2022 April Issue

April 2022 // Vol. 30

BOOSTING GUEST EXPERIENCE

SPECIAL OLYMPICS UNIFIED BOWLING Kansas Program a Huge Success

MANAGING CUSTOMER REVIEWS Be Sure You’re Doing It Right

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Contents 6

April 2022 | Vol 30.4

Publisher’s Column

A MATTER OF PERSPECTIVE

BY STEPHANIE DAVIS

10

Center Sale

GOING THE EXTRA MILE

Highlighting your center’s uniqueness pays off

BY MIKE MONROE

12

Marketing

MANAGING CUSTOMER REVIEWS

Don’t miss an opportunity with reviewers

BY CAREY TOSELLO

22

Feature Story

SPECIAL OLYMPICS UNIFIED BOWLING

30

Statewide Kansas program a huge success

BY MARK MILLER

30

Cover Story

BOOST GUEST EXPERIENCE

Keep ‘em happy and coming back

BY MIKE FERNANDEZ

38

Marketing

NETWORKING YOUR WAY TO MORE BUSINESS Grow your business organically

BY BRUCE DAVIS

42

Technology

USING QR CODES

Easy for customers, helpful to operators

BY MEGAN PREVOST

PUBLISHER & EDITOR

Stephanie Davis

1850 San Marco Rd Marco Island, FL 34145 (239) 366-2230 Fax (239) 970-0538 stephanie@bowlingindustry.com

stephanie@bowlingindustry.com

MARKETING MANAGER & SALES Natalie Davis

natalie@bowlingindustry.com

EDITORIAL

www.BowlingIndustry.com HOTLINE: 855-415-7517

fisher@bowlingindustry.com

MEMBER AND/OR SUPPORTER OF:

patty@bowlingindustry.com

Jackie Fisher Patty Heath

OFFICE MANAGER Roxanne Damask

roxanne@bowlingindustry.com

4 IBI April 2022

CONTRIBUTORS Bruce Davis Stephanie Davis Jacquline Delporte Mike Fernandez Bridgette Hanisch Patty Heath Mark Miller Mike Monroe Megan Prevost Carey Tosello

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Editorial

A MATTER OF PERSPECTIVE

S

make a significant impact on guests’ experience. Hear from top industry suppliers like Redemption Plus, Kegel, Semnox, BMI, AlleyTrak, and more.

Mark Miller shares how the state of Kansas came together to offer a special program for a very special group of people. Cynthia Thomas, proprietor of Mission Bowl Olathe, said it best when interviewed for IBI’s feature article. She said, “If we get a 7-10 split, we’re depressed. If the Unified bowlers get a 7-10 split, they’re excited they knocked down some pins.

To see them excited at things we take for granted was very eye-opening.”

This month I had the pleasure of interviewing Richard Edwards, North American sales manager for Steltronic.

I thoroughly enjoyed getting to know Richard and learning more about what makes Steltronic unique in the marketplace. Richard’s passion for the industry was evident as he shared how Steltronic quickly develops new benefits for proprietors based on feedback. Fast turnaround time allows this progressive company to make changes on the fly, benefitting operators without delay.

ome of you will automatically understand the importance of our feature story highlighting the Special Olympics’ Unified Bowling program in Kansas. Maybe you have someone in your life who has special needs, or as my family refers to it, ‘extra needs.’ Maybe your life has been enriched and sometimes challenged by raising a child with something extra. If so, you’ll get the significance of the story, even if it wasn’t about bowling.

I hope you take a minute to read this story. I sincerely hope it makes you stop and consider what you might do to reach out to your community, where you have an opportunity to promote a meaningful way for folks of all types to come together laughing, smiling, and competing in the sport we all love.

The hot and trendy topic in the world of entertainment, recreation, and social spending is the guest experience. Consumers of all kinds and spending capabilities expect a lot for their time and money investment while out having a good time.

Wow experiences are expected on the regular, and today’s consumers are happy to share their experience, good or bad, for the world to see.

Two not-to-miss articles this month focus on these very topics. The first, Mike Fernandez’s entertaining article, “Boost Guest Experience for All Types of Customers,” spotlights a variety of big and small things that can

6 IBI April 2022

Carey Tosello’s article on consumer reviews and the importance of responding to all reviews is a must-read!

A startling — perhaps scary — statistic he shares is that 93% of consumers read online reviews before visiting a business. Be sure you’re doing it right!

No matter what your relationship to the bowling industry is, we’re all a part of this dynamic business where there is an opportunity to entertain and put smiles on people’s faces. I hope our feature article on Unified bowling inspires you to reach out to make a difference in your community. I love to hear from our readers; if you’re doing something unique or special, please call or email me and let’s talk.

•

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

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Online Only

www.bowlingindustry.com READ THESE TOP STORIES EXCLUSIVELY ONLINE 5 Steps to Take Before Building or Modernizing

Ghost Kitchens – A Hot New Revenue Stream

BY BRUNSWICK

BY MIKE FERNANDEZ

Thinking about putting an addition on your bowling center or building a new one? Proper planning is critical to achieve the highest possible return on your investment. Read what our friends at Brunswick have to say before breaking ground.

Maximize kitchen space and create a secondary source of income for your center. IBI writer Mike Fernandez offers his review from a guest experience, along with feedback from operators who are using this profitable concept.

Empowering Staff To Advocate For Your Business

BY KATELYN SHAIMAN TRUSTWORKZ

Your employees are the public face of your business.

Often, they’re the first association that customers have with your center. Learn how to unleash their power for the betterment of your business.

Benefits of Adding Vending to Your Business

BY BETSON ENTERPRISES Adding arcade games to a bowling center or FEC has been a profitable trend for several years. Flying under the radar is vending; check out how this profit source can boost revenue and improve customer experience without a huge investment.

8 IBI April 2022

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Center Sale

Highlighting a Center’s Unique Contribution

By Mike Monroe

An Executive Summary is key for potential buyers THE BASICS

Several different types of documents are required when selling your bowling center. At a bare minimum, prospective buyers will want your last three years of financial information, a detailed equipment list including make and model, background on your payroll runs, building specs, and more.

This information is needed to tell the story of how your center performs as a business and what investments may be needed mechanically, equipment-wise, and for visual modernization. Buyers will always have something they feel needs to be changed or updated, and the information that you provide will usually verify their thoughts.

GO THE EXTRA MILE

Going beyond the very basics can help you maximize your sale in terms of price and timeline.

One document, called the Executive Summary, provides you with an opportunity to share more about your operation to entice prospective buyers. I strongly believe this is worth the time and effort you’ll put in.

The Executive Summary can be as simple as a few paragraphs regarding history, what types of programs or initiatives are in place and how they’re producing, upcoming maintenance schedule, key staff members, etc. Any other areas you think would pull in interest from someone looking at your place should be added.

People like to learn about the history of a center, how it was started, and what families have been part of the growth over the years. Anything you can share regarding how the business expanded and additions to various revenue streams is especially good to highlight. It’s good to feature current key staff members who will be inherited and their importance to the success of the business. Showing a list of

10 IBI April 2022

improvements that have been made to the center over the last five years is an added bonus.

Don’t forget to include how crucial your business is to the community. Think about activities the center has been involved in to support the community, from special events to fundraisers.

