One of the newer concepts in golf entertainment – 3’s, an approach that combines accessible Par 3 golf under the lights with cutting-edge hospitality – is expanding with its second location in the Carolinas and a vision for further growth.

Founded by restaurant and hospitality entrepreneur David Sezna, the first 3’s location opened in Greenville, South Carolina, in 2020 and 8AM Golf and partner Justin Timberlake invested in the brand in 2022 with the intent of refining and replicating the model at other locations in major U.S. metro areas.

The second location will be in Charlotte, with 3’s acquiring the Pebble Creek Golf Course in Indian Trail and announcing plans for an extensive renovation of nine months to a year that includes course improvements, lights for nighttime play and a dynamic food & beverage offering. The new 3’s location is scheduled to open during the latter half of 2025.

“The 3’s blueprint that we created in Greenville has proven to be everything we had hoped — it’s the perfect golf destination for a relaxed gathering of friends and family,” said 8AM Golf President Hoyt McGarity. “From the onset, we had an expansive vision for 3’s, and it’s great to see these efforts come to fruition with the plans we have for our second location.”

The Charlotte course will be cut down from an 18-hole Par 3 to 12 holes, staying true to the original 3’s concept. The facility will install lights as well as an eatery known as “The Grubhouse” that features comfort food as well as drinks and merchandise. The casual atmosphere – designed to encourage golfers (and non-golfers) to hang out and socialize — will be enhanced by firepits, Adirondack chairs and music.

“The business model really is about fun and accessibility,” said 8AM Golf Chief Strategy Officer Trey Marucci. “It’s about making it less intimidating for everyone to experience golf in a way that provides other elements they enjoy — a wonderful kind of bar-and-grill style atmosphere at the heart of everything, with TVs to watch your favorite game, great food or cocktails if you just want to get out on the back of a gorgeous deck and watch the sunset over a golf course. ]

“Adding all those attractive, off-course amenities to the idea that: ‘Hey, if you’ve never played golf and you want to go give it a shot, this is a great place to do it,’” Marucci added. “Nobody’s going to judge you. It’s relatively easy to get started, and everybody’s really just out there to have fun. There’s not a lot of judgment going on for anybody’s golfing ability.”

The 3’s team and 8AM Golf continue to look at other locations for expansion of the brand, with the Southeast and Southwest U.S. being particularly attractive areas in the short term given the appetite for golf and generally favorable year-round weather conditions in those regions.

“I know there’s a lot of appetite in places, in the north summer towns, things like that as well, so that’s certainly something we’re looking at,” said Marucci. “And then, longer term, we’ve been approached and talked to people about some pretty interesting opportunities overseas as well.”

The 3’s concept is one that’s of considerable interest to Timberlake, an avid golfer who helps with creative initiatives across the 8AM portfolio of brands beyond his primary focus as a songwriter, performer, actor and producer.

“3’s is something he’s particularly keen on because of the ability for access. He really loves the idea of bringing the game to more people, and people who might otherwise not get the opportunity to experience this game that he loves,” added Marucci. “So, he’s been pretty hands on with trying to talk about ways, as we grow, he can help out — whether it’s with showing up for an event or things like that. Certainly, as we get site two (running), and we’re hopefully getting ready for site three and four here soon, as well. Those are things that he’s going to lend his support behind.”