International Bowling Industry May 2014 by International Bowling Industry Magazine

CONTENTS

VOL 22.5

6 ISSUE AT HAND

24 COVER STORY

Giddy for Googie

Unexpected Dreams Tavern+Bowl’s four locations are fulfilling co-founder Dan Hurd’s California dreams.

By Scott Frager

By Robert Sax

8 SHORTS • Teen haven in Rockville • TBA partners with USB • Great expectations for PBA’s Summer Swing • U of Tennessee puts Down Under up for auction

33 BEYOND BOWLING • Changing Lanes at Woodland Bowl • Baytek’s Prize Hub Opens Possibilities • Firing Up an FEC, Part IV: Ringing the Register

54 REMEMBER WHEN

14 IBI EXCLUSIVE

Danskin, 1969 By Patty Heath

Building Blocks

By Fred Eisenhammer

32 Showcase 46 Datebook 47 Classifieds

20 CENTER STAGE Rocking the Good Times

IBI

May 2014

frager@bowlingindustry.com Skype: scottfrager

OFFICE MANAGER Patty Heath heath@bowlingindustry.com

CONTRIBUTORS Fred Eisenhammer Fred Groh Patty Heath Anna Littles George McAuliffe Mark Miller Robert Sax

EDITORIAL DIRECTOR Jackie Fisher fisher@bowlingindustry.com

ART DIRECTION & PRODUCTION Designworks www.dzynwrx.com (818) 735-9424

FOUNDER Allen Crown (1933-2002)

12655 Ventura Boulevard Studio City, CA 91604 (818) 789-2695(BOWL) Fax (818) 789-2812 info@bowlingindustry.com

www.BowlingIndustry.com

HOTLINE: 888-424-2695 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 $50 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, 12655 Ventura Boulevard, Studio City, CA 91604 USA. If possible, please furnish address mailing label. Printed in U.S.A. Copyright 2014, B2B Media, Inc. No part of this magazine may be reprinted without the publisher’s permission.

MEMBER AND/OR SUPPORTER OF:

Small-town Olean, NY, is in the limelight thanks to its new center. By Anna Littles

PUBLISHER & EDITOR Scott Frager

Compiled by Patty Heath

Tom Shannon, new chief of AMF Bowlmor, talks about the decisions, the vision and the controversy behind his rebuilding of the troubled chain.

THE WORLD'S ONLY MAGAZINE DEVOTED EXCLUSIVELY TO THE BUSINESS OF BOWLING

THE ISSUE AT HAND

Giddy for Googie Stop. Did you just do a double-take reading the above headline? Did my esteemed editors mistake an “l” for an “i”? Did Frager make another one of his trademarked typos? Nope. I’m not talking about the multinational Internet company that changed the way we see and experience the modern world around us, but about the Googie architectural movement that changed the way millions of Americans viewed bowling in the 1940s-60s. Its dramatic designs, inspired by the age of the atom and the jet plane, are instantly recognized by any fan or native son (or daughter) of Southern California. This past month, the bowling industry in Southern Cal had the privilege of sponsoring an exhibition titled “Bowl-A-Rama” on the iconic mid-century bowling centers of the area. Boldly curated at the Architecture and Design Museum in Los Angeles, the exhibition radiated a warm-andfuzzy mixture of bright neon and amber light from artifacts of the most shining

examples of Googie-style bowling centers of yester-year. Recognition in the 1940s and ’50s of bowling as an industry with groundbreaking style could be dismissed as passé today. But being honored today by top architectural preservationists, designers and architects for creating an architectural movement is about as close as we could get to winning a National Design Medal of Honor, if such an honor existed. We in Southern California are so darn giddy about this exhibition that we just had to help underwrite it. I’m so proud of the Bowling Centers of Southern California, International Bowling Industry, Pinz Bowling Center and Bowlmor AMF for making the financial commitment to help bring this exhibition to life. In the next few issues, you will enjoy being transported back to a time when bowling centers, like automobiles, had fins and looked as if they were literally going places. There was no big-box bowling in that era, but the buildings, like proprietors then, were larger-than-life characters. The same could be said of the mastermind architects of the day, none so grand as Gordon Powers, the last surviving principal of the architectural firm Powers, Daly and DeRosa. Gordon’s story, and the stories of the magnificent centers he designed and built, will last the ages. We can’t wait to share these stories with you.

– SCOTT FRAGER, PUBLISHER AND EDITOR frager@bowlingindustry.com

4THIS MONTH AT www.BowlingIndustry.com There are a dozen good reasons to become a member of IBI Online: Members and their profiles; great Photos; Blogs; Notes on recent happenings; Groups; a Forum for personal views and questions; News, both domestic and international regarding bowling; BowlingDigital.com covering world bowling; Videos on the sport and products; and Events including association meetings, tournaments and expos. The Home Page explodes with information--a menu from which to find something new over and over again. So, what are you waiting for? Join today! www.bowlingindustry.com.

IBI

May 2014

SHORTS

ROCKVILLE CENTRE LANES, A SAFE HAVEN FOR TEENS In many communities, there’s plenty of time and not much for young people to do. This was definitely a problem in Rockville, NY, where ‘trouble’ was becoming the operative word. In 2009 a not-for-profit youth group was formed to help develop safer, substance-free activities. Here’s where serendipity takes over. Beth Hammerman, chair of Rockville Centre Youth Council, discussed the dilemma with her former neighbors and close friends, John and Anita LaSpina, owners of Rockville Centre Lanes. Those conversations formed the beginning of the solution. “We want more youth under our roof, the youth council has a need, and we have the space,” said John LaSpina referring to a vacant space, where a snack bar used to be located. The LaSpinas–father, John, and son, Joe, who is the GM–transformed the room into a lounge with flat-screen TVs and a counter that will house an espresso machine. The tables are repurposed from 50+ year-old wood lanes

PEOPLEWATCHING CenterEdge Software, provider of POS, reservation, ticketing and access control systems for entertainment and recreation facilities, headquartered in North Carolina, has announced the appointment of Merrik Keller as Director of Business Development. Keller spent the last decade overseeing the North American sales business for Merrik Keller Embed USA and brings nearly 20 years of sales experience to the company. “I am truly excited to work alongside the team at CenterEdge to further develop the brand and grow an already impressive user base,” stated Keller. Director of Operations Marcus May said, “We are pleased to add Merrik to our growing team, and I am confident his contributions will allow even more facilities to benefit from a CenterEdge solution.” Mike Logan, proprietor of Grand Station Entertainment, College Station, TX, has been elected Texas Bowling Centers Association president. He has been in the bowling industry for over 35 years and is a thirdgeneration proprietor. He was recently honored with the BPAA Proprietor of the Year award. Mike Logan Logan currently serves on the National FEC Board; is a Texas High School District Coordinator and High School Regional Tournament Director; and serves as Texas State Singles Tournament Director and All-District State Tournament Director. In addition, Logan is the chairman of the TBCA legislative committee, chairman of the TBCA education committee and serves on the TBCA membership and budget committees.

Media New Teen Lounge at Rockville Centre Lanes: Build it and they will come, and they did!

pulled from Maple Lanes when that center was closed. In addition, there is a restroom, power outlets for laptops and a separate entrance. It is a place where teens can hang out after school and on weekends, and where the youth council can host its meetings and events. As part of the project, teens can use the lounge without purchasing anything. “Bowling centers have always been the traditional latchkey place,” said John LaSpina, whose family has owned centers for more than 50 years. “We’ve watched some wonderful people grow up under our roof who have turned into great citizens.” 8

IBI

May 2014

WATCH

A STRIKE FOR FASHION Imperial Fashion of Italy chose a bowling venue to show off its spring/summer clothing line and ad campaign. Now that you know what to wear, go bowling!

Photos by Yuma Migliaccio

SHORTS

EXPANSIONS, OPENINGS & NEW BEGINNINGS Ryan and Jon Squires have purchased Villa Lanes, a 20-lane center in Decatur, IN. The sellers were Josh Krueckeberg and Dan Evans and the transaction was brokered by Sandy Hansell and Associates, Southfield, MI. The Squires previously operated four pro shops in Indiana.

SHORT SHORTS A Big No-No Bowling is fun but not on the dime of the USPS. It was reported in the Washington Examiner that action was taken against U.S. Postal Service employees who used agency credit cards to pay for gambling sprees, bowling games and personal travel. The Postal Service said the actions of a few do not represent its workforce of nearly 500,000.

