Kenwood Country Club, renowned for catering to the needs of its golf members with premium on-course merchandise, has strategically broadened its retail scope to enhance service to its diverse member base.
Recognizing the untapped potential among its social members and those on the waiting list for golf memberships, the Bethesda, Maryland, club has significantly expanded its lifestyle inventory. This new assortment includes fitness apparel, swimwear, and country club casual wear, alongside corporate gift packages designed to appeal to members utilizing the club for business engagements.
A standout initiative that exemplifies Kenwood’s innovative approach to member engagement and sales was the Rosé All Day event at the club’s pool pavilion. This event featured a mobile pro-shop complemented by merchandise from four local vendors, creating a vibrant shopping experience enhanced by specialty cocktails and hors d'oeuvres. The day was not only a celebration of community and lifestyle but also a successful commercial endeavor, drawing significant attendance and boosting club revenues substantially.
Rosé All Day proved to be more than just a temporary revenue boost; it also effectively introduced a variety of new customers to the club’s expanding retail offerings. Many attendees, intrigued by the exclusive shopping experience, have since become regular customers of the shop, exploring beyond traditional golf merchandise to embrace the wider array of products now available.
Through such targeted events, Kenwood Country Club continues to redefine the retail experience within its community, driving sales while simultaneously enhancing member satisfaction and engagement. This strategic expansion into lifestyle merchandising not only meets the evolving needs of its members but also sets a new standard for private club retailing.
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.