How Swing ATL Blends Mini Golf and Events for a Winning Experience

In this interview, we sit down with Masika George, co-owner of Swing ATL, to explore the journey behind this unique mini golf course in Fairburn, GA. Masika shares the inspiration behind launching Swing ATL, the challenges faced in creating a community-centered entertainment venue, and the strategies that have driven its success. For entrepreneurs and business owners looking to dive into the entertainment industry, Masika offers valuable insights into the importance of customer experience, event planning, and the integration of food services.

Inspiration Behind Swing Atlanta

SBS – What inspired you to start Swing Atlanta, and why did you choose mini golf as your focus?

Masika – Swing Atlanta was inspired by the COVID-19 lockdowns. Restaurants were closed and people craved outdoor fun. Our original concept was a food truck park, but we also wanted to fill a void in the entertainment scene on the south side and offer something family-friendly, fun, and unique. Adding mini golf to our concept just made sense because of our close proximity to several golf communities. 

Overcoming Hurdles

SBS – What unique challenges did you face when setting up your mini golf course?

Masika – Finding an affordable location with potential was difficult, and securing funding was even harder. Once we secured funding, construction took longer than expected due to supply chain issues, rising costs, and weather delays. I could go on and on about the obstacles we faced, but we persevered and brought our vision to life. 

Location Matters

SBS – How did you determine the ideal location for your business?

Masika – One day, my husband and I were driving down HWY 74, taking our godson to the skate park in Peachtree City, when we looked over and noticed a property for sale that I’d driven by countless times. It was a used car dealership on a three-acre lot with great potential for development.

Attracting a Diverse Clientele

SBS – What strategies have you found most effective in attracting a diverse clientele, from families to event hosts?

Masika – Instead of focusing on a specific target audience, our strategy was to appeal to literally everyone! From families to couples and groups, we wanted Swing to be a place where everyone could have a great time. We definitely prioritize a family-friendly atmosphere, but we’re also the perfect spot for date nights, girls’ nights out, and corporate events. Our vibrant brand colors, drink options, photo opportunities, and diverse playlists help create that welcoming environment for everyone. 

Food Trucks and Mini Golf

SBS – How do you integrate food trucks into your mini golf experience, and what has the impact been on customer satisfaction?

Masika – Food trucks are a big hit with our customers. It’s a convenient way for our customers to grab a bite before or after their game. The unique menu options add to the overall experience. 

Seasonal Offerings

SBS – What role does seasonality play in your business, and how do you adjust your offerings accordingly?

Masika – Swing is open year-round. We are selling fun, regardless of the season. During winter months, we transform our course with Halloween and Christmas decorations, snow machines, and cozy amenities to create a festive experience. Hot chocolate and mini golf go well together!

Course Maintenance

SBS – Can you share your process for maintaining the course and ensuring it stays visually appealing and safe?

Masika – Consistency is the key to maintaining the property. We prioritize daily upkeep by blowing off the course and cleaning the restrooms daily, often several times a day, depending on the traffic. Our customers consistently compliment us on how well-kept our course, equipment, and facilities are. They really appreciate our efforts and oftentimes contribute to keeping Swing clean. 

Event Planning and Hosting

SBS – What lessons have you learned about event planning and hosting, and how has this influenced your business growth?

Masika – We’ve learned that celebrations are always in demand, so events are a valuable part of our business. We’ve hosted a variety of events, from baby showers and corporate events to birthdays and graduations. However, planning outdoor events in Georgia can be challenging. The weather is just so unpredictable at times. We do our best to make it as comfortable as possible. This summer, we added palm tree misters throughout the property. We really try to go that extra mile for our customers and appreciate that they chose to celebrate with us over an indoor facility. 

Facing the Competition

SBS – How do you handle competition from other local entertainment options?

Masika – South Atlanta is so underserved when it comes to entertainment. We’re fortunate to be in a market with limited competition, and we’re happy that we were able to help fill a void in this area. 

Financial Planning

SBS – How did you handle the financial planning for your initial investment in creating the mini golf course?

Masika – Our financial planning was led by our business partner, Rich, who has a strong background in finance. For our initial investment, we developed a detailed business plan that outlined our projected expenses, which included land acquisition, construction costs, operating expenses, and financial projections. We contributed a portion of our personal savings to the initial investment and secured a small business loan which provided the additional funds needed to birth Swing Atlanta. 

Streamlining Operations

SBS – What technological tools or software do you use to streamline operations, from booking to course maintenance?

Masika – We use Square for our point-of-sale transactions, inventory management, and performance tracking. For our Axe-throwing attraction, we use Smart Waiver to collect customer waivers. For food truck bookings, we rely on Calendly. 

Future Expansion Plans

SBS – What are your future expansion plans, and do you see Swing Atlanta evolving in new ways?

Masika – Our goal is to add a new attraction every year. We recently introduced Fling Axe Throwing Lanes, which perfectly complements the vibrant atmosphere of Swing. Our next project is a bar with an outdoor patio. We are extremely excited about the possibilities for future developments on the three-acre lot. 

Advice for Aspiring Entrepreneurs

SBS – What advice would you give entrepreneurs looking to open their own entertainment venue?

Masika – My advice to aspiring entrepreneurs in the entertainment industry is to do your research, assemble a strong team, and DO IT!