PBA Membership Qualification Big dreams and plans have come to fruition for the Roseman family in Davenport, IA. The dream of owning a bowling center was realized with the acquisition of Leisure Lanes in northwest Davenport. The new ownership group includes Linda and Rob Roseman Sr. and their sons, Rob Jr., Mike, Joe and Dustin (“Dusty”) Roseman. While the background for this family has been the love of bowling and a pro shop and trophy business, Trophy King, with the help and guidance of Mick Spies, master technician with 36 years experience, they look forward to this new venture. The family invested more than $1 million in the purchase and improvements.

USBC COACHING PROGRAM GOES ‘DOWN UNDER’ Tenpin Bowling Australia (TBA) has announced its partnership with USBC to provide programs to train and certify bowling coaches. The USBC Coaching Certification and Development programs provide coaches with the materials necessary to give them the best opportunities for coaching. Several levels of coaching certification are provided by USBC, starting with the online Level I program that teaches coaches the fundamentals that apply to all bowlers. Coaches can then continue to the more advanced levels of certification, including Bronze, Silver and Gold. “Our sport is in urgent need of more people that can teach the basics both to social bowlers and those new to league,” commented TBA CEO Cara Honeychurch. “We’re excited to have this opportunity to partner with Tenpin Bowling Australia,” USBC Managing Director, National Governing Body, Neil Stremmel said. “A strong coaching program is important to the growth and development of any sport, and we are happy to have this chance to work closely with TBA.” 10

IBI

May 2014

Frank Zhao, Longmarch Bowling Center, Shanghai, China, reported that The Pioneers League II bowlers competed to qualify for PBA membership. Nineteen bowlers, including two from Taiwan and one from Hong Kong, participated under the slogan “Bowl to PBA, bowl over the world for the glory of Chinese bowling!” After four days, four out of the 19 bowled an average over 200 and will apply for PBA membership.

Going, Going, Gone…Almost University of Tennessee’s 12-lane basement bowling alley, Down Under, is up for sale to the winning bidder. A new University Center is under construction and plans do not include the lanes, which were installed in the original building in 1954. According to officials, it is all or nothing; there will be no piece-buying. Included in the package are 12 lanes, 190 bowling balls, 481 pins, and 280 pair of bowling shoes. Bidding will start at $100,000 and begins in December. The lanes will remain open through the fall semester this year. To learn more go to www.govdeals.com.

PBA’S SUMMER SWING PBA Commissioner Tom Clark announced that the PBA’s 2014 Summer Swing, a multi-tournament event, will be hosted by Grand Casino Resort and FireLake Bowling Center in Shawnee, OK, May 18-25. The Summer Swing consists of four title events—the Wolf, Bear and Badger Opens and the PBA Oklahoma Open. In addition, there will be the King of the Swing, a step-ladder final which includes four winners plus a “wild card” player. This will be conducted on specially-constructed lanes in the Grand Casino Resort Events Center. All five finals will be televised and will air on CBS Sports Network on Tuesday nights in June and July. “It’s been nearly a decade since the PBA Tour had an event in Oklahoma. It’s going to be a fabulous event,” Clark said. “We’re going to bowl for four PBA Tour titles, conduct a King of the Swing special event, and provide PBA fans around the world with more than 50 hours of live coverage on Xtra Frame in additional to 10 hours of nationally-televised coverage on CBS Sports Network.”

SHORTS

GOODWILL CENTRAL

Centers across the country have been building goodwill and support in their communities. No topic or agenda was overlooked. There was bowling for autism, boobs, books, boots, cancer, kids, paws and plain ol’ dollars. BOWLING FOR AUTISM AMF Town & Country Lanes, Columbia, MO, hosted Bowling for Autism with funds going to Easter Seals Midwest Autism Services. Gravity Alley, Honesdale, PA, held a fundraiser for Dyberry Day Camp which serves developmentally delayed children and provides a month of leisure-time activity during July. The camp is sponsored by The ARC of Wayne County. BOWLING FOR BOOBS USBC in York, PA, hosted its third annual Bowling for Boobs this past February at Sunset Bowl to honor National Cancer Awareness month. All proceeds go directly to Komen Nebraska, an affiliate of Susan G. Komen Foundation. About 75% of donated money goes to grantees, which include breast cancer patients and survivors. The remaining 25% goes toward research. BOWLING FOR BOOKS Friends of the Youngstown Free Library held a fundraiser at Lewiston Event Center in Youngstown, OH. The event was billed as Bowling 4 Books. Fellow firefighters and friends of the late NY firefighter Joseph Maben put on their bowling shoes to honor him and to raise money for the Hudson Children’s Book Festival, which Maben helped create. Fire departments in Hudson, Stottville and Greenport, NY, bowled at Catskill HoeBowl in Catskill, NY. BOWLING FOR BOOTS In Maine, local communities have rallied to donate warm, gently used boots for children and deliver them to Vacationland Bowling & Recreation Center in Saco. Nearly 100 pairs of boots have been assembled for distribution. In return for a pair of boots, Vacationland

offered a coupon good for one free game and a shoe rental with no expiration date. BOWLING FOR CANCER Bonnie Vonder Haar, a sixth grader, was diagnosed with leukemia Feb. 4. A bowling fundraiser at Lakes Bowl, Round Lake, IL, was held to benefit Bonnie and her family while she battles the cancer. BOWLING FOR KIDS Big Brothers Big Sisters’ Bowl for Kids’ Sake is a national organization supported in all nooks and crannies of the country and especially in bowling centers. Sky Lanes, East Stroudsburg, PA, held the ‘King of the Mountain’ tournament with the best bowlers in the Poconos battling for honors. BOWLING FOR PAWS Pins for Paws is a bowling fundraiser held at K-State Student Union’s bowling alley for 4 Paws Rescue of Kansas. 4 Paws is a local animal rescue group that helps homeless pets find homes. BOWLING FOR DOLLARS The Voorhees Business Association hosted a bowling fundraiser to benefit the Eastern High School Education Foundation, New Jersey. It was held at 30 Strikes Lanes in Stratford, NJ. Previous events have raised funds for a middleschool theater and other projects, events and activities that fall outside the general school budget.

LUCKY STRIKE HOSTS 5TH ANNUAL NYC BREAST CANCER EVENT Lucky Strike, the nationally-acclaimed bowling and entertainment brand, hosted the 5th Annual NYC Bowling for BreastCancer.org event at its New York City location. As part of its commitment to breast cancer causes, Lucky Strike made a donation of $5,000. Over the past five years, $2,125,000 has been raised by approximately 2,025 attendees from the media and advertising industry for BreastCencer.org, one of the world’s leading online resources for breast health and breast cancer information and support. 12

IBI

May 2014

Romy Mehlman (left), vice president of marketing for Lucky Strike, presents a check for $5,000 to Dr. Marisa Weiss (center), founder of BreastCancer.org, with emcee, Richy Glassbery (right).

IBI EXCLUSIVE

BUILDING BLOCKS In one of the most ambitious mergers in industry history, Tom Shannon, owner of a half-dozen high-end party centers, took over AMF’s 260 bowling centers. Now closing on his first year as president/chairman/ CEO of Bowlmor AMF, Shannon talks about the controversy, the mistakes and successes as he rebuilds the world’s biggest chain.

Its name: AMF Bowling Worldwide, Inc. That Virginia-based chain filed for Chapter 11 in November 2012–the second time that it had declared bankruptcy in 10 years. And there weren’t many companies willing to help it out of bankruptcy. Actually, there was just one: New York-based Bowlmor, a chain of six upscale bowling houses known for its Vegasstyle sports look with laneside food and drink service that supported a party and dating atmosphere. It turned out Bowlmor’s interest was serious because on July 1 last year, Bowlmor and AMF announced the completion of a merger between the companies. More than seven months later, the new company called Bowlmor AMF has measurably improved its financial standing under the guidance of Tom Shannon, who became the chief executive, chairman and president of the combined company. Shannon, who served as Bowlmor’s chief executive, said he expected that AMF would have liquidated its assets had Bowlmor not rescued the company.

By Fred Eisenhammer

t’s a long list and their names include Pan American World Airways, Levitz Furniture, Lehman Brothers Holdings financial services, Saab Automobile, Enron energy and Arthur Andersen accounting. All were iconic brands that vanished either because of industry pressures or significant mismanagement. Another company could easily have joined that group.

