May 2022 // Vol. 30
Does VR Make Sense For Your Bowling Center?
INVEST IN YOUR TEAM Convenient & Effective Virtual Training
STRING NEVER LOOKED SO GOOD Denmark Chain Converts 17 Centers
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YOUR AUTOMATIC SCORING SPECIALISTS
Contents 6
May 2022 | Vol 30.5
Publisher’s Column
ARE WE HAVING FUN YET? BY STEPHANIE DAVIS
10
Human Resources INVEST IN YOUR TEAM
Online training is a convenient option BY BETH STANDLEE
12
Proprietor’s Desk
STAY AHEAD OF THE GAME Lock fall leagues in now BY STEVE SEMPECK
14
Guest Experience
ENTERTAINED GUESTS ARE HAPPY GUESTS Free streaming service keeps the energy up
30
BY IBI TEAM
16
Feature
STRING NEVER LOOKED SO GOOD Denmark chain converts 17 centers BY PAUL LANE
26
Marketing
LITTLE HINGES SWING BIG DOORS Small details boost an offer’s response BY BRUCE DAVIS
30
Cover Story
IS VR A FIT FOR YOUR BOWLING CENTER? What to consider before deciding BY BOB COONEY
38
Expert Alley
ADDING ATTRACTIONS – WHERE TO START? An informative, in-depth description BY DANNY GRUENING
PUBLISHER & EDITOR
Stephanie Davis
stephanie@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 MEMBER AND/OR SUPPORTER OF:
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
OFFICE MANAGER Roxanne Damask
roxanne@bowlingindustry.com 4 IBI May 2022
CONTRIBUTORS Bob Cooney Bruce Davis Stephanie Davis Daniel Ellman Mike Fernandez Danny Gruening Patty Heath Paul Lane Steve Sempeck Beth Standlee
CONQUEROR EXPERIENCE RELATIONSIHIP MANAGER ONE SYSTEM FOR THE ULTIMATE CONSUMER JOURNEY
Coming Soon!
DELIVER AMAZING SERVICE. Make Conqueror Kiosk the first touchpoint for your customers when they arrive and get ready to deliver! Check in for reservations, explore offers, pay for bowling and extras, order food and beverage. The Kiosk is the perfect way to upsell your customers to play and spend more at each visit. Plus, it provides an easy self-service experience that customers want. qubicaamf.com/conquerorkiosk
To learn more visit:
Editorial
ARE WE HAVING FUN YET?
I
n the last several weeks, the IBI team had the pleasure of sitting in on various educational events and trade shows that are aligned with the business of FUN and entertainment. Between Amusement Expo International, Bar and Restaurant Expo, International Pizza Expo, Amusement 360 hosted by Creative Works, along with other happenings, the industry has had a plethora of in-person and online events for operators to choose from.
The vibe of the shows was all about FUN! After all, if you’re hosting guests in your facility, you want them to have fun and lots of it! One speaker piqued attention when asking the audience, “How much fun is your staff having? How much fun are your guests having? And most importantly, how much fun are YOU having?” If the synergy in the building isn’t one of fun – from the leader all the way down the line — there might be a dissonance in the vibe of your place which can affect staff retention, guest experience, and of course your own stress levels. I challenge you to be honest and ask yourself, “How much fun am I having?” Chances are, if you’re not having a WOW experience at your own facility, your staff and guests may not be either. This month’s cover story, “Does Virtual Reality Make Sense for Bowling Centers,” takes an in-depth look at how VR might be a fit for your facility. Well-known VR expert Bob Cooney addresses four criteria to help you select the right VR products for your business. VR is a growing and lucrative market if you approach it with clear expectations based on knowledge. Want to attract and retain more quality staff members? It sure seems like everyone does these days! No question that a properly trained staff can boost the guest experience, skyrocket 5-star reviews, and even help you hang on to your good staff. Beth Standlee from TrainerTainment offers a dynamite
6 IBI May 2022
solution to onsite training, with a flexible, virtual training program. An affordable and convenient way to train staffers is only a Zoom session away. This month’s “Inside Line” provides an opportunity to learn more about Brian Conway, Amusement Sales Consultant for Betson. It’s always fun to share how professionals in the industry have come to their positions and what they like most about their career and the companies they work for. A big takeaway this month was how the family culture at Betson builds solid relationships and friendships with its team members and customers. If you’re going to partner with companies to help elevate your centers, choosing ones that focus on relationships is a great place to start! And finally, be sure to head over to bowlingindustry.com for IBI’s exclusive online-only content. One article is especially valuable and a quick read: “Successfully Surfing the Crime Wave,” by Cameron Linder of Western Bowling Proprietor’s Insurance who addresses tips and tricks that you should know to keep your facility and its occupants safe. Hearing from our readers is a very rewarding part of this job. Whether you’re a center operator or a supplier to the industry, if your business is doing something unique or special, please call or email me. I’d love to talk.
•
– Stephanie Davis, Publisher & Editor stephanie@bowlingindustry.com
Online Only
www.bowlingindustry.com READ THESE TOP STORIES EXCLUSIVELY ONLINE SUCCESSFULLY SURFING THE CRIME WAVE BY CAMERON LINDER WBPI
Crime has skyrocketed in every metropolitan center nationwide since the summer of 2020. While your insurance will pay to defend you from the inevitable lawsuit, they can’t restore your reputation for a safe and fun environment. This means avoidance is the best strategy. Check out Cameron’s informative article highlighting a few critical steps you should take to avoid and defend against a devastating violent incident at your center.
3 TIPS FOR HIRING YOUR NEXT FACILITY MANAGER BY JESSE CONLEY PARTY CENTER SOFTWARE
Hiring a new manager can be a stressful process, especially in the current employment market. Learn how to find the ideal candidate for the job using these valuable tips from Jesse Conley.
8 IBI May 2022
SPECIALTY LIGHTINGHow to Entice Customers In the New Era of FECs BY MICK VENTOLA VENTOLA PROJECTS
The trend of bowling centers adding new experiences doesn’t just apply to adding extra attractions. Mick Ventola, founder of Ventola Projects explains how adding specialty lighting to your center can attract the attention of your customers, while also keeping them engaged.
GOODHELP IS EASY TO FIND.
INTRODUCING SYNC SERVICE KIOSK.
©2022 Brunswick Bowling Products, LLC. Form #0122-01C
The Sync Service Kiosk was designed to alleviate your labor concerns while enhancing the guest experience. The fully integrated, automated technology reduces wait times, streamlines ordering, improves accuracy, and upsells on every transaction, all while offering the instant gratification your guests seek. Get guests to the fun faster with Sync Service Kiosk, brunswickbowling.com/servicekiosk.
Human Resources
INVEST In Your
TEAM!
