international bowling industry magazine february 2014

6ISSUE AT HAND

It’s Not Aboutthe BowlingBy Scott Frager

8SHORTS

• BBBI & ‘MissionPossible’ team up.

• Mediocrityfinds its place.• Team Cobra

and Ace Mitchellare an item.

Compiled by Patty Heath

14PROFILE

Captain of His ShipIt’s full speed ahead for the

Navy’s Twin Pin Bowl withgeneral manager Ed

Andrews.By Fred Groh

20COVER STORY

Not Your Granddad’sCenter!

At Brunswick’s, youknow you’ve arrived(in the 21st century!)

By Robert Sax

CONTENTS VOL 22.2

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

IBI February 2014

PUBLISHER & EDITORScott Frager

[email protected]: scottfrager

OFFICE MANAGERPatty Heath

[email protected]

CONTRIBUTORSFred Groh

Patty HeathAnna M. Littles

Robert Sax

EDITORIAL DIRECTORJackie Fisher

[email protected]

ART DIRECTION & PRODUCTIONDesignworks

www.dzynwrx.com(818) 735-9424

FOUNDERAllen Crown (1933-2002)

12655 Ventura BoulevardStudio City, CA 91604(818) 789-2695(BOWL)

Fax (818) [email protected]

www.BowlingIndustry.com

HOTLINE: 888-424-2695SUBSCRIPTION RATES: One copy ofInternational Bowling Industry is sent free toevery bowling center, independently ownedpro shop and collegiate bowling center inthe U.S., and every military bowling centerand pro shop worldwide. Publisher reservesthe right to provide free subscriptions tothose individuals who meet publicationqualifications. Additional subscriptions maybe purchased for delivery in the U.S. for $50per year. Subscriptions for Canada andMexico are $65 per year, all other foreignsubscriptions are $80 per year. All foreignsubscriptions should be paid in U.S. fundsusing International Money Orders.POSTMASTER: Please send new as well asold address to International Bowling Industry,12655 Ventura Boulevard, Studio City, CA91604 USA. If possible, please furnishaddress mailing label.Printed in U.S.A. Copyright 2014, B2B Media,Inc. No part of this magazine may be reprintedwithout the publisher’s permission.

MEMBER AND/OR SUPPORTER OF:

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26BOWLING CLASSICBowling for Dollars –Take Two!In Detroit, the folks atBowling for Dollars haverejuvenated the brandwithout losing its appeal.By Anna M. Littles

31BEYOND BOWLING• Getting the story

right: Theming• Phil Huffman Series,

Part 3: The GrandOpening

54REMEMBER WHENValentine’s Daywith ArchieBy Patty Heath

45 Showcase

46 Datebook

47 Classifieds

THE ISSUE AT HAND

6 IBI February 2014

For all of those who were fortunate enoughto participate in this past month’s BPAASummit and heard the Thought LeaderPresentation by Mr. Howard Behar, formerpresident of Starbucks Coffee Company,bravo! You now know how one special personcan captivate an audience and reach straightdown to their souls.

For those of you who were not able to bepresent, Mr. Behar’s book called It’s NotAbout the Coffee amazing read that everybowling proprietor, manger and aspiringleader should purchase.

Sharing lessons in leadership learnedwhile he was growing a 20-unit coffee retailerinto one of the world’s most recognizablebrands, Behar really speaks directly to everyone of us as bowling center proprietors andindustry players.

Of his 10 steadfast principles, there aretwo that really stand out for me.

#1: Know Who You Are: Wear One Hat. As proprietors, we wear lots of hats:

entrepreneur, volunteer, family man/woman,community leader, etc. But there is one hatwe need to always stay true to: the hat thatdefines us as an individual. Or as Beharbetter describes it: who we are and who wearen’t. Each of us has to clearly define our owncore values, principles and purpose in life

before we can do the same for ourcompanies.

One of the things that makesStarbucks one of the world’s bestcompanies to work for is that thefounding fathers made acommitment to provide healthcare and stock options to allemployees. The barrista on MainStreet has the same opportunitiesto grow and prosper with thecompany as those at HQ.

#2: The Person Who Sweepsthe Floor Should Choose the Broom.

Behar beautifully lays out the concept that “people are not ‘assets’.”“They are human beings who have the capacity to achieve resultsbeyond what is thought possible. We need to get rid of rules—real andimagined—and encourage the independent thinking of others andourselves,” he writes.

He uses the analogy of the floor sweeper who, when tasked to do thejob, should be allowed to choose the tool that he/she feels will get thejob done the best way. Instead of, “Here’s a broom, do the best you can,”Behar suggests that the leader present several options and allow freedomfor the employee to choose the right one. Better yet, let the employeedesign his/her own broom!

You must read the section where Behar explains how one storemanager from Santa Monica, CA captured his imagination and brokeall the rules to create a product that now represents a $4 billion market.

Behar’s down-home and honest words will not only make you smile butwill bring a tear to your eye when reading about how a true leader stayedtrue to himself when faced with a terrible tragedy. It is nourishing foodfor thought for all of us.

Thank you, Mr. Behar. You’ve forever changed the lives of everyonewho has worked for you at Starbucks andeveryone who heard you speak at Summit.

– SCOTT FRAGER, PUBLISHERAND [email protected]

It’s Not About the Bowling

FIRE AND ICE

8 IBI February 2014

SHORTS

Maple Family Centers had its Lane to Go featured with 9-year-oldNatalie Savant of San Antonio, TX. Natalie has been on a quest tobowl in every state to raise money for a youth scholarship. She wasflown in to bowl in her 29th state on ABC’s Live with Kelly and Michael.Joe LaSpina, vice president of Maple Family Centers, donated theportable bowling lane on which Natalie proceeded to beat co-host

Michael Strahan, a former Super Bowl champion.This is not the first television opportunity for

this unique promotional tool; ithas been highlighted twice on theRachael Ray Show. The Lane to Gois just that, on the go.

‘LANE TO GO’ GOES LIVE

The December issue of Esquire had two great shots. One wasGeorge Clooney on the cover. Who coulddebate that! The other was on the inside

in a pictorial, “The WomenWe Love.“ Now KristinRitter is definitely worth theattention, but it is thebackground that grabbedus. Pinz EntertainmentCenter in Studio City, CA, isfeatured. Sort of.

LOOK BEHIND THE ACTRESS

WATCHMedia

This independent videowritten by Charlene deGuzmanand Miles Crawford has beengetting a lot of play on YouTube.Our star, Charlene deGuzman, isfinding it difficult to share her experiences, including bowling,with her friends who are engrossed in their phones. Really? Yes!We’ve all seen it, complained about it, and done it!

‘I FORGOT MY PHONE’

The Mediocre Bowling Association aims to be a leaguefor players who enjoy the sport but have a lot of gutter balls,off-target shots and low scores. The Staten Island league wasstarted by Dan Derwin and Hillary Scott and does all it canto celebrate bowling mediocrity—writing news stories aftereach tournament and online stats for the league and profilesof their bowlers. Once a month, the 48-member chapter takesover the Showcase Entertainment Center.

“We treat everything as official as possible, but verytongue-in-cheek,” explains Scott.

With the season conclusion, the top seven bowlers andone wild card compete for the Munson Cup, named afterWoody Harrelson’s character from Kingpin. The winner getsto keep the trophy for the year and the league has a “hangingof the banner” ceremony at a local bar. However, if bowlersget too good, they need to find somewhere else to play. Anaverage of 140+ is the cut-off.

The Derwin/Scott duo would like to expand the associationand are in talks with friends from Buffalo and Lancaster, PA,who want to start their own chapters. Check out the website:http://thembastinks.com.

A NEW YEAR’S GOAL:

MEDIOCRITY

For some reason, a lot of snow brings a goodly numberof fires. Whether related or not, bowling centers seem tobe particularly vulnerable to this phenomenon.

Burnt Hills Lanes in Burnt Hills, NY, was reduced to ashesafter a fire raged through the center. The building was builtin 1959 and housed 24 bowling lanes, a snack bar and arecreation center. With the intensity of the blaze and thecrumbling of the roof, the structure could not be saved.Owners Michael and Tara Saccia had been working onrenovations to the property, which included a new snack barfacility, a scoring system, new lanes and a new roofcomponent. The work was close to being completed.

Other centers that recently experienced fire were ParkBowl Lanes in Cissna, IL, which was destroyed; AMF Townand Country Lanes inShrewsbury, MA, with$25,000-$50,000 indamage; and the RoseBowl in Mason City, IA,which was damagedbut not lost in a fire ofundetermined origin.

