2023 June Issue

June 2023 // Vol. 31

An Enchanting World Awaits at a Busy Center in Dubai

THE POWER OF YOUTH COACHING Creating the Next Generation of Bowlers

UPGRADING YOUR PARTY PACKAGES Premium! First Class! Exceptional!

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Booth #733

Contents 6

June 2023 | Vol 31.6

Publisher’s Column INTERNATIONAL FOCUS

BY STEPHANIE DAVIS

10

Online Reservations

ONLINE RESERVATIONS FOR THE WIN Guests and staff love the convenience

BY CORRIE PELC

14

Youth Bowling

CREATING THE NEXT GENERATION The power of youth coaching

32

BY DARIN SPINDLER

20

Party Business WORDS MATTER!

The right words make all the difference

BY BETH STANDLEE

24

Marketing

IT’S THE LITTLE THINGS Small efforts pay off big

BY BRUCE DAVIS

30

Booze and Bites

STREAMLINE TO SUCCESS

Increase revenue, improve guest experience

BY MIKE FERNANDEZ

32

Cover

INTERNATIONAL

An Enchanting World Awaits at an FEC in Dubai

BY PAUL LANE

34

Redemption

STRESS-FREE REDEMPTION

A quality management program is vital

BY CORRIE PELC

PUBLISHER & EDITOR

Stephanie Davis

stephanie@bowlingindustry.com

MARKETING MANAGER & SALES Natalie Davis

natalie@bowlingindustry.com

NEW BUSINESS DEVELOPMENT Mike Fernandez

mike@bowlingindustry.com

EDITORIAL

Jackie Fisher

fisher@bowlingindustry.com

Patty Heath

patty@bowlingindustry.com

CONTRIBUTORS Bruce Davis Stephanie Davis Daniel Ellman Mike Fernandez Patty Heath Paul Lane Jason Mitchell Corrie Pelc Darin Spindler Beth Standlee Ryan Vasko Rob Zigmont

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 June 2023

NEW!

Amusement Alley Entertaining Beyond the Lanes 4AA ARCADE Why Every Arcade Needs A Technician

BY ROB ZIGMONT

8AA COVER LIVE at the Lanes! Tapping into the Music Scene

BY RYAN VASKO

12AA CASHING IN WITH CASHLESS Fluctuating Consumer Trends

BY JASON MITCHELL

14AA DESIGN Competitive Gaming Draws Crowds

BY DANIEL ELLMAN

DUCKPIN SOCIAL!

Come see us at Bowl Expo #361

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Publisher’s Column

INTERNATIONAL FOCUS

I

nternational is the focus of this month’s IBI issue. After all, International Bowl Expo is happening the last week in June, bringing international visitors to our industry’s top learning and networking event.

Keeping with the international flavor, our cover story this month features an upscale center in Dubai that boasts an electric atmosphere, various international food choices, bowling, billiards, and a corporate business stream of revenue that’s hot and profitable. Dynamite pics from this story may lead to some inspiration if you’re looking to update your center’s look.

For those of you planning on heading to Orlando, FL, for International Bowl Expo, I encourage you to take a few minutes and look through this month’s “Sneak Peek” of what NOT to miss at the trade show. In this section, exhibitors share what they are showcasing in the expo hall, giving you a preview of new products and/or deals being offered. If you haven’t inked your travel plans yet, there’s still time to show up in the land of Mickey Mouse and connect with industry friends while discovering products and services that can elevate your business. Be sure to read Carey Tosello’s article on food, beverage, and spots of interest while you’re in the Sunshine State. Carey, of ebowl.biz, is IBI’s fan favorite when it comes to reporting on travel, tasty treats, and fun things to do.

“Amusement Alley” again this month!

Be sure to turn this month’s magazine over and check out the innovative “Amusement Alley.” This flip section features a variety of entertainment 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 all about the lively and profitable music scene. Read Ryan Vasko’s article on how other bowling centers have incorporated live music with fantastic results.

Here at IBI we continually look at how we can be of service to the industry and help operators maximize their investment. After much conversation and feedback from 6 IBI June 2023

readers, IBI has recently launched the option of upgrading your IBI subscription to receive value-added marketing and management resources. IBI’s new Premium Subscription option is ideal for those who are serious about business operations. Included in the upgraded option is the “IBI Hot Topics Audio Series,” featuring interviews with experts on hot topics facing operators today. Subjects like finding and keeping employees, creating new organized play, premium pricing, and more are part of the audio series.

Also included in the Premium subscription are the bestselling book, “Fully Staffed” by Eric Chester, and IBI’s “Booze and Bites Collection.” If you’d like more details, visit us online or see the full description on page 64.

And finally, be sure to head over to www.bowlingindustry.com for IBI’s exclusive online-only content. An interesting article comes to us from AVS Companies, which shares how unattended retail shops called micro markets are growing in popularity with customers and staff. Another interesting article explains how updating your center has new revenue potential written all over it. US Bowling Corp takes on the subject of updating and the benefits that make it worth the effort.

I hope to see you in Orlando at International Bowl Expo. The IBI team will be there covering the show and connecting with industry friends, proprietors, and exhibitors alike. Stop by our booth # 750, and let’s chat!

•

– 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

BOOTH # 754

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It’s a partnership.

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Online Only

www.bowlingindustry.com READ THESE TOP STORIES EXCLUSIVELY ONLINE

The Benefits of a Micro Market

Why Update my Bowling Center?

BY AVS COMPANIES

BY US BOWLING CORPORATION

Micro markets are small, unattended retail shops that have become increasingly popular for food and beverage offerings. Micro markets typically offer healthier options than regular vending machines, with some of the popular items being fresh fruit, cold wraps, and smoothies. Read how AVS Companies explains the benefits of having a micro market for customers and employees!

Updating a bowling center might seem like it requires more work than it’s worth, but there are many benefits to it. There are a lot of different areas of the center that are available to update and once the center is updated there is new revenue potential. Read how US Bowling explains the many ways to update a center and the benefits that come along with it.

Inventory Management: Best Practices

It’s Time to Weaponize Facebook Reels!

BY REDEMPTION PLUS

BY TRUSTWORKZ

Redemption inventory can get out of hand quickly, but it is not impossible to fix! Watch this webinar, featuring Megan Burtch and Josh Adkins from Redemption Plus, as they explain some tips and tricks for getting your redemption inventory under control.

Now a days, almost everyone is on Facebook and it is a great tool to connect with future and past customers. Facebook Reels are quick, easy videos that can get a fun message out to your audience for free! Read how Trustworkz explains what Facebook Reels are along with the benefits to using them for your business.

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Success With...

ONLINE RESERVATION SYSTEMS DELIVER CONVENIENCE FOR GUESTS AND STAFF with AlleyTrak By Corrie Pelc

W

hen Chris Stewart, managing director of Starlite Lanes in Flagstaff, AZ, found out his current online reservation system was being discontinued, he immediately started Chris Stewart, Managing Director looking for a replacement. “A reservation of Starlite Lanes system allows our customers an outlet to book a lane and know that when they walk in the door, no matter how busy we are, they have a lane waiting for them.

For a small center like ours, that can run anywhere from a two- to five-hour wait on any given Saturday,” said Stewart.

One of the reservation systems they considered was AlleyTrak.

Stewart says one of the big selling points for them was the free two-week trial period the company offered. “They came in, implemented it for me, trained me, and then we got a free trial period for two weeks,” he recalls. “(They) didn’t charge us anything to install or give us our usernames.” After the two-week trial was over, the decision was easy. Starlite Lanes implemented AlleyTrak as their online reservation system in July 2022, and Stewart is thrilled with the results.

Easier and More Convenient for Guests and Staff

Since implementing AlleyTrak, Stewart says he has noticed it helps make the online reservation process easier for customers and bowling center staff. “The online reservation system provides our customers peace of mind that they will have a lane waiting for them once they complete their reservation.”

For example, with the older system, Stewart says guests would have to sift through 15 to 20 different time slots to find the available day and time they wanted to bowl. He explains that this would lead to extra communication with guests asking questions about pricing.

With AlleyTrak, Stewart says the programming allows guests to plug in the date they want to bowl and the number of people. “They simply hit check availability, and AlleyTrak brings up every time slot I have available for the parameters they set up,” Stewart adds.

New, Smarter, and More Efficient Systems

Reservation systems have come a long way since they were first introduced. The system automatically knows how many bowling lanes a guest needs depending on the number of people they bring. “Within my previous system, they could put 10 to 12 people down and only take one lane,” Stewart 10 IBI June 2023

says. “That runs into capacity and safety issues.” With AlleyTrak, the moment a guest inputs they are a party of 12, Stewart’s system tells the customer right off the bat that two lanes are required. “The system will not physically allow them to reserve one lane — they have to select two,” he continues. This safety measure assures staff and guests that the correct number of lanes has been reserved.

Food and Beverage Upsells

While Starlite Lanes guests use AlleyTrak to reserve open bowling slots, Stewart says it is heavily utilized for birthday party reservations. The center has increased its food and beverage sales by offering birthday party guests the opportunity to prepurchase certain food items directly through the application.

“Most parties, because it’s younger kids [and] teenagers, they’re not looking for the full menu,” Stewart explains. “So, what we’re offering is our cheese and pepperoni pizza, hot dogs and fries, and sodas.”

Data! Data! Data!

As bowling guests make their reservations, AlleyTrak collects contact information, such as emails and texts, which can be valuable marketing tools.

When Stewart sees his reservations, the system tells him if they are new or returning customers. For example, the data gathered by the system were used to promote Starlight’s News Year’s Eve packages. A special promotion was offered to repeat guests to thank them for their patronage. “The data collection was helpful because it gave us email addresses. We sent a [special] email with an AlleyTrak link so our repeat customers could reserve a spot before we opened it up to the public,” Stewart said.

An online reservation system like AlleyTrak is an excellent convenience for guests and staff. These newer systems are more guest-friendly than ever while capturing new levels of data for your team to mine and use. Don’t get left in the 20th century; upgrade your online reservation system and see how valuable it can be to your bottom line.

•

www.qubicaamf.com/prepare-to-be-captivated

RESERVE YOUR SPOT

PREPARE TO BE CAPTIVATED

BOOTH # 961

Youth Bowling

Creating the

NEXT GENERATION

OF BOWLERS One Frame at a Time The power of youth coaching!

By Darin Spindler

L

ike many of you, I’ve been involved in bowling for my entire life. My parents built a small 8-lane bowling alley in central Wisconsin the year before I was born. I spent many Saturdays watching my idols on the PBA tour, including my favorite, Amleto Monacelli. I loved his form and the power he generated — I tried to emulate it in my own game.

I share this with you because I was inspired not just by my family in bowling, but also by professionals on TV, and eventually a couple of great coaches. I participated in the youth program in Green Bay, WI, with one of the best bowling coaches I’ve known, Dave Labar.

After graduation from high school, I joined Dave’s team, and we worked on getting high school bowling off the ground.

