Driving to GROW the Game

There are a number of ways to measure the health of golf in the United States. Each year, the National Golf Foundation measures the number of rounds played, the number of juniors being introduced to the game, and amount of golf gear purchased. One key stat that people often forget about is golf played at ‘alternative sites.’

The alternative category covers a number of options for those looking to hit a ball with a club: driving ranges, miniature golf, indoor simulator facilities, and executive or par-three courses.

With the rising cost of greens fees and the time that it often takes to play an 18-hole round of golf, more people are being exposed to golf by playing shorter rounds, shorter courses, or simply spending their golf time at the driving range. The problem is that many stand-alone, privately owned ranges are in danger of disappearing.

In the last ten years, the number of driving ranges has seen a slight decline in the United States. While that may seem like something that could slow the game’s growth, it’s older, small facilities that are struggling to survive in areas where real estate is at a premium for urban growth. In larger areas, those small ranges are disappearing and are being replaced by larger complexes like Top Golf.

Many facilities, like Vancouver, Washington’s Vanco range - a community landmark for more than 50 years - sit on publicly owned land, making them a target as housing and retail needs expand. If that facility closes as expected in late 2020, golfers will be forced to drive out to the suburbs or across the river into neighboring Portland to work on their games.

Across the country, stand-alone driving ranges generate $661 million in revenue annually, A number that has increased over the last decade thanks to the popularity of Top Golf.

The Top Golf facilities - all complete with restaurants, bars, and interactive games - have become a big attraction in large markets around the United States. Already operating 53 locations, Top Golf recently announced an aggressive plan to put smaller facilities in metropolitan areas with populations of 100,000 to 500,000.

“With this new concept, we will leverage over 19 years of operating experience and industry-leading Toptracer technology, while creatively designing and programming the space to bring an unforgettable entertainment experience to many more communities, reaching millions more guests than we ever could previously,” said Topgolf COO Craig Kessler. “We are actively looking for sites.”

Kessler added that virtual golf facilities will spring up bustling cosmopolitan areas - like Seattle - where there’s no land available for development.