Holiday Edition | December 15, 2023
Take Aim at More Sales
WITH DARTS
Get Involved with Dart Leagues BCA Launches Certified Installer Program BCA Insider – A BCA Member Publication Dedicated to Businesses in the Billiard and Home Leisure Industry
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Keith Loria
BCA Launches Certified Installer Program
06 Charles S. Donnavan
Get Involved in Dart Leagues
Charles S. Donnavan
IN THIS ISSUE
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Take Aim at More Sales with Darts
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BCA Expo Driving Business for 2024 By Keith Loria The Heart of a Champion By Anthony Stoeckert World Junior Recap Skip Maloney One-on-One with Shot Darts By Keith Loria GLD Products Hits the Bull’s Eye in Darts and Other Games By Warren Webber ’Tis the Season to Boost Holiday Sales By Alan Pearce
OPENING LETTER EDITORIAL EDITOR-IN-CHIEF Keith Loria billiardskeith@gmail.com
CONTRIBUTING WRITERS Charles S. Donnavan Skip Maloney Anthony Stoeckert Alan Pearce Warren Webber
ADVERTISING Steve Mathias steve@bca-pool.com (303) 243-5070 x124
DESIGN/LAYOUT ART DIRECTOR Julie Snee julie.snee@gmail.com
BCA Board of Directors CHAIRMAN Philippe Singer, The Predator Group
VICE-CHAIRMAN Shane Bouchard, Maine Home Recreation
SECRETARY
It’s the most wonderful time of year, the season of back-to-back holidays! From Halloween, to Thanksgiving through Hanukkah, Kwanzaa, Christmas, New Year’s Day and every day in between, there are countless reasons to celebrate. And BCA Insider wants to celebrate with YOU! By now, most of you are in the final stretch of your holiday frenzy, reorganizing and freshening your store to keep it festive, having seasonal training sessions with employees so they are gushing with holiday cheer to keep those sales rolling in, and even staying open later than usual to help close sales with those last-minute customers. We understand how busy you are this time of year, and hopefully with strong holiday sales, you’ll be ready to experience the 41st rendition of the BCA Expo. The 2024 BCA Expo, again co-located with the Amusement Expo International (March 20-21) in Las Vegas, will give us reason to celebrate the industry we all love together. The 2024 BCA Billiard and Home Leisure Expo will have all the major exhibitors under one roof again and gives us a reason to celebrate. Please register early and plan ahead as we know the host hotel will sell out and space for the annual industry celebration will be limited to the first 300 entries. And yes, we know there is a lot to be excited about in regard to both the holiday season and the year ahead… But there’s also a lot to be excited about with this edition of the BCA Insider. Billiards is one of the largest cross participation activities with darts, at 59.5%, so in this edition, we hit the bullseye with several stories aimed at darts. We look at what’s popular, ways retailers can capitalize on the darts craze, and go one-on-one with world champion, Michael Smith. Our holiday issue also recaps the WPA World Junior Championships and provides some tips about improving sales this holiday season. Until 2024, let us make some memories we can cherish this holiday season while we listen to sounds of sleigh bells (and cash registers) ringing! Happy Holidays!
Ed Liddawi, Sandcastle Billiards
TREASURER Trey Stites, Champion Shuffleboard
BOARD MEMBERS Jacklyn Ady, The Brunswick Billiard Group Debbie Corvey, Boynton Billiards Maria Martinez-Trent, Beyer & Brown/ Pool Tables Plus Robbie Selby, R and R Outdoors
SHANE TYREE,
BCA CEO
P.S. If you haven’t renewed your membership yet, please take a minute and renew by contacting the BCA national headquarters today at 303.243.5070 x124. BCA Insider is published by Billiard Congress of America © 2023 bcainsider.com
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• Inspires consumers confidence • Additional sales tool • Customized listing on Billiard Congress of America Website (BCA-Pool.com) • Free admission to the BCA Expo including installerspecific training and seminars • Free subscribtion to BCA Insider magazine
Use Promo code BCAInstaller24 to get a 50% discount on 2024 Installer annual dues!
BCA LAUNCHES Certified Installer Program By Keith Loria This fall, the BCA launched its Certified Billiard Congress of America Installer program, designed to inspire consumer confidence and improve business for installers.
The program is important to many of the BCA members, he adds. It could be retailers who employ people as pool table installers or independent installers.
“The BCA is the governing body for our industry in North America and for consumers looking for professional, trustworthy, and quality billiard installers, it’s a great place to start,” says Stephanie Schmidt of St. Louis-based A.E. Schmidt Billiards. “Not only does the Installer Program offer a seal of approval that this company or person has the qualifications needed to professionally complete their specific job, but it continues to build brand recognition for the BCA. It’s a win-win.”
“We wanted to try and bring those people into the fold, because they are an important part of our industry and we can bring value to those installers,” Bouchard says. “We wanted to set up this program to certify installers and do it around proper business and professionalism, rather than looking for videos of you doing pool tables and how you do this or do that.”
Shane Bouchard, BCA’s Installer Committee chair, notes that a big reason for the launch of the installer program is to expand the scope of the BCA. “As part of the Board of Directors, I have been one of the people pushing for this for a while, and we’ve had numerous members asking for something like this for years,” he says. “I have worked as an installer, so Stephanie, Deb Corvey from Boynton Billiards and I started putting this together.” 6 | BCA INSIDER • HOLIDAY ISSUE 2023
Some of what happens in the program will be about learning, but it’s also designed with safety and legitimacy in mind. “In the beginning, the application process is going to make sure someone is in fact, a legitimate business entity with all the proper types of insurance, so we’re protecting the homeowners that they are going in for,” Bouchard says. “We have a background check included. We want to see that someone is driving a commercially-registered vehicle with insurance. And we’re trying to weed out those who aren’t showing professionalism and have no real reach into the industry.”
He notes that some of the benefits of the program include a customized listing on BCA’s website (BCA-Pool.com); free admission to the BCA Expo, including installer-specific training and seminars; and a free subscription to BCA Insider magazine. “Part of what you will get as an installer is education,” Bouchard says. “You will also get a profile on the BCA website, so someone can find you easier by searching. If you are from a store, it will note that. The profile will be built out so as you attend education seminars, you will get seals on your profile.” Kevin Henderson, owner of Prestige Billiards in Phoenix, Arizona, helped out with advice for the program, offering tips on what to do with installs and what would make sense for certification.
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“Brunswick will talk about their commercial products, including its new coin-operated table,” Bouchard says. “People will learn how it works and how it’s different from a Valley or Diamond Smart table or others in the industry. Brunswick will also talk about the new Gold Crown VI and how to install that table.”
installer who goes to BCA IS MORE THAN JUST AN Any these seminars will leave with merit badges on their profile, EXPO … [THE CERTIFIED showing they learned about these two tables. INSTALLER PROGRAM IS] JUST installing expects more manANOTHER WAY THAT BCA IS Bouchard ufacturers to offer seminars this in the years ahead. MAKING A BIG DIFFERENCE like “The companies I am talking IN THE INDUSTRY.” to are super-excited about the ability to go to the show and do
“The whole purpose was to get more people involved on the installer side,” Henderson says. “We’re trying to make it attractive so that if we have certified installers, more people will use them. Since the BCA has already vetted these installers, when they get to the customer’s house, they can rest assured that it’s someone the BCA has put a lot of trust into.”
