Topgolf has released details on its new Augusta entertainment venue, a first-of-its-kind prototype that is expected to be open by the Masters Tournament.
Craig Kessler, chief operating officer for the Dallas-based company, said the venue under construction at the Village at Riverwatch shopping center will have a mini-golf course, outdoor yard games and fire pits in addition to the company’s signature climate-controlled driving range.
Kessler said the open-air Augusta facility is designed specifically for non-golfers and people of all ages – including families with young children.
“This is not a traditional, larger Topgolf shrunk down,” Kessler said during a visit to the construction site. “This is a special venue, the first of its kind that was made with intentionality, with love, with purpose for Augusta.”
The new-style venue features a backyard-style outdoor area behind the tee-line – which uses the company’s proprietary ball-tracing technology to score hits – that will feature attractions such as a bean bag toss and a life-sized Jenga game.
The company’s plans include seating areas with fire pits, picnic-style dining tables and a party patio that will have more than 50 big screen TVs, a 13-foot programmable video wall and a live music stage.
The outdoor area also will have Augusta-specific pop art and wall murals to create a “sense of place,” Kessler said.
“We’re obviously incredibly proud to be launching this new prototype in a city that has done so much for the game of golf,” Kessler said. “One of the things we wanted to create here in Augusta is a sense of community with the venue.”
The company operates 58 entertainment venues, mainly in large metro areas. A similar concept is planned for the future Topgolfs in Chattanooga, Tenn., and Waco, Texas, Kessler said.
“Our excitement levels are already so high that we’ve got plans to continue doing this across the country,” he said.
The Augusta venue will have Americana-inspired menu items found at the company’s other locations, including the company’s signature chicken sandwiches and “Boozy Milkshakes.”
According to published reports, the average Topgolf venue is a $15 million investment. Kessler declined to disclose the investment the company is making in the Augusta facility.
[jwplayer HoWyYfvE-9JtFt04J]
[opinary poll=”do-you-think-distance-is-a-problem-in-go” customer=”golfweek”]
[lawrence-related id=778025626,778025530,778025478]