BALLYHACK GOLF CLUB

APRIL 2024 - PRESENT
Visual Merchandise Manager

Overview

At Ballyhack, I shape the visual identity of the retail space by creating a refined, story-driven shopping experience that reflects Dormie Network's elevated brand standards. Through intentional product placement, cohesive color stories, and strategic visual merchandising, I create an intuitive and engaging environment that enhances product discoverability, captures attention, and drives sales.

Beyond visual merchandising, I cultivate meaningful relationships with our members and guests by understanding their preferences, anticipating their needs, and delivering highly personalized recommendations. Whether it's having the perfect item waiting at the counter before they realize they need it or curating thoughtful product pairings throughout the shop, I create a seamless shopping experience that encourages both trust and sales.

I also extend Ballyhack's visual identity beyond the clubhouse by managing the Ballyhack Insider social media presence. Through intentional storytelling, thoughtfully curated content, and consistent brand messaging, I create a digital experience that strengthens our community, showcases the club's lifestyle, and reinforces the elevated Ballyhack brand.

Visual Strategy

Every display is designed with intention. At Ballyhack, driving sales is at the core of every product display and table design. Two principles guide every merchandising decision: accessibility and visual appeal.

ACCESSIBILITY:
A beautiful display only works if guests can shop it with ease. Every product is intentionally positioned so it is easy to reach, browse, and purchase. Garments are consistently folded in size order, allowing members to quickly find what they need while maintaining a clean, elevated presentation.

VISUAL APPEAL:
Visual appeal is just as important—if not more important—than accessibility. Every table begins with a color story that creates an emotional connection and tells a story.

For example, this fall display was designed to draw the eye toward the center of the table while evoking the feeling of autumn golf at Ballyhack—a coveted season when members eagerly compete for tee times surrounded by the Blue Ridge Mountains. Beyond the color story and intentional product placement, every garment is meticulously folded and perfectly aligned, creating visual harmony, satisfying symmetry, and the polished presentation expected of a luxury retail experience.

WOMENS APPAREL:
Our women’s displays receive the same level of thought, intention, and attention to detail as our men’s presentations. Each color palette, product assortment, and accessory selection is thoughtfully curated to create a cohesive visual story that reinforces the Ballyhack brand identity while reflecting the lifestyle and preferences of our members.

While each apparel brand is merchandised independently to create an intuitive shopping experience and allow guests to easily connect with their preferred labels, accessories are intentionally integrated throughout the space to complement each collection and enhance the overall lifestyle presentation. This approach creates visual balance, encourages outfit inspiration, and allows guests to envision how individual pieces can be styled together and seamlessly incorporated into their wardrobes both on and off the course.

WOMEN'S B.DRADDY:
This table features a B. Draddy women’s apparel collection that I specifically selected and purchased for Ballyhack, in addition to styling the visual presentation. While many displays focus on the strategic merchandising and presentation of existing assortments, this collection represents a full buying and visual merchandising approach — from selecting the product assortment to creating the final display experience.

Each piece was intentionally chosen to support the diverse needs of our membership and reflect a thoughtful women’s buying strategy within our unique customer demographic. Because the majority of our membership is male, women’s apparel selections must appeal to multiple customer profiles — including women who golf, women seeking elevated lifestyle apparel, and members looking for a meaningful gift or piece to bring home for their wife or loved one.

Stitch accessories were incorporated to complement the B. Draddy collection and complete the lifestyle presentation, reflecting how our members would naturally style and utilize these pieces both on and off the course. The final assortment and display were designed to create versatility, inspire outfit building, and reinforce the Ballyhack lifestyle aesthetic.

MEN'S FAIRWAY & GREENE:
For this display, I was responsible for the apparel buying selection, garment preparation, folding, product placement, and final presentation to ensure the assortment was executed in alignment with Ballyhack’s visual merchandising standards. Our Merchandise Manager designed the overall display layout and incorporated prop elements to enhance the presentation.

The display was carefully curated through intentional product placement, strategic signage, and a cohesive color story designed to guide the member’s eye, create visual interest, and make the assortment easy to shop. Everyday golfer accessories were incorporated to complement the apparel selection and enhance the overall presentation, highlighting the essential pieces members seek when preparing for their time on the course.

