Wednesday, May 13, 2009

Marking a milestone

By Janice Ferguson
GPA Writer

Just like the rich history of the sport of golf, Antigua's own timeline of the past 30 years is celebrated with numerous highlights. • 1979: Company founded in Scottsdale, Ariz. • 1982: Opened account with Pebble Beach for 1982 U.S. Open. • 1984 to 1986: Expanded sales force to cover United States. • 1989: Payne Stewart wins PGA Championship wearing Antigua apparel at Kemper Lakes. • 1991: Antigua negotiates license arrangements with MLB, NBA and NHL providing these products to golf retailers and general retailers alike. Also, Payne Stewart wins the U.S. Open at Hazeltine National Golf Club wearing Antigua apparel. • 1993: Antigua is chosen by captain Tom Watson to provide uniforms and other apparel for the U.S. Ryder Cup team. • 1994: Bill Mayfair wins the Tour Championship at Southern Hills wearing Antigua apparel. • 1995: Antigua is chosen as supplier for all volunteer uniforms for the Ryder Cup matches at Oak Hill Country Club, outfitting 2,500 people. • 1996: Mark Brooks wins the PGA Championship at Valhalla wearing Antigua apparel. • 1997: Antigua named for the 4th time as a Ryder Cup preferred partner by the PGA of America. • 1999: Antigua.com goes interactive. • 2000: Antigua honored with International Platinum Partner Award. • 2002: Antigua moves its operation to a new 110,000 square foot building in Peoria, Ariz. • 2002 to 2004: Antigua continues its Ryder Cup and PGA Championship association. • 2003: Antigua majority interest purchased by Ashley NA, a subsidiary of Sports Direct in the U.K. • 2004: Antigua receives Outstanding Partner Award from Delaware North Companies. • 2006: Antigua extends its presenting partnership in Golf Retirement Plus. • 2007: Antigua President named recipient of the Ernie Sabayrac award by the PGA of America. Antigua consummates license agreement to design and distribute apparel and accessories under the famous Slazenger and Dunlop brands in the U.S. and Canada. Steve Stricker wins the Barclays Championship wearing Antigua apparel. • 2008: Antigua is featured in Apparel Magazine and announced as one of The Apparel All-Star winners nominated by Lawson. • 2009: Antigua celebrates 30 years serving the golf industry, and proudly signs a three-year license agreement with the PGA Tour.

Thirty years is a long time. It's a third of a lifetime, give or take - longer than a lot of marriages these days, fortunate or not - and three decades typically marks the high school reunion where one considers Botox, Rogaine and Jenny Craig before attending.

But there haven't been any medical procedures involved with the Antigua Group's longevity, as 2009 marks its 30th anniversary serving the apparel and accessory needs of the golf industry. From humble beginnings in a Scottsdale, Ariz., warehouse with one embroidery machine, Antigua now utilizes 135,000 square feet of office, production and warehouse space for its 240 employees, 80 sales representatives and 8,000 plus customers.

"The key to Antigua's longevity in business is its people," said Ron McPherson, president of Antigua. "We have been blessed with great people in all areas of the company from sales to production to finance who have stayed at the company long periods of time. These people have been instrumental in establishing a service culture that is unmatched in the industry."

So what does a company do to celebrate such an anniversary in a year with financial insecurity?

"We are not doing anything big, just lots of fundamentals," said McPherson. "Things like trade show presentation, catalogs, web site, press releases, newsletters and our phone greeting will include a 30th anniversary message. We had other things in mind like a golf event for long-time customers and sales people, but the economic turmoil curtailed those ideas."

Antigua's foundation of in-stock inventory and fashion collections, the quickest embroidery turnaround in the industry and unmatched customer service has allowed the Antigua brand to prosper in a very competitive market.

"Thirty years in business gives us a certain amount of experience and credibility," said McPherson, "but also gives us the wisdom to know that to stay in business for another 30 years, we have to continue to be innovative and current with our products, diligent with our service culture, enhance our efforts to inform new consumers and trade partners about the merits of our brand and continue to add new, smart, creative and loyal people to our associate base."

Antigua products can be found at thousands of golf facilities, retailers and events. It has also exhibited at 28 consecutive PGA Merchandise Shows, and has been chosen as a vendor partner for every Ryder Cup since 1991, and every PGA Championship since 1995.

Recently, Antigua signed a three-year license agreement with the PGA Tour, expanding its reach to the Champions Tour, the Nationwide Tour and specific PGA Tour retail partners. Antigua's golf division also holds license agreements with the PGA of America and the LPGA.

"Becoming a licensee of the PGA Tour is a great honor and new milestone for Antigua," said McPherson. "Having an opportunity to be a small part of the spectacle that is the PGA Tour validates our authentic golf brand heritage and having this opportunity come our way during our 30th anniversary is very satisfying.

"It's hard to imagine that 30 years has gone by since we began our journey with Antigua and the golf industry. Many of the milestones in our history seem like they happened just the other day. Our long-term relationship with Payne Stewart, and the 1993 Ryder Cup at the Belfry when we outfitted the American team and their wives are certainly etched in our minds."

For information, visit www.antigua.com.