2023 April Issue

April 2023 // Vol. 31

POPULAR AND PROFITABLE! Reviving Older Centers for Today’s Customers

SUCCESS IN THE NETHERLANDS

Creativity and Guest Experience are Key

REVIEWING STREAMS OF REVENUE Simple Tactic, BIG Payout

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Contents 6

April 2023 | Vol 31.4

Publisher’s Column

10

IGNITING PASSION

BY STEPHANIE DAVIS

10

International News

SUCCESS IN THE NETHERLANDS

Playdome Roosendaal knows the formula

BY PAUL LANE

14

Redemption

MAKING AN EXPANSION EASY Operators share their experience

BY CORRIE PELC

16

Marketing

REVIEWING STREAMS OF REVENUE Simple tactic, BIG payout

BY BRUCE DAVIS

24

Cover

POPULAR AND PROFITABLE

Reviving older centers for today’s customers

BY ROBERT SAX

30

Youth Participation

POPULAR PROGRAM DRIVES BUSINESS

Open play, parties, and youth leagues see an uptick

BY CORRIE PELC

24

NEW! PUBLISHER & EDITOR

Stephanie Davis

stephanie@bowlingindustry.com

MARKETING MANAGER & SALES Natalie Davis

natalie@bowlingindustry.com

NEW BUSINESS DEVELOPMENT Mike Fernandez

mike@bowlingindustry.com

EDITORIAL

CONTRIBUTORS Bruce Davis Stephanie Davis Mike Fernandez Danny Gruening Patty Heath Paul Lane Jason Mitchell Corrie Pelc Robert Sax

Jackie Fisher

fisher@bowlingindustry.com

Patty Heath

patty@bowlingindustry.com

OFFICE MANAGER Roxanne Damask

roxanne@bowlingindustry.com

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

www.BowlingIndustry.com // HOTLINE: 855-415-7517 4 IBI April 2023

Amusement Alley Entertaining Beyond the Lanes 4AA CASHING IN WITH CASHLESS Taking full advantage of your system

BY JASON MITCHELL

6AA CUSTOMER’S LOVE LIGHTS! SOUND! ACTION! Boost return visits and excitement

BY MIKE FERNANDEZ

11AA WHAT BUSINESS ARE YOU REALLY IN? Good memories, good times

BY DANNY GRUENING

12AA A PLAYER’S PERSPECTIVE Game reviews of sensational games

BY MIKE FERNANDEZ

14AA BOOZE AND BITES Tex-Mex, Margs, and Margins

BY MIKE FERNANDEZ

WES TER N BOWLI N G PROPRI ETORS INSU RAN C E

After 34 years, we’ve seen everything possible go wrong inside a bowling center.

It’s our mission to keep you out of trouble so you can focus on what you do best: facilitating the creation of lasting memories for your customers.

Cameron Linder CEO, Western Bowling Proprietors Insurance (WBPI) Rednil Insurance Brokers, Inc contact@wbpiprogram.com wbpiprogram.com

Editorial

IGNITING PASSION!

R

emember the passion, excitement, and maybe even apprehension you had when you first entered an industry or business you knew little about? Maybe you started your days eager to learn, excited to try new things, and had a burning desire for success. Fast forward a few years, (or maybe decades), and how do you feel now? I hope your passion and vision for the business remain strong and at the core of your long and busy days.

options that center operators might consider offering their customers. Whether your operation is a large entertainment venue, or a smaller, more traditional bowl, you’ll find something of interest in each issue.

This month’s focus is on how lighting, sound, and special effects can boost your customers’ experience and bring them back over and over again. Flip over and read the entire section including a new column on maximizing cashless systems, game reviews, and more.

There’s nothing like a good article to inspire creative juices. This month’s cover story on reviving older centers ignites a fire in the belly to embrace the old while offering a new take for today’s consumers.

Longtime proprietor Jim Barton of St. Louis shows there’s a lot of business — and fun — to be generated by refreshing older properties.

IBI’s exclusive online-only content can be accessed at www.bowlingindustry.com. This month, our friends at Trustworkz bring us an informative article on the importance of utilizing digital marketing throughout a recession. Besides being effective, it’s a budget-friendly marketing avenue. AVS Companies shares four key factors in running a successful claw machine at your center. Who doesn’t love a claw machine? They’ve been a staple of the arcade for years and popularity with guests remains high.

What’s happening in bowling and entertainment around the world?

This month, IBI’s international writer Paul Lane brings us a story full of imagination and creativity from a father-daughter duo in the Netherlands. Their passion for the hospitality business and a desire to provide the best possible experience to their guests have been a formula for success.

What if occasional staff meetings could generate over $100,000 a year? While meetings aren’t on everyone’s list of favorite things to do, this month’s marketing column might change your mind! Bruce Davis’ “Marketing Monthly” column is a thought-provoking read on adjusting prices, gathering input, and boosting revenue without an extraordinary amount of work.

“Amusement Alley” again this month!

Be sure to turn this month’s magazine over and check out the innovative “Amusement Alley” flip section which is included periodically throughout the year.

“Amusement Alley” features a variety of entertainment 6 IBI April 2023

As always, I love hearing from operators with stories to share and ideas that could benefit fellow proprietors.

Please call or email me if you’re doing something unique or special. I’d love to talk.

•

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

PS: Don’t forget to sign up for the $30,000 giveaway.

Register each month for your chance to win at www.bowlingindustry.com

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www.bowlingindustry.com READ THESE TOP STORIES EXCLUSIVELY ONLINE

The Staple of the Arcade Experience – Claw Machines

Recession-Proof Your FEC’s Digital Marketing

BY AVS COMPANIES

BY TRUSTWORKZ

Claw machines have been an arcade staple for years.

Having a claw machine in your establishment might seem like a no brainer, but making sure it’s a good experience for your customers is a must. AVS Companies explains the four key factors in running a successful claw machine at your business to keep your guests coming back for more!

Digital marketing might be one of the first things business owners scale back on during the time of a recession. However, that is one of the worst marketing mistakes! Trustworkz explains the importance of continuing your digital marketing throughout a recession, as well as budget-friendly ways to do so.

Restaurant Staffing Shortage 2023

13 Facts About Texting That Can Help Your Business

BY RESTAURANT365

BY FRED KAPLOWITZ

The staffing shortage is hitting all types of businesses, family entertainment centers included! This is a problem that experts don’t see going away any time soon, but there are ways to combat it. While Restaurant365 is geared towards bigger restaurant operations, their tips for handling staffing shortages can be applied to FECs as well.

Nowadays, everyone is glued to their smart phone.

When a text message comes through, it is looked at almost immediately. Fred Kaplowitz from the Kaploe Group gives 13 facts about texting that operators should take advantage of when creating a marketing strategy.

What’s

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HOT & TRENDING For Bowling & Family Entertainment Centers Operators, Suppliers, & Industry Experts Share the Latest Trends

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International

Success in the

NETHERLANDS

By Paul Lane

A recipe for success at Playdome Roosendaal

N

icky Broos, a highly successful entrepreneur, owned and operated indoor ski halls in the Netherlands from 1983 to 2019. He started by using plastic mats for ski runs before Nicky Broos and daughter Sydney becoming the first to build an indoor ski hall with snowcovered ski runs, enabling skiing and snowboarding yearround. He made a second track adding indoor ice karting, plus an indoor skydive center in Roosendaal.

In 2019 Nicky sold the businesses to a group called Snowworld. Subsequently, Nicky and his daughter, Sydney, developed a concept for an FEC called Playdome. They renovated an existing building and opened its doors in August of 2021. As one would expect, Playdome was a resounding success from the outset.

The Alpine-themed attractions at Playdome include bowling, go-karting, and laser gaming, the basis of a concept they felt would be successful. They added curling and axe throwing and a large restaurant. The ten QubicaAMF Boutique Series white lanes continue the mountain theme with custom-made ice-shaped pins and snowball house balls.

10 IBI April 2023

Bowltech International, the exclusive distributor for QubicaAMF in the Netherlands, provided and installed the bowling-related equipment, including QubicaAMF’s Hyperbowling, Edge string pinspotters, BES X Ultimate Scoring, and Harmony ball returns.

Bowling is one anchor of the business. The other is gokarting. Bowling represents 12% of the business, while go-karting represents 23%. Curling, axe throwing, and laser gaming represent another 10% collectively. Most of their business is derived from food and beverage served lane-side, the curling rinks, and the beer garden. The restaurant has a 360-person capacity with a warm Alpinethemed schnitzel menu, with a view of the activities in the various attractions and beer garden. Food and beverage sales represent 55% of the overall business at Playdome.

