FSR June 2023

PICKLEBALL

Pickleball FRENZY: THE RACE TO OPEN EATERTAINMENT HOTSPOTS

America’s fastest-growing sport extends dwell time and expands operations across every daypart in a restaurant.

FIVE MINUTES. That’s how long it took for the spring pickleball league to sell out at Smash Park in Des Moines, Iowa. Since opening in 2018, the eatertainment hotspot—with scratch-made food, a full bar, and six pickleball courts—has built a loyal following, including the more than 200 people and 18 leagues that signed up immediately. Once dismissed as a morning pastime for seniors at local rec centers, pickleball has emerged as one of the fastest trending sports across generations. The average age of folks signing up for the Smash Park league is 35, and some 4.8 million people play the sport in the U.S., marking a 15 percent year-over-year increase that followed a 21 percent growth rate the prior year, according to the Sports & Fitness Industry Association’s 2022 report on pickleball. And Gen Z is fully on board: The fastest-growing cohort are players under the age of 24. “Our Friday night leaguers are different from our daytime afternoon leaguers, but the courts are always full and guests can book them two weeks out,” says Dannelle Dahlhauser, Smash Park director of marketing. BY CONNIE GENTRY

SMASH PARK MARKETING

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FSRMAGAZINE.COM

JUNE 2023