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THE WORLD'S ONLY MAGAZINE DEVOTED EXCLUSIVELY TO THE BUSINESS OF BOWLING
CONTENTS
VOL 29.2
6 SHORTS
34 OPERATIONS
• Barstool Benevolence • Steve Szabina new ED for IBPSIA • Spotlight: Grace Burns • PBA Tour 2021 FOX Schedule • LAI Games presents new products
Playing It Safe Part I in an ongoing series highlighting online reservation systems By Evan Henerson
frager@bowlingindustry.com Skype: scottfrager
ASSOCIATE PUBLISHER David Garber garber@bowlingindustry.com
OFFICE MANAGER Patty Heath heath@bowlingindustry.com
CONTRIBUTORS Patty Heath Evan Henerson Robert Sax Beth Standlee
DIRECTOR OF BUSINESS DEVELOPMENT Stephanie Davis
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Stephanie@bowlingindustry.com
44 REMEMBER WHEN
By Patty Heath
PUBLISHER & EDITOR Scott Frager
Archie By Patty Heath
MARKETING MANAGER AND SALES Natalie Davis Natalie@bowlingindustry.com
EDITORIAL DIRECTOR Jackie Fisher fisher@bowlingindustry.com
ART DIRECTION & PRODUCTION Designworks www.dzynwrx.com (818) 735-9424
FOUNDER Allen Crown (1933-2002)
20 FEATURE The Shot Has Changed
40 Classifieds 45 Showcase
Sports psychologist Dr. Dean Hinitz coaches the industry on adapting to the COVID-19 era By Robert Sax
HOTLINE: 818-789-2695 28
28 COVER STORY Exceptional Customer Experience, With A Side of Vintage Charm Brothers Max and Ben Goldberg strike a balance at Pinewood Social
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SUBSCRIPTION RATES: One copy of International Bowling Industry is sent free to every bowling center, independently owned pro shop and collegiate bowling center in the U.S., and every military bowling center and pro shop worldwide. Publisher reserves the right to provide free subscriptions to those individuals who meet publication qualifications. Additional subscriptions may be purchased for delivery in the U.S. for $60 per year. Subscriptions for Canada and Mexico are $65 per year, all other foreign subscriptions are $80 per year. All foreign subscriptions should be paid in U.S. funds using International Money Orders. POSTMASTER: Please send new as well as old address to International Bowling Industry, P.O. Box 7350 Overland Park, KS 66207 USA. If possible, please furnish address mailing label. Printed in U.S.A. Copyright 2021, B2B Media, Inc. No part of this magazine may be reprinted without the publisher’s permission.
MEMBER AND/OR SUPPORTER OF:
By Evan Henerson
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P.O. Box 7350 Overland Park, KS 66207 (818) 789-2695(BOWL) Fax (818) 789-2812 info@bowlingindustry.com www.BowlingIndustry.com
SYNC® One. One simple subscription. All the features and benefits of Sync Prima. Sync Prima’s enhanced features improve operating efficiency by streamlining the guest experience from bowling to F&B and beyond, delivering safe, engaging entertainment that will keep your customers coming back. To start a change reaction with SYNC One visit brunswickbowling.com/syncone.
SHORTS
INDUSTRY AT LARGE 8 TRAINERTAINMENT & AMUSEMENT ADVANTAGE PARTNER-UP TrainerTainment announced a new partnership with Amusement Advantage. This partnership will elevate and expand TrainerTainment’s Birthday Mystery Shopper Sales Program by incorporating Amusement Advantage’s best-in-class mystery shop fulfillment. The benefits include: enhanced reporting; a variety of shoppers; and updated reporting and recordings. Beth Standlee, founder and CEO of TrainerTainment, said, “We want to help people to grow. We provide coaching and sales tools, and our new partnership with Amusement Advantage allows us to upgrade the shop so we can provide a total package. Amusement Advantage founder and CEO, Scot Carson, shared, “We are thrilled to collaborate with TrainerTainment to fulfill their Mystery Shopping report needs while allowing them to focus on the coaching aspect of the program.” Learn about the Mystery Shopping program: https://trainertainment.net/myshopping-services/
8 F2FEC – FUTURE DATES Sooner or later, you just have to get going and make some plans. That’s what the Three Amigos decided to do with F2FEC. While the team wanted to hold F2FEC RISE for March 2021, it became clear that anytime in the first quarter of 2021 was simply not feasible or prudent. That being said, in May 2021, the Amigos will host The Face 2 Face Gathering, a new style, which will bring together leaders and good friends to talk about what 2020 has taught us, what’s next, and how inspired thinkers can join forces and move forward. This will take place May 4-6 at Kalahari Resort in Round Rock, TX. The second event will be in March 2022, delivering the conclusion of 2019’s F2FEC IMAGINE, wherein the Amigos said that they would return with a re-imagined experience that would be “Bigger, Badder, Bolder, Better, and Different.” The Face 2 Face Entertainment Showgram will be unveiled at that time. Hold the dates and remain optimistic! May 4-6, 2021 “Gathering” Kalahari Resort, Round Rock, TX March 1-3, 2022 “Entertainment Showgram” Kalahari Resort, Round Rock, TX
SPOTLIGHT
8 LAI UNVEILS 2021 NEW GAME LINEUP LAI Games has announced a virtual event to unveil its newest games for 2021. The New Product Showcase will take place March 18, 2021, and will include new game presentations, in-depth reports on the top performing products, and an opportunity to talk directly with LAI Games team members. After the one-hour presentation, attendees will have the opportunity to participate in networking. This 2021 New Product Showcase is open to all and free for attendees. To register for this FREE event, visit https://laigames.com/2021-newproduct-showcase
BOWLER, SOFTBALL PLAYER ALL ROLLED UP IN A SPUNKY 100-YEAR-OLD
A candlepin aficionado since the age of 18 means she’s been hitting the pins for 82 years. Grace Burns of Whitinsville, MA, celebrated her centennial in December of 2020 with a high of 118 for a single string and a 316 triple at her home center of Sparetime Recreation in Whitinsville. Burns has been an avid league bowler for decades. Today, she and her daughter, Jane, bowl in the same Monday morning league at Sparetime called, appropriately, Grace’s Girls! For a while she did venture out to softball. Twenty-eight years ago, at the age of 72, a friend suggested she take up the game. She did and just retired from playing a year ago. Candlepins, however, is her game. In regard to the other bowling incarnations of duckpin and tenpin, “I never cared for them,” she told Bill Ballou of Telegram & Gazette. Burns has no intention of retiring from candlepin bowling. “I’d never think of giving it up, never.” 6
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SHORTS
NOT OVER YET! Southport Lanes gets a Reprieve In the November 2020 issue of IBI, a “Tip of the Hat” was given to Chicago’s Southport Lanes as its closure was all but sealed. However, a grant from the state of Illinois in the form of a $70,000 Business Interruption Grant at the end of December, along with an expected second round of Paycheck Protection Program funding from the Feds, has given the 98-year-old center a possible reprieve.