Regardless of which attractions guests choose as an activity at Playdome, they typically migrate through the complex during their visit. 45% of guests participating in one or more attractions also include dining in the restaurant during their visit.

Go-karting is the most popular attraction at Playdome, which features a 350-meter (1,200-foot) multi-level track and a spiral ramp, the first in the Netherlands. The go-karts are fully electric, so there’s no smell of petrol or the sound of engines roaring. The go-karts are sleekly

International designed and resemble scaleddown Formula1 racing cars.

Nicky and Sydney are driven by a passion for the hospitality business and a desire to provide the best possible experience to their guests. Nicky’s famous quote is, “The guest, the guest, the guest.

First, say yes, then think nothing is impossible. Guests expect more than normal. We cannot be mediocre. We must excel.”

That mission statement imbues everything at Playdome, from hiring employees to employee training to marketing, all designed to ensure that the guest experience will guarantee their return.

The sales and marketing team at Playdome maximizes a wide range of options in their marketing mix, excelling in social media, mass mailings to guests in their database, direct mail advertising, local radio spots, billboard advertising, outside sales calls, and in-house sales. They cover all the bases. The strongest marketing tools are in-house sales, social media, and mass mailing to customers in the database.

In-house sales success is driven by employees chosen for their exceptional communication and people skills.

Employees at Playdome are recruited through the website, billboard advertising, and through sites at schools to develop internships. Interns and employees have a voice in the marketing message, and they are featured prominently on the Playdome website, where they describe their learning, work experience, and personal goals.

The various offerings and attractions are mostly reserved online, with just 20% of business from walk-in traffic.

Playdome has a mix of packages, from buying a single pass for one attraction to an all-inclusive package that includes dining. Party packages for birthdays to corporate teambuilding programs are trendy.

According to Nicky, the price structure at Playdome is more expensive than most alternative recreation choices

available in the marketplace. “It’s all about the guest experience we offer and the level of theming,” he adds.

It’s evident that Nicky and Sydney will continue to be successful in the family entertainment industry in the long haul as they maintain the standard they expect of themselves and their employees to ensure guest satisfaction.

•

NOTE: A special thank you to Madelon Sleeves in the Playdome Marketing Department, who provided valuable research data and photographs to support this story.

IBI April 2023 11

Expert Alley

with

Richard Edwards Steltronic

BUILDING A SOLID CUSTOMER BASE IS EASIER THAN YOU THINK

I

t’s no wonder that delivering a fun and interactive experience will boost return visits and help build a solid customer base for your center. In today’s environment, retaining customers can be challenging due to the abundance of entertainment options available.

Providing customers with an outstanding experience will boost repeat visits and create loyalty from guests, which is vitally important for several reasons: 1. It is more cost-effective to maintain an existing customer than to acquire a new one, which can be expensive due to marketing and advertising costs.

2. Loyal customers are more profitable, as they tend to spend more money and make more frequent purchases.

3. Satisfied customers can positively impact your brand’s reputation on social media and recommend your business to family and friends.

4. Fostering a sense of community makes customers more likely to remain loyal to your business.

5. Retaining customers can help you identify and address issues by receiving feedback, which can help you improve your products or services and build stronger relationships with them.

Today’s center operators have it tough! Balancing the nuances of customer expectations and providing an excellent experience is hard enough, but when you factor in the staffing shortage, things get even more challenging.

12 IBI April 2023

When selecting bowling center management software, consider one that heightens a customer’s experience while being easy to manage from an operational standpoint. Delivering a fun and interactive experience will boost return visits and help build a solid customer base for your center.

• Make it easy for your guests! Allow online services like reservations and payment, and enter bowlers’ names before arriving at your center.

• Provide a memorable experience! Interactive games, such as Grand Prix, poker, Lucky Strike, Best Closure, Low Ball, and many more, enhance the bowling experience.

• Alleviate staffing and guests’ headaches! An enhanced point-of-sale system includes mobile tablets for staff to serve customers in any area of the bowling center and a self-service kiosk for customers to order food and beverages, eliminating long lines.

• Fast forward your marketing efforts! A membership management system that allows you to enter customer information, including birthdays, emails, addresses, and anniversaries can help you market more effectively.

Look for a system that will enable you to set discounts and rewards points, track spending trends, and more.

To find out more about tools that can help you build a customer base that will support your business for many years, contact Steltronic today.

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Success With...

MAKING A REDEMPTION EXPANSION EASY! with Redemption Plus By Corrie Pelc

I

n 2016, Wild Island Family Adventure Park, which includes Wild Island Coconut Bowl and Wild Island Waterpark in Sparks, NV, was getting ready to expand from 75,000 square feet to 125,000 square feet. According to Craig Buster, general manager of Coconut Bowl, part of that expansion would include a new arcade and full redemption store.

After considering many options, Buster said they found the right fit for their redemption endeavor with Redemption Plus. “Frankly, when you expand a facility [by] 50,000 square feet, there can be a lot of bumps in the road. Our interior designer worked with them, communication was good, and that was definitely one of the easier [aspects] to deal with for me — it was just simple.”

Initial Training

Solid support from those leading the process is vital for an expansion, store refresher, and ongoing operation. “Retail merchandising space is really interesting, and it’s not something that most family entertainment center operators know [much about], to be honest with you,” Buster says.

When expanding or adding a retail merchandise venue, initial staff training and access to ongoing support are essential elements. Once Coconut Bowl’s redemption store opened in December 2018, they had a point person from Redemption Plus who worked with them every step of the way, which was a critical part of their store’s success.

Ongoing Support

In the beginning, Coconut Bowl’s primary redemption employee was taught the basics of merchandising and then some. Since then, Buster says they have continued using Redemption Plus’s training seminars and online tutorials, finding them valuable for staffing and operations.

Taking advantage of services, like assessing the facility to ensure things are operating in the best way possible, is

part of a continuing effort to maximize the store’s benefits to the center and guests. “Basically, from top to bottom, beginning to end, having professional help to assist you with design to implementation to inventory is key,” said Buster.

Prizes That Drive Arcade Revenue

Beyond training and support, another crucial factor to consider is choosing a redemption partner that can guide you through the sometimes-confusing process of selecting the right merchandise and having help in ensuring your store is visually appealing.

“Prizes drive your arcade. Period,” Buster says. “Our redemption store drives our arcade revenue.” Buster and his team have found that continuing to use Redemption Plus for the bulk of their redemption toys and prizes provides ease of service and maintains product quality.

Buster also recommends taking advantage of the plano-grams that come along with merchandise orders. “The provided plan-o-grams make it easier for an employee to open a box and know where things go,” he adds.

Dependable

Finding a service provider to depend on was critical to the management team at Bowlocity Entertainment Center in Rochester, MN. Erin Glorvigen, the manager, said that in 2014 when the center was first opening, someone recommended they give Redemption Plus a call to learn about their redemption services. “They were recommended to us [by] the outfit we purchased our arcade games from,” says Glorvigen.

“They are very good at getting orders out the same day, and their customer service keeps us coming back year after year.”

Easy to Operate

Glorvigen concurs with Buster that running a redemption operation needs to be as streamlined and straightforward as possible. With less staff, all centers are looking for ways to operate efficiently. “We also like that they use the DPL file for inventory, which makes tracking stock very easy for us.

From setup and installation to operating your store, they’re there for you the whole time,” Glorvigen says.

•

FACTORS TO CONSIDER: Design and installation Training Ongoing education Selection

14 IBI April 2023

Substitute options Competitive prices Simple ordering and stocking Customer service

Shorts

BOWLING ACROSS THE POND What is happening in the UK? Bowling is happening in profusion. Hollywood Bowl, one of the larger chains, is having a glitzy makeover in its complex in Poole, a coastal town in Dorset. The center now features 24 revamped bowling lanes, plus four VIP lanes inspired by Hollywood with décor featuring movie icons past and present.

SHORTS ACROSS THE POND Pins and Friends in Bristol held a grand opening.

Lane 7, an independent bowling and entertainment venue which has 11 sites across the UK, will be taking over space in a new development in Altrincham.

Roxy Leisure brand currently has 13 sites across the UK. The newest is in Cardiff, Wales. Roxy Lanes provides a wide range of activities and food and drink. Business is alive and well with bowling!

IBI April 2023 15

Inside Line

Meet Rohan Kelly

By Stephanie Davis

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 who make things happen at their company and for the industry. This month we talked with Rohan Kelly, Chief Operating Officer at Laserforce.

IBI: How long have you been in the entertainment industry?

Rohan: I have been in the entertainment industry in various roles for several years.

IBI: How long have you been with Laserforce? What is your current position?

