BCA Insider Holiday Edition 2024

Holiday Edition | December 1, 2024

Top Tips for

IMPROVING

SALES

This Holiday Season A Comprehensive Approach to Enhancing

CUSTOMER ENGAGEMENT How Billiard Retailers Can Create a Successful

BLOG

BCA Insider – A BCA Member Publication Dedicated to Businesses in the Billiard and Home Leisure Industry

Keith Loria

Top Tips for Improving Sales This Holiday Season

06 Charles S. Donnavan

A Comprehensive Approach to Enhancing Customer Engagement

Charles S. Donnavan

IN THIS ISSUE

20 14 36 40 46 28 50

How Billiard Retailers Can Create a Successful Blog

2 | BCA INSIDER • HOLIDAY ISSUE 2024

Member Profile: Greater Southern Home Recreation

By Keith Loria Don’t Miss Out on 2025 BCA Expo

By Keith Loria Monica Webb: A Champion and a Survivor

By Anthony Stoeckert One-on-One: Simonis Cloth

By Anthony Stoeckert Chalk Talk: Billiards Industry Buzz

By BCA Staff

OPENING LETTER EDITORIAL EDITOR-IN-CHIEF Keith Loria billiardskeith@gmail.com

CONTRIBUTING WRITERS Charles S. Donnavan Anthony Stoeckert

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 Jacklyn Ady, The Brunswick Billiard Group

SECRETARY

BCA Family: As the year draws to a close and we step into the season of celebration, it’s my pleasure to welcome you to the Holiday Edition of the BCA Insider. This issue is always special, not just because of the festive spirit, but because it offers us an opportunity to reflect on the journey we’ve shared over the past year and look ahead to future expectations.

2024 was a year of reconciliation and growth for the BCA. We were fortunate to experience a unified cue sports industry at our Expo with a shared focus on the health of our businesses and sport. We are putting the finishing touches on a productive year and looking forward to Expo 2025 and the opportunities next year presents. We will build on the synergy created by last year’s success and the renewed collective focus on promoting billiard sales and increasing participation in cue sports.

In this edition, you’ll find articles and insights tailored for this holiday season. From practical tips on making the most of year-end opportunities to reflections on how the BCA community has grown and thrived, each page is filled with resources to guide you as we close one chapter and begin another.

We also want to express our gratitude to each of you. Whether you’re a long-time member or have joined the BCA family recently, your support has fueled us. It is you, our members, who bring life to our industry and empower us to bring you member services like the BCA Insider and our marquee event, the Billiard Congress of America Expo.

Make sure you are making your plans for Expo 2025. Please ensure your membership is current and that you are prepared to take advantage of your FREE Expo registration.

If you have any questions about the Expo, or your 2025 membership status, please contact us at steve@bca-pool.com.

Happy Holidays!!!!

Maria Martinez-Trent, Pool Tables Plus

TREASURER Trey Stites, Champion Shuffleboard

BOARD MEMBERS Wes Boda, Koda Sports Shane Bouchard, Maine Home Recreation Debbie Corvey, Boynton Billiards Ed Liddawi, Sandcastle Billiards Colby Olhausen, Olhausen Billiard Mfg

4 | BCA INSIDER • HOLIDAY ISSUE 2024

SHANE TYREE,

BCA CEO

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Top Tips for

IMPROVING SALES This Holiday Season

By Keith Loria As the holiday season approaches, billiard retailers have a unique opportunity to boost sales through strategic initiatives that resonate with their customer base. With an environment that is becoming increasingly competitive, now is the time to implement a variety of effective strategies that cater to both seasoned players and casual fans.

Here are some valuable insights and actionable tips for billiard retailers aiming to maximize sales over the holidays.

ENGAGE THROUGH SOCIAL MEDIA In today’s digital age, building an engaging online presence is essential to

6 | BCA INSIDER • HOLIDAY ISSUE 2024

reach potential customers. Social media platforms like Instagram, Facebook and TikTok provide excellent opportunities to connect with clients and promote special offers. Start by creating attractive posts that highlight seasonal promotions, gift ideas and unique product offerings.

Regularly update your feeds with fresh content that captures the essence of the holiday spirit. Photographs of beautifully arranged billiard tables adorned with festive decorations can create a buzz. Creating engaging videos showcasing your products in action can be particularly effective. Consider running targeted ads that showcase discounts or bundle deals designed specifically for the holiday season.

EMAIL MARKETING CAMPAIGNS In addition to social media, email marketing remains a powerful tool for engaging with your customer base. Create well-designed email campaigns that offer insights into new products and services, highlight special deals during the holiday season and suggest gift ideas based on previous purchases. Personalize emails for repeat customers or loyal clients to enhance their shopping experience.

Utilize persuasive subject lines to increase open rates and provide clear calls to action that direct customers to your storefront or website. For instance, you can create a sense of urgency by offering limited-time promotions or exclusive deals for subscribers.

BUNDLING POPULAR PRODUCTS Bundling popular items, such as pool tables, cues and accessories, is an effective strategy to entice customers, especially during the holiday season.

By packaging items together at a discounted price, you provide a value proposition that appeals to budget-conscious shoppers.

For example, consider a bundle that includes a pool table, a set of pool balls and a cue stick at an attractive price point.

Be sure to highlight the savings your customers receive by purchasing bundles compared to buying items separately. Promote these packages prominently in-store and online so that they catch the eye of potential buyers.

SEASONAL DISCOUNTS In addition to bundles, consider running seasonal discounts on selected items, especially those that are trending within your customer base. Create limited-time offers that create urgency, prompting customers to make quicker buying decisions. For instance, you might offer flash sales during weekends or specific weekdays leading up to the holidays.

INTERACTIVE DEMONSTRATIONS AND EVENTS Transforming your retail space into an engaging environment can significantly enhance the customer shopping experience. Consider setting up interactive demonstrations of pool tables or showcasing new accessories and game techniques. Having a dedicated area for customers to try out tables or participate in mini-tournaments can create a more personalized atmosphere that encourages social interaction and purchases.

Hosting events like “Holiday Game Nights” where customers can come in to play and compete can generate excitement and draw in crowds. Providing refreshments and a festive atmosphere will further elevate the experience, making customers more likely to make spontaneous purchases.

vite these experts to host workshops or specialty clinics that showcase their skills and provide valuable insights for attendees. This not only enriches the experience for customers but also positions your store as a hub for billiard education and community involvement.

Promote these events across all your marketing channels, including social media and email newsletters, to maximize attendance and interest.

TIMELY RESTOCKING OF TOP-SELLING ITEMS To ensure that your store is fully stocked and ready to meet demands, optimizing inventory management is crucial during the busy holiday season.

Analyze your sales data from previous years to identify the top-selling products and ensure that you have ample

PARTNER WITH PROFESSIONALS Leveraging partnerships with local professional players or instructors can help bolster your in-store events. In-

Using signage in-store and online banners to advertise these special promotions will ensure that customers are aware of the exciting deals available to them.

BCAINSIDER.COM | 7

inventory ahead of time. Being proactive about restocking popular items can help avoid potential lost sales due to out-of-stock situations.

creased sales. Educate your employees not only on product details but also on effective communication skills to better engage with customers.

ENCOURAGING REPEAT BUSINESS

Communicate frequently with suppliers to secure timely deliveries, especially if your business experiences high foot traffic. Having the right items available when customers want them can significantly influence their purchasing decisions.

Encourage team members to ask open-ended questions to understand customer needs more deeply and recommend suitable products. Building rapport with customers can also lead to upselling opportunities, enabling stores to exceed sales expectations.

EXCEPTIONAL CUSTOMER EXPERIENCE

PRODUCT KNOWLEDGE

Incentivizing repeat business can significantly enhance customer loyalty during the holiday season and beyond.

Implementing a loyalty program allows customers to earn points with every purchase that can be redeemed for future discounts or special offers. Position this loyalty program prominently within your store and online to ensure customers are aware of the benefits.

As customers browse your store during the festive season, it is vital that they receive exceptional customer service.

Training your staff to be knowledgeable and approachable can enhance the shopping experience, leading to in-

Staff should be well-versed in the features and benefits of the items being sold. This expertise allows your team to better advise customers on which billiard tables, cues and accessories would align with their individual preferences and skill levels. In addition to floor staff, consider creating training sessions that enhance product knowledge among all team members.

A knowledgeable staff can instill confidence in customers and may positively influence their purchasing decisions.

Consider offering bonus points during the holiday shopping period to further encourage purchases. This strategy not only retains existing customers but can also attract new ones who appreciate being rewarded for their business.

CAPITALIZE ON THE GIFTING TREND The holiday season is primarily focused on gifting, and billiard retailers can capitalize on this trend by offering gift certificates and customized products that appeal to shoppers looking for the perfect present. Gift certificates provide an easy solution for those unsure of what to buy and give recipients the freedom to select their preferred items.

