Understanding YOUR GROWTH Demographics

Outline

1. Bowling Demographic Snapshot

2. Youth Bowlers

3. Adult Bowling Segments

4. Local-Center Demographics

Bowling Demographic Snapshot

Age Bowlers (000) % chg.

6-13 11,951 3.6%14-17 8,342 -12.0%18-24 9,596 -2.8%25-34 11,978 6.9%35-44 12,396 9.4%45-54 8,600 14.9%55-64 3,993 29.0%65+ 2,443 7.7%

TOTALS 69,299 4.6%

Bowler Overview – 2009

SMRB: 2009 Bowling Universe = 69.3 million Total Universe = 270 million

Age Bowlers (000) % chg.

6-13 11,951 3.6%14-17 8,342 -12.0%18-24 9,596 -2.8%25-34 11,978 6.9%35-44 12,396 9.4%45-54 8,600 14.9%55-64 3,993 29.0%65+ 2,443 7.7%

TOTALS 69,299 4.6%

Bowler Overview – 2009

SMRB: 2009 Bowling Universe = 69.3 million Total Universe = 270 million

Age Bowlers (000) % chg. Freq. Bowlers % chg.

6-13 11,951 3.6% 1,934 23.0%14-17 8,342 -12.0% 1,546 -7.9%18-24 9,596 -2.8% 1,917 15.0%25-34 11,978 6.9% 1,423 33.2%35-44 12,396 9.4% 1,691 27.0%45-54 8,600 14.9% 876 -8.8%55-64 3,993 29.0% 562 13.5%65+ 2,443 7.7% 641 -17.9%

TOTALS 69,299 4.6% 10,588 5.6%

Bowler Overview – 2009

SMRB Bowler Composition Data

Age % POP. % Who Bowl Index

6 – 13 10.5 17.2 16414 – 17 7.6 12.0 15818 – 24 9.0 13.8 15325 – 34 13.8 17.3 12535 – 44 15.1 17.9 11945 – 54 16.6 12.4 7555 – 64 13.0 5.8 4565+ 14.3 3.5 24

SMRB: 2009 Bowling Universe = 69.3 million Total Universe = 270 million

Why Understand Local Demos

Identify customer opportunities

Refine marketing programs

Design your center

Products

Pricing

Equipment you feature

Employees you hire

Youth Targeting Hierarchy

Get them In

Get them excited

Get them committed

20,293,000 Bowl Annually

3,480,000 Bowl

Frequently

< 200,000

USBC Members

Youth 6 - 17 Bowling Hierarchy

41% of all 6 – 17 year olds bowl annually

17% say they participate frequently

1% are members of the USBC

Youth Characteristics

Adult Bowling Segments

Dismissive

Bowlers

19%

Bowling

Enthusiasts

16%

Family

Bowlers

20%

Rookie

Bowlers

20%

Get Together

Bowlers

25%

Bowling Enthusiast

Dismissive

Bowlers

19%

Bowling

Enthusiasts

16%

Family

Bowlers

20%

Rookie

Bowlers

19%

Get Together

Bowlers

26%

BE Characteristics!

View bowling as a sport

Very competitive

Always trying to improve

Like to show off

Pressure is good

Bowl regularly, likely to be in a league

Food, no drink

45-64 years old, more males

Bowling Enthusiast Opportunities?

Bowling is a sport, not recreation Expect high quality center, lane conditions and

customer service Huge need and desire for advanced coaching,

clinics and equipment - must be approached one-on-one, face-to-face

Already hooked on bowling – the trick is to keep them satisfied to retain their loyalty – they will “move their business” when dissatisfied

How to recognize them? No need to search for them - they already recognize you

Rookie Bowlers

Dismissive

Bowlers

19%

Bowling

Enthusiasts

16%

Family

Bowlers

20%

Rookie

Bowlers

19%

Get Together

Bowlers

26%

RB Characteristics!

Don’t care about their score

Believe bowling is dated

Only bowl with people their own age

Bowling is hard

No interest in improving

Many 18-34 year old females

Rookie Bowler Opportunities?

Bowling is purely recreational

Bowl as part of group – birthday, corporate and affinity parties

Like the value of bowling, but only bowl 1-2 games

Need more exposure to the activity – they don’t think about bowling

How to recognize them? They are the ones in a group and not the decision-maker.

