SALUTING HEROES
& FUELING HOPE
Bowling’s Inspiring Stories of Helping Those Who Served
Stephanie Davis
stephanie@bowlingindustry.com MARKETING
Natalie Davis-Fernandez natalie@bowlingindustry.com
Jackie Fisher fisher@bowlingindustry.com
Patty Heath patty@bowlingindustry.com
Roxanne Damask
roxanne@bowlingindustry.com
Stephanie Davis
Natalie Fernandez
Patty Heath
Mark Miller
Paul Lane
Corrie Pelc
Brandon Willey
GOOD THINGS HAPPEN
WHEN WE SHOW UP TOGETHER
“I
always wondered why somebody didn't do something. Then I realized… I am somebody."
~ Lily Tomlin
By Stephanie Davis
Every July, we have the honor of spotlighting an organization that proves just how much good this industry can do: BVL—Bowlers to Veterans Link. While their mission has not changed, what has changed is how simple it has become for anyone to get involved.
BVL recognizes that not everyone has time to organize a big event, and not everyone is working with a huge budget. That is where Strikes for Valor: Perfect Game, Perfect Vision comes in. This new BVL initiative is made for those who want to help but do not know how. With a small monthly gift, less than what most of us spend on coffee, you can directly support programs that enrich the lives of veterans through recreation, therapy, and, yes, bowling. Signing up is as simple as subscribing to a service, but the reward is knowing you are making a real impact.
We encourage you to visit bvl.org, click the donate tab, and consider becoming one of BVL's monthly supporters. When small acts of kindness roll together, they create something truly powerful!
This month's cover story by Mark Miller celebrates the incredible ways our industry continues supporting veterans through BVL and captures the spirit of giving that our industry is known for. From small-town centers raising serious funds to youth fundraisers and dog races (yes, really), it proves that amazing things happen when our community comes together. And now, thanks to Strikes
for Valor, it's easier than ever for anyone to pitch in and make a difference.
Also, this issue is a must-read from Corrie Pelc, who delivers valuable information for operators who are tired of watching their profits sneak out the back door. With tips from industry pros, her article breaks down practical, proven ways to keep costs in check, from smarter inventory habits and energy savings to better scheduling and vendor contracts.
Paul Lane shows us just how powerful niche marketing can be. His feature on Crown Lanes in Denver reveals how focusing on underrepresented groups—blind bowlers, veterans, cultural clubs, first responders, and the like, can turn occasional visitors into lifelong supporters. It's marketing with heart and a great reminder that the smallest audience can sometimes bring the biggest rewards.
e love hearing from our readers! Let us know if your center has exciting news or updates, and your story might be the next one we share with the industry.
– Stephanie Davis, Publisher & Editor
PS: Haven't browsed the 2025 What's Hot & Trending Product and Resource Guide the QR code and see how today's standout products are making waves at the center level.
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IBI Subscriber Spotlight
Bowling Industry Leader
This month, we feature Joe Poelking from Poelking Lanes. Poelking Lanes // Dayton, OH
121 lanes across three locations
Arcade // Redemption Center // Laser Tag // Pool Tables
Number of years in the bowling industry: I've been in bowling my entire life!
What is your favorite part of being in the industry? I'm a third-generation owner of our family business, and I absolutely love it. I get to work alongside my family, and an amazing staff, and we have some pretty great customers, too. It means a lot to carry on our family tradition and continue being a staple in the community.
What is the most challenging part of operating your business? Staffing is always a challenge. Keeping our equipment and systems updated also requires constant effort.
What's one tip you would give to less experienced operators? Network, network, network. There is so much to learn from proprietors who have been doing this for a long time.
What do you see as the next big trends in the business of bowling? Centers are evolving into fullblown entertainment hubs. We need to grow our market and be a family-friendly place, but we must also consider other age groups.
What is your opinion on the future of league and tournament play? Competitive bowling is still going strong with a solid base of serious bowlers. Building an excellent reputation with your leagues and tournaments
is important—but do not forget to make room for fun, social leagues where people can just hang out with friends.
How do you motivate staff to perform at a high level? I always thank my staff for everything they do for our customers. A little appreciation goes a long way. I also provide bonuses—sometimes in cash or other forms—to show them their hard work matters.
Do you host any special events unique to your center? We host events for special needs groups, fundraisers for Big Brothers Big Sisters and hospice, and all sorts of tournaments—local, regional, and state-level events, plus USBC tournaments.
What are your tips on security? Security cameras— both inside and out—make a big difference. We also stay in close touch with our local police department and ensure that our staff is properly trained .•
What is a Bowling Industry Leader?
A Bowling Industry Leader embraces continual personal and business growth, prioritizes the latest industry knowledge, and has a forward-thinking vision. They're proactive in making informed decisions and seek new ways to improve their business. Results-driven and resourceful, Bowling Industry Leaders utilize available resources to stay updated, improve operations, and drive profitability in today's fluctuating business environment.
