While the pandemic has brought frustration and restrictions to many business protocols, there are a few people who’ve stepped up to the challenge and brought heightened creativity to the table, carving new opportunities where some saw none. Two of those people at St. Andrews Country Club are Paul Clivio, Director of Golf, and Victoria Matthews, Retail Manager and Buyer. While pro shops at golf clubs around the country were scrambling to make up lost revenue due to the quarantine limitations, Paul and Victoria brought fresh starts to the Golf Shop at St. Andrews. Here are three of the ways they’ve impacted the Golf Shop’s business, getting it so much attention:
SELLING ONLINE WITH PERSONAL SHOPPING OPTION
While the Shop had to close to customers, Victoria got down to business and began developing an online e-commerce platform so that Members could shop all of their products online. Within just a few weeks she launched the site and immediately received interest. In order to really make it useful for Members, she also offered a personalized shopping experience via video chat where she can virtually walk customers through the Shop and answer any questions. Members who purchase from the Shop can also receive their merchandise for free within 24 hours using the Club’s free home delivery service. A staff member can deliver the product directly to a resident’s door and even emails a photo of the completed delivery. This new offering has deepened Victoria’s and the Club’s relationship with Members, ensuring continued service despite any health concerns or restrictions.
SELLING NON-GOLF MERCHANDISE
With the local shops and malls closed or Members not wanting to venture out for shopping, Paul focused on another idea – selling additional SACC branded products outside of the typical golf apparel. This started in 2018 with just a few items and once he saw success, product lines were increased. Merchandise now includes: men’s and women’s dress shoes, men’s underwear, men’s and women’s jeans, men’s dress shirts, activewear, and women’s travel clothes. This year custom charcuterie boards were added to the mix. Since the Shop started selling non-golf apparel in 2018, sales have grown by 10 percent, with most of that coming from the non-golf merchandise. “The ability to build on the success our golf portion of the golf shop allowed for expansion out to other areas, and things took off from there. And especially with the times we are in right now, the members feel more comfortable coming into their golf shop than going to a mall,” explains Paul. The Golf Shop was voted one of the Top 10 Golf Shops in the world by the Association of Golf Merchandisers this year and part of the success that led to that honor was the decision to begin selling non-golf items.
GIVING BACK TO FRONTLINE WORKERS
When the effects of COVID-19 began to be seen, Paul Clivio, who also serves as South Florida PGA Southeast Chapter President, noticed a golf club in New Jersey do something similar and reached out to Section Executive Director, Geoff Loftstead, with an idea. “I told him we should have clubs adopt a hospital,” says Clivio. “Geoff thought it was a great idea, so I went to our Club’s board with it, and they signed off on it right away. Everyone wanted to help in any way they could. I’m very blessed to have that support.” St. Andrews then adopted Boca Raton Regional Hospital which was in need of meals. The Club Membership was immediately able to donate enough funds to cover boxed lunches for 400 workers.
No matter the circumstances, St. Andrews Country Club and its team of professionals are proud to continue to serve Members in new and innovative ways. St. Andrews Country Club offers a vibrant, top-quality lifestyle and has done so for more than 30 years. Its distinctions include a “Distinguished Club of the World” and a “Top Ten Healthiest Clubs in America,” and its world-class amenities make life a permanent vacation. With superior amenities, including two 18-hole championship golf courses and virtually no tee times. It is home to LPGA touring professional and resident Morgan Pressel. Aaron Krickstein, formerly ranked No. 6 in the world, oversees the tennis program and 14 clay courts. The Club offers a full service, award-winning spa & salon, fitness center, four restaurants, three pools, Kids Club, playground, air-conditioned game rooms and catering space for up to 350. Their location within Boca Raton puts them near some of the city’s highlights, ranging from Florida Atlantic University, the Wick Theatre, and some of Florida’s best beaches.
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