2025 February Issue

February 2025 // Vol. 35

CUTTING EDGE

TECHNOLOGY

An Indiana Center Cuts Costs and Reduces Staff Load With an AI Phone Assistant

MARKETING MASTERY MADE EASY Crafting Success for 2025

A NEW ERA OF ENTERTAINMENT

Diversification Drives Long Term Growth

MOVING FUN FORWARD

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Contents

February 2025 | Vol 35.2

Publisher’s Column

6

INNOVATION AT THE FOREFRONT

BY STEPHANIE DAVIS

Operator Spotlight

8

BOWLING INDUSTRY LEADER: PAT KLINE

BY STEPHANIE DAVIS

10

Marketing

MARKETING MASTERY MADE SIMPLE

BY DARIN SPINDLER

Flooring

14

GET YOUR FEET ON THE GROUND

BY JOSE SEGARRA AND RANDELL THRASHER

Competitive Strategies

16

A NEW ERA OF ENTERTAINMENT

BY BRANDON WILLEY

20

10

Cover

CUTTING EDGE TECHNOLOGY

BY RYAN VASKO

22

Proprietor’s Desk THE FACE OF SUCCESS

BY STEVE CIESLEWICZ

28

Digital Marketing

SOCIAL MEDIA MADE SIMPLE

BY STEPHANIE DAVIS

PUBLISHER & EDITOR

Stephanie Davis

stephanie@bowlingindustry.com

ASSOCIATE PUBLISHER

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 February 2025

28

CONTRIBUTORS Steve Cieslewicz Stephanie Davis Patty Heath Jose Segarra Darin Spindler Randell Thrasher Ryan Vasko 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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Dave Small, President Fun Time Centers, Bowl 32 Noblesville, IN

Hear Dave’s story:

Publisher’s Column

INNOVATION AT THE FOREFRONT

F

ebruary is here, bringing fresh ideas and inspiration for operators looking to stay ahead in the ever-evolving world of bowling and family entertainment. This issue dives into the power of creativity and technology to drive success and enhance guest experiences.

Our cover story takes you to Schererville, IN, where Up Your Alley is redefining customer service with their AIdriven virtual assistant, "Jessica." General manager Ross Carmody and his team have seamlessly integrated this tool to handle customer inquiries with precision and a human touch, freeing staff to focus on delivering memorable guest experiences. It is a must-read for anyone curious about how technology can elevate efficiency without sacrificing the personal connection.

For those looking to craft a winning marketing strategy, Darin Spindler’s article provides a roadmap for 2025 success.

Drawing parallels between his Ironman training and business planning, Darin offers a step-by-step guide to staying consistent, leveraging automation, and connecting with your audience in meaningful ways. His advice is both practical and inspiring—perfect for kicking off your marketing efforts this year.

Brandon Willey explores the rising trend of hybrid entertainment venues, where attractions like arcades, axe throwing, and virtual reality complement traditional bowling.

Brandon looks at several significant market trends that are

6 IBI February 2025

driving the popularity of multi-attraction entertainment and what to consider if you are thinking of adding another revenue stream to your facility. He breaks down the benefits of diversifying revenue streams and offers strategies to navigate challenges. It is a must-read for operators ready to embrace this exciting evolution.

And for those diving into social media, IBI’s “Social Media Made Simple” is packed with beginner-friendly tips to boost engagement. Learn how to organize content, encourage guest participation, and create buzz with flash deals and polls. Whether you are posting about signature cocktails, behind-the-scenes moments, or live events, this basic guide will help you turn your center’s social media into a magnet for fun and excitement.

As always, our goal is to provide actionable ideas to keep your business thriving. Here is to a February filled with innovation and progress!

•

– Stephanie Davis, Publisher & Editor

stephanie@bowlingindustry.com

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IBI Subscriber Spotlight

Bowling Industry Leader This month, we feature Pat Kline from Shelby Lanes.

Shelby Lanes // Shelby Township, MI 24 Lanes // Arcade

Pat Kline (right) is all smiles with his family.

Pat Kline Number of years in the bowling industry: 15 Favorite part of being in the industry: One of my favorite parts has been watching kids begin in our Kids Bowl Free program at a young age and then sign with a university to bowl on a scholarship. Unique to our industry, I also appreciate and enjoy that successful proprietors have always been willing to share success stories to help others.

The most challenging part of operating your business: The most challenging part right now is the ever-changing and increasing costs due to inflation.

One tip you would give to less experienced operators: Market your center! If you do not have a marketing mind, hire somebody, or use the multiple options available within the industry. Also, develop an “automated” marketing program, as this area of your business is the easiest to ignore when other issues arise daily. We have achieved this through using a CRM, Salesforce.

How do you motivate staff to perform at a high level? Empower them! Trust your key staff to make decisions. This builds trust and respect from both sides. If you don’t trust an employee, they shouldn’t be with you.

Opinion on the future of league and tournament play: I see an uptick in both league and tournament bowling since COVID-19. Proper marketing is critical in this area to be successful. The “fun,” shorter-season leagues continue to be most attractive to most new bowlers.

Do you host any special events unique to your center? Yes, we co-founded the Metro Detroit USBC [MDUSBC) Women’s/Men’s Series with MDUSBC back in 2012. We also host several annual fundraisers. We are the home center for two high school bowling teams in which bowlers have won multiple state titles which we’re very proud of.

8 IBI February 2025

What do you see as the next big trend(s) in bowling? Competitive bowling is making a strong comeback in the Detroit area through high school bowling, Junior Gold, Kids Bowl Free, and other programs. Proprietors ALL need to do their part to get the youth of today bowling, as they are our customers of tomorrow.

What are your tips on maintenance or security? Our center has a detailed preventative maintenance system during the summer months that we follow closely. Regarding security, we run a familyfocused center, so we take safety and security very seriously. Questionable behavior is not tolerated!

