The last weeks of 2017 will be a busy time for Topgolf.
The Dallas-based company will open four new U.S. locations by the end of the year while all its venues prepare for Black Friday specials and corporate or family Christmas parties.
At its heart, Topgolf, which was founded in 2000 and has expanded to 33 locations in the U.S. and three in the U.K., is a sports entertainment experience that combines the traditional golf driving range with a video game.
For Black Friday, Topgolf is offering a $25 bonus card for every $100 gift card purchased in-store or online.
Crain’s Dallas caught up with the CEO of Topgolf Erik Anderson to speak to him about the holiday season and the company's plans for 2018.
What are Topgolf’s expectations for the holiday season?
That’s a really important time for us. We’ll have a lot of events and a lot of holiday parties and Christmas parties. We have holiday packages for small groups to full venue buyouts.
We think that it is a great way to bring family and friends together. During the holidays when people have that extra time we see a lot families.
New Year’s Eve is a big time for us too as you can imagine. We’ll have extended hours that night.
Can you speak about any new technology that you’re using?
Our new Toptracer technology was just rolled that out in Orlando and we’re looking to roll it out to all our sites in the coming year. It’s an optical tracer system that allows us to track all of the balls and give you feedback, how high it goes and the speed. It’s really fantastic technology and makes the experience even more fun.”
Topgolf offers batting cages and miniature golf at some locations too. Could Topgolf expand this same tracer technology to other sports beyond golf?
We’ve looked at a lot of games. I can’t say we’re going to do anything specific.
What are your expansion plans?
We’ve got a busy rest of the year. We’re going to open four new locations this year.
And we are trying to build out five other locations around the world. We’re looking at Australia, Mexico and Canada.