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TOPGOLF COMES
TO AMERICA
Golf Range
A NEW PARADIGM FOR GOLF RANGES?
TOPGOLF KINGSTOWNE ALEXANDRIA,
VIRGINIA
Back in the Spring of 2001, GOLF
RANGE MAGAZINE wrote a cover story on England's groundbreaking
TopGolf Game Centre, built in London. At the time, we
mentioned we'd be in the lead position to cover any
developments in the United States. Well, that time has
arrived, as TopGolf has landed in Virginia, with the
breathtaking transformation of the old Mid-Atlantic
Golf Driving Range into the U.S.'s first TopGolf Game
Center. This magazine is pleased to offer an exclusive
look at this revolutionary facility located in Kingstowne,
Virginia, just outside of Alexandria. In mid-September,
TopGolf USA formally opened the new, $4.5 million, 78-stall,
two-level facility. Our staff attended the TopGolf Kingstowne
grand opening party and came away with the opinion that
this development marks a milestone in the U.S. golf
range industry. In fact, not only is this the most significant
range development since The Golf Club at Chelsea Piers
(built in the mid-1990s) but the golf industry may one
day look back on this project as a new paradigm for
the industry. The genius of the TopGolf concept is a
result of the successful combination of traditional
golf elements, enhanced customer service and modern
technology. With one foot planted firmly in the golf
industry and the other planted solidly in the leisure
market, this should be a potent recipe for success.
WORLD GOLF SYSTEMS: THE I.D. BALL SYSTEM
For those not familiar with the
TopGolf story, it dates back to 1997 when brothers Steven
and David Joliffe, avid golfers and owners of a successful
customer service and customer satisfaction research
company (clients such as Virgin Airlines, Microsoft
and AT&T) were exploring ways to enhance their own
golf range experience. They set up a company called
World Golf Systems and explored ways to create a range
golf game concept. They experimented with a target green
sensor that might somehow read bar codes on golf balls.
After some trial and error, their engineers moved away
from a bar code concept (too much dirt on the ball!)
and came up with the idea of implanting a tiny microchip
inside each of the golf balls. They also came up with
a patented target green that is equipped with "smart"
compartments that catch the balls and then funnel them
through a sensor that reads the microchip. Data is then
sent via real time back to the golfer who "belongs"
to the ball via a flat screen monitor at his/her hitting
bay. Information such as the exact distance as well
as an assigned point value based on closeness to the
pin is done with easy-to-read visuals. This entire system
is called the ID Ball System, and it's this technology
that is the heart of World Golf Systems. World Golf
Systems licenses their ID Ball System technology to
TopGolf. The first TopGolf facility built in England
was the retrofit of the old Jack Nicklaus Golf Center
in Watford, England. Today, the Baydrive Group LTD,
which has built an additional two TopGolf sites in England,
coordinates development in the U.K..
SETTING SIGHTS ON THE U.S. MARKET
Efforts for growth into the U.S.
market have been underway for the past few years. TopGolf
USA was formed with a focus on owning and operating
sites throughout the U.S. The holding company of TopGolf
U.S. is Golf Entertainment International. There are
about 30 private investors behind the U.S. efforts,
consisting of both American and British investors. The
executive board of directors consists of: Rick Grogan,
Chairman; Peter Allport, COO; Eric Wilkenson, Finance
Director; David Main, Operations & Development;
There are also two non-executive directors, Tom Mendell
and Erik Anderson, whose Seattle based company, West
River Capital is the institutional investor in the group.
Money from the investors has been raised for a preliminary
two sites. Overall the group feels there is a potential
for up to 150 sites around the U.S.
FINDING THEIR WAY TO METRO-DC
The initial focus for the group
was on the East Coast. Specifically, they were looking
into opportunities in the metro- New York and Metro-D.C.
Market A number of potential targets were identified
and meetings with owners arranged. The Kingstowne site
emerged as the front-runner. As an existing 8-acre golf
range called Mid-Atlantic Golf Center, it was easier
to retrofit the site since additional permits were not
as problematic. GOLF RANGE MAGAZINE spoke at length
with Peter Allport, the COO of TopGolf USA to get his
input on the project since he was on-site nearly the
entire time. "We met
the owners of the Kingstowne site and after a number
of meetings, it led to discussions about leasing the
land from them. We were able to negotiate a 20 year
lease deal with the owners,"
said Allport who mentioned a final deal was struck in
late summer 2004. Allport pointed out that given the
hefty investment the group makes to transform a site
into a TopGolf Center ($4 million per site), his group
needs minimum 20-year leases. "We
are interested in only long-term leases. We need 20
years. We won't do 10-year leases. It's just not worth
it for us because of the $4-$6 million we spend per
site. Anything less than 20 years just won't allow for
an adequate return,"
concluded Allport. Once the deal was struck, construction
moved quickly. Their first planning application went
in during October of 2005 with final approvals arriving
by March of 2005. Although there were no change-of-use
permits required, the TopGolf clubhouse footprint requirements
of between 8,000 and 10,000 square (i.e. 3,000 sq. foot
retail area, 2,000 sq. ft of Food & Beverage, a
Golf Academy and corporate room) required some extensive
new construction as well as the enclosing of the second
tier of the range.
