With the COVID-19 pandemic causing significant challenges world-wide, Canadian golf courses have weathered the storm in 2021.
While a lockdown resulted in the delay of some golf course openings, particularly in Ontario, business was booming with tee sheets full. And while pro shops changed the way they did business, with some of them cutting back on equipment sales, golfers were still spending lots of money on apparel and golf clubs. Industry statistics show record sales.
Here’s a quick check in with some courses across the country.
THE PULPIT CLUB
Caledon, ON
The Pulpit Club is a two-course facility – The Pulpit and The Paintbrush – both ranked in the Top 25 nationally. It’s been a busy year with the demand for tee times through the roof.
Asked about operating a pro shop in the midst of a pandemic, golf shop manager Bob MacGougan says: “The most difficult challenge by far has been the procurement of products. We’ve been plagued with backorders, and reordering items is sometimes impossible. We do a ton of custom club fitting and it’s not easy to have to tell your members that it’s going to be weeks or even months to get their clubs. It’s an issue that is, of course, not exclusive to golf, but trying, nonetheless. We want to service our members.”
The shop was initially organized to offer curbside pick up, but there was an increased comfort level among members compared to 2020. Shop capacity limits, masks and increasing vaccination rates allowed the shop to function “semi-normally.”
As for sales in 2021, MacGougan says: “We’ve had a great year. The rebranding of the club hasn’t hurt us either. A lot of our new and existing members were excited to get their hands on items with the new logo.”
The shop has seen a nice uptick in interest in PXG (Parsons XTreme Golf) equipment. Most of the shop’s hard goods business comes from fitting days. The shop, which did more than a dozen of them from a variety of manufacturers, does not sell many clubs off the shelf without a fitting.
“We’ve had success with all of our brands this season, but TaylorMade really stands out,” says MacGougan. “All of our TM fit days are booked solid. The P790 irons have been well received, as well as the SIM metalwoods.”
In putters, Scotty Cameron is the go-to.
With two pro shops, they can carry a wide variety of apparel brands. For men, Peter Millar, FootJoy and Johnnie O have sold well. For ladies, it’s RLX and GFore.
In hats, Imperial headwear is the bestseller, with a strong variety in the lineup whether it’s fashionable, sporty, or casual. The GFore hats are so popular the shop has a tough time keeping them in stock.
Asked what else is popular with customers, MacGougan says: “Our members have loved the GFore MG4+ and FJ is always popular. Jones has some fantastic products outside of their golf bags. We sold a ton of their Ranger cooler bags, and their duffle bags are great. We’re always looking for cool items to sell.”
HARBOR GOLF CLUB
ELBOW, SK
Located between Saskatoon and Regina, Harbor Golf Club is a beauty on the shores of Lake Diefenbaker. Head Pro Rhett Bokitch, who’s been in that position for a year now, says “It’s a special little place; we always say it’s a hidden gem. My goal as head pro and GM is to turn it into a gem; we’re not hiding it anymore.”
With 140 members, it’s considered a resort. From the end of June to the long weekend in September, it’s “go time. Fridays, Saturdays and Sundays are absolutely crazy – that’s our bread and butter.”
How busy has it been in 2021?
Says Bokitch: “This course is just as good as anything out there, at a fraction of the price. When I came on in the fall of last year, I was looking at the numbers. Last year they did a little over 13,500 (rounds). It was one of those things we didn’t put much stock into 2020 numbers; we had a skeleton crew; we discounted rates.”
Continues Bokitch: “This year, we’re at 16,000 and change. That’d be considered the best year we’ve had. Based on numbers, in the restaurant and on the golf course, we set records in both the month of July and in September, numbers the golf course has never done in the 30 years it’s been open.”
There was no lockdown and there were no major COVID outbreaks in the area. The course opened April 17.
The shop doesn’t sell equipment but is big into apparel: Levelwear and PLYR Golf, a local company based in Saskatoon.