IBI May 2014

SYNERGIES

At first glance, it appears the two companies are an odd mix. AMF is known for its heavy league play while Bowlmor did not have a single league at any of its centers once the merger was completed. But Shannon said Bowlmor became interested in AMF “as soon as they filed bankruptcy,’’ citing synergies that would be created with a union of the two. “I thought Bowlmor did the recreational and party thing really well and AMF did the league thing very well,” said Shannon, 48. “Put it together and there was plenty of upside.” Looking back now, Shannon has the confidence to say this about his projection: “I think I was right.” The financial numbers back him up. Shannon says the revenue from Bowlmor

IBI EXCLUSIVE AMF has dropped, but “the profit is up measurably, in the double digits.” In October, Shannon gave the first public hint that things were turning around at the new company, expressing delight that Bowlmor AMF had “turned a big historic loss into a profit” in its latest results. Shannon says now that the “integration from a cultural standpoint was much easier than anticipated. We thought it would take a long time to come together. In two months, people acted as if it were one company.” Bowlmor AMF is the largest operator of bowling centers in the world with 6,000 employees, 260 bowling centers and annual revenue of about $425 million.

FRICTIONS

Since the merger, however, Bowlmor quickly became the scourge of many bowling aficionados who predicted that the sport would never be the same. Dick Sanders, the director and owner of bowling’s long-running West Coast Senior Tour, was one of the most outspoken critics of the merger. “This will do wonders for bowlers who want to learn how to bowl,” he said. Sanders predicted the “destruction of the tournament bowler” because players wouldn’t be able to hone their skills when Bowlmor eliminated leagues at the AMF sites. The negativity did not go unnoticed by the Bowlmor AMF brass. Shannon said there seemed to be a somewhat negative perception of Bowlmor “as if we can only see the world through our existing paradigm and nothing could be further from the truth.” It all came down to expectations: Bowling enthusiasts were braced for the worst – the elimination of leagues at AMF to make way for birthday parties and glow bowling. But that transformation didn’t quite happen. Shannon and the general managers of his bowling centers had insisted all along that it wouldn’t. “We’ve protected and defended 99% of our nighttime leagues,” Shannon said. Still, he was compelled to shorten the hours of operation at AMF’s bowling centers during the week to ensure that the company would be fiscally healthy. That change essentially resulted in daytime leagues being eliminated because some centers wouldn’t open until late afternoon instead of early morning as before.

MERRI-BOWL LANES LIVONIA, MI (40 LANES) We congratulate Rich Glomb and Jerry Anderson on their purchase of this fine center and thank Community Bowling Centers for trusting us to handle the sale. We wish Rich, Jerry and Community all the best in the future.

Bowling’s Only Full-Service Brokers, Appraisers & Financial Advisors 28200 Southfield Rd., Southfield, MI 48076

(800) 222 • 9131 Check out our current listings at:

www.SandyHansell.com 16

IBI

May 2014

Those closings triggered a firestorm of criticism against Bowlmor AMF because many unhappy veteran players faced limited choices on how to continue their league activity.

RAPPROCHEMENT

Shannon says unequivocally that he “loves senior leagues” and marvels about his great–uncle who was bowling with a 16-pound ball when he was just short of 90 years old. But Shannon said that Bowlmor AMF would lose millions of dollars a year by keeping bowling centers open during daytime hours. “For a company to be long-term viable, we had to stop doing that kind of stuff,” said Shannon, citing high labor costs. Shannon, who carries a 170 average, made it clear there was no intention to transform AMF into a Bowlmor clone. “We wanted to make it a fundamentally sound business and make it long-term viable,” he said. Bowlmor AMF has tried to make peace with its league bowlers and embrace them. In January, Bowlmor AMF held a Bowlers Appreciation Week. Each league player that week could order a beverage of his choice for free. “We value the league customer enormously,” Shannon said. He admits Bowlmor AMF made some initial mistakes during the integration phase, such as raising beverage prices too much. But AMF scaled back those increases. “We got it wrong in many cases,” Shannon admits. The Bowlmor AMF chief executive remains adamant that too many of AMF’s prices were too cheap at the time of the merger. And he gets angry when he recalls how other bowling centers have tried to undercut Bowlmor AMF prices, a policy that he says will not work in the long run. “A lot of our competitors lowered prices and to me that’s unforgivably stupid and shortsighted,” Shannon said. He pointed out that the bowling

IBI EXCLUSIVE industry has faced stiff challenges this year from extreme weather conditions throughout the country, which includes persistent blizzard conditions in many states and a horrific drought in California. It added up to a loss of 800 center days for Bowlmor AMF, Shannon said. “It’s been the worst weather I’ve seen,” he said, “and I’ve been in the industry for 17 years. It’s maybe the worst bowling weather in aggregate across the country in 100 years. Some of the centers in Minnesota had 30-below weather. Who goes out of the house?” Bowlmor AMF also has to deal with rising real estate prices and skyrocketing rents. Shannon puts it succinctly when he says “rents are enormous” for his properties. “People don’t appreciate that real estate costs and labor costs go up,” he said. Fortunately, Shannon said, Bowlmor AMF’s property leases are mostly long-term. “Where it’s not, the rent will go up dramatically,” he said.

HANDS ON

Through it all, Shannon said Bowlmor AMF’s privately traded stock has risen sharply. This has created increased value in the company and Shannon said he has plans to share some of this added wealth–which will total millions of

IBI

May 2014

dollars–with his managers. Shannon said this share-the-wealth policy is an integral part in keeping valuable employees. “I don’t want to lose any talent based on salary,” he said. Another part is face-time with his managers, as in a recent whirlwind trip to California where he visited 21 of his 38 centers, leaving only two in the state he has still to call on. The trip wasn’t unusual for Shannon, who is very much a hands-on manager. The results of the trip were also typical: key people at his centers report higher morale among their staffs after a Shannon visit. Shannon’s confidence in the company is unmistakable. “I think we’re out of the danger zone,” Shannon said. “Now the question is how much better we can make it. Personally, it’s very exciting for me. We’ve held up pretty well despite the weather.” And he added: “It’s going to be a tough year. It’s a tough year for everyone in the industry. Yet we’re doing fine.” ❖ Fred Eisenhammer is a freelance writer and editor from Agoura Hills, CA. He’s currently working for examiner.com, a national website for which he’s written 600 bowling stories. Fred served as a news editor and copy editor at the Los Angeles Times for 20 years. He’s also co-authored three nonfiction sports books, including his most recent one, College Football’s Most Memorable Games.

CENTER STAGE

By Anna M. Littles pstate New York has a natural beauty all its own. Most people are familiar with the city that never sleeps, but are unaware of the rural charm and stunning landscape of the Empire State. It's one of America's best-kept secrets. Nestled in the northwestern part of New York State is a gem of a community. Olean, NY borders Pennsylvania and offers a cool mix of industry and farming. Still considered a farming community, its demographics consist of young families, professionals, and retiring baby-boomers. In the

U 20

IBI May 2014

CENTER STAGE

heart of this community, West Long and Todd Scott chose to invest and develop a family entertainment center. And on July 18, 2013, Good Times Olean opened its doors to the public, and introduced itself with 42,000 square feet of fun. Their vision, according to Long, was to identify businesses that would be a good fit for their investment portfolio. Long felt that Olean was an area miscalculated and overlooked by developers and was convinced that "Olean needed a place for people to come together and participate in activities and events, a place that would be Olean's social center." It is clear that Long loves Olean. He feels strongly that it is an area that has a lot to offer. So Long and his wife, along with

business partner Todd Scott, created that great place for people to gather. Long explains, "Bowling is the focal point, but we also have a beautiful 18-hole miniature golf course, a state-of-the-art batting complex with six batting cages, plus a four-tournament volley ball course that's gorgeous." Players have beautiful white sand to "volley" on. And as if that were not enough, they have two acres (out of the 8.5 acres the facility sits on) that are considered a general-rec area. Kids use them for playing soccer during the beautiful spring, summer and fall seasons. The indoor activities are just as compelling, with 35 games of non-stop play. IBI

