We sat down with Michael Hay, Abigail Chance, Dominic Taylor and Paul Williams from Topgolf ahead of our 20/20 Speed Networking Event at their Chigwell location,to find out what they’re doing so right and how they’ve managed to rack up so many awards to their name.
What is Topgolf?
Michael Hay: It’s where the competition of sport meets your favourite local bar. You can challenge your friends, family or colleagues to addictive point-scoring golf games that anyone from the hopeful pro golfer to your 7-year-old cousin can play all year-round.
Just picture a 240-yard outfield with dartboard-like targets in the ground. The closer to the centre or “bull’s-eye” you get and the further you hit your microchipped balls, the more points you get. Score even bigger with Topgolf’s extensive food and drink menu, served to you by one of our bay hosts.
What was the inspiration behind you getting involved in corporate events?
Abigail Chance: More a demand for it rather than us being inspired or attempting to create the offering. We’ve been delivering corporate events for over 15 years now, and while we’ve evolved our offering and the functional spaces, the game is what really drives companies to want to hold events with us.
You have a varied client portfolio, what do you feel were the defining factors in establishing your relationships?
Paul Williams: The unique experience that the game offers, the flexibility to build bespoke packages, and our dedication to service, from planning an event, through to delivery, and beyond.
You’ve currently won 4 COOL venue awards, what advice would you give to another event professional looking to win a COOL venue award?
Abigail Chance: Stay well away from the COOLest venue for Corporate Fun award, that’s ours! COOL Venue Awards are, like Topgolf, very unique. They recognise a whole host of venues over a number of different categories and it’s great to be part of, especially when you see some of the venues listed as potential winners. So our advice would be to embrace the experience and don’t get flustered by the competition, no matter how renowned they may be.
Why is Topgolf such a phenomenon?
Dominic Taylor: Because of its uniqueness. Topgolf has taken a largely male dominant game, with so much heritage and tradition, and made it accessible and fun for all ages, gender and ability. And really your ability doesn’t matter, the enjoyment of Topgolf does not rest on how well you can hit a golf ball, rather by the laughter and camaraderie created with friends, while having great food and drink. It’s captivating.
Why should corporate companies golf days be spent at Topgolf and not a golf course?
Paul Williams: The opportunity to get out on the golf course as part of a corporate day is a great experience, certainly for the golf purest. It does pose the obvious question however; what if you can’t play golf?
An average Topgolf event consists of 85% non-golfers, with 45% being female. There are no barriers; no need for equipment or traditional golfing attire, you can just turn up (as glamorous as you want) and play eat and drink. Furthermore Topgolf events are not just bound to daylight, we host events from 9am through to midnight.
The other positive difference is that the entire group can engage and have fun in a much tighter group, collectively. With a golf day you say your good mornings and you’re sent on your way, not to be seen again by most of the group for 5 hours. Where’s the team building in that?
What types of events do you hold at Topgolf?
Abigail Chance: One for absolutely any occasion. We’ve held wedding receptions, product launches and whole centre buy outs – it’s one of the great things about having packages and options that are built bespoke to our client needs.
We define our events by birthday parties, social events and corporate events and hospitality. Events are built out on client requirements for Topgolf the game, food and drink, and any required venue space including meeting room, restaurant hire or outside space such as our patio and open air bays.
As we know Topgolf has exploded in the US- are you going to be building any more Topgolf’s in the UK?
Dominic Taylor: It’s inevitable that there will be more UK sites, it’s just a matter of time. We hope and expect to add to our three UK sites within the next 2-3 years.
How do you compare to any other event venue, what makes you so special?
Michael Hay: We are very fortunate in the UK to have so many amazing event venues, all offering an experience to social and corporate groups. When you combine an activity based event with a requirement for space and catering that’s slightly more niche, and that’s where Topgolf provides such a unique experience. The food and drink offering is delicious and extensive. Our service; from booking an event right through to delivery is always personal and first class. Topgolf the game is competitive and compelling; anyone can play regardless of gender or ability. But most of all, Topgolf is simply great fun.
Why should an organisation host a team building event at Topgolf?
Abigail Chance: Topgolf is a perfect venue for corporate fun. The diverse types of events we offer is endless. All of our packages are bespoke so we can tailor make our packages to suit any occasion from client entertaining to meetings and conferences.
We also offer a variety of games which can be used as an individual effort or team effort with prize presentations, perfect for team bonding.
What’s the next steps for Topgolf Events?
Abigail Chance: We’re very excited to be introducing a huge function space at our Surrey centre towards the end of this summer. The duel purpose space is kitted out with a modern bar and furniture, kitchen facilities and all the technical AV and presentation equipment you’ll need. We will cater for up to 200 delegates and we expect this space to be very popular.
We also have some interior design working happening at our Watford center that will completely transform the bar and restaurant, while also providing a more dedicated event space to our corporate clients.
What’s the next steps for Topgolf as a company?
Dominic Taylor: Continued growth and innovation. We’re also dedicated to offering exceptional service, our core values are built upon our people and how we provide our guests with a wonderful experience.
What’s the next exciting thing happening at Topgolf?
Michael Hay: Topgolf Las Vegas opens in spring 2016 as part of the MGM hotel and resort. We are very excited as a company to add this location to our portfolio of sites, in the entertainment capital of the world itself.
While it’s part of the US expansion, our UK guests are not going to miss out. Our summer campaign between May and September 2015 will end with a UK Topgolfer and a friend being flown out to Vegas to enjoy the Topgolf grand opening. The prize is a 5 night stay in Las Vegas includes flights, accommodation at the MGM Grand and $1,000 spending money.
www.http://topgolf.com
@TopgolfUK