Joe Poelking
TAKING CONTROL Smart Strategies to Keep Costs in Check
By Corrie Pelc
In today's business climate, everything costs more, from food and supplies to utilities and labor. According to industry experts, we should not expect those costs to come down anytime soon. That is why it is more important than ever for bowling centers and family entertainment centers (FECs) to take a proactive role in controlling operational costs. Every dollar saved is a dollar earned, and in an industry where margins can be tight, these savings can make a major impact.
"If bowling centers want to keep their doors open, they need to be paying attention to their costs," says Travis Harper, operations manager for First Frame Bowling. "Especially with food pricing being so volatile, you can't afford to ignore it."
David Wallace, founder and president of Turfway Entertainment Management, agrees. "You have to be on the forefront," he explains. "Prices and commodity costs change daily, weekly, monthly—and if you're not staying on top of that, you'll lose money without even realizing it."
To help operators better understand how to manage these fluctuating expenses, we talked to Harper, Wallace, and Ken Paton of Paton Financial Group. Their insights touch on the most vital areas of cost control—inventory, supplier contracts, utility use, labor, sales monitoring, and credit card processing.
INVENTORY: COUNT EARLY, COUNT OFTEN
Whether it's snacks, drinks, arcade prizes, or pro shop gear, inventory represents money on your shelves. And if it's not managed properly, you could lose thousands of dollars each month.
Wallace notes that when visiting properties, many centers either do not perform inventory checks regularly or do not use those checks strategically. "They say, 'I'm doing inventory to understand what I need to order.' And they often do not understand the relationship of cost versus revenue week to week." Wallace gives the example, "If I do $20,000 in food sales each week, and I only do inventory once a month, but my costs are off by 10%, that's $2,000 a week or $8,000 a month that I just lost because I cannot manage the process and figure out what the issue is and resolve that issue."
Wallace recommends weekly inventory for high-turnover areas such as food and beverages, including beer, wine, liquor, and even soda, to avoid those losses. Redemption items should also be counted weekly. Pro shop items, which tend to move more slowly, can be tracked monthly or quarterly, but they should not be overlooked.
Travis Harper
Operations
Wallace also stresses the importance of accountability during inventory checks. "Two people should be involved, one calling out the count and the other recording it. This creates a layer of transparency and reduces the risk of error or manipulation."
Paton shares a story of a center where the pro shop manager had free rein over purchasing and ended up with $6,000 in inventory and only $2,000 in sales. "That was a 32-lane center with about $25,000 or $30,000 in inventory, so it's a noticeable amount of money. The problem was that the owner got busy taking care of other things that were squeaking louder, and this got overlooked until I saw the financial statements." When you have tens of thousands in inventory, ignoring it is not an option.
SUPPLIER CONTRACTS: BE A SAVVY NEGOTIATOR
One area where centers often overpay is in vendor and supplier contracts. Whether linens, floor mats or paper products, Wallace advises operators to negotiate everything and explore cost-saving programs like the Bowling Proprietors' Association of America (BPAA) Smart Buy initiative. "If you're a BPAA member, it's worth sitting down with someone from the organization to see what discounts and deals are available," Harper says. "There are real savings to be had if you take the time to look."
Wallace gives the example of one of his managed properties where the linen contract was slashed from nearly $2,000 weekly to just $353. "It was all about understanding the terms," he explains. "We switched to a usage-based contract instead of a flat rate. If you do not know to ask for that, they are going to hit you with the most expensive contract," he details.
Paton recommends that center owners talk with peers about which suppliers are working for them. "You can't talk about prices directly; that's an antitrust violation, but you can share strategies, vendors, and what's been successful," he says. This is especially true when it comes to redemption merchandise and arcade inventory. Trends change fast, and what works in one center might work in yours, too."
BECOME MORE ENERGY EFFICIENT
Utilities are a significant line item for any center, especially those
with arcades, large kitchens, or sprawling buildings. But Wallace says a simple change can lead to substantial savings: staggered startup. "Energy companies bill you based on your peak energy spike for the day," Wallace explains. "So if you flip on all your arcade games at once, your spike goes way up, and your billing cycle is calculated based on that peak." His solution? Power up one-third of the games every 15 minutes. "It lowers the peak dramatically. We saved $1,000 a month in one location by managing how we turned the games on." Turning on the arcade in 15-minute increments helps avoid energy spikes and lowers overall billing.
"If I have everyone come in at nine in the morning for 10 o'clock, the first thing everyone does is turn everything on," he continues. With a lot of stuff being LED-based, it doesn't have the spikes that it used to, but in a 50,000-square-foot building, throwing on 120 breakers throughout the building is definitely going to hit a demand spike."
