international bowling industry magazine november 2012

6ISSUE AT HAND

From Generation toGeneration

By Scott Frager

8SHORTS

• BWAA has a newname–IBMA–and anew global mission

• Classic Lanes inMichigan and Classic

Bowl in Canadastand tall in helping

their communities• Park Lanes andM-66, two oldies

but goodies,celebrate 50 years

Compiled by Patty Heath

14COVER STORY

It’s All in the Family Bowling is not only a family

business, but serves as alegacy as well.By Mark Miller

22FEATURE

Team Maccabi USA When the Maccabiah

Games take place nextyear in Israel, the American

bowling team will proudlycompete with teams from

around the world.By Robert Sax

CONTENTS

25BEYOND BOWLINGSPECIAL SECTION• Laser Tag: A Blast

for Business • IAAPA Preview: An

insider’s guide to The International Association of Amusement Parks and Attractions’ annual trade show

46 OPERATIONSThe Royal TreatmentThe Kings centersrediscover and redefine theGolden Age of Bowling. By Anna Littles

60REMEMBER WHEN1957SchlitzBy Patty Heath

53 Classifieds

62 Datebook

VOL 20.11

46

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

IBI November 2012

14

PUBLISHER & EDITORScott Frager

[email protected]: scottfrager

DIRECTOR OF ADVERTISINGChris Holmes

[email protected]

EDITORIAL CONSULTANTGregory Keer

[email protected]

OFFICE MANAGERPatty Heath

[email protected]

CONTRIBUTORSPatty Heath

Chris HolmesAnna LittlesMark Miller

George McAuliffeRobert 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 2012, B2B Media,Inc. No part of this magazine may be reprintedwithout the publisher’s permission.

MEMBER AND/OR SUPPORTER OF:

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6 IBI November 2012

THE ISSUE AT HAND

How many proprietor-parents have dreamedthat one day their children would take controlof the family bowling business? How manychildren hoped and aspired to learn the familytrade and work with mom and dad?

It used to be a lot more common thantoday. Taking over the family bowling businesswas an almost expectedcourse of action. The planmay have been spoken, orunspoken, but at an early agekids worked everywhere at thecenter. Their first job mayhave been as a porter, thenbehind the counter, perhapsin the restaurant or even as a mechanic.Then, one day Junior grew to be the generalmanager while ma and pa retired. For many,this was the business plan, entrance and exitstrategy all rolled into one.

Then, in the 90s a fundamental shiftoccurred in the industry. Business got a littletougher.

Centers were at a precipice in time wheremajor upgrades were coming due not only for

the equipment inside but also for the box itself. There were easier, lesscapital-intensive ways to make money. Plus, life had changed. TheGeneration X lifestyle didn’t quite mesh with bowling. Xers didn’t wanta career that required 12-hour days, seven days a week.

However, this month, we’re excited to feature several successfulexamples of thriving, multi-generational bowling businesses. Through thickand thin, these families have worked hard to keep their legacy businesses

going while maintaining a tight family bond.

My three kids are a little young to call theirfuture yet, and I’m not one to reallypredetermine their destiny. However, I can sayfor sure that I’ve gently and casually plantedthe seeds. If they are interested, and I havethe good fortune to remain in this fabulous

business, I will always make sure there’s space for three extra desks andchairs right by mine.

Now, back to the question at hand, would youwant your kids to continue your work in thebowling business?

– SCOTT FRAGER, PUBLISHERAND [email protected]

Membership number 2,000 is right around the corner! 2,000 online IBI members willbe just in time for the 20th Anniversary of the first, trade-only, bowling publication.November is voting month; let’s make it joining month. If you are not yet a member,join now at www.bowlingindustry.com. It is SIMPLE and FREE. Once a member, theninvite your industry friends to become members too; just click the INVITE button onceyou are online and follow the prompts.

Being part of IBI’s online family is just one more way to stay in touch, give voice toyour ideas, learn from others and energize this wonderful industry BOWLING! Number2,000 could be yours along with a gift certificate and your photo here! Your center andyou, Number 2,000, for all to see!

�THIS MONTH AT www.BowlingIndustry.com

Blood is Thicker than Lane Oil

8 IBI November 2012

SHORTS

Bowling has always been home totournaments and events supporting causes,people and communities. Below are someof the centers doing their part to help.

Meadow Lanes, Wellington, Kansas: Theannual Michael Day Benefit helping thoseafflicted with Muscular Dystrophy (MD) andtheir families. Michael Day lost his battlewith Duchenne Muscular Dystrophy in 2003.The event was started in 2004 by Michael’sfamily to act as a memorial to him.

Bowland Lehigh, Lehigh Acres, Florida:A charity bowling tournament to benefitEthan Arbelo, an 11-year-old, recentlydiagnosed with inoperable brain cancer.The family needs a more reliable vehicleand gas money for Ethan’s treatments.

Stardust Bowl, Merrillville, Indiana:Homeless Women Veterans BowlingFundraiser. The event aims to help providehousing in conjunction with The SmithResidences, for female veterans who arehomeless.

Bowlero Bowling Center, Windsor,Ontario, Canada: The 7th annual Bowling forBone Marrow in memory of Katelyn Bedard.To date, the Katelyn Bedard Bone MarrowAssociation has registered more than 2,000potential donors in the OneMatch stem celland marrow donor network; has alsoprovided financial help to more than 100bone marrow and stem cell transplantpatients; and donated $65,000 to research.

Allen Bowl, McKinney, Texas: League ofAnimal Protectors first annual Strikes forStrays Bowling and Silent Auction.

Poelking Woodman Lanes, Kettering,Ohio: Bowl-A-Thon to help raise money tobenefit “Hair for Kids”, a group that providescustom wigs for children fighting cancer.

HoeBowl, Kingston, New York: “Bowlingfor Brains” raising money and awarenessfor the Brain Aneurysm Foundation.

Please email [email protected] let us know what your center is doing topromote goodwill and support in yourcommunity.

GO

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Park Lanes in Loves Park, Illinois, has just celebrated its 50thbirthday. The 32-lane house opened on Valentines Day in1962. In 1985, Jim Smith who first went to work at Park Lanesas a lane maintenance supervisor and bowling instructor beforestepping out to pursue a job in sales, returned in 1978 asgeneral manager and purchased the center along with hispartners John Sommer and Vince Ingrassia.

As quoted in the Rockford Register Star, Park Lanes has hadseveral remodeling updates to insure “a quality entertainmentand sports facility.” Some of the major renovations includedcompletely remodeling the bar; installing a Qubica Scoringsystem; remodeling the building outside (1997) and inside(2001); and adding a beer garden in 2009.

Park Lanes is one of several bowling centers in the northernIllinois area which is known as a hotbed for high school bowling.In the last five years, there have been four local high schoolsthat have won state championships.

Smith said the center’s success in the past 50 years hasbeen attributed to good customer service and being innovative.“We have always had the thought that if we keep the placeclean and updated and that we take care of our customersbetter, it will be good for everyone.”

It is 50 years and counting for the McClusky family and M-66 Bowl in Battle Creek, MI. The 56-lane center is now ownedand operated by sisters Julie McClusky and Hall of FamerLindy Burton who has worked at the center for 29 years andis the current general manager.

As quoted in the Battle Creek Enquirer through Will Kowalski,Burton said, “Here at M-66 Bowl, we’ve got a positive newsstory going on—the same family owning and operating theselanes for the past 50 years, during good economic times andbad. …and our customers, through generations, still lovecoming out here to bowl.” M-66 Bowl is one of Battle Creek,the Cereal City’s two remaining tenpin centers. “Goldenanniversaries are always to be enjoyed. … and we’re proud ofour accomplishment and longevity with this business.”

Happy Birthday and many more to these quinquagenarians!

BIRTHDAYSALUTATIONS!

10 IBI November 2012

SHORTS

After 50 years, Hobart Lanes in Hobart, Indiana, finally gave up itswooden lanes and replaced them with Brunswick Pro Lanes installed by LaneLow of Illinois. In addition to the lanes, new, larger, flat-screen scoringmonitors, as well as new flat-screen TVs, were added to the concourse andbar. Rob Tucker, owner for 20 years, said, “We’re hoping this is a new startfor us. The bowling industry has been through some tough times in recentyears like a lot of other businesses. So hopefully we can now better competeand thrive with the new lanes.” So far so good –four new leagues have beenset up for the year.

As announced by partners Nathan Crane II and Ryan Owens, owners ofan aviation maintenance company, Gilbert, Arizona will be the new homeof a “hybrid-entertainment center,” complete with 28 lanes of bowlingplus a six-lane private VIP room, four min-bowling lanes, laser tag and maze,

and a three-level climbing structure full of shooting foam balls. “Basically50,000 square feet of awesomeness,” said Owens. There will also be arestaurant and coffee shop. It is anticipated that the business could providebetween 70 to 120 jobs. Construction began in July; the exact opening dateis not yet locked down.

Magic Bowl in Twin Falls, Idaho, will definitely offer magic with its newrenovations. “We’re going to give southern Idaho a bowling experience they havenever seen before,” said Mike Weems, co-owner of the center with his wife, Ruthie.Mack Lane Service from Green Bay, Wisconsin, installed the new lanes. 42-inchscoring screens, lighted pins, music and glowing lanes for midnight MonteCarlo play added pazazz as well as a series of blue lights down the center of thelanes with red lights on each edge. For the kids-- automatic bumpers and high-tech pin spotters.

EXPANSIONS, OPENINGS & NEW BEGINNINGS

Okay, maybe a little over the topbut good for a fun gift. NeatoShopoffers the Bowling Salt & PepperShakers. You can season your foodwith the bowling ball (pepper) andthe pin (salt). Speechless? Me too!However, Christmas is right aroundthe corner.

