we typically get a better response and have a more captive audience for gear centered around collegiate sports,” Gates says.
The display showcases a diverse range of products to appeal to different customers and budgets – from spirited pom-pom socks and clear, stadium-approved bags to tailgating essentials like charcuterie boards from Cappai Designs, coolers from Hudson Sutler, wool blankets from Faribault Mills and “Gopher” sunglasses from Goodr, which Gates says have been especially popular this year. For apparel selections, she includes men’s styles from Holderness & Bourne and women’s styles from J. Lindeberg and Greyson.
“Since the display aligns with the start of fall and features a wide variety of products, it draws significant attention from shoppers,” she says. “Even for those who aren’t Gopher fans, items like cashmere hoodies, apple crisp candles and Yetis appeal to a broader audience. By capturing the essence of the season, the display creates a sense of excitement that encourages members to spend time in the shop.”
Gates adds that not only does the display generate higher revenues than similar or smaller displays, but it also serves as a strong source of add-on sales.
“By featuring lower-priced items, it helps increase units per transaction,” she adds. “Its dual appeal to football enthusiasts and fall lovers drives engagement, with men’s apparel seeing the biggest lift and women’s accessories also experiencing a significant boost.”
While a large display can bring big returns, not all golf shops go whole hog into this college football category. Some, like Philadelphia Cricket Club in Flourtown, Pennsylvania, prefer to do a smattering of sports products. Following the success of Phillies driver and fairway covers the golf shop brought in over the summer, they decided to order some themed headcovers to capitalize on Eagles enthusiasm during the fall months.
“The first group of Phillies headcovers did so well when we unboxed it, we placed an immediate fill order for 48 more and got the designs for the Eagles covers in the works to launch in the fall,” says Jacinta Courter, AGM, the club’s Golf Experience Curator. “Philly is such a sports-focused town; I can't believe we didn’t think to collaborate like this sooner!”
This page is an ongoing feature in PGA Magazine that highlights best practices from the Arizona-based Association of Golf Merchandisers. The AGM has approximately 850 members – including PGA of America Professionals, buyers and merchandisers.