Swingshift Golf: An entertainment venue in Tupelo to focus on the experience

TUPELO – For more than two years, Wesley Bray has worked hard on a project that's close to his heart – a unique entertainment venue for the area that will create fond memories for all.

And it all began after a dinner date in Tupelo with his wife, Dena.

"We got through eating at a local restaurant, and it was like, 'what else is there to do?'" he said. "What is there to do for adults? We've got some things for kids here, but for the adult demographic, there's just not a whole lot. So that's what we'd like to see. So that's what kind of prompted it."

"It" is Swingshift Golf, a multimillion-dollar golf facility that, when completed, will include a gamified outdoor golf driving range, a full-service restaurant and bar and a 36-hole putting course. The project will be split into two phases, with the putting course built in the second phase.

"I feel like anytime you say, 'I wish,' sometimes there's an opportunity for something," he said.

Swingshift Golf will be built on about 30 acres just west of Tractor Supply Co. on West Barnes Crossing Road. It's a wooded area right now, but much of it will be cleared. However, many trees will remain to serve as a natural barrier to the road and around the property.

Ironically, neither Bray nor his wife are golfers. But as they attended conventions for the entertainment industry to get ideas of what to build in Tupelo, they went to gamified golfing ranges and enjoyed it immensely.

"We had an absolute blast, and it was an amazing experience," he said. "We and a few of our friends, looking back, it was a good time; we were laughing, it made for great memories. So things started to develop from there to see what would be a good fit for Tupelo. One thing led to another, and I think we've made something that will be great for the Tupelo area."

And what exactly is gamified golfing?

Players will be in one of several bays overlooking the golf range, with screens nearby that will be part of the play. TrackMan Golf will assist with its development, Bray said.

"You have technology that's tracking the ball, and it's displayed on a screen where you're swinging and playing at," Bray explained. "It has so many points for this or that. The screen part of it will have different animations, so while you're targets are staying the same on the outdoor part, it may change on the screen on what the game is or which target you're supposed to hit or what order you're supposed to hit or how close you're supposed to get.

"That's one part of it and the other part may be as simple as the longest you can hit, or it picks one target out of eight and you see how close you can get to that pin. On top of that, it'll have all the stats and information that an avid golfer wants like distance, speed in miles per hour with the ball, etcetera. So it's very interactive, not just hitting a ball ... But here are several different options to change up things."

Details of the restaurant and bar are still in the planning stages, but Bray said they have two different models being considered. In either case, the focus on quality is paramount.

"We've done some research into the drinks and stuff and all that and what we're going to do," he said. "This is something where I want almost everything to be special and unique ... I don't care if it's the hamburger you order. I want it to be a little different, something with an amazing taste and something we can knock out of the park."

No corners will be cut, and while Swingshift won't be a spare-no-expense proposition, it will be a deep and solid investment.

"I want to give an experience; I want this place to be almost like a vacation for people. I want to totally focus on that experience part and provide really good food. It's going to be some engaging and fun entertainment. ... It's going to be all about the details to make it as enjoyable as possible.."

The first phase is essentially underway with some early site development, and in the next 3 to 4 months clearing of the property will begin. Dirt work should being shortly thereafter.

"I'd love to have construction start next year, whether it's the early part of the latter part I can't say, but we'll be working every single week to get it moving forward," he said.

Bray said he and his wife looked extensively at every obstacle that could possible come their way that could delay or stop the project, and they feel confident about their plans.

"We've cleared almost all those obstacles to the point we can move things around with some different models to make something happen and get it started," he said.

Bray is hoping to have the first phase of Swingshift open by the latter part of 2025.

The second phase – the 36-hole putting course – likely will begin "rather quickly" Bray said, roughly a year later.

Consulting on the project is Dave Wallace, president of Turfway Entertainment Management Group, which has worked with family entertainment centers across the country for more than 60 years.

"He's absolutely phenomenal with what he does," Bray said. "He comes highly recommended from most any of the manufacturers in the entertainment industry. He's one of the more expensive consultants but he's worth every penny. He's helped us put together something amazing, and the reaction on social media is a testament to that. Having him and tailoring this to the Tupelo market has been a little challenging, but I think we've come up with something really good."

Bray anticipates that Swingshift will need 50-100 employees once it is fully operating.

Entrepreneurial Spirit

Bray is quite the entrepreneur, with four businesses, including three in Tupelo: Pro-Cision Collision, Daybrite Collision, and Rental Cars of Tupelo. He's also the co-owner of 300 Fitness Gym in Pontotoc. His success with those businesses allows him to self-fund Swingshift.

"This is something new and fun," he said of Swingshift. "Cars will always be in my blood, something I'll always have a passion for. I'm thankful for the businesses that have come and our customers and what we're doing for our customers. That won't fade away at all. But I love to be on the other side where customers are coming with the intention of having a good time, laughing and all that. I want to share that with people."

Bray said the thought came to him one day about what he would do everyday if he could do it unencumbered by anything else. He wasn't sure what the answer was at first but then after thinking about it a little more it was obvious: Simply having fun with friends and family, making memories to last a lifetime.

"It doesn't matter what you're doing: You're just having a good time, and that's great," he said. "So I thought if I was at a place where I could share that with people and around people, laughing and cutting up and having a good time and having good energy, that's the place I would want to be regardless of whether I was being paid."

What about Buzzed Bull?

| What about Buzzed Bull? |

In 2022, Bray announced plans for the vacant lot where Cancun Mexican Restaurant once stood at Crosstown.

The plan called for the construction of Buzzed Bull Creamery, a liquid nitrogen creamery with hand-crafted ice cream and milkshakes which can be infused with alcohol. Also on site would be Roll On In, which would Asian-fusion cuisine with sushi burritos, sushi tacos, sushi bowls and sushi donuts.

However, those plans have been put on hold as the Brays decided to go all in with Swingshift Golf, and the idea likely will not come to fruition.

“Probably not,” Bray said. “It was a great concept, and I wish we could have had that up and going while Swingshift was getting developed. Then I could step away from it some and do this.”

But Bray said the cost of construction increased drastically and design plans took longer than anticipated, putting them project behind.

“A lot of things that changed, and Swingshift was something I really wanted to devote a lot of time to,” he said. “It was a tough decision not to move ahead on the Buzzed Bull thing. I think it’s an amazing product and it’s unique and I think it would do well in this area.”

That being said, Bray still owns the property, and if anyone is interested in developing the site – perhaps even collaborate with him to open Buzzed Bull or something else – he’s open to the idea.

With the project being self-funded and no outside investors to answer to, Bray said that will give them the flexibility to make any changes necessary quickly, without having to ask for approval from others. Swingshift is a massive and a risky undertaking, but one worth taking, he believes.

"We're blessed to be in the position to make it happen," he said. "For us it's an absolutely huge investment, but at the same time everything I've ever done I've had to go all in and make it happen and we've had a lot of success with it. I don't expect this to be any different."

With Dena at his side for the past 17 years, Bray has no doubts Swingshift will be a hole in one.

"She's a big reason why I feel like we can take on the things we do," he said. "She's always been a great supporter, and she's got a degree in accounting and business. I tell her I want to do something and she puts the numbers together and finds a way to make it happen. She's definitely the reason I feel like we are where we're at."

When Swingshift is completed, Bray hopes to will be one of those places that will not only create memories but unlock core memories in the future.

"I want it to be something people from an hour away will want to come and experience," he said. "You're having drinks and having some friendly competition, and you're just sitting back enjoying yourself without really thinking about it. For us to provide a place to do that is something I look forward to doing every day."