As part of our research, we went to see the Illinois State Bowling finals at John and Brad Sommer’s Cherry Bowl.

When we walked in, the energy was electric. That experience eventually led to the addition of a massive high school bowling program at our center, which was complimented by the youth and after-school programs already in place. Dave made bowling fun for kids. The lessons were engaging and organized, and the kids became competitive.

I’m a strong believer in the power of coaching youth bowlers, yet it’s an area that as an industry we are struggling with for many reasons. We have far fewer adult league bowlers than we used to, and significantly fewer independently owned

14 IBI June 2023

centers where the owners are personally involved in making sure youth bowling is a priority.

Looking back fifteen years ago when the partners of Bowling Business Builders International created Kids Bowl Free, one of the main goals was to introduce more kids and families to the sport who may become lifelong bowlers. Since that time the program has introduced over 30 million children and their families to our game!

About a year ago, a professional bowler caught my attention on social media. I began following her posts. She has great energy and passion for the game and does a great job with communication on these new media platforms. I saw her and a few other professionals hosting clinics across Australia and followed that tour. Who was it? None other than PWBA star Verity Crawley.

Following Verity sparked a new idea from an old one. I contemplated how we could use the Kids Bowl Free platform to provide free coaching lessons to kids and help them understand the rules of the game, provide safety tips, and encourage them to improve, but do it on a large scale to reach 2.5 – 3 million kids per year.

I reached out to Chris Chartrand at Kegel for input. He said emphatically Verity is a great ambassador for the game and potentially this project and provided me with her contact

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Youth Bowling

Verity with the kids on set filming Kids Bowl Better lessons.

information as she lives near the Kegel training facility and is there nearly every day.

The next step was to get Verity onboard. After a couple of quick back-and-forth calls, Verity agreed to be the coach of Kids Bowl Better! I reached out to Pat Ciniello, the proprietor of HeadPinz in Fort Myers, FL, who agreed to be the host center for us to shoot a series of virtual video bowling lessons.

Over the next few weeks, Verity and our team worked together to create an amazing set of bowling lessons that can now be delivered to every family who bowls in Kids Bowl Free.

For young bowlers who want to knock over more pins without hitting the bumpers, they need to know how to properly pick up a ball, where to hold it, where to start their approach, how to get the ball swinging in the right direction, and more.

Each lesson with Verity builds on the lesson before. With the power of video, Wi-Fi access, and the new Kids Bowl Free app, we can help more kids learn the game at scale.

Will this solve all our industry coaching challenges? No, but it’s a big step forward for the millions of kids introduced to our game each year.

We have a series of 100% free lessons and another series for families who want more instruction on improving skills.

These premium lessons have a small fee attached but are very reasonable. All coaching lessons are available for Kids Bowl Free operators to view on their dashboard.

An enormous thank you to Verity who is a true professional to work with. She has a love for the game that is infectious, and it’s our hope that this effort will drive more families to gravitate toward organized play, not just youth leagues, but future high school bowlers, adult league players, and maybe even the next Verity, Belmo, or Amleto.

A vast majority of the kids who sign up for Kids Bowl Free are new to the game of bowling. They’ve never bowled before; some haven’t ever been to a bowling center. These new, young customers need to know everything about the game, starting with why bowling shoes are unique, why they need to keep their fingers and face away from the ball return, and the importance of not going over the foul line.

Darin has been in the bowling business his entire life.

He grew up in a small town of about 300 people where his parents built an 8-lane bowling alley in 1977, one year before he was born. He grew up doing all the jobs at the center. After moving to Green Bay and working at a large center, he found his passion in marketing. He met Bruce Davis and together they formed the team that created Kids Bowl Free®. Over the past 10 years, he has helped create over 10 million new customers for his clients and his own businesses.

16 IBI June 2023

•

Party Business

Premium! s!

First Clas Exceptional!

Upgrading Your Packages

WORDS MATTER!

By Beth Standlee

A

t a recent event, I had the opportunity to serve on a panel where we talked about birthdays and how to upgrade the experience. What struck me was when one of the panelists used the word “premium.”

It may seem like a small thing. However, I was taken aback as I thought about how I might feel as a mom or grandmother ready to book a birthday for my precious baby. Of course I want my child to have a premium experience. They only get to turn seven once, and I want it to be outstanding.

A premium experience is an upgrade, folks! That upgrade might be the best package rather than the good or better package. I could have used the word basic, but no parent wants a basic package for their child’s party.

competition. Below are some ideas you can implement as soon as you finish reading this article.

Repackage Your Parties

Do they scream, “Buy me!” Do they make people think, “Wow, I have to get that?” Words matter. Make sure the names of your packages suggest a premium experience.

Birthdays happen once a year, and they’re a big deal to kids, parents, and your party business. The words you choose can sway potential party-throwers to have a blow-out at your center or have them think, ‘Meh, what’s the next idea?’

Upgrade the Experience

Words make all the difference! You should check the names of your party packages and see how you can make them stronger and more appealing to potential guests. A premium upgrade can also be an excellent add-on to any party.

Upgrade options can be: added time, a particular attraction, upgraded food, or additional gameplay.

Collaborate with your team about upgrading the party experience in your center. It could be as simple as roping off an area for your party VIPs that helps everyone in the house know how important each child is! Ideally, you want to monetize your upgrade experience. When you get your team involved, they are more likely to make sure this premium experience is one your guests will remember. When your team has input, they have ownership and can help deliver that premium experience promise.

I encourage you to take the following steps now and see if your packages are “premium” enough to beat your

The birthday child wants the best party that their friends talk about and share on social media. Parents and grandparents

20 IBI June 2023

VIVID.

IMMERSIVE.

AMAZING.

BOOTH # 961

PREPARE TO BE CAPTIVATED

RESERVE YOUR SPOT

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Party Business

BONUS

UPGRADE IDEAS:

are willing to shell out big to make that happen. And they are also a big deal to the other parents attending; they have kids, too, and are on the lookout for the next option for their child.

Please be encouraged to focus on creating premium experiences for your guests and decide to take action today!

I’d love to hear how you are upgrading the party experience in your center.

Please share your ideas on the Trainertainment Facebook page, on LinkedIn, or email me directly at beth@trainertainment.net.

•

22 IBI June 2023

• Adult pizzas or party platters • Add-on lanes for adults and or siblings • $10 in added gameplay for $6. I also like the 3-4-5 program; $3-4-$5 of bonus gameplay!

• Upgraded, refillable logo cups • Add-on attractions for a set price (usually value-driven), i.e., laser tag. It typically costs $8 per game. You may have an amazing VR game, mini golf, a ninja warrior course, rock climbing, a ropes course, etc. Find an excellent middle-ofthe-road price point and sell those add-on attractions as a premium upgrade! It’s amazing how $5 × 10 guests × 20 weekly parties add up. By my math, that’s more than $50,000 in additional annual revenue.

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Marketing

It’s the

LITTLE THINGS Small efforts pay off big Marketing Monthly with Bruce Davis

M

arketing your business is more than developing solid offers with good messages and using various vehicles to bring business. The experience guests have at your center should also be considered part of your outreach efforts.

Most businesses that deal with the public and enjoy longevity have some things in common. While significant factors like updating facilities and equipment and keeping up with trends are critical, many times the elements that register most strongly with customers and keep them coming back are the little things they experience during a visit.

The good news is that aside from the training and employee buy-in efforts, most little things that can significantly impact guests carry a low cost to the facility.

Before detailing a few of the little techniques and deliveries that you and your staff might employ to gain an advantage over your competition, it is essential to ensure your team members are all on the same page as to the primary purpose of the business and their actions.

When asked, ‘What is the purpose of our business,’ all employed persons — all —should quickly have the same reply. The purpose, ‘To ensure guests have the best experience possible,’ is an example. Suppose management doesn’t inform and constantly remind its team of the primary purpose of the business. In that case, confusion and assumptions may lead to less-than-stellar guest experiences for customers.

24 IBI June 2023

SOME BIG “LITTLE THINGS” Names

It is essential to understand the power of using names and how using names helps the interaction between guests and staff move toward the positive. Most people love to be addressed by their first name, and customers generally like to know and use a customer service rep’s name.

Employee name tags or badges are a great start from the staffing side of the equation. Team members who ask for and use a customer’s name and use it most often create a very positive impression on a guest. In some instances, making a note of someone’s name can result in a solid payback.

On several occasions, I have observed a bartender using a two-sided name card tent with their name facing the customer and, on the bar-facing side, the bartender printed the customer’s first name so each time there was an interaction, the

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Marketing bartender called the customer by their name. This simple, costeffective approach provides a better experience, delighted customers, and well-tipped servers — a true win-win!

Using names as much as possible is a maneuver that can produce significant results. Note: The displays on your scoring systems can be of some help.

Welcoming Attitude

Making customers feel welcome should be considered everyone’s job, not just the job of those directly serving them.

A major hotel chain uses a system you might adapt for your center: all employees execute a three-point approach whenever they come in close contact with a guest.

First point: staff members make eye contact with guests.

Second point: staff members must smile. Third point: staff members should say something pleasant to each guest. The chain still gets excellent reviews today.

For years, a popular chain trained its team members to ask customers, “How may I help you?” That little action brought them rave reviews for good customer service. They quit doing it for some reason, and their customer service ratings have plummeted. Any connection? I think so.

Clean And Neat

The value of cleanliness and neatness cannot be overstated! Clean and neat can trump modern and updated if the premises are untidy. Have a rigid process and schedule to ensure that the entryways are in tip-top shape.

The same should be put in place for the condition of your restrooms. Note: restrooms without a baby changer table are a mistake that causes poor customer service marks weekly.

Find a toughminded clean freak to do walk-around

26 IBI June 2023

inspections, noting your shortcomings. Once they report back to you, take action to correct things; small investment, big payback! A clean and neat appearance goes beyond the physical plant. Your staff members in clean and tidy uniforms help put the icing on the cake and can significantly improve your customer service ratings.

Thank You! Please Come Back Soon!

Most customers of bowling and family entertainment centers are infrequent guests. A terrific customer service maneuver is to thank them for their visit and include a gift as you thank them. A bounce-back coupon often works well as a gift. A coupon for $5 off of $20 spent on their next visit can be very effective as a friendly gesture and stimulates future business—another win-win proposition.

While conducting research, we discovered that while management ranked their perception of customer service relatively high, most of their customers and even staff members did not.

The bosses we surveyed were most likely good at delivering positive customer service techniques, but many of their team members needed to catch up. The rewards can be big by teaching the importance of executing the little things and having a system to ensure proper follow-through.

Looking at your operation and paying attention to details can bring your marketing efforts full circle and pay big dividends for your bottom line.

•

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.

Booze and Bites

Streamline To

SUCCESS FACT:

On average, food and beverage operations account for approximately 50% of bowling center revenue.

QUESTION: Is your center’s dining operation receiving 50% of your attention?

