"It’s a cross between the ambience of a 1950s bowling alley and an episode of 'The Jetsons.'"

Bill Pennington tells us about a new driving range concept called Top Golf where, in addition to your normal practice options, the emphasis is on a bowling alley concept complete with microchips in balls and computer-aided simulation.

With the advent of ingenious microtechnology, Top Golf makes golf practice a competitive activity. Players aim at dartboardlike targets spaced at multiple distances — they could be 50 yards, 100 yards or 200 yards — and sensors read a microchip embedded in each driving-range ball. Points are awarded depending on how close the balls come to the targets. Scores are displayed on large touch-screen monitors in each oversize driving bay, the better to share with your teammates and opponents.

Up to six people can play at once, and there are sofas and other seats nearby to relax on while not hitting. At the newest Top Golf locations — there are four in the United States, with plans for many more — you can direct everything from the touch-screen monitor. That means you can choose from one of several games to play, order more balls from the automatic dispensing system or summon nachos and beer from one of three bars and restaurants.

The facilities cost about $10 million to build and generate on average about $35 a person during a visit. The story explains where you can find one of their initial locations. If anyone has been to one, I'd be curious to hear what you thought of the experience.