FEATURE
Pin + Proof, Omni Louisville Hotel.
LET US
ENTERTAIN YOU THE HOSPITALITY INDUSTRY DISCOVERS BOWLING By Evan Henerson
T
he enticements of a vacation at a luxurious hotel or five star resort are already considerable. The pools, the sand, the bars, the recreation, the nightlife and the dining... sometimes it’s even consolidated all under one roof. Now, in a handful of strategically targeted places around the world, you can add another perk to the list of vacation offerings: on-site bowling. In some respects, the notion of checking into your room and then checking out a lane rental a few floors up is a thematic no-brainer. Hotels routinely operate tennis courts and golf courses on their property. Why not, then, an indoor sport with universal appeal like bowling? Why not, indeed, says John Roush, vice president of North American capital equipment sales for Brunswick Bowling Products, who notes that, “the concept of bowling and hospitality is not new. Hotels and resorts are offering more and more amenities to entertain their guests and encourage them to stay on the property.” Roush continued, “Enter bowling – a revenue-generating, recession-resistant, food-and-beverage driving entertainment offering that everyone loves to play. Bowling is just as much a fun night out for travelers as it is for locals.” Over the past few years, Brunswick has overseen the installation of high-end boutique bowling at properties located around the world. The facilities’ look, clientele, and surrounding environment have varied greatly. “Although each project can present its own unique challenges, it’s nothing we can’t handle,” Roush said. “For our hospitality partnerships, the installation process is relatively straightforward, bearing many similarities to what we experience when installing in a traditional center.” Ah, but these sites are anything but traditional. A pair of lanes located 44 stories above the earth in downtown Dubai may
seem an entirely different species from a speakeasy-themed hangout in Louisville, KY, or from a cozy 4-lane center plus bar at a Caribbean resort. The common denominator is, of course, a fun and memorable experience that is designed to have guests – and hotel visitors, if they’re allowed access – singing the venue’s praises. IBI spoke with operators of three of Brunswick’s recent success story properties in Louisville, Dubai, and Barbados about the challenges and rewards of pairing bowling and hospitality. Their answers - and the accompanying pictures – made us want to book the next flight out of town.
PIN + PROOF, THE OMNI LOUISVILLE HOTEL Shhh… don’t tell a soul… that jazzy Louisville, KY, hotel on 2nd Street has… keep it quiet now… four professional bowling lanes! Actually, it’s okay to go ahead and spread the word. The Pin + Proof at the Omni Louisville Hotel may be modeled after a prohibition era speakeasy, with décor and menu to match, but visitors and hotel guests alike are more than welcome. When they arrive, they’ll be pulled into the area’s local history. “Omni wants to bring the local color into our hotels,” said director of sales and marketing Eamon O’Brien. “During Prohibition, drinking took place illegally in all kinds of places, including hidden bars and bowling alleys. Since we are in Bourbon country, we wanted to incorporate both into a unique and intimate setting. Also, the Louisville Slugger factory used to make bowling pins in the 1890s which was another tie to our history.” A back alley neon sign ushers visitors into a lounge with IBI
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FEATURE assistance from Brunswick. “Omni is not a typical chain hotel,” O’Brien said. “No two hotels are alike, so our next new build hotels will be completely different from Louisville.”
