The Golf Garage - Season 2 Idea Jam 6
- Matt Pacyga
- 2 days ago
- 6 min read
Season 2 Idea Jam 6
Season 2 Recaps brought to you by our partners Hypercolor Digital and the University of St. Thomas - Schulze School of Entrepreneurship
Spotlight Business for June 2025 - Season 2 - Idea Jam 6
What Does The Golf Garage Do?
The Golf Garage in Shakopee, MN provides indoor golf simulators for year-round entertainment and skill development, alongside unique offerings like soccer skill games, food and beverages, and event hosting.
Core Offerings
Indoor Golf Simulators: Advanced simulators deliver high-precision gameplay replicating tour-level golf experiences, available regardless of weather or season.
Summer Challenge Series: Monthly competitions from May through September, allowing guests to play featured courses for cash and bonus prizes at their convenience, even during league breaks.
Soccer & FootGolf Simulators: Guests can play virtual footgolf and interactive soccer drills, appealing to families and groups looking for diverse activities beyond traditional golf.
Food & Drinks: A menu featuring pizza, chicken wings, and more; ideal for both players and visitors seeking a relaxed social environment.
Gift Certificates: Available for simulator time, food, drinks, and merchandise, making it a flexible gift option for golf enthusiasts or groups.
Live Sports Viewing: Each simulator bay includes an individual TV with sports programming, letting guests watch Minnesota teams and national games while golfing.
The Golf Garage
Founder Profiles
Connect with Josh Negaard on LinkedIn
Connect with Kim Negaard on LinkedIn
Company Vision
The Golf Garage aims to be the go-to destination for indoor golf and entertainment in the south metro, providing a welcoming, casual experience for players of all ages and skill levels.
Their vision embraces:
Year-round golf and interactive sports access without weather constraints or strict dress codes.
Creating a community space for skill development, social gatherings, and family activities centered around sports and fun.
Combining iconic golf simulator experiences with vibrant social features like food, drinks, and live sports coverage to offer a unique leisure destination.
Clickable Chapters:
Event Pictures
Event Deck
Problem Statement
Golf Garage, an indoor golf and multi-sport simulator facility in Shakopee, faces a dual challenge in effectively communicating its identity and expanding its customer base. The business has a challenge with public perception, as many potential customers mistake it for a golf retail store. Additionally, Golf Garage seeks strategies to attract and welcome non-golfers, families, and diverse demographics who might benefit from their entertainment offering but currently don't consider the facility relevant to them. The challenge intensifies during summer months when people prefer outdoor activities, making it crucial to develop compelling messaging and programming that positions Golf Garage as an appealing year-round entertainment destination.
Idea Jam Summary
During the idea jam with Golf Garage, participants focused on two main challenges: redefining public perception from retail shop to entertainment destination, and creating inclusive experiences for non-golfers. The session generated over 100 sticky notes with ideas spanning rebranding strategies, themed programming, community partnerships, and innovative uses of their simulator technology.
Participants addressed the retail misconception through visual rebranding suggestions, including removing "garage" from the name, emphasizing "sports simulator" or "entertainment" in messaging, and using window displays to showcase the experience rather than equipment. For attracting non-golfers, the group developed extensive programming ideas including beginner nights, themed events, family programming, and creative uses of the projector technology for gaming tournaments and movie nights.
The discussion revealed strong themes around community building, seasonal adaptation, and leveraging the facility's technology for experiences beyond traditional golf.
Over 100+ sticky notes!
Grab the transcribed sticky-note data here: Google Doc
Come and be part of our upcoming jam!
Idea Jam Analysis
Topic 1: Communicating Entertainment Destination Identity
Key Themes:
Rebranding and Messaging Strategy: Participants suggested fundamental changes to how Golf Garage positions itself, including rebranding to "SimuLinks," "Sports Simulator," or emphasizing "Sports Arcade" concepts. The group recommended removing potentially confusing terms like "garage" and adding descriptive taglines that immediately communicate the entertainment experience rather than retail expectations.
Visual Communication Solutions: Multiple ideas focused on physical changes to eliminate retail confusion, including vinyl window coverings showing action shots of people playing, descriptive logos with clear messaging, and storefront displays that showcase the entertainment experience. Participants suggested using "huge golf ball" imagery and taglines that position the facility as an experience destination.
Weather-Responsive Marketing: Summer messaging strategies included "Escape the mosquitos," "Beat the heat," and positioning indoor golf as superior to outdoor alternatives during challenging weather. The group suggested weather-aware advertising campaigns using targeted digital platforms and emphasizing comfort benefits like "no cleanup, no mud investment."
Digital and Social Strategy: Ideas included corporate branding through LinkedIn outreach, using video content to demonstrate the fun experience, and leveraging social media platforms with weather-responsive messaging. Participants suggested emphasizing social and indoor benefits versus outdoor golf limitations.
