Time To Take the PGA Show Public?

by Ryan Ballengee on Feb 4, 2009 2:19 PM EST

Michael Johnson of Golf Digest and Golf World fame is calling on the PGA Show and Reed Exhibitions (they own the show) to open the doors of the annual merchandise show to the public.

[I]t is time for the PGA of America and Reed Exhibitions (which manages the show) to swing their doors open a little wider. Now an industry only gathering, it's time to let the kids in the candy store and allow the public in. It's not only the right thing to do, but it would put some pizzazz back into it. We may have seen everything, but the public hasn't. It might even make the show a big deal again.

We had Golf Observer's Sal Johnson as a guest on The 19th Hole this week and basically inferred that this wouldn't be a fruitful idea. The reasons why are pretty clear.

First, golf club companies don't use the PGA Show to sell golf equipment anymore. The Titleists and Pings of the world are there to have a presence - not move product. They also like to connect with their distributors in person. So, they're not there to make you or I buy a new golf club. They have way better, cheaper ways of doing that which don't require a trip to Orlando. They have the Internet, golf stores, and driving ranges.

Second, and Johnson alluded to this, the product cycles of these companies no longer match up with the PGA Show. The club companies have largely decided to operate on their own schedule. Titleist released its new 909 metals in the fall with a soft launch. They didn't really need the PGA Show to get people aware of the launch and they didn't really announce much of anything at the show about new product. Manufacturers would prefer to do that on their own terms instead of paying millions to get the message out in Orlando.

But, that's just my (and Sal's) argument. What do you think? Would the PGA Show grow if it were open to the public?

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PGA Flea Market ?

It’s an interesting idea – and it might work…sort of. He kept pointing back at the economic downturn, but wants to open the doors for Joe Golfer to attend the Merchandise Show. If things are as bad as he makes it sound for the companies – how does he expect the public to make the trip to Orlando ?

Sure, some Floridians will make the trip as long as it’s just a short day trip – but believing that snowbirds are going to flock to Orlando is absurd.

Under his proposal, the big companies that come out as a “presense” would just pull out since they are not there to sell clubs to the public. They are there to write orders to people at courses and stores. They will get the public when everything hits the shelves. Most of the 1,100 exhibitors are doing the same thing – trying to get into whatever stores they can, and they spend their time talking to buyers…hopefully.

If you open the doors to the public, the people who want to write big orders will be stuck selling onesies and twosies to Joe Golfer – or writing small orders that have to be shipped when they get back home. Not a practical use of their time or resources. Some of these exhibitors come to the show based on a hope that they will get a lot of orders and THEN they will go back home and manufacture their product.

It’s not supposed to be a flea market – it’s a show for the industry. Mixing the two would add some foot traffic and sell a few tickets to get in – but it would clog up the limited time that these people have to sell their products.

"this ball will fit in that fairway"

by courtgolf on Feb 4, 2009 3:37 PM EST reply actions

I agree

It would definitely change the purpose. Trade shows are about connecting with the people that will sell and promote your product, not the people who will buy it. It would grow the interest in the show itself, while at the same time taking some of the benefit away from the exhibitors which would ultimately have the effect of shrinking exhibitor interest.

by Double Eagle on Feb 5, 2009 11:21 AM EST up reply actions

I like it...

A friend in the trade show business explained to me that some shows in the entertainment and beauty industries will often have one day open to the public(usually the last day) – it’s an opportunity for the vendors to sell some of their stock products, to give out samples, and to get their product recognized.

I don’t think it should be a free for all, but I think it would be good for the interested golfing public and for the new and upcoming vendors to get their product out there to be seen, even if it’s just for one day.

by red tees on Feb 4, 2009 6:41 PM EST reply actions