Case study: Birdies Jordan

 

Birdies is the first indoor golf facility in Amman, the capital city of Jordan.

While the country is already home to the Greg Norman designed Ayla Golf Club, we were briefed to create an indoor golf venue based on one of the city's main shopping malls to create an accessible entry point for new golfers in the country.

Working in close collaboration with the client, we agreed that the industry-leading aboutGOLF launch monitor would provide the ideal combination of playability and accuracy for better players with fun games and short-form options for newer golfers. Our proposal also included two video suites for use by PGA Professionals as part of a pathway for new golfers.

Our role extended beyond simply defining an appropriate technology solution. We worked with the client to review multiple potential locations that allowed for an optimal layout, with simulators, lounge and bar areas to maximise non-golf revenues and optimise the commercial viability of the venture.

A first-floor location in the Swefieh village surrounded by retail, dining and entertainment options provided a perfect environment to attract both existing and novice golfers. Our design for the venue included two widescreen simulators placed on opposite sides of the main bar, creating a communal space to enhance the atmosphere when hosting competitions.

In the smaller welcome area two compact simulators measuring 3.8m in width created a space for members, as well as a place for resident PGA professionals to host clients. 

After completing drawings, we worked with the client's local design and build team to define electrical and construction specifications, sourcing local components to reduce import duties and finding bespoke ceiling mounts to match the venue's industrial aesthetic.

Installation was completed over a five-day period in December 2021, with the Urban Golf install team working with Jordanian contractors to minimise travel costs. On completion of the installation, we delivered three days of training to provide the onsite team with operational and service know-how to open and manage the facility.

The site has been a huge success and is the central hub for the Jordanian golf population. Birdies are now looking to add further simulators within the mall and at new sites in Jordan and other Middle Eastern regions.