•

What is a Bowling Industry Leader?

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Marketing

MARKETING MASTERY MADE SIMPLE Crafting Success for 2025

A

By Darin Spindler

s center owners, managers, and marketing teams look ahead to 2025, one thing is clear: a robust and consistent marketing plan is essential for staying competitive. Creating such a plan does not have to consume all your time. You can set yourself up for long-term success with a little daily effort.

STEP 1: START WITH A CLEAR PLAN

Before we jump into specifics, let me share a personal analogy. I have completed 11 Ironman Triathlons, with one more race to go before achieving my long-time goal of racing in Kona, HI, the original Ironman.

Training for these races has taught me many lessons that directly apply to running a business and planning marketing campaigns.

ANNUAL STAPLES AND POP-UP EVENTS

The months leading up to race day are often more challenging than race day itself. Training requires daily discipline—workouts that no one else holds me accountable for except my coach and me. Skipping a day or two might be fine, but skipping weeks? That is a recipe for failure. The same applies to your marketing strategy. You might get away with missing a week of emails or social media posts, but prolonged gaps will cost you momentum and revenue.

Your events and promotions are your “race days,” and success on those days depends on the planning and effort you have put in beforehand. It is the difference between signing up for a race, getting a plan, working the plan with a coach, signing up for a race, showing up on race day, and hoping to finish. Hope is not a plan, so for 2025, I would like to give you a simple way to plan, create, and communicate more efficiently and effectively in the new year.

10 IBI February 2025

The first step is taking inventory of all your events and promotions over the next eight to 12 weeks. Breaking your marketing calendar into these shorter blocks makes it easier to stay organized, measure success, and allow for adjustments along the way.

Most bowling centers and FECs have recurring events that serve as staples of their business. These should have consistent dates and reusable marketing materials. Then there are the spontaneous opportunities—think special game-day events or holiday promotions—that require fresh marketing assets. List everything you have planned, from league signups to seasonal celebrations.

For example, one client of mine had a packed schedule: a Michigan versus Ohio State game event, a Bowl with Santa promotion, a Black Friday gift card sale, and New Year’s Eve festivities. Once we laid these out on a calendar, we worked backward to create a communication plan.

STEP 2: BUILD YOUR CONTENT ARSENAL With your events mapped out, it is time to gather the materials you will need to promote each of them effectively. Start by repurposing photos or videos from past events. Nostalgia can be a powerful marketing tool! If you do not have past content, create fresh visuals, or source licensed stock images from platforms like iStock or BigStock. (And yes, make sure you have proper licensing to avoid legal headaches.)

Marketing TOOLS TO ROUND OUT YOUR KIT •

Flyers and Posters: These are still classic tools for in-center promotions.

•

Social Media Graphics: Short videos or eye-catching images shot on your smartphone can work wonders.

•

Mailers: Direct mail still works to reach local audiences.

STEP 3: DEVELOP A COMMUNICATION CALENDAR Your next move is to create a communication calendar to guide your marketing efforts. This will ensure consistency without scrambling at the last minute.

SOCIAL MEDIA For social media, schedule multiple posts for each event to ensure consistent engagement. Include a mix of photos, videos, and live content to capture your audience's attention. For example, plan three posts each for the Michigan versus Ohio State event, the Bowl with Santa promotion, the Black Friday gift card sale, and the New Year’s Eve festivities.

EMAIL MARKETING •

Send weekly emails with a short, engaging introduction—a personal anecdote or community tie-in—followed by event details.

•

Always include a clear call-to-action (CTA), such as a link for online reservations or a prompt to call your center.

ADDITIONAL MEDIA Do not limit yourself to just social media and email. Consider these marketing avenues that are still effective.

•

Postcards: Reach people offline with a tangible reminder.

•

SMS Messages: Highly effective when used with permission.

•

Phone Calls: Yes, the phone still works! Personal calls can make a significant impact.

STEP 4: LEVERAGE TECHNOLOGY & AUTOMATION Consistency is critical, but it is tough to maintain without help.

That is where automation comes in. Tools like Bowling Marketing Solutions software or SocialPilot allow you to schedule social media posts and emails in advance, freeing up your time for other tasks.

Batch-creating your content at the start of the week (or month) ensures a steady flow of communication without daily effort.

Automation also keeps your messaging consistent, which helps your audience see you as reliable and top-of-mind.

STEP 5: MAKE YOUR MESSAGING PERSONAL As an independently owned center, you have a unique opportunity to connect with your community on a personal level. Share stories about your family, community involvement, or even behind-thescenes glimpses of your business. For example, I often start my emails with updates about my Ironman training, family life, or favorite books. These personal touches spark conversations and build rapport.

12 IBI February 2025

Locally, you could share information about fundraisers you are hosting, community events you are involved in, or trips to industry expos where you are gathering ideas to improve your center. These stories make your communications more relatable and increase open rates, translating to better engagement and substantial marketing results.

STEP 6: STAY CONSISTENT Just as skipping workouts derails fitness goals, skipping weeks of communication will hurt your marketing efforts. Consistently post on social media, send weekly emails, and tailor your messaging to different audience segments. Consistency isn’t glamorous, but it sure is effective!

STEP 7: INVEST IN PAID SOCIAL MEDIA Gone are the days of growing your audience organically on social media. Today, platforms like Facebook and Instagram function more like traditional media. To get your posts in front of your ideal audience, you will need to invest in paid ads or boosted posts.

The good news? These ads can be up and running in minutes and can be highly targeted. For example, you can create an audience for your New Year’s Eve promotions and ensure your ad reaches local families.

While we will save the details of creating effective ads for another article, the key takeaway is this: relying on organic posts alone is not enough. A modest ad budget can make a substantial difference.

