Ice House at PGA Frisco
How a buzzy new food and beverage concept found its recipe for success with beers, BBQ, and bays.
Ice House, a ranch-style beer garden boasting six hitting bays, sits at the center of a massive golf haven anchored by the PGA of America Headquarters. The resort also includes two world-class courses, a 10-hole par-3 course, a 30-acre practice facility, an Omni hotel, retail spaces, a performance center, clubhouse, and convention center.
As an ‘Official Range Technology’ of the PGA of America, Toptracer’s fingerprints are all over PGA Frisco. At Ice House, Toptracer bays give guests an opportunity to hit golf balls in a relaxed, all-weather environment overlooking the expansive campus.
Usage: With just six bays, the Ice House averages nearly 53,000 balls hit per month. When the weather is poor, the venue’s bays are often slammed with hotel guests because they’re unable to play the courses. The most popular game mode: Virtual Golf, where guests can play both of PGA Frisco’s championship courses right from their bay.
Customers: Initially, more males were using the Ice House hitting bays but over time, it has diversified with more and more families taking advantage of the facility. A number of bookings come from events at the on-site Omni hotel, with nearly 75% of groups being corporate outings in nature.