Providing insight into the select, specialty property types of EPR Properties.

December 2015

Topgolf Engaging Guests Year-Round

Golf Entertainment Complexes / Recreation /

topgolf engaging guests year round
View this slideshow to find out some of the ways Topgolf keeps its guests engaged year-round.

Topgolf is open 363 days out of the year

Today’s consumer puts a premium on access—and smart businesses make sure to provide plenty of opportunities for customers to engage. Topgolf is open 363 days a year, only closing its doors on Thanksgiving and Christmas day. Last winter they had nearly 1.5 million visitors from January through March alone, establishing the venue as a popular option for entertainment, even when it’s cold outside.

Climate controlled hitting bays

In cold weather, it is always 20 degrees warmer in a Topgolf bay than it is outside due to the heaters installed on the tee line of every bay. At Topgolf’s location outside Chicago, even subfreezing temperatures don’t keep guests away, thanks to heating mechanisms that keep the bays' covered seating areas in the mid- to upper-50s, even when outside temperatures are in the 20s. Hot days are manageable too, thanks to state of the art combined fan and mister systems set up along tee lines.

Dynamic Event Spaces

2,900 square feet of private event space is typical for a Topgolf venue. Inside there are spaces for kids’ birthday parties, professional meeting rooms for corporate groups and more. With a fluid floorplan, partygoers and guests can easily move between the indoor spaces and the outdoor bays. Topgolf locations focus heavily on creating the ideal guest experience. The unique entertainment venue’s comprehensive approach to the sport eschews traditional playing formats in favor of a cultivated social experience, which includes high quality food and drink and multiple spaces to congregate.

Plenty of Parties

This month Topgolf broke a company record for daily events revenue, a feat attributed to December’s steady flow of holiday parties hosted onsite. Topgolf also hosts their own anticipated events throughout the year, including the popular upcoming “Suits and Boots” winter event in which guests don swimsuits and winter hats, boots, and scarves in order to raise awareness that Topgolf is truly a year-round activity, and the Topgolf New Year’s Eve parties, which are expected to sell out this year.

Leagues and lessons year-round

Topgolf, like many entertainment and recreation venues, supplements regular foot traffic with monthly subscription offerings that maintain a guest's connection to the company throughout the year. Topgolf Leagues go year-round and provide fun and affordable group games, as well as lessons for those who are interested but not sure their skills are up to par. Matt Vinge, Director of Golf Instruction at Topgolf Wood Dale (outside Chicago), told Chicago Golf Report in 2011 that “In the winter, our guys get here at the crack the dawn and start plowing the snow off the field and by the time we open…we are ready to go. We also have events year-round, we teach golf year-round, we create clubs for people all year, so this is a non-stop deal.”

Staying in touch

Topgolf’s impressive number of followers on social media is testament to their success at connecting with their audience. By making the game of golf available (and appealing) to various demographics rather than aiming for a select few, Topgolf has attracted a wide fan base that they work hard to engage throughout the year. They also make it easy for guests to tweet, share, follow, like, and post all the fun they’re having online. Each venue features a social wall that displays the social media conversations people are having about Topgolf in real time, inspiring current guests to join in.

High quality food and drink

CEO Ken May called Topgolf the ultimate golf experience that just so happens to have fabulous food. Topgolf food and drink receipts have continually supported that statement. Their culinary approach includes cooking from scratch and a sophisticated but playful menu that uses fresh ingredients. Many offerings come in shareable portions, and other menu items are designed to be easy to pick up and consume between swings. Each venue features an accomplished Executive Chef as well as 75 associates who continuously prep and cook in order to ensure all of the food is prepared daily. It’s a winning bill for today’s customer, who seeks more authentic and inspired dining options – and shareable experiences.

Attracting non-golfers

Over 50% of Topgolf customers describe themselves as non-golfers.

Perfect your swing year-round

For self-described golfers, Topgolf is the perfect place to practice all year long.
topgolf engaging guests year round
  • Full Screen

View this slideshow to find out some of the ways Topgolf keeps its guests engaged year-round.