FIRE AND ICE

The aftermath of fire at Burnt Hills Lanes

10 IBI February 2014

SHORTS

The owners of Del Lanes in Delmar and High Point, NC, have addeda third center to their domain. Bill Cornell, Don and Mandy Herrington, andMarv Sontz have purchased Spare Time–East Greenbush from BowlNew England. BNE has recently shifted its business approach to focuson family fun centers which incorporate laser tag and redemption games.

A Mayville, WI, bowling center will again come to life. Richard Hafemann,owner of the Bridge Street Pub, has purchased the building which was hometo Spare Time Bowl, which closed three years ago. The new center willbe Richie’s Lanes. “I have to do a lot of remodeling,” Hafemann said. “Iplan on turning it around and turning [it] into a nice establishment again.”

A reopening has taken place in Tomball, TX. Tomball Bowl is under newownership. Owner Scott Holmes with his wife Janet, said, “The buildinghas been here since 1984 but our bowling alley has been open about fiveor six weeks.” The previous establishment had a less-than-stellar past,but the Holmeses look forward to creating a good time and place for peopleto enjoy. The new center, according to Scott, is clean, safe and a fun, familyplace offering bowlers brand new AMF SPLII lanes.

EXPANSIONS, OPENINGS& NEW BEGINNINGS

Allied Bowling Corporationis a new capital equipmentcompany specializing in themanufacture of full-size andmini bowling products,launched by Mark Marchido,president and CEO, and BrentDyer, head of sales. Started inlate 2013, it offers a widerange of services includingbusiness planning and newand used bowling equipment packages, parts and assemblies.

To add to its team, Allied has brought on board Alex Gonzalez.Gonzalez brings 25 years of industry experience as a mastermechanic rebuilding and installing pinsetters and scoring andworking with string pinsetters both mini and full. Gonzalez willalso be responsible for technical support and will head up thepinsetter remanufacturing plant along with Latin America bowlingproduct sales.

Strike Ten Entertainment and theInternational Bowling CampusYouth Development departmentannounced the addition of BetterBusiness Builders International (BBBI) as a participating partnerin the Mission Possible challenge to certify 20,000 youth bowlersin 2014. Creators of the “Kids Bowl Free” program, BBBI will helpexpand the Mission Possible participating center base and assistin recruiting efforts to attract more kids to join.

“We have a database of over 2 million kids and families thatwe can effectively recruit to join one of the Mission Possibleleagues,” said Bruce Davis, president of BBBI.

“We are excited to have BBBI on board as a participatingpartner in this mission,” said Chad Murphy, IBC managing directorof youth development. “This truly is a team effort and shows thatall the stakeholders in our industry see the value in investing inyouth bowlers.”

Mission Possible marketing kits are priced for all proprietorbudgets and each comes with all the materials needed to marketand promote the program locally, including standees, posters,counter cards and customizable sales flyers.

ALLIED BOWLINGCORPORATION IS LAUNCHED

Left to right, Allied Bowling’s AlexGonzalez, Mark Marchido and Brent Dyer.

BBBI JOINS MISSIONPOSSIBLE CHALLENGE

Team Cobra Products hasannounced that Ace MitchellBowlers Mart is now theexclusive U.S. distributor ofits rental shoes. In addition,“Cowboy Bob” and BrendaShaffer of Team Cobra havejoined forces with Jeff Mraz atAce Mitchell.

Ace Mitchell’s distributorship inventories every majorproduct and brand of bowling center and pinsettermaintenance items, consumer bowling products, andpro shop equipment and supplies.

Team Cobra has been in business since 1981 offeringwrist supports and rental shoes.

ACE MITCHELL IS ‘EXCLUSIVE’FOR TEAM COBRA


SHORTS

The beginning of the year is the perfect opportunity to enjoy and donatetime and funds to help organizations, institutions and your own community.Here are some of the events recently held around the country.

Presidents Day, Feb. 17, will kick off a joint venture with the Owasso,OK-based Folds of Honor Foundation and Ebonite called Patriot Bowling Day.A nationwide effort held at centers throughout the country, the goal is tocollect donations to help fund education scholarships for the families of thosekilled or disabled while serving our country.

Parkside Lanes in Aurora, CO, was the site for Bowling Against Bullyinghosted by PEAK (Promoting Enrichment and Kindness) and NEH Foundation,an anti-hazing organization. The event, designed for parents, featuredbowling, raffles and guest speakers.

The MJH Foundation, named in honor of Michael Holtz, a sailor who waskilled in a 2006 submarine mishap, held a benefit at Madison SquareLanes in Lakewood, OH. The foundation was established to provide financialsupport for veterans and their families.

Laser Alleys Family Fun Center in York, PA, was the place for a HumanLife Services fundraiser, Bowling for Babies/Laser for Life. The event supportsservices for women and their families who are facing an unplannedpregnancy.

Kamping And Recreational Experiences (KARE) and individuals withspecial needs gathered at Linn Lanes in Canton, OH. While the organizationhas many fundraisers, the annual bowling event is the most popular. Lastyear $11,000 was the highest amount ever received.

Camp Lotsafun, a Northern Nevada organization providing recreational,therapeutic and educational opportunities for individuals with disabilities,hosted a bowling event at the National Bowling Stadium in Reno. Includedin the ticket were three games of bowling, free parking, bowling shoes, asilent auction and chances to win raffle prizes.

Two charity events in one tournament were held at Midway Lanes inMandan, ND. Money was raised for Pam’s House, an emergency shelter forwomen and children made homeless due to domestic violence, and for theJesse Hillard Scholarship Fund, named for a Mandan youth who died in anaccident in 1995. Since its inception in 1995, the bowling tournament hasprovided $77,926 for local causes.

Not to forget Typhoon Haiyan which struck the Philippines in Novemberkilling 6,000 people and leveling entire cities, the Testa family, who have familymembers in Cadiz and Capiz, hosted a Bowling Night for Typhoon Reliefat their bowling center, Rockaway Lanes in Rockaway, NJ.

Nearly 600 people visited West Valley Family Bowl in Tracy, CA, to raisefunds for a liver transplant for a local resident and veteran, Richard W.Bandy Jr.

The Famous Idaho Potato Bowl began its bowl week activities with theStrikes for Spuds charity event at Pinz Bowling Center at the Wahooz FamilyFun Zone in Meridian, ID. San Diego State and the University of Buffalo joinedefforts to raise a donation of 1,700 pounds of potatoes to be given to twoBoise-based charities and two team-hometown charities.

What is your center doing? Email Patty Heath at [email protected]

OD

WIL

L C

EN

TR

AL

There is no rest for those whohelp, and that could not be truerthan it is for Arizona Cardinalslinebacker Daryl Washington andArizona Diamondbacks relief pitcherDavid Hernandez, who stepped up

and joined forces after the holidaysunder the auspices of Strikes ForKids to benefit the PhoenixChildren’s Hospital Foundation byhosting a bowling tournament.

Let It Roll Bowl & Entertainmentwas the place and the tournament

welcomed all ages and skill levels.Washington and Hernandez not onlybowled but interacted withparticipants, signed autographs andwere available for photos with fans.

Strikes for Kids is nonprofitorganization that partners withprofessional athletes and sponsorsbowling and golf tournamentsacross the US.

STRIKING OUTFOR KIDS’ CANCER

✴ ✴ ✴ ✴ ✴ ✴ ✴

Daryl Washington

David Hernandez


PROFILE

d Andrews managed a 64-laner for a year, then a 12-lane house for eight,and now he’s been running a 6-lane center for seven years.

“Sounds like I’m going the wrong direction,” he laughs.Not according to the money numbers.In his first year at Twin Pin Bowl at Naval Weapons Station Yorktown (Lackey,

VA), his current address, he doubled sales. In March 2013 he was up 37% overthe preceding March. A year ago, last fall, he had to open his doors for anadditional six hours a week (two on Friday, four on Saturday) to meet the demand.

Yorktown is a very small Naval base—the sailor population is about 500—in theTidewater (Hampton Road) slice of the Virginia coast, where U.S. military presenceis very large. The Navy alone has four major installations in the area. Military retireesare prominent in Tidewater’s population of 1.6 million or so. Andrews’ center drawson the whole area.