WOMEN'S G/FORE:
This assortment was purchased collaboratively with our Merchandise Manager. I was responsible for folding, styling, and displaying the collection, utilizing a variety of folding techniques to best showcase each garment while creating visual balance and a cohesive presentation throughout the table.

MEN'S G/FORE:
Color and accessories play a significant role in how we merchandise each brand, especially G/FORE. Beyond the apparel itself, the brand’s footwear and signature shoe boxes serve as merchandising elements, helping reinforce the collection’s identity while creating a more dynamic and engaging presentation.

By thoughtfully incorporating these elements while maintaining Ballyhack’s visual merchandising standards, the assortment allows G/FORE’s bold colors, patterns, and playful aesthetic to stand out while still supporting the elevated retail experience expected when shopping at a Dormie Network property.

WOMEN'S SUMMIT GOLF BRANDS:
Purchased in collaboration with our Merchandise Manager, this assortment was intentionally selected to showcase the complementary relationship between Summit Golf Brands’ collections, including Zero Restriction, B. Draddy, and Fairway & Greene. While we maintain distinct brand placement throughout the shop to support shoppability and allow members to easily locate their preferred labels, we strategically combine brands when collections complement one another and share a common brand foundation, creating a stronger overall presentation.

Beyond the purchasing strategy, the display was curated to highlight pieces that transition seamlessly between golf and everyday wear, showcasing how each brand contributes to a cohesive assortment. Through intentional folding techniques and product placement, the unique details and design elements of each garment are emphasized. Coordinating accessories were incorporated to reinforce the overall presentation and create a polished, elevated merchandising experience.

MASTER'S WEEK AT BALLYHACK:
Peter Millar is our best-selling brand and a favorite among our members, making it a natural choice for a Masters Week display centered around the excitement and tradition of The Masters Tournament. Given the strong connection between Peter Millar and the tournament experience in Augusta, the assortment was intentionally selected to reflect what members associate with the event and what they are most likely to seek during Masters Week. The entire apparel assortment featured in this display was selected and purchased by me, with the exception of the hats, which were purchased by our Merchandise Manager.

Beyond selecting the merchandise, I was responsible for the garment preparation, folding, styling, and placement of each apparel piece to ensure the display aligned with Ballyhack’s visual merchandising standards. To further bring the experience of The Masters Tournament to our members, I designed a custom Masters-inspired poster to enhance the storytelling element and bring the theme to life within the retail space. Our Merchandise Manager supported the presentation through the selection and placement of display elements, including the shelving, grass, and floral accents that helped complete the overall environment.

The goal of this display was to move beyond traditional merchandising by creating an engaging retail experience that captured the atmosphere of Masters Week through intentional product curation, visual storytelling, and thoughtful execution.

ST. PATRICK'S DAY:
Purchased and displayed with St. Patrick’s Day in mind, this assortment was selected to create a seasonal shopping experience through thoughtful product curation and presentation. The display utilized varying heights, layered accessories, and coordinated colors to create depth, dimension, and visual interest. Each accessory and decorative prop was purposefully incorporated to reinforce the theme, enhance the overall presentation, and create an engaging experience for members.

MEN'S PETER MILLAR:
Located toward the back of the shop, this display demonstrates that visual strategy extends beyond individual presentations and includes intentional brand placement throughout the retail space. Positioning Peter Millar in this location encourages members to explore the full retail environment and discover additional brands before reaching one of our best-selling collections, creating opportunities for engagement throughout the store.

I designed the complete visual presentation of this table, including prop selection and placement, accessory integration, product placement, and styling details. Every apparel piece featured in this display was selected and purchased by me, with the exception of the belts and hats, which were purchased by our Merchandise Manager. The assortment was curated with our members and the summer season in mind, featuring lightweight fabrics and tropical-inspired prints. Through the use of varying heights, coordinating accessories, and lifestyle elements, I created dimension, visual balance, and a cohesive presentation that complemented the product assortment’s color palette and elevated the overall shopping experience.

MEN'S JOHNNIE-O:
Johnnie-o’s muted color palette and relaxed West Coast aesthetic, represented through the brand’s signature surfer logo, create a distinct identity within our retail assortment. As our second best-selling brand, Johnnie-o is strategically positioned toward the back of the shop alongside Peter Millar to encourage members to explore the full retail environment.