By Beth Standlee
A trained team is a winning team
W
ouldn’t it be great to have enough staff? Wouldn’t it be even better if your team was well trained and delivering guest service at a level that encouraged guests to come back more often and bring their friends? What does it take to find this dedicated, high-performing staff? What do young workers and team members desire and/or require from their job? In a recent Forbe’s article, contributor Liz Kislik cites a survey of current job seekers. She writes, “67% of respondents said they were likely or very likely to change jobs in the next 12 months, and their most important criteria for a new job was work-life balance, followed by learning and growth opportunities.” Gen Z workers, born after 1997, respond best to digitalbased platforms to engage with business, from hiring to training to delivering services to guests. It makes sense to evaluate how your center is leveraging technology. Is it easy for a job applicant to apply for a job? Are you using technology to help with training? I’ve been in the industry for more than 25 years, and flexibility has always been a critical factor with frontline team members. However, the learning and growth opportunities have not been as consistent or clear with many brands. As the CEO of a coaching and training company, I’m thrilled that 67% of surveyed job seekers site learning
10 IBI May 2022
and growth opportunities as their #2 criteria for seeking a new job. Pre-2020, the challenge of staff turnover made it difficult for operators to consider investing in onsite training programs only to have 50% or more of them change jobs within 12 months. 2020 presented new opportunities for the industry with virtual training options. At TrainerTainment we have a long history of working virtually with sales and leadership teams and our coaching programs, but our frontline service training was typically delivered in an onsite format. As COVID restrictions eased and businesses reopened, guests began to pour through the doors, and service levels were strained. There seemed to be no time for training and barely enough staff to run the business. Initially, customers seemed forgiving of service hiccups, but as time marched on, the expectation of higher service levels continued to rise. When working with a client, time and training content can be an issue in busy locations. With service expectations rising and labor constraints an ever-growing problem, we began to work with locations to deliver 1 – 1.5-hour virtual training sessions that offer flexibility and growth for every team member. Most of these sessions are given after 6 p.m. to accommodate school and other work schedules. Sonya Terry, a TrainerTainment trainer and sales specialist, has delivered several VIP guest service sessions focused on how to handle difficult guests, and
Human Resources other elevated performance and service-based sessions. Here’s what she has to say about this virtual way of training team members: “The virtual, interactive guest service training has been so impactful. Virtual training is a great way to get all the staff together no matter where they are. The teams have been super excited to have Sonya Terry, fun takeaways that they can implement Trainertainment on their next shift. Their feedback has been that they are learning new ways to carry themselves while interacting with guests. They are excited that the owners are investing in them, and they all say they would like to have more opportunities for future training. Each virtual training event includes reinforcement visuals to keep the training alive. We can also help bring the location’s core values into each session to help build the culture by showing how team members can live those values every day.” A recently coached team member said, “This was the most productive one-hour meeting for the frontline team and allowed our managers to see what their team thinks about the critical guest experience.” As someone obsessed with learning and teaching, I’m excited that one of the good things to come out of 2020 is that everyone learned to use Zoom! Virtual training can
be delivered in short segments and is about one-third the financial investment of an onsite training event. Don’t get me wrong, as the author of People Buy From People, How to Personally Connect in an Impersonal World, I like nothing more than being in person. However, in the fast-paced way we move today, a virtual training experience is far better than no training at all. I once heard an exchange by two proprietors that went something like this: Owner #1: “What if I invest in my people and they leave?” Owner #2: “What if I don’t invest in them and they stay?” That conversation really stuck with me. The challenge of a rough guest experience or the damage a disgruntled team member can create is likely to cost far more than a small investment in time and money to ensure the staff is trained to deliver VIP service and can handle service recovery issues. The ROI comparison is difficult to measure in that the cost of the business you don’t have due to a poor guest experience is unknown. However, the increase in traffic, good reviews on Google, Facebook, Yelp, and staff retention, can all be measured in increased revenue and quality of life for the business owner and the team. Whether you use a company like TrainerTainment or find another way to invest in virtual and/or onsite consistent training, the payoff is good for you, your team, and your guest.
•
IBI May 2022 11
From the Proprietor’s Desk
Stay
I
AHEAD of the GAME
f I’ve learned one thing over all my years, it’s that procrastination runs rampant for us bowling proprietors. Usually, due to the wearing of multiple hats, trying to fit in family time, going to your kids’ sports and activities, and next thing you know, BAM, it’s August, and you are just getting started on returning leagues. If you’re not one of these procrastinators, congratulations! Bottle your organizational skills and share! All the best proprietors and centers who have done well have their Fall/Winter schedules out by Memorial Day weekend. Too early? You say your bowlers don’t think about it until August, but in the words of the famous football coach and personality Lee Corso, “Not so fast, my friends!” You need to announce to the world that you’re ready and planning for a great league season! I’ve always used phrases with a sense of urgency in my league marketing material, such as “Don’t get shut out!” and “Guarantee your spot today!” One of the better promotions I’ve seen for a “hit-youin-the-face” type overall league promotion is one I use for my centers and clients: we call it the Early Bird Super Fall League Bowlers Special. We essentially market this to our league bowlers before the season ends, our Spring/Summer league bowlers, and through the summer to our regular traffic. We emphasize to a potential league person to sign up for your league now and take advantage of our Early Bird promotion. The leagues get phenomenal extras by committing early and signing up for next fall leagues. A sign-up form listing the team’s name, bowlers’ names, phone numbers, and which league they are in or want to join is all you need. Here’s the kicker: I ask for a reservation fee of $50! Now, that $50 just holds their spot. On our sign-up form, we tell them that as long as they show up for the league meeting and to bowl, we refund that $50 back to them. And for showing up and bowling, they get all these extra perks!
12 IBI May 2022
By Steve Sempeck
Lock Your Fall Leagues In Now! A few ‘extra perk’ examples are: • Free locker rental for the team captain • Early Bird restaurant, snack bar, and bar pricing on their league night if they order and eat before practice starts • Free shoe rental • Two free practice days/nights when regular team members can come in and bowl for free (Yes, you can put limitations on when and how much!) • 20% discount on a group or birthday party Here’s another good perk we use sometimes: we give them five “Instant Party” packages, which include two hours of bowling, shoes, and a soda (one promotion per bowler). A bowler can come into the center with up to six people and bowl for two hours for free. We call it an instant party because the clients bring the people, and we’ll add the fun! We’ve tossed in pro shop discounts and game room cards before, too, to name a few more ideas. The big idea here is that you will have their guarantee, and some cash to cement their intent to return in the fall. We maybe only had one or two teams that blew us off, didn’t show, or changed their minds when we did this. If there was a situation like somebody died, got injured, moved, or was abducted by aliens — stuff like that — we refunded their money. Nothing felt better than knowing in May that you had a solid schedule to look forward to in the fall. Here’s the thing, people: you’ve got to do something different and over the top to get that unique selling advantage that no other place has. And, yes, it starts with having it all together early. Like my high school football coach used to say, “If you show up on time for practices and meetings, you’re 15 minutes late.” Of course, email me at Steve.Bowlco@gmail.com or call 402-253-4371, and I will be more than happy to share any of the material with you to execute a program like this. Keep ‘em rolling! Steve Sempeck, Bowl Co Bowling Marketing and Management
•
Let Us Make Your Center Look Like A New Center
TOUCHSCORE.COM
MORE SCORING OPTIONS THAN ANY OTHER COMPANY
FEATURING THE
40 FRAME GAME!
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 11 years.
TouchDesk Management System for as low as $16,595 If you have Legacy Scoring (Brunswick AS-80/90, Frameworx or AMF Magic Score, Accuscore, Boss) you can upgrade the Management System to TouchDesk Windows 10. 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.
If you feel your current system is not worth upgrading, talk to us about BRAND NEW SCORING! We offer complete scoring replacement packages for every scoring system. INTRODUCING THE REVOLUTIONARY SCORING CONCEPT
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Call Toll Free
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Let Us Make Your Center Look Like A New Center
Guest Experience
Entertained Guests are
HAPPY GUESTS By IBI Team
S
Atmosphere TV and Chive TV keep the vibe going
pin words like guest experiences, online reviews, and employee shortages continue to dominate industry conversations. Because weighty topics like these are at the forefront of most operators’ minds, IBI will continue to present unique resources that boost the happy vibes in your center. You know how the scenario plays out: After a tough game of bowling or an intense game of laser tag, players need to refuel. The trip from the gaming area to the bar might include standing in a long line for a beverage or waiting for a server to come back to the table. Even short wait times can sour the mood for your guests. To create a night to remember, you’ll want guests consumed in your experience, even when in between activities. The sweet spot is a short wait time with engaged guests. Picture this: Your customer walks up to the bar, holding cash, then sighs as he anticipates quite a wait due to the busy bar. He’s about to start scrolling through his phone when a video appears of the world’s next Evil Kneivel, a baby that can skateboard down ramps with the best of them. ‘How incredible!’ your guest thinks, and just as he is really starting to get swept into the video, the bar tender is ready to help him. Offering entertainment helps to distract guests from slight breaks in playtime and leaves them only remembering the best points of the night. Atmosphere TV helps solve this issue by offering video streaming on TV screens you already own. Mike Kelly, director of Distribution Partnerships at Atmosphere TV tells IBI, “Atmosphere TV is the world’s first and largest streaming TV platform built specifically for businesses that require no audio to be enjoyed. Our content is Mike Kelly, hand curated. Atmosphere TV is also the Atmosphere TV exclusive carrier of Chive TV, which is our most popular channel in bars across the nation. It increases both the time that consumers sit at the table and the amount of returning business.”
