Baseball may be America's pastime, but the Milwaukee Brewers and X-Golf America are giving visitors to American Family Field in Milwaukee a unique way to pass the time whether the Brewers are at home or on the road, during the middle of the Major League Baseball season or during the dead of winter.
The Brewers and X-Golf America announced Thursday a partnership to bring a state-of-the-art indoor golf experience to AmFm Field under the X-Golf footprint. X-Golf at American Family Field is a first of its kind year-round entertainment venue in an MLB stadium and the first-ever X-Golf location in a sports stadium.
The 11,000-square-foot facility, set to open late in the 2022 baseball season, will be located in what was previously the Stadium Club on the Club Level. The X-Golf facility will feature seven indoor golf simulator bays over two floors, with three bays that offer expansive views of the playing field.
“We are pleased to partner with X-Golf to bring an approachable and interactive experience to American Family Field that fans can enjoy year-round,” said Rick Schlesinger, the Brewers' president of business operations. “Merging two great passions of our fans — baseball and golf — will add a new element of fun and engagement at the ballpark.”
Featuring traditional country club and mid-century modern décor, the space will also boast two full bars and seating areas with views of the game. Delaware North, which is the official concessionaire at AmFam Field, will partner with local vendors to create a menu of specialty drinks and pub fare that will be available for fans year-round, including during all Brewers home games.
According to a news release, X-Golf's simulation bays offer unparalleled accuracy and virtual reality golfing using a combination of cameras, infrared lasers, impact sensors and advanced gaming software. As is the case at its Brookfield location, patrons will be able to make reservations to reserve simulators on game days (Brewers game tickets are required).
X-Golf at AmFam Field will also be home to golf leagues and tournaments throughout the year. Open seven days a week, regular operating hours on non-game days and more information about reservations and leagues will be available later this summer.
The AmFam Field location will be owned and operated by Shawn DeMain and Luke Larson, in partnership with the Milwaukee Brewers. DeMain and Larson are also owners of the X-Golf Appleton, X-Golf Brookfield and X-Golf Mequon locations. The facility also will have a licensed PGA professional on staff who will be integrally involved in golf lessons and club fittings.
“Launching our first X-Golf partnership with a world-class sports organization is a significant milestone for our brand,” Ryan D'Arcy, the president and CEO of X-Golf America, said in a statement. “The growing trend of expanding entertainment options for fans certainly lends itself perfectly to the X-Golf model. We look forward to welcoming guests to enjoy our state-of-the-art golf technology while watching the Brewers take home W’s.”
Since launching its franchise operations in 2016, X-Golf America has branched nationally into 23 states from Oregon to South Carolina. According to its website, X-Golf has 126 active locations with 15 others opening soon, including one planned for the neighborhood near Wrigley Field in Chicago. In addition to the three facilities DeMain and Larson own, there are three others in Wisconsin in Kenosha, Madison and Middleton.