This presentation utilizes varying heights, golfer essentials, and lifestyle-oriented props to complement the brand’s relaxed aesthetic and create a cohesive visual experience. Muted-toned shelving and display elements were intentionally selected to complement Johnnie-o’s color palette, allowing the apparel and accessories to remain the focal point while reinforcing the brand’s overall identity. Consistent with all of our displays, branded signage was incorporated to strengthen brand recognition and help members easily identify the collection. Our branded surfboard featuring Johnnie-o footwear serves as both a functional product presentation and a visual representation of the brand’s coastal lifestyle, further enhancing the overall experience.

By integrating apparel, footwear, signage, and lifestyle elements together, this presentation creates a more complete representation of the Johnnie-o brand while maximizing opportunities to showcase the full assortment.

MEN'S B-DRADDY:

Creating a consistent shopping experience requires more than great merchandising - it requires developing the team behind it.

This display highlights the training process of one of our merchandising associates, Claire. After learning our merchandising standards and visual principles, she independently placed the apparel while I coached her through product placement, folding techniques, and accessory styling. Investing in team development ensures every display maintains the same elevated standard, regardless of who creates it.

WOMEN'S PETER MILLAR:

I purchased all apparel featured on this table, apart from the hats, with the Fourth of July season and our members' preferences in mind. As with all women's displays, the assortment was intentionally selected to include versatile lifestyle pieces that extend beyond the course and reflect how our guests naturally live and shop.

The table design and product placement were developed by our Merchandise Manager, while I completed the folding and accessory placement to create a cohesive, elevated presentation.

FOURTH OF JULY AT BALLYHACK:

This collection was selected with our target market and seasonal needs in mind. Purchasing merchandise that reflects both our membership and the time of year is essential to maintaining strong sell-through while ensuring the shop remains fresh, relevant, and engaging. As our best-selling brand, Peter Millar was the focus of this patriotic assortment, allowing us to offer members a seasonal collection from a brand they already know and value. Every apparel piece featured on this table was purchased by me, apart from the belt and hats, to align with our members’ interests in patriotic seasonal merchandise.

The assortment combines lifestyle pieces and golfer essentials to create a well-rounded presentation that allows members to connect with the collection beyond traditional golf wear. The overall table design was created by our Merchandise Manager, including the placement of shelving, props, accessories, and apparel. I supported the final presentation by completing all garment preparation and folding to ensure the assortment was presented in alignment with Ballyhack’s visual merchandising standards.

MEN'S PETER MILLAR:
Returning to our best-selling brand, the entire apparel assortment featured on this table was selected and purchased by me. The collection was curated with the spring season and our members’ preferences in mind, incorporating soft seasonal color palettes that reflect the time of year.

With our target market being primarily male, blue remains one of the most consistently purchased colors within our assortment. While blue continues to serve as a core component of our product selection, we strategically introduce complementary pops of color to encourage members to explore beyond their traditional preferences. The incorporation of brighter spring and summer tones creates visual interest, highlights seasonal trends, and encourages members to embrace new color options within their wardrobe.

MEN'S G/FORE:
Allowing each brand to maintain its unique identity while ensuring every presentation aligns with Ballyhack’s visual merchandising standards is an important part of our retail strategy. Each brand carries its own personality and aesthetic, and our displays are designed to highlight those characteristics while maintaining a cohesive shopping environment.

G/FORE’s playful and expressive identity is brought to life through bold prints, patterns, and statement footwear. As one of our top-selling footwear brands, G/FORE shoes are intentionally incorporated into displays to showcase the full brand assortment while allowing the brand’s personality to remain a focal point. By embracing G/FORE’s vibrant aesthetic within our elevated retail environment, we create a presentation that feels authentic to the brand while still aligning with Ballyhack’s standards.

Attention to Detail

When it comes to curating the perfect aesthetic and setting the tone of a retail environment, the details matter. Every element is meticulously considered and intentionally placed, from seasonal foliage and lifestyle merchandise to carefully selected hats, product placement, and precisely folded garments. Each detail contributes to creating a cohesive presentation and a polished shopping experience.

