At Roaring Fork Club in Basalt, Colorado, one detail set the tone for an entire visual transformation. A bold chili print from Johnnie-O became the spark for a vibrant "Fiesta Theme" display that anchored the shop’s presentation during the club’s 2024 Men’s Member Guest, the Cutthroat Tournament.
The display was more than just eye-catching. It welcomed members and guests with a burst of color and energy as soon as they walked through the door. With layered merchandising, event-specific storytelling and thoughtful accents, the setup encouraged guests to engage with the space and sparked conversation between staff and players. More than a themed display, it became a lively introduction to the shop’s broader offering.
The goal was simple: make the pro shop feel as memorable as the course itself. By leading with personality and creativity, the team created a space that encouraged exploration. Members lingered longer, browsed more intentionally and discovered pieces they may have otherwise missed.
Sales during the event reflected the impact. From June 18-23, as most tournament guests were on property, the shop saw a notable lift in soft goods. A wide range of men’s apparel categories saw strong movement, from polos and outerwear to shoes and shorts.
This is a reminder that sometimes, the strongest merchandising moments begin with a single unexpected idea. At Roaring Fork Club, that one chili print led to a display that brought energy, inspired shopping, and left a lasting impression.
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.