Published October 24, 2018
Experiences are in. Stuff is out.
Consumer spending has shifted towards experiences in the past few years across all generations with millennials, now the largest spending cohort, leading the way.
According to a recent report from McKinsey & Company, "The fastest-growing consumer experiences include events and activities: spending on spectator sports, amusement parks and related activities...all rose faster than overall personal-consumption expenditures did."
State-of-the-art venues like State Farm Arena in Atlanta, Georgia and Patriot Place, adjacent to Gillette Stadium in Foxborough, Mass., have taken note of this experience economy. Both locations are actively creating unique engagement opportunities to differentiate their venue and keep visitors plugged in.
These locations have recently announced partnerships with Topgolf to provide Swing Suite next-gen simulator lounges for their guests. Each Topgolf Swing Suite features a massive screen with a variety of multi-sport games, as well as HDTVs, comfortable lounge seating and food and beverage offerings.
When the Atlanta Hawks launched the second-largest arena renovation at their home court of State Farm Arena, fan engagement was a top priority. Topgolf Swing Suite provides a unique activity to enhance the fan experience and extend engagement beyond game time.
"Aligning the philosophies of both Topgolf and the Atlanta Hawks is what led to this partnership," said Topgolf Swing Suite President Ron Powers. "By having Topgolf Swing Suite, there's a reason to show up a couple hours before the game, and maybe stay a couple hours after the game. It's an entirely new entertainment element in the venue that is unlike anything most guests have experienced."
Patriot Place, New England's top dining, shopping and entertainment destination adjacent to Gillette Stadium, added Topgolf Swing Suite to complement their array of experiential offerings.
"Topgolf, when added to Splitsville's luxury bowling and Howl at the Moon's signature live music, will create an unrivaled entertainment experience for our customers here at Patriot Place," said Paul Holian, Partner at Splitsville Luxury Lanes and Howl at the Moon.
Along with creating a year-round attraction for guests and extending fan engagement time, Swing Suite provides additional benefits that help stadiums and arenas leverage the experience economy.
Topgolf Swing Suite games are designed for up to eight people to play, eat, drink and hang out in the bay at one time, regardless of their level of skill with a golf club.
Topgolf Swing Suite is powered by industry-leading Full Swing Golf simulator technology, the same simulator used by Tiger Woods and all-star point guard Steph Curry. To learn more about Topgolf Swing Suite, click here.