MERCHANDISER OF THE YEAR NOMINEE - JON MOORE PRIVATE FACILITY - Nebraska PGA
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MERCHANDISER
2021
OF THE YEAR
NOMINEE
PRIVATE FACILITY
JON MOORE
TABLE OF CONTENTS
03 04 05
Cover Letter Covid-19 Merchandising
Philosophy
06 07 08
Member New Member
Profile Product Guest
Information Lines
09 10 12
Painting & Member Conclusion
Displays Testimonials
DEAR COMMITTEE MEMBERS,
JON MOORE | 03
Dear Special Awards Selection Committee Member,
It is a great honor to be nominated for the Merchandiser of the Year-Private Award. I want to thank
you all for volunteering your time to this committee. I appreciate the work you are putting forth to
benefit our section.
I want to provide an overview of my golf background along with the various opportunities which have
helped shape me into the golf professional I am today. I grew up in Sidney, Nebraska where I learned
to play golf at the age of five at Hillside Golf Course. This is where I fell in love with the game. I spent
four years at the University of Nebraska-Lincoln where I successfully graduated from the PGM
program.
I was very fortunate to have multiple internships and my first full time job following graduation at Vail
Golf Club in Vail, Colorado. While there, I worked under the Director of Golf, Alice Plain, for eight golf
seasons. She not only helped me understand golf operations from a daily perspective behind the
counter, but also provided an excellent foundation for behind the scenes work with shop
merchandising.
In 2015, I accepted the Assistant Professional position at Field Club of Omaha working alongside Head
Golf Professional Kevin Drew. Kevin had a very good eye for reading the members which gave him an
advantage when trying to sell to them. The ability to make product buying decisions specific to the
members interests and needs would account for the shop’s success during the two years I worked with
him. I continue to use this strategy in the shop at Platteview Golf Club.
I must thank my current General Manager, Leah Dickerson, for allowing me to fully manage the golf
shop and all golf operations. She has supported me and allowed me to take chances and try new
things in the shop. Leah helps me evaluate our successes in the golf shop and provides feedback for
areas of improvement moving forward.
I have an excellent Assistant Professional, James Weaver. His creativity and willingness to go along
with new ideas in the shop gives us an advantage when selling to members and guests. Our displays
attract customers and leads them to spend additional time searching the shop until they find something
to purchase.
I hope you enjoy this packet and the items selected to prove why I am worthy of this award. The hard
work and long hours it takes to thoughtfully put together the golf shop have been worth the reward of
member compliments and increased profits these past three years. I have enjoyed this experience and
hope that it helps me grow even more as a golf professional.
Sincerely,
Jon Moore | jmoore@platteviewgc.com
Head Golf Professional | Platteview Golf Club
COVID-19
JON MOORE | 04
This year has been tough on everyone. While golf courses were busier than ever, it was
definitely was a roller coaster ride of protocols and restrictions. Merchandising a shop when no
one is allowed inside to shop becomes irrelevant. Getting creative with how to get product in
front of members become our new focus. From putting tables and clothing racks out in front of
the golf shop to virtual shopping on our website.
Once members were allowed back into our golf shop, we were limited on how many could be in
at one time. Spacing became crucial to restrictions and making customers feel comfortable while
in the golf shop.
We had to utilize our wall space more to free up floor space to mind the social distancing rule of
six feet between people.
Covid-19 made us change our merchandise question from “How does this look?” to “Will this be
safe?”. I think in any situation we should try and learn as much as possible and with Covid-19 we
learned how creative we could truly be.
MERCHANDISING
JON MOORE | 05
PHILOSOPHY
My staff and I are dedicated to providing the best shopping experiences for our members.
Having knowledge of the golf products, offering outstanding customer service, and ensuring
excellent communication are the key values we provide for our members.
Properly executing this philosophy begins with having a plan. I spend multiple days at the end
of each year reviewing the golf shop sales. During this review process I am looking for
information that will help me with purchasing for the following year. This information includes
investigating what products sold out, what products may have been over bought, and what
products sold at full price versus sale prices. This process is vital to the golf operation’s success.
Once the golf season has started and the product is in the shop, there are many things that my
staff and I do to ensure success. We move displays around in the shop at least once a week and
as new product is received. We engage with our customers while they are looking at the
product in the shop to make sure all of their questions are answered. We also pay attention to
displays our members are drawn to and ones they skip past. This helps us identify what in the
shop needs to be moved and displays changed.
MEMBER PROFILE
JON MOORE | 06
INFORMATION
Every golf club should have a database for member information. This information typically
includes the members name, address, phone number and more. In 2019 we discovered that
many of our member profiles needed updating for a variety of reasons. This opportunity for
updates gave me an idea to create a member profile information sheet.
I wanted to put together an information sheet that we could send to all the members to fill out.
Members who did not send their profile information back to the club were then called to obtain
their information.
When creating the form, it occurred to me how helpful it would be to include a section for
members preferences on the form. These preferences could range from riding in a cart or
walking, beer or wine, Titleist or TaylorMade, clothing brands, and more. I have included the
Member Profile Information form in this packet for review. Integrating member preferences has
helped me identify if there is a product that I do not carry in my shop but should be stocking. It
also has helped with sales for customers who are wanting to purchase items for a family
member. For example, if they are unsure of the type of glove their spouse uses or if they cannot
recall if the type of golf shirt their loved one prefers.
This new process has also allowed us to make notes on a member’s profile sheet after
interactions in the golf shop. We could log the products they were looking at, if they mentioned
why they did or did not purchase an item, and anything else that will help us make the sale in
the future.
NEW PRODUCT
JON MOORE | 07
LINES
Many golfers have too many golf hats, polos,
shoes, etc. For this reason, the products I bring
into the golf shop are new, improved, and
hopefully catches their eyes.
