2025 South Florida PGA Merchandiser of the Year (Resort) - Andrew Farrea, PGA
“It was shocking, surreal, and one of the greatest honors of my career.”
These are the words of Andrew Farrea, PGA, on being awarded the 2025 South Florida PGA Merchandiser of the Year Award in the Resort category. In less than two years in the South Florida PGA Section, Farrea has already made a significant impact as the PGA Director of Golf at The Boca Raton Golf Club, driving substantial merchandise revenue growth and introducing data-driven strategies that elevate both the golf shop and member experience.
Farrea’s journey started at Methodist University, where he studied Professional Golf Management, graduating as a PGA of America Golf Professional. Farrea then took his first job at Newport National Golf Club in Newport, Rhode Island as an assistant golf professional.
Unsure if a career in golf was for him, Farrea set out to obtain his MBA, applying and being accepted into graduate school at the University of Mississippi. However, during that same time Newport National unexpectedly offered him the head golf professional position. Surprised by the offer, Farrea accepted the position and chose to forgo graduate school.
Farrea credits Matt Adams, the former general manager at Newport National, for the guidance he provided, and recognizes Adams for serving as his first mentor in merchandising. Adams stressed the importance of strategic branding, market research, and the many ways to utilize that research to increase sales. Along with merchandising, Adams taught Farrea how to build a great team.
“Matt showed me the importance of creating a culture that attracts and nurtures an outstanding group of individuals,” Farrea explained.
Farrea stayed at Newport National for eight years before moving to Grand Cayman in the Cayman Islands as head golf professional at North Sound Golf Club. He was there for two years before moving to Ko Olina Golf Club in Hawaii, also as head golf professional. During Farrea’s time in the Aloha PGA Section, he was recognized with the Bill Strausbaugh Award in 2022.
The Bill Strausbaugh Award recognizes PGA Professionals who distinguish themselves by mentoring their fellow PGA Professionals in improving their employment situations.
At Ko Olina Golf Club, Farrea’s General Manager, Greg Nichols, became another mentor of his. Nichols taught Farrea to spend time gathering anecdotal research, diving into the data, and paying attention to the details that often go unnoticed.
Farrea stayed at Ko Olina for four years before deciding he wanted to move back stateside, and fell in love with The Boca Raton Golf Club.
Farrea continues to utilize what he has learned to build a great team culture and has seen how it positively affects merchandising. He fosters those working in the facility who aspire to become PGA Professionals one day, and has built an environment that accelerates growth. Farrea has structured outside operations as a fast-track program, with the goal of moving dedicated staff into assistant professional roles within a year.
“We want to grow the PGA brand overall and our own property at the same time,” Farrea said. “It worked in Hawaii, and I can see it coming together here in Boca Raton.”
This past year,The Boca Raton Golf Club, with the help of 2025 South Florida PGA - Southern Chapter Salesperson of the Year, Kris Saba of TaylorMade, brought a tour-fitting van to the facility, giving club members the opportunity to have a TOUR-level fitting experience.
“It was an incredible day,” Farrea said. “In addition to the van, TaylorMade staffed the event with expert fitters building clubs on-site—just like they would for Rory and Tiger.”
In just eight hours, the club had shattered a TaylorMade record, producing $75,000 in sales, which was approximately $25,000 more than the previous record.
Farrea’s leadership, connections, and strategies led to him earning the Merchandiser of the Year Award in the Resort category. His short time at The Boca Raton Golf Club has been marked by significant growth, with sales increasing by almost 30% in the spring months and continuing to grow throughout the year. Farrea recognizes the significance of what he and his team have accomplished.
“There's a lot of weight behind this award and I don't take it lightly,” Farrea said. “I'm very honored to receive it, and thankful to those who gave me the opportunity to do so.”



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