14 IBI May 2022
Andy White, general manager at Brandon Crossroads Bowl in Riverview, FL, has had great success with Atmosphere TV. “The guests really enjoy it! Even the regulars that are hard-core sports fans love watching it,” says White. “Sometimes we switch them over to goofy videos or other requests. It’s well-received and keeps customers engaged when waiting for food or drinks.” Since only one person bowls at a time, fun entertainment is paramount near the lanes, by the bar, and by the front desk. With an array of different channels, screens can play anything to best suit a center’s current demographics. From the Redbull team free-falling out of planes, to puppies wrestling over a barrage of bubbles, there’s something to keep all types of guests busy until it’s their turn to step back up to bowl. Atmosphere’s Digital Signage Manager offers you the ability to showcase your menu, present animated promotions, and market upcoming events in between clips. Using our link, it’s free to get started, and there are no subscription costs. Is your center ready to help guests dive into Atmosphere TV?
•
It’s more than Insurance...
Because you're family. Cameron Linder CEO, Western Bowling Proprietors Insurance (WBPI) Rednil Insurance Brokers, Inc. cameron.linder@rednilbrokers.com
800.200.9998
www.wbpiprogram.com
International
STRING
NEVER LOOKED
SO GOOD
By Paul Lane
Denmark Chain Converts 17 Centers, Cites Cost Savings & Positive Feedback
W
hen Steffen Larsen, the chairman of Bowl’n’Fun, began observing the trend in Europe and the U.S.A. of replacing free-fall machines with string machines, he researched the concept to determine if string machines would be a viable option for Bowl’n’Fun. Steffen took this a step further and installed three brands of string machines in a 16-lane center, which he assessed for a year.
STRINGS FOR THE WIN! Steffen determined that the test results demonstrated an improvement in terms of guest satisfaction with none-to-minimal stoppages, employee satisfaction, reduced employee costs, plus a substantial reduction in electrical consumption. The results were so encouraging that he installed string machines in all 17 Bowl’n’Fun centers. “String machines represented a better price for a huge deal, as we needed to prepare for less activity after COVID-19,” said Steffen.
“Our long-term projection indicates the ROI on our investment will be realized in three to four years.” - Steffen Larsen 16 IBI May 2022
BACKGROUND
INFO
Bowl’n’Fun, founded in 1992, owns and operates a chain of 17 FECs in Denmark. Their first FEC with mini-golf, laser tag, and karting opened in 1999, with Softplay Playland introduced to the mix of attractions in 2009. While Bowl’n’Fun remains the core brand, MAXIMUM is the sub-brand for new venues. Bowl’n’Fun, The Grill, Game Over Escape Rooms, Cube Challenge, Laser Hero, Jump’n’Fun Trampoline Park, Happies Legoland, and Golf’n’Fun are but a few of their featured attractions. The most recent venue, the 145,465-square-foot MAXIMUM Aalborg, which opened in 2020, offers a dozen different attractions.
REAL PEOPLE
REAL STORIES
REAL RESULTS
16
752
48
LEAGUES
LEAGUE BOWLERS
LANES OF EDGE STRING
My lanes are always up and running. I installed EDGE String at Townline after having a great experience operating them in my 12-lane center, Gametime Lanes & Entertainment, for more than a year. EDGE String has been a complete game-changer for my business from day one. My employees are happier, my lanes are always up and running, and the overall bowling and guest experience is better at Townline as a result.
Anthony DeCotis, Owner
Townline Tenpin Luxury Lanes and Gametime Lanes & Entertainment Massachusetts To learn more visit:
International “Our long-term projection indicates the ROI on our investment will be realized in three to four years.” While all of the string machines performed admirably during the trial period, ultimately, Bowl’n’Fun chose QubicaAMF’s Edge String Machine. “For our operations, the Steffen Larsen, Edge machine offered top quality for Bowl’n’Fun a good price. The brand provided great test results overall with few stops and, to us, the best savings all around.” The estimated total savings is about 75% from a traditional pinspotter, including the reduced cost of highly paid qualified technicians, electricity, machine parts, and downtime.
DRAMATIC GROWTH IN STRING BUSINESS
Claus Roed, Bowltech’s district sales manager, based in Denmark, told us, “Bowl’n’Fun’s purchase of 262 string machines for their centers, along with confirmed orders we have in house, will bring the total number of string machines installed in Denmark to 400 by the end of June. Two years ago, there were none!”
GUEST FEEDBACK
Steffen conducted guest surveys to get reactions to the conversion to string machines. He told us, “Entertainment bowlers made very few comments and none that were negative, the guests were happy with almost no stoppages. Sport bowlers, on the other hand, were skeptical at first, but, after closer examination, there were no complaints at all.” As the only chain operator and industry leader in Denmark, Bowl’n’Fun’s decision to convert 17 centers to string machines will have a major impact and influence with independent proprietors, as well as new investors. And, as Bowl’n’Fun believes, the best impact will be on the customer experience.
•
OTHER
TRENDS TO WATCH Claus Roed, Bowltech
That’s 35% of all centers in Denmark operating with string machines. And Claus expects that percentage to exceed 50% within the next two years. “For new investors, it is never in doubt that they will choose string over free-fall machines,” added Claus, “because the savings and ease of operation make it an easy decision.” Since December 2021, five Bowl’n’Fun centers have converted to string machines, with the remaining 12 installations to be completed by June 2022.
Bowl’n’Fun’s in-house barbecue restaurants, The Grill, serve more than 750,000 guests annually. Guest surveys revealed that guests visit because they can enjoy a combination of fine dining and the various attractions Bowl’n’fun offer. Food and beverage sales represent 60% of Bowl’n’Fun’s business. Behind bowling, the children’s Softplay Playland and escape rooms are the most popular attractions.
Claus Roed (Bowltech), Gian Avraam Anestis (QubicaAMF), Steffen Larsen (Bowl’n’Fun), John Eggert (Bowl’n’Fun), Flavio Taddia (QubicaAMF)
18 IBI May 2022
SPONSORED BY:
Design
IT’S
ALL
By Daniel Ellman
FUN AND GAMES How designing an effective arcade can help your FEC take off
T
he key to running a thriving family entertainment center can be found right in its name – successfully entertaining an entire family. And while certain profit centers (such as a bar or laser tag) are suited for specific audiences, there’s one that targets members of every generation. “Different games gratify different demographics, so providing an arcade with a wide variety of choices will help you expand your customer base,” said Joe Camarota, the chief operating officer for Alpha-Omega Amusements. “That will keep your customers in your center longer, spending more money and having more fun. Everyone comes out on top in that situation.”
ENSURE YOUR SUCCESS
Building your arcade into a thriving operation will take an investment – of time, money, space, and labor. “Nonetheless, if you put in the effort that you need to put in, it will all be worth it and bring your center to a whole new level,” said Camarota. If you’re looking to create or upgrade your gaming area, what’s the first step to take? First, make sure you have the proper space for it. “Think beyond arcade games themselves,” Camarota said. “Yes, you need an appropriate footprint to place them so that it doesn’t feel crowded or confined; however, you should also create a redemption area or prize counter that looks great and draws people in.”
VARIETY IS THE KEY TO THEIR SUCCESS.
“If people are coming to your center to bowl, you already know that they have a competitive streak in them,” Camarota said. “So offer competitive games like basketball or air hockey, which members of the entire family can 20 IBI May 2022
play. On top of that, games like Buck Hunter tend to attract older male league bowlers and casino-style games target a very different audience.” Camarota said his team at Alpha-Omega also serve as consultants, suggesting the best games for an operation’s specific customer base, and can train a center’s technicians to repair them on-site.
A STRIKING VISION
Arcades look very different nowadays than they did a few decades ago. They are bright, fun, spacious, and draw in anyone who walks past. And they can fit right in with your bowling center or FEC’s theme and color scheme. To be certain that your gaming area complements the rest of your center, it’s a good idea to bring in expert designers and architects.
