I turned onto Topgolf Way off Cabela Drive and was reminded how different this area was just a few years ago. What was undeveloped is now a hub of commerce, anchored by Costco and Cabela’s.
However, the area now has the potential to shift into an entertainment destination with Riverwatch Luxury Cinemas now just a hop and a skip from Topgolf Augusta.
A pandemic baby, Topgolf has only existed during the COVID-19 chaos. However, its role as an outdoor destination helped the facility make it through and bring continued growth.
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Sean Frantom is the manager of sales and community engagement. He, too, found himself aligned with Topgolf in the midst of a tumultuous time.
“I was brought on in February of 2020. It was already decided where it’s going, when it’s coming and all that. I started here, visited three other venues outside of Augusta, learned a lot and then bang — everything was shut down for three months,” Frantom said. “You didn’t know what was going to happen. It was difficult for all of us but we re-opened and people in this community really embraced us.”
Topgolf Augusta opened July 3, 2020, and Frantom said the place stays busy — or popular, as they like to say.
He said that this site being right off the interstate, where most Topgolf locations are located, and Augusta being the golf capital of the world, the location made sense. It’s been a “perfect marriage” so far.
The ability for Topgolf to accommodate dozens of people all at once in a safe fashion has been a feather in the business’ cap over the past year.
“Safety is our number one core value. We are an outdoor venue and our associates wear masks and gloves. There is ample space between the bays,” Frantom said. “We haven’t reached our full potential yet because of the pandemic. But I think when people come out in the fall and see our fire pits, and we may be able to have some more live music, I think it’ll be a big hit.”
And there are other draws that will bring the crowds depending on the calendar.
“We’ve never had a true Masters week here at this location. We had the Nike Peach Jam recently and it was booming here; Lebron James was here,” Frantom said. “As we get back into concerts and conventions, we’re going to continue to partner with local businesses and organizations. You can rent out bays for events; you have lots of options.”
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The multi-pronged appeal of the venue is another way the business has been able to thrive. According to Frantom, 51% of people who come to Top Golf have never swung a golf club before. And even if someone wants to come and has no desire to start swinging, there is a mini golf course, games like Connect-Four and Jenga Giant, and plenty of food and beverage options to appeal to anyone.
Even so, the avid golfer can be challenged by four “real” courses loaded into Topgolf’s arsenal of games that utilize Toptracer technology. And avid golfers do come.
Every time I’ve visited the venue, there are always a handful of would-be professionals packing their own clubs. Frantom said they’re using the all-weather opportunity that Topgolf provides to still get some range time in even if their day at the course is rained out or they don’t have several hours to commit to a full round.
Frantom mentioned one challenge that’s a concern of almost all business owners and professionals over the last few months: staffing.
“Every associate is screened before work, and they answer questions on how they feel and where they’re at. If the medical team doesn’t clear them, they could be out of work for 10 days,” Frantom said. “If they were to have COVID-19, who did they expose? We have to deal with that too. But we are one team, and the goal is to make sure the guest never knows about any of those challenges and give them the best possible experience.”
Frantom said depending on staff numbers, certain parts of the venue might be closed off from service on a given day due to the employees being spread too thin. However, if the wait for a bay is too long, Frantom said some customers have come up with a savvy solution.
“When we have significant waits, people go to the movie theater. On a Friday or Saturday night, it might be two hours for a bay and some folks just go across the street for a movie and come right back.
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And soon, Topgolf patrons might have another alternative to pass the time.
There is a sign for Dave & Buster’s on the drive into the complex off Riverwatch Parkway. A PR rep for Dave & Buster’s said few weeks ago that there wasn’t a timeline set in stone for when the arcade and restaurant might join the party, but it is indeed coming.
Until that happens, Topgolf will continue to serve both its avid golfer and casual duffer population well.
“It’s amazing the number of people that pop in from Costco,” Frantom said. “The husbands drop the wives off at Costco and come hit a few balls for 30 or 45 minutes and get some de-stress time in.”
Tyler Strong is the Business Editor for The Augusta Press. Reach him at tyler@theaugustapress.com.
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