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PGA Merchandise Show: golf event of the year?

Many, if not most golfers, seldom think about the fact the game they play is also a business. With something in the neighborhood of 25 million people in the U.S. who play at least occasionally (nobody knows the actual number) and with some $25 to $30 billion spent on golf annually, it ranks among the top businesses in the sports and recreation category.

This makes the yearly pilgrimage by virtually all the golf club, ball and accessory makers plus golf travel destinations, clothing and everything else you can think of golf-related to the Orange County Convention Center in Orlando, Fla. a major for the business.

The Show - once described as a golfer’s version of Disney World - is the 57th and begins with a new club demo day on Wed. at Orange County National Golf Club followed by three days for manufacturer’s to show off their latest and greatest on the OCCC floor. Coming to see the 1,000 exhibitors housed in 1 million square feet of display space and walking 10 miles of aisles or hitting shots on the indoor driving range will be over 40,000 equipment buyers and PGA Professionals, including probably your local pro.

An often overlooked part of the Show and in truth a primary reason the pros attend, are the 65 learning sessions held over three days to further the professional education of attendees in the business of golf. Such topics as better golf instructional techniques, the latest technology for golf course operation and customer relations are all covered in the very well attended seminars.

While all this sounds interesting and even fun for the typical weekend golfer, you aren’t invited. Only members of the golf industry are allowed credentials, a rule closely adhered to with photo id needed just to pick up the badge that’s checked when entering the exhibit area…every time.

For 2010 an industry heavy weight has opted out. TaylorMade-adidas Golf is not exhibiting either in the clothing or equipment areas, feeling they can better spend the money contacting green grass and off-course retailers throughout the year. The industry has gone through hard times the past two years and there is some hope golfers will open their wallets in the coming season, what one might think of as satisfying a pent up demand to compensate for putting off purchases.

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