The 63,000-square-foot Roger Dunn Santa Ana Superstore is the retail chain's flagship location.
Roger Dunn Golf Shops has been serving Southern California since opening in 1955
As the Southern California-born and bred Roger Dunn Golf Shops celebrates its 55th anniversary this year -- which, it should be pointed out, is an eternity in the world of retail -- it does so knowing that its longevity can be traced not only to tried-and-true qualities such as excellent selection and top-notch customer service, but also to its ability to change to meet the needs of its customers.
When Dunn, a former PGA Tour player who passed away in 2012, opened his first store at a North Hollywood driving range in 1965, his goal was to make golf more accessible to the masses by offering better prices and selection than golfers would find at their local green-grass pro shop.
Fifty-five years later, Roger Dunn Golf Shops serve everyone from beginners to scratch golfers in 13 California cities from its flagship superstore in Santa Ana to Fresno as well as at three locations in Hawaii, and the core principles haven’t changed.
Roger Dunn’s free custom fitting and industry leading 90-day satisfaction guarantee are two of the qualities that make the brand stand out from its competitors.
“In many ways the experience at our stores is the same as it was when Roger first opened back in 1965,” said Darryl Taylor, the Regional Manager for Roger Dunn Golf Shops and The Golf Mart in Southern California. “While the equipment has changed drastically and so many other things in the game are different than they were 55 years ago, we still offer the very best in selection and service.”
Taylor has overseen the addition of new locations in Monrovia and Canoga Park in the last five years to better serve golfers in the Los Angeles suburbs. And he has been at the forefront of ensuring golfers know they’ll get the very best at Roger Dunn shops, whether that means adding the latest fitting technology or staying on top of apparel trends.
What has changed, to some degree, is the needs and wants of the brand’s customers. Roger Dunn stores still offer the widest selection of golf equipment, apparel and accessories found anywhere, thanks in part to the buying power of parent company Worldwide Golf Shops, which purchased Roger Dunn Golf Shops in 1993 and operates chain stores across the country that include Edwin Watts Golf Shops, Golfers' Warehouse, Las Vegas Golf Superstore, The Golf Mart, Uinta Golf and Vans Golf Shops.
But as golf has evolved and attracted new players, Roger Dunn has adapted to offer more equipment for beginners and high handicappers, women and kids, as well as apparel that appeals to those who may not be tied strongly to the traditions the game has held onto for so long.
During recent months, Taylor said Roger Dunn stores have welcomed more golfers new to the game or those returning to golf after years away from the course. People working from home have replaced their commute time with driving range sessions, and those who used to play basketball at their local gyms after work are now sneaking in nine holes before dinner instead. Recognizing a need, the stores are now stocking more beginner sets and game-improvement clubs than ever before.
Another example can be found at the flagship, 63,000-square-foot Roger Dunn Santa Ana Superstore, where the company recently opened a “shop within a shop” to showcase TravisMathew apparel. The fully enclosed space within the store has a decidedly surfer vibe featuring the latest from the Huntington Beach-based brand, and it has been a hit among golfers seeking looks that fit in just as well at happy hour of the office as they do on the course.
“We have seen a lot of golfers coming to the game who haven’t played in 10 years or who have never played, and we want to cater to those people as well as the avid golfers who have been coming into our stores for years," Taylor said. “To do that, we’ve stocked more equipment for those golfers, and we have also placed an emphasis on lifestyle apparel. You can come into the Santa Ana store and buy a pair of jeans, or a hoodie, or a puffer jacket. Our partnership with TravisMathew has really gone to the next level, and it has helped transform the shopping experience here.”
Roger Dunn stores have put off any special celebrations to mark the 55th anniversary for the time being, but Taylor said: “Keep an eye out for our Digital Holiday Catalog for some upcoming special holiday offers and deals. Until then, customers can continue to expect to find the best experience in golf retail at their local Roger Dunn location, whether they’re in Orange County, the Coachella Valley, Los Angeles or California’s Central Valley.”
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