Word is already spreading fast, and many installers are taking part in the program, knowing it can help them improve business. “For retailers, certifying your installers can only add to your company’s reputation,” Schmidt says. “It shows you are committed to providing excellent service and investing in industry programs that level up your company to the highest standards available.” “We wanted to create an industry standard on the installation team, so you don’t have a fly-by-night installer coming in,” Henderson says. “It’s pushing more people towards the BCA, and it’s unifying installers.” Prior to the 2024 BCA Expo, there will be two installer education seminars on the Tuesday before the show begins in conjunction with the AEI show. One will be given by Valley-Dynamo, which will talk about its pool tables, considered one of the staples of the industry. “Every mechanic who has ever worked on a table, has most likely been inside one of these,” Bouchard says. “Valley will go through the table, talking about the tricks to covering the rails, the proper materials and the next level of how to work on them – the common problems, pieces and parts that are needed to know.” 8 | BCA INSIDER • HOLIDAY ISSUE 2023
The other seminar will be delivered by Brunswick Billiards, another significant table manufacturer for installers to understand if they are going to be successful.
training on their products in front of these installers,” Bouchard says. “This way they know if they need someone in a particular area, they can go to the BCA website and find someone who has been through their specific training.” The future of the installer program will depend on word of mouth, and Henderson believes that many in the industry have looked for a strong program like this, and once one installer in a city takes part, it will lead to others following their lead and getting a steady stream of customers.
“BCA is more than just an Expo, it’s important to get involved in more stuff, and if we can build this, it’s just another way that BCA is making a big difference in the industry,” Henderson says. As something of a niche industry, Schmidt believes it’s important for customers’ experiences to be good from start to finish, and the BCA always works to improve that experience. “Great competent services keep customers coming back – not only to the service companies but the industry as a whole,” she says. “A customer who gets a bad taste in their mouth, may sour on the activity completely.” For more information on how the installer program can help your business, contact BCA Installer Committee Chair Shane Bouchard at 207-740-6135.
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Dart Leagues By Charles S. Donnavan If you’re one of the millions who play darts regularly, defeated some friends or fellow bar patrons on the board, and feel you have a good grasp of the rules and scoring, now may be the right time to join a local league or darts club. Joining a dart league provides the player with a great way to vastly improve their game, interact socially during the week, make new friends, travel to various tournaments, and have an opportunity to talk with other players about the best darts equipment. Finding a dart league is easier than ever thanks to social media platforms, which allow you to search for groups in your area to join. 10 | BCA INSIDER • HOLIDAY ISSUE 2023
Many dart organizations offer resources for dart players to get involved in leagues and tournaments. Below are some of the most popular leagues in the U.S.
ADA (adadarters.com) The American Darters Association (ADA) was founded in 1990 as the sanctioning body for a nationwide centrally controlled dart league. “Our No. 1 benefit is the American Dart League, even if a league is not in your area,” says Karl Remick, vice president
of marketing for the Wentzville, Missouri-based association. “We have nightly tournaments online, whether it be steel-tip or soft-tip.” The ADA operates two types of nationwide dart leagues. One utilizes a unique handicap system called the Neutralizer, allowing members, regardless of their ability, to compete equally. The second is the traditional “scratch” open league format. “We host an annual national championship, and hold it in a different city each year,” Remick says. “It’s a chance for dart players to see some new places and throw some competitive darts.” In 2023, there were more than 4,000 dart players in the league. It costs $20 to be an ADA member, and players can join any league on the ADA map.
MMDL (mmdl.org) Established in 1974, the Minute Man Dart League (MMDL) has grown from a handful of teams to become one of the largest dart leagues in the world, with currently more than 350 teams from the North Shore to Boston, South Shore, and Central Massachusetts. “Our members range from the average recreational amateur to nationally and internationally ranked professionals,” says Tom Sawyer, president of the MMDL. “Darts is a sport that everyone can enjoy, and the MMDL provides the ideal home for those seeking the spirited competition it provides.”
The MMDL has a long tradition and heritage, with roots to the earliest foundations of darts in North America. Bringing together people of diverse heritage and backgrounds, MMDL has organized and established its activities in accordance with the principles of open membership, fair play, and respectful competition. The MMDL hosts the internationally renowned annual tournament, The Witch City Open, which showcases players from around the country facing off against New England’s best local talent.
NDA (ndadarts.com) The National Darts League features a section designed to help dart players connect with one of the organization’s more than 250 charterholders – its network of operators who own, place, service electronic dart games, and organize and manage dart league programs. As members of the Amusement and Music Operators Association (AMOA), the NDA’s founders saw the benefit that organized league play had on other sports and created the AMOA-National Dart Association to provide benefits to coin-operated vending companies and their players. It also lists loads of tournaments for dart players of all ages and abilities. OPPOSITE & ABOVE: American Dart League BCAINSIDER.COM | 11
DPFL (dpfldarts.com) The DPFL league operates on a platform that allows it to be roughly 90 percent online. “We have begun to host live events annually in Kissimmee, Florida, and also try to promote the game through local qualifiers at larger tournaments,” says Tim Wey, CEO of DPFL, which recently hosted its Ghost on the Coast at the end of October in Myrtle Beach, South Carolina. “We started out successfully as an online platform and that seems to work really well worldwide, so that will always be our goal.” The league started as an in-person, singles league at a local bar in Tampa, Florida. When the pandemic struck in 2020, the founders turned it into an online league and had roughly 24 to 30 players. “Once the word spread, we were able to ramp up the team and take on what today is more than 800 players in seven divisions, with more than 2,500 players participating in all our events,” Wey says. The league is currently winding down Season 8 of DPFL and started this year with players from all over the globe. “We have a few options to play with DPFL,” Wey says. “If you wanted to just practice with the best, it’s $10 to play in our King of the Hill events, which run each month and you can play 24/7. If you wanted to play in the leagues, the base fee for a season is $69. One season will usually get you between 8 to 12 matches or more if you hit the playoffs and make a deep run.” DPFL’s main events are the three- to four-month long seasons. Along with the seasons, it offers a lot of points-based nightly tournaments that people can play in. “Some of the tournaments can have age restrictions, gender-specific tournaments, as well as some open events,” Wey says. “We host events nightly, weekly and also monthly for people to participate in.” And there’s the upcoming $100,000 live event in August 2024 in Kissimmee. “Our league is for any player that likes to throw darts and enjoy competition,” Wey says. “We have some of the world’s best players, as well as people who just picked up darts for the first time this year. It’s really a place where you can find intense competition at your skill level.”
LEFT & NEXT PAGE:DPFL 12 | BCA INSIDER • HOLIDAY ISSUE 2023
Tournament Tested American Crafted It must be Tornado
What’s unique about DPFL is that being online, it has the ability to put two people in the same lobby from two completely different places in the world and have them compete. “A lot of organizations are strictly limited to in-person events and don’t have the drive to get the amount of talent or players that we can produce,”Wey says. “Our league is also unique to the fact that you won’t play a player in a season that is way out of your skill level. We do a pretty amazing job at placing players in a division where they can compete and feel like they can win every match they step into.” One of the major benefits that he sees every season is the direct reflection of the amount of effort one puts into their game is the amount they will see come out. “Many of our players will start in a lower division and grind out matches all season long which in turn leads to a more consistent and better player,” Wey says. “Averages tend to get better with more playing, and we always have people online to practice just about 24 hours a day. Another perk of being on the server is that players from all time zones will play matches and can give people a chance to sharpen their skills regardless of time or location.”