The fact is, selling your center is not just about the numbers. Show buyers they will be a part of something special and that opportunities to grow the business are endless. If you’re considering selling or would like more information on the Executive Summary, contact me at mike@firstframebowling.com

•

With 40 years of experience in the bowling industry, Mike Monroe is currently the managing associate for The Hansell Group and owner of First Frame Bowling Management.

It’s more than Insurance...

Because you're family.

Cameron Linder CEO, Western Bowling Proprietors Insurance (WBPI) Rednil Insurance Brokers, Inc. cameron.linder@rednilbrokers.com

800.200.9998

www.wbpiprogram.com

Marketing

Managing Reviews

IS CRITICAL

By Carey Tosello

93% Of Consumers Read Online Reviews Before Visiting A Business

W

hat people say about your business matters, and they are talking on review sites about you every day! There are dozens of review sites that have reviews about you, so it can be a challenge to keep up with what your customers are saying about your business. Making an effort to monitor your online reputation will let you know right away if your reviews are drawing customers through your doors or keeping them away.

DID YOU KNOW:

Staying up to date on these reviews can be tedious unless you put a system in place.

• 93% of consumers read online reviews before visiting a business

There are several services that can assist you in this process, with some that specialize in bowling reviews. Reading your customer’s impressions of your business can be eye-opening, reassuring, and sometimes frustrating.

• 84% believe that reviews older than 90 days are irrelevant

The key is to respond to every review. Even a simple ‘Thank you for that great review!’ is important, whereas a bad review can be handled best by expressing your concern for their experience and asking them to contact you directly. That tells everyone that you care and gives the customer an opportunity to vent privately to you, away from the review site. Our experience is that very few dissatisfied customers will actually contact you, and the ones that do may have a legitimate complaint that you will want to address.

• 47% of consumers will not use a business with less than a 4-star rating

What does all this mean for your business? You must monitor your reviews, keep gaining new ones, and respond to EVERY review if you want to draw new customers to your facility.

12 IBI April 2022

• 97% of review readers will read the businesses’ response to reviews

Marketing The easiest way to keep up to date on all your reviews across all review sites is to use a reputation management service. Things to look for when choosing a service are: • an app that gathers all your reviews in one place • ability to respond to the reviews right from your mobile device • email campaigns that solicit reviews from your database • website widgets that will auto feed only your 5-star reviews onto your website A Reputation Management service can send regular email campaigns asking for new reviews, target your website visitors (using a pixel) with Facebook and Instagram ads to encourage repeat visits, place review requests into your social media feeds, and deliver all of your reviews into an app on your mobile device.

While there are several top review platforms – like Google, Facebook, Yelp, and Trip Advisor- the one you want to focus on is Google. Generally regarded as the most reliable review

platform and widely used by other sources, Google should be where you direct people to leave a review. One of the best ways to get more reviews is to simply ask for them.

Ask for them in your email campaigns, text blasts, social media feeds, party thank you letters, and on your website.

Each request should have a direct link to your Google My Business (GMB) review page, so your customer doesn’t have to search for a place to leave you that 5-star review!

Whether you choose to try to keep up with your online reputation on your own, or use a service, remember to respond to ALL your reviews, as it tells everyone that you care about your customer’s experience. When it comes to online reviews, perception is reality!

•

Carey Tosello is a former managing partner of two high volume bowling centers, and the founder of eBowl.biz, a leading provider of digital marketing services to the bowling industry. He can be reached at 541-549-0999 or go to eBowl.biz.

Your Reputation Is Your #1 Asset

1. Review Management – Easily monitor and respond to all reviews 2. Positive Review Distribution – Amplify and distribute positive reviews 3. Get New Reviews - Get more positive reviews on top review sites Reputation Management – powered by eBowl.biz Visit: BowlingReputationManagement.com IBI April 2022 13

Inside Line

By Stephanie Davis

Meet Richard Edward Each month, IBI’s “Inside Line” highlights a team member from one of our loyal advertisers.

It’s always fun to learn a little something new about people in the industry who make things happen at their company and for the industry. This month we talked with Steltronic team member Richard Edward.

IBI: Great to meet you, Richard. How long have you been in the bowling industry and at Steltronic?

Richard: I went to a bowling alley for the first time before I could walk. I started bowling when I was five years old and have been bowling ever since. I bowled in a few PBA events and on the Wild Turkey Tour in the Southeast Region. At one point, I was bowling every night of the week. I’ve been an electronic technician all my adult life, so I was able to bring that experience into the bowling industry when I joined Steltronic five years ago. It’s been very rewarding to be around bowling as my profession.

IBI: What is your position at Steltronic?

Richard: Currently, my title is North America Sales Manager.

Like most of us in the company, I wear many hats in the day-today operations. Since I started here as a basic technician, I was hired to troubleshoot and fix the various electronic and computer devices we use. I have a lot of experience in what it takes to distribute the final product.

14 IBI April 2022

Richard and Sheila are all smiles at Dawn’s graduation

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Inside Line IBI: What new trends do you see emerging in 2022?

Richard: I think the most obvious trends are related to the pandemic. Mobile ordering, online reservations, social distancing, and other changes have affected the industry. Cashless transactions are becoming a necessity.

Here at Steltronic, we are developing a self-order kiosk for ordering food and beverages. We are also developing mobile tablets that will allow a center to have an employee take orders from anywhere in the center.

IBI: What is unique about Steltronic?

Richard: Steltronic is a customer service-driven software solution. What I mean by that is we listen to our customers and develop new benefits based on what the proprietors tell us they need. The turnaround time on most additions or improvements to our software is quick and efficient. This allows us to make changes almost on the fly. It is our customers and our willingness to serve that have made Steltronic one of the leading software solutions in our industry.

Richard and the Steltronic team at Bowl Expo 2021

IBI: What does Steltronic have planned new in 2022?

Richard: We are working on a lot of different projects.

Some of them include contactless ordering, new credit card interfacing, and new POS integration with POSiTouch. We have many new things in the works. I can’t give away the biggest surprise- you’ll have to come to Bowl Expo 2022 and see us to find out the BIG one.

IBI: What are the favorite parts of your job?

Richard: I wear many hats, which has me going in a lot of different directions. I’m lucky to have so many aspects of my job that I love. Creating new products, improving existing ones, repairing equipment that is broken, meeting new people from all over the world, and, of course, working with the best team out there are just a few.

IBI: What one habit or technique helps keep you organized and on-task?

Richard: Checklists! My boss, Jim Osdale, has passed this technique on to me. As simple as it may sound, it is critical when you deal with so many different types of tasks. A list will help ensure you don’t forget something or miss a step.

16 IBI April 2022

Reeling them in

IBI: When you’re not working, how do you like to spend your time?

Richard: Mostly, I like to travel. I enjoy seeing new places and discovering new things; learning about parts of our country that I’ve never been to is very satisfying.

IBI: What would our readers be surprised to learn about you?

Richard: That is a good question. I joined the Marine Corps when I was 17 years old. I spent eight years in the Marine Corps and was sent to Colombia in South America to help fight the drug war. At the time, it was not a well-known challenge, but now most people know about the drug war through the hit TV show “Narcos.”

•

© 2021 BBBI 210319

Booze and Bites

MAKING THE MOST OF MAY

By Michael Fernandez

O

ne day of the year stands above all else, where Mexican food reigns king and sits on a throne of tequila. Cinco de Mayo is a holiday that celebrates the Mexican army’s victory over France at the Battle of Puebla.

