The new CEO of Topgolf believes the brand has significant opportunities to grow revenue both within its entertainment venues and at outside retailers.One of David McKillips’ first priorities after becoming the CEO of Topgolf in February has been to grow its advertising business and begin licensing its own brand for toys, games and apparel. McKillips was previously president and CEO of CEC Entertainment, the parent company of Chuck E. Cheese and Peter Piper Pizza, and before that held marketing and operations leadership roles at Six Flags. McKillips built the media networks at both Chuck E. Cheese and Six Flags and saw similar potential when he arrived at Topgolf, he told Modern Retail.
“What I learned is the opportunity to immerse a guest in a brand experience and environment is incredibly powerful and important,” McKillips said. He added that unlike other out-of-home advertising options, Topgolf has a unique opportunity in that its guests will stay in the same golf bay to play for two hours. The company can leverage that to promote other brands, and McKillips hopes that can help Topgolf stand out from other out-of-home or retail media networks in such a saturated market. “For two hours, we have a group of individuals that are completely captive.”
