Silver Creek Lanes’ Winning Approach
Amusement
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REFRESHING IDEAS DIVE INTO
Elevating Food, Fun, and Profits
By Stephanie Davis
Food, drinks, and entertainment are the ultimate trifecta for keeping guests happy and spending more. Whether crafting the perfect cocktail (with or without the booze), fine-tuning your food offerings, or maximizing arcade revenue, staying ahead of the trends is good for business growth.
This month's cover story focuses on the rise of spirit-free cocktails shaking up the beverage scene, and Silver Creek Lanes is leading the way. Proprietor Tawnya Zwicker has crafted a menu of sophisticated, alcohol-free drinks that appeal to a growing wave of mindful drinkers. With 40% of U.S. adults cutting back on alcohol and Gen Z drinking 20% less than Millennials, offering zero-proof cocktails is a smart business move. From beautifully garnished margaritas to spiritfree gin and tonics, these drinks aren't just about avoiding alcohol—they're about elevating the guest experience and boosting beverage sales.
Of course, no food and beverage operation runs smoothly without a strong food safety strategy. From proper staff training to injury prevention, experts stress that ongoing education is key to protecting guests and maintaining a strong reputation. Whether keeping certifications up to date or reinforcing daily best practices, investing in food safety is necessary for any successful operation. And when it comes to boosting revenue, concessions remain a force. Industry experts at Gold Medal Products Co. highlight how small bites and interactive snacks turn simple treats into profitable, shareable experiences.
This month's "Amusement Alley" flip-section features two powerhouse articles highlighting innovative strategies for arcade success. Bruce Davis' "Unlocking Arcade Success!" delves into the marketing strategies that turn an arcade into a high-performing revenue stream. Featuring expert insights from Stern Pinball, Betson, and LAI Games, the article covers competitive events, game launches, and tactics to keep existing attractions fresh. Meanwhile, Brandon Willey's "The Secret
to Winning Guests of All Ages" explores how blending timeless arcade classics with cutting-edge redemption games creates a dynamic experience that appeals to generations.
Remember to check out our exclusive online content at www.bowlingindustry.com. This month, Toast Payment Processing reveals the top 10 most profitable bar foods, clever pricing tactics, and expert tips to boost your bottom line. Another valuable read comes from our friend Carey Tosello of Ebowl.biz, who shares a stressfree approach to managing online reviews. Tosello breaks down how to streamline the process and turn reviews into a business advantage.
As the IBI team compiled this month's issue, we were reminded that food and beverages are more than just menu items— they are an experience. From creative flavors to shared moments, they bring guests together and enhance every visit. We hope this edition sparks fresh ideas to elevate your offerings and create unforgettable dining and drink experiences for your guests.•
– Stephanie Davis, Publisher & Editor stephanie@bowlingindustry.com
PS: Don't forget to sign up for the $30,000 giveaway. Register each month for your chance to win at www.bowlingindustry.com
www.bowlingindustry.com
READ THESE TOP STORIES EXCLUSIVELY ONLINE
Reviews Might Be a Pain
BY EBOWL.BIZ
With online reviews playing a critical role in attracting customers, monitoring and responding to them is more important than ever. Reviews influence your Google rankings, provide insights into customer satisfaction, and demonstrate your commitment to service when you respond to feedback—whether it is positive or negative. Managing reviews doesn’t have to be overwhelming. Carey Tosello, owner of Ebowl.biz, explains how operators can streamline the process and turn reviews into results!
The 10 Most Popular and Profitable Bar Foods and Menu Items
BY TOAST PAYMENT PROCESSING
Want to make the most of your menu this year? Learn how to optimize your offerings with menu engineering techniques and discover the top 10 most profitable bar foods. From chips and dips to crowd-pleasing nachos, these menu items are designed to increase sales while keeping costs low. Plus, explore tips on menu psychology, pricing strategies, and local trends from the experts at Toast Payment Processing.
Cut Costs Without Negatively Impacting Customer Experience
BY BETSON ENTERPRISES
Cutting expenses does not have to mean cutting corners. From renegotiating vendor contracts to investing in better staff training, there are smart ways to reduce costs while keeping customers happy. The experts from Betson explain practical strategies to streamline operations, boost efficiency, and plan for long-term success—all without impacting the experience that keeps guests coming back.
Turn Slow Nights into Revenue Drivers with Pub Games
BY ORANGE DOOR MUSIC
Looking to turn your quiet nights into moneymakers? Hosting pub games like trivia and music bingo can bring in loyal customers and drive food and drink sales. These events are easy to set up, affordable, and create a fun, social atmosphere that keeps patrons coming back week after week. Learn from the experts at Orange Door Music about how pub games can transform low-traffic nights into profitable opportunities.
Bowling Industry Leader IBI Subscriber
This month, we feature Bill Wammes from Al-mar Lanes. Al-Mar Lanes // Bowling Green, OH
16 Lanes // Pro Shop // Sports Bar // Storage Units
Number of years in the bowling industry: 50+
Favorite part of being in the industry: My favorite part is being in the industry of the sport that I have been in love with for most of my life.
The most challenging part of operating your business: Finding entry-level employees and dealing with all the government regulations and reporting.
One tip you would give to less experienced operators: Treat your employees like your best customers; they will know how you want them to be treated.
What do you see as the next big trend(s) in bowling? More open play, organized parties, and company events.
Opinion on the future of league and tournament play: We still have a strong league base, but open play has increased to the point that we are about 50/50 open to league. I think leagues and tournaments are still very important. Remember when Japan started building centers and did not think competitive bowling was needed? It didn’t take long for them to close centers and ship machines back to the U.S.
How do you motivate staff to perform at a high level? Mostly, this is done by giving them the ability to make most decisions on their own and not needing to check with the manager for decisions on how to handle daily issues with customers.
Do you host any special events unique to your center? We host the longest-running (27 years) PBA50 Regional in the U.S.A. It's also the highest paying, just short of a National PBA50 prize fund, all due to great support from local sponsors. We also do many fundraising events: Bowling 4 Boobs, BVL, Make-a-Wish, several local charities, and even help individuals in need.
What are your tips on maintenance or security? Our mechanic has been with us since I purchased the center in 1989. He is on his own to make sure everything is running smoothly. On building maintenance, my suggestion is not to let things go when they need repair. Fix it now before it becomes unfixable and needs replacement. On security, we have cameras, but in our small town, security has never really been an issue. •
What is a Bowling Industry Leader?
A Bowling Industry Leader embraces continual personal and business growth, prioritizes the latest industry knowledge, and has a forward-thinking vision. They're proactive in making informed decisions and seek new ways to improve their business. Results-driven and resourceful, Bowling Industry Leaders utilize available resources to stay updated, improve operations, and drive profitability in today's fluctuating business environment.
Bill Wammes
Bill Wammes with wife Yogi.
Food Safety
SAFETY! SERVING UP
Expert Tips for Food Prep Success
No matter if your center runs a busy kitchen with a big menu or a smaller setup serving up the classics, one thing is for sure: food safety training is a must. A single mistake with food handling can lead to serious issues, like making guests sick or hurting your reputation.