Offering quality and profitable food and beverage at your center can be like operating a business-within-abusiness. Besides the attention needed to league-building, parties and special events, customer experience, arcade operations, lane maintenance, human resources, and everything else on your plate, guests today also expect tasty treats and boozy drinks.

IBI’s readers tell us that this can be a challenge for many operators who aren’t restauranteurs at heart. Managing food operations at your bowling center can be challenging if you have a limited staff, budget, space, and lack of food management experience.

Streamlining your food operations can keep things sanitary, increase revenue, and improve the guest experience. Here are some tips to help you out!

28 IBI June 2023

By Mike Fernandez

SYSTEM SOLUTIONS

There are endless software programs and equipment that can make your food operations more efficient, accurate, and convenient. You can use POS systems that integrate with your bowling software, inventory management, and online ordering platforms.

This lets you track your sales, inventory, and orders in realtime while avoiding errors, waste, and delays.

Practical tools include wireless temperature sensors and digital checklists to monitor food safety and quality and ensure compliance with health regulations. Investing in systems like these allows you to communicate with your staff and customers more effectively through text messages, push notifications, or digital monitors.

Booze and Bites Still using an old oven that takes ages to reach temp, needs ventilation, and kills kitchen space? Modern air fryers are a much quicker and space-saving option. They often fit right on the counter and reach that perfect temp quickly!

PROPERLY TRAIN STAFF

Air fryers can also replace your deep fryer. That means less grease build-up around the kitchen and no more playing Rock-Paper-Scissors! over who’s changing the fryer oil. Not only that, but you’re also providing healthier options so bowlers and balls aren’t slugged down with extra grease!

Your staff is the key to your food operations’ success. They are responsible for preparing, serving, and handling food safely and efficiently. Therefore, you must train your staff to streamline your food operations and keep them sanitary.

You can use online courses, videos, manuals, or apps to teach your staff the best practices for food safety, hygiene, customer service, and waste management. You can also use quizzes, inspections, or feedback to evaluate your staff’s performance and identify areas for improvement.

SIMPLIFY YOUR MENU

AUTOMATE YOUR TASKS

Are you providing a comprehensive menu that reads like a book? It may seem like a good idea to cater to everyone’s unique tastes and preferences, but it can also create more problems for your food operations. A complex menu can require more ingredients, equipment, time, and labor, increasing costs, waste, and cross-contamination risks.

On the other hand, a more straightforward menu can help you streamline your food operations and keep them sanitary.

You can focus on offering a few signature items that are easy to make, popular with your customers, and profitable for your business. You can also use versatile, seasonal, and local ingredients to reduce your inventory and spoilage. Check out our stories on Tex-Mex and margaritas online for more ideas at www.bowlingindustry.com.

Automation can help you save time, money, and energy on your food operations. You can use machines or software to automate tasks that are repetitive, tedious, or prone to human error. For example, you can use a dishwasher or a sanitizer to clean your dishes and utensils more quickly and thoroughly than by hand. You can use a fryer or oven for cooking your food more consistently and evenly than on a stove. You can use an app or a website to automate your ordering.

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.

BOOZE MAKING THE BEST OF A BAR SITUATION

What’s being offered at your bar? If you’ve got a menu of 30 cocktails and three beers, guests have no choice but to put your bartender to work. With a more diverse offering, like local or craft beers, bartenders can quickly serve more customers and move on to the next guest.

The first step is to optimize your bar layout, keeping the most often-used beverages near the front of the bar. If your bartender has to run to the back of the bar every time they need to enter a cocktail in the POS system, you’re losing time and money on every drink you serve!

There are even stock tracking systems made just for drinks that calculate precisely how much is being served, leaving you with less inventory mess at the end of the month.

Streamlining your operations is even more critical at the bar! Bartenders work with some of your center’s highest margin offerings, from sodas to Tequila Sunrises, so it’s crucial to shell those out effectively.

30 IBI June 2023

•

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

JOURNEY of

DISCOVERY

H

ave you heard of Ibn Battuta? I sure hadn’t, until I started to research the FEC at the Ibn Battuta Mall in Dubai. Ibn Battuta was a 14th-century Moroccan Muslim traveler and adventurer (1304-1369) who explored the Dar al-Salam, or the Lands of Islam. At that time, Islam had spread to some of the farthest corners of the world, from Africa to India to China and beyond. Ibn Battuta, the son of a wealthy legal scholar, was a smart and clever man who traveled the world, working as an itinerant judge to subsidize his exploration.

Ibn Battuta wrote one of the earliest and most influential travel logs. Thus, the Ibn Battuta Mall in Dubai pays homage to this great Muslim explorer and recorder of the world.

The mall commemorates the six regions that Ibn Battuta visited during his life through architectural renderings: Egypt, Persia, India, China, Tunisia, and Andalusia. The courts are designed to reflect the architecture and cultural achievements unique to each region. The mall is home to over 275 high-end, luxury brand shops, restaurants, and entertainment venues.

One of the main attractions in the court of India is the Dubai Switch Bowling Center, which houses 12 lanes, a six-table billiards room, three private karaoke rooms, and a 150-seat restaurant called Alpy’s serving a wide variety of menu items from six different nations.

In keeping with the mall's theme, the bowling center, which opened its doors in August of 2010, is decidedly upscale in design, décor, fixtures, fittings, and furnishings. It’s designed to impress, and has the “WOW!” factor.

32 IBI June 2023

At a center in Dubai, an enchanting world awaits

By Paul Lane

Shareef Al Halawani, head of the Board of Directors and owner of the mall, is marketing-driven and thrives on providing dynamite customer service, which boosts guest return visits. While most of the promotions that Shareef has in place will be Shareef Al Halawani familiar to proprietors of multiattraction entertainment centers, the standout is Shareef’s approach to corporate parties.

Corporate Party Business is Hot

Shareef’s success in marketing and hosting corporate teambuilding events is impressive. The center typically hosts ten corporate events a month with an average of 72 attendees.

That’s 720 a month or 8,640 attendees a year.

Shareef utilizes most forms of marketing for his businesses: a website, social media, bulk emails, telemarketing, outside sales calls, and in-house promotions.

Shareef explains the most effective marketing tools for their corporate sales combine a mix of outside sales calls, telemarketing, and direct mail advertising. The direct mailing includes a custom cover letter to the corporations and a telephone call from an in-house sales professional a few days later. What Shareef clearly understands is the importance of doing your homework before initiating contact by learning about the target corporation's business and identifying the proper connection, ideally the decision

Cover Story maker so you are not relying on a company employee to pitch the sale to their boss on your behalf.

Guests are offered two corporate packages which can be modified and customized to meet any specific needs or requests. A Gold Package includes two hours of bowling for up to six people on each lane and a wide selection of dishes from their menu. They can also add equipment such as wide screens, wireless microphones, and a sound system for audiovisual presentations for an additional fee. The second package, Silver, is similar, with a minor adjustment to the menu offerings.

Entrance of Switch Bowling

The Gold Package costs $44 per person on weekdays and $51 on weekends. The Silver Package is $32 on weekdays and $40 on weekends. All packages can be upgraded to include billiards and karaoke.

If we assume a mean price of $40 for 8,460 attendees a year, the center will have added $345,600 to their revenue. And that’s not including add-ons for audiovisual, menu additions, billiards, or karaoke in the package. That’s revenue generated from just one of many programs and promotions they offer annually.

Karaoke Rooms

Another popular attraction is the center's three private and soundproofed karaoke rooms outfitted with the latest equipment. Located on the mezzanine floor, the rooms are smartly furnished and are perfect for small groups of five or six people. Given that the rooms and occupancy are so tiny, karaoke represents 5% of the overall business based on the charge per person.

Food and beverage service on the lanes, at the billiard tables, and in the karaoke rooms keeps the added attractions financially viable, since food and beverage are not included in the base price.

On a percentage basis, bowling represents 50% of the business. Food and beverage sales are 35%, billiards is 10%, and karaoke 5%. Compared to many FECs in other international markets, the percentage of food and beverage sales is on the low side; due to its being alcohol-free status.

Shareef holds a licensing agreement for the use of the Switch name. Alain Winterhalter, the chairman of Switch, says, "Switch helped in the original development of this

state-of-the-art center and has maintained a close working relationship with the owner, Shareef Al Halawani.”

Given the longevity of Shareef and his team in the United Arab Emirates, there's no doubt they have a winning formula and will continue to offer their guests the dynamite service experience they are famous for in the unique and modern Ibn Battuta Mall.

•

IBI June 2023 33

Success With...

STRESS-FREE REDEMPTION

A Quality Management Program Is Vital With BMI Merchandise By Corrie Pelc

A

s any FEC manager knows, having a well-stocked redemption center with exciting items is vital to keep guests happy and coming back. When Joe Lewis, redemption and games manager at Smitty’s Game LAB in Sanford, ME, struggled to keep his redemption center stocked, he knew there had to be a better way.

“We were having lots of items going out of stock or price increases on certain items that were more expensive than we wanted to pay,” he explains. “I had to find everything while keeping ticket points together, and it just got to be too much.”

“Before, you had to search for your 50-point prize, and there might have been three or four of them in different locations,” Belmonte says. “Now, it flows, and customers get through the redemption center more quickly.”

Consistently Stocked

Before having a redemption management system, Belmonte and his staff had to keep on top of their prize stock and manually order items as needed.

A little over a year ago, Lewis decided to try BMI Merchandise’s AMRS redemption management program. Not only did the program help redesign the flow of his redemption center, but it also helped him manage prize inventory.

“I noticed the product was getting stale — there was never a refresh,” he continues. “We consistently ran out of merchandise, especially late Saturday or midway through Sunday. And we would typically not have the same person doing the order every week, so we would never have a nice-looking counter; there were always holes that needed to be filled.”

A Better Flow for Guests

Less Staff Time

“When people come up and look, they’re not scattered between different categories — they’re looking at specific zones and seeing what they want,” Lewis details. That helps the flow through the purchasing station, where Lewis has a section dedicated just to kids; they can pick what they want instantly instead of trying to figure out which prizes go with their ticket amounts.

Right Prizes for Your Guests

Lewis says as part of the AMRS redemption management program, specialists from BMI Merchandise redesigned their redemption center’s layout to have a better flow to ensure there were no gaps. They also organized sections by ticket price and category.

Steve Belmonte, owner/partner at Gametime Lanes & Entertainment in Amesbury, MA, also benefited from redesign suggestions for his redemption counter when starting to work with the AMRS redemption management program three years ago. With the redesign, Belmonte says all his redemption items are now organized, where it’s easy to find prizes for different ticket amounts.

Using BMI’s redemption management system, Belmonte says he’s seen a 95% decrease in the time staff spends ordering products. Every week, they receive new products based on how much they are selling. If they find themselves with holes to be filled, they increase the amount they need.

Through the analytics the redemption management program provides, it’s easier for FEC managers to see what prizes are moving and which are less popular. “If things aren’t selling, it’s an easy swap. They’ll send me a replacement item to phase out the less popular item,” Lewis says. “I’m not losing any space for items. Nothing will be empty. It’s going to have something filling it constantly.”

