“ACHIEVE MEMORABILITY”
It’s his personal goal, along with honoring the PGA Code of 
Ethics and treating every member and guest with the highest 
level of respect and courtesy. In his words: “Prairie Dunes is 
an iconic club, and we work hard to ensure that no one goes 
home without representing the brand. We want members and 
guests who visit our one-stop Golf Shop to be spoiled with 
the latest fashions in golf and lifestyle apparel, souvenirs, and 
accessories and gifts.”
Building relationships with members is Bolin’s why. 
“Members are the backbone of our club and the reason we 
get to live out our passion for golf through working and 
serving at their pleasure. Without their loyalty we cannot 
execute a successful operation. Our goal is to anticipate and 
exceed expectations for local members with whom we engage 
daily and our national members with whom we may only 
interact a few times a year.
“I can express it best this way: I want to be the member’s 
concierge for all things golf. I won’t ever say no to a member, 
and no manufacturer or line has ever said no to Prairie 
Dunes. Members can come to us for anything. Even if we 
don’t have it, we’ll order it for them and provide it at a 
member price.
“The Golf Shop’s service extends to helping members who 
are planning guest or group visits. From start to finish, right 
down to custom guest gift bags, we want everything about a 
buddy golf trip, corporate-branded logo apparel, or a day or 
weekend visit for friends and family to be signature.”
EMBRACE CULTURE
Billy says merchandise selection is the catalyst for a successful 
operation. That starts with planning and working with 
partners to curate items, from seasonal lifestyle apparel and 
accessories to traditional golf-specific goods, that meet the 
unique needs and desires of the PD membership. It continues 
with training and inspiring staff to deliver consistent world-
class service.
Embracing culture, he says, is a must. He’s the vision behind 
compelling alternative merchandise-specific brand logos 
like our big letter DUNES, vintage Club logo and fun cocktail 
“Gunch Punch” graphic. And he’s the guy to nudge for a 
program-specific logo like the ladies’ Fairway Birdies.
Culture swings. Our First Assistant Golf Pro participates in 
merchandising forums to learn from industry experts, share 
best practices, and gain a continual sightline to help PD 
remain fresh. Curating unexpected merchandise options is his 
way of playing to the Dunes’ extremely wide demographic.
“I just went to a well-known private golf club,” Billy says, “and 
tried to buy a tee-shirt. They sell polos. I have a hundred 
polos and didn’t need another. I experienced the same thing 
at a private, historic club nearer to us and turned them on to 
the possibility of offering more than traditional golf merch.
Peer-to-peer education and influence help us keep pace with 
the newest industry trends in lifestyle branding.”
 
“Over the last 10 
years the Club has 
experienced massive 
retail growth. Along 
with the increase in 
volume Billy has also 
created one of the finest 
stores in golf. It is a key 
amenity and point of 
pride for our national 
membership and many 
guests who are invited 
to the Club annually 
comment on their 
excitement to see the 
PD store each season.”
Thomas Barksdale, PGA, Prairie 
Dunes General Manager/COO
13

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