On March 19, five of the company’s venues offered free game play, golf instruction and food-and-beverage amenities, as part of a collaboration with The First Tee and LPGA-USGA Girls Golf that launched a year-round program, through which similar benefits will now be offered to charitable organizations and high-school golf teams.
Some 6,000 people came to baseball’s Seattle Mariners’ home park over Presidents Day weekend to play “Topgolf Crush” by driving golf balls at targets set up throughout the field while music blared over the loudspeakers. “We are the place where millennials hit golf balls,” said Topgolf Co-Chairman and CEO Erik Anderson. “We’ve really turned it into this digital game.”
Describing a driving-range-meets-sports-bar-meets-nightclub atmosphere that’s “less hushed reverence, more Dave & Buster’s with 9-irons,” with clientele including kids with parents, couples on dates, and even a bachelorette party, the report notes that in the past five years, the company has opened 23 new venues, more than half of them since the beginning of 2015.
The four primary areas of focus for the strategic alliance include linking tournament activities to local Topgolf venues; reciprocal distribution of content through Topgolf platforms; support of Grow the Game initiatives; and opportunities for PGA TOUR and LPGA-related experiences on the World Golf Tour digital game.
The golf entertainment enterprise said it will build on its surging popularity through a broad search for new locations in smaller and mid-sized U.S. cities, in addition to major markets. New regions under consideration include New Orleans and Baton Rouge, La., Fort Myers/Naples, Fla., and Providence, R.I.