The Topgolf experience is coming to ALHI.
Topgolf, the multinational company that combines golf experiences with entertainment and networking at its more than 100 venues around the world, is now a preferred vendor with Associated Luxury Hotels International.
The relationship will open opportunities for both Member hotels and resorts and meeting planners to conduct meetings and events at Topgolf locations.
“Aligning with leading hotel brands is a strategic priority for our meeting sales team as our footprint continues to grow,” said Nick Kopach, Senior Director, National Event Sales & Programs at Topgolf. “When we evaluated the overlap between our venue locations and the properties within the ALHI network, the proximity was undeniable. Meeting planners are already connected to these hotels, so building this relationship allows us to meet them exactly where they are and drive more offsite business around conventions, annual conferences and quarterly meetings. It just made sense.”
Kristi Allan, ALHI’s Vice President of Partnerships and Events, said ALHI is “ecstatic to launch the relationship with Topgolf, which enhances ALHI’s strategic offerings.”
“By integrating the Topgolf alliance, ALHI delivers innovative event solutions that combine entertainment with business, reinforcing our commitment to exceptional experiences and future growth,” she said. “Clients and Members may receive special promotions and offerings that deliver a top-of-the-line setting that fosters networking and relationship-building beyond traditional meeting spaces.”
Topgolf, which opened its first location in the U.K. in 2000, combines golf with a social atmosphere centered around game play and food and beverage. Golf experience is not required as customers hit microchipped golf balls at various targets on a large outfield from multi-story venues with multiple hitting bays.
With new locations scheduled to open soon—Avon, Ohio near Cleveland; Woodbury, Minn., near Minneapolis-St. Paul; and Grand Prairie in the Dallas-Fort Worth metroplex—Kopach said Topgolf is expanding its focus on group business and hotel guests, and part of the strategy is educating the meeting planner community on the options that Topgolf offers.
“We can be that one-stop shop for meetings and events,” he said.
Nearly every Topgolf has meeting space, complimentary Wi-Fi and an expansive menu. Some locations can accommodate groups up to 1,200.
After the meeting, or as a venue for a post-meeting event, groups can network in the golf bays while playing golf. Technology allows for large groups to track scores.
“You can come into our meeting space, have your meeting, and then break out for fun literally right outside your doors,” he said. “We’ve seen companies come out with a bunch of new associates and they're blending them together and want everyone to get to know each other in a social environment. We feel like we do that exceptionally well. I'll go on a limb and say I think we do it better than anyone.
“That’s the power of socializing and networking and mingling in a casual environment where you're not seated at a dinner. You can get up, move around, join someone in a different bay, eat great food, enjoy great drinks, great ambience, music and service, all included.”
He said there are team building activities that the Topgolf team helps facilitate, and can even include individuals or groups at a different location.
Price point has also been a point of emphasis.
“Competition is at an all-time high,” he said. “There are more entertainment options out there than ever before. We kept hearing that we were expensive – and when you looked at the broader competitive set, we were sitting at the higher end. In today’s economic climate, both our players and meeting planners are looking for value, and it’s important that we meet them where they are. That’s why we’ve made a real commitment to becoming more value based. It’s exciting not only for walk-in players visiting with friends or family, but also for event planners. We’re far more accessible and affordable than we once were.”
The holidays can be a busy time for Topgolf with walk-up business, but the group segment will get plenty of attention, as well.
Kopach said Topgolf is committed to “doing business the right way. That's building great relationships and over-delivering on the execution and the planning process.”