2025 December Issue

December 2025 // Vol. 35

2025

THE

MILLION-FOLLOWER

PROPR I E TO R From Shuttered Centers to Viral Success

MEMBERSHIPS THAT KEEP LANES FULL Steady Revenue, Lasting Relationships

DEFYING THE TREND IN ILLINOIS

Arcade Operator Turned League Builder

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Contents

December 2025 | Vol 35.12

Publisher’s Column

6

CREATIVITY IN MOTION

BY STEPHANIE DAVIS

What’s the Buzz

8

DEFYING THE TREND AT BERTRAND LANES

BY BRIAN DUKE

12

Feature

FROM BOWLING TO “I DO”

BY NATALIE DAVIS-FERNANDEZ

16

Success Story

MODERN MOVES THAT MATTER NOW

BY STEPHANIE DAVIS

18

Competitive Strategies

MEMBERSHIPS THAT KEEP THE LANES FULL

BY BRANDON WILLEY

22

Marketing

STRIKING UP NEW PARTNERSHIPS

BY BRUCE DAVIS

26

Cover

THE MILLION-FOLLOWER PROPRIETOR

BY STEPHANIE DAVIS

30

Sales

30

THE ART OF UPSELLING

BY CORRIE PELC

34

12

Industry Event

WELCOME TO SAN ANTONIO

BY CAREY TOSELLO

PUBLISHER & EDITOR

Stephanie Davis

stephanie@bowlingindustry.com

MARKETING MANAGER & SALES Natalie Davis-Fernandez

natalie@bowlingindustry.com

EDITORIAL

Jackie Fisher

fisher@bowlingindustry.com

Patty Heath

patty@bowlingindustry.com

OFFICE MANAGER Roxanne Damask

roxanne@bowlingindustry.com 4 IBI November 2025

CONTRIBUTORS Stephanie Davis Bruce Davis Brian Duke Natalie Davis-Fernandez Patty Heath Corrie Pelc Carey Tosello Brandon Willey

International Bowling Industry Magazine 1850 San Marco Rd // Marco Island, FL 34145 stephanie@bowlingindustry.com

www.BowlingIndustry.com // HOTLINE: 239.235.7864

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Publisher’s Column

CREATIVITY IN MOTION

CELEBRATING BOLD IDEAS AND FRESH INSPIRATION By Stephanie Davis

I

t’s that time of year again when we celebrate the people and places redefining what’s possible in bowling and family entertainment. Each December, IBI presents its annual Creativity Award, honoring centers that push boundaries with fresh ideas and fearless imagination.

Last year’s winner, Bayside Bowl in Portland, Maine, wowed us with its blend of weddings, corporate events, and competitive bowling. This year’s honoree takes creativity to an entirely new platform—social media, using storytelling to spark excitement for bowling far beyond his own community.

THE MILLION-FOLLOWER PROPRIETOR IBI’s 2025 Creativity Award goes to Yianni Mavrakis of Town Hall Bowl in Illinois. At just 25, Yianni turned two shuttered centers into thriving community hubs and a viral sensation.

His storytelling-first approach has earned over one million followers and 100 million views, proving that authenticity and creativity can transform a local business into a global inspiration.

What makes Yianni’s success stand out is his bold use of social media as a true business tool. He turned the renovation of a closed-down bowling center into a bingeworthy story that captured the imagination of people far beyond his local lanes. By inviting followers to weigh in on design choices, sharing progress in real time, and blending humor and nostalgia into every post, he made his audience part of the revival.

Yianni has transformed two previously forgotten centers into vibrant gathering spots, making bowling feel fresh and exciting for a whole new generation. His drive and creativity have genuinely inspired me; he’s got the kind of energy and vision that reminds you why this industry is so special. After chatting with him several times, I can say with confidence: Yianni’s just getting started, and he’s definitely someone to watch in the years ahead.

6 IBI November 2025

FROM BOWLING LANES TO “I DO” Weddings are a growing trend in creative thinking for centers. This month's feature from Wamesit Lanes in Massachusetts takes that idea to the next level. What began as a heartfelt staff wedding blossomed into a complete transformation and a brand-new business venture. Now, weddings are part of Wamesit's lineup, offering couples a fun, unexpected place to say "I do" while showcasing the center's signature creativity and community spirit.

MEMBERSHIPS THAT KEEP THE LANES FULL In this month's Competitive Strategies column, Brandon Willey explores memberships and season passes. If you’re looking to turn casual guests into loyal members who generate steady revenue, Brandon's column is worth checking out.

DEFYING THE TREND AT BERTRAND LANES

In What’s the Buzz, Brian Duke spotlights John Sarantakis of Bertrand Lanes in Waukegan, Illinois, who’s proving that innovation doesn’t always mean starting over. Instead of removing lanes for new attractions, he doubled down on what bowling does best: community, leagues, and consistency, showing that lasting success often comes from strengthening what already works.

Together, these stories remind us that creativity is about seeing possibilities where others see routine. As we wrap up another exciting year, I'm reminded how fortunate we are to be part of such a creative, passionate, and welcoming industry.

From all of us at IBI, thank you for being part of our community. We wish you a joyful holiday season filled with laughter, good company, and a bright start to the new year.

•

– Stephanie Davis, Publisher & Editor stephanie@bowlingindustry.com

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What’s the Buzz

DEFYING THE TREND AT BERTRAND LANES From Arcade Operator to League Builder

W

hen a career retailer and arcade operator buys a mid-century bowling center, the usual plot goes like this: rip out lanes, add attractions, push open play, and let leagues fade into the background.

John Sarantakis didn't read that script; he wrote his own.

I first met Sarantakis at a trade show when I was working with a card system company and he had just become involved with Bertrand Lanes. From our first conversation, he brought a fresh, entrepreneurial mindset to the bowling industry.

John Sarantakis

Sarantakis is a lifelong entrepreneur who cut his teeth in retail at the tender age of 16 before, by his twenties, running one of the largest video rental operations in the country. He’s fluent in the language of traffic, value, and promotion, which he applied to other ventures, like building a thriving family fun center business where tokens, tickets, birthday parties, and smart merchandising paid the bills.

Then the pandemic slammed the brakes on everything.

Sarantakis's 43,000-square-foot fun center lost its lease and, with it, the easy path forward. In a moment that could have ended his hospitality career, he did what entrepreneurs do: adapt.

While searching for a new home for his business, Sarantakis’s realtor suggested Bertrand Lanes, a 1958-era bowling center in Waukegan, Illinois, once home to PBA tournaments and a community staple. The idea was to remodel the space, remove several lanes, and move the fun center in. When Sarantakis met the owner, George Lawrence, the two hit it off immediately. George shared his passion for bowling, his pride in the leagues that had 8 IBI November 2025

with Brian Duke

kept the center alive, and his hope that the business would continue under the right ownership.

Sarantakis was ready to move forward when another opportunity suddenly appeared just a mile away—a massive former home improvement store that had become available. The 81,000-square-foot building offered something priceless in the COVID era: open space, concrete floors, and easy-to-clean surfaces perfect for social distancing. It was a rare chance to reopen quickly, move his arcade games in, and start generating income again.

He asked George for six months before finalizing their deal, promising he would still pursue the bowling center once things stabilized. By the time he was back on his feet, something had changed. The bowling bug had bitten.

What began as a relocation plan became a passion project. Sarantakis no longer wanted to gut Bertrand Lanes—he wanted to restore and grow it. And in a move that defied the industry trend of tearing out lanes for new attractions, he decided to keep all 40 lanes intact and make them busier than ever.

That decision changed everything. Rather than treat bowling as secondary, he made it the leading platform for growth. George had taught him that leagues weren't a nuisance; they were guaranteed revenue, week after week.

So, Sarantakis began investing methodically and visibly.

He replaced old wood with drywall, paint, and LED lighting. He installed new synthetic lanes and went for a marquee upgrade: full-lane LED displays across all 40 lanes, a move he calls transformative, and one that got his customers talking.

What’s the Buzz He also created incentives. Instead of raising lineage or cutting amenities, he invested in people. Sarantakis offered a $500 prize fund boost to any league that added a team.

It was a simple, measurable, and motivating strategy that worked. All but one league grew, with some leagues restructured from ten smaller groups into nine larger, stronger leagues. The team at Bertrand is working hard to add three new leagues next year.

THE YOUTH PIPELINE

If leagues are bowling’s backbone, youth is the heartbeat that keeps it moving. At his FEC, People’s Choice, he deliberately set payout levels and prize values to ensure kids left with armfuls of souvenirs. That value-forward philosophy translated perfectly to youth bowling: give families a great deal, make the experience frictionless, and they’ll return with cousins, classmates, and entire teams.

By rebuilding relationships with local schools, offering after-school programs, and supporting youth leagues, Bertrand Lanes became a place where kids and families felt welcome—and where future league bowlers were born.

CROSS-PROMOTION STRATEGY

Sarantakis noticed a marketing opportunity. At the fun center, kids aged around eleven were the core audience— the core audience skewed young, more Chuck E. Cheese than teen hangout. But tweens and teens were flocking in down the road at the bowling center.

Sarantakis began linking the two operations through copromotions and shared incentives. Game cards now work at both locations, creating seamless crossover between the two brands. Families who start at the fun center get free bowling passes to try the lanes. Bowlers receive token offers to explore the arcade. Text and email campaigns promote both properties so that a deal for one lifts the other. And when the fun center closes earlier than the bowling center, staff send families down the street to keep the fun going.

