Topgolf CEO Craig Kessler was in Augusta this morning, no doubt stinging from the backlash that has risen up after plans were revealed showing that Augusta would be receiving a scaled down driving range version of the usually multitiered, modernistic Topgolf entertainment venues.
This after developers allowed the media to spread the common assumption that the Augusta Topgolf would be like all the other Topgolf locations in the country.
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Not until word got out that it would be a one story driving range did joy turn to anger and disappointment on social media.
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Developers in Augusta generally do a poor job managing public expectations, with the main goal being sell it and move on to the next project. Topgolf is also notoriously tight lipped on its plans. These two things have mixed into a toxic PR brew.
Overpromised and underdelivered has worked so long in Augusta it is hardly noticeable anymore. Until now.
“We have studied the guest experience very very closely, and what we’ve discovered is that the ground floor experience, that is where all the energy is. The outdoor spaces, the common areas, if you want to create a sense of community, this design is meant to do just that. We’re incredibly proud to kick off the first of its kind in Augusta.”
Topgolf CEO Craig Kessler, speaking to the Augusta Chronicle February 5, 2020.
“The city of Augusta has such a rich history and its impact on the game of golf is immeasurable. As Topgolf continues to do its part to grow the game, there is no better place to launch our latest venue concept than here.”
Topgolf Chief Operating Officer Craig Kessler
Well OK, but don’t insult our intelligence. We get you can’t plop down $15 million every time you open one of these things, but building your first mini-me Topgolf in Augusta Georgia, and trying to sell it to the great unwashed as a gift to the Augusta National and the golfing community as a whole is simply not going to be well received.
“This innovative space will feature yard games such as bean bag toss and life-sized Jenga, seating areas with fire pits, and picnic-style dining tables serving Topgolf’s favorite food and beverage items alongside brand-new Americana-inspired menu choices including Boozy Milkshakes and signature chicken sandwiches.”
Topgolf press release dated February 5, 2020
“With a 13-foot programmable video wall, VIP party patios, custom localized pop art and wall murals, more than 50 big screen TVs, and a live music stage, the new venue design offers something for everyone.”
Topgolf press release dated February 5, 2020
Offers everything except the Topgolf experience everyone was hoping for and expecting. A good chicken sandwich and mixed drink under a mural of Augusta is not what Topgolf was expected to deliver.
The CSRA has plenty of everything Topgolf is touting, from ring toss to localized murals. What we are missing is the whole Topgolf part, which they are apparently not bringing.
