Top Golf in its simplest form is a high-tech golfing range with a bar and restaurant attached. In a more complex form, it is a way for serious and non-serious golfers to work on their golf skills, or to just have a good time with friends. Rather than just the usual, hit a ball, watch it, and hit another approach of typical golf ranges, Top Golf turned range practice into a game. They put radio-frequency identification microchips in the golf balls which allow players to get feedback about the distance and placement of each and every ball they hit, while also adding multiple targets out in the "grass field" (Kaufmann). With this design players are capable of playing multiple games using the targets and the special golf balls. Making a boring golf range into multiple fun and/or competitive games.
|Two men practicing at a Top Golf location. (dallasobserver.com)|
|Typical golf range style (hidden-hills.com)|
|An example of how the screen looks with multiple TopGolf players (blog.topgolf.com)|
In the end what really strikes me about TopGolf is its ability to make every level of golfer and non-golfer comfortable. When I go to a golf range or course I often find myself uncomfortable when I encounter a very obvious serious, and often very wealthy group of golfers behind me or at the next mat over. TopGolf has made the environment welcoming to any and every type of person. Don't have golf clubs of your own? TopGolf supplies you with some. Aren't accurate or can barely hit the ball? There are targets everywhere, all with down-slopes going towards them so you're bound to hit something for points (ask my girlfriend who beat me last time we went). Can't stand sitting and just hitting golf balls for any long period of time? TopGolf has a bar and restaurant, along with waiters who are constantly walking around taking orders for food and drinks (because what can't food and a few drinks make a bit more fun?). Along with the food and drinks, there is almost always something else going at at TopGolf. Baggo games, karaoke, or as the author of one article writes "a makeshift stage for a hula-hoop contest" was available at the entrance to jump ahead in a waiting line (Kaufmann). The Jollife brothers, with the help of World Golf Systems Group, have truly created an innovative location for all to enjoy.
TopGolf has also been received well within the golf world. Some golf clubs are beginning to partner with TopGolfs in their area for lessons, and outings. In return many of TopGolf's members are being recommended for their near by golf clubs, and many are beginning to join. So this new form of a golf range is not just benefiting golfers, country clubs, new-golfers, or non-golfers, but is benefiting everyone by creating a new way to go out and have fun!
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