SHAKE N BOWL

WATCHMedia

Star Wars is alive and well.Want to carry your bowlingball, or anything else for thatmatter, in a super cool DarthVader Retro Bowler Handbag?Red? Black? Life is full ofchoices, and the NeatoShop ishere to help again!

SPACE-AGE RETRO

During International Bowl Expo in Reno in June, membersof the Bowling Writers Association of America (BWAA)unanimously voted to expand the scope of the organization,founded in 1934, to reflect the global marketplace wheremedia and communications have become virtually instant—thus, as of August 1, the new title, International BowlingMedia Association (IBMA).

“The original mission of the BWAA changed so dramaticallyover the past few years that in order for the organization toaddress the realities and remain relevant, the InternationalBowling Media Association was created,” said new IBMAPresident Joan Romeo.

With the name change to IBMA comes a new slogan—Honoring the past by embracing the future; a new VisionStatement—Communicate Bowling to the world; and a newMission Statement—To be Bowling’s source of excellence inthe gathering and distribution of news and information throughmultiple media platforms.

“We are very excited about the potential of the new IBMA,”said retiring BWAA President Jim Goodwin. “We have workedvery hard with others in the industry to make this happen, andwe are looking forward to working with everyone to create thisnew global media organization for our great industry.”

BWAA is Now

Classic Bowl –this time in Canada—has once again set thebar for charity campaigns. Ed Sousa, owner of Classic Bowlin Mississauga, Ontario organized and promoted a KnockdownCancer campaign to combat breast cancer which inspiredcenters across Canada as well as the U.S. to take part. Nowhe is setting his sights on prostate cancer research throughBowlvember 4 Movember.

Movember was formed to raise awareness and funds forprostate cancer through moustache growing charityevents. What better way than to bowl in November!Every Classic Bowl customer will rent customized blackshoes with 25 cents from every shoe rental donated toMovember. An entire apparel line has been created and100% of all net proceeds will also be donated.

Of course, all males are asked to grow a moustache.To launch the month-long event, a shaving party will take place November 3 forall males participating with photographers to take and upload photos to the Movember website. And of course, in typical ClassicBowl fashion, there will be an exotic car show, bowling tournament, silent auction, clowns, face painting, and one of Canada’srock bands, the Spoons, entertaining. December 1st will be the final shaving party to conclude the campaign.

Bravo to Ed Sousa and Classic Bowl!


SHORTS

BO 4 MO – ANOTHER CLASSIC!

Ed Sousa presenting his vision foranother successful charity event.

Philanthropy is the act of advancing human well-being. It is easy when its focus is disease orpoverty, but what about putting it on the line for social injustice? Al Passehl, owner of Classic Lanesin Oak Creek, Michigan did not hesitate when his community was faced with tragedy.

In August, six members of the Sikh Temple of Wisconsin in Oak Creek were shot andkilled by a white supremacist while two others were injured and two police officers criticallyshot before the gunman turned the gun on himself. The incident left the communityreeling. Passehl shut down his center for two days to help victims’ families and membersof the Sikh community.

He provided food and drinks and a place to gather following the shootings and stayedopen for 37 straight hours.

According to Derica Williams of Fox6Now, Passehl said, “I’m glad we were able todo what we could do. What we did was very little. God forbid this ever happens againto anybody in our community or any other one.”

As we all know, acts of kindness as a corporate citizen are never “very little.” Theyare huge and help inspire others to action. Our hats are off to Al Passehl and Classic Lanes.

A vigil stating “Wisconsin Weeps” expressedthe community support and sadness over

the incident.

Movemberrental shoes

Apparel availablewith proceeds

going to Movember

AL PASSEHL OF CLASSIC LANES STEPS UP

FIRE DESTROYS 82-YEAR-OLD CENTERSummer was waning and Lakewood Lanes was getting ready for fall leagues. There was

an explosion and resulting fire that collapsed the roof and basically destroyed the entirebuilding, leaving only blackened walls.

As reported by Tom Greenwood of the Detroit News, the 82-year-old center with 14lanes, considered small and intimate in comparison to modern centers, was a fixture inWaterford Township, Michigan. Investigators were leaning to a gas explosion as a possiblecause but an investigation is still underway.


COVER STORY

By Mark Miller

espite a bowling culture increasinglycontrolled by corporations,partnerships and largeorganizations and with mom-and-pop-owned centers

continually closing, it's good to knowsome families remain. We're not talkingabout the many fathers who havepassed the torch to their children, onlyto see the chain end there. This isabout the far fewer families with atleast three generations directlyinvolved in the business.

How many such clans exist, youask? Let's just say they likely can becounted on two hands.

Although some children of long-time owners find more pay and lesshours in other fields, others still find theallure of the bowling business to beattractive. And while most original ownershave passed on, their knowledge and workethic have remained with those who followed.

International Bowling Industry has traced downa number of families where bowling has been soingrained. Their stories naturally feature affection fortheir loved ones yet also depict a passion for bowlingthat is truly rare today.

D

15IBI November 2012

COVER STORY

The most high-profile, three-generation family may be the LaSpinas whocurrently own five centers in New York City and on Long Island. Their story beganwith Peter LaSpina Sr., originally a custom house builder after World War II. “Hebuilt a home for a neighbor's brother who was in the bowling business andsuggested to my dad that they go into a partnership,” said John, the BowlingProprietors' Association of America president in 1992-94. So Peter and threebusiness associates built Maple Lanes, which opened in Brooklyn on Sept. 7, 1960,the elder LaSpina's 52nd birthday. Rolling out the first ball was 11-year-old Johnwho continued helping in ensuing years. “My Dad told me to get involved and

involved I did,” John said. “As a teenager I spent every day after schoolcleaning the lanes.” John's older brother Peter Jr. also became involved but

in a different role. “Peter wasn't a bowler and I was,” John said. “He was in college when this [Maple Lanes] wasbought. He brought in the intellectual angle. I put the bowling spin on it. We had a lot of crazy promotions.”

John’s son, Joe, was just 3½ when his grandfather died in 1982, so he only has vague recollections ofthe man who started it all. “I remember hanging out in the living room with him and some

other little tidbits,” said Joe, 34, chair of the BPAA Technology Committee and amember of the BPAA Executive Committee. Today, Joe oversees the family's five center

managers and has brought some modern thoughts to the business. “His insightsas a younger person are good,” said John, whose family also owns Corum CountryLanes, Farmingdale Lanes, Jib Lanes and Rockville Centre Lanes. “I wouldn'tthink of making the center wireless or including computers. He's taken it to thenext level, and it's natural for him to be involved in BPAA.”

Neither John nor Joe originally thought they'd follow the elder LaSpina in thebowling industry. John worked a year selling insurance after college while Joe spent

three years as a publishing project manager. But something brought them back. “Iloved every minute I was there and I still do,” John said. “Back in the day it was a dynamic

operation. It was open 24 hours. It was in a great area.”John called his father the perfect host and someone who taught him how to treat

customers. Dad was into “learn to bowl and I applied all my telephone skills from Mutualof Omaha to help build that,” John said. “Once we had three centers in Brooklyn and hada room with 12 telephone operators offering free games. We had baby sitters. We built thebusiness one customer at a time. “I'm really about what my Dad told me–if you wantto get ahead, learn all you can, assimilate and get ahead.”

Joe has learned that and morefrom his father. “I've alwaysworked at Maple part-time sinceforever,” he said, and, “I learnedfrom my Dad everything, I guess.Mainly about dealing with

managers, being inclusive buttrying to motivate them. Setting

policy in motion and getting out ofthe way. That's hard for me. I would rather

do it myself, but we have a good group ofmanagers.” He also learned why he has maintained his bowling

blood. “It's unique to me,” he said. “It's what's in my blood.” His fathercertainly can relate. “We have an uncanny understanding of what we do that we

can't explain to my neighbors, but my family knows it,” John said.

Meet the LaSpinas

John, Peter Sr., and Peter La Spina, Jr., in earlier days.

Another LaSpina joins the clan.


COVER STORY

Rudy Habetler opened Habetler Bowl inChicago in 1957, and today it's still going strongwith son Bob and grandsons Bill, Dave and Jimmy.“What it means is we have enough of us to havea Habetler on the premises at all times to dothings the way we would like to have them done,”said Bob. “If a decision has to be made, one of usis here to make it. We don't have to ask anyoneelse.” “We rarely take days off when we're intown,” said Dave. “One thing we tell our customersis if we're open, a Habetler will be here. It's not like'we'll get back to you.' That doesn't happen. We'llget you an answer right away.”

The 32-lane center was a palace when it openedwith automatic pinsetters, recessed lighting, wall-to-wall concourse carpeting and free parking.

Until the early 1980s, it even had a rotating 30-foot, multi-colored pin that could easily beseen from the nearby Kennedy Expressway.

Rudy, who died in 1971 at age 61, was byfar the family's best bowler having won the1953 American Bowling Congress Mastersand co-authoring a book “Strike-On” in1959. The others have bowled sporadically,at best, primarily because they've beenbusy working. “It's hard to do it at yourplace,” Bob said. “It's like eating at yourown restaurant. Everyone is telling youabout the steak.”

Now age 69, Bob still remembers when he was younger helping Rudy. “Wedid everything, whatever we had to do,” he said. “We mostly did the crappyjobs. Dad always told me it was a learning experience. When he died I kindof took over. Today my boys pretty much are running it. I make coffee and helpwith the kids who come every day in the summer. We have about 3,000 kidsthrough the Chicago Park District. It's a great business for us that time of year.”

