URBAN EDGE SIGNS TRUGOLF FOR REVAMPED PLAZA AT CHERRY HILL

Rhea-AI Summary

Urban Edge Properties has signed a lease with TruGolf Links franchising for a 6,045SF flagship location at The Plaza at Cherry Hill in New Jersey. The location, set to open by end of 2025, will be TruGolf's first flagship storefront featuring an upscale restaurant and full bar component. The facility will include five premium golf simulators and the 'Horizon' - a 17' stadium-seating setup on an elevated platform. TruGolf (NASDAQ:TRUG), known for manufacturing high-tech golf simulators, is expanding into brick-and-mortar locations with their new franchised TruGolf Links Centers. The Cherry Hill location will be situated in a premium spot within the L-shaped strip, anchored by retailers like Aldi and Total Wine. The center will undergo enhancements to deliver a fresher shopping experience, offering an 'eatertainment' concept combining golf simulation technology with upscale dining and beverages.

Positive

• First flagship location combining TruGolf's simulator technology with upscale dining experience
• Strategic location in premium retail center anchored by national brands
• Property-wide enhancements planned to improve shopping experience
• Diversification into brick-and-mortar retail through franchising model

Negative

• None.

Insights

Retail Development Analyst

TruGolf's expansion into physical retail with premium "eatertainment" concept strengthens both companies' growth strategies in experiential retail.

TruGolf (NASDAQ: TRUG) is making a strategic pivot from purely product sales to franchise-based retail expansion with its new 6,045 square foot flagship location at Urban Edge Properties' Plaza at Cherry Hill. This represents a significant business model evolution for TruGolf, transforming from a technology manufacturer into an experiential retail operator.

The "eatertainment" concept—combining golf simulators with upscale dining—positions TruGolf within the growing premium leisure market that's increasingly vital for brick-and-mortar retail survival. This first-of-its-kind flagship with restaurant and bar components indicates TruGolf's commitment to creating comprehensive destination experiences rather than simple product showrooms.

For Urban Edge Properties, securing TruGolf aligns perfectly with the property's planned enhancements and reflects the landlord's strategy to diversify tenancy with experiential offerings that drive regular foot traffic. The Plaza's location adjacent to Cherry Hill Mall provides TruGolf with a built-in audience while simultaneously helping Urban Edge create a complementary rather than competing relationship with the neighboring mall.

The inclusion of five premium simulators and the 17-foot "Horizon" platform with stadium seating shows TruGolf is prioritizing high-end experiences that cannot be replicated online—a crucial differentiator in today's retail landscape. This moves TruGolf beyond being merely a technology provider to becoming a lifestyle entertainment brand with recurring revenue potential through both franchise fees and increased product exposure.

First-to-Market Flagship Location to Feature Premium "Eatertainment" Experience

NEW YORK, June 23, 2025 /PRNewswire/ -- Urban Edge Properties (NYSE:UE) today announced the lease it has signed with TruGolf Links franchising for a 6,045SF flagship location at The Plaza at Cherry Hill in New Jersey. This is TruGolf Link's first signed Flagship storefront to also include an upscale restaurant and full bar component and aims to open before the end of 2025. As retail destinations diversify and work to create more compelling reasons to visit, adding this type of "eatertainment" concept is an ideal way to draw more customers on a regular basis to benefit the entire property.

A Nasdaq-listed tech and manufacturing company of high-tech golf simulators, TruGolf (Nasdaq:TRUG) has historically sold their tech throughout the United States to end-users. Now, the company is rolling out their own brick and mortar TruGolf Links Center franchised locations with a new, proprietary, best-in-class operating model that offers a high-end entertainment experience for guests.

"Plaza at Cherry Hill is one of the top retail centers in the country and we are excited to be bringing a flagship TruGolf Links Center there later this year," said Dr. Ben Litalien, Chief Development Officer for TruGolf. "Our regional developer, Nick Reimondo, will be providing an unparalleled golf simulator, arcade, and elevated bar experience. I can't think of a better place for a TruGolf Links Center than Cherry Hill."

The new flagship will be located within the L-shaped strip of Plaza at Cherry Hill. Anchored by national brands including Aldi and a brand-new Total Wine, the center is positioned in a premium and easily accessible location and directly adjacent to the highly trafficked Cherry Hill Mall. The entire property will undergo enhancements and upgrades to deliver an overall fresher experience for the shopper, with this deal kicking off the exciting new chapter for Plaza at Cherry Hill. 

