Topgolf

Jacob Argoncillo, Teylor Chisholm,

Kennedy Kovacevich, Justin
Sodeman, Anna Steiger
 Significant Stakeholders

Erik Anderson:
Executive Chairman at Topgolf Entertainment Group

Dolf Berle:
CEO of Topgolf Entertainment Group
 Actions Leading to
Current Status
Era 1: Ideation, Technical Development & Prototype
Era 2: Rollouts In U.K.
Era 3: 1st Rollouts In U.S. & 1st Reorganization
Era 4: 2nd Rollouts In U.S. & Major Strategic Insights
Era 5: Major Reorganization, Media, & Partnerships
 Era 1: Introduction and Beginnings

Steven Jolliffe, David Jolliffe, and

Geoffrey Emmerson came together
and founded the first Topgolf.
Business Philospohy: "Find
something that frustrates you,
improve it, and build a business on
the back of it." -Steven Jolliffe
Company's Vision: Create
excitement for all levels of golf.
Topgolf Watford was then marketed
as a "gamified driving range."
When Topgolf Watford first
Era 2: Rollouts in U.K.
opened, it was easy to see that
they would be successful. At this
time, TopGolf was planning on
creating 42 more facilites in the UK
alone, and 200 of them globally.
Richard Grogan came into
contact with erik Anderson
This growth began to fade in 2002. who confidently invested $2.5
TopGolf was majorly in debt, with a million into TopGolf. This team
net loss of £1.75 million. They had also helped remarket the
no additional funding or facilities. entirety of TopGolf, allowing
That is until Richard Grogan saw them to expand into other
some potential in them in 2004. markets and again find
success.
 Era 3: Rollouts in U.S.

The first Topgolf in the United States opened in

Alexandria, Virginia on August 5, 2005.
Callaway Golf saw valuie and invested $50 million
at 20 percent interest.
Opened second facility in Chicago back in 2007.
At the end of 2007 Topgolf bought out a Hank Haney
golf range in Dallas Texas to create another facility.

CEO Erik Anderson wanted to create the image

that golf would make people think Topgolf
 Era 4: Second Rollouts in
The U.S. & Strategic
Insights
Topgolf Allen, Texas Version 1.5 (2011).
Goal to open 10 venues per year.
Rebranding of Logo in 2014
Partnership with the Golf Channel on January 25,
2015
Allen, Texas
 Era 5: Continuation of Rollouts in U.S

Topgolf focused on reorganizing their company in 2016

Topgolf Entertainment Group decided to create three new
divisions known as:
Topgolf
Topgolf International
Topgolf Media
Nashville, Tennessee
By 2019 Topgolf was considered the lead driving range
company

2016 2017 2018 2019 2020

 Main Marketing Issues

Failure to correctly implement the company's vision to the larger market. (Era 1)
Marketing to a large group left Topgolf in an awkward middle ground. (Era 1)
Location expansion came too fast after seeing a small opportunity. (Era 2)
Topgolf USA has no brand name and no recognition (Era 3). The "Build it and they
will come" philosophy.
Expansion in company's vision beyond driving ranges was too aggressive. (Era 4)
 Recommendations

Own their own land and buildings for each Topgolf location to reduce the 15%-20%
interest on millions of dollars of acreage.
Continue partnerships such as the Golf Channel to maximize the reach to the target
audience through television, online, email platforms, and all social media platforms.
Continue to change marketing tactics as new trends are set. (Flyers, building by
fortune 500 companies, email, television, social media, and sponsorships).
Create more partnerships and sponsorships to increase income and decrease the
outstanding debt of $525 million.
 Thank You

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 Credits

Foster,G., Van der Wal,C. (2020). Topgolf: Building a Global Sports Entertainment
Community. Harvard Business Publishing.

“Golf, Party VENUE, Sports Bar & Restaurant.” Topgolf, Topgolf International, Inc., 2021,
topgolf.com/us/.

Press Releases. (n.d.). Retrieved from https://press.topgolf.com/press-releases