FAIRBORN, OH – The Southern Ohio PGA is excited to name Krissy Austin, PGA Head Professional at Golf Club of Dublin, the 2023 SOPGA Merchandiser of the Year at a Public facility.
Krissy Austin, PGA Head Professional at Golf Club of Dublin attributes the success of the golf shop to the engaging team by her side daily.
From imagining refreshing shop layouts weekly to assisting a customer with their shopping experience, each staff member plays an integral role in the golf shop operation at Golf Club of Dublin. Austin, a 16-year PGA of America Golf Professional, prides herself in having knowledgeable staff inside the golf shop able to help customers at all times with a variety of products. Her team works together in building their confidence to discuss each product on display throughout the season. As they get more comfortable with the products, Austin encourages her team to introduce a new layout of the products or create a new, innovative sales initiative. In addition to a strong team inside the shop, Austin works closely with each brand’s sales representative to provide her customers with a variety of quality products unique to the public golf shop. She has trusted her instincts while selecting more “out of the box” designs and products for the customer to choose from while shopping. The constant change of layout and available merchandise provides the customer with a fresh view of the shop each time they visit throughout the season.
Austin has been previously recognized for her outstanding success in the industry with the Southern Ohio PGA Associate of the Year Award (2016) and SOPGA Merchandiser of the Year Award at a Public facility (2019, 2020).
Q: What does it mean to you to be named the Southern Ohio PGA Public Merchandiser of the Year?
KA: It is indescribable. The honor of being recognized by your peers is something I never thought would happen. I was thankful to win this honor in 2019 and share it with my Dad, my pups and my New Era Golf Family. Without all of them supporting me and believing in my abilities none of this would be possible. It is just such an overwhelming feeling of pride in my team at the Golf Club of Dublin as well as New Era Golf for giving me the opportunity to follow my visions and for them always pushing me to greater heights. I was very lucky the day I found Shamrock Golf Club and what became New Era Golf.
Q: What has been the most important factor in running a successful golf shop (ie. product selection, strong support staff, physical layout, etc.)?
KA: The success of the golf shop at GCD has many factors that have played a part in our success. A strong variety of quality products for our customers to choose from is probably the key one. We have stepped outside the box on the polos we bring into the golf shop and started adding some accessories that are unique to our shop, as this is a public facility. The GCD logo is on everything, as many that play the course look for this on the piece of merchandise they would like to purchase. The constant changing of product displays around the shop on a weekly basis to provide the customer with a fresh, new look throughout the season.
Q: Have there been any mentors or peers who have helped develop you as a merchandiser?
KA: I have worked with several SOPGA pros that have had an influence on my development as a merchandiser. From back in Arkansas with Lee Brun, who simply let me do what I wanted with very little input until he saw the sales improve (haha!) to Craig Goldsberry, Ray Finnearty, Jeff Olson & Ken Corliss who have all in their own way influenced my methods of madness for merchandising at a Public Facility. Even Jared (our outing guru) has input when I am thinking out loud about ideas for the shop – generally this means I was talking to myself. The best part of my job is having such a great group of people to talk to and ask questions at all times ~ I also enlist the input of my assistant, Claire, and my hourly staff for new shop design ideas and specials. It is definitely a group effort.
Q: Is there a “Best Practice” you’ve utilized as a merchandiser to build your successful golf shop at a public facility?
KA: I live by the change displays on a bi-weekly to weekly basis to always present a fresh look for the customer when they walk through the door. Nothing makes me smile more than when someone gets excited over the “new” polo in the shop and it has been in the shop for a month. It is great. My staff work together to help me achieve this look in the shop and to keep it fresh for all that visit the Golf Club of Dublin! Clean & fresh has been very successful for the team at GCD.
Q: What advice would you give to someone just beginning to learn about building a successful golf shop?
KA: Trust your instincts!!! Take the chance on a product ~ don’t get me wrong, you will have failures, but you will also have success and the success far outweighs the failures. Also, have fun with your job and leave your mark on the shop. Make it yours. Your team will play an intricate part of your success with the golf shop ~ make sure they are involved in all aspects of the shop. So many cool products/designs, so little time!
The SOPGA recognizes Members who have demonstrated superior skills as merchandisers in the promotion of golf. Awarded in two categories (Private and Public/Municipal/Military/Semi-Private). Credit rating, community involvement, staffing, inventory, displays and merchandising techniques are some of the criteria considered for this award. Click here to learn more about the Southern Ohio PGA Special Awards and to view previous recipients.
Austin and all the 2023 Southern Ohio PGA Special Award recipients will be recognized at the annual Special Awards Celebration on Friday, October 13, 2023 at Montgomery Inn in Montgomery, OH. All members of the Southern Ohio PGA golf community are invited to join in the celebration. Click here for more information.