Association of Golf Merchandisers

Castle Pines Golf Club's iconic merchandising success

The Castle Rock, Colorado, club turned its iconic milkshake into a branded merchandise sensation, with high demand for limited-edition items, boosting member engagement and club identity

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At Castle Pines Golf Club, an iconic milkshake has transcended its status as a beloved clubhouse treat to become a symbol of the club's unique culture and identity, much like Augusta National is known for the Masters. Recognizing the potential of this beloved item, the Castle Pines, Colorado, club capitalized on its popularity by launching a dedicated merchandise collection featuring hats and t-shirts, transforming the iconic milkshake into a branded emblem.

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The milkshake-themed merchandise started as a limited edition offering, with an initial batch of hats intended as a one-time run. However, the overwhelming demand and rapid sell-out of these items underscored the milkshake's emblematic value. The success prompted a second, larger order, which also sold out quickly, proving the effectiveness of leveraging club symbols in merchandise.

Following the success of the milkshake line, Castle Pines introduced another unique merchandising initiative to honor its founding father, Jack Vickers. Known for his distinctive side-saddle putting, Vickers is a venerable figure at the club. In tribute, the club released a limited edition golf headcover designed in collaboration with EP Headcovers. The headcover, featuring colors that echo the club’s and Vickers’ signature attire, was launched during the Desperado member-guest tournament, achieving significant sales in just the first few days.

These merchandising strategies at Castle Pines not only celebrate the club’s heritage and icons but also significantly enhance member engagement and loyalty. By integrating the club's unique stories and history into its product offerings, Castle Pines effectively creates a deeper connection with its members, driving both interest and sales. The success of these initiatives illustrates the power of aligning merchandise with a club’s identity, fostering a sense of belonging and pride among members.

For information about the Association of Golf Merchandisers (AGM), visit AGMGolf.org, or reach out via email at info@agmgolf.org or by phone at 602.604.8250.


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