  • Full Screen

Topgolf is open 363 days out of the year

Today’s consumer puts a premium on access—and smart businesses make sure to provide plenty of opportunities for customers to engage. Topgolf is open 363 days a year, only closing its doors on Thanksgiving and Christmas day. Last winter they had nearly 1.5 million visitors from January through March alone, establishing the venue as a popular option for entertainment, even when it’s cold outside.

  • Full Screen

Climate controlled hitting bays

In cold weather, it is always 20 degrees warmer in a Topgolf bay than it is outside due to the heaters installed on the tee line of every bay. At Topgolf’s location outside Chicago, even subfreezing temperatures don’t keep guests away, thanks to heating mechanisms that keep the bays' covered seating areas in the mid- to upper-50s, even when outside temperatures are in the 20s. Hot days are manageable too, thanks to state of the art combined fan and mister systems set up along tee lines.

  • Full Screen

Dynamic Event Spaces

2,900 square feet of private event space is typical for a Topgolf venue. Inside there are spaces for kids’ birthday parties, professional meeting rooms for corporate groups and more. With a fluid floorplan, partygoers and guests can easily move between the indoor spaces and the outdoor bays. Topgolf locations focus heavily on creating the ideal guest experience. The unique entertainment venue’s comprehensive approach to the sport eschews traditional playing formats in favor of a cultivated social experience, which includes high quality food and drink and multiple spaces to congregate.

  • Full Screen

Plenty of Parties

This month Topgolf broke a company record for daily events revenue, a feat attributed to December’s steady flow of holiday parties hosted onsite. Topgolf also hosts their own anticipated events throughout the year, including the popular upcoming “Suits and Boots” winter event in which guests don swimsuits and winter hats, boots, and scarves in order to raise awareness that Topgolf is truly a year-round activity, and the Topgolf New Year’s Eve parties, which are expected to sell out this year.

  • Full Screen

Leagues and lessons year-round

Topgolf, like many entertainment and recreation venues, supplements regular foot traffic with monthly subscription offerings that maintain a guest's connection to the company throughout the year. Topgolf Leagues go year-round and provide fun and affordable group games, as well as lessons for those who are interested but not sure their skills are up to par. Matt Vinge, Director of Golf Instruction at Topgolf Wood Dale (outside Chicago), told Chicago Golf Report in 2011 that “In the winter, our guys get here at the crack the dawn and start plowing the snow off the field and by the time we open…we are ready to go. We also have events year-round, we teach golf year-round, we create clubs for people all year, so this is a non-stop deal.”

  • Full Screen

Staying in touch

Topgolf’s impressive number of followers on social media is testament to their success at connecting with their audience. By making the game of golf available (and appealing) to various demographics rather than aiming for a select few, Topgolf has attracted a wide fan base that they work hard to engage throughout the year. They also make it easy for guests to tweet, share, follow, like, and post all the fun they’re having online. Each venue features a social wall that displays the social media conversations people are having about Topgolf in real time, inspiring current guests to join in.

  • Full Screen

High quality food and drink

CEO Ken May called Topgolf the ultimate golf experience that just so happens to have fabulous food. Topgolf food and drink receipts have continually supported that statement. Their culinary approach includes cooking from scratch and a sophisticated but playful menu that uses fresh ingredients. Many offerings come in shareable portions, and other menu items are designed to be easy to pick up and consume between swings. Each venue features an accomplished Executive Chef as well as 75 associates who continuously prep and cook in order to ensure all of the food is prepared daily. It’s a winning bill for today’s customer, who seeks more authentic and inspired dining options – and shareable experiences.

  • Full Screen

Attracting non-golfers

Over 50% of Topgolf customers describe themselves as non-golfers.

  • Full Screen

Perfect your swing year-round

For self-described golfers, Topgolf is the perfect place to practice all year long.

topgolf engaging guests year round

Topgolf has been credited with breathing new life into the game of golf by attracting families, corporate groups, serious golfers, and highly social Millennials alike. With 8 million visitors in 2015, the golf entertainment facility’s fun, flexible, all-inclusive approach to the sport is connecting with consumers.

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