May 2014

CENTER STAGE

As for the attention paid to the bowling center, it includes 16 QubicaAMFequipped lanes, all state-of-the-art. You can post your perfect game on Facebook while bowling. When it's time to chow down after all that volleying, batting, gaming and bowling, you have a choice of three restaurants that serve up wonderful meals. The Point is the upscale steak and seafood house. The name brings back old memories for the town of Olean; back in the day, it was called Olean Point. The second restaurant is the Hammer Back Bar & Grill. It has a very different theme with a gynormous wood bar, giving the place an 1850s Western saloon feel, and a back patio. The menu is a nuevo blend of monster burritos, signature Hammer Back burgers, chicken tenders and an amazing selection of sandwiches. Hammer Back Bar & Grill continues the gaming fun with ping-pong tables and shuffleboard. It is a great space for private parties and business presentations. Long was happy to say, "We have a lot of group activities there. In the summer we host happy hour out on the patio and there are 14 TV monitors, which easily converts the space into a fabulous sports bar." Local bands take over the space on weekends when the facility has live entertainment. The Hammer Back Bar & Grill is so flexible it can even be used as a theater with a seating capacity of 415 people. It is also available to serve the community with meetings, leagues and tournaments. The third restaurant is the Snak Shak, located right off the arcade and batting cages. It also offers an outdoor patio with picnic tables. There you can check out Long's favorite treat, the amazing Angus Dog, a super-size meat lover's hot dog. There are also healthful choices among wraps, homemade pizzas, and "yummy sundaes." Though adult beverages are available throughout the facility, the arcade and Snak Shak are the only areas reserved for families and children, so no alcohol is allowed in the indoor gaming area. For Long and his partners, it was important that everyone in the area have a chance to participate and enjoy Good Time Olean and all it has to offer. They have a lot of youth leagues and youth activities, so they do their best to keep prices as low as possible. Bowling is the focus, but people can 22

IBI

May 2014

substitute other games if they prefer. There's something for everyone, with standard pricing and matinee packages, group rates, and parties. They even have an event coordinator on staff. Good Time Olean's 42,000 square feet can easily accommodate up to 1,200 people using both indoor and outdoor spaces. And when those New York winters kick in, it can comfortably keep 800 people nice and warm indoors. Long and his partners came up with the name then, "We wanted to make sure fun was associated with the center." And they wanted a name that could work in any other community. For Long and his partners, it's not just about expanding their portfolios, however. They love the area and community. They want to see Olean and that northwestern part of New York State grow and expand. They donate and host many fundraising events as part of their efforts to work closely with their local school districts. These events help fund school arts and sports programs that have suffered drastic cuts due to economic challenges. They are doing all they can to make sure bowling teams continue to have a place in Olean's high schools. If you're planning a visit to New York City, don't forget to go “north by northwest”! The Empire State has a lot to offer, especially in a gem of an area called Olean. ❖

Anna M. Littles, a screenplay and freelance writer and producer originally from the Bronx, NY, now resides in Santa Monica, CA.You can see her work on YouTube, IMDB, or on her website at www.alittleLA.com.

COVER STORY

By Robert Sax

an Hurd had a dream of running an “old-school sports tavern” like the ones he hung out in while living in sports-and-beer-loving Chicago. He didn’t expect his dream to lead him into the bowling business, but the co-founder of the growing Tavern+Bowl chain isn’t going to stop now. A native of East Aurora, NY, Hurd started working in restaurants in high school and put himself through college as a bartender. After graduation he went to work in the restaurant business, learning the ropes from George Biel, the legendary 24

IBI May 2014

founder of the nationwide Houston’s chain. Hurd started at Houston’s as a bartender and ended up a corporate trainer, traveling across the country to sharpen the skills of the staff at the chain’s more than 50 restaurants. Hurd finally realized his dream in 2005 when he opened the Gaslamp Tavern in San Diego, another city that loves its sports and beer. The tavern became a hit, no small feat in San Diego’s bar-heavy Gaslamp District nightlife area. He and his partners

COVER STORY

IBI

May 2014

COVER STORY

followed up with the equally successful OC Tavern, a sports bar and live music venue up the freeway in San Clemente, CA.

Next Stop, East Village For their next venture, Hurd and partners envisioned another sports bar, this time in the burgeoning East Village area of downtown San Diego. Urban renewal, new apartments and condos and the advent of major league baseball at newly-constructed Petco Park had sparked a nightlife renaissance in the area. “All we wanted to do was to duplicate our success with the Gaslamp Tavern and bring that ‘locals' bar’ to the East Village,” said Hurd. “Then the landlord approached us and said ‘I've got a space coming up next door.’ It was another 5,000 square feet.” In his Chicago days, Hurd had worked at a boutique bar and bowling establishment called Lucky Strike that pre-dated the national chain of the same name. He and his partner had often discussed running a bowling and bar joint like Lucky Strike, and there wasn’t one in San Diego. If they were to take on the additional 5,000 square feet, the only thing that made sense at the time was putting in some bowling lanes. It was a better move than they could have imagined. "We opened our doors in September 2007 with a small restaurant and bar and six lanes,” recalls Hurd. “Immediately it was a huge success; we had a four and a half hour wait." By the opening day of baseball season in 2008, they had added another six lanes. Today Tavern+Bowl East Village takes up almost an entire block with 15,000 square feet and 12 lanes. Hurd hired James “Woody” Parcells to run the bowling operation. Parcells had been league coordinator for Kearny Mesa Bowl in suburban San Diego for several years, and still oversees league play there. “We convinced him to join us and he's been with us ever since,” says Hurd. “He's still a big part of our company and has been helping us with expansion and training of all of our new bowling staff.” Tavern+Bowl customers can bowl, play billiards, dine and drink and watch sports on big-screen TVs. Although it’s a boutique operation, Hurd sees his competition as the Lucky Strike chain and the big sports barrestaurants like Hooters, Buffalo Wild Wings and the Tilted Kilt. "With the success of East Village came a lot of inquiries,” recalls Hurd. “Brokers, landlords and developers came knocking on our doors." Tavern+Bowl now has three San Diego area locations, having added East Lake (Chula Vista) in 2009 and North County (Escondido) in 2010. In February 2014 they opened their biggest and most elaborate location yet, the Costa Mesa 55 Tavern+Bowl in Orange County.

IBI

May 2014

Each location has eight to 12 lanes devoted to casual open play. When doing consumer research, Hurd found that “casual bowlers were really frustrated when they went to a bowling center and all the lanes were taken up by league play. We made a commitment that we would never have leagues taking up our lanes."

Wearing the Skull and Cross-Pins The architectural design of Tavern+Bowl reinforces its edgy yet tongue-in-cheek attitude. The walls are adorned with original artwork by Hollis Branding Culture of San Diego featuring surfing skeletons, racing hotrods and other SoCal icons. Slogans such as “Take no prisoners” continue the punky pirate/outlaw theme. The omnipresent logo, also designed by Hollis, features a skull in a crown with two bowling pins in place of crossed bones. “A customer came in and said , ‘Look at this’," recalls Hurd. “He had our logo tattooed on his calf. When somebody decides to tattoo it on their calf, you know you have a cool logo." Each Tavern+Bowl strives for the feel of a neighborhood tavern rather than a chain restaurant, so design varies from location to location and reflects the local style. “A lot of work goes into identifying the neighborhood we're going into, and we create those design elements to fit that neighborhood,” says Hurd. “I want people to associate Tavern+Bowl with their neighborhood and think of it as their own tavern." While the original East Village Tavern+Bowl

COVER STORY

evolved in topsy-turvy fashion, Hurd brought in San Diego architect Derek Kitabayashi to develop the design and branding elements for the subsequent locations. Kitabayashi had designed interiors for several Karl Strauss Brewery restaurants as well as five Ruth’s Chris Steakhouse restaurants in California and Arizona. The latter chain prides itself on the individuality of its locations, and he used a similar approach to set the Tavern+Bowl venues apart from each other. Kitabayashi had never designed a bowling center before, and that allowed him to create something new by breaking the rules. He aimed for a design layout that would integrate the lanes with the restaurant and bar in way that would “respect the historical roots of taverns in a setting appropriate for the 21st century.” The minimalist look incorporates basic building elements such as laminated veneer lumber and poured concrete that Kitabayashi describes as mixing “the down-toearth, unpretentious comforts of a local hang-out with non-traditional, edgy bowling lanes.” He placed the lanes into smaller layouts of four and six or other unusual combinations, even setting the groupings in different directions in the Coast Mesa location. He then melded them with the bar area, creating “a vibe unlike traditional bowling alleys.”

