TopGolf makes "practice a competitive activity" with its "new kind of driving range," according to Bill Pennington of the N.Y. TIMES. There are four TopGolf locations in the U.S., "with plans for many more," where golfers “aim at dartboardlike targets spaced at multiple distances -- they could be 50 yards, 100 yards or 200 yards -- and sensors read a microchip embedded in each driving-range ball.” Points are awarded “depending on how close the balls come to the targets.” Up to six people can play at once. Customers "can still get serious practice in," but Pennington noted the "bigger target audience is people looking for an afternoon or evening of entertainment." It is a "cross between the ambience of a 1950s bowling alley and an episode of ‘The Jetsons.’” Joe Vrankin, CEO of the parent company that oversees the four TopGolf locations in the U.S. and three in Britain, said that 45% of TopGolf’s customers “would be classified as nongolfers, which is to say they had never played on a traditional course or usually play fewer than two rounds a year.” Vrankin said that the facilities “averaged 200,000 visitors a year, with each visitor typically spending $35.” TopGolf, which has Callaway as an investor, "caters to bachelor parties, birthday parties and similar gatherings.” Vrankin said that he “would like to have 50 Top Golfs open in the next six years,” joining two open near Dallas, one outside Chicago and another in Alexandria, Va. The Southeastern U.S. and Texas “may see most of that initial growth,” although Vrankin said that the company “would like to get into the New York, New Jersey and Philadelphia markets” (N.Y. TIMES, 7/4).
