Some golf collabs are forced and some work like a champ.
Then there are collabs so perfect you can’t imagine why these two crazy kids haven’t hooked up already.
That perfectly described the new partnership between Topgolf and Youth on Course, the non-profit organization that provides youth with discount access to golf. Starting July 1 and running through Sept. 3, Youth on Course members, as well as the organization’s Alumni Network members, can access Topgolf bays for just $5.
Access is limited, of course. The deal is available Mondays through Thursdays from the time the venue opens through noon.
What’s this partnership all about?
Topgolf you know. Youth on Course is a 501(c) (3) nonprofit that provides kids ages 18 and under access to golf, as well as special leadership and career programs and scholarships. The organization started in 2006. Since then, its members have played more than five million subsidized rounds of golf for $5 or less. Youth on Course has chapters in the U.S., Canada and Australia.
“Topgolf is exactly the kind of partner that moves the needle for our members,” says Youth on Course CEO Adam Heieck. “This isn’t just about affordable access. It’s about showing young golfers that the game is for them.”
“Topgolf has both the platform and the responsibility to help grow the game,” adds Topgolf CEO David McKillips. “Youth on Course is a natural extension of our mission. When young people experience the joy of golf early, they become golfers for life.”
Summertime is for the kids
The July 1 start date is significant as it’s Youth on Course Month. Every July, Youth on Course dedicates the month to celebrating its members and its mission. It’s also when school is out, making it prime time for parents to get their kids out of the house and into activities.
This is the kind of partnership that makes sense for both parties. For Youth on Course, it gives kids access to a fun experience where they can play “video game” golf in a non-threatening environment. For Topgolf, it gets bodies into its bays at what would be considered its slow times.
“Youth is one of the fastest-growing segments in golf, and Topgolf has both the platform and the responsibility to help grow the game,” adds McKillops. “That’s good for (youth), good for the industry and good for the game we all love.”
The press info provided, as well as both organizations’ websites, is scant. We can tell you, however, that the program is available at all Topgolf locations. It’s also important to note that this program does not include instruction or any kind of a clinic, nor does it provide any sort of supervision for younger children. Topgolf already offers those types of programs for kids. This arrangement is simply bay access for Youth on Course members.
It’s also important to note that the program extends to the Youth on Course Alumni Network. That organization is for former Youth on Course members who now are 19 or older. It provides these young adults with opportunities to connect, access exclusive deals and network with employers in the golf industry.
For more information on the program, visit www.youthoncourse.org.
Where does Topgolf stand today?
Topgolf’s new ownership group has a good six months under its belt. Private equity stakeholder Leonard Green & Partners closed the deal to buy 60 percent of Topgolf from Callaway January 1 for an estimated $1.1 billion. McKillop, the former CEO of CEC Entertainment (parent company of Chuck E. Cheese) joined Topgolf in late February.
He’s been busy. Just last month Topgolf laid off hundreds of employees nationwide. McKillop has also brought in a new management team with expertise in running theme parks and entertainment venues. According to an article in D Magazine (D for Dallas, where Topgolf is based), McKillop plans to reengage the more avid golfer. One move is to upgrade the golf balls, eliminating the short flying RFID-chip balls and switching to Topgolf’s proprietary Toptracer technology.
Topgolf will also introduce simulator leagues at its locations and is introducing three tiers of membership plans. The company will still be an entertainment venue, adding arcade games and dart boards. A handful of venues may even add pickleball courts next year, and there are plans to add miniature golf to even more venues.
How well this translates to the dual (and seemingly conflicting) goals of introducing 10 million people to golf by the end of the decade while also reengaging the potentially skeptical and often persnickety avid golfer will be interesting to watch.
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