THE PAYOFF: LONG-TERM GROWTH By following this structured marketing approach, your center will become your community's go-to destination for fun and entertainment.

Results will not be instant, but with consistent effort, you will grow your customer base, strengthen your brand, and achieve sustainable success.

Have questions or need guidance? Reach out to me at Darin@ BowlingBusinessBuilders.com.

•

Here is to a successful and engaging 2025!

Darin has been in the bowling business his entire life. He grew up in a small town of about 300 people where his parents built an 8-lane bowling alley in 1977. After moving to Green Bay, WI, he became a partner in a 60 lane and 36 lane center using his marketing skills to grow the business with fun promotions and new league formats. Darin is the founder of Bowling Marketing Solutions and has helped introduce more than 40 million children and families to bowling through his involvement with the Kids Bowl Free program.

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Flooring

Get Your Feet

ON THE GROUND! Smart Flooring Maintenance for a Center That Shines

By Jose A. Segarra and Randell Thrasher

As more operators upgrade their facilities to meet guest expectations, flooring becomes a key factor to consider. This month, we are focusing on MAINTENANCE and how to make smart flooring choices for your center.

W

hen it comes to upgrading your center, flooring might not be the first thing you think of, but it is one of the most important. The right floors do more than just look good. They boost safety, durability, and make day-to-day upkeep a breeze.

This month, we are focusing on maintenance and how to make smart flooring choices and why maintenance is key to keeping those floors looking sharp.

WHY MAINTENANCE IS A BIG DEAL

looking its best. This helps you plan for maintenance schedules and costs while avoiding costly surprises later.

You have heard the term “low-maintenance flooring.” It is not just a buzzword. Many modern options are designed to simplify upkeep, often requiring nothing more than basic cleaning agents or even just water. Some floors need occasional applications of urethanes or waxes to maintain their shine, while others stay in great shape with minimal effort.

Pro tip: Check how the cleaning process affects indoor air quality and the environment.

Let’s start with the basics: a well-maintained floor does not just hold up better—it enhances the entire space. But how do you maintain your floors properly? That is the million-dollar question.

INHERITING FLOORS? NO PROBLEM!

Over the past few months, we have talked about “The Seven Focus Points to Consider When Selecting a New Floor.” This is number six: maintenance. And it might just be the most critical factor when planning a renovation. Why? Because no matter how great your floors look on day one, they won’t stay that way without a solid plan to keep them in top shape.

CONSISTENCY IS KEY

CLEANING VERSES MAINTENANCE: WHAT IS THE DIFFERENCE?

Cleaning and maintenance go hand in hand, but they are not the same. Cleaning is your daily routine—sweeping, mopping, and tackling spills to keep things tidy. Maintenance, on the other hand, is the long game. It is about scheduling regular upkeep like preventive treatments, corrective measures, and deep cleaning to protect floors for the long haul. A good maintenance program keeps your investment looking fresh while extending its life.

EVERY SURFACE HAS ITS NEEDS

Not all flooring is created equal, and neither are their maintenance needs. From the type of cleaning solution to the equipment required, understanding what each surface needs will save you time, money, and headaches. Before you choose a new floor, take a close look at what it will take to keep it 14 IBI February 2025

What if you are not starting fresh? If you are working with existing flooring and want to extend its life, it is time to bring in the pros. A professional cleaning and maintenance team can create a tailored plan for your specific needs, ensuring your floors stay in great shape.

Whether you are installing new flooring or maintaining what you already have, one thing is non-negotiable: regular cleaning. A consistent routine keeps dirt, grime, and stains at bay, making an enormous difference in how your floors look and perform over time.

Choosing the right flooring and maintenance plan is not just about today; it is about making smart decisions that pay off for years to come. Whether you are fully renovating or simply showing some love to your current floors, remember clean, well-maintained floors make your center a safer, more inviting place for everyone.

So, what’s your next move? It’s time to get your feet on the ground—and your floors in tip-top shape!

•

Jose A. Segarra and Randell Thrasher are flooring specialists with Forbo Flooring Systems.

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Competitive Strategies

A NEW ERA OF

ENTERTAINMENT Diversified Offerings Drive Long-Term Growth

By Brandon Willey

T

he world of bowling and entertainment is transforming fast.

Today's consumers crave more than just a single activity— they're looking for vibrant, multi-attraction experiences, leading to the rise of hybrid (multi-attraction) entertainment. This fresh model combines bowling with complementary attractions to keep guests engaged and returning for more.

A hybrid entertainment approach allows guests to immerse themselves in an arcade with classic and modern games, try their hand at axe throwing or social competition attractions, gear up for high-energy laser tag or Gel Blaster battles, or step into cuttingedge virtual reality. The idea is simple but powerful: create a onestop destination offering everyone something. The result? Longer visits, repeat business, and a significant boost in revenue.

This isn't just a passing trend—it's a turning point. As consumer expectations climb, embracing the hybrid model is necessary for operators who want to stay competitive and attract a broader audience.

WHAT'S DRIVING THIS SHIFT?

The popularity of hybrid entertainment models can be traced to several significant market trends. Changing demographics play a key role, with Gen Z and Millennials prioritizing interactive and socially competitive experiences over more traditional forms 16 IBI February 2025

of entertainment. These groups value activities encouraging connection, creativity, and competition—qualities that hybrid models are uniquely positioned to deliver. Families, too, are drawn to venues that offer something for everyone, making hybrid BECs an appealing choice for group outings.

Similarly, consumers increasingly prefer "experience-based" outings, as consumers increasingly value activities that create memories and foster connections. Social media drives demand as guests seek visually captivating experiences to share online.

For BEC operators, these trends emphasize the importance of diversifying offerings. Revenue generated from additional attractions reduces reliance on bowling alone while spreading operational risk and boosting profitability.

