ATLANTA—TopGolf is readying to make its Georgia debut in metro Atlanta. The high-tech golf entertainment complex will open its 11th international location in Alpharetta.

Founded in 2000, TopGolf is the only entertainment center of its kind, offering competitive golfing games for all ages and skill levels with technology to track every player’s shots. Once completed, the 60,000-square foot Alpharetta facility will house 102 climate-controlled hitting bays that can host up to six players at one time.

The Shopping Center Group and The Retail Connection represented TopGolf in the acquisition of a 16-acre site located south of Verizon Wireless Amphitheatre at Encore Park from Rock Mill 400, LLP. Ruth Coan and Gail Fargason of The Shopping Center Group, and Terry Syler and Luke Wilson of The Retail Connection, brokered the acquisition of the site located at 1050 Westside Parkway.

“TopGolf expects to attract almost a half-million fans during the first year following its opening in the first quarter of 2014,” says Coan. “The golf- entertainment concept selected the site due to Alpharetta’s prominence as the epicenter of both corporate and technology industries in metro Atlanta and the Southeast.”  

The trade area features one of Atlanta’s strongest demographic profiles. Alpharetta is home to some of golf’s biggest fans as evidenced by the number of premier golf courses found in North Fulton County.  

“With nearly half of our guests self-described as ‘non-golfers,’ you only have to be a fan of interactive fun and relaxation to appreciate the TopGolf atmosphere,” says Randy Starr, chief development officer of TopGolf. Constructed by ARCO/Murray, the facility is expected to bring hundreds of jobs as well as drive at least $264.5 million of economic output into the region over a 10-year period, according to a third-party audit.

“Over the past 18 months, entertainment-centric projects and attractions have enhanced leasing and development activity throughout metro Atlanta,” says Coan. “The timing of TopGolf’s entry into Georgia couldn’t be better with the state’s recent enhancement of the Georgia Tourism Development Act, as well as multiple announcements of new attractions and expansions, such as Skyview, LakePoint Sporting Community and Town Center and the College Football Hall of Fame.”

On April 29, Georgia’s Governor Nathan Deal signed House Bill 318 that offers tax exemptions for qualified projects in order to stimulate the development of tourism attractions or the expansion of existing attractions. The law allows companies that build new attractions to maintain a portion of their sales tax revenues for 10 years.  

“We anticipate that TopGolf will draw yet more sports and entertainment venues to the North Fulton area,” concludes Coan. The venue will also be equipped with up to 2,900 square feet of private event space, comfortable spectator seating, more than 230 high-definition, flat-screen televisions, pool tables, shuffleboard courts and a full-service restaurant.