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 The
Potential of TopGolf
Investment returns will depend upon site location, country,
demographics etc., however the potential of TopGolf is reflected by the financial
success of TopGolf in the UK, where the first driving range converted increased
both sales and profits ten-fold when compared to pre-conversion. TopGolf is played
by golfers and non-golfers alike and enjoyed by young and old. By Dec 2004, the
world's first TopGolf Game Centre had attracted in excess of 145,000 members,
of which:
- Half are new to golf
- One in five is a junior aged under 16
- In excess of 20% are female
The introduction of TopGolf has had significant positive impact on customer
behaviour at the UK sites:
- Spend per visit has grown by more than 3x
- Average time spent by each customer in the Centre has doubled
- Non-golf revenue has grown by more than 3x
Return on investment for a typical TopGolf Centre is likely to be in the order
of 20% to 30%. The actual figure is dependent upon a number of elements, including
the site demographics, capacity of the centre, occupancy levels and the additional
profit received from ancillary sales including retail golf equipment sales, tuition,
food & beverage etc.
The payback period for a TopGolf system is likely to be in the range of one to
two years.
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