In typical American fashion, the United States celebrates this victory by bringing crowds to indulge in parades, tacos, quesadillas, burritos, and margarita mix. You might even win a beer mug at your local bar for wearing a sombrero.

Cinco de Mayo is big business for storefronts around the country since, despite the ongoing pandemic, 100 million Americans are expected to celebrate the holiday this year.

In 2018, Cinco De Mayo came in just behind Mother’s Day (and the day before Mother’s Day) as the third most significant day of the year for local restaurants. It also lands second for bars, right behind Saint Patrick’s Day. On average, restaurants see a 44% increase in revenue over a typical day, and bars see a rise of 65%. This increase is expected to be larger this year, as consumers are weary from the past few years and are itching to party again. You don’t have to live in SoCal to see these results, as Cinco de Mayo was the best day of the year for restaurants in six states, including South Dakota, Missouri, Nebraska, West Virginia, and Washington.

It’s vital for centers on days like this to be competitive and make sure the market is aware of your deals to increase foot traffic and maximize revenue. This is usually done with creative discounts and packages involving delicious tacos, nachos, and usually a truck-sized margarita mix load.

Some ideas include party package deals that involve any number of tacos, along with a margarita tower (beer tower filled with margaritas). Many of the ingredients needed for a solid taco recipe extend out to nachos, burritos, and quesadillas, which will help reduce lost product while expanding appeal to more consumers.

18 IBI April 2022

Cinco De Mayo

When deciding what food you’re looking to offer for this holiday, consider looking up what’s popular in the area. Most states and large cities have their twist relative to their location. Chicago is known for its birria tacos slathered in a chili mixture; Miami has lechon carnitas tacos with slaw and a squeeze of slime. If you’re offering a deal like BOGO tacos, some centers might find it easier sticking to beef or chicken and cheese, with an up-charge to sauce it up. While consumers are likely to spend more money on Cinco de Mayo, that doesn’t necessarily mean they’re looking for anything fancy; quantity can be just as important as quality in the Mexican food world!

•

Mike Fernandez is a freelance contributor on all things food and booze. Growing up in his family’s restaurant business fueled his passion for good eats and tasty drinks. By day Mike is a health insurance professional, by night he scours south Florida looking for trends and newcomers in the food and drink business.

TODAY’S TOP HITS! BIRRIA: Current leader in the taco world. Make a Mexican beef stew, add the meat, dip the tortilla in the stew broth, and pan-fry it until crispy.

CARNITAS: Slow-cooked pork with onion, garlic, jalapeno, orange juice, and a squeeze of lime BARBACOA: Slow-cooked chuck roast, beef broth, chipotle chilis, garlic, and fresh lime CHICKEN: Stovetop-cooked chicken thighs, pico de gallo, avocado, cilantro, and lime.

VEGGIE OPTION: Jackfruit sauteed; add a scoop of mango-avocado salsa.

Booze and Bites

CINCO DE DRINKO MARGARITA SPECIAL: Once again, you can go two different routes with this: either bring out the jalapenos and quality tequila for a topshelf cocktail or crack open a bag of marg mix and offer BOGO discounts with any meal.

MARGARITA TOWER: A personal favorite that saves you during the busiest times.

Margarita towers mean fewer spilled pitchers, less running around for servers, and hold enough to keep the whole party going for a more extended period of time.

CERVEZA CENTRAL Margarita discounts are fun, but cerveza can be your bread and butter any time of the year. Mexican beers tend to be lighter but even more delicious. Plus, we all know that our bodies don’t register fullness when downing beer and nachos.

Some current favorites are Modelo, Dos Equis, and the all-time classic Corona Extra. Most customers are there to party, so I’d recommend selling ice buckets of five to six beers to increase purchase power and lessen the strain on servers.

IBI April 2022 19

Feature

BE A CHAMPION!

By Mark Miller

Special Olympics’ Unified Champion Sports program comes to Kansas high school bowling

H

igh school students with intellectual challenges in Kansas can now represent their schools in the sport of bowling thanks to a partnership between the Kansas State Bowling Proprietors Association, Kansas State High School Activities Association, and Kansas State Special Olympics.

While many states already have Unified Bowling, Kansas didn’t have a competitive environment for these potential players but followed Special Olympics Nebraska’s model in creating its program. “Nebraska has been doing it for years and their program is a well-oiled machine and highly competitive, so it was easy for us to [use] their handbook and observe what we wanted to do,” said Taylor Obersteadt, Special Olympics Kansas Unified Champion Schools manager. “Really we just did everything that they did because they’ve been doing it for so long [and] so well.”

The state’s inaugural Unified high school bowling program began in September with 41 teams from 29 schools, each team having two Special Olympians and two ablebodied partners. Each school sent one team to regionals at three centers: Olathe East

20 IBI April 2022

The Special Olympics Unified Champion Schools program is aimed at promoting social inclusion through intentionally planned and implemented sports. With sports as the foundation, the threecomponent model offers a unique combination of effective activities that equip young people with tools and training to create sports, classroom, and school climates of acceptance.

These are school climates where students with disabilities feel welcome and are routinely included in, and feel a part of, all activities, opportunities, and functions.

This is accomplished by implementing inclusive sports, inclusive youth leadership opportunities, and whole-school engagement. The program is designed to be woven into the fabric of the school, enhancing current efforts, and providing rich opportunities that lead to meaningful change in creating a socially inclusive school.

Together we are creating a Unified Generation that CHOOSES TO INCLUDE.

Taylor Obersteadt, Special Olympics Kansas

www.specialolympics.org

Feature

The Kansas Unified bowlers get ready to compete

“I think we as proprietors sometimes miss this boat. We’re so concerned with what we call regular leagues and youth leagues. But at some point, these children don’t fit into either one. They outgrow the typical youth leagues and don’t fit in with the traditional men’s league or mixed league either. This is a good way for us as proprietors to find a home for these children, even as adults.”

A potential strike for a Unified bowler

– Cynthia Thomas Lanes in Olathe; Park Lanes in Shawnee; and West Acres in Wichita. The top five teams at each regional advanced to Mission Bowl Olathe for the state finals in November.

“It was an honor to host the event,” said Mission Bowl Olathe proprietor and KSBPA Secretary Cynthia Thomas.

“If we get a 7-10 split we’re depressed. If the Unified bowlers get a 7-10 split they’re excited they knocked down some pins. To see them excited at things we take for granted was very eye-opening. Everyone came together.

It was a community for the kids. It was the most amazing thing I’ve ever witnessed.”

“I think we as proprietors sometimes miss this boat,” Thomas said. “We’re so concerned with what we call regular leagues and youth leagues. But at some point, these children don’t fit into either one. They outgrow the typical youth leagues and don’t fit in with the traditional men’s league or mixed league either. This is a good way for us as proprietors to find a home for these children, even as adults.”

Bowling has been part of the Special Olympics organization since 1975 and has long ranked second behind only track and field in popularity. Thomas continued, “As a proprietor, I am missing a huge demographic that we don’t tap 22 IBI April 2022

Kansas Unified Bowling teammates proudly gather around their trophy

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Feature

Leveling the playing field for all participants sparks inclusion and fun for all Unified Bowling team members.

Bowling is the first statewide KSHSAA-sanctioned sport. into. Why aren’t we doing this? I’m looking to reach that demographic that we’ve missed.”

