Long lines for daily attendees at the registration desk needs immediate consideration. Hundreds were stuck waiting in line to be processed for a badge. It was a frustrating situation for both those working the desk, as well as, those waiting to register. The bigger question though for attendees and exhibitors is, ‘How can the huge expense be justified?’ The 36 Continuing Education Classes offered at the 2022 PGA Show are already being offered by the individual PGA Sections. Expanding the local and regional schedules can potentially remove a major reason for club professionals from the northern portions of the country to take a midwinter break in Orlando. Return on Investment Golf marketers, especially the club and ball companies who in the past have occupied huge amounts of floorspace, have reassessed their budgets and overall marketing strategies. With eleven of the largest manufacturers deciding not to spend millions of dollars for a booth, as well as, the cost for having their personnel spend a week at in Orlando, it appears, if we read the tea leaves correctly, that the show may not be providing an acceptable return on investment. Large golf company executives have proudly supported the PGA of America and club Professionals by attending the show in the past, but today’s virtual sellingdrastically reduces cost for larger companies. The old saying “getting a bang for your buck” applies and though the PGA of America has indicated the no-shows will return in 2023, we are not certain this will be the case. We may have just witnessed a colossal shift in sales marketing for large golf companies. Networking thus becomes the major reason to attend. Most of those who did attend, me included, felt this year was a good, but not a great opportunity for substantive conversations. Conclusion The only conclusion, at this point, is the PGA Show is definitely in a transition phase. There will be a PGA Merchandise Show in 2023, bit it will be different. The number of exhibitors and industry members attending will probably not hit the pre-pandemic levels, but many if not most will be back. Ohio Golf Journal
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