An aerial view of Topgolf Augusta
AUGUSTA, GEORGIA | As marketing plans go, it seemed foolproof. Topgolf targeted opening its prototype community venue just in time for the 2020 Masters Tournament last April – a time and place that provided the perfect blend of golf obsession and exposure to make a big splash.
A press release rolled out last February as contractors rushed to complete construction of the facility just a mile from Augusta National Golf Club, citing “there is no better place to launch our latest venue concept.”
“Augusta rose to the top for so many reasons – it’s a town that loves golf and in many ways is one of the most important cities in America in terms of golf,” said Craig Kessler, the chief operating officer of Topgolf. “It’s got a diverse cross section in terms of population and the town was incredibly welcoming when we discussed the opportunity. It just felt like a great first place to go.”
The plan, as everything else, wasn’t virus-proof. The Masters was postponed as the world shut down due to a globa...
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