Annie Diederich, the KSHAA bowling liaison, said while individual schools had conducted Unified programs, bowling is the first statewide KSHSAA-sanctioned sport.

“Bowling was a sport we deemed the easiest for schools to get their feet wet, working with proprietors who already were hosting interscholastic bowling. It was a way for us to get going,” Diederich said. “We are very pleased. The way we are set up, a minimum of 24 teams were needed to have a state championship and we did that in our first year.”

Diederich continues, “I have been doing presentations with our special education directors across the state who are keen on getting this going and working with the athletic directors. We hope one day to have multiple state championships and continue to grow.” After a successful first year, the goal in 2022 is to expand the program to at least 50 schools.

“Bowling is one of our most popular sports because it’s so accessible,” Obersteadt said. “People of varying abilities are able to participate – just another reason why it’s so popular with Special Olympics Kansas [and] for all of Special Olympics. It’s such a good fit to take it to Unified and continue sharing a lifelong sport.”

“This is the first time we’ve been in the schools here.

Most of the Special Olympics has been traditional with those with intellectual disabilities competing together. We were happy with the initial Unified numbers, but now that people have seen how successful it is, I think we’re going to see a huge jump in growth,” Obersteadt said.

24 IBI April 2022

Praying for a strike!

A big goal for Special Olympics Kansas is not only to grow the Unified Sports program, but to expand it into social/emotional programs and develop inclusive leadership at the high school level. Unified Sports is built on the concept of connecting people with and without intellectual disabilities on the sports field. The ultimate goal, however, is to provide a positive, highquality, inclusive sporting experience that translates from the sports field into community life. And, while Unified Sports might be a new concept to the U.S., this is a worldwide phenomenon, with over 1.4 million participants. With every participant, every team, every school, stereotypes of people with disabilities are shattered, and meaningful bonds are forged. And that is what life is all about.

To learn more about Unified Sports, visit SpecialOlympics. com/our-work/unified-schools

•

Mark Miller is a freelance writer, editor, and public relations specialist from Flower Mound, TX. He’s the author of Bowling: American’s Greatest Indoor Pastime available at Amazon.com or directly from him at markmywordstexas@gmail.com.

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Shorts

EXPANSIONS, OPENINGS AND NEW BEGINNINGS BACK IN BUSINESS

A shiny new concourse and lanes ready for customers at Petro Bowl.

It took more than a year of rebuilding and roughly $5 million to get Petro Bowl in Lake Charles, LA, reopened after Hurricane Laura left it nearly destroyed in Aug. 2020. The difficulties with the supply chain didn’t help. However, Petro Bowl is up and running and busy. Debbie Stroderd, the general manager for the last four years, said, “We’ve been super busy. We even have a waiting list during the daytime. I guess you could say the public has been waiting to go somewhere with family and friends to have fun.”

SAN ANTONIO WELCOMES PINSTACK San Antonio’s new, family-friendly entertainment destination in Alamo City is set to open in the third quarter of 2022, after a two-year delay due to the pandemic.

Pinstack San Antonio is the fifth location for the company which also has centers in Plano, Las Colinas, Allen, and Austin. The 54,000 square-foot amusement mecca will feature 28 state-of-the-art bowling lanes with lane-side food and beverage service, a game room with hundreds of video games with virtual reality setups, a 24-foot-tall, LED-lit rock-climbing wall with six climbing lanes of varying challenge levels, a dangling 20-foot-high ropes obstacle course, laser tag, and bumper cars.

The venue is also counting on scoring more points with high-end American cuisine and a full-service bar that will offer an extensive wine list and an array of cocktails.

Expansions, Openings and New Beginnings

BOWLING ACROSS THE POND IBI’s March issue introduced “Across the Pond” sharing the explosion of activity that the UK is experiencing in the bowling industry.

Hollywood Bowl at Resorts World in Birmingham has been transformed into a huge bowling center and American diner. The new complex features 17 state-of-the-art bowling lanes, an amusement arcade, pool tables, and an American-themed bar and restaurant. There will also be two lanes for VIP partying. One of the largest chains in the UK, Hollywood Bowl has 64 operating centers.

Debenhams, a department store in Hastings, will never be quite the same. The first floor will offer an arcade, including pinball machines, as well as virtual reality and dance games. On another floor, there will be an indoor soft play area, café, children’s mini-golf area, and a three-lane bowling alley. The store had closed in 2020 and development company Moxie recently began the repurposing of the building.

26 IBI April 2022

UK’s entertainment chain, Tenpin Entertainment, has been on a roll refurbishing its centers in Nottingham, Kingston, Bristol, and now in Barbican Leisure Park in Plymouth. The Plymouth site will offer, besides bowling, laser tag, two karaoke rooms, and escape rooms. The goal is to create a great space where family and friends can have a much fuller, fun day out.

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System is CDE/BLS Compatible, offers POS options, and more.

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Kyle Troup

8 time PBA Champion

CAN ANY OF YOUR BOWLERS BEAT KYLE? Connect to Lanetalk and let them try!

Supersize your center’s attraction by activating Lanetalk for free today. Bowlers love the experience of competing against pros like Kyle Troup or other league bowlers nationwide. Lanetalk enhances customers’ fun, creating happier, more frequent bowlers with more tournaments – and you can avoid the extra job of arranging them!

Lanetalk is free for centers, fast and easy to set up. For details or to connect your center today – lanetalk.com

Cover Story

BOOST

GUEST

EXPERIENCE

By Michael Fernandez

For All Types of Customers

IBI reached out to readers and suppliers alike for their thoughts on the trendy topic of guest experience.

I

t’s been two years with restrictions and hesitations, preventing consumers from getting their full experience when out on the town.

As we return to normalcy, the sounds of clinking glasses and laughter represent the light at the end of the tunnel.

During this time, people have changed, and the industry has evolved. With the public venturing out in big numbers, and staff shortages crippling some operations, it’s important now more than ever to do what you can to ensure that the guest experience is a top priority and the reviews you’re getting online are positive ones.

Sometimes it’s the small things that make the biggest impact with guests: the way they are greeted when they come through your doors; small conveniences that make their experience more comfortable; easy ways of doing business with you; and offering them products and services aligned to their interests.

HOW GOOD IS YOUR REDEMPTION?

Redemption products are a tangible memory to a day that guests won’t soon forget. It’s a trophy to hold in their hand that says they came out victorious. The value far exceeds the cost of a stuffed bear; it reflects the Skee-ball trials against

30 IBI April 2022

your partner, and how the screen of Jurassic Park lights up your son’s face and plays the sounds of a champion as it spits out rewards.

Redemption has evolved immensely, with the focus transitioning from candy for children to bigger prizes for all ages. “There are prizes that young adults and parents alike are vying for.

Parents often end up buying their own game cards and playing what they want versus sharing cards and tickets with the kids,” said Anthony Boyer, senior program manager of Redemption Plus.

Dave Schwartz, vice president of sales at BMI Merchandise, expands on that point, “Redemption’s success is grounded in its appeal to a broad guest base. Customers who stay, play, drink, and eat drive substantial profitability. So, centers are well-served to feature merchandise older players want to win too. Not more expensive prizes, rather the right prizes, for example, portable electronics, drones, and social games.”

“When I started about nine years ago, you might go into a center and see a hodgepodge of toys on a wall. Fast forward to 2022: contemporary retail merchandising techniques make shopping easier for kids and parents,” says Kory Lafeyette, Redemption Plus product line manager.