Fortunate, because Twin Pin could not sustain itself on Yorktown’s sailorpopulation, Andrew says. Late-night workers and ship’s personnel on liberty

make it viable. And Andrews’ “paradigm shift,” as he calls

it, has made the center very profitable.“When I came in, the place was traditional

bowling. A lot of beer signs, a lot of blow-upbeer advertisements. The place was dead. Isaid, ‘We’re going to do parties.’ The previousmanager was doing a few but he wasn’tstressing it; we were relying on drop-in bowling.

“I decided I would have to makecommitments like “a party on Thursday twomonths from now, 7 to 9, and that would blockus from scheduling other events like a leagueor relying on drop-in traffic for that time. Thecommitment is what made it a paradigmchange. We’ve turned the whole atmosphereof the place into entertainment.”

Andrews has only one league, which hestruggles every season to floor. Pre-dating his

By switching the focus from traditional bowlingto parties, Ed Andrews is catching the limit atthe Navy’s Twin Pin Bowl.

By Fred Groh

E

Ed Andrews at hiscommand center.

Photos byMark Piggot


PROFILE

16

taking over the center in 2006, the league has been down to three-manteams, risen as high as five per team, and currently stands at four.

Parties are most of the business. A big percentage of them markbirthdays but Andrews does a lot of office parties, retirement and re-enlistment parties. The day we talked, he had scheduled eight parties.“I mean we booked the whole center for two-hour blocks.”

He had re-booked most of the 2013 Christmas season. “As soon asthey’ve had the party, they’re booking for next year,” he reports.“Weekends, we stay booked at least one to two months ahead. If youreally want your particular weekend and the time you want, you haveto call three months ahead.

“Our customers aren’t just loyal customers, they’re advocates,” he noteshappily. “When someone calls up for a party I ask them how they knowabout us. ‘Have you been here before, have you had a party here?’ If theyhaven’t had a party, I’d say 95% or 96% of them say somebody told themthis is the place to have a party. They’re out there speaking for us.”

Constant upgrading has played a part in his hefty numbers. Andrewsimmediately put in new carpet when he decided to become a partyhouse, and added soft seating (“that goes over real big”). Now he bragson his top-of-the-line scoring and A-line sound and lighting.

He’ll run customer-supplied videos on drop-down projectionscreens, each of which spans two lanes. “If a person comes in for abirthday party and the kid’s into monster trucks—becauseI’ve had this happen—he’ll bring a video of monstertrucks and I’ll put that on one screen and music videos onthe others.”

A second move in Andrews’ successful shift is “the samething you’ll hear everywhere else, good service, and I prideourselves in the service we give.

“I’ve probably gone to 15 Bowl Expos and I’ve been toall the customer service courses, but also every time I go toa restaurant or when I go to Vegas, I try to watch and seewhat everyone else is doing.”

Andrews employs six part-timers, sometimes militarykids, currently two military wives. Three of the six are

students, which can raise scheduling issues. Sometimeshe has been the only one on staff in the center all day.Then he will cook, clean, attend to the lanes andmechanical needs if anything goes awry.

The third element in Andrews’ success stands in thebackground—his. In 1972, having graduated from college,he and his father bought a failed center in NewportNews, a city in the Tidewater area. By ’94 theneighborhood had deteriorated badly and three 40-laners had moved into the area so he sold it.

“I was pretty burned out from having to strugglewith it, so I messed around with real estate and stuff andthen went down to Florida. Joe Schumacker was acompetitor of mine here at one of the Fair Lanes centersand he and I had a good working relationship, so Icalled him.”

Andrews took over as manager of Schumacker’s 64-lane house in Lake Worth and spent 1997-98 there. Butfiguring Schumacker would be divesting himself of thecenter and not having yet brought his family down to LakeWorth, he thanked Schumacker and headed back northto Tidewater.

“Joe was big on having introductory products to getbowlers in the house. It could be a low price, a pizza-bowlpackage, a ‘family night out’ special, something to getthem in the door. His approach was, when they’re heretry to bring them to the next level of product; ultimately,we would like to get them into league bowling everyweek or more.

“Our spin on it here is we use our parties as ourintroductory thing. I get a lot of wows when they walk inthe door. They’ll pick up my flyers and I’ll start talking tothem about other programs we have, our pizza-bowl onWednesday, our glow on Saturday night, renting thewhole place.

“They come to the party, they see it, they’re impressed,now it’s our job to get them to come back. A lot of them

An ariel shot of the Naval Weapons Station Yorktown in Lackey, VA. (U.S. File Photo)

The snack bar is ship shape.


PROFILE

come back once; we’re trying to get them to come backmore than once.”

Looking around for a job back in Tidewater, Andrews foundone managing Seaside Lanes at a Virginia Beach Naval station(Combat Direction Systems Activity, Dam Neck). He ran it for eightyears. There, too, he doubled sales. Then administrativeconsolidation of Naval bowling centers in the area gave him anopening he could fill as manager of Twin Pin. It would save hima horrendous daily commute, so he grabbed it.

“All of the Navy centers in this region are different in theirclientele,” he’s learned. “When I was at Dam Neck it was ayounger customer base with a lot of trainees and they were therefor four to six months. Our lunch trade was huge. I would try to get theminto products that they could enjoy at night and weekends, products formore of a young crowd.

“The best center in our region is Little Creek Naval base, and they havea huge league base and older retirees from the military. Twin Pin didn’thave that younger base, league base or lots of retirees. We had to go toa different product to build a crowd. We went to parties.”

He reflects, comparing civilian and military management, “Running abowling center is pretty much running a bowling center. Other than notbeing able to sleep at night wondering whether you’re going to be ableto make payroll or afford the things you need to do to stay in business,or that someone is putting up a 40-lane center five blocks from you”—

the proprietor’s lot—“really it’s the same thing.”Except that Ed Andrews does it exceptionally well.

So well he was one of the BPAA Proprietors of the Yearhonored in June 2013 at Expo. ❖

The small and charming Twin Pin Bowl draws customers from thesurrounding area, not just the naval base.

Fred Groh is a regular contributor to IBI and

former managing editor of the magazine.


COVER STORY

By Robert Sax

IBI February 2014

COVER STORY

21

ndustry giant Brunswick has embraced the future of

bowling. Get ready for craft beer, gastro-pub food

and stylish design as the #2 chain of centers launches

its upscale “Brunswick’s” brand.

In February 2012 Jim Fox, president of Brunswick Bowling

Retail, initiated extensive research into contemporary

consumers’ wants and expectations from bowling and

entertainment. A survey of more than 2,000 people confirmed

what Fox and his team had intuited about their target

customers: they expect a high level of service and great food

and beverages when out for fun. Unless they can get this at

a bowling center, they are going to choose another form of

entertainment.

"We selected two consumer segments to really focus on,

and that’s consumers that really appreciate elevated service

levels and [those who want] a great food and beverage

experience,” says Fox. “Not that we're kicking anyone out. The

concept is accessible to all, and everyone is welcome.”

Active, Comfortable and Connected

Brunwick is pursuing “a new generation of leisure bowlers

who want a total entertainment experience,” Fox said recently

in the Chicago Business Journal. He defines the Brunswick’s

brand as “active, comfortable and connected.” ‘Active’

means giving customers bowling, arcade games and other

active entertainment. ‘Comfortable’ means giving customers

an environment that invites them to spend the evening

rather than play a few games and leave. ‘Connected’ means

giving customers a place where they can socialize with

friends and family.

There are now three pilot Brunswick’s locations in affluent

suburban locations outside major cities. Two are in the

The new Brunswick’s shinesin Marietta, GA.

I


COVER STORY

Atlanta area in Marietta and PeachtreeCorners/Norcross; those opened thispast summer. The third opened inOctober 2013 in the Chicago suburb ofBuffalo Grove.

The centers range in size from 40,000to 56,000 square feet and feature 34-40bowling lanes each. The Georgialocations were Brunswick Zone FECsthat had been around for more thantwenty years. The Chicago location wasan existing FEC that Brunswick acquired.

A Designer MakeoverA Designer MakeoverBrunswick enlisted award-winning

Chicago-area architect-designer JohnChipman to develop the winningconcept into a viable design. While this

was Chipman’s first bowling project, he has extensive experience designingfor the type of customer that Brunswick is courting. His firm, ChipmanDesign Architecture, is nationally-known for its innovative work with suchentertainment and hospitality leaders as McDonald’s, Buffalo Wild Wings,Red Robin, Blockbuster, and Disney World.

