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Bob Misa is a man with a plan — a two-year plan, to be exact.  The owner of Golf Etc. at the Arches is determined to make his store a success within his 24-month time frame, whether or not the economy will cooperate.  Four months since he opened for business inside the new Tanger Outlets Center in Deer Park, Misa has no doubts about his vision.

"This is going to be big," he says.  "I know it."

Golf Etc Arches Logo Golf Etc. at The Arches became the first sponsor of Golf On Long Island last week, fitting in that both are start-ups, with optimistic outlooks, looking to grab the attention of area players.  Between the two, however, Misa has the advantage when it comes to attracting eyes, thanks to a pair of Full Swing Golf simulators that stop passers-by in their tracks as they approach his storefront.  A typical day at Golf Etc., Misa says, includes Tanger shoppers pressed up against the front windows to follow the action on Full Swing's virtual driving range or any of over 60 classic courses available to players.

More importantly, in a time when the reeling economy is battering the American shopping mall, the simulators — plus the selection of apparel and equipment — have drawn plenty of customers past the storefront and through the doors.  Weekend "tee times" have become increasingly popular as the new season quickly approaches, and the Golf Etc. staff makes sure to accommodate players who call in for reservations or shoppers eager to take a few hacks.  When weekend temperatures hit the 60-degree mark in February, the store stayed abuzz from morning to night.

And with the economy struggling, Misa says, companies with tightened budgets are looking for alternatives to the classic corporate golf outing.  So Golf Etc. is stepping in, promoting the simulators as a unique destination for businesses who want to put clubs in the hands of employees and clients but without the expense.  Companies can host outings on classic courses, while players enjoy food, drinks and flat-screen TVs between shots.

"It's becoming harder for businesses to bring an entire group out to a course for a round," he says.  "These in-store outings offer something that's different but still a lot of fun."

Leagues and clinics receive similar treatment.  Players can sign up for Golf Etc. match-play leagues, with head-to-head competition and refreshments each week, plus contests and prizes at the end of the season.  A variety of clinics are available to all types of players, with time in the simulators supplemented by staff demonstrations and PowerPoint analysis in the store's lounge area.

Golf Etc. even offers something to shoppers who don't know the first thing about the sport.  The store's Golfer Registry enables players to record their equipment and apparel preferences into a database that the Golf Etc. staff can refer to in seconds.

"If someone comes in and says their husband has a registry and needs a new wedge," Misa says, "we can look up his equipment from his wish list and know exactly what he's looking for."

Misa is pleased with the reception his store has gotten since it opened inside Tanger last fall.  He made sure to lock down a prime location near the Nike and Reebok stores, next to one of the center's main entryways at Neiman Marcus.  Misa and his wife Colleen, a member of the Executive Women's Golf Association, place high emphasis on customer service and properly fitting the golfer to his or her equipment.  There are PGA pros on staff to analyze swings in the store's Flight Scope launch monitors, provide custom fittings, give lessons, and modify clubs in the workshop.

Meanwhile, the store itself continues to grow and find a natural fit within its space.  It carries a wide selection of Callaway, Ping, Nike, TaylorMade, Adidas, Adams, Mizuno and Wilson apparel and equipment, among others.  The store's putting green will soon be enhanced by a large mural, another sight sure to catch the eyes of passing Tanger shoppers.

And Misa's plans, though still on the drawing board, include taking Golf Etc. outdoors in the warm weather.  He envisions an interactive setup in the heart of Tanger where patrons can step up and hit a few balls, with the opportunity to win prizes, but more importantly, to have fun and add a little more enjoyment to a day of shopping.

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