Design “We can look at the overall feel of your center and make sure your games, redemption areas, and prize counters fit right in,” said Stephanie Milligan, an architect with Dynamic Designs, Inc., which has been designing award-winning family entertainment centers for the past 30 years. “And we’ll do it in a way that lifts the rest of your profit centers.” For instance, knowing that customers tend to look for arcades after their bowling session is over, Dynamic can design the gaming area to be visible and easily accessible from the lanes. And after playing, they may have worked up an appetite, so your restaurant or snack bar shouldn’t be far away. “You don’t want your arcade to be shut away in a corner somewhere where it isn’t easily seen,” Milligan said. “With bright colors, fun games, and prizes that can catch people’s eyes, it’s vital to make your gaming area a centerpiece of your center.” Proprietors can get creative with redemption and prize areas. “We’ve made entire gaming areas look like they are a general store, a baseball clubhouse, and even part of a Pac-Man game,” Milligan said. “Whatever you want or whatever your theme, we’ll work with you to make your vision come to reality.”
AN EVER-CHANGING SPACE
The final key to a successful gaming area is to ensure you stay on top of the latest trends and tastes. “Video games are being constantly upgraded and tweaked,” Camarota said. “Our team works with clients to make sure
they have the latest technology to give customers what they are looking for.” Additionally, timely and appropriate prizes are equally important. It’s much more difficult to encourage your customers to play games for prizes they may not want or have already won before. “In the end, if you commit to looking at your numbers and data to see what is working and isn’t working, I’m confident that you’ll be able to make your arcade as successful as it can be,” Camarota said. “And that will help your center thrive in ways you never even imagined.”
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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 IBI May 2022 21
Inside Line
Meet Brian Conway By Stephanie Davis
Each month IBI’s “Inside Line” will highlight a team member from one of our loyal advertisers. It’s always fun to learn a little something new about people in the industry who make things happen at their company and for the industry. This month we talked with Betson team member Brian Conway. IBI: Nice to meet you, Brian. How long have you been in the bowling industry? Brian: I began my journey in the bowling industry in 2005 at Lucky Strike Entertainment. After spending many years working for such a great company, I had an opportunity to re-brand a location in Ann Arbor, Michigan, and I jumped on it. We took a longestablished, league-based center, Colonial Lanes, and re-created it from the inside out. We ultimately produced a very successful brand called Revel and Roll. Both fantastic experiences led me to my current role at Betson. IBI: How long have you been with Betson? What is your current position? Brian: I’ve been with Betson for just over five years and have fully enjoyed the opportunity to focus my attention on the ever-changing bowling industry. I’m proud to say that we have been involved in many successful bowling-based entertainment projects. My current position as an amusement sales consultant allows me to assist centers make changes to provide a more robust out-of-home entertainment experience. IBI: What makes Betson unique? Brian: The family culture at Betson has always resonated with me since joining the team. As a brother to five siblings and a father of four, family has always been an important aspect of my life. The way that Betson treats its team, and our customers adds a 22 IBI May 2022
Kayla, Brian, Megan, Aniessa, Chase, and Kenzie Conway
[special] touch that means something these days. Their approach to building relationships rather than just providing a service really takes the customer journey to the next level. For us, it’s the long-term vision of our customers that keeps us marching in lockstep as a team and with our clients. IBI: What does Betson have planned new in 2022? Brian: A key item has been the creation of our customer portal. This portal allows insight into account activity, invoices, and orders. Additionally, we have looked at our most frequently ordered parts and are launching a subscription-based parts program. This will assist with keeping our customers’ games up and running by providing staple products based on usage. This should take the worry out of items like photo booth film, game cards, plush toys, and more. These are steps towards allowing our customers to do what
Inside Line they do best — run their location — and is part of our initiative to provide a seamless customer experience. IBI: What new trends do you see emerging going through 2022? Brian: We have seen tremendous successes with unattended VR (King Kong of Skull Island VR, Virtual Rabbids and Storm) in game rooms across the country. We see this as a stable way to add an attractionbased piece with a reasonable price tag. Additionally, unattended games provide relief in terms of labor. We are looking at continuing this trend well in to 2022 and look forward to more manufacturers joining the space to provide these experiences. We have also seen a solid stand-out in Axe Master from Baytek. It’s a relatively new item that allows locations to add an interesting, competitive component to their location without the construction costs.
Brian and wife, Megan
IBI: What do you like most about your job? Brian: Prior to joining the team at Betson, my experience was based in both F&B operations and progressive entertainment-based concepts. It brings me great satisfaction to share my experiences and tricksof-the-trade with new or changing locations. I always approach any new project with the intent to help our clients create a more joyful experience for their guests while increasing earnings or finding cost savings. Before I fell in love with the hospitality industry, I had my eye on becoming an architect. Having the privilege to be a part of the initial stages of a project really allows me to connect the experience with the design and the space. I really enjoy the process of seeing everything come together. When we see all the smiling faces enjoying a game room that we put together, it’s really an incredible feeling! IBI: What is one habit/technique/strategy that you employ at work to keep you organized and on-task? Brian: Our leadership team has been at the forefront of technology and is consistently seeking ways to innovate and provide tools for our team that allow for more effective workflow organization. The use of a customer relationship management (CRM) tool is
Brian with Robert Aboujaoude, Betson Parts and Service Senior Account Executive
critical to our everyday processes and procedures. This great tool allows us insight into all our projects across the country and creates visibility for our team to know where we are in each project. IBI: When you’re not working, how do you like to spend your time? Brian: As a father of four, most of my time is spent devoted to my wife, kids, and large extended family. In my downtime away from them, I am a continual home renovator and hobby farmer. I would say that during the last 20 years, I’ve been in some stage of change to our home. It brings me great joy to start a project and see it through to completion. Like life, you must keep learning and evolving to keep up with your own expectations! IBI: What would our readers be surprised to learn about you? Brian: I’ve had a lifelong dream of becoming a pilot. This spring (2022), I’ll look forward to beginning the journey to obtain my sport pilot’s license. The sky is the limit!