Redemption Driving Arcade Sales

Belmonte says he’s seen a shift in how guests play to win prizes by constantly having new and exciting prizes at his redemption counter.

“Typically, a guest would go into an arcade, win some tickets, then go to the redemption counter and ask, ‘What can I win for the number of tickets I have?’” he said. “Now, we find that people (are) looking and seeing the prize they want. And then they’ll play for that prize, which increases coin drop.”

Today’s contemporary approach to redemption means reliable and efficient restocking, less labor costs, a continual flow of new and exciting prizes, and increased sales. It sounds like all this adds up to a win-win for guests and operators!

•

34 IBI June 2023

Shorts

EXPANSIONS, HAPPENINGS, & NEW BEGINNINGS MISSOURI WEST PARK LANES in Cape Girardeau has offered bowling entertainment for 40 years. However, ownership has decided to step up and embrace the FEC concept. The center is expanding with 26 redemption and video games which will complement the 32 bowling lanes. Welcome to a new era.

PENNSYLVANIA Bowling is an amenity that draws guests in. The renovation of the downtown Philadelphia Marriott has included enticements that should guarantee that. The ground floor of the building now includes LIBERTY LANES with 4 duckpin bowling lanes and an arcade space. To enhance interest, a local graffiti mural artist was included in the mix. Engaging artists in your renovation is a unique addition.

SHORTS ACROSS THE POND

MINNESOTA Minnesota is a traditional kind of state, and tenpin bowling is well entrenched. However, duckpin bowling is finding its place, at least at SKYLINE SOCIAL & GAMES in Duluth. The duckpin lanes were installed in 2019, and according to Corey Kolquist, president of Skyline Social, on Fridays, Saturdays, and Sundays the lanes are completely full because of sold-out league play on Tuesdays, Wednesdays, and Thursdays. Why not choose the ducks?!

CALIFORNIA Poway, a California city near San Diego, is awaiting the opening of an FEC called THE CITY FUN CENTER. It will include four mini-bowling lanes, video games, and a nine-hole indoor mini-golf course accompanied by blacklights to switch up the environment.

38 IBI June 2023

NOT ALL PINSET TERS ARE

CREATED EQUAL! The all-new Boost ST isn’t equal to other string pinsetters—it’s in a class by itself. Boost’s USBC-certified design incorporates advanced sport technologies to elevate performance, safety, operational efficiency, and the bowler experience. Combining the 360 Controller’s future-forward engineering with professionalgrade construction, Boost is the only cloud-enabled string pinsetter ready to evolve and adapt with your business well into the future. Compatible with any major scoring system, and even better with Sync.

SCAN THE CODE TO SIGN UP FOR A DEMO AT BOWL EXPO BOOTH 361 B OOS T S T, D ES I GN ED WI T H E Q U A L PA RT S PA SSIO N & E XPE RIE N C E · B RUN S WI CK BOW L IN G . C OM / BO OST- ST ·

©2023 Brunswick Bowling Products, LLC. Form #0523-06

1,200 250,000 CENTERS AND

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

Connect your center to the biggest bowling community for free!

Lanetalk is a feature you can activate for free in your scoring system. Through it, your bowling center is connected to the rest of the bowling community.

Over 250,000 league bowlers already use Lanetalk, and they can compete against bowlers from around the world if they are at a Lanetalk-connected center.

Jason Belmonte

Visit us at Bowl Exp o!

June 25-2 9 202 Booth 251 3

Kyle Troup

15 PBA Majors

9 time PBA Champion

Verity Crawley PWBA Champion

Inside Line

Meet Abid Latif

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 Abid Latif, Director of Sales at Expert Hosiery.

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

Abid: I have been serving these industries since 2008.

IBI: How long have you been with Expert Hosiery and what is your current position?

Abid: I have been with Expert Hosiery since 2006. I’m the Director of Sales.

IBI: What makes Expert Hosiery unique?

Abid: Our motto is, “Tell us what you need, and we’ll try to make it happen.” We have an attitude of service to our customers and the community. We work with charities such as Assistance League and local organizations that find work for the disabled. In bowling, we partner with Bowlers to Veterans Link (BVL) which is a very rewarding experience.

IBI: What new programs or initiatives is Expert Hosiery working on?

Abid: Themed socks are our new focus to help bowlers heighten the bowler experience and make memories on the lanes. Our bowling-themed socks are used by high school bowling teams as part of their uniform. Themed socks have been a great addition to help with local community fundraising. If a customer makes a donation to an organization and gets a pair of socks, it’s a positive

42 IBI June 2023

With Jared Orton - President Savannah Bananas

T H E A M A Z I N G LY S I M P L E WAY T O O F F E R B O W L I N G

In more than

400

bowling centers

On over

8,300 lanes

In over

Chosen by the

countries

largest bowling chains in the world

33

9

All String Machines Are Not Created Equal EDGE String is the next generation in string pinspotter technology allowing you to deliver the fun of bowling with peace of mind—and a very low operating cost.

It’s no wonder EDGE String is the #1 selling string machine on the market.

Now offering a USBC-Approved version!

Get Your Personalized Operational Savings Analysis:

Inside Line for everyone! Plus, taking home a memento from the center is a great reminder to go bowling again.

We have been partnering with BVL for several years.

We have two styles of BVL logo socks that can be sold at tournaments to raise donations for veterans. Center donations are used to give new socks to veterans through the Veteran’s Administration.

IBI: What do you like most about your job?

Abid: I feel blessed that I enjoy every aspect of my job, from sales and marketing to product development. I enjoy seeing friendly faces at the many trade shows I attend and working with our customers. My favorite part about my work is that we work as a family business.

IBI: What is one habit, technique, or strategy that you employ at work to keep you organized and on-task?

Abid: Funny, you say that. I learned something about staying on task that has helped me a lot. If a task or intrusion will take a couple of minutes, then I knock it out. Otherwise, I will wait and do it after my main tasks and priorities.

Abid and Mary McDonald from BVL

IBI: How do you like to spend your time when you’re not working?

Abid: I like to be out in nature. I live in North Carolina and find it very beautiful. I like to take care of my yard and visit with my neighbors. I enjoy reading biographies, thrillers, and suspense novels. I just finished the novel “Hail Mary” by Andy Weir and thoroughly enjoyed it.

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

Abid: I’m a huge ice hockey fan and very excited that the Carolina Hurricanes have rebuilt well. I want my team to win, but for entertainment value, I enjoy a close game.

From left: Joe Poelking, Iman Sheikh, Abid, Aleena Sheikh, Cornell Jackson

From left: Abid, Dorris Montero (friend), Linda Sheikh, Kerry Reilly (friend)

From left: Abid, Renee Dennis, Jay Burnett, Bart Burger, Beth Simiril, Melanie Campbell

44 IBI June 2023

SPONSORED CONTENT

“SO, A HANDYMAN, A COOK AND A HUMAN RESOURCES DIRECTOR WALK INTO A BAR...”

I know, I know, you are waiting for the rest of the joke. But while there is no joke per se, there is a punchline…. and if you are a bowling center operator, this punchline yields much greater satisfaction than any three-second giggle.

You see, the three characters referred to in the headline are real. All three work at the same bowling center, each coming from a different background and each armed with a different skill set. Yet all three share the belief that the EDGE String machine has enhanced the efficiency of the operation and satisfaction of its customers and staff at The Lanes Bowl & Bistro of Mashpee, Mass.

Richard Mell Facilities Director

Andrew Baldic Cook

THE COOK Andrew Baldic has many talents. He is a dedicated line cook who takes pride in the culinary creations served at the bistro. Andrew also is a terrific bowler, sporting a 215 average and rolling 32 perfect games. And now, thanks to the EDGE String and the associated Tech Wizard mobile app, Andrew can backup Richard and provide maintenance when needed without ever leaving his kitchen.

A 10-lane, 11,650-square-foot boutique family entertainment center located in the hook-shaped peninsula of Cape Cod, The Lanes pays homage to the history of the sport by featuring old-time images on its masking units.

The facility also encompasses a full bistro, entertainment platform and outdoor bocce court.

“I used the Tech Wizard just last week,” Andrew recalled.

“We had strings tangle during a tournament. Usually the app fixes the tangles, but once in a while, someone from the staff must physically untangle the strings. The app immediately sent a warning to my mobile phone about the problem. I called the front desk and the string was detangled. The entire process from warning to fixing was less than two minutes.”

Opened in January of 2013, the facility opened with the QubicaAMF TMS String Machine. When ownership determined in 2018 that it was time to modernize the bowling segment of the facility, the EDGE String machine was the obvious choice. Since the installation of the EDGE String, bowling operations have significantly reduced the need for machine maintenance while increasing customer satisfaction.

Prior to working at The Lanes Bowl and Bistro, Andrew worked at other bowling centers which housed the usual free-fall machine. “It’s like night and day,” Andrew said when comparing a free-fall environment to the EDGE String. “With the free-fall machines, I was constantly in the back fixing all types of breakdowns and managing the spare parts inventory. But with the EDGE String, the problems are so infrequent that we don’t even need a mechanic.”

THE HANDYMAN

“When I was at the free-fall facility, we were constantly dealing with upset customers. You could see the steam coming out of their ears,” Andrew recalled. “I remember seeing customers badgering our staff who were busy issuing refunds or providing free games. It really was unpleasant and cast a negative energy that permeated throughout the entire facility. We just don’t have to deal those type of problems anymore.”

Richard Mell has been employed by the Bobby Byrne’s Management Corporation, the owners of the facility, for many years but was moved to The Lanes Bowl and Bistro when the facility opened. “If something breaks, I fix it, whatever it is. You could say that I am the facility’s plumber, electrician and bowling mechanic,” Richard said.

After working with the QubicaAMF tech team, the firm purchased EDGE String to replace the older TMS. “These (EDGE String) machines are fantastic.” Richard went on to say how QubicaAMF’s support team continually provides updates on enhancements, thus proactively fixing the problem before it becomes a problem.

“Since the installation, we have not experienced one broken string; I can’t even remember the last time we needed to change a part or component. It is so efficient that I spend my time taking care of the facility rather than spending time in the back on the machines.”

ELISE THE HUMAN RESOURCE DIRECTOR “Even though I am not involved in the day-to-day bowling operation, I can see that the customers are happy and that everything is running smoothly and on schedule,” said the parent company’s human resource director Elise Perry. “The purchase of the EDGE String was the smartest bowling decision we’ve made since building our center; it has been worth every penny.”

Shorts

EXPANSIONS, OPENINGS, & NEW BEGINNINGS WELCOME ANDY B’S TO OKLAHOMA CITY 40-lane HERITAGE LANES, one of the last old-school bowling centers built by Brunswick in Oklahoma City, is set to close and re-emerge as an Andy B’s Entertainment Center. Back in the day, league participation was the foundation of the center’s success. Today, while bowling will remain part of the new Andy B’s, there will be a reduction to 14 regular lanes, eight VIB (Very Important Bowler) lanes, and four duckpin lanes. The project will include a new exterior and the interior will be gutted to include a large arcade, redemption store, restaurant, axe-throwing, and event rooms.

