In the current issue of Pro Shop magazine and in a recent issue of the Press Room I conversed with a number of industry executives concerning the various buying shows, the value and their responsibility to keep people safe during the pandemic. Many shows decided to stayed closed for another year as they wanted to follow the rules and not take the chance to expose both attendees and exhibitor’s to Covid -19. However, a few were determined to take the chance and open up again.
One show in particular is the MAJOR of golf shows – The PGA Merchandise Show held in Orlando, Florida each year at the end of January. Although the case counts are lower than last year and it looks like there is a downward trend; we are not out of the woods yet. So why open a large physical trade show for three days and endanger people? Is it for the money, exposure, association benefits or maybe they are contractually obligated to the Orange County Convention Center? Possibly the convention center allowed shows to cancel during the height of the pandemic but can’t afford a second year without shows. We will never know but Reed Exhibitions who runs the PGA Show in conjunction with the PGA of America will continue to promote and spin the advantageous stories.
The PGA Merchandise Show started in 1954 and moved around a little through the years but settled in Orlando, Florida. Up until the pandemic, I attended this show every year since the mid 1980’s and believe I witnessed and experienced the largest golf show in the world and enjoyed many exceptionable events. The show was designed to act as a bridge between PGA of America members and the golf industry. However, the show became renowned world-wide, a must attend if you were in the golf industry and numerous companies used the show to launch all their new products and campaigns.
Back in the 80’s and 90’s times were good for the show. Exhibits filled the 1.1 million-square-foot West Concourse at the Orange County Convention Center with more booths spilling out into the hallways and then over to the convention floors of the Peabody Hotel across the road. Golf companies prided themselves on having the best booth at the show. Some even had booths with two levels and a restaurant at the top for private entertaining. During this time the show was four days in length with the last day being Superbowl Sunday with many events and parties after show hours. Some of my fond memories are during media events held throughout the years. TaylorMade did a product launch at NASA, Spalding renting Universal Studios, Tour Edge media golf days and even major concerts after hours over at Disney Springs and Universal.
During show hours, clubs were buying product for the upcoming year, reps networking, golf professionals and managers being educated and much more. Four days was not long enough to see everything, absorb all the new information and walk the many miles of aisles. Any product seen at a course likely can be found on display most years at the PGA Merchandise Show. Times were good.
Traditionally, the PGA of America holds the show to benefit PGA Professionals and other groups from around the world. Pros would head south to Florida, play some golf, check out new products and do their buying for the year. That still happens, but not as much as in the past.
As the years went by, veterans of many shows sensed something was slightly amiss. It certainly wasn’t outright fear. But the usual confidence and optimism of those in attendance seemed to be replaced with some trepidation and unease over what lies ahead.
Over the years you could see that booth numbers were declining and fewer attendees were walking the miles of aisles. They say the show was closed to the public but viewing some of the people walking the floor and hearing vendors tell people they can’t sell one shirt, we started to question how some people got into the show or possibly show organizers needed extra people to walk the floor so it looked busy.
It is very costly for exhibitors to attend the PGA Merchandise Show each year with some anchor companies spending over a million dollars for three days. One of the complaints I always hear is about the drayage cost. One exhibitor told me it cost them more money to move their booth from the loading dock onto the show floor which was only 50 feet away than ship it down from Toronto.
In the early 2000 I recall one of the first major golf companies to question the value of the show was PING. They decided not to exhibit and some reps said it was cheaper for them to fly all their customers down to their head office in Arizona and entertain them. Other major companies started to pull out and some were major anchor tenants who took considerable space.
To fill all the empty space, show organizers took one section of the floor and made it into a demo area with netting. They also added a unique demo day prior to the start of the show at the Orange County National Golf Center
Reed Exhibitions needed the major anchor tenants back immediately as they attracted the people and Reed made their money selling the smaller 10 x 10 booths. Through various media channels we heard deals were made, costs were cut drastically to get the major companies back. They were successful and for a number of years all the companies were back on full display. However, one key ingredient was changing. The days of buying and taking orders on the show floor was being replaced by three days of relationship building and promotion about the product.
Due to the cost of the show, almost every company considers not participating but the fear of not being there, showing support of the PGA, missing the buzz of the floor around your product keeps people coming back. Companies have to evaluate their ROI and make the right decisions on where to invest their money.
My last show in January 2020 appeared smaller again and although traffic was steady on the first day it waned the next two. TaylorMade pull out again saying they see better ways to use the money but will still support the PGA of America by redirecting funds to specific programs.
Then in late winter 2020 the worst-case scenario hit – The Pandemic. Covid 19 shut down the world and no golf show for 2021.
Fearing the worst in early 2020, the golf industry was fortunate later on as the sport of golf was one outdoor activity people could participate in and the industry set record numbers. Golf companies and apparels sales had record-setting years. So, the big question is DO YOU NEED A GOLF BUYING SHOW?
With the 2022 PGA Merchandise Show, January 25-28 it appears several golf companies have elected to pass. Now you have to question their reason for not exhibiting. Is it because companies want to keep their staff safe, their ROI or the fact companies had record sales when there was no show? Unlike previous years when the show was used for product launches, companies start selling next year’s line as early as August so the majority of accounts have already placed their order before any show.
For this upcoming show companies not exhibiting include Titleist/FootJoy parent Acushnet, Callaway TaylorMade, Wilson and Tour Edge. Golf manufacturers committed are Bridgestone, Cobra. Cleveland/Srixon and Ping.
I am sure Reed Exhibitions and The PGA of America each have feared this scenario for years! The PGA Merchandise Show was important and a significant selling tool for a long time. But now many are finding it hard to justify the cost and invest those kinds of dollars with the current state.
The show will go on but with many anchor companies not exhibiting, will it have a negative impact on the overall attendance? Will people be buying or just viewing?
There are many moving factors and economic concerns right now but most importantly people need to stay safe and limit your overall exposure so we can all get back to a normal life.
Reed Exhibitions and the PGA of America will be having some long and hard discussions and it will be interesting to see how everything will shake out for 2023.