Chipman was excited about developing a new look suited to thechanging demographics of the bowling audience. “It’s absolutely the rightthing to do,” says Chipman. “The new demographic is people in their 20sand 30s. And it's not just bowling alleys; it's dining, it's movies, it'stheater. If you don’t [adapt] you’re going to die.” Chipman envisioned adesign tailored to the mostly suburban communities served by Brunswickbowling centers. It’s a hybrid approach between the traditional center andthe edgier urban centers like Lucky Strike. The result is a design that shouldappeal to the growing number of younger casual bowlers withoutalienating league players. “It still looks like a bowling alley,” says Chipman.

That may be true, but when a customer enters a Brunwick’s, he willinstantly know it’s not granddad’s bowling center. Instead of having totrek to the traditional service counter by the lanes, guests will be greetedat a reception desk by the door, in the manner of a restaurant or boutiquehotel. This is just one feature that highlights the increased level of serviceto be found at Brunswick’s.

The décor is clean and contemporary, with accents of natural wood andstone. The lighting is warm and plentiful without being overlybright. One of the signature visual elements is a lobby walladorned with columns of boldly-colored bowling balls onaluminum poles.

The laneside accommodations include plush couches thatencourage conversation and hanging out. Tables are tailored forrelaxed, comfortable drinking and dining while playing.

Another innovative feature is the lounge at the PeachtreeCorners location. Chipman removed several of the lanes andplaced an elevated “loft” bar in the midst of the bowling action.Bowlers and non-bowlers alike can enjoy cocktails and small-platedining or play billiards, building on the theme that bowling is just

Jim Fox, president of BrunswickBowling Retail, is pursuing a “newgeneration of leisure bowlers who wanta total entertainment experience.”

Jim Fox (at far left) with the staff of the Buffalo Grove center.

one part of the fun at Brunswick’s.

New Tastes with a Trendy TwistNew Tastes with a Trendy TwistThe most distinctive feature of Brunswick’s is the

introduction of better-quality food and beverages. Allthree locations feature Tavern ’45, an upscale restaurantand bar commemorating the 1845 founding ofBrunswick’s corporate forebear, the J. M. BrunswickManufacturing Company.

Nationally-known restaurant consultant TrifectaManagement helped develop Tavern ’45, drawing onexperience that dates from its roots at GameWorkschain. The menu features “distinctive American pubfare” including small-plate items perfect for sharingamong friends. “It’s comfort food with a twist,” saysMike Auger, managing partner for Trifecta, “with flavorsthat people crave that tie into trends that we seeacross the country.” At Tavern ’45 that includes suchtrendy dishes as Vietnamese pork belly tacos, Thaired curry chicken pizza, bacon-cheddar Angus burgers,and macaroni and cheese with smoked Gouda, whitecheddar and bacon.

Auger is also enthusiastic about the loft bar, whichcreates a new point of attraction. "The positioning ofit inside the facility says ‘hey, we're in the bar business.’"The full bar features premium liquors and specialtycocktails. There is an extensive list of draft and bottledbeer, with a focus on local craft beer. “The craft beermovement is not a fad,” says Auger. “It's definitely atrend and I think it's going to continue to grow."

Tavern ’45 is competitive with popular casual diningand drinking chains like The Yardhouse and B.J.’sBrewhouse, says Auger. Customers can enter througha separate entrance as well as from the bowling center,a design that should encourage business from thosewhose first priority is a good meal. The PeachtreeCorners location features an outdoor patio, an idea ofChipman’s intended to attract passers-by who maynot expect to find a good restaurant at an FEC.


Robert Sax is a writer and PR consultant in

Los Angeles. He grew up in Toronto, Canada,

the home of five-pin bowling.

Tavern ’45 offers “comfort food with a twist,” says Mike Auger,managing partner of Trifecta Management Group.

COVER STORY

Tavern ’45 competes with popular casual dining and drinking chains like The Yardhouse and B.J.’sBrewhouse. A separate entrance from the bowling center encourages business from outsidecustomers who are looking simply for a good meal.

according to company surveys. The PeachtreeCorners Brunswick’s scored an overall 97% satisfactionrate among first-time customers, compared to anaverage of 75% at traditional Brunswick centers.The recent improvements have allowed Brunswick’sto more than double its average bowling price, anindicator that customers are finding value in thenew concept.

The upgraded food and beverage service hasbeen very successful, with sales per game bowledtripling at the new locations, according to Fox.

A makeover like Brunswick’s has an upscale pricetag, of course. The budget for the pilot locations hasranged from $1- to $3 million each and constructionhas taken several months. Careful productionscheduling has limited service interruption; thecenters were open for much of the constructionwith only 4-6 weeks of complete shutdown requiredat each center.

The company’s short term plan is to continue to“value-engineer” the concept at the three pilotlocations, increasing the wow factor and streamliningcosts. There are no immediate plans to open moreBrunswick’s, but it could happen in 2014.

"The great thing about the newer concepts is thatthey are more contemporary than most traditionalbowling centers, which makes them more relevantwith consumers and more competitive with othercontemporary entertainment alternatives,” says Fox.“There's a lot of things people can do today, andwe're fighting for their dollars. But you've got to berelevant to them.” ❖

How They RollHow They RollLeague and casual bowlers are well-served. Every Brunswick’s features the

latest equipment and conveniences including an online reservation system,text paging for those waiting for lanes or restaurant tables, and automaticbumpers that can change from player to player on the same lane. There isa dedicated area where staff will help bowlers select the right ball, and bowlingshoes will be delivered laneside.

Although the industry-wide trend is towards casual bowling, Brunswick’soffers a variety of leagues for bowlers of all levels. In addition to traditionalcompetitive leagues, there are also year-round social leagues. Even self-proclaimed “lousy bowlers” have their own league.

Brunswick’s doesn’t disappoint the arcade gamers among its customers,either. All locations have arcades with an average of 30 games, a redemptioncenter and a debit card system for more convenient play. The game selectionwas handled in-house by Brunswick’s national director of games, Steve Veach.

The Chicago location has a 10,000-square-foot arcade with competitivemulti-player games and a custom laser tag attraction called Urban Mission.The Chicago-themed laser tag arena, designed by Creative Works, Inc., canaccommodate teams of up to 15 people.

Service without CompromiseService without CompromiseBrunswick has made a strong commitment to providing a high level of

customer care at Brunswick’s. That means hiring executives and managerswith experience in the hospitality industry, and investing in staff training that’srooted in a deep focus on customer service. The staff is trained to anticipateguests’ needs—not just respond to them. Whether a guest needs assistancepicking the right ball or even choosing the right craft beer, the team is readyto help guests make their time at Brunswick’s a stand-out experience.

“To infuse new thinking, we’ve hired talented, diverse individuals youwouldn’t typically find working in bowling,” says Fox. “For example, our vice-president of operations is a former senior leader of Starwood Hotels, andour vice-president of food and beverage is a 30-year-plus veteran of therestaurant industry.”

The Score So FarThe Score So FarCustomer response to the new concept has been very encouraging,


BOWLING CLASSIC

IBI February 2014

BOWLING CLASSIC

27

etroit, a city with a lot of nicknames such as “Motor City,” “Home of Motown” or “RenaissanceCity,” deserves America's respect and admiration in spite of its challenges. Detroit has a rich historyof being the capital of American ingenuity when it was the hub of the automobile industry and aleader in the music world developing that Motown sound.

When it comes to the sport we all love, Detroit arguably holds the title as the bowling capital of the world.Therefore, it makes perfect sense that Detroit's local TV station, WADL, would lead the way and bring backan old-school classic, Bowling for Dollars. The station's recent broadcast of an hour-long television special,The All New Bowling for Dollars, has caused a stir.

Gary May, the executive producer of the show, has a lot to say. First of all, Gary is not interested in reinventingthe wheel. He feels strongly that, "We need to bring local programming back, do it right and do it fresh."

In the ‘70s, the original Bowling for Dollars ran for eight years (1970-1978), and was the highest ratedshow in Detroit with half of the city's households faithfully tuning in. The special thataired this June was very successful. Now, WADL is making plans toreboot the series. Gary is staying true to the concept buthas expanded the show by providingopportunities for bowling

By Anna M. Littles

D


BOWLING CLASSIC

VILLA LANESDecatur, Indiana (20 Lanes)

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centers throughout the city to be featured along with contestants on TheAll New Bowling for Dollars TV show.

According to May, "Bowling is still bowling. Today, the sport hasrebounded as families are rediscovering that this is a great activity for allto participate in, a way to get people off the couch. Bowling centers arecleaner and brighter since smoking is no longer allowed. It's family-friendlyand affordable for everyone to enjoy."