The same principle applies in the kitchen. Instead of turning on every oven, fryer, and grill first thing in the morning, stagger your startup based on when each piece of equipment is needed. And do not forget other utility costs like water, gas, and waste removal. Paton advises keeping these under 5% of total revenue. "If they're higher, either your usage is excessive or your revenue is too low," he says. "In that case, it may be time to consider remodeling or rethinking your space."
LABOR: OPTIMIZE SCHEDULES AND ACCOUNTABILITY
After inventory, Harper says labor is the second most significant cost to any operation. To help control labor costs, Harper advises watching your operations to see where you might be wasting labor and that you are scheduling staff correctly. Many centers overstaff by bringing in full crews at the opening, even when customer traffic is minimal. "The key is to scale in your staff," he says. "Start with a skeleton crew and add people as demand builds. Do the same in reverse at the end of the day."
Paton echoes that advice, pointing out how open play has made staffing more unpredictable. "With leagues, you knew exactly how many bowlers were coming.
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Operations
But with open play, you might have 10 bowlers. You might have 100 bowlers. And getting the right number of people to service those customers is a real skill." He also recommends using labor tracking software to compare payroll costs with daily revenue. "Do the math each day," he says. "That way, you're not surprised at the end of the month."
SALES: MONITOR, MEASURE, AND MANAGE
Just because money is coming in does not mean it is being properly managed. Paton tells the story of a new center owner who discovered $300,000 in lost annual revenue due to employees giving away games or, worse, pocketing the money. "The scoring system tracked it, but the previous owner never checked," he explains. "That which gets measured gets managed. So, if you don't measure what your center is doing, you can't effectively manage it."
Credit card processing is another area where centers can leak money. Wallace notes that many operators pay double what they should simply because they have not negotiated fees. "Take the time to shop around," he advises. Fraudulent chargebacks on credit cards can also lead to lost revenue. Especially with bowling centers and FECs turning to online bookings for parties, Wallace suggests it can help if they ask guests to pay a deposit online and bring in the card they used to pay the entire balance.
"If they show up, I can show pretty convincingly that they were in the building, they signed the receipt, and they paid with a credit card because that chip is very valuable now," he continues. "If a card doesn't have a chip and you don't have the consumer use the chip, then there's a good chance you will lose. The premise behind the chargeback was that the consumer had to pay with that chip in hand. That is why you see a lot of point-of-sale systems now, like Toast and Square, actually bring the POS system to the customer. The customer puts the card in and pays right there on the spot. And that helps reduce the chargebacks considerably."
TAKE CONTROL: DON'T LEAVE MONEY ON THE TABLE
The takeaway from all three experts is simple: do not operate on autopilot. Whether it is your food inventory, your linen contract, or your arcade power usage, you are losing money if you are not paying attention.
Staying profitable is not about one big fix but about doing the small things right every day. The more you track, measure, and optimize, the more you stay in control. And in today's economy, that control could be the difference between just surviving and truly thriving.•
Corrie Pelc is a journalist and freelance writer covering the business of recreation and entertainment.
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PRECISION PAYS OFF
WTurning Targeted Outreach into Long-Term Success
By Paul Lane
hen Jackie Falzgraf talks about the Colorado Blind Bowlers League at her family's Crown Lanes in Denver, she does not just speak as a business owner—she speaks with heart. "We love bowling because of the game's ability to be played by all," Jackie says. Hosting the league has brought so much joy, not just to the bowlers but to us as well. We love being a place where people feel welcomed."
What began as a single league has evolved into a true community hub, where inclusion is not just a buzzword but a part of the foundation. From September through May, eight lanes come alive each Saturday with the sound of laughter, encouragement, and falling pins—each team of four bowls three games, using guide rails provided by the American Blind Bowlers Association. Most teams include a sighted teammate who helps by calling out pin placements for spares. But for many bowlers, the league is just the start. They return throughout the week to practice, socialize, and feel part of something bigger. And the welcome mat does not end there.
Jackie and her team have also partnered with the City of Denver and Denver Public Schools to host adaptive bowling events, ensuring that athletes of all abilities feel welcome at Crown Lanes. "Adaptive sports is a very personal focus for us and our family," Jackie shared. Her daughter, Shanna, who passed away in March 2019 at 25, inspired Crown Lanes' deep commitment to inclusive programming. In her honor, Jackie has made adaptive bowling a core part of the center's mission and community outreach.
Crown Lanes has become a gravitational center for niche groups looking for a place to gather and feel valued. On any given week, you might see a local car club hosting a themed outing, veterans from the nearby VFW lacing up for league night, or first responders cashing in on the center's ongoing offer of three free games daily. Military and special needs guests also enjoy discounted rates—part of Jackie's mission is to make bowling accessible and meaningful for every community member.