But it is not just about checking off health regulation boxes—training helps build a culture of accountability and keeps things running smoothly so every guest has a great experience. Remember that not everyone on your team will be on the same page. What's obvious to one person might not be clear to another, so bridging those knowledge gaps is key.
To help you establish strong food safety practices, I spoke with three industry experts who shared actionable tips to keep your kitchen running safely and smoothly.
Beth Standless, owner of TrainerTainment, says having protocols are the best way to ensure food safety. Kim Wheeler, vice president of team development at Trifecta Management Group, emphasizes that untrained staff are more likely to make mistakes, which can lead to far-reaching consequences such as inconsistent food quality, negative feedback, and, ultimately, a decline in revenue as word spreads. Andrea Smith, head of the culinary department at Turfway Entertainment Management, agrees, noting that delivering safe, high-quality food depends on clear, straightforward training.
ENSURE ALL KITCHEN STAFF HAVE A FOOD SAFETY CERTIFICATE
Regarding food safety, Standlee, says it is all about having the proper protocols in place. "Making sure your team has food safety certifications is necessary; the good news is that most communities offer programs
By Corrie Pelc
to help with that. Some of the smartest operators make it even easier by hosting certification classes at their location once a month. It is a win-win—staff can get certified without much hassle, and it is a great way to keep up with the usual comings and goings of employees in this business. Plus, it ensures everyone stays on top of food safety basics, no matter how new they are."
HOLD EVERYONE ACCOUNTABLE
In addition to a certification, Wheeler believes teams need training to have a sense of accountability. "The accountability comes from clear expectations and guidelines," she continues. All of your management staff, not just your kitchen manager, need to know food safety standards. This knowledge must be shared between everyone, including staff who work in the front of the house. They come in the kitchen, so they need to understand food safety."
UTILIZE THE "TELL, SHOW, DO" METHOD
Regarding food safety training, Beth Standlee emphasizes the importance of a hands-on approach. Simply explaining the process isn't enough—you must also physically demonstrate it. "You tell them what to do, show them how to do it, and then have them do it themselves," she explains. Afterward, review their performance by pointing out what they did correctly and where they need to improve, providing immediate feedback to guide them in the right direction.
Without proper feedback, Standlee warns that employees may continue to make mistakes, leading to a lack of confidence in their work. This can create frustration for managers, potential safety risks, and, ultimately, problems for customers. A straightforward, interactive training process ensures everyone feels secure and capable in their roles.
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Food Safety
KEEP TRAINING FRESH AND ONGOING
All experts agree that food safety training is not a one-and-done task but an ongoing process that requires regular reinforcement. Smith emphasizes the importance of consistent check-ins to keep food safety top of mind. One effective approach is holding pre-shift meetings in the kitchen. "We use these meetings to cover daily updates, like what parties are scheduled, new menu items, and how to prepare them properly," Smith explains. "It's also a great time to address any safety concerns we've noticed and pick one item each week to review. This keeps safety practices fresh and helps everyone stay sharp."
MASTER THE ABCs OF PERFORMANCE MANAGEMENT
Standlee recommends using Aubrey Daniels's ABCs of performance management, a methodology for building a strong foundation for food safety training. The ABCs—antecedent, behavior, and consequences— help staff learn the basics and consistently apply them in their work.
The antecedent covers everything done before an employee steps into the kitchen, such as completing safety training and earning certifications. This sets the stage for success. Once they are on the job, the focus shifts to behavior, which involves following safety protocols, sticking to recipes, and adequately managing and delivering food. Finally, the consequences reinforce those behaviors. "If they're doing things right, managers need to recognize and reward their efforts with positive reinforcement," Standlee explains. "If they are not getting it right, the manager needs to say, 'Hey, listen, this isn't exactly right, and I need you to correct this.' And then give them good direction."
DON'T OVERLOOK INJURY-HANDLING TRAINING
Accidents are bound to happen in a busy kitchen with hot appliances, sharp knives, and heavy cookware. That's why Wheeler emphasizes the importance of including injury handling as part of food safety training.
Staff should know where the first aid kit is located, what it contains, and how to use it effectively. "We can't assume that anyone knows everything, so we want to make sure they know that," she says.
Wheeler also highlights the need for clear procedures in case of injuries, mainly when dealing with blood. "Unfortunately, cuts happen often in the kitchen," she explains. "Not a lot, but it happens, and so you have to know and be trained on how to clean that up safely, securely, and dispose of all of it."
BUILD A SOLID PLAN FOR FOOD SAFETY TRAINING
According to Andrea Smith, the most critical step in food safety training is having a clear plan. Whether seeking advice from industry professionals or involving your local health department, starting with a well-thoughtout strategy is key. "I have walked into kitchens where you can tell they started with a plan and covered the basics of food safety," she says. "And then there are kitchens where it is clear they just threw everything into the air and hoped something sticks" Smith stresses that training is not a one-time task. "It is not about training them once and being done," she explains. "Ongoing training keeps a kitchen clean, efficient, and safe."
In the fast-paced world of food prep, safety is not just a box to check—it is the recipe for success. Your kitchen can run like a well-oiled machine with the proper training, a solid plan, and a commitment to keeping standards fresh. Food safety is about protecting guests, building trust, delivering quality, and creating a culture where everyone feels confident and accountable. So, roll up your sleeves, sharpen those skills, and serve up safety every single day!•
WBPI provides insurance that's custom drilled for bowling and service that can't be beat. We're partners, not agents.
Corrie Pelc is a journalist and freelance writer covering the business of recreation and entertainment.
UNFORGETTABLE
Concession Experiences That Boost Revenue
By Stephanie Davis
Creating unforgettable experiences for your guests does not have to be complicated. In today's competitive entertainment landscape, it is not just about providing food but about delivering an experience. Consumers crave more than delicious food—they look for memorable, shareable experiences, whether dining casually or enjoying a more formal atmosphere.
Enter concessions, a golden opportunity to wow guests, increase dwell time, and maximize revenue. By embracing interactive, creative, and personalized options, your snack offerings can become an integral part of the guest experience—a reason for people to come back time and time again.
Industry insights from the National Restaurant Association and Mintel show that 65% of consumers are willing to pay more for premium dining experiences, while 62% value personalized options like customizable toppings. These trends indicate an exciting opportunity for FEC and bowling center operators to elevate their concessions without overly complicating operations.
IBI partnered with experts at Gold Medal Products Co., an industry leader in concession food equipment and supplies, to bring you proven strategies for taking your concessions game to the next level. With over 90 years of experience, Gold Medal deeply understands what makes guests smile and operators thrive, earning its reputation as the Fun Food Authority
THE POWER OF SMALL BITES AND CUSTOMIZATION
Guests love variety, and the popularity of small bites and sample flights continues to soar. Miniature servings of beverages, desserts, and snacks allow guests to try multiple flavors and share their favorites. This trend will enable operators to increase per-capita spending with a menu that encourages sampling.
Customizable concessions are particularly engaging. Tapas-style menus or build-your-own options add an interactive element that keeps guests entertained and invested in their experience.