According to their father, Bill, 42, is the league guy while Dave, 43, is therepair guru. Youngest son Jimmy, 28, helps part-time doing whatever ittakes since he's a full-time history teacher and a hockey coach. “Billy ispersonable. He gets along with the league bowlers,” Bob said. “Daveamazes me. He can fix anything and is not afraid to tackle anything. It's rarewhen we have to call a repair guy.”

As the tie between both generations, Bob has seen many changesthrough the years. Among them are the advent of synthetic lanes, glow-in-the-dark and cosmic activities, rock and roll bowling and high-averagecompetitors toting as many as eight bowling balls. “We're all too lazy to getany other work,” Bob said. “Plus bowling has been very good to our family.I hope it continues. I don't know if there will be a fourth generation.”

Ernie Miller was a pinsetter in the 1940s who reportedly set a world record whenhe set pins over 200 games in multiple centers on the same day. By the early 1950s,he was buying and selling centers in northwest Washington, primarily those introuble. “He took over when they went belly up, and he'd turn them around,”said son Steve, 58. “But he never owned more than two at a time.”

His first was Broadway Bowl in Everett which he later sold and bought again.“It was converted from a Safeway grocery store,” Steve said. “I remember the

The extended Habetler family.

Rudy Habetler, the familypatriarch, in the 1950s.

Meet the Habetlers

Toni and Larry Miller of Glacier Lanes in Everett, WA.

Meet the Millers


old wooden chairs. I would sit in the chairswhere he laid down some towels and I'dbe curled up sleeping.”

Ernie later bought Rainbow Lanes inLake City. He opened Glacier Bowl inEverett in 1956 and Broadway Bowlingand Billiards in Seattle in late 1950s,centers Steve and brother Larry, 60,remember well. “Most of my youth wasspent at Broadway Bowling andBilliards in Seattle,” Steve said. “Mostof my early memories are from there.”Broadway originally had eight laneson the ground floor and eight laneson the second floor. The downstairs

was later converted to a pool hall. “I ran thecounter in the pool hall and also did some pin chasing,” Larry said. “Therewas a ladder in the back that I climbed up to get to the lanes. There was abuzzer and a light bulb which would tell you which pair had a problem. I wouldclimb up the ladder and fix it then go back downstairs.” “I emptied ashtrays,swept the floor and used mini-vacuums to clean the pool tables,” Steve said.“I worked for a nickel a night. That was big doings back then. SometimesI would find some cash under the Tel-E-Scores.”

Both Steve and Larry Miller later owned their own establishments with theirfather as silent partner. Larry owned Arden Lanes for five years until 1975 whileSteve operated Twin City Lanes in Stanwood for 14 years through 1988. Bothended up back at Glacier where they worked with their father until he diedat his desk of an aneurism at age 71 in 1999. “My dad died at what he did,”Steve said. “We found comfort in the fact it was quick, painless and doingwhat he liked to do.”

As they grew older, both Steve and Larry brought the next generationto Glacier. Larry's son Tuffy, 34, works full-time specializing in marketing andcomputers. Steve's son Jay, 33, more mechanical than the others, helps on

Saturdays as he has a full-time job as a drafter.“I remember coming down and spending most

of my summers here,” Tuffy said. “I was 9 or 10years old. By age 12, I was working the back end,the machines and cleaning. Since I spent mostdays bowling 30 to 40 games, my Dad said if I wasgoing to be here I might as well work.” Tuffy, withhis experience on the job, now has some newbusiness advice for his dad. “One thing I told mydad was I learned not to hesitate on pulling thetrigger on changing things. He has a hard time withsome of the new technology.”

Tuffy Miller remembers his grandfather well.“He and I were quite close,” Tuffy said. “I learnedhard work from him. With three generations inthis business you have to be patient. It's a toughbusiness. Of the 32 centers that used to be in theSeattle area, there are just five left.” Tuffy tooksome time away from bowling, working for nearlyfive years as an automobile sales manager. But likeso many others, he decided to return. “Even whenI was away, I had the pull back to the business,” hesaid. It's a another example of once you enter thebowling zone, you can never leave.

“It's not so much the amount of money youmake, it's if you enjoy what you are doing,” Stevesaid. “The money is not great where I'm at, but I enjoywhat I'm doing. I like what I do. I like being aroundcustomers. It's not always fun. No job is. But it's sucha small community where everybody helps you out.We've had friends who are happy to help lend ahand. You work on their bowling balls and theyhelp you with something.”

It was 1957 and Ben Johannes and two partners converted an old movie theater into Ranch Bowlin Kansas City, Kansas. Grandson Jason still can remember helping him three decades later. “I grewup working at the center at age 11,” said Jason, now 36. “He was always there. It was my first workingpart of the business. “When you've been in the business all your life, you pick up everything fromthe machines to the pin decks to the front desk. Twenty-five years later, I'm still doing it.”

So is Jason's father Bob, now age 61. Bob also worked for Ben at a young age andcontinued when his father opened Ranch West in 1977 and when Bob and wife Becky boughtPark Lanes in 1999.

“He taught me to keep the place well maintained and clean,” Bob said of his father, who diedin 2004. “That's been our claim to fame, a clean, family-oriented facility.” That trait has stuck with Jason too.

Ben Johannes.

Larry Miller holds his grandson Dallas.

COVER STORY

Meet the Johanneses

“Cleanliness is a big thing,” he said.“If you see trash, pick it up. That's what'sbeen pounded into my head.”

Jason also learned another majorfactor. “Take care of your customers,” hesaid. “Make your customers happy, treatthem good and they will come back.”

Today the family only owns Park Lanesafter selling Ranch Bowl in 1985 andRanch Bowl West in 2010. Like his father,Bob Johannes has been backing awayfrom the daily operations, leaving themanagement duties to Jason. “I haveno schedule per say,” Bob said. “I'll offerideas and guidance when needed, but Ilet Jason take the reigns.“ Bob doesn'tmiss the long hours required when yourfamily owns the center. “Monday throughFriday, I was here noon to midnight,”he said. “There were many weeks over

the years I saw the 100-hour mark.That got to be a grind after awhile.You have to move on.”

Now that he's fully in charge,Jason Johannes truly has grown tolove his job. “It's just the personallevel of it for me,” he said. But it'snot just Bob and Jason who work atthe center. Becky handles the payrolland pays the bills. Jason's 22-year-old sister Kara is the assistant

manager. And his children, age 8 and 10,help wherever they can. “It's a true familybusiness,” Jason said. “The customersprobably see one of us at least sevendays a week.” “Continuity plays a bigpart from the customer standpoint,”Bob said. “They like to be involved in afamily business where everyone has avested interest in things running rightand taken care of. I've learned over thelast 40 years that you have to reactquickly to what's happening around you.You have to adjust and adapt quickly.The advantage of a family-ownedbusiness is you can do that. Many timesyou come up with an idea and can makeit happen the next day. Hopefully we'llkeep it going. We are in a uniquebusiness. There's something about thisbusiness that lends itself to familyownership, and I hope it continues.”

19IBI November 2012

COVER STORY

No family in America can likely beat the Hartmans of Collinsville, Illinois, for in 2012they are celebrated 100 years in the business. It all started when Frank Hartmanopened Hartman Recreation, a two-lane establishment in the old Fisher PlumbingBuilding. Frank was followed by son Charles, grandson Arthur, great grandson Artieand great-great grandsons Robb and Brent. For those counting at home, that's fivegenerations of bowling proprietors.

Frank operated Hartman Recreation until the mid-1920s when he and son Charlesmoved the business to the famed downtown Fairmont Hotel where they opened the10-lane Fairmont Bowl. “It was in the basement of what was a big, luxury hotel,” Artiesaid. “It was a three-story building with a nice restaurant. It was the place the rich horsemenwould stay. That was the place. I was about 8 or 10 years old when [grandfather]

Meet the Hartmans

Grandson Jason and son Bob Johannes carry onthe family tradition.

handle it andwanted me totake over and bethe man,” Artiesaid. “I told her I'ddo it for one ortwo years, geteverything settleddown, find a buyerand continue myeducation. I'm stillhere.” Artie did his

family proud by earning his associates degree in computersciences. “I'm not a quitter,” he said. “I told my grandfather I wouldgo through college. I promised and I kept my promise.”

But he also followed the typical family ownership trait ofworking long hours at the center. That didn't leave much time towatch Brent and Robb play soccer at McKendree College andEastern Illinois University, respectively. “I encouraged them to getjobs outside the family business,” Artie said. “They did, but bothcame back here.” Brent, 47, is the head mechanic and pro shopowner. Robb, 44, manages the bar, control desk and bookkeeping.Their mother Dianne [Artie’s wife] serves as the general manager.“I started working there when I was 14 or 15 cleaning up stuff,picking up trash, busing tables, helping wherever I could,” saidBrent, who after two years of college attended a Brunswickschool to learn mechanics. “I've been full-time since about age22 or 23. “Robb basically did the same thing. He was a mail carrierfor a couple of years, then came back. Our business really is lookingpretty good. We work hard on our league base. We keep the placeclean and put money back into preventative maintenance.”

With his family's help, Artie has been able to cut back.“Between the two of them and Dianne, I'm starting to slide away,”Artie said. “They need the chance to fly on their own wings, maketheir own mistakes. It gives them the opportunity to do what theywant to do, but I'm close enough to keep an eye on it too. I knowthe boys have the traits to take and move the business forwardin the changing times we face. I have no reluctance turning it overand letting them go ahead and do their own thing.”