"We regularly include these niche groups in our marketing mix," Jackie said. "They're appreciative of the offers, and in turn, they are some of our most respectful, loyal guests. They want to see the bowling center succeed just as much as we do." And that is the magic of niche marketing—it turns strangers into supporters and customers into family.
These are not one-off acts of goodwill. They are part of a broader strategy: niche marketing, which focuses on specific groups in the community, serves their unique needs, and builds lasting loyalty.
WHY NICHE MARKETING WORKS
While many centers rely on broad advertising or social media buzz, niche marketing takes a more personal approach. It targets smaller, defined groups—those who often feel overlooked—and offers them a reason to choose your center over anywhere else.
Loyalty is the superpower of niche marketing. Once someone feels genuinely seen and valued, they are more likely to return—and bring others. That is why
Jackie Falzgraf with husband KC, son Jake, and daughter Shanna—the inspiration behind her center’s adaptive bowling focus
Jackie and her team see steady traffic from the same groups year-round. "We regularly include these niche groups into our marketing mix," Jackie says. "They're appreciative, respectful, and incredibly supportive of our center and family."
WHO IS IN YOUR BACKYARD?
From lifelong do-gooders to hobbyists with heart, your next niche group might be hiding in plain sight. Here is a sampling of the groups that could turn your slow days into sold-out nights:
1. Service Powerhouses: Lions Club, Rotary, Kiwanis, and Round Table clubs always seek ways to connect and give back. Why not through a few frames and fries?
2. Everyday Heroes: Firefighters, police officers, nurses, EMTs, and veterans—these folks deserve more than a pat on the back. Offer them a few lanes and a standing invite.
3. Abilities, Not Limits: Connect with organizations serving the blind, deaf, wheelchair users, and neurodivergent communities. Bowling is one of the most accessible sports. Let them know your center is a safe, welcoming space.
4. Golden Gamers: Senior centers and retiree clubs always seek weekday fun. Offer a coffee league and watch the strikes roll in.
5. Civic Circles: Masons, Elks, and Knights of Columbus chapters still have strong community ties and love a reason to gather.
6. Cultural & Heritage Groups: Whether it is a local Latino heritage club or a Ukrainian cultural center, these groups often seek unique outings for their members.
7. Passion Projects: Think camera clubs, wine societies, chess leagues, book groups, and even cosplay fans. If they meet, they can bowl.
Pro tip: If they gather regularly, they are already halfway to becoming a league. All they need is a nudge and a few pins to knock over.
TOP NICHE MARKETING TIPS
Niche marketing starts by looking close to home; begin with your community. A quick online search can reveal local fraternal, veteran, disability, or hobbyist groups, and your employees and customers may have valuable connections, too. When you reach out, focus on building a relationship, not just making a pitch. Talk to group leaders, learn what matters to them, and customize the experience accordingly. A generic discount is insufficient, so tailor your
events or offers to meet their needs. Make sure your staff is prepared as well. A little training goes a long way in making every guest feel welcome, especially regarding accessibility. And finally, do not keep it a secret. Create a simple flyer or handout your guests can share and highlight your niche programs on your website and social media. A thoughtful approach and a personal touch can turn one small group into a steady stream of loyal customers.
Do not underestimate the power of your team. Your next excellent community connection might come from one of your employees. Consider offering a small incentive, like a dinner-fortwo at a local steakhouse, as a thank-you for anyone who helps bring a new group through your doors. While you are at it, make space on your website to highlight community partnerships and special group events. Show the world you are open to collaboration. And above all, keep it simple. You do not need a massive campaign to make an impact; sometimes, the smallest, most thoughtful gestures create the biggest ripples.
Niche marketing is not just a trend—it is a timeless way to fill lanes, build community, and offer something meaningful. Like Jackie and Crown Lanes, when you find the right group to welcome in, the payoff is far more than just financial.
It is personal.
It is powerful.
And it is absolutely worth it.•
The American Blind Bowlers Association (ABBA) has supported blind and visually impaired bowlers since 1951, creating inclusive opportunities for competition and community. With leagues organized across the country—from California to New York and everywhere in between—ABBA helps local associations host regular bowling seasons and tournaments.
Paul Lane has an extensive background in marketing since 1960, especially in the international arena, in a career that spans more than 50 countries. This includes a 30-year tenure with AMF Bowling Inc. (1960-1990). Since 1990 he has worked as an independent contractor assisting more than a dozen major domestic and international companies in the bowling industry in a variety of marketing assignments.
& FUELING HOPE SALUTING HEROES
By Mark Miller
Bowling’s Inspiring Stories of Helping Those Who Served
Supporting veterans does not require a grand stage or deep pockets. Across the country, members of the bowling community are proving that small, consistent acts of generosity can become remarkable. From youth bowlers with big hearts to centers in small towns making a big splash, Bowlers to Veterans Link (BVL) has become a powerful outlet for support.
