It takes a village: VGM Club's 2017 Golf Industry Show

Written by: Cam Schultz

There is a proverb that says, "It takes a village to raise a child" meaning everyone who is around an adolescent should take a role in assuring that child grows into a healthy adult.

The same could be said about VGM Club's approach to this year's Golf Industry Show (GIS) in Orlando. Our company has had a presence on the expo floor for almost two decades, but after the 2016 show in San Diego we asked ourselves...

"What can we do to enrich the golf industry & our member's experience to highlight what VGM Club actually does?"

Suddenly the answer came to us. We will create a village... literally.

Now you might be asking yourself, "Okay, you went from a booth that was 20' x 20' to one that was 50' x 80’... so what?"

Yes, we did start by purchasing a bigger booth space. Many companies could have done that. We went much deeper than that. Three significant ideas made the VGM Club Village work.  

"If you build it, they will come"

(You just can't take a Field of Dreams quote out of an Iowa boy's repertoire!)

We worked diligently with the Golf Course Superintendent's Association of America on how VGM Club could help grow the show. After all, a couple handful of our partners have booths at the expo as it is. Our team created a list of VGM Club partners that could see a benefit in displaying at their first GIS... becoming VGM Club "Villagers".

Ten partners accepted the invite and we were overjoyed that the following companies joined us:

• Stens (parts company).
• Cintas (facility services & products).
• Best Buy for Business (technology products & expertise service).
• DIRECTV (satellite service provider).
• World Pay (secure payment services for businesses).
• Gallo Design (outdoor furniture).
• Gempler's (professional workwear & safe equipment).
• StarFloors (turn-key flooring provider).
• Affinity Club Underwriters (insurance).
• PepsiCo (food & beverage world leader).

"The whole is greater than the sum of its parts"

Can't sum this up any better than that. Thanks for the assist, Aristotle!

There is such a strong connection between VGM Club and our wonderful partners. VGM Club is all but a speck without all of the great manufacturer & distributor companies and we like to think they feel the same about VGM Club.

A perfect example of how this connection makes an impact was fellow VGM Club "Villager" Gempler's. They had never been a part of the GIS and decided to take part in the VGM Club Village. Two days and over 400 leads later, their sales team is primed to make some new connections in 2017. VGM Club loves watching both partners and members succeed through the benefits of these experiences.  

We are more than a purchasing group. We are a community.

VGM Club was blessed to have over 1,000 people stop by at the village at GIS. Some needed our help with something particular while others stopped by simply to say hi and grab a beverage. Plenty of people stopped to register for their new Yeti® Rambler. (New program spoiler alert! Look for the details coming out soon.)

The folks that stopped by ranged from VGM Club members to prospects, students to retired industry professionals, partner companies to curious onlookers trying to find out what VGM Club could give them.

The answer is something we are very excited about. We are no longer just a purchasing group. We are a community that is here to serve the industry with both savings and solutions.

I overheard several people say, "Boy, you guys sure have made it" meaning our bigger presence shows VGM Club's strength in the marketplace.

We are humbled by that thought, but I'd be remiss if I didn't correct them...

It isn't just VGM Club that has "made it."

"VGM Club's entire community of members & partners have made it... together."

.. It takes a village after all.