Southport Lanes has long been a part of Chicago lore given its history as a classic tavern turned speakeasy and brothel during Prohibition. “It’s lifesaving for the business,” said Steve Soble, owner. “This will probably get us through the worst of winter, and then we’ve got a chance to open the outdoor seating again in March.”
PEOPLEWATCHING Classic Products Corp. announced the addition of David Hickman as the South-central territory sales representative. Hickman will be filling the void left behind by Ray Ardeneaux who retired after serving the bowling industry for more than 25 years. Ardeneaux had been with Classic since 2005. “The dedication and commitment he [Ardeneaux] showed his customers paired with his technical expertise will certainly be missed as he retires,” noted Jimmy Land, vice president of Classic. “Hickman was an obvious choice to fill the spot left by Ardeneaux,” Land went on. “When you are looking for an all-star to replace an all-star, you start to sweat a little as they are few and far between, but when the stars aligned there was no one better for the job.” Hickman’s background includes center management, distribution, and manufacturing. His new territory includes Texas, Oklahoma, Arkansas, and Louisiana. Steve Szabina has been named the new executive director of the International Bowling ProShop & Instructors Association (IBPSIA). He succeeds Bill Supper who announced his retirement near the end of 2020. Szabina comes to IBPSIA following more than five years with ZOT Pinsetter Parts. Prior to ZOT, he had a 14year stint with Ebonite International, managing the seven-state Southwest territory that included more than 300 retail store accounts and four major product distributors. He also managed 70 athletes who represented the four Ebonite International bowling ball brands. Szabina will relocate to Arlington, TX, so he can be based fullSteve Szabina time at the International Bowling Campus.
PBA’S TOUR SCHEDULE ON FOX FOR THE FIRST HALF OF 2021 The first half of the 2021 PBA Tour has been announced. Starting Jan. 24, Fox Sports will feature five majors and brandnew events. The year kicked off Jan. 15 with non-televised PBA Players Championship qualifying rounds which were held at five regional locations. These events included the largest field of PBA members ever. The winners of each event will compete in the PBA Players Championship Finals live on FOX Broadcast Channel, Sunday, Feb. 21, in Jupiter, FL. The Tour runs January through April. Highlights will include: live coverage of PBA Tournament of Champions, Feb. 28; PBA World Championship, Mar. 13; USBC Masters, Apr. 4; and US Open, Apr. 11. A new event bound to be popular is the first-ever PBA Super Slam, Apr. 18 on FOX Broadcast Channel from Annandale, VA. Five major champions (PBA Players Championship, PBS Tournament of Champions, PBA WSOB World Championship, USBC Masters, and the US Open) will compete in a $100K special event. “We are so excited to be one of the first properties bringing live sports back to broadcast television,” PBA CEO Colie Edison said. For more info: pba.com. 8
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SHORTS
ß BITS & PIECES ß ß ß IBF partners with Spark Compass
The International Bowling Federation (IBF), the global governing body for the sports of Tenpin, Ninepin, and Para bowling has announced an exclusive global partnership with U.S.-based Spark Compass, an awardwinning, data-driven, mobile communications platform. The digital home will launch in Q2 of 2021, in time for the new international event portfolio. The platform enables personalized messaging to users and content delivery, ensuring that athletes and fans can easily keep up-to-date with all the action, news, and results. -----------------------------------------------------
Belmonte is again PBA Player of the Year
Australia’s Jason Belmonte was voted the 2020 Chris Schenkel PBA Player of the Year (POY). Distant runners up were (in order) Bill O’Neill and Kris Prather. This is the second consecutive and sixth career Player of the Year Award for Belmonte, tying PBA Hall of Famer Earl Anthony for the second-most, all-time POY awards. Belmonte, 37, won two major championships in 2020 to extend his PBA record to 13 career major victories. -----------------------------------------------------
Dead Zone: Zombies is here
BEING A GATEKEEPER IS NO FUN Employees getting down on being gatekeepers? Here’s what one proprietor did to bolster the enthusiasm of his staff when they had pushback from some customers regarding safety protocol. Lew Sims of Dynasty Lanes in Ohio heard the rumblings and wanted to make sure his people knew how important it was for the company, as well as the customers, to comply with safety standards. He pulled up positive reviews online from grateful customers: how comfortable they felt and what a good time they were able to have while still maintaining safety. Sharing that positive feedback with his staff shifted their attitude tremendously! When you know your efforts are not in vain, it makes a world of difference. It’s right there online!
Omni Arena has introduced its new game, Dead Zone: Zombies. In the game, teams of up to four players work together to fight hordes of zombies with a range of deadly weapons. Players compete for high scores on the leaderboard by surviving as long as they can, while collecting supply crates scattered across six distinct areas of the game map. Virtuix can help operators add Omni Arena to their centers at (737) 202-4761.
