Thru The Eyes of a Newbie - The PGA Show

I am not part of the golf industry, nor the media, but I did get access to the PGA Merchandise show through one of the exhibitor companies. I had never been there before and what follows are some random observations through the eyes of a 12 handicapper, a golf junkie and a first time visitor to the show. Via my job I have been to many a trade show for a multitude of different industries, and one thing I've learned is to take much of what you see with a grain of salt. Exhibitor companies are there to do business. They are paying their people to be positive, up beat and excited, it is their customer's wallet you want to watch for a sense of the reality in the field.

-Demo day is a hoot.

-Bubba Watson can turn on the charm when he is "on" for a sponsor.

-Paige Mackenzie is cuter in person and just as personable off camera as on.

-I walked past Emily Tubert. I would like to have seen her hit some balls. I'm pretty sure I heard her say under her breath, "Duffner's Waggle is dead to me. Tessa, ha!"

-Long sells. Every club manufacture has started the sales conversation over the last few year with longer shots. Spin rates, larger sweet spots and less dispersion seem to be an increasingly louder voice. Even in "player" product a bigger sweet spot is the goal.

-Callaway came to the PGA show on a mission. Probably the largest booth, well staffed and out to make it happen.

-It is probably great for the game and participation, but weird to see a hip-hop/DJ driven/Red Bull/snow boarderesque vibe at a golf event ala Cobra.

-Hogan irons will have their haters, but no two ways about it...They are NICE. They remind me of the Tesla. Not for everybody. Priced at a premium. But they have a place and it is hard to deny their beauty.

-The folks at Jones Golf and Seamus Golf are wonderful. Personally I think their products are too.

-I think everyone secretly wanted to take a demo ride on the Golfboards or Segway style single person golf cart/caddy boards. I mean they look like a ton of fun, but I just can't picture them deployed in the real world. But I'm a walker. If I have to take a cart half the fun is talking with your partner. And that doesn't even begin to touch on the liability issues...

-Golf is a business. Not to me where it is a recreation, but to the attendees it is a business. What to stock, how to choose from golf cart vendors, range equipment, shoes of all makes and style, clothing vendors or all stripes, software for the shop....a gazillion products, price points, packages and it all has to equate to revenue.

-The midwest and upper midwest had horrendous weather in the spring of '14, but had strong rounds played in the second half of summer. Any normalization in weather patterns may make for an up 10%ish year in '15. Buyers were thinking budgets should at least be flat and more likely up 10% for the up coming season.

-Equity clubs seem to be struggling to retain membership more than pay by the year clubs. Iconic clubs have no worries.

-Courses will continue to close, but like much of the excess in the pre 2008 period, there were clubs built on very poor economic rationale. Some should close leaving the balance to be more economically viable.

-Club operators are getting a little sick and tired of the way product is rolled out. The idea behind summer releases was so that a retailer could always have something new and at full price in their inventory, even as the season matured. But what has happened is that a club with say 250 or 300 golfing members sells the newest greatest change your life driver in the spring and then is asked by the rep to discount those and offer an even better golf Viagra to his members by July. A real sense of push back there.

Just a few musings from the field.

Any comments I have made that read as pure bunk to you....probably are. Hey, I just play the game, and not all that well.

Phred

cool read, enjoyed it

Good write up, thanks!

Great observations! Thanks!

I was invited to go this year by the pro/GM at my course (I work there part time) because he knows I'm an equipment junkie.

He tortured me last year when he returned with tales of a huge driving range 500 yards across with endless range balls and hundreds of demo clubs; aisles and aisles of endless golf equipment and gear; celebrities like Scotty Cameron and Bob Vokey; morning drive personalities; warm weather and beautiful golf courses.

I wish I could have gone this year but it just wasn't in the cards. He told me he will take me next year.

Golf Channel had an entire studio set at the show and when I saw it, it seemed obvious they would be there, but I was still a little surprised. I was kind of taken in watching the whole production effort with the camera guys, wardrobe, make up etal. I"m leaning against the railing taking it all in and here is a guy "inside the ropes" hanging out. GMac! Graeme McDowell! We talked for a few minutes, knocked a couple jokes back and forth, wished each other well both on and off the course in 2015 and moved on. I've always enjoyed watching him play, but never thought I would have a conversation with him like you might do standing in line with someone at Starbucks.

Phred

Nice write up!

Phreddy is there any truth that Jones is thinking of changing their name to JonesScott to take advantage of the iconic brand that he has become?

Dave,

I don't have a clue. Met these folks for the first time, but they do have an infectious enthusiasm.

Would love to go to one of these in the future - nice insight!

Great post, thanks for sharing your experience with us.

I worked at a course the past few summers and I can confirm the last point you made. It's gotten to the point we're considering dropping a couple brands.

What a great post. Thanks for sharing your experience!

Thanks for the great write up.

Nice post. Great perspective - Thanks.

Thanks for the post.
I went to the PGA show
back in 1987. Went all three
days and still did't see it all.
My coworker is there with
AeroTech.
Hope he brings me back
some goodies. LoL

very entertaining read. thanks!

Phred - very nice read and makes me want to go some day to experience on my own.

nice read really enjoyed the first half, exceptional work thanks for making me feel like i was there.

not sure what you thought about golf as a business before you attended this figured the business aspect was a little more well known by the golfing public buy maybe its not as widely known as i believed.

Great read, thanks for posting!! Just a question,
if you were to pick a few products which caught your eyes at the show, that targets the consumer markets, what would they be?

[quote name='GolferSim' timestamp='1422047434' post='10805355']
Great read, thanks for posting!! Just a question,
if you were to pick a few products which caught your eyes at the show, that targets the consumer markets, what would they be?
[/quote]

Tough question. If you set aside the equipment that was on display for the grounds crews, the course management stuff and trophy/award companies, all the rest of the gear was pointed at the the golf consumer but being sold to the "retailer" or golf club operator. I'm probably not qualified to judge but the game of golf is becoming more comfortable. A plethora of shoes as comfortable as bedroom slippers. Clothing for every possible climate from heat to wind, rain and cold. And of course technology wants to analyze and track your swing, distance and score while allowing you to share it with friends. I hope that helps.

Phred

Nice write-up. Thanks.

Yes, very well done. :-)

Well done!

Well done an interesting new perspective. Thanks for posting and sharing

Thanks for the write-up

I dig the post! It was my first time at the show this year too! I'm not really a golfer, and had no idea what I was in for. But I will definitely be going back.

Very insightful and interesting post! Thanks for your thoughts!

good post, I was there in Jan for the fifth year in a row

Here's some comments I have regarding the show:
- its a little like groundhog day
- websites like WRX have taken the excitement out of seeing new equipment in person (I've seen awesome pics months in advance)
- a lot of Canadians go down for a golf holiday and don't even attend the show. They'll see their reps in April anyways
- it is fun to see and meet some of famous golfers in attendance, though some seem pained to be there