Atlanta Hawks Partner With TopGolf As Part Of Philips Arena Renovation
Golf and basketball would seem to make an odd couple, but a partnership between the Atlanta Hawks and Topgolf will see golf simulators installed as one of the key features of a redesigned Philips Arena.
The “Swing Suites” will be rentable by the hour by groups of up to 15 fans or business clients, with a view of the court from a new conference center that is just one facet of a $192.5 million remodel — the second-largest renovation in NBA history behind Madison Square Garden, according to a statement from the Hawks. The Topgolf spaces will have a lounge vibe with HDTVs and food and beverage services, and will be open before, during, and after Hawks games and other events.
“Topgolf is proud to partner with such a progressive organization as the Atlanta Hawks and contribute to developing a premium, high-tech, engaging arena experience for fans,” Topgolf Swing Suites President Ron Powers said in the statement. “Topgolf frequently hosts Atlanta Hawks players and executives at our venues in Alpharetta and Midtown, so the Topgolf Swing Suite will offer an authentic taste of the team culture.”
The Philips Arena design, created by architecture firm HOK, calls for the reduction of the stadium’s six-story wall of suites, a new scoreboard, and 360-degree concourses. Traditional box suites located on the arena’s west side will be converted into space for various amenities and newer, more flexible suites that can be tailored to the customers’ needs.
The new scoreboard will be greater than three times the current Philips Arena display and will cover much of the court’s floor space, according to a rendering on the Hawks website. The arena will also feature oversize video boards at its four corners. Announcing the plans, Hawks CEO Steve Koonin told reporters the redesigned Philips Arena will boast the “most unique second screen experience in all of sports.”
A conference center within the arena will include touch screens and interactive whiteboards, as well as advanced wireless presentation capabilities, according to the statement. The conference center is targeted to companies both local to Atlanta and national corporations holding events in the city.
Along with these improvements in technology, Philips Arena will house a restaurant by country singer Zac Brown and a SWAG Shop barbershop run by rapper “Killer Mike” that will be open to fans inside and outside the stadium, Koonin said at the announcement. The new “Hawks Bar” will sit on precious courtside real estate behind one of the baskets, as seen in a rendering.
“We are beyond excited to see construction begin on the new Philips Arena. Every element of the arena under the roof will be brand new and designed with Atlanta and its vibrant communities in mind,” Koonin said in the statement. “Every trip to the new arena will be a great night out and an unbelievable experience.”
Philips Arena — which is owned by the City of Atlanta — will be under construction, which started last week, until the 2018-19 basketball season. According to the statement, the 17-year-old arena will still host Hawks games and concerts throughout the renovation.