BOWLERS WORK TO SAVE NORTH DAKOTA BOWL Here’s another instance of a community coming to the aid of a center. Four bowlers from Grafton, ND, are leading a fundraising effort to save 12th Street Bowl from the ravages of COVID. Emily Manor, Lorie DeGeldere, Shirley Burns, and Fran Coulthart, besides starting the fundraiser, held a bake sale and takeout pulled pork and sloppy joe sandwich lunches to help Arlen Dolney, owner of 12th Street to cover monthly bills. They raised $2,000. “If it wasn’t for the fundraising, we would have had to close,” Dolney said. “We own the building. It’s the overhead [utilities, taxes and licenses] that’s killing us.” The loss of league play was one of the hardest blows. Hopefully, the support of the community will help 12th Street stay on its feet.
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Matt Terry of Stone Lanes in Norwood, OH, had an idea he had noodled over since February 2020. Xavier University, across from the center, had ladies in the dorm that would gather to watch The Bachelor and The Bachlorette. Any good proprietor worth his salt would see that as a marketing moment. What about a Bachelorette Fantasy League with wine and watching? Terry said, “We advertised with invitations. Thirty-five young women signed up.” It also started to attract non-students. While bowling was not included, it brought the center into the mix and built the data base by 55. Then, COVID stepped in. From the response, Terry feels it’s worth another try once The Bachelor returns.
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SHORTS
BARSTOOL SPORTS’ FUND SAVES CENTER It’s one thing to complain; it is another to act. Dave Portnoy, founder of Barstool Sports, a sports and pop culture blog, said, “Nobody else was going to do it.” Portnoy realized he had a big platform and began to solicit contributions, raising more than $6,000,000 from 57,404 different donors to keep small businesses open. “I’d rather be sitting on a beach, betting on horses, drinking, but nobody else is going to do it.” American singer songwriter Kid Rock donated $100,000. Portnoy got the idea after New York City shut down indoor dining again. He introduced his Barstool Fund in December 2020. To qualify, a business still had to be paying its employees. When Portnoy put out a call on social media looking for businesses that needed help, Kara Hodorowski, along with her sisters, owners of Chacko’s Family Bowling Center in Wilkes-Barre, PA, decided to apply. They had to submit an email explaining how much money they would need to survive each month, which they approximated to be $15,000. After making it through the first round, they then submitted a video explaining their needs. Chacko’s was the 10th business to be selected and the first from Pennsylvania. The center will receive its needed money through the end of the pandemic. As part of the Barstool Fund, Barstool is creating merchandise for each of the businesses selected. This supports the companies and continues Barstool’s efforts.
IT TOOK AN OBIT TO RESUSCITATE A CENTER Steven Klein, owner of Vision Lanes in Westland, MI, felt the end was near for his “baby” of 17 years. Due to the COVID19 state-wide shutdown, he was on the verge of shutting down his center for good. It was like watching a child die. That’s when he went public with his grief on Facebook in an obituary to his dying business. “She is dying. She is barely conscious. My baby that I have nursed from birth is in jeopardy. Something is killing her, and she is being told that she needs to be sacrificed. Her death will save lives. She sees the mailbox continue to fill up with bills. Bills that have never stopped coming. The bills are as unrelenting as a shark that smells blood in the water. The end is near.” “What I wrote pertains to every bowling alley in Michigan,” said Klein. “We all feel
BARSTOOL DOES IT AGAIN Brian Aubuchon, owner of Holly Lanes in Fenton, MI, saw the writing on the wall, and it wasn’t pretty. In 2020, his center was only open for 66 days, while losing $20,000 to $25,000 a month. He had held on and kept his employees on payroll, but he knew he would have to close. On January 31, he received a call from Dave Portnoy of The Barstool Fund. “I was driving on 23, and I literally had to pull off into a ditch because I was that freaked out,” when Portnoy delivered the message that he would be receiving around $20,000 a month in pandemic relief. 18
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this way, and we’ve been trying to come up with ways to draw attention.” Following the post, local community members came together to create a GoFundMe page, calling on patrons to be there for the business. At one point, $30,000 was raised, one month’s bills, Klein said. The center has since opened. It will be a while to see if rehabilitation, good community support, and a lot of love will do the trick.
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FEATURE
THE SHOT HAS CHANGED Sports psychologist Dr. Dean Hinitz coaches the industry on adapting to the COVID-19 era
A
By Robert Sax
s a bowler, Dr. Dean Hinitz - known as Dr. Dean - describes himself as, “Fine on my Wednesday night league team. In the over50 handicapped division of sports psychologists, I can probably hold my own.” It’s because of his skills as a sports psychologist, however, that champions like Carolyn Dorin-Ballard and Kim Terrell-Kearney and several national bowling teams have engaged Hinitz to help them perform at their best in the most stressful and challenging competitions. A lifelong competitive athlete, Hinitz is an expert at the mental game and how to overcome the obstacles that the mind can place in
the way of success in competition. He believes that the same techniques can be used to overcome obstacles in business and in life, including a once-in-a-lifetime obstacle like COVID-19.
