The San Francisco 49ers are attempting to turn Levi’s Stadium into a destination that’s appealing to visitors whether or not the Niners are on site playing one of their eight regular season home games.
The franchise announced Monday that it is opening a new Topgolf suite within the confines of Levi’s Stadium this September—right in time for the start of the 2018 NFL season. However, the interactive gaming experience won’t have even a single view of the field.
The golf simulator will be tucked away in the loft of Michael Mina’s Tailgate restaurant on the stadium’s ground floor. The Topgolf Swing Suite and will be open, like the restaurant, year round. (It will officially open its doors in advance of the 49ers’ first regular season home game, scheduled for Sept. 16.) The space, which is designed for up to eight people to play, eat, drink and hang out, is available to be rented for business and social gatherings, or for private practice sessions. The Swing Suite is intended to serve as an additional destination point to attract people to the stadium even when there are no major events going on inside.
“Levi’s Stadium was designed to be a relevant year-round attraction for the Bay Area and the addition of Topgolf will be a great complement to the annual calendar of events and daily activities already programmed for the venue,” said Jamie Brandt, 49ers vice president of sales and service, in a statement.
The Niners’ will be the first in the NFL to have a permanent Topgolf facility installed at their stadium, though other professional sports teams have expressed interest. Last year, the Hawks announced that they would be adding Swing Suites as part of the nearly $200 million Philips Arena renovations. The arena, which is owned by the City of Atlanta, is scheduled to be under construction until the 2018/19 basketball season. In February 2017, a temporary Topgolf installation also popped up at the Mariners’ Safeco Field.
SportTechie Takeaway
As professional sports teams attempt to improve the in-person experience at their stadiums, arenas, and ballparks, they are increasingly looking for ways to turn those venues into destinations themselves. The fact that the Niners’ Swing Suite doesn’t have views of the field suggests that the franchise hopes its amenities keep not just fans, but also Bay Area residents in general, visiting the stadium even when there are no games or concerts planned.