Miles Blundell, the 2010 Central New York PGA Merchandiser of the Year for Resort Facilities, is the PGA director of golf operations at Turning Stone Resort & Casino in Verona, New York.
Within the Turning Stone golf shops we feature other areas of our destination resort by incorporating those themes into our merchandise displays. With almost two-dozen dining outlets, along with entertainment venues, spas, casino gaming and other attractions, it’s a great opportunity for us to cross-promote. We occasionally incorporate a craps table or use a replica of the iconic “Welcome to Las Vegas” sign to create a unique casino-themed display. One of our recent additions is the use of an electronic billboard to promote current events and special promotions throughout the property. As the screen changes, it shows the details of dates, times and general information about an event. We focus the message on the electronic billboard to the display that it’s showcased within. For example, we’ll include information about our Drive, Chip & Putt qualifier within a junior golf display or a spa promotion within a ladies display. We find that guests spend more time at the display; they’re drawn to it because of the eye-catching graphics and changing visuals. Both the unique fixtures and electronic billboard help create an ever-changing look to our golf shops, which ultimately creates a better guest experience.