To Brigham, Ward, and the board, by 1995 the time to improve the entire structure had clearly arrived, and they turned to Judd Brown to plan the new facility. Brown's experience has shown him that the problems of the old pro shop were not unique. Now it's not just the man, but the wife and kids playing golf. Marketing in pro shops continues to evolve as well. Whereas pros once simply installed the fixtures given them by product manufacturers, now many fixtures are custom built for a project.
Some clubs even install indoor golfing facilities for winter use.
Pro shop renovation forces clubs to address some philosophical issues. I believe strongly that you need to determine the type and amount of product lines that you want to offer. The great debate. Determining the design for Rumson's pro shop turned out to be far easier than convincing the membership that the new space was actually needed. According to Brown, in some clubs this attitude has led to a decision to take over pro shop operations shortly after a large investment.