On Target is on track

The Jonesboro Sun - December 2007

By Mark Randall

JONESBORO - There was never a shortage of kids in the batting cages at On Target Golf, especially in the spring as baseball season came into full swing.

And there were always lots of regular customers who would come out to hit golf balls three or four times a week.

The problem was just a lack of interest in keeping the business going, said former owner Wayne Baker.

"I think if you get that open and operate it like it ought to be, I think it's going to be a viable business," Baker said.

The facility, which has been idle since mid-2006, is about to get a new lease on life.

Kent Arnold, a local real estate developer, said the family recreation center on Joe Martin Expressway, featuring an 18-hole miniature golf course, driving range and the area's only batting cages, has been sold.

The buyer, On Target Sports Complex Inc., named for the golf course, is owned by a pair of out-of-town developers who plan to re-open it this spring.

Arnold said the new owners have asked that their names not be made public.

"I think it's exciting for Jonesboro," Arnold said. "The new owners want to bring in some new energy and excitement. It's a nice facility, and I know they are very, very excited about it."

Baker had On Target built' in 1998 for $1.6 million as a business opportunity for his great-nephew, Marty Yates.

Baker said he saw a similar business while visiting Scottsdale, Ariz.  He thought it would be a good fit for Jonesboro, which was experiencing a golf-craze like many communities across the country in the late 1990s.

"He (Yates) and I did a lot of running," Baker said. "We went to Kansas City and St. Louis - all over, looking at these facilities. I thought it was exactly what he wanted to do.

We bought that land out there and developed it. But it didn't turn out to be what he wanted to do, I guess."

Arnold said On Target was popular, but out of the way. Business was hurt by construction of the west side bypass, which made it harder to get to for a time.

But with the renovations to the soccer and baseball playing fields at Joe Mack Campbell Park which draws thousands of parents and children, Arnold said the business should have no lack of customers this time around.

"Jonesboro doesn't have many public recreation centers and certainly not much for batting cages," Arnold said. "I can just imagine the faces of all those parents sitting over at Joe Mack Campbell going 'man, I wish it was open so I could put them to exercising so they would quit running around on me," Arnold said.

The facility would be the only public driving range and batting facility in the area. The driving range has 20 covered and heated driVing range stations and 20 or more outdoor stations, he said.

Arnold said the property is still in excellent condition, but the new owners plan to make several upgrades.

"It's in good shape now," Arnold said. "But they are going to infuse some capital to get it back up to shape."

Baker said he is glad to see the property will be open to the public once again.

"I hope they go in there and build it back up," Baker said.

Arnold said the owners expect to re-open the facility within 90 days.