TECHNOLOGY THAT SOLVES REAL PROBLEMS

Sarantakis invested in technology that reduces friction and labor costs, with one of the most significant impacts from installing a cashless card system. “The Semnox system upgraded and simplified operations, improved reporting, and created a smoother guest experience. With the addition of self-serve kiosks, weekend staffing at the redemption counter dropped from several attendants to just one without sacrificing service or throughput.

He also tested hourly lane rentals through Groupon, blending perceived value with yield control. Once the numbers proved out, he rolled it out in-house, giving 10 IBI November 2025

guests flexibility while maintaining profitability. And those 40 lanes of LED brilliance weren't just decorative. The upgrade set a new standard for what bowling can look like in 2025, and customers took notice immediately.

THE PROMOTION ENGINE: GIVE VALUE, GET VOLUME

Because Sarantakis's roots are in retail, he's comfortable using loss leaders —the practice of giving away a small amount of value to generate greater overall revenue.

He's used Groupon to keep the funnel full. He recently negotiated a Clipper Magazine campaign worth $30,000 in exposure, structured so the cost is deducted from redeemed offers rather than paid up front. The program puts his business in front of 75,000 homes each month, attracting new families and encouraging loyal customers to return.

A CENTER REBORN

Sarantakis's journey is one every operator can learn from.

In an industry often focused on trends, he proved that success comes from knowing your guests and building around what works. He applied marketing lessons to offer customers a better experience and to improve on what already worked.

Four years into a five-year plan, Bertrand Lanes looks and performs like a different place. It's brighter, cleaner, and more technologically advanced. Leagues are stronger, and youth programs are fueling the next generation of bowlers.

The arcade footprint is right-sized and automated. The fun center drives traffic to the lanes a mile away, and vice versa.

There’s legacy here, too. George Lawrence- league bowler, manager, owner—kept the flame alive long enough for someone with fresh energy to carry it forward. Sarantakis honors that legacy by proving you can be modern and traditional at once: run a sharp, highvisibility entertainment business and treat leagues as the community institutions they are.

It’s a story that challenges today’s operators to look beyond what’s trending and think instead about what’s lasting. Bertrand Lanes stands as proof that innovation and tradition don’t have to compete; they can coexist beautifully when guided by passion, purpose, and a willingness to take the lane less traveled.

•

Brian Duke is an industry consultant who helps companies boost sales, strengthen connections, and stay competitive in family entertainment. A veteran of the FEC and arcade world, he is known for his big personality, deep industry know-how, and ability to connect with just about anyone.

When he is working with IBI, Brian focuses on uncovering great stories, connecting with standout suppliers, and helping us shine a brighter light on the FEC side of the business, all while keeping things fun and real.

Contact Brian at brianduke2012@gmail.com.

Feature

FROM

BOWLING LANES TO

“I DO”

Turning A Heartfelt Idea Into New Revenue

S

ometimes, the best ideas start as dreams, and this one belonged to Wamesit Lanes’ co-founders, the late Donald MacLaren Sr. and his son Donald MacLaren Jr. One of their longtime visions was to host weddings at the center, and it came to life when the team organized a heartfelt celebration for one of their own.

Held under a glowing tent and surrounded by sunflower blooms, Wamesit’s first wedding was more than a milestone; it was a tribute, a team effort, and a beautiful reminder of what happens when a vision comes full circle.

A WEDDING BORN FROM FAMILY AND TEAM SPIRIT

Wamesit Lanes has always been a place where creativity and community come together. So when Connor, the center's content coordinator, got engaged, the idea of hosting an on-site wedding felt almost meant to be. When the idea was presented to Connor and his fiancée, the couple immediately embraced the concept.

“It was a perfect opportunity,” says Janelle Wagstaff, marketing director at Wamesit Lanes. “We could do something amazing for our coworker and use it as Janelle Wagstaff a learning experience, everything from planning and décor to food, staff training, and marketing.

12 IBI November 2025

By Natalie Fernandez

It was a lot of pressure because we wanted to get it right, but it was such a cool experience." As the big day approached, the entire staff became invested. “This one meant a lot,” she adds. “We all knew Don Sr. would have been so proud of what we accomplished.”

TRANSFORMING THE SPACE

Turning a busy center into a wedding venue took vision and teamwork. “More than you can ever imagine,” Wagstaff laughs.

“Our entire team worked together and became passionate about what we were doing.” The transformation centered around Wamesit’s outdoor patio, which the team re-imagined as a romantic hideaway. They lined the walls with greenery, built a custom walkway leading to their outdoor stage, and even created a flower-draped archway for the ceremony.

“It was like a hidden garden,” Wagstaff recalls. “We wanted guests to walk out there and think, wait—this is the same patio where we were playing cornhole last week? It was incredible.” After the ceremony, guests moved inside to the tavern for cocktails before returning outdoors for a tented

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Feature reception. Lawn games, a custom cigar station, and a warm summer breeze kept everyone smiling late into the night.

And because this is Wamesit Lanes, the evening didn’t end after dinner and dancing. “We hosted an after-party on our VIP lanes that connect right to the patio,” Wagstaff says. “It was the perfect full-circle moment; everyone celebrating together where it all began.”

CAPTURING THE MOMENT

From the start, the team knew this would be more than one unforgettable day—it would also be the start of something new. “We wanted to step into the wedding market,” says Wagstaff. “So, we made sure to capture everything on film.”

The marketing team coordinated a professional drone fly-through video that showcases the entire property—from the bustling lanes and tavern to the patio transformed into a glowing celebration space.

Included were cinematic shots of Connor twirling his bride on the dance floor, perfectly capturing the night's emotion.

The center also promotes its new services through social media, Google Ads, and TikTok. “It’s fun for people to see the process,” Wagstaff explains. “They can picture their own wedding here—and that’s the magic.”

With 36 lanes (including 12 candlepin and 8 VIP tenpin), five golf simulators, a lively arcade and redemption area, and a whole food-and-beverage operation, Wamesit Lanes stays busy all year long. That energy extends to its popular golf simulator leagues, which attract hundreds of players — about 260 in winter and 160 in fall — with plenty of crossover from bowling leagues.

In addition, the photos turned out incredible. The team had great shots and short clips—perfect for social posts, ads, and the website. "It's been amazing content for us," Wagstaff says.

People see the photos and immediately start imagining their own wedding here. It shows people what’s possible.”

FOOD, FUN, AND A LITTLE EXTRA FLAIR

With a culinary team experienced in events of 400 to 500 guests, Wamesit’s kitchen knew how to feed a crowd. But this time, they needed to provide something that felt elevated. "Because it was a wedding, we wanted it to be special," Wagstaff explains.

"We added champagne flutes for the toast, formal place settings, and elegant touches we don't normally do. It was definitely more upscale than our usual events.”

The result was a perfectly balanced mix of sophistication and comfort—just right for the couple’s 120 guests. “The bride and groom were over the moon,” Wagstaff says. “They couldn’t believe how beautiful everything looked. It far exceeded what they ever expected.”

BUILDING THE BUSINESS OF ‘I DO’

Hosting one wedding was only the beginning. After seeing the success and guest reactions, Wamesit Lanes officially added weddings to its lineup of private events. They have joined WeddingWire and The Knot, two of the most-visited platforms for engaged couples, and the response has been immediate. “Couples today are looking for venues that feel different, fun, but are still beautiful,” Wagstaff says. “That’s exactly what we offer.”

14 IBI November 2025

Now, weddings add another reason for guests to connect. “It’s really just an extension of what we already do,” Wagstaff says.

"We create experiences that bring people together. This happens to be one of the most meaningful kinds."

LESSONS FROM THE FIRST ‘I DO’

Pulling off a large-scale wedding for the first time came with plenty of lessons. "We learned that the smallest details make the biggest difference," says Wagstaff. The process also deepened the bond among staff. "Everyone became so invested," she says. "It showed how well we work together when focused on the same goal." And now that the first wedding is in the books? “We’re ready for more,” she adds.

“We know exactly how to make the next one even better.”

A NEW CHAPTER FOR WAMESIT LANES

From a marketing experiment to a heartfelt tribute and a staff member’s love story, Wamesit’s first wedding was more than just an event; it was a turning point. “We always say Wamesit is where people come to have fun,” Wagstaff says. “Now, it’s also where people can start the next chapter of their lives.”

•

Success With

MODERN

MOVES THAT MATTER NOW Indiana’s Olympia Lanes Shows How Modernization Delivers Results

By Stephanie Davis

W

hen you’ve been in the bowling business for decades, you’ve seen it all. That’s why Nick Loxas doesn’t chase every new tech trend or flashy idea, but when something genuinely improves the guest and staff experience, he’s all in.

One of Loxas’s favorite features is the real-time monitoring. “If a guest’s credit card is getting close to its limit, the system alerts us before it’s declined,” he said. “It constantly checks in as tabs grow, so we know funds are available in real time.”

Loxas operates two centers in northwest Indiana: Olympia Lanes in Hammond and a second Olympia Lanes location in Michigan City, just up the road. His father, John, opened the Hammond center in 1985, and Loxas joined him a few years later. “We’ve always tried to stay on the leading edge,” he said. “We were the first in our area to have automatic scoring and synthetic lanes.”