BENEFITS OF GOING HYBRID

The adoption of hybrid entertainment models offers transformative benefits for BECs. From a revenue perspective, incorporating attractions such as arcades or axe throwing opens new income streams, including game card sales, additional attraction purchases, and event bookings. Additionally, food and beverage sales often grow significantly in hybrid venues as guests linger longer and seek sustenance during extended visits. Hybrid venues also excel in customer retention. Providing multiple activities gives guests

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Competitive Strategies compelling reasons to return and explore features they may have missed during their initial visit. For instance, a group may visit for bowling one week and return later to try out the Gel Blaster or finally win that giant plush behind your redemption counter.

Furthermore, hybrid BECs stand out in saturated entertainment markets, positioning themselves as destinations for a wider audience. This adaptability allows operators to evolve alongside shifting consumer trends, ensuring long-term relevance and success. Private events like corporate teambuilding or birthday parties are the cherry on top, adding another lucrative layer to the business.

THE CHALLENGES YOU'LL FACE

But it is not all smooth sailing. Transforming into a hybrid venue takes careful planning and investment. One of the most significant hurdles is the initial investment needed to add new attractions, which can be substantial depending on the scope of the upgrades.

Renovations may require reconfiguring existing spaces (such as removing bowling lanes) to accommodate new activities, which can disrupt regular operations if not managed carefully.

Operational complexity also increases, as staff must be trained to manage a broader range of activities while maintaining high-quality service. For example, briefing, vesting, and marshaling in a laser tag arena require different skills and service levels than operating bowling lanes. Space allocation presents another challenge; finding the right balance between bowling lanes and other attractions is crucial to preserving the venue's identity. Removing too many lanes may alienate traditional bowling enthusiasts, while not allocating enough space for new attractions could limit their appeal and adoption.

Finally, it is vital to ensure that new offerings align with the existing customer base while attracting new demographics. Misaligned or malapportioned attractions could alienate core patrons who value the traditional bowling experience.

Operators must also consider ongoing maintenance costs for higher-tech specializations like virtual reality equipment or amusement machines, ensuring these investments remain profitable.

ASSESS MARKET DEMAND

Are you thinking about making the hybrid leap? Start by understanding your local audience. The first step is assessing market demand to identify activities that resonate with the local audience. This might involve conducting competitive analyses, surveys, and focus groups to understand customer preferences and expectations. Any additions should align with 18 IBI February 2025

the venue's brand identity, complementing its strengths.

For example, a BEC with a strong family-friendly reputation might prioritize attractions like arcades or laser tag, while a venue targeting young adults could focus on freeroam virtual reality experiences or social competition attractions like axe throwing or augmented darts.

A PHASED APPROACH

A phased approach often works best, allowing operators to start small—perhaps by adding space for an expanded arcade with redemption or an immersive enclosure like Qbix or Valo Arena—and scale up as demand grows. This strategy minimizes financial risk and provides opportunities to refine operations before expanding further. Partnering with experienced vendors can ensure a smooth integration of new attractions, from design, layout, and installation to ongoing maintenance. Vendors can also provide valuable insights into industry best practices, helping operators avoid common pitfalls.

TARGETED MARKETING CAMPAIGNS

Marketing is key. Promote your expanded offerings before, during, and after launch. Social media platforms, email newsletters, and partnerships with local influencers can effectively raise awareness and generate excitement. Offering promotional packages that bundle multiple activities can also encourage guests to explore everything the venue offers.

Hybrid entertainment models are reshaping the bowling industry and setting the stage for the future. By embracing innovation and diversification, operators can create vibrant, multi-attraction destinations that delight modern consumers. As guest preferences evolve, adapting will be critical for long-term success.

Whether by adding an arcade, integrating virtual reality, or introducing immersive enclosures and more, the hybrid model offers a clear path to growth and sustainability.

For BEC owners, now is the time to seize this opportunity and redefine what it means to deliver a memorable entertainment experience.

With careful planning and a commitment to meeting the needs of a diverse audience, hybrid venues can thrive as cornerstone destinations in their communities now and into the future.

•

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 locationbased 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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Cover Story

CUTTING EDGE TECHNOLOGY An Indiana Center Cuts Costs and Reduces Staff Load WITH AN AI PHONE ASSISTANT

By Ryan Vasko

N

estled in Schererville, IN, Up Your Alley is not just rethinking phone calls with their AI-driven virtual assistant—it's reimagining entertainment. This family entertainment center seamlessly blends cutting-edge technology with engaging activities to craft a vibrant, immersive experience for visitors of all ages, from exhilarating axe throwing and high-tech laser tag to a state-of-the-art arcade and a unique game called Cyber Sport, where bumper cars meet lacrosse. There is no shortage of options for fun.

For decades, operating a bowling center followed a standard, all-handson-deck approach. Employees answered phones, assigned lanes, handed out rentals, cooked and delivered food, maintained league results, fixed equipment, and handled everything. If Jack-of-All-Trades were not your job title, necessity would make it so soon enough.

But in recent years, we have seen an influx of automated, robotized, and AI-guided elements grow from unknown curiosity to essential operating procedures for centers looking to maximize staff productivity and keep up with the times.

Up Your Alley has integrated one of these cutting-edge tools into its day-to-day business by installing an AI-driven virtual assistant as the primary point of contact for customers calling in. "It was very intuitive, and the process was incredibly fast," said general

20 IBI February 2025

manager Ross Carmody. They built the system in May, and it was live by mid-June.

The center partnered with tech company Swifty to bring their unique AI system Ross Carmody to Up Your Alley's phone operations.

When a customer calls in, "Jessica," their advanced virtual assistant, answers, asks for the caller's name, and guides them through everything they need to know.

