Over 1,300 exhibitors will be in Orlando this weekend for the 45th PGA of America Merchandise Show, to be held at the Orange County Convention Center today through Monday. The show will utilize 1.1 million square feet, and is expected to draw over 50,000 (PGA). With the industry consolidating, the big golf companies "are getting bigger," and they, along with "a couple of outsiders," are "staking claim" to the growing women's and youth markets at this year's show, according to Ron Sirak of the AP. Last year, the show resulted in "more than" $1.3B in golf industry sales (AP/DETROIT NEWS, 1/28). iGOLF's Bill Binenstock writes that although youth and women will be the show's "buzzwords," the introduction of new drivers and irons "will take front and center ... as always" (iGOLF, 1/29). Polo Ralph Lauren, Tommy Hilfiger and Hugo Boss will exhibit apparel for the first time at this year's show, which will include the first PGA Fashion Shows (AD AGE, 1/26 issue). Titleist/Foot Joy will have the show's largest exhibition booth at 12,800 sq. ft., followed by Spalding and Nike (BRANDWEEK, 1/26 issue). In Orlando, Jeff Babineau writes that one debut "expected to garner considerable attention" is that of CA-based Liquidmetal Golf, which touts "a new alloy ... that could be the industry's hottest material since titanium" (ORLANDO SENTINEL, 1/30). THE DAILY will preview new products and apparel from the show next week. ADAMS FAMILY VALUES: Adams Golf is profiled by Chuck Stogel of BRANDWEEK. CEO Barney Adams founded the company in '88, and by '96, with the introduction of the Tight Lies fairway woods, revenues had "skyrocketed" to $5M. For '98, Adams is "projecting" sales of $60M. The company's success with Tight Lies has been helped by a "solid trade push via telemarketing - not sales reps" and last year's infomercial, which "mined the medium for all it was worth." Adams plans to continue its sales formula, as a new infomercial is "in the works" while the '98 ad budget "should surpass" $10M (BRANDWEEK, 1/2). Adams bought a quarter-page ad in the WALL STREET JOURNAL's op-ed page for Tight Lies. LOOKING AHEAD: BRANDWEEK's Stogel also listed ad spending for the top golf brands over the past two years. NOTE: '97 figures are through October (BRANDWEEK, 1/26).
| COMPANY | '96
SALES | '96 AD
SPENDING | '97 AD
SPENDING |
| TITLEIST/FJ/COBRA | $677M | $40.8M | $34.8M |
| CALLAWAY | $466M | $14.5M | $15.2M |
| SPALDING/ETONIC | $361M | $19.9M | $22.1M |
| TAYLOR MADE | $251M | $13.3M | $17.2M |
| WILSON | $140M | $10.3M | $7.4M |
| MAXFLI/DUNLOP | $121M | $ 5.0M | $3.8M |
| PING | $115M | $ 8.7M | $8.1M |
| ARMOUR/ODYSSEY | $ 85M | $12.2M | $11.4M |