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IBI May 2022 23
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Marketing
LITTLE HINGES SWING BIG DOORS MARKETING BASICS WITH BRUCE DAVIS
LESSONS TO REMEMBER
Coupons And Premiums Boost Offers To Produce To The Max BY BRUCE DAVIS
W ETHEPROCESS MARKETING
ant to get thecenters most out of your marketing merging from the pandemic, many bowling offer you extended, the coupon might still result in some outlays of money and efforts? The most and FECs have experienced stronger than normal traffic and spending for you. Don’t be too wimpy with your effective way I know to gain optimum ROI for your investment is to always follow a business, with many facilities three-step full and running long coupon offer; the more valuable the coupon is the better it procedure when working to develop a marketing plan or promotion. The three steps outlined waiting lists. This trend goes way beyond our industry and will perform to help your main offer produce. not only need to be followed they need to be transcends to other recreational andbelow hospitality businesses followed in the order presented. The costs of including coupons in your offers are very low, that are also trying to service pent-upStep demand. 1 – ID The TargeT of Your and chances of improving visits or spending because your MarkeTIng While the current rush of business has been great, most offer was alive longer are very high! First you need to dial in on the target of your efforts. describe the people or organizations you hope to savvy operators expect the pace willClearly slow a bit as things go attract. Take time to dig into traits, characteristics, and back toward more normal consumercurrent demand. Keeping your behaviors of your marketing target. No matterPREMIUMS if your target is made up of individuals, couples, groups, or The use of premiums in marketing is a proven winner. marketing skills sharpened will be the best way to continue companies, you need to take time with your staff to discuss all the things that the specific target might find “Purchase the expensive sweeper and get a Dustbuster maintaining and growing business. attractive as part of your offer. Building an offer to appeal free!” Or remember the toy in the Cracker Jack’s box? to everyone or a large segment of the population usually Challenges to growth and addressing ever-emerging results in a watered-down offer that appeals to no one. The bowling ball in a Have-A-Ball League? These are all A bonus to true target marketing: once you tighten who competition mean marketing skills need to be employed on your target is, you will be able to save on costs to reach examples of premiums that have helped sell the main a regular basis. In prior editions of IBI, detailed the them Iashave well. product of an offer. starting points of making good offers: strong headlines and sub-headlines, copy filled with customer benefits, the use Premiums flat-out work! of testimonials, and guarantees. These are all important They elevate an everyday offer to one that consumers elements for sure, but sometimes it’s the little things that take a second look at, and that second look can mean a make a big impact. much stronger ROI for an offer. If you apply a little creative Think of this month’s marketing suggestions as add-ons that thinking, you can find a premium to help boost the response to any offer. Learn-how-to-bowl-better booklets, toys for help an offer perform to the max. Two key fundamentals kids, food and/or drink as add-ons, game cards, T-shirts, hats, that are often missing from an offer are the inclusion of practice passes, logo merchandise — the list is endless. premiums and coupons. When spending time and money to build and send marketing offers, it is important to The cost of a premium is recovered from the price that you set consider how the addition of a coupon and/or a premium for the product or experience. Many times, consumers are in might result in the offer performing significantly better. a quandary, divided between two or three ways to spend their time and money. The right premium might just be the tiebreaker COUPONS that helps consumers consider your offer over another. No matter if you are From attracting customers to segments that are tough to marketing through social fill, to selling other products media, email, text, direct at your center, premiums and mail, in-house flyer or coupons can boost response. another method, if your These often-forgotten tools offer can accommodate a are great marketing gas for coupon you should strive your offers, are low-to-no to include one or more. cost to employ, and From a marketing standpoint, the number one reason offer numerous to embed a coupon in an offer is that it can keep the secondary proposition “alive” at the consumer level longer, because benefits. the coupon is seen as a possible value in and of itself. Bottom line: When the offer and coupon stick around a bit longer, they work! the chance that another family member or friend finds it attractive increases. Coupons keep the offer alive for extra minutes, hours, days, or weeks and can be critical to the overall response of your offer. Keep in mind that the purpose of the coupon is not necessarily to be redeemed. Its purpose is to keep your marketing offer alive and shouldn’t be measured by coupons redeemed. Coupons are part of the supportsystem for your offer, not the main attraction. That’s not to say the coupons won’t get used. Sometimes, even if the consumer doesn’t take you up on the specific
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IBI
October 2021
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26 IBI May 2022
Kyle Troup
8 time PBA Champion
CAN ANY OF YOUR BOWLERS BEAT KYLE? Connect to Lanetalk and let them try! Supersize your center’s attraction by activating Lanetalk for free today. Bowlers love the experience of competing against pros like Kyle Troup or other league bowlers nationwide. Lanetalk enhances customers’ fun, creating happier, more frequent bowlers with more tournaments – and you can avoid the extra job of arranging them!
Lanetalk is free for centers, fast and easy to set up. For details or to connect your center today – lanetalk.com
Cover Story
DOES
VIRTUAL REALITY MAKE SENSE FOR A
BOWLING ALLEY? By Bob Cooney
Bob Cooney, the leading expert on location-based VR, offers some insight for bowling center operators.
30 IBI May 2022
V
irtual reality seems to be showing up everywhere. First, it was in arcades and FECs as a fun and immersive means to give guests a thrilling experience. Then during the pandemic, it filled the gap for remote collaboration and distance learning as corporations began giving headsets to employees. I’ve been working with virtual reality amusements since the early 1990s. I’ve seen it come and go a few times. Many people believed this go-around would be the same and VR would descend back into the depths of science fiction and imagination. Those people were wrong. Advances in technology have enabled engineers and designers to create costeffective, highly immersive, virtual experiences. Modern VR immerses users inside environments that can be so realistic they fool the brain. More than once, I have tried to lean on a virtual wall or crate only to tumble to the floor, laughing hysterically at myself.
Cover Story
The illusion of reality allows designers to create experiences that blow people away. 90% of those who have tried VR say they want to do it again, according to a June 2021 Morning Brew-Harris Poll. But less than 25% have had the opportunity to try VR, and only 10% of Americans own a VR headset. Americans LOVE playing video games. According to the Entertainment Software Association, 67% of adults are video game players, averaging 31-years old. Gamers aren’t the old stereotype of an antisocial teenager in a mom’s basement. 42% of gamers are over 35-years old. It’s more important than ever to offer amazing experiences people cannot do at home. According to a YPulse survey highlighted in White Hutchinson’s blog, for the first time in history, more people prefer to stay home than go out. The right virtual reality game attractions can offer precisely the incentive people need to get off the couch, in their car, and through your doors.
HOW DO YOU SELECT THE RIGHT PRODUCT?
Virtual reality is a complex market. I try to simplify the process. Here are the primary considerations I consider when recommending VR attractions for bowling centers. 1. Attraction vs. Arcade The first question is do you want a VR attraction, or do you want to add a VR experience to your arcade? An attraction is something that can act as a centerpiece; it will not only attract attention within your venue but could even bring in new customers. The options are different if you just want to add some VR games to your arcade to add excitement and increase per-cap spending. 2. Attended vs. Unattended Considering current labor challenges, I recommend unattended VR systems. If you decide to install a system that requires an attendant, then prepare to invest in training that person to make the most of your investment in both technology and labor. I have seen too many attended VR systems sitting idle, taking up prime floor space in arcades because an operator is not able to staff them. Do not fall into this trap. An attended VR attraction requires labor all the time. Do not expect other staff to float there on demand. Customers will walk by, assuming it’s out of order because that’s what it looks like. 3. Competitive vs. Casual Bowling is inherently competitive. Casual competitive games are a better fit for the psychographic profile of the typical bowler. Some even offer tournaments and league programs that could supplement the bowling league market with a new, younger audience. 32 IBI May 2022
4. Price-Per-Play Consumer pricing of VR games and attractions ranges from $3 per game to more than $50 per game. The rough guide is $1 per minute of play, but some can go as high as $3 - $4 a minute. The total cost of buying and operating the attraction should factor into your pricing. Virtual reality offers another bite at the video game apple. Will virtual reality headsets eventually make it into every home in the country? Probably. But it will take years, maybe even another decade, before that happens. In the meantime, there’s a blue ocean of opportunity for the bowling industry to offer these amazing experiences to a whole new generation of customers. As Bob Dylan sang, “The times, they are a-changing.” And we better keep up with these times! Let’s build a new generation of fun lovers.
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Consistently predicting the intersection of technology, consumer, and business trends, Bob Cooney is widely considered the world’s foremost expert on locationbased virtual reality. He is the author of the book Real Money from Virtual Reality and writes for various publications on immersive entertainment trends. An eight-time entrepreneur, Bob helps business leaders identify emerging market opportunities in location-based entertainment. Bob founded Laser Storm, the first successful laser tag company, and has been an early executive team member in some of the most successful VR companies over the last 30 years. He also helps guide attraction and content strategy for some of the leading entertainment operators around the globe. Learn more at www.bobcooney.com
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Cover Story
Gregg Katano, SENIOR VICE PRESIDENT U.S., HOLOGATE The trend in virtual reality that we’re anticipating will make the largest impact on bowling centers and FECs is social gaming. Social gaming is what will get players off the couch and into bowling centers and FECs. Virtual reality can be done as a single-player experience, but it’s taken to an entirely next level when you and your friends and family can have a group experience with visual and audio interaction, cooperative adventures, and friendly competition that creates a battle of high scores and bragging rights. Facilities of any size can incorporate virtual reality as the industry has quickly discovered the limitless experience and fun potential with smaller physical footprints.
VR creators have tapped into creating virtual worlds that are not only endless in scale but can also create multiple VR experiences on the same system that can be launched with the touch of a button, all while the players require minimal physical space and movement. Hologate’s Arena was designed and engineered with bowling centers and FECs of any size in mind. We wanted to allow the operators to have a high space-to-revenue ratio, so we created Arena as a compact system to support even the smallest of venues, multiplayer to maximize player and revenue throughput and create a social gaming experience, and with fifteen games and counting, there is always something for everyone, simply through the touch of a button.
Jonathan Betti,
Tabor Carlton,
The biggest trend we are seeing right now is the transition away from attended (tethered or free-roaming VR) toward unattended experiences. While there are plenty of popular experiences in the market, feedback from our customer base indicates these attended units are most successful in highly trafficked, wellstaffed locations that can actively market the attractions.
