Tag Archive for: Entertainment

Seismic shift in golf entertainment growth

Seismic shift in golf entertainment growth: Golf clubs and courses can drive new business by learning from the “seismic shift” and growth in the golf entertainment sector, new research from Syngenta and Ipsos has found.

Golf & Social Media: Golf Entertainment, published today, reveals customers new to golf perceive golf entertainment venues to offer “more engaging” and “more welcoming” experiences.

Seismic shift in golf entertainment growth

Seismic shift in golf entertainment growth

Launching the report, which analyzed 16.1 million social media posts, shares and comments in the United States and United Kingdom, Syngenta Global Head of Marketing Mark Birchmore said: “The emergence of golf entertainment has been one of the most seismic shifts we’ve witnessed in the industry in recent years.

“According to the National Golf Foundation (NGF), off-course play has skyrocketed by 55% since 2017, now totalling 32.9m participants, compared with a more modest 8% growth in green grass players.

“It begs the question, have green grass clubs and facilities missed out on new customers by not creating the right offer? Nearly a decade ago we carried out market research to look at youth participation and asked ‘what would encourage young people to start golf?’. This revealed a number of pull factors, including the desire for casual dress, an enjoyable, fun, social environment and golf games and new formats: all areas golf entertainment venues excel at.”

The research found that ranges and putting venues are seen to be more engaging and have a better image and reputation among customers than traditional green grass golf courses. Golf entertainment venues are perceived as open to all, offering informal, inclusive experiences for groups of friends with food and drink on tap.

Social media posts also revealed customers thought golf entertainment venues were more welcoming and less intimidating than green grass clubs and courses, with a relaxed atmosphere and no dress code making it the ideal place to sample golf.

The new report is part of a wider study, Golf & Social Media: The Great Divide, which found that there is a clear division between customers who perceive they are a golfer (Insiders) and those who do not (Outsiders).

Many visitors to entertainment outlets such as Topgolf, where technology, gaming and hospitality combine, fall into the Outsiders camp.

“Golf entertainment venues and their success at attracting a huge, new diverse audience presents a massive opportunity for golf course businesses,” continued Mark Birchmore.

“Creating inclusive, welcoming experiences characterized by fun and informality, promoted online with viral content, is something green grass golf venues can take and adapt. In this way, golf’s image and reputation can also be improved, helping attract and engage new waves of customers.”

The report also shines a light on the people around the world shaping golf entertainment’s growth, such as 3s, the 12-hole floodlit concept backed by Justin Timberlake, and a college student posting viral mini-golf videos on TikTok.

Data for the report was provided by Ipsos, with 16.1 million mentions of golf on social media in the United States and UK analyzed over a three-year period (2019-2022).

To download this report and all previous Syngenta market studies, visit: www.syngentagolf.com/golf-industry-reports

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New Golf and Entertainment site opens

New Golf and Entertainment site opens: Think you’re a BigShot? This autumn AMS Robotics had the pleasure of installing four Belrobotics BallPickers into London’s newest and biggest place to eat, drink, play and party.

Enjoy interactive games with virtual targets that get everyone involved and give all skill levels a fair chance to win. Big Shots features superior digital ball tracking technology, meaning intense competition with addictive games and up to the second scoring. BigShots provide all the stats like ball speed, club speed, ball spin rate, launch angle and more, as well as the opportunity to record swing and game stats to give to your instructor. The first BigShots in the UK is based at Northwick Park, Harrow.

New Golf and Entertainment site opens

New Golf and Entertainment site opens

AMS Robotics has supplied BogShots with four Belrobotics Ball Pickers and two AMS Robotics wash and return systems. The Belrobotics ball pickers automate the collecting of range balls on driving ranges. Ball Picker reduces the need for man and machine to manually collect the balls. In turn, staff can be relieved from this task, allowing them to find more time for the other aspects of their job. The Ball picker robot offers many benefits for driving ranges and facilities such as Big Shots. To name a few; they are electric, so fully carbon neutral, easily managed from a smartphone app and with their continuous operation they keep the range’s ball supply available.

For the ultimate golfing experience BigShots have also installed bespoke TrueStrike practice mats. With a gel based hitting section, they replicate the feel of real turf allowing you to hit down and through the shot. These mats are used worldwide by professionals, giving you every chance to improve your game.

“These robots are the future, our customers love them, they are a huge talking point. BigShots is a new level of golfing and entertainment. It’s an exciting and modern way for both amateurs and professionals to enjoy the sport and the AMS Robotics automated ball management solution collects, washes and returns the balls quickly and efficiently so we can keep the bays full at all hours.

On top of this, the robots are carbon neutral and will help us reach our environmental goals. BigShots is expanding, we are opening several sites throughout the UK and we will be bringing AMS along with us on the way. Exciting times ahead.” John Sweeney, Owner Big Shots UK BigShots have astro on their range, but for ranges with real turf, AMS ball pall pickers can be paired with AMS mowers to form a completely automated range solution. Call 01462 676 222 or email interested@amsrobotics.co.uk for a demo

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