The strategic alliance will result in Topgolf providing new technology and benefits for ClubCorp members, and ClubCorp providing special offers and experiences at its properties. At Medina Golf & Country Club, ClubCorp plans to spend more than $2.5 million in two years to update the clubhouse, patio, golf course, practice facilities, and aquatics.
Topgolf® is teaming with ClubCorp to grow interest and participation in golf among Topgolf’s 10.5 million players and ClubCorp’s 430,000 members. The strategic alliance results in Topgolf providing new technology and benefits for ClubCorp members, and ClubCorp providing special offers and experiences at ClubCorp clubs.
“Topgolf is leading the next generation of the sport and constantly innovating to attract new fans to golf,” said Topgolf Entertainment Group Co-Chairman and CEO Erik Anderson. “Our alliance with ClubCorp signifies our commitment to not only help Topgolf guests transition to green grass, but also refresh how ClubCorp and Topgolf fans play both on and off the course.”
While specific program elements are being finalized, Topgolf and ClubCorp leaders see opportunity to enhance the golfing experience across physical and digital platforms. For example, Toptracer Range, Topgolf’s newly released product for driving ranges, could bring a more interactive format to the private clubs’ driving ranges. Players can track their ball flight path as they hit, receiving real-time insights on speed, distance, angle and accuracy for a more interactive, gamified experience.
“Both Topgolf and ClubCorp have been leading the industry in encouraging fun golf entertainment,” said ClubCorp CEO Eric Affeldt. “That’s why a ClubCorp and Topgolf collaboration is so interesting. With our more than 430,000 members across North America and Topgolf’s tremendous reach among new golfers and even non-golfers, we have an opportunity to introduce and reinforce the great game among a massive audience.”
Topgolf Swing Suite, a social experience featuring Topgolf simulators, comfortable lounge seating, HDTVs and food and beverage service, would give ClubCorp members year-round, climate-controlled practice space where they could perfect their swings in the off-season. Topgolf’s first Swing Suite, launched earlier this year, is located at the Four Seasons Hotel in Houston. Topgolf recently made an investment in Full Swing Golf, the company behind the simulator technology, to expand its Swing Suite business.
Topgolf plans to offer ClubCorp members special offers to visit its sports entertainment venues. Likewise, ClubCorp plans to provide added value to Topgolf Platinum Members with exclusive tournaments at ClubCorp properties, as well as special offers and programs at clubs across the country.
“We’re thinking differently by giving people new ways to enjoy the game—on the course, at Topgolf, even on their phones and through other interactive experiences,” Anderson said. “This is just the beginning of what Topgolf and ClubCorp can do together.”
ClubCorp has also announced its acquisition of Medina (Minn.) Golf & Country Club, a formerly member-owned private club just west of downtown Minneapolis.
The property is the first club in Minnesota for ClubCorp, expanding the company’s presence to 28 states. ClubCorp plans to spend more than $2.5 million over the first two years to reinvent the club bringing new contemporary dining and lifestyle features to the clubhouse and patio, plus improvements to the golf course, golf practice facilities and aquatics.
“We are very excited to add Medina Golf & Country Club to our family of clubs,” said Mark Burnett, ClubCorp COO and President. “As our first club in Minnesota, and, specifically the rapidly growing Minneapolis market, Medina fits our acquisition and reinvention criteria perfectly—a beautiful family centric club, located in a growing residential community, that offers a wide range of amenities, including 18 holes of championship golf and a nine-hole par-3 where we can introduce golf to our beginners while expanding the practice opportunities for our more avid golf members.”
Medina Golf & Country Club offers a championship 18-hole golf course, which has been host to numerous amateur golf tournaments sponsored by the Minnesota Golf Association, including the 2013 MGA State Amateur, plus a nine-hole executive par-3 course ideal for junior golfers and beginners.
Amenities also include a 45,000-sq. ft. clubhouse with casual and upscale dining and a Grand Ballroom overlooking the golf course, four Har-Tru clay tennis courts and large pool with a diving board, slide and zero-depth entry kids’ section with water spouts. During the snowy season, Medina offers two powder trails for cross-country skiing and snowshoeing.
Tell Us What You Think!
You must be logged in to post a comment.