Topgolf guests can now sweeten their swings with
The fast-growing concept invites people of all ages and skill levels to enjoy point-scoring golf games – Top stands for “target-oriented practice” – using microchipped balls that instantly score themselves, showing the accuracy and distance of shots on a TV screen in climate-controlled hitting bays.
“We call it a culmination of bowling meets darts with golf clubs,” Brian Harper, director of sales at Topgolf Atlanta Midtown, says between 7-iron swings. “It’s fun to walk the tee line on a Saturday night and see avid golfers alongside someone who has never swung a club… and everyone’s having a blast.”
Topgolf has exposed people from all walks of life to a sport traditionally only enjoyed by the country club elite, converting countless guests to green-grass golfers. According to a 2018 National Golf Foundation survey, 23 percent of new golfers started playing after their first Topgolf experience, and 75 percent of non-golfers said Topgolf piqued their interest in hitting the links.
“We take our role in democratizing the game very seriously,” said Brian Radics, chief marketing officer, Topgolf. “By adding a Topgolf touch to all that’s inherently positive about the sport, we’re helping put clubs in people’s hands for the first time.”
Topgolf has partnerships with the PGA Tour, PGA of America and the LPGA, and media partnerships with the Golf Channel and CBS. High school golf teams can practice for free at all Topgolf locations, which also host youth summer camps and have PGA of America trained professionals on staff to teach private lessons.
Topgolf is about much more than the game in its name, however. It’s an inclusive social experience that caters to everyone, from novices to single-digit handicappers. Multi-level Topgolf complexes fuse a hip, high-energy vibe with chef-driven menus, hand-crafted cocktails and music, entertaining more than 17 million guests annually.
“We’re in the business of connecting people in meaningful ways and creating shared experiences for everyone,” Radics said. “We see ourselves as more of a sports franchise than an eater-tainment destination.”
The Topgolf brand extends far beyond its 65,000-sq.-ft. venues with Topgolf Swing Suite, a luxury simulator experience; Toptracer, real-time golf tracking as seen on TV, and Toptracer Range, which brings the tracing technology to driving ranges around the world; and WGT, the world's largest digital golf audience. Topgolf also is building a lifestyle brand through original content series on Topgolf.com and YouTube, pop-up social experiences like Topgolf Crush and live music venues like The Cowan in Nashville.
“We can’t think of a better partner whose values align more with ours than
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