Get Together Bowlers

Dismissive

Bowlers

19%

Bowling

Enthusiasts

16%

Family

Bowlers

20%

Rookie

Bowlers

19%

Get Together

Bowlers

26%

GTB Characteristics!

Average bowler

Understand the game

Slight interest in improving – content

Care about score

Bowling is a social event

With folks at same level

They eat and drink

Mid-30’s - educated

Get Together Bowler Opportunities?

Have-a-good-time party bowlers – social aspect

Requires good food and drink – make it easy to access

Desire to bowl during peak times – reservations?

Would accept some “group” coaching lessons

Amenities very important

Would consider short-season leagues/clubs

How to recognize them? They are the non-league bowlers having a great time in a group

Family Bowlers

Dismissive

Bowlers

19%

Bowling

Enthusiasts

16%

Family

Bowlers

20%

Rookie

Bowlers

19%

Get Together

Bowlers

26%

FB Characteristics!

Like to bowl – average

Fun with family, friends, work, parties, outings

Less competitive, not intimidated, no need to improve

Not price-sensitive

Eat & drink

35-49 years old, family

Family Bowlers Opportunities?

Organized outings – more ideas to attract families – include the children

Not extremely price sensitive – bowling is a reward/treat

Make an afternoon or evening of their visit –keep them busy with options & packages

Reward the family – frequency programs

Fun, family-friendly versus just amenities

How to recognize them? They’re smiling with their family – because they are heroes

OPPORTUNITIES FOR ALL SEGMENTS

ALL SEGMENTS MARKETING

What attracts MOST opportunity segments?

Recognized, qualified coachesMusicGood food and drink – accessibleAvailable lanes or reservationsGreat customer servicePackages and optionsFun atmosphereCompetitive prices – to other optionsRewards or frequency programsClean, modern environmentProfessional communicationsDecision-makers & Heroes

Local Center Demos

Demographic Information

The demographics (past, current & future) customized for your center are based on 3-, 5- and 10-mile data from the following resources: United States Postal Service (USPS)

United States Department of Defense (DMDC)

United States Census Bureau

National Center for Education Statistics (NCES)

Federal Financial Institutions Examination Council (FFIEC)

Internal Revenue Service (IRS)

Bureau of Economic Analysis (BEA)

Bureau of Labor Statistics (BLS)

Office of Federal Housing Enterprise Oversight (OFHEO)

How To Read Your Local Demos

Demo

How To Read Your Local Demos

Demo 3-mile

How To Read Your Local Demos

Demo 3-mile 5-mile

How To Read Your Local Demos

Demo 3-mile 5-mile 10-mile

How To Read Your Local Demos

Demo 3-mile 5-mile 10-mile County

How To Read Your Local Demos

Demo 3-mile 5-mile 10-mile County State

How To Read Your Local Demos

Demo 3-mile 5-mile 10-mile County State U.S.

How To Read Your Local Demos

Demo 3-mile 5-mile 10-mile County State U.S.

25-34 18.2% 15.7% 14.7% 14.2% 12.6% 13.3%

How To Read Your Local Demos

Demo 3-mile 5-mile 10-mile County State U.S.

25-34 18.2% 15.7% 14.7% 14.2% 12.6% 13.3%

137

Evaluate All Elements

Age Segments

Home Ownership/ Rental

Race & Ethnicity

Marital Status

Education

Household Income

Vehicles

Businesses & Employment

Target Demographics

“The generation just starting”

Target Demographics

“The generation of their own”

Target Demographics

“The generation that refuses to grow old”

Population Your Center’s Marketing Area

Population Demographics

Total Population 305,921,712

Population by Age

5 - 14 13.2%

15 - 19 7.0%

20 – 24 7.0%

25 – 34 13.3%

35 – 44 13.8%

45 – 54 14.5%

55 – 64 11.4%

65+ 13.1%

Median Age 37.1

Median Household Income $53,679

Owner Home 58.3%

Rent Home 28.6%

Marital Status

Now Married 52.2%

Separated 5.2%

Divorced 9.6%

Widowed 6.4%

Never Married 26.6%

Summary

Define opportunity demos in your target marketing area

Evaluate options that meet the needs of those consumer segments

Develop programs to attract the defined demos

Build a marketing plan against desirable consumer demos

Track and adjust as demos evolve

THANK YOU – BEST OF LUCK!