Special events like parties and company gatherings are very popular, making up as much as 30% of Tavern+Bowl’s revenues. "It's a huge part of our business,” says Hurd. “For the East Village store we did about a million dollars of revenue from private events last year.” He expects the Costa Mesa location to surpass that impressive take. Hurd and his partners are now looking for more good spots for new Tavern+Bowl locations. The investment group he has put together is committed to another five stores and he hopes to open two new locations a year for the next three or four years. "Bowling numbers are at their best right now. Without a doubt it's the number–one participatory sport in the country,” says Hurd. “I think we're just at the beginning of the

Comfort Food and Craft Beer From the early days, Tavern+Bowl has featured food and beverages intended to be several notches above the norm at bowling centers. Kevin Roberts, an award-winning TV chef based in San Diego, created the original menu. It’s long on comfort food with a contemporary twist, including a grilled meatloaf stack, mac ’n’ cheese with pulled smoked chicken and poblano peppers, and pulled pork sliders. There’s lighter fare as well, from a Greek salad to ahi lettuce wraps. With the Costa Mesa location, Hurd hired top local chefs Scott Raczek and Rick Green to “turn the kitchen on its head” with a menu that mixes comfort food favorites with more healthful choices including vegan, gluten-free and Paleolithic diet dishes. Unusual new items include drunken goat cheese salad, a “Paleo” burger made from grass-fed beef, and the Munson pizza with bacon, arugula, fried egg and white truffle oil. San Diego is a hub of the craft beer renaissance, and Tavern+Bowl features as many as 40 draft beers including offerings from such prominent local brewers as Carl Strauss and Stone. The Costa Mesa location also offers cocktails. 30

IBI

May 2014

evolution of the older bowling centers disappearing and these boutique bowling centers popping up in your neighborhood.” Locals, keep your eyes open. Something smaller and better could be coming to your neighborhood. ❖

Robert Sax is a writer and PR consultant in Los Angeles. He grew up in Toronto, Canada, the home of five-pin bowling.

SHOWCASE KIDS’ UNIVERSE

Touchscore 3 announces a scoring concept that can provide flat-screen monitor conversions, new scoring graphics, and optional video distribution system with one CPU hardware replacement for legacy scoring. Use existing system hardware to save costs or replace everything new, Touchscore 3 with TouchDesk III is the lowest-cost path to new scoring. Starting as low as $3995 per lane pair including installation and flat-screens! Call New Center Consulting, Inc.’s owner Glenn Hartshorn for more information, (248) 375-2751 or glenn@newcenterconsulting.com.

MOTIV’S PBA TOUR STAFF

THEMING REVITALIZATION

MOTIV Bowling, based in Muskegon, MI, has announced the signing of two new bowlers to its PBA Tour Staff. E.J. E.J. Tacket Ronnie Russell Tacket, the 2013 Harry Golden PBA® Rookie of the Year, signed a 5-year contract. In addition, Ronnie Russell was also signed to join the Tour Staff. Russell won his first PBA® title during the 20122013 season. For more information on the Tour Staff and MOTIV Bowling products, go to www.motivbowling.com or call 800-235-8325. .

Creative Works is a designer and builder of entertainment venues. Enhancing established murals is a great way to increase value while staying within an affordable budget. Tilt Studio Solomon Pond in Marlborough, MA, is the sixth paint enhancement recently completed. Renovating brings customers back again and again while energizing employees with pride and confidence in their company. Visit THEWOWEFFECT.com or call 877-843-6348.

VECTOR PLUS IN FULL HD

NEW GAMING TECHNOLOGY

Brunswick’s Vector Plus scoring now displays videos, games and scoring on your big-screen monitors in stunning HD resolution. The entire Vector scoring library is now rendered in 1080p HD including every score sheet design and video exciter. No matter what customers are watching, it’s sure to blow them away…and help to keep them coming back. For more info, contact your Brunswick sales rep or go to www.brunswickbowling.com/products/vector-plus/vector-hd.

NEW LANE CLEANER

The Lind Shoe Company introduces LindsZERO™, an environmentally safe, new lane cleaner. LindsZERO™ is a solvent replacement with absolutely no volatile organic compounds. It can be used with any lane machine, is odorless, has no film, and is easily disposed of and non-hazardous. Most importantly, it works! Try it for free. Call 800-950-4568 to receive a free sample.

NEW SCORING CONCEPT

Switch introduces its new Switch Mini Series which will offer several themes, the first being Circus. This is a fullpackage system that comes in just the right size for children: smaller lanes, smaller and lighter balls, and an adapted scoring system with animation, 3-D character ball returns and effects that help create an entire universe. This is a great revenue generator and can be used as a stand-alone area or an add-on to a traditional center. Easy to install and move, Circus is a must-see. Email info@switchbowling.com for additional information.

IBI

May 2014

Intercard offers the latest, most advanced technology to create a positive customer experience. The iWave card reader features the fastest RFID and NFC technology on the market. Simply wave the playcard to check balances and play instantly. Increase gaming time and your bottom line. More than 1,500 facilities are benefitting from the iWave. Call 800-732-3770 or email sales@intercardinc.com for more information.

WEDDING SOCKS

Expert Hosiery is now offering custom-made Wedding Socks® A Special Touch for a Serious Bowler’s Special Day. Minimum order – 15 dozen per size. Available in XLarge, Large, Medium, Small and XSmall. All orders placed between March 1 and June 25 will automatically be entered in the Expert Hosiery iPad Giveaway to be held in June at Bowl Expo 2014. A leading specialist in basic, custom-logo and glow-in-the-dark socks, check out Expert Hosiery’s website www.funtimefootwear.com or call 336-495-9100.

INTRO

According to George n the last month I’ve spent quite a bit of time at conferences and trade shows. March was a busy month this year. The Brunswick Showcase started it off–Brunswick’s well-orchestrated, deep dive into the FEC for its existing and prospective customers. This was followed by IAAPA’s FEC Summit, a three-day immersive conference by operators for operators, which led into the Amusement Expo trade show. Someone once said, “If you think you know everything, you can’t learn anything.” That made a lot of sense to me when I heard it many years ago, and has motivated me to search out new ideas, understand trends, and ask questions, so I always look forward to industry gatherings. When I finally landed home after this three weeks in search of learning, three things stood out: (1) quality food and beverage is a critical ingredient to a successful FEC and all signs point to that continuing; (2) cinema companies are taking a hard look at packaging the FEC into projects anchored by cinema; and (3) the FEC business model is in very good shape. On the last point I draw my conclusion from the positive energy I found from current FEC proprietors at the shows, the continuing introduction of compelling new games and attractions from the FEC manufacturers, and the fact that FECs are relatively few in number compared to the universe of old-line, traditional bowling alleys. Judging from the great content in the seminars and discussions I attended, the FEC, once a novel concept, is maturing. With that comes a knowledge base to share and expand on, which should drive more efficiency and growth. The process continues. We hope you enjoy our latest edition of Beyond Bowling. Bowl Expo is right around the corner–next month in Orlando–and we’ll be there in our expanded Redemption Plus booth. Please stop by and say hello.

Scott’s Corner

t's spring fever. That is what the name of it is. And when you've got it, you want - oh, you don't quite know what it is you do want, but it just fairly makes your heart ache, you want it so! – Mark Twain Do you have it? Spring fever? I know I sure do! I’m just itching to change things up a little. This past winter has been tough all over the country, from the endless Polar Vortex in the Midwest and on the East Coast, to the debilitating drought on the West Coast. We are all ready for something fresh and new! In Beyond Bowling this month, we highlight a center that is literally changing lanes. At Woodland Bowl in Indianapolis, the management staff took a gamble and replaced lanes with an arcade. It looks as if this move has paid off for the center after crunching the numbers. In the final installment of Phil Huffman’s center makeover, we take a look at how well the center, re-branded as BAM!, is doing from an operational and financial standpoint. Huffman has taken a long, hard, honest look at the process that created BAM!. Hopefully you will find inspiration in Huffman’s journey to success. And if you are looking for a new and efficient redemption option, read our article on the new Baytek Prize Hub. The Prize Hub offers automated state-of-the-art redemption services. It is completely customizable and expandable. So, let’s make a change! Let’s make a fresh start!

Scott Frager

Publisher and Editor, International Bowling Industry

George McAuliffe

President, Pinnacle Entertainment Advisors

IBI

May 2014

FEATURE

Changing Lanes In Indianapolis, Woodland Bowl reinvents itself by changing 10 lanes into a new and expanded entertainment area.

By Mark Miller nyone who has bowled at Indianapolis' famed Woodland Bowl knows its history as one of the largest and busiest centers in the nation. Nobody has understood that better than Jim Doty, the long-time general manager of the parent Royal Pin Bowling Centers chain. But he also realized a place nearing its 40th birthday couldn't stay the same for long. “The area around Woodland is a very high-income area,” he said. “This part of Indianapolis has always been the place to live. We're right near Carmel, which is the high-end area where people drive BMWs, Porsches, and Acuras. “The center does very well. It's one of the highest 80-lane centers for leagues in the country. But we knew we had to change something,

IBI

May 2014

The key staff at Woodland Bowl, from left to right: Julia Guillon, assistant general manager; Ken Howard, general manager of Woodland Bowl; Julie Postma, general manager of the laser tag and arcade; and Jim Doty, general manager of parent company Royal Pin Bowling Centers.

