Justin Timberlake Is Invested In Newest Golf Entertainment Concept; Here’s Why


Golf entertainment offerings have mushroomed in recent years. Topgolf continues to lead the aggressive growth of high-tech, new-age driving ranges, while companies such as Puttshack, Puttery, Popstroke and Swingers are among the smaller golf entertainment concepts entering the market.

But there was no company that sought to bring the short-term 3-course movement to a larger scale outside the confines of high-end resorts and private clubs. Untill now.

8AM Golf, the holding company that includes GOLF magazine and multiple sites including GOLF.com, Nicklaus Companies, Miura Golf, True Spec Golf and GolfLogix, has invested heavily in a concept called 3’s that combines accessible Par 3 golf with hospitality and entertainment amenities. Justin Timberlake, one of the world’s top music artists and avid golfer, has been an investor and partner in 8AM Golf since 2020 and is part of the group working to bring the 12-hole floodlit, hospitality and catering facility. & drinks and entertainment – ​​in major cities.

“It’s my passion to make golf more accessible, less intimidating, and more fun, and that’s what we at 3 are doing with our … relaxed, ‘everyone’s welcome’ atmosphere,” said Timberlake, who regularly participates in charity golf tournaments. -was an investor and developer of related events and other golf facilities.

3’s was founded in 2019 by Davis Sezna, who has over 40 years of golf and hospitality management experience, and opened its first location in 2020 in Greenville, South Carolina. Although Sezna will remain the day-to-day vision behind the concept. 8AM plans to use its industry knowledge, connections and experience to find new locations – likely starting in Southeast Tennessee and Nashville; Charleston, South Carolina; and Tallahassee, Florida.

“There’s this white space in the short-term 3 concepts that a lot of people have been talking about for the last few years. But you don’t see anyone turning it into a business,” said 8AM CEO Hoyt McGarity. “We love this space at 8 a.m. If you go to Pinehurst and go to The Cradle, it’s going to be a lot of fun. The biggest experience. We’re looking at how you bring that to the community, kids and family entertainment centers. .”

8AM is looking to bring the concept of 3 to existing golf facilities – possibly transforming the city’s golf course, as well as open spaces in select markets. The proposed course is approximately 20 acres and features 12 Par 3 holes from 70 to 140 yards with lighted fairways, a bar area every few holes, and a Himalayan-style fairway.

“We’ve been reaching out to people from Las Vegas to California,” McGarity said. “We’ve looked around the world at every 3rd concept that we can find from here to Japan. We settled on these 3. We just thought it was going to be a lot of cool stuff.”

Par 3 courses have become increasingly popular at resorts in recent years, offering golfers of all ages and abilities a shorter, less time-consuming amenity.

Pinehurst is one of the most famous examples, adding a cradle designed by the famous Gil Hanse, while Tiger Woods redesigned the Par 3 course at Pebble Beach Golf Links. Bandon Dunes is adding a second Par 3 course, while resorts like Sand Valley, Golf Kohler, Gumble Sands and Forest Dunes have shorter courses.

A growing number of private clubs have added Par 3 locations, but the short course concept has yet to establish a public brand like Topgolf has in the entertainment golf space. 8am, Timberlake and Sezna hoping 3 is the answer.

“The 3 is the culmination of 40 years of work in golf, food and hospitality, and most of all, making it fun for everyone,” Sezna said. “To say I’m excited to grow with 8AM Golf and JT would be an understatement. With 3, our possibilities are endless.”

According to McGarity, short courses are a “white space” in the golf industry that has yet to be activated.

“It’s time to have a brand like 3 that fits these markets,” McGarity said. “Shall we take 50? I don’t know. But a great place to learn golf. The point is, how do you make money from 7am to 10pm? It’s everything from birthday partners to interesting kids, teenagers and more.”

“See Pebble Beach’s ‘The Hay’; It’s something like 60,000 to 70,000 rounds. It’s a whole new revenue stream,” added McGarity. “The cradle was perfect for Pinehurst. It was 17 acres, and they barely needed it. Now it’s probably the most amazing thing they have. It’s amazing how vision can change things on the land you own. I’m short I’d like to talk to all the 3rd grade course owners and say, ‘Give us a call.” Maybe we can help put together a really cool design and use our media and reach to promote it.’ As long as it fits the vision of the 3rd, that would be the goal.”



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