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FORE!: Putting Edge teeing off with glow in the
dark golf concept
by Rich Timlen
Even Tiger Woods might find it a
challenge making a birdie through a coral reef that glows in the dark. But the
Putting Edge, an illuminated miniature golf course that bathes players in
vibrant colors throughout various themes, is more about fun and entertainment
than competition.
Young duffers to veterans of the links can play 18 holes in courses that are
decorated with themes from cityscapes to forests, or from oceans to outer space.
Each course contains more than 350 glow-in-the-dark props. The company currently
operates 19 units throughout CA, IL, MI, NY, TN, TX and in Canada and plans on
opening 20 more locations during the coming 18 months. New sites are planned
throughout CA, with a focus on San Francisco and San Jose; IL, MI and TX. By the
end of September, Putting Edge will have another seven units open, including
sites in San Francisco, Detroit, New York, Denver, Orlando and two in Chicago.
The company operates locations within regional malls and entertainment, power
and lifestyle centers.
The Putting Edge Corp. prefers leases that run 16 years with two five-year
options. A vanilla shell and tenant improvement allowance are required.
Putting Edge offers a variety of group booking options to suit any event, from
gatherings of 10 people to exclusive facility rentals for up to 150 players. The
venues can host open tee times for groups of up to four players, team building
(which features best ball, worst ball, hole-in-one and blindfolded shots); a
tournament with a winner-take-all trophy, player medals and other prizes; The
Masters, which requires a minimum of 20 players, and includes tournament play
coordinated by a course marshal, prizes, wraps and deli sandwiches and unlimited
soft drinks, a private function room, glow necklace for all players, a camera
and a two-for-one pass for players to return to any Putting Edge Course; and
Course Exclusive, which is $500 per hour for a minimum of two hours. With that
option, the facility closes its doors and the entire place is at the party’s
disposal, where they can play their own music, have catered food and beverages
and stage their own theme. Up to 150 people can be accommodated.
Each course draws an average of 2,000 to 2,500 players per week. The first
course opened in June 1995 in Brampton, Ontario. Following that, management
spent over two years refining the concept before opening the next location in
Richmond Hill, Ontario. The company typically secures leases for spaces of
approximately 9,500 sq.ft. and every component of the course is designed and
manufactured by Putting Edge, complete with artwork.
The concept appeals to two distinct markets. About 60% of the market is for
people ages 18 to 30 years old. The other 40% is kids birthday parties. The
courses open at 10 a.m. and typically close at 10 p.m. on Monday through
Thursday. On Friday and Saturday, the course stays open until 1 a.m. But many
times, the operators will wait until the last person is off the course until the
location is closed. Prices range from $7 for adults to $5 for children under the
age of eight or seniors.
The concept began its rise through word of mouth after the first location was
built. But since then, the company has been advertising on radio and TV and
draws over 150,000 visitors per year.
For more information, contact Shane Stephenson, Staubach Retail Services, 181
University Avenue, Suite 1800, Toronto, ON M5H 3M7; 416-363-1555, Fax
416-363-1556; Email:
shane.stephenson@staubach.ca. Or contact, Putting Edge Corp., 2699 Bristol
Circle, Unit 2, Oakville, ON, Canada, L6H 6X5; 905-855-5755, Fax 905-855-5745.
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