For Olympia Lanes, one of the biggest wins has been the system’s speed and reliability. The speed is awesome, and it’s simple for guests to use,” he said. “And since it’s all built into Sync, we no longer have the headaches that come with using a third-party processor.”

That forward-thinking mindset continues today. The Hammond center features 40 lanes, a strong league following, a pro shop, a popular snack bar, a full-service bar, and a small arcade that is soon expanding with a redemption outlet. The Michigan City location, purchased about a year and a half ago, has 32 lanes, a newly remodeled pro shop, and a balanced mix of league and open play.

Using Sync Pay enabled the OrderNow feature, giving guests the freedom to order food, drinks, and even additional games right from their lane tablets or phones. Orders go straight to the kitchen, saving time and reducing confusion.

Both centers honor their roots while embracing modernization to serve casual guests and competitive bowlers alike. For Loxas, modernization isn’t just about preparing for the future; it’s about creating a better experience right now. “When guests see you reinvesting in your business, they appreciate it and reward you with loyalty,” he said.

TIME TO MODERNIZE—FOR TODAY, NOT JUST TOMORROW

In 2019, Loxas upgraded to the Sync Operating System, calling it “the best operating system I’ve ever used.” The all-in-one platform streamlined daily operations and opened new doors for customer engagement. “You can build customer lists and send offers like free appetizers or a free game, to encourage return visits," Loxas explained.

"It's a great way to say thank you and get people coming back."

When it came time to remodel the Michigan City center, Loxas took modernization a step further by adding Sync Pay, Sync's fully integrated payment solution. Because Sync Pay is built directly into the larger Sync point-of-sale and management system, it delivers a seamless platform that's easy for staff and powerful behind the scenes.

16 IBI November 2025

MORE REVENUE, LESS WAITING

“It’s faster for guests and for us,” Loxas said. “Our staff can focus on service instead of running back and forth taking orders. Even better, the average ticket size has gone up, with guests adding more items— especially groups ordering large shareables and rounds of drinks.”

GUESTS NOTICE THE COOL FACTOR

“People like the convenience of ordering when they want and not having to leave the lanes or wait in line. Since technology is part of everyone’s life now, people of all ages get it and appreciate faster service." He’s noticed another benefit: guests view the updates as a sign that the centers are thriving. “When they see we’re upgrading, it sends the message that we’re committed to their experience,” Loxas added. “They like knowing we’re staying current.”

Next up, Loxas is also bringing Sync Pay to the Hammond location.

Both Olympia Lanes centers continue to evolve, with Spark interactive scoring on the horizon and plans for new outdoor attractions. For Loxas, modernization has become part of the family business.

“Upgrading your center isn’t something you do just to prepare for the future,” he said. “It’s something that pays off right now. It makes life easier for our team, better for our guests, and keeps us moving forward every single day.”

•

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Competitive Strategies

MEMBERSHIPS T H AT K E E P T H E L A N E S F U L L Recurring Revenue, Lasting Relationships

I

n today's entertainment and experience economy, relying solely on "one-and-done" visits is a risky strategy.

The most resilient bowling entertainment centers (BECs) and location-based entertainment (LBE) venues are transitioning from purely transactional models to recurring revenue streams from membership and season passes.

These programs transform occasional guests into committed members who visit more frequently, spend more per visit, and become advocates for your brand.

Recently, I sat down with John Keys, sales director at CenterEdge Software, to explore how these programs turn unpredictable foot traffic into predictable income while boosting engagement across food, beverage, and other attractions.

market through flexible packages that appeal to families, casual players, and repeat visitors alike.

Season passes deliver upfront value, often paying for themselves in just a few visits, while memberships take it a step further. "They're often billed monthly at a much lower price point," Keys says. "Rather than paying up front, members can easily budget the monthly fee into their expenses while giving themselves something to look forward to continually." This lowcharge recurring model is a proven one, seen everywhere from fitness clubs to streaming services and car washes, that turns casual users into committed customers.

UNDERSTANDING THE MEMBERSHIP MINDSET John Keys

THE POWER OF RECURRING REVENUE

Bowling centers already understand the value of memberships—even if they don't call them that. "If you think about it, bowling centers have been offering a type of membership for decades through their league play," Keys explains. "These leagues drive loyalty since these 'members' tend not to seek out alternative options, keep guests coming back for a fixed term, build recurring revenue in the way of dues, and drive engagement through competition."

Expanding that concept with official non-league memberships or season passes can help operators capture even more of your 18 IBI November 2025

By Brandon Willey

Memberships work because people value what they invest in. A monthly payment serves as a subtle nudge to visit, transforming good intentions into repeat business. Today's consumers also crave value, exclusivity, and a sense of belonging. "If your programs are priced appropriately with the right amount of benefits, members feel good about their investment and that they're getting value for money," Keys emphasizes.

He cautions that operators often make the mistake of offering deep discounts instead of meaningful perks. Members want convenience, special treatment, and recognition: things like priority lanes, exclusive events, or member-only badges and rewards. "Theme parks, trampoline parks, and museums have proven that when benefits are tangible and exclusive, guests will subscribe and stay," Keys adds.

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Competitive Strategies STRUCTURING YOUR PROGRAM

Design what people want Start with your core offering: bowling. Then layer in high-margin perks that entice repeat use without eroding profitability. Keys advises avoiding overly restrictive entitlements, saying, "Members want to feel like they're getting a good value for their money, so consider offering a membership that includes admission to one or more attractions without being overly restrictive on usage." He continues, "It's also very important to entice members to enjoy and spend more. Special offers or member pricing on food and beverage, free game cards, or discounted merchandise can help you boost per capita spending while still giving members a robust offering that keeps them engaged."

Pricing strategy Find the sweet spot between affordability and perceived exclusivity. Keys suggests using tiers (e.g., silver/gold/platinum) or bundled packages (bowling + arcade, family plan, etc.) to match varied budgets and visit patterns. He stresses the importance of testing monthly rather than annual or seasonal options. "Season passes shine during peak periods like summer or the holidays, while monthly memberships excel at smoothing demand year-round."

Lean on Technology Your POS and CRM must make it easy to sell, renew, and measure. "A lot of operators go wrong by just setting and forgetting their memberships," Keys warns. "But they have to do the work to entice members back in. Your point-of-sale platform should offer metrics and reporting to help you track and measure program success." He recommends tracking metrics such as renewal rates, pending cancellations, recurring payment health, and member demographics to fine-tune the program's performance.

MARKETING YOUR PROGRAM

Launch Like It's an Event Treat your membership rollout as you would a new attraction.

Use early-bird pricing, "founding member" perks like T-shirts or commemorative cards, and host a VIP preview for league captains or corporate buyers.

Promote Everywhere Your lanes, scoring screens, televisions, and concession counters are prime real estate. Use digital signage, QR codes on menus and lane tables, and short looping videos that explain benefits in 10–15 seconds. "Employee contests and challenges can be a terrific way to gain team member buy-in while driving revenue," Keys suggests. "Be sure to teach them the best language to use at the point of sale to help craft exciting conversations." Every staff member should be familiar with the one-sentence pitch, the top three benefits, and common objection responses.

Build Community, Not Just Discounts Community will always beat coupons. Social proof is powerful.

Share short testimonials, highlight "members of the month," and post user-generated photos or videos of guests enjoying their perks. When your guests see your members having fun and enjoying tangible benefits, conversion rises.

20 IBI November 2025

Measuring Success and Refining the Model "What gets measured gets renewed," Keys exclaims. The best way to strengthen your membership or season pass program is to track and analyze what drives renewals and spending. Focus on a few key performance indicators—how often members visit, how much they spend, how many renew, and how many upgrade.

Here's how Keys suggests breaking it down: • Member Frequency: Track member visit frequency and attraction usage, flag inactive members for re-engagement, and compare peak visit times with those of day-pass guests.

• Revenue by Membership Type: Track total revenue by membership tier, compare average spend between members and non-members (which requires robust customer data tracking), and measure upsell effectiveness by analyzing how many members upgrade from lower to higher tiers.

• Ancillary Spending: Compare average spending between members and non-members across food, beverage, and gameplay categories to identify cross-selling opportunities, such as combo packages or exclusive member-only events that drive incremental revenue.

• Team Sales: Track which staff members sell the most memberships, analyze sales volume by day and shift, and evaluate how specific events or time periods influence overall membership sales performance.

Then, Keys says, “Turn your insights into action!” Use what you learn from your data to make smart adjustments that keep members engaged.

If family plans lag on weekdays, introduce a fun “homework happy hour” that bundles pizza and 30 minutes of arcade credit to draw families in after school. If you notice cancellations spike after the third month, try a “surprise-and-delight” offer around day 75, like a bonus game card, a free appetizer, or a doublepoints night, to rekindle excitement.

And if upgrades aren’t happening, make your “value ladder” more visible. Show guests how higher tiers unlock new experiences, such as priority lanes, monthly guest passes, or exclusive events, to inspire them to move up.

By combining real value with smart pricing and reliable tech, you can turn unpredictable traffic into steady, repeat business.

When members consistently see the value, they’ll keep showing up, spending more, and inviting friends—transforming today’s guests into tomorrow’s loyal advocates.