The host of the TV special, Bob Allison, was the original host of theseries in the 1970s. Allison explained how he was bought on the showto replace a sports announcer who did not workout. In the ‘70s, he made aname for himself as a radiopersonality with his own hitshow, Ask Your Neighbor,a program he has beendoing for 35 years and whichstill maintains a strong loyalfollowing to this day. Allisonwas an ideal choice to comeon board as host for theoriginal Bowling for Dollarsshow, which was owned bythe Detroit News. In spite ofall the success the showenjoyed, it was cancelled dueto Federal Communications Commission regulations. These regulations forced the DetroitNews to sell Bowling for Dollars to a company that was not familiar with the Detroit market.These changes eventually ended the show’s run in spite of its huge ratings.

The All New Bowling for Dollars special will be rebroadcast periodically and will beclosely watched. Both May and Allison agree that Bowling for Dollars is a rare gem ofa show. It has proven itself with longevity in many markets thoughout the nation, where

local stations broadcast their ownversion of the show. What makesWADL's version special is that it willfeature the original host and pick upwhere Bowling for Dollars left off.

When WADL moves forward withthe series, it will use its website,WADLDetroit.com, along withFacebook and Twitter to advertiseand market the show. Participantswill be chosen via social media fromtheir local bowling centersthroughout the city. According to

May, WADL's All New Bowling for Dollarswill be mobile and travel around to differentsites and locales to tape the show.Audiences get to watch their neighborhoodbowling center being showcased ontelevision, along with friends and family.

The hour-long special includes thehistory of the 1970s Bowling for Dollars,while reintroducing the show to a newgeneration. Currently, WADL is consideringthe series as a half-hour show featuring sixcontestants per game. There will be cashprizes and perks along with gift certificatesfrom local businesses and restaurants. Nodoubt it will be a lot of fun with manyopportunities for people to participateand win.

The Motor City is a perfect fit for therelaunch of The All New Bowling for Dollarsshow. After all, it's America's RenaissanceCity and bowling capital of the world! ❖

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.


elcome to the winter 2014 edition of “BeyondBowling”! Exciting times for FEC developmentcontinue. If the activity in our booth at the IAAPA

show was any indicator, with a record number of visits fromnew and existing FEC clients, the trend is strong. Werecently signed our 60th FEC client, and centers now in thefourth and fifth year as an FEC report substantial results. Thebusiness model is working, with vigorous consumer demand.

A bowling-based FEC is a package that offers guests adesirable social experience outside the home. Bowling,arcade redemption, laser tag and other attractions providethe fun in a social setting. Enhanced food and beverageofferings complement the entertainment and round out aone-stop experience to compete with home entertainmentoptions. These components also provide a great place tocelebrate for birthday parties and both private and corporategroups.

In this edition we look at part 3 of our series on PhilHuffman’s Century Lanes in Holland, MI, covering the grandopening and the rebranding of the facility as Bam! Thisinstallment follows the early development and financingcovered in the first two articles. Robert Sax reports on thepower of theming to help define the FEC experience,sharing with us the insights of several industry thinkers. Weround out this edition with Mark Miller covering WoodlandBowl’s new upgrades.

As we get into the thick of the season, we hope you’llenjoy the information and put it to good use.

According to George Scott’s Corner

INTRO

W torytelling is, by its nature, personal, interpretive,and uniquely human. Dictionaries define a story asa narrative account of a real or imagined event or

events. When we share our experiences as stories, wepass on our accumulated wisdom, beliefs, and values.Stories connect us with our humanness, linking past,present, and future.

When an FEC wants to tell a story, theming becomes thevehicle of communication. Theming draws the guest in,creating a dynamic interaction between the guest and thecenter. Making that experience unforgettable is the work oftheming specialists, some of whom we highlight in “BeyondBowling” this month. The experts share how theming yourcenter can make smart business sense.

So, what is your story going to be? We think you’ll find somegreat ideas here.

S

Scott FragerPublisher and Editor,International BowlingIndustry

George McAuliffePresident, PinnacleEntertainment Advisors

35IBI February 2014

OPERATIONS

n the years following World War II, many once-busy amusementparks were in decline. Consumers wanted something better andflashier, and operators had to evolve or fade away. Enter

Disneyland, and the amusement park was brought back to life as the“theme park,” a format that is still hugely popular.

Today, bowling and family entertainment centers face the samechallenge the amusement parks once did. They have to evolve, andas they do they may owe more to contemporary theme parks andrestaurants and casinos than to any bowling center aesthetic of thepast. If you are planning to upgrade your center or build a new one,you should add theming to your list of things to consider. Otherwiseyou may miss the wow effect that you need to draw today’s consumers.

A STORY FOR EVERYONE“Theming is storytelling,” says Doug Wilkerson, a designer and

principal of Dynamic Designs and Associates (Birmingham, MI)

and Studio 41b (Winter Haven, FL) who has createdthemed environments for centers in the U.S., Europeand the Middle East. “It’s making the environmenttell a story, which creates an immersive atmosphere thateveryone can enjoy.”

Businesses from Las Vegas luxury hotels to fast-foodrestaurants have employed theming and storyelements to attract and engage their customers. Asa result, consumers have become more sophisticatedand demanding. “The bar has been raised so much,”says Wilkerson. “The perfect example is McDonald’s.They sell 99-cent hamburgers, but the newest locationsare like Starbucks, with warm and inviting interiors. Whyin the world do you think McDonald’s would put that

Theming creates a center that is involving, engaging and creative.It’s great for business!

The Theme Is Building Business

At Jupiter Bowl’s Black Diamond Bar in Park City, UT, the theme is après-ski food and entertainment in an upscale environment. Doug Wilkerson’s

philosophy of storytelling through design creates a quality experience.IBy Robert Sax


kind of money in an interior? It’s because it creates the impression that ‘thisis a quality place.’”

If people don’t get that same feeling when they go into a bowling center,Wilkerson says, it gives the impression that the owner doesn’t have his acttogether. But theming is more than throwing new paint on the walls andlaying new carpet.

"Theming is about creating an experience,” says Jeff Schilling of CreativeWorks, Inc. (Mooresville, IN), which has handled theming projects for RoyalPin Leisure Centers and Brunswick. “It encompasses many items frombrand identity to colors to the ambient sounds, the lighting, the entranceareas, signage and a host of other things. It's all about creating an experiencefor the guest."

BUILD ON YOUR BRANDBefore you can come up with an effective theme, you have to

understand your target customer and your brand. The earlier you do it,the better, says Schilling. When a prospective client says he wants helptaking out some lanes and adding a new attraction, "We take a step backto talk about the brand and why they want to make the change,” he says.“We will talk first about what is driving the change, who they are and whothey want to be.”

“I've seen centers that will go to an awful lot of expense adding newattractions but won't change their brand,” says consultant Peter Starkel,Fun Advisors, Traverse City, MI. That can lead to the perception that yourcenter is still the same old place it was before the renovations. Refreshingyour brand will help you attract new customers, and can keep establishedcustomers engaged.

Schilling has worked with many of the Brunswick corporate-ownedfacilities. “The new facilities, called Brunswick's, have a completely

redefined look and feel of the entire brand, andeverything is driven by that particular piece.And that's what we think bowling centersshould do today: look internally at their facilitiesto see what is the message they're trying toportray.”

Important questions to consider are:• How do we want to be perceived in the

market?• Who is our target customer? • Do we need to look into other areas to attractcustomers? • Are there other attractions pulling peopleaway from our bowling center?

“We will review and analyze the property,”says Wilkerson. “The key to good design is that

Doug Wilkerson of Dynamic Designs and Studio 41b ponders the creative experience.

Proprietors Detra and Darin Van Tassell of The Clubhouse.

The grand entrance to The Clubhouse in Statesboro, GA, sets the moodfor guests. Owner Darin Van Tassell believes that guests are coming tocreate memories and theming is critical to achieving that goal.

37IBI February 2014

it has to be immersive and cohesive. You can't just change the carpet andpaint the walls and say I've changed my center. You have to commit to aconcept that really changes the image."

Schilling takes a similar approach that he calls “renovating, reusingand refreshing.” "What we usually see from the bowling industryright now is you have a lot of operators that have centers that haveseen better days. They're a little tired,” says Schilling. “We will go intoa facility and look at what we need to change,we'll see what we can reuse or repurpose.”

Wilkerson sees theming as essential for ownerswho are following the trend to upgrade BECsand add more attractions. “Strong design helps‘re-image’ the environment so that guests entera cohesive, immersive one that enhances theiroverall experience. Without the right design,there’s the risk that guests might see a confusingand even overwhelming mix of attractions. Withit, guests will see your center as a place to havefun no matter what they choose to do.”