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Tis’ the Season T I M E L E S S C U E S F O R E V E RY W I S H L I S T
AVA I L A B L E E XC L U S I V E LY V I S I T W W W.C U E A N D C A S E .C O M O R C O N TAC T 8 0 0 - 8 3 5 -7 6 6 5
BCA EXPO Driving Business for 2024 By Keith Loria The BCA Billiard & Home Leisure Expo began a successful partnership with the Amusement Expo International (AEI) last year, as the two held concurrent shows under one roof at the Las Vegas Convention Center. For the 2024 Expo, the BCA is once again teaming with AEI for a co-located show, again at the Las Vegas Convention Center, March 20 and 21. By co-locating with such an influential show, exhibitors will be thrust to the forefront of brand-new buyers, allowing them to expand their brand’s reach and influence in untapped markets. This year’s Expo will be a huge industry celebration because it will mark the first time since the pandemic that there is 16 | BCA INSIDER • HOLIDAY ISSUE 2023
only one industry trade show to support BCA members and serve the industry. “The BCA Expo is back and better than ever, building bridges and driving business,” says Jacklyn Ady, Expo committee chair. “We are showcasing all the best brands under one roof and have amazing events planned throughout the week of the trade show, including informative installer education sessions, great giveaways, and an amazing industry party. “Plus, by partnering with AEI, specifically dedicated to the amusement entertainment industry, we’re providing exposure to new buyers, a different demographic, and a new type of energy the BCA has never seen before.”
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“This industry needs all players under one roof and at the right time of the year,” says industry veteran John Kazik with Plank and Hide. “Looks like we will now have both of those come to fruition. Our team is pumped to be back with the BCA and look forward to a great show.” Shane Tyree, CEO of the BCA, notes this year, the organization is working with all the exhibitors to really have a special industry celebration on the opening night of the Expo, Wednesday, March 20. “While we can’t share all the fun and exciting details quite yet, we will let everyone know that this will be an industry celebration that you won’t want to miss,” he says. “We hope to see all our members there because all the major billiard and home leisure manufacturers will be under one roof for our members to engage and interact with. This year will be a celebration of the industry coming back together to drive business and support the success of our members.” There will be two seminars focused on the installer program at this year’s show, one from Valley-Dynamo and one from Brunswick. Other seminars are also being discussed. Now that all suppliers are united, the BCA is hoping to see as many buyers, commercial operators and players join in and make this truly a great show and set the stage for growth. Be sure to check out the marketing toolkit the BCA has put together at www.bcaexpo.com/exhibitor-marketing. There are fantastic assets to let your colleagues and customers know you’ll be at the BCA Expo including Canva templates for those without a graphic design team to easily create beautiful custom graphics for exhibitors.
Building Bridges, Driving Business Co-located with
The Fun Never Ends!
Those that register by December 15th will be entered for a chance to win two nights free at the Westgate Hotel. To register, visit www.bcaexpo.com. For more information, contact Shane Tyree at 303.243.5070 ext. 123, or email shane@bca-pool.com.
Building Bridges, Driving Business
Industry Influencers Meet the people behind your favorite brands. Here are some of the exhibitors at the 2024 BCA Expo:
The Heart of a
CHAMPION By Anthony Stoeckert
Michael Smith has established himself as one of the very best darts players in the world. Known for his uncanny ability and tireless dedication to achieving excellence in the sport he loves, Smith is the Professional Darts Corporation’s (PDC) reigning World Champion. And his long list of accomplishments includes winning the 2022 Grand Slam of Darts, as well as his impressive showings at the 2019 and 2022 World Championships, the 2018 Premier League, the 2019 World Matc hplay, and the 2022 European Championship and UK Open. Smith’s song of choice as he prepares for competition is “Shut Up and Dance” by Walk the Moon, and when darts fans hear that track and its lyrics like “keep your eyes on me,” they know they are in for something special from this winner of 21 PDC ranking events. But if you think this is the story of a champion who dreamed of playing 20 | BCA INSIDER • HOLIDAY ISSUE 2023
darts since he was a little kid, that’s not quite right. Even though he grew up around darts – both his parents played and his mother played often while she was pregnant with Smith – he didn’t take up darts until he was 14, nursing an injury that happened after he fell off his bike. Unable to go anywhere, Smith found himself needing something to keep him busy and pass the time, so he gave darts a shot. “I only grew up seeing my Dad practice as I had no intention of ever playing the sport until I broke my hip when I was 14,” Smith says. “I was stuck at home for weeks not being able to walk properly so it was then I really got into it and tried it for myself.”
DISCOVERING HIS TALENTS And it turned out, he was really good. According to his Wikipedia page, Smith threw his first 180 (the highest score possible throwing three darts) on the crutches he used while recovering from his injury. He excelled so much that he turned pro. But at that time, his motivation behind that decision had more to do with his dislike of school than his passion for darts. He attended college for a while where he studied Joinery, then he
dropped out to play in a darts tournament. He has called that choice the best he ever made, as he had great success in the local darts scene then made his PDC debut in the 2009 UK Open. “When I was 16, I won my first youth event and made 100 pounds for winning it,” Smith says. “I disliked school and saw this 100 pounds as a way to not go to school because I could make money and not have to study, so I put every hour I could into the sport, which I eventually fell in love with.” Smith grew up in St. Helens, a town in England, located between Liverpool and Manchester. In an interview with The Guardian, he talked about the challenges he grew up with – his neighborhood was one that saw a lot of drug use, raids, and fighting. Rugby was the sport Smith loved (and still does), though he grew up around darts because his family made their living working in pubs, but it didn’t interest him at all. Indeed, he told The Guardian that he still finds darts boring to watch to this day.
A CHAMPION’S PATH But there’s a chance that darts has not only helped Smith make a living, it may have saved his life. “Of course, I had a lot of friends that were users, friends who did stuff,” Smith told The Guardian. “But then I got into darts. So it was either stay in and practice, or go out and do stupid stuff. I left when I was 23, so I’ve not been there for … years. It wasn’t the greatest of places, but it’s still home.” When he started competing in local leagues, Smith saw some quality players and what they were able to accomplish. After some of his friends like Gary Welding and Alan Tabern joined the ranks of the PDC, the sport began to take off in St. Helens. Smith’s road to the 2023 World Championship began with a 3-0 win over 22 | BCA INSIDER • HOLIDAY ISSUE 2023
Nathan Rafferty. His resiliency, determination, and excellence under pressure were on full display when he came back from 3-1 to top Martin Schindler, 4-3 in the third round. His next challenge came with facing Joe Cullen and Stephen Bunting before he defeated Gabriel Clemens by a score of 6-2 to reach his third World Championship final. Refusing to let this opportunity pass him by, Smith gave a remarkable performance in the final, including a nine-dart finish following Michael van Gerwen’s missed Double 12. The YouTube video of that performance is titled THE BEST LEG OF ALL TIME. Smith and van Gerwen engaged in a fierce competition for a while, but Smith finally broke van Gerwen's throw and held his own throw to take a 6-3 advantage. Smith lost the 10th set, and in the 11th, he won two legs in a row to throw for the match. After finishing in eleven darts for a 7-4 win, Smith was able to add World Champion to his incredible darts resume. He also earned the number-one spot in the PDC Order of Merit for the first time
and became the first player to win the PDC World Youth Championship and the PDC World Darts Championship. “It was one of the best feelings in the world and had been a dream of mine since being 16,” Smith says of his championship victory. “I knew that with self belief and hard work I would reach my goals.” After winning the championship, Smith made sure to celebrate in style. “I went to Vegas with my wife and friends and spent four days there partying,” he says. “I've taken many holidays this year, all thanks to being World Champion and being able to pick and choose what events I play in.”
