GOLF RETAIL: PLAYING IN THE ROUGH SUB-PAR SALES DRIVE OUT SMALL STORES.

Byline: Brent Hopkins Staff Writer

Even as golf's popularity booms, small-time golf shops are stuck in the rough.

Golf Faire in Van Nuys and Roger Dunn Golf Shop's Northridge franchise have been forced to shut down in recent months. Joining the list is Chatsworth's Stoney Point Golf Shop, which will close in March, leaving store manager Jason Waite bitter.

``I think I'd better go outside and have a cigarette before I offer my opinions on the golf industry,'' he said, eyeing his remaining customers. ``The golf retail stores will end up going away. It'll all be corporations and big stores soon.''

Stoney Point's days were numbered after wind damage forced the closure of Chatsworth Golf Center's adjacent driving range. Faced with a sudden lack of steady customers, the shop could not keep up with its larger competitors. It is liquidating its merchandise.

``See that net flapping around right there?'' said owner Scott Margolin. ``That was our demise.''

Small golf retailers - just as five-and-dime stores and small appliance shops before them - blame the megastores, able to load up on row after row of the latest hot products, as a major blow to their competitiveness. Waite said large stores such as Costco, Wal-Mart and Sportmart are able to stock such a variety of clubs, balls and other paraphernalia that mom-and-pop golf shops have no chance of matching inventory or prices.

``They have so much purchasing power, they can buy them at a low cost and afford to sell them cheaper than golf stores,'' said Joel Adcock, manager of Nevada Bob's Pro Shop in Canoga Park. ``They can afford to make up the loss on other products because they have such a large selection.''

Nevada Bob's dodged closure itself, though its former parent corporation declared bankruptcy in November. The store has since been sold to a group of private investors, Adcock said. Though this has helped the outlet to remain open, times are still less than ideal.

``Golf (sales) hit its peak three or four years ago,'' Adcock said. ``People can still use the things that were big then.''

After companies began releasing must-have items like Callaway's Big Bertha clubs or Nike golf balls bearing Tiger Woods's endorsement, consumers satiated themselves. The products were so well engineered, Adcock said, that golfers had no need to buy more, especially at $300 per club. Still, new products are introduced as frequently as twice a year, rather than the old cycle of once every two years.

``The manufacturers shot themselves in the foot, and it's killing the golf retail business,'' Adcock said. ``By the time when a product gets hot, they stop making it.''

This stems from overemphasis on corporate profits, according to Waite.

``It's a result of bringing Wall Street into the golf business,'' he said. ``The margins for shops are way too low from the manufacturers who are trying to satisfy Wall Street.''

Indeed, those sheltered by corporate backing seem to be doing well. Even with a slackening in the market recently, Las Vegas Golf and Tennis is still doing a healthy business, store manager John Kusner said.

``That hasn't hurt us too bad, no,'' he said, referring to the slowdown. ``We're down a little bit, but it's that time of year when a lot of people are down, so we're not too worried.''

The corporate-owned Roger Dunn Golf Shop in North Hollywood reported similar prosperity, according to manager Max Engler.

``I guess we're one of the exceptions to the rule, he said. ``Our last two years have been strong.''

Engler said Roger Dunn has been able to stay profitable by consolidating operations.

``The corporation bought back franchises from private owners and closed them,'' he said. ``They weren't losing money, but they weren't all that well run, so (the corporation) wanted them run right. They want bigger stores like the ones here.''

While these large stores can offer vast selections and competitive prices, they just don't have that certain something smaller shops have, customers said.

``In a small place, they're not on commission, so they deal with a customer better,'' said Bill March, a Chatsworth retiree and a frequent customer of Stoney Point. ``They're more neighborhood-oriented, so you get to know them, and they're more helpful. The little ones can be more friendly.''

It's shoppers who appreciate community businesses that sustain the smaller shops, Stoney Point's Margolin said. Unfortunately, they're few and far between.

``It's only our loyal customers that kept us alive,'' he said, arranging gloves for his final sale. ``I'm done with the golf business.''

CAPTION(S):

3 photos

Photo:

(1 -- color) Store manager Jason Waite hangs a liquidation sign at Stoney Point Golf Shop, which lost patrons when a nearby driving range closed.

(2) Jason Waite arranges golf gear for a going-out-ousiness sale at Stoney Point Golf Shop.

(3) Unable to compete with big chain stores in price or selection, Stoney Point Golf Shop in Chatsworth is shutting down.

Tom Mendoza/Staff Photographer