•

Brandon Willey, ICAE, is co-founder of the LBX Collective and Premier LBX Group, co-host of The LBX Daily Show, and founder and CEO of Hownd.

Brandon has an intense passion for the attractions industry and extensive knowledge of location-based entertainment. Brandon is the former chair of IAAPA’s FEC Committee and now sits on the North American Manufacturers and Suppliers Committee. You can connect with him at LinkedIn.com/in/bwilley.

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Marketing

ST R I K I N G U P N E W

PARTNERSHIPS The Social Sports Movement

By Bruce Davis

I

• Volo Sports, which operates in more than 10 cities, includes bowling among its adult rec options. Players can sign up solo or as a team, with fun first and competition second.

’m always looking for creative ways to fill lanes and bring in new business. Sure, the economy’s tight and some consumers have pulled back, but there are still plenty of people out there looking for fun and willing to spend a few bucks on something that fits their lifestyle.

Adult recreation is shifting right along with those lifestyles. Today’s adults want experiences that are active, social, and just the right amount of competitive. Across the country, adult rec leagues are booming, connecting young professionals through sports that blend fun, fitness, and friendship. For bowling centers, partnering with these groups is a creative way to attract new guests, fill lanes on slower nights, and join the fast-growing “competitive-social” movement.

A DIFFERENT KIND OF LEAGUE NIGHT

• Comeback Sports runs adult leagues in the Pacific Northwest: Tacoma, Seattle, and Portland, featuring “bar leagues” like bowling, darts, and trivia that keep people engaged year-round.

THE PAYOFF

As a die-hard marketer, I’m always on the lookout for something that doesn’t just create a “right now” win but helps build long-term customers. Partnering with social sports leagues is a perfect fit to bring in adults in their 20s, 30s, and 40s who might not think of bowling first but are always up for a fun night out. These groups usually play during slower times of the week, keeping your lanes busy and your snack bar humming as players hang out before and after games. Plus, these partnerships give your center a fresh, modern feel that today’s guests are looking for.

Organizations like Volo Sports and ZogSports operate in major cities nationwide, offering adult leagues across multiple sports, and in TIPS FOR GETTING INVOLVED many cases, bowling is one of them. Others, such as Comeback Sports in the Pacific Northwest or Dayton Sportcial in Ohio, focus on 1. Find your local rec league: Most cities have at least one adult social sports group. Ask whether they've ever hosted bowling—or regional and local communities but follow the same model. Instead if they'd like to start. of the traditional weekly bowling league, these groups run multisport programs where participants might play volleyball one night, 2. Keep it casual: Shorter seasons, smaller teams, and flexible kickball the next, and bowl the night after that.

22-29_Marketing_Marketing 10/25/21 10:16 PM participants.

Page 22 formats attract more

WHY IT WORKS FOR BOWLING CENTERS

Think about it. You already have everything these organizations need: a built-in social atmosphere, food and drinks, and plenty of friendly competition. Partnering with a social sports organization gives centers access to a ready-made audience of adults looking for new ways to hang out and stay active.

Here’s how it typically works: the league organizer recruits players and teams, sets the schedule, and handles communication. The center provides the lanes, offers a few fun perks, such as drink specials or themed nights, and ensures a welcoming, upbeat environment. Both sides promote the partnership, resulting in a steady flow of new customers who associate bowling with energy, laughter, and good times.

ORGANIZATIONS • ZogSports offers bowling leagues in several major U.S. cities, describing them as “a social, recreational way to play, meet new people, and give back.” Seasons typically wrap up with a championship night and an after-party.

22 IBI November 2025

3. Make it social: Music, themed nights, and drink specials go a long way in creating a great experience.

MARKETING

4. Cross-promote: Share posts on both your social media channels to reach a bigger, engaged audience.

5. Measure success: Track repeat visits, F&B sales, and conversions to other programs like parties or events.

THE BIGGER PICTURE

The "competitive-social" trend may be dominated by pickleball, cornhole, and axe throwing. Still, bowling has a built-in edge: it’s already social, easy to learn, and competitive enough to keep people hooked. As your customers evolve, your business should too, and embracing these kinds of partnerships just might open up your next big lane of opportunity.

•

Bruce Davis is president of Bowling Business MARK ETING BAS ICS W ITH B RUCE DAVIS Builders International (BBBI) whose flagship program Kids Bowl Free has registered over LESSONS TO REMEMBER 35 million children for participating centers.

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“The UBA has been a tremendous asset to our center—bringing in new guests, increasing off-peak revenue, and growing our league base. Their events run smoothly, boost food and beverage sales, and generate amazing word-of-mouth buzz.”

Tab and Tracy Golding, Northside Lanes, Winston Salem, NC

Jared McPherson, General Manager, Bowl America Shirley 727

TRUSTED BY OPERATORS LIKE YOU “We love hosting UBA events. The bowler’s spending on food and beverage is significant, filling slots during slower times for us. Their tournament staff is easy to work with and is always a pleasure to host.”

Bill Cornell, owner High Point Bowling Center, High Point, NC

“The UBA bowlers come ready to bowl, eat and drink. Even though they are extremely competitive and have large prize funds, their philosophy is bowl and party, which equals excellent food and bar sales during UBA events. I highly recommend building a strong relationship with the UBA.” Kathy Kubinak, General Manager, Laurel Lanes, Maple Shade, New Jersey

“The UBA has been hosting events at Triad lanes for many years. The UBA directors running the events are always helpful, ensuring we have everything we need for successful events.

Our employees love hosting the UBA because of the atmosphere it brings into the center.”

Robert Klein, GM, Triad Lanes, Greensboro, NC

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Cover Story

2025

THE

MILLION-FOLLOWER

PROPR I E TO R

A Young, First-Time Proprietor Turns Two Shuttered Centers INTO A SOCIAL MEDIA SENSATION IBI's 2025 Creativity Award goes to Yianni Mavrakis of Town Hall Bowl in Illinois

By Stephanie Davis

In 2022, Yianni was just 22 when he decided to take a chance on Dolton Bowl, a 36-lane house in the Chicago area. He wasn’t a bowler or a league regular, but he’d been entrepreneurial from a young age, designing and selling clothing to classmates and later venturing into real estate. He had a knack for spotting opportunity, and Dolton Bowl was an aging community staple ready for a comeback.

By Stephanie Davis As the business found its footing again, Yianni also discovered just how deeply the center was woven into the community’s history. Dolton Bowl was once a busy hub, home to 30 leagues. “People come up to me all the time to share memories; how they worked or bowled here, or even met their spouse here,” Yianni said. “Today we’ve got active leagues, a 100-person party room, a full bar, and a renewed energy that’s bringing the community in. We’re still growing, but the foundation is solid.”

The air conditioning was broken, the leagues had left, and years of neglect had taken their toll. Most people would've walked away, but Yianni saw potential. After buying the center, he put $50,000 on his credit card to replace the AC units, hoping to get the leagues to come back. It was the first of many risks, but the gamble paid off. Dolton Bowl soon earned a USBC thumbs-up and began regaining steady league play.

Around the same time, Yianni acquired Town Hall Bowl, a 28-lane center with a banquet hall upstairs. Initially, he had someone else managing it while he focused on rebuilding business at Dolton. By 2024, he was ready to put his newfound knowledge to work at Town Hall. “By then, I realized it wasn’t just about repairs; the center needed a new identity."

A

t 25, most people are still figuring out their career paths. Not Yianni Mavrakis. The Chicago-area entrepreneur is already making waves as a bowling center proprietor and a content creator. His storytellingfirst approach has attracted over one million followers and 100 million views in just two months! His journey reviving two shuttered bowling centers, Dolton Bowl and Town Hall Bowl, has become one of the fastest-growing social media stories of the year, proving that bowling’s classic appeal can still hook a new generation when paired with creativity, transparency, and passion.

26 IBI November 2025

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Cover Story AN ACCIDENTAL PROPRIETOR

Yianni didn’t set out to become a bowling proprietor. “I never thought I’d be in bowling,” he said.

“But once I started, I realized bowling centers aren’t just businesses, they’re community landmarks.”

He wanted to create “third spaces” that weren’t home or work, where people could gather, connect, and feel part of something bigger. And to get the word out, he turned to social media.

BOWLING GOES VIRAL

With no experience in content creation, Yianni started creating videos about revitalizing his 60-year-old bowling alley and posting the center’s transformation on Instagram and TikTok. Within 30 days, he gained over a million followers and 100 million views. "I still can't believe it," he said. "It became one of the fastest-growing Instagram accounts of the year."

THE POWER OF STORYTELLING

Yianni’s feed blends raw behind-thescenes clips, before-andafter reveals, humor, and nostalgic throwbacks, and it’s never just showand-tell.

Followers vote on design choices, suggest arcade games, and see their ideas come to life. “People’s attention spans are only a few seconds, so you have to stop the swipe," Yianni said.

“People connect with real stories,” Yianni explained. “I just share mine as someone figuring it out in business.

Mine stands out because of my age and background, but 28 IBI November 2025

everyone has a story worth telling. Maybe you grew up in the industry and are reinventing it, or you came to bowling from a completely different path.

When you share why you do what you do, what you’re learning, what you’re building, and then invite others to be part of that journey—that’s the heart of storytelling.”

