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PGA Merchandise Show
A harbinger of 2011?
By ED TRAVIS
A harbinger of 2011?
By ED TRAVIS
It’s still six weeks to the opening of the golf industry’s
“rite of spring,” the annual PGA Merchandise Show in
Orlando, Fla. scheduled for Jan. 27-29, 2011. The doom
and gloom prevalent in the industry however may be
giving way with some signs pointing to an
improvement, if not in business perhaps in attitude.
This could be especially true in golf equipment sales,
which along with golf travel has been experiencing an
extended downturn.
This is not to say the sales of putters and drivers or
bookings on resort courses from Scottsdale to Fort
Lauderdale will spurt upwards but more a credible
possibility business will not continue downward despite
the ongoing golf participation decline. As yet there are no
hard numbers but some indications may be read as
positive and attendees at the industry-only PGA
Merchandise Show could see more.
“rite of spring,” the annual PGA Merchandise Show in
Orlando, Fla. scheduled for Jan. 27-29, 2011. The doom
and gloom prevalent in the industry however may be
giving way with some signs pointing to an
improvement, if not in business perhaps in attitude.
This could be especially true in golf equipment sales,
which along with golf travel has been experiencing an
extended downturn.
This is not to say the sales of putters and drivers or
bookings on resort courses from Scottsdale to Fort
Lauderdale will spurt upwards but more a credible
possibility business will not continue downward despite
the ongoing golf participation decline. As yet there are no
hard numbers but some indications may be read as
positive and attendees at the industry-only PGA
Merchandise Show could see more.
A comparable number of exhibitors as 2010 are being
predicted for 2011 with potential exhibitors often citing
cost as a primary reason not to participate. However
individual attendees, the gals and guys who man the
counter in your local golf shop, are being offered a deal
from the PGA of America and the Show’s owners, Reed
Exhibitions.
Called a “Superpass,” the cost saving program
includes hotel, breakfast and lunch plus transportation
to and from top restaurants for dinner at a cost of $200
or less per day. PGA Merchandise Show attendance
peaked at what was estimated at the time (pre 9/11) as
50,000 but since has been counted at around 40,000.
Industry veterans still talk about the excitement and buzz
of the “old days” such as in 1991 when Callway’s first
Big Bertha driver was previewed or the 2001 Show
when Titleist exhibited the Pro V1 ball that combined
with better drivers such the Big Bertha changed the
game.
In any event the PGA Merchandise Show is a precursor
of the industry’s year and usually is a time of hope and
optimism as in…winter’s here, can spring be far
behind?
predicted for 2011 with potential exhibitors often citing
cost as a primary reason not to participate. However
individual attendees, the gals and guys who man the
counter in your local golf shop, are being offered a deal
from the PGA of America and the Show’s owners, Reed
Exhibitions.
Called a “Superpass,” the cost saving program
includes hotel, breakfast and lunch plus transportation
to and from top restaurants for dinner at a cost of $200
or less per day. PGA Merchandise Show attendance
peaked at what was estimated at the time (pre 9/11) as
50,000 but since has been counted at around 40,000.
Industry veterans still talk about the excitement and buzz
of the “old days” such as in 1991 when Callway’s first
Big Bertha driver was previewed or the 2001 Show
when Titleist exhibited the Pro V1 ball that combined
with better drivers such the Big Bertha changed the
game.
In any event the PGA Merchandise Show is a precursor
of the industry’s year and usually is a time of hope and
optimism as in…winter’s here, can spring be far
behind?
Show attendance at what some have called a “golf nuts
candy store” is limited to PGA Professionals and golf
equipment buyers. They search the 10 miles of aisles
and 1 million square feet of exhibit space in the Orange
County Convention Center for everything golf related from
concrete tee markers to the latest in ladies on-course
fashions. Not to be missed of course are the exhibits by
a plethora of large and small equipment companies,
whose financial health is can be considered the prime
indicator of the state of the business.
The four largest golf companies, Acushnet Company
(Titleist, Foot-Joy), TaylorMade-adidas Golf (TaylorMade,
adidas), Callaway Golf (Callaway, Odyssey) and Nike
Golf (Nike) together total in the range of $4.6 billion in
sales. Each has responded to the lack of business
growth with layoffs and cutbacks but all say they continue
to push forward with introduction of products utilizing new
technologies and materials.
