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Reinventing the game.

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Presentation on theme: "Reinventing the game."— Presentation transcript:

1 Reinventing the game

2 Summary of What’s Included
TopGolf Concept Overview What is TopGolf Who are our customer and what are they saying… Breaking down golf’s barriers TopGolf Outreach Initiatives

3 TopGolf Overview

4 What is TopGolf? An all-weather sports and entertainment complex built around: a unique and highly visual “real” golf experience played on a 250 yard landing area Patent protected technology gaming system that allows players to compete in friendly scoring competitions for players of all ages and skill levels Immediate, “Real-time” shot yardage feedback Tour quality golf balls embedded with microchips that personalize each ball A fun place, where friends, families, children and groups, can spend time, play, compete, dine, and have fun

5 What Makes TopGolf Unique?
TopGolf is the first development in golf that provides a wholesome, family oriented entertainment destination and access to a “restricted” sport for players of all skill levels and income brackets Unlike a typical driving range facility which only attracts “golfers”, TopGolf utilizes cutting edge technology to provide “real-time” shot feedback and transform the typical driving range into a competitive and social destination and experience for both golfers and non-golfers of all ages. Because one can “keep score”, the social experience is analogous to bowling. Families, teenagers, women, children, young professionals and senior citizens all congregate at TopGolf TopGolf is based upon patented technology

6 TopGolf is Patented Technology
TopGolf was made possible by the invention of the proprietary and patented I.D. Ball System. Each TopGolf ball contains an embedded programmable RFID silicon microchip which is coded and assigned to an individual player. The chip does not affect the weight or flight performance of the golf ball. The ball coding combined with sensors in outfield targets provide instant and precise yardage and location feedback. This feedback is translated into points, thereby allowing players to compete against one another in various games and more serious golfers to practice and hone their skills and compete at a higher level.

7 Facts About TopGolf TopGolf has 6 operating facilities around the world, including 3 in the United States (Dallas, Chicago and Washington DC) and 3 in the United Kingdom (Greater London). TopGolf is opening its second facility in the Metroplex in Allen, TX in May 2011 The first TopGolf facility opened in 2000 in Watford, England, and has attracted over 1.5 million visitors since inception. TopGolf Game Centers are all weather, complete golf entertainment facilities with covered and heated bays, spectator seating, dining and teaching facilities. TopGolf uses TopFlite balls manufactured by Callaway Golf Company that contain embedded RFID microchips. About TopGolf customers: TopGolf facilities attract, on average, over 200,000 customers per year. Over 70% of TopGolf customers consider themselves to be “non-golfers.” 70% of TopGolf customers are under the age of 40, 50% are under the age of 30. TopGolf’s respective community outreach initiatives are attracting teenagers and children, particularly those who otherwise would not have the means or access to learn and enjoy the game of golf.

8 TopGolf: How it works The player aims to hit the ball out into one of the 11 self-contained “green sized” circular targets that range from 25 to 250 yards or greater in distance.

9 TopGolf: How it works Immediate, accurate yardage and location feedback visually displayed on flat projection screens in each hitting bay

10 What Our Customers Are Saying
“If I had TopGolf where I grew up, I would have won 5 US Opens.” -Larry Nelson, 1983 US Open Champion “I hit the first shot of my life playing TopGolf a few weeks ago and now I’m addicted.” -TopGolf Customer, Washington Post Feature “TopGolf is the holy grail of golf entertainment.” - TopGolf Customer, TopGolf Dallas Yelp website “TopGolf is so fun that it makes you want to come back. I’ve been here six times since my first visit. I just wish it had been around when I was growing up in Baltimore, because I might’ve been Tiger Woods.” -TopGolf Customer, Sports Illustrated Feature

11 TopGolf Media Commentary
“TopGolf is livening up the driving range to do what Tiger Woods once seemed poised to do but hasn’t: Grow and Diversify the Game of Golf.” -Sports Illustrated, September 2005 Print Edition “TopGolf transforms the typical driving range, creating a high-tech family entertainment center that’s bringing new customers onto the links.” -Business 2.0 Magazine, October 2006 “Imagine kids free to laugh and explore the game of golf at the same time. Imagine the whole family able to eat and play. That would be the kind of revolution golf needs.” -Pros N’ Hackers Magazine, (“A Golf Revolution” Cover Story, July 2005)

12 TopGolf Media Coverage
TopGolf has attracted a selection of unsolicited media coverage from such notable platforms as Sports Illustrated, ESPN, The Wall Street Journal, The Washington Post, The Chicago Tribune, CBS Evening News, CNBC, WGN, Business 2.0 Magazine, The Discovery Channel, and The Dallas Morning News.

13 TopGolf Breaks Down Golf’s Barriers
TopGolf eliminates the traditional entry barriers to Golf, which have been found to discourage new players, particularly youth, from learning the game: Golf Participation Barrier: TopGolf’s Solution: “Golf is intimidating” TopGolf provides a fun, non-intimidating way to learn how to swing a golf club for beginners of all skill levels “Golf is too slow for children” TopGolf provides a game-like environment with instant results visually displayed on a flat screen “Golf takes too much time, especially for children” One Game (20 balls) takes 15 minutes “Golf is too expensive” TopGolf is a fraction of the cost of playing 18 holes of golf (players can play for as little as $3.00) “Children do not own golf equipment” TopGolf provides free full sets of club rentals for all guests

14 TopGolf Has Mass Market Appeal
TopGolf is a fun concept that appeals to people of all ages and skill levels: Everyone plays at TopGolf: children, Moms, Dads, teenagers, young professionals, school groups, church groups, corporate groups – avid golfers, casual golfers, and non-golfers Over 100,000 schoolchildren will visit our six TopGolf sites this year Over 50% of all customers are under the age of 30

15 TopGolf is a fun learning activity

16 TopGolf appeals to young females, traditionally an underserved demographic group in golf

17 Examples of TopGolf Outreach Initiatives
Elementary School Outreach – TopGolf has hosted dozens of Physical Education classes and field trips from local public elementary schools in the greater Dallas, Chicago and Washington DC areas, and has specifically targeted underprivileged and underserved school districts. TopGolf is already working closely with forward-thinking, golf-related organizations such as The First Tee and other youth oriented initiatives to help incorporate golf instruction into the overall PE programs for public school children. TopGolf Arlington will develop its own local school outreach program, that will include working with Arlington ISD but also other organizations involved with underprivileged youth. Charitable Fundraising Sponsorship – TopGolf continues to sponsor and host charitable fundraising events at all of its locations such as Susan G. Komen Cancer Foundation, United States Liver Foundation, and Leukemia & Lymphoma Society Organized Practice Sessions – TopGolf provides supervised instruction during the week and weekend for children under the age of 12, with the focus on helping children develop their golf game under our top instructors without the cost of private and group lessons. Ladies Nights / Practice Sessions – TopGolf is committed to providing an un-intimidating, supportive, fun and social environment for women to learn the game of golf but also have time to socialize and meet other women (ideal for mother’s who have their children at TopGolf’s organized practice sessions!)

18 TopGolf is already a destination for school groups
To give some examples, below are specific organizations that have held special and ongoing events, field trips and team building exercises at our TopGolf facilities: Dallas Independent School District Plano School District Allen School District Lake Highlands High School Men’s and Women’s Golf Team (Dallas, TX) Georgetown University Women’s Golf Team George Mason University Men’s Golf Team Fairfax County VA Public School System Arlington County VA Public School System

19 Feedback from a 3rd Grade Halloween field trip to TopGolf

20 Junior Camp Class at TopGolf Dallas

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