Additionally, personalized offerings can add a unique touch that resonates with customers. Options such as personalized cue cases or engraved cues can make gifts more special and thoughtful.

Highlight these personalized options through various marketing channels to attract potential buyers.

SEASONAL MARKETING CAMPAIGNS Develop seasonal marketing campaigns that emphasize the art of gifting. Capture the emotional aspects of gift-giv8 | BCA INSIDER • HOLIDAY ISSUE 2024

PRODUCT CATALOG

ing – tell your customers how a billiard table can create lasting family memories or encourage friends to bond over a game. Use visual marketing tactics that demonstrate these moments, showcasing families and friends laughing and playing together around a pool table.

Appealing to the emotional side of purchasing decisions can significantly influence customer behavior and purchasing choices.

PROMOTE BILLIARDS AS AN INDOOR ENTERTAINMENT OPTION As colder months arrive, promote billiards as an indoor activity to counteract the winter blues. Highlight how billiards can help bring friends and family together during uncomfortable weather and create cozy indoor memories.

Develop warm and inviting marketing visuals that depict people enjoying billiards in a comfortable setting. Show families and friends gathered around a pool table. Highlight available deals, encouraging customers to create their perfect indoor game area.

USED THEMED PROMOTIONS Consider offering winter-themed package deals that incorporate seasonal elements. For instance, develop promotions focused on cozy indoor entertainment options, featuring bundled packages that include accessories like custom lighting or comfortable seating arrangements that enhance the billiard experience at home.

Produce engaging advertisements that feature these attractive packages, capturing the imagination of potential buyers who seek to brighten winter nights.

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CREATE AN EXPERIENTIAL RETAIL ENVIRONMENT Transforming your store into an immersive experience will set you apart from traditional retail spaces. Setting up a mini billiards lounge within your store allows customers to engage with products directly. Encourage customers to play and test tables while they browse, creating an environment that feels welcoming and interactive.

Hosting themed nights, such as “Billiards and Brews,” can enhance this experience. Such events draw crowds, fostering a sense of community while providing an opportunity for customers to engage with your products.

INTERACTIVE TECHNOLOGY Incorporating technology, such as augmented reality (AR), can enrich the customer experience. Utilizing AR enables customers to visualize how a billiard table would fit in their own space, reducing hesitation during the buying process.

You can implement this technology through a dedicated app or website feature that allows customers to see how various models would look in their homes. This innovative approach can assist customers in making confident purchasing decisions.

OFFER FLEXIBLE PAYMENT OPTIONS To make larger purchases more accessible, consider partnering with financing services that offer “buy

now, pay later” options. This approach alleviates the financial stress associated with purchasing big-ticket items, such as billiard tables.

Promote these flexible payment plans extensively, highlighting how they make it easier for customers to invest in quality products for their homes without a substantial initial payment.

LEVERAGE THE POWER OF SOCIAL MEDIA ADS To drive traffic and boost sales during the holiday season, leverage the power of social media advertising to reach billiard players and enthusiasts. Paid advertisements on platforms such as Instagram and Facebook can target audiences based on specific demographics and interests related to billiards.

Focus on promoting discounts on popular items, special events, or online contests that encourage audience participation. Use engaging visuals and call-to-action prompts to compel users to visit your store or website.

BUILD COMMUNITY ENGAGEMENT Create a sense of community by establishing Facebook groups centered around billiards or your retail store.

This fosters engagement among players, allowing them to discuss strategies, new gear, and upcoming tournaments.

Regularly engage with group members and use it as a platform to share promotions, announcements or event details.

Investing in communities can develop a loyal customer base that values your expertise and will continue to turn to your store for their billiards needs.

EDUCATE CUSTOMERS Successful billiard retailers understand that educating customers is essential for establishing trust and authority in the market. Creating content that covers the latest gear, gameplay techniques, and tips for improvement can attract potential buyers and enhance the customer experience.

Consider producing engaging content such as blog posts, videos, and online workshops that inform customers about different types of billiard tables, cues,

12 | BCA INSIDER • HOLIDAY ISSUE 2024

and accessories. This content can position your brand as an industry authority and lead to increased customer loyalty.

HIGHLIGHT INNOVATIONS Promote cutting-edge products that enhance gameplay and experience.

Provide detailed reviews, demonstrations, or comparisons on your website and social media platforms that showcase the benefits of your offerings.

Develop content to showcase the latest trends in billiards, treatment for cue sticks, or information on maintaining tables. Focusing on customer education can create an emotional connection, encouraging shoppers to consider your store as their go-to for information and product purchases.

CRAFTING A SUCCESSFUL HOLIDAY SALES STRATEGY As the holiday season approaches, billiard retailers stand at a crossroads of opportunity and competition. By embracing innovative strategies, creating

engaging marketing campaigns, and enhancing customer experiences, retailers can successfully boost sales and build lasting relationships during this crucial shopping period.

By implementing these tips – ranging from optimizing online presence, promoting bundled packages, and offering exceptional customer service to creating immersive store experiences – billiard retailers can not only increase holiday sales but also foster customer loyalty that will benefit their business long after the holiday decorations are taken down.

With planning and focus, your billiard business can thrive this holiday season.

Start now by infusing your strategies with creativity and consideration for your customers, ensuring a warm and inviting shopping experience that resonates with their desires and needs. The time to act is now, setting the stage for a fruitful and rewarding holiday season that bolsters your business into the New Year and beyond.

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FELIX

A Comprehensive Approach to Enhancing

CUSTOMER ENGAGEMENT

By Charles S. Donnavan

Engaging customers effectively is a critical component of success in the retail landscape, and billiard retailers are no exception. The customer journey – from the initial website interaction through in-store purchases to the postsale follow-up – plays a significant role in driving customer satisfaction, loyalty and ultimately sales.

when it comes to practicing a sound customer engagement strategy.

creating an aesthetically pleasing and comfortable space.

CRAFTING AN INVITING IN-STORE ENVIRONMENT

BCA Insider has gathered insights from multiple experts in customer engagement, product marketing and retail strategy to illuminate best practices that billiard retailers should know

The atmosphere of a billiard retail store can have a lasting impact on customer engagement. Matt Hasan, founder and CEO of aiRESULTS, Inc., emphasizes the importance of

“Billiard retailers can enhance the instore experience by designing an inviting environment,” he says. “Key elements that contribute to an engaging shopping experience include well-lit areas, organized displays and sufficient room for customers to explore freely.”

14 | BCA INSIDER • HOLIDAY ISSUE 2024

Adding lounge areas equipped with comfortable seating and refreshments can also encourage customers to spend more time in the store.

For instance, a billiard store could play upbeat music that resonates with the playful nature of the sport, making customers feel energized and more inclined to browse.

Creating an engaging retail atmosphere goes beyond music and decor. Equipping the space with interactive experiences, such as product demos or games, can draw customers in as well.

For example, allowing potential buyers to try out different billiard tables and cues can provide hands-on experience, making the buying decision easier.

THE IMPORTANCE OF STAFF TRAINING

“This creates a relaxed environment that makes exploring different tables and accessories a more enjoyable endeavor,” Hasan says.

Reilly Newman, brand strategist and founder of Motif Brands, echoes these thoughts. “Creating a brand experience is essential for improving customer experience,” he says. “All elements of the store – such as music, scent, and decor – should align to create an immersive shopping adventure.”

Equipping staff with the right skills is equally important in delivering an exceptional customer experience. Both Hasan and Newman emphasize that employees should possess comprehensive product knowledge and exemplary interpersonal skills.

“Training should focus on active listening and effective communication,” Hasan says. “This enables employees to accurately ascertain and respond to customer needs, resolving concerns promptly and effectively.”

Ola Sars, co-founder of Beats Music, highlights the significant role of music in retail environments. He points out that almost 85 percent of shoppers notice the background music in stores.

Additionally, the level of service provided by staff directly influences customer perceptions of the store. Customers are more likely to return if your team can manage concerns immediately and effectively. This underscores the importance of investing in thorough staff training, ensuring that team members are well-prepared to assist customers from the moment they walk in.

“The right music can encourage customers to stay longer and spend more money,” he says. “Research indicates that shoppers are more likely to enjoy their experience and increase their spending if the music aligns with their preferences and the store’s brand identity.”

Furthermore, staff interactions represent the primary human contact customers have with the brand, making these exchanges crucial for shaping customer perceptions. Staff training should not only cover product specifications but also emphasize how to connect personally with customers.

This level of personal engagement can increase customers’ emotional investment in the brand, encouraging repeat visits and, ultimately, loyalty.

Another key area for training includes post-purchase follow-up interactions.

Establishing a routine of sending personalized thank-you emails not only expresses appreciation but also can serve as a platform for cross-selling related products. An engaging thank-you email may include recommendations based on the customer’s recent purchase, further fostering a relationship built on personalized service.

