Golfers seek out Golf Land staff expertise

by Kris Ann Hegle

SBJ Contributing Writer

It's a hot summer night, and the tee boxes at Golf Land are filled. Some of the golfers look fairly experienced. Others are beginners. Then there are a few children who are hoping to become the next Tiger Woods.

Customers who come to Golf Land not only find a mix of people of different ages and skill levels, they can find just about everything they need to help them perfect their game.

In addition to the driving range, there's a practice putting green and two 18-hole miniature golf courses.

A retail store, Golf Land sells clubs and golfing accessories, such as clothes, hats, gloves, shoes, tees and balls.

Although the store has a good selection, most of the customers who frequent Golf Land come because of the knowledgeable staff, said Walter Powell, part-owner and manager of the store's pro shop.

"Most retail stores emphasize volume," Powell said. "We emphasize customer service."

As part of that customer service, Golf Land provides aspiring golfers with lessons and runs clinics, which are conducted by Sam Tahhan, a Professional Golf Association professional who teaches at Horton Smith Golf Course in Springfield. Currently, individual lessons run a half-hour and cost $30, while group lessons are discounted.

In addition, Golf Land repairs and customizes clubs.

According to Powell, equipment can make the difference in a sport that emphasizes precision and skill.

However, picking out a new set of clubs is no small task. The materials used to make a club, its swing weight, the club length and amount of flex in the club shaft can vary.

"There's such a diversity in equipment these days that it is hard to know what to buy," Powell said. "Our customers aren't so much concerned with price as they are getting a set of clubs that will help them improve their game. When you're selecting a new set of clubs, one of the most important things you want to examine is ball flight. We encourage our customers to take the clubs they're interested in out to the practice tee so they can see how the ball carries."

Once a set of clubs is sold, most customers will go on to take lessons or attend a clinic held by Golf Land. Powell said these lessons allow golfers to adjust to their new clubs and help them learn how to improve their games.

In addition, customers can request to get a video analysis of their swing, which will help them identify and correct any problems.

Although the number of golf retail stores in the area has increased in recent years, Golf Land's biggest competitor is still Mother Nature.

Ice, snow, wind and rain have a tremendous affect on business even during the height of the season, which runs from spring until late fall.

The store and its driving range are open year-round.

"Handling inventory for a seasonal business can be a real challenge," Powell said. "You need to have just the right amount of selection available at all times. Over the years, we've (learned) how much equipment to buy, when to buy it and what to buy because we listen to our customers."

According to Powell, most of the store's customers are referred by word-of-mouth, and Golf Land rarely advertises it services.

Two full-time employees work at Golf Land year-round, while part-time employees work during the peak season.

Many of the customers who frequent Golf Land have been coming to the store since it opened in 1989.