Topgolf, which has plans to expand to 81 locations worldwide, has laid the cornerstone of its newest facility in the Greater Boston area.
Located in Canton, Massachusetts, about 20 miles southwest of Boston, it is scheduled to open in late 2023 and will be Topgolf’s first foray into Massachusetts. The facility will feature 90 separate hitting holes each containing heaters, fans and Topgolf’s standard Toptracer technology that tracks ball speed, distance, and rig strength by inserting RFID chips into the golf ball.
Customers, for example, will be able to play a golf AR version of Angry Birds or a new digital version called Shankstars where legendary characters like the T-Rex skeleton play metaverse-style courses with unconventional risks.
The Callaway-owned company currently has 70 locations up and running, with others coming soon in locations like San Diego. Its potentially notable US facilities are a four-story, 120-bay venue just outside of Las Vegas and a relatively new venue in West Los Angeles that includes an adjacent 10-hole, 3-piece grass course called The Lakes at El Segundo.
The 10th slot at the West Los Angeles location includes the same ball tracking technology used during the PGA Tour broadcast and can be downloaded to golfers’ smartphones through an on-court QR code.
The Topgolf was first tested in the Boston area during the Topgolf Live Stadium Tour, when Fenway Park was converted into a makeshift track. Players were able to hit tee shots from the stands in the direction of strategically placed targets on the field. Starting today through November 9, Topgolf will bring back the Fenway Park experience.
Since Boston—along with the Brooklyn Center in Minneapolis—is one of Topgolf’s cold-weather locations, Topgolf will likely develop artificial intelligence and machine learning that can enhance the experience in inclement weather.
“Our golfers go out and play during a snowstorm with friends and family,” Topgolf Vice President of Technology Scott Lovejoy told SportTechie in June. “So I think AI and machine learning will help hold things together if the ball gets lost in vision or it snows.”