PERSONALIZATION AT EVERY TOUCHPOINT In today’s retail landscape, personalization is vital to effective customer engagement.

Beth Pfefferle, vice president of marketing at Redpoint Global, emphasizes that retailers’ ability to demonstrate an understanding of each customer across all channels is key to building loyalty.

“Every interaction – whether online or in-store – offers an opportunity to enhance the customer experience based on personal insights,” Pfefferle says.

“Retailers can leverage customer data received from multiple touchpoints – such as browsing behavior online or purchase history in-store – to create a personalized shopping experience that meets individual preferences.”

Using advanced analytics and AI-driven tools can significantly enhance product recommendations, making the shopping experience tailored to each customer’s needs. For example, if a customer frequently browses specific types of billiard tables or cues, AI algorithms can suggest products aligned with those interests, optimizing the likelihood of a purchase. This level of customization builds satisfaction and fosters long-term loyalty.

BCAINSIDER.COM | 15

A strong online presence is often the first interaction a customer has with a brand.

For billiard retailers, having an informative and engaging website can significantly impact customer experience.

“A solid SEO strategy is essential to ensure customers can easily find you,” says Jase Rodley, an SEO consultant.

“This highlights the need for retail websites to be more than just visually appealing; they should also be optimized for search engines, focusing on clean navigation and fast load times.”

To increase interactivity, retailers should consider incorporating features like virtual room design. By allowing customers to visualize how different billiard tables will look in their own spaces, retailers bridge the gap between online shopping and the in-store experience. Such features create a more engaging shopping journey and help customers feel more invested in their purchases.

ENGAGING CUSTOMERS AFTER THE SALE The customer journey extends well beyond the point of sale, and vigilant post-purchase communications can significantly drive future business. A follow-up message or thank-you email not only shows appreciation but can also provide customers with helpful tips about their purchase or notify them of community events.

Chris Dukich, founder of Display Now, advocates for implementing tech-powered solutions like augmented reality (AR) to guide customers on product setup and maintenance. For example, an AR app could provide visual instructions on how to maintain a new billiard table, enhancing the customer’s experience even after the sale.

Moreover, retailers should consider offering loyalty programs, newsletters, and exclusive promotions to keep customers engaged long after 16 | BCA INSIDER • HOLIDAY ISSUE 2024

their initial purchase. Such initiatives create an ongoing relationship between the retailer and the customer, helping to build a community around shared interests in billiards.

Retaining customers in this manner not only increases the likelihood of repeat purchases but also turns them into brand advocates, promoting the store to friends and family.

A well-thought-out post-purchase strategy is instrumental in developing a longterm customer base. An all-encompassing, responsive web presence, combined with personal in-store experiences and diligent follow-up, drives a complete customer experience that significantly boosts retention and loyalty.

“Facilitating in-store gatherings where customers can share experiences, tips and tricks can enrich the community feel,” he says. Inviting local billiard players or instructors to share their knowledge creates an atmosphere where customers feel valued, informed, and excited about the brand.”

Furthermore, retailers can incorporate gamification elements into their community-building efforts. For instance, they could establish leagues or tournaments that encourage friendly competition among customers.This can create a fun environment, fostering camaraderie among participants while driving traffic back to the store for both practice and play.

MAINTAINING

CREATING A COMMUNITY CONSISTENCY AROUND BILLIARDS Engagement should extend beyond individual transactions, as building a community around billiards can be a powerful tool for fostering long-term customer loyalty. Hasan advocates for community-oriented initiatives that engage customers both online and offline.

Hosting events – such as billiard tournaments, instructional workshops, or social gatherings – serves as an opportunity for customers to connect with the brand and one another, strengthening their emotional ties to the business.

Additionally, social media platforms can be instrumental in building these connections. Retailers should leverage online forums, social media groups and newsletters to keep customers informed about new products, upcoming events and billiards-related tips. This ongoing communication not only keeps customers engaged but also fosters brand loyalty through a sense of belonging.

Newman notes that creating opportunities for customers to interact in a relaxed environment further strengthens these connections.

THROUGHOUT THE CUSTOMER JOURNEY

For billiard retailers, ensuring a seamless experience across all channels is vital to maintaining customer satisfac-

tion. A consistent brand message online and offline creates a unified shopping experience that resonates with customers. Customers often become frustrated when their online and in-store encounters vary greatly, leading to inconsistencies that can erode trust.

That’s why personalization is crucial to growth and retention.

“A McKinsey study found that 71 percent of consumers expect personalized interactions, and 76 percent become frustrated when those expectations aren’t met,” Pfefferle says. “To meet this demand, retailers should strive to create a unified customer profile, collecting data from each interaction to enhance future experiences.”

To achieve this seamless interaction, retailers should invest in effective customer data platforms (CDPs) that consolidate information across various systems. Implementing a Customer 360 approach ensures that every employee interacting with a customer has access to the same comprehensive view of that individual’s history, preferences and past interactions. With real-time

updates available, staff can provide personalized service tailored specifically to the customer’s unique journey.

LEVERAGING TECHNOLOGY FOR ENHANCED CUSTOMER EXPERIENCE In today’s digital age, leveraging technology can significantly enhance customer engagement. Chris Dukich, a retail marketing expert, shares that implementing digital engagement tools can help transform customer interactions. For instance, displaying tutorials on digital screens throughout the retail space can provide customers with valuable information while they browse.

This not only aids in product education but also enhances the overall shopping experience by eliminating guesswork.

Further, incorporating AR technologies on a retail website can create an immersive shopping experience that captivates potential buyers. This tool

allows customers to visualize products in real-time, providing a unique buying experience that can lead to increased conversion rates.

Monitoring customer behavior and engagement using data analytics tools can also help retailers become more responsive. By understanding where customers are dropping off in the buying process, retailers can identify friction points that may hinder the shopping experience. Addressing these issues can lead to enhanced customer satisfaction and improved sales performance.

STAY ON TOP OF IT ALL In the competitive billiard retail landscape, effective customer engagement requires a comprehensive approach that spans website optimization, instore experiences and robust post-purchase support. By focusing on crafting a welcoming atmosphere, delivering personalized experiences, training staff effectively, and building a sense of community, billiard retailers can significantly improve customer satisfaction and foster lasting loyalty.

By viewing the customer journey as an interconnected series of touchpoints, retailers can ensure each interaction is a positive one that enhances the overall experience. Ultimately, this holistic emphasis on customer engagement will not only drive higher sales but also create a loyal customer base dedicated to the brand.

The result will be a vibrant and thriving billiard retail environment that benefits both retailers and customers alike.

BCAINSIDER.COM | 17

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GREATER SOUTHERN HOME RECREATION

Atlanta’s Ultimate Destination for Fun and Leisure

By Keith Loria In an age where indoor and outdoor entertainment options are proliferating, one Atlanta-based company is carving a niche that stands out for its commitment to quality and customer satisfaction.

Greater Southern Home Recreation is considered the go-to hotspot for anyone looking to elevate their home game room or outdoor space.

With an impressive range of offerings spanning from classic pool tables to 20 | BCA INSIDER • HOLIDAY ISSUE 2024

premium patio furniture, the company has become synonymous with exceptional leisure experiences.

A LEGACY BUILT ON FUN Greater Southern Home Recreation traces its roots back to the late 1920s when it first opened its doors as Franco

Novelty Co. in Montgomery, Alabama.

Initially founded as an amusement games operating company, the brand has evolved significantly and remains a family-owned business.

“My grandfather opened up an office in Atlanta in the ’60s, and that’s how we got started in this area,” says David Piha, who serves as president of the company today.

“I got into this business in the late ’90s, after working for a similar operation in

New Orleans (AMA Distributing). They also had a retail side of the business and when I saw how well they were doing with it, when I joined the family business, I knew that when we had more space, we should expand into retail.”

Around 2001, the company moved into a larger space and expanded its wholesale coin-op amusement distribution business to include retail, turning its storied history of fun into a thriving enterprise that appeals to both serious gamers and families looking to enjoy time together.

“It was then we started selling pool tables and we hired a guy who was with another billiard retail outlet in Atlanta selling pool tables, and it was the two of us doing the retail thing,” Piha says.

“Initially, it was primarily pool tables and some game room furniture, like bar stools, and we slowly expanded into theater seating.That took off nicely and over the years, we have slowly expanded into other things, such as chess and poker supplies.”

In 2006, another family – the Benatars – was looking to invest in a retail business, and the two families saw the business grow even more. Sadly, Morris Benatar passed away in 2016, but his wife, Diane, and father, Leo Benatar continue to be partners in the business.

