BCA Holiday Issue | November 1, 2020
THE 12 DAYS OF MARKETING IT’S EASY BEING GREEN REFLECTIONS OF THE BCA VirtuALL EXPO BCA Insider – A BCA Member Publication Dedicated to Businesses in the Billiard and Home Leisure Industry.
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www.presidentialbilliards.com 866-728-2253
Charles S. Donnavan
The 12 Days of Marketing
06 Artie Booker
It’s Easy Being Green
14 BCA Insider Staff
Reflections of the BCA VirtuALL Expo
48 2 | BCA INSIDER • HOLIDAY ISSUE 2020
IN THIS ISSUE 22 30 34 38 42 54
Home Leisure is Hip Again By Keith Loria Member Profile: Boynton Billiards By Anthony Stoeckert BCA Honors Bob Jewett With President’s Award By Keith Loria World Champion Kelly Fisher Elected to BCA Hall of Fame By Keith Loria Getting Ready for the Holidays By Anthony Stoeckert The Billiard Industry Needs Its Bobby Brady By Jason A. Moss
Aramith Means: Belgian Phenolic Resin Belgian Engineering Belgian Design Belgian Made
EDITORIAL EDITOR-IN-CHIEF Keith Loria billiardskeith@gmail.com
CONTRIBUTING WRITERS Artie Booker Charles S. Donnavan Jason Moss Anthony Stoeckert
ADVERTISING MEMBERSHIP MANAGER Shane Tyree shane@bca-pool.com (303) 243-5070 x23
DESIGN/LAYOUT ART DIRECTOR Julie Snee julie.snee@gmail.com
BCA BOARD OF DIRECTORS CHAIRMAN Ivan Lee, Iwan Simonis
VICE-CHAIRMAN Brian Igielski, GLD Products
OPENING LETTER
Welcome to the 2020 holidays! I am almost certain things can’t get much more bizarre, but 2020 isn’t over, and I haven’t yet seen a drove of flying pigs, so who really knows what the future holds? However, it is also the time of year for pumpkin spice and everything nice, so let’s do everything we can for a lucrative holiday season! We hope you enjoy this Holiday Edition of the BCA Insider to help your business continue to navigate during these “unique” times. In this issue, we discuss: marketing strategies to increase sales during the holidays; the positive impacts on making your business “green”; provide tips for reopening your business; take a look back at our first-ever BCA VirtuALL Expo; plus, much more. Along with the holidays comes the time of year to renew your dues in the Billiard Congress of America. We know how busy you are and we want to make this as simple as possible. To receive an early-bird discount on your BCA annual dues, go to BCA-Pool.com before Dec. 15, and use promocode: BCA2021. As we look forward to 2021, the Billiard Congress of America continues to be dedicated to supporting our members. Many of the stories in the BCA Insider come from member suggestions. If you have any areas (i.e., marketing, social media, store design, merchandising) that you’d love to learn more about, please let us know. If you’re interested in these topics, chances are, others in the industry are too. If there’s one thing we’ve learned during such difficult times is that there is strength in numbers, and as an industry, we are stronger together and we look forward to continuing to support our membership. Now, let’s cross our fingers, find a few four-leaf clovers, and keep our eyes out for those flying pigs so we can get this pandemic behind us to ensure we celebrate this great industry in person at the 2021 BCA Expo! Wishing you a very successful (and safe) holiday season!
SECRETARY Philippe Singer, The Predator Group
TREASURER Brian Rosselli, Olhausen Mfg
BOARD MEMBERS Shane Bouchard, Maine Home Recreation Debbie Corvey, Boynton Beach Billiards Ed Liddawi, Sandcastle Billiards Chance Pack, Champion Shuffleboard Stephanie Schmidt, A. E. Schmidt Co. BCA Insider is published by Billiard Congress of America © 2020 bcainsider.com
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SHANE TYREE,
MEMBERSHIP MANAGER P.S. To learn more about BCA services, programs and member benefits, you will find a 2020 Association Update tucked in the center of this magazine.
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THE 12 DAYS OF MARKETING By Charles S. Donnavan This is an unprecedented time in our world and many retailers have dealt with hard times in 2020, brought on by the COVID-19 pandemic. But, thankfully, most stores are now open and preparing for what projects to be a strong holiday season of sales. That’s why it’s as important a time as ever to develop a strong marketing strategy and bring people back to your store. With Christmas in mind, here are 12 marketing measures that retailers should be enacting to attract the holiday shopper.
TURN TO SOCIAL MEDIA
traction – Instagram’s new Reels format, TikTok, and Facebook stories for example.
As an indoor sport, billiards and its turn-taking gameplay makes it a viable contender as a source of entertainment in the ongoing pandemic. With the upcoming holiday season, this is the perfect opportunity to market and develop your store. One of the quickest and most cost-effective ways to grow your network is on social media platforms. Facebook has tools that cater to businesses and allow you to reach out to new audiences. It also allows cross-platform integrations, which further broaden your potential demographic, and has analytic tools to track the effectiveness of your strategy. Twitter allows you to send out daily messages about the store, advertising any sales or promotions. And with Instagram, you can showcase high-quality photos of the items you have for sale and show people enjoying them in their homes.
Don’t think of these as sales videos – don’t promote your latest deals. Instead, talk about why your company loves being in the home entertainment business.
CONNECT WITH DIGITAL COMMUNITIES
Don’t be intimidated by worries about high-production values. These can be done vertically on a phone or shot on a phone and edited on a computer to add extra flair.
Even if you’re operating a brick-and-mortar store and have historically relied on traditional marketing techniques to attract customers, all retailers should be looking at how they can build a groundswell around their new products using digital channels and by tapping into digital communities that would be interested in their products. After all, consumers are doing almost all of their shopping online and for home leisure products, there are some really dedicated and niche communities focused solely on this world, so building relationships with those communities through digital outreach is a great way to inspire conversations and interest around your brand ahead of the holidays.
FOCUS ON STORYTELLING Retailers should be focusing on storytelling with an eye towards family togetherness, nostalgia and fun. One of the best ways to do this is with short, creative videos. They are easy to make and there are several platforms which really give them
And consider having a targeted marketing strategy for your different consumer personas. The marketing campaign for someone in their late 20s looking for an inexpensive pool table for a spare room to play with buddies should be much different than for someone in their late 50s looking for a sophisticated and upscale pool table to impress business colleagues who come over for dinner. Some ideas to consider showing in the videos are why investing in a table is fun for all, how parents can teach their kids a new skill, how older people can recreate the times when they were kids, and even short video clips featuring your favorite clips from pool and billiard movies or special trick shots.
IMPROVE YOUR WEBSITE Websites reflect your online image and you need to be certain your store’s website is visually appealing and fast. Additionally, your website messaging needs to be clear. Consumers have an extremely short attention span. Within a few seconds, customers should be able to identify who you are, what you offer and how they can buy the products they see. You’ll also need to have great photos and descriptions of what you carry. Next, look at your review generation strategy. Are reviews highlighted in your online presence? Great reviews can be turned into testimonials that are featured throughout your website and social media channels as a persuasion tactic.
OFFER GIFT CARDS OR GIFT CERTIFICATES You’re likely to get customers who are shopping for a home entertainment gift to give a friend, but who ultimately can’t come to a decision as to what to buy. They aren’t confident that they’re BCAINSIDER.COM | 7
picking out the right gift, and a gift card or certificate can easily solve that problem. Promote your gift cards as something that allows individuals to find the exact-right accessory they’re looking for. Gift cards are also a great option for customers who are late on their shopping and didn’t get to your store until you sold out of what they were looking for.
TEAM WITH A NOTABLE POOL PERSONALITY Something out-of-the-box might be to find a known player who has a large social media presence and have them be another “voice” for your store.You can run a contest offering autographed merchandise or maybe even a Zoom call with the player. For those who have big followers onYouTube or TikTok, you can create a short video with them talking about the merits of your store or business. Ask the known personality to use the hot products you have on sale to bring more attention to them. Sure, it will cost you a bit to bring someone aboard, but the notoriety to the store will be worth it.
CONSIDER MONEYSAVING OPTIONS Robertson Billiards & Spas in Tampa, Florida, has been offering zero-percent interest options to its customers, and owner Alana Vickers is finding that is bringing more customers in the door and purchasing on the spot. “There are also a lot of media outlets discounting advertising packages, so it’s a good time to try things like radio or TV, so that helps get the word out,” she says. “I’m tweaking our advertising to capture new clients.”
