The PGA Tour Superstore celebrates the grand opening of an Irvine location on Saturday at Alton Marketplace. It will be the Roswell, Ga.-based company’s 18th store, and its second location in Southern California. The first opened last month in Palm Springs.
The opening is part of a rapid scaleup of the once-ailing company. PGA Tour Superstore experienced a turnaround in 2008, when retired Home Depot founder and Atlanta Falconsowner Arthur Blank and Dick Sullivan, who ran marketing for both organizations, came on board as the new chairman and CEO and launched an ambitious plan to double the number of stores by the end of 2013.
The PGA Tour Superstore, founded in 2003, is the exclusive retail partner for the golf organization (except for on-course and airport sales). The 50,000-square-foot (that’s more than an acre) megastore concept features experiential elements such as a 2,000-square-foot indoor putting green and eight state-of-the-art hitting-bay simulators that track swing speeds and ball flights for private lessons and custom club fittings.
This year, more than 7 million shoppers have come through the chain’s doors, and that number is expected to grow. In two weeks, a 19th store will open in Long Island, N.Y., and Chief Marketing Officer Matt Corey said the goal is to open 70 to 80 over the next few years.
The Irvine celebrations include an appearance by golfing celebrity Roger Cleveland and $30,000 of free giveaways beginning at 9 a.m. “When we did this in Palm Springs, we had people lining up at 2 p.m. the afternoon before to spend the night,” Corey said.