Thoughtful attention is given to how colors flow together, how logos are positioned and showcased, and how complementary lifestyle merchandise enhances each apparel assortment. By incorporating elements beyond clothing, including golf bags, headcovers, drinkware, and other brand-related pieces, each display becomes more than a product presentation.

We are not simply selling a piece of clothing; we are creating an experience, telling a story, and allowing members to envision how these products fit into the lifestyle they value. The smallest details are what bring each display to life.

Welcome Displays

Welcome displays serve as the first visual touchpoint guests experience when entering the clubhouse. Each display is thoughtfully curated to tell a story, set the tone for the retail environment, and encourage members to engage with the lifestyle we represent.

Whether showcasing travel essentials that inspire members to prepare for their next destination within the network, seasonal collections designed around upcoming occasions, or merchandise selections that appeal to the entire family, these displays create opportunities to connect members with products that support the way they live, travel, and enjoy their time at the club.

Ballyhack Insider Account

The Ballyhack Insider account serves as the club’s dedicated social media channel, providing a closer and more personal look into the Ballyhack experience beyond the primary corporate account. While the main Ballyhack account represents the broader brand, the Insider account allows us to showcase the unique personality, people, experiences, and day-to-day moments that make our club special. Each of Dormie Network’s seven clubs maintains its own Insider account, and I oversee the strategy, branding, and content direction for Ballyhack’s channel.

With years of experience in social media strategy, I understand the importance of maintaining a consistent brand perception while creating content that feels authentic and engaging. Every post is developed with intention, from the imagery selected to the story being communicated. The goal is to build brand awareness, strengthen our community, highlight club events and experiences, encourage future visits, and keep members connected to the moments that make Ballyhack unique.

Through the Insider account, I showcase the full story of the club — from merchandise and retail experiences to culinary offerings, events, and the people who bring Ballyhack to life. The account allows us to highlight the details, traditions, and experiences that make the club unique, including the heart of our brand: the goats behind our logo.

Beyond showcasing the club experience, the Insider account also provides an opportunity to highlight the personalities that make Ballyhack special — the people members recognize, connect with, and look forward to seeing throughout their time at the club. Featuring key team members, like Head Golf Professional Matt Bevan, creates authentic connections between our members, our team, and the products and experiences we offer.

REELS:
Nothing is done without intention. This content highlights one of the most important parts of the Ballyhack experience: the course itself. Golfers connect deeply with seeing the course played, especially when it is showcased through the perspective of someone who understands and represents the game.

Featuring our former Assistant Golf Professional, Spencer Shaulis, now Head Golf Professional at Arbor Links, allows members to experience the course through the perspective of a trusted insider while showcasing the beauty and character of Ballyhack. Beyond the player experience, this content also highlights the dedication of our Agronomy team, whose behind-the-scenes work maintains the course conditions that make every round possible. By recognizing both the course and the people who care for it, we tell a more complete story of the Ballyhack experience.

Promotional Marketing

Promotional marketing is utilized across both the shop and social media to extend the reach of each retail campaign and create a cohesive member experience. I design promotional graphics for specific sales, seasonal collections, and featured merchandise to support in-store initiatives while maintaining Ballyhack’s visual standards and brand identity. These graphics are shared across social media channels and displayed in-store to increase awareness, encourage member engagement, and drive traffic to the shop.

Each promotional graphic is thoughtfully developed around the holiday, sale, or campaign it represents, incorporating merchandise from the brands we carry to maintain a cohesive visual connection to the product being promoted. Photos of the Ballyhack golf course are frequently incorporated as background elements to connect promotional content back to the overall club experience, reinforcing brand recognition and creating a consistent visual identity across all marketing touchpoints.

IN - STORE SIGNAGE

DR. MARTENS x LOLLAPALOOZA

WINTER 2021
Full presentation located below promotional materials.

Overview

In the winter of 2021, our team was tasked with the class project of designing a strategically aligned pop-up shop, taking into account both aesthetic appeal and financial viability. We chose Doc Martens as the featured brand and strategically placed the pop-up shop within the festival grounds of Lollapalooza. As a focus on sustainability, we constructed the pop-up using a modular storage unit, facilitating easy transportation and reuse. Enclosed are the slides I curated and the promotional material I designed for this noteworthy event.