SAVED BY SPORTS
Dr. Dean was a collegiate-level gymnast at the University of Minnesota in the 1980s 20
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Hinitz was born and raised near Minneapolis, MN, in a part of town where he got into “a lot of trouble” as a teenager. Realizing that he had to turn his life around, Hinitz channeled his adolescent energy and frustration into the sport of gymnastics. He was good at it and competed in high school and later at the University of Minnesota. “Gymnastics saved my life,” says Hinitz. It was also gymnastics that put Hinitz on the path
FEATURE
Former head coach of Team USA Fred Borden and Dr. Dean
of becoming a sports psychologist. “I was a gymnast all the way through college. I competed with the University of Minnesota in the national championships and got pretty far, but I choked a lot,” he recalls. “My mental game was an obstacle. I thought I gotta get a
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handle on that, and I want to be able to help other people with it.” Hinitz began devouring psychology books, looking for answers to his problem. This led to undergraduate studies in psychology and a PhD from the University of Nevada in Reno, where he lives and is now a UNR adjunct professor. Coincidentally Hinitz began bowling with family and friends in Reno, not knowing that the city is a center for competitive bowling and home to the National Bowling Stadium. He had retired from gymnastics and other demanding sports like martial arts and rock climbing but missed the thrill of competition. He was excited to learn that bowling allowed him to again experience some of the exhilaration he had known as a gymnast. “Bowling and gymnastics are balance and timing, and there was a lot of body involvement,” Hinitz says. “It didn’t matter what age you are and I thought, oh my gosh, you get to have this [feeling] again.” Realizing that his bowling skills needed improvement, the evercompetitive Hinitz took lessons from Chris Alderucci, a coach whose ad he found at a local bowling center. That chance meeting began a serendipitous chain of events that ushered Hinitz into competitive bowling’s inner circle, albeit as a special coach and not a bowler. “Chris Alderucci was loosely connected with Team USA,” says Hinitz. “He introduced me to the men’s and women’s Team USA coaches, Fred Borden and Jeri Edwards, as well as Bob Summerville, then the editor of Bowling This Month magazine.” Hinitz began sharing his expertise with Team USA and writing on sports
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FEATURE universal,” says Hinitz. “For some people that becomes a resting point and they just feel bad. And for others, it drives [them]. They want to feel like something is being gained.” These are the people who take an “adaptive stance” early, which Hinitz describes with the Marine Corps motto: “Improvise. Adapt. Overcome.” “If you have an adaptive stance, it leads to problem solving,” Hinitz says. “The pandemic has changed the world so much that you don’t have the luxury of waiting for a return to how things were. That could be a long wait for an improbable return.”
KEEP YOUR GOALS MEASURABLE Rod Ross, former Team USA coach (left) discusses the team with Dr. Dean at the PABCON Championship in Peru in 2019
psychology in Bowling This Month. Today he consults on performance with Team USA, the Peruvian national team, several champion collegiate bowling programs, and athletes and teams from a wide range of sports. A regular speaker at bowling industry events, he is the author of two books, Focused for Bowling and Bowling Psychology. He has also presented clinics at the Kegel Training Center for more than 15 years.
SWATTED BY GODZILLA’S TAIL
Hinitz advises not putting the finish line too far away by setting unreasonable goals for your recovery; pursue interim goals so you can see progress along the way. “If I’m working with an Olympic athlete, we don’t want to have the podium be our [sole] measure,” he says. “We want to have so many measures before then to establish a measurable rhythm in your approach. That’s so far ahead of the medal. I want to keep score around things that [can be] achieved sooner.” For a proprietor that might mean setting shortterm goals for improving the bottom line by marketing your center in new ways. Current examples of this are operators who have set up outdoor dining in their parking lot or converted
“In sports psychology some of it is performance enhancement and dealing with pressure. Some of it is dealing with change and loss, which is inevitable in the field of sports,” says Hinitz. With all the change and loss in the bowling industry due to the COVID-19 pandemic, it’s easy to see 2020 as one long losing season. Hinitz says that the feelings experienced by losing “If you have an adaptive stance, it athletes are part of what bowling proprietors and their leads to problem solving,” Hinitz says. staff have been dealing with. “The hit of shock, the rapid, startling, jerking away of normal operating “The pandemic has changed the procedures is universal,” he says. “The [pandemic] was world so much that you don’t have like Godzilla’s tail — it just swatted everything that people considered normal, reliable and predictable.” the luxury of waiting for a return to Although it isn’t as harsh as traumatic shock, such how things were. That could be a a hit can nonetheless lead to feelings of loss of empowerment and a disconnection from things or long wait for an improbable return.” people one thought were stable. Typically people will have one of two reactions to this type of shock. One dormant party rooms to study areas for students is feeling helpless and overwhelmed, which Hinitz cautions is not a good place doing remote learning. to stay for long because it can lead to depression and inaction. It’s also important to remind yourself about “Shock is universal, but how long it’s experienced as paralyzing is not 24
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FEATURE difficult situations that you have survived in the past. Hinitz illustrates that with a story about his friend Norm Duke, the PBA Hall-of-Famer. “Norm was competing on TV. He chose a great shot [but] left a single pin. Some people would kick the ball return and say, ‘All I get is bad breaks!’ But Norm is an amazing split shooter and thinks, ‘All right, I can make these.’” Hinitz explains that Duke goes to tournaments with the mindset that no matter who he is competing against, and no matter what happens, he’s going to get his. So will others who think, “I got this far, I can make it.” After months of dealing with the pandemic, many people are understandably fatigued by stress and insecurity. How can they continue to find the strength to deal with the situation? “You’ve got to come to it with energy,” says Hinitz. “You can’t rely on the problem to generate the energy. Otherwise you will get fatigued. You will burn out.” The answer, he says, lies in “What do you do when you’re fatigued with anything in life? You have to step away from it for a moment and [do] whatever
“The conditions have changed. Can you spot them? And can you see where the break point’s going to be? The break point is just the place where you get friction and you say, ‘Now I can be effective.’ There’s no traction in the old shot,” says Hinitz. “You have to adjust because the shot has changed.” repair thing you have to do — take a walk, kiss your husband. You cannot just bury yourself in the problem the whole time and expect to stay fresh.” “The conditions have changed. Can you spot them? And can you see
Dr. Dean in action at Kegel Training Center
where the break point’s going to be? The break point is just the place where you get friction and you say, ‘Now I can be effective.’ There’s no traction in the old shot,” says Hinitz. “You have to adjust because the shot has changed.”
