Puttshack’s Technological Twist On Mini-Golf Hits 20 Locations
Putt-putt, an amusement partaken by seven-to-seventy-year-olds may conjure memories of analog-fun—ramps leading into clown mouths and windmills with blades guarding the path to the hole that your opponent would have to spin to get turning. But to younger generations, a digitally enhanced version is fast becoming par for the course.
Puttshack, a fast-growing eatertainment name, has just opened the doors on its 20th location in Dunwoody, Georgia, their second venue in the Atlanta GTA. The high-tech concept which received a $150 million capital infusion from BlackRock two years-ago, ditches miniature pencils and scorecards for their proprietary Trackaball technology, where the ball itself keeps tabs on players' strokes and tabulates scores.
"It knows the difference between you hitting the ball, and the ball hitting features on the course and so much to my children's chagrin, you can't actually cheat in the game so it does take some elements out of the traditional mini golf I remember as a kid," CEO Logan Powell explained.
Unlike traditional golf where were the lower your tally the better, scoring is via a modified Stableford system of sorts, with points awarded for birdies, pars and hole-in-ones, yet also subtracted for rolling into a hazard. There's almost a pinball dynamic at play, with "supertube" markers on each hole that if hit, gush up point totals. setting the stage for plenty of lead changes within a round, which is by design. Powell views the dynamic scoring system through the prizm of competitive socializing and wanted to facilitate as many opportunities to turn a round, well around, as possible.
"We wanted to make sure that if you want to make a comeback, it levels the playing field a little bit and I can tell you from experience that I can go from crushing it one round and play the same course and just do horribly. Having those fun innovations, which also build on themselves—if you hit multiple super tubes in a row you get extra bonus points—the game encourages you to build up streaks and really go after it," Powell adds, that often at the wire, it's still anybody's game.
Hole DesignHoles feature skateboard style half pipes, a take on Connect Four, a tribute to beer pong and a basketball hole where a robot defender attempts to prevent balls from dunking.Its fair to say that their philosophy on hole design, is to keep the creative wheels turning.
"We have a phenomenal innovation team based out of the U.K. who design all of our holes and we have new ones we're developing now. We wanted to take the fun, nostalgic aspects of mini golf that you would think of from playing the traditional game but elevate it to target the demographic that tends to come to our stores—the 21-39 year old crowd," Powell said, adding that they like elements to be recognizable but then to add a technology twist.
Expanding the Tech-Infused SweetspotLess than a year ago, they introduced the Challenge Hole, a private mini-golf suite where couples and small groups could eat-drink-play in a single location while playing a variety of putting themed games including a spin on Nintendo's Duck Hunt, the point and shoot classic currently celebrating its 40th anniversary.
"The ducks go across a screen and there are slots to put the the ball into and you're trying to hit the ducks," Powell explained, adding that reserving the Challenge Hole is popular for date nights.
Addison, Texas is the beta test for the product and they plan to offer it as well in future locations, though a decision to retrofit existing locations to include one is still being considered.
Puttshack's main differentiating factor from other eatertainment concepts facilitating flatstick fun is how much it leans into technology. Though you find scorecards either at Puttery , which uses touchscreens to keep score or Tiger Woods' Popstroke where an app is used to keep tallies and order food and drinks.
The new Dunwoody location in Northern Atlanta, typifies the type of real estate sweet spots they scout for in order to hit their demographic trifecta—families, the corporate crowd and adults seeking an evening entertainment option. Domestically, locations average an ample 25,000 square feet and include dedicated private event space which get a lot of use over the holidays.
"We typically target more urban locations, those hotspot areas within a market where you or your friends would think about going. When we think about a Puttshack location, it needs to be in an area where people tend to work, live, and play. We want to make sure we are in the consideration mix there," Powell said.
Beyond the mini-golf experience, the apps at Puttshack are as international as a Presidents Cup squad, offering shareables that range from Lebanese hummus and Korean bao buns to Thai fried chicken and Canadian-style poutine. Every location even has its own take on spring rolls—dubbed 'tailpipes'—tailored to the local market. The Atlanta area locations feature fire-braised chicken, collard greens, and pimento cheese, served with BBQ and peach dipping sauces.
Puttshack also gives back through its menu, with $1 of each tailpipe purchase supporting area charities. Their Boston location donates to the New England Center for Children, while the newly opened Dunwoody site supports Lost-n-Found, a local nonprofit that provides services to homeless LGBTQ+ youth.
Road AheadPowell expects the demand for experiential entertainment with friends, family and loved ones outside the home will continue to grow and welcomes new concepts pile into the space.
"I think winners within the space will tend to have a technological competitive edge and that's why we continue to innovate and make sure we have fresh ideas."
With only 20 units, Powell feels Puttshack is still merely scratching the surface in terms of expanding their footprint. On the near horizon, they have new stores in various stages of completion in the Minneapolis, Chicago and Fort Lauderdale areas and see plenty of opportunity to continue to expand in markets they already have a presence in, as they've done in Atlanta.