THE 44 SPORTS PUB, DUBAI
Pin + Proof, Omni Louisville Hotel
period specific lighting and décor. The lanes themselves are bisected by a series of arches along with black and white historical prohibition era photos. The facility is open late afternoons until 2 a.m. and has been reaching capacity both on weeknights and weekends. The Pin + Proof uses Brunswick’s Sync scoring and management system, GS-X pinsetter, Frameworkx ball return and Anvilane lanes. O’Brien acknowledges that the mechanical side of the business has presented a bit of a learning curve, but adds that staff members are receiving continuous training and
When they set to work on The 44 Sports Pub on the top level of the Westin Al Habtoor City, Dubai, the operators may not have realized that they were installing the world’s highest bowling facility. That distinction makes The 44, as it’s come to be called, a conversation starter, but it’s by no means what is bringing people in. The pub has two lanes and the sound of pins clattering is pretty much a constant. “It’s a unique selling point,” Shane Rose Fran, administrative coordinator of the facility, said of the on-site bowling and sports bar pairing. “It has been very popular since the opening and we’re looking forward to developing the concept at other properties as well.” The brainchild of director of operations Philippe D’Amat, the facility is operated independently, not by Westin, and is accessible to the general public. To date, the majority of people who use the pair of lanes at The 44 have not been hotel patrons, continued on page 22...
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FEATURE ...continued from page 18
The 44 Sports Pub, Dubai
according to Fran. Bowling centers in Dubai are anything but rare. In fact, a cluster of centers is located along the water in the city’s northern region and also on the coast in Abu Dhabi. Unlike those largely family-themed centers, however, The 44 is a pub, with pool tables, bar games, and alcohol to supplement its games. The terrace - containing a second bar - looks out over expansive views. In its review of the facility shortly after its opening, Time Out remarked on the vibe of The 44 which they considered “East End London chic.” Using words like “edgy,” “refined,” “cool,” and “trendy,” the publication noted that the lanes, the facility, and the sound of pins clattering is pervasive. “There’s also a decent happy hour offering 50 percent off from 4 p.m. to 8 p.m. daily,” the review concludes. “And if the fact it’s the world’s highest bowling alley isn’t enough to keep you here, those deals should.”
The slightly deco-styled Lovers Lane is flanked by pictures of bathing beauties of both genders. Above the pins, a grinning Marilyn Monroe bends seductively over a bowling ball. The adjacent craft beer bar includes a wraparound bar with a built-in ice strip to keep the drinks cold. Ryan came up with the idea of adding bowling to the resort, a notion that he said was met with a certain resistance. In a part of the world where sun and fun is the primary draw, resort administrators thought guests might balk at the idea of being confined to a closed space. That didn’t happen. “Guests were in awe of our new addition and the fact that the space came with a bar and lounge area,” said Ryan, who expects Lovers Lane to be especially in demand during the rainy season in the Caribbean. “We thought having such an interesting game to offer during these periods would provide real-time entertainment for our guests without them feeling bored or lost. Having spent some time in
LOVERS LANE, SANDALS ROYAL BARBADOS RESORT There is no shortage of romantic options at the all-inclusive Sandals Royal Barbados resort, from the rooftop pool to the swim-up bars, whirlpools and countless water activities. You can grab a drink at any number of bars, engage in a candlelight dinner on the beach, or enjoy an intimate evening in one of the luxurious suites. A stay at the Royal Barbados also includes access to the nearby Sandals Barbados and all of its facilities making it essentially “two vacations in one.” But when a couple checks out Lovers Lane at the Royal Barbados, they are neither walking nor driving. As the name coyly but correctly suggests, Lovers Lane is a new 4-lane bowling alley, the first of what Sandals officials say could end up being a staple at future Sandals. The facility is free for guests and is targeted as yet another place on site where couples of all ages can enjoy a date. A craft beer bar sits adjacent to Lovers Lane, but the bowling comes with no age limit. “It’s a test model for future growth,” said Joel Ryan, director of groupthemed entertainment and children’s adventures at Sandals Resorts. “We have received rave reviews and have seen the overwhelming success, hence, we will be bringing bowling into our upcoming Beaches Barbados.” 22
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Lovers Lane at the Sandals Royal Barbados Resort
the Midwest, [bowling] was one of my favorite games, and I just wanted to recreate the experience for our valued guests.” At the Beaches resort, the lanes will be increased from four to six to accommodate the expected demand. “It’s sometimes a challenge,” Ryan said, “getting the guests to give others a chance to play when their times are up.” ❖
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.