Neglect the merchandise tents you see at The Open, PGA Championship, or U.S. Open. The Golf Store at Augusta Nationwide is a number of cuts above them.
Open for a few years now, this large constructing (there was a big tent on the grounds) is the last word sweet retailer for patrons of the Masters and their golf pals. It’s little doubt among the many largest on-course brick and mortar golf retailers on the earth (fairly presumably the biggest, however onerous to confirm).
It is also one of the environment friendly retail operations I’ve ever seen, every hour dealing with hundreds, perhaps 10,000 or extra, prepared to max out their bank cards to buy all-things Masters for themselves, their pals and their family members again dwelling.
I took my flip round mid-morning as we speak. The road outdoors wasn’t too lengthy, and it solely took about 5 minutes to get contained in the constructing. That line inside, nonetheless, was for much longer — however there have been huge screens and huge shade lighted indicators promoting Drive, Chip and Putt and the Augusta Nationwide Ladies’s Beginner to offer you stuff to take a look at as you bought nearer to the principle attraction.
It felt like we have been in a queue for a well-liked experience at Disney World, besides the road moved a lot quicker, and everybody within the line was respectful and in an excellent temper. Each jiffy they’d let just a few hundred in, it appeared, and about quarter-hour later, I used to be procuring together with a number of thousand different patrons, who upon entry are all handed massive inexperienced procuring luggage to fill.
That is the road for merchandise at The Masters Professional Store. They’re going to do $70 million+ in simply merch gross sales this week. That is $10 million a day, $1 million an hour, $16,000 a minute, and $277 each second. 85% of them are more than likely Resellers 🤣 pic.twitter.com/RNFyojJj1UApril 6, 2023
As soon as inside there are dozens and dozens of workers that will help you make choices. The costs aren’t terribly out of line both, with a Masters pullover costing round $110 and high-quality polo shirts working round $90. The $32 T-shirt part was crowded, with strains 4 or 5 deep, however you simply merely gave the attendant of the variety of the shirt you want on the wall, and so they rapidly handed it over to you. (I grabbed a blue Masters tee with the checklist of previous champions on the again).
The inexperienced Masters folding material chairs ($35) have been flying out fairly quick, too, as patrons can take these and stake out well-liked spots across the course to take a seat for a number of days. And it should have been actually difficult to maintain the Masters umbrellas ($45) in inventory, given the dire forecast for this afternoon and Saturday.
(Picture credit score: Getty Photographs)
There was additionally a stuffed Masters Easter Bunny (offered on years that the Masters ends on Easter). And there was even a $40 two-pack of Peter Millar Masters boxers. “These are extremely comfy,” one patron informed Golf Month-to-month. Sadly, nonetheless, his plan to purchase extra was thwarted since they have been out of his dimension.
The costliest merchandise within the store was the pack of commemorative silver and gold cash celebrating Arnold Palmer’s victories right here in 1958, ’60, ’62, and ’64 (apparently the King did not like odd numbers at Augusta). They have been right down to the final set, which prices $750. I left them for another person.
(Picture credit score: Getty Photographs)
Ultimately, I did not purchase an excessive amount of, having been right here just a few occasions earlier than, however I did get greater than I deliberate. One of many gadgets I did not have on my procuring checklist however purchased anyway was a FootJoy Masters Cabretta leather-based golf glove ($25). I will solely put on it if I get an opportunity to play the course. (Preserving my fingers crossed for the media lottery.)
Paying was the best half. It appeared like there have been as many registers as there have been clients. I requested if there was an AARP low cost. One of many younger women checking me out stated, “Sure, zero p.c. However we solely try this for particular clients.”
Then she gave me the whole and informed me it included the low cost. A particular feeling on the Masters certainly.
