As society continues to prioritize health and well-being, real estate developers are focusing on creating spaces that enhance physical, social and emotional wellness. One standout amenity in this wellness real estate movement is the pickleball court. “Pickleball was dubbed the fastest-growing sport in the U.S. by the Sports & Fitness Industry Association, with the number of players older than six years old growing from 4.8 million in 2022 to 8.9 million in 2023,” according to this article. The current demand is so high that the market would need $900 million in investment/construction or 25,000 new courts to keep up with it.
As a result, pickleball courts are being incorporated into residential and commercial developments nationwide as a cost-effective way to add value to a property while attracting new tenants and buyers. While some opportunistic developers have made plans to convert abandoned spaces like shopping malls, others are building from the ground up, like in one recent deal our Calloway Title team helped close.
Introducing Pickle and Social in Atlanta
“We wanted a first-in-class pickleball experience, which means we did a custom build. We have the perfect configuration of ceiling height, colors and windows,” Brian Harper, former director of sales at TopGolf and current COO of Pickle and Social, said in this article. While other pickleball courts and venues opening across Atlanta chose strategic locations near breweries and restaurants, this new “eatertainment” venue decided to combine the pickleball and restaurant concepts into one.
Pickle and Social in Gwinnett County, Atlanta, opened in December, unveiling 16 indoor and outdoor courts, a restaurant and bar, a rooftop lounge and a beer garden. It is the third concept to be introduced under the Competitive Social Ventures (“CSV”) Holding Company. It aligns with their mission to bring people together for FUN and authentic shared experiences by creating an unbeatable atmosphere, innovative play, amazing food and drink and top-notch service.
While pickleball is a highly sought-after amenity in the market right now, Pickle and Social leadership believed it would be their smallest revenue driver. They offer unique programming to fill non-peak hours, such as morning memberships and afternoon round-robin events to combat this. They also focus on strategic food offerings, adding seasonal and geographic cuisines to their menu, have dozens of yard and sports games and frequently host music guests in their amphitheater.
Strategic Partnerships
Just because something is trending doesn’t make it an automatic success. Incorporating other amenities into a wellness space is a good starting point. Still, strategic partnerships within the sports and wellness industry can provide the credibility you need to create an authentic and successful commercial space. Pickle and Social did a great job at this. They centered their idea around the popularity of pickleball, added other attractive elements and then built a team of experts, including USA Pickleball ambassador and co-owner of the Atlanta Pickleball Association, Chris Wolfe and former NFL Quarterback Danny Wuerffel, who is now a brand ambassador. Pickle and Social’s extensive Corn Hole setup also landed them a partnership with the American Cornhole League, in which they will host televised cornhole tournaments from their Gwinnett location.
Another strategic partnership that aided the project’s success was with our team at Calloway Title. Since this was a ground-up build, our team ensured that the title to the property was free and clear. We worked diligently to get this deal across the finish line so that people in our Atlanta communities could enjoy all this venue has to offer for years to come.
Learn more about Pickle and Social here, and remember that Calloway Title can handle your complex deals in any state. Visit www.titlelaw.com to work with us!