If they ask about tomorrow's open bowling hours, they're told that on a Monday, the lanes are open from 3 p.m. to 11 p.m., with open bowling available during that time. If they wish to make a reservation, Jessica points them to a URL to reserve a slot and lets them know about walk-in possibilities. If they're curious about pricing, she tells them that's a great question and then delivers a detailed cost breakdown.

The speed with which questions are answered and the human flourishes throughout the interaction are a nice touch, embodying a helpful worker who is always polite and knowledgeable. When you say that is all you need, you are addressed by name and told, "Thank you so much. We can't wait to see you at Up Your Alley."

Using such a system initially caught the eye (or, rather, ear) of one of the Up Your Alley owners when they reached out to a local car dealership and found themselves interacting with a similar virtual assistant. It was a 100% automated process that walked them through what they needed, followed up with a text message, and left them satisfied without taking an employee away from whatever else they were doing. The owner saw how well it worked out for the dealership and thought, "Why not us?"

Like any other employee, the virtual assistant had to undergo training. Carmody and the rest of the staff spent the early days thinking about the questions that could trip up a staff member (even one powered by a microprocessor), like the shift in operating hours over holidays or as seasons change. They used these prompts to teach the AI, repeatedly calling in to test those potential problem areas and teach them the sort of queries that commonly come from customers.

Quickly, the virtual assistant was ready to take over. And the positive impact was felt immediately. "Before that, so often, inbound calls would go to our busy sales office, especially on weekends, and they'd have customers asking, 'Do you have open bowling? Can I make reservations? What's your pricing?'" Carmody said.

But with the AI handling the bulk of calls about lanes and cost, the sales team was free to focus on pursuing larger and potentially repeat clients, arranging more significant events, taking people on tours of the facility, etc. For a facility like Up Your Alley, in a town right on the northern Indiana-Illinois border, the ability to devote that sort of time and attention is huge for reaching out to and forming relationships with businesses and other groups looking for an event space that doesn't involve dealing with traffic while traveling to nearby Chicago.

A few months in, the integration has undoubtedly been a success.

Part of the system grants management access to reports and phone logs, revealing smooth interactions with their customer base. Carmody said a caller has to ask to talk to a representative maybe four or five times a month, but otherwise, the virtual assistant handles everything else easily. That amounts to a tiny percentage of total calls where customers need to be passed on to an actual human being, creating a priceless amount of free time for the sales team and the rest of the staff.

Part of that ease of use comes from that uncannily human element that companies like Swifty have baked into their systems.

There are relatively few pauses when interacting with the assistant. It is efficient, personable, and always knows the correct answers, cutting out instances where an annoyed customer comes into the center and says, "Someone on the phone told me that today was a half-price day."

Implementing such an approach also aligns with the philosophy and operating style of a business like Up Your Alley. They present a sleek image, with tech-infused amenities throughout the building.

They house a modern arcade area, axe throwing, and laser tag. They even brought in a unique gaming experience called Cyber Sport, a hybrid that combines bumper cars with a lacrosse/basketball-like scoring system. A walk-in-only game, Cyber Sport's distinctive, post-worthy environment helps Up Your Alley offer another entertainment option stands out from other locations in the area.

"We don't ever want to play catch up if we don't have to," Carmody said. "We're always looking for what's out there that's the next big thing where we can be the first."

As with automated kiosks, robotic kitchen and serving machines, and other tools that remove the human element in favor of a user-driven, electronic solution, there can initially be a lot of hesitation to take such a step if you are not heavily involved with that sort of equipment. But Up Your Alley's infusion of their AI virtual assistant is just another in a growing series of case studies showing that the right partnerships can pay dividends in terms of a happier, less busy staff. It meets today's consumers where they already are, having grown increasingly familiar with being the point person for transactions everywhere, from grocery stores and fast-food restaurants to stadiums and airports.

The key, Carmody said, is to do your due diligence, research companies that have proven successful with businesses like yours, and, most importantly, prep your staff and make them part of the initiation process. Have them help your AI system learn, test its weaknesses, and work your pain points into its list of procedures. And do so while reassuring them that this is not a replacement for them; it is an instrument to help them be more productive and focus on what they want to do in their day-to-day roles.

With the addition of "Jessica," their AI assistant, guests can easily plan their visit, check open bowling hours, or book reservations, all with the same level of ease and efficiency the center prides itself on in person. Carmody's forward-thinking approach ensures that Up Your Alley is not just keeping up with trends but setting them.

For many, it is hard to imagine ever trusting anyone other than the employees you hired with something as crucial as being the first contact with your customers. But, in a way, isn't this just the next step in the evolution of what the word "employee" actually means?

•

Ryan Vasko is a writer based in Portland, OR, with 20 years of experience as a journalist, speechwriter, and marketer. Growing up in his family’s bowling center, Ryan spent significant time bowling with his dad and grandpa and working at the center. His dog is a good boy.

IBI February 2025 21

From the Proprietor’s Desk

THE FACE OF

SUCCESS Curb Appeal Matters! with Steve Cieslewicz

W

hat does the front of your center say about your business? Is it inviting? Does it catch the eye of people driving or walking by? Your curb appeal sends a message to potential customers every day, but is it the message you want to send? As owners and operators, we should all ask ourselves this question.

Let me share a story that taught me how much appearance matters. About 30 years ago, I was drilling a bowling ball for a regular customer, a salesman in his mid-50s. He mentioned picking up a new leased Cadillac the next day.

I joked, "Midlife crisis?" He laughed and said, "No, it is for my image. If I show up to a new account in my wife's rusty minivan, I might as well turn around and go home." That comment stuck with me.

Fast-forward 10 years, and I had my own Aha! Moment. I arrived early to meet a new financial advisor. As I waited, I saw him pull in wearing a sharp suit but driving a rustedout car. My first thought: This guy wants me to trust him with my money?