UTILIZE DIRECT MAIL Joy Gendusa, founder and CEO of PostcardMania, a $62 million marketing company based in the Tampa Bay, Florida region, highly encourages billiard businesses to consider a direct mail campaign. “As a general rule of thumb, if your business offers products valued at $500 or more – into which home recreation retailers 8 | BCA INSIDER • HOLIDAY ISSUE 2020
comfortably fall – you will see a great return on investment from direct mail, especially if you maintain relationships with customers for a number of years and they buy from you more than once.” While direct mail is not a cheap option compared to digital, its value has grown exponentially in the last few years. For one, its response rate is better than all other marketing tactics (email, social media, PPC) combined according to a 2019 study on response rates. Second, the targeting precision you can achieve with direct mail is second to none as it offers insights into income, length of residence, type of residence, homeowner/renter status, investable asset value, marital status, age of children in the home, credit score, interests and more. “Use this targeting to ensure you’re driving the right type of people into your store who are most likely to buy,” Gendusa says. “You simply compile a list of customers and hand that data over to a data compiling company who will match your list against their own records and provide you with a demographic workup of each customer.”
SHOWCASE THE FUN Home leisure retailers need to focus on the fact that their products provide a fun and engaging activity people can do at home. Most of us are bracing for a long winter spent indoors at home, and wondering what we’ll do for entertainment and fun. Home recreation provides a great option that can keep people entertained through the pandemic and beyond. For potential customers who have been thinking about buying a big ticket item but need an extra push, this could be exactly what they need to get them over the hump. Decorate the store with pictures of people playing and smiling, post photos on social media, play happy holiday music and just keep things positive in the store. You also want to focus on the current climate. Most people need to isolate and this quarantine may be prolonged in the event of a second wave. For that reason, as well as many people being with family but exhausting all the activities, turning to the items you offer could be perfect. Focus on the family element and how, even after the pandemic, owning a pool table or other game will still be useful. It also adds a bit more life to a room. You could also focus on table sizes for those worried about it taking up too much space. A lot of people usually go out for the holidays to do things, so highlight that with this, they can still have more to do in the season without leaving home.
CONSIDER VOICE SEARCH To improve e-commerce conversions for the holidays, websites can now be optimized for voice search. A voice user interface allows users to interact with websites through voice commands so it adds usability and functionality to your site, making it accessible to all users including those with limitations and disabilities. This is good for the bottom line by reaching a broader audience especially now with the virus. One key trend to address and tackle to grow your audience today is that smart speakers and voice search are growing in importance so being able to optimize for voice search will be key to maximize the marketing and advertising opportunities on Siri, Alexa, Google Home, etc.
EXPLORE GOOGLE STORE CONVERSIONS Using this special and littleknown feature in Google Ads, a home leisure retailer can serve relevant ads to shoppers online and drive them to stores to look at the merchandise. Google Store Conversions will then identify when someone who saw or clicked your ad walks into your store based on the location of their phone, helping to show the impact of your ads.
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SHOW YOUR SUPPORT One simple thing for any retailer to be doing is to use content marketing with a particular focus on organic techniques. Many consumers don’t want to be sold to right now; they want to feel like the brands that they’re supporting are making a difference and offering them resources to help them through this tough time. Keep an active social media presence and share updates on how you’re helping customers and the community.You should also write blog posts, and guest blog posts, to boost your organic SEO and make consumers feel like they’re getting support from the retailers they use.
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IT’S EASY BEING TAKING STEPS THAT ARE FRIENDLY FOR THE PLANET CAN HELP DRAW CUSTOMERS TO YOUR HOME RECREATION STORE By Artie Booker Going green is not only good for the environment, it also can be good for your store’s bottom line.
they become treasured works of art and not dumped into a landfill somewhere.
More and more people are looking to take as many steps as they can to lower their impact on the planet, commonly called an “environmental footprint.” And then there are consumers who may not be environmental activists, but will be enthusiastic about supporting a green business when the opportunity presents itself.
Obviously, there are big steps a business can take to cut down on its energy use – switching to solar and reusable energy being a prime example. While taking such measures may be worth it, it’s a costly investment, but the good news is that taking even small steps can have a significant impact.
“Going green in the billiard and home recreation industry can provide something big for the business and the planet itself,” says Elizabeth Paige, a green business expert. “Nowadays, customers are more willing to buy and support businesses that are eco-friendly. Because of that, there are a lot of things retail businesses can do to become more environmentally friendly.” And if you take enough steps, you may be able to proudly promote your status as a steward of the planet. Many states have green business certification programs. For example, the Florida Green Business Bureau says its certification improves employee morale, draws customers who want to buy from green businesses, and attracts quality employees. If you think about it, the home leisure industry is actually a pioneer in one key aspect of the green movement. In this day and age of re-purposing and refurbishing products, it’s worth remembering that many retailers have long been buying used and antique tables and restoring them so that 14 | BCA INSIDER • EXPO ISSUE 2020
“Businesses have larger carbon footprints than residences, sometimes even when taken as a whole, so any attempt to reduce your business’ footprint can have a big global impact,” says Matthias Alleckna, an expert energy analyst at Energy Rates, which provides users with unbiased third-party reviews of electricity and natural gas retailers. There are so many steps you can take, both big and small, to make your store more green. Here are some good places to start.
LET THERE BE LED LIGHT Most retail stores use fluorescent lighting, and Chrissy Randall, an eco-consulting and sustainability coach with Lux Green Life, says installing LED lights can increase energy efficiency by more than 80 percent. “LED lights use 95 percent of energy use for light and 5 percent on wasted heat,” Randall says. “However, fluorescent
lighting is the opposite in that they use 5 percent on light and waste 95 percent on heat. Fluorescent lights also contain toxic elements such as mercury. Quality LED bulbs also last 10 to 15 times longer than fluorescent bulbs, so there’s much less waste and more money saving. Another recommendation within the lighting realm is to install sensors in storage areas so lights are only being used when needed.” There are other steps related to lights and power that may seem small, but that can still have an impact. Turn lights off in rooms that aren’t being used, and sensors can be used in other areas as well. At night, in addition to turning off lights, turn off all computers and lower the store’s heat or air conditioning before walking out the door.
GETTING SMART WITH DELIVERIES Randall notes that deliveries can have a big carbon impact.That leads to another way the home leisure industry has led the way in green practices, because home leisure retailers are experts on packing trucks in order to protect merchandise and ensure efficient delivery to customers. That results in fewer trips, which saves time and money on gas and vehicle wear and tear. But there may be more that you can do in this area. “It is also imperative to keep the trucks well maintained including tires properly filled to maximize the efficiency of the trucks,” Randall says. “Another bonus is to team up with another business that has deliveries to similar areas or to share the use of the trucks so they aren't sitting idle on the non-delivery days.”
NICE AND CLEAN The COVID-19 pandemic has everyone, store owners and customers alike, concerned with cleanliness, and no doubt you’re taking steps to make sure your store is safe for customers through daily sanitizing and by cleaning things like door handles, credit card machines and even pens whenever someone touches one. There are environmentally safe, organic, and non-toxic cleaners that are not only good for the planet, but are safer for customers and employees, which is something to think about in this era of constant cleaning. Be sure to do your research and consider reviews of products. You may need to try a few options before settling on a cleaner you like. And you don’t have to switch over entirely to green cleaners. If you really like your Clorox wipes, keep usBCAINSIDER.COM | 15
ing those, and maybe consider an organic cleaner for counters and windows and the like. And even adding some plants to your store can help, as they can make your retail environment healthier for you, your employees, and your clients, plus they’re decorative. Do some research into plants and determine which ones are right for you. Consider plants that are attractive and easy to care for, especially if you don’t have a green thumb.
CUT DOWN ON THE PAPER TRAIL The so-called paperless office has long been a growing trend, but it has really taken hold in the COVID-19 era due to the significant increase of people working from home, which has drastically reduced the need for physical copies of forms, reports, memos and other papers that are shared among staffers. Think about all the paper your store uses – for orders, invoices, receipts, bills.You can cut down on a lot of that parchment by, for example, offering customers the option to have receipts emailed to them. Your power company and WiFi provider are also likely have options for paperless billing.
“For even more eco-friendly retail packaging options, check out the Green Packaging Group,” Paige says. “This group of three like-minded packaging companies offers eco-friendly alternatives to virtually every packaging supply you might need, including boxes, bags, bubble wrap and even air pillows.”