"We invest a lot of time and energy into identifying retail categories that fill needs within the marketplaces where we operate and will excite the community," said Ronnie Bertrand, Director, Leasing for Urban Edge. "This will be one of TruGolf Link's first flagship locations in the U.S. to include their new bar and kitchen concept, and we're looking forward to adding them to our portfolio as they look to expand their U.S. footprint."

The new TruGolf Links Center facility includes five premium golf simulators and the "Horizon" which features a 17', stadium seating and sits on an elevated platform. The upscale and elevated food & beverage menu is paired with a full bar of cocktails and a curated wine and beer selection. It's the perfect setting for a night out with friends or a family weekend excursion, as well as serious golfers wanting the ultimate indoor golf experience.

"Bringing TruGolf Links to Cherry Hill is incredibly exciting—not just as a flagship location, but as a new hub for the community," said Nicholas Reimondo, Regional Developer. "Whether you're an avid golfer, looking for a fun night out with friends, planning a family outing or a company event, our center is designed to deliver something for everyone. Cherry Hill deserves a destination that blends immersive indoor golf, great food and drinks, and entertainment for all audiences. We're proud to make that vision a reality."

TruGolf worked with Ryan Wesner from Quadra Commercial, TruGolf Links national broker, on this transaction. Urban Edge was represented by Ronnie Bertrand from Urban Edge.

ABOUT TRUGOLF, INC.
Since 1983, TruGolf has been passionate about driving the golf industry with innovative indoor golf solutions. TruGolf builds products that capture the spirit of golf. TruGolf's mission is to help grow the game by attempting to make it more Available, Approachable, and Affordable through technology - because TruGolf believes Golf is for Everyone. TruGolf's team has built award-winning video games ("Links"), innovative hardware solutions, and an all-new e-sports platform to connect golfers around the world with E6 CONNECT. Since TruGolf's beginning, TruGolf has continued to attempt to define and redefine what is possible with golf technology. Learn more at www.trugolf.com.

ABOUT TRUGOLF LINKS FRANCHISING

While the company offers individual franchises, the focus of its expansion efforts is with Regional Developers who acquire a territory of 1M or more in population, open a flagship location within that territory, then develop the territory with additional units they own or with independent franchisees. Regional Developers are compensated for attracting franchisees and providing support locally to all TruGolf Links locations within their territory.

For more information about TruGolf Links franchise program, visit www.trugolflinks.com or contact Andrew Johnson, Vice President of Franchise at andrewj@trugolflinks.com.

ABOUT URBAN EDGE PROPERTIES
Urban Edge Properties is a NYSE-listed real estate investment trust focused on managing, acquiring, developing, and redeveloping retail real estate in urban communities, primarily in the supply constrained corridor between Washington D.C. and Boston. Urban Edge owns 73 properties totaling 17.2 million square feet of gross leasable area. For further information, please visit https://www.uedge.com. 

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SOURCE TruGolf Holdings, Inc.

FAQ

What is TruGolf's new flagship location at Cherry Hill Plaza?

TruGolf is opening a 6,045SF flagship location featuring premium golf simulators, upscale restaurant, and full bar at The Plaza at Cherry Hill in New Jersey, scheduled to open by end of 2025.

What amenities will the TruGolf Links Center in Cherry Hill offer?

The facility will feature five premium golf simulators, a 17' Horizon stadium-seating setup, upscale food & beverage menu, full bar with cocktails, and curated wine and beer selection.

How is TRUG expanding its business model?

TruGolf is expanding from selling golf simulators to end-users to launching brick-and-mortar TruGolf Links Center franchised locations with a proprietary operating model combining entertainment and dining.

Where will the new TruGolf Links Center be located in Cherry Hill?

The flagship location will be situated within the L-shaped strip of Plaza at Cherry Hill, adjacent to Cherry Hill Mall and anchored by retailers including Aldi and Total Wine.

What makes the Cherry Hill TruGolf Links location unique?

This will be TruGolf's first flagship location to include their new bar and kitchen concept, offering an integrated 'eatertainment' experience combining golf simulation with upscale dining.