Today, under the leadership of Piha and Benatar, the company operates two locations in the Atlanta area – West Midtown and Alpharetta – and provides services to customers across the Southeast, from Myrtle Beach to Chattanooga. The store’s success can be attributed to its commitment to quality; only the best products from industry-leading brands make their way onto the showroom floor.

Piha says. “We focus on the mid- to high-end; we don’t really try to cater to the low-end, those people looking for crazy deals on tables. At the end of the day, you get what you pay for. If someone is trying to find a $1,500 new pool table, that’s not our customer. We’re never going to offer a product to sell that we feel will be a problem down the road or cause aggravation.We stand behind our products.”

AN UNMATCHED SELECTION

He considers the arcade side of the business as a big aspect of what Greater Southern is known for as well.

Walking into Greater Southern Home Recreation feels like stepping into a wonderland of play. The company’s impressive selection includes everything you need to create your dream game room: pool tables, shuffleboard tables, arcade games, pinball machines, poker tables and theater seating. For those who take their gaming seriously, the store showcases brands such as Brunswick, Olhausen, California House, AE Schmidt and Legacy Billiards to ensure that customers are getting top-notch equipment.

“Our Alpharetta location is about 6,000 square feet and our Atlanta Midtown location is about 14,000 square feet,”

“I’ve been around arcade games and pinball for a long time so we know what’s out there and what to recommend to people,” Piha says. “Especially during COVID, pinball just took off like wildfire. The same thing with some of the arcade equipment as well.”

But the fun doesn’t end indoors. The outdoor section of the store boasts a stunning array of premium patio furniture and BBQ grills – the perfect complement to those summer evenings spent with friends and family.

“During COVID and the craziness of that, we expanded into the outdoor category and started selling patio furniture, grills and pizza ovens as well,” BCAINSIDER.COM | 21

Piha says. “We wanted to make ourselves a one-stop shop.”

With offerings like Big Green Egg grills and Alfa pizza ovens, customers can transform any backyard into an entertainment haven. And for those competitive spirits, outdoor games abound, ensuring that one’s living space becomes a hub for leisure and laughter.

QUALITY OVER QUANTITY At Greater Southern, the mantra is clear: offer the best of everything rather than everything available.

“We’ve done the homework for our customers,” Piha says. “If we wouldn’t put it in our own homes, we won’t sell it.”

This commitment to quality is a guiding principle, allowing customers to shop with confidence, knowing every product meets the store’s rigorous standards.

“We really try to stay on top of a lot of the design trends,” Piha says. “Diane and I will go to High Point, the furniture market on a regular basis, and we’re really able to spot what’s going on with furniture trends.”

He understands that for games like shuffleboard and billiards, these are essentially pieces of furniture for consumers, and though people play on them, they also want them to look good.

“If the design is not going to fit into their house, they’re not going to buy it,” Piha says.

CUSTOMER EXPERIENCE ABOVE ALL What separates Greater Southern Home Recreation from the rest is its laser focus on the customer experience. The staff is 22 | BCA INSIDER • HOLIDAY ISSUE 2024

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passionate about helping customers find the perfect products that suit their needs and preferences. This means that from the moment someone walks through the door, they are greeted with warmth and expertise that encourages playful exploration of the store’s offerings. “We want every customer to say ‘Wow! This place is amazing’ when they walk in and look around,” Piha says.

“We make sure to have knowledgeable people in the store who treat customers the way they would treat family,” Piha says. “We make sure we are taking care of everybody in the best way possible. We have people in the store who can talk with people who are extremely wealthy the same way they would talk with someone who barely has two pennies to pinch together.”

Additionally, Greater Southern’s expert installers ensure that each purchase – be it a pool table or an outdoor grill – is set up correctly and efficiently, allowing customers to start enjoying their new toys without any hassle.

While the company does some advertising, it invests very little in radio or TV ads and relies on social media and its website to build a following and bring in customers. That means posting a lot on Instagram and Facebook. Much of the content is photos of installs and highlighting what people can do in their rooms, even if it’s not a dedicated game room. “Our website and Google Business Profile Pages are extensions of our showrooms and require just as much attention to attract customers.”

“That puts a picture in people’s heads on what they can do,” Piha says. “We 24 | BCA INSIDER • HOLIDAY ISSUE 2024

really put a lot of pressure on all of our installers and delivery people to make sure they get good pictures when they are finishing up a job so we can post them.”

That’s a great way to get new customers, and many people find Greater Southern through these posts.

“We really pride ourselves with wordof-mouth and referrals,” Piha says.

“We’re not afraid to ask customers if they are happy with us, and we really work hard to get that word-of-mouth to help us. The bulk of what we do is to build an online presence. We try to get as many online reviews as possible.”

One of the keys to success has been in following up with customers after a purchase and staying in touch with them after the sale.

A STRONG TEAM In addition to Piha and Benatar, there are some key employees at Greater Southern Home Recreation who have been in their jobs for decades and play a pivotal role in Greater Southern’s success.

For instance, customer service manager Chris Jurnack, who came to the company in 2002 from Peach State Billiards; operations manager Steve Baird, who joined Greater Southern in 2006 when the company acquired Atlantic Billiard Corp, where he served as general manager; and sales consultants Jeff Levy and JD Miller, who came to the company in 2019 and 2020, respectively. Overall, the company employs about a dozen people total.

“The people we’ve got have a lot of experience in this industry, and have pretty much seen everything,” Piha says.

“We also work with a lot of designers and our success with that is building a strong network of fellow dealers. We try hard to build strong ties with dealers in other markets so we can work together and make it a win-win. We rely heavily on dealers in other markets to assist us with installs and we assist them when they have installs in our market.

THE FUTURE LOOKS BRIGHT With more than 25 years of industry experience, Piha and Benatar are steering Greater Southern Home Recreation toward new heights. Their vision integrates modern technology, such as messaging with customers while they’re shopping on their website, and innovative practices, such as following up with customers after the sale. This ensures that the company keeps pace with evolving customer preferences and provide the absolute best customer experience “We definitely want to continue to grow, but grow smartly and make sure we are an efficient business and continue to attract good people,” Piha says. “I don’t want to add more stores in new locations if we don’t have good people working there, or else you’re just shooting yourself in the foot. I’d like to see us continue to expand our product offering and bring in more innovative products that customers can’t find anywhere else”.

As the landscape of home recreation continues to change, Greater Southern stands firm in its commitment to quality, value and an unmatched customer experience.

In a world full of choices, Greater Southern proves that sometimes, sticking to the fundamentals of quality and camaraderie is the path to true happiness.

How Billiard Retaile Create a Successful

By Charles S. Donnavan In a competitive marketplace where billiard products are widely available both in stores and online, establishing meaningful connections with customers is essential for retailers. One powerful way to achieve this is through a well-maintained blog.

featuring expert advice and insights tailored specifically for BCA members.

their expertise, provide valuable insights and create a community around their brand.

Blogs serve as a platform for retailers to connect with their audience on a deeper level.

Here, we gathered some actionable tips for setting up and running a successful blog,

“Blogs provide the opportunity to write content that offers value to individuals,”

CONNECTING WITH CUSTOMERS A blog allows billiard retailers to showcase

28 | BCA INSIDER • HOLIDAY ISSUE 2024

ers Can Blog

BLOG TOPIC IDEAS

How-To Guides

Teach your audience skills such as how to break, aim or execute trick shots.

Product Reviews says Jack Ashley, an SEO specialist. “This can include useful tips, product highlights and easily accessible information for those new to the billiard community.”

The connection doesn’t stop at product advertisement. It provides a space where retailers can share knowledge about the game itself – its techniques, history and culture. This builds a rapport with readers, fostering trust and loyalty that can lead to increased sales over time.

Evaluate new products and compare them to existing options in the market.

History and Culture of Billiards

Share interesting anecdotes and historical perspectives to engage readers.

BCAINSIDER.COM | 29

MORE BLOG TOPIC IDEAS

EDUCATING CONSUMERS Marcia Layton Turner, a ghostwriter who has extensive experience in creating blogs for various retailers, highlights the power of education.

“Providing helpful information and guidance will lead to higher sales,” she says. “If blog posts address issues or questions billiard players have, they can be a terrific way to connect with customers.”

By addressing common queries, educating readers about equipment, or sharing tips to improve their game, retailers can position themselves as trusted authorities in the billiard community.

CHOOSING THE RIGHT PLATFORM The first step in launching a blog is selecting the appropriate platform. Ross Kernez, a marketing consultant, recommends using WordPress.

“WordPress is user-friendly, and it’s free,” he says. “It also allows for easy updates and is widely used, making it easy to find developers if needed.”

Another excellent option is Wix, known for its straightforward interface, which allows individuals with 30 | BCA INSIDER • HOLIDAY ISSUE 2024

little technical expertise to create and customize their blogs.

“Wix has built-in SEO tools to help your blog gain visibility,” says Jase Rodley, a web designer and SEO consultant.