ALSO HAPPENING IDAHO: Jerome welcomes TIGER ZONE. Once just meant for bowling, it is now an entertainment center complete with lanes, an arcade, and a concession stand offering pizza, hamburgers, sandwiches and salads.

There will be both open and league bowling.

TEXAS: Creative Works has installed a western-themed mini-golf course at GRAND STATION Entertainment in College Station. The venue also has bowling, axe throwing, and laser tag.

PENNSYLVANIA: Pittsfield is the lucky recipient of the makeover of Imperial Bowling Centre, the last center in the city. It will be rebranded as K&M BOWLING and will offer 14 new tenpin lanes versus candlepin lanes, and the pinsetters will be replaced with a string system.

SOUTH CAROLINA: STARS AND STRIKES has opened in Myrtle Beach. The splashy 52,000-square-foot venue offers 24 lanes of bowling, a large arcade, a multi-story laser tag arena, axe throwing, creative cuisine, and a large full-service bar, surrounded by bigscreen TVs for sports. It is the sixteenth Stars and Strikes location and the third in South Carolina.

46 IBI June 2023

EXPERT HOSIERY COME VISIT US - BOOTH #841 BOWL EXPO ‘23

Centers are Turning Socks into Revenue

Socks from Expert Hosiery are world class and our Bowlers love the variety!

Joe Poelking Owner, Poelking Lanes, OH

What NOT To Miss At The Trade Show

YOUR INDUSTRY PARTNERS ARE RARING TO GO! It’s trade show time at Bowl Expo and these dedicated industry partners want to connect with you and help your business.

Check out their new products and services, show specials, & more!

1115

AVS Companies

With over fifty years of dedicated service, AVS Companies is proud to offer comprehensive equipment sales, parts, and support for Arcades within Bowling Entertainment Centers. Our team of experts will find you the very best games and attractions from all the leading industry manufacturers including: Video Arcade Games, Redemption Machines, Pool Tables, Pinball Cabinets, Darts, Crane Games, Kiddie Rides, Virtual Reality and much more! Our extensive knowledge and expertise will help you pick the right games for your location so that you can start earning right away and help expand your customer base. From initial game room designs to the final equipment installation, we are with you every step of the way.

We serve our customers nationwide with our five convenient locations in Chicago, Dallas, Houston, Milwaukee, and Minneapolis. AVS Companies is the one-stop-shop for all your amusement, parts, and service needs.

If you are already running a BEC or are brand new to the industry, make sure to contact AVS Companies at (847) 439-9400 or sales@avscompanies.com to get your arcade started today!

48 IBI June 2023

751

BBBI Over 2,000 New Adult League Bowlers Created

The bowling industry’s premier marketing and software development company, BBBI launched a number of center pilot programs of its new league building service, FunBowlingLeagues.com, in 2022. Following the pilot programs, BBBI rolled out the league building service to additional centers in 2022 and early 2023. The results have been described by participating centers as a true win-win. Guests love the experience and center operators love the new customers and spending they bring to the facility. The new leagues have been comprised primarily of adults aged 40 through 60 looking for a fun night out with friends during the week. Over 95% of participants have been new to organized play. The rollout consisted of 40 centers that have experienced 70 new leagues, with an average of 54 bowlers per center.

If you would like to learn more about FunBowlingLeagues.com visit BBBI at booth #751 at Bowl Expo or call BBBI at 1–877–841–4590.

Bowl Expo Sneak Peek 733

BMI

Do you struggle with your redemption center’s merchandise inventory management and find that your labor costs, and your stress levels, are steadily increasing?

Well stress no more! Meet AMRS, only from BMI. Our Redemption Management Program, a whole new approach to stocking your centers, saving on labor, and making customers happy, all at once. It takes the guesswork out of the purchasing process. The result is minimum inventory, minimum expense, and the best product line up.

Seamless merchandise replenishment is our promise, and dedicated account management is our priority. Our account managers will review your weekly POS scans and create justin-time product deliveries, ensuring your location is never overstocked or understocked.

You will be able to count on just-in-time deliveries, top-trending products, and weekly sales analytics. Furthermore, with your custom web portal, you’ll have everything you need at your fingertips. Access merchandise analytics, reports, and inventory tools at any time.

With our system, your staff will be able to handle new item introductions with ease and your customers will keep coming back for the good times.

1133 & 1237

ADVENTURE BEYOND REALITY WITH LIMITLESS Step into the action in a whole new way with Limitless, a high capacity free roam VR experience. Limitless has an open air design so customers in your venue can see others playing.

They see the smiles, the action, and the celebration, and this creates a line of customers that keeps growing.

Plus, Limitless is the only free roam attraction that is mapped with physical props in the arena. When you see and touch a wall in the virtual space, you feel the wall in the real world. This merging of virtual and authentic worlds is a game-changer you MUST experience for yourself.

This attraction also includes a suite of smartphone assisted advancements. Guests can easily register and create a persistent account directly from their phone, which makes game on-boarding as fast as scanning a QR code. Plus, players can use their account to update avatars and unlock skins, which helps create repeat play.

In addition to the 8-player and 16-player size formats, Bowl Expo is the unveiling of the brand new 6-player format. Come see Creative Works at booth 1133 to experience Limitless, a VR experience unlike any other.

Ultimately, rest easy knowing your dedicated account manager will be with you every step of the way, 24/7/365. Learn from our team of experts in person!

301 361

Brunswick

SYNC SERVICE KIOSK Get guests to the fun faster with Sync Service Kiosk!

Brunswick’s latest business solution helps alleviate labor concerns while enhancing the guest experience.

The fully integrated automated technology reduces wait times, streamlines ordering, and improves accuracy while offering the instant gratification your guests seek. Guests are drawn in by the captivating digital displays and empowered to build a personalized in-center experience including bowling, F&B, games, cards, and other attractions. The consistent sales presentation with optional upselling increases spend per visit. By reducing the demands on the front desk staff, centers can redeploy employees to compensate for staffing challenges. Proprietors report that the Sync Service Kiosk can save them 2-3 staff people during peak periods! Schedule your demo at Bowl Expo today or come see us at booth #361 to experience the Sync Service Kiosk.

Creative Works

DFX

DFX has created an exciting new VersaLED Content Management System (CMS) to provide fresh video graphics for our VersaLED Masking Unit System. The video masking system is used in bowling and Family Entertainment Centers (FEC) to conceal the bowling pinsetters. This system provides the WOW factor and clearly distinguishes each location from its competition with timely highresolution video and graphics. The VersaLED CMS is a subscriptionbased solution with several packages to choose from. Each package includes a library of traditional and contemporary motion graphics, eye candy video graphics, holiday content with over sixty holidays, customizable in-center advertising and by request custom images and videos. Customers simply choose which content they would like each month from the web based DFX portal. Then DFX does all the heavy lifting with content creation and uploading new content to the video masking system. The VersaLED Content Management System provides impressive high-resolution visuals with easy to use, consistent operation. For more information contact DFX at www.dfxsoundvision.com.

IBI June 2023 49

Bowl Expo Sneak Peek 843

Dynamic Designs & Associates DYNAMIC DESIGNS & ASSOCIATES, INC. With more than 36 years of entertainment design experience, Dynamic Designs’ team of professionals will lead you through every phase of your project — from concept to content to architecture to construction management.

Awareness of current industry trends in materials and production keeps the company’s customers ahead of the curve, not only in design, but also in durability.

Dynamic Designs strives to provide fun, exciting environments with innovative, award-winning design solutions in creating venues that provide memorable experiences for guests while also being perfectly planned for staff efficiencies and profitability.

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Expert Hosiery - old #841 Add fun to your Glow Bowling nights! Centers selling glow socks are turning socks into extra revenue!

“Our bowlers love the sock variety offered by Expert Hosiery.” ~ Joe Poelking, Poelking Lanes, Dayton, OH Our socks are for all ages and are a keepsake, reminding bowlers of the good time they had when bowling, keeping bowling topof-mind for your customers. Expert Hosiery is a premier supplier of high-quality socks to bowling centers and FECs. We pride ourselves on lifetime relationships. Sock variety includes white, glow, themed, and customized logos. For orders, call, email or order online 24/7! Phone: (919)799-7707.

Email: support@experthosiery.com.

Website: www.funtimefootwear.com.

Visit us at Bowl Expo at booth #843. For more information, go to: www.dynamicdesignsinc.net

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Ebowl YOUR WEBSITE IS THE FIRST IMPRESSION OF YOUR BUSINESS - GET REAL RESULTS WITH A BOWLRX WEBSITE! Built specifically for the bowling industry by our team with over 20 years’ experience in Digital Marketing.

Featuring awesome desktop/mobile designs, advanced SEO techniques, data building forms, integrated online reservations, and more. Post instant messages directly to your website right from your mobile! Best of all, we do the heavy lifting building and maintaining your website so you can focus on your business. Special Bowl Expo show discounts! Stop by Booth #608 or go to BowlRx.com.

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FEC Promo Tools

“WE’RE GLAD YOU ROLLED IN” PROMOTIONAL TOOLS FECPromoTools.com delivers unique and customized products to enhance the guest experience at bowling and family entertainment centers, along with personalized marketing resources for operators. The “We’re Glad You Rolled In” collection allows operators to easily show appreciation to their customers in a variety of fun ways. This popular product line is being expanded due to demand. Choose from our selection of predesigned products or work with our team to design some for your business. Special price quotes for operators wishing to make bulk purchases.

Stop by booth #751 for a free sample pack. www.FECPromoTools.com

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Bowl Expo Sneak Peek 750

IBI

UPGRADE YOUR SUBSCRIPTION TO IBI FOR VALUABLE ADDED RESOURCES! IBI’s new Premium Subscription option is ideal for those who are serious about business operations. Included in the new, Premium subscription option is the 2023 Business Solutions Package designed for bowling and FEC operators.

The IBI Hot Topics Audio Series features interviews with experts on hot topics facing operators today: • Finding and Keeping Employees • Creating New Organized Play • Fun and Games for Bowlers • Delivering Exceptional Experiences • Marketing Tips from a Pro • Selling and Hosting Group Functions • Premium Pricing

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Intercard

SWITCH AND SAVE WITH INTERCARD Intercard introduces its latest cutting-edge technology to their Edge Mobile Apps collection, which includes an iWallet that lets guests use Apple Pay and Google Pay. We will also present our E-commerce platform that enables guests to buy in advance game cards, gift cards, package deals and more. Purchases are made securely online and redeemed in your center at a contactless kiosk, saving guests time and reducing labor costs.

Experience our new iTellerPlus software and kiosk that expands the future of self-service kiosks in entertainment centers. It can be programmed to upsell guests on additional activities or food and beverage, all based on their initial choices.