Rohan: I have been with Laserforce for nearly 20 years

since I was 12 or 13. Employed by my father, the founder of Laserforce, my first job was putting through Laserforce games and cleaning tables at the world’s longest-running standalone laser tag site – Laserforce Brisbane.

I worked in that center throughout high school and was promoted to store manager before studying economics at university. Throughout university, I worked on the business’s international side and helped assemble and test many of the Gen7 Laserforce Battlesuits. I’m the Chief Operating Officer of Laserforce International, which is still a family business and the world leader in indoor laser tag technology.

IBI: What makes Laserforce unique?

Rohan: The immersion that our equipment and software provide end users is unparalleled; the combination of memberships, special abilities,

16 IBI April 2023

achievements, custom avatars, built-in touch screens, redemption ticket gameplay, rewards, auras, splash damage, vibrating hit recognition, and reactive livingarena devices means that Laserforce players get a liveaction gaming experience like none other.

From an operator’s perspective, this translates to a significantly higher potential for repeat play and greater recurring revenue than any other laser tag equipment.

IBI: What new programs or initiatives is Laserforce working on?

Rohan: On the back of our existing integration with Embed, Intercard, and Semnox, which allows credit sharing between 3rd party debit card systems and Laserforce Gen8 Battlesuits, we have extended this integration to ticket redemption. This means that just as a customer would tap their debit card on any arcade game to spend credits and potentially win tickets, they can use that same card to tap on a Gen8 Battlesuit, play a game of Laserforce, and win tickets! Laserforce is the only laser tag company in the world to offer real-time redemption gameplay.

With Laserforce’s redemption model, players will be rewarded based on their performances during the laser tag match. Customers will view laser tag as another exciting option to spend their hard-earned credits to win tickets!

This has never been an option until now, and the synergistic

IT PAYS TO BE A READER AND ADVERTISER OF IBI...

INTERNATIONAL BOWLING INDUSTRY MAGAZINE IS GIVING AWAY $30,000 TO BOWLING OPERATORS… & Writing Checks to Our Advertisers!

As Part Of IBI’s 30-Year Anniversary, We’re Rewarding Our Readers And Advertisers With A Big Money Giveaway

$30,000 GIVEAWAY TO CENTER OPERATORS Beginning October 1, 2022, IBI will be giving away $1,000 a month for 30 months which can be applied toward goods or services from one of IBI’s qualifying vendors.

Each month, operators enter the contest at www.BowlingIndustry.com for their chance to win in that month’s drawing. Once the winner decides on a purchase from an IBI qualified advertiser, IBI will send a check to cover that portion of their purchase.

A winner will be selected on the last day of each month. Once the winner is notified, IBI will give them a list of qualifying vendors to choose from.

Details and Rules are available at www.BowlingIndustry.com

ATTN: ADVERTISERS….

IF YOUR COMPANY IS AN IBI PREFERRED VENDOR, WE MAY BE SENDING YOU $$$$$ As a thank you to our consistent marketing partners, we’re including you in our milestone anniversary celebration.

If one of our winners chooses your company as their selected vendor, we’ll cut you a check on their behalf.

IBI’s Preferred Vendors receive a ton of exposure yearround, have exclusive marketing perks, and are included in special promotions like the $30,000 giveaway.

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Inside Line possibilities for operators are endless and provide a vastly more rewarding experience for customers.

IBI: What new trends do you see emerging or continuing in the industry through 2023?

Rohan: Cashless gameplay is on!

Many transactions are still paid in cash, particularly in America and Europe.

However, with so many cashless options available to operators, this proportion continues to trend down. Another is customizing a guest’s experience.

Customers increasingly seek a tailored, custom experience in their outings or birthday parties. We’re also seeing increasing demand from our operators for integrations between their Laserforce system and other technologies, such as their debit card/POS platform, DMX solutions, marketing platforms, and online booking systems. And lastly, birthday parties and other groups continue to demand an exclusive experience, particularly in the laser tag arena. We are seeing this in the form of dual arenas or dedicated teams for each birthday group.

Rohan and Len

IBI: What do you like most about your job?

IBI: How do you like to spend your time of my role is the various challenges I face and overcome when you’re not working? daily. Operating a small business means that a few Rohan: I am lucky to live in Queensland, the sunshine Rohan: The most rewarding aspect

people wear many different hats, and while this can be challenging, it also improves a person professionally and personally. The experience of setting up trade show exhibitions with my colleagues one minute to drafting tailored business plans for clients the next is invaluable.

Of course, I also get fulfillment helping operators provide fun experiences for their customers.

IBI: What habit/technique/strategy do you employ at work to keep you organized and on-task?

Rohan: Coffee for one. To keep on track throughout my day, I like to start working as early as possible in the morning while my mind is fresh and focused.

This usually allows me some more spare time in the afternoon to unwind before the sun goes down.

18 IBI April 2023

state of Australia. We have an abundance of rainforests and a world-class coastline. In my free time, I love to take advantage of these by hiking, camping, and swimming. I also enjoy gardening and making DIY improvements to my house on the Gold Coast.

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

Rohan: Before returning to Laserforce International, I worked in Yangon, Myanmar, as a development economist. After only a short year abroad, my fiancé and I made the call to return to Australia as rumors of a novel coronavirus were spreading. If the virus had never spread, I could have been in a completely different line of work!

•

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Marketing

Avoiding The Problem of

TOO LITTLE TOO LATE Marketing Monthly with Bruce Davis

O

ver the years, as I coached and consulted with center operators, one business procedure that I almost always recommended was that management should take the time to conduct regularly scheduled meetings to review every stream of revenue that their business has.

I believe such reviews should be conducted two to three times each year. These sessions, known as Streams Of Revenue Review Sessions (SRRS), are important enough to be put on a calendar and not be postponed for any reason.

Currently, most centers are coming off a great run of profitable months, and taking the time and effort to conduct SRRS meetings may not seem like a top priority. Still, as we all know, things can change quickly, and with the current state of the economy, costs soaring, consumer confidence cooling, and world events in flux, who knows what the future has in store? On top of that, new competition for the entertainment dollar keeps popping up every month.

SRRS meetings are as crucial as ever.

Tips for

SUCCESSFUL SRRS MEETINGS 1 Review each revenue stream two to three times a year without fail.

2 Instruct attendees to come with notes and ideas.

3 Management should listen and not dominate sessions.

4 Cover only one stream of revenue per meeting.

5 Devote more time to product and service review than pricing; ask about correct pricing when the product and service review is over.

It is often noted that when small to medium size businesses adjust prices, they do so “too little too late,” to avoid this problem conducting regular reviews can be an answer.

6 Take good notes at each session.

Centers have multiple revenue streams (some more than others), so it is important to resist the temptation to have yearly meetings to review all revenue streams in one or two settings. You should

8 Prepare action plans, duties, and marketing steps.

20 IBI April 2023

7 Make decisions at the meeting, not later.

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Marketing have individual meetings to discuss only one revenue stream at a time. These essential meetings deserve sufficient time to maximize their purpose. Not only do I recommend that you cover only one stream of revenue at a time (open play, league play, cosmic, birthday business, tournaments, company events, food, beverages, etc.) You should have a separate log book or file for each stream of revenue that is updated from meeting to meeting.

QUESTIONS

Management should invite staffers involved directly with the execution of each revenue stream to attend the sessions as their input is often very insightful, plus they are closest to the customer when new plans are rolled out.

From my experience, the most successful SRRSs are those conducted off-premises.

Taking a few staffers out for lunch to conduct your SRRS shows those in attendance their importance to your organization. In addition, being in an environment other than the center allows for concentration on one topic, avoids interruptions, and most often acts as a stimulus for open minds and good creative thinking.

For centers with six to eight major revenue streams to deal with, I am confident the return on the investment of time and money will be substantial. Being “too busy” to conduct regular SRRS is a colossal error!

To avoid the “Too Little Too Late” syndrome, conduct your meeting based on the idea that a significant amount of the industry’s current customer base is looking for a bargain that should not be confused with a low price. A deal means

LET’S DO THE MATH! If two or three SRSS meetings a year result in an average transaction increase of 50¢, it can mean big bucks for your business! Consider a 32-lane center that averages 600 transactions a day:

600 transaction x 50¢ = $300 additional revenue per day Using just 340 days a year of business would be an additional cash flow of $102,000 a year!

By conducting just two or three SRSS meetings a year, most centers will find ways to increase average revenue by 50¢.

Remember, this is not 50¢ across the board since some experiences can be increased by more and others, not at all.

22 IBI April 2023

To Pose Of Your ATTENDEES: ?

How might we increase the size of our individual transactions?

?

