Local BigShots officials expect little impact in Topgolf deal

SBJ file

The golf entertainment center expects to make the switch to Callaway equipment in the near future.

Tim O'Reilly: Deal will have no impact on Springfield BigShots workforce numbers.

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Carlsbad, California-based Topgolf Callaway Brands Corp.’s (NYSE: MODG) recent acquisition of BigShots Golf is expected to have minimal impact on the Springfield location of the golfing entertainment venture, according to officials with the local franchise owner.

In the deal announced Nov. 1, Topgolf paid roughly $29 million to acquire four BigShots venues in the U.S. as well as potential development rights for other locations. BigShots had been controlled by Dallas-based Invited Inc., formerly ClubCorp, which owns and operates 180 golf and country clubs nationwide.

The buyout includes Springfield-based O’Reilly Hospitality Management LLC’s BigShots franchises in the Queen City and Fort Worth, Texas, said company CEO Tim O’Reilly. Although a news release from Topgolf said four locations were part of the purchase, BigShots operates six U.S. locations, including Bryan, Texas; Akron, Ohio; St. George, Utah; and Vero Beach, Florida. The release didn’t indicate which properties weren’t part of the acquisition.

Topgolf officials declined to provide additional details for the story.

“This was a discussion that’s been going on for six months or so between Topgolf and BigShots. It didn’t involve us, really,” O’Reilly said, adding the franchise will stay intact along with its name and interior look. “The way it was explained to me was that it just made financial sense for both companies.”

Chip Brewer, president and CEO of Topgolf Callaway Brands, said the purchase of the four venues includes the option to convert those to Toptracer technology for use in the driving range bays.

“It is also just the beginning of what’s possible when two great brands combine their resources and creativity to develop programs that foster growth and further fuel the momentum in our game,” Brewer said in the release.

O’Reilly said Topgolf officials have indicated a desire for both his franchise locations to eventually begin using the Toptracer ball tracking technology. The software patented by Topgolf Callaway Brands tracks golf shots and displays a ball’s real-time statistics, such as speed and distance. No timetable has been set on the conversion, but he said Topgolf seemed committed to making the change quickly.

“They have offered that they would convert that at no cost,” he said. “We’re already having conversations about our Fort Worth location. Then we’ll talk about Springfield soon. But I haven’t had in-depth conversations with them yet.”

Stay the course
O’Reilly said it’s the only short-term change expected at the 12-acre, north-side Springfield entertainment center that opened in 2021 at 1930 E. Kearney St. O’Reilly said he and his wife, Brooke, own the venture with his parents, Charlie and Mary Beth O’Reilly, and brother Pat O’Reilly and his wife, Shannon.

“It won’t have any impact on our team members. They’ll still be employed by O’Reilly Hospitality, and we’ll still be in control of the sites as franchisees,” he said, adding that the Springfield attraction’s staff of roughly 80 continues to be led by General Manager Jennifer Peterson. “The team members really will see almost no change other than the support from Topgolf, which we welcome.”

There will be collaboration with Topgolf on menu enhancements, but those details are still in the works, O’Reilly said.

“We’ll take some of the good things we have done and some of the good things Topgolf has and combine them, is really our intent,” he said. “Those discussions are yet to come. But Topgolf being a very experienced group in this golf entertainment space, they’re going to help us a lot with this collaboration, I’m confident of that.”

Topgolf has over 80 locations across the U.S., including two in St. Louis and five more listed as coming soon, according to its website.

The Springfield BigShots includes 56 driving range bays across a two-story, 37,000-square-foot building, a combined 3,500 square feet of meeting space, a six-hole outdoor putting course, and a full-service restaurant and bar.

Corporate gatherings also are a focus at BigShots, officials say, as the venue promotes events such as company outings, fundraisers, meetings and team-building exercises, according to past SBJ reporting.

“We’re going to continue to have all manners of groups and businesses there that we can have, whether it be private businesses, nonprofits or others,” O’Reilly said. “Any Topgolf or BigShots would do the same. That’s a big part of the business model.”

Look ahead
The deal with Topgolf also includes a preferred vendor agreement in which Callaway products and merchandise will be featured at Invited’s golf and country clubs. O’Reilly said he assumed changing BigShots equipment to the Callaway brand will eventually happen.

“We haven’t talked about that specifically, as far as golf clubs and those kinds of things,” he said, adding he’s uncertain if his company will have to invest any funds toward equipment changes. “I’m sure we’ll strike a mutually advantageous deal on those types of things.”

Bringing more BigShots franchises to other cities is still in O’Reilly’s plans, but he said, “this transition kind of takes the front seat.”

“We’ll see how that shakes out and what the interest is with all the parties,” he added. “There’s nothing that’s definite or specific on our calendar.”