BVL's work is far-reaching: over $57 million has been raised since 1942 for programs in recreational therapy, music, sports, arts, adaptive equipment, virtual reality, and, of course, bowling. And now, getting involved is easier than ever. If hosting an event feels out of reach, BVL's new Strikes for Valor program offers a simple, ongoing way to help.
But first, let's meet some of the everyday heroes already making a difference.
THE TEEN WHO BOWLS FOR A CAUSE
At just 13, Alexander Eby of Van Wert, OH, is already a passionate fundraiser for BVL. Inspired by BVL USBC consultant Libbi Fletcher, Eby has made it his mission to raise money every December. For one week in the past three Decembers, he has talked with every league at his home centers." I go lane to lane talking to people at their tables," said Eby, who raised $1,400 with his effort.
Eby annually competes in a Veterans' Day tournament. He asks people to pledge a certain amount for each pin he knocks down in four games, or donors can pledge flat amounts. In 2023, he set a goal of $3,000 and hit it before the tournament began.
SIGNIFICANT RETURNS FROM A SMALL TOWN
In Lodi, OH, a village of fewer than 3,000 people, Strike & Spare Lanes raised more than $11,000 in 2024 for BVL. Owner Barbi Kirschner started small in 2017 with a $300 ball raffle and now runs themed leagues and tournaments. "We've done Victory for Vets Leagues. We do two eight-week sessions and two tournaments, one around Veterans' Day and one in May near Armed Forces Day or Memorial Day."
"I'm game for anything when it comes to raising money for BVL," said Kirschner, whose father opened the center 48 years ago. "I come up with a hair-brained idea, and my customers come up with the money," said Kirschner. "The fact we raise the kind of money we do for such a small community is a big deal," she said.
DALLAS-AREA LEAGUES KEEP THE TRADITION GOING
The North Texas USBC Association runs a Veterans Day in-league fundraiser open to all 150 leagues across 26 centers. Any league that
BVL Board members honor our nation’s heroes during the Veterans Day Ceremony at Arlington National Cemetery.
wants to participate can do so for a minimum of $1 per bowler. With 26 centers and 150 leagues involved, over $60,000 was raised in its inaugural year in 2022-2023. It continued with $42,000 in the second year. And $34,000 has been donated so far this year and is growing. Executive director Terry Taylor credits its success to simplicity and support from Storm, which donates bowling balls for raffles.
SAN ANTONIO YOUTH TOUR WITH HEART
"There's a lot of great people doing many great things for BVL," said BVL executive director Jessica Abel. One of them is Jodi Mann, founder of the San Antonio Youth Bowlers Tour. Inspired by Mike Bonzek's longrunning Georgia Youth Bowlers Tour, Mann launched the tour to help young bowlers like her son find more opportunities to qualify for the U12 division of the USBC Junior Gold Championships.
In its first two seasons, the tour hosted nine monthly events yearly, growing to as many as 93 bowlers. With strong military ties and support from all four branches, San Antonio has long backed BVL through adult programs like Pass the Bucket fundraisers, raising $5,000–$7,000 annually.
Now entering its third season, the tour is partnering with BVL to offer monthly scholarship entries to eight children of active-duty and retired military personnel. "It helps grow sport bowling and supports our military families, many of whom already bowl with us," said Mann.
Two special events are also in the works: an October tournament supporting Strike Out Breast Cancer, featuring PBA stars and BVL ambassadors Packy Hanrahan and Chris Via, and a November 9-pin no-tap BVL fundraiser alongside a regular Youth Bowlers Tour stop. Additionally, $1 from every tournament registration this season will go directly to BVL, generating another $900 to $1,000. "I love that every dollar we raise for BVL stays here in the San Antonio military community.”
"I think it's important that the kids know what BVL is and why it matters," Mann said. "Older bowlers are familiar with it, but younger players may not realize how BVL supports the military through something they already love - bowling.
ONE HOUSE, TWO LANES, AND OVER $100K
Bill Moore of Clifton, VA, transformed his passion for bowling into a remarkable charitable effort from his own home. In the basement of his 20,000-square-foot residence, Moore built two full-sized Brunswick lanes as a tribute to his 91-year-old father, Bud Moore, a USBC hall of famer from Niagara Falls, NY.
Though Moore had not bowled in nearly four decades and had no connections in the industry, that changed quickly; shortly after completing his in-home lanes, Brunswick reached out with an idea to host a grand opening party. They even sent legendary BVL ambassador and PBA hall of famer Johnny Petraglia to attend. The result? A fun-filled celebration that raised $10,000 for BVL.
