Timberlake backs golf entertainment concept

Growing Golf
3's Justin Timberlake

One of the world’s best-selling music artists wants to make golf more accessible by investing in par-three courses and off-course entertainment.

American singer-songwriter Justin Timberlake, together with partners at 8AM Golf, has announced an investment in 3’s - a new concept in golf entertainment - that operates a 12-hole par three course in South Carolina, USA.

Originally founded by hospitality entrepreneur Davis Sezna, 3’s brings together flood-lit par three golf with practice facilities, an 18-hole putting course, live music and a bar restaurant providing high-quality dining experiences.

Speaking to Fox Carolina, Timberlake said: “The 3′s concept is one I’m extremely excited about. Making golf more accessible, less intimidating, and more fun is a passion of mine, and that’s exactly what 3′s accomplishes with its relaxed ‘all are welcome’ vibe.”

Timberlake is a passionate golfer and lead partner at 8AM Golf, a portfolio of golf brands that includes T-Squared Social, a golf dining and entertainment company he founded in partnership with Tiger Woods.

8AM Golf says it will work with local partners to create 3’s courses in major metropolitan areas across the United States, making the game more fun, accessible, and enjoyable.

For the first time in history, total golf participation – made up of on and off-course golfers - will top 40 million Americans in 2022, according to the National Golf Foundation.

The NGF credits much of this growth in popularity to shorter courses and new golf-centred entertainment experiences, such as Topgolf. 

The 3’s model features flood-lit venues that can be played at night, after work and during golf’s off-season with shorter rounds and more time to socialise and have fun with friends.

While nine-hole courses have always provided a gentler route into traditional golf, owners and operators have begun to view par-three golf as an ideal entry point into the sport.

Olympic golf course architect Gil Hanse has designed numerous short courses, including The Cradle at Pinehurst.

“I think short courses are a fantastic idea,” says Hanse. “At The Cradle, no hole is longer than 110 yards, it takes 45 minutes to an hour to play and it is just a blast.

Everybody is having fun out there, whether you are a good golfer or a beginner. You can putt from tee to green, but there is also enough challenge for a good player.”