Family business scores with flags for golf courses

Like many small entrepreneurial businesses, GailÂ’s Flags and Golf Course Accessories Inc. teed off its humble start in the family garage.

Founded in 1976 and based in Fort Worth, the company sits atop the industry leaderboard in golf course accessory sales and service. Covering the entire Lone Star State, the manufacturer still makes custom flags, markers, banners and pennants for a range of golf courses, PGA Tour events, municipalities, parks and schools. From aerators and ball washers, to lapping compound and irrigation tools, the supplier sells and distributes turf-related equipment parts and products from brands such as Standard Golf, Par Aide Golf Co. and Aerway.

And after more than three decades, the business is still a family affair.

“We still have that family-owned image,” said Dan Raulins, the company’s general manager. A former golf course superintendent, Raulins met his wife Missy when she was a sales representative for Gail’s Flags. Today, Missy is the company’s president; her sister, Candace Cline, is the vice president. The company was founded by Missy and Candace’s father, the late Fred Semaan.

“Golf course superintendents have always been our primary customers because they’re the ones responsible for purchasing the things needed to maintain a golf course,” Dan said. “We try to be a one-stop shop for everything they need other than large equipment. We don’t sell mowers. We try to be the supplier of smaller products, the off-the-truck quick sales such as flags, flagpoles, cups, rakes, tires – anything for the golf course or the maintenance of the golf course. This business started by filling a niche in the industry and we’re still providing that needed service today,” he said.

Gail’s Flags was the third career swing for Semaan, who was an avid golfer. After retiring from 25 years in the military – he played golf for the Army team – Semaan went into the golf course construction business, helping build courses including those at Rolling Hills, Runaway Bay and Squaw Creek. He then sold equipment to golf course superintendents and, in the meantime, bought a fabric business for his wife, the late Gail Semaan – the Gail of Gail’s Flags – and their daughters, who worked in the store after school.

“The superintendents began asking him where they could get flags because all the flag places were up north and it took weeks or sometimes months to get orders,” said Missy. “He said, ‘You know, my wife owns a fabric store. I’ll see if I can’t get her to sew some flags up for you.’ He came home one day and tried to con me and my sister into sewing flags. Dad said we needed to do this and we thought he’d gone off his rocker. We wouldn’t do it but my mom agreed. She made them and he sold them so fast she couldn’t keep up.”

Selling golf course to golf course out of his car, Semaan later distributed equipment parts and products at the superintendentsÂ’ requests along with the silk-screened and embroidered flag manufacturing. The business quickly grew out of the familyÂ’s garage and into its present location in 1995.

GailÂ’s Flags currently has six golf sales representatives who, like the companyÂ’s founder, travel the state personally delivering and selling products from their trucks or trailers. The salesmen carry about 70 percent of inventory with them, which means the customer doesnÂ’t pay freight charges or any extra fees. Customers always know the sales representativeÂ’s schedule and can order ahead. 

“We still try to be the service guys,” Dan said. “We believe customer service is the key. A lot of companies say that but we really feel we offer it. When customers call in to place an order, they know it will be taken care of. They get what they need when they need it,” he said.

Flags and accessories remain the bulk of the business, making up about 70 to 75 percent of sales, the Raulins said. The couple recommends that flags be replaced about every three months depending on the weather conditions of an area.

“A flag is a wearable product,” Dan said. “The life of a flag depends on the fabric and where it’s displayed. It fades in the sun, dries out in the heat, wears out in humid areas like on the coast or where it’s windy. People are trying to stretch their purchases during this economy and we understand that completely,” he said. “But flags still need to be replaced every three months.”

Raulins added that quality flags and accessories are the image maker – or breaker – for a golf course or country club and shouldn’t be skimped on in a budget.

“The image of your golf course is more important than anything,” he said. “If flags are tattered and torn, if a ball washer is broken, if you get a splinter from a worn out sand trap rake, that’s the image a golfer will take away. It’s our job to help give you a good image of your golf course so when golfers leave, they have a good feeling about what they’ve just experienced.”

The owners recently expanded the embroidery side of the business to provide custom logos on T-shirts, spirit wear and other clothing for schools, clubs and groups. Everything is handled in house and at less expense than other companies, Missy said.

“Diversification has been the key to the company’s growth,” said Dan.

The Raulins said they plan to add more products and lines but donÂ’t want the company to expand too far out of Texas. The company does service some accounts in Oklahoma, Louisiana and New Mexico.

“Our primary purpose is to provide service to our existing customers and not try to expand and grow too big. WeÂ’re trying to do the best job for our existing customers as possible,” said Dan. “WeÂ’re still a small business with that small business philosophy. ItÂ’s the return of that customer that tells us if weÂ’ve been successful,” he said. “We hope to keep what Fred and Gail started and make it grow and I think weÂ’ve done that.”