Anthony Boyer, Redemption Plus

Dave Schwartz, BMI Merchandise

Kory Lafayette, Redemption Plus

Our Storyboards feature puts together multiple top-selling SKUs into themed packages to make maintaining inventory easier. They are updated regularly to help avoid supply chain issues and we can lay them out to fit your redemption space.

This is included in our FREE Service Program, along with:

+ Custom Web Portal for personalized service + Innovative Shopping Tools to make the process faster + AND SO MUCH MORE!

www.redemptionplus.com Use code "REDEMPTIONIBI" to save 10% on your next order

Cover Story

OPERATORS

“It’s been about 15 years since we’ve instituted our AMRs program, our custom Automated Merchandise Replenishment program,” said BMI Merchandise marketing director Lisa Lotito. “Having our full-service replenishment program helps the center’s redemption manager focus on what really matters, the guest Lisa Lotito, experience, rather than checking on stock BMI Merchandise and ordering inventory.”

Besides their appeal and functionality, redemption stores have evolved to become a focal point when guests first walk through the front door; they are an attraction in and of itself. Entire walls are filled with potential prizes, glowing with various colors, that often take guests more than just one visit to win: perfect for repeat visits!

HOW ARE YOU ENGAGING THE MORE SERIOUS BOWLER?

For many centers, league bowlers and tournaments continue to be their bread and butter. What can you do to continually engage this reliable, stable part of your customer base?

IBI looked to the experts in the field for some answers to that question. In the world of performance bowling, Kegel’s Specto looks to ramp up the playing field. Chris Chartrand, president of Kegel tells IBI that after talking to different proprietors at Bowl Expo over Chris Chartrand, the years, there seemed to be a desire President of Kegel to enhance the business in a way that helped bowlers improve their game. “Specto is a product that tracks every inch of the bowler’s shot, and relays data that shows you exactly where to improve your technique,” said Chartrand.

Specto is the first technology of its kind in the bowling industry and traces a bowler’s throw to provide detailed feedback regarding the distance, angles, and velocity of the ball. Amazingly, Specto can do this for up to six lanes at once!

Another unique option for today’s serious bowlers is a free app that allows bowlers to train better, perfect their game,

SHARE THEIR

EXPERIENCE

“We have an ongoing relationship with Redemption Plus where they pre-populate orders for each location every Sunday and make their own recommendations, so guests are happy,” said Jon Erdman, director of amusements for Bowl New England. “The redemption area looks inviting with LED lights and every shelf is full, so customers can see all redemption options, which is a key point.”

Todd Maunsel, vice president of operations at Cinergy Entertainment in Dallas, TX, says of BMI, “Our relationship and customer experience with BMI has always been at the highest level. The partnership we have created over the years has established trust in their systems and allowed us to operate efficiently and with a consistent cost percentage. When guests are happy, so are we.”

and participate in virtual tournaments without leaving their home center. Lanetalk has designed software that connects to a center’s scoring system and automatically gathers bowlers’ scores which allows them to dive into their statistics, follow their progress, and gain new insights.

Lanetalk is also the first online hub for regional, national, and global tournaments. Lev Ekster, chief strategic officer at BowleroCorp told us, “The virtual global tournaments that we collaborate on with Lanetalk attract thousands of bowlers at hundreds of bowling centers worldwide and is one of the most innovative initiatives we have ever launched!”

Specto records information instantly about bowlers’ shots using a high-power sensor. The information is displayed on an easy-to-use app. “The bowling environment changes so quickly that having something such as Specto to give a player and their coach objective, real-time feedback can be invaluable when practicing,” said Brent Sims, Kegel’s brand manager for Specto.

32 IBI April 2022

Brent Sims, Director of Coaching Technology

semn x

Cover Story

Kegel’s Bowling Buddies shoe covers

Socks are a big seller in centers

HOW COMFORTABLE ARE YOUR CASUAL CUSTOMERS?

With casual players accounting for a growing part of the business, many guests may feel a bit intimidated in this new environment. Having a simple, welcoming greeting so staffers know if they’re waiting on a first-time guest is critical. “VIP guest service begins instantly! When it’s done Sonya Terry, right, we give ourselves the opportunity to Trainertainment turn strangers into guests, and guests into our friends,” said Sonya Terry from Trainertainment.

Another result of the pandemic has been the heightened focus on offering a germ-free environment. Hygiene and cleanliness took center stage the last two years and are likely to remain a guest priority in all parts of the facility. Kegel’s popular Bowling Buddies, which are a non-slip cover that wraps around guests’ street shoes are ideal when hygiene is a top priority.

“In today’s environment we’re all more conscientious of health concerns, and I think having this option available really demonstrates courtesy to guests. Showing that you care about how customers are interacting with the bowling center and providing an option like this, sends a message that there’s care and consideration for all customers,” said Chris Chartrand of Kegel.

Jose Mendez, general manager at Bolera Caribe Lanes in Ponce, Puerto Rico, raves about his experience offering Bowling Buddies at his center. “We save a lot of time and money with Bowling Buddies. There’s less time disinfecting shoes, avoiding allergic reactions to cleaning products, and no need for a line of customers renting or returning shoes during 34 IBI April 2022

their visit. It’s easy to ask if a customer needs a small, medium, or large, and hand them out of our bin at the counter,” said Mendez. Easy for staff, fast and clean for customers.

Casual play customers are notorious for last-minute decisions and can come to the center unprepared for bowling. Selling socks as a convenience to guests and as another stream of revenue was an easy decision for Joe Poelking, owner of Poelking Lanes in Dayton, OH. “We can’t get enough of them in, sometimes we run out. The pink ones do great for Breast Cancer Awareness. We also sell socks at a very low price along with our gift cards.”

Abid Latif, owner of Expert Hosiery says glow in the dark socks have become an integral part of the glow bowling experience and are a big hit with customers.

ARE YOU PROVIDING A SEAMLESS EXPERIENCE?

If you’re not making life easier for your guests, someone else will. Today’s consumers expect fast, easy, and ondemand services. Online reservation systems have become a popular, obvious solution to the waiting game. “Waitlists Christopher J. Behling, are inconvenient for both staff and Owner of AlleyTrak customers. It can be frustrating for customers to travel to a center, only to find out there are no lanes available,” said Christopher J. Behling, owner of AlleyTrak. This part of the industry has literally exploded in the last 18 months with no signs of slowing down.

When it comes to gaming, broken game cards are a gaming buzz kill! Semnox offers a solution to this common problem with their latest Tap N Play technology.

MOVING FUN FORWARD

BMI

� � �� �

�

��

� �

Cover Story Simply put, this new technology results in more reliable game cards and less downtime for guests.

Brian Duke, senior client partner at Semnox says, “As a consumer in these situations, I don’t know what’s going on.

All I know is the game isn’t working and I’m frustrated.

Tap N Play technology is Brian Duke, much more reliable than Semnox swipe cards and provides a consistent guest experience.” He goes on to say, “Oftentimes, people don’t know exactly what caused a bad guest experience, they just know they didn’t enjoy themselves and don’t want to go back.”

