Shop 907

Pro shop finds for golfing fashionistas

Wouldn't you know it? It took a woman running the place to bring Anchorage into the current millennium when it comes to the burgeoning business of women's golf.

Lady golfers have been teeing it up in increasing number for years. They're serious about it. They demand the best clubs, the best shoes, even the best tee times these days. And they're willing to pay for it.

Jeri Cunningham knows this. She has been in the golf business for 25 years. Two years ago, she took the job of golf operations manager at the Anchorage Golf Course on O'Malley Road and was, well, less than thrilled with the lack of attention to women's golf gear and products.

"It was a very manly shop," Cunningham says. "But then I realized how many women were here, were playing here, and I realized, boy, we were missing the mark."

No offense to men, she says, but they don't know what women want when it comes to golf. "They had the kinds of things a guy would buy for a woman. It was a little girly-girl."

So Cunningham set about transforming the pro shop into a golf store that appeals to the ladies. The one little rack in back morphed into a large space in the front of the shop. The old staple brands like Love Joy and Calloway were soon being edged out by Nicole Miller, Jamie Sadock, Sun Mountain, and even hot new Puma items.

Animal-print totes with matching towels, visors and gloves, even an over-the-shoulder small clutch for forays into the clubhouse when you just need that pick-me-up at the turn. Sweaters, tops and knee-length playing pants that mix and match. Trendy golf bags and club covers abound. And a decent selection of clubs, too.

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And anything pink, particularly if it sports a breast cancer ribbon or logo. Cunningham says Anchorage's lady golfers are huge supporters of breast cancer awareness, and turn out in droves for local tournaments. The shop still has a couple of pairs of hot pink TipTeeToe golf shoes, $149 a pair. They were special-ordered for a couple of foursomes in the last tournament.

And that's another secret to the success of the shop -- ordering the specialty items that women have seen and want. Cunningham says she make every attempt to bring in what the customers are interested in.

"The comments are phenomenal," Cunningham says. "The ladies are so appreciative. It's so nice to hear that their needs are getting met now."

Next up on the pro shop tee? Juniors. Cunningham is "definitely going to grow our juniors" with more offerings for apparel and other products, not just junior-size clubs.

Contact Patti Epler at patti(at)alaskadispatch.com.

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