We are seeing a big trend of venues moving completely to unattended VR. A small footprint combined with high earning potential and no need to hire attendants results in a much higher ROI. The other factor is that since most people still haven’t experienced VR, the bite-sized experiences that unattended VR offers tend to be a good content fit for guests.
SENIOR VICE PRESIDENT OF SALES AND BUSINESS DEVELOPMENT, BETSON
Many operators are finding the ROI on unattended VR is significantly higher, especially when factoring in skyrocketing labor costs. Many operators simply don’t have the employee bandwidth to properly staff an attended attraction to give it the attention it needs to perform at its best. The easiest and most proven way for any center to incorporate VR is to choose a form factor that they are familiar with already, which, we’ve found, is that of an arcade game. Raw Thrills’ King Kong of Skull Island, LAI’s VR Rabbids, and Triotech’s Storm are all arcade games with VR. The guest can walk up and play, in most instances, without assistance, additional education, or staffing needed. We can say that we’ve sold close to 1,000 VR arcade units to date, so in my opinion, VR is proven and here to stay in the FEC space.
34 IBI May 2022
VICE PRESIDENT OF MARKETING, LAI GAMES
We’ve also seen venues that add new content when it’s available see a spike in revenue. Guests always want new content, so keeping it fresh encourages repeat play and higher guest spending. Whenever it’s offered, operators should upgrade the content of their VR attractions. In our experience with Virtual Rabbids: The Big Ride, operators who added The Big Expansion Pack reported an increase of 120% in revenue.
Cover Story
UNATTENDED VR GAMES TO CONSIDER VRsenal V2
Labor Requirement: Unattended Competitive: 2 out of 5 Price-Per-Play: $5 - $8 Size: 32 square feet VRsenal’s two-player V2 cabinet was unveiled at IAAPA Orlando last November as an update to their popular Beat Saber game. The V2 is a platform that enables operators to change games over time. They currently offer three games: Rythmatic, which is VRsenal’s multiplayer competitive sequel to Beat Saber, the popular music rhythm game; Space Pirate Trainer, a classic arcade space shooter where the player is inside the game; and Vader Immortal: Lightsaber Dojo, which is an officially licensed Star Wars game where players battle Darth Vader using lightsabers, blasters, and The Force. Operators are putting two units back-to-back in their arcades, offering all three games. This makes VRsenal the first compact, four-player, unattended VR attraction and a great all-around value.
Virtual Rabbids: The Big Ride
Labor Requirement: Unattended Competitive: 0 out of 5 Price Per Play: $3 - $5 Size: 60 square feet You can’t go wrong with LAI Games’ Virtual Rabbids: The Big Ride for those who want a casual attraction that appeals to all ages. It’s the most popular VR simulator in the world, with almost 1000 units in the field. While simulators aren’t games, and there’s no competition, it earns well in nearly every location, and operators rate it very highly. If you want to dip your toe in the VR water, this is a low-risk way of doing it.
VAR Box from VAR Live
Labor Requirement: Unattended Competitive: 5 out of 5 Price Per Play: $3 Size: 30 square feet ( two players) This new entrant was launched in March at Amusement Expo International in Las Vegas. It’s the first unattended VR Esports platform. It has three games and nine different game modes, ranging from a classic esports four vs. four squad-based shooters to a co-op zombie shooter. There are over 100,000 registered players across ten countries in Asia, and they’re just launching in the U.S. market. They have a mobile app that shows players’ history of performance, local and global leaderboards, missions, achievements, and more. It has all the components of a platform bowling centers could use to build esports leagues and tournaments. I am sure this product will be at Bowl Expo, so keep an eye out while you’re there.
36 IBI May 2022
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Expert Alley
EXPERT ALLEY with
Danny Gruening Creative Works
How to Add Attractions When You Don’t Know Where to Start
A
s the COVID-19 recovery continues, more and more bowling venues understand the need to diversify and reinvest to bring customers through their doors. Most of these centers want to add new attractions, but they have one big hurdle standing in their way: they have no idea where to start. This article will provide some practical tips for understanding how to make attraction decisions for your bowling-anchored center.
TARGET DEMOGRAPHICS
The best place to start is to understand your target demographic. Because of the broad appeal of bowling, it’s common for bowling operators to say, “We want to target everyone!” But this is a mistake. You can’t be all things to all people; you’ll be special to nobody. The most successful venues have a primary demographic and a secondary demographic. An easy way to look at this is to analyze the socially active generations right now: Gen Z (middle school, high school, and college kids), Millennials (early 20s to mid 30s), Gen X (late 30s to mid 50s), and Baby Boomers (late 50s to mid 70s). There are plenty of articles and resources online about these generations, what they value, how they make buying decisions, and much more. It’s also helpful to look at population audits of your area to see which demographics are on the rise. 38 IBI May 2022
ATTRACTION FACTORS TO CONSIDER
There’s no single right answer when it comes to choosing new attractions. There are a lot of factors to consider. First, identify your goals: Do you want to drive more traffic into your center? Do you want to reach a new audience that you identified in your primary or secondary demographic? Do you want to increase per-capita spending? Do you want more corporate events? These are just a few of the questions you can ask yourself to understand the outcome you want to achieve. Once you know your goals, there are three main attraction-specific variables to consider. All these variables are connected and should be looked at holistically: size requirements, hourly throughput, and price. For the economics of an attraction to work, all three of these factors must work in harmony. If an attraction uses a lot of square footage, then you must have a high capacity, be able to charge a high dollar amount, or both. There is, of course, one more important factor for any attraction: staffing requirements. When the rising price of labor is paired with the current staffing shortages, most owners want to minimize employees. But all the example attractions listed in the next section require labor, so this is an assumed variable.
Expert Alley
COMMON ATTRACTION OPTIONS
Using these factors, here are a couple of examples. A laser tag arena uses a large square footage, normally starting at 3,500 square feet for 24 players. But it has a high capacity of almost 100 customers per hour, and you can charge $8-$12 per person, depending on your market and the quality of the experience. The equation is a bit different for something like axe throwing. The footprint is smaller than laser tag at about 600 square feet for four lanes, and the capacity at this size is fairly low at 24 customers per hour. But you can charge a much higher price of $20-$35 per person. Beyond laser tag and axe throwing, there are a lot of great attractions on the market. This is by no means an exhaustive list, but here are some of the most common attractions that are successful at bowling-anchored
venues: arcade, ropes courses, bumper cars, mini-golf, escape rooms, go-karts, and virtual reality.
RESEARCH AND LEARN
If you’re considering adding attractions, this article provides a good starting place, but large capital expenses require more research. Go to events like International Bowl Expo and other educational seminars, talk to other operators, and talk to vendors. Vendors can provide the space allocation, capacity, and price point variables that you need. And operators can provide insights into what works and what doesn’t work at their centers. The future is bright for entertainment venues, especially if you’re proactive. You’ll be able to make more memories for customers and capture more revenue when you reinvest with attractions that align with your goals.
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IBI May 2022 39
Booze and Bites
Cater to the By Mike Fernandez
KIDS
W
e’re swimming into the wake of summer, which includes children’s summer camps, junior leagues, and teens with too much time on their hands! What does this mean for your food business? Since summer can be a slow season for centers in some parts of the country, it’s important to do everything in your power to get the most value during operating hours. And one of the best ways to do that is ramping up your menu’s appeal to the 18 and under crowd. Surveys from Datassential tell us that 57% of teenagers agree with the statement, ‘Food gets me excited.’ So, what are you doing to get them excited? This young market may have a small cash budget on their own, but they have consistent access to the golden goose budget known as ‘mom and dad’s.’ Parents are notoriously opening their wallets on the regular to feed and water their hungry crew while trying to occupy the endless needs of summer break. What foods are bringing the gang together? The National Restaurant Association’s What’s Hot list has breakfast dishes topping the charts for over three years in a row. Mention of breakfast on kids’ menus have been growing 17.5% year after year. If you can get your hands on grandma’s secret waffle recipe, now is the time. In case you missed IBI’s March story on brunch and bowl, you might want to take a quick look to dive deeper into this sector of business.
