Spectators in need of licensed merchandise at the Aug. 4-10 PGA Championship will experience a new shopping environment.

The PGA of America will use the event to launch The Championship Shops, a 36,000-square-foot pavilion that will feature merchandise from 12 apparel and headwear vendors in a shop-in-shop concept.

The PGA of America previously sold merchandise in smaller tents that did not differentiate products by brand.

“In the past we had a general fixture program where everything looked the same. We’re embracing the brand-driven world,” said Michael Quirk, the PGA of America’s senior director of merchandising.

The PGA of America redesigned the merchandise pavilion to make it easier for consumers to find their favorite brands with the goal of driving incremental sales.

“Seven out of ten people walk into the tent knowing what brand they want. We’re not in their attention span for too long, so the more we can do to drive them to the brands they’re looking for, the more they’ll buy.”

The PGA of America hopes to increase the average transaction by at least 10 percent in year one and by 20 percent in the following years.

Twelve merchandise licensees have signed up for the program: Adidas; Ahead USA; Cutter & Buck; ’47 Brand; Garb; Greg Norman; New Era; Nike; PGA Authentic; Ralph Lauren; Sunice; and Under Armour.

Each company has signed a three-year commitment that includes a fee for custom fixtures. Fees range from $75,000 to $500,000 depending on the fixtures.

To no surprise, PGA of America licensees applaud the program.

“The Championship Shops will do a much better job of promoting each brand as a destination. Instead of asking where Nike is you’ll know where to gravitate,” said Rick Gielow, Nike Golf’s senior business director, tour retail/multi course groups.

Nike Golf will use its real estate to promote apparel worn by Tiger Woods and Rory Mcllroy, both of whom endorse the company.

“We’ll have a huge display associated with what they’re wearing.”

The shop-in-shop concept also gives companies the opportunity to share brand stories.

“If you’re a premium product you have to explain why your brand deserves a premium price. That’s much easier to do in a branded environment,” said Dan Larner, Forty Seven Brand national sales manager.

The PGA of America will replicate the program with a 44,000-square-foot pavilion at the 2016 Ryder Cup at Hazeltine National Golf Course in Chaska, Minn.