RECYCLING AND REUSE First off, your trash collection system likely utilizes separate bins for bottles – both plastic and glass – cans, and paper and cardboard products. If you’re not already following those guidelines, doing so is a simple and significant step toward making your store more green. Also consider paper bags made from recycled paper instead of plastic for small items customers buy from your store, such as chalk. You can also give customers who buy smaller items the option of not using a bag at all. Or think about offering a small discount or promotional items to patrons who bring their own reusable bags to the store. Or maybe you’re someone who simply likes to keep every piece of paper you come across and file it away. Consider storing everything on your computer. If you’re thinking to yourself that physical copies are more likely not to get lost than virtual ones, think of how paper can get lost, filed in the wrong place, or accidentally thrown away. Computer storage also offers the opportunity to back up important papers, which is something you certainly should do if you take that step. Franklin Billiard Company, based in Pacific, Missouri, is a big believer in helping the environment. “We try recycling as much of the cardboard, paper and plastics that come through our doors as possible,” says Darla Preiss, co-owner of the store.“We even ask the customer if they wish to have a bag or not to place their items into and about 50 percent choose no bag which helps.” You’ll also save money by buying less paper and printer ink. And remember, you don’t have to completely abandon paper, printing only documents that you need printed copies of will cut down on a lot of paper. Paige says eco-friendly retail packaging is another step that can help the environment. “There are many eco-friendly packaging solutions out there, but perhaps the most visible example for your customers is recycled shopping bags,” she says, adding that there are companies that design customized shopping bags for retailers.You can sell these bags to customers or give them to patrons who spend enough money at your store. Then as they reuse the bags, they’re advertising your business. 16 | BCA INSIDER • HOLIDAY ISSUE 2020
And you know all those boxes you throw away? You can, of course, recycle them, but you may also be able to use them for storage, or for shipping orders from your website. Another terrific option that is friendly to the environment, and just friendly overall, is to give the boxes away – free boxes are precious for people who are moving, it saves them money and results in fewer boxes being thrown away. Maine Home Recreation makes sure to utilize every piece of packing material that comes through the door. “Foam, peanuts, bubble wrap, boxes if they’re in good shape, we use it all and nothing gets wasted,” says Shane Bouchard, owner of the Lewiston, Maine-based store. “We also keep our scrap pool table cloth and offer it for free on Craigslist and Facebook Marketplace, and we have crafters pick it up regularly. We are fortunate also that our city has sort recycling, so much of what
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taking to become more green while also reminding your followers of the beautiful tables and games you have for sale.
Selling used equipment, such as cues and balls, is another re-purposing step you can take. Lots of shoppers will jump at the chance to purchase a high-quality item that is gently used and in excellent condition at a bargain price. And even items that aren’t in great condition can find a purpose. If a customer has a cue he or she doesn’t use anymore, and you don’t think it’s good enough to sell, there may be a Boys and Girls Club or local YMCA that has a pool table and would appreciate it.
Let your followers know you have boxes to give away, or used equipment for sale, or something you’re looking to give away for free. Take videos of you and your staff using non-toxic cleaners to clean your store – which also reminds everyone that you’re keeping the business safe for shoppers.
And there are creative people out there who can apply their talents to discarded equipment. Artists are always looking for items to include in “found art” pieces, and many will certainly find a good use for old pool supplies. For example, old cue sticks could be re-purposed as legs for a table made by a talented artisan.
SPREAD THE WORD Now that your store has become green and is helping to keep the planet healthy, you want to let as many people know about the good habits your business is practicing. Use your social media platforms to let customers know of the steps you’re taking. If you switch to LED lighting, share pictures of your showroom, as that will let people know of the steps your store is
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And, of course, if you earn a green certification from an organization or agency, be sure to include it in your advertising. Along with the quality products you sell and excellent service you offer, it’s another incentive for people to visit your store, and it’s worth showing off.
HOME LEISURE IS HIP AGAIN By Keith Loria COVID-19 has rocked our industry but the good news is that people seem to be shopping in record numbers and many are turning to billiard and gaming tables, plus other fun activities. Perhaps Gunnar Graven, president of Louisville, Kentucky-based C.C. Steepleton said it best when he noted “home leisure is hot” and it’s expected to remain strong through the holidays and into 2021. “We’re finding that once the pandemic began, people started investing and spending money in their homes like never before,” he says. “They are finishing basements, creating man caves, putting new additions on, and the cherry on top of all that are the fun products we offer that they want to fill them with.” The store had to close down at the beginning of March, but kept its webpage operating and saw an influx of interest from those shopping online.
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“We have everything on our web page that drives them into the showroom to purchase, and my customers come in knowing exactly what they want and get in and out of the store quickly with the top items,” Graven says. “We closed the showroom for two weeks, but thanks to online and working the phone, we were able to make special appointments and still sell before we opened back up.” C.C. Steepleton is also seeing strong sales from the outdoor leisure category, with everything from playsets to basketball nets to trampolines selling well. But it’s the billiard, ping-pong and gaming tables that have really skyrocketed. “I believe all the money we are seeing spent in our space is what people would have been spending on travel, I truly believe that,” Graven says. “In the past five years, what has hurt our business is that people have decided to go to Disney or take a cruise instead of buying game tables. Now, all that money is coming back to us.”
STAYING BUSY Chris Kuntz, president of RAM Game Room, based in Milton, Ontario, notes he’s as busy as he’s ever been
Mike Klein, president of Peters Billiards, a retailer in Minneapolis, Minnesota, expects to see strong demand for anything for the home this holiday season, including rec room items, sofas, sectionals and theater seating.
As a wholesaler in the recreation industry, the company works with retailers in both Canada and the U.S., and offers billiard lighting, game room furniture and a wide assortment of products perfect for indoor or outdoor recreation.
“People realize that they will be spending more time at home and want to make it as enjoyable as possible,” he says. “Billiards, shuffle board and electronic games such a pinball have been very strong. It’s a great activity for family, and they are spending more time together.”
“One of the things we’ve seen pick up is home bars, which have really picked up since this all started, as people are adding to their homes,” he says. “We sell fun items for the home and since no one is traveling now, people want to buy things that make them happy for their rec rooms and man caves.”
Not only are people not making plans for upcoming travel, but many may have budgeted for a spring or summer vacation that they didn’t take, so therefore, Klein shares that they are spending that discretionary money on items for their home.
The company noticed a big uptick in sales in late March, when people stopped traveling and the stay-at-home orders became the norm. “As soon as people were put on lockdown, online sales took off,” Kuntz says. “Once retailers started to open back up, we saw a big jump in brick-and-mortar sales as well. In October, it was gangbusters and everyone is selling more than they even thought they would. We don’t anticipate it slowing down any time soon.”
“It’s good that people are rediscovering the joy of having games they can play together,” he says. “Or, if they watch movies or TV together, they want a comfortable place to lounge, so sofas, sectionals and theater seating has also been very strong.” His best marketing tip during this time is to reach out to existing customers who have bought in the past and remind them they are still open and have great items for people to enjoy. “We have over 60 years of experience in our market, and we get repeat customers as well as second- and third-generations coming to us for their home leisure needs and wants,” Klein says. “In addition, we have increased digital advertising, as many people are spending more time on screens, so we feel we can reach them there.” Shane Bouchard, owner of Maine Home Recreation in Lewiston, Maine, is cautious about getting too excited about what he’s seeing. “It’s definitely not a bad season, but I’m measuring my excitement right now,” he says. “We did really well through COVID early this year, and I’m hoping people are not spent already with buying home recreation products. I’m stocking for a slightly better than normal holiday season.” Since March, darts have been one of the store’s biggest sellers. “We have sold hundreds of dartboards and a ton of dart-related accessories,” Bouchard says. “I think because it’s a relatively inexpensive game and doesn’t take up the space of many of the others. We have also done very well with the Boss Toss Game. They have been at the BCA Expo the last few years and we just picked them up last year. I can’t keep them in stock right now.” And of course, pool tables both new and used, have been going out the door steadily as well and Maine Home Rec-
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reation’s pool table service is booked out three weeks with several jobs a day. “COVID has definitely created a demand for home gaming,” Bouchard says. “Those of us with strong e-commerce sites and/or a good presence on eBay, Amazon, etc. were able to sell right through. Our e-commerce went from 20 to 25 packages a day to more than 80, and we added over 100 items in the last few months based on demand.” Darla Preiss, owner of Pacific, Missouri-based Franklin Billiard Company, says the store offers plenty of fun games for the family to enjoy. She notes people need something to do with family and friends and there’s no reason to believe things won’t continue to stay strong as we move into the winter months when people go outside even less. “I expect to continue seeing purchases being made on pool tables, ping-pong tables, shuffleboard tables and dartboards and dart supplies,” Preiss says. “It seems like everyone is updating or turning their basements or game rooms into their personal sanctuary. They want to know they have an area that they can play pool or throw darts – especially the league players who want to keep up their game or create their own personal leagues with close friends. The client wants to know they have a place to entertain friends and family instead of nothing to do at home.” Plus, with many people working from home and the majority of kids doing virtual school, that makes for a lot of hours inside looking for something fun to do.