“It's our way. We've been accustomed to it. It's not amillionaire's life but we do all right,” Brent said. “I like it when itslows down in the summers and you can take a few weeks off.You don't have to answer to anyone but yourself. You don'thave to answer to another person. If something happens, youknow who to blame.” ❖


COVER STORY

Charles would take me with him to work in the morningsin the summer and I'd help clean up the lanes. That'swhere I learned the business. I was stocking, cleaning,down on my hands and knees.”

Charles suffered a heart attack in 1952 and had tolease the business outside the family because his sonArthur originally had other plans. “After Dad [Arthur]came back from World War II, he was in construction anddidn't want to take over the business,” Artie said. “Thepeople who leased it weren't good business people soGrandpa took it back about 10 years later. He was backin the business and didn't want to be in the business. Thenconstruction took a downturn and my dad and a partner boughtCharles out in 1964.”

By 1968, Arthur thought it was time for something bigger buthis partner wasn't in the same position, so he went out on his ownwith the 20-lane Camelot Bowl. Artie began helping right away.“I worked for my Dad as the center mechanic,” Artie said. “That'swhen we used spray guns and drag mops.” Things went fine untilArthur and Artie had a major disagreement and Artie left thebusiness to go to college.“I was young and married and Dadwanted to give me a chance to move forward,” Artie said.Unfortunately, Arthur died in 1977 and at the urging of hismother, Artie came back to take over at age 30. “She couldn't

Mark Miller is a freelance writer from Flower Mound, Texas. Heis the national and Dallas-Fort Worth bowling writer forExaminer.com and a columnist for the Bowling News Network.

Five generations of the Hartman family. Sitting, from the left, Frankand Charles. Standing, from the left, Artie, Brent and Arthur.


FEATURE

n summer 2013, teams from more than 50 countries will compete in the thirdlargest international sporting competition in the world. Bowling will be a partof it, and the host nation has a national team. But it’s not the Olympics. It’sthe World Maccabiah Games, held in Israel, and all the bowlers (and other

athletes) will be Jews.The Maccabiah Games, also known as the “Jewish Olympics,” are held every four

years. The Maccabi World Union, an organization devoted to furthering Jewish identitythrough international athletic competition, stages the games. The first games wereheld in Tel Aviv in 1932 with 390 athletes from 14 countries. More than 7,000 world-class athletes are expected to participate in the 19th Maccabiah in 2013.

Although bowling was a demonstration sport in the 1988 Olympics, it has notfound a permanent home there. In contrast, men’s open ten-pin bowling debutedin the Maccabiah Games in 1989 and has been included ever since. Women’scompetition began in 2001. The countries that compete in bowling includeAustralia, Canada, Great Britain, Israel, Mexico, South Africa, Sweden and theUnited States.

American bowlers first got their chance to compete in 1993, thanks largelyto the efforts of bowling industry veteran Marvin Cotler. In 1990 he read a briefaccount in “Bowler’s Journal” of the 1989 Maccabiah debut of bowling and wastroubled that there had been no American team. The national office of the U.S.Maccabiah was in his hometown of Philadelphia, so he went to find out whyAmerican bowlers hadn’t participated.

The organizers told him that theyhadn’t found anyone suitable for

the task of building the team,someone with bowling industry

contacts who could do outreach on anational basis. “I asked the wrong question

of the wrong person at the wrong time,”said Cotler, “and I ended up the chairmanof bowling.” Cotler hustled to organize ateam in time for the 1993 games and is stillinvolved; it’s a labor of love that hasbrought him great satisfaction. “Asidefrom watching my children andgrandchildren being born, I think it wasone of the biggest thrills marching in onopening day [of the games]” Cotler says.

To date, Maccabi USA bowlershave won seven gold, eight silverand seven bronze medals in thegames, says U.S. team co-chairMatthew Halpern. The team tobeat has been the elite Israelinational team. The U.S. is perhaps

the best of the second-tier teams,which include Australia and Mexico.

“Some of our applicants for the 2013men’s team did very well in the 2011European Maccabi Games in Vienna, so weexpect our World Maccabiah Games team tobe extremely competitive,” says MerylRomeu, the other co-chair of the U.S. team.“Our women’s team has potential as well, butwe don’t know [how competitive] as theteam hasn’t been chosen yet.”

IBy Robert Sax

Matthew Halpern and James Lewis, doubles bronze medalists

23IBI November 2012

FEATURE

the other Maccabiah sports, where the average age is 18-24 years. Mostadult bowlers, especially women, have jobs and family responsibilitiesthat can make it difficult to get away for two weeks of competitionabroad, even though the games are held in the summer.

Another factor is the sheer size of the United States and the widegeographic distribution of players, making team practice virtuallyimpossible until the team has gathered in Israel a week before the games.This of course, leaves little time for a team to bond into a competitiveunit. It’s a testament to the quality and commitment of the U.S. teamthat it has been competitive despite these handicaps.

Jim Lewis of San Diego was a member of the 2009 U.S. team andexpects to compete again in 2013. A professional bowler for seven yearsincluding a stint on the national tour, Jim has bowled eleven 300 games

and was the PBA Western Region rookie of the year in 1989. Hebecame involved in the Maccabiah Games while volunteering with the2008 Junior Maccabiah, in which his daughter was playing soccer.

A financial consultant, Jim also owns three bowling pro shops in theSan Diego area. He believes that high level amateur competitionlike the Maccabiah Games is a tremendous opportunity for thebowling industry to develop more serious bowlers who willbowl more often than casual players.

When he’s getting ready for a competition, Lewis bowlsthree to four times a week. “If you play at the Maccabiah Games,or something like it, it’s sport. You get to compete againstpeople who are serious and skilled,” says Lewis, “If you have agoal like that to strive for you will play more, you will buy moreequipment, you will go to the bowling center more often.”

American equipment manufacturers see the marketingpotential and have been very supportive, with Brunswick,Columbia, Dexter and Ebonite among those that have suppliedthe team. “We are fortunate that we get quite a bit of equipment

Eric Mansky, James Lewis, Andrew Silverman, Jara Cohen, Meryl Romeu, Robert Wunsch, MatthewHalpern, Uri Peled, Team USA 2009.

Matthew Halpern and Meryl Romeu, co-chairs, Maccabi USA OpenTen-Pi Bowling.

Halpern and Romeu are veteran competitivebowlers who have bowled in the Maccabiah Games.Halpern, director of administration for a synagoguein Teaneck, New Jersey, has competed at all amateurlevels from local to international and has bowled six300 games. Romeu, a software development managerin Atlanta, has an average of “around 200” and haswon three silver medals and one bronze at theMaccabiah Games. The co-chairs share a lifelong loveof bowling and a desire to elevate the American teamto the elite level.

Fielding a competitive team presents severalchallenges for the Americans. Chief among them isidentifying top-flight competitive Jewish bowlers. WhileAmerican Jews have excelled in bowling, including Hallof Famers Fran Deken, Marshall Holman, Sylvia WeneMartin and Mark Roth, there is no national Jewish-American bowling organization or team to draw from.Team officials rely heavily on networking and personalresearch to recruit applicants, including poring overcompetition lists looking for names that sound Jewish.

Availability for competition is another challenge.There are more adult competitors in bowling than in

James Lewis, Matthew Halpern, Uri Peled, trios silver medalists.

[donations,] but financial support would bewelcome also,” says Romeu. “Aside fromtravel, we don’t have a lot of expenses interms of our particular competition. If wecould raise $60,000 to $70,000 dollars, wewould have enough to send our entire teamand the bowlers wouldn’t be required to doindividual fundraising.”

They are also working hard to build greaterawareness of the Maccabiah Games andother international competitions. “Manybowlers don’t know about theseopportunities to compete at a high level,”says Halpern. “The industry should tap intothis to promote bowling more. It inspirespeople to raise the level of their game.”Organizers also plan to increase theiroutreach to college bowlers.

“It’s also an opportunity for bowlers to

travel, which can boost the appealof the sport,” adds Romeu. “TheIsraeli national team, for example,goes to Europe and Asia tocompete.” She would like to seemore international events closer tothe U.S. as well. “We need moreevents in North and SouthAmerica,” she says, to bring bowlersfrom Canada, the U.S., and LatinAmerica together more often.

As with other internationalgames, it’s the potent mix ofcompetition and patriotism thatinspires the deep feelings so oftenexpressed by athletes who get torepresent their country. As Cotlersays, “Marching in and seeing onthe huge scoreboard in the stadiumthe American flag, and hearing “TheStar Spangled Banner” beingplayed, if that doesn’t bring tears toyour eyes, you’re missing somethingsomewhere.” That may be the bestreason of all to support Americanbowlers who want to roll on theworld stage. ❖


FEATURE

Matthew Halpern

Lisa Abush of Canada, Meryl Romeu, Jara Cohen, Yonit Cohen-Ganon of Israel, team bronze medalists.

Robert Sax is a writer and PRconsultant in Los Angeles. Hegrew up in Toronto, Canada,the home of five-pin bowling.


ne thing for sure about the family entertainment andout-of-home entertainment industries is that changeis a constant; it really should be part of the business

plan. Our friends from the bowling world who haveexpanded their centers into Bowling Entertainment Centershave learned that they have to change and experiment tostay relevant to the BEC audience.

We launched the first edition of Beyond Bowling, thissection of Bowling Industry Magazine, back in March. Thename reflects our intention to bring focus to the variousdisciplines that comprise BECs. Beyond Bowling coversgames, redemption, laser tag, food and beverage, and allthe other possibilities. With each quarterly edition, we hopeto bring you relevant and up-to-the-minute information byprofiling leading BEC centers, letting you hear straightfrom the owners and managers, and by adding a little bitof “how to” and “how not to.” We’ve also created a BeyondBowling group at Bowling Industry Online. You can jointhe group at bowlingindustry.com/groups/BeyondBowling.

