NYC Golf Center Rebuilds and Rebrands in a Declining Golf Industry

After a half decade of struggling, Randall’s Island Golf Center is rebranding and rebuilding by driving a traditional business model out of bounds and re-teeing with a new strategy.

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We are taking our cue from guys like Peter Shapiro of Brooklyn Bowl and Tom Shannon of Bowlmore. Those guys took bowling and gave it a new face...

NY, NY (PRWEB) October 03, 2012

After a half decade of struggling, Randall’s Island Golf Center is rebranding and rebuilding by driving a traditional business model out of bounds and re-teeing with a new strategy.

In the past year, the Manhattan golf center has been transformed from golf center to destination hotspot. Once only a golf tee line, batting cages and mini golf stood at the facility. With the addition of a beer garden and grill, a wifi lounge, a 4,000 square foot event space, a birthday party space, ping pong tables, a tetherball pole, a bocceball court, a volleyball court, a basketball hoop and a gaga pit the facility is now an entertainment venue. “We knew that if we were going to survive, we could no longer be ‘your Father’s’ golf range. We needed to rebuild the facility and rebrand ourselves as a place for hipsters and young families to hang out,” said owner Kelley Brooke.

This weekend the golf facility will take one step closer to becoming the outdoor version of The Brooklyn Bowl by adding live music and a microbrewfest to their Annual Fall Festival. “This is a test run to see if people are interested in mixing live music and alternative activities to traditional golf range activities. We are taking our cue from guys like Peter Shapiro of Brooklyn Bowl and Tom Shannon of Bowlmore. Those guys took bowling and gave it a new face. We believe that our clientele would love to listen to music while hitting baseballs or playing miniature golf.”

If it works this weekend, Brooke intends to host a Saturday night concert series next spring and summer. Randall’s Island has already gained a reputation for hosting large concerts such as The Governor’s Ball and Electric Zoo. Brooke hopes that her concert series will ride the coat tails of these events. “It has taken me two years to convince my employees that we are not just a golf range but a 25 acre open space in Manhattan. We need to think outside the box and find alternative ways to make money.”

Next winter Brooke hopes to build a Winter Wonderland complete with ski slope, half pipe and dog sledding. “That may be a little ambitious, maybe we will just stick with a concert series,” she laughed.


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