Exclusive and Custom Merchandise: Elevating Member Pride at Naples Yacht Club

Custom merchandise has emerged as a vital component in maintaining the identity and exclusivity of private clubs. For members of the Naples Yacht Club, these high-quality, personalized items not only symbolize pride in their association but also distinguish their club from others. As Hallie Girardeau, General Manager of the Naples Yacht Club, aptly puts it, “We wanted custom pieces, not the same pattern from a few companies that you can find at other clubs just with a different embroidered logo.” This sentiment underscores the importance of bespoke merchandise in fostering a unique club culture.

Exclusivity Matters

At Naples Yacht Club, merchandise bearing the club’s burgee is only available to members. Girardeau emphasizes, “It makes it exclusive. It makes it, you know, you get to be different and then be proud to show off your club.” This exclusivity is critical, as many members belong to multiple clubs. A truly custom item distinguishes Naples Yacht Club apparel and accessories from those of other establishments, making them cherished possessions rather than generic souvenirs.

Girardeau points out that without customization, “you're going to get the same pattern, same shirt, but just with your logo on it.” This lack of uniqueness can dilute the prestige of club-branded items. In contrast, custom pieces—from colors to designs—allow clubs to offer members something they can’t find elsewhere.

Quality Reflects Value

Another cornerstone of the Naples Yacht Club’s merchandise strategy is quality. Girardeau reflects on the evolution of their offerings, “Six years ago, we really didn’t have anything. We had a handful of different polos that were probably considered lower quality. As we increased the quality, members became proud to wear not only the burgee but the item itself.”

High-quality merchandise is not just about aesthetics; it’s a representation of the club’s standards and values. “Our membership has a pretty high standard of what they see as quality,” says Girardeau. This focus on premium products has significantly enhanced the perception and popularity of the club’s store, transforming it into a source of pride and a reflection of Naples Yacht Club’s commitment to excellence.

The Role of Customization

Working with Range & Bearing’s has allowed Naples Yacht Club to achieve a level of customization that goes beyond merely adding a logo. “You can pick the exact colors; you can make it completely customized,” notes Girardeau. This process ensures that each item aligns perfectly with the club’s identity and members’ preferences.

The collaboration with Range & Bearing’s has also been marked by exceptional customer service. Girardeau praises the support provided by Sara Thompson, co-founder of Range & Bearing’s: “She helped guide us through a lot of the customization process, saying, ‘This would look best with this, but here are some options.’ She did a few mockups for almost everything we picked.” This hands-on approach has been instrumental in delivering products that resonate with the club’s members.

Popular Items and Trends

Custom merchandise at Naples Yacht Club is not limited to apparel. Girardeau highlights the success of items like kids’ clothing, which have become popular gifts, and small wares like socks and pashminas that serve as excellent stocking stuffers. “The kids’ clothes were an immediate hit, especially because we purchased the palazzo pants for the ladies in the same pattern as the dresses for the girls,” she shares.

Seasonal items also play a role in the club’s merchandise strategy. With changing weather, products like pashminas have become highly sought after. These thoughtful additions demonstrate how understanding member preferences and seasonal needs can enhance sales and member satisfaction.

Overcoming Challenges

Despite its success, the Naples Yacht Club’s merchandise program has faced logistical challenges, particularly with limited store space. Girardeau explains, “When we did the renovation, there was no dedicated space for the ship store. That was an A/V closet we turned into our ship store.” Creative solutions, such as custom-designed cabinetry, have helped optimize the space for storage and display.

The club’s innovative approach extends to marketing. Seasonal promotions, pop-up stores, and e-newsletters keep members engaged. For example, during the holiday season, the club hosts pop-up stores in the dining room to coincide with events like the men’s voters’ luncheon. “We do see the majority of our sales around Christmas time,” says Girardeau, underscoring the importance of strategic promotions.

Advice for Other Clubs

For clubs looking to enhance their merchandise offerings, Girardeau’s advice is clear: focus on quality and customization. “We’ve gone through this era of trial and error, figuring out what our members truly like,” she says. Starting with a limited selection of high-quality items and expanding based on member feedback can be a sustainable approach.

Girardeau also highlights the importance of working with partners who understand the unique needs of private clubs. Range & Bearing’s, with their emphasis on customization and quality, can help clubs create merchandise that resonates with members and reflects their values.

Conclusion

Custom merchandise is more than just a revenue stream; it’s a way to build community and pride among members. By prioritizing exclusivity, quality, and thoughtful customization, Naples Yacht Club has created a merchandise program that is both successful and reflective of its prestigious identity. As Girardeau aptly summarizes, “It’s about being proud of where you belong.” For private clubs striving to elevate their merchandise offerings, the Naples Yacht Club’s journey offers valuable insights and inspiration.