In this our third edition, we feature the sport of laser tag.In the BEC, laser tag has proven itself a worthy andcomplementary attraction. It stands on its own in paidadmissions while helping to drive party and group sales overa wide age group. We also provide a preview of games andattractions that will be featured at IAAPA 2012, being heldin Orlando November 12-16. This is the entertainmentindustry trade show of the year, with over 1,000 exhibitorsand nine miles of aisles. If you’re in the family entertainmentbusiness or contemplating a modernization to a BEC, thisshow should be on your radar. This will be my 25thconsecutive IAAPA. Stop by our Pinnacle/Redemption Plusbooth 1021 and say hello!

According To George Chris’ Corner

INTRO

O o you remember back in your youth when yourimagination was the only limit to what kind of funreality you wanted to experience? Whether it was

a hundred foot tall roller coaster or fighting a fire breathingdragon, anything was possible.

Over my time here at IBI, I have heard of this event calledIAAPA that takes place every year in Orlando that just mightbe the closest thing to the imaginary wonderland of ourchildhood. As the bowling world continues to evolve, thistrade show that caters to the broader amusement and familyentertainment industry is becoming more important tobowling proprietors. While Bowl Expo will remain themarquee event of the bowling world, learning more aboutwhat IAAPA has to offer can only help you more in everyaspect of your business, including bowling. In this edition ofBeyond Bowling, we wanted to give just a taste of what toexpect from this show. We hope it will inspire you to digdeeper into what is possible. When going down that road,I encourage you to bring the imagination of your youth. Younever know what you will discover.

D

Chris HolmesDirector of Advertising,International BowlingIndustry

George McAuliffePresident, PinnacleEntertainment Advisors


nyone who has thrilled to Han Solo dispatchingImperial stormtroopers with his blaster in “StarWars” will understand the appeal of laser tag. With

more than 800 laser tag arenas in the U.S., it’s one of the mostpopular recreational attractions around. There are morethan 420 laser tag attractions in bowling and familyentertainment centers, and it is the #2 attraction in ourindustry in terms of revenue and return on investment. So,if you are considering expanding your center, laser tag maybe your best choice for bringing in new customers andboosting your revenues.

When Max Bowl in Port Arthur, Texas, planned to renovateits 40-lane FEC, the owners considered a variety of newattractions including indoor golf and car rides before settlingon a 4,000 square foot, two-story Lasertron system. “Aftertalking to other people in the business, they said that out ofall the things you could do, laser tag is your best bet and themost profitable,” says general manager Doug Davidson.The picture is bright so far, with weekend revenue for laser

A Blast for Building Business

FOCUS By Robert Sax

Adding a laser tag feature to a bowling center is a large undertaking thathas proven to be very profitable for many centers.

A tag running as high as $3,000 after just 60 days in operation.Since the first “Photon” game center opened in 1984,

people around the world have enjoyed this exciting high-techgame where hand-held infra-red-emitting “phasers” areused to “tag” the sensor vests of other players. A computerkeeps track of hits and generates a score card for eachplayer or team at the end of the match.

Laser tag is popular with male and female players in all agegroups. The two biggest demographics are children aged7–13, especially for birthday parties; and young adults aged16–25, who spend the most on the game. These groups areprobably a big part of your customer base already, and thegame is also popular with corporate and adult social groups.

PLANNING FOR SUCCESSThere is an outdoor version of the game, but “arena” or

indoor laser tag is the one for BECs and FECs. Within thearena format there are three levels: attraction, standard andpro. Attraction-level systems are the least expensive to build

and operate, but the entry-levelgame experience they offer maynot generate enough repeat playto really boost sales. Standardlevel systems offer more featuresand a level of game play thatshould appeal to all but the mosthard-core laser tag players. ABEC will be better-served by astandard-level system that cangrow with the customers’ needs.

Regardless of which levelchosen, a laser tag attractionusually consists of three areas:the arena, the briefing room andthe vesting room. The arena isthe enclosed space in which thegame takes place, and it is the


largest of the three areas. The briefing roomis the place where staff explain the gamesand rules to the players. The vesting roomis where players suit up with their vests andweapons.

Arena designs vary, but the basic layoutis a single room with a maze of obstacles,doorways and windows through whichplayers stalk and fire at each other. Moresophisticated arenas add ramps andmultiple floors plus “themed” elementsthat transform the area into a rich fantasyenvironment such as a medieval castle, ajungle or a spaceship.

The average laser tag arena at a BEC orFEC is between 2,000-3,000 square feetand the average startup cost is $80,000 to $120,000. Theamount of space needed for the attraction will depend onhow many players are to be accommodated.

An average size laser tag arena in a BEC or FECaccommodates 24 players. According to Lathan Gareiss,founder of Budget Arenas, that’s a number that willaccommodate two average size birthday parties at onetime, which is important to maximize the best source oflaser tag revenue.

Prime Time Family Entertainment Center of Abilene,Texas, opened in 2007 with bowling, laser tag and otherattractions in a new facility. The original one-story LazerRunner arena cost approximately $150,000. Several years laterthey renovated the arena to add a second story at a cost of$75,000. It was money well spent says general managerScottie Squyres. “A two-story arena is ten times better forplayers, and our laser tag revenue went up 100% after weadded it.”

As with building or renovating a bowling center, settingup a laser tag attraction is a sophisticated project with manyvariables. There are many equipment vendors, systems,contractors and other elements to choose from, which canbe intimidating for a first-timer.

“There really is no such thing as a full turnkey operation,”says Ryan McQuillen, executive director of the InternationalLaser Tag Association, the laser tag industry association. “Iconsider [a laser tag attraction] three different pieces.There is the laser tag system, the arena and the themingcompany that creates the environment,” McQuillen addsBEC owners should enlist experienced help in order to getthe project done with a minimum of headaches. Oneoption is to hire a consultant who specializes in laser tag.Be aware, however, that a consultant may work with onlyone laser tag system vendor.

A general contractor, who has built laser tag attractionsand who can refer a buyer to several system vendors and

other providers that are needed to complete theproject, is also a choice.

Another option is to join the ILTA as adeveloper member. They will help a buyernavigate the many choices of systems andcontractors, and will offer valuable guides andchecklists to help budget and plan the project.For additional fees, they will consult on-site.

On average it will take two to four weeks todesign and plan an arena and six to eight weeksto build it out. If a fancy theme is chosen, it willtake three to five days for painting and installationof props. It will take an additional two to threedays to set up and test the game system and getready for players.

Budgeting time and money for the trainingof staff about the laser tag system is of utmostimportance. It is best to retain a trainerexperienced in laser tag. Figure on a few days


for basic training on the game and the game systemplus one to two weeks for center staff to get up tospeed running the attraction.

INTEGRATING LASER TAG INTO YOURCENTER

McQuillen notes that too many operators treat lasertag like bowling or an arcade, expecting it to run withminimal supervision. But laser tag involves multipleplayers with varying skill levels, often playing at thesame time. Experienced players will have highexpectations of game play, while newbies will beunhappy if their game ends too soon due to their lackof skills. It’s important to meet the needs of all playersso that everyone has fun.

It’s best to have a separate desk to service laser tagplayers because checking them in takes time and hasmany details. If a separate desk can not be provided,be sure to have several staff members dedicated to thelaser tag attraction. It takes more time and staffinvolvement to ensure that all the laser tag customershave a good experience, but it is crucial to generate therepeat play that is so important to its success.

Marketing a laser tag attraction takes fore thoughtand planning. Start building anticipation through word-of-mouth among the existing center customers as soonas construction starts on the arena. Outdoor and in-house signage and flyers as well as posts on yourwebsite and social media platforms. Be sure that thespecial event planners know about the new offering, anddevelop some special party packages that incorporatelaser tag.

Don’t overlook the value of a public relationscampaign to generate media coverage of anew laser tag attraction. The game is excitingand offers lots of the great visuals that mediaoutlets love. Try inviting local TV newsanchors to play a game, or team up with acharity for a celebrity-fueled fundraisingevent. Keep local bloggers and websitesthat cover family activities in mind as well.

Crazy Pinz of Fort Wayne, Indiana,combined several marketing tactics for thesuccessful launch of its $250,000, Delta Strike-powered, pirate-themed “Piratez Cove” laserattraction earlier this year. First they held anupscale VIP party to woo local companies forcorporate events. They also offered free lasertag on opening day, drawing 1,000 people injust twelve hours. Social media initiativesincluded email blasts and promotion of lasertag on their existing Facebook page, whichhas a strong base of 9,000 friends. The


owners considering a laser tag attraction pay close attention to their marketwhen developing a budget and projecting revenues. “It’s easy to getcarried away,” he says about all the systems and options that are available.“Stick to your budget and remember that it’s easy to upgrade later.”

Being strategic with the theming budget is essential. Gareiss recommendsusing those dollars to make the entrance, vesting and briefing areas enticingand to get players excited about the game. Many laser tag attractionsfeature expensive paintings and props in the arena, where players oftendon’t notice them due to the black light, fog, loud sound effects and thedemands of the game. “I played an arena that had a $10,000 mural on the

marketing campaign has sparked strong initialbusiness. “Dollars per square foot is alreadyproducing about what we averaged on thebowling lanes for the year, and we’re not intoour busy season,” says Dave Kerschner, apartner in Crazy Pinz. “I anticipate our revenueper square foot to be double what we createdwith bowling.”

TAKE AIM AT THE BOTTOM LINEHan Solo didn’t have to worry about return

on investment, but it’s important in our universe.The good news is that over the last few yearslaser tag operators have enjoyed annual salesgrowth of 8%, according to the ILTA.