“Looking at some of the stuff from years past, I wasn’t quite sure what to bring in,” says Bokitch. “I brought in whatever I was budgeted for. It sold really well; I did a couple of re-orders.”
He states: “The thing that surprised me the most were pants and shorts. I didn’t think we would sell them. But I got with a program where I could buy x amount and return 50% of them. I sold it all out. I’ve probably got 12 pairs of pants, shorts and skorts left, which is remarkable because I bought 72.”
The shop does some soft goods with Callaway and Titleist.
“Golfers here are going a bit more with the value ball. We have some members who always go with the Pro V and Pro V1x. I was surprised to see how well the Chrome Soft did. Because we are a resort course, we see a lot of weekend golfers going for the coloured balls – the red, the orange and green – you couldn’t keep them in.”
Asked why there’s no equipment in the shop, Bokitch says: “Being rural Saskatchewan, I thought it would be a draw. I was talking to a buddy in rural Manitoba, he says he does a ton of it. He’s about three hours away from Winnipeg, which is the closest Golf Town. I’ve got an hour and a half on either side and you’re at one. So that’s one of the reasons.
“Also, we don’t have a driving range to fit guys at. I’m a firm believer in being fit for your clubs. We don’t have the launch monitors. There’s value in the (fitting) experience, there’s value in that relationship building. Give somebody a set off the rack and sure they can pay for them, but if they don’t like them, what are they going to say? ‘Hey, I got these piece of s— golf clubs at the Harbor Golf Club?’ That’s not what we want to hear. Fitting is the way to go.”
There was some minor remodeling of the pro shop, moving some things around to create more space, which allowed for people to be able to look around.
“When we had big groups, say groups of eight, we would just say, ‘Hey, if you don’t mind, could four of you wait outside while we get these four checked in?’ We have one door to get into the pro shop; it’s the same door to get into the restaurant. It could get quite congested.
“We would say, ‘Give yourself some space.’ We have the markers on the floor to give each other three metres. We felt people respected that quite well. People could try stuff on. If they were holding it, we’d have to put it in quarantine for 24 hours, which is a bit strange, but once you’ve done it, it seems weird not to do it.”
Asked about plans for 2022, he says: “I’m still going to bring in PLYR; I’m still going to bring in Levelwear. I found a company I’m excited about: Matte Grey from the Haus of Grey. The one (sample) they sent me I’m quite excited about it. They’re louder shirts, floral prints. They’re a little higher end. But I think what they’re offering is really cool.”
Bokitch says: “We do a lot of T-shirts here and they have one that says Legends Live Forever. I think about three members in particular who would wear that. They have that legendary status around here. It’s tongue in cheek, but it’s fun.”
The shop will also be bringing in Dexim for 2022.
Asked if the shop sells shoes, he says: “No. The matrix is just so hard. What are you going to do? Bring in one pair, then you still need four sizes and two different colours.”
The course will logo everything except for the Matte Grey stuff.
The shop brought in 72 hoodies and, as of the beginning of October, had just three left.
“It boggles my mind. I might have to bring in 100 hoodies next year just to get through the season,” said Bokitch.
WHISTLER GOLF CLUB
Whistler, B.C.
It has been a busy season for the golf course, with great weather and conditions. Smoke, which was a problem through much of the province, was not an issue for the Arnold Palmer design.
Asked how difficult it has been to operate a golf course, and a pro shop, during a pandemic, Whistler General Manager/Director of Golf Alan Kristmanson said: “With very clear COVID standards and good communication, we have found the golf operations to be pretty straightforward. Customers for the most part have been very understanding if typical services (bunker rakes, etc.) couldn’t be offered. Limiting guests in the golf shop and mandatory mask rules were very easy to administer.”
There were no major changes made in the retail approach. Says Kristmanson: “We just managed numbers of people in the golf shop. Guests simply waited in the deck if we were full inside. We’ve always had a full-time retail sales associate on the floor that also helped manage traffic”
Retail sales in 2021 were up significantly over 2020.