Transforming your center into something new andexciting will help you draw new customers. That’sespecially important when courting the verydesirable 20-to-30-something crowd, who havemoney to spend on entertainment and want to doit in a social environment outside the home.

At Brunswick’s, guests are greeted at a reception desk by the door,in the manner of a restaurant or boutique hotel. The decor is clean andcontemporary, with accents of natural wood and stone. The lighting iswarm and plentiful without being overly bright. One of the signature visualelements is a lobby wall adorned with columns of boldly-colored bowlingballs on aluminum poles.

"You want to have the look and feel of a place that's ‘not what youexpect’," says Starkel. “The benefit is the expectation that pricing is goingto be slightly higher, so that there's the ability to get more profit out ofbowling and out of your food and beverage."

BASEBALL THEME HITS AHOME RUN

The Clubhouse, an FEC in Statesboro, GA,makes a solid case for theming. The popular42,000-square-foot center draws guests from as faraway as an hour’s drive, including the city ofSavannah.

The Clubhouse’s theme is baseball. It camenaturally to owner Darin Van Tassell, who is a leadingfigure in the international baseball world and hasmanaged teams at the Olympic Games. But gettingthe most out of the theme required the help of anexperienced designer, theming’s equivalent of aveteran manager. For his project, Van Tassell choseWilkerson and his architect partner, Howard Ellman.The duo translated his baseball concept intotheming that says “baseball” from the concreteand iron interior recalling a 1950s stadiumconcourse, to the huge photos of Babe Ruth, tonaming the bar “Spikes” and the four-lane VIPbowling suite the “Skybox.”

Van Tassell notes the value of working with aprofessional theming consultant who understands

trends and what style goes with what. A consultantcan also be a calming and reassuring influence ona proprietor. “There are lots of talented people inour industry,” he says, “but they need others to helpthem realize their vision.”

Theming is not the only factor in The Clubhouse’ssuccess, but it is a significant one. "It does work,”says Van Tassell. “I believe that our guests want an

The iron and concrete interior recalls a 1950s stadium concourse, building on the baseball theme atThe Clubhouse.

The Clubhouse interior design echoes a baseball clubhouse.


experience. I don't think it's the games or the sport that they are comingto do. They are really coming to create memories and theming is criticalto creating those memories."

GOING ALL-INTheming budgets vary widely from project to project, and can go as high

as the mid-six figures. “The most important thing with theming is you haveto go all-in or not [at] all,” says Wilkerson. “If you don't, the guest has theimpression that you ran out of money or don't know what you're doing."

But there are ways to keep costs down and still get the wow effect.Focusing on one key element is better that taking half measuresthroughout the center. "Golden rule number one is having a grandentrance. An impression is set in less than five seconds,” says Wilkerson.“If people feel good about the entrance, they are going to assume that

your food is good, that your service is good,that it's a cool place to be."

Starkel notes that it’s getting easier toeconomize without sacrificing a designerlook. "We're getting more creative at creatingthat mood, that wow effect, moreeconomically than we used to. Lighting usedto be hugely expensive. Now you can replacethat $700 light fixture with a $70 light fixturefrom a Lowe's."

You can also use new themed elements ina limited way to build on existing themingand extend your brand. Royal Pin LeisureCenters of Indianapolis did that when itadded a laser tag arena as part of themakeover of its Woodland Bowl location.The center already had a popular pirate-themed miniature golf attraction calledPirate’s Cove, so it was natural to use a piratetheme for the laser tag arena.

The 5,500-square-foot, two-level Pirate’sQuest arena is a swashbuckler’s paradisefrom the full-sail murals to the ship’s wheeland other deck fittings that form the maze.“So many people are doing space stuff andzombie stuff,” says Royal Pin manager JimDoty. “We wanted to do a pirate theme topick up on our miniature golf. The customerresponse has been very good."

EXTEND THE LIFE OF YOURCENTER

In the end, the best reason to try themingmay lie in the power of a good story. If youdevelop a strong story for your center you cangive your customers a powerful way toremember you. If they remember you, theyare more likely to return again and again.That alone is worth a lot in boosting yourROI on renovations and in extending the lifeof your business.

That’s why Van Tassell is really sold ontheming. "I think it allows us to be here for 20,30, 40 years instead of 5 to 10 years," hesays. “I think I can be that blunt about it.” ❖

Robert Sax is a writer and PR consultant

in Los Angeles. He grew up in Toronto,

Canada, the home of five-pin bowling.

A Creative Works laser tag arena creates the wow effect for customers.

Themes can create a strong story for your center, which is important in order to earn repeat customers.


hil Huffman’s new place opened last November with a Bam! –literally.

The conversion of his traditional center in Holland, MI intoan FEC was delayed when a fire gutted the kitchen a year ago, butHuffman was quickly up and running again. He rebuilt the kitchen,added some floor space to better serve the customers he was certainhis FEC would draw, and upgraded along his concourse as he repairedsmoke and water damage.

He also decided on an incendiary new name. Century Lanes wouldhenceforth be BAM! – spelled just that way.

“I probably came up with 50 names andslogans,” Huffman recalls. “‘Philibusters’ wasone I liked. My name is Phil and there’s Dave &Buster’s, so ‘Philibusters’ was a little bit leading.”

And for a slogan? “Can’t stop talking about thefun.” “But who really knows what a filibuster is?”

So he and his wife, Beth, and project consultantPeter Starkel (Fun Advisors, Traverse City, MI)sequestered themselves to hash out thepossibilities. ‘Bam’ came out on top. “It’s a veryenergetic word,” simple and therefore good forprint advertising and an easy-to-rememberwebsite address (GoBamGo.com), and “Whenpeople get a strike—you don’t hear it all thetime but it’s not uncommon, either: ‘Bam I nailedthat one.’”

On opening weekend, Nov. 8-10, fourthousand people came in. Huffman had to turn

Opening with a

SPECIAL REPORT

PThe promotional buildup and opening day festivities at Phil Huffman’s new center.

The new Bam logo expresses the Huffmans’ energy and excitement for their businessventure.

By Fred Groh

Beth and Phil Huffman have reason to smile after their successful re-launch of their center.

Firing Up an FEC

Part 3:


some of them away, he was so packed.n n n

Before Phil and Beth bought Century Lanes in 2005, sheworked in an L.A. public relations firm while he wasdirecting on-air promotion for ABC Family Channel. Afterthe kitchen fire last February, Beth picked up her PRsavvy and turned to Facebook to keep customers from

drifting away while the center was closed for repair.“It was posting pictures, telling the story through

pictures so they understood the damage, how muchthere really was and why we couldn’t just open[immediately],” she says. The plan was to re-open forbusiness as soon as possible while construction on theFEC part of the building continued. As the August re-opening approached, she used the Facebook page toleak the upcoming date.

The day before the re-opening, the Huffmans hosteda special night for Facebook ‘fans.’ They called it a“Sneak Peek.” Ten dollars bought unlimited bowling andshoe rental. A hundred people showed up, all in all “afun way to drive more ‘likes’ to our Facebook page,” Bethjudges.

From that event, more photos for the Facebook page.Soon after, leagues were floored for the 2013-2014 season and“more traditional” Facebook postings, on the bowlers, followed.

“It was the same story over again” as FEC constructionwas winding up and the November launching of Bam drew near.The refurbished facility was going to have three anchors: 29lanes of bowling, including a six-lane boutique module; two-

level laser tag accommodating up to 30 players; and 43arcade and redemption games.

“I would show pictures of the room being built out, andthe progress, building excitement for that,” Beth reports.Waiting on the occupancy permit, the Huffmans wereuncertain exactly when Bam could open but wanted to doit as soon as possible. “So it was a last-minute announcement.We didn’t do a Sneak Peek but I did announce the date.”

Meanwhile, the Bam website was broadcasting a grandopening raffle with a grand prize of an unlimited, lifetime passto Bam. Other prizes included $100 and $50 pre-loadedcards for the arcade games, bowling parties, and laser taggames. Every entrant in the six-week contest received a $5game card.Emails were sent to 2,000 households identified in the Kids

Bowl Free program and another 1,500 from Facebook.Then a few days before opening, a postcard mailing went

out to households with incomes of $60,000+ and kids 8-14 years

The bar area’s clean design. The lounge area is designed for groups to talk and relax.

The sleek, private VIP lanes.