In summer 2012, Spare Time FamilyEntertainment Center in Lansing, Michigan,added a Laserforce arena as part of the majorrenovation of its 40-year-old, 40-lane center.The 2600 square foot arena has two levels, isequipped for 20 players and costapproximately $200,000. Operations managerBill Assande expects it to pay for itself in a yearand estimates that laser tag has already added3-4% to the center’s revenues.

Assande recommends that BEC and FEC

Hats off to ECM’sfirst graduatingmanagement class!

The BPAA announced thefirst graduating class from theSchool of Entertainment CenterManagement (ECM). Twenty-nine students representing 11states and Canada attendedthe curriculum-rich, 6-dayprogram packed with 30-plushours of classroom and hands-on instruction, individual andgroup projects. Studentsworked on real-life problems,learning real-life ideas and solutions they will be able to take back andimplement in their centers.

“The School for Entertainment Center Management is the onlycertification program of its kind in the bowling industry,” said SteveJohnson, BPAA executive director. “Students attending the course receive

valuable one-on-one time with some of the best bowling and entertainmentcenter, business people the industry has to offer. If anyone aspires to furthertheir career in a bowling-anchored entertainment center, this school shouldbe the destination of choice on their career path.”

Students covered all the complexities in operating centers that also offera unique combination of attractions, food & beverage service and eventhosting, and visited multiple sites where they were able to question themanagers, operators and owners.

The professional faculty included executives from Namco,TrainerTainment, Brunswick Bowling, Trifecta Management Group,Cornerstone Consulting and Stars & Strikes among others.


wall,” says Gareiss, “and I didn’t noticeit the first five times I played.”

In general, center owners who haveadded laser tag have been very happywith the results. “Any time you canbring more bodies into your center isgood,” says Prime Time’s Squyres.“Even if they don’t bowl, [laser tagplayers] are going to buy food anddrink and play in the arcade.” Lasertag represents about 16% of PrimeTime’s business, and some months itoutpaces bowling.

The Clubhouse, an FEC in Statesboro,Georgia that opened in October 2010,included laser tag from the beginning.The Zone Laser Tag-equipped arena hasbeen so successful that it paid for itselfin less than a year. “Laser tag is by far thenumber one revenue generator in ourarcade,” says owner Tony Ross. “I wouldtell [other owners] to do it. It’s a greatattraction to have as part of yourattraction mix.”

Laser tag’s high compatibility with yourexisting customer base can also pull incustomers who don’t bowl. Jay Patel ofFrames N’ Games in Pooler, Georgiaoperates a Laser Blast system and hasseen nice ancillary sales in other parts ofhis facility that. “Grandparents will bringtheir grandkids in to play laser tag andend up eating lunch at our restaurantwhile the kids are busy,” said Patel.

If you want to add another profitcenter to your business, you shouldgive serious consideration to laser tag.It’s hard to beat laser tag’s combinationof exciting game play, high publicawareness and potential to generaterepeat business. It may be morecomplicated to set up than an arcadeor boutique lanes, but the strongrevenue potential makes it worth, well,taking a shot.

May the force be with you. ❖

Robert Sax is a writer and PRconsultant in Los Angeles. He grewup in Toronto, Canada, the home offive-pin bowling.

their track record for great games,makes me want to stop by. BalloonBuster is a merchandiser where theplayer must pop a balloon with a dartto win his chosen prize. Payout for theprize arms can be set globally, orindividually for a mix of prize values.

Speed of Light, an interactive musicgame (think Dance, Dance with hands) debuted last yearand was a Best in Show winner from several industryobservers. Since then LAI has refined the piece withpositive changes in appearance and game play. Itrecently placed #1 novelty game in the latest RePlayPlayers’ Choice Poll, receiving a 9 out of 10 score fromoperators, which corresponds to a rating of “Excellent.”LAI reports that Speed of Light is developing a largeplayer following, as evidenced by the number of player-posted videos popping up on YouTube.

In addition LAI tells us they will show Mega StackerLite, the all tickets version of Mega Stacker, whichfeatures a progressive ticket jackpot. Both it and MegaStacker, are an affordably priced “extreme” version ofthe classic Stacker. We’ve had success with themerchandiser version, in our higher volume clientlocations in particular, and I want to put the ticketversion through the paces. I’m also planning to see, feel,and touch LAI’s three new children’s redemption games:Pirate Battle, Princess Castle, and Choo Choo Train. Likeothers LAI has produced over the years, the cabinets area work of art, and I like the ball toss format. Children’sgames are usually not the highest ranking games inthe arcade, but it’s important to recognize that they arelargely incremental sales–sales we wouldn’t have if wedidn’t have something for the younger kids.

All American Chicken, Booth 3681I’m fascinated by the possibilities this 21st century

version of a classic concept has for bowling centers. The

38

his will be my 25th IAAPA. I can’t tell you where the firstone was- it moved around quite a bit in those years- butI was there, at the “park show” as we arcade operators

called it, to scour for attractions to combine into our new largeformat family entertainment center.

For Bowling Entertainment Center (BEC) operators who arebowling proprietors first, with a developing FEC expertise, IAAPAcan provide much more than a place to see rides and attractions.It offers a tremendous amount of information on business ingeneral and on the attractions business in particular. An extensiveseminar program provides targeted educational opportunities.Beyond formal seminars there are roundtables, field trips,networking, and social events where some of the best work getsdone. Check the daily schedules.

Most of your time and focus will be on the trade show floor.In the early days show management didn’t group exhibitors bytype of attraction or product. Today’s show floor is much easierto navigate. BEC operators will want to spend considerabletime in “The Coin Op Pavillion,” located in the lower left handquadrant if you look at the Expo floor plan, available at:http://www.iaapa.org/expos/attractions/2012/exhibitor/BookBooth.asp. All of the game manufacturers and distributors are in this area,as are related attraction providers for FEC’s. I’ll be in the RedemptionPlus booth #1021 throughout the show. Please stop by, say hello,and we’ll take you through some of our innovative redemption, craneand merchandiser products.

We have called all of our friends who are exhibiting and have puttogether the following quick preview, exclusively for Beyond Bowlingreaders, of what “must see” new product will be on display.

Product Preview

LAI Games, Booth 1031LAI Games’ will be in the house with several proven products

to show. Their newest might be Balloon Buster. Although itdebuted last year at IAAPA, this is the new and improvedproduction model that is reportedly earning well on tests right now.LAI believes it will be a very successful piece for them which, given

Insider’s Guide to IAAPA 2012

IAAPA PREVIEW By George McAuliffe

T

IBI November 2012


machine incorporates sports, cute characters, motion/animation,sound and lights to create a true attraction. The egg format allowsfor vending a wide variety of prizes, the machine can vend atvarious price points, and it is a low cost piece. We will beexperimenting in the coming months to best locate: either on theconcourse or in the arcade “kiddie corner.”

Baytek Games, Booth 1024Baytek will be leading with their hit attraction game,

Connect Four which has extremely solid, Top 5 numbers inthe locations we work with. It’s big, interactive, eye catching-and fun! We expect to see the usual solid lineup fromBaytek, makers of Big Bass Wheel, Crank It, Road Tripmerchandiser, and many others. Look for a surprise as well!

Benchmark Games,Booth 515

The Benchmark booth will featureseveral new products which Benchmark’sRich Long, while not prepared toannounce as we went to press, tells usare “guaranteed to raise a smile.” Longdid tell us that they will feature MonsterDrop in Extreme and Standard versions,their Super Hoops Basketball, and a“new style” Tickets to Prizes automatedredemption center.

Betson/Raw Thrills,Booth 2015

It appears that RawThrills has broken newground once againwith the introductionof Sno Cross, whichwill be seen for thefirst time at the show.Sno Cross is reported

to offer “next generation true HDgraphics” on a 42” monitor. Players,utilizing QR codes, will be able to sharehigh scores on Facebook and Twitter.The game play features six racers andseven tracks based on the x gamesvenues throughout the world. This willbe an attention getter.

Brady DistributingCompany, Booth 404

Brady Distributing Company will bepresent as always. This year’s Bradybooth will have their SalesRepresentatives and FEC NRG AdvisoryTeam to assist attendees with theiramusement equipment needs. Theyalso provide professional guidance andlayout assistance for development ofnew FECs and BECs, conversions ofexisting facilities, and upgrading ofunderperforming facilities. On the gameside, Brady will feature two of the latestand hottest HD Video Games.


Coastal, Booth 1324Coastal is aggressively developing product and will be

showing three new titles: The Simpsons Soccer, Super SeaWolf and Temple Run. The Simpsons Soccer combinesone of the most widely known characters worldwide withthe world's most popular sport. Super Sea Wolf is thelatest version of what has been a solid, steady earner. Itfeatures a 55" LCD with other updates like attacking planesand machine guns. Temple Run is Coastal’s move intoapplying a licensed smart phone application (Temple Runhas had 100 million downloads) and can be run as eitherredemption or straight video–we will be testing todetermine the best use.

Ice, Booth 1408ICE is no stranger to good licenses and is out front on the

trend to arcade versions of game apps. Their booth will leadwith Doodle Jump Arcade, based on the app which has soldtens of millions of copies worldwide. Joe Coppola told me“Raw Thrills did an incredible job in identifying the elegantgame play of Doodle Jump. It’s got a sleek cabinet andunique leader board element to this game to make it thatmuch more competitive among the players, addingexcitement to locations that don’t have redemption but wishto add Doodle Jump to their game offerings. ICE will alsobe showing Milk Jug Toss which is a redemption twist on thetimeless hit carnival game. Cut the Rope, the company’slatest merchandiser, will round out the offerings. Cut theRope is a merchandiser that is a true skill game, whichgives it a unique place in the market.

