Entertainment
Topgolf plans to build $28 million golf, entertainment center near Avenue Viera
Topgolf plans to build a $28 million golf and entertainment center in Viera that will employ about 200 people — if the Brevard County Commission approves zoning-related changes for the project.
The Topgolf project would include a two-story golf venue with 64 hitting bays. There also would be outdoor patio areas; restaurant and bar facilities; and spaces for parties and other events at the complex.
The project would be built on a 11.67-acre undeveloped site owned by The Viera Co., and would be located east of The Avenue Viera’s 16-screen AMC movie theater and west of Interstate 95. The site abuts the north end of Bromley Drive, east of Lake Andrew Drive.
The county’s advisory Planning and Zoning Board already has unanimously approved a required conditional-use permit for the project as a “commercial entertainment and amusement enterprise.” The board also approved waivers allowing for lighting of the hitting bays and for the netting up to 165 feet tall to keep the golf balls hit within the driving range area from going outside the facility. Topgolf would be required to assure that its lighting would not negatively affect motorists traveling along I-95.
The County Commission on Thursday evening will consider approving those requests as well.
200,000 customers per year expected
Plans call for the Viera Topgolf complex to be open from 9 a.m. to midnight Sundays through Thursdays, and from 9 a.m. to 2 a.m. Fridays and Saturdays.
In his presentation to Planning and Zoning Board members, Greg Copeland, senior real estate development manager for Topgolf, said he expects the Viera facility to attract about 200,000 visitors a year.
“We feel this is a great site for us,” Copeland said, next to the “booming and popping Avenue Viera,” and not far from the USSSA Space Coast Complex baseball and softball facility. “We’re a great complement to the already vibrant sports scene here. We’re a family-friendly, community-focused venue.”
‘It’s really about having fun’
Copeland said the vibe of the complex would be “a vibrant, have-fun type of atmosphere … just a great place to hang out. Just a very inviting type of place. Kind of forget your cares a little bit.”
The facility will have Topgolf’s Toptracer technology, which traces each golf ball’s flight path, distance and other metrics. There will be surface targets for the players to aim for as part of the game experience.
Copeland said about 51% of Topgolf customers are non-golfers, when it comes to playing rounds on a regular golf course, with 27% occasional golfers, 14% moderate golfers and 8% avid golfers.
“It’s really about having fun,” Copeland said. “That’s really what we generate is come here, make memories, create those memories, have fun. It doesn’t matter what age you are, what skill level. You’re going to have fun.”
Copeland added that, because the Topgolf Viera site is on vacant land, “it will be a great generator for a good tax base for future use.”
The complex also would have a 234-space parking lot.
A Brevard County Planning and Development Department staff analysis indicated that site is located “in a commercial area, and will not materially and adversely impact any established residential neighborhoods,” with the closest residential development about 770 feet north of the proposed Topgolf parcel.
Copeland described his company as “the No. 1 premier golf destination for entertainment in the entire world. There’s a lot of imitators, but never duplicators.”
Topgolf later this month will open its 108th venue. It has nine in Florida, with a 10th under construction in Panama City Beach. The closest Topgolf to Brevard County is on Universal Boulevard in Orlando.
Topgolf has opened seven to 10 venues a year since 2015.
Copeland said, in addition to the 200 permanent jobs, the Viera facility will create about 150 construction jobs while it is being built.
‘Community-driven type of company’
Copeland said Topgolf is “a community-driven type of company. We’re a large name-brand company across the world, but we operate as a small community partnership with all the communities that we that we go into.”
For example, Topgolf offers free play from 9 a.m. to 5 p.m. Mondays through Thursdays for high school golf teams and charitable organizations serving youths. It also offers discounts for active-duty military, military veterans, and police, fire and emergency medical service personnel.
Topgolf describes its concept as “a modern golf experience where anyone — including people who have never picked up a golf club and those who want to perfect their swing — can participate in the sport in a relaxed, no-pressure environment. We offer a variety of tech-driven games, a top-tier food and drink menu, and a vibe focused on more play for all.”
Dallas-based Topgolf is a wholly owned subsidiary of Topgolf Callaway Brands Corp., which also sells golf equipment and apparel.
Dave Berman is business editor at FLORIDA TODAY. Contact Berman at dberman@floridatoday.com, on X at @bydaveberman and on Facebook at www.facebook.com/dave.berman.54