LEARNING THE NEW SPORT SHOT Recognizing that things have changed due to the pandemic, and adjusting to it, is crucial, says Hinitz. He explains this with the bowling analogy, a bigger sport shot. Until now, life and business for many proprietors was a predictable house shot. But the pandemic has changed life’s lane conditions, and proprietors are like a bowler confronted with a pattern that they’ve never played before. “As in bowling, we don’t want to spend one calorie of energy resisting inevitable change. If you can learn to embrace and adapt to change, you will be on the fast track to easing anxiety and concerns, and your relationships with everyone around you will be strengthened. You will certainly feel much stronger inside.” ❖
Robert Sax is a writer and PR consultant in Los Angeles. He grew up in Toronto, Canada, the home of five-pin bowling.
Dr. Dean on the lanes with his class at the Kegel Training Center 26
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COVER STORY
Ben Goldberg, Brothers Max and of Pinewood Social rs ne ow d an creators
ers h t o r B nd a x a M Ben erg Goldb a strike at ce balan od o Pinew l Socia 28
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By Evan Henerson
T
he name of one of Nashville’s hippest places to bowl is a fitting tribute to a man who never lived to see it in person. That man is Abe Rapoport, a quintessential southern gentleman and grandfather to proprietors and brothers Benjamin and Max Goldberg. The center is Pinewood Social. Max Goldberg explains the connection to the man the boys considered a father figure. Visitors can see a picture of Rapoport with his two young grandsons on the wall at Pinewood underneath Lane #6. “Our grandfather was one of the most social people we knew, and he grew up during the Great Depression,” Goldberg said. “He had saved up a little bit of money working and the first thing he did was he bought a farm and the name of that farm was Pinewood Products. We thought that was
COVER STORY
fun and obviously pinewood is incorporated into the actual lanes. We thought there were too many fun synergies.” The Goldberg brothers take that “social” component of their center’s name as seriously as a proverbial heart attack. Benjamin founded the Nashville-based Strategic Hospitality 15 years ago, eventually partnering up with
younger brother Max who moved back to the area from New York. Pinewood, the “third space” of Strategic’s eight venues, is the only venue to offer bowling, which is only part of what makes it unique. Great food, drinks and ambiance are constants at SH’s restaurants and bars throughout Nashville. At Pinewood, you get all that along with two outdoor bocce lawns, a dipping pool, and even a refurbished Airstream that serves as the outdoor bar. The aim of every SH experience is to positively exceed guests’ expectations at every visit. And on a purely selfish level, Max Goldberg admits that the venues all offer the types of food, drink, and fun that the brothers themselves would enjoy experiencing. “We wanted a really nice environment that really catered to the creative class,” Goldberg said of Pinewood, “and we were inspired by this idea to have a place that had great entertainment, great food, great drinks, and great coffee. You
could go in at 7 in the morning or at midnight and have a very similar experience.” And of course, you can bowl on one of Pinewood’s six lanes, which were trucked in from Indiana. The Goldberg brothers were introduced to the sport as children in Boston and continued to play growing up in Nashville where they moved when Ben was 7 and Max was 4. Max Goldberg’s early memories of the sport hark back to traditional 10-pin and candlepin bowling in New England. He continued to seek out centers in Denver while an undergraduate student at the University of Denver and in New York during his prehospitality industry days working in Manhattan. “I remember always being fascinated by how the equipment
worked, how the pins got reset and how the balls came back and why the ball moved the way that it did on the lanes,” Goldberg said. “It was something that was social and fun. I never necessarily competed in the leagues or anything but I always found myself gravitating towards going and finding bowling alleys. It’s just been something that in a weird way, not intentionally, has always been a part of my life.” Shuttling as they do between their various properties, neither
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COVER STORY Goldberg brother has played much at Pinewood. Shortly after the center opened at the end of 2013, the venue hosted a league for members of the hospitality industry, but that league has fallen away. “We’re not necessarily very good bowlers, but we love what bowling does by bringing people together,” Goldberg said. Making bowling part of their center was an act with both a forward-looking vision as well as nostalgia. And that’s why the Goldbergs gave their lanes and equipment an older, retro feel. “At the time, as some places around the country were closing, we thought we could keep to the idea of bringing back these vintage lanes and this equipment and having the history and tradition of The reception desk sets the mood bowling brought in,” Goldberg said. “It was something we were really excited about and we’re super proud of how it turned out.”
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February 2021
The bar plays a central role in the feeling and flow of Pinewood Social
The vintage aspect of the bowling experience is part of its charm. The Goldbergs purchased a stash of bowling equipment from a defunct center in Kissimmee, FL. The wooden lanes came from a Bowl-O-Rama in Indiana, arriving by truck and left outside for Pinewood employees to haul inside (“Bowling lanes are not light,” Max noted dryly.) A neon sign announcing the center’s name sits at the end of the lanes and the
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COVER STORY proprietors commissioned an ever-changing 12 foot by 45 foot wall of cans created by Bryce McLoud. The cans spin to form different patterns every month. The wall has become a popular Instagram-able moment for Pinewood visitors. While the space could have accommodated eight lanes, the brothers developed the floor plan of
See how the Airstream came to life at Pinewood Social
Pinewood to sacrifice lane space in order to give patrons a unique peak at the action. As visitors walk through the bar toward the bathroom, adjacent to the lanes, they can peer through an exposed section of glass wall and follow the path of the ball as it strikes the pins. The wood from unused lanes has been recycled into dining tables. Some of the old-fashioned touches are deliberate and synch with the center’s “keep it social” mission. When Pinewood opened in 2013, proprietors provided paper score sheets encouraging players to learn how to tally for themselves. As time went on, the center added iPad scoring which Pinewood bowlers tend to favor over the paper sheets.