What new high-margin product or service might we add?

?

What can we add to our experience to gain more visits?

?

What is our competition doing that we might learn from?

?

How can we get happy customers to spread the word for us?

?

What service can we add that makes us different?

?

Should our prices be adjusted with demand?

the consumer feels that they got more out of their experience with you than they paid, or at least it was a fair trade. While proper pricing is critical, just dealing with the price side of the equation will lead to serious business problems.

•

Try a round of SRRS meetings. The payoff can be huge!

Bruce Davis is President of Bowling Business Builders International (BBBI) whose flagship program Kids Bowl Free has registered over 35 million children for participating centers.

Let Us Make Your Center Look Like A New Center

FEATURING THE

40 FR AM E G AM E!

Rethink Your Scoring System Investments Already Made-AND in the Future

MULTIPLE SCORING UPGRADE OPTIONS If you simply want to keep the investment you already made running, we may be able to help with a combination of new, used, refurbished, or repair on many scoring and machine components.

We have been offering support to maintain your current investment for over 12 years.

TouchDesk Management System If you have Legacy Scoring (Brunswick AS-80/90, Frameworx or AMF Magic Score, Accuscore, Boss) you can upgrade the Management System to TouchDesk. This is a great option if your scoring is still doing the job, but you worry about the management system lasting through another season. System is CDE/BLS Compatible, offers POS options, and more. Once purchased, you can upgrade scoring - one pair at a time.

INTRODUCING THE REVOLUTIONARY SCORING CONCEPT

TOUCH SCORE 3 W/TOUCHDESK III New Scoring Graphics & HD Flatscreens, and Digital Signage at the SAME TIME! ●

●

All new scoring including, cameras and machine interface equipment.

Touch Score 3 lets you upgrade one pair at a time. Manage both your old and new scoring with Touch Desk MGT System. Divide your center into "premium" and "standard" lanes, and upgrade more pairs at your own pace.

●

Use Standard Computing Technology. TS3 uses standard Windows PCs on the lanes, counters, and back offices, making your scoring computers relevant and inexpensive to repair or replace. Never pay manufacturer's prices to repair proprietary computers. TS3 also connects directly to any flat screens without converters and auto scales to resolution of screens for easy upgrading.

Integrates Live with Lane Talk AND Lane Engine! and Speak Directly to the owner.

Let Us Make Your Center Look Like A New Center

Cover Story

POPULAR & PROFITABLE! Reviving Older Centers for Today’s Customers

By Robert Sax

W

hen Jim Barton sees an old bowling center, he doesn’t think about turning it into something new; instead, he thinks about restoring it to its former Jim Barton glory. Over the years, the St. Louisbased proprietor has saved several neglected centers and made them popular (and profitable) again. Reviving old centers has become Barton’s specialty, and it’s a valuable model for other proprietors who can recognize a diamond in the rough.

Saratoga Lanes in the early days

Although Barton wasn’t from a bowling family, he started early in the business, emptying ashtrays at his local center, Bowling Grand, when he was eight. “I wanted to bowl and couldn’t afford it,” he recalls. “The owner Danny Brennan said, ‘You can work for your bowling.’” As Barton got older, he became a pin chaser and learned the operations from the ground up.

Barton finished high school at 18 and was planning to go to college. Brennan had just purchased Saratoga Lanes, an 8-lane “upstair-zer” that opened in 1916 and is the oldest bowling center in St. Louis. “He asked me to help him for a few months,” says Barton. “I took it over, and I was turning things around.” A year 24 IBI April 2023

Saratoga Lanes is just as well known for shooting pool as it is for bowling

Cover Story

Tropicana bar

later, Barton decided to forgo college and get into the bowling business full-time by buying half of Saratoga Lanes. Eventually, he purchased the other half, and “it just kind of rolled from there.”

Today Barton owns and operates Saratoga Lanes and nearby Tropicana Lanes, a 52-lane center from the early 1960s. He also created Blackhawk Bowl and Martini Lounge at the Hotel Blackhawk, a historic rehab in Davenport, IA, that he later sold to the hotel owners. Moolah Lanes, another historic St. Louis bowling property, is awaiting rehab.

The trick to fixing up a run-down center is to do so while retaining its unique charm and style. “So many people try to make it ‘retro,’ but we are authentically retro,” Barton says. “With Tropicana, I wanted to make it feel like the late ’50s and early ’60s. I wanted that look and feel, but clean and not run down. That makes us authentic; we’re cool as we are.”

But there’s more to Barton’s success than knowing how to keep a center’s retro vibe. Barton says when he first got involved in Tropicana, “It was just getting run into the ground. We cleaned it up and put bowling programs back in. You got to go in there and give people a product they don’t have. My biggest thing, besides customer service, is these places have to be clean and welcoming.”

He also hired the best mechanic in town to ensure his bowling equipment was in top condition. “When I got there, they were probably running calls at about 300 per stop, and now we’re up to about a thousand. We put a bunch of money into getting the machines running better.”

To expand his event business, Barton changed to encourage party guests to mingle throughout the center

instead of just sticking to the lanes. These included closing off the bar for parties while still serving other customers and adding ping-pong tables and an arcade.

He had to remove some lanes, but his goal was to serve more people for a longer time with fewer lanes.

“We created more of a party atmosphere because you’re not just standing at the lanes bowling with a [small group].

You bowl for a little while, mingle for a little while, and go into the banquet room. It gets people to move around,” Barton says, making for a better party. As a result, corporate and private party bookings at Tropicana are up considerably.

The smaller Saratoga Lanes is booked exclusively for private parties by people fond of its “no tech” manual scoring, oldtime charm, and cozy environment.

Barton uses a mix of old and new marketing approaches to promote his party business. He says social media is a great way to attract younger customers and let them know what his centers offer. But he’s also a firm believer in oldschool direct mail. A recent campaign of this type to 1,500 addresses brought in 40 to 50 parties, and the first party brought in enough revenue to cover the cost of the mailing!

Barton says marketing “retro” events like The Forty Frame Game and the Calcutta tournament are another excellent way to attract new customers. “These are things we all grew up with, but the younger people in their thirties have never seen it. And they’re like, ‘Wow! That’s fun!’”

Barton’s experience shows that there is a lot of business to be generated by refreshing older properties for today’s customers. The key is to keep the experience authentic. “Fun things that are cool will always be cool,” he says, “You have to bring it to them.”

•

IBI April 2023 25

Kyle Troup

9 time PBA Champion

Verity Crawley PWBA Champion

Jason Belmonte 14 PBA Majors

THIS ISN’T THE FUTURE The online revolution of bowling is already here!

Over 200,000 bowlers use the Lanetalk app. 50,000 participates in online competitions every month. We provide all statistics to the PBA and USBC and are featured on television every week. Lanetalk is growing faster than ever, both in users and connected centers.

And the best of all: It is free for centers!

Don’t fall behind! Join the world’s biggest bowling community today!

Learn more at Lanetalk.com

Success With...

YOUTH PARTICIPATION!

Youth bowlers increase across the country with Kids Bowl Free™ By Corrie Pelc

C

enters around the country are not only increasing the number of young bowlers coming in during the summers and other slow times, but they are also seeing an uptick in birthday parties, youth leagues, and other family-friendly offers.

Summertime Boost

Keegan Standage, general manager of Sunshine Lanes and Enterprise Park Lanes, both in Springfield, MO, says they started using the Kids Bowl Free™ program a few years ago to provide an affordable way for families to get out of the house during the summer.

“Ultimately, we want to get them interested in bowling — that’s the goal,” she adds. “It puts bowling at the front of people’s minds and gets them out [and] into our centers.”

In addition to the Kids Bowl Free™ (KBF™) team’s marketing for them, Standage says they also do some in-house marketing using their KBF™ database. One idea they’ve found to be successful is a Kids Bowl Free™ kick-off party.

“We’ll choose a day of the week before Kids Bowl Free™ starts, and we have a carnival-type atmosphere, bowling, and discounts in the snack bar,” she details. “And then, at that point, we have our youth directors and coaches out there to get them interested in bowling a little bit more.”

Increased Youth League and Parties

On the Fort Stewart-Hunter Army Airfield base in Georgia, Marne Lanes has seen a 25% increase in their youth league sign-ups and increases in their open bowling and birthday party sales since starting the Kids Bowl Free™ program in 2012, says general manager Rhondala Stevens.

“We’ve had a 10% increase in adult leagues from the KBF™ parents. Once they got their kids involved in [youth leagues], they decided to bowl in the adult league,” she continues. “So, it’s been a really good domino effect.”