Sega, Booth 815Sega, coming off of last year’s

IAAPA success with Keymaster,arguably the hit of the show, promisesan aggressive lineup of new releasesthis year. Keymaster will still be animportant piece in the booth; Sega isnow offering the piece in six differentcolors. This is great for route operatorswho can rotate colors between

locations but also for arcades which can use multiple colorsto distinguish prize mixes or just find a color complimentaryto their décor.

Sega recently began shipping two new “videmption”pieces, Bejeweled and Super Monkey Ball.

“Videmption” is the term for the growing trend todevelop redemption games with a video screen component.It is not simply adding ticket dispensers to redemption

games–that’s been tried before without much success.Rather, “videmption” games are designed as redemptionskill games, but utilize touchscreen, HD and other videofeatures as part of the play.

Bejeweled plays much like the app game from which itwas inspired. It has a few features not present on the appgame to enhance its suitability for redemption. It is abeautiful attraction in terms of cabinet design, shaped likea giant translucent gem that changes colors. It’s a fourplayer game.

Sega will also be showing Super Monkey Ball TicketBlitz. Whether it’s the challenging, multi faceted gameplay or attractive cabinet design–or most likely, both–weare seeing nice numbers on this piece.

Redemption Plus, Booth 1021Redemption Plus has a lot of new

things in store this year that you won’twant to miss. We've expanded our boothsize, allowing us to feature twice as manyitems as in previous years. We’ll beshowing a wide selection of ourredemption merchandise, the latest andgreatest from our line of HIP Crane &Merchandiser Kits, as well as our

amusement park line of Emerald Toy plush. Our PinnacleEntertainment Advisors team, Jim Kipper and I, will bethere and available to discuss how we can help you improveyour FEC profitability. This year we are introducing a littlemore fun to the booth through our Spin to Win gamewhere you can win some great prizes like free product, apercentage off your next order, or a free redemptionprofitability check from Pinnacle, among other things. Justlook for the big purple Redemption Plus sign hanging fromthe ceiling, and you won’t be able to miss us!

Intercard, Booth 1015Debit card systems are integral to

the success of today’s modern day FEC.Intercard will be featuring their iEventonline scheduling system, an onlinesolution to booking facility resourcesfor parties, group sales, and specialevents. The program is controlled onlinewith the system architecture provided byIntercard's available Cloud technology.

Based on security permissions, all users (admin to customer)will use the same software to book reservations, blockdates, administer payments, and set up routing sheetsand itineraries to manage the facility resources daily.


Intercard will also be showcasing a new style ofautomated payments kiosk called The iScan. This sleek,more compact kiosk will join its big brother The iTeller inoffering Intercard clients highly versatile and reliablepayment stations. Both utilize an optional marketingscanner that allows guests to bring in a single use QRcode email blast for redemption at the terminal. Also newis the "Points for Play" e-Ticket payment option (PatentPending). When activated, customers can use the points(or e-Tickets) they were awarded for playing redemptiongames as tender on arcade readers and elsewherethroughout the facility. Items at your Redemption Counterare no longer the only way to provide incentive to keeppeople playing.

Embed, Booth 1034Embed is showing several product enhancements at

IAAPA including the company’s new Facebook plug-infor the Embed Self-Service Debit Card Kiosk. This socialmedia interface will allow guests to quickly register orupdate their play card account by using their profileinformation from their Facebook page, making it easier

than ever for location operators to capture importantmarketing data. They will also show their existing systemswhich together provide a total operating solution for anyentertainment facility.

So there’s a preview for you that will hopefully help withadvanced planning and save you some steps. Again, pleasecome by our booth 1021 and say hello. We will be continuingto improve Beyond Bowling in the coming year and wouldlove to hear your thoughts on what you find useful. ❖

George McAuliffe is a 30 year family entertainmentcenter operator and president of Pinnacle EntertainmentAdvisors by Redemption Plus. Pinnacle is an industryconsulting firm www.grouppinnacle.com. George hasoperated entertainment centers from 2,000 to 150,000square feet including redemption and merchandise gamessince 1983 and has assisted numerous BowlingEntertainment Center owners develop their FEC side. Heis a regular speaker at industry conventions worldwideand writes for RePlay and International Bowling IndustryMagazine. He can be reached at 913-563-4370 or email [email protected].


OPERATIONS

ings bowling centers are the brain child of Patrick Lyons. His company, the Lyons Group,owns properties in Boston. Lyons set out on a mission to recapture bowling’s glorydays when automation gave the sport its mass appeal; he also wanted to create an

environment that would be exemplary of the 1950s, America’s golden age. That mission began in 2003 when the Lyons Group opened the first Kings, a 24,000 square

foot bowling center located in the heart of Boston. Due to the first location's great success, the

KBy Anna M. Littles

47IBI November 2012

OPERATIONS

Lyons Group opened a Kings in Dedham, Massachusetts,in 2009. That facility is 26,000 square feet and is locatedin an upscale suburban shopping center.

Most recently, they’ve branched out into theMidwest by opening up their third Kings bowlingcenter in Chicago. It is the largest center so far at27,000 square feet. It is located in Rosemont, a suburb

five minutes from O’Hare Airport. As Doug Warner, the director ofmarketing, puts it, “This has turned out to be an unbelievable locationin an entertainment park surrounded by hotels and right next to aconvention center. The Rosemont Center is a true megaplex ofentertainment. In the near future they will be opening a Kings inOrlando and two more in Massachusetts.” This success has propelledthe Lyons Group to continue to examine different locations for expansion.

One thing Warner wanted to make clear, “Kings is not a chain ofbowling centers.” In fact, Warner does not even like the word “chain,”as it removes the centers from their communities. “They are not some

The concourse in the Boston location is designed to recall “The Golden Age ofBowling” while adding contemporary elements.

The restaurant in the Boston location carries on the tradition of the classic 50s nightclub.

Skee-Ball, air hockey tables and much more await in the RoyalRoom in the Boston location.


OPERATIONS

fast food place popping up randomly. A lot of planninggoes into each center. They are not a cookie cutterconcept!” And when you look at the outstanding designelements, it becomes clear that Kings rule.

Walking through their doors, you feel like you’re inVegas. Rich, strong colors overtake you. You approach thefront desk; it’s as if you’ve stepped into the spot light. Abrilliant use of lighting tells the story of a time in Americawhen Fedora’s graced the heads of meticulously groomedmen, and curvaceous women did their best to dress likeMarilyn Monroe. If you blink, you might see the spirit ofFrank Sinatra strolling through the bar where the neon signreads the “Royal Room.” The design theme synergy is sleekand is consistently carried out at each Kings bowling

center. Rich, saturated colors, texture and lighting flow in perfectharmony and merit awards. The word is out; everyone who walksthrough their doors is treated like royalty.

What goes into designing a megaplex of entertainment? It's reallya long-term collaboration between the client (i.e.. Lyons

Group/Kings) and a knowledgable manufacturer. Brent Dyer, seniorVP at US Bowling explained, “We worked with Kings' architects formonths prior to installation. It all starts with the equipment.” Andthat is the domain of US Bowling who handled all the lighting, soundand bowling equipment, which included all the lanes, pinsetters andautomatic scoring.

US Bowling’s equipment is all remanufactured AMF 8290 XL

The exterior of the newest Kings location in Rosemount, Illinois.

The King Pin Room at the Rosemont location has six private lanes,designed to recall that 50s nightclub ambiance.

The curtains, which separate the lanes at the Rosemont location, are a uniquedesign twist, adding depth, dimension and sophistication to the space.

standard as well. Kings wanted state-of-the-art audio/visual ineach location, which is a tall order. Dyer says, “Part of the visualprocess in lighting is integrating the black lights, strobe lightsand laser lights into the sound. Basically it all looks like it is insync together – part of it also is that there are sub unitsthroughout the center, such as powerful ceiling speaker systemsthat are 1000 watt strong." All of the 47" monitors throughout

the facility are tied to the a/v system. John Lyons, brother toPatrick, is an expert in sound, so this was an important part ofthe business to the owners.

While the facilities at each location are up-to-the-minute, their

pinsetters. They remanufacture more pinsetters than anyonein the world. Dyer ran down how each pinsetter “goes througha rigorous process, by the time the equipment is delivered, theproduct is better than anything out there and comes with a twoyear warranty." US Bowling also provided the media maskingsystem. In fact, US Bowling is the first company to provide afully integrated video component into the masking unit systemsthey use, which makes them the first to make this an industry


OPERATIONS

Left to right top to bottom: Joshua Rossmeisl, Managing Director; Aaron Sagendorf, Head Mechanic; Mario D'Alelio, Assistant General Manager, Kings Dedham;Doug Warner, Director of Marketing; Andre Bautista, Executive Chef; Christopher Barrows, Assistant General Manager, Kings Boston; Erin Callahan, GeneralManager, Kings Boston; Jacqui Getz, Director of Group and Corporate Sales.

In Rosemont, the Lounge Bar’s sophisticated interior is the perfectplace to take a break from the lanes.

The Billiards Room at the Rosemont location.


Anna M. Littles, a screenplay and freelance writerand producer originally from the Bronx, New York,now resides in Santa Monica, California. You can seeher work on YouTube, IMDB, or on her website atwww.alittleLA.com.

service philosophy is what puts them over the top. Warner boldly statesthat “Our level of service, especially our execution of corporate eventsis second to none!” They constantly receive responses from gueststhanking their excellent staff. Warner is excited at how they see anincredible amount of repeat business. And they take nothing for granted.They are very proactive in engaging their guests with surveys inquiring

if they would both share and refer Kings to their friends and familybased on experience; and it’s a 100% yes each time. They are veryproud of this.

