By Mathilda Andersson

Golf has long been considered an exclusive sport, with high fees, strict dress codes, and the need for a high level of skill and experience. However, in recent years, the sport has been undergoing a transformation, with a new wave of golf entertainment venues popping up everywhere that are breaking down barriers to entry and welcoming new “golfers.”

Today’s golfers, particularly younger ones, are looking to enhance their game with the aid of mobile technology, social network integration, and different formats. This shift towards off-course play was further fuelled by the pandemic and its imposed restrictions. The National Golf Foundation (NGF) reported that a staggering 12.1 million golfers chose to play indoors in the United States last year, nearly matching the number of traditional turf-goers. The NGF expects this trend to continue, with golf simulator technology being the driving force behind making it easier for new players to get started with the game.

Several of the largest golf management companies have also joined the bandwagon and have turned to providing offsite golf entertainment venues within their portfolios, reaping the rewards of renewed interest. Earlier this year, Troon® opened its first Golfzon Social at the Palisades Center in New York, which, while being centred on golf, caters to anyone seeking a fun and relaxing time, regardless of their ability on the course. American Golf Corporation had previously launched Drive Shack and Invited (formerly ClubCorp) launched Five Iron Golf.

In Australia, we are seeing a few of these venues pop up as well as the trend spreads internationally. One notable example is Swing City’s golf venue in Sydney’s Norwest, which received building approval last year at a cost of $12 million. Additionally, Swing Factory, a golf entertainment company, acquired Golf Paradise Terrey Hills, a renowned golfing destination in Sydney. These multi-million-dollar projects signify Australia’s growing inclination towards technology-enhanced social golf experiences.

Australian Golf Strategy

In Australia, the recently launched Inaugural Golf Strategy aims to leverage off the new trend and promote golf as a sport for everyone, regardless of the format. The national strategy supported by all the National Golf Associations advocates for cooperation between clubs and venues to tell the story of golf better and attract new members and players. The goal is to challenge the perception of golf as an exclusive and costly sport and encourage more Australians to play golf in all its forms, from driving ranges and mini golf to golf simulators.

This article examines how these new golf entertainment venues are making the sport more accessible by providing a more social and gamified experience and emphasises how all formats are crucial in a consistent national pathway of growing the game of golf.

Topgolf Takes the Lead

Topgolf has emerged as a leading force in growing the sport of golf, thanks to its innovative approach that has transformed the traditional image of golf. With a presence in more than 40 locations worldwide and generating over $1 billion in annual revenue, Topgolf has shattered the notion that golf is a slow, dull, and unapproachable sport. By adding a competitive element and creating a social atmosphere, Topgolf has made the game more engaging and enjoyable for players of all ages and skill levels. Notably, Topgolf has succeeded in attracting millennials and Gen Zers, with 54% of its guests falling between the ages of 18 and 34. The company’s success in marketing and drawing in younger audiences has played a significant role in expanding the reach and appeal of the sport.

Swing Suites

Another example of a modern golf entertainment venue that caters to a diverse audience is The Club at Parkwood Village’s Topgolf Swing Suite on the Gold Coast. The venue boasts six advanced golf simulators and a teaching facility, creating an immersive social experience where visitors can relax in a cozy lounge while enjoying delicious food and beverage service.

The indoor golf simulators have been instrumental in increasing membership at the club by providing a more accessible way to play the game, attracting a new generation of players. The simulators have also attracted younger players who may not have had the opportunity to experience golf previously and those with limited time, offering a shorter and more manageable game than a traditional 18-hole round. Toptracer Range Technology

The introduction of advanced golf simulators and ball-tracking technology, such as Toptracer Range, has made golf more accessible and enjoyable for players of all ages and skill levels. Since its launch in Australia and New Zealand just over two years ago, driving ranges such as Golf Central in Brisbane and Remuera Golf Course in New Zealand have already adopted the Toptracer systems and seen remarkable results, with some ranges even doubling their business in the first month of operation. By adopting the technology, driving-range operators are experiencing an influx of new guests, retaining current members, and boosting revenue streams across their entire facility. With over 750 installations worldwide, is making golf more accessible and enjoyable for all, particularly in a time when the game is experiencing a participation boom.

Mini Golf: A Pathway to the Sport

Mini Golf is another great option for introducing potential golf club members to the sport. With its relaxed and accessible environment, mini golf has become increasingly popular in Australia as a way for people to try their hand at the sport in a fun and relaxed manner. Over the years, mini golf courses have become more sophisticated, with intricate design and creative elements that appeal to both young and old. The involvement of experienced course architects in the design of mini golf holes has transformed the experience from a leisure activity to a more challenging game, akin to playing a real golf course.

In the U.S. PopStroke is a rapidly growing experiential mini-golf and casual dining franchise. This unique concept merges cutting-edge golf technology with food and beverage to create a dynamic and engaging experience for patrons. One of the hallmarks of PopStroke is the infusion of technology within the golf experience, which creates an interactive and competitive atmosphere for all participants. To enhance the experience further, PopStroke has partnered with TGR Design and Tiger Woods to design the putting courses at all future locations.

A unique player in the Australian market is SHANX, which has created unique course designs at three major locations in Australia; Regency Park, Link Shell Cove, and Pacific Harbour. Unlike traditional “amusement-based” these mini golf courses miniaturise the game of golf, catering to scratch golfers and beginners alike, with a focus on the game and having fun rather than landscaping. As the only mini golf product of its kind in the Southern Hemisphere, SHANX helps to broaden its demographic catchment and provides struggling clubs with a reliable second revenue stream, making it an ideal solution for the industry as it seeks new ways to attract more players.

Home Entertainment

Golf simulators are becoming increasingly popular in Australia, as people seek out more engaging and realistic ways to enjoy the sport from the comfort of their own homes. This trend has been fuelled by the increasing demand for realistic training methods, as well as the affordability of portable simulators from leading companies such as GolfZon, Trugolf, OptiShot, and FullSwing.

COVID-19 restrictions have also played a role in the rise of at-home golf entertainment, as people looked for ways to stay active and entertained while staying at home. This led to a significant increase in demand for indoor sports, including golf simulation. High-profile golfers like Tiger Woods have even been using simulators in their training, with Woods stating that consistent practice on his Full Swing Pro Series simulator was important to his return to form after his car accident.

The growing popularity of golf athletic events has also spurred the development of accessible, cost-effective golf facilities, which has helped to further drive the market expansion of at-home golf simulators. National bodies have been supporting these initiatives, recognising the potential for these facilities to encourage participation in the sport. As people continue to seek out engaging and realistic ways to enjoy golf, the market for home golf entertainment is expected to keep growing.

The right insurance for your golf entertainment venue!

The rise of golf entertainment venues is a testament to the sport’s adaptability and willingness to embrace innovation. These golf entertainment venues offer a profitable revenue stream for struggling golf clubs and pave the way for a bright future for the sport. With the support of innovative companies like Golf Business Australia (GBA), who are offering unique insurance products to these businesses, these venues can thrive and continue to break down barriers for potential new golfers and create a sport for all.

GBA’s unique insurance products, such as the Golf Technology Insurance Scheme, are tailored specifically for the emerging sector of indoor golf simulation and club fitting facilities, offering protection against equipment breakdown and other risks. If you’re in need of an insurance coverage review for your golf club or facility, please reach out to GBA at 1300 852 025 or visit www.golfbusinessaustralia.com.au