Ron Rawls, PGA Head Professional at Crane Creek Country Club in Boise, Idaho, has been named the 2016 Rocky Mountain Section PGA Merchandiser of the Year for private golf course facilities. This award marks the third time he has been so honored by the RMSPGA having previously won in 2007 and 2010.


Rawls has been a member of the PGA of America for 27 years, and has been on staff at Crane Creek for thirteen years.  He lends his recent merchandising success to an offering of trunk shows, promotions, a significant increase in corporate business, and an invigorated focus on club fitting.  Despite a loss of revenue time due to club renovations, these programs allowed the facility to more than make up for lost dollars.  Ron’s five point merchandising philosophy has served him well.  Good selection, inventory control, a willingness to try new things, merchandise rotation, and staff training are his award winning keys to success.           


Tim Reinke, PGA Head Professional at Pinecrest Golf Course in Idaho Falls, Idaho, has been named the 2016 Merchandiser of the Year for public golf course facilities. This denotes a truly remarkable seventh time he has won the Merchandiser of the Year award.  Tim has been a member of the PGA of America since 1984 and has loyally served Pinecrest for the last 37 years.


Tim credits his great success with his extraordinary ability to create long term relationships with his customers.  He treats people as he would like to be treated and the loyalty he creates is a proven asset to the golf shop.  Reinke tries to keep things simple and organized.  In addition, he makes every effort to order what he wants to order and to not let a vendor dictate to him.  Staff training is also very important to Tim’s operation.  He keeps a staff operations manual updated and handy for his employees so they may all be on the same page for every detail which promotes consistency no matter which staff member any guest does business with.


Brent Fleshman, PGA Head Professional at Jackpot (Nevada) Golf Club has been recognized as the 2016 Merchandiser of the Year for resort facilities. Fleshman has spent the past eleven seasons at Jackpot and has been a member of the PGA of America since 1996. This is the fourth time Brent has garnered this award having previously been honored in 2002, 2007 and 2010.


For Brent, it is all about learning from the customer.  He does everything he can to realize that what he may like is not necessarily what will sell.  Fleshman constantly changes items in the shop to keep a fresh look and is not bashful about listening to his vendors about what products are moving in other market areas.  Staff training is also a big key to his success and Brent credits his staff for staying on top of their product knowledge and his guest’s needs.  


The Merchandiser of the Year Awards are presented to the individuals who excel in their abilities to purchase, present and sell golf-related products in the most effective and attractive way possible while providing a high level of service to the customer at their respective golf facilities.  Rawls, Reinke, and Fleshman will receive their awards at the 2017 Rocky Mountain Section PGA Annual Meeting and Awards Presentation next May.