Tips for Beginners and Advanced Players

Cater to your entire audience with content for players of all levels.

STRUCTURING YOUR CONTENT Having the right layout is crucial for both user experience and search engine visibility. According to Ashley, blog layouts should utilize a hierarchical structure, featuring strong titles marked as H1 fonts and distinct sections using H2 and H3 subheadings. This strategy improves readability and SEO performance, making it easier for readers to navigate your content and for search engines to index it effectively.

Also, consider including a visually appealing design with strategically placed images, infographics and videos that break up text. Just like a billiard game is played on a well-maintained table, a blog requires an organized, clean layout to engage readers effectively.

MOBILE OPTIMIZATION With an increasing number of users accessing content on mobile devices, optimizing your blog for mobile is non-negotiable.

Local Tournament Updates

Highlight local events and tournaments to build engagement.

ENHANCE ENGAGEMENT WITH THESE METHODS: •

•

•

Emotional Storytelling

Share personal experiences related to billiards, whether a memorable game or a lesson learned.

Incorporating Visuals

High-quality images and videos can be game-changers. Use visuals to illustrate points, enhance understanding and engage different types of learners.

Breaking Text Up

Avoid large blocks of text by using bullet points, infographics, and short paragraphs. Complex information becomes digestible when presented in bite-sized pieces.

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“Many potential readers may find you through their smartphones,” Rodley says.

“Ensure that your blog’s design is responsive, meaning it will adapt to different screen sizes and still be user-friendly.”

Google places a strong emphasis on mobile optimization; a mobile-friendly site can improve your SEO rankings and enhance the user experience. This means ensuring that text is readable without zooming, images load quickly and navigation is simple.

IDENTIFYING VALUABLE CONTENT TOPICS When you’ve set up your blog, it’s time to focus on the topics that will resonate with billiard enthusiasts. Understanding customer interests is integral to successful content creation.

LISTENING TO YOUR AUDIENCE

PROMOTING INTERACTION

Another important thing when running a blog is to gather insights directly from your current customers.

Encouraging readers to engage with your blog content can amplify its effectiveness.

“Ask shoppers for topic ideas, and take note of the questions they frequently ask in-store,” Turner says. “By creating a feedback loop, you’ll ensure your content continually aligns with your audience’s interests. Consider conducting surveys or polls on your social media platforms to further tap into customer preferences.”

Utilizing tools like Google Trends can also help you identify popular search queries related to billiards, providing a data-driven approach to topic selection.

CRAFTING ENGAGING POSTS

Start by exploring various content ideas that align with your audience’s interests. Rodley suggests focusing on topics such as buying guides, maintenance tips, game strategies and industry news.

Once you have chosen topics, how can you ensure your posts effectively capture attention? Make your writing clear and concise while also incorporating storytelling elements.

“These topics not only inform, but also foster a sense of community among readers,” he says.

“Incorporating storytelling and personal anecdotes makes the content relatable for readers,” Butterworth says.

32 | BCA INSIDER • HOLIDAY ISSUE 2024

“Engaging with readers through comments shows that you value their input,” Kernez says. “This interaction fosters a sense of community that invites further participation and loyalty.”

Consider implementing features that prompt readers to share their thoughts or questions, enabling readers to leave comments and opinions. A good idea is to add social sharing buttons, which will allow your blog readers to easily share the content within their own networks.

“At the end of each post, invite readers to engage,” Turner says. “Ask questions or encourage them to share their experiences related to the topic discussed.”

IMPORTANCE OF REGULAR UPDATES Consistency is key when it comes to blogging. Most blogging experts recommend posting at least once a week. This frequency helps maintain momentum and prevents your blog from becoming stale.

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Incorporate a variety of content types, ensuring your posts hit multiple interests. For example, you could alternate between product reviews, game tips and industry news each week to keep the approach fresh.

Consider implementing interactive elements within your blog to encourage higher engagement levels. This includes creating quick, informal polls related to the sport that encourage participation and spark interest; contests or giveaways where readers can enter by commenting on a post or sharing your blog on social media; and features on local players, where your blog highlights billiard enthusiasts, players or even leagues. This creates a personal connection and encourages community-sharing among local readers.

CONTENT PLANNING Creating an editorial calendar can help you maintain a consistent posting schedule. A 90-day editorial calendar will help keep your content organized and ensure you’re always working on a relevant topic.

“This planning helps you to stay on top of your weekly posts and avoid bland or generic content,” Rodley says.

When planning your content, consider seasonal themes such as holiday promotions, summer pool parties or back-toschool gaming activities that can tailor your posts to timely interests.

UNDERSTANDING SEO BASICS Search Engine Optimization (SEO) is crucial for driving traffic to your blog.

Butterworth explains that by using effective SEO strategies, you can significantly improve the visibility of your posts.

“Focus on providing real-life perspectives and know-how in your articles,” he says. “Prioritize keyword research to identify relevant search terms used by your target audience. Use tools like Ahrefs, SEMrush, or Google Keyword Planner to help you find popular keywords related to billiards.”

Some keywords to consider targeting for blog posts include “billiard rules,” “how to choose a pool table,” “best billiard cues,” “maintaining a billiard table” and “pool tips for beginners.”

Once you have identified your keywords, incorporate them thoughtfully throughout your posts.

“Make sure to use targeted keywords in your titles, headers and throughout your content,” Ashley says.

Additionally, include links to authoritative sources to aid your credibility.

Internal linking to other blog posts on your site also encourages readers to explore more of your content and improves your site’s SEO performance.

MONITORING PERFORMANCE METRICS Use tools like Google Analytics to track the success of your blog.

“Regularly monitoring performance metrics allows you to refine your content strategy based on what resonates with your audience,” Butterworth says. “Metrics such as page views, time spent on page, and bounce rates can give you insights into how well your content is performing.”

If a particular topic draws substantial traffic, consider exploring that subject further.

Reader engagement can significantly elevate the effectiveness of your blog.

Kernez notes the benefits of responding to comments and creating a space for customer dialogue.

“Engaging with readers shows that you value their feedback,” he says. “Promote an inviting online atmosphere by promptly responding to comments and facilitating discussions around your blog posts.

Taking reader feedback seriously can create a loyal community of customers who regularly support your business.”

Incorporating feedback from your audience can significantly enhance your blog’s effectiveness.

“Use comments and social media interactions to understand your audience

34 | BCA INSIDER • HOLIDAY ISSUE 2024

better,” Kernez says. “Engaging readers in discussions about what content they enjoy will help refine your ongoing strategy.”

The digital landscape is constantly evolving, and your blogging strategy should adapt accordingly. Regularly revisit your content and assess its relevance and quality. Look for opportunities to refresh older posts with updated information or better visuals.

“Creating a mix of educational, entertainment and promotional posts is essential for ongoing engagement,” Turner says. “This mix ensures readers have varied reasons to visit your blog, keeping it dynamic and engaging.”

Running a successful blog for your billiard retail business is not just about sharing products; it’s about building a community, providing valuable education and fostering connections. By focusing on valuable content creation, optimizing for SEO, and engaging with your audience, you can establish a blog that serves as a critical component of your marketing strategy.

As you embark on this journey, remember that blogging is a long-term commitment that requires consistency, creativity and connection. By implementing the expert tips and strategies outlined in this guide, your retail blog can become a powerful resource that not only attracts and retains customers but also enhances your overall brand presence in the billiard community.

The time to start is now – leverage the power of blogging to elevate your business to new heights.

BCAINSIDER.COM | 35

DON’T MISS OUT ON 2025

By Keith Loria Registration for the 2025 BCA Expo is now open, and this year promises to be one of the most exciting Expos to date.

So, mark your calendars for March 19-20, because the BCA Expo is your must-attend destination for all things billiards.

As always, this dynamic event offers a unique opportunity to connect with passionate billiard enthusiasts, industry professionals and potential buyers.

As a hub for showcasing cutting-edge products, top-quality equipment and essential services, the BCA Expo promises to engage attendees in meaningful conversations, generate valuable leads, and provide deep insights into the billiard industry. With the event co-located with the Amusement Expo In36 | BCA INSIDER • HOLIDAY ISSUE 2024

ternational (AEI), you’ll also gain access to a diverse pool of new buyers and untapped markets, expanding your brand’s reach like never before.

Exhibiting at the BCA Expo is not just an opportunity; it’s a savvy investment in your brand’s future. You’ll foster essential industry connections and position yourself at the forefront of the billiard sector.

A remarkable lineup of exhibitors is set to showcase an impressive array of products and innovations at the upcoming event, featuring renowned brands from the billiard and gaming industry.

Attendees will have the opportunity to explore offerings from esteemed names such as Brunswick Billiards, Diamond Billiard Products, Inc. and Olhausen, known for their high-quality tables and accessories. The Expo will also highlight specialized brands such as Aramith Billiard Balls, Iwan Simonis and Predator, which deliver premium billiard supplies, including essential cues and cloths.