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“That’s why it’s important to have a game room, man cave or sanctuary for all of the family to escape to for peace and quiet or just a great game,” Preiss says. “COVID has put the spotlight on ‘what do we do with everyone home so much of the time?’ since you can’t go out to dine or play in pool or dart leagues. Everyone is rethinking their homes.” Since fall, the store has seen a rise in dartboards and dart supplies, as well as strong interest in the ping-pong conversion top that sits on top of the pool table. Preiss has also spent a lot of time since the pandemic talking with customers about maintenance on their game tables and helping them choose what’s best for them. “I help educate the clients about maintenance on their existing tables or walk them through what to look for in a used table and what items might need maintenance such as the cloth, cushions and pockets,” she says. “We say we help them create memories one pool table, shuffleboard or dartboard at a time.” Franklin Billiard Company has been just as busy with service work due to people sitting at home looking at their outdated entertainment room, that unfinished basement or the ugly carpet and dreaming about something new. “Plus, in this market, clients are upsizing, downsizing or rightsizing their homes and want to take their tables with them or just get a new one,” Preiss says. “We try to stay front-of-mind by being active on social media, letting people know we are here to service them to find their perfect pool table, shuffleboard or dartboard so that they can create those memories.”
Leo Izzo, Tony Vierra and Larry Wood
THE KEYS TO SUCCESS QUALITY AND SERVICE HAVE MADE BOYNTON BILLIARDS SOUTH FLORIDA’S LEADING BILLIARD AND GAME ROOM DEALER By Anthony Stoeckert Debbie Corvey didn’t possess a whole lot of knowledge about pool when she and her late husband, John, got into the business in 1990, but that hasn’t stopped her from making Boynton Billiards the premier billiard and game room destination in South Florida and beyond. That’s not to say making the store a success was easy. In fact, it took a lot of hard work, dedication, and smart thinking. 30 | BCA INSIDER • HOLIDAY ISSUE 2020
It all started in 1990, when John retired from his career with IBM. The couple was thinking about opening a different kind of shop when a friend told them he was looking to sell the small pool hall he owned with seven tables. “When my husband left IBM, he had thought he was going to open up a remote-control hobby shop, and when the little pool hall became for sale, he thought that sounded like fun, so we bought this
pool hall,” Corvey says. “Well, it didn’t take more than three months for me to realize we were never going to make any money in the pool hall business.”
STARTING A NEW CHAPTER They bought the pool hall in February of 1991 and they attended their first
BCA Expo in the summer of that year. Debbie had retail experience, having worked in the boat business, and she applied her knowledge and savvy for sales to her new trade. “The first things we bought were McDermott cues, they had a special going on – if you spent $2,500, they gave you a big display case,” she says. “We bought $2,500 worth of McDermott cues and they shipped us the display case. We brought it up to the pool hall and we started to sell cues.”
they’re very visible, and early on, I knew the tables had to be not only high-quality playing pool tables, they also had to be beautiful pieces of furniture.”
off the rest of the pool tables. I sold off all the bar equipment and the barstools and we re-carpeted and repainted where the pool hall was and moved in.”
ADDING TO THE BUSINESS
As Debbie likes to joke, at that point, sales were accounting for 85 percent of their income, while the pool hall was 85 percent of their problems.
The next step in the growth of Boynton Billiards came when John realized he was going to have to re-cover the hall’s tables.
“It didn’t take a rocket scientist to figure out what we needed to do, so we closed down the pool hall, moved over and the rest is history,” she says.
While John had played pool during his college years, Debbie knew nothing about the game, and neither were what you’d call experts.
“He watched and he learned how to re-cover them,” Corvey says. “Within a year, we realized we were outgrowing our area, so we started looking for a building and it took us almost two years.”
Debbie attributes part of her success to the people who helped her early on by teaching her and John about pool tables and what makes a quality table. Those people include Rick Roeder from Blatt Billiards, Gil and Andy Atkinson from Vitale Manufacturing and Sam Costanzo of Gandy Pool Tables.
They found the right building on South Federal Highway in Boynton Beach in the fall of 1992, and settled into that location – which remains Boynton Billiards’ home to this day – on Feb. 1, 1993. The new digs had a 21-table pool hall and a 1,300-square-foot showroom, where Debbie showcased about 10 tables for sale, along with game room furniture.
The Corveys also had to compete against a lot of other stores in the area, owned by people who had more experience than they did. “It was challenging at first, but pretty early on, we took the direction of doing high-end designer work,” Corvey says. “In Florida, since there are no basements, people put pool tables in the middle of their homes, in the middle of the living room or dining room. So
TAKING THE NEXT STEP And quite a history it’s been. Focusing solely on retail was just the start because in 2001, the Town Center Mall in Boca Raton reached out to the Corveys because it had a tenant that was leaving, and it was looking for a temporary shop to utilize the space for about six to eight months.
As the sales end of Boynton Billiards thrived, the direction of the business shifted at the beginning of 2000, when the decision was made to sell the tables that were in the pool hall.
“We went down there, opened a temporary store and ended up being there 11 months,” Corvey says. “When that was ready to close, a dealer in West Palm Beach decided to close his store, so we approached him and took over his lease in West Palm Beach, and that was the opening of our second permanent store.”
“We were down to about eight or nine pool tables, and one Saturday after coming home, tumbling all over myself in the show room, I said, ‘That’s it, we’re done,’” Corvey says. “And I sold
That West Palm Beach location served as Boynton Billiards’ second office for more than 10 years. In 2011, they moved to their current West Palm Beach location on Okeechobee Boulevard, which
Debbie Corvey
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means Boynton Billiards has been running two stores for nearly two decades. Then in November of 2004, the Town Center Mall called again to offer another temporary spot, which Boynton Billiards operated out of until March 31, 2006, so for about a year and a half, the business had three stores.
A SUCCESS STORY Today, Boynton Billiards offers everything needed to make the perfect game room. It sells pool tables, shuffleboards, arcade games, game furniture and more throughout Florida, the Caribbean, and the entire United States. The store’s team of experts also helps keep tables looking their best by offering a full line of worsted, woolen and specialty fabrics in more than 29 different colors. The store has built exceptional relationships with customers over the years – that’s a fact that is proven by the number of repeat customers who walk into Boynton Billiards. “We’ve had people who have bought more than one pool table from us,” Corvey says. “They’ll buy a pool table and then 5, 6, 10 years later, they sell and buy a new table for their new house. We’re very fortunate to have repeat customers, including their children when they become adults.” Just before Boynton Billiards opened its first temporary store in the Town Center Mall, Debbie’s son, Larry Wood, joined her staff, and he’s been instrumental in growing the online business. He now holds the title of managing partner and handles social media. He is also an expert on new and used billiard cues, works on game room design and space planning, and collaborates with manufacturers on new designs and styles for the billiard industry. Online sales are a big reason why Boynton Billiards has expanded its reach. 32 | BCA INSIDER • HOLIDAY ISSUE 2020
“When I started out, it was pretty local and now I work with designers and builders all over the country and my retail customer base runs pretty much all of South Florida,” Corvey says. Corvey credits much of her success to her employees, including her service manager, Jeremy Brooks, who has been with the store for 20 year, and Michael Ruback, vice president and director of sales, who has been in the game room business for over 25 years and specializes in working with the design trade industry. His attention to detail has made him an industry leading specialist. It’s a team that is dedicated to making sure everything is done right, and that all customers get exactly what they want.
BUILDING THE PERFECT GAME ROOM Although she started out with little knowledge of the billiard industry, 20 years in the business has made Debbie Corvey an expert, and she uses her knowledge to help people create the game room of their dreams. That means working with customers to build a room that reflects each client’s lifestyle, interests and taste. The Boynton Billiards team is in contact with clients through every step of the process, so that the end result is the design, layout and products that make each and every game room Boynton Billiards works on perfect. That’s done with knowledge, enthusiasm, competitive pricing and the very best service, the kind of service that earned Boynton Billiards recognition as a Top 20 Dealer from Olhausen Billiards.
