The ClubCorp property in Farmers Branch, Texas, is ramping up the driving-range experience with the interactive amenity that debuted the week of June 18 and features putting greens, an outdoor lounge, and a full-service menu, and will be open to the public and available for event rentals. “Alternative entertainment like the Drive Zone involves golf, but creates a broader experience for more members of the family, and in particular kids,” said ClubCorp CEO David Pillsbury.
Brookhaven Country Club in Farmers Branch, Texas, owned by Dallas-based ClubCorp, is now luring golfers to the driving range with its Drive Zone, which debuted the week of June 18.
Combining golf and technology, the interactive range also features putting greens, an outdoor lounge, and a full-service menu.
With more than 200 clubs across the country, ClubCorp offers amenities that vary by location. However, Drive Zone is a first for the company, according to D Magazine.
The idea is to offer a more personalized and entertainment-driven range. Unlike the traditional driving range, Drive Zone allows the golfer to take advantage of technology to analyze each shot or participate in various games. Drive Zone bays have couches and TVs under a pavilion for multiple people to enjoy at once.
Drive Zone is not limited to members of Brookhaven Country Club and can even be rented out for an event, D Magazine reported.
The all-tracking system employed by the Drive Zone is Toptracer Range, used by Topgolf.
As each golfer tees up, he or she can select an interactive game to play on the touchscreens. By selecting the virtual golf mode, golfers can experience 18 holes on courses from around the world without ever leaving their homeclub.
Competitive players can select the longest-drive mode, which calculates which player hits the farthest.
For players who want to improve their game, they can play in training mode, to track data such as ball speed, launch angle, and hang time.
ClubCorp CEO David Pillsbury told D Magazine that while the experience is similar to Topgolf, Drive Zone’s compressed, miniature version is brought to life in a club environment.
Drive Zone offers innovations that the company may consider going forward and said ClubCorp will pursue similar offerings for members, Pillsbury told D Magazine.
“When you see moms out here with their kids, it adds a dimension of value where the family is more involved with the club,” Pillsbury said. “So it’s not just playing golf; It’s aquatics, it’s fitness, it’s tennis. And it’s alternative entertainment like the Drive Zone that involves golf, but creates a broader experience for more members of the family, and in particular kids.”
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