The new, upgraded kitchen, post-fire. Beth Huffman used her PR savvy and turned toFacebook to keep customers from drifting away while the center was closed for repairs.

IBI February 201444

old. More crucial to Bam’s success than toCentury Lane’s success, theydeserved special attention, Philthought. “I’m sure those kids havebeen here in the past but [Bam’s] asexier product. They’re a very

important part of our weekend afternoon business, which is what wewere driving to.”

Two press releases—one debuting the new Bam name, the otherannouncing the grand opening—went out near the end of October.

Paid advertising included ads in the daily (except Saturday) Hollandnewspaper and a radio package with a local classic-rock station.

The package included on-air spots and a remote from Bam onSaturday of the grand opening weekend. One customer interviewedon-air, a dad who had brought his birthday child for a party, could hardlystop talking about how great a place Bam is.

It was largely a last-minute promotion campaign. “We didn’t wantto try to compete with any of the Halloween messaging,” Phil adds.“It was a shotgun approach, I’ll admit it.”

It was also inexpensive—bottom-lining at “probably five grand.”n n n

Soft opening on Oct. 31 was untroubled by goblins except that thecommunications system linking the arcade games had to be rebooted a few times.A local supplier had failed to adhere to the manufacturer’s instructions.

Mainly, “We watched the customers. They’d be at a loss [about where] to putdown a beer bottle or a drink, so we ended up putting some tables there. Kindof watched the flow,” Phil reports.

“We were also fine-tuning the new hires”—30 of them. Laser tag games beginwith a 4-5 minute briefing about how the “phasers” (guns) work and how thegame is played. Players were being told that an emergency door is located inthe southeast corner of the building. “Well, a 12-year-old kid doesn’t know thesoutheast corner, so we changed their briefing to ‘in the back on the right wall.’”

n n nCustomers were “blown away” by the opening, according to Phil. The first day

after, he was happily very busy closingbusiness done over the weekend.

He believes the opening vindicatedthe idea that sparked and guided him allthe way through planning and buildinghis FEC.

“Adults won’t go into a place thathas clowns and balloons on the wall, notby their choice. It’s my contention thatif you market to adults and it’s still kid-friendly, kids will show up. Kids will goanywhere. We didn’t alienate kids,because we have games that kids willbe interested in. But you can spendmillions trying to get adults to walkinto a place that’s clearly designed [forkids]—primary colors and handprintson the walls and things like that—[and]

it’s going to attract kids, but it’s goingto alienate adults.”

n n nIn the next “Beyond Bowling” in

May, we talk to Huffman about his bottomline since the grand opening. Parts 1 and2 of this series appeared in August andNovember 2013; for a free reading, go towww.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.

The laser tag feature has been a huge hit with Huffman’s customers.

The arcade has games for all types of customers.

45IBI February 2014

SHOWCASE

NOVELTY PRODUCTSSierra Products’ website,NoveltyBowlingStuff.com, is theperfect stop for birthday partypackages, tournament sales, leagueprizes, glow bowling nights, andsnack bar sales. Most products canbe personalized with your centername or event name. Call 800-900-7695 for more informationor visit www.NoveltyBowlingStuff.com.

‘CRAZY PINS’Switch invites you to check out its graphicanimation friends, Crazy Pins. Each themehas its own personalized graphic styleconsisting of a set of 21 animations that represent each andevery score bowled. These graphics are simple and easy toadd. For more information, go to www.switchbowling.com.

‘REACTOR’ IS THE NEXTSTEPCreative Works introduced its newestproduct, REACTOR, at the IAAPAAmusement Expo in November. Thisattraction wields 144 LED touch sensorsand a state-of-the-art surround-sound system for the ultimategaming experience. This small-footprint attraction can acceptcoins, bills, or swipe-card systems. Built-in redemption capa-bility and bonus match play encourage high repeatability forplayers of all ages. Learn more at www.REACTORgame.com.

SOCKS, SOCKS &MORE SOCKSYou name the style, AlabamaWholesale Socks Inc. has thesock – men’s, women’s, kids’ and medical socks. AWS isoffering a Special Wholesale Starter Case, a $400 retailvalue, for $125 plus shipping and handling. Visitwww.bamasocks.com for varieties and availability or call 866-61-SOCKS.

MASCOTSSigns & Shapes International’s air-inflatedWalkAround mascots are a great investmentfor promotions, entertainment, education andfun. An internal air blower keeps the costumeinflated with fresh, circulating air. They accom-modate a wide range of wearers and allow forwalking, shaking hands and animating a larger-than-life character. Visit www.WalkAround.comfor more information.

SCORING SYSTEMQScore, from QubicaAMF, is partof the Conqueror Pro manage-ment system. Smart and amazing-ly affordable, QScore combinesquality, innovation with enhancedgraphics and more than 300 animations, and reliability. Its flex-ibility allows easy upgrades to optional QubicaAMF modulesand a full upgrade to the premium BES X system when thetime is right. To learn more about this scoring system or toget a brochure, go to www.quicaamf.com/QScore.

THE CLOUDIntercard offers a real “gamechanger” with its Cloud Technology,a safe and secure solution to infor-mation backup for the game room.Service and support is 24/7/365 andintegration and installation is seamless. Contact Intercard at800-732-3770 or [email protected].

PROFIT PLATFORMEVENTA Profit Platform Event – Bands onthe Lanes – event took place at HogPin Bowl, Lawton, OK. The centerjoined with a local Harley Davidson dealership and featuredthe George Brothers Country Band performing on the ProfitPlatform with a Harley showcased on the approach. This canadd another dimension to a bowling center’s opportunity touse its lane area to create special events that attract a broadbase of customers. For more information, contact GKMInternational, LLC, at 310-791-7092 or [email protected].


DATEBOOK

FEBRUARY 4-5Lasertag 360Hilton Garden Inn, Indianapolis, INKimberly Schilling @ CreativeWorks317-834-4770www.LASERTAG360.com

MARCH28-30World Bowling CoachConferenceIntl. Training & Research Center(ITRC)Arlington, TXwww.bowlingitrc.com

APRIL1-6PBA Tournament of ChampionsWoodland Bowl, Indianapoliswww.pba.com

MAY29 – June 13rd Annual Hall of FameXtravaganzaRed Rock Lanes, Las Vegaswww.bowlingmuseum.com/Xtravaganza.aspx

JUNE 2-13A-2 Pinsetter Training Program Moline, ILFrank Miroballi [email protected]

22-27Bowl Expo 2014Rosen Shingle Creek Resort &Orange County Convention CenterOrlando, Floridawww.bowlexpo.com

JULY14-16IBECA ShowPark Place Hotel & ConferenceCenterTraverse City, MIScott Bennett [email protected]

14-25A-2 Pinsetter Training Program Moline, ILFrank Miroballi [email protected]

24-26BCA Carolinas/GeorgiaAnnual ConventionSea Trail ResortSunset Beach, NCHoward Baum910-484-5178

13-1572nd Annual BBIA ConventionLoews Ventana CanyonTucson, AZwww.billiardandbowling.org

22-25USBC Convention and AnnualMeetingSilver Legacy Resort & Casino,Renowww.Bowl.com/convention

28 – May 9A-2 Pinsetter Training ProgramMoline, ILFrank Miroballi [email protected]

47IBI February 2014

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REPAIR & EXCHANGE. Call for details(248) 375-2751.

NEW & USED Pro Shop Equipment.Jayhawk Bowling Supply. 800-255-6436 or jayhawkbowling.com.


CLASSIFIEDS

BUY SELL

AMF • BRUNSWICK EQUIPMENT COMPLETE PACKAGES WORLDʼS LARGEST NEW – USED SPARE

PARTS INVENTORYALL AMF BUMPER PARTS, XS Q-BUMP,

DURABOWL AND GEN II IN STOCK

Danny & Daryl TuckerDanny & Daryl TuckerTucker Bowling Equipment Co. Bowling Parts, Inc.609 N.E. 3rd St. P.O. Box 801Tulia, Texas 79088 Tulia, Texas 79088Call (806) 995-4018 Call (806) 995-3635Fax (806) 995-4767 Email - [email protected]

www.tuckerbowling.com

EQUIPMENT FOR SALE

See redline-products.com forreplacement foul lights. Home ofbowlingtrader.com.

FOR SALE: “The Sanction Machine” byKegel is available. In great shape andworking well!! Wickless technology.Center out of business. For info call (404)804-4504 or [email protected].