“We get more of the ‘here to have a good time’ bowlers,” said Autumn Williams, the facility’s general manager. “It’s a really cool, comfortable place. It can be a home away from home. It can be a work place, you can relax, read a book, or have fun, play games, meet friends, and socialize.” Williams, who several years ago worked at Pinewood as a manager, is describing a pre-pandemic Pinewood when the center could accommodate more people in the building. The center is open and the vibe is the same, but with fewer people. The COVID-19 pandemic forced Pinewood to shutter for two months to comply with state and CDC health guidelines. Upon reopening, the center offered enhanced safety procedures, cleaning of balls and shoes after every use, and employ Agents of Clean, who sanitize the restaurant areas every 30 minutes. Three of the six lanes are available at a time with bowlers spacing out at every other lane to enhance social distancing. Touch points like board games and the pencils dispensed with the score sheets are gone. “The biggest thing we hear is that people love the sanitary bags we use for the pens to sign checks,” Williams said. “We absolutely love what we’ve been able to create at Pinewood and we hope that people continue to use it in the way we hope,” said Max Goldberg. “We’re really excited about some of the food and drink offerings that we have, but really the fact that bowling was such a core part of the space and something that really helped anchor it has been a huge part of our success. Hopefully people will come and check it out if they’re in Nashville.” ❖
Evan Henerson is a features and lifestyle journalist who lives in Los Angeles. His work has appeared in TV Guide, American Theatre, Orange Coast and the Los Angeles Daily News where he was a staff writer and critic for nine years.
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OPERATIONS
PART I:
THE NEXT BIG IDEA
The new generation of online reservation systems As your partner in the bowling business, IBI would like to introduce a series of articles highlighting online reservation systems. These systems are customized for the business of bowling. With first-hand accounts mixed with some general background information, our goal is to begin to demystify the nuances and celebrate the perks of these systems.
By Evan Henerson
L
ife and leisure during the COVID-19 pandemic has left center operators seeking new ways to keep customers in the building and feeling safe. Partitions, masks, and separated lanes have become commonplace. Reducing contact points between staff and bowlers may mean sacrificing a bit of much-valued personal interaction in exchange for convenience and – yes – safety. When visiting the website of a local center, a section addressing the center’s response to COVID-19, along with the hours of operation and capacity are now common. The site may also describe the cleaning protocols and food service options. With greater frequency, that same website might also lead to a reservations page, allowing bowlers to pick the day and time they plan to come in, and key in their payment options. In most cases, when they arrive at the center to check in, all the bowlers have to do is get their lane assignment. In some cases, even that interaction isn’t necessary. “One operator I was talking to went as far as to accept payment online and assign a lane, so when [the bowlers] came in, they knew what lane they were on,” said Andy Vasko, national sales manager for Kids Bowl Free. “He even put their rental shoes on the lane for
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MAINTAINING THE HUMAN CONNECTION By Beth Standlee When contactless systems are up and running, the human connection is an important factor in overall customer experience. Coach Beth Standlee has two tips to maintain that contact: Parties that book online: Beth says to pick up the phone and call the client as soon as the party is booked. This way you can confirm the details, give the client confidence in the upcoming experience, and possibly upsell any items they may have not considered, i.e. food, beverage, balloons, glow sticks, etc. Follow up 72 hours before the party to confirm the number of guests, the food and beverage order, arcade game cards, etc. It is better to be proactive than reactive to any changes that could happen, plus, it is one more time to upsell. On the day of the party, when the client arrives, have all the details of the party set up on the lanes, reconfirm (again!) the number of expected guests, food and beverage, game cards, etc. After the event is done, send a hand-written thank you card with a bounce back offer included to get them back into the center. Open play connection: The welcome and greet at the front counter or the lanes is ideal. Speak directly to guests, warmly welcoming them into a center with sanitized equipment and improved safety measures. New Idea: The Seventh Frame Check Up. Arm your staff with about five conversation starters, for example, ‘How are you doing?’ ‘Are you having fun?’ ‘Can I help you order food or drinks?’ This takes the impersonal online reservation situation to the next level. Implementing these tips will greatly increase your bottom line, but also make your center a rock star in the online review world.
OPERATIONS
“ The customers know they don’t
them before they came in. Everything was good. All they had to do was push the button to start and everything was taken care of. It’s not very personal, but we have to win the confidence back of the consumers. That’s where we are right now.” The online reservations, cards, and codes that reduce touch points have become an increasingly important feature of the new world of pandemic-era bowling. Frank Wilkinson calls the entry of digital interactions an example of consumers adjusting their behavior. “It’s much more embraced these days than it has been in the past,” said Wilkinson, the owner of Rab’s Country Lanes in Staten Island, NY. “People used to make reservations online, but they were turned off at having to pay in full. That’s not even a question today. So this has helped us communicate to our customers what they can expect when they arrive in the building.
have to wait for a lane when they come visit us,” Wilkinson said. “It certainly makes it easier for us at the counter knowing it’s paid for and that the only transaction we’re doing is passing bowling balls and bowling shoes over the counter. ”
Warrior Lanes proprietor Kristy Morse about to roll a strike
And from an operational standpoint, it makes it easier for us to know what to expect as customers arrive.” Since reopening August 17 after a five-month, COVID-induced shut down, Rab’s is operating at 50% capacity. Players spread out across alternate lanes, meaning only 24 of the facility’s 48 lanes are in use. Anyone in the building has to wear a mask and there is no dining. PreCOVID, Rab’s took reservations for late night bowling, after leagues and weekend nights. Now full pre-paid reservations are taken for day and night bowling. “The customers know they don’t have to wait for a lane when they come visit us,” Wilkinson said. “It certainly makes it easier for us at the counter knowing it’s paid for and that the only transaction we’re doing is passing bowling balls and bowling shoes over the counter.” Notification on the website for Warrior Lanes in Waukee, IA, trumpets that reservations are “strongly encouraged.” To further entice customers, co-owners Kristy Morse and Brad Basart have offered package deals to people who reserve online at least 24 hours in advance. Pre-COVID, the 36
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center was too busy to hold back lanes for anything other than larger party events like birthday parties or corporate gatherings. But times have changed. Morse estimated that the center takes in up to 10 online reservations per week and customers are appreciative of perks such as text alerts informing them when their lanes are ready. The process of staying current with state health regulations and implementing new measures has been “a journey,” Morse said. The companies whose equipment helps shape an experience at a bowling center or FEC have felt the impact of COVID as well. In some cases, manufacturers have seen their business increase as a result of the pandemic. The transition to operating in a COVID-19 world means not just working with the center proprietor, but also understanding the state or city health codes that dictate how any business must operate. Scott Drummond, the CEO of the online booking software company Party Center Software, has
E X P E R I E N C E
E V E R Y T H I N G
I S
OR
A NEW WAY TO CONNECT, FOR A CHANGE REACTION!
