I’ve been tracking an interesting trend that has continued to rise over the past several years. At the core, this would be considered yet another evolutionary fork in the pathway of the traditional golf experience. This itself was already split long ago when the concept of mini-golf took on a life of its own.
However, both concepts now seem to be undergoing an elevation through a sort of next-gen gamification of their core concepts, while also leaning more heavily in an adult leisure direction for each idea.
The new golf experience and the rise of Topgolf
The first concept trend isn’t exactly new. It began 25 years ago when the Jolliffe brothers created the first TopGolf location, a high-tech reinvention of the “driving range” concept.
This had a rough start over the first decade. But it eventually spun off to create a US licensee of the concept. Through experimentation and the scaling up of the sites themselves, it has seen massive growth and mainstream adoption over the past ten years, with new locations appearing around the globe.
The gamification of the concept continues to drive innovation and attract more guests to the sites, appealing to both adults and children alike. Themed IPs are now being added as gameplay options featuring the likes of Angry Birds and even Marvel characters.
The social element
Just because it has some cartoon characters, though, doesn’t mean TopGolf is for the kiddies. In fact, it was the incorporation of a full kitchen as well as a full-service bar that really elevated the concept from just being another driving range into something more akin to a sports bar. It introduced a relaxed atmosphere where groups of friends or couples could venture out at night for something new.
While initially shunned by the professional golf leagues and equipment industry, the growth of the new experience and the resulting interest in golf itself were hard to ignore.
In 2020, TopGolf was purchased by industry giant Callaway, which attempted to create synergy between the two brands. Unfortunately, this forced link-up was short-lived. The merged company was split once again in late 2024 into its two respective brands for all future operations. However, TopGolf benefited from Callaway’s deep pockets through the purchase of a competitor (BigShots Golf) in 2023.
In mid-2024, TopGolf opened its 100th site. It is said to serve about 30 million guests annually, which is quite impressive.
A night out
We’ve also seen the rise of competitors offering a similar concept under names like Drive Shack and Atomic Golf. Another is to soon open a concept named UnderPar Life.
Drive Shack currently features four locations (Raleigh, North Carolina; Orlando, Florida; Richmond, Virginia; and West Palm, Florida). At the same time, Atomic Golf (from Flite Golf) just opened their first location in Las Vegas near the base of the Stratosphere Tower a year ago, as well as a similar concept in Michigan with a partner called LUXE Golf, while also operating a few other upscale driving range attractions.
While your typical TopGolf location is massive, the other side of the evolutionary trend is building locations that are far more compact and, for the most part, indoor, making them free from weather-related issues.
While TopGolf may have embraced the gamification of golf, my next trend has taken the fun of the mini-golf experience and put it squarely in the hands of adults as a new form of entertainment for a night out.
The new mini-golf
Indoor mini-golf is hardly a new concept. Countless attractions sought to bring the outdoor experience inside into a more weather-protective environment, often painting everything in crazy colours that would glow under black light.
Various “Blacklight Golf” courses have been around for decades. Particularly in family-friendly tourist destinations such as Branson, Missouri, and Pigeon Forge, Tennessee.
Most had random themes or names, but about 20 years ago, you may have started to see several locations branded under the franchise name Monster Mini Golf. This franchise grew to have over 30 locations across North America. It included a Las Vegas location that featured an official KISS theme at the Rio Casino in 2012.
What has changed is that over the past five years, a group of new mini-golf concepts has been actively on the rise, featuring indoor courses, full bars, and many with food options, as well as a few with crazy themes. Most are exclusively open to adults in the evening hours.
The first one I ever saw was Puttshack in Atlanta, Georgia, which opened in 2021. Somehow, I wasn’t surprised to learn that the founders of TopGolf were also involved in the creation of Puttshack. This began in 2018 with three locations in London before expanding to the US.
