When it comes time to decide what equipment and apparel to stock in the golf shop, management of Bay Creek Resort and Club in Cape Charles, Virginia, makes sure to get plenty of input from female members. The result has been increased sales and additional involvement by the women’s groups.
Director of golf Joe Burbee gets the ball rolling each year when he sends a survey to the women who participate in the league. The survey allows the club to take stock of fashion trends and special needs or desires. “We keep it open-ended, asking if there was anything we were missing or any brands they would like us to carry,” says Burbee, a two-time winner of the Mid-Atlantic PGA Section’s Merchandiser of the Year award.
By asking their opinion, Burbee not only gets a clearer indication of the items of most interest to the women, he’s also convincing them that the club is interested in delivering what they want. As a result, the club’s female members are loyal to Burbee and purchase most of their golf attire and equipment from his shop. “We think it makes the ladies feel wanted,” says Burbee, noting that revenue numbers for men’s and women’s apparel are approximately the same because of the support shown by the women.
Catering to this clientele also just makes good business sense, considering studies have shown that most women today control spending in their households. “If we’re not doing things to treat them as equals, it really isn’t very smart on our behalf,” Burbee says. “They might take the family’s business elsewhere.”
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