Lara Pavloff, PGA Head Golf Professional at Biltmore Golf Club has been named the 2017 Merchandiser of the Year at a resort facility.
Lara’s merchandising strategy is to build excitement around the newest trends and fashion, which she credits, is a team effort. They do their best to offer fashionable products that are not easily found in other retail outlets. “We also use upsell tactics with product placement to increase margins. I have my staff always offer a matching hat with a new shirt. If the hat is not purchased or the customer is not interested we always attempt to offer a glove or divot tool to accompany the purchase. These are items with strong profit margins and also help our dollars per round,” says Pavloff.
Pavloff started as an Apprentice in 2009 at Trump National Doral. After moving back to Florida she went to her now home facility, Biltmore Golf Course. Lara was elected into member status in 2014.
“Being a PGA professional is so much more than a title. My profession allows me to do what I love and meet and be around so many tremendous people. The PGA has afforded me the opportunity to do something every day that never feels like a job and for that I am very grateful,” says Pavloff.
Pavloff, along with the other South Florida PGA Annual Award Recipients will be recognized at the Annual Awards and Hall of Fame Dinner in November. Click here to view all the award recipients.