Orlando Pro Shops Rank Among Best in the United States

When you're standing around the office water cooler talking about great golf courses, you may mention the greens, the fairways, the bunkers and the sand traps, or even the pros who recently played it, but chances are, the pro shop never enters the conversation.

Perhaps that's because you have yet to visit one of Orlando's award-winning golf pro shops. With the best courses come the best pro shops, so it's no surprise that Orlando claims bragging rights on some of the highest ranking golf shops in the country.

Golf Shop Magazine (formerly Golf World Business) has ranked seven Orlando golf shops among its top 100 in the United States. For shops at private courses, The Bay Hill Club & Lodge took top honors. Among the top shops at golf resorts, the Legends at Orange Lake Resort & Country Club and The Ritz-Carlton Golf Club were both winners. For public courses, ChampionsGate Golf Club and Shingle Creek Golf Club ranked high. Finally, top off-course shops include Edwin Watts Golf's Turkey Lake Superstore and the PGA Tour Shop at the Gaylord Palms Resort.

Does a great pro shop really make a difference to the serious golfer? You bet, says Dave Scott, director of golf at Shingle Creek Golf Club. While the warm wood décor, chandelier and ever-changing merchandise displays in the new 1,600 square-foot-shop certainly enhance golfers' shopping experiences, Scott believes the key to his shop's success is his knowledgeable sales staff. He schedules numerous staff seminars with product vendors to ensure that they can offer solid advice to customers for every product in the store, whether it's clubs, balls, bags, apparel and shoes, or simply sunglasses and sunscreen. And of course, golfers are encouraged to test the equipment before buying, particularly when it comes to clubs, as much of the selection is simply based on personal preference, says Scott.

Scott, along with David Smiley, head golf professional at Shingle Creek, personally select all of the merchandise for the store, offering the products golfers want when they want them, such as tech fabrics to wick away sweat during the spring and summer months, or wind-resistant jackets and pullovers for cooler, breezy weather. A variety of vendor choices ensures that golfers - both men and women - will have a great selection of styles to choose from.

But that's not all that's driving customers into the Shingle Creek pro shop - Scott offers several promotions and games to drive sales - and balls. His "Beat the Pro" game offers golfers the chance to double and sometimes triple the value of a gift certificate they purchase if they can beat his score on a particular hole or round.

In addition to product knowledge and skill-challenging contests, the latest trends continue to drive golfers back to the pro shop. "Golfers are looking for latest brand names, styles, colors and options," says Jim Richerson, director of golf operations at The Ritz-Carlton Golf Club. "When a guest is looking for equipment they want the latest technology and want to play the same equipment that the Tour Players are playing. So we stay up-to-date on the latest technology, especially what new driver or putter will be the hot item of the season." The club also offers custom club fitting, video swing analysis and launch monitor club technology.

Great pro shops also know that golf clothing is no longer just for the links. "Golf clothing has evolved into resort wear, items you can wear for a round of golf as well as out for a casual dinner or social function," says Richerson, so pro shop buyers stay abreast of the latest casual clothing trends as well.

At The Ritz-Carlton Golf Club, the emphasis is on the details and service, in keeping with the Ritz-Carlton tradition. Custom packaging, logo placement and gift wrapping add a "boutique feel" to the shop.

Next time you're hitting Orlando's links, be sure to take more than a passing glance at some of the nation's best pro shops. Whether you simply need a new golf polo or want to treat yourself to a new driver, you'll find a great selection, the latest trends and helpful golf experts at each of these award-winning shops.