Golf Goes Digital in Edison

A 65,000-square-foot funhouse of lights and technical wizardry has arisen in Edison that would make the township’s namesake proud.

Picture a golf driving range grafted onto a high-end bowling alley—without the bowling. Add a full-service restaurant, multiple bars and playrooms, and an event space for 200, and you’ve got Topgolf, the new sports and entertainment complex on Route 1 at the site of a former Ford manufacturing plant.

Yes, Topgolf is about golf, but the three-story, industrial-chic facility also has pool tables, foosball and more than 100 HDTVs (some with Xbox). “We appeal to as many demographics as possible,” says marketing manager Kristen Jerome. “We’re trying to keep people entertained as much as we can.”

Topgolf, which opened in late December, is part of a privately held chain with more than 30 similar venues around the world. The Edison location is the chain’s first venture in the Northeast. Jerome says it will provide 500 full- and part-time jobs.

The business was founded in London in 2000 by twin brothers Steve and Dave Joliffe, who invented what Topgolf claims was the first microchipped golf ball. The chip can track the distance and accuracy of a shot, which is the key to Topgolf.

The venue has 102 hitting bays on three tiers. Players of all skill levels (or no skill at all) hit microchipped balls off synthetic mats toward the range. The goal is to hit your shots into the brightly lit, dartboard-like targets arrayed on the ground at distances from 25 to 215 yards. Points are earned based on distance and accuracy—as measured by the microchips.

Each bay is climate controlled and equipped with men’s and women’s clubs, from pitching wedge to driver—or you can bring your own. Lefty and kids’ clubs are also available. Bays have high-top tables or banquette-style couches; all have waiter service for drinks and food. The menu includes appetizers, flatbreads, sliders, burgers and sandwiches, as well as breakfast (Monday to Friday). A deejay performs Friday and Saturday nights from 9 pm to 1 am.

Rates start at $30 per hour per bay before noon and increase to $40 in the afternoon and $50 after 5 pm. Up to six players can split the cost for each bay. Topgolf also offers memberships, lessons, a summer golf academy, leagues, kids’ parties and corporate events.