FROM ONLINE BUZZ TO REAL-WORLD IMPACT

That authenticity has turned followers into fans, and fans into customers. When Town Hall held its grand opening on September 20, the response was overwhelming. “Over 1,000 people RSVP’d, with some followers even traveling from California, Michigan, and Indiana,” Yianni said. “Many planned short trips to Chicago to visit family or see the city and timed it to coincide with the opening.”

The seven-hour celebration filled the house all day, with free bowling to let guests experience the renovated center firsthand. “It wasn’t just online followers; the local community came out big,” he added. “I’m so thankful for that. Now it’s up to us to keep earning their support.”

The bold, creative touches throughout the renovation have captured attention online and from passersby. One of the biggest draws is the center's striking 100-foot mural by renowned artist 1440, commissioned by Yianni during the transformation. The mural has become a conversation piece, generating excitement and feedback from locals and online followers. Visitors often stop to snap selfies in front of it, then head inside to say they've been following the journey online and wanted to see the place for themselves.

Now that the rehab is complete, Yianni is shifting his focus and social media content toward building business.

Because they reopened after the fall league season began, he’s starting with short-session leagues this year and plans to expand into traditional leagues next season. "My goal is to promote leagues like I did my rehab videos," he said.

"Grab attention, highlight value, and involve the community. We'll ask for feedback on what people want us to offer."

BEHIND THE SCENES OF THE STORY

Turning everyday operations into engaging content takes effort, but Yianni keeps the process simple and consistent.

No pricey equipment—just the basics, a willingness to learn, and time to create. It's a big commitment, but he says the payoff has been worth it. He films everything on his iPhone, using a tripod or sometimes a friend behind the camera. "You don't need fancy gear," he said. He uses Apple's Final Cut Pro or TikTok's built-in editing tools, often spending 4 to 6 hours on a 1-minute video. "I made sacrifices to learn it," he said. "I used to post five or six times a week, but now that we're open and I'm focused on operations, I'll post less often and with new content, but still in my same style.”

Yianni emphasizes one key principle: the first thing you say is everything. "Your opening line decides whether people keep watching," he said. "Spend time perfecting that hook." He wants other operators to see that social media isn't just about promotion, but about building trust.

"People want to feel connected," he said. "If you only post deals or discounts, they'll tune out. Share your culture, who you are, why you're doing this, and show people having fun at your place. When others see genuine moments of connection, they imagine themselves part of it."

WHAT’S NEXT

For Yianni, this is only the beginning. His entrepreneurial spirit hasn't slowed since he was 14, and he's already thinking beyond Dolton Bowl and Town Hall. "I see this as a model I can expand," he said.

"It could be more bowling centers or other types of hospitality businesses. But whatever it is, I want to keep the creativity flowing."

Yianni remains remarkably grounded and genuinely surprised by how deeply his story has resonated with so many. He quickly credits the encouragement and guidance from other proprietors and seasoned industry professionals. What stands out most is his drive, creativity, and willingness to learn; qualities that define great operators at any age.

To other young entrepreneurs, or any proprietor facing a struggling business, Yianni's story proves that you don't need decades of experience to make an impact.

You need vision, persistence, and the courage to take the shot. His journey inspires and challenges other operators: the tools to grow your business are already in your hands. All that's left to do is press record.

•

YIANNI’S QUICK TIPS

FOR CAPTURING

ATTENTION ONLINE • Keep it real. Don’t overproduce your content— authentic, relatable moments resonate most.

• Start strong. Your first line or three seconds are everything. Make people stop scrolling.

• Show people, not just places. Capture guests laughing, bowling, or celebrating. When others see joy, they picture themselves being part of it.

• Post consistently. One good post won’t move the needle; steady updates build familiarity and trust.

• Share progress. People love seeing the “before,” “during,” and “after.” Progress posts show effort and keep followers coming back.

• Ask for input. Polls, comments, and follower ideas turn casual viewers into invested fans.

• Be part of your content. Step in front of the camera— people connect with people more than brands.

“PEOPLE WANT TO FEEL CONNECTED,” YIANNI SAYS. “WHEN THEY SEE REAL STORIES AND REAL PEOPLE HAVING FUN, THEY WANT TO BE PART OF IT TOO.”

YIANNI’S GO-TO TOOLS FOR CONTENT CREATION You don’t need a professional setup to tell a great story—just commitment and a few basics.

EQUIPMENT • iPhone: Simple, reliable, and always handy.

• Tripod: Keeps shots steady. A friend behind the camera works too.

• Microphone: Yianni uses an affordable clip-on mic from Amazon.

EDITING • Apple’s Final Cut Pro: Great for detailed edits.

• TikTok’s built-in tools: Perfect for quick cuts and trend-based videos.

• Time: A one-minute video can take four to six hours to film and polish—but the payoff is real.

“YOU DON’T NEED FANCY GEAR,” YIANNI SAYS. “YOU JUST NEED A STORY PEOPLE WANT TO FOLLOW.” IBI November 2025 29

Sales

F O T R A E TH to am s ip r Te s T p u le To Yo Sa elc lp ost rrie P e H Bo y Co B

U

pselling is not about being pushy; it is about being smart. In a business where margins are tight and guest expectations are high, a consistent upselling strategy can be one of the simplest, most reliable ways to grow revenue.

Every interaction, from suggesting a premium lane package to offering a larger soda, a top-shelf cocktail, or a party addon, is an opportunity to enhance the guest experience and add to the bottom line. However, the key is that staff need to be trained to understand why upselling matters, what options are available, and how to execute it with confidence.

"Upselling is generally an opportunity to drive incremental sales when guests walk in the door versus an order taker," explains David Wallace, president and founder of Turfway Entertainment Management. "With Dave Wallace a good salesperson, we see an increase of about 30% across the board if someone understands how to sell to the client when they walk through the door."

Beth Standlee, owner and founder of TrainerTainment, a division of The Growth Pro Group, agrees, noting that a key reason to train staff on upselling is that most guests are not aware of everything the center Beth Standlee offers. Done right, it feels less like selling and more like helping guests get the most out of their visit.

30 IBI November 2025

START FROM DAY ONE

Wallace stresses that training manuals, clear systems, and a strong culture are essential. "Anyone can be an order taker," he explains. "It's really educating them from the day they walk in the door on how we position ourselves for driving additional sales in the building."

At one center he manages, bowling is $35 an hour or $45 for a VIP suite. "Yes, it's only a $10 incremental increase, but over time you make considerably more money," he says. "And we tell our employees the more money we make, the more raises you get.”

This clear link between business growth and staff opportunity is crucial. Employees who understand that upselling benefits them directly are more likely to be motivated to embrace it.

PRACTICE, DO NOT WING IT

Many younger employees may feel uncomfortable upselling. Standlee says practice is the answer. "We’re in an age where primary interaction is through your thumbs and texting, and not even using whole words or whole sentences," she notes. "So, I think having them practice and role-play scenarios is a way to help them build confidence,"Standlee says. "We don’t send someone who wants to play T-ball into their first game without plenty of practice. Yet in a center, we’ll put someone on the floor — responsible for millions of dollars the business might or might not earn — and give them very little practice.

Confidence breeds competence, and they can't get either one of them if they don't practice."a

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Sales

QUICK TRAINING DRILLS • Role-play at the counter: Have one staff member act as the guest while another suggests add-ons like shoe covers or arcade cards.

• Snack bar upsell sprint: Set a five-minute drill where employees practice offering the next size up on drinks or combo meals.

• Party pitch practice: Staff take turns practicing how they would suggest an appetizer platter or themed add-on during a pre-party phone call.

MAKE UPSELLING PART OF THE JOB

When upselling is framed as simply “how we serve guests here,” it becomes second nature instead of an awkward extra task."If you're force-feeding it to them, the chance of them following through on it is very low," Wallace says. "But if I hire someone and explain this is how we go about it, that's the only way they know."

KNOW WHAT YOU ARE SELLING

One of the biggest challenges, Standlee says, is ensuring staff are familiar with everything marketed to guests — from flyers to the whole café menu. "Every single person should know what's available to customers," she says. This prevents missed opportunities. Imagine a guest asking about a seasonal cocktail or a kids' arcade promotion and getting a blank stare. Not only does the upsell vanish, but guest confidence in the staff takes a hit.

PARTIES = PRIME UPSELL TERRITORY

Birthday parties are a goldmine for upselling. Wallace says they begin upselling on the phone when a party is booked, then provide staff with a checklist clipboard for the day of the event.

"They grab the board and go down the list," Wallace explains.

"For example, we can do cotton candy monsters which is a big pile of cotton candy with googly eyes or bowling pins that every kid can sign for the birthday party. Having it listed out makes it simple to follow the steps of service. We teach them: here's the reason, here's how you'll make more money, breaking it down from top to bottom."

REAL-LIFE UPSELL WINS • The Cotton Candy Monster: A $5 item turned into a party highlight and a repeat request.

• Signature Bowling Pins: A $15 keepsake that doubles as a memory-maker and revenue booster.

• Adult Appetizer Platters: A single pre-party phone call generated nearly 40% in add-on sales, resulting in thousands of dollars in additional revenue.

32 IBI November 2025

SNACK BAR SMARTS

Snack bars offer another easy upsell opportunity. Wallace explains it this way: "Think about how movie theaters price drinks: a small soda might be $5; the next size $5.50; and the large $5.75. Bowling centers should consider a similar approach, where moving from small to large lanes only costs a little more and the larger lanes might even come with free refills. Training employees to present it as the standard process makes them very comfortable with suggestive selling."

