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. This makes it a shop of choice for the serious golfer.
Some additional marketing is used.
The pro shop manages a large display area that guests pass on their way into the main dining room. That mission takes on many facets. It includes a custom club shop, which not only makes and alters individualized clubs, but can replace golfers' broken clubs overnight. The pro shop places a high priority on customer satisfaction, and works to know patrons' names and preferences, and provide them with excellent service and follow-up. To ensure that this happens, Davenport entices his top employees to stay, with ongoing incentives and an extensive uniform program.