MYRTLE BEACH FEATURES

Grand Strand pro shops carve gift niche amid superstore dominance

By Shane Sharp,
Contributing Writer

MYRTLE BEACH, S.C. (Dec. 4, 2002) -– If you are looking for some killer holiday deals on equipment, apparel and golf balls, the mega golf discount superstores with the big billboards and flashy neon signs are tough to top. Behemoth chains like Martin’s and Golf Dimensions dominate the Grand Strand retail landscape, not to mention the lion’s share of the market.

But if specialty gifts, keepsakes and mementos top your list this season, pro shops still can provide an excellent source of holiday gift fodder for the golfer who has everything.

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“We understand Martin’s position in the community and the sheer volume of what he (Martin) does is impossible to match,” says Dan Oschmann, director of golf at the Thistle Golf Club in Ocean Isle Beach, N.C. “We don’t deal in (golf) clubs that much because we realize how we fit in. What we try to supply is what you can’t get in a retail shop. Logo material, glassware, paper weights, coasters and other keepsakes are our specialties.”

A number of Grand Strand pro shops discount merchandise around the holidays to take advantage of the peak fall golf season tourism traffic. Yet, it is also a good time for locals to visit area courses and purchase gifts for friends and family. At True Blue, one of the beach’s most popular courses, golfer’s can take advantage of a nearly month-long holiday sale.

“We are doing a celebration of the 25 days of Christmas with 25 percent off items,” says True Blue head professional Bob Seganti. “It is a great time for locals to come in and find logo shirts and other things on sale. If something doesn’t sell within seven to 10 days then it goes on a discount rack.”

Looking for this season’s hot items? Both Seganti and Oschmann say eye and outer wear are moving fast, as are the typical assortments of logo hats and shirts. Divot tools, logo balls and yardage books are also popular with wives looking for stocking stuffers for golf-crazed husbands.

Classy logos and cute keepsakes don’t always add up to profits, however, and some local head professionals are looking to gain an edge on the superstores in terms of equipment sales.

“If someone purchases clubs here, I go out and give them some lessons along with their purchase,” says Rich Ballinger, head professional at Shaftesbury Glen Golf Club in Conway. “So you get the equipment but you also get the backing of a PGA certified instructor. Most of the time, you can’t get that at a superstore.”

Ballinger adds that golfers also can expect to find higher service levels at pro shops. For example, he and his staff will take the time to work with customers to create the perfect holiday gift package. Logo balls, shirts and divot tools make for memorable compilations, as do hats, golf towels and pullovers.

The common perception surrounding head golf professionals is that they spend most of their time dealing with the day-to-day operations of the course. Selling the occasional pair of shorts or shoes takes a back seat to filling tee times, marketing, overseeing course maintenance and booking tournaments.

But Ballinger says the profession has changed dramatically in the past two or three years.

“More and more courses are having the golf professional do all the merchandising, whereas a few years ago they had specific people handle that job,” he says. “But economic times have dictated that the head pro take on the merchandising at a lot of courses. I do it here, and between ordering, displaying and tagging, it probably takes a good 25 percent of my time.”

At the Thistle, Oschmann says it’s a merchandising-by-committee system.

“We have all taken turns here buying the merchandise to keep it fresh,” he says. “First it was the general manager, and now it’s me and the assistant pro. We try to get a feel for what is hot, looking towards the future. We bring vendors in that will let us design our own looks.”

For golfers looking for holiday specials at the Thistle, here's word to the wise: Hit the greens on the par-3s in regulation at this Tim Cate designed layout, and you’ll cash in on some major savings.

“I am not going to divulge our system because I don’t want other courses to copy it,” Oschmann says. “Let’s just say that we give our customers discounts.”

And who can blame Oschmann for his clandestine approach. If you can’t get some home cooking at your local pro shop, you might as well be another face in the crowd at the regional superstore.