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Home » ‘Retailtainment’ grows In West Michigan with expanding golf simulator concept
Indoor entertainment venues are taking retail by storm, and it’s no different in West Michigan as a golf simulator brand continues to expand.
According to Dave Denton, vice president at DAR Commercial Real Estate, XGolf recently leased a suite at Wilsontown Center, 4830 Wilson Ave. SW in Wyoming, signed. The 8,456 square foot facility is XGolf’s third location in the region, alongside locations in Grand Rapids and Holland.
XGolf offers accurate golf simulator bays as well as drinks and snacks.
“Michigan is always listed as one of the top 10 states for golf,” Denton said. “XGolf fills the gap for the shorter season we have here. It also gives everyone the opportunity to practice alone or play in fours, have a few drinks and compete on world famous courses.”
It will be the third and final XGolf location for franchisees Mike Bronkhorst and Mitch VanTuinen. The standard XGolf location has six bays, but the new Wyoming location, due to open in September, will have eight bays.
Bronkhorst said the venues are great for practice and are not a substitute for playing golf on a real course or just having a good time with friends. It also offers a place for leagues in winter. The popularity of golf in West Michigan has been key to XGolf’s success.
“We have a lot of golfers in West Michigan and they just want to keep their shots active,” Bronkhorst said. “It’s a social activity for a lot of people, but we get golfers, zero handicaps and teaching professionals who come in and it speaks volumes to have a scratch golfer comment on how accurate the simulators are.”
He said the Wyoming location will benefit well from markets like Jenison, Hudsonville and Grandville. Stores are usually well in the black during the fall and winter seasons, while the summer season is in the red.
Bronkhorst, who has a full-time job with the City of Zeeland, is excited to be part of the XGolf family and has seen some of its recent growth in major metropolitan areas. An exciting venue is American Family Field, home of Major League Baseball’s Milwaukee Brewers.
There, three of the seven golf bays overlook the playing field.
According to a September 2022 company announcement, XGolf now has more than 100 locations across the United States with franchises in 32 states. The franchise program started in 2016.
“We’re focused on continuing to grow rapidly,” XGolf CEO Ryan D’Arcy told Forbes last year. “Our goal is to add between 35 and 45 new venues per year for the foreseeable future. We don’t see that slowing down any time soon. We will go to prime real estate locations where we can build a beautiful bar and be part of this new entertainment model when it comes to retail space.”
Finally, D’Arcy said there was a vision of having a standardized playing field that could evolve into national leagues within the franchises.
Golf simulators are big business, with a market value of $1.3 billion in 2021, according to Straits Research. By 2030, this market is expected to reach $3.4 billion.
It’s not just golf simulators that are filling retail spaces across the country. Overall, entertainment retail is an emerging segment, according to Denton.
“Trampoline parks, laser tag and indoor kart tracks are bringing new life to former junior and big box retail spaces,” Denton said.
The entertainment retail sector, sometimes referred to as “funertainment” and “retailtainment”, includes concepts such as TopGolf, Dave & Busters and a growing segment benefiting from the rise in popularity of pickleball and esports.
The concepts often mix food and drink and a range of activities to keep customers entertained for several hours.
The locations are helping to fill vacancies in malls that have fallen victim to dwindling retail traffic at traditional department stores over the years.