Scott Kirkwood, the 2013 South Florida PGA Section Merchandiser of the Year for Private Facilities, a two-time Southern Chapter Golf Professional of the Year and 2012 Merchandiser of the Year for Private Facilities, is the PGA director of golf at the Ocean Reef Club in Key Largo, Florida, and an AGM Platinum Award winner for Premier Golf Shops.
Being an hour south of Miami, we have beautiful sunny weather all year round and I feel that has everybody in a great mood. They are so relaxed, and this transitions into what they wear and what they buy. With the sun being out every day, everything is so bright and beautiful, and our merchandise goes really well with that theme. We have a fun, relaxed, inviting shop with lots of great, bright colors. We stay away from the dark colors like Black, Gray and Burgundy, while the pastel colors our soothing and relaxing. Being in the Florida Keys, we can use lots of different props – hammocks, surf boards, palm trees, etc. – and we usually have a $35,000 luxury golf cart on display, which has boosted our sales greatly and is a huge talking point to our members/guests.