Because of the bowling center’s military affiliation, Marne Lanes offered the Kids Bowl Free™ program last year from April through December due to the deployment of soldiers. “A lot of our dads were gone, so we wanted to make sure that we offered [the program] long enough so that when they came back, they could enjoy it with their families,” Stevens says.

30 IBI April 2023

They will hold the program from April to the end of September this year. “We offer it every day we’re open, even on the weekends, because you have a lot of moms that are working moms, you have a lot of dads that are working dads,” Stevens explains. “This way, they can spend quality time with the kids.”

Giving Back to the Community

Bonnie Doon Bowling Center in Edmonton, Alberta, Canada, started using the Kids Bowl Free™ program about 15 years ago. According to event coordinator Kristi Van Keimpema, the center decided to try the program to fill in their slower summer months from June to the end of August.

“Nobody wants to hang out inside when it’s nice out,” she explains. “We thought Kids Bowl Free™ would be a good way to bring in traffic — and we were correct! We have had repeat families come every summer for at least ten years.

I have gotten to know the families that come. I remember their shoe sizes and know their names by heart.”

When families sign up for the Kids Bowl Free™ program, the center gets their information in an easy-to-use database.

KBF™ then sends marketing emails to the families. These bonus emails have driven more business to the center.

Bonnie Doon Bowling Center loves the marketing support offered by the Kids Bowl Free™ program. They also take full advantage of KBF™’s advertising support, including registration-related information on Facebook, email, and texts.

Van Keimpema says the Kids Bowl Free™ program allows them to provide a low-cost activity for their surrounding community. “[People aren’t] worrying, ‘If I go bowling today, what am I going to do for groceries tomorrow,’” she explains. “It’s a frugal way to get out of the house. As a parent, I see the benefit, and from a business perspective, we experience many benefits.”

•

GOODHELP IS EASY TO FIND.

INTRODUCING SYNC SERVICE KIOSK.

©2022 Brunswick Bowling Products, LLC. Form #0122-01C

The Sync Service Kiosk was designed to alleviate your labor concerns while enhancing the guest experience. The fully integrated, automated technology reduces wait times, streamlines ordering, improves accuracy, and upsells on every transaction, all while offering the instant gratification your guests seek. Get guests to the fun faster with Sync Service Kiosk, brunswickbowling.com/servicekiosk.

A man of vision with a proven record of championship success, head coach Nick Saban has become the only coach to win seven national titles in poll era college football.

Retention: Key Mindsets That Retain Top Talent

Colene Rogers

Colene Rogers will provide you with practical, proven, easy to implement practices and strategies to help you improve employee satisfaction which leads to higher productivity, lower turnover and a stronger bottom line!

Limited spots available Everyone who attends this session will receive Colene’s book Retention

PREFERRED VENDOR LIST Apparel EXPERT HOSIERY

Customer Service

919.799.7707

www.funtimefootwear.com support@experthosiery.com

Expert Hosiery is a premiere supplier of high-quality socks to Bowling Centers & 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

Howard Ellman

248.644.7275

www.dynamicdesignsinc.net Info@dynamicdesignsinc.net

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

Arcade Distributor AVS COMPANIES

Sales Department

847.439.9400

www.avscompanies.com sales@avscompanies.com

AVS Companies is a multi-branch, full-service distribution network serving the amusement, gaming and vending industries.

BETSON ENTERPRISES

Sales Department

800.524.2343

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

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

Attractions CREATIVE WORKS

Russ Van Natta

317.834.4770

www.thewoweffect.com sales@thewoweffect.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.

Automatic Scoring NEW CENTER CONSULTING

Glenn Hartshorn

248.375.2751

www.newcenterconsulting.com ghartsho@yahoo.com

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

STELTRONIC SCORING

Sales Department

800.942.5939

www.steltronicscoring.com Info@steltronicscoring.com

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

Capital Equipment/Supplies BRUNSWICK BOWLING PRODUCTS

Michael Postema

231.343.2043

www.brunswickbowling.com Info@brunswickbowling.com

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

NEO TAC Frank Bernabei 585.798.6400 Lane Conditioners and Lane Cleaners. Bowling Ball Cleaners And Polishes.

34 IBI April 2023

www.neotac.com 300@neotac.com

PREFERRED VENDOR LIST Capital Equipment/Supplies QUBICAAMF Sales Department 804.569.1000

www.qubicaamf.com info@qubicaamf.com

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

SWITCH BOWLING

John Fatigati

201.694.7985

www.switchbowling.com john@switchbowlingusa.com

Offering a full line of equipment, furniture and scoring for everything from modernization to new center builds since 2006, Switch Bowling features Italian designed style built into products with uncompromising quality and value.

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.

Consulting, Management and Marketing TRIFECTA MANAGEMENT GROUP

Bruce Nussbaum

818.879.7100

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

TMG works closely with stakeholders to create and manage innovative concepts through customized value added and consulting services including operations, team development, marketing/advertising, culinary and technical. With the goal of creating memorable experiences, customized for local markets, TMG can help take your concept from idea to operational, or anything in-between.

Food & Beverage VIRTUAL DINING CONCEPTS

Kelly Grogan

508.351.2556

www.virtualdiningconcepts.com kgrogan@virtualdiningconcepts.com

Our goal is to help the restaurant community generate additional revenue and sources of income through virtual brands.

We give you the expertise and know-how of seasoned restaurateurs, knowledge from national chain experience and the vision to put it all together in one complete, easy to implement solution.

Furniture VENUE INDUSTRIES

Sales Team

855.558.3683

www.venueindustries.com sales@venueindustries.com

Venue Industries is a commercial furniture manufacturer in Tampa, FL. Specializing in custom furniture design, Venue Industries can provide furniture for your entire facility. From bowling sofas, to restaurant seating –– Venue Industries can provide anything you might need for your bowling center or family entertainment center.

IBI April 2023 35

PREFERRED VENDOR LIST Insurance TILTON, THOMAS & MORGAN INSURANCE PROFESSIONALS

W. Tyler Compton

866.233.0266

www.ttminsurance.com tcompton@ttminsurance.com

Tilton, Thomas & Morgan Insurance Professionals has been insuring bowling and family entertainment centers for over 40 years. We support many 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 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!

Lighting/Sound DECIBEL STUDIOS

Guy O’Hazza

310.693.5165

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

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

DFX SOUND VISION

Mike Bovino

800.555.5280

www.dfxsoundvision.com info@dfxsoundvision.com

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

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

541.549.0999

www.eBowl.biz Carey@eBowl.biz

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

THE KAPLOE GROUP

Fred Kaplowitz

516.359.4874

www.kaploegroup.com fredkaplowitz@gmail.com

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

36 IBI April 2023

PREFERRED VENDOR LIST 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.

PARTYWIRKS Sales Department 877.345.4012

www.partywirks.com sales@partywirks.com

Partywirks is more than an online booking software company for parties, events, lane reservations and leagues for your bowling entertainment center. Our easy-to-use, easy-to-manage multi-function system encourages upselling, helps generate future interest, and also allows your visitors to inquire, invite, share, learn, sign waivers, and shop online.

Party Supplies and Novelty Products SIERRA PRODUCTS

Shelly Berry

800.900.7695

www.noveltybowlingstuff.com sales@noveltybowlingstuff.com

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

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

888.564.7587

www.redemptionplus.com 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.

Virtual Reality VRCAVE Alex Rossol

780.577.9655

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

vrCAVE produces premium VR escape room products suited for any bowling alley or FEC looking to add VR as an option to their establishment. They work with companies of all sizes, help with the headset installation, and provide the software and technical support.

IBI April 2023 37

Classifieds

NEW Print & Digital Opportunities • Print & Digital Magazine Delivered Monthly • Digital Newsletter Delivered Monthly • Website Exposure Through Content Marketing Opportunities and Lead Generation System • E-Send Distribution Offered on a Limited Basis • Specialty Print & Mailing Services • Marketing Consultation and Special Promotions • Joint Venture Opportunities

For Sales and Unique Marketing Partnerships, contact Natalie Davis | 239.821.2534 | Natalie@BowlingIndustry.com

38 IBI April 2023

Classifieds

VISIT

IBI Online

www.bowlingindustry.com Exclusive, Online-Only Content // Must-Reads and Videos on Important Trending Topics // Special Features and Contributors Register for Online Deals, Discounts, & Giveaways

MECHANIC RETIRING HIGH Level mechanic retiring – willing to train next hire for our 26 lane center with restaurant. Only the third mechanic since 1959 for our very stable, family business. Great opportunity in beautiful northwest NJ/PA border town. Salary and benefits commensurate with experience. Email resume to rob.plenge@comcast.net or call Rob 908-763-1192.