The lesson? Image matters! Whether you sell financial services, entertainment, or food, your appearance speaks volumes before you even say a word. This is true for people, products, and places—including your center.

START SMALL, THINK BIG

Improving your curb appeal does not have to cost a fortune. Small changes can make a significant impact. Here are five ideas to get you started:

GET YOUR TEAM'S PERSPECTIVE

Hold your next staff meeting outside, right in front of your center. Ask your team: What message are we sending to our customers? What could we improve?

You might be surprised by their answers, and it is a fantastic way to generate low-cost ideas.

FRESHEN UP THE BASICS

Peeling paint, outdated signs, or weeds in the landscaping send the wrong message. A fresh coat of paint and some basic maintenance can make a 22 IBI February 2025

dramatic difference. Keep the grass mowed if your center is rural and plant a few simple flowers or shrubs. In urban areas, focus on the building—could you add eye-catching window decals, banners, or signage?

YOUR SIGN IS YOUR STORY

Does your sign clearly say what your business offers?

It should give people a reason to stop for bowling, food, games — in other words, an experience. Keep it readable, appealing, and informative. Do not assume everyone passing by knows what is inside.

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From the Proprietor’s Desk LET THERE BE LIGHT

A well-lit building and parking lot make your business feel safe and welcoming, especially after dark. Think about car dealerships at night— the bright, inviting glow pulls people in. LED lighting is now affordable and energy-efficient, making it a worthwhile investment. Ensure your signs, entryways, and parking lot are visible and welcoming at night.

ADD SEASONAL FLAIR

Decorations signal to customers that your center is active, engaged, and festive, making it more likely they will choose your venue over a competitor. Simple decorations for holidays like Halloween, Christmas, St. Patrick's Day, the 4th of July, and others can go a long way. They do not have to be over the top—even a festive banner or some lights can add personality and charm.

Improving your curb appeal does not need to happen overnight. Start by prioritizing projects—what can you tackle now, and what might be part of a longer-term plan? Getting your team involved generates excitement and builds buy-in for the changes.

Investing a few bucks in your curb appeal could increase additional traffic and help your center get noticed by those who may not have otherwise. Spring is right around the corner, and it is the perfect time to take stock of your center's exterior. Pick one or two projects to complete before summer and see the difference it makes.

Remember: First impressions are powerful, and a little effort can go a long way in making your center stand out. Good luck, and happy improving!!

•

Yours in bowling,

–Steve Steve Cieslewicz is the proprietor of Whitetail Lanes in Amherst Junction, WI, and a regular contributor to IBI magazine.

24 IBI February 2025

CURB APPEAL

BY THE NUMBERS A National Association of Realtors study found that improving curb appeal can increase a business's customer traffic by up to 20%.

According to a survey by the National Crime Prevention Council, well-lit parking lots can reduce the likelihood of crime by 39%.

Nearly 95% of shoppers said a business's external appearance influenced their decision to enter, as reported by Retail Customer Experience. The study highlighted a business's physical appearance led to a significant impact on consumer behavior. The study found that more than two-thirds of consumers have avoided a place of business based on its external appearance, and one-half have avoided a business altogether because it looked dirty from the outside.

Shorts

EXPANSIONS, OPENINGS & NEWOPENING BEGINNINGS EXPANSIONS, CALIFORNIA

MARYLAND

Lucky Strike was a new concept blending bowling and intimate “loungey” nightlife— described as a boutique center.

It started in Hollywood, of course. Most recently, Lucky Strike can be found in Beverly Hills offering luxury entertainment with bowling lanes, an upscale bar, VIP services, high-quality dining, and cutting-edge gaming. The venue features 22 bowling lanes and an arcade featuring more than 60 games, along with Prize Vault redemption store featuring a curated selection of merchandise. Bowlero is excited by their new footprint. With the Beverly Hills location open, it is the fifth of its kind in the Golden State. The corporation has a robust pipeline of more than 15 projects for locations in California, Florida, and Colorado. At the same time, plans are underway to convert 80 Bowlero locations to the Lucky Strike brand the next year, followed by 120 more in subsequent years.

Established in 1927, the historic, duck pin Patterson Bowling Center is once again open after closing in December 2022. It has been rebranded Patterson Pins. The building was purchased in 2023, and renovation includes adding 15 apartments, a bar, video game arcade, and more. The main 2,500 square-foot space features two of the iconic duckpin lanes paying homage to the past where everyone, including Babe Ruth, played duckpin bowling at Patterson’s. Whether the new, multi-mix concept will appease fans of the old bowling center remains to be seen, but new owners are excited and hopeful. The old Patterson Bowling Center was BYOB; the new Patterson Pins has an extensive bar. The vibe is both moody and futuristic, looking forward yet remembering the past.

Nordstrom in Escondido will now be a familyoriented entertainment center. Round1 Bowling & Arcade plans to utilize all three floors of the space, offering activities such as bowling, karaoke, Japanese arcade and video games, darts, trampolines, billiards, ping pong, batting cages, roller skating, and more. The venue will also serve food and beverages, including beer, wine, and spirits for adult patrons. Round1, a Japanese corporation, entered the U.S. market in 2010 with its first location near Los Angeles. It has expanded to over 50 locations nationwide.

KEY TO SUCCESS FOR PRIMROSE LANES Primrose Lanes in Orlando, FL, has been open for a year, and success has been theirs. The venue boasts eight wooden lanes harkening back to the 1950s; a sports bar, The Celebrity Room, à la the 1960s; and a restaurant. Not to be confused with America’s favorite late professor of literature, Chef Joseph Campbell has put his culinary bliss into the renowned bowling alley hot dog and the smashburger. His signature dishes give Primrose Lanes the gravitas that make it shine with customers, who come back again and again.