For those interested in game furniture and leisure products, brands like California House, Kestell Furniture and Plank & Hide will present stylish and functional options for home entertainment. Additionally, companies like Skee-Ball, Tornado Foosball and Shot Darts will bring a fun, interactive dimension to the event.

Also exhibiting are Andy Cloth, CPBA Cloth, Cuestix International, Lucasi Cues, Championship Billiard Cloth, Bull Carbon, Dynaspheres, FPG Sports, Fusion Tables, How Cues and Tips, Meucci Cues, Gorina Cloth, Mr. Billiard International, Ram Game Room, R&R Outdoors, Spider 360,Vision Sports, Z-Lite, Gorina Cloth, How Cues and Tips, Moori Tips and Imperial International.

With so many esteemed exhibitors in attendance, visitors are sure to find a wealth of products and innovations that cater to their gaming and recreational needs.

To become an exhibitor or for more information, reach out to Brian Glasgow (brian@wtglasgow.com; 708-326-5140) or Shane Tyree (shane@bca-pool.com; 303.243.5070 ext. 23).

LET THE GOOD TIMES ROLL There’s also a Mardi Gras-themed party being held on Wednesday, March 19. Free drinks and hors d’oeuvres will be offered 5:30 p.m. to 7 p.m., with live music and games from 5:30 p.m. to 9 p.m. Additionally, a cigar bar will be open from 6 p.m. to 8 p.m.

Raffle tickets will be passed out by participating sponsors through the BCA Expo on Wednesday of the Expo for attendees to win exciting items at the party.

STAY AT THE WESTGATE Nestled just off the iconic Las Vegas Strip, Westgate Las Vegas Resort & Casino offers a winning combination of luxurious accommodations, world-class entertainment, and exceptional amenities, making it the perfect destination for Expo guests.

From the moment you step into your stylish room or suite, you’ll be enveloped in comfort and elegance. The resort features a diverse selection of accommodations, ranging from spacious standard rooms to lavish penthouse suites. Many rooms offer stunning views of the Las Vegas skyline or the breathtaking Nevada mountains, ensuring that your stay is as visually captivating as it is comfortable. Enjoy modern amenities, plush bedding, and impeccable service that cater to your every need.

BCAINSIDER.COM | 37

EDUCATION For gaming enthusiasts, Westgate Las Vegas boasts an expansive casino floor that caters to every type of player. Whether you’re spinning the reels on the latest slot machines, testing your skills at the poker table, or placing bets at the sprawling sports book – one of the largest in Las Vegas – there’s an exhilarating gaming experience waiting for you. With a variety of table games and promotions, you’re bound to find your new favorite way to play.

Savor an exquisite dining experience without leaving the resort. Westgate Las Vegas is home to a variety of restaurants and bars that cater to every palate. Indulge in sizzling steaks at the acclaimed Edge Steakhouse, indulge in Italian classics at Fresco Italiano, or enjoy a quick bite at the casual Westgate Café. For those looking to unwind, the bars and lounges at the resort offer an inviting atmosphere to sip cocktails and socialize.

The resort also offers a vibrant array of shows and live performances. From classic headliners to contemporary performers, Westgate Las Vegas ensures a night filled with laughter, music and unforgettable entertainment.

To book for the BCA Expo, visit bcaexpo.com/hotel.

Look under the hood with Predator and Olhausen, plus panel discussions from industry leaders for retailers, room operators, and the Next Generation Committee.

Join us during the BCA general membership meeting and enjoy a free lunch.

EXHIBITORS Andy Cloth American Heritage Billiards Aramith Billiard Balls Ardosia Nacional Ardosias Santa Catarina Brunswick Billiards Bull Carbon California House Championship Billiard Cloth Cornilleau Game Tables Connelly Billiards CPBA Cloth Cuestix International Cue Tec Diamond Billiard Products, Inc. Dynaspheres FPG Sports Fusion Tables GLD Products Gabriels Gorina Cloth How Cues and Tips Imperial International Iwan Simonis J. Pechauer Custom Cues Kestell Furniture Koda Sports Legacy Billiards

Lucasi Cues Master Chalk Meucci Cues Moori Tips Mueller Recreational Products Mr. Billiard International Nodor Dart Olhausen Billiard Mfg. Plank & Hide Predator Presidential Billiards R&R Outdoors Rasson Billiards SAM Billares Shot Darts Skee-Ball Skeech Games Spider 360 RAM Game Room TerraBall Tiger Products TP Chalk Toltec Lighting Tornado Foosball Tweeten Fibre Co., Inc. Universal Billiards Valley-Dynamo Viking Cues Vision Sports Z-Lite

REGISTER NOW!

38 | BCA INSIDER • HOLIDAY ISSUE 2024

Register online at bcaexpo.com/register or scan the QR code.

Don’t forget to book your hotel room while you’re at it!

REGISTER TODAY! BCAEXPO.COM/REGISTER

2025 BCA EXPO

LET THE GOOD TIMES ROLL!

EDUCATION MARCH 17 & 18 BCA EXPO MARCH 19 & 20 co-located with:

BCAINSIDER.COM | 39

MONICA WEBB A Champion and a Survivor

By Anthony Stoeckert Monica Webb says she’s playing some of the best pool of her life right now. That shouldn’t be surprising considering that over the course of her career, she has earned a reputation as one of the best and hardest-working players on the tour; one who is always striving to get better. Webb’s work ethic is a big reason for her consistently ranking in the top ten of world players and winning two WPBA championships, the first of which she claimed after a decade of playing professionally. So yes, she always seems to be getting better.

What makes Webb’s statement surprising is that a few years ago, she was diagnosed with lupus and rheumatoid arthritis.

40 | BCA INSIDER • HOLIDAY ISSUE 2024

On her way to the WPBA CueSpeed NAPA Invitational at Railyard Billiards in Louisville, Kentucky, Webb says that things have changed since she got sick, including how she prepares for tournaments.

“But I’m well on my way to recovery, obviously,” she says.

“I’ve started physical therapy, per my doctor’s orders, to start regaining strength because the lupus and the RA just ripped me apart.”

She has focused a lot on her fundamentals over the last two years when she wasn’t able to play much and has watched many matches on livestreams and YouTube.

“I feel like I’m playing the best pool of my life right now,” Webb says. “I’m able to hit the cue ball almost at full speed again. I’ve lost some of my finesse, but I just keep working on my pre-shot routine and my fundamentals, and that’s pretty much all I’ve been doing. I can’t practice a whole lot because I just can’t sustain that much wear on my elbows just yet. I get a little worn out too, but I feel like good things are about to happen for me with pool.”

MAKING ADJUSTMENTS IN PURSUIT OF EXCELLENCE Webb says she is dealing with some “ring rust” and has worked that off by playing sets with a friend and taking a lesson with Charlie Bryant.

“He’s really just a genius when it comes to systems, and his perspective of the game is very unique,” Webb says of Bryant.

“We meshed really well, and he was the cherry on top of all I’ve been working on, bringing it all together and giving me some confidence.”

Another step Webb has taken is to switch to a lighter cue (Ariel Carmeli is her cue of choice) until she builds her muscles back up, and she says that has made a huge difference. But just the fact that she is playing again is impressive and inspiring, because after receiving her diagnosis, she didn’t know if she’d ever be able to play again.

“I was in such bad shape for so long,” Webb says. “My doctor actually just told me that I was in a full-body flare-up for at least a couple of years. She said it’s going to take a while for me to get back to 100 percent. Some of me might never be 100 percent, but being hospitalized at the end of last year just made me de-stress my life. I didn’t know if I would be able to play again, and that was very heartbreaking for me – to not have been given the choice to walk away, but being forced to walk away. So I’m really thankful that I’m able to play again in some capacity so that it will be my choice when I walk away.”

FOLLOWING HER PATH

playing pool again if I wasn’t able to,” Webb says. “Because that was a pretty depressing thought for me. I just wanted to get my life back. I didn’t think I was going to make it very long in the condition I was in. I put a lot in perspective, and I think that has a lot to do with why I’m playing so well. I think the maturity of my age and what I’ve been through put things in line for me and helped me realize what’s important and what I was paying a little too much attention to. It shifted my perspective to a much healthier one.

“I feel like a different person. It’s weird sometimes, and sometimes I wish I could get the young motivation back in my heart, but it comes from a different place now, and I’m still trying to find where that comes from. My perspective has quite shifted now.”

Webb had lupus for years before she was diagnosed and says she “dropped the ball” in a way because when she first started feeling sick, she thought her symptoms would go away if she made some changes, like improving her diet. She eventually was admitted to a hospital and prescribed medication to treat Mixed Connective Tissue Disease, which is known as lupus, and RA. “The medicine is working and I’m doing the diet. I’ve destressed my life,” she says. “I’m doing everything I possibly can to keep this illness at bay and get as much life as I can out of me.