KEMPER SPORTS HEADS CONSTRUCTION
EFFORTS
Chicago-based Kemper Sports, a major
player in golf course and facility development and operations
was the project manager. The point person for Kemper
was Kevin Minor. Beginning this past March, excavation
and grading began in the landing area with a total of
11 scoring target greens to be built. What most patrons
don't see is that under each green is an 8-foot deep
excavated area that allows for the locating of sensor
equipment and ball tubing. The fairway was also graded
using the excavated fill from the target greens and
a full synthetic turf landing area was installed by
Tour Turf. "Artificial
turf is the way we believe in doing it. It's green all
year round and we think it came out very well,"
said Allport. The existing
building contained basically the pro shop. TopGolf tried
to match the old construction and built a great room
with a soaring roof and cupola. In this new space one
finds a stylish bar and dining area ringed by flat screen
televisions. Construction went very smoothly in part
because of the positive support by the community.
"We had great support from the
local Kingstowne people and the chairman of the Fairfax
Board, who said at one of the meetings that this was
just the type of facility the community needed because
it was a facility for all," added
Allport. In fact, it only took 120 days for all the
construction to be completed.
SOFTWARE AND HARDWARE AND OTHER
MODIFICATIONS FOR THE U.S. MARKET
"What we've done is develop
the concept a bit further from its UK base. The technology
package remains largely unchanged. One of the key differences
we did for the U.S. Market was to enhance the driving
target out at 240 yards. We made it bigger and wider
than the UK There is a net that captures the ball and
drops it down for a reading," added
Allport. Ideally, any site they would consider is between
250 and 300 yards. Another area of focus that Allport
identifies as a subtle modification is the extra commitment
to customer service. TopGolf employs servers, called
"Caddies,"
to walk the tee line and take food and drink orders.
Without leaving a bay, up to 5 patrons are able to order
a meal or snack and have it delivered right to their
hitting bay. This commitment to service carries over
to the front counter staff whom have all received extensive
training. They will help as "Game
Advisors" for the center,
educating customers about the four different games at
the center.
GAME CONCEPTS
There are a variety of games that
the customers can choose from. In England, patrons still
prefer the original game, TopGolf. In this game any
green can be targeted. Players get to use all their
clubs. Hit long and short. It's a game of strategy and
not just for the big hitters. One gets rewarded for
accuracy by seeing their names on the leaderboard.
TopGolf
This is the basic scoring
game. One can aim for any target, hit both long and
short clubs. One gets actual feedback in yards and a
score in points.
TopPractice
For every shot that lands
in a target, exact yardage and position from the pin
is given.
TopDrive
A game designed for the long
clubs and big hitters. Golfers aim for the furthest
3 targets from 190 yards (Pink) and score. Hit the wrong
target and you lose points.
TopChip
An accuracy game using the
closest targets (Red, Yellow and Green). Hitting the
wrong target will get points deducted.
HOW THE TOPGOLF GAME IS PLAYED
Each player registers at the reception
and purchases a Club Card. This is a smart card embossed
with the players' name on the card. Additional money
can be added to the card. This personalized Club Card
identifies the member (user) to the special ID ball
system each time they play. The microchip inside each
ball is then properly recorded as belonging to the proper
golfer.
A ball dispenser then reads
the card and allocates 20 golf balls that relay information
back to the a flat screen monitor in the bay which provides
instant feedback to players.
The I.D range balls are a premium golf ball (Dunlop
LOCO) It looks the same, weighs the same and flies the
same.
Players can select from a variety
of games on the range. These games allow family members
and friends to compete against each other simultaneously.
The maximum score in any one game is 400 points. It's
possible to score double point by hitting the ball into
selected zones indicated on the landing area map found
at each bay.
Players can score a hole-in-one in
a regulation size gold cup at the center of each target.
Players compete for a place on the electronic leader
board displayed in the lobby. The board is instantly
updated and displayed at the end of every game.
Each game has a handicap facility
so that beginners can play competitively against even
the most accomplished golfer. Or you can play by yourself,
comparing your score to others at the center via the
leader board
Prices start from $5.80 per game for adults and $4.80
for juniors and seniors.