Intercard customers will receive the updated software for free. Switch and save with Intercard. www.intercardinc.com/products

Also included in a Premium subscription…

Best-selling book, Fully Staffed by Eric Chester, along with IBI’s Booze and Bites collection, and more!

Scan for Details

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Come visit the IBI team at booth #750 to easily upgrade your subscription or find out more online.

ICE Games

At this years Bowl Expo we will feature a few of our new games such as World Football Pro, Monopoly, and Ship Wreck. We will also be featuring a variety of our staple games such as NBA Gametime, ICEBALL, Tons of Tickets, Whack N Win, Whack A Clown, and Snowball Toss. In addition to that we will have one Motion simulated kiddie ride there. All of the games we are bringing this year are smaller footprint products. Visit us at booth #735.

1241

LAI Games

LAI GAMES ASPHALT 9 VR The mega-hit racing simulator, Asphalt 9 Legends Arcade, has gone virtual! Now guests can enjoy a whole new dimension to an already thrilling driving experience, with fantastic VR visuals, a motion base that moves expertly with the on-screen action, and amazing supercars including Porsche, Lamborghini, McLaren, and many more. Asphalt 9 VR gives guests a first-person view of the dashboard and cockpit of their chosen supercar and adds new modes of gameplay including Hunted Mode, where they attempt to evade the authorities hot on their trail. VR rides command a higher price per play and make an amazing attraction piece for your BEC. For complete information, visit www.laigames.com/asphalt-9legends-arcade-vr.

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Bowl Expo Sneak Peek 232

Lanetalk Lanetalk is a free service you can activate in your scoring system to connect your center and bowlers with the rest of the bowling community.

Lanetalk delivers game stats in real-time to the bowler’s Lanetalk app, to give them smart insights about their game.

Over 250,000 league bowlers already use the app, and it also allows them to compete in online tournaments against bowlers at 1,200 Lanetalk-connected centers. Lanetalk is growing fast, on our busiest day this year we registered over 1,000,000 games.

As proof of quality, Lanetalk partnered with the PBA and USBC to become their official provider of stats for all major events this season.

Visit booth #232 at the Bowl Expo to chat with the Lanetalk team!

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1221

New Center Consulting, Inc has teamed up with Lane Engine and TouchDesk to offer an integrated phone app that allows centers’ customers to book reservations, order food and beverage, add additional venue services and more all through a dashboard you control. The system offers on-line webpage that is tied to your existing webpages, handles all customer credit processing at no additional costs to you, and allows you to offer “push” notifications to your customers when conditions that you set are available for suggestive selling.

It is like having a center Kiosk in your customer’s hand and works just like other phone app services your customers may be using every day. Best of all, you can utilize this system at any center. Stop by Booth #1221 or call Glenn Hartshorn at 248-375-2751 for more information.

Laserforce

Laserforce is an innovative laser tag company with more than 35 years of industry experience. The “Best New Product” award-winning company offers laser tag products, software and support that are trusted by entertainment brands and businesses worldwide. As the official laser tag equipment partner of the BPAA, Laserforce offers our best deal to all BPAA members. Visit our booth to learn more about the best in bread, award-winning Gen8 Infinity laser tag equipment and how it’s helped so many bowling centers increase profits and keep customers coming back for more!

New Center Consulting

1041

Player One Amusement Group

At P1AG we live and breathe amusement.

We specialize in the sourcing and distribution of quality amusement and vending equipment for both commercial and retail customers.

Incorporating amusement equipment into your operation can be daunting and resource intensive. We offer expert consultation and advice on game room layout design, prize redemption strategies and sourcing the latest equipment, as well as help with set up and ongoing support. Whether you purchase equipment directly or use our Revenue Share program, we have the solution for you.

Visit booth #1041 at Bowl Expo to see the hottest new games and learn how we can help you win.

Email: GetAnswers@WinWithP1AG.com www.winwithP1AG.com

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Bowl Expo Sneak Peek 961

Qubica-AMF USBC APPROVED EDGE STRING PINSPOTTER EDGE String is the next generation in string pinspotter technology allowing you to deliver the fun of bowling with peace of mind—and a very low operating cost. It’s no wonder EDGE String is the #1 selling string machine on the market, and now with a USBC-Approved version for league and tournament play. EDGE String is the only string machine designed and assembled in the U.S.A. And, only EDGE String delivers the innovative Tech Wizard app, which proactively notifies and guides your staff if attention is needed. With only six tasks to learn any member of your staff can be taught to operate it in about an hour.

And, your bowlers will get an amazingly authentic bowling experience. EDGE String, leading the way. www.qubicaamf.com/edgestring

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Redemption Plus is arriving at Bowl Expo with innovation to help operators find and buy plush sets for 1-5 cranes all at once. “One of the challenges our operators have is spending time guessing which crane assortments will work best and planning out their price points,” says Justin Michael, Senior Account Executive. “We took our best-performing plush and ball sets and made them available to buy all at once instead of having to buy one at a time. This should save proprietors a significant amount of time each month and help boost their crane play with a mix of licensed and generic prizes at a variety of price points.”

Come by Booth #1057 at Bowl Expo to find out how to trim 45-60 minutes off of your weekly prize shopping with Redemption Plus!

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821 & 833

Raw Thrills HALO®: FIRETEAM RAVEN™ – 4-PLAYER Explore the legendary Halo universe and join the fabled Master Chief in battle with an all-new, stand-up four-player edition of the arcade phenomenon Halo: Fireteam Raven! This state-of-the-art version of Halo: Fireteam Raven wields a cutting-edge 85-inch screen, four guns modeled after the iconic Halo Assault Rifle with actionpacked force feedback, and a smaller footprint, location-friendly cabinet design.

Redemption Plus

Sega

In this post-pandemic era, customer experiences have shifted and evolved towards social entertainment such as events and activities. This form of entertainment draws larger groups of players to locations where they can compete against each other in a social setting. The good news is bowling center operators can make most of this exciting new trend by investing now to re-energize their bowling locations.

Augmented Reality Darts (AR Darts), Allstars Video Basketball, interactive shuffleboard, interactive golf, and axe throwing, are all innovative new products that are leading this trend. By combining these with traditional arcade classics like air hockey, bubble football, video racing, and shoot-em-ups, it’s possible to transform your bowling locations into a social entertainment hot point!

In particular, AR Darts is one of the leading products of social entertainment. The Augmented Reality system takes interactive darts to the next level. Using a plain white dartboard, the gameplay graphics are superimposed over the board and surrounding area with an ultra-bright, laser projector. Since all the graphics are projected, gameplay targets appear on the board itself with scores and animations occurring instantly at the point of impact. With a small footprint per lane, it’s obvious why operators are rapidly adopting AR Darts for their locations!

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Bowl Expo Sneak Peek 921

SEMNOX SOLUTIONS LLC.

New for 2023 is the Semnox Kompact wall-mount kiosk.

The Kompact kiosk is designed for locations that have limited floor space. The all-metal construction is ideal for durability as well as reliability. The Kompact unit has an expected retail price point of $6,000. As of press time, Semnox does not have an exact release date but is anticipating a summer release. Visit www.Semnox.com for more details on the Kompact kiosk and all Semnox products.

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TrainerTainment The best way to increase your family entertainment sales is through exposure to potential new customers.

Our new 3-tiered Sales Coaching program will allow every type of Family Entertainment Center, regardless of size, to grow group and birthday sales to new levels resulting in increased annual revenue. Our training programs will teach your sales team how to make the most out of parties and group events at your bowling center, roller rink, trampoline park, or any family entertainment center!

No one is born a salesperson. A TrainerTainment® sales coach is able to help transform your sales team into a motivated and successful selling machine. Schedule a growth call now to see how our Educate-Engage-Evolve Sales training tiers can help you grow your people and your sales. https://trainertainment.net/schedule-meeting/

Steltronic Food and Beverage US Bowling Steltronic Food and Beverage

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MOBILE ORDERING Steltronic has unveiled our new food and beverage mobile ordering system.

Food and soft drink orders will be printed in the kitchen, while alcoholic drinks will be printed in the bar.

Customizing a pizza is super simple with the touchscreen for the items you want added to your pizza. Adding a custom menu item to your burger, or a personal note to the chef for preparation is also available for any item purchased.

MOBILE ORDERING

booth #641 to see ouraUSBC-certified Customizing pizza is super simple 24v String Pinsetter in with the touchscreen for the items action. to Along our you want added yourwith pizza. automatic scoring, Adding a custom menu item to your burger, or a personal note configurable seating, to the chefand for mini preparation is also we also offer exclusive leasing bowling options, available for any item purchased. options and our innovative Pulse Scoring rental program.

Upgrade your facility quickly and easily without Customize each tablet for the additional financing or collateral required. Don’t miss specific items to be purchased. out on the from futureyour of bowling with US Bowling.

It’s all customizable Steltronic Focus-NEX front desk or back office computers.

(800) 942-5939 or by email: info@steltronicscoring.com

Customize each tablet for the specific items to be purchased. It’s all customizable from your Steltronic Focus-NEX front desk or back office computers.

(800) 942-5939 or by email: info@steltronicscoring.com

54 IBI June 2023

US Bowling

excited toour new Steltronic hasisunveiled food and beverage ordering showcase mobile our newest system. Food and softatdrink technology this orders will be printed the kitchen, year’sinBowl Expo. while alcoholic drinks will be in Be sure to stopprinted by the bar.

Bowl Expo Sneak Peek 754

WBPI WBPI has dedicated itself to insuring bowling centers for 34 years and is now the largest insurer of bowling and family entertainment centers nationwide. Exclusively endorsed by 8 state bowling proprietors associations including California, Oregon, Illinois, Ohio, and Michigan, Scan for Details WBPI is famous for its partnership ethos that includes training, advocacy, and experienced counsel. In fact, WBPI is happy to announce the launch of its claims and risk management training platform on its brand new website.

TOPWhen PICKS You’re In ORLANDO From IBI’s favorite foodie and travel connoisseur, industry expert Carey Tosello of ebowl.biz.

G

o beyond the seminars, trade show, and business meetings and dial in some great meals for all of you foodies out there!

While I like to talk about dining options and entertainment when planning travel, this time the “Mouse” has the entertainment pretty well covered.

One non-theme park experience I will recommend visiting is the Kennedy Space Center. Less than an hour’s drive from Orlando it is full of exhibits, demonstrations, and memorabilia of our exploration of space. You can easily spend a full day there so plan ahead to fit this in if you can.

If you are looking for more adult-themed entertainment, consider Universal City Walk or Disney Springs. Both offer lots of live music along with other entertainment, plus casual and upscale dining options.

Each one is full of shopping as well, and it is easy to spend a few hours strolling around before or after dinner.

As I prefer Disney Springs (which has free parking), here are some dining options to consider there: • Terralina Crafted Italian: https://www.disneysprings.com/dining/ terralina-crafted-italian/ Featuring hand-tossed pizzas, pastas, fresh vegetables, and a big wine list.