I feel good about that; I feel really good. I’m in a good place.”

LEARNING FROM HER DAD Webb’s love of pool began when she was 8 years old and her father opened a pool room. Her dad’s name was Otis, but everyone called him Johnny, so he named his pool room Johnny’s, in Douglasville, Georgia. Otis owned a contracting business that built houses. He was also a poker player and even a moonshiner.

“He taught me pretty much everything I know, but what he couldn’t teach me in pool, he got other people to give me instruction,” Webb says. “I started getting coached at quite an early age, and it’s kind of a family thing, a family business, I guess you could say.”

When asked if the motivation to play had an impact on her recovery, Webb responds by saying it isn’t that simple. As a young player, she was motivated by her dreams and the goals she had set for herself. The trauma of getting sick and potentially having everything she worked for, valued, and loved taken away from her has given her a new perspective.

“I think that it wasn’t a matter of being motivated to go back, play pool, and make new goals for myself, it was more a motivation to get back to living my life and being okay with not BCAINSIDER.COM | 41

It turned out that Monica was a pretty good pool player, and when she was still a kid, she started playing adults for a dollar or two a rack.

“I got good really quickly and started betting a little more and started betting against more people and going to more places,” she says. “By the time I was 12, I was going to other places and some local tournaments and doing pretty well.”

She says that by the time she was 15, she was probably the best female pool player in the Southeast, and she emphasized that while her father encouraged her to play pool, and even bet, he insisted she never hustle anyone.

“I never tricked anyone out of money,” Webb says. “I didn’t have to. Being a woman, being a young girl, you don’t really have to trick people into playing pool.”

42 | BCA INSIDER • HOLIDAY ISSUE 2024

GOING PRO Webb won the Amateur Nationals in 1998 and turned pro in 1999. When asked what the tour was like then, she says the women looked out for one another.

“We’re around each other so much, and when I first came on tour, we were having 10 to 12 tournaments a year,” Webb says. “They were a little more laid back and maybe had a little more fun. I didn’t as much – I never really drank alcohol or did much for fun, to be honest. I was super serious, and I kind of stayed aloof from everyone.

That’s kind of what I still do today. I’ve been that way ever since I was 15 or 16, traveling to tournaments. I never roomed with anyone or went out to dinner. We’re all really good friends, and there are times we get together before or after a tournament.”

Over the years, she has added an impressive list of sponsors, including COS (coin op solutions), Stix, Carmeli Cues and No Quit apparel.

Today, Webb is a sort of mentor to many of the junior players, like Savannah Easton, Sofia Mast, and Skylar Hess.

“We’ve all become good friends,” Webb says. “Sofia actually says we’re Beanie Sisters, so that’s sweet because we both like to wear beanies.”

Those connections began when Webb established the Monica Webb Battle of the Junior Championships, which is now organized by the Billiard Education Foundation and is renowned as a showcase for young players.

“Eddie Altman and Tracy Lerma, both of them are the brains and the muscle behind that whole thing,”Webb says. “Basically, all I did was organize it at my pool room and make sure they had top-grade equipment and all that.They did most everything other than what I did on my end in the pool room. It was a real collaboration, and it was really awesome.”

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SIMONIS CLOTH IS AN INNOVATOR AND CHAMPION OF POOL

By Anthony Stoeckert Simonis Cloth has earned the respect and admiration of people throughout the billiard industry for the quality of its product and its spirited devotion to innovation that gives more people the opportunity to play pool. The latest step the company has taken to enhance and build upon that reputation of excellence is its contributions to Fusiontables.

To put it simply, Fusiontables are dining tables that can be converted to pool tables. They are designed to be stylish and high in quality, whether 46 | BCA INSIDER • HOLIDAY ISSUE 2024

they are being used to host a dinner party or a friendly game of billiards.

The tables are fitted with Simonis table cloth, which the Fusiontable website says is considered “the ultimate benchmark for high-quality cloth.”

According to Ivan Lee, president and CEO of Iwan Simonis Incorporated, Fusiontables were founded by Sauc SA, a Belgian manufacturer of the Aramith billiard ball brand, in 2008. He says the company wanted to bring pool into more homes all over the world, and

one way to do that was to overcome two factors that prevent many people from buying a table.

“First is space, obviously,” Lee says.

“Not everyone has the room to install a 7-foot pool table. Second is the location you choose in your home to play pool. You cannot easily develop a sport at home if it is hidden in a man cave in the basement or in a garage. Probably not everyone in the family would be happy to see a regular pool table standing in the middle of the living room.”

THIS TABLE HAS STYLE FusionTables are a breakthrough in offering sleek and modern-looking dining tables that seat ten people comfortably for a meal and can be easily converted into an excellent 7-foot pool table.

“Dining tables are where all the family dinners and friends reunions happen, and within seconds, everyone is able to take their cues and play a game,” Lee says.

He notes that after the 2012 merger between Iwan Simonis SA, the Belgian manufacturer of Simonis cloth, and Saluc SA, Simonis Inc. got involved with the distribution of FusionTables throughout the United States.

“Saluc SA was installing Simonis Cloth on all of their Fusiontables since its creation, so Iwan Simonis was already aware of this new product,” he says.

“Fusiontables are available in 800 different configurations, making them suitable for dining and meeting rooms.

All the tables are provided with a wide variety of Simonis Cloth and Aramith Balls to choose from. This is why Fusiontables quickly became a reference for home furnishing lovers and pool enthusiasts with the use of the finest woods and ceramics, one-piece slates in natural stone for a perfect roll, an Easy-Lift system to raise the table to an

optimal playing height, and a full range of furniture and accessories to blend into your interior.”

Lee says that since Fusiontables was founded in 2008, it has offered customers variety as well as sturdy, durable products. Built to be both practical and decorative, Fusiontables are made from the best types of wood, such as select walnut, grey oak, white oak, and wenge. The natural materials they are made from help create a warm and authentic room that fits all sorts of lifestyles.

A GREAT BILLIARD EXPERIENCE With companies like Simonis and Aramith teaming up on these tables, you can be certain that Fusiontables offer players an outstanding table for playing.

“With Fusiontables, you benefit from the excellence and consistency from the oldest billiard ball and cloth manufacturers in the industry,” Lee says. “This is why, besides the fact that our centuries of fine craftsmanship enable us to choose the finest materials, we don’t forget that this table must remain a proper high-quality 7-foot pool table. Our customers appreciate the fact they can play on it like any other high-end pool table. They appreciate the fact it is provided with Simonis

Cloth and Aramith balls. They appreciate the large number of configurations, accessories, and furniture we offer to match their tastes.”

Lee says that Simonis Cloth, a leader in billiard cloth, and Sauc SA, which manufactures the renowned Aramith ball, have been working together to supply most tournaments, both amateur and professional, around the world, and have been sponsoring major players for years.

“And last but not least, we sponsor the main international and national sports associations and federations across the globe,” he says. “This gives us a visibility that no one else has in the industry and enables us to create strong partnerships. Because our brands share a common heritage of centuries of craftsmanship and innovation, potential partners know they can rely on the knowledge, excellence, and stability of market leaders who have been shaping their industry since its birth.”

READY FOR THEIR CLOSE-UP Another venture the companies are contributing to is a segment that has been shown on PBS stations across the nation through Viewpoint, an award-winning documentary series that enlightens viewers on a variety of topics.

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“It is distributed explicitly across public television stations nationwide and explores innovative ideas, advancements, and trends across various industries,” Lee says of Viewpoint. “As a respected educational platform, Viewpoint’s distribution imprint has an estimated household reach of sixty million.”

The producers of Viewpoint contacted Simonis for a segment on the significance of pool in the United States.

“The objective of our collaboration with them is to explore the significance of pool as America’s favorite pastime and to spotlight how our groups promote and develop the practice of this beloved sport,” Lee says. “Viewers are also provided with insights from pool table owners, pool room managers, and professional players on how to choose the right equipment and its role in enhancing the overall playing experience.”

Lee adds that the episode explores how Simonis and its partners are creating innovations that promote play, such as Fusiontables.

“This TV segment is currently being distributed over more than 170 participating Public Television stations throughout the U.S. and will keep airing until June 2025,” Lee says. “In parallel, Viewpoint offered us the possibility to have a national TV campaign on Fusiontables. A 30-second commercial spot aired throughout the month of June. They also offered us the possibility to create a corporate demo featuring Aramith, Simonis, and Fusiontables.”

More information on the Viewpoint segment can be found at fusiontables. com/viewpoint.

SPREADING THE JOYS OF POOL One of the reasons Lee loves promoting the game is that anyone can play it.