26 IBI February 2025

Shorts

GS & NEW BEGINNINGS ACROSS THE POND UK’S LANE7 EXPANDS IN EUROPE Lane7, a bowling boutique concept introduced in London, has been more than successful with 17 attractions in the UK with another London venue on the way. The Lane7 concept seeks to redefine boutique bowling, blending immersive and technology-enabled gaming experiences with elevated food and beverage. Dartboards, mini-golf, beer pong, and karaoke booths are also found at their sites. Expansion is on its way with Lane7’s first continental European location in Berlin, and two new locations in Dublin, Ireland. With that accomplished, 10 more venues are planned over the next two years. Founder Tim Wilkes says, “It’s a very proud moment for us to be opening our first European bowling experiences in Berlin and Dublin. Lane7 is all about providing social entertainment with tailored attractions for different audiences and responding to the growing demand for experiential activities.”

BRITONS EMBRACE COMPETITIVE SOCIALIZING

Bowling is booming in the UK as people embrace "competitive socializing," which mixes fun, friendly competition with social events. Big names like Hollywood Bowl are thriving, reporting record revenues and expanding to meet demand. Tenpin bowling is also growing, with more players – from beginners to seasoned bowlers – joining the fun. With activities like laser tag, virtual cricket, and arcade games popping up at entertainment venues, bowling centers are becoming go-to spots for parties, family get-togethers, and team-building events. As more sites open and trends shift towards these playful experiences, it is clear people are looking for more than just a night at the pub – they want friendly competition and fun, all in one.

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IBI February 2025 27

Digital Marketing

SOCIAL MEDIA MADE SIMPLE

Easy Tips to Help Instagram Newbies Attract Guests and Boost Engagement

S

By Stephanie Davis

ocial media marketing can make a huge difference in getting folks excited and bringing them through your doors. It is what turns quiet lanes and empty bar stools into a lively, bustling hangout. If you are new to Instagram—or simply curious about why your social media coordinator is constantly snapping photos and crafting clever posts—this Insta 101 will give you the basics.

But here's a friendly heads-up: if social media isn't your thing or you'd rather not dive in, it's probably best to hand it off to someone on your team who loves it. A passionate poster will get much better results than someone who's just trying to get it done. Learning a few fundamentals that could spark some creative ideas never hurts.

Stories versus Posts: What is the Difference?

Instagram Stories are photos, videos, or text that disappear after 24 hours. They are temporary and appear in a slideshow format at the top of the app. In contrast, regular posts are permanent and remain on your profile grid.

Stories are perfect for sharing behind-the-scenes content, making real-time announcements, or using interactive features like polls and questions. They encourage engagement and can drive traffic to your website or a product page through the "link" feature. Because they are temporary, followers have a reason to keep coming back for fresh updates.

quick decision. If not, you risk losing them due to frustration.

Studies show that 40% of users leave if they have to click more than three times to find what they need.

Highlight titles could include: •

Bowling Photos and videos of lanes, league nights, cosmic bowling events, and birthday parties.

•

Bar: Signature drinks, happy hour specials, live music, or themed nights.

•

Food: Menu highlights, popular dishes, and seasonal food specials.

•

Arcade: Featured games, prize selections, and guests having fun in the arcade area.

•

Events: Upcoming or past events, such as tournaments, karaoke nights, or holiday celebrations.

•

Special Offers: Current deals, discounts, or loyalty program information.

•

Behind the Scenes: A look at how the bowling center operates, staff spotlights, or preparation for big events.

• Guest Highlights: User-generated content, customer testimonials, and photos your customers share.

Use and Organize Instagram Highlights Instagram Highlights allow you to save and organize your Stories into categories on your profile. They provide easy access to essential content even after the original Stories expire.

Why Does This Matter?

Imagine a group of friends deciding where to go for a night out. If your attractions are wellorganized in Highlights, they can easily make a 28 IBI February 2025

Digital Marketing Encourage Guests to Share

One of the most authentic ways of drawing in more customers is by using other customers. Social media makes word-of-mouth marketing more powerful than ever. Ask guests to share their experiences with photos and create a custom hashtag they can use when posting.

Example: "Had a great night? Share your pics with #CenterNameVibes for a chance to be featured on our page!"

Once they share, you can repost their content on your page and give them shoutouts. For added motivation, offer incentives like free game credits, drink rounds, or shoe rentals when they show you their post. Also, don’t forget to encourage Google Maps reviews— these are surprisingly influential.

Example: "Post your best moments with #CenterNameVibes, and your next round could be on us! Let's keep the good times rolling!"

Flash Deals and Contests

Use your social media to create flash deals that are only available briefly. This is a great strategy to generate urgency, making guests more likely to act quickly. Another creative option is to host contests and ask followers to tag friends.

Example: "FLASH DEAL: The first ten people to show this post at the bar get a FREE appetizer with any drink order! #FlashDeal."

Collaborate with Local Influencers

Invite local influencers to your center and offer them free meals or drinks in exchange for promotion. Trust them to showcase your venue in a way that resonates with their followers. This partnership can expand your reach and boost credibility with a group you may not have reached otherwise.

Example: "Excited to host @LocalFoodie tonight! Check out their Stories and join us for a drink inspired by their visit! #InfluencerCollab."

Interactive Content

A yogi once said that the key to success in any aspect of life is involvement and deeper involvement. Get your audience involved with polls and quizzes. Ask them to vote for their favorite appetizers, drinks, or upcoming event ideas.

30 IBI February 2025

Engaging your followers can give you valuable insights and make them feel like part of the family. Adjusting your business slightly according to your customers' preferences can make a world of difference. When a customer sees that their recommendation or preference has suddenly been heard and implemented, they will feel like they are part of the family.

Example: "Which cocktail should we feature next week?

Vote now on our Story! #CustomerChoice."

Highlight Live Events and Music

Publicize live events like music nights, DJ sets, or sports game viewings. Teaser videos and countdowns can help build excitement.

