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June 17, 2019

Barry Milstead: Merchandising on the Range

Barry Milstead is the former President of the Colorado PGA Section and the PGA Head Professional at Valley Country Club in Centennial, Colorado.


Special events on the range can drive additional dollars. Valley Country Club in Centennial, Colorado, hosts an annual demo day at the start of each season that includes a tent set up with equipment, three to four apparel lines, five shoe lines, golf bags and a wide array of accessories. All this is complemented by lively music, food and cocktails, and the tent includes a fitting room with mirrors and fans. “It’s a big day; in fact, it’s the biggest sales day of the year,” says Barry Milstead, PGA Head Professional at Valley Country Club. “Between the equipment and added bonus of apparel, sunglasses, shoes and other products – it becomes a big revenue opportunity for us.” Having the dressing room on the range so people don’t have to go back to the golf shop makes them much more likely to try on apparel, which leads to increased sales, according to Milstead, who adds: “Holding the event in late April or early May at the start of the golf season makes it even more successful. It kicks things off and gets things in our members’ hands. Everyone is excited, so we are able to capitalize on that.”

jbmgolf@pga.com