"Interactive and customizable options, like build-your-own nachos or cotton candy art, are changing how people think about concessions," shares Mike Schum, vice president of U.S. and Canadian sales at Gold Medal. "These offerings don't just satisfy appetites—they create lasting impressions that elevate the entire guest experience."
NACHOS:
A CRUNCH
ABOVE
THE REST Nachos have long been a crowd favorite, but offering customizable platters can take them to a
The Future of Entertainment!
One of the things that really intrigued me is that this is the next level of entertainment in bowling. With Neoverse, you just walk in and it’s ‘WOW!’ It’s so undeniably cool! It’s so undeniably great looking that every guest is going to see it and going to notice it…this is the next step of entertaining our guests.
John Kilpatrick, Owner
Holiday Lanes
JOHNSON CITY, TN
Hear John’s Story:
Concession Trends
new level. Imagine letting your guests craft their masterpieces with premium toppings like tender pulled pork, zesty buffalo chicken, creamy guacamole, or specialty sauces like sriracha cheese and cilantro-lime crema. Mini nacho boats or walking tacos provide portable, fun options ideal for guests mingling or exploring your attractions.
POPCORN: FROM CLASSIC TO SIGNATURE
Popcorn is a nostalgic favorite and a versatile menu item with profit margins exceeding 75%. With some creativity, you can transform this classic snack into a signature offering that guests cannot resist.
Consider adding gourmet popcorn options to your menu, featuring flavors like dill pickle, cookies and cream, or cinnamon churro. Enhance the offering by providing mix-ins such as chocolate chips, pretzels, or caramel drizzle, allowing guests to customize their snack to their taste. These unique and flavorful options can boost sales and give guests a memorable experience they’ll talk about long after their visit.
"Popcorn is one of the most versatile snacks out there. By introducing gourmet flavors and creative mix-ins, operators can transform this classic treat into a signature item that drives excitement and sales," notes Pete Bakala, vice president of branch sales and operations at Gold Medal.
COTTON CANDY: SWEET MEMORIES MADE SOCIAL
Recently, I dined at an upscale eatery, where the waiter surprised us with a small, complimentary serving of cotton candy at the end of our meal. This unexpected and delightful treat sparked conversation among our group and left a lasting impression. The playful touch was memorable and Instagram-worthy—one of my companions even featured it in their Insta story, tagging the restaurant. It was a simple yet creative gesture that elevated the dining experience and generated social media buzz.
Cotton candy is not just for kids—it is a showstopping treat with endless possibilities. Use it to garnish cocktails or mocktails for an Instagram-worthy twist or offer specialty flavors like piña colada and sour apple. Tools like Gold Medal's QuickSpin® Single Serve Cotton Candy Machine make preparation simple and efficient.
HOT DOGS: REINVENTED AND ELEVATED
Hot dogs are a staple of any concession menu but can be reimagined as a premium offering. Build-your-own hot dog platters with toppings like kimchi, crispy onions, macaroni and cheese, or spicy aioli turn a classic snack into an exciting, gourmet experience. Offering artisan sausages or bratwursts with highquality buns and condiments adds even more appeal. Naming items after local landmarks or team members can further personalize your menu and connect with the community.
SEASONAL SPECIALS AND THEMED SNACKS
Keeping your menu fresh and exciting is essential. Seasonal and event-specific offerings create urgency and encourage repeat visits. Fall-themed caramel popcorn, summer's patriotic cotton candy, or holiday-inspired Slushies are all ways to tie concessions to the calendar. Upselling combo deals or themed snacks like popcorn towers or cotton candy goodie bags can be a hit for birthday parties or other events.
PRESENTATION MATTERS: THE INSTAGRAM EFFECT
How you serve your snacks is as important as what's on the menu. Eco-friendly containers or themed packaging—like mini bowling ball buckets for popcorn—add a playful touch. Branded packaging reinforces your center's identity and gives guests a take-home reminder of their visit.
Elevating your concessions does more than satisfy appetites. It creates memorable moments that keep guests coming back. Premium and interactive options offer higher pricing, while thoughtful presentation and seasonal menus maintain excitement and engagement.
Investing in elevated concessions means you are not just offering snacks but crafting experiences. Visitors will stay longer, spend more, and leave with lasting memories that make your center a go-to destination. With tools and guidance from industry leaders like Gold Medal, upgrading your concessions has never been easier.
For a standout offering, try interactive cotton candy art. Oversized or shaped creations—like flowers or animals—are delicious and create shareable moments designed for online buzz. These visually stunning treats will get guests snapping photos and tagging your center on social media.
For more insights and expert advice from the Fun Food Authority, Gold Medal, call 800-543-0862.•
THE AI ADVANTAGE SMARTER TOOLS, BETTER RESULTS
Practical Strategies to Save Time and Boost Creativity
By Carey Tosello
Artificial Intelligence (AI) is buzzing everywhere, woven into countless software platforms and transforming industries worldwide. But what exactly is AI, and how can bowling and family entertainment centers use it to their advantage?
Suppose you ask an AI app to define itself. In that case, it might respond, "Artificial Intelligence (AI) refers to the simulation of human intelligence in machines that are programmed to think and learn like humans." Not bad, right? But here is the catch: AI needs context—specific tasks, clear directions, and some training to provide precisely what you are looking for, just like a human team member.
It is like having a virtual assistant that gets smarter with each interaction, but only when given the proper guidance and context. Without that, results can be underwhelming. The exciting part? Each iteration of AI keeps improving, and its capabilities continue to amaze!
Some more popular, sophisticated platforms include ChatGPT, Google Gemini, and Microsoft Copilot. They offer impressive functionality for $10 - $30 per month. But if you are looking for a free and user-friendly option, Poe AI is worth a look. Developed by Facebook's former CTO, Poe offers an intuitive experience and gives access to various AI bots in its free (albeit limited) version.
MAKING SOCIAL MEDIA SHINE
Jenifer Jeney of Station 300 has discovered the power of AI for social media. Using AI to brainstorm, she is crafting posts with a playful and creative edge—content that feels fresh and fun. While the results are imperfect and often need a final edit, AI has become her go-to tool for breaking through creative blocks, saving her time and effort compared to starting from scratch.
TEACHING AI ABOUT BOWLING
The magic of AI truly unfolds when you "teach" it about your business. Paid versions of AI platforms allow users to input detailed knowledge about their industry or niche, in our case, bowling. When trained
adequately with your unique data, AI delivers far more accurate, personalized, and impactful results.
VISUALS THAT HIT THE MARK
Christa Aning from Bel Mateo Bowl has mastered the art of AI-assisted content creation using a paid version of ChatGPT. Not only does she rely on it for written copy, but she also uses it to generate custom images. Whether it is designing an inviting social post or an event graphic, she inputs detailed descriptions of themes, colors, moods, and even preferences for realistic or cartoon-style visuals. Once it generates the image, she adjusts it with additional words and details. Even with clear directions, Aning often takes the AI-generated image to Canva for final editing.