Gamification
Like TopGolf, Puttshack puts a high-tech spin on the mini-golf concept by putting chips in the balls to allow them to be assigned to each player and be tracked throughout a 9-hole course, which automatically keeps score for you.
This allows guests to focus on their game or drink and enjoy the fun, without worrying about who’s cheating with the scorecard. Currently, Puttshack has about 23 open sites across the US and UK, with four more listed as coming soon.
The cost averages about $15 for a 9-hole round of golf.
The competition is stiff because various PGA legends have entered this category. Rory McIlroy was involved in the creation of Puttery. He took a 10% ownership stake in the company when it was first in development. The first locations opened in Charlotte, North Carolina, and Dallas, Texas, in late 2021.
It should also come as no surprise that Puttery is the creation of TopGolf’s major competitors, Drive Shack. Puttery currently has 13 locations across the eastern half of the US. While the golf experience is similar to PuttShack (featuring indoor 9-hole courses), it is said that Puttery focuses more on its bar experience, as well as fine food offerings.
The cost here averages around $15 for a 9-hole round.
More competitors
Not to be left out in the “woods”, of course, Tiger Woods is involved with his own venture called PopStroke. The experience here is a bit different, being outdoors and with a look more akin to a scaled-down TopGolf-style experience.
Instead of driving bays, however, PopStroke locations typically feature two 18-hole outdoor golf courses. But you won’t find any cowboys or castles here. Instead, the courses look more like scaled-down PGA tour courses, full of terrain and sand-traps.
PopStroke appears to have approximately 20 locations currently spread across the US. Prices range from $25 to $35, depending on the day, time, and location.
Another up-and-coming chain is Holey Moley. This currently has seven locations across the Western half of the US, in California, Texas, and Colorado, as well as a handful of other startups here and there. Perhaps one of the most impressive new entries comes from a chain called Swingers, which features locations in Las Vegas, Washington, D.C., New York City, London and will soon open in Boston.
Swingers appears to be going after a higher themed experience, with a price point that shares that effort. Prices online for the DC location show that most dates start around $24 per person. However, walking up to the newest location in Las Vegas revealed prices between $30 and $35 per person, which I found to be a bit high.
I do like the look of the Swingers locations. They have highly themed open environments, a great food and drink menu, and even a fun arcade area called the Carnival.
Percieved value & repeat visits
Like anything else, these concepts will succeed or fail based on the perceived value to the guest, considering the cost and enjoyment levels they experience.
So far, this appears to be a very popular and up-and-coming new concept, still on an upward growth trajectory. The major brands seem to be well-funded. They are reported to generate strong revenue per location, with the majority coming from the food and beverage.
Repeat visits are also common due to the competitive nature of social outings, especially among Millennials and Gen-Z demographics who enjoy spending on experiences with friends.
However, the current trend for anything across the board does show that consumers are becoming a little more price-conscious. More and more of their leisure income is now being spent on essentials like food, gas and housing.
With that in mind, I would point out that huge price difference between the Swingers location in Las Vegas and the rest. Because Swingers is located inside the Mandalay Bay Resort & Casino, and there are just so many other ways to spend $35 just about anywhere in Vegas, the competition is stiff.
Golf experience locations in Vegas
It is worth noting that several of these concepts have now opened locations in Las Vegas. TopGolf is located behind the MGM Grand, Atomic Golf is next to the Stratosphere, PopStroke is just off the strip, just south on the of the famous ‘Welcome to Las Vegas” sign, Swingers is inside Mandalay Bay, and you’ll find Kiss Mini-Golf at the Rio and also a Twilight Zone Mini Golf inside the Horseshoe casino.
This could make for an interesting day of competition between friends if you were to try and speed-run them (along with food and drinks) all in one day.
With major casinos now reporting that guest visits and income generated are on a downward trend, especially as many potential Las Vegas guests no longer see the value that the destination was once known for.