LIVING THE LIFE When asked how darts has helped him in other areas of life, Smith says he isn’t sure, but he is quick to give credit to the people who have supported him, and he does think darts has helped his kids succeed John inLewis the and classroom. Janet Ybarra of ACS
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“I have a team around me that helps with everything,” he says. “I think darts has helped my two boys to be extremely good at maths, helped me build a good life for my family and just learned to take everything easy and not to rush into things as everything will happen for a reason.” He is especially thankful for the love and help he receives from his wife and sons. “If I played this sport alone I would not be where I am now,” he says. “Their support and guidance has helped me to get where I am today.” Smith also has one of the coolest nicknames in darts – Bully Boy, but it isn’t because he’s mean to people. “I used to work on a cow farm through my school holidays before I even played darts,” he recalls. “I was wrestling with a three-day-old calf and it battered me, and my mate called me a bully. When I was looking for a darts nickname later on this just popped into my head.” Smith has also impacted the game of darts through his use of the Achieve Steel-tip 24gm dart, which was designed and made for him by Shot Dartisans. The dart reflects Smith’s personality and approach to competition, as they each represent excellence, but are also focused on the bottom line – results. The Achieve Steel-tip 24gm is 90-percent tungsten, with a center-weighted barrel. The dart’s barrel offers wide rings inlaid with red mill cuts behind its smooth nose. This remarkable design and attention to detail result in excellent traction and secure grip. “It has everything I want,” Smith says of his dart of choice. “It has a nice straight barrel, flys nice and straight through the air, and it’s just made properly. No stone was left unturned when it was being manufactured.”
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MAKING THE MOST OF HIS OPPORTUNITIES With his growing popularity, Smith is no doubt an inspiration to dart players, including those who dream of playing professionally. But he notes that becoming a pro takes a lot of work, and a lot of sacrifice. “If you want to become a professional, be prepared to miss a lot of your family time and be prepared to not have friends back home, as the tour does not give you time to be at home much,” he advises. “But the life and rewards you can gain from darts will be worth it.” And even though he gives so much of his time and energy to darts, Smith has managed to be equally devoted to his family, and when he is asked if he has any interests or hobbies other than darts, his answer is simple – his family. “My interests are my kids so six days a week they’re either training Rugby League or playing matches,” he says. “But if I do have time for myself I love to go
fishing, but our biggest hobby as a family is going to watch my hometown Rugby team, St. Helens, every weekend.” Smith is also captain of his local league. He and his wife, Dagmara, and their sons, Michael Jr. and Kaspar, live on a farm in Cheshire, where they take care of their land and their animals, including six dogs. It’s a peaceful life away from the excitement and pressures of competition, and it’s a life that reflects his values. But that peaceful way of life doesn’t dampen Smith’s competitive spirit, not in the least. When asked what he wants to achieve as a dart player, his answer is simple and straightforward, though it is quite ambitious. “I want to win everything the PDC has to offer and also be a multiple World Champion,” he says. And it seems doubtful that anything is going to get in Michael Smith’s way. He has proven that when he sets his sights on accomplishing something, he gets the job done, without compromise.
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World Junior
RECAP By Skip Maloney of AZBilliards
The WPA World Junior Championships concluded Oct. 22, and the American juniors brought home some hardware.
World Junior Champion. Each of the three divisions (Boys U19, Girls U19, Boys U17) began with competitors from over 50 countries.
It’s been five years since Virgin Island’s Mahkael Parris’ Under 17 Boys victory in 2018 and the U.S. was primed to return to the finals, and did so with some great competitive play.
This year’s event was held at the Klagenfurt Sport Park, home of Jasmin Ouschan’s training academy and hometown of Klagenfurt, Austria.
The WPA World Junior 10-Ball Championships is the most prestigious junior event each year. The most elite young billiard athletes from all over the world qualify through national championships each year for the coveted title of
For the U.S. squad, 15-year-olds Sofia Mast from Wesley Chapel, Florida and Adrian Prasad from Sacramento, California both earned silver medals in the Under 19 Girls and Under 17 Boys divisions, respectively.
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I HAD FUN AND LEARNED A LOT. -ADRIAN PRASAD
“I was very happy and honored to have the wild card pick and represent Team USA at the junior worlds,” Mast said. “I was happy with the way I played throughout the tournament and even though I wanted to be the champion, being second in the world is still cool. All the support from every Team USA member was unreal and also getting out of the country was so much fun.” Prasad added, “The level of competitiveness and discipline by all the athletes representing their countries was very high. I fell short of my goal to be Junior World Champion, but I had fun and learned a lot. I’m looking forward to the next opportunity.” Grayson Vaughan, a 14-year-old from Shenandoah, Virginia, earned a bronze medal in the U17 Boys division, defeated by Prasad in the semi-finals round. “I loved being a part of the WPA World Pool Championship. It felt good to represent Team USA,” Vaughan said. “I will remember this experience for the rest of my life. I am already looking forward to playing in more events in the future. Thank you to everyone that helped to make it happen.” Through the Billiard Education Foundation Junior National Championships, 12 players qualified for Team USA. Joey Tate and Mast were wildcard invites through the WPA. PBIA Master
“
I WAS HAPPY WITH THE WAY I PLAYED THROUGHOUT THE TOURNAMENT.” -SOFIA MAST
“
I WILL REMEMBER THIS EXPERIENCE FOR THE REST OF MY LIFE.” -GRAYSON VAUGHAN
Instructor and BEF Board Member Samm Diep led the team as the North American Team Leader. “I could not have been more impressed with the level of play I witnessed this week at the WPA World Junior Championships, and I can’t wait to see what Team USA brings back in 2024,” Diep said. “This was my fourth experience as North American team leader and to come home with three medals is still very surreal. We hope this sends the message to all the young players out there that if they dream it, they can achieve it, and it all begins at the BEF Junior Nationals.” The 2024 BEF Junior National Championships will be held in Quincy, Illinois July 8-13, 2024. Check the BEF website at BilliardEducation.org to find a qualifier near you or contact Steve Mathias (303-243-5070 x 124) to host a qualifier or BEF state championship in your area.
BCAINSIDER.COM | 29
Take Aim at More Sales
WITH DARTS By Charles S. Donnavan
Darts, which was once primarily associated with pub culture, has undergone a significant transformation. It has evolved into a sport that draws thousands of passionate fans to large arenas for competitive events, while hundreds of thousands more watch it on television. Consequently, both the fan base and the player community have seen substantial growth in recent years. Darts has now 30 | BCA INSIDER • HOLIDAY ISSUE 2023
achieved a level of popularity and financial rewards comparable to boxing or MMA. It is increasingly recognized as a legitimate sport, boasting a global player base exceeding 50 million individuals, making it one of the most beloved sports worldwide. Over the past two years, the game of darts has grown by over 2 million new players in the U.S. alone, according to recent research by the National Sporting Goods Association.
