Profitable Culture and Demographic Fit

by Janice Vega

Chapman Automotive Group has entered into a partnership with Topgolf® in Arizona, which includes locations in Scottsdale, Gilbert and Tucson. The three-year agreement between the Chandler-based auto dealer group and the global sports entertainment leader will enhance guest experience through brand activations, music entertainment, driver appreciation nights, giveaways and more.

This unlikely partnership is a result of a culture fit, demographic overlap and location alignment between the two brands. According to Chapman Automotive Group CEO Ted Chapman, the company prides itself on excellence in customer service and commitment to community, and recognized that Topgolf strives for the same goals by creating moments that are meaningful for their guests. Through their collaboration, Topgolf (with more than 1,500 Arizona associates and millions of annual guests) and Chapman (with more than 17 automotive brands and 1,700 employees), are on the cutting edge of redefining sports and entertainment partnerships.

As part of their agreement, Chapman will receive exclusive marketing exposure to millions of Topgolf fans in a fun, engaging and vibrant environment over 363 days a year. Through lead generation, media promotion, vehicle displays, test drive events and social media contests, Chapman stands to gain key audience segments, including social seekers, families, athletes and corporate business. In exchange, Topgolf receives exposure to a wide variety of its target demographic from Chapman Dealerships, including luxury and non-luxury buyers, millennials, families and executives. Chapman’s 17 dealerships will also host customer and employee events at Topgolf venues, and Chapman will help Topgolf create exciting events to drive guest visits.

Together, Chapman and Topgolf aim to amp up guest experience by hosting exciting game integrations quarterly, giving away Chapman vehicle leases and large cash prizes at Topgolf venues throughout Arizona, and by providing entertainment through curation of a new Topgolf Music Series presented by Chapman Automotive Group.

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