A STRANGE YEAR Like all businesses, Boynton Billiards has felt the effects of the coronavirus,
but it is weathering that storm and is looking forward to a happy holiday season. The West Palm Beach shop had to close from March 21 to the middle of May during quarantine, but the Boynton Beach location stayed open for online sales shipping. “We were still able to deliver and move, because moving was considered essential,” Corvey says. “But we were very careful about making sure that everybody wore masks and gloves, which we still do.” The store is sanitized every morning, and whenever someone leaves, anything that is touched by a customer or staffer – door handles, credit card machines, etc. – is sanitized. “It’s not like we have a lot of people in the store at any one time, we’re a destination location,” Corvey says. “It’s not as if people are just walking in to kill the time of day.” She notes that this Christmas season will offer an opportunity for billiard retailers to be successful, because more and more people are looking for things they can do at home. Even if restrictions on dining, movie theaters and the like are lifted, a lot of people will continue to spend more time at home than usual for quite a while. She also says success will depend on having products that customers can get right away. “If you don’t have the inventory in stock, you’re not going to make the sale,” Corvey says. “This year, it’s going to be, ‘What have you got?’ We have found that through this whole virus, the people who come in say, ‘What can you sell and deliver to me now?’” The custom business has been less affected by the coronavirus, as builders and designers work on projects that can take six or nine months, or even a year, to complete. “They’re not going to stop the project because of the coronavirus, they continue to work on these projects and
they continue to build them, so that has stayed steady,” Corvey says. “It’s the retail end that has gone to, ‘What can you deliver to me now?’”
PART OF THE COMMUNITY Corvey is appreciative for her success, for the people who helped her along the way, and for the community that has supported her business for all these years. And she has made sure that Boynton Billiards helps and supports its neighbors. One way it does that is by helping the area’s firefighters who risk their lives to protect the lives and property of their fellow citizens. “There’s a fire station directly across the street from us, and we have always supported the firemen by donating equipment to every firehouse – pingpong tables, foosball tables,” she says. “If they have a pool table, we maintain it at no charge.” Boynton Billiards also supports young people by maintaining pool tables at the local Boys and Girls Club at no charge, and they do the same thing for older people who play on the tables at the area’s senior citizens center. “The community has been good to me, I want to give back,” Corvey says. Corvey also gives back to the billiard business itself. About a year ago, she joined the board of the Billiard Congress of America in order to help others in the industry and to keep the billiard business strong. “When I was nominated and running for the board, I said, ‘This industry has been good to me, now it’s time for me to give back to this industry and donate my time and everything else I can for my industry,’” she says. And her fellow billiard retailers are lucky to have Debbie Corvey share her experience and expertise with them.
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BCA HONORS BOB JEWETT WITH PRESIDENT’S AWARD By Keith Loria In his home, Bob Jewett has 2,000 different books about billiards on a few hundred feet of shelf space, so he can reference just about anything having to do with the sport. Some of the books are even in Russian or Portuguese, and he enjoys looking through them and gaining nuances from each – even if he can’t exactly understand them! His love for the sport is almost unparalleled, and he’s been involved with pool for most of his life as a player, writer and instructor. That’s why the Billiard Congress of America has awarded Jewett the BCA’s President’s Award for this year. “I was surprised but very happy,” Jewett shares about being informed he won the award. “I have done a lot of things over the years, but it’s just a little bit at a time, but I guess it built up over the years.” Among his myriad of accomplishments are winning the ACUI National Pool championship in 1975; writing the first-ever English-language book on artistic billiards in 1987; organizing an artistic billiard instructional clinic in Miami with European champion Hans de Jager in 1995; and arranging the “Jacksonville Experiments,” in which slow motion video of ball-ball, cuestick-ball and ball-cushion impacts were studied for the first time. He became a BCA/PBIA Certified Instructor in 1993, and is presently an Advanced Instructor. He even had success as a player, being a past ACUI collegiate champion and defeating some top pros – including Shane Van Boening and Ronnie Allen – in tournament matches. Jewett started playing pool when his friend in high school got a table for his birthday and the kids in the neighborhood would spend their days learning and competing against one another. “I think I played on it more than he did, and eventually got to the point where I really couldn’t play with my friends anymore,” Jewett says. “I enjoyed playing. I was lucky enough to be at a university where the student union had all three types of tables, so I learned all the different games – pool, carom and snooker. I found them all interesting.” 34 | BCA INSIDER • HOLIDAY ISSUE 2020
He went into the Air Force during the Vietnam War and had the opportunity to play a lot there because the day rooms all had pool tables and it was free to play. “I gradually improved because I was playing all the time,” Jewett says. “When I got out of the Air Force and went back to school, I entered the Collegiate Championship. Dan Louie was going to school at the time, so it was pretty much impossible to win. I outlasted him though and the third year I managed to win the thing.”
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Jewett started teaching informally in the 1960s while at grad school. “I ran a little 9-ball league and had to figure out the handicap system, and also the rules were pretty dismal, so I ended up writing my own rules, which eventually became the PBT rules and effectively WPA World-Standardized rules,” he says. In the early ’90s, he got instructor training from Jerry Briesath and became certified himself. He co-founded the San Francisco Billiard Academy soon after and taught many people the skills of the game and how to control a table. Since 1993, Jewett has continued to offer instruction as he gets requests for it and enjoys doing that tremendously. At some point, the snooker, carom and pool people in the United States thought there should be an umbrella organization to promote cue sports at the Olympics, so Jewett spearheaded the initiative as a volunteer. With all his knowledge and love for the game, Jewett also has done a great deal of writing about billiards over the years. He has been writing for Billiards Digest since 1991, with an emphasis on some of the more technical aspects of cue sports. It’s his writing that has brought many to the game, and encouraged a love for the finer points of the sport.
“
I DON’T THINK THERE EVER WAS … SOMEBODY AS DEDICATED TO … THE POOL WORLD AS BOB HAS BEEN.”
36 | BCA INSIDER • HOLIDAY ISSUE 2020
“He also has written basic and advanced instructional articles for several other billiard magazines for a combined total of over 500 articles,” says Brian Igielski, BCA past chairman. “Bob has been the secretary and president of the US Billiards Association for three-cushion billiards, and is presently the treasurer of the US Snooker Association.” He also served as editor of the World Pool Billiard Association World-Standardized Rules, co-wrote the BCA Instructor’s training manual and was a co-founder of the San Francisco Billiard Academy. Now, Bob is continuing his service in the industry as the PBIA committee chairman. “He has a collective lifetime of supporting billiards,” says noted billiard expert Michael Shamos, curator of the Billiard Archive. “For me, his most important trait is a scientific, non-nonsense approach to the game. When he wants to know something, he does an experiment or calculation. He discovered, for example, that when A and B play a match, the probability of a given player winning is the same whether winner breaks, loser breaks, they alternate breaks or flip a coin at each break.” In addition to being a totally dedicated pool nut, Jewett also had a long career as a successful electrical engineer. This is where he got his perfectionism and desire to innovate and fix anything that is broken. Along his journey, Jewett got involved with Dr. Dave Alciatore as they shared a love for the technical aspects of the game. “I was an electrical engineer and he was a mechanical engineer, so we both approached the game from a more technical viewpoint than most people,” Jewett says. “We’ve done quite a few videos together, including a lot of stuff that’s on YouTube for free, and sets of DVDs about different aspects of billiards.” Alciatore, who nominated him for the award, notes Jewett has had a significant impact on so many areas of the pool world. “He helped organize and fund many 3-cushion, carom, and straight pool tournaments,” he says. “He personally contributed nearly $100,000 of his own money to the Derby City Straight Pool tournament over many years.” Looking back over his career, Jewett notes he has always enjoyed playing and competing and developed so much love and appreciation for the game. It’s what has made him such a popular figure among billiard enthusiasts, players and others. “Bob doesn’t just participate, he always takes an active contributing role in every involvement and activity,” Alciatore says. “I don’t think there ever was or ever will be somebody as dedicated to so many aspects of the pool world as Bob has been.”