What’s more, billiards is one of the largest cross participation activities with darts, with 59.5 percent of billiard players now playing darts. Bill Bollinger, president of Bollinger Solutions Group, Inc., and owner of Lone Star Darts & Billiards in Fort Worth, Texas, has been in the darts business since 1976, and sells through retail, wholesale and on the internet. “We are one of the largest dart resellers in the U.S., stocking more than 3,500 products for darts and billiards from all the major manufactures,” he says, listing Dart World, Bottelsen and Red Dragon among its list. “Each one has its own characteristic and own buying criteria. The retailers need to know what their customers are looking for.” Emma Williams, marketing manager of Shot Darts, notes the company talks with a lot of billiard retailers, because cross participation is really strong. “That’s something that’s really exciting for us to explore,” she says. “For us, it’s about getting darts in people’s hands and creating different customers.” Dart World, the Lynn, Massachusetts-based company that is considered America’s No. 1 dart manufacturer (and recently acquired by UK’s Target Darts), has all of its new darts based on Americana themes, such as the Talon, Sedona, Flash Back and Charger. “The Piranha is our top of the line dart,” says Mei Chen, marketing manager for the compny. “The name is based on its grip and carried over from the old dart world because it has been our best-selling, fan-favorite dart. The Charger is our entry-level dart, and in my opinion, the best looking. Lastly, the yellow dart is our Talon, based on the American eagle.” For more than seven decades, Winmau has been dedicated to achieving excellence in the world of darts through innovation. “We take immense pride in our role, catering to millions of players and collaborating with various global federations to advance the sport’s growth,” says Simon Hall, marketing director of Winmau and Red Dragon Darts. “All of our championship dartboards adhere to the specifications set by the World Darts Federation.” Winmau holds the distinction of being the world’s foremost manu-
facturer of premium bristle dartboards and military-grade tungsten darts. “Our products are renowned for their handcrafted quality, unique design, and exceptional performance, all originating from our dedicated purpose-built factory,” Hall says. “Throughout our history, Winmau has consistently led the way in advancing technology and innovation in the sport. A prime example of this is the Blade dartboard, which has set the standard since 1997 as the finest and most durable dartboard worldwide.”
ELECTRONIC DART BOARDS AND SOFT-TIP DARTS Arachnid 360, the originator of soft-tip darts, pioneered electronic dart boards almost 50 years ago in 1975. This reinvention of the traditional style of darts changed the dynamic of the dart world, bringing with it electronic scoring and a different style of darts used. As darts’ popularity increased, the home consumer line of products was introduced in the late ’80s, making soft-tip darts a staple for recreational and competitive players due to the camaraderie, excitement, and energy while playing the game. Spider 360, a Loves Park, Illinois-based company, came along in the early millennium to offer top of the line, commercial grade home dart boards to enthusiasts. “Soft-tip darts vary from the traditional steel-tip style because of the molded soft plastic at the end of the barrel and flight,” says Chris Beall, co-owner of Spider 360. “This is what sticks into the target on the dart board. Soft-tip darts offer increased safety to users and environments as they are typically lighter in weight and are less likely to cause injury or damage should they miss the target.” Soft-tip dart boards integrate electronic detection and scoring and with that brings more opportunity for an exhilarating playing experience. “Spider 360 dart boards are unique due to their flashy appeal and freestanding cabinet which have all the bells and whistles,” Beall says. “Our products feature stimulating LED lights, graphics across the monitor, and sounds increasing the energy and enthusiasm of darters immersed in play.” In addition, the Spider dart boards offer more than 40 games that can be played which leaves endless possibilities for keeping all levels of dart players challenged and entertained. OPPOSITE & LEFT: Spider 360
BCAINSIDER.COM | 31
Spider 360 offers three different models: the Spider 1000 has a single 15-inch target with a more basic lighting, and classic style cabinet whereas the Spider 2000 has the single target with a more sleek, modern cabinet. The recent introduction of the Spider 3000, visually similar to the Spider 2000, boasts a dual, automatically rotating target with a 15- and 13-inch side which opens up opportunity for flip games the other two models do not have.
He also recommends setting up a board in the store and a way for the customers to pick up darts and throw them. Shot Darts understands the importance of working with retailers to help both parties, and provides plenty of marketing material and extras to stores to help them entice people to learn more about darts.
Spider 360 offers standard darts in four color options, replacement tips, and is the exclusive retailer for BullShooter branded apparel and accessories including player jerseys, shirts, sweatshirts, hats, bags, cups, and more.
“What we offer stores, is somewhere inside that store, we provide test darts so people can pick them up and play with them,” Williams says. “I think that’s an important part of selling the category – people need to be hands-on to see if it’s right for them.”
WORKING TOGETHER
The company also supplies store ambassadors, a pilot program it began in 2023.
For retailers, Bollinger recommends working with a dart supply company to help them pick out the best products to put in the store, because there are too many products for someone who doesn’t have knowledge of darts to choose from.
“We started with six, and its largely social media-based to help mom and pop stores get exposure,” Williams says. “They love the game of darts. They love helping new people get into the game. It helps drive in foot traffic to the stores. They also rep the stores while at tournaments. The name of the game is to grow the game and grow relationships with the stores.”
“We may get a billiards store come in and want to add darts to the store, so they need someone to help them narrow down the product choices, and that’s what we can do for them,” he says. “I will create a list of products they need, based on what we’re seeing sell, and help them get into this business.”
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“Being able to have them see, touch, and play with the dart board will definitely draw them in, but a fun way to close a deal is to have them play a dart contest, called count up,” he says. “The customer will have three darts to throw at the target and once he or she is done throwing, their total score will determine their winnings. You could give away a discount or coupon based on the score earned.” Winmau offers personalized marketing and digital assistance to its retail partners, which includes creating finely crafted marketing materials that are customized to align seamlessly with their websites and social media platforms. 34 | BCA INSIDER • HOLIDAY ISSUE 2023
“We also guarantee prompt responses to any marketing inquiries and concerns,” Hall says. “Additionally, Winmau provides an online media portal that grants customers instant access to download content, further enhancing their marketing efforts.” Darts has grown tremendously because it is a social and interactive sport with endless possibilities. With its wide range for degree of difficulty, it is exciting, energetic, and entertaining for all players and is inclusive to everyone.
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SHOT DARTS By Keith Loria Shot darts is known for its high-quality darts that players love to throw, whether its Viking, Warrior, Celt, Birds of Prey, Americana or any of its more than 100 designs. “With COVID, we saw a spike in the industry and a larger demand for darts than ever before,” says Emma Williams, marketing manager of Shot Darts. “People were at home looking for something to do so that was a big game-changing time for the industry.” Cole Hoskins, trade marketing coordinator for Shot Darts, shares that over the last two years, the National Sporting Goods Association has reported that there have been more than 2 million new dart players in the U.S. alone. And of the 12 million dart players worldwide, 16 percent play tournaments regularly, so that’s a lot of darts needed! 38 | BCA INSIDER • HOLIDAY ISSUE 2023
Darts cross participation with billiards and pool currently sits at nearly 60 percent. “We really do go the extra mile and support our new billiard store dealers with complimentary in-store dart lanes and tester darts provided free of charge, so players can come in and try the darts before they buy. It’s important for players to feel that dart in their hand and choose what’s right for them,” Williams says. “Plus, the quality of our product is amazing. We provide a lifetime guarantee on the barrel and our reputation is very strong.” The company also offers billiard stores the opportunity for their own in-house brand ambassador, these carefully chosen reps are out there playing dart tournaments each weekend and promoting the store as their local “home of darts.” It all goes a long way toward growing the game in the U.S.
