Ed Several remembers the phone call he received in 2004. "Do you want to run the PGA Merchandise Show?" he was asked.
"I thought it was a joke," said Several, who at the time was vice president of marketing services for Spalding/Top-Flite Golf, which Callaway Golf purchased in 2003.
Eleven years later, and with the PGA Expo this week in Las Vegas, it’s clear that it was no joke.
Several, senior vice president of Reed Exhibitions/North America, is in charge of two blockbuster golf merchandise shows in the United States: the PGA Merchandise Show (January 26-29, 2016, in Orlando, Fla.