• The Edison: https://www.disneysprings.com/dining/the-edison/ American cuisine, signature cocktails and live entertainment.

• Wine Not? Although the dinner menu is limited, the wine list at Wine Bar George is extensive, featuring new-school offerings and classics alike, 130 bottles deep and covers the globe: https:// winebargeorge.com/ • If you need a bowling fix, stop by Splitsville Luxury Lanes: https:// www.splitsvillelanes.com/location/orlando/

Here are several dining choices that are a short drive from the convention center:

Access to WBPI Training Platform is free to every customer and contains more than 50 educational videos covering topics ranging from where to install your video cameras to what to do in the unfortunate event your center suffers a shooting. What sets us apart, however, is our reputation for fighting frivolous and opportunistic slip and fall claims. Bowling is a sport and customers assume the risks of injury when hurling a heavy ball down a greasy alley at a set of 10 targets--turns out the foul line is called a foul line for a reason. We make it our goal to enforce what used to be common sense because let’s face it: the insurance industry itself is to blame for people believing the bowl owes them money every time they get hurt.

• The Melting Pot gets top reviews from Trip Advisor: https://www. meltingpot.com/orlando-fl/ if you are looking for a fun dining experience – fondue style - this is the place.

3 miles from the convention center • The Islands are Calling: Rum lovers should check out Strong Water Tavern that along with amazing cocktails, has a tapas menu all served in a very cool Caribbean setting: https://strong-watertavern.constantcontactsites.com/ 5 miles from the convention center • For a classic steakhouse experience in downtown Orlando, try Kres Chophouse: https://www.kresrestaurant.com/ Prime Beef aged in house and cut to order along with fresh Florida seafood served up in a 1930’s landmark building. 13 miles from the convention center • Sushi lovers check out Seito Sushi: https://www.seitosushisandlake.com/ Voted best sushi in Orlando!

4 miles from the convention center.

For casual eateries close to the convention center, and accessible on the I Ride Trolley, check out ICON Park: https://iconparkorlando.com/ dining/ Just a 10-minute ride on the Trolley.

As with most restaurants these days, reservations are a must if you want to get into the best venues!

Using Yelp or Trip Advisor can help you find exactly the dining experience you are looking for. Personally, if they don’t have at least 4 stars I won’t waste my time (or appetite) there. I suggest reading a few reviews to get a feel for the good and bad before booking. It could be a bad review is related to slow service, which might not be a big deal to you. Plus, you can often find the best item on the menu when you see it mentioned in reviews multiple times.

Open Table is a great app to reserve with as it will send you reminders about your reservation and can alert you to a table coming open if they are full.

Feedback on your favorite eateries is always welcome.

Drop me a line or stop by the eBowl.biz booth #608 at Bowl Expo and let me know how you did!

Buon Appetito!

•

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.

IBI June 2023 55

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.

56 IBI June 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

www.switchbowling.com john@switchbowlingusa.com

201.694.7985

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

www.semnox.com Sales@semnox.com

610.400.8901

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

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

818.879.7100

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.

Furniture VENUE INDUSTRIES

Sales Team

www.venueindustries.com sales@venueindustries.com

855.558.3683

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.

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!

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PREFERRED VENDOR LIST Insurance (continued) WESTERN BOWLING PROPRIETORS INSURANCE

Cameron Linder

800.200.9998

www.wbpiprogram.com contact@wbpiprogram.com

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

Lighting/Sound DECIBEL STUDIOS

Guy O’Hazza

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.

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.

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PREFERRED VENDOR LIST Online Reservations (continued) 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.

Promotional Products FEC PROMO TOOLS

Sales Department

239.389.9583

www.fecpromotools.com FECpromotools@gmail.com

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

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 June 2023 59

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

60 IBI June 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.

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Classifieds

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

Frameworks Scoring with Vector Plus scoring – 12 lanes of scoring with lower monitors, bricks, cables, computers for the masking unit wall, and lots of spare parts.

$5000 or best offer.

Equipment is being removed at the end of May. Pick up at Medina Lanes, Hamel Minnesota.

Contact Paul or Michele 763-478-6661

CERBAT LANES

Kingman, Arizona

We congratulate Tammi & Dan Nadeau, long time bowling center proprietors from Colorado, on the purchase of this fine center & thank Jeff Buhai for trusting Ken & Marty Mischel with facilitating the sale.

We wish Tammi, Dan, Jeff & the rest of their organizations all the best in the future.

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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.

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February 2023

January 2023 // Vol. 31

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Amusement Alley Entertaining Beyond the Lanes

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June 2023

LIVE LANES!

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Savvy Centers are Tapping into the Profitable Music Scene

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Welcome to IBI’s

New Ideas // Different Concepts // Fresh Revenue Streams

“A

musement Alley” is where new ideas, different concepts, and fresh streams of revenue are featured periodically 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.

Live music might seem like a stretch for many operators’ usual, day-to-day operations, but having the ability to present a steady stream of original entertainment could be the key to bringing in customers you might not otherwise see.

This month’s cover story shows how progressive operators have tapped into the live music scene with lucrative and business-growing results. Ryan Vasko’s in-depth article covers how operators from Colorado, Montana, and California are drawing in new faces with their live music offerings.

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

This Month’s Featured Content: 4AA ARCADE Why Every Arcade Needs A Technician

BY ROB ZIGMONT

8AA COVER LIVE at the Lanes! Tapping into the Music Scene

BY RYAN VASKO

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.

12AA CASHING IN WITH CASHLESS Fluctuating Consumer Trends

BY JASON MITCHELL

14AA DESIGN Competitive Gaming Draws Crowds

BY DANIEL ELLMAN

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 June 2023 3

Arcade

Why Every Arcade

NEEDS A TECHNICIAN

By Rob Zigmont

A

rcade games are a great money maker for any location, but it’s important to remember that they are complex machines with computers, fans, wires, and other components that can affect the performance of a game or break. A key recommendation from the Betson Technical Team is to hire an arcade technician as part of your staff. This article will review the critical reasons for having a technician on-site at your location.

Keep Profits Coming In

The game room can be the most profitable portion of your business. On average, a single game can earn about $200 a week in today’s FECs, but some games can make over $1,000, so it’s essential that they stay up and running. The weekend is where 80%-90% of revenue comes from for most locations; having a game go down on a Friday afternoon and waiting until Monday (or longer) for a repair or receiving parts will hurt your business. Even simple problems like header lights being out can make players think the game is out of order and ruin their visit. You don’t want a bad weekend to create bad reviews that live on after. A technician on-site with the right expertise and parts can pay for themselves over a busy weekend.

Various things can come up daily, but you don’t want to hire someone who is just reactionary. A question that might arise is, ‘What will the technician do when the games are working properly?’ Answer: ‘Preventative maintenance!’ Your 4 Amusement Alley June 2023

technician should do several things daily, weekly, and monthly to keep your games in perfect order and avoid any major issues down the line.

Parts Packages

Another essential aspect for your technician is managing your parts and consumables. When a game is down, you want it up and running as quickly as possible. Overnight freight charges can add up quickly. And if a game goes down on the weekend, parts may ship on Monday morning. That means games can be down for several days, which is lost revenue for your business and unhappy customers.

To keep your game room up and running, Betson offers different packages customized to the specific games at each location. They offer discounted freight and a six month return policy. Since your technician will be onsite every day, they’ll have a great understanding of the operations of the game room and what consumables or parts you might need frequently and can work with their parts rep to manage everything.

Wellness

Betson provides periodic reviews of your game room to analyze critical information to optimize profits and your location's customer experience. The Betson Wellness

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

Arcade

HERE ARE SOME

TOP TIPS FOR YOUR TECHNICIAN: DAILY MAINTENANCE program can help identify games with setting problems that technicians may be unaware of. In addition, you can make sure your game mix reflects your customer base.

Technical Training

• Wipe down the games. Cleaning the games is essential for keeping them running smoothly and creating a better customer atmosphere.

• Balance the balls in basketball arcade games, Skee-Ball, etc.

If you have eight balls on one side and four on the other, the game isn’t going to work correctly.

• Check that the ticket machines are running properly.

If you’ve just hired a technician or they need some refresher work, Betson offers Betson Technical University.

Our skilled, experienced in-house technicians conduct the training, sharing their knowledge, experience, and best practices. Topics discussed include game system overview, digital multi-meter, basic soldering/splicing techniques, game maintenance, ‘Card Reader Issues 101’ class, troubleshooting, electric circuit theory, advanced troubleshooting, wiring schematics, computer repair, and basic LCD repair.

WEEKLY MAINTENANCE

Making an investment in your arcade is a big decision and an even bigger challenge. With an arcade technician at the ready, you will have peace of mind that your investment is well cared for and doing its job of being profitable!

• Clean filters or drain compressors where necessary.

•

Rob Zigmont is Vice President of Operations at Betson.

6 Amusement Alley June 2023

• Check gameplay. It may seem like having too much fun at work, but ensuring the games play through is essential to your maintenance plan.

• Create a punch list of any issues so that you can go back later and fix them. Trying to do multiple fixes at once is not only overwhelming but the job might not be carefully done if it’s rushed through and not given more attention which could cause even more issues.

MONTHLY MAINTENANCE • Check power cords. Are they frayed? Is there a game sitting on them?

• Open the games’ back doors and make sure everything looks OK; blow out dust or vacuum if necessary.

• Clean dust traps, fans, etc.

• Maintain a cleaning schedule and stick to it.

Depending on the environment, your specific cleaning schedule will vary; for example, a desert location may have more dust, and machines will need to be vacuumed more. One thing to keep in mind is customer satisfaction; seeing cleaning procedures gives customers extra peace of mind.

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Cover Story

LIVE at the LANES!

By Ryan Vasko

Savvy Centers Are Tapping into the Music Scene

W

hen the world reopened following the pandemic, one of the biggest questions owners had to ask themselves was, “How can we evolve and futureproof our center?” In a bid to draw people back through their doors, the businesses that saw the most success were the ones that found creative uses for their spaces and got customers excited about getting out again.

In certain cases, that meant thinking of your operation as less of a bowling center and more of a venue. That, at least, was the motivation behind transformative renovations undertaken at places like Chipper’s Lanes and the Mishawaka Amphitheatre in Colorado, which pivoted to convert their centers into marquee live music destinations.

“Instead of a venue in a bowling center, we flipped this thing on its head and we’re putting a bowling center in a venue,” said owner Matt Hoeven. “Those nights when we’re having a show, we’re a show first; we’re not a bowling center. We’ll fill the house with the 300 people who bought a ticket, and then, if they’re interested in bowling, that’s a VIP upcharge to have that experience.”

“One of the silver linings from Covid was that it created this need for music in unconventional spaces,” said Bri Long, owner of Longevity Productions, who handles the booking for Chipper’s. “For a couple of years, you weren’t able or

8 Amusement Alley June 2023

allowed to go to a 200-person club to see a show. That helped bridge the gap for a lot of people for this ‘odd idea’ of seeing a concert in a bowling alley.”

