Field report
Optimism in Orlando
It might be far fetched to expect the 57th PGA Merchandise Show to be bigger
than in recent years, but word from the O.C. is that the show is holding its own.
Robin Barwick reports
T
he world’s largest golf trade exhibition, the PGA Merchandise topical government
Show, is predicting it will feature over 1,000 exhibitors and issues, global growth
over 40,000 attendees when it is held at the Orange County and how to profit from
Convention Centre in Orlando, Florida, from January 28-30, 2010. social media sites like
For January 2009 the PGA Show had hoped to count in Facebook, Twitter and
over 45,000 golf industry professionals. In the end YouTube.
they staked a claim for “more than 41,000” through “We also are adding a
the gates from 74 countries, although there were new Career Fair to help
mumblings from exhibitors at the time about an facilitate industry
apparent influx of golfing consumers to pad out employment initiatives
the numbers. with the PGA and major
“The PGA Merchandise Show remains true golf industry employers.” The long walk: They say the PGA Show has 10 miles
to its tradition as a trade-only event,” Ed www.pgashow.com of aisles
Several, group vice-president of PGA
Worldwide Golf Exhibitions, tells SGB Golf Clinical approach from Cleveland
when questioned on the attendance figures. Highlighting Cleveland and Srixon’s presence at Orlando will be the
“Family members and special guests of launch of Cleveland’s ‘Golf Scoring Clinics’, which is a new short game
Talking numbers: The PGA PGA professionals are granted temporary programme designed for pros and retailers to utilise with their customers.
Show’s Ed Several access when accompanied by the PGA The Clinics, which are set to roll-out across the United States in 2010, will
professional, [but] we were very pleased be presented to the trade during the Outdoor Demo Day on Wednesday,
that the 2009 show attracted more than 41,000 PGA professionals, golf January 27.
retailers and industry leaders. This number is determined on site by verified www.clevelandgolf.com
badge holders.”
While the show boasted 1,100 exhibitors, it admitted to a 4.53% decline Open to new experiences
in attendance by PGA pros compared to 2008 – not what you would call Titleist made a high-profile return to the PGA Show in 2009, to end a five-
a slide. year hiatus, with its stand virtually shrouded in gleaming boxes of its re-
So the 2010 turnstile forecast of 40,000 is slightly more modest than in formulated Pro V1 and Pro V1x golf balls. In 2010, the Acushnet brand
the past, but considering the US economy and golf trade have endured a hopes to attract attention by opening the show with an introduction to a
miserable 2009, and bearing in mind the decline in numbers at Golf Europe new ‘Titleist Experience’.
in October (see Paul Trow’s report in ‘Out of Bounds’ on p20), if the three- “The PGA Merchandise Show continues to evolve in a positive direction
day PGA Show can reach its target numbers in 2010 it will make for a by shifting the show’s emphasis to a more educational platform for its
relatively strong event. membership,” says Jerry Bellis, President of Titleist Golf Balls. “We plan to
“The 2010 Show is packed full of programs to help build a bridge from build upon the success we enjoyed last year.”
recession to recovery,” www.titleist.co.uk
adds Several. “[Pros] can
anticipate a focus on ‘nFlight’ service
‘profit-driven results’ in Following up the most extensive product launch in company history in
our expanded August, Ping will have a strong presence at the PGA Show, including
educational seminars, sponsorship of the annual Merchandisers of the Year Conference.
round-table discussions The new G15 and i15 ranges will be at the forefront of Ping’s activities in
and PGA forum Orlando, as will the company’s latest range of fitting tools for pros,
presentations. Key topics including Ping’s updated version of its nFlight Custom Fitting Software.
will include new ways to “The 2010 PGA Merchandise Show is a tremendous venue for us to share
profit from club fitting, our newest clubfitting technologies while continuing the launch of our latest
growing revenue product lines,” says John Solheim, Ping chairman & CEO. “The role of the
through short game and PGA professional in communicating the benefits of custom fitting to golfers
Queen’s speech: Former women’s world number one scoring clinics, profiting takes on even greater importance as the golf industry works towards
Annika Sorenstam was a star attraction at the 2009 from the new USGA ensuring a healthy future for the game.”
PGA Show ruling on grooves, www.pingeurope.com
14 SGB GOLF DECEMBER 2009/JANUARY 2010
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