Nick Jenkins didn’t plan to build a chain. 

He just wanted to create a space where people could unwind, share a drink, and enjoy a good game.

In 2019, with some carpentry skills, a business partner, and a bold idea, Nick co-founded Big Mini Putt Club in Chicago. 

Fueled by a strong mission and an unrelenting drive, Big Mini Putt Club expanded to three locations across two states. This was strategic, mission-driven retail expansion, and it worked.

Here are seven lessons that helped Big Mini Putt Club scale with success.

1. Build What You Can

What makes Big Mini Putt Club feel so magnetic is that nothing about it feels mass-produced. Nick and his team designed each hole from scratch, starting with sketches and then fabricating and installing every piece in-house. They even repurposed items like a 1992 Yamaha golf cart and a vintage Wisconsin windmill to build story-rich, Instagram-ready attractions.

By doing the work themselves, the team could respond to feedback quickly, maintain quality, and give each location a distinct personality. It also opened the door to wild ideas that no prefabricated mini golf course had done before.

As a small retailer, you don’t need a massive budget to make an impact, just imagination and effort. Creating even a portion of your own displays, signage, or experiences in-house can set your brand apart from the competition. It gives your space authenticity and allows you to tell your brand story.

2. Hire Before You’re Ready

Most business owners wait too long to hire. Nick did the opposite. For Big Mini Putt Club’s third location in Grand Rapids, they posted jobs for leadership roles months before opening and brought their new hires to Chicago for immersive training.

That long lead time gave new staff a chance to absorb the brand culture, understand operations, and bond with the existing team. By doing it this way, Nick made sure the candidates’ skills matched the venue’s needs. 

Even more impressively, Nick reports that the entire bar staff at their original Wicker Park location is still with the company. That kind of loyalty doesn’t happen by accident.

It comes from:

• Investing in employees early, thorough onboarding
• Prioritizing personality and collaboration over experience
• Offering part-time flexibility that works for students and creatives
• Encouraging staff input on everything from drink names to course design

Don’t wait until you’re overwhelmed to hire. Do it early and train intentionally. Use that time to instill values, share your brand voice, and build loyalty before the rush hits. Great onboarding today prevents constant turnover tomorrow, and happy employees make for memorable customer experiences.

3. Know What to Copy and What to Rethink

Most small chains try to carbon-copy their first store, but Big Mini Putt Club took a different approach. Nick and his team stayed flexible, changing up cocktails and hole designs when they didn’t resonate in new neighborhoods.

Every Big Mini Putt Club course is unique. Holes aren’t repeated between locations. Some themes, like Wrigley Field in Lakeview, reflect the surrounding neighborhood, while others came from staff brainstorming sessions.

“We sketch it out by hand… and then we all have a brainstorming session on names,” Nick said. “Sometimes it changes when we see it in real life.”

By designing each space with its own personality and being willing to evolve when something doesn’t work, they built a model that brings a fun and new experience to every stop.

Cookie-cutter doesn’t cut it anymore. Think beyond replication if you’re opening a second or third retail location. Keep your core brand, but customize your space, displays, and service style to suit your audience and neighborhood. Flexibility is the smart route to take, and nowadays, it’s the best way to stay relevant and maintain a steady flow of foot traffic.

4. Prioritize Local Partnerships

Big Mini Putt Club’s approach to hospitality is hyperlocal. Through ongoing collaborations, each store is designed to reflect its neighborhood.

Here’s how they do it:

• Drinks: Local breweries are featured on a neighborhood level. What’s on tap in Lakeview might be different from Wicker Park.
• Food: In Lakeview, they run their kitchen. In other locations, they partner with nearby restaurants to serve guests.
• Art: Murals are created by the Big Art Collective, a group of two local artists who attended Columbia College. Each piece is unique, nature-inspired, and built to last.
• Themes: Course holes often pay tribute to local landmarks or incorporate items found in regional history.

This focus on local flavor helps Big Mini Putt Club stand out from national chains. They prove that local collaboration can be a superpower in the retail industry. 

Collaborations can involve anything from sourcing from a neighborhood vendor to showcasing local artists to partnering with nearby businesses. Over time, these relationships create trust and a real sense of community. 

5. Get Clear on Licensing Early

Before you fall in love with a space, know what licenses you’ll need and whether the building can accommodate them.

In Chicago, Big Mini Putt Club needed:

• A Public Place of Amusement License (the same one required by nightclubs and bowling alleys)
• A Tavern License for liquor sales
• A Retail Food Establishment License for their kitchen

Navigating these layers was easy, thanks to help from the Business Affairs and Consumer Protection (BACP) office, which offers walk-in support and online resources. Still, Nick emphasizes the importance of understanding zoning because not every location in the city allows what you offer.

Trying to retrofit a location after signing a lease could derail your entire retail expansion plan. Do your homework upfront.

​​Before signing anything, clarify the legal realities of your dream space. Don’t just fall in love with the location. Verify it’s zoned for use, and ensure you can secure the permits and licenses you’ll need. Taking this step early can save you tens of thousands of dollars and months of delays. 

6. Grow Experiences, Not Just Revenue

Yes, Big Mini Putt Club makes money from golf and drinks, but they’ve grown by building community.

Every Tuesday night, they host a league with creative formats like “Anything But a Putter.” Winners from these nights get banners raised in the rafters, and every few months, locations hold joint parties to celebrate league champs.

They also run a Charity Tuesday program, donating $2 from every round to a rotating nonprofit. These experiences create brand loyalty, boost sales, and generate tremendous word-of-mouth buzz.

Build events, loyalty programs, and small surprises into your store’s rhythm. A birthday shout-out, community giveback night, or themed shopping experience creates intrigue for your customers and keeps them coming back. 

7. Lead with Nostalgia 

When you walk through the doors, Big Mini Putt Club feels nostalgic. The space is part arcade, neighborhood bar, and summer memory.

“What I want people to walk away from Big Mini Putt Club feeling is a sense of nostalgia… like they’re brought back to their childhood and they’re having fun again,” says Nick. 

That experience is intentional, so Big Mini Putt Club focuses on analog games, warm lighting, and creative play. 

When expanding your retail business, consider the textures, colors, sounds, and experiences that connect people to a specific time or feeling. You can bring out these feelings through playlists, product curation, or visual merchandising. That’s how you turn simple transactions into great memories.

Conclusion

Big Mini Putt Club’s growth didn’t happen by luck. It happened because Nick and his team took the time to get it right through thoughtful hiring, local connections, and immersive guest experiences.

Their approach to retail expansion proves that scaling doesn’t mean losing your soul. It just means building smarter, listening more, and remembering what made your first location magical.

Want to learn more about retailers and their journey to retail success? Read more inspiring stories from retail leaders across Illinois who are making a difference. 

If you loved learning about the Big Mini Putt Club and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!