Today, millions of players are using Shot Darts around the world. One of those players is the current darts world champion, Michael Smith (see page 20). Other notable players include U.S. champions Stowe Buntz, Joe Chaney and Robbie Phillips. “Getting feedback from the players is something that I think we do a great job of,” Hoskins says. “We get their influence and take notes about what they like and don’t like about a product, and maybe enhance it in the next round of product. And we do a great job of communicating with the dart community.”
A COMPANY IS BORN Shot Darts has a history that goes back more than 50 years, and four generations of the McCormick family. Shot Darts founder John McCormick’s dad was an accountant for a local hardware store in Katikati, New Zealand, where the store’s owner also made simple coil dartboards to sell. After the owner died suddenly, John’s dad told him, “You’ve got to come see the machine this guy has made to make dartboards.” So, John bought the machine, quit his job, and moved to Katikati with wife Pat, daughter Julie and baby son Peter, who now serves as managing director of Shot Darts. Known then as Puma Darts, the business grew quickly, and built a factory in 1976.
Eventually, Puma started selling into Germany and Europe thanks to the relationships John built with distributors, after he attended an ISPO trade show. Puma also scored big contracts in the United States and was turning out darts 24/7 due to growing popularity.
THE RISE OF SHOT DARTS Peter started to run Puma in the early 2000s. In 2009, he officially launched Shot Darts, with the aim to construct a customer-led future-proofed brand. Shot’s point of difference is with creative design and storytelling, from Warriors to Vikings and Celts. Shot modifies darts to suit the players, creating a dart to suit every type of player. “As Shot evolves, we get closer to what players want,” Peter says. “They’re the people that challenge us to get better. We need that feedback to go to the next level. It’s never just been a business, but an obsession for finding out what our players at every level need, and how we can make the game incredible for them. As long as we focus on that, the rest will sort itself out.”
The early days saw Puma manufacture darts for other brands and Puma started making brass darts in-house. John met a man from Taupo who was trying to make bristle boards. John bought his company and in the late ’70s bought and converted Donaghy’s old bailing twine line into a sisal-processing machine for manufacturing bristle dartboards.
So, while the company still makes dart boards and accessories, what it really specializes in is high-end tungsten darts with nice designs and high-quality craftsmanship.
In 1992, Puma Darts launched the world’s first bladed dartboard. John had been toying with the idea of producing a dartboard that solved the problem of bounceouts (when the dart hits the wires on conventional boards), and experimented with triangular wire divisions instead of round wire, but had not found the perfect answer until local inventor Dudley Coppard visited the factory with a design of interlocking thin steel bands embedded in the bristles of a dartboard. Puma’s engineers went to work replacing traditional wire spiders with the new knife wire technology and the result was The Bandit, which remains a firm fixture in game rooms and tournament venues worldwide today.
Every year, new darts are added to the Shot Darts portfolio. Among the newest offerings are a collection of current World Champion Michael Smith’s range of darts and dart lane items.
WHAT’S NEW
“We’ve got a great new product coming out shortly, an integrated shaft and flight, but there’s also a lot of innovation going on behind the scenes,” Williams says. Sustainability is another area of focus for the company, and Shot Darts is making sure that its product offering is as sustainable as possible. BCAINSIDER.COM | 39
MORE THAN DARTS In addition to the first bladed dartboard, which is still a big seller today, Shot Darts has numerous dart boards and accessories available, including dart flights, shafts, cases, shirts and tools. “We just put out a new Stadium lighting system, which people can maneuver around the board, and we’re also working on some new technology around lighting for next year,” Williams says. “We get out to talk to players as much as we can and a lot of our ideas come from our customers. We include players as much as possible and it shows in the love for the brand worldwide.”
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GLD PRODUCTS HITS THE BULL’S EYE IN DARTS AND OTHER GAMES ByWarrenWebber For anyone who loves darts, GLD Products’ website is a little bit of online heaven offering Viper,Viper Black, Fat Cat, Casemaster and Mainstreet Classics brands. After logging on to gldproducts.com, visitors are welcomed with a menu offering a wide selection of steel-tip darts, soft-tip darts, dart cases, and dartboards and cabinets. But that’s not all, as the company also sells billiard tables, cues, cases, and accessories, various table games, board games, and home casino supplies. This is a company that is always on the lookout for new innovations and that encourages people to take up the sport of darts while providing families everything they need to create the perfect game room. 42 | BCA INSIDER • HOLIDAY ISSUE 2023
We run this business for our customers,” says Marilyn Hempel, who co-owns the Muskego, Wisconsin-based company with Derick Voden. “Interest in darts sometimes starts off with the younger generation. We keep our fingers on the pulse in the marketplace, listening to what it has to share. Meeting the needs of the new player along with the seasoned player is key to growth.
As Hempel tells the story, she and some others got together to team up with the owner of a tavern in Milwaukee who was looking for some partners.
GETTING STARTED
The next challenge came with finding a way to make their bar stand out because, as Hempel says, there was a tavern “on every corner” in Milwaukee.
Amazingly, the groundwork for this successful company, and renowned name in darts (GLD stands for “Great Lakes Darts”), was started by a group of individuals who didn’t know much– make that anything–about darts. And it all started with a bar.
“We thought it would be a nice way to add some incremental income as we were all working full time jobs,” she recalls. “They invested and made improvements to the bar.”
Some members of the ownership team had recently read an article on the growing popularity of steel-tipped darts, so darts seemed like a good alternative to the area’s many pool leagues.
“We researched what we needed to start a dart league and started our own league on the south side of Milwaukee,” she says. “We hung the dartboards if they agreed to join our league. The bar owners went to bat for us and got us all the players.” The league grew and players were looking for a source to buy darting supplies. The closest dart supply store was an hour away. “We found a dart source and put supplies in the bar,” Hempel says. “Other bar owners expressed an interest in selling the supplies at their locations offering easier access to the players. This was the birth of Great Lakes Darts.”
A BUSINESS EVOLVES The introduction of soft-tip darts was also a key component to the growing darts scene. This opened darts up to more people. “With the steel-tip, some folks are a bit leery of them getting in the hands of a small child or damaging their floors or walls,” Hempel says. “Another reason the soft-tip worked for us is because quality soft-tip barrels were impossible to get. They were
grudgingly offered by British factories, but the quality was extremely poor and the freight was daunting. They did not feel there was a future in soft-tip darts, after all steel-tip darts had been thrown since the knights of the round table. Surely this toy wouldn’t unseat such tradition.” The owners were fortunate in knowing someone with access to a machine shop and were excited to make some dart barrels for them. Thanks to this partnership, they were able to get product manufactured and samples of new designs within days rather than weeks and months. They also had complete control of the quality and design. They offered their customers every design they could think of in every color they could think of. Special orders were easily met with short minimums and lead times. Throughout the years, GLD embarked on a number of enterprises to serve its customers. One of the first entities they ventured into was running a soft-tip dart machine route. Once the soft-tip leagues took off people were desperate for dart machines. They ran a route on the south side of Milwaukee and ran soft-tip leagues in these locations. They also ran their own print shop where they were able to custom print dart cases, Tee shirts, and coffee mugs, among other items. This gave them the advantage of printing items with their more popular dart names. They did both pad printing and screen printing and contracted with other companies who needed small jobs or large jobs during slow times. They even personalized golf balls for employee’s family members.