The pirate-themed exterior ties into the mini-golf and laser tag theme.

though we didn't know what that would be at first. We wanted to offer a product the clientele is interested in purchasing. We needed to change what had been a bluecollar center into something else.” That something else was a 12,000-square-foot entertainment area unveiled in November. It was created by removing 10 lanes and two meeting rooms, renovating the old concourse and other areas, and replacing them with interactive activities. Designed primarily for ages 830, the changes have succeeded. “It's been a very positive influence on the center,” Doty said. But why the upgrade? After all, Woodland added a 36hole miniature golf course in 2009 and has stayed on top of most areas through the years. But there still was an outdated arcade with 30 games and redemption area in the middle of the center, remnants of its 1976 opening. Plus there was the neighborhood. “You have to remodel your center according to the demographics you are in,” Doty said. “If you don't, you are very foolish.” Doty engaged Paradigm Design of Grand Rapids, MI, for the interior design and layout. He hired Indianapolis' Wurster Construction (owned by Royal Pin proprietor Russ Wurster's nephew) as general contractor. With additional help from Creative Works from nearby Mooresville (laser tag) and Shaffer Distributing of Columbus, OH (gaming system), the new area was created. The old concourse and mini-golf entrance became the new game and redemption section. The former 10 lanes became the two-story, pirate-themed laser

IBI

May 2014

frenzy arena while the old bar replaced the former arcade area. Also added were plastic swipe cards to hold and dispense points on the 46 visuallyappealing games. Those points can be used in the redemption section that closely resembles a toy store. Woodland is part of the Royal Pin chain that began with three 80-lane centers in the 1970s.The first was Expo Bowl in 1974 on the southeast side of Indianapolis. Woodland came two years later on the far north side, with Western Bowl completed in 1978 near the airport. Southern Bowl, a 40-lane establishment in Greenwood, was purchased in the late 1980s. The chain also previously bought and sold three other centers: Jubilee, Sport and Lyndhurst. “All of our centers have modern scoring and new seating,” Doty said. “The carpet is in good shape. We don't let our centers run down.” Woodland is serving as the de facto guinea pig for the chain with its major changes. “This one we wanted to try something different,” Doty said. “We may do this at Southern later.” Doty said the final inside work included the largest bar, front counter, a snack bar and one restroom. The new area is part of an overall renovation of the 80,000square-foot center that started last summer. Included was remodeling of the restrooms, control center, food service areas and front lobby. There also is an upgraded cafe lounge with couches and an upscale restaurant and bar. Lanes 1-14 have glow lighting with drop-down monitors The arcade area increased the bottom line over the holiday vacation.

As the upgrade enters its final phase, the lanes are refreshed with new seating.

and a portable wall to separate the boutique lanes from the others. Anyone wanting more than 14 lanes can have the wall moved accordingly. There's also new cloud-like lighting installed above the lanes with four lights each, for a visually-pleasing result. “We started on one end and worked our way down,” Doty said. “We've remained open the whole time with no disruption to the leagues or anyone else.”

league-based. About 50% of our revenue comes from leagues so we can't say 'screw you' to the leagues. “The question was how do you take a traditional center and adapt it to a boutique format. My problem is our leagues are getting bigger. We did what we needed to do for the leagues and had enough square footage to do what we needed to do [for the upgrade].” Woodland general manager Ken Howard leads the staff of nearly 70 people on the bowling side with about 14-15 mostly parttime people added for the new area. Overseeing the new section is Julie Postma, general manager of the laser tag and arcade area, whose background is in hospitality management and customer service. “It's a great enhancement,” she said. “We're told the laser tag—500 square feet—is the largest in the state. It's new, fun and exciting. We have tons of games. We have opportunities for birthday parties and other parties. People can spend the day here eating, bowling, drinking, and playing games.” Another newcomer is Bahamas native Julia Guillon, the assistant general manager, who spent the previous five years as event and sales manager for former BPAA president Joe Schumacker's center in Florida. “Our center in Fort Lauderdale was very heavy entertainment,” Guillon said. “We hosted huge events from recording artists to National Basketball Association players. This was a great fit for me and I'm excited to be here at the beginning to make their vision a reality. “Most of the top-of-the-line games allow the center to expand and break into the entertainment side of the business in a real way. There will be some people who come for laser tag and games and find out we have bowling and vice versa.” One of Guillon's focuses is the upgraded food service. She plans to add catering for businesses and more healthful menu choices for everyone thanks to executive chef Jennifer Fleck's talents. Looking over his revamped center, Doty is confident the changes have been in the best interest of the center, its parent company, and customers. Judging from public response to date, he is absolutely right. ❖

The Creative Works-designed laser tag feature has a pirate theme.

Because of the long league tradition at Woodland, keeping those customers happy was a key in the transformation. “Many of the new 12- to 14-lane centers are boutique with no league play,” Doty said. “Regular centers like us are more 40

IBI

May 2014

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

ADVERTORIAL

Baytek’s Prize Hub Opens Possibilities for Smaller Game Rooms By George McAuliffe n the world of family entertainment attractions the big change has been the move from video to redemption games. Redemption’s ascendance is a result of three major factors: you can’t do it at home, it appeals to a wide audience by age and gender, and the game life is longer–the merchandise provides the change that keeps players playing.

Centers without sufficient space and sales volume to support an attended redemption counter have missed out on this trend. That’s not necessary any longer. Automated redemption centers have come into their own and are ideal for smaller game rooms. Baytek, the maker of the legendary Big Bass Wheel, has now advanced the state of the art with Prize Hub. Prize Hub is modular, customizable by audience type or expandable as an operation grows. There is a main hub, the “brains” of the redemption

center, with three types of prize displays: capsule, spindle, and locker. In general, capsules accommodate 25- to 100-ticket prizes, spindles 100-2,500 tickets, and the locker, above 2,500. That’s a general guideline. One of the beauties of the Baytek piece is its flexibility which allows for a wide range of operator adjustments, easily changed. The main hub breaks new ground in several ways. One of the negatives of automated redemption centers is that they can be slow when parties break and at peak periods. You can deliver a great two-hour bowling, dining, and entertainment experience and blow it at the end with too-long a wait or a confusing redemption experience. To address this problem, the main hub features a touchscreen monitor, which shows the prize available, ticket price, and the player’s ticket balance in real time, and the player is free to select up to six prizes at once. The intuitive nature of the touchscreen itself helps the process go faster, reduces selection errors, and allows ticket “savers” to consolidate multiple receipts. Prize Hub does not have a ticket-eater feature. Paper tickets must go through a ticket-eater to convert to a bar-coded receipt. It A ticket-eater was sacrificed in the design because of the desire to speed up the transaction process. Of course, Prize Hub can read a ticket-eater receipt, as well debit cards, QR and bar codes. Baytek also offers its E-Volve thermal printer option for games. The innovation list goes on: Prize Hub provides options for operators to offer specials and sale pricing for individual merchandise items, programmed by day or day part, limited only by the operator’s imagination. The main hub display allows for advertising, with rotating screens allowing for ads, either in-house or paid advertising. It is multilingual, allowing the player to select one of five languages, instantly converting the displays. Finally, the computer brain manages all redemption transactions and reports all entries to the machine with time and date stamp. ❖

George McAuliffe is a 30-year FEC operator and president of Pinnacle Entertainment Advisors by Redemption Plus. Pinnacle is an industry consulting firm (www.grouppinnacle.com). He can be reached at (915) 5634370 or email gmcauliffe@redemptionplus.com. IBI

May 2014

SPECIAL REPORT

Firing Up an FEC Part 4:

Ringing the Register Phil Huffman compares the numbers for his business before and since it became an FEC, and he’s smiling.