Here are two examples of AI-generated images Aning uses at Bel Mateo Bowl:
USING A TRAINED AI PLATFORM
With the proper training, AI can craft messages that resonate with your audience, creating visually appealing posts packed with personality. When you take the time to train an AI platform with details about your business, the results can be impressively tailored, engaging, and ready to share. For example, here is what happens when Annapolis Bowl uses a trained AI platform for social media copy:
Family Fun
"Make lasting memories with family at Annapolis Bowl! Enjoy classic bowling fun with all the comforts—from a full bar for the grown-ups to arcade games for every kid at heart. Family time just got a whole lot better!"
Independence Day Promotion
"Celebrate Independence Day the Annapolis way! Nothing says 'freedom' like a strike at Annapolis Bowl! #FourthOfJuly #BowlingFun"
League Bowling Recruitment
"Roll into fun and friendship this season! Joining a league at Annapolis Bowl means having good weekly times with your favorite lane buddies in Annapolis!"
Birthday Party Promotion
"Why settle for ordinary when you can have extraordinary? A birthday party at Annapolis Bowl delivers excitement, from colorful balls to flickering lights. Bring your friends, and let the good times roll!"
AI is not just a creative tool—it's also a practical one that can streamline everyday operations. By embracing AI for these tasks, you can save time, improve customer engagement, and focus more on delivering great experiences. Here are a few ways to put AI to work:
RESPONDING TO REVIEWS
Crafting the perfect response to customer reviews—good or bad—can be tricky. With AI-powered review monitoring services, you get a starting point for your responses. AI generates thoughtful replies that need a quick tweak before posting, saving time and helping you avoid emotional reactions to negative feedback.
CREATING FACEBOOK ADS
Meta makes it easy to boost ad performance by offering multiple AI-generated variations of your ad copy. All you need to do is write a base message; Facebook does the rest, providing edits you can refine and use. Meta says varied ad copy leads to higher engagement and click rates. And do not forget that you are likely missing out on thousands of potential views without running paid Facebook ads.
PERSONALIZED BIRTHDAY GREETINGS
Want to make a child's birthday memorable? Use AI to create a personalized greeting for display monitors or announcements during their party. For example, we asked AI for a message for Johnny's 10th birthday, and here is the unedited response:
"It's time to celebrate a special milestone for a young champ in our midst. Congratulations to Johnny on hitting that big 1-0 today! Double digits, double the fun—just like when you hit a strike!"
LIVE CHATBOTS FOR FAQS
Chatbots are becoming a must-have for bowling center websites. These AI-powered tools let customers quickly find answers to common questions—like your location, hours, pricing, or phone number—without needing to navigate your site. As long as your website has the relevant information, the chatbot handles the rest, improving the customer experience and reducing calls to your staff.
As AI tools evolve, so will the opportunities for centers to enhance operations, improve customer engagement, and stand out in a competitive market. Keep in mind that while AI can help you with some tasks, it is not an automated tool that you can turn loose without human oversight, at least not yet!
If you have questions about how best to use AI at your center, email me at carey@ebowl.biz or call 541.549.0999.•
Carey Tosello is a former managing partner of two high volume bowling centers, and the founder of eBowl.biz, a leading provider of digital marketing services to the bowling industry. He can be reached at 541-549-0999 or go to eBowl.biz.
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WHERE CHICKEN MEETS THE LANE
Maximizing Menu Favorites for Flavor & Profit
with Steve Cieslewicz
Chicken, chicken, chicken. It is everywhere! If you are running a bowling center kitchen, you know that chicken is the MVP of the menu. From crispy strips to boneless wings, chicken keeps your customers coming back for more.
Let's talk about why chicken is such a winner and how you can make the most of it in your operation. Chicken strips are a surefire hit— seriously, what kid (or grown-up!) does not love a good chicken strip? They are versatile, easy to prepare, and universally loved.
But here is the kicker: not all chicken is created equal. Knowing your options can help you serve up the best poultry that your guests love while keeping profits in check. There is a lot more to chicken than meets the eye, so let's break down the options. Here is a quick and easy guide to the main players:
Chicken Tenderloins: The crème de la crème of chicken. These whole muscle pieces are hand-pulled from the chicken breast's keel. They are super tender and tasty—and yes, they come with a higher price tag.
Chicken Tenders: whole tenderloins, breast strips, or formed products made from breast meat. They are high-quality but a little easier on the budget than tenderloins.
Chicken Strips: Strips are made from breast or thigh meat and are a solid, affordable option that does not skimp on flavor.
pressed and formed pieces of chicken with a crispy coating— nothing fancy—but they are easy to prep, and the profit margins are fantastic. Plus, people love them.
Pro tip: Offer to smother them in sauce for an extra buck. You would be amazed how many customers go for it. Dips and sauces are popular! Amazingly, over 50% of our orders of boneless wings come in smothered.
THE PROFIT GAME: BONELESS VERSUS BONE-IN WINGS
Fritters: Think Southern comfort food. These heavily breaded chicken products contain more than 30% of their weight in batter and breading. Breaded tenders, on the other hand, are lighter on the coating and give you that "hand-breaded" look.
BALANCING PREP TIME, SKILL, AND PROFIT
Your kitchen setup and staff skills play a role in deciding what chicken works best. Fully cooked products are great if you are short on time or staff. On the other hand, breading raw chicken can save you a lot of money but comes with the risk of cross-contamination, so make sure your team knows what they are doing.
Boneless wings are a big hit in our bowling center. They are just
have a confession: I have taken bone-in wings off my menu. Twice. The profit just was not there. On the other hand, boneless wings are a crowd-pleaser and a moneymaker. If you are worried about backlash, do not be. Most folks will not notice, and you will see the extra cash in your register.
If you are serving up premium tenderloins or tenders, do not be shy about it! Call them out on your menu and charge a little extra. People appreciate quality, and they are typically happy to pay for it. Position them as one of your premium menu items.
hink creatively for more budgetfriendly options, like line-flow tenders (a mix of small and large pieces). Use them in wraps or as salad toppings. They are versatile, affordable, and perfect for creative dishes.
Chicken is not just a menu staple—it is a goldmine. Whether you serve strips, tenders, or boneless wings, the key is finding the right balance of quality, cost, and creativity. Remember, every piece of chicken you serve has the potential to make your customers smile, and your profits soar.
So, roll with it, experiment, and keep those fryers sizzling!•
Steve Cieslewicz is the proprietor of Whitetail Lanes in Amherst Junction, WI, and a regular contributor to IBI magazine.
WE'VE ROUNDED UP SOME EXCITING FINDS!
By Natalie Fernandez
Whether you are looking to boost midweek traffic, enhance your snack bar, or add a touch of flair to your space, these products deliver innovative solutions designed to attract customers, improve efficiency, and keep the fun flowing.
LIVEN UP SLOW NIGHTS WITH BAR GAMES THAT DRAW CROWDS
Looking for a way to liven up slow weeknights, attract groups, and keep customers coming back? Bar games might be the perfect solution! Game nights are a proven way to draw a wide range of customers and transform quiet evenings into revenue-boosting events.
Bar Beats Bingo is the perfect blend of music and gaming, reinventing the classic bingo night with a fun, interactive twist. Instead of numbers, players match songs to their cards as snippets of hits play, creating a lively and engaging atmosphere. Combining music and gaming gets everyone involved, breaking the ice and keeping energy levels high. With its irresistible mix of fun and competition, Bar Beats Bingo encourages repeat visits and word-of-mouth buzz.
