SILVERADO RESORT AND SPA’S PGA HEAD GOLF PROFESSIONAL DAVE ZORN NAMED “NORCAL PGA MERCHANDISER OF THE YEAR — RESORT”
Silverado Resort and Spa, a landmark golf resort in the heart of Napa Valley, proudly announces that Dave Zorn, the resort’s PGA head golf professional, has been designated Northern California PGA Merchandiser of the Year — Resort. Zorn and Silverado’s golf shop merchandise manager Alexis Hayes have collaborated to manage an ever-growing and highly successful enterprise and are responsible for training the product knowledgeable and hospitable staff.
“We are pleased Dave has been recognized by the PGA Northern California section for his management and leadership skills. He, along with the energy and professionalism of our entire golf shop team, helps make our golf shop operate very smoothly for our guests,” said Todd Shallan, resort managing director. He continued, “This commendation along with our recent award of Regional Golf Course of the Year by NGCOA as ‘Best in the West’ has made 2022 a very special year for Silverado.”
The merchandise philosophy of the golf shop is to embrace the diverse clientele who visit the Napa Valley. With the support of Troon’s area retail manager, Erin Bowman, the shop team works with vendors to incorporate a wine country experience by purchasing and selling wine-themed apparel, club headcovers, hats, glass stemware and other appealing wine-related merchandise. High-end styles, brands and items are selected to fit the needs of golf and non-golf guests as well as area visitors. The shop also creates special membership buying opportunities such as club member fitting days, trunk shows and special pricing to promote membership loyalty and sales. Another tactic that spells success for the golf shop team is their hard work to change or rotate merchandise displays once a week, more than 50 times per calendar year.
“Dave’s leadership guiding the purchase of high-end, luxury brands and wine-inspired merchandise, which our visitors want to own and give as gifts from their Napa Valley experience, has been vital to our continued success,” said Cody Sherrill, Silverado Resort and Spa’s director of club operations.
