After 35 years in business, Adventure Golf Services is changing its name to Adventure Golf & Sports.

The Traverse City, Michigan-based company also launched a new logo, brand promise and website.

‘We felt it was time for our name to reflect the fact that many people refer to us by our initials and we provide many products and services beyond miniature golf,’ AGS President Scott Lundmark said. ‘Besides designing, fabricating, installing and constructing permanent and portable miniature golf courses, we do a considerable amount of work installing game and sports courts for shuffleboard, bocce ball, croquet, paddle tennis, pickleball, bimini ring toss and bean bag toss, as well as providing putting greens, golf hitting bays, sports floors and equipment storage benches.’

Brand promise

The new AGS logo highlights the company’s brand promise: ‘Innovative design, ultimate experience.’

This, Lundmark said, is what he believes sets the company apart. ‘My father Arne has been our chief designer ever since our company began and it’s a testament to what he and our other designers have been able to achieve. Whether for amusement parks, family entertainment centers, retail centers, parks, campgrounds, universities, hotels, resorts, active senior living facilities or cruise ships, we always strive to provide an innovative design and deliver the ultimate playing experience.’

The new website simplifies navigation and includes five main categories, ‘Cruise Ship & Riverboats’ among them. The full product portfolio, a photo gallery and customer testimonials are included.

New products

AGS will be announcing two new products this year. ‘American Pie Mini Golf’ is a kit-style retro miniature golf course reminiscent of courses in the 1950s and ’60s, while ‘Bamboozle Mini Golf’ is played in a 14-square-foot by 32-square-foot area instead of over nine or 18 holes.