Student-led research and marketing relationship will guide USGA on multi-year merchandising trends and products for upcoming U.S. Opens 

Business students enrolled in Centenary University’s sports and entertainment management program are partnering with the United States Golf Association (USGA) on research that could help to shape the merchandise offered at the U.S. Open in 2025 and 2026. The students are working closely with Ryan Hutchison, manager of merchandise operations for the USGA, to gather data on consumer preferences within the context of market predictions over the next two years.

Associate Professor of Sports and Entertainment Management David Perricone said the seeds for the consulting relationship were planted at the annual Sports and Entertainment Management Symposium organized by Centenary University students and held on campus last spring. The conference brings industry professionals together with high school and college students to build knowledge and skills through workshops, panel discussions, roundtables and interviews for internships and other employment opportunities. Following the event, a representative of the New Jersey-based USGA expressed an interest in partnering with Centenary students.

“Our students met with the USGA three times during the fall semester and presented their recommendations in December,” Perricone explained. “The USGA really wanted the student perspective, telling them to think outside the box. And so, our students looked at things like the types of brands this audience buys, current merchandising trends, and market predictions on how far the dollar is likely to go over the next couple of years. Then, they researched possible vendors and made recommendations on those the USGA should consider for upcoming U.S. Opens.”

In addition to the USGA, Centenary’s sports and information management students work directly with a host of professional sports teams to gain hands-on work experience. Recently, Perricone’s students have shared their expertise developing marketing plans for several Hackettstown-area businesses and the Sussex County Miners baseball team. They also sold ticket plans for the Lehigh Valley Phantoms hockey team. Perricone said, “These consulting relationships give our students real-world experiences meeting with clients, developing marketing plans, and then rolling out their plans to customers. For instance, Centenary students actually get on the phones to sell ticketing packages to fans.”

The USGA relationship is part of a broader initiative launched last fall by Centenary University President Dale Caldwell, Ed.D., called The Consulting Co-op, which provides free consulting by faculty and students for area businesses. Dr. Caldwell said, “The USGA relationship is just one example of how Centenary students are using their knowledge to make a tangible impact. We also partner with smaller mom and pop business owners, many of whom don’t have the breadth of experience to handle diverse tasks such as economic projections, inventory management, accounting, social media, and so much more. In return, Centenary students across a broad range of majors get to work in a real work environment, providing valuable experience they can put on a resume. Centenary has always provided these professional services to the community, but now through The Consulting Co-op, we’ve formalized it and begun to actively market the benefits.”

Centenary University offers a Bachelor of Science in Business Administration: Sports and Entertainment Management, as well as a new minor in the field. Before graduation, Centenary students complete a host of work experiences, including partnering with professional teams and organizations, as well as staffing major events such as the U.S. Open and the Super Bowl, and interning with and volunteering for well-known organizations including the Philadelphia Eagles, New York Mets, Brooklyn Nets, Somerset Patriots, Philadelphia Eagles, the New Jersey Devils, and the Prudential Center.

ABOUT CENTENARY UNIVERSITY
Centenary University offers extraordinary learning opportunities that empower students to develop intellectually, emotionally, and interculturally—keys to career and personal success.

Under the leadership of President Dale Caldwell, Ed.D., the University aspires to advance its reputation as a world class institution offering innovative programs, including the world’s first Master of Arts in Happiness Studies, to lift the future for our students and local communities