The Rise of
Golfertainment
High-end accomodations including
heated bays with ample seating are
part of the Topgolf experience.
are ‘non-golfers’ which further questions
the premise that ‘golfertainment’ will
automatically lead to green grass partic-
ipation. There is absolutely no evidence
that this new influx of digital golfers has
positively impacted green grass golf par-
ticipation,” he says. In fact, Lindsay lists
several clients who have noted an adverse
effect on rounds played in locations where
Topgolf has set up shop.
However, he is optimistic about the
synergy found in independent simula-
tor venues with teaching professionals.
Instruction combined with instant sim-
ulator feedback “allows the golfers to get
better quicker than ever before. So they
are a hell of an opportunity,” he says. “The
digital-based simulator stuff has a tre-
mendous amount of potential to help golf.
From every indication these places are
being successful as evidenced by weekends
with full sheets.
“It’s important to make the distinction
between the Topgolf-type and the simu-
lator-based golf course experience,” he
says. “The two can’t be lumped together
because they are not the same. The match
between the people who use simulators in
the off-season and are committed green
grass golfers is going to be pretty good
whereas with golfertainment establish-
ments it’s 50 percent.”
vsga.org
Jason Goslee, PGA, Center Manager/
Director of Instruction at GOLFTEC
Richmond, says the appearance of Top-
golf and Drive Shack “is a great thing for
golf in general. Any business that pro-
vides golf instruction will in some part be
competition to GOLFTEC and other area
instructors. However, what Topgolf and
Drive Shack do is make an easier barrier
to entry. Golf is an expensive, time con-
suming hobby, so the variety of avenues
consumers can pursue is beneficial. If
they attract more golfers in general, then
everyone benefits. Our style of more long
term coaching has its place with certain
students, just as lessons that they offer
will have a place with others,” says Goslee.
And Topgolf does offer a Bays to Fair-
ways program that includes five classes
from a professional coach (four in-venue,
one on green grass) to help players feel
more confident in their games and to ease
the transition to on-course play.
Truth be told, “the emergence of golfer-
tainment is a huge fundamental issue for
golf,” says Lindsay. “If it is handled correct-
ly it can really help. If the National Golf
Course Owners Association and the PGA
of America can constructively reimagine
digital golf and what it can do for instruc-
tion, they could really help golf.”
WHAT’S NEXT?
Several questions remain. Can two mega
golfertainment establishments coexist
in metro Richmond? It helps that they
are in two different and growing parts of
town. Though not in Richmond, Laurel
Hill’s Carmen notes “executives with the
two companies did their studies—they
wouldn’t be entering into a new market
without doing their homework. I believe
both will succeed. Branding is a funny
thing—customers have a favorite brand
and they stick with that brand, price unre-
lated most times.”
With spring approaching, both places
continue to compete for recreational dol-
lars while doing a healthy trade, especially
in the evening and on weekends. So, if the
mission is to have fun—mission accom-
plished. If it is to connect people to the
game of golf and grow it in the traditional
sense, it is still a work in progress.
“Their own numbers also say that about
50 percent of their visitors, 22.5 million,
are ‘non-golfers’.”
—Rob McNamara
M A R C H / A P R I L 2 0 2 0 | V I R G I N I A G O L F E R
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