Retail design and construct project for Long Reef Golf Club Pro Shop
When Brand Dimensions was approached to project manage the planning, redesign and build of the Long Reef Golf Club pro shop, they saw limitless potential in the scope to create an inviting destination for shopping and socialising.
In the strategy phase, the General Manager of LRGC Ben Russell, together with the team from Brand Dimensions identified that an improved retail concept, combined with experiential and hospitality offerings, could reinvigorate a space that needed some serious TLC.
Leveraging their expertise in retail design, brand development and merchandising, the Brand Dimensions team approached the project with a dual focus on functional design and service excellence. They were confident their specialised skills would create a non-traditional transformation of the space.
Here’s how the team delivered an end-to-end experiential retail solution built on creative thinking and quality execution.
Creating structure
Long Reef Golf Club pro shop has million-dollar views over the greens and over the ocean but lacked cohesion and informal pause points to relax. Inside, the retail display was disjointed and underwhelming.
The disorganised retail environment impeded consumer engagement, and its lack of coherence in merchandise presentation resulted in lacklustre sales performance.
Andy Collins, designer at Brand Dimensions, said he recognised the potential to deliver a space befitting the well-loved club and its close-knit community.
His vision was to invigorate the pro shop by treating it like a brand, with a consistent look and feel, a unique personality, in line with the club’s intrinsic brand values. Andy saw that the drab store could be transformed into an engaging destination for visiting golfers and club members alike.
“Golf clubs are like big social clubs – and golf is the glue that binds them together,” says Andy Collins.
A good pro shop is the entry point, the first touchpoint for all players, and delivers that all important first impression that will set the tone for a day on the greens.
Transforming an unloved space
The existing interior lacked personality but was brimming with potential. The imposing cathedral ceiling, though visually striking, failed to foster the intimate atmosphere conducive to an effective retail environment.
The use of light-coloured timbers created a modern, stylish look, while defined colour accents and furnishings played a key role in creating a fresh look for the space. The installation of oversized graphic images of the club instantly created a focal point and vibrant pop of colour.
The redesign included creating a welcoming space for golfers to relax after a game where they could socialise. “There was a large wraparound covered veranda with a great outlook, but it hadn’t been utilised well. There was nothing there – just concrete,” says Andy Collins.
The team elevated the space with a thoughtful design that enhanced the setting while creating comfort, with additions including greenery and outdoor furniture to create the perfect post-golf relaxation hub.
Once overlooked, this area now beckons members to stay and relax, offering more than just its spectacular view.
Introducing technology
Long Reef Golf Club sought to modernise the golfing experience for its members by incorporating cutting-edge technology and tailored retail solutions. Central to this transformation was the introduction of a Trackman simulator.
The Trackman's analytics capabilities enable golf professionals to conduct comprehensive swing analyses. This data-driven approach allows personalised club fittings, ensuring that each golfer can access equipment suited to their playing style and physical attributes.
The club capitalised on this synergy by redesigning the retail space around the Trackman. Interactive displays showcasing the latest golf equipment were strategically positioned, allowing members to access and test clubs before purchase.
This try before you buy approach not only enhanced the shopping experience but also instilled confidence in purchasing decisions, effectively driving sales.
The Trackman also created a buzz among members, sparking interest about golf technology and performance improvement. This increased engagement resulted in golfers being more inclined to purchase equipment and accessories that complemented their newly analysed swing data.
A new income stream
Brand Dimensions also created a new income stream for the club with its introduction of grab and go food and drinks. There had long been a liquor licence for the shop but until the design and build project there were limited food options.
The grab and go area was conceptualised to allow customers to have food and drink options that didn’t exist previously. This created a new income stream while creating convenience for club members.
Strategic placement of the grab and go section within the shop layout encouraged impulse purchases and increased overall foot traffic.
Improved merchandising approach
The shop's strategic location as the gateway to the golf course is a key advantage. All players must pass through it en route to the greens, ensuring high foot traffic.
Prior to project delivery the shopper conversion rate of players coming through the store was quite poor.
The Brand Dimensions team integrated the product merchandising concept into the interior design from the start, to create a sense of flow with a focus on retail adjacency. With a highlight on wayfinding the sales floor was divided into three main components: retail impulse buys such as golf balls and caps, hardware such as clubs and buggies, and apparel.
“Retail adjacency in the new store was about creating the opportunity to make relevant combined purchases. For instance, we put buggies next to bags as it reflects the typical customer journey,” says Andy Collins.
There was no seating to try on shoes in comfort. This was included in the design, even creating a semi-private space to make the customer experience as positive as possible.
“None of this existed before – there was no sense to it, and product segments were not displayed clearly.”
Instead of multiple brands of clothes that were not aligned, the store is now focused on a select range of four or five brands to simplify the shopping experience, delivering an increase in sales figures.
Interestingly, hats are the biggest seller, now that a hat wall has been introduced.
A successful collaboration
Brand Dimensions prioritises collaborative partnerships with clients throughout the project lifecycle. This approach ensures that all stakeholders are aligned in their efforts to deliver an optimal outcome.
Aimee Dickson, General Manager at Brand Dimensions, said the project was an exciting one to manage.
“To transform an under-utilised space with an eclectic offering into an experiential retail destination is truly rewarding,” she says.
“The brand hierarchy makes much more sense now. A mix of haphazard product brands and third-party point of sale materials was converted into a logical communication concept with the Long Reef Golf Club as its umbrella brand.
Aimee nominated a highlight of the project (apart from the worlds best job site view) as harnessing a wide range of stakeholders, and keeping all parties, budget and timeline on track, .
Brand Dimensions can transform your new or pre-existing space into an experiential retail environment that builds your brand. Speak to us about how we can collaborate on your next project.
