Puerto Rican resident to be recognized at annual awards night on November 11
ATLANTIS, Fla. – Seth Henrich, PGA Director of Golf at El Conquistador Resort/Casino in Puerto Rico, has been named the 2014 South Florida PGA Merchandiser of the Year in the Resort Category. This award is presented to the PGA Member that has demonstrated superior skills as merchandisers in the promotion of golf with a focus on the individual’s inventory, shop display, staff, and merchandising techniques at a resort facility.
“The key to our success at El Conquistador is knowing our customers,” said Henrich. “Since we are a resort facility and do not have a membership to rely on, we pay close attention to the individuals and groups of people who visit us. It is important to understand where they come from and why they are visiting our facility. Once we understand who are customers are we are able to better serve them.”
Henrich and his staff strive to know their customers’ tastes and anticipate industry trends in order to reach their ultimate goal of profitability and customer service. In order to appeal to the variety of customers that visit his facility, Henrich believes that it is essential to have reasonable price points to fit all of their customers’ budgets. Understanding his customers allows him to choose vendors and products that will match the customers’ needs. Henrich and his staff work with the resort group meeting planners to plan for the customers that are expected to visit the resort.
In addition to his merchandising success, Henrich has received multiple awards for his accomplishments as an Island Chapter PGA Professional. He was named Golf Professional of the Year in 2007, 2008, 2009, 2012, 2013; Merchandiser of the Year from 2010-2013; Bill Strausbaugh Award Recipient in 2010; Horton Smith Award Recipient in 2008 and President’s Plaque Award Recipient in 2006.
Active in the South Florida PGA’s Island Chapter since 2000, Henrich has held multiple leadership positions throughout his career. He has been both the Secretary and Vice President of the Island Chapter. In addition, he was a member of the PGA President’s Council from 2006-2011. Henrich and the staff at El Conquistador Resort/Casino have been very active with national PGA Growth of the Game initiatives. A few programs they have been involved with include Get Golf Ready, Tee It Forward and Patriot Golf Day.
“The award is a result of a group effort from my entire team,” said Henrich. “My whole team deserves this award and we are very proud of the work we do.”
Seth Henrich, along with the nine (9) other South Florida PGA Annual Award winners, will be recognized at the SFPGA Awards Night held on November 11 at the Country Club at Mirasol.
About the South Florida PGA
The South Florida PGA, one of 41 PGA Section offices throughout the United States, is a not-for-profit organization that promotes the game of golf while continuing to enhance the standards of the profession. The South Florida Section is one link in the grass-roots network used to facilitate communication amongst the nation’s 25 million amateur golfers and the PGA’s 28,000 members. The South Florida Section PGA is comprised of over 1,700 men and women PGA Professionals dedicated to growing participation in the game of golf.
Contact:
Tori Stock
tstock@pgahq.com