Chipper’s, which will put on 80-plus shows at each of their three Colorado locations this year, is one of a growing number of businesses that are investing in the right sound equipment, lighting, acoustics, and other elements that make for a great experience for bands and attendees alike.

It might seem daunting or too far afield from your usual, day-to-day operations, but having the ability to present a steady stream of original entertainment could be the key to bringing in customers who might not otherwise ever consider your establishment. A common thread that connects the centers who have done it best is making sure to do your due diligence and not taking half measures in committing to being a place musical acts will want to keep returning to.

“The thought was, how can I do this affordably and make it look cool?” said Jesse Hansen, Director of Operations for multiple Harley’s Bowl locations in Southern California. “We built a stage, put in a quality sound system, and did what we could to make it easy for bands to play here.”

Cover Story

Rockin’ out at Ravalli’s

Hansen, who tapped into his experience in the restaurant industry to guide his renovations, worked with his partners at Rock & Roll Pizza, which specializes in local live music.

Together, they helped craft a new, co-branded space inside a 1,000-square-foot bar at the Simi Valley Harley’s. He found creative ways to cut down on added costs and still be able to properly compensate for his musical acts, like installing a house drum kit, an integrated PA system, microphones, a mixer board, and more. The result is a fully connected sound setup that allows a band playing in the bar to be heard in the bowling center if the crowds get big or keep the live music separate to keep the whole operation a multi-use space.

Hoelstad, who started with one featured music event a month, continues to expand the setup to bring in more bands, comedy acts, and local artists. He has plans for a convertible indoor/ outdoor space to keep offering entertainment year-round because the crowds he draws to the live music have created new customers for his bowling center.

Knut Hoelstad, the owner of Ravalli Fun Center, saw a similar opening for revenue improvement with an acre lot that was part of the purchase of his Hamilton, MT, alley. “My initial thought process was to expand our lanes, but in the meantime, I had this lot that was just a field,” Hoelstad said.

“So, I put a fence around it, built a stage, and then we started looking for ways to bring in a little more summertime fun to supplement our bowling.”

It’s a time-tested idea that is key to a business’s success and ability to adapt to the times: wasted space is wasted opportunity. During the downtime provided by the pandemic, Hansen saw an underutilized bar area and converted it into an all-inclusive entertainment space.

Hoelstad saw the same with his unused outdoor setup and is considering a similar change-up for a gaming area currently at Ravalli. If your operation isn’t currently designed

10 Amusement Alley June 2023

“We’ve brought people in for the shows who’ve never been in [the center] to bowl,” Hoelstad said. “And once they see what we have to offer and our renovated space, it’s been astonishing to get their feedback and see them come in for the first time. In four years, every day I’ve seen a new face in here.”

Outdoor entertainment draws a crowd at Ravalli’s

Cover Story to maximize your revenue possibilities, tapping into the music scene that passes through your town could unlock something wholly new.

Beyond doing the work beforehand and outfitting your space to serve as a proper venue, it’s important to know your audience and understand the needs of your acts. For Long and the Chipper’s staff, that means making sure the early conversations with agents or band reps are honest about what the venue is and selling it as a positive and unique experience. It means being clear about your tech specs and what sort of atmosphere you’ll be able to provide for their fans.

“We’ve always operated with the forward-facing idea that the openers of today are the headliners of tomorrow,” Long said. “So, whether you have 12 followers or 12 million, when you come to one of our venues, you get treated with the same level of respect.

If you show a band a good time while they’re on tour, they’re going to spread the word and they will want to come back.”

“It’s really about making it as easy as possible for bands to come in and play,” Hansen said about Harley’s approach.

“Even cutting down on the amount of equipment they have to haul in and set up by having things already installed can make a huge difference.”

Work with a Talent Booker

Before you can get to giving your acts what they want, you must track them down. Your best bet, if it’s within your financial capabilities, is to work with a booker with an established network and infrastructure to find local and touring talent.

“It wasn’t until we brought in someone like Bri that we saw how much it pays off,” Hoeven said. “Someone to handle the advances, the bands’ needs from a hospitality perspective, the right sound and lighting specs, and everything else [it takes] to be a professional venue. That allowed us to go from 0 to 60 very rapidly. Now, it’s not a band in a bowling center, it’s a concert.”

Sometimes, you have more contacts than you realize. For Hoelstad, his Rivalli bowlers provided an unforeseen resource.

One bowler was in a band and got him in touch with some larger acts in Montana, while another was married to a lead singer who connected him with a booking agent that managed a handful of bands who can help to fill his stage.

Live on the lanes at Chipper’s

DIY Booking

If a booker isn’t in your budget, you can still serve as your own scout and explore artists in your area, as long as you have a good understanding of the demographics you’re dealing with. Are you near a college? If there are established music venues in your town, what genres draw the biggest crowds? Many cities have sites and other online resources that allow acts looking for stage time to connect with venues.

Don’t be afraid to experiment a little with different types of acts and genres. Be versatile and try to branch out if it means a new steady source of attendees. If it’s a fit for your environment, you can count on word of mouth to grow your audience and an act’s following as a supplement to your promotion. Hoelstad works with local radio stations and offers free tickets to shows at Rivalli in exchange for on-air promos. Hansen has social accounts specifically for the music happening at Harley’s. Any act’s crowds could become your new league bowlers.

It can be a big step to change your center into a spot that bands will clamor to perform at, but it’s growing in popularity and has proven to be a game changer for many owners.

•

All you have to do is set the stage.

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

Amusement Alley June 2023 11

Cashing In With Cashless

Fluctuating

CONSUMER TRENDS Advanced Arcade Operations with Jason Mitchell A recent Federal Reserve Bank of San Francisco study noted that Americans are making fewer small-value payments with cash. While cash may not disappear completely, I think that within ten years it will represent such a small percentage of payments at amusement venues that it will be a “legacy” method. Operators will likely continue to accept cash until the costs in time and money of handling it are no longer acceptable. At this point, you can’t afford to turn away any form of payment, including cash at kiosks, but eventually, your overall operation will need to be cashless.

An arcade card system is part of the movement toward cashless payment in the amusement industry. With popular attractions like VR games now costing $5 or more to play, this is another good reason why FEC operators should go cashless. By adopting cashless technology, you can ensure that it remains easy for your customers to pay and play the way they want.

How are people spending?

Currently, the most popular method for arcade payments is a cashless card system that accepts cash or credit cards. Credit card use continues to grow, according to the operators we work with and the financial industry. Trends show that the credit card will be the dominant form of payment at amusement venues within five years. The mobile wallet has yet to become standardized, but it will continue to grow as well.

E-commerce and online payment continue to grow, driven by customer preference for reserving and paying ahead of their visit. This means less time spent in lines and more time having fun, thanks to continued overall growth in the use of kiosks and other unattended devices.

Besides aligning your business with consumer spending trends, a cashless system can jump in as part of your center’s staffing team. A tight labor market also makes a good argument for employing this technology and enables more 12 Amusement Alley June 2023

efficient operations with fewer staff. Cashless technology is ideal for the many FECs that offer multiple attractions, from arcades to laser tag to bowling and to food and beverage. It enables customer loyalty programs and stimulates new kinds of marketing campaigns because the systems collect emails and other contact information. Plus, people who pay by credit card tend to spend more.

A cashless card system can also boost your marketing and customer retention programs. A great way to do that is to make use of the card readers to present ads to your customers right at the game. You can set the readers to show messages about your Happy Hour promotion, Monday Night Madness specials, or the live band you have each week. You can also show these messages on the large monitors on your kiosks.

You can also use the system to register customers for your loyalty program and generate reports to show how the program is doing. Loyalty programs can bring in more revenue if you tailor them to your location and customers.

With a cashless system, you can mine the data you need to figure that out. Loyalty programs are not one size fits all; everybody’s got to try their own thing.

Optimizing your cashless system will provide guests with the convenience and technology they expect. Relying on everevolving technology can help with ongoing staffing challenges and provide a way for operators to market to and retain guests.

•

Jason Mitchell is the Customer 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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Design

Everything Else is

JUST GAMING ESPORTS TAKES ON COMPETITION

L

et's face it; human beings are competitive. It’s just in our nature. Competitive behavior is played out daily in bowling and family entertainment centers worldwide. Friends and family compete with one another to Jan Goetgeluk get the highest score on the bowling lanes. People of all ages go after each other in the laser tag arena, and social outings are often centered around who can perform the best at axe throwing or other attractions.

By Daniel Ellman

That means increased profit for you – and improved visibility for your center. “These types of competitions add a new dynamic to your attractions without needing to make any improvements or changes whatsoever," Goetgeluk said.

Many forms, functions

→ So, what do eSports look like in practice? That depends.

Some eSports are played on high-end gaming PCs, which some FECs have purchased, giving them a designated space.

But another form of competition is heating up, and your center should be able to take advantage of it. It’s called eSports, and you can think of it as competitive gaming.

→ Another form of eSports is through attractions that already exist. For example, if you have a virtual reality profit center, create competitions from that VR experience. The top 10 highest scores for the month can win a cash prize.

“ESports is the biggest phenomenon that most people haven’t heard of,” said Jan Goetgeluk, founder and CEO of Virtuix, the Omni Arena virtual reality attraction manufacturer.

→ Even well-established arcade games can become eSports venues. For example, Big Buck Hunter is one of the more popular contests today.

Enticing Repeat Visits

→ Finally, you can go a more ambitious route and bring in a brand-new profit center to attract eSports competitors.

There are several different forms that eSports can take in an FEC. But they all share one thing: money or prizes are awarded to the top performers. “This is all about playing off of peoples’ desire to compete,” Goetgeluk said. “You are allowing people to compete for prizes and driving repeat customers to your center time and again.”

14 Amusement Alley June 2023

“Our Omni Arena is a highly automated attraction that allows participants to walk around 360 degrees inside a virtual reality game,” Goetgeluk said. Virtuix’s attraction, which includes a directional treadmill and VR goggles, has software that automatically updates, so proprietors can stay

Design on top of technology as it continues to improve. “It’s an easy way to get your customers to pay-toplay and give them an experience they can’t find anywhere else,” Goetgeluk said.

Finding the Right Fit

“We are constantly staying on top of the latest trends in entertainment so we know what is resonating with customers and what isn’t,” said Howard Ellman, principal architect and co-owner of Dynamic Designs, which has decades of experience designing. “ESports is a relatively new concept that can fit in seamlessly with your existing profit centers and take your FEC to new heights."

If you want to add an eSports attraction, consult with design experts to ensure you have a suitable space and layout for your new profit center.

•

FAMILY ENTERTAINMENT CENTERS DESIGN & ARCHITECTURE Congratulations on your new center — thanks for selecting Dynamic Designs.

Interior & Exterior Design • New Concept Development Planning & Consulting • Architecture Theme Design • Re-Imagining of Existing Facilities Call (248) 644-7275 for a consultation today, and learn more at www.dynamicdesignsinc.net Amusement Alley June 2023 15