Swing Suite News

How stadiums and arenas are tapping the experience economy with swing suite

Published October 24, 2018

Topgolf Swing Suite inside Patriot Place, New England's top dining, shopping and entertainment destination adjacent to Gillette Stadium.

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.

Swing Suite and State Farm Arena

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."

Swing Suite and Patriot Place

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.

Swing Suite Benefits for Stadiums and Arenas

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.

  • Positive Brand Association. A Topgolf Swing Suite enables venues to draw on the strength of a leading sports entertainment brand and establish deeper connections with guests.
  • Audience-Specific Activities. Swing Suite simulators provide more than just golf. Each bay is equipped with multi-sport games, so stadiums and arenas can tailor to the interests of their fan base. In addition to Topgolf target golf games, sports enthusiasts can enjoy Baseball Pitching, Hockey Shots, and even Zombie Dodgeball.
  • User-Generated Content. Topgolf Swing Suite is a source of highly shareable moments, opening another channel for promotion and enhancing word of mouth.
  • New Types of Ticket Sales. As stadiums and arenas seek to segment luxury box offerings, Swing Suite provides a new way to create tiered ticketing.

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.

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