The title is receiving its retail (and appropriate) game on one of the most sacred golf lands.
The company announced plans for the title store in Pinehurst, a comprehensive and retailer experience to be placed on the main campus of Pinehurst Resort. Decided to open at the current Don Padgett Center – the only steps by the 18th Green Green I Pinehurst No. 2 – The store will provide appropriate services and a retail presence.
“The title store in Pinehurst is the first retail experience based on the US in its kind, and we are excited to work with a historic destination as Pinehurst in this venture,” said Jeremy Stone, senior Golf Ball Marketing title.
Positioning
For the title, the partnership gives the company an appropriate and retail presence in one of the most popular golf destination resorts. Pinehurst hosts more than 200,000 rounds every year in its ten courses, creating an integrated audience of players of players who are already enough for the game to plan a golf vacation.
“Pinehurst and the title have tried over time to be an ideal couple, where a timeless environment for the game meets the best tools needed to help players reach their highest heights,” said Eric Kuester, Pinehurst Resort’s sales and marketing vice president.
Retail
Golf brands have historically fought with a dedicated retail presence. Currently, PXG is the only major company of equipment that gives retail dedicated to a full effort with its growing network of appropriate locations and retail.
The challenges are true. Unlike other sports goods, golf equipment requires considerable expertise to sell properly, especially when it comes to adaptation. The seasonal nature of golf in many markets also creates revenue challenges, and rental in premium countries – especially golf destinations – does not come free.
Like the similar offers (Taylormade in Reynolds Lake Oconee, for example), the title access to the Pinehurst looks designed to mitigate some of these challenges. Particating with a resorted resort instead of going alone, the company can use the existing Pinehurst infrastructure and customer flow as it focuses on what it does best: providing premium golf and services.
Room to grow?
It will be interesting to see if this model expands to other golf destinations and if competitors try similar partnerships. The golf destination market offers a unique option – players are already in “spending modality” and often seek to commemorate their experience. Given the possibility of an appropriate premium experience (planned or impulsive result of poor game), I suspect many will be a game to benefit.
Pinhurst already houses Golf Pride operations, making it something of a mini-equipment center in North Carolina Sandhills. Adding the retail presence of the title can further cement the resort position as more than a place to play golf.
If the title store in the Pinehurst becomes a test of the concept of a larger retail strategy or remains a unique partnership is likely to depend on its success in service business objectives and PINEHURST’s engagement to improve the player’s experience.
More details about the specific offers of the store and the timeline is expected later this summer.
office Title Open SHOP to Pinehurst: A new model for an experience of golf equipment? first appeared in MygolfSSS.