In 2018 I brought in three new clothing lines
that Platteview had never stocked in their shop
before. These lines included Travis Mathew and
Swannies for the men and Annika for the
women. I was confident that the product I
brought in was good quality and believed my
members would enjoy the new lines as well.
With the success that I had in 2018, we
expanded again in 2019 with Bushnell,
Tempercraft, and Bridgestone.
This year we brought back Under Armour and
added a line from Clique. Both had success and
will be in our 2021 plans.
The idea of trying new companies not only
appeals to what the members might prefer but
also gives the shop a brand new look every
year. In 2021 we plan to add Ecco, Bad Birdie,
and bring back Nike.
MEMBER GUEST
JON MOORE | 08
My first two years at Platteview I brought in a TaylorMade mobile shop for Member guest. This
had never been done at Platteview before. How the product was displayed and spread out
around our banquet room was strategic. The first year everything was grouped together in one
section. My second year we decided to change it up. We staged the flashy and exciting golf
clubs near the registration table in the front and the minimal items such as balls and gloves in
the back. This strategy is used by Costco how they put the expensive flashy big screen TVs by
the front door when you first walk in. It makes everything else seem inexpensive and people
tend to spend more.
In 2019 and 2020 I took this process one step further. Instead of bringing in the mobile shop we
put a digital shop together for participants to browse through and look at online from the
comfort of their own home. Merchandising online is much more difficult since the customers can
not touch the product. A quality picture is vital and an understanding description just as
important.
Incorporating this change to our Member Guest tournament was a huge success. The amount of
merchandise sold in 2019 was greater than 2017 and 2018 combined. We then increased sales
another 4% in 2020 from 2019.
PAINTING &
JON MOORE | 09
DISPLAYS
There are only so many ways to move and
organize the product in your golf shop. A
new color or coat of paint is something
you wouldn’t want to do often but every
few years can make your shop look brand
new. After the paint has dried look to
replace any old display tables, racks, or
shelving. Even though these things aren’t
what the members are looking to buy they
help add a sense of value to the product
and makes everything look better.
I think it is important to do something each
year to give a fresh and new feeling to
your golf shop. New pictures, banners,
and rugs are another way to help give
your merchandise displays a newer look.
JON MOORE | 10
MEMBER TESTIMONIALS
“What I love about Jon is his ability “Jon has made Platteview pro shop my
to understand the membership. favorite place to shop for golf clothing
Anytime I need anything I either and other merchandise. He has
pop into the shop or shoot Jon a dramatically increased the selection of
text and the item in question is quality items. There are many choices of
readily available to me. I'm equally on-trend clothing in a wide array of sizes.
impressed by his ability to move Jon and his assistants make Platteview a
stock with each passing season. A fun shopping experience.”
new year means an entirely new
selection decked out with the right Amy Paschal-Member for 13 years
balance of fashion-forward
products and merchandise. I “Jon has really transformed our pro shop.
thoroughly enjoy my time spent in He listens to what our members are
the pro shop whether it's picking looking for and uses that knowledge to
up new gear or talking shop. Jon is bring in only the highest quality
a rockstar.” products we need. Jon stays up on the
latest equipment, styles and trends to
Quin Kilgore-Lifetime Member keep the members laying their best and
looking fresh.”
Adam Nielsen-Member for 3 years
“In the past I would typically go to
the local retail stores for all of my
golf apparel. Since Jon has taken
over, the quality of the merchandise
and the selection he brings in
makes going elsewhere
unnecessary. Love the Travis
Mathew collection he has
available!”
Karl Crompton-Member for 6 yearsJON MOORE | 11
MEMBER TESTIMONIALS
“The golf shop at Platteview Golf Club “Jon has done an excellent job of
has been upgraded because of Jon upgrading the merchandise at the club.
Moore. Since his arrival at PGC, the We now have top of the line clothing
shop has been stocked with a and equipment. The membership is very
fantastic variety of golf apparel for pleased with the styles and sizes that
both men and women. It is my go-to Jon and staff have at the club. Jon and
for myself and more importantly the staff are very helpful and
when I am shopping for gifts for my knowledgeable of the merchandise
wife. Jon has also been able to have a along with always being happy to order
variety of golf clubs, shoes, and other in a specialty item. Jon is a tremendous
unique items such as wine glasses asset to Platteview Golf Club.”
(with the PGC logo). He and his staff
have great customer service and are Tim Diehm-Member for 10 years
willing to help with selecting the
perfect gift or helping with a club
fitting.” “Since Jon has been in charge of
stocking the pro shop at Platteview
Robb Huck-Member for 12 years the offerings have gone up tenfold.
This past year the variety and quality
of the clothing offered has been the
“Platteview pro shop has done an
best yet. Jon has a good pulse in
amazing job this past year with the
what’s popular out on the course and
presentation of golf merchandise.
in social media. Bringing in athletic
Jon has been able to maximize the
cuts and more color options has
space providing a wide variety of
brought a new youthful light to the
clothing for both men and women.
course and the pro shop. Jon and his
The staff is extremely
staff are knowledgeable and helpful of
knowledgeable on all of the
all the equipment and merchandise in
current golf technology. Jon
the shop.”
personally fit me for a new set of
irons and it has made a huge
Lee Grimm-Member for 4 years
improvement to my game.”
Bill Krajicek-Member for 4 years.JON MOORE | 12 CONCLUSION I want to thank the committee once again for taking the time to review this packet and considering me for this award. I truly enjoy this part of my job as a golf professional and look forward to continuing to improve sales and provide an excellent shopping experience for my members and any guests which visit Platteview Golf Club. Sincerely, Jon Moore
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