Do not let slow nights go to waste—bring the excitement of pub games to your bar and see the difference it makes! For more information, visit www.orangedoormusic.com.
TURN HEADS WITH THIS RETRO POPCORN CART
Give your popcorn setup a retro flair with this stylish Red Popcorn Cart from Gold Medal Products Co. This cart is a statement piece that draws guests in with its vibrant design and classic charm. Featuring 18" wheels, a dry goods storage compartment, welded legs for stability, and an easy-to-move handle, it is built for both convenience and guest appeal.
Placed in a high-traffic area, this eye-catching cart becomes a beacon for deliciousness, creating curiosity and boosting awareness for your center's concessions. With this setup, your popcorn sales will pop like never before! Contact Gold Medal Co. for more information: www.gmpopcorn.com or call 800-543-0862.
RAISE THE BAR: THE HOPR BEER TOWER EVERYONE WILL LOVE
Looking to be the host with the most? Meet the HOPR Beer Tower, the ultimate party MVP that is as stylish as it is functional. With its Super Chill Rod, the HOPR keeps drinks ice-cold for hours and features a 360° swiveling base for effortless sharing. It is fun, functional, and built for group celebrations.
This sleek and functional beer tower is not just a hit with customers—it is also a win for your staff. Its 96-ounce capacity reduces the need for multiple drink orders and trips to the table, freeing up your team to focus on delivering great service elsewhere.
Guests love it, staff love it, and your bar's bottom line will love it too – CHEERS! For more information, visit: www.orangedoormusic.com
SPACE-SAVING AIR FRYER
SERVES UP CROWD-PLEASING SNACKS WITH EASE
Looking to elevate your snack bar or food operation without needing a full kitchen? The Quik n' Crispy® Air Fryer Unit is a compact, versatile solution perfect for centers wanting to serve quick, crowd-pleasing bites.
Designed for a simple setup, the unit can be installed on a countertop or a sturdy stainless-steel table. With minimal clearance requirements and an included installation kit, getting started is easy. Removable components like the drip tray and cooking basket make cleaning quick and effortless. Ideal for spaces without a full kitchen, this space-saving fryer delivers crispy, delicious results without needing oil-heavy frying.
Explore how the Quik n' Crispy® can bring efficiency and quality to your snack bar while keeping operational costs low. For more information, contact Quick 'n Crispy at 1-800-835-0606 or visit www.quikncrispy.com
THE RISE OF
SPIRIT-FREE COCKTAILS
SILVER CREEK LANES' WINNING APPROACH
By Stephanie Davis
Tawnya Zwicker, proprietor of Silver Creek Lanes in Silverton, OR, is not just serving up strikes and spares. She is breaking new ground behind the bar. For two years, her dedicated spirit-free cocktail menu has been a hit with guests who want to enjoy a crafted, sophisticated drink without alcohol. From young adults leading a trend toward mindful drinking to wellness enthusiasts looking to cut back, Silver Creek's spirit-free offerings cater to a growing crowd more interested in a good time than a buzz.
"We found that our sober and non-drinking guests wanted a way to feel included in social gatherings," Zwicker explains. "It's nice to have something special to sip on without feeling pressured to choose soda or water." Silver Creek's approach to inclusion has made it a favorite spot for guests who want a fun night out with friends but prefer to stay alcohol-free.
And it is a growing trend. 40% of U.S. adults are actively cutting back on alcohol, with Gen Z leading the charge: Gen Z consumes 20% less alcohol than Millennials, who in turn drink less than Gen X, and Gen X drinks less than
Baby Boomers. This shift is not just about individual choices but a societal trend. Movements like #DryJanuary and #SoberCurious have gone mainstream, highlighting a rise in "mindful drinking” with social media amplifying these trends, sparking conversations about health, wellness, and alternative ways to enjoy social life without alcohol. Recent market reports show a 33% increase in the sales of nonalcoholic beverages over the past year, reflecting broader consumer demand for alcohol-free options.
THE RIGHT INGREDIENTS MAKE ALL THE DIFFERENCE
Zwicker is selective about ingredients, choosing high-quality brands like Ritual Zero Proof, whose tequila substitute is the star of her Simple Margarita. "We want people to feel like they're getting something just as sophisticated as a regular cocktail," she says. The drinks have become a hit on social media, with her staff sharing posts about them reaching a whole new audience.
To make ordering even smoother, Silver Creek labels their spirit-free drinks with a subtle "Simple" prefix, like "Simple Gin and Tonic," so guests and staff know they are alcohol-free
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without drawing attention to the choice. "We've created a little code language," Zwicker says. "It's our way of saying this is just as special but spirit-free."
PRESENTATION MATTERS!
These drinks do not just taste amazing; they look the part, too. Silver Creek uses elegant glassware with distinct blue stripes or smoky swirls to identify spirit-free beverages. But the real showstopper? The ice. Picture frozen lemon slices, blueberries, and even edible flowers beautifully suspended in the glass, thanks to custom ice molds. Top it all off with decorative bamboo picks, and you have drinks that are practically begging to be shared on Instagram.
And it is paying off. Silver Creek's menu includes seven carefully crafted spiritfree cocktails, and they want to expand even more. Zwicker and her team are mixing up social norms around drinking in bowling centers. Offering a selection of spirit-free cocktails shows they are in tune with evolving trends and guest needs. Zwicker says, "We're seeing more people on sober journeys, wellness paths, or just choosing to cut back. If we did not offer spirit-free drinks, we'd miss out on sales from one or two guests in a group of ten." Silver Creek promotes their regular cocktail menu on their overhead screens, and right beside it is the spirit-free option.
PRICING
Pricing these drinks is another thoughtful choice at Silver Creek. Zwicker has priced their mocktails at $8, just a few dollars less than their alcoholic counterparts. She explains, "We want people to try them, to see that they're worth it. And the costs we put into these drinks reflect the quality and experience."
The result? Mocktails are now just as much a part of Silver Creek's drink culture as the classic cocktails, and guests who do not drink feel just as welcome to raise a glass with their friends. With a blend of taste, elegance, and inclusivity, Silver Creek Lanes proves that everyone deserves a seat at the bar—cocktail or not. Cheers to that!•
WHAT'S THE DIFFERENCE?
The terms "spirit-free," "zero-proof," and "mocktails" often appear on drink menus, but each has its distinct meaning:
• Mocktails: These classic non-alcoholic cocktails mimic the taste and presentation of boozy drinks. Think virgin Piña Coladas or non-alcoholic Mojitos made with fruit juices, syrups, sodas, and herbs without any alcohol substitutes.
• Spirit-Free: These drinks are crafted to be alcoholfree but bring the complexity and sophistication of a cocktail. Spirit-free drinks often use nonalcoholic spirit substitutes that replicate the flavors of gin, rum, or tequila.
• Zero-Proof: The zero-proof label signals that a drink is alcohol-free and often uses high-quality spirit alternatives like Ritual Zero Proof or Seedlip.
SHAKING UP A STANDOUT ALCOHOL-FREE DRINK:
• Start with Classic Recipes: Begin with traditional cocktail recipes as a foundation. This approach provides a solid base while allowing you to add your unique twists.