In the weeks leading to the Show those in the media are
barraged with press releases touting the latest (and
greatest) products to be introduced or as the PGA
America puts it, “…golf’s equipment market leaders have
announced plans to utilize this year’s PGA Merchandise
Show to launch significant new product lines.”
Unfortunately that’s a bit over stated. There will be a few,
maybe several, good new products but a game changing-
breakthrough-category-killer product most likely will not
make an appearance. Some say this is caused by ever
more stringent restrictions on the golf ball and golf club
by the USGA while others say the dominance by large
companies leaves no room for smaller club makers,
read innovators, to be successful.
Which ever is the case, as far as the 2011 PGA
Merchandise Show is concerned the good news starts
with the return of TaylorMade-adidas Golf and Nike Golf
to the list of exhibitors. TMaG, who dominates driver
sales and usage on the PGA Tour, had not purchased
exhibit space for three years and the Tiger-less Nike was
absent last year. Callaway Golf as usual will be
prominent.
Acushnet (sales $1.2 billion) will be a major topic of
conversation since the industry-leader is being shopped
around by parent company Fortune Brands. Whether a
buyer for Acushnet is found-speculation centers on Nike
but Callaway may be a possibility-or Acushnet becomes
a standalone entity may be resolved by Show time.
candy store” is limited to PGA Professionals and golf
equipment buyers. They search the 10 miles of aisles
and 1 million square feet of exhibit space in the Orange
County Convention Center for everything golf related from
concrete tee markers to the latest in ladies on-course
fashions. Not to be missed of course are the exhibits by
a plethora of large and small equipment companies,
whose financial health is can be considered the prime
indicator of the state of the business.
The four largest golf companies, Acushnet Company
(Titleist, Foot-Joy), TaylorMade-adidas Golf (TaylorMade,
adidas), Callaway Golf (Callaway, Odyssey) and Nike
Golf (Nike) together total in the range of $4.6 billion in
sales. Each has responded to the lack of business
growth with layoffs and cutbacks but all say they continue
to push forward with introduction of products utilizing new
technologies and materials.
In the weeks leading to the Show those in the media are
barraged with press releases touting the latest (and
greatest) products to be introduced or as the PGA
America puts it, “…golf’s equipment market leaders have
announced plans to utilize this year’s PGA Merchandise
Show to launch significant new product lines.”
Unfortunately that’s a bit over stated. There will be a few,
maybe several, good new products but a game changing-
breakthrough-category-killer product most likely will not
make an appearance. Some say this is caused by ever
more stringent restrictions on the golf ball and golf club
by the USGA while others say the dominance by large
companies leaves no room for smaller club makers,
read innovators, to be successful.
Which ever is the case, as far as the 2011 PGA
Merchandise Show is concerned the good news starts
with the return of TaylorMade-adidas Golf and Nike Golf
to the list of exhibitors. TMaG, who dominates driver
sales and usage on the PGA Tour, had not purchased
exhibit space for three years and the Tiger-less Nike was
absent last year. Callaway Golf as usual will be
prominent.
Acushnet (sales $1.2 billion) will be a major topic of
conversation since the industry-leader is being shopped
around by parent company Fortune Brands. Whether a
buyer for Acushnet is found-speculation centers on Nike
but Callaway may be a possibility-or Acushnet becomes
a standalone entity may be resolved by Show time.
Each year PGA club professionals get to rub elbows
with some of the biggest names in golf. At the 2010
Show Greg Norman was on hand pushing his clothing
line to buyers.
with some of the biggest names in golf. At the 2010
Show Greg Norman was on hand pushing his clothing
line to buyers.
The opening of the PGA Merchandise Show is always
somewhat exciting. Here attendees crowd the lobby of the
Orange County Convention Center before the doors open at
the 57th reincarnation in 2010.
somewhat exciting. Here attendees crowd the lobby of the
Orange County Convention Center before the doors open at
the 57th reincarnation in 2010.
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