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KELLY FISHER ELECTED TO BCA HALL OF FAME By Keith Loria
After narrowly missing election last year, England’s Kelly Fisher has earned induction into The Billiard Congress of America’s Hall of Fame as member of the class of 2020. The United States Billiard Media Association selected Fisher, arguably the most dominant woman player of the last 15 years, to its Greatest Players wing. “This means everything to me,” Fisher says. “We don’t have a Hall of Fame in the UK, and I remember when I first got to America learning about it and wondering if I ever one day had a chance. Bear in mind, I came from snooker and hadn’t done anything at that point, but it was definitely an ambition I had. This truly is a dream come true.” Born in West Yorkshire, England, the 41-year-old Fisher started in cue sports playing ladies professional snooker, much like fellow BCA Hall of Famers Allison Fisher (no relation) and Karen Corr. She excelled at the sport, capturing five world titles between 1998 and 2003. After her last win, Fisher headed to the U.S. to try her skill in the Women’s Professional Billiard Association Classic Tour and didn’t miss a beat, quickly ascending to a Top 10 ranking. 38 | BCA INSIDER • HOLIDAY ISSUE 2020
“The ultimate key for me was doing well in snooker and being a world champion, so when I came to pool, I automatically had some confidence because the shot-making was relatively easy at that point,” she says. “I must say that the more you learn about pool, the shot-making becomes harder because you understand more about the reactions. When I first came, I didn’t have a clue about spins.” As she played more and studied the game, Fisher realized she was making some wrong choices, and her shot selection became more advanced. “The things I needed to adapt to, which were very difficult, were jumping and breaking,” Fisher says. “Jumping didn’t seem natural to me, and for breaking, in snooker, it’s a defensive break. Even still, I don’t feel like I’m the best jumper or breaker out there and I do feel I can improve on that a lot.” She remembers everyone was very friendly and welcoming when she first came to the U.S. “It was absolutely fantastic,” Fisher says. “I couldn’t have felt more welcome by all the players and the WPBA, it was a very warm feeling. I knew a lot of people before I arrived from the snooker
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world championship in snooker, which she won at the age of 19. “For this last one, I know I’m getting older and the players are getting younger, and the standards are getting higher, so I kind of thought to myself, ‘I know I’m capable of winning because I’m playing well,’ but you can’t go in expecting to win,” she says. “I gave it 100 percent and once I got to the final, I knew I didn’t want to lose this chance. I’m over 40 and this might be my last chance.” Although she feels the final match wasn’t her best pool playing, Fisher is immensely proud of her accomplishment and looks forward to defending her title when the event is allowed to be held again.
circuit. We had spent a lot of time together back in the day, so it was nice to see the familiar faces.” In 2005, Fisher won her first WPBA title in San Diego, and collected five more event wins over the next two years. In 2008, she reached the No. 1 ranking, winning three more WPBA titles over the next two years. “Before San Diego, I had done quite well in a few events before that and I remember thinking that I could win one of these,” she says. “I didn’t expect it to happen so quickly. It was the most money I had won in one tournament – I think it was $14,000 – where in snooker it was smaller money. And I remember the nervous feeling I had in winning that title.” She also captured her first World Pool-Billiard Association world title in 2011, when she won the World 10Ball Championship. A year later, Fisher claimed the World 9-Ball Championship in China, an accomplishment she would repeat in 2019. Fisher calls her first World 9-Ball Championship the most memorable of her career, even including her first 40 | BCA INSIDER • HOLIDAY ISSUE 2020
“I believe her victory in 2019 was her finest performance,” says WPA President Ian Anderson. “The Chinese players were totally dominant in the women’s sport, one of them winning just about everything. For any non-Chinese female to win any event required an almost super-human effort, and that is what Kelly produced in 2019. Ironically, her opponent in the final was another European, Jasmin Ouschan and not, as expected, a Chinese player. Unfortunately, Kelly hasn’t had the opportunity to try and defend her title because of the global pandemic we are presently experiencing.” On the international stage, Fisher won the China Open in 2012 and the Amway Cup in 2013. She also earned four International Tournament of Champions titles, winning in 2009, 2010, 2013 and 2014. The billiard star has had her share of adversity as well. Shortly after returning to the UK in 2014, Fisher was forced to undergo heart surgery. A year later she underwent a double mastectomy. Still, when she returned, she remained at the top of her game, winning tournament after tournament. Ewa Laurance, a BCA Hall of Famer herself, is thrilled to have her formidable competitor join her in enshrinement.
“Kelly has everything it takes to qualify for the Hall of Fame: talent, titles, tenacity and class,” Laurance says. “Her game really has no weaknesses and she’s a great representative for the game. Though fierce and focused on the table, she is a hoot to hang out with. She always makes me laugh.” Voting for the 2020 BCA Hall of Fame was conducted by the USBMA Hall of Fame Board, which consists of USBMA members, elected at-large members and living members of the Hall of Fame. Last year, the first time she was eligible, Fisher lost on a run-off vote to Filipino-Canadian Alex “The Lion” Pagulayan after they tied on the initial ballot. This year, she was named on 70 percent of the ballots, besting notable players such as Dennis Orcollo, Thorsten Hohmann, Corey Deuel and Niels Feijen. “I hope people think of me as a great sportswoman and respect me for that,” Fisher says. “I want to be remembered as a great competitor and an overall nice person. I’d do anything to help anybody.” Currently, Fisher is back home in Dumfries, Scotland, riding out the pandemic like the rest of us. In September, she received permission to open up her pool hall and she’s looking forward to returning to some sort of normalcy. “It’s been quite tough because I have no income from pool and the business still has to pay bills, so it will be nice to get that open again,” she says. Looking ahead, Fisher still has some accomplishments on her to-do list. “One would be to win a gold medal at the World Games. I’ve played in it twice and won a bronze,” she says. “Other than to repeat in the World 9-Ball, I would like to win an 8-ball event, as I feel that’s missing. No other woman has done 10-ball, 9-ball, 8-ball, snooker and English billiards, so that would be a nice dream come true.”
GETTING READY FOR THE HOLIDAYS IN A COVID WORLD By Anthony Stoeckert No one needs to be reminded that 2020 has been a difficult year, but the holiday season is a time to rejoice, gather with friends and family (while social distancing, of course) and celebrate. And home leisure retailers have lots of reasons to look forward to a merry Christmas indeed. While many businesses have suffered since the coronavirus began to spread and send the nation into quarantine this past spring, many home recreation stores are seeing prosperous times. That’s because people are spending more time at home than ever before, which has made owning a pool table, shuffleboard, foosball or other game particularly appealing. And unfortunately, the days where we go back to living life as we did in early 2020 appear to be a long way off. Robert Redfield, the director of the Centers for Disease Control and Prevention, told lawmakers in September that a vaccine likely won’t be available to most Americans before summer, or even early fall, of 2021. So there’s potential for your store to be a COVID silver lining, but that also means that there are lots of things you need to consider as you prepare your business for what promises to be a busy holiday season. “Any in-store shopping will be met with increased safety measures in place to protect shoppers and retail employees,” says Jon Cheney, CEO and co-founder of Seek. “This includes more curbside 42 | BCA INSIDER • HOLIDAY ISSUE 2020
pickup options, optimized store layouts to guide shopper foot traffic, and the addition of QR codes placed on shelves, which customers can scan using the camera on their smartphone to access more product information while minimizing human contact.” Something else to be prepared for is an early holiday season. Some shoppers are expected to get a head start on their Christmas lists so that they can get them out of the way and stay safely at home during the usual post-Thanksgiving rush. So make sure your store is ready for this very different, but still busy, holiday season with these tips.
SAFETY FIRST Obviously, you want to protect your customers, your employees and yourself from the coronavirus, so taking the necessary steps to minimize its spread is an absolute must for any store, but particularly for those that are expecting a significant number of walk-in customers. “Just like any retail store, home leisure stores need to follow the guidelines such as wearing masks and definitely using hand sanitizer at entrances to the store as customers will be touching items such as billiard cues and even tables,” says Ethan Taub, CEO of Goalry. “It’s necessary for shopkeepers to disinfect the surface following a visit.” Chris Boyles, vice president of Safety for Steritech, notes the importance
of employees being aware of proper cleaning, sanitizing practices and disinfecting protocols, social distancing, the proper use of face coverings and gloves, and coughing and sneezing etiquette. “Emphasize handwashing, handwashing, handwashing,” Boyles says. “Help create and reinforce a safety culture by setting expectations and recognizing employees that have exemplary practices.”