• Use Fresh, High-Quality Ingredients: Fresh ingredients enhance the overall taste and elevate the drinking experience. Avoid artificial flavorings and opt for natural options whenever possible.
• Incorporate Zero-Proof Spirits: Zero-proof spirits can replicate the taste of traditional cocktails without the alcohol. These non-alcoholic alternatives add depth and sophistication to your mocktails, making them more enjoyable for those who appreciate a well-crafted drink.
• Seasonal and Fresh Ingredients: Make your drinks stand out by using ingredients that are in peak season. Seasonal fruits and herbs enhance flavor and make your drinks more relevant to the time of year. For instance, a refreshing cucumber and mint beverage is perfect for summer, while a spiced apple and cinnamon option is ideal for fall.
• Balance Flavors: A well-crafted mocktail should have a harmonious blend of flavors. Experiment with spicy, smoky, or tangy elements to create a more sophisticated and enjoyable drinking experience. The goal is to achieve a balance that satisfies the palate and offers a unique twist on traditional flavors.
SPIRIT-FREE CROWD-PLEASERS
TO ELEVATE YOUR MENU
Citrus Spritzer – Bright, bubbly, and refreshing
• 1 oz spirit-free vodka (Seedlip Grove 42 or Ritual Zero Proof Vodka)
• 2 oz orange juice
• 2 oz pineapple juice
• 2 oz sparkling water or club soda
• Orange slice for garnish
Spirit-Free Old Fashioned – A timeless classic, reimagined
• 2 oz spirit-free whiskey (Lyre’s American Malt or Ritual Zero Proof Whiskey)
• ¼ oz simple syrup
• 2-3 dashes aromatic bitters
• Orange peel and cherry for garnish
• Served over ice (large cube preferred)
Spirit-Free Paloma – Crisp, tart, and perfectly balanced
• 2 oz spirit-free tequila (Ritual Zero Proof Tequila or Lyre’s Agave Blanco Spirit)
• 3 oz grapefruit soda
• ½ oz fresh lime juice
• Garnish with a grapefruit wedge or lime wheel
WHY SPIRIT-FREE COCKTAILS MAKE BUSINESS SENSE
A Booming Market
The non-alcoholic spirits market hit $385.4 million in 2023 and is projected to grow 8.7% annually through 2030. More venues are catching on, with 55% now offering dedicated sections or standalone alcohol-free menus.
Appealing to the Right Audience
Millennials and Gen Z are driving the trend, with non-alcoholic beer consumption among Millennials jumping from 45% in 2023 to 61% in 2024. Providing high-quality spirit-free options ensures your venue is the go-to spot for social gatherings—regardless of drinking preferences.
Revenue Without Compromise
Guests are willing to pay for premium experiences. A well-crafted spirit-free Old Fashioned or Paloma can command an $8–$12 price point, keeping check averages high while appealing to a wider audience.
Upselling & Experience-Driven Sales
Non-drinking guests are more likely to indulge in creative, well-made mocktails than settle for soda. Boost revenue by pairing spirit-free drinks with appetizers, desserts, or themed promotions like a "Dry Happy Hour."
By curating a thoughtful spirit-free cocktail menu, your venue stays ahead of the trend, welcomes all guests, and unlocks new revenue potential—all while raising a glass to inclusion.
Salut!
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AMAZING EXPERIENCE SIMPLE OPERATION EXCEPTIONAL PERFORMANCE
David Northouse
Kyle Troup
AJ Johnson
EJ Tackett
Stephen Hoehnen
Josh Blanchard
Matt Gasson
Marshall Kent
Apparel
EXPERT HOSIERY
Customer Service
PREFERRED VENDOR LIST
www.funtimefootwear.com
919.799.7707 support@experthosiery.com
Expert Hosiery is a premiere supplier of high-quality socks to bowling centers and FECs. We pride ourselves in lifetime relationships. Socks variety includes white bowling socks, glow socks, theme socks, and custom logo socks. Our customers are our best testimonials! For orders, call, email or order online 24/7.
LAYMON HUGHES HOSIERY
Sharon Hughes
www.laymonhugheshosiery.com
256.845.1034 laymonhughes@bellsouth.net
We supply socks to all types of family entertainment centers. Custom logos are available, and there is no minimum required.
Architecture Design
Sales Department
847.439.9400
BETSON ENTERPRISES
Sales Department
www.avscompanies.com
sales@avscompanies.com
Providing best-in-class arcade and vending equipment with decades of unparalleled service. AVS Companies is the trusted choice for world-class amusement solutions.
www.betson.com/bowling
800.524.2343 Sales@betson.com
Betson Enterprises is the leading worldwide distributor of arcade equipment, parts, and service. A family-owned business offering revenue-generating solutions to its clients since 1934, Betson offers concept-to-completion solutions that maximize the profitability of our clients’ investments. AVS COMPANIES
PLAYER ONE AMUSEMENT GROUP www.p1-ag.com
Sales Department
416.251.2122 GetAnswers@P1-AG.com
At Player One Amusement Group, we specialize in the sourcing and distribution of quality amusement and vending equipment for both commercial and retail customers. We provide end-to-end Total Solutions, from the design and planning of the space, to equipment selection, to best practices for merchandise and redemption counters. Each business is unique so P1AG customizes the appropriate services to meet your business needs.
Howard Ellman
248.644.7275
www.dynamicdesignsinc.net
Info@dynamicdesignsinc.net
Russ Van Natta
317.834.4770
www.wearecreativeworks.com
sales@wearecreativeworks.com
We create powerful emotions through immersive attractions like laser tag, mini golf, escape rooms, VR, and more. We help you get customers off the couch and into your venue with experiences they can’t get anywhere else. FUNOVATION
Sales Department
303.996.0294
www.funovation.com
sales@funovation.com
The experts in small footprint booster attractions! Since 2007, we have been committed to providing best-in-class fun through our attractions, our friendly customer service, and our quick return on investment.
Arcade Distributor
Automatic Scoring
NEW CENTER CONSULTING
www.newcenterconsulting.com
Glenn Hartshorn 248.375.2751 ghartsho@yahoo.com
Touch Score – A truly revolutionary scoring upgrade for legacy systems.
STELTRONIC SCORING
www.steltronicscoring.com
Sales Department 800.942.5939 Info@steltronicscoring.com
The world’s leading independent automatic scoring manufacturer since 1980.
The leader in the bowling industry for over 130 years, Brunswick Bowling provides products, services, and industry expertise for new and existing bowling centers.
www.brunswickbowling.com
Info@brunswickbowling.com
www.qubicaamf.com
info@qubicaamf.com
Cashless Technology
www.intercardinc.com
Sales@intercardinc.com
Intercard introduced cashless technology to the amusement industry and has been leading the way for 30+ years. Cashless systems from Intercard increase customer spending and satisfaction and boost revenues by up to 30% at entertainment centers worldwide.
