Change that fits to a tee
A golf center on Las Vegas Boulevard south of the Strip is undergoing a major rebranding.
In: TaylorMade Golf Experience.
Out: Callaway Golf Center.
Ron and John Boreta, brothers who own the 16-year-old golf center, and Callaway did not renew their agreement when the deal expired in June, said Jackie Jacquemoud, who handles the golf center’s merchandising and marketing.
It was known as the Callaway Golf Center since it opened in 1997, she said.
Under the new licensing agreement with Carlsbad, Calif.-based TaylorMade Golf, the center is getting a major branding face-lift to create a new retail experience, said Brad Holder, senior director of U.S. marketing for TaylorMade Golf.
Major improvements include doubling the retail space to more than 4,500 square feet and doubling the indoor fitting bays to two.
Holder declined to disclose the cost of the project except to say it was seven figures. The improvements are projected to be finished in October.
This will be TaylorMade Golf’s first “Experience” location in the U.S.
“There’s an avid local golf community, clearly,” Holder said. “Combine that with the entertainment traffic, and Las Vegas is the epicenter of different entertaining experiences.”
He said the focus will be on creating an engaging and interactive retail experience.
On Tuesday, there were touches of the new brand. TaylorMade blade signs were blowing in the wind, while two TaylorMade floor mats were near the entrance of the current store.
The golf center will be open for business while the retail space is being remodeled. Workers were removing construction debris Tuesday as part of the remodeling.
Golfers can use the driving range, a restaurant and the nine-hole, par-3 course called the “Divine Nine” during construction. A golf academy also will continue, Jacquemoud said.
When the store remodeling is complete, the vast majority of the retail space will be earmarked for TaylorMade’s golf equipment and its related product brand lines of adidas and Ashworth. TaylorMade Golf is a private subsidiary of the adidas Group.
The Boreta brothers also own the Las Vegas Golf and Tennis store on Dean Martin Drive.
Contact reporter Alan Snel at asnel@reviewjournal.com or 702-387-5273.
