They also host an annual holiday party and sale for year-round residents. Gerard feels that the foundation of their success is excellent purchasing and promotion by their buyer and shop merchandiser. The pro shop enhances that theme through its merchandise choices, which include cowboy boots and hats. The shop also markets extensively to non-golfers, and does a brisk business in watches, purses, belts, and earrings. Our shop looks like a western dude ranch.
Promotions are also important.
The shop also takes advantage of a 5'x 8' showcase in the main building, which is changed often to reflect seasons and holidays. But the real draw is the store itself. Three years ago, when the course expanded from 18 to 27 holes, the store dramatically increased its floor space. Sales have actually doubled since that time with increased marketing of both ladies and men's apparel. With the store's increased size has come the ability to expand the inventory, and Jackson counts on the shop's reputation for having the finest selection of goods.