Page 16 - MGG - Venue Audit

GOLF CLUB NAME - VENUE AUDIT

CONCLUSIONS
The clubhouse facility is a credit to the resort, and for it to reach its full potential, it must offer a five-star
service to match the expectations of customers.

1. Stock Options
The stock available in the shop is from one respected industry supplier; however, it does not meet the needs
of all customers to the venue. From our experience society and casual golfers have a much higher average
spend versus club members. Currently, the shop is not taking advantage of this with the products on offer,
which is mainly due to the price-point of current stock and lack of “grab and go” point of sales options. With
regards to margins, Achusnet would offer one of the lowest returns of suppliers with the industry. Additional
brands at differing price points need to be added to complement the higher end Titleist/Footjoy selection.

2. Members Competition Prizes
The practice of members issuing McGuirk's vouchers has got to be curtailed immediately. This is a serious
revenue stream that is walking out the door. The ideal situation is that pro-shop vouchers should be issued,
but at a minimum, this should be issued to winners as resort credit for use within the facility.

We can understand the reluctance of the members to do this to date as the pro shop offering was not up to
standard however with the opening of the new clubhouse and with a revised retail offering, they should be
encouraged to support the club.

Members should be encouraged to make their golf purchases through the pro shop and as such a top-up
bonus should be introduced which will be used for purchases within the facility (e.g. 10% on merchandise)
creating an additional benefit of membership at Tulfarris.

3. Retail Area Layout
While the retail area is well displayed, we will need to create additional space for displays which could
include revising and adding to the slatwall fixtures and free-standing units. Pricing needs to become more
prominent with a sleek design and the introduction of a sale area later in the season will help with moving on
the end of season products. Photos from our recent Killarney renovation included for comparison purposes.

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