Shelby Cole is the Marketing Manger for Topgolf Las Vegas.
Shelby Cole on the importance of holding activities that bring unique audiences to your facility:
Sometimes expanding your audience can more easily come from alternative means. If you go to the Topgolf Las Vegas website, there’s more than just hitting bay reservations you can make. You can now get a spot in our biweekly Sunday summer yoga program. Running from June 22nd to August 31st and costing just $30, the program provides one hour of yoga from 8am-9am, a free mimosa for those 21+ and juice, along with two hours of free gameplay in select bays from 9-11am. This is being done in partnership with a local yoga studio, YogaSix Mountain’s Edge.
Shelby Cole on the business impact of holding activities that bring unique audiences to your facility:
36 people showed up for the first one (you must RSVP), and 130 are already registered for the next one in July, making it sold out. It was mostly women, but some were men, all were locals, and it featured beginner yoga. Nothing too advanced and nothing too golf specific. Just simple, basic yoga. It was held in an area called “The Yard,” which is on the second floor which also features couches and a 48 ft-screen TV. The program is open to all ages and features free pool access to guests 21 and over following your time at the bays, with a changing area and shower available. And here’s the instant impact: One person who came had never hit any golf balls at Topgolf but now wants to do it all the time; the first impression was that strong for her. Obviously stretching is a huge part of being able to properly swing a golf club, so yoga and golf go hand-in-hand with each other. But to do it in Las Vegas at a Topgolf may not have been a combination someone was thinking of…and now it’s something that appears to become a part of some golfers’ Sunday routine. So don’t be afraid to reach to areas outside of golf to bring new golfers to your facility.
If you would like to email the author of this Best Practice directly, please email Shelby.Cole-Pretty@topgolf.com.