Food works the same way. Wallace recommends steering staff toward suggesting menu items with the best profit margins and then rewarding them for hitting simple goals.

Even something as small as selling 10 high-margin items on a slow night can earn an employee a free meal or another lowcost perk — enough to keep employees motivated without breaking the bank.

SHIFT THE MINDSET

Sometimes, upselling is simply about reframing the mindset.

"They're not out there trying to do something to guests but instead are trying to do something for their guests," says Standlee. "Out on the lanes, if a staff member checks in with folks and says something like, ‘Hey, you look a little thirsty, can I get you a beer?’ or 'Hey, it looks like you all are having a great time. If you are thirsty, I can run, get a round of cocktails while I am here.’ All they can say is no, and you haven't lost a darn thing, but they might say yes."

Her favorite upsell story? An adult appetizer platter for kids’ birthday parties. Staff suggested it during pre-party phone calls and 40% of parties said yes. That is thousands of extra dollars in revenue from a conversation that takes less than a minute.

INCENTIVES AND ONGOING TRAINING

Wallace points out that incentives can be a powerful way to keep staff engaged in upselling, and they do not have to be expensive. A free meal, a small bonus, or even simple shift perks tied to upsell goals can go a long way.

With clear training, practice, and a shift in mindset, upselling becomes less about selling to guests and more about creating moments for them. The result? Happier guests, more motivated staff, and a healthier bottom line.

•

Corrie Pelc is a journalist and freelance writer covering the business of recreation and entertainment.

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IBI November 2025 33

Industry Event

WELCOME TO SAN ANTONIO

From IBI’s favorite foodie & travel connoisseur, industry expert Carey Tosello of ebowl.biz.

Where to Eat, Drink, and Explore During BPAA’s Mid-Winter Conference

E

ach January, BPAA's Mid-Winter Conference, known as The Summit, brings together leaders from across the bowling and family entertainment industries. This year's event takes place from January 18 to 20 at the Marriott Rivercenter, situated directly on San Antonio's renowned River Walk.

CASUAL DINING OPTIONS

The Summit is packed with opportunities to sharpen your business:

• Fiume Pizza & Wine Bar – Known for its Neapolitan-style “Texapolentana” pizza.

• Education sessions led by industry experts and peers.

Pro tip: Use Yelp or TripAdvisor to find hidden gems and avoid disappointments. Look for spots with four or more stars, and scan the reviews to see which dishes people rave about.

• Trade show exhibits showcase the latest products and services.

• Networking events that make it easy to connect, share ideas, and spark new opportunities.

And when the sessions end, San Antonio comes alive. From legendary Tex-Mex cuisine to elegant steakhouses, lively cocktail spots, and world-class attractions, the River Walk is the perfect backdrop for blending business with a touch of pleasure.

DINING HIGHLIGHTS NEAR THE MARRIOTT

For dining at the Marriott, there are breakfast and dinner venues, and a cocktail bar that overlooks the riverfront. But with so many great eateries within an easy walk from the hotel, why not step out for some authentic Tex-Mex? • Casa Rio – The first San Antonio restaurant to open its doors to the river in 1946, serving classic San Antonio–style Mexican food and their famous chili.

• La Fonda – The oldest Mexican restaurant in San Antonio. Decades of tradition make it a local favorite.

• Whiskey Cake – Craft cocktails and elevated pub food in a lively setting.

• Bubba Gump – Seafood with a movie twist, right on the River Walk.

• Brenner’s Steakhouse – A Texas steakhouse classic with nearly 90 years of history and an elegant, riverfront setting.

• Chama Gaucha – Fine dining Brazilian steakhouse with an impressive wine list.

34 IBI November 2025

• Mengerita Tacos – A casual lunch spot near The Alamo, only a sevenminute walk from the hotel.

• Yard House – Perfect for catching a game with good eats and more than 100 beers on tap, just steps from the Marriott.

THINGS TO DO IN SAN ANTONIO

• The Alamo – A must-see Texas landmark, only a ten-minute walk from the Marriott. Stroll by for a photo or book a guided tour.

• The San Antonio River Walk – Shop, dine, or even take a kayak or paddleboard tour.

• Natural Bridge Caverns – The largest cavern in Texas, offering several tour options.

• National Museum of the Pacific War – An hour north of San Antonio, worth the trip for history buffs.

• Water for Elephants – The Musical – January 20–25 at the Majestic Theatre.

• Mania – ABBA Tribute – January 22 at the Aztec Theatre.

SPORTS ACTION

NFL Playoffs: The divisional playoffs fall on January 17 and 18. Watch at the Yard House (steps from the Marriott) or make a short drive to Bar 321 for a big sports scene experience.

SHARE YOUR FAVORITES

Tried a spot you loved? I would love to hear about it! Email me carey@eBowl. biz or stop by the eBowl.biz booth at the Summit and share your foodie finds.

Bon Appétit!

•

Carey Tosello is a former managing partner of two high volume bowling centers, and the founder of eBowl.biz, a leading provider of digital marketing services to the bowling industry.

He can be reached at 541-549-0999 or go to eBowl.biz.

Industry Pulse

TRENDS, MOVES, & MOMENTUM UBA EXPANDS INTO OHIO AND MICHIGAN FOR 2026 SEASON

The Underground Bowling Association (UBA) continues to expand its national footprint, announcing plans to enter Ohio and Michigan, with competition beginning in January 2026. This high-energy bowling entertainment platform has redefined league play—bringing fierce rivalries, electrifying events, and passionate fans that turn centers into packed arenas. Bowlers show up ready to bowl, eat, and drink, and operators consistently report that food and beverage sales go through the roof when the UBA is in the house.

For proprietors, UBA events are turnkey operations—handled entirely by the UBA team with little work on the center’s end. It’s a fresh way to tap into new revenue and attract a loyal following of competitive players and spectators. Center owners interested in joining the excitement and bringing UBA competition to their lanes can contact Andy Vasko at Avasko.uba@ gmail.com or visit www.undergroundbowling.com for more information.

BETSON LEVELS UP TECHNICAL TRAINING FOR FECS

Betson Enterprises has expanded its popular Betson Technical University (BTU) program with new training options built to help centers minimize downtime and keep the fun (and revenue) flowing. The updated BTU lineup now offers three ways to learn.

1.BTU Core – This two-day, hands-on certification course is the foundation of the program.

Participants dive into troubleshooting and repairing arcade games through real-world exercises and leave with an official BTU certification. The course is offered in four cities nationwide each year, with scholarships available.

2. BTU On-Site – For centers with larger teams, Betson's trainers bring the whole BTU Core experience straight to your location. The curriculum is tailored to your actual equipment, giving staff a chance to learn right where they work.

3. BTU Wellness – This hybrid option combines learning with doing. After a day of classroom instruction, Betson's experts roll up their sleeves alongside your team to repair machines on-site. Parts are shipped in advance, and your staff gains handson experience while the games get back in action.

For class details or registration, visit betson.com/betson-technical-university.

DAVE SCHWARTZ JOINS GOOD STUFF TEAM

If you buy redemption merch, you probably already know the name Dave Schwartz. A longtime favorite in the amusement and prize industry, Dave has helped operators fill their cranes, counters, and game rooms with the kind of prizes players can’t resist. Now, he’s bringing that same experience and energy to Good Stuff, the Boca Raton–based plush supplier, as the company’s new VP of Sales.

A subsidiary of Basic Fun, Good Stuff is known for its lineup of fan-favorite licensed plush, including merch from major league sports teams. Known for his passion for helping locations choose prizes that drive play and excitement, Schwartz is excited to join the team and continue connecting with operators while supporting Good Stuff’s mission to keep merchandise fun, fresh, and right on trend.

For operators, that means Dave is still in your corner, helping you stock the shelves and cranes with merch that keeps guests playing (and smiling).

HONORING HEROES AND GIVING BACK

Giving and support are the cornerstones of John La Spina's business, Maple Family Centers. In October, Honor Flight of West Central Florida recognized Maple Family Centers for generously supporting its mission to honor America's veterans by transporting them at no cost to Washington, D.C., visiting the memorials dedicated to their service and sacrifices.

In LaSpina's style, his shoutout allowed him to reciprocate by presenting Honor Flight with an additional $25,000 donation, which will support transporting 50 veterans to Washington on a future date. “We are also very grateful to our bowlers for their continued generosity in joining us in supporting veterans’ causes,” LaSpina said. LaSpina's centers and bowlers have raised more than $950,000 over the years for veterans' charities.

36 IBI November 2025

The #1 chosen string machine by proprietors.

Hear about David’s experience

"With EDGE String I am saving $3,000 a month in electricity and have slashed my maintenance costs – but cost savings was not why I installed EDGE String. As a proprietor the most important thing to me is having happy families leave my center wanting to come back, and knowing they did not have any problems - no breakdowns, no upset children, no demanding refunds - and you can’t put a price on that. I didn’t have that with my old free-fall machines but I have it now with EDGE String".

