Tony, I'd love to see one with a natural turf hitting area. I suspect that's beyond the scope of their business model though. The artificial turf on the target field itself isn't something I see a good workaround for - in fact, having played in a pretty steady rain on Saturday, the artificial turf is a big advantage for maintaining the fast and firm conditions that allowed my wife to roll the ball into a few of the targets. She had literally hit about 10 balls in her life prior to Saturday, all with a men's sand wedge some 7 years or so ago. She still had no problem rolling balls out to 160+ yards with the 3 hybrid that she used exclusively while we were there. She's a competitive runner so probably more athletic than your average beginning golfer, but there's no doubt she was also helped by the bouncy "turf."
On the other hand, I do think a target area with some funneling slopes that a savvy player could utilize would be even more fun. You can get some lucky bounces as is, but a couple redan-style kickplates or "fairway bunkers" with speed slots behind them that feed the ball toward certain targets would be a nice touch.
Pat, you mention it's more fun than a typical driving range. I'll go a step further. I found Top Golf a lot more fun than playing golf at the local public courses in my area. I admittedly live in an awful town for golf, and particularly for public golf. Uniformly, the options available in the area are somewhere between poor and mediocre from a design standpoint. Weekday public golf isn't an option locally unless you can play during work hours or join a league, as every course within 15 minutes of the beltway is closed for league play beginning at 4p every weekday. Even when you can get on, incredibly slow pace of play is the norm. You're also almost certainly playing on soggy, overwatered turf. I made the choice to drop my local private club membership about a year ago, and I'd rather do just about anything than give up five hours of my life for the misery of a round on a public course around here. And I'm not exaggerating, for once. I haven't played 18 holes in a month, and I've logged 6 public course rounds locally all year. I'll be shocked if I don't go to Top Golf twice as often as I play local public golf the rest of the year. One is fun, and one is genuinely worse than the dental procedure I had done before I went to Top Golf last Thursday. At least they numb you for the dental procedure, your socks stay dry, and it's over in an hour.
Tom, we had to wait 30 minutes just to get in at 10:30 in the morning. West Chester is hopping indeed. We may need a Cincinnati GCA Top Golf outing.