Braemar Golf Dome
How a Twin Cities practice facility rose from the ashes—literally and figuratively.
In 2014, the city of Edina was facing difficult decisions about the future of golf operations in the Twin Cities suburb. The city’s golf dome burned two years prior and golf revenues had plummeted. Braemar Golf Dome was rebuilt, and while numbers rebounded to pre-fire levels, they remained stagnant for about six years.
Braemar Golf Dome was equipped with Toptracer technology in 2020 and the seasonal facility (the dome is open November through mid-April) saw an almost immediate impact.
Sales: Prior to installing Toptracer, Braemar’s revenues were hovering around $300,000. After three years, the dome brought in nearly $1.8 million—a roughly 500% increase.
Its average dollar per transaction in 2019 was $19.50. Today, that’s up to nearly $28 per transaction.
Customers: One of the biggest changes since the installation of Toptracer is the distance players will travel to experience the technology. Pre-Toptracer, most of the customer base was local. Now, operators are seeing guests from all over the Twin Cities, driving greater distances just to use the dome.
Programming: Prior to installing Toptracer, Braemar’s revenues were hovering around $300,000. After three years, the dome brought in nearly $1.8 million—a roughly 500% increase.
The facility also offers a Player’s Club, which offers perks like reduced fees, discounted merch, and advance bay reservations. Additionally, Braemar’s junior program boasts more than 2,000 kids and is run in conjunction with the attached golf course.
Food & Beverage: Before Toptracer, there was no F&B offering at the facility. Now, Braemar offers a bar area that sells canned beer and seltzers and takes in more than $50,000 each month ($300K+ for the entire season).