By Fred Groh “

ould I do it again?” Phil Huffman ponders the question for the briefest moment. “An absolute ‘yes’,” he says, looking over the figures for the first five months since the grand opening of his FEC, BAM! (spelled just that way in his signage). Morphed from Huffman’s traditional bowling center, Century Lanes in Holland, MI, Bam added laser tag, a redemption arcade and an improved bar. “I think the transition [to FEC] is a requirement for survival.” Judging the stakes to be that high in today’s market, Huffman was appropriately thorough in probing the FEC option. He put 18 months into research. He looked at bowling conversions in Minneapolis, Chicago and Indianapolis, but did the comparisons primarily in Michigan. “We have a pretty unique economy here, being so heavily influenced by automotive and what the legislature is doing.” He shared his business plan with home-state FEC owners Mike

IBI

May 2014

Mohrhardt of Lucky Jack’s in Traverse City and Gary Richards of Stardust Family Entertainment Center in Saginaw and chewed on their reactions, carefully. “It’s never truly apples and apples. We put on a much larger laser tag arena [than Richards]; they have a better car count than we do [number of cars that pass the front of the building in a day].” He did a SWOT analysis and hired consultant Peter Starkel (Fun Advisors, Traverse City). Starkel, according to Huffman, was “the game-changer. That provided me with undisputable facts for this market. Without analytical market research it would have been, ‘I think this might work.’” nnn The FEC that materialized out of all this cogitation totals 10,500 square feet, including an addition to the Century Lanes building of 8,500 and the relocating of an interior wall. An “adult center that is familyfriendly” was the guiding concept in the development. Four zones are comprised in the layout. A family-oriented area contains the redemption games, laser tag and restaurant. Twenty-three public bowling lanes are prioritized for league players during the week and on-lane birthday parties for families on the weekend. The third zone is a six-lane boutique, which was already in place at Century Lanes, accommodating corporate customers. Finally what Huffman calls a pub, a space whose character changes with the day-part. “From 4 to 6, or 4 to 7, on Fridays [it] will have kids running around

in it. It’ll be parents after dinner [hour, while] the kids go play in the arcade. Once it’s 9 o’clock, the bands will start up,” Huffman explains. In fact, the focus of activity all over the FEC transitions with the hour and day of the week. That’s the key to the “familyfriendly adult center” idea—and to the marketing power of an FEC. Huffman didn’t invent that punch, but he capitalized on the innate advantage of an FEC over a traditional bowling center. It “comes organically,” as he puts it. nnn Being “real analytical when it comes to decision-making,” Huffman isn’t rushing to judgment about his FEC’s success.

It only had its grand opening the weekend of Nov. 8-10 last year. “The dice are still rolling down the table,” he says. He’s not entirely satisfied with his early promotion for the new center, thinking he could have been out pounding the streets and selling. And public reaction to the name change has been mixed. “I just felt that ‘Century Lanes’ had too much negative baggage associated with it–smoking and dirty and only bowling, whereas we’re a lot more than just bowling now.” But so far Huffman can point to “unbelievable Saturdays, and Sunday afternoons are quite good as well. We’ve been blessed with terrific crappy weather. Two years ago in March, I couldn’t buy a customer because it was 75 degrees out and today it’s 20.”

IBI

May 2014

Contrary to the weather, key numbers to date are nothing but sunny. Comparing Bam grosses for November 2013 through March 2014 against Century Lanes grosses for the same months in 2011-2012, bowling was up 16%, bar revenue rose 61%, and F&B boomed 92%. Total gross for the business hiked 59%, reflecting price increases, including 20% on the bowling side and higher-priced craft beers replacing cheap beers in the bar, as well as Bam’s increased patronage. (Comparable numbers for the same months, November-March, in 2012-2013 are not available because of a fire in February 2013 that gutted the kitchen. Huffman notes that November 2011-January 2012 figures were “basically flat” against November 2012-January 2013.) Century Lanes had no arcade, but after a flat first two months ? (baseline), gross from Bam games was up 25%, 43%, and 76% in January, February and March 2014, respectively. (See graphs.)

GROSS REVENUE GROWTH BAM! Nov. 2013 - Mar. 2014 Vs. Century Lanes Nov. 2011 - Mar. 2012

BAM! Nov. 2013 - Mar. 2014 Arcade

100

BAM!

43%

59%

16 %

61%

50 25%

Bowling

Bar

F&B

BAM! total gross

14 r. 20 Ma

4 201

201 Feb .

Jan .

Century Lanes

13 Dec . 20 13

Baseline Nov . 20

92%

BAM!

76%

Staff roughly doubled, from about 35 to 70, as did payroll. The tag, excluding insurance settlement after the fire: FEC addition, $1.5 million; the remodeling after the fire (new kitchen, concourse furniture, redecorating around the center), $500,000. Huffman estimates a seven-year payback. “Not a great ROI, but it’s not bad, either.” nnn At the end of March, Bam and its customers were still on their honeymoon. “Any fool can make a pile of money in [winter] opening one of these things,” Huffman observes. The real test will come in the rapidly approaching summer, when Huffman is determined to hold his own. “I’ve hired a sales person to handle a lot of the company parties that we anticipate. We’ve got a birthday party postcard promotion that’s starting soon. We have a lot of tourism here. We’re in the convention and visitors’ bureau [and] every front desk [hotel/motel] in town. We’re in the map when you go to a state park. Radio, of course.” Farther down the road, Huffman will face the challenge of keeping Bam exciting once the newness wears off. He’ll change out games to freshen the arcade and maintain the appeal of the laser tag by introducing new skill levels in the play. Bowling will benefit from a variety of new games in the QubicaAMF scoring system, BES X, where “we 44

IBI

May 2014

haven’t even scratched the surface, and we need to roll those out, maybe every other month.” nnn With an FEC, “We’re able to grow the customer. There’s more reasons for them to come in and to go to the different profit centers. They can stay longer. [But] I’m not comfortable giving the impression that if you do this [FEC conversion], you’re going to make money, guaranteed, which is what a lot of guys are looking for,” Huffman reflects. “I’m cautiously optimistic.” In a way, though, he had no other choice. If you don’t keep offering the customer something new, you’re growing stale, he believes. If your business is coasting, it’s going downhill. And then there’s Huffman’s age. “You always have to have that exit strategy in the back of your brain: when am I selling out? when am I retiring? If you’re a 60-year-old man, you’re probably not going to do this if you’re looking to retire in five years. But if you’re my age—I’m early 50s, I’m not retiring anytime soon—if I wait three years, then it becomes a question of should I do it or shouldn’t I? And if you wait five years, you’re that much closer to it not paying for itself, so what’s the point? I think the sooner you do it, the better. The need to do this is imminent, I think, for a lot of operators.” nnn The previous parts of this series appeared in August and November 2013 and February 2014. For a free reading, go to www.bowlingindustry.com and click on “IBI in Print” at the top of the page. ❖

Fred Groh is a regular contributor to IBI and former managing editor of the magazine.

DATEBOOK

MAY 1 QubicaAMF Webinar Series Marketing to Teens and Young Adults – BES X 2:00 p.m. Eastern https://www1.gotomeeting.com/re gister/621049192 7 QubicaAMF Webinar Series Better Guest Management with Conqueror Pro (NEW) 3:00 p.m. Eastern https://www1.gotomeeting.com/re gister/780871329 13 QubicaAMF Webinar Series Smart Lane Care: What Every Proprietor Should Know 3:00 p.m. Eastern https://www1.gotomeeting.com/re gister/749417808

19 Illinois State BPA BOD Meeting Landmark Lanes, Peoria Bill Duff, 847-982-1305 billduff@bowlillinois.com 20 QubicaAMF Webinar Series Drive More Corporate & Group Events – BES X 1:00 p.m. Eastern https://www1.gotomeeting.com/re gister/733612577 29 QubicaAMF Webinar Series Three Things to Put on Your Marketing Calendars to Attract More Kids & Families (NEW) 3:00 p.m. Eastern https://www1.gotomeeting.com/re gister/185306640

29 – June 1 3rd Annual Hall of Fame Xtravaganza Red Rock Lanes, Las Vegas www.bowlingmuseum.com/Xtrava ganza.aspx

JUNE 2-13 A-2 Pinsetter Training Program Moline, IL Frank Miroballi 540-325-7684 Frankm1441@aol.com 3 QubicaAMF Webinar Series Redefining Family Fun with BES X 1:00 p.m. Eastern https://www1.gotomeeting.com/re gister/256425896 11 QubicaAMF Webinar Series How to Run Your Center, Your Way with Conqueror Pro 3:00 p.m. Eastern https://www1.gotomeeting.com/re gister/861973089 22-27 Bowl Expo 2014 Rosen Shingle Creek Resort & Orange County Convention Center Orlando, FL www.bowlexpo.com

JULY 9 QubicaAMF Webinar Series Birthday Parties: Time to Change the Game (NEW) 2:00 p.m. Eastern https://www1.gotomeeting.com/re gister/864650881

IBI

May 2014

CLASSIFIEDS

EQUIPMENT FOR SALE REPAIR & EXCHANGE. Call for details (248) 375-2751. NEW & USED Pro Shop Equipment. Jayhawk Bowling Supply. (800) 2556436 or jayhawkbowling.com.

