When I quit my day job in 2012 to create a miniature golf course/restaurant/bar in San Francisco, I never anticipated that our little hybrid would be leading the charge into the brave new world of “experiential retail.” Now 17 months old, Urban Putt is an unqualified success, appealing to a surprising mix of millennials, corporate party-goers, and families. 

Given that this particular three-headed hydra had never been attempted before, it demanded a single-minded focus on designing a unique customer experience. In this talk, I’ll take you on a pictorial tour of Urban Putt and explain the rationale behind the choices made. I’ll share some of my favorite success and failure stories, and leave you with a few critical lessons I’ve learned about implementing effective practices in an experiential retail environment.