Warner goes on to explain that they deliver a premium product ataffordable prices. On week nights they offer different promotions like“Wild Wednesdays,” and all you can bowl after 9 p.m. for $10. Their corebusiness is bachelor, bachelorette and adult birthday parties primarily on

weekends. During the week, they see a lot ofcorporate and team building events.

The dining at Kings is a special treat. Warnerconfesses that it can be difficult to overcomepeople’s preconceived notion that bowlingfood is bad. Each Kings offers a full servicerestaurant in their location. They flipped itupside down with an executive chef whodesigned an eclectic menu. From coconutshrimp to cheeseburger spring rolls, Kings hasa wide selection to choose from. Their hipcocktail list is innovative and fun, too, from the"Kingstini," to an "Electric Margarita."

The most important thing to Warner and thecorporate team is Kings’ commitment to givingback to the community. Warner stressed, “Weseek to be fully integrated into eachcommunity we build in.” This means that they

do a lot of fundraisers, many with celebrities. And theydo major charity events yearly, making Kings a beaconin their communities.

From all design elements, to the food, to thecommunity commitment, Patrick Lyons has surpassedhis mission to recapture bowling’s glory days. AtKings, they have entered a new golden age for thesport we all love. ❖

The King Pin room at the Dedham location recalls the early days of disco with a spinning glitter ball.

The concourse at the Dedham location again recalls the glory days of bowling with the woodenbenches, the accent lighting and the geometric designed carpet.

OPERATIONS

The Royal Room in the Dedham location is the perfect spot to host aprivate party or corporate event.

53IBI November

CLASSIFIEDS

WWW.FACEBOOK.COM/BOWLINGFAN

EQUIPMENT FOR SALE

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

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


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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]

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

55IBI November 2012

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

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

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EQUIPMENT FOR SALE

FOR SALE: 11 ea. 28” Fenice monitorboards for Qubica automatic scoring. Inworking order when removed. $250.00 ea.Call Hillcrest Lanes (419) 675-6214.

HARD TO FIND PARTS: AMF AutomaticScoring. (712) 253-8730.

EVERYTHING MUST GO! 16 lanes: 82-30s;Qubica Bowland Scoring; air-poweredaluminum gutters, QBump system; 8 AMFSur-Pic (13) ball returns; 82-8 original AMFRadar Ray foul lines; wood lanes &approaches; spare parts. Everything worksGREAT! Contact Bob (845) 292-6450.

WWW.FACEBOOK.COM/BOWLINGFAN

CENTER FOR SALE

NW KANSAS: 12-lane center, AS-80s,Lane Shield, snack bar, pro shop, game &pool rooms. See pics andinfo @ www.visitcolby.com or contactCharles (785) 443-3477.

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.

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CLASSIFIEDSCENTER FOR SALE

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.

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.

CENTRAL IDAHO: 8-lane center andrestaurant in central Idaho mountains.Small town. Only center within 60-mileradius. Brunswick A-2 machines;Anvilane lane beds; automatic scoring.(208) 879-4448.

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.

57IBI November 2012

CLASSIFIEDS

CENTERS FOR SALE

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.

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

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].

SOUTHEAST MICHIGAN: medium/largecenter in excellent physical condition. Strongrevenue. Due to unique situation, priced atonly $469,000. Perfect turnkey opportunity.Email: [email protected] orContact (248) 252-1427.

CENTERS FOR SALE

TEXAS, LUBBOCK: 32-lane center closeto university. A-2s, AMF scoring, syntheticlanes. Includes bar, grill, arcade &additional income producing RE. Strongadult/youth leagues, college classes &open-play traffic. Seller motivated. Contact:[email protected].

GEORGIA, Vadalia: 16-lane center. Lowdown payment; assume a SBA 4.75%interest loan. Will carry 2nd note on half ofdown payment. For additional info faxqualified inquiries to (912) 537-4973 or [email protected].

NEBRASKA (Scottsbluff): 16-lane center in16,500 s/f building on 2.39 acres. Includesbar & kitchen. Turnkey operation. $250,000with RE. Call (308) 641-5740.

SELL YOUR CENTEROR EQUIPMENT

(818) 789-2695


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59IBI November 2012

CLASSIFIEDS

SERVICES AVAILABLE

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

See a list that will help centers fill lanes w/1200+New Bowlers, Birthday Parties &Corporate Outings that generate $15,800—a 600% ROI from 4 payments starting at$378. Visit mcprs.bmamkt.com or call (888)243-0685.

AMF 5850 & 6525 CHASSIS. PRICESREDUCED! Exchange your tired or damagedchassis for an upgraded, rewired, cleaned,painted & ready-to-run chassis. Fastturnaround. Lifetime guarantee. Referencesavailable. $210 + shpg. CHASSISDOCTORS (330) 314-8951.

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MANAGER WANTED

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

POSITION WANTED

SALES POSITION WANTED: 25 yearsexperience; specializing in openbowling. References available. Maywork on commission. Kevin Malick(863) 602-4850.

Seeking General Manager position—West Coast, Nevada, New Mexicoand/or Southern region. 40 years in theindustry—owner, GM & District Manager.Familiar with F&B, marketing, special eventsand youth programs. Has served on theIndiana BPA Board of Directors for 4 years.Resume and references available. RudyHinojosa (317) 590-5499 or email:[email protected].

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


REMEMBER WHEN

n 1957, bowling was gaining fans. Centers were no longer considered a smokey, malehangout for beer swilling bowlers. There were 131,253 members of YABA, theyouth organization; ABC membership was 2,225,000 and steadily climbing and868,603 ladies joined the WIBC.

The “Beer That Made Milwaukee Famous” wanted a promotion vehicle that was equalin popularity. Bowling was a perfect match. Just look at the cross section of the working worldgathered together to bowl, schmooze, relax, compete, flirt and generally have a pleasantevening out. There are so many aspects to this ad; it is a multilayered, eye-catching, productpromoting piece. Every character tells a story!

Beer was just one facet of the scene; bowling was the prime mover around which all else

1957I

61IBI November 2012

REMEMBER WHEN

The Swiss FamilyFraunfelder was a uniqueethnic yodeling andsinging group whosefamily tradition datedback to the 1600s inZurich. In the 1940s, theywere under contract toSchlitz Brewing Companyof Milwaukee. Theyperformed in more than600 events includingtelevision, radio and personal appearances.

Walt Disney employed Papa Fraunfelder and hisSwiss Family to sing and yodel for ”Snow Whiteand the Seven Dwarfs.” It is reported son Rheinywas the voice of “Dopey.”

Now the reason that Siebel’s Swiss couplemingles with the bowlers in the Schlitz ad is moreunderstandable and not just a misdirect.

� � �Frederick “Fritz” Siebel was a prolific illustrator

during the 40s and 50s. One wouldn’t have to gofar to find one of his ads within the pages of thetop magazines of the time. IBI used one of hisillustrations for Ballentines in the Remember Whensegment in May of 2010.

happened. Filling the fashion scene, you have league bowlers in team shirts,business men in overcoats and hats, women dressed casually in skirts andpants, and men in slacks and sport shirts in all colors. One could spend moretime than would be wise developing stories for each character and group.

And, who are those people dressed in lederhosen? Hmmmm. They peakthe imagination. Why are they there? Yodeling. Beer. Bavaria. Not all“Schlitzers” come from an alpine environment, and so, the search begins.

It didn’t take long to realize that the illustrator Frederick “Fritz” Siebelwas not just sprinkling his ad with nonsequiturs. He was, in fact, creatingan homage to the Fraunfelder family who were one of the first spokespersonsfor Schlitz. So now our expansive ad takes on more import. Bowling, beerand a tip of the hat to yodelers combined to highlight Schlitz. ❖


DATEBOOK

Red Rock Resort & Casino, LasVegasJoan Romeo, (310) [email protected]

3–7Brunswick GS PinsetterMaintenance SchoolGS PinsetterMuskegon, MI800-937-2695 [email protected]

10–14Brunswick Training ClassesVector ScorerMuskegon, MI800-937-2695 [email protected]

JANUARY 201327–30BPAA 2013 Bowling SummitMid-Winter Conference forProprietors, Managers &Industry LeadersHyatt Regency at Riverwalk,San Antonio, TXwww.bpaa.com/Summit

APRIL21–2371ST Annual BBIA ConventionBeau Rivage Resort & CasinoBiloxi, MSInfo: 800-343-1329

JUNE23–28Bowl Expo 2013Las VegasHdqtr hotel: Paris Las Vegaswww.bowlexpo.com

NOVEMBEROct 29–Nov 9A-2 Pinsetter MaintenanceSchoolQC Family Entertainment CenterMoline, ILFor info call Frank Miroballi540-325-7684 or email [email protected]

4–9Center Management SchoolBPAA’s Bowling University800-343-1329www.bowlinguniversity.net

12–16IAAPA Attractions ExpoOrange County ConventionCenterOrlando, FLwww.iaapa.org/expo

14–15BCA of Ohio Fall Seminar &MeetingEmbassy Suites, Columbus2700 Corporate Exchange Dr.Pat Marazzi, 937-433-8363

24–Dec 248th QubicaAMF BowlingWorld CupSky Bowling CentreWroclaw, PolandAnne-Marie Board,[email protected]

DECEMBER2–82012 International Senior Open

international bowling industry magazine november 2012

Documents

family bowling businesswas

collegiate bowling center

thegolden age of bowling

free toevery bowling

business of bowlingibi

additional subscriptions

ventura boulevardstudio

ownedpro shop