It has recently been announced that a new Topgolf will open in Arese, in the province of Milan, arousing the interest of golfers and entertainment enthusiasts. Although the official opening has not yet been confirmed, rumours of Topgolf’s arrival in Italy are growing stronger. However, nothing yet appears on the website www.topgolf.com.
But what exactly is Topgolf and why is it becoming increasingly popular worldwide? Topgolf is a comprehensive entertainment experience for golfers and non-golfers alike. It is a mix between the practice range of a traditional golf course and a leisure zone where you can spend time with friends, eat and drink, listen to music, and play fun games. The philosophy of Topgolf is to create a welcoming environment where everyone can have fun and relax, regardless of their golf level. As an idea, it is similar to the concept of bowling.
In practice, Topgolf consists of a series of spaces (boxes), located on two or more floors, with golf mats inside, from where balls are hit towards various illuminated targets. Points are awarded based on the distance travelled by the ball and the target hit. Each golf ball has a microchip inside that tracks its position and distance. Results are displayed in real-time on screens located at each station. There are also several game options that allow players to challenge each other or play in teams.
But the fun doesn’t end there. There are also interactive games to challenge friends to a series of tests, such as hitting the target multiple times in a single session or hitting the ball through a moving ring.
The question is: Can Topgolf give golf the popularity boost that industry experts expect?
Topgolf is enjoying great success worldwide, with over 70 locations in North America, Europe, Asia, and Australia. The arrival of Topgolf in Italy could represent a unique opportunity not only for golfers and golf enthusiasts but for everyone.
Topgolf offers a new face of golf that goes beyond the traditional 9/18 holes course (which some may find boring) and provides a more modern and youthful atmosphere. It resembles more of a nightclub than a country club. But Topgolf is not just a gaming experience. As I have already mentioned, there are also bars and restaurants inside each facility, where you can enjoy cocktails and delicious dishes while playing (even other games like billiards) and enjoying the company of friends.
According to the results of a survey conducted in the United States, it seems that Topgolf has found the marketing trick to attract the Millennial and Gen Z audience, as the majority of guests are aged between 18 and 34. It has also contributed to increasing the number of traditional golf players.
Among Topgolf guests, the research found that: • 23% of new golfers interviewed, who have played for three years or less, started playing golf after their first experience at Topgolf; • Of these, almost 75% said that Topgolf influenced their decision to play golf; • 75% of non-golfers said they were interested in playing golf on a real course.
Prices vary depending on the time of day and day of the week. In Europe, prices range from around €25 per hour in the morning and early afternoon to €45 in the late afternoon and evening. On Friday and Saturday evenings, it goes up to €60 per hour. Not exactly cheap. Playing in a group of four seems to maximize the cost and duration of the game for each participant.
Will it work in Italy? We’ll see. What do you think?
• Is it a new and modern initiative to effectively reach new potential golf enthusiasts?
• Is it an additional opportunity for those who already play golf and would like to practice while having fun even with little time available?
• Or is it just another commercial initiative that is far from the “spirit of the game” of a true golf enthusiast?
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© Influgolfer