Erik Brouwer, owner of Energyplex Entertainment Centre, in Kelowna, British Columbia, Canada, sees the self-service kiosk that Semnox offers as a state-of-theart addition to his facility. “The kiosks are not only easy to use for staff and guests alike, but they have boosted the average spend per guest. Because of the integration with the POS, available time slots are real-time and taken out of inventory upon booking. This process has greatly reduced staff costs and improved guest service at the same time.” Sounds like a winwin for everyone!

When you remember to shift focus toward critical factors, you elevate the experience of your guests, staff, and everyone who helps make your center an entertainment destination.

People live for the days they won’t forget- and luckily, playing your part in those lasting memories is your strongest key to success.

•

Thanks to our industry partners for sharing valuable information with our readers.

Companies like these are a tremendous asset to operators and guests alike.

36 IBI April 2022

Selling Bowling

A Proven Sales Effort MARKETING BASICS WITH BRUCE DAVIS

LESSONS TO REMEMBER

Organic Marketing Technique Reaps Benefits

BY BRUCE DAVIS

W A THE MARKETING PROCESS

s part of my Focus on Results marketing club, Even with the obstacle of time constraints, I strongly ant to get the most out of your marketing outlays of money and efforts? The most I’ve had the opportunity to interview hundreds encourage you to consider the potential that involvement effective way I know to gain optimum ROI for your investment isover to always followin a these groups can bring to your business. I have yet of successful marketing-minded proprietors three-step procedure when working to develop a marketing plan or stands promotion. The three steps outlined many years. One common trait consistently out: to talk with an operator who has made a concentrated below not only need to be followed they need to be followed in the order presented. these movers and shakers are active in civic and other effort in these organizations share anything but a positive, types of organizations in their community. strong recommendation for doing so.

Step 1 – ID The TargeT of Your MarkeTIng

First you need to dial in on the target of your efforts.

Most of the marketing-minded successful operators that I’ve Clearly describe the people or organizations you hope A to common thread I often hear is when a proprietor attract. Take time to dig into traits, characteristics, and worked with belong to local businesscurrent andbehaviors civicofgroups, attend if your marketing target. No matterjoins one of these groups, the other members are your target isThese made up of progressive individuals, couples, groups, or community meetings and events regularly. interested in the fact that they represent companies, you need to take time with your staff immediately to discuss all the thingsservice, that the specific target might find marketers commonly volunteer for committee a business that brings fun and employment to the attractive as part of your offer. Building an offer to appeal to everyone or a largeare segment population usually accept a leadership role in an organization, and onof the the results in a watered-down offer that appeals to no one.community. The opportunity for new business front lines during community special events and A bonus to true targetfundraisers. marketing: once you tighten who connections, sponsorships, parties, events, and even your target is, you will be able to save on costs to reach These folks are what I refer to as natural, organic marketers. them as well. finding employees, seems to develop in a slow, rolling They are selling bowling without having to use more manner and grows exponentially over time. conventional marketing and sales techniques or investments.

Keep in mind that joining is not enough. For this COMMITMENT PAYS OFF alternative sales approach to work, your commitment Yes, it’s true that regularly attending and participating in should include regular attendance, participating, and organizations takes time and energy that could be spent doing serving on committees or as an officer. something else. I understand operations are short staffed Final word: Most owners and operators want their staff and many proprietors are multi-tasking in ways they hadn’t in members to be ‘selling bowling’ every chance they get. This years. It may be hard to justify time away from the building, is a great way for the boss to be selling bowling as well. especially in the current conundrum of understaffing.

22

IBI

October 2021

•

38 IBI April 2022

R ESE T T ING THE P INSE T TER

CONVERSATION!

It’s time to rethink what you thought you knew about string pinsetters. Approved by the International Bowling Federation, endorsed by college champion coaches, beloved by guests and staff—StringPin® reduces energy and labor costs, provides great pin action and less downtime, and syncs with Sync for future-proof peace of mind. With more than 30 years of string pinsetter experience, engineered for high-demand professional and recreational bowling environments.

RETHINK WHAT’S POSSIBLE AT BRUNSWICKBOWLING.COM/STRINGPIN.

SUMMIT INDOOR ADVENTURE · NORTH YORKSHIRE, UK ©2022 Brunswick Bowling Products, LLC. Form #0222-03

Shorts

GOODWILL CENTRAL BRUNSWICK’S CHARITY ROUND UP SUPPORTS CENTER FUNDRAISING Brunswick Bowling Products’ Sync center operating system has introduced a new feature, Charity Round Up, developed in collaboration with center proprietors.

“Bowling center proprietors have always been among the most generous business owners around, and many are interested in sharing some of their good fortune,” said Scott Meir, global product manager. Charity Round Up is easy to use: a center simply creates an account for a given organization within Sync. When a customer is cashing out a transaction, they are provided the option of rounding up their purchase or adding an additional donation. At the end of a fundraising period, the Sync user simply confirms the balance in the account and writes a check to the organization.

Charity Round Up was prompted by John LaSpina, president of Maple Family Bowling Centers in New York, and David Kellerman, co-owner of Mel’s Lone Star Lanes in Georgetown, TX. Each are on the board of directors of Bowlers to Veterans Link (BVL).

A BOWTIE IS THE TICKET TO A NIGHT OF CHARITY FUN There is something about a bowtie that adds a swanky vibe to whatever is going on, and that’s what happens at Gerlach’s Bowling Center in Lapeer, MI. The second annual Bowling in Bowties, held in March, is the signature charity event for the 101-year-old center. The focus of the fundraising is the Lapeer County Department of Veterans Affairs, and, in the two years of the event, $8,000 has been raised for the non-profit. While a tux has been known to accompany the required bowtie, the center keeps it casual and fun, providing a lot of support for the local vets.

BMA, FLORIDA, CONTINUES ITS VETERAN SUPPORT

Jason Cooper (left) of Home Base SWFL receives check from Mike Cannington (right) of BMA to support Home Base’s “Warrior and Fitness Program.”

40 IBI April 2022

Home Base SWFL, a non-profit dedicated to supporting veterans, service members, and military families impacted by the invisible wounds of war, received a $25,000 donation from the Bowling Management Associates (BMA) group. BMA operates Bowland Centers and HeadPinz Entertainment Centers located in Florida where the centers and customers contribute to the fund. In the past 10 years, BMA has donated more than $230,000 to help fund Bowlers to Veterans Link (BVL) whose mission is to brighten the lives of veterans and active-duty personnel. Pat Ciniello, a U.S. Airforce veteran and CEO of BMA, said “We can’t thank our guests and league bowlers enough for their contribution to these campaigns. We must never forget the sacrifice our veterans made for us.”

REAL PEOPLE

REAL STORIES

REAL RESULTS

1,300%

+

1,300%+ INCREASE IN ONLINE BOOKING REVENUES

Conqueror Web gives centers the flexibility to sell the exact same products online as they do in-person. That means a whole new range of possibilities for presenting bowling offers to customers with no compromises. The results are nothing short of amazing.

Just ask Sun Valley Lanes in Lincoln, Nebraska. They saw a 1,300% increase in online booking revenues heavily driven by their per-person all-you-can-bowl weeknight special, uniquely possible with Conqueror Web.

