84 HOLING OUT A 2023 report from the National Golf Federation revealed that, for the first time, more people now play golf in the USA ‘off-course’, such as at driving ranges, putting courses and golf entertainment venues, than on the course. Almost 28 million people engaged with an off-course golf activity in 2022, approximately two million more than the number of on-course golfers. In October 2023, PopStroke opened its newest venue – with two 18-hole putting courses designed by Tiger Woods’ firm and built with synthetic turf – in Scottsdale, Arizona, right next to the Salt River Fields at Talking Stick baseball complex and across the road from a Topgolf venue. “PopStroke is proud to deliver an unparalleled experience, catering to guests searching for indelible memories, irrespective of age or skill level,” said founder and CEO Greg Bartoli. The business now has eight venues open and 15 more planned before the end of 2024. PopStroke, like Topgolf, Drive Shack and others, is delivering an experience that in some ways is more akin to visiting a bowling alley or the cinema. A mobile app allows customers to order drinks and food to be delivered directly to them anywhere on the course, display scores on a digital scoreboard and keeps track of loyalty points. The venue also has a bar and restaurant with open-air seating, a kitchen and TVs showing sport. With mini-golf a $1 billion market – thanks to 5,000 courses in the USA and over 130 million people playing it every year – PopStroke looks set for success. Crucially, there are no barriers to entry. You won’t find a dress code, weighty green fees or restrictions on mobile phone use (quite the opposite – the free publicity on social media is actively encouraged), and customers only need an hour or two for the full experience. At the 2023 ASGCA annual meeting, golf course architect Kevin Atkinson delivered a presentation on putting courses, sharing several examples of beautifully designed layouts at resorts and country clubs throughout the United States. He did point out that several clubs were grappling with how to monetise these facilities, or achieve a return on their investment in design, construction and ongoing maintenance. Maybe a first step would be to lower some barriers. Once you pop… Latest opening for Tiger Woods-backed brand exemplifies the rise in off-course golf engagement. Photo: PopStroke
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