The Electric Scene of the U.S. Women's Open at Pebble Beach Carries Over Into Merch

'Shrink it and pink it?' Not at one of golf's cathedrals, where the selection and style matches the grandeur of this highly anticipated major.

Janice Ferguson | Jul 6, 2023

The Electric Scene of the U.S. Women's Open at Pebble Beach Carries Over Into Merch /

PEBBLE BEACH, Calif. — It’s electric. There’s no other way to describe the vibe going on here at Pebble Beach for the 2023 U.S. Women’s Open. Players are excited, history is being made, and families, coaches, legends and adoring fans are soaking in all of what this iconic seaside golf destination has to offer.

Part of the experience is taking home a memento or two (or 10), and the retail staff at Pebble Beach Company, led by director Emily Ligocki, have worked tirelessly for two years to curate logo products that not only resonate with fans, but also mirror the lifestyle—the look and feel of being in such a special place for such a memorable occasion.

Ligocki said they went into the preparation with "eyes wide open," focusing on the item versus the vendor. Obviously they know the companies they can count on for quality and quantity, and on-time deliveries—all very important aspects of setting up merchandise for an event of this duration and size. But this is a significant tournament and the concept of the U.S. Women’s Open actually being the brand was at the forefront in all of the buying decisions.

The most obvious strategy is the Merchandise Center itself. Instead of being housed in a cavernous tent on the golf course, Pebble Beach took advantage of existing indoor space and used its Visitor’s Center as the main U.S. Women’s Open logo-shopping destination. It’s a more intimate setup with exhibits and videos of the storied century-long history of the golf course, including displays of past Open champions, mixed in with opportunities to try on apparel and buy souvenirs.

The next action item was to find something for everyone, and boy, did they ever. Hats, beanies, hair scrunchies, t-shirts, hoodies, pullovers, jackets, vests, men’s, women’s, kids, unisex, dish towels, candles, handbags, pouches, totes, club covers, pins, balls, ball markers, bag tags, stuffed animals, blankets, posters, flags, cups, stickers, coasters, coffee mugs—and more. Those may sound like the usual tournament suspects, but the thought process that went into deciding what products to bring in is much more, well, thoughtful.

"We really wanted to showcase more lifestyle items and work with vendors who continue to push the envelope in ladies golf apparel instead of just 'shrink it and pink it,'" Ligocki said. "Offering utility pieces that can be worn for golf but also to various other activities. Plus we thought about the players—they are so proud to be here, and they buy a lot of merchandise. As buyers we kept that in mind and asked ourselves, what would the player want? How do we make it different and exciting for them? So, again, while we definitely have some golf specific items, we really wanted to excel with our assortments that play into the versatility factor."

It was also important for the Pebble Beach buyers to source local and women-owned businesses where it made sense. Straight Down is a golf industry outerwear staple that happens to be located just down the coast in San Luis Obispo, and their jackets, vests and fleeces are a welcome purchase for those who weren’t prepared for gray skies and temperatures in the low 60s.

Another local brand, Carmel Candle Lab, created a candle scent exclusively for Pebble Beach called "Sunday Pin," celebrating the excitement of championship golf and its final round. The scent evokes the sights, sounds and sensations of standing on the 18th tee box. There are no logos on the candle or box—just the lingering memory of your time here.

Just down from the main Merchandise Center as you enter the shops at Pebble Beach, the retail team created a small space called the Championship Icon Shop featuring an elevated product assortment using the lone cypress tree-with-waves logo but no lettering or text. It’s very classy and timeless—still instantly recognizable, but very subtle and appropriate for high-end lifestyle pieces.

For instance, a Kjus rose gold vest for women over a long-sleeve black quarter-zip lends itself to a more refined resort style look. RLX, Holderness & Bourne, Greyson Clothiers and Foray apparel are included. Peter Millar cashmere wraps and lifestyle casual pieces such as leggings from Linksoul and cozy TravisMathew women’s sweatshirts look very sophisticated with the icon logo. Beautiful items for the home and some vintage apparel that men and women can both wear are all part of the Championship shop’s offerings.

There is a satellite structure near the 17th green grandstands and 18th tee box where logo souvenirs can be ordered using a number system, and shipping is available so you don’t have to carry or overstuff the luggage. We’re referring to it as the "fast food" merchandise shop, and business is brisk.

For those who can’t be here, there are 2023 U.S. Women’s Open items available on the pebblebeach.com and usgashop.com sites. If you are lucky enough to be in Pebble Beach for this historic event, we know you’ll find the perfect souvenir to take home that will remind you of your time here witnessing a defining moment in golf at America’s most iconic course.

Published Jul 6, 2023

JANICE FERGUSON

Janice Ferguson helped start/write the Apparel Wire for Golf Press Association—the first weekly e-pub devoted to golf fashion that ran for eight years. She has also written for Golfweek, USGA, AGM, Morning Read, and covers the diversity of golf brands at PGA Shows. While she admits struggling to lower her handicap, she is determined to look good trying.