Automatic Scoring Systems: SteltronicSuperElex w/ flat screens & AMF Excel w/flat screens. Used lane panels. ZOTreconditioned Gloss Boss. Parts. (719) 251-1616 or [email protected].

NEEDING A NEW VENUE? Nightclubentertainment bowling is HOT. COMPLETE4, 6, & 8 (+) bowling packages with install.See tenpinartisans.com for custom ideas orcall (970) 946-9933.

49IBI February 2014

CLASSIFIEDS

PROPRIETORS WITH AMF 82-70S.S. & M.P. MACHINES

Save $$ on Chassis & P.C. BoardExchange & Repair!

A reasonable alternative forChassis and P.C. Board Exchanges

MIKE BARRETTCall for Price List

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

ForFLORIDA CENTERS

CallDAVID DRISCOLL& ASSOCIATES

1-800-444-BOWL3800 Lake Center Loop,Suite B1, Mount Dora,

FL 32757-2208AN AFFILIATE OF

SANDY HANSELL & ASSOCIATES

WWW.FACEBOOK.COM/BOWLINGFAN

EQUIPMENT WANTED

LANE MACHINES WANTED. We willpurchase your KEGEL-built machine, any ageor condition. Call (608) 764-1464.

MANAGER WANTED

Don't miss your chance to grow withan Industry Leader! Looking forExperienced, Service-Oriented GeneralManagers for our U.S. bowling retailcenter locations. Please check us out atwww.brunswickcareers.apply2jobs.com for more details on our currentopenings. Act Now! Apply Today!

MECHANIC WANTED

FULL-TIME MECHANIC FOR AMF [email protected]; (828) 692-5039 or (828) 216-1221.

Full-time Brunswick mechanic for busycenter. Must have proven track [email protected].

(818) 789-2695

SELL YOURCENTER

OR EQPT.

FAST!


CLASSIFIEDS

Orange County Security Consultants

•Keys & ComboLocks for allTypes ofLockers.

•One weekturnaroundon mostorders.

•New locks -All types

•Used locks1/2 priceof new

All keysdone bycode #.No keys

necessary.

LOCKERKEYS FAST!

CALL TOLL FREE1-800-700-4KEY

E-mail: [email protected]

202 Bridge StreetJessup, PA 18434570-489-8623www.minigolfinc.com

MINIATURE GOLF COURSESIndoor/Outdoor. Portable/Pre-Fab. Black

Light/Traditional/Pro Putter.

POSITION WANTED

Accomplished District Manager with uniqueOperational, Team Building/Leadership andMarketing skills seeking comparable position.Very organized, self-motivated, multi-taskmaster with a “can do” attitude. Open torelocation. [email protected] or(201) 657-4684.

SERVICES AVAILABLE

Drill Bit Sharpening and Measuring BallRepair. Jayhawk Bowling Supply. 800-255-6436 or jayhawkbowling.com.

AMF 5850 & 6525 CHASSIS. Exchangeyour tired or damaged chassis for anupgraded, rewired, cleaned, painted andready-to-run chassis. Fast turn around.Lifetime guarantee. References available.CHASSIS DOCTOR (330) 314-8951.

CENTERS FOR SALE

ALABAMA: 30-lane, well-established,profitable center with kitchen, lounge & proshop. Real estate included. Located inthriving Huntsville. Russ Russell CommercialReal Estate (256) 536-7777.

WESTERN NORTH CAROLINA: One ofthe top five places to move! Remodeled32-lane center. Good numbers. $3.1mgets it all. Fax qualified inquiries to (828)253-0362.

GEORGIA: Busy 32-lane center, realestate included. Great location in one offastest growing counties in metro Atlanta.5 years new with all the amenities.Excellent numbers. Call (770) 356-8751.

CENTERS FOR SALE

CENTRAL MINNESOTA: 6-lane center.Owner retiring. $99,[email protected]. (320) 760-3377.

NE MINNESOTA: Food, Liquor &Bowling. Established 8 lanes between Mpls& Duluth w/ large bar, dining room,banquet area. Two large Stateemployment facilities nearby. High six-figure gross. Call Bryan (218) 380-8089.www.majesticpine.com.

EASTERN NORTH DAKOTA: 6-laneBrunswick center, bar & grill, drive-thruliquor store in small college town. Also, 3apartment buildings with 40 units, goodrental history. Call (701) 330-7757 or(701) 430-1490.

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.

WWW.FACEBOOK.COM/BOWLINGFAN

51IBI February 2014

CLASSIFIEDS

CENTERS FOR SALE

CENTRAL ILLINOIS: PRICED TOSELL!! 8-lane center with AMF 82-70s, fullservice restaurant, pro shop. Plus pooltables, karaoke machine & DJ system.Asking $125,000.00 with RE. (217) 351-5152 or [email protected].

SOUTHWEST KANSAS: well-maintained8-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 Coloradomountains. Great condition. 18,000s/f building w/ restaurant & lounge.Paved parking 100 + vehicles.Established leagues & tournaments.$950,000 or make offer. Kipp (719)852-0155.

EASTERN OKLAHOMA: Newly remodeled& upgraded 20-lane center with laser tag,large game room and thriving lounge.Option to purchase shopping centeravailable. Owner financing possible.(719) 251-1616.


CLASSIFIEDS

Michael P. Davies (321) 254-7849291 Sandy Run, Melbourne, FL 32940

on the web: bowlingscorer.com email: [email protected]

AS80/90 • BOARD REPAIR • FrameworxSERVICE CALLS WORLDWIDE • PRE-SHIPS • WE SELL

NEW KEYPADS • FRONT DESK LCD MONITORS

(818) 789-2695SELL YOUR CENTER

53IBI February 2014

CLASSIFIEDS

ARE YOU A FAN OF BOWLING?www.Facebook.com/BowlingFan

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

Expense Reduction Solutions

CONTACT:Andrew Nadler, CEO

(240) 821- [email protected]

www.summit-strategies.com

Clients include:

INTEGRATED SOLUTIONS FOR OPTIMIZING CASH FLOW

AMF and some BRUNSWICK PC boardrepair/exchange. 6-month warranty, fastturnaround. Call or write: WB8YJF Service

5586 Babbitt Road, New Albany, Ohio 43054Toll Free: 888-902-BOWL (2695)

Ph./Fax: (614) 855-3022 (Jon)E-mail: [email protected]

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

CENTERS FOR SALE

(818) 789-2695

SELL YOURCENTER

OR EQPT.FAST!

NEW YORK STATE: Thousand Islandregion. 8-lane Brunswick center w/ cosmicbowling, auto scoring. Established leagues+ many improvements. $309,000. Call Jill@ Lori Gervera Real Estate (315) 771-9302.

MICHIGAN: Houghton Lake—resort,recreation area. 12 lanes, bar, restaurant,pro shop & liquor license. 17,000 s/f.Contact Ruth Clemens at Coldwell BankerSchmidt, (888) 843-7469 or email:[email protected].

CLASSIFIED AD FORMCLASSIFIED AD FORM

FAX THIS COMPLETED FORM TO (818) 789-2812OR CALL US AT (818) 789-2695

Signature: xmonth year

Deadline for each issue is the 1st of each month, one month priorto issue. (Example: To run in the September Issue, we would needyour ad copy by August 1st)

Write your ad here or fax separatesheet with this form:

Choose Category: ❒ Equip. for sale❒ Equip. wanted ❒ Centers for sale❒ Help wanted ❒ MiscellaneousOther____________________________

Figure Cost:Multiply number of words x $2.25 =Add 5¢ per word for BOLD copy x .05 =

SubtotalMultiply by number months ad will run x total

Name Company

Billing Address

Credit Card #

Exp. Date:

1

2

3

4

THE WORLD’S ONTHE WORLD’S ONLY MAGAZINE DEVOTED EXCLUSIVELY TO THE BUSINESS OF BOWLINGLY MAGAZINE DEVOTED EXCLUSIVELY TO THE BUSINESS OF BOWLINGTHE WORLD’S ONLY MAGAZINE DEVOTED EXCLUSIVELY TO THE BUSINESS OF BOWLING

INTERNATIONAL

IBI February 2014

REMEMBER WHEN

54

e have seen Archie Andrews,teenage hero of the Archiecomic books, in IBI ’s February 2013issue and in the March 2011 issue, each time

with hearts abounding. Keeping tradition alive, this Valentine’sDay we revisit our Romeo plying his wiles on a new lady.What’s his secret? Bowling, of course! ❖

WMarch 2011

February 2013

international bowling industry magazine february 2014

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