Special Awards Feature build trust, which in turn has led to an increase in sales revenue of over $50,000 between 2017 and 2018. Keith is an 8-year member of the PGA of America. This is the first award in this category for Stilwell.
Resort Merchandiser of the Year Kenny Thayer, PGA Beavercreek Golf Club
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hen most people think about Beavercreek, Colo., they immediately think of the world-class ski slopes and not necessarily world-class golf. Kenny Thayer and the team at Beavercreek Golf Club have used that thinking to elevate the merchandising operation by cross merchandising golf and skiing. Because of that new way of thinking and for many other reasons, Kenny Thayer, PGA, Director of Golf at Beavercreek Golf Club has been named the 2019 Colorado PGA Resort Merchandiser of the Year.
“Based on our unique location, we have started to incorporate ski-themed items along with the Colorado flag into our buying plan,” notes Thayer about the clubs merchandising philosophy. “We are cross merchandising golf and skiing while stocking everything from hats and ball markers…to Vail and Beaver Creek themed pillows, glass wear, golf head covers, ski wear, ski goggle beanies and ski themed items.” While leveraging their location has been important, Thayer has taken a number of steps to really understand who their customer is and what type of buying decisions they are making. Knowing that a majority of their play is coming to town on a trip of some sort and that they will be spending a majority of their time off-course, they’ve introduced more lifestyle pieces into the golf shop. “We feel knowing your customer is imperative to success, and during our peak months, you must be (vacationing) in Beaver Creek to play our course,” notes Thayer. Many of those visitors are looking for high-end products and unique brands to make their stay even more memorable. After collecting data, Thayer and his team quickly realized they are selling high pricepoint trendy items. Thayer changed their buying plan because he said that “we also have found our guests love finding a unique brand that is not offered at every big box store.” Thayer is a 12-year member of the PGA of America. This is his first award in this category and the eighth time Beavercreek Golf Club has been recognized.
Colorado PGA Special Awards Gala Friday, November 1, 2019 Colorado Golf Club
Celebrating the Experts in the Game and Business of Golf
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The SUMMIT
