For the past six years, Desert Mountain members have anxiously awaited the arrival of spring – but not necessarily for the warmer weather the season brings.
Spring at Desert Mountain means it’s time for the club’s annual golf festival, the largest of its kind in the United States.
Conceived nearly seven years ago by the Desert Mountain staff, the early May event began as a way to offer members the latest in equipment while enhancing the club’s revenue streams. It has quickly grown to be the largest such event in the country. A typical festival can net gross sales of $250,000 to $300,000, says Bob Jones, Desert Mountain’s senior vice president for club operations.
“We’re always looking for ways to improve our members’ experience,” Jones says. “We didn’t set out to stage the country’s largest demo day, we just wanted to provide the best possible buying experience for our membership.”
More than 90 golf equipment vendors and 1,000 Desert Mountain members and guests descend on the community’s Cochise-Geronimo driving range for a day-long event that brings many of golf’s biggest brands and most dedicated fans together.
For one day, the club’s members mingle with the largest manufacturers in the industry, testing clubs, placing custom orders and perusing the latest in golf apparel and accessories. Every major golf club manufacturer is represented during the festival, with manufacturers’ tech vans on site to modify and create custom clubs for the membership.
Sprinkled in among the shopping and demonstrations are vendor-sponsored raffle prizes and special guests. This year, an outdoor putting green was one of the many items given away while long distance driving champion Brian Pavlet entertained the crowd.
Organized by two-time Golf World Business Merchandiser of the Year and Desert Mountain’s director of merchandise, Mark Thush, the event is a hit with everyone who attends.
“Our members love trying out the latest equipment and having their clubs made while they shop,” Thush says. “For our vendors, the day gives them a chance to receive direct feedback from their customers while getting their latest products out in front of them.”
With more Jack Nicklaus Signature courses than anywhere else in the world, Desert Mountain has been the private club industry leader for some time.
But as the north Scottsdale community celebrates its 20th anniversary this year, those in charge are not content to rest on their laurels, as the golf festival demonstrates.
It’s Thush’s job to make sure each pro shop has the latest golf equipment and apparel stocked at all times and he dedicates a considerable amount of time to making sure his customers have the latest innovations on the market.
“Golfers love to try out the latest innovations and gadgets,” Thush says. “So as a club and a retailer, it’s important for us to stay ahead of the curve in what we offer our members.”
Desert Mountain’s inclusion on Golf World Business magazine’s list of “Top 100 Golf Shops of All Time” is evidence of just how good the club is at keeping its members happy.
“It’s all about making sure our members are provided an exceptional experience,” Jones says. “The rest takes care of itself.”
For more information, visit www.desertmountain.com.