THE TOPGOLF PROCESS
The first step in the TopGolf process is to pay a visit
to the front desk attendants. There you can either purchase
your personal membership value card or put additional
value on the card you already have.
With your card you will proceed to
the ball dispenser…insert your card into the dispenser
(Carl Jahn, pictured, from Range Servant worked with
World Golf Systems to incorporate the ID Ball System
into the Range Servant dispensers)… and then…
…proceed to hit golf balls at the various target
greens. These targets have multiple collection areas
where the balls feed through tubes into the bottom of
the green.
At this point, Range Servant designed a ball collection
system that vacuums out the balls into a utility vehicle
where they are driven back to the main building.
BAR AND RESTAURANT
With an aim to create a fun and
sporting atmosphere with large televisions, TopGolf
is creating a variety of packages to recruit sports
fans. With a competitive menu price point, the facility
is specializing in hot and cold food, snacks and wraps,
as well as coffee and pastries in the morning. The facility
is also offering live jazz music on Thursdays.
"We are trying something a bit
different, unusual, if you like, to create an environment
that will bring people back,"
said Allport. This piece of the revenue pie is expected
to bring in about 15% of revenues.
PRO SHOP
The focus of the pro shop strategy
is to recognize that many of the people coming into
the facility will be new to the game of golf. The idea
is to have a full range of starter kits and kids' merchandise.
They have also developed branded TopGolf merchandise.
The teaching staff will support custom fitting.
TEACHING AND TRAINING
As part of the branding exercise,
TopGolf has established the TopGolf Academy by Mitchell
Spearman. Spearman, a highly respected Golf Magazine
Top 100 instructor has worked with TopGolf USA from
the beginning. Spearman is overseeing all aspects of
the academy and will spend time at the facility as well
as at his home base, Manhattan Woods Golf Club in New
York. In describing TopGolf Spearman said, "I
have been involved in the golf industry for over 25
years and this is the most exciting new development
in golf that I have ever seen."
The director of Instruction is Stephen Moskal who joined
from Fair Oaks Golf Park and before that spent a decade
as ex-pat golf pro in Paris at Golf de St. Cloud. A
member of the British PGA and the European PGA, Moskal
is a graduate of Furman University. Other teaching pros
include David Oates and Chris Reis. Moskal explained
the teaching strategy. "We
take seriously our mandate that all TopGolf players
are getting better. Accordingly, teachers are required
to walk the tee line in the belief that it will lead
to more lessons and encourage more repeat business.
Already the staff has been working on a Junior Golf
Academy as well as a junior golf tournament to be held
in late October. We will do a series of tournaments
and allow kids to collect Order of Merit points and
then we'll display the names on a display board. After
about 8 tournaments we'll present trophies,"
said Moskal. The indoor hitting bay is set up with JC
Video systems incorporating Camtasia software.
MARKETING, SPECIAL EVENTS AND
ADVERTISING
For now, Jane Keenan, Marketing
Manager has a long commute, as she's still based in
the UK. That might change soon as she moves over to
take up the reins. In coordinating the rollout, Keenan
is trying to sell the TopGolf experience to both individuals
and companies. She's brought on board Erika Miller as
the Director of Sales & Special Events and is getting
the word out. "We've
had some good local press and we've explored a variety
of marketing opportunities,"
she added. TopGolf is trying to target the leisure market
and not just traditional golfers. Company officials
estimate that 50% of the people at the facility are
new golfers who have never been to a course let alone
a golf range. They've been advertising in the DC metro;
and will soon be doing D.C. buses. They also are using
local newspaper advertising to get the name out. The
General Manager for the facility is Kevin Vouglitois.
ANOTHER TOPGOLF GRAND OPENING IN THAILAND
World Golf Systems Group PLC, the inventors of TopGolf,
launched their first overseas site in Bangkok, Thailand.
In partnership with their Licensee, Modern Dynamic Golf,
an existing 60 Bay, three-tier facility at Piyarom in
Bangkok has been transformed into a state of the art
TopGolf facility. Numerous sponsorship deals have been
agreed in launching TopGolf in Thailand, including Chang
beer, True Mobile and Toyota who have their latest 4x4
utility vehicle on offer for a hole in one prize. The
Grand Opening was a lavish affair incorporating a charity
event with over 1,000 invited guests, including the
Thailand Minister of Sport and Tourism, Somsak Thepsuthin
and the Deputy Head of The British Embassy, Andy Pearce.
To view the other Press
articles featuring Mitchell click
here . . .
For more information on Mitchell
Spearman click
here . . .
For more information on the
Tour
Players Mitchell is
currently working with click
here . . .
For information on the other
Staff
working for Mitchell Spearman Golf
click here . . .
For information on receiving Individual
or Corporate
Instruction please
click
here . . .
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