Ed Mitchell, PGA
Editor I want to give you my perspective of how the annual PGA Merchandise Show has transformed during the 36 years that I have been attending. My first visit was during the circus tent days at JDM Country Club in Palm Beach Gardens, Florida. I followed it to Port St. Lucie, Walt Disney World, Miami Beach and finally to the Orange County Convention Center. My attendance in the beginning was as a PGA Professional (buyer) but since 1990 I have been an exhibitor.

The “Show” was billed as an opportunity for industry professionals to renew old friendships, check out the newest innovations in golf equipment and see the latest fashions in apparel. It enjoyed tremendous growth in both attendance and exhibitors during many of these years. Exhibitor categories have become endless. During the glory days of the show exhibitors were swamped with buyers. Many scheduled appointments with old customers because it was convenient to write orders. It made financial sense to spend large sums of promotional dollars. Profits could be made.

However, all of this has changed. Most of the large equipment companies have re-directed their promotional dollars and opted out of the show. But new winds are blowing. This year Taylor-Made returned and by all indications they enjoyed a good show introducing new products.

The 2007 show was named the PGA Merchandise Show but was also sold as being an educational convention. A concerted effort was made by Reed Exhibitions and PGA of America to attract PGA members to the show to attend educational seminars. They recognize the show needs new life.

A convention, which includes educational opportunities, is a great idea. This brings together documented industry professionals. Reed Exhibitions and PGA of America put together seminars with specific industry topics that addressed industry trends and topics related to golf instruction, equipment, apparel, accessories and management opportunities. It appears that the seminars were quite successful.

Apparently those who attended the seminars had an interest in viewing products on display by 1200 plus exhibitors. The first two days of the show appeared to have mostly buyers and PGA members filling the isles and booths. It looked like shades of yesteryear. The formula worked.

However, the final day looked like someone went out on the street and directed everyone who cared to enter the show. I don’t understand how this profile of attendees can change so much unless it was the result of fewer buyers and PGA members the last day. Maybe the non- industry people were there all three days but they were out numbered. 

The golf industry has a certain amount of on and off course facilities. Therefore, it only has a certain amount of buyers. That number has not increased in recent years. With the consolidation that has taken place in the industry the number of buyers has probably decreased from a few years ago. Reed Exhibitions should measure the success of this show by “qualified” buyers and charge exhibitors accordingly.

The show has always had a number of “PGA Guests.” It has also had a large number of Non-PGA Buyers. These buyers are supposed to represent qualified golf businesses. Attendance in both of these groups appears to be mostly non-industry people. This abuse measurably hurts the show. It has driven up the cost of exhibiting with no return for exhibitors.

Reed Exhibitions and PGA of America must address the root of this problem. To make the show a vital part of the golf industry again, they must completely change the attendee profile. It must become a true buying show. Non-industry people must be eliminated from the attendance list.

Examples of those who need to be excluded are people who get guests badges from PGA members because they want to see the “Show.” The percentage of badges registered by PGA members for non-buyers seems very large. These are usually members from the professional’s club. Even PGA Buyer badges are given to non-industry people who want to see the “Show.” These people have badges with names of someone else. There is also a large amount of PGA “Family” badges. These are not immediate family members, but parents and their friends. There appears to be no scrutiny of badges given by PGA members to others. This must change and be limited to PGA members and qualified buyers only.

The category of Non-PGA Buyer is rife with non-industry people. It appears anyone can get a badge. This group too has a lot of people on the floor with badges in someone else’s name. There was no effort to verify attendee badges at the entrances. As a matter of fact, no badge scanning took place. This too must change. Identification should be required to enter the building. You have to show a photo ID to get on an airplane, don’t you?

It is time to drop the name “Show” from this event. The exhibitors can no longer afford to support a “Show” for non-industry people. Can this be the reason most of the large club manufacturers dropped out? Can it be they realized the expense of exhibiting to non-industry people is not a good investment?

Reed Exhibitions and PGA of America must revamp the attendance policies. To rejuvenate this annual event it should be limited to verified industry professionals only. A buying convention coupled with educational seminars and other PGA functions should give it the life it needs to attract qualified industry professionals. It is only my guess, but qualified buyers/facilities will not be more than 15,000 attendees. The rates exhibitors pay for booth space should reflect that value, not the 45,000 plus attendees that they publish.

Limiting the attendance to qualified buyers will propel this annual event to new industry heights as the PGA Merchandise Buying & Educational Convention. That is my choice for a new name. I can only hope Reed Exhibitions will put forth a renewed value of this event for exhibitors and adjust rates down to be in line with buyer attendance.

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