Tari Cash, Owner, CitySwing (courtesy Tari Cash)
Summer 2018 was a season to remember for Tari Cash, the new owner of CitySwing, a state-of-art golf practice facility that she opened in Washington, DC in July. Cash set up the new business venture with high hopes of growing the game among local residents. She is also on a mission to inspire and advance the sport across her vast business network and expects to attract new players.
The avid golfer says she truly hopes to get “more women and people of color playing.” The grand opening was held at the home of the location, 929 H Street, NW, Washington, DC which is situated in the popular CityCenterDC development area. The bustling neighborhood is packed full of luxury residences, dozens of high-end retail stores, eateries, and more— CityCenterDC is the newest hub of all that’s happening in DC.
Currently, the self-funded practice facility has only one golf simulator and a cozy lounge suite for customers. Future endeavors include providing clubs and equipment on-site to “help people feel more comfortable participating”. There are also plans in the works to expand her operation into a full-scale facility with perhaps six to eight simulators and enclosed suites. She envisions her place to become somewhat of “a karaoke bar” for friends to hang out together, share golf tips, relax and enjoy themselves in a golf-themed environment. More growth could include a restaurant and bar for added enjoyment. The mood, for now, is inspiring with a decor of energizing colors and papercraft works by artist, Alicia Kelly where visitors can test their skills or compete with friends.
Equipment for customer use at CitySwing includes a simulator, Trackman 4’s Dual Radar Technology, and a performance tracking system trusted by more than 800 Tour pros. It will provide year-round training support to golfers who seek to keep their game in shape. The simulator also provides data and analytics on movement of the club and ball, while displaying live graphics overlays of club path, face angle, target line and ball trajectory. On top of the unit, data is synced with a 360-video system that records every swing. Premier 3D graphics provide a realistic experience on many of the world’s best-known courses. It’s not a cheap item either, as pricing for these types of units can start at around $19,000 for an indoor model.
The idea for her business was realized when she became aware that there was no place within the busy city for her to practice her golf swing, and getting all the way from downtown, through traffic, and out to a golf course would take much time and effort. So, having a golf simulation experience in the heart of Washington, D.C., with easy access to the metro system could be the perfect alternative. The facility has a variety of programming with group clubs for men, women, youth, and a newly established Winter League.
A Non-Intimidating Space
With these exciting activities, CitySwing may just be the answer to exposing more of the city’s population to the game of golf. Since the city’s population growth is being led by millennials, the District of Columbia is 50.7% African American. The total African American population in Washington’s District of Columbia (DC) according to the 2010 U.S. Census was 305,125, according to the United States Census Bureau.
“Our space is very non-intimidating, fun, and is very intentional,” Cash, a 43-year-old, first-time entrepreneur said to TheUndefeated.com . “We were very thoughtful about creating a space that is inviting and inclusive to all people. Don’t let the intimidation factor hold you back, because you’re being held back from more than just the game of golf.”
A Wellesley, Massachusetts native, having lived in DC since 2009, Cash —like so many black men and women who play golf—has had her own unpleasant personal experience of feeling not welcomed when arriving at a golf course.
“We are polarizing when we step onto a golf course, but not all of them,” she said to TheUndefeated.com. “I think times are changing, but the reality is that for years women and African Americans were excluded from country clubs. It wasn’t until the late 1990s that many of the most prestigious clubs in the country actually allowed African Americans to be members, and there are still country clubs today that do not allow women to be members. So if you cannot participate because you are not allowed to be a member of the club, then why would you try to play and how do you participate in all of the other professional and personal benefits?”
Delving into the entrepreneurial lane came to Cash through her golf partner, Valencia McClure, vice president of governmental and external affairs at Baltimore Gas and Electric. McClure regularly played golf with her CEO and the interactions made a positive impact on her career at the company. Cash confessed in her interview with The Undefeated, “It dawned on me that you don’t actually have to excel at golf to reap the professional benefits, you just have to be willing to participate.”
Business is Done On The Golf Course
“Business happens through relationships, and when you’re playing golf with someone for four to five hours, you really get to know a lot about the person,” said Cash to TheUndefeated.com. “You get to know them in a social and professional manner. It’s through those relationships that business happens. That’s why I feel like more women, people of color and everyone should play golf. You don’t have to excel, you just have to be comfortable participating.”
“I wanted to create a place for golfers like me to play or practice when time, weather, proximity and traffic prevent traditional play; and a place where aspiring golfers can go to learn in a non-intimidating, fun and welcoming environment”.
CitySwing is open daily, Monday-Sunday, 10AM-9PM.
Customers can walk-in or make a reservation to visit CitySwing. The cost to play is billed in intervals and dependent on the amount of time spent: (15 minutes: $35; 30 minutes: $60; 60 minutes-plus: $110). Depending on individual skill level and interest CitySwing has an array of arcade-style games, driving range simulation, or Par 3 holes for customers to test the experience. “We charge for time and not by person,” Cash said. This pricing model is excellent for groups, whereby four persons can split the price!
CitySwing can also be rented for corporate, business and social gatherings, including networking events, private receptions and birthday parties.
For more information on CitySwing or to reserve time visit Cityswingdc.com.