TMG helps operators and new business entrepreneurs bring their business to the next level. We have best-in-class professionals in operations, team development, sales and marketing, culinary, and technical, with expertise sharpened in our own operations. So, whatever your opportunity or challenge, we can help. Consulting and Management
QubicaAMF is the world’s largest manufacturer of bowling and mini bowling products. With our innovative products, we will help our customers fully unleash that potential to extend the bowling population, to reach the younger generations, to increase their spending, frequency of visits—and your revenue. TRIFECTA MANAGEMENT GROUP
www.firstframebowling.com
mikebowl44@gmail.com
First Frame Bowling was born out of a need for banks looking for someone to manage centers that they were forced to take over but has evolved over time to be the full-service consulting firm that it is today.
www.trifecta-mg.com
Bruce Nussbaum 818.879.7100 Inquiries@trifecta-mg.com
Orange Door provides an entertainment and
www.orangedoormusic.com
chet@orangedoormusic.com
with their existing TVs to display
KNOW NATURALS
Nick Zavakos
shop.knownaturals.com
843.475.5604 nick@knownaturals.com
At Know Naturals, we are pioneering the future of bar culture with our premium hemp-derived consumables. Call us today to elevate your bar's offerings and unlock new revenue opportunities.
BOWLING CENTER INSURANCE
Bob Langley
Helping You Is What We Do Best!
www.bowlingcenterinsurance.com
864.527.1145 robert.langley@bbrown.com
With 30 years of experience and over 300 centers nationwide, we’ve mastered the art of insuring entertainment venues from bowling centers and movie theaters to axe throwing, roller skating, go-karts, mini golf, and more. Comprehensive policies include property, general liability, liquor liability, wind/hail protection, and Workers’ Compensation. As part of the sixth-largest (Independent Insurance) Broker in the U.S., we offer competitive quotes tailored to your needs. Contact us today and let’s get your coverage started!
W. Tyler Compton
www.ttminsurance.com
866.233.0266 tcompton@ttminsurance.com
Tilton, Thomas & Morgan Insurance Professionals has been insuring bowling and family entertainment centers for over 40 years. We support state and national organizations, including many state bowling associations and the BPAA. Through our years of experience and working with hundreds of proprietors across the country, we have developed a specialized program to ensure our clients have the correct coverages at a competitive price. We love insuring FUN, so call us today to see how we can help you!
WESTERN BOWLING PROPRIETORS INSURANCE
Cameron Linder
www.wbpiprogram.com
800.200.9998 contact@wbpiprogram.com
WBPI is the largest bowling center insurance program in the nation with more than 35 years of experience and 400 insured centers. Exclusively endorsed by eight state bowling proprietors associations, our staff of insurance partners and professional bowlers provide staff training, insurance education, advocacy, and business advice. No one fights harder for you! Contact us today for a competitive insurance quote!
Decibel
Your
Marketing
BBBI/KIDS BOWL FREE
Andy Vasko
877.841.4590
www.kidsbowlfree.com
Andy.Vasko@kidsbowlfree.com
At BBBI our goal is to create new customers and profits for bowling centers through our time tested Kids Bowl Free Summer Bowing Program and our new League Development System featuring Fun Bowling Leagues for all ages.
BOWLING LEADS
Zach Boulanger
844.468.4144
www.bowlingleads.com
Zach@bowlingleads.com
We help bowling centers find new leads and turn them into raving repeat customers with our automated marketing system.
EBOWL.BIZ & BOWLRX.COM
Carey Tosello
541.549.0999
Digital marketing for bowling: BowlRx websites, Facebook for bowling, and more.
THE KAPLOE GROUP
Fred Kaplowitz
516.359.4874
www.eBowl.biz
Carey@eBowl.biz
www.kaploegroup.com
fredkaplowitz@gmail.com
The ultimate marketing and management company for your leisure, entertainment, or recreation business. Professional consulting and coaching available.
TRIFECTA MANAGEMENT GROUP
Bruce Nussbaum
Online Reservations
818.879.7100
www.trifecta-mg.com
Inquiries@trifecta-mg.com
TMG helps operators and new business entrepreneurs bring their business to the next level. We have best-in-class professionals in operations, team development, sales and marketing, culinary, and technical, with expertise sharpened in our own operations. So, whatever your opportunity or challenge, we can help.
ALLEYTRAK
Chris Behling
815.519.9843
www.alleytrak.com
Chris@alleytrak.com
AlleyTrak is the complete lane reservation and management system designed specifically for bowling alleys. Manage your recurring events, leagues, parties, packages, along with many other features AlleyTrak has to offer. Save time by allowing guests to make reservations online 24/7.
Party Supplies and Novelty Products
SIERRA PRODUCTS
Shelly Berry
www.noveltybowlingstuff.com
800.900.7695 sales@noveltybowlingstuff.com
Sierra Products is your exclusive source for bowling parties, including party favors, supplies and novelties. Bowling birthday party supplies include bowling pin sipper bottles, mini bowling pin candy containers, bowling coin banks, bowling party cups, napkins, novelty souvenir cups and much more. Most of our items can be personalized with your company’s logo, phone, website, etc.
Sales Department
239.389.9583
www.fecpromotools.com
FECpromotools@gmail.com
Bringing marketing and guest experience tools to life! Choose from our selection of predesigned products or work with our team to customize a product line for your business.
PREFERRED VENDOR LIST
Redemption Supplies
A&A GLOBAL INDUSTRIES
Sales Department
www.aaglobal.com
A&A Global is the premier distributor of novelty toys, candy, plush, and merchandiser kits for the bulk vending and amusement industries. We take pride in producing fabulous products that keep our customers – and their customers – coming back. With hundreds of new items added to our inventory every week, we have something for everyone.
BMI MERCHANDISE
Sales Department
800.272.6375
www.bmimerchandise.com
Sales@bmimerchandise.com
BMI’s extensive product line features the trending themes, licenses and brands driving amusement play. We bring our customers a constantly changing mix of the finest electronics, novelties and toys – priced right.
SURESHOT REDEMPTION
Corporate Sales
888.887.8738
www.sureshot-redemption.com
Sales@sureshot-redemption.com
Sureshot is your ultimate destination for retail merchandise and redemption prizes. We feature a comprehensive assortment across all major categories, coupled with exceptional customer service, competitive pricing, and premium quality products. Discover our ongoing additions of unique items year-round. We also offer custom logo programs, automatic merchandise replenishment, assortment planning, and planogramming services. Trust Sureshot Redemption to consistently meet your needs with precision and reliability, especially with our Free Freight program. Call or email us for details!
REDEMPTION PLUS
Michael Nowak
888.564.7587
www.redemptionplus.com
Smile@redemptionplus.com
Redemption Plus is your go-to partner for all things redemption! From designing and merchandising exciting redemption centers to offering expertly crafted training resources and a broad selection of trend-worthy prizes, we’ve got you covered. With a fresh approach and top-tier service, we simplify your operations so you can focus on wowing your customers with unforgettable experiences!
CENTER FOR SALE
EDUCATION & TRAINING
Technology that’s super simple
I think the technology that Square uses is phenomenal… They really blow some of the older credit card machine technology out of the water. Their processing is incredibly fast compared to all the other credit card machines that we’ve used. It speeds up checkout. It speeds up when we split checks and have to run multiple cards. It’s super simple. It’s wireless. You just hand guests the terminal and they do everything on their own.
