Charlie Kent, the PGA head professional at the Championship Course at Incline Village (Nev.), is the 2012 Northern California PGA Section Merchandiser of the Year for Resort Facilities.

Charlie Kent on the importance of creating swing tip signs to stir lesson interest:
Our PGA director of instruction, Frank O’Connell, implemented a new promotion this past summer at our golf course. Frank had three signs made at a local print shop, and placed one sign at the practice putting green, one at the short game practice area and one at the driving range. Each sign had tips for game improvement and practice suggestions, along with his name and contact information.

Additionally, he moved the lesson tee from the far end to right in the middle of the practice tee. He wanted people to hear him giving a lesson to help eliminate the intimidation so many golfers have with taking lessons.

Charlie Kent on the business impact of creating swing tip signs to stir lesson interest:
As a result of this promotion, our lesson revenue was up 28 percent over the previous year, and our rounds were up nine percent. The signs around the practice putting green sent a positive message out to golfers that we want our golfers to improve and have more fun playing. We are all in this to try and grow the game, and this is an easy way to reach out to golfers and show them that.