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“It transcends age, sex, education, wealth, social status, religion; everyone can share in the enjoyment when standing by a pool table,” he says. “The popularity of the game saw an incredible surge since COVID. Now pool can be played virtually or via webcam. However, its social nature and the pleasure of sharing a good time with friends in a home, a bar, or in a pool hall, with a sport that is fun to play whatever your skill level is, that’s what keeps things interesting.”

He adds that proper equipment is essential to maximizing one’s enjoyment of pool, and that’s why his company and others are devoted to creating excellent products for all players, from beginners to pros.

“The equipment used in pool has to be reliable and consistent in order to provide the players with the best experience,” Lee says. “The table itself, the cloth, and the balls must be correctly manufactured to ensure durability and consistency during play. If the table is not level, the balls will not roll straight; if the cloth is not made properly, the balls will not roll straight; and if the balls are not made properly, they will not roll straight. This kind of inconsistency will frustrate the players and will not provide an enjoyable experience.”

Plus, as pool becomes more popular, many new products are made to meet the demand, but some of those products are shoddy, and if new players try them, there’s a risk of inhibiting the game’s growth.

“Those products, which can be attractive at first, quickly become deceptive in terms of quality and performance,” Lee says. “From our point, we offer value that cannot be matched, and we want this message to reach as many people as possible so they know they have a choice. There is also controversy about products presented by European or U.S.-based companies who pretend to be made locally, which in many cases they are not. Our companies are ‘first world’ manufacturers and we are envi-

ronmentally responsible with our manufacturing processes. We work towards efficiency and using less energy and resources to make our products.We want people to know that we want them to enjoy the sport and we are doing our part to be responsible manufacturers of the products that they use.”

His company is growing the game by developing new products that are affordable without compromising on quality and performance, and by sponsoring educational programs that get young people playing, as well as professional and amateur events.

“We have worked with social organizations to draw attention to the benefits of our sport and encourage participation of school-age children so they can learn the sport as well as some of the benefits that naturally occur within the sport, like math and strategy,” he says.

Projects like the Viewpoint segment and ongoing partnerships with the BCA and other organizations are helping to build the audience of people who not just play pool but love the sport.

“And thanks to these partnerships, we are able to finance educational programs, amateur and professional tournaments, bigger prize money and to provide players and sports organizations with the best equipment for the most enjoyable experience,” Lee says.

CHALK TALK

Billiards Industry Buzz

By BCA Staff

April Larson and Corey Deuel

Attend Heyball Champion of Champions Heyball, hosted by JOY Billiards and the World Pool Association (WPA), is the latest craze in billiards, as players from around the world compete in tournaments worldwide. The competitors play on JOY 9-foot tables with rounded pocket openings, using Super Aramith TV-Cup Pro balls and Strachan 110 cloth, ensuring the highest standards of competition.

Larson finished fifth in both events, losing to Veronika Halliday in the Heyball Champion of Champions and being defeated by Shi Tianqi, the eventual winner, in the Oceania Heyball Open.

In October, Americans April Larson and Corey Deuel traveled to Australia to compete in back-to-back tournaments – the Heyball Champion of Champions and the Oceania Heyball Open.

While in the land Down Under, Larson also had the opportunity to have some fun outside of the tournaments, touring the famous Sydney Opera House, taking the ferry to the city of Manly and visiting an animal wildlife preserve, where she got to feed penguins and pet a koala bear.

“It’s always been a dream to go to Australia, so that really added to the excitement of these tournaments,” Larson says. “I had played two Heyball events prior to this – the American Heyball Open and World Championships in Slovenia, so I had only played on the tables twice, so I was really winging it during the trip.”

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She’s continued to play the Heyball events, and is looking forward to more in her future.

“I feel like the more experience I have on these tables, the better I’ll do,” she says. “I’m representing the United States at the World Games in China next year for Heyball, so I really want to prepare as much as possible and the best way is to be in competition as much as possible.”

Junior Pool Player Pays It Forward In an inspiring turn of events at the 2024 Predator WPA World Junior Championships in Hamilton, New Zealand, the Billiard Education Foundation (BEF) held a live drawing to announce the winner of an all-black Grand Champ Olhausen pool table, valued at $9,870, and generously donated by Olhausen Billiards to support Team USA’s aspiring junior players.

The winning ticket was drawn for James Fletcher from Odessa, Texas, who surprised everyone by selflessly donating the prized pool table back to Robert Orta, a junior player who sold him the winning ticket.

“Thank you, Olhausen, for your generous support! I was so excited to hear who won the table!” says Orta, a member of Team USA Juniors. “Big thanks to Mr. Fletcher for always supporting me. I can’t believe I’ll finally have my own table to practice on to continue improving.”

The raffle, which raised funds for Team USA’s international competition efforts, has galvanized support across the nation.

“We are thrilled that James Fletcher has not only won the table but chose to give it to one of our talented young athletes,” said Shane Tyree, managing director of BEF. “Moments like this show the power of community and the generosity that fuels our sport.”

This donation marked a significant milestone for Team USA’s junior athletes, made possible through partnerships with industry leaders like Olhausen Billiards. Support from individuals like Fletcher ensures that young talents such as Orta have the necessary resources to pursue their billiards dreams.

Tickets for the raffle were sold for a suggested donation of $25 each, with all proceeds directing funding to the individual players.

Get Ready for Inaugural WPA Heyball Parasport World Championships From Dec. 14-21, the WPA will present the inaugural WPA Heyball Parasport World Championship, a groundbreaking event bringing athletes with musculoskeletal disorders together, celebrating the spirit of inclusivity and athletic excellence.

“This championship marks a pivotal moment in the journey to elevate billiards within the Paralympic and Olympic communities,” says Viktoriia Nagorna, WPA’s parasport division director. “It highlights the sport’s inclusivity and

potential to provide meaningful physical, mental and social benefits for people with musculoskeletal disorders.”

Plus, as the largest Heyball championship for para-athletes to date, it has the power to showcase adaptive billiards as a highly effective tool for rehabilitation and empowerment.

“A successful event will not only inspire but also lay the groundwork for further recognition of billiards, potentially bringing it back into the Paralympic

program and positioning it as a future Olympic sport,” Nagorna said.

The competition will bring together 512 athletes with musculoskeletal disorders, divided into two categories: 128 male and 128 female wheelchair athletes and 128 male and 128 female standing athletes.This ensures inclusivity while allowing athletes to compete among peers in a fair and supportive environment.

“These participants, representing some of the most talented para-athletes globBCAINSIDER.COM | 51

ally, will demonstrate remarkable skill and resilience, showing the world what is possible through adaptive sports like billiards,” Nagorna said.

Jeffrey Dolezal has been involved with the National Wheelchair Poolplayers Association since 2003 as a player, and became president in 2006.

“Part of the vision has always been to be more inclusive,” he says. “I can beat a standing player; it’s about skill level, not about the disability. This event is important because it is more inclusive and includes more individuals and

brings more opportunities for people to compete.”

In the long term, events like these aim to expand adaptive sports opportunities for athletes worldwide, furthering both competitive and recreational access.

“By highlighting billiards’ contributions to physical and social rehabilitation in our scientific and sociological studies, we aim to encourage more investment and support for adaptive sports programs that improve the quality of life for people with disabilities,” Nagorna says.

Hurricane Relief Efforts Gain Momentum In the wake of Hurricane Helene’s devastating impact in late September, the billiards community in Bristol, Tennessee has come together to raise funds for those affected. Although the storm caused only minor damage at Janet

Atwell’s Borderline Billiards, nearby communities experienced catastrophic destruction, prompting Atwell to launch fundraising initiatives with support from J. Pechauer Custom Cues, Olhausen Billiards and Brunswick.

To date, the efforts have generated nearly $10,000, including donations from tournaments and community contributions. A significant portion of the funds will assist local families.

A star player on the women’s tour, Atwell continues to spearhead these fundraising efforts, which include GoFundMe campaigns and local events. As part of the ongoing support, a recent “Play for the Cause”

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Hurricane Relief Tournament drew 33 players, with top players Dustin Coe and Scott Jones splitting the prizes.

The tournament not only raised funds but also fostered community engagement and solidarity among players supporting their fellow members in need.

Anyone looking to contribute to the relief efforts can reach out to Janet Atwell through her Facebook page or visit BorderlineBilliards.com for more information.

If you have a news item you would like to be considered for an upcoming Chalk Talk piece, email billiardskeith@ gmail.com.

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The best playing experience Endorsed by professionals and used in virtually all major events worldwide, Iwan Simonis and Aramith offer players the highest standards, both in terms of quality and performance.

Combined with the Simonis 860 cloth, pool players have with the Aramith

SIMONIS CLOTH simoniscloth.com

ARAMITH BALLS aramith.com

STRACHAN CLOTH strachan.co

[ ] FUSIONTABLES fusiontables.com

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