Topgolf is slashing its prices by more than 20% after customers voiced concerns about how expensive the entertainment venue was.
Chief Executive Officer David McKillips, who joined the company in February, announced the change in a news release, noting that it went into effect on Monday, Nov. 9.
As of Nov. 12, customers who go to the Topgolf website will see an announcement reading “You asked. We listened. Introducing our lowest prices ever.”
USA TODAY contacted Topgolf on Nov. 12 to find out more information.
Here’s what we know.
How long will prices be reduced?
Topgolf said the change is permanent, not a limited-time promotion. There's no code required for customers to take advantage of the reduced costs.
How much will prices be reduced by?
Topgolf will be reducing prices by more than 20% at locations across the U.S. Hourly rates can vary by venue depending on the day and time, so be sure to check the prices at your local Topgolf.
Customer feedback prompted Topgolf price cuts
McKillips said the more than 20% decrease in prices came after he spent his first 100 days as CEO listening to customers. He visited more than 100 Topgolf locations and got feedback from them.
"I heard a common theme from our guests: our experience is unmatched, from high-quality food to games and the ability to connect through friendly competition, but our prices are too high to keep them coming back," he said in the news release.
In addition to McKillips' visits, the brand spent the past six months surveying thousands of customers, analyzing social media chatter and doing in-person interviews at Topgolf locations.
The company’s survey found that 78% of respondents go to Topgolf because of social connection, while 72% go for the food, drinks and service. The top reason customers don’t come back more often is high cost, the company said.
What's next for Topgolf
The company just announced a multi-year partnership with TMRW Sports, a sports and entertainment company co-founded by professional golfers Rory McIlroy and Tiger Woods and CEO Mike McCarley.
The deal will allow Topgolf to host TMRW Golf League watch parties as top players compete weekly. Guests can also participate in sweepstakes and play official competition holes virtually, the company said.
The company is also adding new games, new arcades and a “reimagined menu,” the company said in the news release.
Saleen Martin is a reporter on USA TODAY’s trending team. She is from Norfolk, Virginia – the 757. Email her at sdmartin@usatoday.com.
This article originally appeared on USA TODAY: Topgolf takes a swing at lower prices after customer feedback
