Off-Course Enjoyment

Can golf-entertainment venues give the sport a shot of adrenaline?

By Kimberly A. Batty
Photos: Courtesy Of Frank Guadagnolo

Historically, the sport of golf has been reserved for a very narrow demographic. According to the National Golf Association, the average golfer is a 43-year-old male with an annual household income of $125,000—more than twice the national average (U.S. Census Bureau, 2016). In terms of participation rates, the growth of the game peaked in the 1990s during the Tiger Woods era. Over the past two decades, the industry has experienced declining numbers despite the efforts of the United States Golf Association, PGA Tour, and The PGA of America’s initiatives to introduce youth to the sport. From 2015 to 2016, the number of golfers decreased by 1.2 percent (Stachura, 2017). Additionally, for many years golf course closures have exceeded new course openings several-fold. Closures have occurred in equity and non-equity courses, resort courses, and municipal/county courses.

How To Increase Participation
The overriding question is how to bring a more diverse population to the sport and, in turn, increase participation. It’s clear that today’s Millennials are seeking more experienced-based activities in their lives. Furthermore, the hectic lifestyle of many doesn’t fit with the 4- to 5-hour round of golf, coupled with the drive time to and from the course. This raises the question, “Does someone need to play a round of golf as a way of measuring the success of golf participation?”

In an attempt to increase participation rates and appeal to a more mainstream and younger audience, data are now being collected in alternative and novel ways. This seems to be a strategy worth pursuing. In fact, approximately 8.2-million people have never played a round of golf, but have participated in some form of the sport, including visiting a driving range, using a golf simulator, or visiting a golf-entertainment facility (Stachura, 2017).

A New Venue
There are many recent initiatives to enjoy golf without ever having to step foot on a course. Although the golf purist might cringe, the appeal of many of these “off-course” golf-entertainment venues is worth noting. First, these venues provide the individual with a relatively inexpensive introduction to the sport; participants don’t have to invest in purchasing clubs and other golf-related equipment, or spend hours on the course. For some, the thought of being inside a controlled environment is also appealing. Just as important, golf-entertainment venues provide a fun, social atmosphere (most serve food and alcohol) for their customers, while they are learning to play golf or at least hit the ball. For the person who has a general interest in golf but lacks the basic skills or is unaware of the rules or protocols of golf, these venues provide an attractive alternative to having a golfing “experience.”

The popularity of golf-entertainment facilities has grown exponentially. For example, Topgolf opened in 2005 in primarily larger metropolitan cities with an established golf following. The company now owns more than 50 venues. Although these venues are not expected to replace courses, they do provide a memorable guest experience that Millennials seem to be craving.

The National Golf Foundation and other golf-related associations (PGA and LPGA) are hoping these alternative ways of enjoying golf will revitalize the sport. Not surprisingly, close attention is being paid to the “off-course participation” rates as a possible avenue to increase on-course play and also increase the dwindling TV viewership of professional golf tournaments.

From all indications, these new venues hold promise. Soon, Topgolf will be facing competition from Drive Shack, which recently opened its first facility in Orlando, Fla. By the end of 2020, the company hopes to have five more facilities in operation. American Golf, one of the largest golf-management companies in the world, is the moving force behind Drive Shack.

Industry Impact
So, what does this mean for private, non-profit, and government parks and recreation agencies that own or manage the 15,000-plus courses in the U.S.? Most of their spokespersons are guardedly optimistic that Topgolf, Drive Shack, and others entering the off-course golf experiences will work to the benefit of golf properties. Many cite the inclusive participant-demographics at these venues as a selling point. Due to the fact that 51 percent of Topgolf customers are non-golfers, and 75 percent of these participants state they are now interested in going to a golf course, this is promising (Lombardo, 2018). Furthermore, it would only require a very small percentage to convert to have a significant impact on golf participation throughout the green-grass facilities.

Dr. Kimberly A. Batty is an Assistant Professor of Recreation Management at Lock Haven University. Reach her at kbatty@lockhaven.edu.

Sources

Lombardo, J. (April 2, 2018). “How does Topgolf stay on target?” Sports Business Daily.

Stachura, M. (April 22, 2017). “The NGF’S annual golf participation report uncovers favorable trends for the game’s future.” Golfworld.

Topgolf: Golf, Party Venue, Sports Bar & Restaurant: https://topgolf.com/us/

Trageser, J. (March 12, 2019). “Topgolf to compete with BigShots in smaller markets.“ Golf Inc.

U.S. Census Bureau, 2016.