This is important as tourists to Las Vegas do, in general, feel that the market has been finding every way possible to ‘nickel and dime’ guests with needless extra expenses, ranging from resort fees to higher than expected food and beverage costs. Now, most casinos have also chosen to add parking fees to the list after offering free parking for decades.
With so much competition, it should be interesting to see which attractions become popular and if any one were to fall.
Elevating the golf experience
Regardless, it is clear that these golf-offspring concepts are experiencing a remarkable resurgence. They are shedding the kitschy image of swinging windmills and cartoon characters in favor of something a bit more sophisticated to take on a more adult edge.
These new-age mini golf venues are designed with the discerning adult in mind. They blend intricate course design, craft cocktails, gourmet food, and cutting-edge technology to create an immersive and highly social experience.
This rising trend is not just a fleeting fad. It represents a significant shift in how adults seek out casual recreation and social interaction, impacting the entertainment industry and carving out a lucrative niche for itself.
These venues prioritize a refined, somewhat intimate atmosphere for conversation and relaxed competition. Comfortable seating areas, stylish bars, and sometimes even private lounge spaces are seamlessly integrated into the space. This encourages patrons to linger before and after their game. The ultimate goal is to create an entertainment destination for the evening. It’s not just a place to putt a ball around and leave.
What has elevated the experience more than anything else may be the food and beverage offerings. Unlike the hot dogs and soda of traditional courses, these venues typically feature extensive menus with artisanal pizzas, gourmet sliders, and creative appetizers. And, most importantly, they have a sophisticated bar program.
Craft beers, signature cocktails, and a curated wine list are standard, allowing guests to sip and socialize as they navigate the course. This integration of high-quality F&B transforms mini golf from a quick activity into a full-fledged night for social gathering.
Competitive socialising
The social aspect is paramount. Adult mini golf offers a low-pressure, interactive environment perfect for dates, group outings, corporate team-building events, and casual weeknight fun with friends.
The inherent playfulness of mini golf breaks down social barriers, sparks conversation, and fosters friendly competition. This makes it an excellent alternative to traditional bars or restaurants. It offers a shared experience that encourages engagement and connection, something increasingly valued in an age of digital distraction.
Yet many locations have also addressed digital needs. They offer mobile apps that allow players to book game times in advance or order food and drinks to be delivered directly to them at their current hole on the course.
Digital Scorecards are a must, and they easily allow the experience to be shared across social media. Of course, natural organic social media sharing becomes free advertising, as potential new customers will then want to experience what they are missing.
The concept itself has broad appeal. Most adults played some form of mini-golf when they were kids. So, returning to this new form of the game with friends can evoke a sense of nostalgia for many. Unlike the traditional golf experience, mini-golf is accessible to a wide range of skill levels and ages, making it a low-pressure social activity.
Even better, you can just come as you are. No need to own a set of costly special clubs or equipment, and no need for a caddy or a golf cart.
New golf experiences coming to a location near you?
If it hasn’t landed already, then it is coming to a location near you. Puttery and PuttShack have already reported scoring investments this year to further their growth potential. Each chain’s website touts new locations that will be opening soon.
With increased competition, I believe we’ll also see more innovation arrive in the sector. The already high-tech gameplay may lean even harder in that direction and try to incorporate concepts such as VR or AR elements into the game experience. Perhaps even adding some video game elements to the experience to master, in addition to your putting skills.
More custom theming could also be part of the courses, adding new atmospheric elements to the environment through theming, projection mapping, sound effects, and more. Perhaps we’ll see a more hybrid experience as a future evolution. This could merge different entertainment concepts, such as a brief golf kart racing segment between rounds.
Maybe we could add some escape room-style puzzle elements that guests could solve along the way, revealing the next hole. Of course, we could also see the addition of more Hollywood or gamer-style IPs to the overall experience.
Yes, you might call this an evolution of the traditional golf experience. Although, what is really happening seems more like an elevation of the concept instead.