SERVICES AVAILABLE Drill Bit Sharpening and Measure Ball Repair.

Jayhawk Bowling Supply.

(800)255-6436 or jayhawkbowling.com EXPERIENCED MECHANIC N EEDED FOR 32 LANE CENTER

Sign up for IBI’s

$30,000 GIVEAWAY

Great opportunity in the Tampa Bay area 8270 AMF Pinsetters // Salary and benefits determined by experience // E-Mail resume to manager@oakfieldlanes.com or Call Tammy Jacobs @ (813)681-4783 EQUIPMENT FOR SALE NEW & USED Pro Shop Equipment. J ayhawk Bowling Supply. (800)255-6436 or jayhawkbowling.com.

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

IBI April 2023 39

Classifieds

IBI!

GET FEATURED IN

IBI is on the lookout for stories to share with our readers. Other operators love learning from their colleagues!

If you have had success in one of these areas (or a different one) please let us know: • Leagues or tournaments • Youth business • Special events • New streams of revenue

• Cutting costs • Finding staff • Food or beverage • Added attractions • Arcade and redemption

Email stephanie@bowlingindustry.com for potential story ideas and features.

Printed in U.S.A. Copyright 2023, Davis Productions Inc. No part of this magazine may be reprinted without the publisher’s permission.

1850 San Marco Rd // Marco Island, FL 34145 (239) 366-2230 // www.BowlingIndustry.com

Hotline: 855-415-7517

SIGN UP FOR IBI’S NEWLY REBRANDED DIGITAL NEWSLETTER www.BowlingIndustry.com

AMF and some BRUNSWICK PC board repair/exchange.

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

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

Natalie@bowlingindustry.com

40 IBI April 2023

REAL PEOPLE

REAL STORIES

REAL RESULTS

NEVER SAY NO! SAY ‘YES’ TO MORE BUSINESS BY LETTING CUSTOMERS SEE EVERY OFFER AVAILABLE. More bowling center options mean more bookings and more return customers.

That’s why Conqueror Web displays all the choices for people and their group.

But not just on the requested date and time. The system helps drive traffic to a wider array of options available in other time slots, too.

You’ll prevent customers from getting frustrated, giving up and going somewhere else—and keep them coming back for more.

To learn more visit:

IT PAYS TO BE A READER AND ADVERTISER OF IBI...

INTERNATIONAL BOWLING INDUSTRY MAGAZINE IS GIVING AWAY $30,000 TO BOWLING OPERATORS… & Writing Checks to Our Advertisers!

As Part Of IBI’s 30-Year Anniversary, We’re Rewarding Our Readers And Advertisers With A Big Money Giveaway

$30,000 GIVEAWAY TO CENTER OPERATORS Beginning October 1, 2022, IBI will be giving away $1,000 a month for 30 months which can be applied toward goods or services from one of IBI’s qualifying vendors.

Each month, operators enter the contest at www.BowlingIndustry.com for their chance to win in that month’s drawing. Once the winner decides on a purchase from an IBI qualified advertiser, IBI will send a check to cover that portion of their purchase.

A winner will be selected on the last day of each month. Once the winner is notified, IBI will give them a list of qualifying vendors to choose from.

Details and Rules are available at www.BowlingIndustry.com

ATTN: ADVERTISERS….

IF YOUR COMPANY IS AN IBI PREFERRED VENDOR, WE MAY BE SENDING YOU $$$$$ As a thank you to our consistent marketing partners, we’re including you in our milestone anniversary celebration.

If one of our winners chooses your company as their selected vendor, we’ll cut you a check on their behalf.

IBI’s Preferred Vendors receive a ton of exposure yearround, have exclusive marketing perks, and are included in special promotions like the $30,000 giveaway.

For more information on all the benefits of becoming an IBI Preferred Vendor, contact Natalie@BowlingIndustry.com or call 239.821.2534

Sponsored in part by Bowling Business Builders International

April 2023

Guests Love

LIGHTS! SOUND!

ACTION!

TEX-MEX, MARGS, AND MARGINS Affordable, Easy, Versatile

CASHING IN

Maximizing Your Arcade’s Card System

PUT REAL BOWLING ENTERTAINMENT ANYWHERE! Fly’n Ducks is classic duckpin bowling reimagined for today.

Amazingly easy to operate, available in a variety of sizes and options, cool and exciting for adults and children alike.

To learn more visit:

Welcome to IBI’s

New Ideas // Different Concepts // Fresh Revenue Streams

I

n February 2023, IBI launched “Amusement Alley” where new ideas, different concepts, and fresh streams of revenue will be featured throughout the year. New and interesting entertainment options continue to flood the marketplace and create a swarm of choices for consumers. The IBI team, including our knowledgeable guest contributors, are digging deep to bring you cutting-edge trends and valuable information to help your business.

How is the vibe in your center? What grade would you assign yourself for exceeding customers’ expectations from the moment of entry to exit?

Contemporary sound, lighting, and video effects create a social media buzz, boost return visits, and can position your center as an attraction itself.

This month’s cover story focuses on how you can provide a show-stopping experience that’s easy for your staff, comfortable on your budget, and gives off the fun vibe guests expect.

We listen to you, our readers, and advertisers too!

If you have had success with adding a new attraction, have recently completed an upgrade or remodel, or are enjoying a lucrative stream of revenue from a new approach or product, we want to know! Your fellow operators want to know, too!

Reach out to Stephanie@BowlingIndustry.com with news to share, or topics you’d like us to highlight.

This Month’s Featured Content: 4 AA

4AA

CASHING IN WITH CASHLESS

Taking full advantage of your cashless system

BY JASON MITCHELL

6AA

6AA

CUSTOMER’S LOVE LIGHTS! SOUND! ACTION! Boost return visits and excitement

BY MIKE FERNANDEZ

11AA

11AA

WHAT BUSINESS ARE YOU REALLY IN? Good memories, good times

BY DANNY GRUENING

12AA

12AA

A PLAYER’S PERSPECTIVE

Game reviews of sensational games

BY MIKE FERNANDEZ

14AA

14AA

BOOZE AND BITES

Tex-Mex, Margs, and Margins

BY MIKE FERNANDEZ

A big shout out to these innovative companies for their involvement in this month’s Amusement Alley.

Progressive companies like these are critical to the future of the industry.

Amusement Alley April 2023 3

The Cashless Column

By Jason Mitchell

Cashing in with

CASHLESS

W

Are You Taking Full Advantage of Your Arcade’s Card System?

hen I ask bowling operators why they purchased a card system for their arcade, the most common response is, “Because I was told to get one.”

But the game distributor, consultant, or peer who told the operator to buy a card system didn’t have the time to tell them about all the features and benefits they offer.

Operators know that the day that their card system goes live, they will begin to reduce labor costs, improve the guest experience, streamline arcade and redemption operations, and increase revenue. While that may satisfy many operators, they can still leave money on the table if their card system is not used to its full potential.

The operator, or someone on their team, could be leveraging that card system to increase revenues by spending 15-20 minutes daily reviewing reports, installing valuable updates, and finding missed opportunities. Data mining, system security, inventory control, merchandising and marketing, price management, ongoing training, support, and system updates are all integral to maximizing an arcade operation.

If your card system provider offers on-site or remote training, take advantage of it!

Just about everybody who runs an arcade can benefit from training. When you’re in a facility all the time, you tend to get blinders on. Having an industry expert with fresh eyes walk through the facility will lead to insights you might have yet to consider.

A good training program begins with an audit of the system to see how the arcade is doing. It’s a forensic deep dive into such key settings as payout percentages and cost of goods sold. Then the operator can decide which recommendations to implement and when.

One way you can significantly impact your revenues

and profits is by monitoring the back end of your business.

That includes your cost of sales and making sure that your bottom-line costs are as low as they can be without negatively impacting the guest experience. “Winners make players” is an industry maxim; you must let customers win prizes to show them value in playing your games.

As Intercard’s Client Success Manager, I have seen how quickly arcade management training can grow an operator’s bottom line and make their work easier. Louie Leber, the arcade manager at Chipper’s Lanes in Fort Collins, CO, is one such operator. “I would recommend the training to anyone and everyone,” says Leber. “Our Intercard system is robust and has many facets we didn’t know about. The knowledge gained through training has empowered us to make decisions based on the system’s solid metrics and will impact our business for years to come.”

Tip! Talk to your system provider about what training they offer to ensure better guest service and enhanced profits.

Harness the full power of your card system to turn a good arcade into a great one.

If you want to know more about how training can boost your arcade revenue, please email me at jmitchell@intercardinc.com.

