Brian Newman is a decorated PGA member from the NFPGA Section. He successfully launched and owned two golf academies in Fort Myers, FL, and is now in his third at Aileron Golf Club. He is a three-time Golf Fitness Association of America Award Winner, developing multiple golf fitness training aids and applications.
Brian Newman on the importance of transforming the range into a social destination:
Creating an engaging experience for both golfers and non-golfers is essential for attracting traffic and generating revenue. We reimagined our driving range into a vibrant social destination, similar to Topgolf, which attracted both enthusiasts and newcomers. It’s important to understand that the essence of Topgolf-style social events can be achieved with cost-effective technology. Before our Toptracer enhancement, we successfully implemented this model using affordable launch monitors, TV screens powered by mobile batteries, and iPads with golf simulation software. Our approach was straightforward: We sectioned off bays with comfortable lounge seating, creating inviting social spaces for groups. Our food and beverage team provided attentive service directly to each bay. Rental clubs were available in each bay, removing barriers for newcomers. We enhanced the atmosphere with inviting lighting and upbeat music, cultivating a lively environment that appealed to all guests regardless of their golfing experience.
Brian Newman on the business impact of transforming the range into a social destination:
The results were remarkable. Our driving range became an entertainment destination, not just a practice facility. Groups of friends, families, and colleagues enjoyed nights out hitting golf balls while engaging in fun simulator games. This atmosphere broke down traditional barriers, making golf accessible to everyone, from seasoned players to complete beginners. This transformation directly translated into significant revenue growth. Range usage surged as we attracted a wider audience seeking a unique entertainment experience. Food and beverage sales skyrocketed as customers lingered to enjoy the atmosphere. These events became powerful tools for promoting golf instruction. Academy instructors circulated among bays, offering casual tips during gameplay. This approachable style of instruction sparked interest in formal lessons, leading to increased bookings. Beyond range usage and food sales, these events opened doors to corporate outings, team-building events, and private parties, diversifying our revenue streams. The impact on attracting golfers of all levels was undeniable. The social aspect appealed to beginners, while the competitive element engaged experienced golfers. Ultimately, we created more than just a place to hit golf balls. We built a community, fostered a love for the game, and drove revenue by making golf accessible and fun.
If you would like to email the author of this Best Practice directly, please email brian@orangewhiptrainer.com.