Equipment sales are not a huge focus with Whistler being a destination resort, 95% tourist based. The shop sells Titleist only.
“Demo days all sold out this year with golfers looking for custom fitting and new equipment,” says Kristmanson.
“There was definite excitement around new equipment as there were a lot of golfers who had stepped away from the game for quite a while, but returned during the pandemic, quickly realizing their gear was really old.”
Whistler is one of two Nike Pinnacle shops in Canada (Angus Glen Golf Club is the other).
As usual, Nike clothing sold well. Because it is a destination resort, everything is logoed.
Says Kristmanson: “Shoes sold very well this year. Air Jordans created a frenzy when they were in the shop. They usually were gone in a day or two.”
FAIRMONT BANFF SPRINGS GOLF COURSE
Banff, AB
The Stanley Thompson course, which ranks among Canada’s best (plenty of wildlife – bears, elk, deer, wolves and cougars call the valley part of their territory), has enjoyed a record number of rounds in 2021, with terrific weather a big help. The majestic Fairmont Banff Springs Hotel provides a stunning backdrop on several holes.
Operating the pro shop has not so much been difficult as it has been challenging.
Says Director of Golf Steven Young: “A pandemic brings heightened attention and increased protocols, but I feel we did a great job as a resort and company, preparing for and executing a safe plan that kept golfers safe and willing to visit.”
Young continues: “The biggest challenge we faced was staffing. As this was the second year operating in a pandemic, I felt we were ready for how this would affect the pro shop and how we executed. I feel staff would tell you having a barrier between you and the guest and having to wear masks made communication difficult.
“Occupancy limits made sense and were needed to keep people spaced. With two busy courses, a driving range and a small golf retail shop where guests check in for their round, we did find it difficult only being allowed a capacity of five guests at any time. As a result, we needed to manage the shopping experience, while needing to get guests inside to pay their green fee and check in. At least these were good problems to have.”
They were forced to shut the pro shop doors from the clubhouse so there was only one way in and out and they could control the capacity limit.
Says Young: “Our market mix was also different than usual with more regional transient golfers and less interprovincial, international and group golfers. As a result, we adjusted our buy and merchandising to reflect this. Golf equipment is not a large item for us as a resort golf facility, but we noticed an increase in interest and purchases in this product category. We also found more beginner/less experienced golfers who were interested in lesson programs and balls/gloves which improved these categories.”
Asked if there has been anything implemented during the pandemic that has been effective and will be used going forward, Young says: “We found great value in having a ‘point position’ that greets every golfer upon arrival to the course. We will maintain the position and simply change the focus and information they share to all golfers arriving at the facility.”
He continues: “We are also looking to increase our coverage at our driving range. We found when we had staff there overseeing COVID-19 protocols, there were greater benefits to interactions with guests and having eyes in a part of our business where people spend time.
“We also had success in moving forward with technology advancements that improved the operation. COVID-19 enabled the advancement of plans and implementations. This was a big benefit to providing our operating team added tools, connectivity and resources to provide a better guest experience.”
There’s a close relationship with TaylorMade, which supplies much of the shop’s equipment. Putters and wedges were the bestsellers.
Says Young: “Our guests know the brand TaylorMade and are excited with the performance and variety of options available. Linkage to golf balls and gloves completes the performance package and brand support.”
The shop has a big assortment of adidas and Nike clothing in various categories. They work closely with Sunice for outerwear. They also work with niche companies to provide fashion lines and versatile options based on historical and future guests and member perceived needs.
The course logo is popular and put on a variety of apparel and sold at different price points.
Hats, course branded, company branded and co-branded, are always popular.
HotSox, with funky designs and pictures, are popular. Animal headcovers are also a hit. Personalized accessories like bag tags and ball markers are popular, along with yardage guides as a souvenir.
Asked if he had any other comments, Young says: “Ordering, receiving, and re-filling products has become trickier because of the way suppliers have had to change their business models: earlier ordering, greater demand, shipping costs, etc.”