•

Jason Mitchell is the Client Success Manager at Intercard. He uses his extensive experience in operations and executive management at some of the largest companies in the amusement industry to help proprietors get the most out of their arcade operations. He is also a regular speaker at Bowl Expo, BPAA Boot Camps, IAAPA, and Amusement Expo.

He welcomes your questions at jmitchell@intercardinc.com.

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© 2022 BBBI 220811

Cover Story

Customers Love Lights!

Sound!

ACTION!

By Mike Fernandez

Boost return visits and excitement with upgraded lighting, sound, and AV

T

oday’s guests expect a sizzling experience from the time they enter your building until they pull out of your parking lot. Thankfully, innovations in technology have made it easier than ever before to provide electrifying, memorable visits that fully immerse guests.

IBI caught up with experts in sound, lighting, and video to learn more about what today’s systems can do for you and your guests.

How are you doing with the vibe in your center? Is your atmosphere projecting the image and feeling you want guests to have? Do bright lights in your center give off a sterile, hospital-esque vibe instead of encouraging guests to hang around longer and spend more dough?

How can you exceed customers’ expectations from the moment of entry to exit? Contemporary sound, lighting, and video effects can create a social media buzz, boost return visits, and position your center as an attraction itself. As technology and high-tech experiences have infiltrated all aspects of people’s lives, consumers have come to expect a show-stopping experience in everyday living.

Today’s AV systems have come a long way!

If you haven’t looked at updated AV systems recently, you’ll likely be thrilled with today’s new options and ease-of-use which can provide an electric light and sound show consistently and easily.

Advanced speakers even analyze the acoustics of the room in real-time, so they can actively adjust sound levels and direction to maximize effectiveness in high-traffic areas.

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Imagine a typical Friday afternoon as center traffic is about to gear up. Preparation for a busy weekend can take up a lot of labor, maybe more than you have available. There’s no need to panic though; a contemporary AV system can be put to work to entertain guests with little effort. Visualize reaching out for a handheld touchscreen that gives you simple, complete control of all the sound, lighting, and video in your facility.

With just the press of a button, you can change the dynamic of your entire center, adjust individual areas, or have options preprogrammed to automatically change on a desired schedule.

“Multiple layers of lighting provide the ‘WOW’ factor when guests walk through the door. Besides general lighting, there

Cover Story are limitless colors and color temperatures to consider and knowing which angles complement the space or to add spotlights high-value attractions,” said Mike Bovino of DFX. “The technology for LED lighting and direct-view LED video are head and shoulders above traditional lighting and projection systems. Additionally, fog machines and laser technology have made it easy to send bursts of excitement through the center.”

Guy O’Hazza and his team at Decibel-Studios want centers to stand out in a busy crowd of entertainment options. Many of their clients want to step up their AV game and become an entertainment hub in their local community. Part of this is emphasizing the true power of audio. “Manipulating sound gives you a strong influence over the guest experience. If your guests look like they need livening up, it might be time to switch up the beat,” explains O’Hazza. “Later, you can signal for closing time by simply turning down the music at the bar or making announcements in specific parts of the center.” When you play the right music, you’re flooding guests with feelings of nostalgic experiences that they associate with your center; it’s all part of today’s immersive recreation.

“Customers’ expectation is for sound to perform well at all levels. Whether it’s acoustic guitar in dim light or pumping the bass on Saturday night, it needs to have great range and intelligibility,” said Bovino. “We take into account the acoustics of the space and consider the competing sounds coming from nearby areas to provide the high-fidelity experience.”

The Power of the Zone

What’s going to keep people in the building longer? What kind of vibe should you put out for an after-work crowd? How can you entertain guests in the dining area and arcade? “When we walk into existing centers, we ask ourselves those questions and more. It helps us create adjustable zones or areas, so you’re able to control specific locations in your center,” said Bovino.

Control of different zones means your private event room can be dimly lit and playing soft rock, while your lanes are pumped up with jams for Friday night fever. By creating separate zones with their own sound and lighting settings, you can avoid lane music pumping at the same levels as a private room, where people might prefer a more casual, conversational setting.

Installation and Maintenance are Fast and Easy “With new centers, we work with the architect and try to interpret the operator’s vision [as a team]. When it’s done, it’s all automated — every last bit of it. You can schedule things for a certain time of day. It’s called Show Control, and the show is always on,” said O’Hazza.

Depending on the scope of the project, timing can take anywhere from a week to six months, from assessment to final

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“Our most recent project is a complete DMX-controlled lighting and audio package for our 7-lane event suite. It operates flawlessly! From the initial project and proposal to installation, the team at DFX are consummate professionals who leave no stone unturned and absolutely stand behind their work.”

Simon Shearer, Perfect Game, Farmington Hills, MI

"Thanks to Decibel-Studios, we were able to integrate a newly repurposed space into our existing audio-visual systems. Combining the old and new was not an easy endeavor, but everything came together seamlessly on schedule and on budget.”

DJ Hill of Lefty’s Alleys & Eats, Lewes, DE

checkups. Things to consider are: if there is an existing system, if some of it is still usable, what your goals are, or if the center needs a complete rework and rewire from the time it was built.

While service technicians can be sent to a location when needed, most system issues can be remedied remotely and immediately. The IT team gets alerts for error messages

EXPERIENCES

Custom Show Control, Audio, Video, Lighting, Special Effects, IT and CCTV Systems DESIGN • ENGINEER • INSTALLATION • MAINTENANCE

1 (310) 693-5210 • decibel-studios.com

Cover Story Scan for Decibel-Studios

Guy O’Hazza: We’ve taken our exposure

in creating experiences in the amusement park business, to bowling and family entertainment centers; clients like Universal, LEGO, and Experiences Disney laid the groundwork. Their ideas grow our ideas and allow us to provide an immersive guest experience with the same tenacity that we do in theme parks.

Mike Bovino: Since 1986, we’ve designed

and built systems for over 3,000 bowling and family entertainment complexes throughout the world. Over the years we have completed projects for a wide array of high-profile venues but bowling and family entertainment centers is where we started. Our unique, patented lighting and visual products are designed specifically for this industry. Our systems are custom designed to be impressive, versatile, and fit just about any budget. Whether your project is large or small, we have the technology that’s right for you.

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before you can pick up the phone! These knowledgeable professionals can expedite services during critical times alleviating downtime.

Hot Tip!

“Consider the TVs in your center. They are rated for the number of usage hours per day. If it’s rated for five hours a day but left on from open to close, they can overheat in a short time. A good quality TV will save you hassle[s] in the future,” O’Hazza informed us, “but really, the visual options are endless. Want a 4D thunderstorm simulating rain during the winter in Nevada? We can do that.”

When using experts in the industry like Decibel-Studios and DFX for sound, lighting, and video solutions, guests will see your center in the same limelight that you do.

A big thanks to industry leaders Mike Bovino of DFX and Guy O’Hazza of Decibel-Studios for sharing their expertise with us.

•

Mike Fernandez is a freelance contributor on all things regarding food, booze, and fun. Growing up in his family’s restaurant business fueled his passion for good eats and tasty treats. By day Mike works in business development for IBI, by night he scours south Florida for the latest trends in food, drinks, and recreation.

Guest Contributor

What Business Are You

REALLY IN?

By Danny Gruening

Consider yourself in the good memories business

I

love asking bowling operators the following question: “What business are you in?”

Almost every time, the person will say the bowling business. This is the case whether they have a traditional bowling venue or a bowling entertainment center with multiple attractions.

Sure, this reply is technically accurate, and it focuses on what is likely the most important part of the business. However, just because it’s accurate, it doesn’t mean it’s the best answer.

I then follow that up with another question: “What business are you really in?” I emphasize the word ‘really’ because the answer isn’t bowling. It’s something much deeper.

At the core, you’re in the business of memories, emotions, fun, escapism, and celebration. Sure, one of the ways you deliver these results can be through bowling. But at the end of the day, your customers keep coming through the door because of the feeling you give them when they bowl.

You might think this is nothing more than a trivial use of words, but it’s much more than that. When you think about yourself as a bowling business, you’re limiting your opportunities. But if you change the way you think about and communicate your brand, it expands your opportunities.

First, let’s look at this from a marketing standpoint. You’ll be able to get more people in the door (and charge a higher price point) when you market based on feelings and emotions because that’s how people make their purchasing decisions. Most people think they make decisions based on logic. But, your customers make decisions on emotions and then use logic to justify those decisions.

People don’t buy what you do (bowling), or how you do it (VIP lanes with servers and leather couches). They buy based on why you do it. As an example, which of these positioning statements do you think would be more engaging to customers?

Option 1: We love bowling, and we have the best bowling lanes, rental equipment, and pinsetters in town!