Since then, Moore has turned his private lanes into an annual fundraising powerhouse. His home events now attract PBA stars, close friends, and business clients—all united for a good cause. His November 2023 party raised $48,000, bringing his five-year total to over $100,000. "We always have a blast," Moore said. "And it's all for a great cause."
A SUPPLIER STEPS UP
Ken and Cathy Keegan, longtime owners of K&K Bowling Services and Logo Infusion, wanted to give back to the sport they have supported for decades but were unsure where to start. That changed when they connected with Chuck Gardner and his Bowl for Life Foundation. Through K&K, they began by donating monthly.
Their involvement deepened after meeting former BVL executive director Mary Harrar and current director Jessica Abel at last year's Bowl Expo convention. That conversation sparked an idea to design and sell BVL-branded apparel, with a portion of proceeds donated directly to BVL. The initiative began with clothing and may soon expand to items like drinkware.
GREYHOUNDS ON A MISSION
After reviving a quirky fundraising program last season that brought in over $41,000 for BVL, the Bowling Proprietors Association of the Carolinas and Georgia topped that in 2024–25, raising more than $54,000, according to executive director Renee Dennis.
The program centers around six hand-made wooden greyhound dogs mounted on sticks, each with a playful, military-themed name like Chief, G.I. Barbie, and Uncle Sam the Dog. The dogs are dressed in costumes, given backstories, and prominently displayed in participating centers.
"It's an ongoing fundraiser with multiple facets," Dennis said. The campaign's creativity and success inspired other centers to join. Dan Simril of Foxfire Lanes in Kannapolis, NC, and one of his bowlers even crafted 50 "puppy" versions, which sold for $100 each.
In addition to individual centers promoting the dogs, a special race was held at the association's annual convention in February. Dignitaries were "arrested" and thrown in jail, with bail set at $1,000 each. All 10 people raised the money for the cause.
SUPPORT MADE SIMPLE – STRIKES FOR VALOR
Not everyone has the time to plan a fundraiser or the means to make a large donation, which is why BVL created Strikes for Valor: Perfect Game, Perfect Vision—a program built for the everyday donor. With a small, recurring monthly gift, supporters can make a meaningful difference in the lives of veterans.
"We had another record-breaking year last year, and the bowling community is doing great things for us," said Abel. "But as more people lean into subscription-based giving, it makes sense to encourage monthly donations.”
The program makes joining the cause as easy as signing up for your favorite streaming service. Donors can select from three giving levels:
1. Red ($50+ per month)
2. White ($25–$50 per month)
3. Blue (under $25 per month)
BVL hopes every center will recruit at least 12 monthly donors, and associations are encouraged to aim for 300. This is a powerful way to expand the base of support without replacing the incredible work already done by associations and centers nationwide.
"We certainly don't want to take away anything our associations or bowling centers are already doing," Abel explained. "Of the $1.6 million we raised last year, about $1 million comes from USBC associations. We do not want to get away from that, but we know some people want to get involved but may be extremely busy. This program is ideal for people who want to do something but do not have the time or capacity to organize an event," said Abel. It is as simple as clicking the donate tab on bvl.org.
SMALL EFFORTS, LASTING CHANGE
Making a difference does not require big budgets—just big hearts. The bowling world continues to roll forward with compassion and creativity from kids to communities. And now, with easy options like Strikes for Valor, it is simpler than ever to support veterans in meaningful ways. Do you have a BVL fundraiser story? Let IBI know—we would love to highlight how you are making an impact.•
Mark Miller is a freelance writer, editor, and public relations specialist from Flower Mound, TX. He’s the author of "Bowling: America's Greatest Indoor Pastime," available at Amazon.com or directly from him at markmywordstexas@gmail.com.
Alexander with Johnny Petraglia
At home on the lanes, Bill Moore (center) welcomes industry pals to his annual BVL event.
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TECH IT SERIOUSLY
Meet Digital Expectations—Or Lose Business to Someone Who Does
By Brandon Willey
It's easy to think digital engagement is just a branding buzzword. But done right, it drives real revenue. Whether streamlining bookings, promoting time-sensitive offers, increasing spend per visit, or building brand awareness in your community, digital engagement drives repeat business. I recently sat down with Chuck DeMonte of Raydius.co to discuss digital strategies that enable center operators to influence guest behavior in real time, extend the lifecycle of a guest, and maximize revenue across multiple channels.
THE MOBILE-FIRST ADVANTAGE
Optimized for Every Screen (Especially Phones)
These days, if your site does not work beautifully on a smartphone, you are losing business—plain and simple. With most online traffic now coming from smartphones, mobile optimization is no longer a "nice to have," but a prerequisite. As DeMonte puts it, "First impressions are everything. When someone lands on your website, you must make navigating easy for them." He continues, "Your website should be responsive, fast-loading, and intuitive, with simplified navigation and bold calls-to-action that make it easy for guests to book a lane, reserve a party room, or browse your menu.
