MONKEY ISLAND, OKLAHOMA — Ryan Snyder, Director of Golf at Shangri-La Resort + Golf Club, has been named the 2025 PGA Merchandiser of the Year in the Resort category by the South Central PGA Section, recognising his role in driving retail performance, service standards and commercial growth at the waterfront destination.
The award, presented under the umbrella of the PGA of America, highlights excellence in golf retail operations and acknowledges professionals who combine strong financial results with innovation and customer experience. Snyder’s recognition follows a year of increased rounds played at the resort, alongside growth in both greens fee revenue and merchandise sales.
“I’m honored to receive the award,” said Snyder. “I couldn’t have done it without my amazing staff, including head pro Brice Long, assistant pros Mateo Villegas and Chad Dalton, as well as our inside staff and clerks like Mike Jacobs and Mike Haney who have done an excellent job providing a high-value purchasing experience for our members and guests. This is a great place, it’s down-to-earth, and we really love what we do. Rolling into 2026, we’re going to try to win it again.”
Commercial performance underpinned by experience-led retail
Shangri-La Resort + Golf Club, positioned as a premium leisure and outdoor recreation venue, recorded higher participation across its golf operations during 2025. That uplift translated into stronger retail performance in the pro shop, which carries established apparel labels including Donald Ross, Peter Millar and Under Armour, alongside equipment brands such as PXG, Callaway and Titleist.
According to Snyder, the commercial success of the shop is closely tied to the atmosphere and service culture cultivated on site. “This isn’t a normal spot,” says Snyder. “It’s relaxed, laid back where you come in and have a good time, let your hair down, and enjoy. We say, ‘Hi and how are you?’ and I think everybody appreciates the friendliness. We’re very service-oriented, help people out, and put forth gestures that make everybody feel at home.”
From a business perspective, the approach reflects a broader shift within resort golf towards experience-led retail, where engagement and service are seen as drivers of both loyalty and spend. Snyder positions the pro shop not merely as a point of sale, but as a strategic asset within the wider club operation.
Retail philosophy aligned with brand and culture
Snyder describes Shangri-La’s merchandising strategy as being rooted in a clear operational philosophy. “It’s the first impression, the service hub, and a reflection of the values we uphold on and off the course,” he says. “We strive to create an environment that’s welcoming, professional and inspiring, where golfers of all levels feel valued, informed and excited about the game.”
Product selection is governed by strict criteria, with every item required to either improve performance, enhance comfort or reflect the traditions of the sport. The shop blends established industry leaders with emerging brands, a balance designed to meet the expectations of both long-standing members and visiting guests.
“Our philosophy emphasizes seasonal planning and strategic storytelling,” adds Snyder. “Merchandising is not just displaying products — it’s presenting solutions, guiding purchasing decisions, and creating emotional connections. We use cohesive color stories, purposeful layout, and modern visual standards to keep the shop fresh, dynamic, and aligned with member expectations. Each display looks exceptional but also improves product accessibility and drives engagement.”
Data-led management and long-term sustainability
Beyond presentation and service, Snyder emphasises disciplined operational management as a cornerstone of success. Inventory is actively managed, sales performance is reviewed regularly, and adjustments are made based on data rather than intuition alone. The objective, he says, is to ensure profitability while maintaining long-term sustainability in a competitive resort market.
Service delivery also extends beyond the shop floor, with an emphasis on personalised support through custom fittings, special orders and proactive communication. Staff are encouraged to build relationships, understand individual preferences and anticipate customer needs, elevating the retail experience beyond a transactional model.
“Ultimately, our merchandising philosophy reflects our mission: to enrich the golfer’s experience through excellence, creativity, and unwavering attention to detail,” Snyder says. “People and culture come first.”
The recognition from the South Central PGA Section places Shangri-La Resort + Golf Club firmly on the regional map for retail excellence, underlining how thoughtful merchandising and strong leadership can contribute materially to the commercial performance of modern golf resorts.