OPENLANE
Streamline check-in, reduce staff interaction, and get guests on the lanes more quickly with OpenLane mobile app’s touch-free QR scanning. Brunswick’s patented technology links mobile devices to your scoring system. Guests can integrate their photos into Sync® Prima™ for the most personalized bowling experience ever. Connect to positive change with OpenLane: brunswickbowling. com/openlane ©2020 Brunswick Bowling Products, LLC. Form #1020-11
Scan the QR code to see how OpenLane mobile app’s touch-free QR scanning makes it easy for guests to check in.
OPERATIONS noticed his customers entering what he calls the Theater of Clean; instead of keeping cleaning and sanitizing efforts in the background, centers are now putting those measures proudly on display. Contactless payment has been a new and popular feature of some of the company’s applications, allowing customers to click a link and pay for their experience without dealing with a credit card machine. Intercard had the proprietor and the customer in mind when designing their “Play It Safe” campaign. Lynda Brotherton, Intercard’s global marketing director, explains, “Our software package makes it easy for the customer, from the comfort of their own home, to go online, buy a $50 gift card, print out a QR code or have it on their phone. Then they go into a bowling center, use the kiosk and never have to interact with a staff person or touch anything to redeem their gift card money. It makes not only the bowling center or FEC comfortable, it makes the customer comfortable.” As family entertainment centers are gradually able to bring back elements like laser tag, go-carting, and arcade games, software manufacturers are finding their one-use-for-all equipment is appealing both for its efficiency and for its health
Frank Wilkinson
benefits. Even pre-COVID, Semnox Solutions touted its arcade management software system, Parafait, as a means through which FEC patrons could easily manage
“ As soon as things stabilize from
COVID-19, we believe that traffic will increase and when traffic increases, you will need tools to better manage the traffic. ” ~ Bepin Jose their experience, hopping between attractions with minimal interaction with FEC staff. Semnox president Bepin Jose has been in discussion with bowling centers to figure out ways that the company’s software could be applied toward bowling packages. When people return to FECs en masse, Jose believes they will come expecting a superior experience. “As soon as things stabilize from COVID-19, we believe that traffic will increase and when traffic increases, you will need tools to better manage the traffic, ” Jose said. Warrior Lanes’ Morse makes a point of saying that touch-free convenience will never be a substitute for outstanding customer experience. Greetings and goodbyes are as important as regular cleaning. The goal is for customers to enjoy their experience during uncertain times. “I want [customers] to feel welcome and comfortable.” ❖
Evan Henerson is a features and lifestyle journalist who lives in Los Angeles. His work has appeared in TV Guide, American Theatre, Orange Coast and the Los Angeles Daily News where he was a staff writer and critic for nine years.
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CLASSIFIEDS
VISIT OUR BRAND NEW FACEBOOK PAGE WWW.FACEBOOK.COM/ BOWLINGINDUSTRYMAGAZINE
THE WORLD'S ONLY MAGAZINE DEVOTED EXCLUSIVELY TO THE BUSINESS OF BOWLING
SELL YOUR
CENTER OR EQPT.
FAST! WWW.FACEBOOK.COM/BOWLINGFAN
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(818) 789-2695
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February 2021
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CLASSIFIEDS EQUIPMENT FOR SALE
CENTERS FOR SALE
INFECTED with the REMODEL BUG as you FALL into League Season? ENTERTAINING the idea of a face-lift? Got you covered: A2s, parts, lanes, scoring, seating, and, of course, masks. knotritellc@gmail.com. FOR SALE: 10 pin drilling machine with vacuum system, measuring ball, scale, etc. Call Vic at (780) 454-1110. NEW & USED Pro Shop Equipment. Jayhawk Bowling Supply. (800) 255-6436 or jayhawkbowling.com. REPAIR & EXCHANGE. Call for details (248) 375-2751.
WWW.FACEBOOK.COM/BOWLINGFAN
ILLINOIS: 24-lane, recently remodeled center w/ new parking lot. 40,000 s/f on 1.67 acres. Qubica scoring and POS system. Strong leagues w/ 900+ bowlers, also pool leagues. Sports bar & grill, pro shop, video gaming, & banquet hall w/ lots of room to convert. Owner retiring. Call (847) 613-5020 for price & info. NEBRASKA: 32-lane center, land & building. Features Brunswick A2 pinsetters, Brunswick Pro Anvilane lanes, Brunswick 2000 ball returns. Also, large lounge seating to 250; party room seating up to 80; game room, café with established catering service. Center caters in-house and to other locations year-round. For more information, call Don Mehring, Action Holdings Real Estate, office (308) 384-3777 or cell (308) 380-0444.
EQUIPMENT WANTED LANE MACHINES WANTED. We will purchase your KEGEL-built machine, any age or condition. Call (608) 764-1464.
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.