David Small, Proprietor, Bowl 32 , 32 Lanes of USBC and PBA-Approved EDGE String

7

350

32

USBC SANCTIONED LEAGUES

LEAGUE BOWLERS

LANES OF EDGE STRING PINSPOTTERS

$ 10% BOWLING REVENUE LEAGUE PLAY

EXPANSIONS, OPENINGS, & NEW BEGINNINGS EVERYWHERE AND ANYWHERE, YOU WILL FIND ENTERTAINMENT VENUES AND BOWLING CENTERS CROPPING UP OR SPIFFING UP. FUN IS BIG BUSINESS.

FLORIDA

TENNESSEE

Round 1 Bowling Arcade stands out for its unique food offerings that go far beyond the usual burgers and pizza. Guests can enjoy freshly made ramen, a variety of bao, flavorful rice bowls, and a full bar—all within a lively entertainment atmosphere.

Originating in Japan and expanding to the U.S. in 2010, the popular family entertainment center and food hall has now arrived in Orlando, just a short distance from Universal Studios and the Orlando Convention Center.

Located in part of the former Sears space, Round 1 caters to both adults and families with bowling, arcade games, karaoke, and billiards.

The Clinton Community Center has offered bowling since 1970 in all its oldfashioned popularity: wooden lanes and manual scoring. After 50 years, it’s time to refresh. The bowling alley is going through a $400,000 renovation after the city set aside funds to have it redone.

All the original wooden lanes will stay but everything will be updated with Brunswick string pins and new electronic scoring.

DUCKPIN IS CROPPING UP ALL OVER INDIANA

MICHIGAN

Ivy Alley Social House is soon to open in South Bend. An historic building, Spenner Garage, is being transformed into a duckpin bowling spot, a microbrewery and a full bar, along with a pizza oven, kitchen, and a small music stage. The mom and son duo, Karen and Nathan Klein, wanted to create a spot for family, friends, and community.

Lansing Duckpin is open and is introducing the ten-pin cousin, duckpin bowling.

The site will have a bar, plenty of TVs for sports, and an outdoor patio with cornhole.

38 IBI November 2025

MISSOURI T-Shotz, in Kansas City,

Missouri, is the Northland’s premier golf and entertainment venue. Recently it expanded its lineup of interactive attractions with the installation of four lanes of duckpin bowling. Known for its modern driving range, elevated dining, pickleball courts, and lively social atmosphere, T-Shotz now offers guests a new way to play, connect, and compete. Featuring Funk’s Nexus scoring system and immersive on-lane projection, the new duckpin lanes transform T-Shotz into a true multi-attraction destination, where golf, pickleball, games, food, and fun all come together under one roof. Compact yet dynamic, duckpin delivers a fast-paced, social experience that appeals to guests of all ages.

Your Bowling Center’s Secret Weapon for Growth PROVEN SYSTEMS TO INCREASE FOOT TRAFFIC, BOOKINGS & REVENUE

RESULTS-DRIVEN SERVICES: At Bowling Marketing Solutions, we help bowling centers like yours get more parties, leagues, and casual bowlers through proven, done-for-you marketing. From beautifully designed websites and targeted email campaigns to monthly promotions that keep your lanes busy - we handle it all.

And our difference? A responsive support team that executes fast - so you can stay focused on running your business while we drive traffic to your doors.

LET’S BUILD YOUR MARKETING GAME PLAN. Call us at 844-468-4144 or book a demo at

bowlingmarketingsolutions.com/demo

Email Campaigns that bring bowlers through your doors

Custom Websites designed for bookings and growth

Monthly Promotions built and delivered for you

Responsive Support that makes execution effortless

“The response time is insane! Y’all are awesome!”

Hannah Landrum, Tangi Lanes “Always so quick in responding and so thorough with the details. Thank you!”

Diana Swartz, Daffodil Bowl

PREFERRED VENDOR LIST Apparel

EXPERT HOSIERY Customer Service

919.799.7707

www.funtimefootwear.com support@experthosiery.com

Expert Hosiery is a premiere supplier of high-quality socks to bowling centers and FECs. We pride ourselves in lifetime relationships. Socks variety includes white bowling socks, glow socks, theme socks, and custom logo socks. Our customers are our best testimonials! For orders, call, email or order online 24/7.

LAYMON HUGHES HOSIERY Sharon Hughes

256.845.1034

www.laymonhugheshosiery.com laymonhughes@bellsouth.net

Being a BPAA preferred vendor we are proud to say we are an American family owed manufacturer of quality USA made socks. We are proud to offer many styles of bowling and skating socks to family entertainment centers around the USA and overseas as well. We do not have any minimum orders. Every size center can customize their order each time. We also do custom orders for your center or for special events throughout the year.

Arcade Distributor AVS COMPANIES Sales Department

847.439.9400

www.avscompanies.com sales@avscompanies.com

Providing best-in-class arcade and vending equipment with decades of unparalleled service. AVS Companies is the trusted choice for world-class amusement solutions.

BETSON ENTERPRISES Sales Department

800.524.2343

www.betson.com/bowling Sales@betson.com

Betson Enterprises is the leading worldwide distributor of arcade equipment, parts, and service. A family-owned business offering revenue-generating solutions to its clients since 1934, Betson offers concept-to-completion solutions that maximize the profitability of our clients’ investments.

PLAYER ONE AMUSEMENT GROUP Sales Department

416.251.2122

www.p1-ag.com GetAnswers@genda-americas.com

At Player One Amusement Group, we specialize in the sourcing and distribution of quality amusement and vending equipment for both commercial and retail customers. We provide end-to-end Total Solutions, from the design and planning of the space, to equipment selection, to best practices for merchandise and redemption counters. Each business is unique so P1AG customizes the appropriate services to meet your business needs.

Architecture Design DYNAMIC DESIGNS Howard Ellman

248.644.7275

Interior & Exterior Design – New Concept Development – Planning & Consulting – Architecture – Theme Design – Re-imagining of Existing Facilities

40 IBI November 2025

www.dynamicdesignsinc.net Info@dynamicdesignsinc.net

PREFERRED VENDOR LIST Automatic Scoring NEW CENTER CONSULTING Glenn Hartshorn

248.375.2751

www.newcenterconsulting.com ghartsho@yahoo.com

Touch Score – A truly revolutionary scoring upgrade for legacy systems.

STELTRONIC SCORING Sales Department

800.942.5939

www.steltronicscoring.com Info@steltronicscoring.com

The world’s leading independent automatic scoring manufacturer since 1980.

Capital Equipment/Supplies BRUNSWICK BOWLING PRODUCTS Michael Postema

231.343.2043

www.brunswickbowling.com Info@brunswickbowling.com

The leader in the bowling industry for over 130 years, Brunswick Bowling provides products, services, and industry expertise for new and existing bowling centers.

QUBICAAMF Sales Department 804.569.1000

www.qubicaamf.com info@qubicaamf.com

QubicaAMF is the world’s largest manufacturer of bowling and mini bowling products. With our innovative products, we will help our customers fully unleash that potential to extend the bowling population, to reach the younger generations, to increase their spending, frequency of visits—and your revenue.

Cashless Technology INTERCARD Sales Department 800.732.3770

www.intercardinc.com Sales@intercardinc.com

Intercard introduced cashless technology to the amusement industry and has been leading the way for 30+ years. Award winning cashless systems from Intercard increase customer spending and satisfaction and boost revenues by up to 30% at entertainment centers worldwide.

Consulting and Management FIRST FRAME BOWLING Mike Monroe

515.289.6125

www.firstframebowling.com mikebowl44@gmail.com

First Frame Bowling was born out of a need for banks looking for someone to manage centers that they were forced to take over but has evolved over time to be the full-service consulting firm that it is today.

IBI November 2025 41

PREFERRED VENDOR LIST Food/Beverage PURSE PEGS Joe Peplinski

www.pursepegsllc.com info@pursepegsllc.com

970.376.3349

Bowling alleys can install Purse Pegs to their dining tables to provide guests a clean, secure place to hang their valuables while they bowl and dine. This small addition improves comfort, keeps walkways clear, and prevents belongings from getting dirty or damaged on the floor. Purse Pegs enhance the customer experience, making your venue more inviting and accommodating. It’s a simple upgrade that shows attention to detail and encourages repeat business through thoughtful, practical design.

SLOW & LOW Jon Holecz

www.drinkslowandlow.com jholecz@cooperspirits.com

203.671.1496

Slow & Low is an award-winning lineup of ready-to-serve Old-Fashioneds, crafted for speed, consistency, and serious barquality. Ranging from 80 to 100 proof, it’s the ultimate plug-and-pour solution for high-volume accounts looking to serve premium cocktails without slowing down.

Insurance BOWLING CENTER INSURANCE Bob Langley

864.527.1145

www.bowlingcenterinsurance.com robert.langley@bbrown.com

Helping You Is What We Do Best!

With 30 years of experience and over 300 centers nationwide, we’ve mastered the art of insuring entertainment venues from bowling centers and movie theaters to axe throwing, roller skating, go-karts, mini golf, and more. Comprehensive policies include property, general liability, liquor liability, wind/hail protection, and Workers’ Compensation. As part of the sixth-largest (Independent Insurance) Broker in the U.S., we offer competitive quotes tailored to your needs. Contact us today and let’s get your coverage started!

