A recent post by the sports and culture blog argues that “Topgolf (and related activities) are widening golf’s overall market, not cannibalizing it,” by tapping into the millennial demographic that finds the game too inaccessible and expensive, which is “very good news for a game that needs to continue to evolve.”
A recent post by The Comeback, a sports and culture blog, discusses how developments like Topgolf are appealing to a younger generation of golfers.
People have long been sounding the alarm for golf’s future as a recreational activity, and with good reason: it’s expensive and full of private clubs that have all-too restrictive policies, including some that still discriminate based on gender, The Comeback reported.
There’s plenty to fix with the game. It should be more accessible, and it should be cheaper. There’s no doubting that. But measure the health of golf via the closure rates of golf courses that were never smart investments, or by the fact that millennials don’t want to (read: can’t afford to) join country clubs, and you’re missing out on quite a bit of data, The Comeback reported.
Golf is still buoyed by the boomer generation, but there are plenty of young people interested in the game, and those people often take part in ways beyond a weekly Saturday morning foursome, or an annual buddies trip to Bandon Dunes, The Comeback reported.
Developments like Topgolf are a major factor in the marketplace these days, and its impact on the health of golf is finally being tracked. For the uninitiated, Topgolf is essentially a large driving range featuring electronically monitored targets and microchipped balls. It’s designed to allow for mass participation, combining golf with bowling and darts, in a way. It’s not stuffy in the slightest, and though it has appeal for a more skilled golfer, it’s easy for anyone, of any age, to contribute to a team’s score, or just knock a few balls around. Plus, there’s plenty of alcohol available, The Comeback reported.
Author Jay Rigdon noted that when he lived in Denver, he went to various municipal courses and played multiple times, and would have liked to play more, but it was expensive, and he didn’t know many people there who were interested in actually hitting the course. But the Topgolf south of town was always incredibly busy, and it was no trouble getting friends (some of whom really didn’t golf, ever) excited in going to try it out, The Comeback reported.
Does that always translate to on-course golf? Or better ratings for the PGA Tour? No, not always, but it doesn’t really matter, The Comeback reported. Topgolf (and related activities) are widening golf’s overall market, not cannibalizing it. That’s a key difference, and one sometimes missed. My friends weren’t choosing between a membership at, say, Cherry Hills Country Club or spending an April Saturday drinking in the sunshine, The Comeback reported.
This was an untapped market, and that’s very good news for a game that needs to continue to evolve. These new numbers suggest that maybe it already has, The Comeback reported.
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