He adds, "A well-designed mobile checkout flow also allows guests to pre-order food, reload arcade cards, or purchase branded merchandise, all from the palm of their hand." This convenience enhances the guest experience and reduces friction in the buying process, directly impacting conversion rates and average transaction values.
A Seamless Digital Journey
Not everyone will download your app, but just about everyone will visit your website. That is why having a mobile-optimized site and a branded app is smart business. Each touchpoint should feel connected and easy to use. The more intuitive and professional your tech is, the more likely people will make reservations or buy something on the spot. "Both the app and website should collect valuable customer data—contact details, purchase history, preferences—that feed into your centralized guest profile database," DeMonte says.
Engagement On-the-Go
"Having relevant, timely, and convenient conversations with your guests is a marketing superpower, and push notifications are a powerful tool for real-time engagement," DeMonte mentions. He continues, "Use these notifications to alert guests about flash sales, birthday promotions, or new attractions. Timed correctly, these nudges can drive impulse visits or increase party bookings around key seasonal windows."
DeMonte encourages using mobile-only rewards, like special discounts or loyalty perks, to keep customers checking your app. This ultimately builds a stronger relationship with your guests and results in a more consistent revenue flow. DeMonte exclaims, "It's strategies like these that can take your bowling center from mediocre to uber-successful!"
Competitive Strategies
TURNING SOCIAL MEDIA INTO REVENUE
Awareness to Conversion
Social media is not just about likes and shares—it is a direct path to conversion.
DeMonte explains, "The top of the marketing funnel for any business is awareness, and the easiest way to get that is social media content marketing on platforms like Facebook, Instagram, and TikTok." These platforms are ideal for showcasing your center's energy and excitement, primarily when posts feature real guests having real fun. This content builds FOMO (fear of missing out) and can nudge people into booking, especially when paired with easy booking links or swipe-up offers.
eMonte cautions, "If you're a beginner, you should use paid social media minimally to increase your brand's reach." With proper segmentation, however, you can deliver personalized ads based on past behavior, reminding a previous guest to rebook or offering a special incentive for first-time visitors. He continues, "If you have the budget to hire a professional or have the knowledge yourself, paid social advertising can be an awareness-toconversion game changer."
MEASURE WHAT MATTERS o not just post—track. Use data to understand what is working. Key metrics
App downloads
Bounce and conversion rates
Tip: Demonte adds, "If you eventually venture into paid social media advertising and you have been posting organic, engaging content, it will make the paid ads much more effective."
Influencer and User-Generated Content Your guests are already taking photos, so you need to encourage them to tag you. Use in-center signage and sweeten the deal with a simple giveaway (e.g., "Tag us to win a party for 10!"). DeMonte adds, "Make sure to place signage throughout your center promoting the social sharing and tagging of your brand.
Collaborating with local influencers, especially familyoriented creators and community figures, adds credibility and introduces your venue to new audiences. Demonte clarifies, "These partnerships are often more affordable than traditional advertising and deliver high engagement with niche, local followers." This organic content acts as social proof and extends your reach exponentially.
Power Up with Paid Ads
Innovative advertising strategies allow you to fill slow days, promote seasonal events, and drive specific bookings—like birthday parties or corporate events. DeMonte remarks, "The cost to reach people through social media ads is a fraction of that of legacy media and advertising. This is one of the biggest reasons it has been the dominant form of advertising for the last ten years." Geotargeted ads can reach users within a defined radius, while retargeting strategies can reengage website visitors or app users who did not complete their booking.
Customer Lifetime Value (CLV)
Social media engagement
Return on Ad Spend (ROAS)
Measuring your Return on Ad Spend (ROAS) should be monitored closely. DeMonte suggests that your ROAS should be three times your spend. For example, if you spend $1,000 on ads, then that should return $3,000 in attributable revenue.
START SIMPLE, BUILD SMART
Ultimately, the most successful operators will be those who stop viewing digital as an accessory and start using it as a primary driver of guest acquisition, retention, and revenue. DeMonte emphasizes, "The more digitally integrated you are, from being active on social media to having the proper tech stack for measuring conversions, the higher the probability of success, period."
If you are overwhelmed, start small:
Make your mobile site unforgettable.
Encourage social engagement.
Test a few paid ads.
ost importantly, do not ignore digital because it is not your thing. Someone on your team should own it. The more connected your tech is, the more connected your guests feel, and that means more bookings, more birthdays, and more revenue. •
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.
UNDERGROUND BOWLING ASSOCIATION
“The UBA has helped us have a drastic increase in competitive bowling with an age group we have unsuccessfully attempted to target over the past 10 years.”
