California Topgolf spots lower gameplay prices after customer feedback
California Topgolf spots lower gameplay prices after customer feedback
Roseann Cattani and Sarah Moore, USA TODAY NETWORKFri, November 13, 2026 at 6:09 PM UTC
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Topgolf, a sports entertainment complex that combines a high-tech driving range with a casual bar and dining spot, has lowered its gameplay prices across all its U.S. locations.
The change, which began on Nov. 9, according to a company news release, is permanent and will impact Topgolf's more than 100 U.S. venues. In California, Topgolf has six locations spanning from Sacramento and San Jose to Los Angeles.
The new pricing structure, which reflects a reduction in gameplay rates by an average of 20%, is designed to make "the experience more affordable and accessible than ever before," the company said. "This is not a limited-time promotion and there's no code required."
Topgolf CEO David McKillips said after joining the company in February he spent his first 100 days visiting the U.S. venues and discovered that while the guest experience was "unmatched," customers said it was the high prices that kept them from coming back.
"I want our guests to know that we heard them and are now introducing our lowest prices ever," said McKillips in a statement. "Topgolf has always been about more play for all and by reducing the price of gameplay, we're backing that commitment up with real, meaningful action. The cost of fun just got more affordable."
Topgolf charges guests to use its hitting bays by the hour. Prices range from $29.99 to $74.99 per hour. Guests can walk in, book a bay online or via the app in advance. Up to six guests may hit from a bay, and prices vary based on time and day.
Topgolf locations also offer food and drinks that can be ordered right at the hitting bays where there are couches, TVs, and machines that keep and display game scores.
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Last year, Topgolf was valued at $1.1 billion amidst a deal that saw Topgolf Callaway Brands sell majority control of the company to Private Equity firm Leonard Green, as reported by Front Office Sports.
According to the National Golf Foundation, the sport has experienced a surge in popularity since the pandemic. In 2025, over 48 million Americans age six years and older played on a golf course or engaged in some golf-related activity, they found.
Front Office Sports reported Topgolf intends to expand with more new locations domestically.
Customer survey cited high costs
The move to lower prices at all its U.S. locations comes after Topgolf over a period of six months, "surveyed thousands of guests, analyzed social conversations and conducted in-person interviews at venues," continued the news release.
In the survey, "78% of respondents cited social connection and 72% cited the food, drinks and service as key reasons they visit. But high cost was the number one reason guests said they don't come back more often," according to Topgolf.
The new pricing structure comes after Topgolf recently announced a multi-year partnership with TMRW Sports to bring TGL presented by SoFi and WTGL experiences to its venues and Toptracer Range facilities nationwide.
Where is Topgolf located in California?
Topgolf has six locations in California, with three in the Los Angeles area.
San Jose: 10 Topgolf Dr, San Jose
San Francisco-Burlingame: 258 Anza Blvd, Burlingame
Sacramento-Roseville: 1700 Freedom Wy, Roseville
Los Angeles-El Segundo: 400 Pacific Coast Hwy, El Segundo
Los Angeles-Montebello: 100 Topgolf Drive, Montebello
Los Angeles-Ontario: 1050 N Archibald Ave, Ontario
This article originally appeared on Salinas Californian: California Topgolf spots lower gameplay prices after customer feedback
Source: “AOL Money”
