New measuring stick Older clubs are hot sellers too By Andrew Gilman Combine the stagnant economy with poor weather and a game that – as addictive as it is – is still non-essential to a strapped household budget, and the result is not great for those who depend on equipment sales either for their livelihood or to supplement their business. Two of the best merchandisers in the section are Pat McCrate at LaFortune Park in Tulsa and Alsie Hyden at Lake Hefner Golf Course in Oklahoma City. Both say 2010 has been a struggle, but better times are ahead. “I’m an optimist,’’ Hyden said. “So, that means my opinions are swayed easily. I’ve been predicting up for the last three years, but I think we’ll be up definitely from last year.’’ But as far as the economy is concerned, Hyden has noticed golf companies doing some different things. “While the companies have been moving less merchandise, they are moving more aggressively on the older equipment,’’ Hyden said. Instead of purchasing new drivers, new irons or the newest gadgets, some folks are being more frugal and embracing the “New to you” philosophy. “The PING G15 is the No. 1 selling driver in the industry,’’ said Rick Bell, a PING field representative in Oklahoma. “But we’ve been in an 18-month cycle where old models are being introduced at lower costs. And that’s selling well. That’s what’s going on. “For example, the PING G5 offering has been great for us. It reaches people we haven’t before. It’s half the price, and it’s being bought by a guy in his 20s making his first big golf purchase. Yeah, you have guys who will buy anything brand new, but there are a lot of others who are cautious and hold on to their dollars.’’ At LaFortune Park in Tulsa, Pat McCrate would definitely agree. The director of golf for Tulsa County courses LaFortune Park and South Lakes has had his numbers reduced the past two years by construction of a new clubhouse at LaFortune and by the horrendous weather of 2010, but he can also see a reluctance among golfers for the big ticket items. “Sure, sales are well below what we expected,’’ McCrate said. “But we were under construction last year and we had a pro shop that was jammed into a trailer that was smaller than we had. That was last year. “This year, we thought we’d have an enormous year because of the new pro shop. It wasn’t the case. The first thing people cut
out are the new set of irons or the new driver. The shirts are still pretty good, they’ll need gloves and some things like that, but for the expensive stuff, we’re falling short of expectations. We have the new shop and we have the state of the art equipment, but we’re not selling the same amount of expensive stuff like we used to.’’ That kind of concern has led Hyden to look to other ways to generate revenue, until the economy shifts again. “We have been working on the fact that we want to be known as the place to be fitted,’’ Hyden said. “A high percentage of our sales are done through club fitting. We emphasize our custom fitting and we have the equipment. The golfer has finally realized that fitting makes a difference. They want the technology that’s out there to tell them what’s right and what’s wrong. “We’re trying to be aggressive as we can, related to rounds, but if a guy only has so many dollars, he’ll make a choice. Golf is still healthy around here.’’ “Pro shop sales are the first thing to go usually,’’ McCrate said. “We still do okay with
specialty stuff, but you really have to make sure people are getting a bargain. I’m looking harder this year for bargains, harder than I have ever looked before.’’ Those bargains are being manifested in older equipment being discounted as well as a number of other things – anything to help counteract a stretch of poor weather dating to last October. “I’m also seeing weather as a huge issue,’’ Bell said. “I don’t use weather as an excuse, but this winter was one we haven’t seen before. We expected to up on sales in 2010 at PING. I attribute that to the bad weather.’’ The good news for those in golf sales is that hopefully both the economy and weather will soon get better. When people are feeling more confident, they will be more likely to invest in a new set of clubs. Hyden says his goal is not to worry about expectations, the market, or the weather. “I’m not trying to get the guy who is interested in spending more time with his kids or family,’’ he said. “I’m just trying to create more players. If we can do that, things will be fine.’’
Four Star Golf Course
2
Complete range of golf equipment and apparel
2
Tournament friendly
2
Central location for Tulsa, Wichita and Oklahoma City
Two PGA Professionals on staff Director of Golf Rod Alexander 1 Head Professional Kevin Brown
Wentz Municipal Golf Course Call 580-767-0433 for tee times L.A. CAnn drive, PonCA City, ok
discount coupon
round of Golf for four – $80 with this coupon
Good Monday through Thursday excluding holidays 1 Includes cart
South Central Golf Magazine • www.southcentralgolf.com
23