KEEP IT CLEAN The CDC is offering suggestions as to how businesses and other entities can properly clean their facilities during these unprecedented times. These include wearing disposable gloves when cleaning and disinfecting and cleaning surfaces with soap and water, which reduces germs, dirt and impurities. Then use a disinfectant, which kills germs. Focus your cleaning on frequently touched surfaces and objects that customers touch. Shopping baskets for example, should be cleaned after each use. It’s also imperative that you clean high-touch surfaces, including light switches, handles, desks, phones, keyboards, bathrooms, faucets and sinks, whenever a customer or employee comes in contact with them. Other steps to take include washing hands regularly and placing hand sanitizing stations throughout your store. Mason Miranda of Credit Card Insider suggests taking steps that can increase
social distancing between you and your clients. “A great way to contribute to this is going contactless and using contactless payment options,” she says. “This allows customers to not touch payment terminals and may help reduce the amount of cleaning supplies used.” Sandra Matthews, a marketing specialist at The Product Analyst, says owners and managers need to always be aware of when their store needs cleaning. “Bacteria and viruses are fast-spreading and can contaminate a certain location in just minutes,” she says. “There’s also a high risk that the virus will be transmitted when proper cleaning is not consistent.” In addition to cleaning, social distancing is of paramount importance. Matthews says it’s a good step to limit the number of walk-in customers who enter your store by setting up reservations for people to come inside. This is also a good idea because as restrictions loosen in many parts of the nation, there are also limits as to how many people can be inside an establishment. “Customers should start being responsible for making appointments to avoid hassle on their end and refusal on the store’s part,” Matthews says. “We all have to take part in making this new normal work and it’s not only a seller or a business’ responsibility to adjust because this thing needs to be addressed by everyone to work.” Inside your store, set up markers that are six-feet apart so that visitors know where they can stand while still practicing smart social distancing. On days when your store gets crowded, close off busy sections – showrooms or aisles where popular products are. Have a staffer control how many people are in these sections. If a customer knows exactly what they want, a certain brand of chalk, for example, you or an employee can get it for them, which will result in a faster transaction. Then there are masks. Experts agree they are the best step we can take to BCAINSIDER.COM | 43
reduce the spread of COVID. Everyone who enters your store should wear one, and they have to be worn properly and cover the nose, mouth, and chin. Most experts agree that store owners have a right to require visitors to wear masks, just as you can require them to wear shoes and shirts, as long as you aren’t practicing discrimination against people who can’t wear them because of a disability. If customers aren’t wearing masks properly, politely ask them to do so. There are also people who forget to put a mask on when they leave their car. Consider having packages of disposable masks ready for those patrons.
FOCUS ON YOUR WEBSITE Online sales are a great way to get lots of customers the products they want while reducing in-person contact, which significantly cuts down on the risk of transmitting the virus. Stanislao Marrazzo, a retail specialist, says retailers should focus on their websites to attract more online sales. “One way to do this is by focusing primarily on designing luxurious-looking well-functioning e-store websites,” Marrazzo says. “Alongside this, making sure that all websites have an accelerated mobile page that has images optimizable across various devices can be extremely helpful for creating website stores.” He also notes that optimizing your website’s checkout page is essential, as a busy holiday season can mean lots of traffic. “If there are complications during that period, it could lead to shopping cart abandonment on your website, causing so much loss instead of profit from holiday shopping,” Marrazzo explains.
44 | BCA INSIDER • HOLIDAY ISSUE 2020
You can also increase your online holiday sales by suggesting products that complement the ones shoppers are putting into their virtual carts and by offering them deals. “Customers love to feel special, and in order to do so, offer them great deals that they could bank on for a couple of days on end,” he says. “Adding to that, the idea of running a free delivery service could increase purchase volume.”
AT YOUR (CURBSIDE) SERVICE The COVID pandemic has also seen a surge in curbside pickups. This isn’t a good idea for pool tables or games that are big and need to be assembled, but it’s a terrific option for sticks, balls, chalk, and other accessories. You want your curbside pickup operation to be efficient to keep sales moving and so that customers in cold parts of the country don’t wait outside in freezing temperatures during the holiday season. Boyles suggests installing large, clear signage that can be seen and read from cars. “Communicate a protocol when the order is placed, if possible,” he says, adding those include informing customers where to park, to turn on flashers when approaching the store, or to call from the parking lot with a description of their car and order. “Depending on lot layout and property rules, it may be helpful to create a safe zone for the runner using orange cones,” Boyles says, also suggesting that runners wear reflective safety vests and gloves and wash their hands often. “Avoid direct contact with consumers – handing them a bag is safer than placing the bag in the car, which requires touching car doors and leaning into the
(potentially contaminated) air space of the vehicle.” Lastly he suggests having a supply of large umbrellas for runners to use in bad weather, preferably in bright colors to increase their safety.
BE VERSATILE While online ordering is very popular, a pool table or other game can be a significant investment, which means a lot of patrons are going to want to see the merchandise and explore their options before buying. Not only that, but because people across the country aren’t doing the things they normally do – going out to dinner, seeing a movie, taking in a ballgame, going to parties – some will likely see holiday shopping as something they can do to get out of the house and bring some sense of normalcy to their lives. “A lot of customers may want to come to the store physically in order to get a close look at the items and hold them,” says Adam Korbl, a long-time businessman. “Because many may want to do this and it may be hard to clean each and every item in the store, consider giving them disposable gloves before entering.”
TAKING CARE OF STAFF One of the biggest challenges retailers will face this holiday season is deciding when you and your employees are healthy enough to work.We’ve all dealt with sniffles, colds and coughs in order to fulfill our work commitments, especially during the busy Christmas season. However, this year is different. “There’s no assurance that everyone is safe in this pandemic season given the high risk of getting infected the moment you step out and socialize with
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people, which is inevitable if you are working,” Matthews says. “Employers have to be lenient too when employees feel a little sick and consider asking them to call it a day for safety measures. You should not put your employee, or anyone else’s, life at risk because you failed to be a little lenient.” The most important reason for people to stay home when not feeling well is that you want to do everything you can not to contribute to the spread of the coronavirus. But there also is a business aspect to this decision. If you or an employee is seen coughing or sneezing, customers may leave the store because there is no way for them to know if your sneeze is just a sneeze, or a symptom of something worse. Boyles notes that the most effective way to prevent COVID-19 at your business, is to not allow it to walk in your door. “For employees, place a renewed focus on not reporting to work if they are symptomatic, exposed or have a confirmed illness,” Boyles says. “Make sure the team understands the reasons behind the policies and reiterate that
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working while sick risks the health of their colleagues, customers and themselves. Many employees may be worried about losing their job if they report an illness to a manager, so work with an HR professional to develop or modify sickday policies.”
minding customers not to touch your tree or other decorations.
YOU CAN STILL GET IN THE SPIRIT OF THE SEASON
Food is even trickier. Putting out a bowl of cider and a plate of cookies is not the way to go in 2020, but you may want to offer single-serve bottles of beverages. Buying bottles of cider for everyone who walks into your store may not be economically feasible, but small bottles or cans of water, juice, or soda are options. Individually wrapped snacks, especially candy canes, are a reasonably safe step that is sure to be appreciated by your hungry customers. Don’t leave these items out for the taking. Instead, ask customers if they would like one and hand them to them. Keep sanitizing wipes available so that people can clean bottles. And be sure to get a parent’s permission before giving a little one a candy cane. COVID-19 doesn’t mean you can’t celebrate the season.You just need to make sure your celebrations are smart and safe.
One of the great things about the holiday shopping season is decorating your store. It’s fun and festive to set up a Christmas tree and other decorations and offering your guests treats like hot cider and cookies can warm up customers on a hot day and curb their appetite during a busy day of shopping. While 2020 is different, that doesn’t mean you have to become Scrooge and ban holiday decorations. If you decide to put up a tree, be sure to put it in a low-traffic area, perhaps in a corner where it will be still be seen but is less likely to be touched. Put up signs re-
When decorating, do it at the end of a business day, after you’ve closed for the day. Wear gloves while unpacking everything and setting up your festive items.
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VirtuALL BCA EXPO This year, the pandemic necessitated that the Billiard Congress of America change its annual BCA Expo to a virtual event, and so the first-ever BCA VirtuALL Expo was held July 29-31. The event was a rousing success and even though most hope the Expo returns to being held in-person next year in Las Vegas as planned, everyone had great things to say about what the BCA was able to accomplish during this trying time. Here’s a look at what some of the participants thought about the BCA VirtuALL Expo.
RACHEL SCHMIDT
Purchasing Manager, A.E. Schmidt Billiards | St. Louis, Missouri
I thought it was a good alternative to everything going on this year! We were not sure what to expect, but it ended up being a good way for us to connect with new customers and check in with existing ones. We were an exhibitor. This year, we updated our page bio and created a YouTube video that showcased who we are, our new products and previous top-selling items. The virtual trade show was a good opportunity to explore new platforms and can be helpful in the future for people who are not able to make an in-person show.
48 | BCA INSIDER • HOLIDAY ISSUE 2020
PETE EDMONDSON
Sales Manager, Shot Darts | Bay of Plenty, New Zealand
I didn’t know what to expect but it was a great initiative. We listed as a vendor and got engaged in the App chat and ran a “dart download” webinar about the big spike in darts through staycation and how to get into darts as a new category.
