Or, why beating your colleagues is cool
On a macro level, “competitive socializing” concepts have grown 386% since the beginning of 2021, according to research by Cushman & Wakefield.
If you visit Las Vegas often, you may’ve noticed new golf-oriented competitive socializing venues just beyond The Strip: Atomic Golf north of The Strip, PopStroke at the southbound Town Square Las Vegas and Swingers at Mandalay Bay Resort & Casino’s convention center, scheduled to open this fall.
(Not to mention Play Playground at Luxor Hotel & Casino, as mentioned in our May/June 2024 issue *wink wink*).
Experiences > Things
Much of the recent phenomenon can be credited to generational change and what attracts the attention of Gen Z and millennials. A Harris Poll survey found that, before the pandemic, over 75% of millennials opted for experiences over things.
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It’s also driven by the desire of these two generations to spend time in places they can posted about; in fact, a Morning Consult survey found that more than half of Gen Z—54%—spends at least four hours a day on social media.
Beyond social media is the desire for connection.
“People are craving unique experiences and opportunities to bond, whether that be for a team outing or special event with family and friends,” says Lisa Messina, chief sales officer for Las Vegas Convention and Visitors Authority.
“These golf-centered venues really tap into that need and provide fun, lighthearted ways to inspire connection with a little competition. It’s a trend we are seeing outside of just swinging a club and can be found at interactive exhibits like Area15 or Flight Club, an upscale darts bar at The Venetian Resort Las Vegas. Play brings out a level of openness and has a unique way of helping break down barriers and cultivate relationships.”
“Play brings out a level of openness and has a unique way of helping break down barriers and cultivate relationships.”
Staying Putt in Vegas
Atomic Golf opened in March, consisting of four floors with over 100 golf bays and eight games that create more ways to play. The venue features an F&B menu of shareables, flatbreads, and signature and classic cocktails. There are offers five private spaces for groups, from the 25-person, fully private luxury suite to larger spaces like the semi-private Putting District, a projection-mapped putting game and space that can accommodate up to 375 attendees.
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PopStroke Entertainment Group’s 13th location, PopStroke Las Vegas, opened in April, following locations in Alabama, Texas, Florida, South Carolina and Arizona; 20 additional venues are slated to open across the United States by the end of 2025. The two-story Las Vegas property consists of two 18-hole mini-golf courses, an open-air restaurant, and an outdoor beer garden and cocktail bar from which orders can be made via the PopStroke app. The venue also features a private second-story event space that overlooks the courses.
Swingers Las Vegas is scheduled to open this fall. Following locations in London, New York City and Washington, D.C., Swingers’ new location will bring five nine-hole golf courses, F&B and live DJs in an English countryside-themed setting. A full buyout of the venue will accommodate 1,500 attendees; smaller private rental options include a buyout of the third level, which holds up to 325; a second-level rental, which can hold 130; or three Summer Houses, each of which can accommodate 12.
This article appears in the July/August 2024 issue. You can subscribe to the magazine here.