Sun Valley Lanes Lincoln, NE To learn more visit:

Technology

USING QR CODES

By Megan Prevost

At Your Center

Easy for customers, helpful to operators

I

f you’ve been in a restaurant in the past two years, you’ve probably noticed the resurgence of QR codes or quick response codes. These codes can be easily scanned with any smartphone. Once scanned, a link will pop up on your guests’ devices, allowing them to access a menu, webpage, etc. However, QR codes aren’t just for restaurants and menus anymore. They have many applicable uses and are being employed at all types of businesses.

menus on hand for people without cellphones or those that don’t want to learn the new technology, you generally won’t have to worry about spending a fortune on printed menus. And even with COVID-19 trailing away (slowly), QR code menus are still a popular feature in many establishments for their ease of use and quick accessibility.

1. CREATE A CONTACTLESS MENU

Social media has been taking over the world since MySpace was created many years ago, and it hasn’t slowed down since. These days, platforms like Instagram and TikTok rule the social media space, with short-form content and images capturing the most attention from users.

QR codes came back into play in mid-2020 when restaurants and entertainment experiences began opening back up with limitations due to COVID-19.

People didn’t want to pass around menus that were handled by multiple customers, and having to clean them after each use seemed like a waste of labor—enter: the QR code. When placed on a table or table tent, QR codes can easily link your menu, allowing customers to view food and drink options from their phones.

QR codes can easily be placed on tables at the lanes, on your snack counter, or throughout the bar area to allow customers to access your menu with total ease. While you should keep a few paper or laminated 42 IBI April 2022

2. DEVELOP YOUR SOCIAL MEDIA FOLLOWING

Building your social media following from the ground up can seem daunting, but QR codes make it easy for people to give you a follow. Simply place a QR code that links to your social media accounts on a flyer, menu, receipts, loyalty cards, or countertop and direct customers to scan and follow. You can even offer discounts for those who follow you on the spot.

Technology 3. ALLOW CUSTOMERS TO PAY WITH A QUICK SCAN 2022 is the year of alternative payment methods.

Options like Venmo, CashApp, Paypal, and Zelle have emerged. To make processing payments even faster, use a QR code that’s linked to different platforms, allowing customers to scan and pay without having to take out a card and wait for their receipt.

By allowing customers to pay however they want, your center’s offerings will feel more accessible. Customers who don’t carry cash or use traditional debit cards will be more likely to choose your center over one that doesn’t accept their preferred method of payment.

Contactless payments options accessed through a QR code can also cut down on the time your employees need to spend attending to customers, freeing them up to do other things.

4. ENCOURAGE ONLINE REVIEWS Online reviews are the backbone of local businesses. The better your reviews, the more business you’ll attract. If a customer is looking for a bowling center or FEC near them, they’ll likely turn to Google if they don’t have anything in mind. If the search results pull up three bowling alleys in their area, they’re most likely going to choose the one with the best online reviews. Google also factors in online reviews when they decide where to rank a business in their search results.

Unfortunately, most people only leave reviews when they’ve had a negative experience, meaning that lots of businesses suffer from low stars. To increase positive reviews and boost your star rating, use a QR code on receipts and table tents that links to your business’s Google listing. By making this process quick and simple, more customers will likely take the time to leave a review. Even more will do so if you provide an incentive, such as a discount on their next visit, when they leave a review.

5. EASILY TRACK ENGAGEMENT In marketing and business, it’s important to check and measure the efficacy of your methods. QR codes allow you to easily track your engagement, including how often they’ve been scanned and how frequently someone has followed through on the action, such as leaving a review or following your business on social media.

By keeping an eye on these analytics, you’ll be able to decide what’s working and what isn’t easily. Are your social media pages not eye-catching enough? Do people scan but not follow? These analytics can help you workshop, improve, or move your budget elsewhere when things truly aren’t working for you.

GIVE QR CODES A TRY As QR codes become more and more popular with consumers and show no sign of going away, it’s time to consider incorporating them into your marketing and business strategies.

•

Megan Prevost is a marketing content writer for Must Have Menus. For more information on how your center can utilize QR codes, Megan can be reached at megan.prevost@musthavemenus.com

IBI April 2022 43

Expert Alley

BETTER BOOZE CONTROL with

Bridgette Hanisch & Jacquline Delporte

T

he bar business is big business, but keeping track of your inventory can create a hangover-type headache.

Overpouring, cash skimming, product theft, free drinks, careless pouring, and drinking on the job are common, everyday occurrences that cut into your bar’s potential revenue, increasing the cost of doing business.

Liquor and beer control systems can help alleviate these common bar challenges resulting in more cash for your operation. Here’s the rundown on a few tools you may want to consider putting in place at your center.

Liquor pour control systems, and liquor portion control pourers allow you to accurately measure just how much alcohol is being served throughout the day and cross-reference it with the number of sales made.

Pour tracking systems, liquor pour spouts, and even shotpour training tools can help monitor the booze at the bar.

Portion-controlled spouts come in a range of regulated portion sizes and various colors, which can be used for

44 IBI April 2022

price grouping, categorizing different types of alcohol, or being aesthetically pleasing.

We all know beer and bowling often go hand-in-hand at a bowling center or FEC. Beer control products are designed to help bar operators maximize their sales yield-perkeg to increase the safety and efficiency in a beer dispensing environment.

Draft beer control systems and managers can eliminate foamy beer created at keg changes, slow down on free beers being given away by employees, put an end to unauthorized employee drinking, and prevent unregistered sales.

Keg storage options are another way to help optimize freezer space by creating efficient storage for your kegs.

Alcohol Controls offers videos to help business owners determine if their center is bleeding profits and evaluate pour cost. This will help strike profits and not cause a split between your operations. Reach out if you’d like more information – Happy pouring!

•

REAL PEOPLE

REAL STORIES

REAL RESULTS

THE POSSIBILITIES

ARE ENDLESS ALLOCATE YOUR LANES DYNAMICALLY TO MAXIMIZE PROFITABILITY AND REVENUE. Only Conqueror Web provides Virtual Lane Groups, which can help you fine-tune your offers and lane allocation in smart, dynamic ways.

Divide your center into many different blocks to fit your business model and better control lane inventory.

Present different offers and rates for VIP lanes. Sell discount bowling on a few lanes and book the rest at full price.

Fill lanes by the bar first to boost F&B sales. Imagine the possibilities!

To learn more visit:

Shorts

INDUSTRY NEWS PEOPLE WATCHING

NEW LASERTRON INSTALLATION Lew Slocum, center, is turning 100. He is pictured with his grandson, Danny (left), and son, Chip (right).

CENTER CENTENARIAN

Slocum’s Bowling Center in Ewing Township, NJ, is 83 years old; its owner, Lew Slocum, is turning 100. The building originally served as a truck repair and automobile dealership and when WWI came, the Slocum grandfather decided to put in eight bowling lanes. The center officially opened back in 1939. In 1955, four more lanes were added. Lew passed the property on to his son, “Chip,” in 1984.

In 2000, Chip added a small restaurant called Sloc’s Grille. The grill offers catering which has helped keep business going through the pandemic. Lew is spry and active for his age and is not reticent to get into the work of the center. The future? Grandson, Danny, sees the center as his path as well. “That’s what I grew up around, so it just seemed normal to me,” he says. Chip adds, “We’re ‘people’ people.

We like dealing with people, and that’s the way we were all brought up.” Happy Birthday, Lew!!!!!

NEW TEAM MEMBER FOR WBPI

Western Bowling Proprietors Insurance (WBPI) has a new member on its team. Kelly Hillman is a lifelong bowler from the Northern California area and has worked in the commercial insurance industry for 20 years, primarily focused on bowling center worker’s compensation insurance. Prior to insurance, Hillman worked for the NorCal Bowling Proprietors Association as the youth director running scholarship tournaments for youth bowlers.