When they moved the wholesale operation to a strip mall, it provided the opportunity to open a retail store. This gave access to shoppers who were not comfortable in a tavern environment. “Staff would pack wholesale orders in the back and as customers entered the store, a staff member would go out front and assist in the sale,” Hempel says. “The customer received expert advice, and we received the benefit of getting immediate feedback from consumers on new products or potential problems with a product.” Eventually the machine route was sold, but they kept the print shop going for several years after that. It was housed in a separate location due to EPA guidelines. However, once they started doing business in the big box arena, demand exceeded the capabilities of the little print shop and it was eventually closed down as well, but it had a good run. In 1993, the owners built a warehouse in a business park. This area was not conducive to retail and the two entities were split. “After moving the wholesale operation out of the building, there was a tremendous amount of empty floor space,” Hempel says. “At this point, pool cues and accessories were added to the product family. We also added pool tables and home bars. Eventually the retail operation was sold.” Another event that helped secure GLD in the wholesale business was going to the BCA Expo. “That first year was such an eye opener,” Hempel says. “We met so many buyers who came into our booth. We had the smallest booth, but we had an astonishing amount of barrel designs. We made a tremendous amount of contacts of which many are still our customers today.”
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BUILDING ON DARTS’ POPULARITY As any home recreation retailer knows, the business experienced a boom during the pandemic. Igielski says that many of those customers who decided to add a game to their home to provide themselves and their family with a fun activity they could do indoors. They start with a dart board then they truly fall for the sport and are now playing in local dart leagues. That means they are also steady customers for local pro shops.
ADDING TO THE GLD LINE While GLD got its start selling darts, it built on its business by adding other games and accessories after it moved into the larger retail space. GLD no longer has a retail floor space, but operates out of a 60,000-squarefeet facility in Muskego. One important contributor to the company’s success has been the partnerships it has established with brick and mortar stores such as Dunham’s Sports and Scheels. “One area of growth for us has been the e-commerce business,” Hempel says. “We drop ship for customers who may not have sufficient warehouse space to stock so much inventory.” Brian Igielski, sales manager for GLD Products, says that another key to the company’s success is the effort it puts into understanding the needs of its various brick-and-mortar partners. “The swimming pool/spa guys will carry more family-friendly versions of our products,” he says. “And dart specialty retailers will carry more of an upgraded, serious player-level product line. 44 | BCA INSIDER • HOLIDAY ISSUE 2023
We cater to a whole brick-and-mortar spectrum.” The experts at GLD also ensure that they are on top of the latest products, designs and specifications which is key to serving serious players who want every possible edge when competing. “There are a lot of developments and there's also a lot of brand loyalty with those serious players,” Igielski says. “So, once they try our brand, we can usually win them over for a lifetime.”
“Those players are discovering leagues and tournaments. A lot of bars and taverns across the country who struggled during COVID are having more frequent tournaments and more league nights to continue to build the sport,” he says. “Some bars are also offering a small amount of dart products for those who are in need of at once product.’ As far as hot products, Igielski says the brick-and-mortar side of the business is seeing a lot of demand for cases–both for darts and billiards–and it seems these customers want something that stands out.
“It’s the colors that people are after,” he says. “Certainly, the quality of the case is superior, and we have multiple colors and different shapes and cases that will hold multiple sets of darts and or pool cues. It’s become a fashion statement, and that’s been very successful.” John Graybill, GLD’s vice president for sales, says Viper Black dart products are a big seller, and he expects them to be very popular during the busy holiday season. These items include the Viper Black Flux Convertible Darts; the Viper Obsidian Sisal Dartboard; the Viper Solar Blast Electronic Dartboard. Another item he expects to see during the holiday rush is the Fat Cat Trueshot Billiard Table. “The Viper Black Flux Convertible Darts are new to the market and offer the player to use either steel-tips or soft-tips, making them a very popular dart for the serious dart player,” Graybill says. “The new Viper Obsidian Sisal Dartboard offers a razor-thin spider that helps prevent bounce-outs and is made of African sisal that is self-healing. The Viper Solar Electronic Dartboard is one of our most popular regulation dartboards and features 43 dart games and 187 scoring options. The Fat Cat Trueshot 6-foot folding billiard table is very popular due to its space-saving feature and no tools required for assembly.”
QUALITY AND INNOVATION GLD also puts a lot of effort into ensuring that the products it sells are high in quality. Something may be new and hot, but that doesn’t mean it’s a quality product. Igielski says that the Viper Black line is considered the highest echelon of darts products. “We are fortunate that we have a gentleman from the UK, Philip Shears who has been in the industry for a long time, and is very well-versed,” Igielski says. “He and his team do a lot of collabora-
tion amongst themselves and then they will go to the factory partners to test things out. So, there is a process and it does take a while for certain products to be developed and ready for market.” Graybill adds that GLD also relies on insights and input from its retail partners. “They give us feedback on what’s selling, what’s popular, and what customers are looking for,” he says. “Most of our successful retailers offer a try-before-you-buy option, so customers can get a feel for something. And if their customers want something heavier or more grippy, retailers will share that back with us and we share that with our manufacturers.” The company is also an innovator, and one hot product Igielski highlights is GLD’s Original Fat Cat Pockey multigame tables. “This is a table that rotates and you have a full-size billiard table,” he says. “When I say full-size, we’re using regulation balls, 58-inch cues, so you’re playing true billiards and it rotates over to an air hockey table. Then there is a three-in-one that has a three-piece tennis tabletop. That has been something that has done extremely well through the years.” Hempel says that even as GLD Products grows and finds new ways to fulfill its customer base, the basics have not changed, and they are still answering those questions: “What’s new” and “Do you have it?” With a company like GLD Products, which has been so dedicated to innovation, quality, and customer service, you can be sure that its team will continue saying “yes” for many years to come. “It’s been quite a life experience. As in any story covering 30 plus years, there are good times and many memories made,” Hempel says. “It’s been a fantastic journey and I’m glad I was able to be a part of it.”