Example: "Get ready for DJ Night Fridays! The beats drop at 9 p.m. Grab your crew and hit the dance floor! #FridayVibes."

Showcase Signature Cocktails and Happy Hours

Everyone loves a good happy hour, especially if they can see the fun, food, and drinks in short videos. If you want to introduce a new cocktail, happy hours would be a great time to offer it. You can also show your bartenders making the drink, giving your bar a good vibe.

Signature cocktails are all the rage with bar patrons. Be sure to take some high-definition pictures of your signature cocktails and drinks. Post these pictures on your socials to showcase your expertise. Ensure the lighting is good and the subject is in focus.

The subject should be just enough to see the entire drink.

Example: "Our Spicy Mango Margarita is calling your name!

Join us for happy hour from 5-7 p.m. for $5 margaritas and more! #HappyHour."

And there you have it! Social media can feel like a wild rollercoaster ride, but with the right strategies, you can turn it into an exciting adventure that fills your venue with guests and fun. Do not be afraid to experiment; keep it engaging and, most importantly, have fun. After all, a little creativity can go a long way in making your bowling center or entertainment venue the go-to spot for unforgettable memories.

Happy posting!

•

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IBI February 2025 31

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

We supply socks to all types of family entertainment centers. Custom logos are available, and there is no minimum required.

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 offers a full assortment of arcade and vending equipment and has the largest inventory selection of new & used games and parts.

PLAYER ONE AMUSEMENT GROUP

Sales Department

416.251.2122

www.p1-ag.com GetAnswers@P1-AG.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

www.dynamicdesignsinc.net Info@dynamicdesignsinc.net

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

Attractions CREATIVE WORKS

Russ Van Natta

317.834.4770

www.wearecreativeworks.com sales@wearecreativeworks.com

We create powerful emotions through immersive attractions like laser tag, mini golf, escape rooms, VR, and more. We help you get customers off the couch and into your venue with experiences they can’t get anywhere else.

FUNOVATION

Sales Department

303.996.0294

www.funovation.com sales@funovation.com

The experts in small footprint booster attractions! Since 2007, we have been committed to providing best-in-class fun through our attractions, our friendly customer service, and our quick return on investment.

32 IBI February 2025

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. 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

844.923.2695

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.

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.

Entertainment ORANGE DOOR MUSIC

Chet Littlefield

978.590.8708

www.orangedoormusic.com chet@orangedoormusic.com

Orange Door provides an entertainment and marketing platform that centers can integrate with their existing TVs to display highly engaging music videos, pub games, and digital advertising.

IBI February 2025 33

PREFERRED VENDOR LIST Food/Beverage KNOW NATURALS

Nick Zavakos

shop.knownaturals.com nick@knownaturals.com

843.475.5604

At Know Naturals, we are pioneering the future of bar culture with our premium hemp-derived consumables.

Call us today to elevate your bar's offerings and unlock new revenue opportunities.

SCHWAN’S FOOD SERVICE, INC.

Customer Service

888.554.7421

www.schwansfoodservice.com

As an industry leader in pizza and Asian-style foods, Schwan’s Food Service has been proud to offer the premium prepared foods and foodservice expertise you need to succeed.

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

Guy O’Hazza Ravi Shankar

310.693.5165 310.693.5165 ext. 1

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

34 IBI February 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 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.

Promotional Products FEC PROMO TOOLS

Sales Department

239.389.9583

www.fecpromotools.com FECpromotools@gmail.com

Bringing marketing and guest experience tools to life! Choose from our selection of predesigned products or work with our team to customize a product line for your business.

IBI February 2025 35

PREFERRED VENDOR LIST Redemption Supplies

A&A GLOBAL INDUSTRIES

Sales Department

800.638.6000

www.aaglobal.com Sales@aaglobal.com

A&A Global is the premier distributor of novelty toys, candy, plush, and merchandiser kits for the bulk vending and amusement industries. We take pride in producing fabulous products that keep our customers – and their customers – coming back. With hundreds of new items added to our inventory every week, we have something for everyone.

BMI MERCHANDISE

Sales Department

800.272.6375

www.bmimerchandise.com Sales@bmimerchandise.com

BMI’s extensive product line features the trending themes, licenses and brands driving amusement play. We bring our customers a constantly changing mix of the finest electronics, novelties and toys – priced right.

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!

Training

TRAINERTAINMENT

Beth Standlee

817.886.4840

www.Trainertainment.net Beth@trainertainment.net

Fun Training – Serious Results.

Virtual Reality VRCAVE Alex Rossol

780.577.9655

www.vrcave.ca/ibi sales@vrcave.ca

vrCAVE produces premium VR escape room products suited for any bowling alley or FEC looking to add VR as an option to their establishment. We work with companies of all sizes providing services from headset installation to software and technical support.

36 IBI February 2025

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HOT & TRENDING For Bowling & Family Entertainment Operators, Suppliers, & Industry Experts

Centers

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2025 PRODUCT & RESOURCE GUIDE sive

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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 February 2025 37

Classifieds CENTER FOR SALE 14 lane center in Vinton, IA. 13,500 square foot facility with a snack bar and lounge. $800,000 OBO. Contact Steve for more information (319) 472-3757.

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

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

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

(800) 255-6436 or jayhawkbowling.com.

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

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

38 IBI February 2025

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

Natalie@bowlingindustry.com

The modern, omnichannel payment solution for bowling entertainment centers

“

It’s a really great opportunity to start streamlining operations...simplifying the backend processes for the proprietor while simultaneously improving the operational processes for the staff and the customer experience at the same time. It’s very rare to get something that nails all three of those and the Conqueror plus Square integration really does that.”

Michael Shearer, Owner Perfect Game, Farmington Hills, MI

Watch the video to hear Michael’s experience: