New face beckons at local links

Bryce Alderton

More than 28 years of entrepreneurship will give way to a corporate

giant, beginning as soon as the end of this month at Newport Beach

Golf Course.

Roger Dunn, a leading golf retail company, will set up its fourth

store in Orange County in the space John Leonard, the course’s head

pro, occupied during that span, after lease papers were signed last

week.

Leonard sold remaining merchandise, but said no major construction

is planned before the company moves into its newest quarters, which

could come as early as the week of Feb. 21, Al Morris, company

president, said.

Leonard, who said he has worked 60-to 70-hour weeks for the last

three years, approached Roger Dunn officials in December about

occupying the 3,300 square-foot shop, which he expanded from 2,000

feet five years ago.

The shop lay virtually barren Saturday.

“I wanted out of the retail-portion of [the golf business] and

teach more,” said Leonard, who will assume the title of director of

instruction at the course. “I want to spend more time with camps and

golfing academies.”

Leonard cited the company’s commitment to customer service and

honoring guarantees when consumers purchase items as reasons he asked

Roger Dunn to move onto the grounds.

“They are responsible and plus they have a big selection of name

brand [items],” Leonard said.

Customers may return an item within 30 days of receipt of order

for a full refund, which differs from many retail locations, where

one has 90 days to exchange a product for store credit. Buyers may

also exchange merchandise in new or “like-new” condition within 90 of

receipt of order.

The venture onto golf course property is believed to be a first

for Roger Dunn, which has stores located at driving ranges in both

Anaheim and Long Beach.

Newport will mark the company’s 18th Southern California location,

according to its website.

Morris said the company is currently working on opening a store at

a Northern California course.

The opportunity, however, to open a store in Newport Beach

couldn’t pass, Morris said.

“It’s a great facility in a great market and John has done a

tremendous job,” Morris said. “It was definitely something we wanted

to pursue.”

Leonard said the days of private oversight of golf shops at public

courses are dwindling.

“If you took a survey, most golf shops are owned by companies,”

Leonard said. “The golf pros are hired by the companies to run the

shop or help on the course. Not too many guys want to deal with the

business side of [golf shops]. It’s hard for the small entrepreneur

to make it with cost and overhead. The director of golf or head

professional oversees the whole operation. There aren’t too many golf

pros who own the shop anymore.”

Leonard hopes to add another two teaching pros to bring the total

to five at the course while also allotting for some time off every

now and then.

“It’s hard to take a vacation when you’re a mom-and-pop type of

operation.”