BRIAN ROSSELLI
Vice President of Operations, Olhausen Billiard Manufacturing | Portland, Tennessee
We thought that the BCA did a phenomenal job making this happen given the unfortunate circumstances of not being able to execute our annual trade show in Las Vegas. Given the unique situation and the fact that this is the first time the BCA has had to execute a virtual experience, we thought that the platform and their efforts to see this through for the industry and our membership was exceptional and greatly appreciated. Our participation consisted of a video we produced highlighting and introducing two new pool tables and three new shuffleboards. We used this opportunity as a nice appetizer for our dealers with this new product presentation so that we could follow up with them after they saw the product to offer them the show specials and pricing. We were very pleased with the interest and the orders we received. It was definitely a successful venture for us. The speakers and presentations are always a nice opportunity and platform for our industry to continue to learn new things and to grow with the times and changes in advertising, marketing, merchandizing, etc. The BCA has always done a really good job at targeting speakers and topics that are important in making our industry retailers and membership more informed and educated in areas that can enhance their businesses.
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It was an interesting new concept during the current pandemic that created an opportunity for the industry to have conversations, present what they are doing and eventually take orders. Given the current situation, it has created value for us at Predator Group with leads and orders, and from what I gather from industry partners I spoke to, it also created value for many other industry players. And this was provided by the BCA free of charge, which is much appreciated. We shared the VirtuAll Expo with our dealer contacts to invite them to register, participate and have a conversation. We also published a video from our CEO Karim Belhaj presenting some of our professional event, initiatives and new product launches. In addition to presenting new products, we also offered show specials for dealers to take advantage of.The app allowed us to exchange messages with some new leads and with existing customers that contacted us through the Whova app, and some of our team members followed and contributed to the community conversations as well.
ANTHONY BEELER Professional Billiard Instructor | Bradfordsville, Kentucky
I really liked it. It was not as good as in person, but it had its merits. I enjoyed the way the platform was set up. I liked how you could set up your own topics of things to discuss on the forum and people could respond back to questions you had. I thought the speakers were good. They had them recorded so you could keep watching them afterwards. I guarantee a lot of people who weren’t going to fly to Las Vegas and participate came because it was online. I believe it would be a great thing to offer it online in the future in conjunction with the in-person event.
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Founder & President, Boynton Billiards Inc. | Boynton Beach, Florida
I was really impressed with the effort that most of the exhibitors made to participate in it on such short notice. I was not involved much in this except I did encourage some of the vendors to give it their best shot. The speakers, as always, were enjoyable. I learn something every time I go to them. This virtual BCA was handled by Rob Johnson and Shane Tyree who did an incredible job – it was their baby.
DEBBIE ARNOLD
Manager, Arnold’s Billiard Supply | Nederland, Texas
A virtual event cannot replace an in-person event, but the BCA VirtuALL Expo was as good as one could hope for. I visited the sellers we already deal with, reviewed the names of new vendors, and reviewed the list of other attendees. I listened to three seminars and came away with good information about staying connected during the current COVID-19 situation. Good presentations.
LINDA WEINSTEIN President, Marion & Co., Inc. | Davie, Florida
Nothing is as good as in person, but under the circumstances, I was happy that I participated so that all my customers knew that Marion & Co. is still around. I created coupons, I submitted promotional information and made the most of the opportunity.
CIARRA MCINTIRE BROTHER President, Universal Billiards, Inc. | Plano, Texas
I applaud the efforts of the BCA and vendors for pivoting quickly with the virtual Expo. The app used was intuitive, easy to learn, and the gamification element was a fun addition!
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CHAD SCHARLOW
Vice President, Diamond Billiard Products | Jeffersonville, Indiana
I liked that the BCA took the initiative to implement this. They were forward thinking in attempting this project. Diamond was in full support from the start. A videographer was hired to produce an advertisement/commercial/infomercial and we attempted to show American production, exciting tournament clips and a beautiful Paragon table in the Waldorf Astoria condo in Las Vegas.
MARK FINKELSTEIN
Master Instructor | Forest Hills, New York
I had a big learning curve trying to figure out where to go, what to click on, etc., but once I got that, it was relatively easy. My time zone is 3 hours ahead, so I didn’t really have a chance to hear the speakers live. If we need to do this again, my comment would be to make the access as easy as possible for the over-65 crowd like me who aren’t as familiar with computers as the younger generations. But I logged in and went to different booths, asked questions and also watched some of the video clips.
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MATTHEW DEITH
Director of Sales, Bay Tek Entertainment | Pulaski, Wisconsin
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It was great that the BCA was able to pivot and create a virtual event so quickly. We were very grateful the event was free. We were an exhibitor, we simply updated our contact info and added a video of a product of ours. We also watched two videos of our distributor, Imperial, which were both very good. We also ran a free freight promo. I want to thank the BCA again for putting an event together and allowing some promotion and education during a difficult time.
KRISTINA LAWRENCE Wholesale Manager, Magic Darts Inc. | Fair Oaks, California
I logged in each day and browsed the images and shared images. I also participated in a Zoom meeting with one of our manufacturers while discussing the U.S. market for darts. I watched several of the videos, and interacted with vendors and customers whenever possible. The talks had great information and the speakers did a pretty good job of keeping interest and answering questions.
THE BILLIARD INDUSTRY NEEDS ITS BOBBY BRADY By Jason A. Moss In 1966, at the age of just seven years old, a child pool prodigy named Jean Balukas appeared on the popular American panel game show, I’ve Got a Secret. She befuddled the judges, who were unable to guess her “occupation.” The notion of a bambino billiards player was too outrageous to consider.
ture can move the popularity needle, as billiard cinephiles know well. After the release of The Hustler in 1961, sales of pool equipment skyrocketed and the number of pool halls in the U.S. doubled. Similar spikes in interest occurred after The Color of Money was released in 1986.
into billiards acumen in “Fast Eddie Winslow.” Then, in a 1996 episode of Saved by the Bell: New Class, high schooler Katie Peterson scored big with her trick shots. Fast forward another eight years and Drake Parker is a pool powerhouse in the “Pool Shark” episode of Drake & Josh.
The good news is Balukas was no flash in the pan. She became the youngest inductee into the Billiard Congress of America Hall of Fame, and she is widely considered one of the best players of the 20th century.
Unfortunately, to the extent movies and television could ever be a bellwether for tween/teen billiards interest, the cultural pickings are slim. Perhaps, the most famous child player on TV was Bobby Brady from The Brady Bunch. In “The Hustler” episode, Bobby is a disciple of the sport, practicing constantly, beating his brothers in 9-ball, and predicting he will one day become “pool champ of the whole world.” Bobby dreams about pool, shooting while blindfolded and making famous trick shots, such as the six-ball “Butterfly.” He even hustles his father’s work colleague out of 256 packs of chewing gum. For a fleeting moment, Bobby could have been his generation’s cultural pool avatar. But that was almost 50 years ago!
While these episodes may have garnered a few snickers, they did not have cultural resonance and certainly none had an impact on children’s billiard habits. Incredibly, among movies, the landscape is even more barren; the only movie I could find that features a child player is the barely watchable 2020 film Walkaway Joe about a deadbeat dad and his 14-yearold pool-playing son, Dallas.
But, sadly, the judges’ incredulity that someone so young could excel in pool has proven to be eerily prescient. Pool has struggled to generate interest or gain acceptance among children. While it’s hard to find recent data, the National Sporting Goods Association’s 2020 study indicated that just 700,000 children (ages 7-11) had picked up a cue stick and they were half as likely to participate in pool and billiards as the national population. (By comparison, almost five times as many similarly aged children participate in bowling.) With overall pool and billiard participation in historical decline, the sport is in desperate need of new blood. The opportunity to start anew with a younger demographic is tantalizing. But, the question is how? The representation of pool in pop cul54 | BCA INSIDER • HOLIDAY ISSUE 2020
Since that 1974 episode, I have found just five TV episodes or movies that prominently feature kids playing pool. In 1989, a 10-year-old girl, who is actually a robot (!), shows her billiards excellence in “Minnesota Vicki” from Small Wonder. One year later, Steve Urkel from Family Matters proved his mathematical genius could translate
In the 2020 NewYear issue of BCA Insider, Daniel Bastone provided some great, tactical insights about how to appeal to younger customers. But, if billiards is truly going to have a sporting chance of gaining popularity among Generations Z and Alpha, then the industry needs to move beyond miniaturized pool tables or Ewa Laurance doing “how to teach billiards to kids” videos for parents. The sport needs a pop cultural makeover. The sport needs its next Bobby Brady. Jason Moss is author of “8 Ball on the Silver Screen” (www.billiardsmovies.com), a blog dedicated to the portrayal of billiards in film and television.
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