40 IBI May 2022
In an odd twist, second in line behind blueberry waffles for dinner, is kids requesting superfoods! In 2018, 71.8% of kids in the country participated in playing sports. To stay competitive on the field and in the classroom, students are far more aware of the importance of a healthy diet than they were before. High protein and high carbs provide everything youths need to grow muscle and stay energized. Mexican bowls using cauliflower rice are among the top picks, as are turkey BLT sandwiches, and literally anything else with an avocado in it!
Scan for Brunch and Bowl story
Booze and Bites
SHAKE IT UP Kids like to party too! While they don’t have access to dirty martinis, the sweet flavors of a milkshake work even better for them. Milkshakes are easy to make, provide a solid markup, and create a chain reaction among kids in your center. All you need to do is add ice cream and milk to a blender, and blend on smooth. The important thing is to make sure it’s colorful and eye appealing, even sprinkles with a cherry on top is enough to get the younger crowd jumping. If you want to increase your markup even more, consider adding things like chocolate bars, fruits, toffee crunch, or Oreos on top!
TOP 5 POPULAR MILKSHAKE OPTIONS: Vanilla Special Chocolate Fudge Cool Mint Strawberry Marshmallow Blueberry Cheesecake
CURRENT HOTTEST TRENDS THAT KIDS WANT: • ALL DAY BREAKFASTS • HEALTHFUL KIDS’ MEALS HAVE HIT THE CHARTS ON THE NATIONAL RESTAURANT ASSOCIATION’S WHAT’S HOT LIST FOR THE PAST THREE YEARS IN A ROW • MENTIONS OF BREAKFAST DISHES ON KIDS’ MENUS HAVE GROWN 17.5% YEAR AFTER YEAR • 78% OF PARENTS SAY THAT THEIR KIDS ENJOYED TRYING NEW FOODS • 57% OF TEENAGERS AGREE WITH THE STATEMENT, ‘FOOD GETS ME EXCITED’ FROM DATASSENTIAL IBI May 2022 41
Shorts
INDUSTRY NEWS BOWLMARC EMBRACES THE FUTURE
Pudu Robotics has signed an exclusive agreement with BowlMarcLLC to be the distributor of service robots in bowling and FEC centers in the U.S. BowlMarc is a Fort Myers-based Introducing BellaBot, KettyBot, and HolaBot amusement and games provider headed by Pat Ciniello. Pudu Robotics, established in 2016, has coverage in more than 60 countries. The robots are used in restaurants, shopping malls, hospitals, hotels, factories, and now bowling centers. These high-tech hard workers are a dynamic addition to a center’s team, allowing for more efficient delivery service to guests. The BellaBot robot can deliver bowling shoes, food, and drinks to customers right at the lane. It is definitely a step into the future or back to the Jetsons!
Expansions, Openings and New Beginnings
BOWLING ACROSS THE POND March 2014, IBI’s cover story was Lane 7 in the UK. The concept was boutique, intimate, fun, and hip. Creator Tim Wilks got it right eight times since the first in 2013, but he is now stepping up to a new brand, Level X. There will be three new sites starting in Glasgow. While Lane 7 will maintain the original boutique aspect, Level X will be all about games and activities. It is the FEC on steroids with loads of color and different zones offering bowling, miniature golf, arcades, VR zones, and batting cages.
KEYNOTE SPEAKER FOR BOWL EXPO
The keynote speaker for this year’s Bowl Expo, sponsored by Brunswick Bowling Products, is Andy Reid. A familiar name in football, Reid is entering his 22nd season as an NFL head coach. Currently, he is the head coach of the Kansas City Chiefs. Reid coached in four Super Bowls and 10 championship games, plus having three NFL Coach of the Year titles. Reid will speak to participants of Bowl Expo on June 29 from 9 a.m. – 11 a.m.
DETROIT ELIMINATES LICENSING FEES FOR SMALL BUSINESS
COVID hit small businesses in Detroit as it did throughout the country. To prop up the city’s small business sector, the Buildings, Safety, Engineering and Environmental Department (BSEED) discontinued 34 types of previously required small business licenses. Among the licenses no longer required included bowling centers. David Bell, director of BSEED, said, “Our goal is to make it easier to do business in the city of Detroit.” 42 IBI May 2022
Inside Level X is full of color and action.
BLUE MONDAY IS A HEALTHY PICK AT LANE 7 IN BIRMINGHAM
Mondays are usually not the most uplifting days. In Birmingham, UK, Lane 7 is focusing on changing that. Visitors at Lane 7, a boutique bowling center chain, has teamed up with karaoke experts Singa with a playlist that will change that mood, boosting the brain’s production of the hormone dopamine. To enjoy a free session, all singers need to do is quote, “Sing the blues Monday,” to staff at the games desk.
The Karaoke studio at Lane 7 is bright and cheery.
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CAPACITY
MILLION VIEWS*
We chose the EDGE String pinspotters because they are the newest and most efficient string machines on the market. When I compare them to traditional free-fall machines I am amazed at how much easier they are to use. Anyone can operate them and quickly handle any issue. A lot of good bowlers with their sport bowling equipment play here and their overall response has been great. Check out our EDGE String machines on TikTok. We have over 46 Million views!
Eddie Bryant, General Manager The 300 Club of Green Lake
*46 Million views on TikTok as of February 28, 2022.
To learn more visit:
Shorts
EXPANSIONS, OPENINGS AND NEW BEGINNINGS INDIANA WELCOMES MALIBU JACK’S
Indiana, Malibu Jack’s
Malibu Jack’s was founded in 2013 in Lexington, KY. It has three locations in Kentucky with the new Lafayette, IN venue now open. Malibu Jack’s is a massive indoor theme park that features bowling lanes with premium seating and big-screen TVs, go-karts, motion theater rides, a tropical-themed miniature golf course, laser tag, sprawling arcade, and bumper cars. It also has climbing opportunities inside for children to enjoy. “Malibu Jack’s is all about clean, safe, fun for everyone,” said Steve Hatton, president of Malibu Jack’s.
REOPENINGS AT LAST Vernon Lanes in Butchertown in Louisville, KY, is open after seven years. The center closed in 2015 but is now under new ownership. The building has some history as it was constructed in 1886 and set out as a gentleman’s club frequented by German immigrants. In 1918, the Catholic Church purchased it. The eight lanes have been there the entire time, reputedly the oldest in Louisville, and now are ready to commence the fun that had been missing for too long.
Vernon Lanes
QubicaAMF
INTRODUCING THE EDGE FREE-FALL PINSPOTTER From the leader in pinspotter innovation and technology comes the new EDGE Free-Fall Pinspotter. EDGE Free-Fall is the reliability performance leader where it counts – real world bowling centers, real world conditions, day in and day out. This real-world reliability, together with the industry’s fastest cycle time, make for a guest experience unmatched by any other free-fall machine. With innovative features, including the Tech Wizard App— the only operational support expert system available for pinspotting equipment—EDGE Free-Fall delivers amazing performance and operational efficiency, along with peace of mind. This means technicians new to the bowling industry 44 IBI May 2022
can easily learn to operate and service EDGE Free-Fall, giving more flexibility to find staff for your center. Proudly designed and assembled in the USA, EDGE FreeFall combines low maintenance parts and technology with smart material choices and robust construction to make a machine that will run for a generation. To learn more visit: www.qubicaamf.com
PREFERRED VENDOR LIST Apparel EXPERT HOSIERY Customer Service
www.funtimefootwear.com
919.799.7707
support@experthosiery.com
Expert Hosiery is a premiere supplier of high-quality socks to Bowling Centers & FECs. We pride ourselves in lifetime relationships. Socks variety includes White Bowling Socks, Glow Socks, Theme Socks & Custom Logo Socks. Our Customers are our best Testimonial! For orders, call, email or order online 24/7.
Architecture Design DYNAMIC DESIGNS
www.dynamicdesignsinc.net
Howard Ellman
Info@dynamicdesignsinc.net
248.644.7275
Interior & Exterior Design – New Concept Development – Planning & Consulting – Architecture – Theme Design – Re-imagining of Existing Facilities
Arcade Distributor BETSON ENTERPRISES Sales Department
www.betson.com/bowling
800.524.2343
Sales@betson.com
Betson offers a full assortment of arcade and vending equipment and has the largest inventory selection of new & used games and parts.
