Casey Mitchell Named South Florida PGA Merchandiser of the Year for Public Category

Casey Mitchell Named South Florida PGA Merchandiser of the Year for Public Category

ATLANTIS, FL – Casey Mitchell, PGA Director of Golf at Sandhill Crane Golf Club has been named the 2019 South Florida PGA Merchandiser of the Year for the Public Category.

The Merchandiser of the Year is presented to the PGA Professional that has demonstrated superior skills as a merchandiser in the promotion of golf.

“This award has great meaning to me as the golf shop is an extension of the facility and staff,” said Mitchell. “The golf shop often predetermines what a guest’s overall experience will be like and can set a positive or negative impression of other facets of the club. I truly enjoy the artistic creativity that merchandising our golf shop allows me to contribute to that experience, the character and personality that it brings out in the staff and customers. It is sincerely an honor to be recognized for this award and to represent the Sandhill Crane Golf Club.”

Mitchell has developed the golf shop at Sandhill Crane Golf Club to be indicative of a public category award. By limiting options that a customer can find at any local facility, Mitchell has stocked her shop full of brands that are bold, limiting the number of solid colors.
A lot of Mitchell’s success as a merchandiser is a result of her ability to collaborate and listen to her staff and guests. Mitchell encourages her staff to get creative with promotions and makes it a priority to familiarize herself with repeat customers and guests, personalizing the shop based on guest demand and preference.

Prior to her role at Sandhill Crane Golf Club, Mitchell led the merchandising efforts at North Palm Beach Country Club from 2011-18 where she oversaw a renovation of the golf shop and was responsible for merchandising the shop which was three times the size of the original.

The Merchandiser of the Year (Public) Award is one of the South Florida PGA’s annual awards. Each award recipient as well as Hall of Fame inductees will be honored at the SFPGA Annual Awards and Hall of Fame Dinner on November 12th at the Country Club at Mirasol. Click here for a list of this year’s award winners.