Q&A: Taylor Morgan, Assistant Golf Professional & Merchandiser at Pine Tree Golf Club
Alex Elias
Courtesy of Pine Tree Golf Club
One of the last times we spoke, you said your passion was “a little bit of everything.” How has Pine Tree Golf Club allowed you to be involved in so many different facets of the operation?
I've been at Pine Tree for five years now. When I first arrived, I was just getting my feet wet and was still very green to the industry. Five years later, I've developed a tremendous amount of pride in the merchandising side of the operation. I enjoy hearing members and returning guests comment on how much the offerings and presentation in the golf shop have improved over the years.
Beyond merchandising, I run both the 18-hole and 9-hole ladies' leagues. Managing so many responsibilities can be challenging at times, but it's also incredibly rewarding. Our 9-hole group loves keeping golf fun through monthly themes and special events. I enjoy helping plan and run those experiences, and it's even more rewarding to see how much fun they have. For many of them, it's about much more than golf, and that's really special. In addition, I help oversee several men's events throughout the season.
Has working in such a wide-ranging role given you a greater appreciation for any aspect of club operations
Because I touch nearly every part of the operation, there are certainly times during the season when it can feel overwhelming. That said, I take a lot of pride in what I do, and it's hard to imagine leaving such a versatile role. I don't know if it's necessarily a new appreciation, but being involved in so many areas has given me a much better understanding of what each position entails and what a future role in a different area of the business might look like.
Circling back to merchandising, are there any trends that have caught your attention recently?
I've definitely noticed golfers gravitating toward more sneaker-inspired footwear. Players still want something stylish, but they're moving away from stiffer leather shoes and the traditional soft-spike look. I've also seen increased interest in accessories and gift items, while apparel sales seem to have plateaued a bit. There may be some shirt fatigue setting in.
Last September, you competed in your first Section Championship. Afterward, you posted on Instagram: “After Day 1, I thought there was zero hope of even making the cut, let alone the PPC, and was incredibly upset.” Although Day 3 “got the best of you,” you carded a 5-under 66 on Day 2 to put yourself in contention. What did you learn from that experience?
To be honest, I'm still figuring that out myself.
The obvious takeaway is that you're never out of it. Every day presents a new opportunity. That tournament was played on two very different golf courses, and sometimes one setup simply suits your game better than another. It reinforced the importance of taking things one day—and one shot—at a time.
During the first round, I was uncomfortable hitting wedges off the tight turf, and it felt like I had wedge shots all day. The second round was at The Park, where the conditions were completely different. I felt freer with my swing, and the putts started falling. Once you see a few putts go in, it gives you a different level of confidence and trust in yourself. Sometimes that's all it takes.
Over the last few years, you've shared photos from golf trips to New York, New Jersey, Pennsylvania, and Massachusetts. While great courses are certainly memorable, I've found it's often the overall experiences that stay with me the longest. Has that been true for you as well?
One of the coolest parts about being a golf professional is experiencing clubs from the member-guest perspective. That's very different from visiting a course as an industry guest, and it gives you a much better feel for the overall experience.
I've been fortunate to visit clubs that do an exceptional job of elevating the member and guest experience, and I've brought some of those ideas back to Pine Tree in hopes of improving our own operation. Traveling also highlights how different regions and club cultures influence the way a facility operates. Those differences are fascinating to me.
Personally, when I think about my favorite courses, the overall experience plays a major role in how I rank them. Great architecture matters, but the way a club makes you feel can be just as important.