Automatic Scoring STELTRONIC SCORING
www.steltronicscoring.com
Sales Department
Info@steltronicscoring.com
800.942.5939
The world’s leading independent automatic scoring manufacturer since 1980.
NEW CENTER CONSULTING Glenn Hartshorn
www.newcenterconsulting.com
248.375.2751
ghartsho@yahoo.com
Touch Score – A truly revolutionary scoring upgrade for legacy systems.
Capital Equipment/Supplies BRUNSWICK BOWLING PRODUCTS
www.brunswickbowling.com
Michael Postema
Info@brunswickbowling.com
231.343.2043
The leader in the bowling industry for over 130 years, Brunswick Bowling provides products, services, and industry expertise for new and existing bowling centers.
KEGEL Gus Falgien
863.734.0200
www.kegel.net Gus.Falgien@kegel.net
Lane maintenance equipment/supplies, pinsetter parts, and coaching tools.
IBI May 2022 47
PREFERRED VENDOR LIST
Capital Equipment/Supplies (continued) NEO TAC
www.neotac.com
Frank Bernabei
300@neotac.com
585.798.6400
Lane Conditioners and Lane Cleaners. Bowling Ball Cleaners And Polishes.
QUBICAAMF
www.qubicaamf.com
Sales Department
info@qubicaamf.com
804.569.1000
QubicaAMF is the world’s largest manufacturer of bowling and mini bowling products. With our innovative products, we will help our customers fully unleash that potential to extend the bowling population, to reach the younger generations, to increase their spending, frequency of visits—and your revenue.
Cashless Technology INTERCARD Sales Department
800.732.3770
www.intercardinc.com Sales@intercardinc.com
Intercard introduced cashless technology to the amusement industry and has been leading the way for 30+ years. Cashless systems from Intercard increase customer spending and satisfaction and boost revenues by up to 30% at entertainment centers worldwide.
SEMNOX SOLUTIONS Sales Department
610.400.8901
www.semnox.com Sales@semnox.com
Semnox’s online cashless payment systems – a one stop solution for your entire bowling center operations.
Food & Beverage ALCOHOL CONTROLS Sales Department
630.486.1880
www.alcoholcontrols.com profit@alcoholcontrols.com
We carry numerous liquor pour control systems, liquor portion control pourers, and beer controls that allow you to accurately measure how much alcohol or beer is being served during a day and cross-reference it with the number of sales made. We have pour tracking systems, liquor pour spouts, and even shot pouring training tools, as well.
VIRTUAL DINING CONCEPTS Kelly Grogan
508.351.2556
www.virtualdiningconcepts.com kgrogan@virtualdiningconcepts.com
Our goal is to help the restaurant community generate additional revenue and sources of income through virtual brands. We give you the expertise and know-how of seasoned restaurateurs, knowledge from national chain experience and the vision to put it all together in one complete, easy to implement solution.
48 IBI May 2022
PREFERRED VENDOR LIST Lighting/Sound DFX SOUND VISION Insurance Mike Bovino
www.dfxsoundvision.com 800.555.5280
info@dfxsoundvision.com
Your FEC specialists creating extraordinary experiences byINSURANCE providing dynamic audio, video, lighting and automation services WESTERN BOWLING PROPRIETORS www.wbpiprogram.com and integration that elevate communication and give your entertainment center that WOW factor. Cameron Linder 800.200.9998 contact@wbpiprogram.com WBPI has dedicated itself to insuring bowling centers for more than 30 years and is exclusively endorsed by 8 state bowling proprietors insurance associations. Our staff of insurance experts and professional bowlers provide staff training, insurance education, advocacy, and business advice. No one fights harder for you! Contact us today for a competitive insurance quote!
Marketing
BBBI/KIDS BOWL FREE Andy Vasko
877.841.4590
www.kidsbowlfree.com Andy.Vasko@kidsbowlfree.com
At BBBI our goal is to create new customers and profits for bowling centers through our time tested Kids Bowl Free Summer Bowing Program and our new League Development System featuring Fun Bowling Leagues for all ages.
BOWLING LEADS Zach Boulanger
844.468.4144
www.bowlingleads.com Zach@bowlingleads.com
We help bowling centers find new leads and turn them into raving repeat customers with our done for you automated marketing system.
EBOWL.BIZ & BOWLRX.COM Carey Tosello
www.eBowl.biz 541.549.0999
Carey@eBowl.biz
Digital marketing for bowling: BowlRx websites, Facebook for bowling, and more.
THE KAPLOE GROUP Fred Kaplowitz
516.359.4874
www.kaploegroup.com fredkaplowitz@gmail.com
The ultimate marketing and management company for your leisure, entertainment, or recreation business. Professional consulting and coaching available.
Online Reservations ALLEYTRAK Chris Behling
815.519.9843
www.alleytrak.com Chris@alleytrak.com
AlleyTrak is the complete lane reservation and management system designed specifically for bowling alleys. Manage your recurring events, leagues, parties, packages, along with many other features AlleyTrak has to offer. Save time by allowing guests to make reservations online 24/7.
REX RESERVATIONS
www.reservewithrex.com
Kevan Sadigh
Kev@reservewithrex.com
323.805.8310
Seamlessly manage lane reservations for your bowling venue. Set different prices for peak and off-peak times. Allocate your desired number of lanes to be reserved online, while also keeping some for walk-ins. IBI May 2022 49
PREFERRED VENDOR LIST
Redemption Supplies BMI MERCHANDISE Sales Department
www.bmimerchandise.com 800.272.6375
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.
Shorts
GOODWILL CENTRAL A NEW HOME FOR A SPECIAL LEAGUE
The pandemic brought the fun for one league to a halt. In 2020, the special needs league, The AlleyCats, lost their center. Deborah Crosby, a mother of a 24-year-old son who was part of the AlleyCats, said, “I think all these kids benefit from seeing other kids like themselves. Some of them have walkers, some of them have physical limitations. They come together in that hour or two.” Then serendipity happened. Crosby met the manager of Shenaniganz Entertainment Center in Rockwall, TX, and the center offered a Saturday timeslot in the center’s VIP area. The league, in honor of Shenaniganz changed its name to AlleyCatz. There are now 43 happy, special bowlers. 50 IBI May 2022
The Alley Catz enjoy their bowling at Shenaniganz.
Classifieds
Check Your Stock NEW BOWLING DESIGN FOR 2022!
SIGN UP FOR IBI’S NEWLY REBRANDED DIGITAL NEWSLETTER
IBI May 2022 51
Classifieds EQUIPMENT FOR SALE NEW & USED Pro Shop Equipment. Jayhawk Bowling Supply. (800) 255-6436 or jayhawkbowling.com.
EDUCATION & TRAINING PRO SHOP TRAINING. Classes always forming. Jayhawk Bowling Supply (800) 255-6436 or jayhawkbowling.com.
SERVICES AVAILABLE Drill Bit Sharpening and Measuring Ball Repair. Jayhawk Bowling Supply. (800) 255-6436 or jayhawkbowling.com.
HEAD MECHANIC WANTED Head Mechanic needed for busy center in New Jersey. Great salary and benefits package. Brunswick A-2 pinspotters. Email resume to sgroce@nationwidebowling.com
YOUTH DIRECTOR WANTED Youth Director needed for busy center in Tennessee. Great salary plus benefits. email resume to: GM Chris James-chris@smyrnabowling.com
52 IBI May 2022
Classifieds
There is still time to have a strong summer with
KIDS BOWL FREE
TM
1-877-841-4590
to place your Classified Ad in International Bowling Industry Magazine
Call (239) 821-2534 or E-mail your ad to:
Natalie@bowlingindustry.com IBI May 2022 53
Remember When
I
t’s all in the presentation, and let’s be real ladies, what better way to go bowling than in Maidenform’s Sweet Music bra, selling in 1961 at the very reasonable price of $2.50.
I, for one, have always wanted to strike a pose on the lanes with bowling ball hair, a bowling ball, and one big, audacious ribbon. This ad is one of my favorites—edgy for its time. And, as we know, bowling always finds its place.
•
– Patty Heath
54 IBI May 2022
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