Alex Elias Haley Smith serves as the Assistant Golf Operations Manager. Smith joined AE Golf News for a Q&A to discuss logos and merchandise. 1. How important do you think a logo is to a club?
I would say that a logo is extremely important to a club- it identifies a club, and gives its members a means of connection to the club itself. Members take so much pride in wearing their club logo all over the world and I don’t think that will ever change. The logo is the image of the club, and typically carries more history in its image than most people realize. 2. When guests visit, do you notice how much they love the logo and desire the logo on a polo, hat, headcover, etc.? We certainly do! The logo is so iconic- were the oldest country club in America, and having that kind of history behind our logo gives it a huge sense of purpose and importance. 3. For many golfers Philadelphia Cricket Club is on their bucket list. As a result, when you not only have a course held in high regard, but a well-known logo to go with it, do you believe the two help grow the game of golf? I definitely think both grow the game of golf. I was thinking about the golf industry today, and having worked at a private club for so long, and being the daughter of a well known director of golf, I’ve long associated golf with growing strong and lasting connections with people all over the world. You get talking with someone about a specific course and then that conversation can lead to talking about a person or group of individuals they know at that course, and more often than not, a connection then forms between the starter of the conversation and the persons friend who belongs at said course. I’ve seen my dad go out of his way a million times to connect someone from our club with someone from another, and that is such a trend in the golf world. Through these connections, golfers get to play courses in places they’ve only ever dreamed of, and being witness to that first hand so many times has truly impacted my life in more positive ways than I can explain. It’s made me want to do whatever I can to help golfers make these same connections so they can grow their own experiences within the game. 4. What are some brands and/or products that seem to be sold the most? After working here for almost 10 years on and off for my dad, I can confidently say that our most popular brand is definitely Peter Miller. Their brand has evolved so much since its founding in 2001, and its been so cool to see first hand that change over the last decade. They used to carry a ton of cotton polos, which were really popular a few years ago, but since, they have kind of turned their brand into one that fulfills a customers comfort needs instead of focusing solely on appearance. Most of their apparel is made out of a pima-cotton, polyester blend of fabric which creates that super comfy, stretchy and lightweight material we all now associate with Peter Millar clothing. They also evolved their footwear line to a point where G/Fore was created, which is extremely popular among not only golfers but all athletes. 5. Are there any trends that have you noticed yet in 2021, in terms of merchandise? Is there a specific brand or product that seems to be increasingly popular? I’d say that the newest trend I’ve seen that’s really taken off is exclusivity in golf bags. Years ago, everyone’s golf bag looked the same, was made of the same materials and didn’t offer much in the way of personalization. Now, we have more and more brands offering faux leather bags, like the Titleist LinksMaster or the Stitch Carry Bag, that are fully customizable and thus super unique to an individual. MacKenzie Golf has taken it a step further and offers customers a program to customize a fully leather golf bag, down to the smallest detail of stitching color. It’s wild, but so cool.
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