MOVERS & SHAPERS
Why Topgolf Now Needs to be Considered When Designing Practice Areas In the past decade, few golf companies have made an impact on the game like Topgolf, and it’s no secret the brand has introduced the sport to new audiences. Firmly established as an industry thought leader, Topgolf is extending its influence beyond its popular venues to disrupt the traditional driving range experience with Toptracer Range. According to Forbes, $3 billion has been spent on golf course renovations since 2016, a figure that includes money toward improving a facility’s practice areas. For owners and operators who have already renovated their course or are looking for creative ways to give their property more mass appeal, reimagining the driving range could be an excellent opportunity. Through Toptracer Range, operators can provide shorter, but still fulfilling golf experiences and cater to younger audiences, as well as new or lapsed golfers.
ball revenue increased nearly 50% year-over-year, with Toptracer-equipped bays outperforming traditional bays by 205% per month. So, if your clients are looking for new revenue streams, this is a very viable and affordable option. “Toptracer has changed the whole perspective of how customers are using my facility,” said Mauricio Galante, Owner and Operator of the Golf Center of Arlington. “They [customers] are coming more often and staying longer. It is a great investment.” The addition of Toptracer Range can turn dull spaces into state-of-the-art practice and entertainment destinations. Golfers won’t just come by to hit a bucket and leave, they are spending hours at the facility and – more importantly – bringing friends and family to enjoy as well. The installation process takes just 48 hours and includes mounting cameras and 21” in-bay screens. The Toptracer team tailors packages to meet size and budget restrictions.
To offer a little background: Topgolf acquired Toptracer in 2016 (formerly Protracer), a cuttingedge technology used during PGA TOUR television broadcasts to track ball flight through on-screen graphics displaying shot shape, speed, distance and trajectory. Understanding it could be applied to more than just tracking a pro’s booming drive, Topgolf is bringing this breakthrough technology to local courses and the everyday golfer.
Golfers can engage in a variety of games and competitions, including Closest to the Pin, Longest Drive and Virtual Golf on world-renowned courses. In addition, Toptracer Range allows guests to track and analyze detailed stats on every shot, including distance (carry and total), ball speed, launch angle, height, side deviation, landing angle, hang time and more. These features provide an engaging and rewarding practice session as well as valuable data for the PGA professional to share during lessons.
A fresh take on the typical driving range outing, Toptracer Range combines tech and fun to create a superior social experience for guests and help facilities increase revenue. As an example, at the Golf Center of Arlington in Texas, home to 10 Toptracer Range bays,
For more information, please visit www.toptracer. com.
GCBAA Staff would like to congratulate GCBAA member Tommy Sasser on being elected to the Dean’s Advisory Board of the Warnell School of Forestry & Natural Resources at the University of Georgia. - Justin, Samantha and Stephanie
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