The 69th PGA Merchandise Show returned to an in-person event for the first time since 2020. Following last year’s show which was strictly virtual, Reed Exhibitions, who partner with PGA America, felt it was time to go back to an in-person event.
With the Covid pandemic infecting the world, many questioned why would anyone proceed with an in-person show?
Was it due to contractual issues with the Orange County Convention Center or with the partners? We will never know.
In previous years the traditional in-person show was very successful and important for sales and product launches. Aspiring to get back to those heydays, Reed Exhibitions and the PGA of American tried their best to resurrect the show but faced serious resistance from the manufactures. Not one major club manufacturer was in attendance causing demo day to be a total bust. Not to forget the cold and rain added to the misery of the day.
Many past attendees chose to stay away, with visitor numbers down by over 60% on 2020 (from 40,000 to 15,000). The number of exhibitors was also down, shrinking from its traditional 1,000-plus companies to 578, with many of the industry’s leading brands missing.
The organizers felt that the most important element of this year’s event was getting back to business and engaging in face-to-face contact, albeit often through a mask.
“It’s incredible to think that we haven’t been together as an industry for two years,” said PGA of America President Jim Richerson. “With what is going on in the golf world, as well as the world itself, for all of us to be back together in Orlando, driving the business of golf forward, is significant. It is a pleasure to have been here promoting not just the PGA of America and PGA Golf Professionals, but also the game of golf.”
Many say the soaring Covid rates and various travel issues for visitors contributed to the declining numbers. However, you cannot ignore the fact numbers were declining over the past few years prior to the Covid pandemic. Companies like TaylorMade stopped exhibiting and felt they could spend their dollars in different ways and get a better ROI. When you spoke with various exhibitors, the cost of the show was a major problem and many felt the show was slowly turning more into viewing and PR with limited buying. With fewer sales taking place on the current show floor, companies are now forced to justify their attendance.
If the golf manufacturers who did not exhibit have another successful 2022 season, I am sure it will be hard for many to justify exhibiting in future shows.
For many years the PGA Merchandise Show was a tremendous revenue generator for both Reed Exhibitions and the PGA of America. I am afraid to say those days could be over.
The industry will have to decide if it is important to have any future events or forums where the industry can get together to share ideas, learn and build relationships. In this digital environment maybe, it has to be virtual but I am old-school and think it is important an in-person event is the best to build relationships and develop sales.
Let’s hope some new ideas will be presented over the year that will help the industry grow and develop.
