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  Retail
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last year, or found it again after drifting away from it for whatever reason. Many of these people bought used equipment last year — so much that inventories dwindled significantly — and this year, they’re com- ing back for new clubs.
“Most of them are deciding to continue to play — they enjoyed it,” DiRico said. “And they’re trading in their used equipment for new stuff — because they intend to stay with it.”
The surge in play and its impact on the retail side of the game is reflected in the numbers. In the third quarter of 2020, for example, retail sales of golf equip- ment exceeded $1 billion for the first time ever for
“There’s such an increased demand with new golf- ers across the country that they’re all running out of equipment,” he explained. “They can only manufac- ture so much, and the demand is far more then they projected. Some companies can’t get shafts, others can’t get grips — you can’t make a golf club unless you have all the components.
“We have a few companies that are great — they’ve managed to stay ahead of this, and they’re doing very well,” he went on. “But then, we have some other companies ... you have to wait 15 weeks to get a set of irons.”
Doing some quick math, DiRico said this will translate into delivery sometime in June, far
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taurants, museums, the cottage at the beach, and more.
For course owners and managers, the emphasis must be on providing a solid expe- rience, one that prompts a return visit — or several. This has always been the emphasis, he said, but now even moreso, with courses being presented with what would have to be a consid- ered a unique opportunity.
“
within our power to make sure that golfer on site has the best experience possible and keep them coming back.
“It’s really our obligation to make sure that experience is favorable,” Menachem told Busi- nessWest. “For those who are being reintro- duced, or introduced for the first time, we’ve got to invite them back; we have to make them feel comfortable and cater to what their desires are. We have to do everything within our power to make sure that golfer on site has the best experience possible and keep them coming back.” u
—George O’Brien
We have to do everything
 “Most of them are deciding to continue to play — they enjoyed it. And they’re trading in their used equipment for new stuff — because they intend to stay with it.”
longer than golfers anx- ious to get their hands on new irons or a new driver want to wait.
But, overall, this would have to be considered a good problem to have
— if such things actually exist in business.
”
       that period, according to Golf Datatech, an industry research firm. Meanwhile, Callaway Golf Co., which manufactures golf balls in Chicopee, reported a 20% surge in sales in the fourth quarter of 2020.
The problem some players are encountering, though, is limited inventories of new equipment. Indeed, the golf manufacturers, like those who make cars and countless other products, are experiencing supply-chain issues and difficulties getting the mate- rials they need. This has led to sometimes lengthy waits for ordered clubs to be delivered.
Only a few years ago, the golf industry was in a sharp decline, with membership down at most clubs, tee times readily available at public facilities, and racks full of new equipment for which there wasn’t strong demand. Things have changed in a hurry, and DiRico and others hope most of these trends — not the current supply-and-demand issues, certainly — have some permanence to them. u
—George O’Brien
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