Topgolf is a marketing story.
It’s a cool example of being able to think creatively and reimagine a commodity activity.
Consider: a golf driving facility where nearly half of its customers play regular golf once or less per year! If that makes no sense, it’s because Topgolf is something completely different.
The team behind Topgolf took an existing, mature business (golf driving range practice) and transformed that into a new business concept that’s a fun, social, entertainment experience. With a much broader customer base. And with much greater revenue potential.
Topgolf is powered by microchipped golf balls, which create a social-interaction combination experience of games, food, beverages, music and more. It can be a Friday or Saturday night destination event, because 53% of its customers are in the coveted 18-34 age group.
According to the company, “Topgolf is inspiring people of all ages and skill levels – even non-golfers – to come together for playful competition.” The venues feature “climate-controlled hitting bays for year-round play, a chef-driven food and beverage menu, music, private rooms for corporate and social events, and hundreds of HDTVs. Non-golfers can also enjoy complimentary use of the pool tables, shuffleboard, foosball and Xbox Kinect.”
This isn’t the driving range run by Kevin Costner in Tin Cup.
Go figure: hitting golf balls as part of an entertainment experience. It’s all part of Topgolf’s business and marketing strategy.
Vision: Topgolf is a global sports entertainment community creating the best times of your life.
Mission: To produce extraordinary sports and entertainment experiences through actively engaged Associates.
Topgolf just opened a 65,00 square foot facility one hour away. I need to check it out. But, if I bring my clubs, is it still a business trip?
Harvey Chimoff is a versatile marketing and business team leader who believes good marketing sells. Contact him at StratGo Marketing, a “nuts and bolts” strategic marketing resource.