Tab and Tracy Golding, Northside Lanes, Winston Salem, NC
“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 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
“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.”
Jared McPherson, General Manager, Bowl America Shirley 727
“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
EDGE String
The Official String Machine of the PBA
Check out highlights from the recent 2025 PBA All-Star Weekend where One-Handers vs. Two-Handers battled it out followed by a Strike Derby, both powered by the EDGE String pinspotter.
Watch the String of Strikes Highlights with EJ Tackett 2025 PBA Strike Derby Champion
VISIT US AT BOWL EXPO BOOTH #1745 to experience the power and precision of EDGE String.
Apparel
EXPERT HOSIERY
Customer Service
PREFERRED VENDOR LIST
www.funtimefootwear.com
919.799.7707 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
www.laymonhugheshosiery.com
256.845.1034 laymonhughes@bellsouth.net
We supply socks to all types of family entertainment centers. Custom logos are available, and there is no minimum required.
Architecture Design
Sales Department
847.439.9400
BETSON ENTERPRISES
Sales Department
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.
www.betson.com/bowling
800.524.2343 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. AVS COMPANIES
PLAYER ONE AMUSEMENT GROUP www.p1-ag.com
Sales Department
416.251.2122 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.
Howard Ellman
248.644.7275
www.dynamicdesignsinc.net
Info@dynamicdesignsinc.net
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.
Arcade Distributor
Automatic Scoring
NEW CENTER CONSULTING
www.newcenterconsulting.com
Glenn Hartshorn 248.375.2751 ghartsho@yahoo.com
Touch Score – A truly revolutionary scoring upgrade for legacy systems.
STELTRONIC SCORING
Sales Department
www.steltronicscoring.com
800.942.5939 Info@steltronicscoring.com
The world’s leading independent automatic scoring manufacturer since 1980.
The leader in the bowling industry for over 130 years, Brunswick Bowling provides products, services, and industry expertise for new and existing bowling centers.
www.brunswickbowling.com
Info@brunswickbowling.com
www.qubicaamf.com
info@qubicaamf.com
Cashless Technology
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.
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. Consulting and Management
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. TRIFECTA MANAGEMENT GROUP
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.
www.trifecta-mg.com
Bruce Nussbaum 818.879.7100 Inquiries@trifecta-mg.com
Orange
an
www.orangedoormusic.com
chet@orangedoormusic.com
to
Food/Beverage
SLIGHTLY ELEVATED
Nick Zavakos
shop.knownaturals.com
843.475.5604 nick@knownaturals.com
At Slightly Elevated, we are pioneering the future of bar culture with our premium hemp-infused drinks and gummies. Call us today to elevate your bar's offerings and unlock new revenue opportunities.
SLOW & LOW
Jon Holecz
drinkslowandlow.com
203.671.1496 jholecz@cooperspirits.com
Slow & Low is an award-winning lineup of ready-to-serve Old-Fashioneds, crafted for speed, consistency, and serious bar-quality. 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.
Bob Langley
Helping You Is What We Do Best!
864.527.1145
www.bowlingcenterinsurance.com
robert.langley@bbrown.com
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!
www.ttminsurance.com
W. Tyler Compton
866.233.0266 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!
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
Digital marketing for bowling: BowlRx websites, Facebook for bowling, and more.
THE KAPLOE GROUP
Fred Kaplowitz
516.359.4874
www.eBowl.biz
Carey@eBowl.biz
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
Online Reservations
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.
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
www.noveltybowlingstuff.com
800.900.7695 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.
Sales Department
239.389.9583
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.
PREFERRED VENDOR LIST
Redemption Supplies
A&A
GLOBAL INDUSTRIES
Sales Department
www.aaglobal.com
800.638.6000 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!
STRIKES FOR VALOR UNITES THE BOWLING COMMUNITY TO GIVE BACK TO THOSE WHO SERVED.
By making a monthly recurring donation, you help provide vital support to veterans in need. Stand with us - roll for a cause and make a lasting impact today!
STRIKES FOR VALOR DONOR TIERS
RED TIER (OVER $50/MONTH)
WHITE TIER ($25-$50/MONTH)
BLUE TIER (UNDER $25/MONTH)
BVL
Conqueror plus Square Restaurants POS Center-wide POS technology for bowling entertainment centers
QubicaAMF and Square have introduced the next evolution in their partnership with the integration of Conqueror plus Square Restaurants POS. These combined technologies allow centers to work within one unified ecosystem for all operations— bowling, reservations, food and beverage, order management, kitchen operations, transactions, receipts, reports and more!
With the Square Restaurants POS, payment processing, table management, and inventory management are just the beginning. It gives you the power to connect the front and back of house and your back office while freeing you up to focus on the customer experience, delivering exceptional business and operational advantages for bowling and entertainment centers.
To learn more visit:
