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First Look: Topgolf unveils new ‘lounge’ concept


Topgolf Entertainment Group has opened a new, smaller format combining an upscale restaurant and bar with virtual gaming experiences.

The fast-growing sports and entertainment company debuted the concept, called Lounge by Topgolf, at Kirkland Urban, a new 1.2 million sq.-ft. mixed-use residential and retail development in downtown Kirkland, Wash. The venue houses a 9,200-sq.-ft. restaurant, bar and indoor lounge with an expansive outdoor patio offering panoramic views of Kirkland. It also includes four entertainment bays and a VIP bay—all powered by Topgolf’s proprietary Swing Suite  golf simulator technology—as well as a private event space and an  innovative “digital sky.”

The space features digital screens and a varied assortment of digital multi-sport games and experiences that can be played by anyone, regardless of skill level. Customers can choose from more than 80 digital championship golf courses using a microchipped golf ball and simulator screen. Other games, including Zombie Dodgeball, hockey, baseball and football challenges and popular carnival games, are also available. 

Leaderboards, a full-venue sound system, and a video ceiling from Digital Sky create prominent audiovisual elements throughout the new space. 

“Lounge by Topgolf demonstrates Topgolf’s constant pursuit of the unexpected with an all-indoor, virtual experience different from anything else we’ve created,” said Topgolf entertainment group executive chairman Erik Anderson. “We use proprietary Topgolf Swing Suite technology to bring our guests exciting virtual games, all while enjoying locally curated food and beverage selections under a digital sky.”

The new format is in line with Topgolf’s plan, announced in February 2019, to launch a new design to expand in small- and mid-sized U.S. cities.

“This will be a smaller footprint and flexible design that allows us to scale the number of bays,” said Topgolf director of real estate Devin Charhoun in the February announcement. “What will remain consistent is market-leading Toptracer technology paired with an environment that delivers memorable guest experiences.”

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