Tuesday, February 25, 2020

[EXCLUSIVE] Intown Golf Club Shooting to Bring the Greens to the City

A new kind of social club plans to launch in Buckhead later this fall with ambitions to be a national business soon.  Intown Golf Club (IGC), which bills itself as "the private social club for avid golfers, thoughtfully crafted in the heart of your city," plans to open its first location at Two Buckhead Plaza, with plans for a Midtown Atlanta location later.  The project is being backed by serial entrepreneur and Atlanta Tech Village owner David Cummings and his Atlanta Ventures.
"The Porch" at Intown Golf Club 

Michael Williamson, listed as the company's CEO and founder, has decades of experience in both education and healthcare technology, has partnered with Clint Jarvis, who launched several golf related businesses and is co-founder and CMO of the new endeavor.

"We all struggle to find time for golf - at least as much as we’d like. Imagine a convenient, efficient and weather-proof setting where you can play 18 holes in 45 minutes, day or night, rain or shine," says the IGC website.  

Intown Golf Club was registered with the Georgia Secretary of State's office this past February and plans a fall 2020 opening in Buckhead, but has yet to file for any permits with the City of Atlanta.  It will surely take several months of renovation [and plenty of capital] to turn the former mercantile space into the planned club.

The "Buckhead Lounge" at Intown Golf Club 

According to the Intown Golf Club website, the Buckhead and Midtown locations will later be joined by outposts in Nashville, Austin, Charlotte, Philadelphia and Washington D.C., among others.

The Buckhead location will reportedly occupy the former USAA financial center which opened in 2016, but closed by late April 2017.  The space has also in recent years played host to failed fitness franchise Retro Fitness and before that, Artefacto, a Florida-based furniture retailer.  The nearly 12,000 square foot space has both prime Peachtree frontage, complete with putting greens and fire pits, as well as visibility from Buckhead Avenue.
The future home of Intown Golf Club in Buckhead
According to the IGC website:

"Everything matters, but the golf experience matters the most. When it comes to simulators, the quality of the technology is the indoor equivalent of excellent course conditions.  Intown Golf Club exclusively offers the latest TrackMan simulators for use throughout the property."

IGC will also offer members several other premium amenities including  "locker room & steam," conference & co-working space and "hand-crafted food & drink."  In addition, there will be a full-time PGA golf instructor on staff, as well as club fitting program, golf fitness training, and complimentary group instruction.

The Bar at Intown Golf Club 

"Memberships are currently available on an invite-only basis. We have carefully capped the number of members and new slots will only become available with the construction of additional locations (accessible nationally to all of our members)."

It's unclear how membership works or what it costs, but the premise of the club seems well suited for Buckhead residents who may also belong to a traditional private club, but would value the proximity and ease of a nearby indoor option.  

Upstart modern golf venue Topgolf has two locations open in the state - Westside and Alpharetta - with two more - in Buford and Augusta - coming soon.  Good Game powered by Topgolf Swing Suite, although not membership based, is in some ways similar to IGC.   The venue encompasses 7,500 square feet at The Battery Atlanta and features seven Topgolf Swing Suite simulator bays where up to eight people per bay can play, eat and socialize in "a comfortable lounge setting."  Good Game features "Full Swing" simulators, a reportedly comparable offering to IGC's TrackMan. 

Pro Shop at Intown Golf Club 

Although it is not named, IGC says "We partnered with the architecture and design firm behind several of Atlanta’s most admired and sought-after restaurants to help lay out the space."  The renderings reflect an upscale setting complete with stone and wood flooring and subtle Buckhead and golf related decor.  

Representatives from Intown Golf Club did not immediately respond to ToNeTo Atlanta's request for comment.  

Does the premise of Intown Golf Club interest you?  What would you pay for a membership to such a club?  What is your favorite club to play in Georgia?  Do you have a lead on reasonable tickets to the Masters? (Asking for a friend, literally.)

Please share your thoughts below.  

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