This week’s 56th annual PGA Merchandise Show will be notable for a number of reasons apart from the usual product launches that promise to revolutionize the game of golf and the industry around it. The big news before the show is the return of one of the industry's largest vendors – Titleist – on the show floor for the first time since 2002.


The show will run from January 29-31 at the Orange County Convention Center in Orlando, FL, with a demo day at Orange County National Golf Center the day before the start of the show. Show management expects approximately 45,000 attendees this year, about the same as last year. The show will cover approximately 1.1 million square feet.


“Right now, we're trending to be about flat to last year's attendance levels, though the reports change every week, with some way up and others down a little,” said Ed Several, PGA Golf Shows group vice president and general manager. “The big driver behind our attendance this year is that we have every major hardgoods player on the show floor, Titleist coming back for the first time since 2002, and Ping back again this year; in addition to Callaway Golf and the newly combined Cleveland/Srixon entity.

 

The major players from the apparel side of the industry are also on the show floor; so, really, everyone that a golf retailer needs to see will be here in one place at the same time.”


At the show, Titleist will debut its new 909 line, which has already generated significant buzz among avid users and brand fans.
“In recent years, the PGA Merchandise Show has evolved significantly, as The PGA of America has shifted the show's emphasis to a more educational platform for its membership,” said Joe Gomes, VP research & development, Titleist Golf Clubs. “Our decision to participate in the PGA Merchandise Show is the result of these positive changes, our desire to strengthen the connection with our partners, and to showcase our exciting new products. Our PGA Show plans will enhance the numerous grass roots initiatives that Titleist already has in place for our dedicated staff members and golf shop partners.


Cleveland/Srixon will appear on the show floor as a unified entity for the first time since Srixon's Japan-based parent company, SRI Sports, Ltd., acquired Cleveland from Amer Sports in late 2007.

 

“Cleveland Golf and Srixon will be sharing a booth at the PGA Show,” said Randy Romber, VP of marketing. “The basic idea is that Cleveland Golf/Srixon is one unified business to the trade, while the brands are marketed separately to consumers. Each sales rep in our unified sales force represents all brands, including Cleveland Golf, Srixon, Never Compromise and the soon-to-be-introduced Cleveland Classics line of apparel.”


As with all trade shows of late, the PGA Merchandise Show continues to look at its direction and how best to serve the needs of attendees.                           

 

With each cycle, trade shows seem to become less about ordering and more about networking, learning new ways to boost sales and making businesses more profitable. The team behind the PGA Merchandise Show has acknowledged these issues and is working to address them.
“Apart from the exhibitors at the show, we are making a major effort to help retailers grow their businesses, as well as the game of golf in general,” said Several. “At the show, a major focus will be on how retailers can continue to increase sales, despite the tough economy. We have a slate of presenters scheduled to speak, discussing how they have found success despite the environment out there. I think this is a truly important aspect to the show this year and something that PGA professionals and retailers are asking for…”