Golf is often seen as a preserve of the middle-upper classes. But in Washington, D.C., one young entrepreneur is trying to change that mentality.
Tari Cash is owner and operator of CitySwing indoor golf. Located in D.C.’s new CityCenterDC neighborhood, near Chinatown. CitySwing offers individuals or groups the chance to play a round or two in a high-tech virtual simulator.
Cash isn’t just an entrepreneur — she’s a golfer with a passion for her sport. “I love the game of golf,” she tells me. “It requires strategy, skill, and brings out the best of my competitive spirit. I also love living in downtown Washington, D.C., where it can be difficult to get to a golf course.”
Cash continues, “One day in the summer of 2017, I finished work early and wanted to practice my golf swing. However, Beltway traffic was so bad, it overwhelmed my desire to drive anywhere, including to a golf course. Frustrated, I thought, ‘Why isn’t there a convenient place in the city to practice?’ It didn’t take long to learn indoor golf exists globally, yet there were no facilities in D.C.”
Thus, CitySwing was born. The graphics, of many very different courses around the world, are exceptional, and the sense of frustration and excitement are real. But while Cash’s creation is based in one of D.C.’s fancier neighborhoods, she wants to make it an accessible experience. Cash, an African-American, explains that when it comes to attracting “new, diverse” players, “[i]t’s not the game [of golf], but the history and the culture that can be polarizing.”
To counter that perception, Cash wants CitySwing to be as accessible to as many people as possible. That means providing high-quality clubs to newcomers and allowing experienced golfers to bring their own sets. It means guidance where players seek it and quiet distance where others prefer that. It means a professional but friendly experience. (I can attest that there is no one there casting judgment about anyone’s lousy swing!)
Still, Cash also recognizes that golf is intertwined with effective business dealings. “Professional advancement is often about relationships, and I would argue there’s no better place to build networks, strengthen relationships, and learn about a person’s character than on a golf course, real or virtual.”
It’s a grand idea. Golf is a relaxing sport with a vibrant fan base. But there’s no question that the cost, travel times, and perceptions of golf deter new players. CitySwing aims to change that. I expect and hope that Cash will succeed.
