Topgolf plans to build a $28 million golf and entertainment center in Viera that will employ about 200 people – if the Brevard County Commission approves modifications related to the zoning of the project.
The Topgolf project would include a two-story golf course with 64 hitting bays. There would also be outdoor terraces; restaurant and bar facilities; and spaces for parties and other events within the complex.
The project would be built on an 11.67-acre undeveloped site owned by The Viera company.and would be located east of the 16-screen AMC movie theater on Viera Avenue and west of Interstate 95. The site abuts the north end of Bromley Drive, east of Lake Andrew Drive.
The county’s notice Planning and Zoning Board has already unanimously approved a conditional use permit required for the project as a “commercial entertainment and amusement enterprise.” The board also approved variances allowing lighting of hitting bays and installation of netting up to 165 feet high to prevent golf balls hit in the driving range area from exiting the facility. Topgolf would be required to ensure that its lighting would not negatively affect motorists traveling along I-95.
The county commission will also consider approving those requests Thursday evening.
200,000 customers per year expected
The Viera Topgolf complex is scheduled to be open from 9:00 a.m. to midnight Sunday through Thursday and 9:00 a.m. to 2:00 a.m. Friday and Saturday.
In his presentation to Planning and Zoning Board members, Greg Copeland, senior director of real estate development at Topgolf, said he expects the Viera facility to attract about 200,000 visitors annually.
“We think it’s a great site for us,” Copeland said, next to “booming, vibrant Viera Avenue” and not far from the baseball and softball facilities at the Space Coast complex in Los Angeles. ‘USSSA.. “We are a great addition to the already vibrant sports scene here. We are a family-friendly, community-oriented venue.”
“It’s really about having fun.”
Copeland said the vibe of the resort would be “a vibrant, fun atmosphere…just a great place to hang out. Just a very welcoming type of place. Kind of forget your worries.”
The facility will feature Topgolf’s Toptracer technology, which traces the flight path, distance and other measurements of each golf ball. There will be surface targets that players can aim for as part of the gameplay experience.
Copeland said about 51% of Topgolf’s customers are non-golfers when it comes to playing rounds at a regular golf course, with 27% casual golfers, 14% moderate golfers and 8% passionate golfers.
“It’s really about having fun,” Copeland said. “That’s really what we’re generating, is coming here, making memories, making those memories, having fun. It doesn’t matter what age you are, what skill level you are. You’re going to have fun.”
Copeland added that because the Topgolf Viera site is on vacant land, “it will be a great generator of a good tax base for future use.”
The complex would also have a parking lot with 234 spaces.
A Brevard County Department of Planning and Development staff analysis indicated that the site is located “in a commercial area and will not have a material and adverse impact on established residential neighborhoods,” the most residential development close being approximately 770 feet north of the proposed Topgolf parcel.
Copeland described his company as “the premier golf entertainment destination in the entire world.” There are many imitators, but never duplicators.”
Topgolf will open its 108th location later this month. He has nine in Florida, and a tenth is under construction in Panama City Beach. The closest Topgolf to Brevard County is on Universal Boulevard in Orlando.
Topgolf has opened seven to ten locations per year since 2015.
Copeland said that in addition to the 200 permanent jobs, the Viera facility will create approximately 150 construction jobs during its construction.
“Community-oriented type of business”
Copeland said Topgolf is “a community-oriented type of company. We’re a big branded company across the world, but we operate as a small community partnership with all the communities we work in.”
For example, Topgolf offers free play from 9 a.m. to 5 p.m. Monday through Thursday for high school golf teams and youth-serving charities. It also offers discounts to active duty military, veterans, and police, fire, and emergency medical services personnel.
Topgolf describes its concept as “a modern golf experience where anyone, including people who have never picked up a golf club and those who want to perfect their swing, can participate in the sport in a relaxed and comfortable environment. without pressure. of tech-driven gaming, a top-notch food and beverage menu, and an ambiance focused on more gaming for all.
Topgolf, based in Dallas, is a wholly owned subsidiary of Topgolf Callaway Brands Corp., which also sells golf equipment and apparel.
Dave Berman is a business editor at FLORIDA TODAY. Contact Berman at dberman@floridatoday.comthe @bydaveberman and on Facebook at www.facebook.com/dave.berman.54