Option 2: We believe your family time matters.

Make the time count while you bowl, laugh, and smile with the people you care about.

See? It’s pretty obvious how powerful a message becomes when you focus on emotions. Plus, it’s a lot more inspiring and energizing.

We all work in the business of fun. But in the day-to-day stress, it can be easy to lose sight of just how fun the industry is. When you describe your business in terms of memories, smiles, and celebrations, you are reminded why your business matters. You don’t just provide an attraction.

You provide core memories on a kid’s 11th birthday, a place where a single dad can connect with his kids, or a moment of celebration for a girl who got straight A’s for the first time.

Beyond the marketing language, this shift in how you think about your business is practical. As we all have seen, more and more traditional venues are transforming into multi-attraction bowling entertainment centers. But too often, I see the owners of these BECs continue to think about themselves as bowling businesses.

That’s a problem because they view every decision through the lens of bowling. In their eyes, every package is a bowling package.

And every marketing message is a bowling message. And every operational decision is a bowling decision. Inevitably, this means the other attractions are treated like an afterthought.

But when you have multiple attractions, think of your business as a mix. Bowling will still likely be the most important anchor you have, but that shouldn’t come at the cost of your other attraction investments. The most successful BEC operators think holistically about their business and make decisions that will have a positive impact on every profit center.

When you combine that holistic thinking with a message tailored around the business you’re really in, you will see a big impact on your revenue and customer engagement.

•

Danny Gruening is vice president of Business Development at Creative Works

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Game Reviews RAW THRILLS - KING KONG OF SKULL ISLAND, VR SIMULATOR

Features: 55” and 43” LED HD gameplay monitors // Variety: 3 Episodes // Attendant-Free // Players interact using hand motion // Dual HP Supercomputers // AirRide Motion System // AirForce Jet Air FX // 42 square feet GAMEPLAY: King Kong of Skull Island is a prime example of the gargantuan capabilities possible with VR. A bumpy ride is one thing, but Raw Thrills’s blend of VR and motion technology propelling you through the Jurassic jungle of legends is something else entirely.

It took quick reflexes to smack virtually attacking Jurassic bugs, carnivorous plants, and largerthan-life dinosaurs out of the air as they assaulted our vehicle. We persevered, thankfully catching a trip on the back of a Pterodactyl. By far the most cinematic moment came near the end of the demo: a detailed King Kong holds our vehicle close, towering and snarling above us, while air FX blew gusts of his breath over us.

King Kong of Skull Island was an exhilarating demonstration of VR and motion capabilities.

You’re able to interact with and journey through imaginative worlds. Just sit back and…. DRIVE!

VARBOX

Time: 3-4 minutes Easily accessible VR eSports via iPhone app // Already large in Asia Monthly leaderboard winnings // No attendant // Add your branding to the main characters // Multiple game modes // Only requires 10 square feet REVIEW: The VR Collective’s VARBOX was an incredibly compact way to bring me into an expansive new world. In fact, once my match was over, I was told I was truly competing on a worldwide stage, with over 200,000 players in 15 countries. Armed with nothing but VR goggles and a VR sidearm, I battled wave after wave of zombies, many sneaking up right beside me for fast-paced showdowns. My stats put me in competition with other players around the world, allowing me to participate in leaderboards for the eSport, which offers monthly winnings to top contenders, all of which can be tracked through an app on my phone. With multiple games available, you’re given the option to work with a teammate or consider a full 4x4 battle.

The next-gen graphics and sounds created an immersive experience that was an impressive representation of how far virtual reality has come in the year 2022.

Incredible Technologies: Arcade Collection, Arcade Features: HD monitor // Classic variety: 3 games, each with several modes // Bowling game // Small footprint Mass appeal // Cabinet design and controls proven success // Easy installation // 7 square feet

Gameplay: When scouting the IAAPA show floor, my eyes lit up, stumbling upon Incredible

Technology’s booth with Golden Tee: PGA Tour games. Once I got closer, I saw they had expanded their cabinet collection. I was immediately blown away when I noticed their newest product featured bowling. I thought I saw a glowing halo and wings appearing behind it.

From the creators of Golden Tee, Incredible Technology’s Arcade Collection is a single cabinet holding three big games: (1) Silver Strike Bowling provides a perspective of bowling with angles you can’t get in the center, with the primary control ball being an exciting new way to work on your hook or hit gutter balls with a little more privacy. Player customization options and a Vegas mode appeal to all ages and demographics. (2)Target Toss Pro features a unique take on the icon tailgating games cornhole and lawn darts without the loss of eyes or cops busting down your door. If we weren’t a bowling magazine, my favorite game would have been (3) PowerPutt Golf due to the 11 extremely fun and creative 18-hole courses.

The Arcade Collection’s three simple games in a comprehensive package might leave you buying a second one for your home office.

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Contact Betson Sales: (800) 524-2343 | sales@betson.com | www.betson.com

Booze and Bites

Tex-Mex, Margs, &

MARGINS

By Mike Fernandez

T

ex-Mex is the most popular style of cuisine in America. Chili’s, Tijuana Flats, Qdoba, Chipotle, and many other chains have grown billions in profit from relatively the same simple set of food options. Can Tex-Mex boost your center’s balance sheet?

THANK YOU, TEJANOS

“Where does Tex-Mex come from,” asked nobody, ever, though few of us have ever heard the details!

Texas was considered a part of Mexico until 1836 when it declared independence and joined the United States.

The Tejanos (Texans of Mexican descent) style of home cooking took off in San Antonio. As people migrated in and out of the new state, the cuisine followed.

I wondered what specifically made Tex-Mex the most popular style of food in America: the price can vary, from the cheapest dive on the block to a fine dining experience; the ingredients are incredibly versatile; and it’s enjoyed by families and partygoers alike. I found it more ironic when I learned that before the Tex-Mex movement, a common American meal consisted of roast turkey, boiled ham, cranberry sauce, and cold bread. The Tejanos truly blessed our flavor palettes.

ADDING TEX-MEX TO THE MENU:

When it comes to Tex-Mex cuisine, the main ingredients provide a versatility that can NOT be overstated.

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Let’s say you decide to serve Tex-Mex food.

You’ve already got beef to ground, and chicken to shred.

You’ve already got lettuce, cheese, and maybe salsa. You’ll want to slow-cook your proteins for a juicier bite, and it’s even better the next day.

All you need to buy is tortillas, rice, and beans — the three most affordable foods on the market! A tip for the rice: all it needs is some allpurpose seasoning, cilantro, and lime.

With just those few changes, your menu offerings increase tenfold. You’ve got the versatility to offer tacos, nachos, burritos, enchiladas, and bowls that can adapt to any diet or palette. The ingredients have a long shelf life; most are used in nearly every dish.

Affordable foods, easy preparation, versatile ingredients, less waste, and increased traffic due to Tex-Mex’s widespread popularity provide a strong argument for making an addition to your center’s menu!

Booze and Bites

WHAT’S THE DIFFERENCE? The general differences between Tex-Mex and Mexican cuisine:

Tex-Mex usually includes chili powder, cumin, yellow [processed] cheese, and flour tortillas.

Traditional Mexican cuisine usually includes real chili peppers, more spices, corn tortillas, and traditional Mexican white cheeses, like Cotija (co-tee-yuh) or Oaxaca (wa-ha-kuh).

BOOZE MARGARITAS? MAMMA MIA! You’ll need one after seeing these numbers:

#1 cocktail in America: The Margarita 56% of bar-goers say the margarita is their usual drink order.

49% of cocktail drinkers order a margarita when dining out.

Source: CGA Strategy

30% increase in margarita sales 2020-2021.

Source: Distilled Spirits Council

On average, margs cost 50 cents more than the national average cocktail price, and they are still the most popular cocktail.

Source: Nielsen

Those are massively impressive stats. It’s also easy to upsell. Most drinkers today aren’t settling for the bottom-of-the-barrel tequila; they’re opting for higher-end and lesser-known tequila brands, as long as your bartender remembers to offer it!

While working at my family’s restaurant, I once asked my father why we only offered salted rims and not sugar rims on our margaritas. “Salt is the correct way. One day, someone might order a sugar rim. We ask them politely, yet firmly, to leave.”

A stronger stance than I’d take with that sort of popularity!

Whether you decide to tackle the task of offering Tex-Mex or not, adding margaritas to your bar menu is a no-brainer!

Mike Fernandez is a freelance contributor on all things regarding food, booze, and fun. Growing up in his family’s restaurant business fueled his passion for good eats and tasty treats. By day Mike works in business development for IBI, by night he scours south Florida for the latest trends in food, drinks, and recreation.

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