Ryan Snyder, PGA of America Director of Golf at Shangri-La Resort + Golf Club, Oklahoma’s premier waterfront golf and outdoor recreation destination, has been named the 2025 PGA Merchandiser of the Year for the Resort category in the South Central PGA Section.
“I’m honored to receive the award,” said Snyder. “I couldn’t have done it without my amazing staff, including head pro Brice Long, assistant pros Mateo Villegas and Chad Dalton, as well as our inside staff and clerks like Mike Jacobs and Mike Haney who have done an excellent job providing a high-value purchasing experience for our members and guests. This is a great place, it’s down-to-earth, and we really love what we do. Rolling into 2026, we’re going to try to win it again.”
Shangri-La boosted its rounds played in 2025, which in turn increased greens fees sales and merchandise sales. The shop sells apparel labels like Donald Ross, Peter Millar and Under Armour, and club brands like PXG, Callaway, and Titleist. “This isn’t a normal spot,” says Snyder. “It’s relaxed, laid back where you come in and have a good time, let your hair down, and enjoy. We say, ‘Hi and how are you?’ and I think everybody appreciates the friendliness. We’re very service-oriented, help people out, and put forth gestures that make everybody feel at home.”
Snyder says Shangri-La’s golf merchandising philosophy is rooted in a simple belief: the golf shop is the heartbeat of the club experience. “It’s the first impression, the service hub, and a reflection of the values we uphold on and off the course,” he says. “We strive to create an environment that’s welcoming, professional and inspiring, where golfers of all levels feel valued, informed and excited about the game.”
Every product the shop carries must elevate performance, enhance comfort, or celebrate the traditions of golf. The shop offers a balanced assortment that blends trusted industry leaders with innovative emerging brands, ensuring members and guests have access to the best equipment, apparel, and accessories.
“Our philosophy emphasizes seasonal planning and strategic storytelling,” adds Snyder. “Merchandising is not just displaying products — it’s presenting solutions, guiding purchasing decisions, and creating emotional connections. We use cohesive color stories, purposeful layout, and modern visual standards to keep the shop fresh, dynamic, and aligned with member expectations. Each display looks exceptional but also improves product accessibility and drives engagement.”
He also believes in providing exceptional service, personalized knowledgeable support through custom fittings, special orders, and proactive communication. And he makes sure that staffers build relationships, understand preferences, and anticipate needs that allow them to offer an elevated retail experience that extends beyond the transaction.
Snyder says staffers manage inventory with discipline, analyze sales performance regularly, and make data-driven adjustments to ensure profitability and long-term sustainability. “Ultimately, our merchandising philosophy reflects our mission: to enrich the golfer’s experience through excellence, creativity, and unwavering attention to detail,” he says. “People and culture come first.”
Visitshangrilaok.com for more information.
