Having established a growing footprint based on its nontraditional golf experience, Topgolf is trying something new: an actual golf course.
In April, the brand opened a 10-hole golf course as part of its new location in El Segundo, California — its first foray into the Los Angeles market.
“I refer to it as the culmination of the Topgolf-Callaway strategy all in one place on about 30 acres,” Topgolf CEO Artie Starrs told Forbes. Callaway acquired Topgolf in a deal that closed in March 2021, paying $2.7 billion in stock for the 86% of the company it did not already own.
While the new course is likely the Topgolf offering that most resembles traditional golf, it still has certain unique touches.
- The 10th hole allows players to track their first drive using Toptracer technology, which charts the ball’s speed and trajectory. Topgolf acquired Toptracer in 2016.
- Lights throughout the course allow for night golfing.
- Electric bikes can be used in lieu of golf carts.
Customers can also leverage Toptracer to play games such as “Angry Birds” at the adjacent three-story driving range.
Topgolf’s first-quarter revenue hit $322 million, a 2.3% increase in same-venue sales from 2019 and 31% of parent-company Callaway’s total revenue.
With eight more locations slated to open this year between the U.S. and U.K., plus another in Bangkok, Thailand, the company is set to hit 86 locations in six countries by the end of the year.