TILTON, THOMAS & MORGAN INSURANCE PROFESSIONALS W. Tyler Compton

866.233.0266

www.ttminsurance.com tcompton@ttminsurance.com

Tilton, Thomas & Morgan Insurance Professionals has been insuring bowling and family entertainment centers for over 40 years. We support state and national organizations, including many state bowling associations and the BPAA. Through our years of experience and working with hundreds of proprietors across the country, we have developed a specialized program to ensure our clients have the correct coverages at a competitive price. We love insuring FUN, so call us today to see how we can help you!

WESTERN BOWLING PROPRIETORS INSURANCE Cameron Linder

800.200.9998

www.wbpiprogram.com contact@wbpiprogram.com

WBPI is the largest bowling center insurance program in the nation with more than 35 years of experience and 400 insured centers. Exclusively endorsed by eight state bowling proprietors associations, our staff of insurance partners and professional bowlers provide staff training, insurance education, advocacy, and business advice. No one fights harder for you! Contact us today for a competitive insurance quote!

Lighting/Sound DECIBEL STUDIOS Ravi Shankar Guy O’Hazza

310-693-5210 ext. 1 310-717-1603

www.decibel-studios.com ravi@decibel-studios.com guy@decibel-studios.com

Decibel Studios is an innovative global technology solutions company that designs, engineer, installs, and maintains custom controlled audio, video, lighting, show control and special effects systems, including augmented and virtual reality, 3D and 4D interactive theaters, for various entertainment, corporate, hospitality, retail and institutional groups.

DFX SOUND VISION Mike Bovino

800.555.5280

www.dfxsoundvision.com info@dfxsoundvision.com

Your FEC specialists creating extraordinary experiences by providing dynamic audio, video, lighting and automation services, and integration that elevate communication and give your entertainment center that WOW factor.

42 IBI November 2025

PREFERRED VENDOR LIST Marketing BBBI/KIDS BOWL FREE Andy Vasko

877.841.4590

www.kidsbowlfree.com Andy.Vasko@kidsbowlfree.com

At BBBI our goal is to create new customers and profits for bowling centers through our time tested Kids Bowl Free Summer Bowing Program and our new League Development System featuring Fun Bowling Leagues for all ages.

BOWLING LEADS Zach Boulanger

844.468.4144

www.bowlingleads.com Zach@bowlingleads.com

We help bowling centers find new leads and turn them into raving repeat customers with our automated marketing system.

EBOWL.BIZ & BOWLRX.COM Carey Tosello

541.549.0999

www.eBowl.biz Carey@eBowl.biz

Digital marketing for bowling: BowlRx websites, Facebook for bowling, and more.

THE KAPLOE GROUP Fred Kaplowitz

516.359.4874

www.kaploegroup.com fredkaplowitz@gmail.com

The ultimate marketing and management company for your leisure, entertainment, or recreation business. Professional consulting and coaching available.

TRIFECTA MANAGEMENT GROUP Bruce Nussbaum

818.879.7100

www.trifecta-mg.com Inquiries@trifecta-mg.com

TMG helps operators and new business entrepreneurs bring their business to the next level. We have best-in-class professionals in operations, team development, sales and marketing, culinary, and technical, with expertise sharpened in our own operations. So, whatever your opportunity or challenge, we can help.

Online Reservations ALLEYTRAK Chris Behling

815.519.9843

www.alleytrak.com Chris@alleytrak.com

AlleyTrak is the complete lane reservation and management system designed specifically for bowling alleys. Manage your recurring events, leagues, parties, packages, along with many other features AlleyTrak has to offer. Save time by allowing guests to make reservations online 24/7.

Party Supplies and Novelty Products PARTY DIRECT Nancy Dye

317.694.8413

www.partydirect.com nancy@partydirect.com

Elevate your party experience with Party Direct! From exquisite place settings to captivating decorations, delightful party favors, and premium tableware, we’ve got you covered. With our wide range of high-quality products, competitive prices, and hassle-free shopping, Party Direct is your ultimate destination for all your party supply needs. Create memorable celebrations effortlessly. Party Direct is your one stop source for all the party supplies you need to increase guest satisfaction and profitability!

SIERRA PRODUCTS Shelly Berry

800.900.7695

www.noveltybowlingstuff.com sales@noveltybowlingstuff.com

Sierra Products is your exclusive source for bowling parties, including party favors, supplies and novelties. Bowling birthday party supplies include bowling pin sipper bottles, mini bowling pin candy containers, bowling coin banks, bowling party cups, napkins, novelty souvenir cups and much more. Most of our items can be personalized with your company’s logo, phone, website, etc.

IBI November 2025 43

PREFERRED VENDOR LIST Redemption Supplies

BMI MERCHANDISE Sales Department

800.272.6375

www.bmimerchandise.com Sales@bmimerchandise.com

At BMI Merchandise, we’re in the business of fun! And we take it pretty seriously!

For over 30 years, we have been the recognized leader in the amusement industry, providing the world’s top venues and brands with unique redemption products and services. The company has evolved into an industry pioneer and technologyforward company focused on improving efficiencies for family entertainment centers. BMI has proven itself to be a true partner with our hands-on commitment to distribute and merchandise a constantly changing mix of redemption products, the best brands and hottest licenses all while creating items integrated with the most advanced technology.

In addition to supplying innovative redemption merchandise, we also supply innovative technological solutions. Our proprietary AMRS™ system provides a 360°, streamlined solution to enhance productivity and maximize profits. It encompasses the design, planning, installation and fulfillment of redemption merchandise.

SURESHOT REDEMPTION Corporate Sales

888.887.8738

www.sureshot-redemption.com Sales@sureshot-redemption.com

Sureshot is your ultimate destination for retail merchandise and redemption prizes. We feature a comprehensive assortment across all major categories, coupled with exceptional customer service, competitive pricing, and premium quality products. Discover our ongoing additions of unique items year-round. We also offer custom logo programs, automatic merchandise replenishment, assortment planning, and planogramming services. Trust Sureshot Redemption to consistently meet your needs with precision and reliability, especially with our Free Freight program. Call or email us for details!

REDEMPTION PLUS Michael Nowak

888.564.7587

www.redemptionplus.com Smile@redemptionplus.com

Redemption Plus is your go-to partner for all things redemption! From designing and merchandising exciting redemption centers to offering expertly crafted training resources and a broad selection of trend-worthy prizes, we’ve got you covered.

With a fresh approach and top-tier service, we simplify your operations so you can focus on wowing your customers with unforgettable experiences!

RHODE ISLAND NOVELTY Hutch Costello

401.996.9489

www.rinovelty.com HCostello@rinovelty.com

Rhode Island Novelty has been in business since 1986 and is the leading Prize provider for the Redemption industry, offering the best case pricing, product selection, and performance. We keep it simple so you can focus on keeping your guests happy. With unmatched variety and value, partnering with us means saving time, reducing costs, and providing prizes that keep guests coming back again.

Training

TRAINERTAINMENT Beth Standlee Fun Training – Serious Results.

44 IBI November 2025

817.886.4840

www.Trainertainment.net Beth@trainertainment.net

Classifieds

200

$

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IBI is on the lookout for stories to share with our readers.

Email stephanie@bowlingindustry.com for potential story ideas and features. // Hotline: 855-415-7517 IBI November 2025 45

Classifieds EDUCATION & TRAINING PRO SHOP TRAINING. Classes always forming. Jayhawk Bowling Supply (800) 255-6436 or jayhawkbowling.com.

EQUIPMENT FOR SALE NEW & USED Pro Shop Equipment. Jayhawk Bowling Supply.

(800) 255-6436 or jayhawkbowling.com.

215 N. Harris St, Tulia, Tx 79088 Call (806) 995-4018 Fax (806) 425-3771

AMF and some BRUNSWICK PC board repair/exchange.

6 month warranty, fast turnaround. Call or write: WB8YJF Service 5586 Babbitt Road, New Albany, Ohio 43054 Toll Free: 888-902-BOWL (2695) Ph./Fax: (614) 855-3022 (Jon) E-mail: wb8yjf@sbcglobal.net

46 IBI November 2025

SERVICES AVAILABLE Drill Bit Sharpening and Measure Ball Repair. J ayhawk Bowling Supply. ( 800) 255-6436 or jayhawkbowling.com

Call (239) 821-2534 or E-mail your ad to:

Natalie@bowlingindustry.com

E H T G N I L E FU

FUTURE OF

BOWLING

ESS)

(AND YOUR BUSIN

Storm and Kids Bowl Free have joined forces on a multi-year mission to attract more youth to the sport of bowling — through leagues, competitions, and real game-time excitement.

Exclusively for KBF Centers

The STORM Xperience

for Players New to Bowling

A free, built-in bonus for KBF kids that makes bowling even more exciting and engaging: • Online coaching from Storm’s top youth coaches • Skill tips from the Storm Evolution Team • Exclusive prizes from Storm • Track scores through the KBF App & build a KBF bowling average • Awards and recognition from KBF • Info on new bowling opportunities

100% free for KBF bowlers Ignites interest in the sport Grows your future league bowlers Want to Grow Youth Participation at Your Center? Let’s Talk!

Bruce Davis Gar y Hulsenberg

1-800-369-4402

Gary.Hulsenberg@StormBowling.com

1-877-841-4590

Bruce@BowlingBusinessBuilders.com

Making Spirits Bright One Frame at a Time!!

May you and yours have a magical holiday season Your friends at QubicaAMF