What is involved in purchasing merchandise for a Top 100 course? Hint: a lot

Last August, on a last hurray summer trip to California before my children went to school, I saw a man wearing a polo with the Maidstone Club logo – a royal blue whale perched on top of the water, with the club’s founding year, 1891, underneath. It’s an instantly recognizable emblem to anyone with knowledge of the Top 100 course, but especially to me, a former employee of the club for two college summers. I haven’t been to the hallowed grounds of the course in more than 15 years, but Maidstone (No. 29 on GOLF’s latest ranking of the Top 100 Courses in the US) remains close to my heart, my absolute favorite course and club.

When I saw that logo in the wild, thousands of miles away from East Hampton, NY, I stood still and let my mind buzz with possibilities. Did I know this man? Is he a Maidstone member? When did he play? I was so curious! But as much as I wanted to start a conversation with him, I suppressed the urge for fear of being intrusively curious to a complete stranger. In the end I didn’t approach him, and he went his way and I went mine. But it was a stark reminder of the power of club logos: whether you wear them as a humble status symbol or as a bucket list souvenir, wearing them – and recognizing them – makes you feel like a member of elite society.

If you’ve ever been lucky enough to visit a club like Maidstone, you’ve probably spent some time in the golf shop looking at the logoed equipment. Guests at Top 100 clubs regularly spend hundreds and sometimes thousands of dollars on court polos, hats and headwear, and platforms like TikTok and Instagram have only increased the relevance of top-tier club merchandise. While Maidstone steers clear of social media, the trend of ‘golf shopping’ – where players show off their purchases of equipment, clothing and accessories on the world’s best courses – has soared in popularity and is reaching an increasingly enthusiastic audience.

It goes without saying that selectively stocking the store on these courses is no easy feat. Melissa Santonelli has been merchandise manager of the golf shop at Maidstone for the past three seasons and has taken to the job like a duck to water, setting successive sales records each year. I wanted to ask her: what is her process for getting the merchandise at a club of Maidstone’s caliber?

“One of the things that has been important to me is finding new products,” she told me recently. “I’m very proud to see how well they are doing.”

Case in point: Harlestons, an emerging golf brand from Charleston, whose founders approached Santonelli for a meeting to showcase their collection. Impressed by their story and the quality of the clothing, she placed an order for 100 pieces to get started – and sold out within two weeks.

“I’m always looking for something that’s cutting edge and about to explode,” she said. “I don’t want something that’s already blown up, and everyone already knows about it. So every year I try to find something new that I can bring to that.” [the membership] never seen before.”

What are the other emerging brands to watch? Santonelli said she is also impressed by Quiet Golf (“with its streetwear-left-heritage vibe”) and Field Day Sporting Co. (“bringing timeless menswear silhouettes back to the runway”). Both will be available from Maidstone in the coming year.

Of course, we stock logo staples from well-known country club brands such as Holderness & Bourne And Peter Millar is a given, says Santonelli. But her decision to bring in crossover brands, such as Faherty is also a blessing for the club. Another highlight? According to Santonelli it is A. Putnamwith its “resort-to-sport” style, has brought sophistication and modern elegance to women’s golf fashion at Maidstone.

“I don’t know if my choices would work for other clubs, but because Maidstone has a private beach club that is on the Atlantic Ocean, some of the non-golf pieces are important because not everyone is a golfer who comes here,” she said. “They want something with a whale on it, but not necessarily a golf polo. So the lifestyle pieces have been a big hit.”

For Santonelli, the wishes and needs of members always come first. But guests are also an important consideration. That is why she ensures that there is a healthy supply of souvenir items such as logo polos, hats and headgear all year round. But Santonelli doesn’t divide members and guests into different categories when she’s looking for new merchandise.

“It doesn’t matter if it’s for a member or a guest. I just buy the best stuff I can find, and it ends up the way it ends up,” she says. “What motivates me are the true ‘golf enthusiasts’ – those who know the brands, appreciate the quality and understand the tradition behind the game.”

And speaking of quality, that is something that Santonelli also takes very seriously.

“A brand is often only as strong as the representative who presents it,” she says. “Attention to detail is important – from making sure the logo is the right colour, size and placement, to ensuring deliveries arrive on time. I pay close attention to fit, sizing and quality. If a collar doesn’t hold up well after a few washes, customers will also switch to another brand.

“My success also depends on the professionalism of each supplier,” she continued. “And if that’s lacking, I won’t hesitate to drop a point, no matter how popular it is. If I can’t get what I need to do my job well, I’ll just move on.”

A mainstay in the Top 100, Maidstone remains one of the most coveted tee times – and logos – in golf. Visitors often enjoy showing off their purchases, both online and in real life. For Santonelli, that’s just the norm – and ultimately a reflection of good work.