Open — took part in a session about the
most admired developments.
The sessions also hit on changes in
the industry and the need for progres-
sive action. Take food and beverage, for
example. The movement toward more
casual dining is not a fad, said consultant
Whitney Reid in a session called “What
Members Want in a Club Today.”
Innovators continue to make their mark
too. In a keynote session called “Innovative
Strategies,” Rick Farrant, co-owner of
GreatLife Golf & Fitness, and Andrew
Macaulay, a Topgolf International execu-
tive, recounted true success stories pow-
ered by out-of-the-box thinking.
Farrant has hit upon a successful model
that offers unlimited golf and fitness for an
affordable membership price. A golfer can
play nine holes — or 36. A runner can hit
the treadmill and run a 5K — or a marathon. It all costs the same. He now has more
than 20 locations in Kansas and Missouri.
Topgolf is proving that golf can be a
draw — in all demographics. Its high-tech
driving ranges feature games of skill for
every level. The balls carry electronic chips,
which can tell the golfer how far he or she
hit the ball and how close it came to various
targets. Players can compete with friends in
a number of contests.
These ranges also feature loud music,
cocktails and food. There are lines — yes,
lines — to get in. An expanded version in
Las Vegas will include an extra deck and
pools. It’s Topgolf on steroids, Macaulay
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The Stategies Summit
attracted 336 attendees.
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