Where in the World Is Cori Brett?
May/June 2014
In a world ruled by short attention spans, Topgolf may be just what golf needs to stay relevant. All the fun of a round of golf – hitting great shots, competing against your buddies, camaraderie – is condensed into one hour. There’s the choice to extend play for another hour or join the hip bar scene as day turns into evening.
All spring we were driving by Talking Stick Resort on Highway 101 in Scottsdale and watching the three-tier driving range emerge within the high cyclone fencing. Across the freeway and to the west is Salt River Fields, home to the Arizona Diamondbacks and the Colorado Rockies for Cactus League Spring Training baseball. Talking Stick’s two terrific golf courses, North and South, are tucked away behind the Hotel and not connected in any way to Topgolf.
We soon found out that Topgolf is not your Grandma’s driving range. It’s golf as entertainment. Golfers hit balls embedded with computer microchips that track each shot’s accuracy, awarding points for hitting the “greens.” The farther the green and the closer to the pin, the more points are scored. The computer at each hitting bay tracks points for a maximum of six players. “Topgolf” is the most popular game, but there are six others, including “Topdrive,” and “Topchip.”
Topgolf has been compared to bowling, or even darts. I hit a great shot, but didn’t score even one point because it didn’t land on a green. This is target golf to the max. A game of Topgolf can be played for between $25 and $45 an hour, depending on the time of day. There are nearly 20 locations in the U.S. and three outside London, where the company started. Topgolf is already breaking ground for a second Arizona location in Gilbert.
Each of the three levels has 34 hitting bays equipped with Callaway private label golf clubs, a hitting station with unlimited golf balls and the score-keeping computer. Upbeat background music plays throughout the facility. Hitting bays are comfortably appointed with bright orange couches, and friendly attendants are always coming by with food and beverage offerings. We dined after hitting balls, and the meal was delicious, far from typical bar fare.
I like the rooftop level the best, for its big terrace that opens to the desert sky and superb sunset views. There’s a live DJ on weekends and a comfortable bar area. Topgolf is open until 2 a.m. on Friday and Saturday. As one of my friends commented, “It’s great for a night out when you want more than a dinner and a movie.” Much more. As the evening gets later, the music gets louder and different-colored lights start to illuminate the greens scattered on the range. The night we were there, Talking Stick Hotel/Casino was lit up with purple lights, which only magnified the light show. www.topgolf.com/riverwalk
Golf as entertainment is attractive to Topgolf’s clientele because 50% are non-golfers. Hitting golf balls for the first time is a novelty, and other amusements are available when that wears off. The lower level offers a game room with pool tables and interactive TV’s. Sports games are always playing on the numerous flat screen TV’s. And then there’s just the fun of hanging out.
Many bring their own clubs and use it like a traditional practice range. Topgolf offers tournaments where individuals as well as teams compete. Taking the game seriously and improving skills is encouraged, and a 5-day junior golf clinic took place this summer.
Topgolf is a novel way to introduce kids to golf in a safe and fun environment. Of course kids have to be warned away from swinging clubs, as I can personally attest. Both my sister and I bear tiny scars earned at an early age when we walked into someone’s backswing.
When I see folks having fun at Topgolf, I think maybe there will be some who will be inspired to try a real golf course. Now that’s how we grow the game.
“Escape with Cori” on assignment to exotic and fun golf destinations. First-hand impressions from an experienced golf travel writer and AWGA member. www.coribrett.com. Copyright Cori Brett 2013 – do not copy or cite in whole or in part without permission.