Topic 2: Opening Doors to Non-Golfers
Key Themes:
Inclusive Programming Development: The group generated extensive programming ideas targeting different demographics, including beginner nights, ladies nights, family programming, and teen-focused activities. Specific suggestions included MEA teacher specials, LGBTQ rainbow leagues, and programming for people with disabilities focused on creating safe, successful experiences.
Alternative Technology Applications: Participants explored creative uses of the projector technology beyond golf, including gaming tournaments for teens, movie nights, virtual sports like soccer and pickleball, VR experiences, and even unconventional applications like karaoke nights and silent disco events.
Community Partnership Strategies: Ideas included partnerships with churches for bible study and sport combinations, collaborations with local businesses for corporate events, educational institution partnerships, and community outreach through school fundraisers. The group emphasized building authentic community connections rather than transactional relationships.
Themed and Social Events: Extensive suggestions for themed programming included movie-inspired nights (Caddyshack, Happy Gilmore), holiday celebrations, cosplay events, birthday parties, and date night programming. Participants suggested creating regular programming calendars with rotating themes to maintain engagement and attract diverse audiences.
Innovative Ideas, What Stands Out, Insights
Innovative Ideas:
Technology Repurposing: Using golf simulators for non-golf entertainment like movie nights, gaming tournaments, virtual pickleball, and even hunting simulator experiences demonstrates creative thinking about asset utilization.
"Sports Arcade" Concept: Reframing the entire business model from golf facility to multi-sport entertainment arcade addresses both the retail confusion and accessibility challenges simultaneously.
Weather-Responsive Dynamic Marketing: Automated advertising campaigns that trigger based on weather conditions show a sophisticated understanding of seasonal business challenges.
Community Integration Programming: Church partnerships combining bible study with sports, and school fundraiser integration represent innovative approaches to community embedding.
What Stands Out (Patterns):
Semantic Reframing: Multiple groups independently suggested removing "golf" and "garage" from primary messaging, indicating strong consensus that current naming contributes to misconceptions.
Community Over Commerce: Consistent emphasis on partnership and community building rather than purely transactional approaches suggests understanding that local businesses need authentic community connections.
Accessibility Focus: Repeated attention to making experiences welcoming for beginners, people with disabilities, and various demographics shows recognition that inclusivity drives business growth.
Technology Flexibility: Creative repurposing of existing equipment for diverse entertainment shows innovative thinking about maximizing facility potential.
Implementation Ideas:
Phased Rebranding Strategy: Start with exterior signage and window displays, progress to social media messaging, and culminate in a comprehensive rebrand if initial changes prove successful.
Programming Pilot Testing: Launch one themed night per month to test demand for alternative programming before committing to extensive scheduling changes.
Partnership Development: Before expanding outreach, begin with one strong community partnership (such as a local church or school) to establish a partnership model.
Seasonal Messaging Campaigns: Implement weather-responsive advertising during summer months to test the effectiveness of positioning indoor entertainment as preferable to outdoor alternatives.
Target Audiences Mentioned:
The brainstorming identified these potential customer segments:
Primary Demographics:
Seniors groups ("very safe environment")
Families with kids
Teens (gaming focus)
Ladies/women (dedicated programming)
Beginners/non-golfers
People with disabilities
Corporate groups
Community Segments:
Teachers/educators (MEA specials)
Church groups (partnership opportunities)
LGBTQ community (rainbow league)
Local business professionals
Interest-Based Segments:
Gaming enthusiasts (e-sports focus)
Date night couples
Birthday party hosts
League players (serious/novice/family)
Key Challenges and Considerations:
Brand Identity Complexity: A careful messaging strategy is required to balance the golf facility's identity with broader entertainment positioning without losing the core golfer customer base.
Resource Allocation: Implementing diverse programming requires staff training, marketing investment, and operational changes that must be balanced against current successful operations.
Community Expectations: Building authentic community partnerships requires long-term commitment and relationship building rather than quick promotional approaches.
Technology Limitations: While creative projector technology offers opportunities, technical feasibility and customer experience quality must be validated before implementation.
Market Positioning: Expanding the target audience while maintaining the facility's reputation requires careful market research to avoid diluting brand effectiveness among current customers.
DISCLAIMER
The ideas, suggestions, and recommendations contained in this recap are the result of a collaborative brainstorming session conducted by Innovate MN community members. These concepts are based on limited information about Golf Garage's business operations, financial situation, market conditions, and customer base.
Recommendation: Before implementing any suggested strategies or programs, Golf Garage should conduct thorough due diligence, including market research, financial analysis, and consultation with relevant professionals.
This recap is intended to provide creative inspiration and potential directions for further exploration, not definitive business guidance.
Way to go, you made it!
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