46 IBI April 2022

LASERTRON, designer and manufacturer of laser tag arenas, has installed LED arenas in 187 locations across the U.S. The most recent installation may be seen at 60-lane Seminole Lanes in Seminole, FL. With the LED Interactive Arena and LT- 12.9 Game System, their guests can now enjoy many different gameplay experiences in the almost 2,500-square-foot LED arena. One unique feature is glass windows that allow guests to see inside the vesting room and into the arena itself which helps increase the revenue of the attraction.

Space is a plus for the new digs.

CREATIVE WORKS IS MOVING

Creative Works, foremost designer, manufacturer, and installer of themes, props, and attractions for the amusement industry including laser tag arenas, escape rooms, and virtual reality installations, says it will invest $7 million to relocate its company in Indianapolis. Armando Lanuti, president, says, “Our new location allows us to expand out design and manufacturing capabilities, making Indianapolis an epicenter for custom theming work around the world.” As it moves, the company plans to fill a variety of new positions, including customer success, tech support, tech integration, marketing, and carpentry, adding more than 70 jobs by May and creating up to 30 more by the end of 2022. This move comes as Creative Works prepares to celebrate its 25th anniversary.

The new location totals 69,000 square feet.

PREFERRED VENDOR LIST Apparel EXPERT HOSIERY Customer Service

www.funtimefootwear.com

919.799.7707

support@experthosiery.com

Expert Hosiery is a premiere supplier of high-quality socks to Bowling Centers & FECs. We pride ourselves in lifetime relationships. Socks variety includes White Bowling Socks, Glow Socks, Theme Socks & Custom Logo Socks. Our Customers are our best Testimonial! For orders, call, email or order online 24/7.

Architecture Design DYNAMIC DESIGNS

www.dynamicdesignsinc.net

Howard Ellman

Info@dynamicdesignsinc.net

248.644.7275

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

Arcade Distributor BETSON ENTERPRISES Sales Department

www.betson.com/bowling

800.524.2343

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.

Automatic Scoring STELTRONIC SCORING

www.steltronicscoring.com

Sales Department

Info@steltronicscoring.com

800.942.5939

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

NEW CENTER CONSULTING Glenn Hartshorn

www.newcenterconsulting.com

248.375.2751

ghartsho@yahoo.com

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

Capital Equipment/Supplies BRUNSWICK BOWLING PRODUCTS

www.brunswickbowling.com

Michael Postema

Info@brunswickbowling.com

231.343.2043

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

KEGEL Gus Falgien

863.734.0200

www.kegel.net Gus.Falgien@kegel.net

Lane maintenance equipment/supplies, pinsetter parts, and coaching tools.

IBI April 2022 47

PREFERRED VENDOR LIST Capital Equipment/Supplies (continued) QUBICAAMF

www.qubicaamf.com

Sales Department

info@qubicaamf.com

804.569.1000

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.

SEMNOX SOLUTIONS Sales Department

610.400.8901

www.semnox.com Sales@semnox.com

Semnox’s online cashless payment systems – a one stop solution for your entire bowling center operations.

Food & Beverage ALCOHOL CONTROLS Sales Department

630.486.1880

www.alcoholcontrols.com profit@alcoholcontrols.com

We carry numerous liquor pour control systems, liquor portion control pourers, and beer controls that allow you to accurately measure how much alcohol or beer is being served during a day and cross-reference it with the number of sales made. We have pour tracking systems, liquor pour spouts, and even shot pouring training tools, as well.

Insurance WESTERN BOWLING PROPRIETORS INSURANCE Cameron Linder

800.200.9998

www.wbpiprogram.com contact@wbpiprogram.com

WBPI has dedicated itself to insuring bowling centers for more than 30 years and is exclusively endorsed by 8 state bowling proprietors insurance associations. Our staff of insurance experts 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!

48 IBI April 2022

PREFERRED VENDOR LIST Lighting/Sound DFX SOUND VISION

www.dfxsoundvision.com

Mike Bovino

800.555.5280

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.

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 done for you automated marketing system.

EBOWL.BIZ & BOWLRX.COM Carey Tosello

www.eBowl.biz 541.549.0999

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.

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.

REX RESERVATIONS

www.reservewithrex.com

Kevan Sadigh

Kev@reservewithrex.com

323.805.8310

Seamlessly manage lane reservations for your bowling venue. Set different prices for peak and off-peak times.

Allocate your desired number of lanes to be reserved online, while also keeping some for walk-ins.

IBI April 2022 49

PREFERRED VENDOR LIST

Redemption Supplies 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.

REDEMPTION PLUS Mike Tipton

www.redemptionplus.com

888.564.7587

Smile@redemptionplus.com

Products that perform. Services that simplify.

Training TRAINERTAINMENT Beth Standlee

817.886.4840

www.Trainertainment.net Beth@trainertainment.net

Fun Training – Serious Results.

Shorts

SPOTLIGHT ROCKET ALLEY IS A FOODIE HAVEN

For 6-lane Rocket Alley in Arlington, WA, fun is the game, but food is the claim to fame. Steve Saunders has been the owner since 2009. The center started in the 1950s as Melady Lanes and offered wooden lanes and ashtrays. Saunders, calling himself a “professional, self-taught line cook,” elevated the offerings when he bought the center. The center offers dozens of burger options, from cheeseburgers to elk burgers, plus yummy clam chowder.

50 IBI April 2022

Classifieds

Check Your Stock NEW BOWLING DESIGN FOR 2022!

SIGN UP FOR IBI’S NEWLY REBRANDED DIGITAL NEWSLETTER

IBI April 2022 51

Classifieds EQUIPMENT FOR SALE NEW & USED Pro Shop Equipment.

Jayhawk Bowling Supply. (800) 255-6436 or jayhawkbowling.com.

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

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

HEAD MECHANIC WANTED Head Mechanic needed for busy center in New Jersey. Great salary and benefits package. Brunswick A-2 pinspotters. Email resume to sgroce@nationwidebowling.com

YOUTH DIRECTOR WANTED Youth Director needed for busy center in Tennessee. Great salary plus benefits. email resume to: GM Chris James-chris@smyrnabowling.com

52 IBI April 2022

Classifieds

to place your Classified Ad in International Bowling Industry Magazine

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

Natalie@bowlingindustry.com IBI April 2022 53

Remember When

A

s the callout on the cover notes, in 1959 there was a bowling boom. One major factor for this was women.

During this decade many women still stayed home honing the craft of wife and mother. For leisure, they bowled.

They bowled with their husbands in the evenings and with their friends during the day. Centers estimated that women bowlers were 80% of their business during the day and 40% during the evening. In 1959 the WIBC boasted 1,231,529 members, almost twice as many as in 1950.

54 IBI April 2022

League bowling was at the helm of this bowling boom. In Long Beach, CA, Java Lanes hosted the Housewives League with 32 four-woman teams competing every Wednesday. To make it easy, centers added cozy, toy-stocked nurseries to help with babysitting. Irv Noren’s Lanes, Pasadena, CA, filled every lane with ladies during the Housewive’s League.

In 1959, pleasing the ladies definitely had its advantages when it came to bowling’s bottom line.

•

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