A Brit-born entertainment concept that blends crazy golf with eating, drinking and dancing is teeing up to take advantage of a post-pandemic surge in demand for fun.
Called Swingers, it is set to open in first US locations in New York City and Washington DC as part of a push into America following a $20 million investment from Cain International.
“As we look forward to a post-pandemic economy, we are confident that Swingers will benefit from pent-up demand for new and engaging ways to socialize,” said Nick Franklin, Global Head of Private Equity at Cain International.
“It is our belief that businesses in well-located cities that seamlessly deliver safe, high-quality, hospitality-driven experiences are the future of entertainment and we’re excited to support Swingers’ growth and expansion into the U.S.”
Swingers blends its “crazy” mini golf with gourmet street food, hand-crafted cocktails, a theatrical setting and a live DJ to create what they call “an incredible social experience.”
It will open its first US location in Washington D.C’s Dupont Circle on June 11, with its fourth location coming shortly after in the Flatiron District with a 22,000 s/f basement space in the new Virgin Hotel at 1227 Broadway.
JLL’s Amy Zhen represented Swingers in the lease for the location in the hotel, which is slated for completion in 2019.
Sir Richard Branson’s Virgin Group and developer Lam Group acquired the site and its two existing buildings for $72 million in August 2011. The 38-story, 463-room hotel topped out in February 2019 and is scheduled to open this fall.
The first and second floors will contain retail, with Virgin Hotel taking up the floors above it. Amenities take up three levels and include a rooftop pool and bar, meeting spaces, and a number of beverage and food outlets, including the Commons Club.
“Swingers is a one-of-a-kind experience offering guests a new take on the classic game of mini-golf with high-end street food, amazing cocktails and elaborate interior decor like you’ve never seen before,” said CEO and co-founder Matt Grech-Smith.
“What started out as a five-month pop-up in a London warehouse in 2014 has since grown into two permanent venues in London, U.K and an exciting development pipeline to come. Our expansion to the States was a natural next chapter. We’re thrilled to put a stake in the ground in two of the U.S.’s most influential cities known for their electric nightlife, diverse culture and prominent hospitality industry.”
Swingers has aligned with notable local talent to bring guests a unique food and beverage experience tailored to each location and will partner with local DJs to provide music throughout the week.
In response to COVID-19 restrictions, Swingers will continue to follow CDC guidelines to ensure the health and safety for all Swingers’ patrons and staff.