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’Tis the Season to Boost
HOLIDAY SALES By Alan Pearce Are we actually about to experience a normal holiday season? That may be going too far–there’s still a lot of unrest in the world–but the factors that made the last few Decembers so challenging and unpredictable–the pandemic and supply chain issues–seem to be behind us. And there are some signs that point to a promising Christmas, as the Commerce Department reported good news about consumer spending in the fall, though inflation remains a concern and a slowdown in spending is expected in 2024, as the money people saved during the pandemic starts running out. That is setting the stage for a strong holiday shopping season, one that is expected to build on 2022’s record retail year, though year-to-year growth is not expected to be as big as it was from 2021 to 2022. All of this means that billiard and home recreation retailers can likely look forward to a robust 2023 holiday season, but there will also be a lot of competition from other sectors vying for consumer dollars. That makes it worth your while to take some steps that can help your store stand out from the crowd during the Christmas season, and you can start with these tips from BCA Insider. 46 | BCA INSIDER • HOLIDAY ISSUE 2023
DRESS UP YOUR STORE FOR THE SEASON One of the best ways to get in the festive spirit is to spruce up your place of business with decorations for Christmas and other holidays. This isn’t just fun, it also makes customers feel welcomed and sends the message that your store is ready and in the right mood to help them with their gift-buying needs. Start with a Christmas tree, which should be in a spot where it’s seen, but doesn’t get in your customers’ way. Include some billiard-themed decorations, like ornaments that look like pool balls, pool tables, pool racks, and cues.You can also find ornaments for games such as ping-pong, foosball, air hockey, pinball, and arcade games. Add some other seasonal touches throughout the store–Santas, reindeer, snowy scenes, and decorations for Hanukkah, Kwanza, and New Year’s Day, and be sure to avoid things that are fragile and easily breakable. Stockings with the names of your employees adds a nice personal touch. Play holiday mu-
sic, and on days that you expect to be especially busy, put out some snacks, like coffee, cider, hot chocolate, cookies and other treats, including healthy options like fruit or granola bars. These serve a practical purpose because some of your customers may be hungry and more concerned with grabbing lunch or dinner than taking the time to actually buy a pool table. Giving them a snack that curbs their appetite might keep them in your store a little longer, which gives them more time to make a purchase. One last note: Put away the directions shortly after New Year’s. If people come into your store in mid-January and still see Rudolph and Santa, they may come to the conclusion that you're lazy.
HOST AN EVENT Everyone loves a party, so what better way to spread holiday cheer–and boost your sales–than with a fun gathering? Consider hosting a sale event, where you highlight some of the hot products you’re showcasing in your store, and also offer flash sales that are available only to people in person at the event. Make sure you have food and music, and have drawings for people to win free products, a discount, or gift card.
interested in a presentation from a company that sells cues, balls, or cloth, for example. Local league players would be interested in a program on how to improve a specific aspect of their game, and pool newbies would most likely benefit from an event with a PBIA Instructor that can teach them the fundamentals of the sport.
BUILD RELATIONSHIPS WITH CUSTOMERS The holiday season is the perfect time to reach out to that customer who bought a new table earlier in the year, or the family that purchased a foosball table may now be interested in an air hockey or shuffleboard game. Send out an email blast to your customers and remind them that the season of giving is here and that a new game, cue, pool balls, or other accessories are perfect holiday gifts. Even better than an email blast is a personal email, which goes a long way. While it’s unlikely that you can write personally to all of your customers, you probably have a sense of which ones are likely to come back and spend some money.
You can also find a local charity to team up with, like a local food bank or Boys and Girls Club, and have a 50/50 drawing, with half the winnings going to the cause and half going to the winner of the drawing.This not only spreads good will, it creates terrific content for social media posts, and may even get you some attention in a local newspaper or website (which you’ll have to contact if you want to get some coverage).
And, of course, you have your regulars–people who truly love to play pool, darts, ping-pong, foosball, shuffleboard, etc., and are often in your store looking for the newest product, or something that give them an edge in their league. Consider sending them personal, handwritten holiday cards, and create separate emails that focus on the hottest and newest products in the game that they love. Sending these regulars an exclusive code for a discount to be used during the holiday shopping season can also be effective.
If your store is located in a strip mall or an area near other retail businesses, join forces with your fellow entrepreneurs and organize a multi-store event with a theme. One common example is a chocolate walk, where every store offers some sort of chocolate treat: candy, cakes, hot chocolate. Be sure to collaborate and make sure stores are offering a variety of goodies. Hand out cards to shoppers that can be punched by each store they visit, and offer them a prize if each store punches the card–this ensures that people will at least walk into every store in the shopping center or neighborhood.
You’re almost certain to get some new customers during the holiday season. It’s a busy time of the year, but be sure to get their email address, so that you can follow up with them. Perhaps it’s parents buying a game for the family, or a spouse buying their husband or wife a pool table. Reach out to them a few weeks after Christmas to make sure they are happy with their purchase and to remind them that your store has lots of games and products that can add to the fun. Make sure that all of your emails and notes offer them something, and don’t overload them with emails. Be strategic, not pushy.
Another great idea for a billiard store is to host an event featuring some sort of expert in pool or other game, like darts, ping-pong, or foosball, that you sell. You may know of professional players in your area who can come to your store, talk about their life in pool, and show off some cool moves on your tables (especially the models you’re eager to sell). Another option is to have a sales representative come by and share their expertise with your customers. It’s helpful to organize presentations that are targeted to specific audiences. People who already own pool tables, for example, would be
FOCUS ON SOCIAL MEDIA
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Social media isn’t just getting bigger, it’s become second nature for a lot of people. Instagram, Twitter (or, as it’s now known, X), TikTok, and Facebook offer fantastic opportunities to engage with customers, and to get new customers interested in your store. This may seem obvious in the year 2023, but it’s also easy to overlook.
Be sure to keep your social media platforms active, starting in the weeks leading up to Christmas. Post regularly about hot products and your most popular tables and games. Host giveaways and flash sales during the holiday season and highlight those on your socials. After setting up a customer’s billiard table, ask if they would mind if you take a picture of them with the table, or at least a picture of the table looking nice in their game room, and post away. If you’re not social media-savvy, you probably have an employee or relative who can help. Keep in mind that your social media platforms don’t have to be all-business – show off photos of your store all decorated for Christmas, and images of your business filled with customers. Share photos of you and your staff helping customers and having fun – create a scene that catches people’s attention as they scroll away, and which will make them want to come to your store. Remember that event we told you to host? After it’s done and was a big success, post pictures from it on your social media platforms. Be sure to include a hashtag with your store’s name and a catchy phrase, like #holidayfun. Be sure to include links to your website. Websites are still important, and when people go to your website, they are focused on your business, not the countless other things that are being posted on Facebook or Instagram. Prominently display the basics of your store on your website–the name, the address, the hours you are open, a phone number, and email address. Make sure all of this information is up to date, don’t make people who are interested in your store hunt for something so basic as your address (you’d be surprised how many businesses do this). And make sure the pictures and graphics on your website fit the season. If the main photo on your website is of a summer scene, like a barbecue and people playing pool on an outdoor table, it’s time to change that. And be sure to switch your website’s theme away from the holidays right after New Year’s.
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PROMOTE GIFT CARDS Holiday shopping is not about people going out and buying something for themselves, it’s about buying gifts for other people. That can lead to a lot of people entering your store who want to buy some sort of home recreational gift for a spouse, friend, child or relative, but they aren’t sure what to get. Gift cards can be a perfect solution for those shoppers. Explain to customers who are reluctant to actually make a decision on a product that a gift card will allow their relative or friend to pick the exact cue or accessory that is right for them. Gift cards or gift certificates used to be considered impersonal choices, but that is changing – ask anyone who was thrilled to get an Amazon gift card for Christmas or their birthday.
STAY IN THE HOLIDAY SPIRIT December comes along just once a year, of course, and while no other holiday can compete with the gift-buying frenzy that is Christmas, there is always some sort of occasion you can use to promote your store. February is Valentine’s Day, which is a perfect opportunity for an email blast reminding customers that your store is the perfect destination to buy something special for their sweetie. March is St. Patrick’s Day, and an ideal time to host a Wearing of the Green event, including lucky drawings for discounts and prizes. Then comes Easter and spring time, shortly followed by Memorial Day and the kickoff to summer, which makes it a perfect time to promote outdoor tables. You already know that owning a retail business is a yearround job, and a prosperous holiday season can set the stage for a very productive and fruitful 2024.
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