SELL YOUR CENTER
(818) 789-2695 LOCKER KEYS FAST! All Keys done by code # Locks and Master Keys E-mail: huff@inreach.com TOLL FREE
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your Classified Ad EASY toin place International Bowling WAYS Industry Magazine
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your ad to:
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info@bowlingindustry.com
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(818) 789-2812
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1-800-700-4539
AMF and some BRUNSWICK PC board repair/exchange. 6-month warranty, fast turnaround. Call or write: WB8YJF Service 5586 Babbitt Road, New Albany, Ohio 43054 Toll Free: 888-902-BOWL (2695) Ph./Fax: (614) 855-3022 (Jon) E-mail: wb8yjf@sbcglobal.net Visit us on the WEB! http://home.earthlink.net/~wb8yjf/
CLASSIFIEDS
SELL YOUR CENTER OR EQUIPMENT
FAST! (818) 789-2695 VISIT OUR BRAND NEW FACEBOOK PAGE WWW.FACEBOOK.COM/ BOWLINGINDUSTRYMAGAZINE AMF • BRUNSWICK EQUIPMENT COMPLETE PACKAGES WORLDʼS LARGEST NEW – USED SPARE PARTS INVENTORY ALL AMF BUMPER PARTS, XS Q-BUMP, DURABOWL AND GEN II IN STOCK
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Danny & Daryl Tucker Tucker Bowling Equipment Co. 609 N.E. 3rd St. Tulia, Texas 79088 Call (806) 995-4018 Fax (806) 995-4767
Bowling Parts, Inc. P.O. Box 801 Tulia, Texas 79088 Call (806) 995-3635 Email - daryl@tuckerbowling.com
www.tuckerbowling.com
SELL YOUR CENTER
(818) 789-2695
IBI
February 2021
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REMEMBER WHEN
3 201 ry a u r Feb
Ma rch 201 1 015 y2 uar r b Fe
013 y2 r a ru Feb
Archi has been IBI ’s go-to-guy for Valentine fun. In 2018 ,with Jughead as his witness, let’s revisit the teenage Valentino of Valentine’s Day making his moves.
A
Fe br ua ry 20 14
rchie is at it again! It’s hard to imagine his old pal Jughead not being enthused with his ‘perfect score,’ but, then again, he’s seen this action before. Archie’s escapades have been fruitful and many... and his bowling’s improving too. The old adage, ‘The way to a man’s heart is through his stomach,’ might be rearranged to ‘The way to a girl’s heart is through bowling.’ It has worked for Archie and countless other teens throughout the years. ❖
- Patty Heath
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SHOWCASE MANAGEMENT & POS SYSTEM
QubicaAMF’s Conqueror X is the heart of the ever-growing bowling and entertainment ecosystem. Conqueror X has the most powerful management and POS system ever available, driving an entire ecosystem of modules and products with an unmatched feature set and flexible, robust functionality. Conqueror X is designed to improve operational efficiency and drive profitability while allowing the ultimate bowler experience. With its superb market fit, it aligns with both business needs and consumer expectations, improving operational efficiency, and delivering an amazing consumer experience, plus driving more revenue through more visits and bigger spend. Conqueror X is powered by the most experienced team in the industry –with the unmatched ability to create software and technologies that work seamlessly together. Conqueror X is easy to put to work, truly intuitive and easy to use. www.qubicaamf.com.
BRING BOWLERS BACK
Hownd helps bowling centers reopen successfully with more new and returning customers AND more immediate and future revenue. Hownd makes your promotional offers – like gift cards, buy nows, support vouchers, coupons, value-add packages – easily available to nearby consumers through a variety of digital channels, including your website, Facebook, email, the MyHownd mobile app, and MyHownd Wi-Fi service. There’s no cost to sign up, no ongoing subscription, no contractual obligation. And with Hownd’s Pay-Per-Visit fee model, you only pay when they bring you customers. So, there’s no risk to you – nothing to lose and lots to gain! Hownd is effortless – no marketing expertise or technology savvy needed on your part. You can sign up in about 10 minutes, and your first offer will be available to nearby consumers in 48 hours. Sign up to learn more, and request info at Hownd.com.
PRIMO SOFTWARE
Brunswick Bowling Products has announced its worldwide launch of Sync Prima™, the latest software, and Crown Advantage™, an all-inclusive center operating subscription service. Prima offers the Open Lane app, along with OrderNow for online ordering. There is also FloorPlan, a customized restaurant and center layout for best-in-class management and service. Crown Advantage’s updates brings Brunswick customers the latest and the best in business building technology and 24/7 technical support. Crown Advantage is available in multiple subscription tiers. www.brunswickbowling.com/bowling-centers.
EXPAND ONLINE SERVICES
Booking software is traditionally a one-trick pony that does one thing – book. Partywirks says, “Retire the pony!” Partywirks’ multi-function, all-in-one software includes options such as Book-Now, Shop-Now, Inquire-Now, Share-Now, and Invite-Now. It brings the power of ecommerce and instant gratification to any webpage or Facebook post and delivers more ways to entice, inform, and encourage people to take action. Try Partywirks risk free. No credit card or contract required. If Partywirks delivers the results, special BPAA Smart Buy pricing is available. Sign up for a product tour at https://calendly.com/partywirks/partywirks-product-demo. For more information, call (877) 345-4012 or email support@partywirks.com.
PRODUCT SHOWCASE INVITATION
LAI Games invites you to a virtual event to unveil their newest games for 2021. The New Product Showcase will take place March 18, 2021, and will include new game presentations, current, in-depth reports on their top performing products, and an opportunity to talk directly with LAI Games team members. After the one-hour new games presentation, attendees will have an opportunity to participate in networking, drinks, and fun. The 2021 New Product Showcase is open to all and free for attendees. To register for this FREE event, visit www.laigames.com/showcase.
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PHONE: 863-734-0200 FAX: 863-734-0204 | 1951 LONGLEAF BLVD. LAKE WALES, FL 33859 | WWW.KEGEL.NET
THE STRING BOWLING REVOLUTION www.qubicaamf.com/string-bowling-revolution