IBI

May 2014

CLASSIFIEDS EQUIPMENT FOR SALE FOR SALE: 24 wood lanes & approaches in excellent condition; AS-90 scoring system w/ 27 overheads, B/W lower monitors, cameras, front desk POS & back office command network system; Brunswick FrameWorx masking units; 8 Brunswick 2000 ball returns; and 18 AMF 82-70 pinsetters (single board chassis). (419) 227-7231 or email: Westgate@wcoil.com. See redline-products.com for replacement foul lights. Home of bowlingtrader.com.

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

SEL L

BUY

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

IBI

May 2014

REDUCED TO SELL! Automatic Scoring Systems: Steltronic SuperElex w/ flat screens & AMF Excel w/ flat screens. Used lane panels. Zot reconditioned Gloss Boss. Parts. (719) 251-1616 or knotritellc@gmail.com. NEEDING A NEW VENUE? Nightclub entertainment bowling is HOT. COMPLETE 4, 6, 8, (+) bowling packages with install. Complete 10-lane package just removed and ready to reinstall. Affordable. See tenpinartisans.com for custom ideas or call (970) 946-9933.

CLASSIFIEDS EQUIPMENT WANTED LANE MACHINES WANTED. We will purchase your KEGEL-built machine, any age or condition. Call (608) 764-1464.

MANAGER WANTED Don't miss your chance to grow with an Industry Leader! Looking for Experienced, Service-Oriented General Managers for our U.S. bowling retail center locations. Please check us out at www.brunswickcareers.apply2jobs.com for more details on our current openings. Act Now! Apply Today!

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@earthlink.net Visit us on the WEB! http://home.earthlink.net/~wb8yjf/

PROPRIETORS WITH AMF 82-70 S.S. & M.P. MACHINES Save $$ on Chassis & P.C. Board Exchange & Repair! A reasonable alternative for Chassis and P.C. Board Exchanges MIKE BARRETT Call for Price List

POSITION WANTED Accomplished District Manager with unique Operational, Team–Building/Leadership and Marketing skills seeking comparable position. Very organized, self-motivated, multi-task master with a “can do” attitude. Open to relocation. Johnmillen@optonline.net or (201) 657-4684.

SELL YOUR CENTER (818) 789-2695

Tel: (714) 871-7843 • Fax: (714) 522-0576

For FLORIDA CENTERS Call DAVID DRISCOLL & ASSOCIATES 1-800-444-BOWL 3800 Lake Center Loop, Suite B1, Mount Dora, FL 32757-2208 AN AFFILIATE OF SANDY HANSELL & ASSOCIATES

WWW.FACEBOOK.COM/BOWLINGFAN IBI

May 2014

CLASSIFIEDS SERVICES AVAILABLE Drill Bit Sharpening and Measuring Ball Repair. Jayhawk Bowling Supply. (800) 255-6436 or jayhawkbowling.com. AMF 5850 & 6525 CHASSIS. Exchange your tired or damaged chassis for an upgraded, rewired, cleaned, painted and ready-to-run chassis. Fast turnaround. Lifetime guarantee. References available. CHASSIS DOCTOR (330) 314-8951.

CENTERS FOR SALE NEBRASKA: 8-lane Brunswick center with bar, game room and restaurant. Active leagues. Call (402) 335-2095.

WWW.FACEBOOK.COM/BOWLINGFAN MINIATURE GOLF COURSES Indoor/Outdoor. Portable/Pre-Fab. Black Light/Traditional/Pro Putter. 202 Bridge Street Jessup, PA 18434 570-489-8623 www.minigolfinc.com

LOCKER KEYS FAST! •Keys & Combo Locks for all Types of Lockers. •One week turnaround on most orders. •New locks All types •Used locks 1/2 price of new

All keys done by code #. No keys necessary.

E-mail: huff@inreach.com CALL TOLL FREE

1-800-700-4KEY Orange County Security Consultants

IBI

May 2014

ALABAMA: 30-lane, well-established, profitable center with kitchen, lounge & pro shop. Real estate included. Located in thriving Huntsville. Russ Russell Commercial Real Estate (256) 536-7777. WESTERN NORTH CAROLINA: One of the top five places to move! Remodeled 32lane center. Good numbers. $3.1m gets it all. Fax qualified inquiries to (828) 253-0362. GEORGIA: Busy 32-lane center, real estate included. Great location in one of fastest– growing counties in metro Atlanta. 5 years new with all the amenities. Excellent numbers. Call (770) 356-8751.

CLASSIFIEDS CENTERS FOR SALE NE MINNESOTA: Food, Liquor & Bowling. Established 8 lanes between Mpls & Duluth w/ large bar, dining room, banquet area. Two large State employment facilities nearby. High six-figure gross. Call Bryan (218) 380-8089. www.majesticpine.com. EASTERN NORTH DAKOTA: 6-lane Brunswick center, bar & grill, drive-thru liquor store in small college town. Also, 3 apartment buildings with 40 units, good rental history. Call (701) 330-7757 or (701) 430-1490. LARRY DOBBS APPRAISALS. (214) 6748187. Bowlingvaluations@yahoo.com. NW KANSAS: 12-lane center, AS-80s, Lane Shield, snack bar, pro shop, game & pool rooms. See pics and info @ www.visitcolby.com or contact Charles (785) 443-3477.

SELL YOUR CENTER

(818) 789-2695

CENTRAL ILLINOIS: PRICED TO SELL!! 8-lane center with AMF 82-70s, full-service restaurant, pro shop. Plus pool tables, karaoke machine & DJ system. Asking $125,000.00 with RE. (217) 351-5152 or toms-uvl@sbcglobal.net.

SOUTHWEST KANSAS: Well-maintained 8-lane center, A-2s, full-service restaurant. Includes business and real estate. Nice, smaller community. Owner retiring. $212,000. Leave message (620) 397-5828. 16-lane center in Southern Colorado mountains. Great condition. 18,000 s/f building w/ restaurant & lounge. Paved parking 100 + vehicles. Established leagues & tournaments. $950,000 or make offer. Kipp (719) 852-0155.

IBI

May 2014

CLASSIFIEDS CENTERS FOR SALE CENTRAL NEW YORK: 12-lane center in great condition boasting may upgrades/improvements. Offers pro shop, lounge and restaurant, OTB, NYS Lottery, Quick Draw & gaming arcade. Great ROI! Established clientele and no local competition. $449,000. Call for pics/info: Jayne Wentworth, Broker, Kay R.E. (315) 264-1456. OKLAHOMA: 16-lane center w/ large laser tag, only arcade in area and thriving lounge. Steltronics SuperElex w/ 42” flat screens and refurbished A2s. Completely upgraded and remodeled. Owner financing and option to purchase shopping center for viable buyers. Business for sale apart from real estate. (719) 251-1616.

INTEGRATED SOLUTIONS FOR OPTIMIZING CASH FLOW

Expense Reduction Solutions • • • • •

Credit Card Processing Fees Lease/Rent Restructuring Telecom Rate Savings Business Insurance Premiums Payroll Processing Savings CONTACT:

Andrew Nadler, CEO

(240) 821 - 6900 anadler@summit-strategies.com www.summit-strategies.com Clients include:

SELL YOUR

CENTER OR EQPT.

FAST!

(818) 789-2695 52

IBI

May 2014

WWW.FACEBOOK.COM/BOWLINGFAN

CLASSIFIEDS

SERVICE CALLS WORLDWIDE • PRE-SHIPS • WE SELL

AS80/90 • BOARD REPAIR • Frameworx NEW KEYPADS • FRONT DESK LCD MONITORS

Michael P. Davies (321) 254-7849

291 Sandy Run, Melbourne, FL 32940 on the web: bowlingscorer.com email: mike@bowlingscorer.com

SELL YOUR CENTER

(818) 789-2695

IBI

May 2014

REMEMBER WHEN

1969 I

n 1969, YABA counted 15,522 leagues with 498,543 young members. Over 4 million adults bowled as ABC members. No wonder Danskin chose bowling to spotlight its sportswear. Always known for dancewear, Danskin sport togs wanted the boost from popular youth activities and a shot from on the lanes was just the ticket. The little girl might be struggling to get her fingers just right, but she looked well-put-together doing it. First, note the cost of this outfit, a total $13.50 for the spiffy sailorstyle pants and turtleneck sweater. Today, triple that and maybe you could buy a total ensemble. Next, check out the bowling ball in the background. The Danskin logo goes well with bowling! The simplicity of the ad is a great counterpoint to the times. Music

IBI

May 2014

ran the gamut from Elvis to Neil Diamond and from The Beatles to CCR, just to name a few. Movies saw edgier subject matter in Midnight Cowboy and Easy Rider. However, one thing remained constant: a person could bowl the night away and not have to take out a loan to do it. â?&#x2013;