Few golfing venues in the world can boast the history and heritage of The Belfry Resort and as part of the £26 million refurb that has been completed at the legendary Ryder Cup venue, few places can match the retail experience that the fully re-fitted golf shop now offers. The Golf Shop has been transformed with a stunning new entrance and re-styled interior through a design process which started in late 2012 and now complete, the Golf Shop will allow The Belfry team to fulfil its goal of providing unsurpassed service and a unique retail experience to all resort guests.
A key feature of the new shop layout, designed by Paul Sanders of Millerbrown, is a ‘spoked wheel’ concept which encourages visitors to flow through each product area from either entrance, and also the central service point, making it easy to either browse the whole store or to quickly focus in on what appeals to them.
This layout, coupled with the ultimate in display system flexibility, also allows shop staff to quickly and easily create visually appealing product themes which play such an important role in today’s retail market
Delighted by the improvements, Phil Hoye, The Belfry’s Head of Retail Operations, said: “The Belfry has been widely renowned not only as a four-time Ryder Cup host venue over the years, but also for the extent and quality of its Golf Shop, which has always been one of the largest and best-stocked in the country. With the resort’s recent renovation programme we were presented with the opportunity to create a more contemporary and welcoming environment for our guests, to better showcase the products we have on offer from all of golf’s most respected brand names. The refurbishment has aligned the Golf Shop with the overall enhancements that have been made here at The Belfry. In fact, the developments are such that has become so much more than a golf shop; it’s more of an interactive golf experience!”
With a new bag drop area, complete with a meet and greet service on arrival outside the attractive new glass-fronted exterior, golfers are treated to a warm welcome from the moment they enter the new resort. Inside, the store now features an indoor putting green, dedicated ladies section, and stocks a selection of lifestyle clothing from the likes of Polo Ralph Lauren and Hugo Boss, to ensure that the tastes and requirements of all resort guests are suitably catered for.
The store also features five dedicated hardware sections for golf’s biggest brands – Titleist, Callaway, Nike, TaylorMade-adidas and PING – not only increasing choice but also helping to better inform golfers when it comes to making that all-important purchase. Each brand has an equally-sized retail space, complete with its own TV to deliver key brand information, and to simplify and remove any clutter from key buying areas. Acknowledging The Belfry’s iconic Ryder Cup heritage, each section also features unique Ryder Cup images of brand loyalists competing in the legendary matches.
For those who prefer the full custom-fit experience, The Belfry’s PGA National Golf Academy, which is equipped with four fully refurbished state-of-the-art custom-fitting suites, ensures that customers can find the perfect set-up for their game.
“We are confident that we can now provide excellent service and market-leading products to meet the needs of anyone and everyone stepping into the new and improved Golf Shop,” added Hoye. “As possibly the best-stocked on-site Golf Shop in the country, and now with a more appealing, modern and sophisticated store design, we look forward to welcoming more golfers than ever before over the coming months and I encourage all our guests to pay us a visit; they certainly won’t be disappointed.”
The Belfry please www.TheBelfry.co.uk