Golf Brewer's Ball Park fan experience


The Milwaukee Brewers will roll out what it claims will be a first-of-its-kind entertainment venue in a Major League Baseball (MLB) ballpark later this year, after striking a partnership with indoor golf technology firm X-Golf America.

American Family Field, the Brewers’ home, will receive 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 available year-round, during Brewers games, and on non-game days.

“We know there is a great overlap with baseball and golf fans, especially here in Wisconsin,” the Brewers’ chief revenue officer, Jason Hartlund, told Fan XP.

“We are thrilled to bring a fun, interactive experience to the ballpark that can be enjoyed year-round. This type of project reflects the Brewers’ continued commitment to provide the best ballpark experience to our fans, and to move the ballpark forward with the newest technology and experiences, staying on par or ahead of other MLB ballparks.”

Simulator bays

Located in what was previously the Stadium Club on the Club Level, the X-Golf facility will feature seven state-of-the-art, indoor golf simulator bays over two floors – with three bays that offer expansive views of the playing field.

Featuring traditional country club and mid-century modern décor, the space will also boast two full bars and unique seating areas affording views of Brewers games. Delaware North, the official concessionaire of American Family Field, is partnering with local vendors to create a menu of specialty drinks and pub fare that will be available for fans year-round, including for all Brewers home games.

“What truly makes it unique is that there’s nothing else like this in other venues,” said Hartlund. “This is the first-of-its-kind experience to be located in an MLB ballpark. While others may have bays or performance centres, this experience will differ as it offers a full entertainment, food and beverage experience permanently located in the ballpark – open year-round and on non-game days.

“Additionally, a PGA Professional will be on site to help with lessons, club fittings, and answer questions.

“Three bays will showcase floor to ceiling windows. We’re converting this space from fine dining to an approachable and interactive space with X-Golf.”


Fans will be able to make reservations to reserve simulators on game days, while X-Golf at American Family Field will also be home to golf leagues and tournaments throughout the year.

Hartlund explained: “On game day, fans will still need a game ticket to enter the ballpark, X-Golf will be one of the activities they can enjoy during the baseball game. Fans will not be allowed to bring clubs in on game days – the facility will have clubs available for them to use. Fans are welcome to bring clubs in on non-game days.

“We expect reservations for the bays to fill quickly on game day so we encourage fans to reserve in advance. X-Golf will be open for walk ups at the bar and there will always be one bay open for games like ‘closest to the pin’ and ‘longest drive’ so that fans can enjoy play while they are waiting for a bay or if they’d just like a taste of the experience. Food and beverage will be available on both game day and nongame days.”

The Brewers have called American Family Field home since the ballpark opened in 2001. The club is due to open its 2022 regular season campaign at American Family Field by welcoming the St. Louis Cardinals on April 14.

Fan experience

Regarding the team’s fan experience plans for 2022 and beyond, Hartlund explained how the new season will bring other fan experience enhancements, including opening up the new Cream City Cocktail bar in the right-field corner on Loge Level.

The 65-foot porcelain bar, designed by Ramlow/Stein Architecture + Interiors, incorporates cream city brick with notable wood and metal design attributes. The expansive open concourse and views of the field will welcome fans to the new gathering space to watch the game.

The Brewers, in partnership with Milwaukee-based Black Shoe Hospitality and food-service partner Delaware North Sportservice, have also announced new ballpark menu offerings inspired by recent James Beard nominee Joe Muench and Dan Sidner, the culinary talent behind beloved local restaurants Maxie’s, Blue’s Egg, Story Hill BKC and Buttermint Finer Dining & Cocktails.

“The collaborative approach to the new menu takes Black Shoe Hospitality’s unique insight into the Milwaukee culinary scene and with the help of Delaware North, delivers an enhanced and memorable ballpark menu,” Hartlund said.

From new culinary options to a brand new bar and the X-Golf facility, Brewers fans will have plenty to keep them entertained, along with the baseball.

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This exclusive insight is part of “Fan XP” – a newsletter designed to keep you abreast of the latest innovations, strategies and more regarding fan experience across the globe. To sign up, please click here