TopGolf is a unique destination entertainment facility that uses computer microchips embedded in regulation golf balls to create interactive games for both golfers and non-golfers alike. The new state-of-the-art location in Allen, TX was built by Arco/Murray National Construction Company. It opened in the summer of 2011 to rave reviews.
This was Aria Group’s first time working with Randy Starr and Joseph Vrankin and we had the opportunity to design the entire facility, helping the clients evolve the look, feel and functionality of the concept. It is a 65,000 SF, 3-story, indoor/outdoor space featuring 94 hitting bays, three energetic bars, large private event rooms, restaurants, and seating for over 300 people. The aesthetic of the concept combines modern design with natural materials and color scheme. This sophisticated yet casual atmosphere reflects the energy and style of the target audience.
The “flow” of the facility was inspired by the games with the goal of creating a complete entertainment experience. Each hitting bay is designed for the maximum comfort of the players; amenities such as high-end food and beverage options, plus comfortable seating and protection from inclement weather, means that players can relax and enjoy golf games year round.
The Allen location is the largest and most sophisticated TopGolf yet. Building upon previous operational experience, the owners aimed to upgrade TopGolf's entertainment value. They also sought to accommodate additional hitting bays in order to meet the demand for this popular venue and increase revenues. Aria Group was able to translate the clients’ knowledge into an optimized environment for the enjoyment of the technology-powered TopGolf games.
One significant improvement made was integrating the tee line with the rest of the building. Originally the tee line was a separate structure from the main building, creating a disconnect between the supporting amenities and the game itself.
In the Allen location, integrating the tee line into the main building allows for clear views of the game, heightening the patrons’ sense of expectation as they wait for their turn. The energy and excitement that builds in the bar/restaurant areas spill over into the hitting bays enhancing the sense of fun. The integrated tee line also provides better weather protection. The new design allows for an increase in the overall number of hitting bays – from 74 to 94 – enabling the facility to serve more patrons, thus increasing overall revenue potential of the site.