Thursday, December 2, 2010

Lisa Miller, a PGA Master Professional, is the
PGA director of golf and golf operations manager
for the four public courses of Cedar Rapids, Iowa.

Fitting Days Provide Special Attention

Lisa Miller on the importance of fitting days:
There is a barrier for women when it comes to purchasing golf equipment. In order to overcome this, we’ve tried to focus on giving women the attention and the respect they deserve during fitting days. Women don’t have the same buying habits as men. Usually men come prepared and have done their research, and just need to hit the club before committing to a purchase. Women tend to come into the fitting days without as much prior knowledge about what they are looking for. They want personal attention and need to have their questions answered by someone who is qualified. While we usually have women who drop in and want help, we encourage women to sign up for clubfitting appointments – that way we know we are getting the women who are serious about purchasing. Usually, a lot of the questions asked during the fitting days revolve around how the ladies can hit the ball farther. Between our PGA Professionals and highly qualified sales representatives in the area, we can field our female customer’s questions and will explain that getting fit for the correct clubs is about hitting the ball more consistently, which will contribute to increasing their distance. Not only have fitting days given us the opportunity to increase our level of customer service, but women have also been more apt to buy when they are truly fitted instead of just allowing them to just hit some golf clubs at a demo day.

Lisa Miller on the business impact of fitting days:
From our clubfitting days, about 80 percent of all who attend purchase clubs during the golf season. Of those who attend, 20 percent are women, who accounted for 19 percent of our special orders last year. These numbers have doubled since we started emphasizing fitting days over demo days, so we believe the personal attention is making a difference. Those attending the fitting days already spent quite a bit of time at the golf course, and their conversations after their rounds have transitioned to noting specific shots and results rather than simply reporting their scores. Fitting days have gone a long way towards creating lifelong golfers and enhancing the satisfaction level of our customers.

Each week, women PGA Professionals as well as leading PGA members, who have been recognized as experts in growing the women’s golf market, work with PGA Magazine to supply their colleagues with best practice ideas on how to grow women’s participation in the game of golf.

The Principal Charity Classic is the #1 Stop on Champions Tour, Players Say
Tournament receives Players Award, as voted by Champions Tour professionals

(West Des Moines, Iowa) – The Champions Tour has announced the best tournaments of the 2010 Champions Tour season. The Principal Charity Classic presented by Wells Fargo received the “Players Award” for the 2010 tournament, ranking it the number one stop for Champions Tour professionals.  The announcement was made recently by Champions Tour President, Mike Stevens, at the Champions Tour Tournament Association annual awards dinner in Ponte Vedra Beach, Fl.

“The Principal Charity Classic has positioned itself as a ‘can’t miss’ event for players, sponsors and spectators, resulting in excellent galleries and record contributions to local charities,” said Stevens.

World Golf Hall of Fame member, Nick Price earned his second victory of the season during The Principal Charity Classic at Glen Oaks Country Club in West Des Moines, Iowa. “Hands down, The Principal Charity Classic deserves this award. I have thoroughly enjoyed all the time that I have spent at the tournament. The hospitality and warm welcome we receive is second to none,” said Price.

“We have consistently received great feedback from the players, caddies and spouses about Glen Oaks Country Club, the Des Moines community and the world-class treatment they receive here,” said Jamie Alt, tournament director. “Continuing to attract a strong playing field helps the bottom line of the tournament — children’s charities.”

In 2009, the tournament was named ‘Best Managed Event’ on the Tour, an award which recognized community support, attendance, charitable impact and on-site presentation.

Over the last four years, The Principal Charity Classic has raised $2.3 million for local children’s charities.      The PGA Tour and a recent Iowa State University study estimated the 2010 tournament generated an economic impact of $20.8 million for the region, including increased business for area hotels, restaurants, shopping establishments and other entertainment venues. The event also showcases Des Moines to a national television audience and to more than 70 PGA Champions Tour golfers.

The Principal Charity Classic is sponsored by the Principal Financial Group®, presented by Wells Fargo and managed by Bruno Event Team. For more information on the charities and the tournament, visit www.principalcharityclassic.com or connect with The Principal Charity Classic on Twitter and Facebook.

About The Principal Charity Classic

The Principal Charity Classic is an annual Champions Tour event at Glen Oaks Country Club in West Des Moines.      The 2011 tournament will be held May 30-June 5. The Greater Des Moines Community Foundation plays host to the event, which is focused on philanthropic giving for designated “FORE Our Kids” charities: Blank Children’s Hospital, Bravo Greater Des Moines, Greater Des Moines Community Foundation, United Way of Central Iowa and Variety-The Children’s Charity.

Photo taken by Chris Condon