Watch the video to hear Tim’s experience:
Tim Pfeifer, District Manager West Pike Bowl, Canonsburg, PA
Fly’n Ducks It’s Bowling in Your Space
ARCADE SUCCESS! UNLOCKING
Marketing Strategies for Maximum Impact
By Bruce Davis
Promoting your arcade isn't just an extension of your center's overall marketing—it's a unique challenge that requires its own strategy. Why? Because the arcade experience has a distinct appeal, and when marketed effectively, it can become one of the most profitable parts of your business.
The idea that "build it, and they will come" won't work as a long-term strategy. You need a proactive plan to attract and engage guests to maximize your arcade's potential. Success comes from understanding and applying three key strategies for growing a business. The most successful operators don't just rely on one or two of them; they master all three.
1. Bring in new customers – How are you drawing fresh faces into your arcade?
2. Boost spending per visit – What's your approach to increasing guest spending?
3. Increase repeat visits – What strategies are you using to turn casual visitors into regulars?
Tip: Invite some of your younger staff and regular arcade guests to share their ideas and insights on these areas. Their fresh perspectives could lead to exciting new opportunities!
The more creative and consistent you are in these areas, the greater your return on investment. I spoke with three industry experts to explore how to make the most of these strategies: Michael Grant from Stern Pinball, who discusses how competitive events drive traffic; Amber Lambert from Betson; and Allison Timberlake from LAI Games. They share insights on keeping both new and existing games engaging.
HOSTING COMPETITIVE EVENTS
After all, leagues and tournaments aren't just for bowling. Michael Grant, senior manager of Global Location Entertainment at Stern Pinball, shares insight into competitive play in the arcade. Stern Pinball is a prime example of how harnessing the passion of enthusiasts can drive gameplay and profits while expanding your customer base.
Q: Why do leagues and tournaments work?
Grant: It's all about creating exciting reasons for players to return. Leagues and tournaments allow people to challenge themselves, learn new strategies, and improve their skills while being social.
Tournaments also attract newbies. People notice the event signage, see others having fun, and want to join in. These events are more than just games—they build a community where players can bond, laugh, and socialize.
Q: What's the impact on bowling centers or FECs?
Grant: Beyond boosting game earnings, tournaments increase food and beverage sales. Players stick around longer—often two to three hours beyond their usual visit. That extra time translates into more orders at the bar or snack counter. And it's not just about pinball; guests are more likely to explore other attractions, leading to an overall increase in revenue.
Q: What's the best way to promote these leagues or events?
Grant: The key to a successful tournament is consistency and visibility. A recurring schedule—like the first Tuesday of every month—helps build momentum. Coordinated marketing should include:
1. Social media buzz – Post on Facebook Events and Instagram Stories to engage local pinball groups.
2. Clear event messaging – Emphasize that beginners are welcome.
3. In-center promotion – Highlight food and drink specials to enhance the experience.
Tip: Make sure your messaging is clear: these events are beginner-friendly. Pinball players are a welcoming bunch who love showing newbies the ropes. Don't forget to promote your food and drink offerings, too. Highlight specials like "tournament discounts" and share posts with incredible shots of pinball machines and tasty treats in the background. Pinball is cool—show it off!
Q: Do you have a success story to share?
Grant: Definitely! Enterrium in Schaumburg, IL, is a fantastic example. They've gone all in on pinball, working closely with a pinball operator to keep their machines in top shape and adding new games as demand grows. They also partnered with a local pinball enthusiast to run monthly Stern Army tournaments. The Stern Army is the official brand ambassador of the Stern Pinball street team. Stern Army members help make pinball locations flourish by creating and hosting monthly pinball events at a designated location and using these opportunities to help drive business to an FEC, all while engaging and enriching the local pinball
community. At first, they had about a dozen players, but now they're seeing 75 to 100 or more participants at each event! It's incredible what consistency, great marketing, and a little teamwork can do.
PROMOTING
NEW GAMES: MAKE A SPLASH!
Let's turn to industry experts Amber Lambert from Betson and Allison Timberlake of LAI Games for their top tips on turning new games into must-play attractions and keeping existing ones fresh. Whether your arcade has a brand-new addition or you want to keep gameplay high, it's all about strategy.
Generate Hype Online
Social media is your best friend for getting guests excited before a new game hits the floor. Lambert suggests starting the buzz early. "Share teasers, post unboxing videos, and show off the setup process. When the game is ready, invite a local influencer to create videos of them playing—it's a great way to expand your reach and attract new customers," she says.
Timberlake recommends taking it further by creating a dedicated "New Game" section on your website. This will keep visitors in the loop and reinforce that your arcade evolves with fresh, exciting experiences.
Turn Games into Destinations
A new game can be an experience, not just an addition. Lambert encourages operators to go big. "For example, with Godzilla Kaiju Wars VR, you could set up a large Godzilla cutout near the game or create a jungle-themed environment around Jurassic Park VR," she explains. "You can even surround the new game with claw machines stocked with themed merchandise to enhance the experience." By transforming a game into an immersive destination, you're giving guests a reason to stop, play, and return for more.
New Games as an Upsell
New games aren't just for walk-in players and are great for upselling private events. Timberlake sees enormous
Amber Lambert
Allison Timberlake
Michael Grant
potential for party packages. "Standalone VR games like Virtual Rabbids or Asphalt 9 VR are perfect for adding to party packages. These games are attractions on their own and can make any event feel extra special," she says.
Simulator and motion theater games can also serve as premium party perks, offering guests an upgraded experience they won't forget.
On-Site Promotions that Pop
Even with all the digital marketing tools at your disposal, incenter promotions still pack a punch. Timberlake suggests leveraging in-venue advertising. "Digital ads on TV screens, printed posters, and a bold 'New Game' sign right next to the game can work wonders," she says.
With the right mix of pre-launch buzz, in-center promotions, and strategic placement, your newest game can quickly become a player favorite—and a revenue driver for your arcade.
KEEPING EXISTING GAMES FRESH AND EXCITING
How do you keep guests engaged with games that have been on your arcade floor for a while? The key is reinvention— making small but impactful changes.
Rearrange and Refresh Your Game Room
One of the easiest ways to breathe new life into your arcade is by rearranging your game layout. "A simple shuffle can make a big difference—guests will notice games they may have overlooked before," says Lambert. Ideally, plan to reorganize your space once or twice a year to maintain a fresh, dynamic atmosphere. And if a game still isn't performing, it might be time to trade it in.
Add a Competitive Edge
22-29_Marketing_Marketing 10/25/21 10:16 PM Page 22
MARKETING
Consider adding an interactive element like a raffle or tournament to drive engagement. "Place a QR code near the game so guests can enter a giveaway or sign up for the event," Timberlake adds. A little incentive can go a long way in getting guests to try something new.
Strategic Placement = More Plays
Of course, where you position a new game is a key element to its success. Lambert emphasizes the importance of visibility. "Place new games in high-traffic areas near the arcade's entrance or close to a game card kiosk. This ensures maximum exposure and piques curiosity when guests walk in."
Bruce Davis is President of Bowling Business Builders International (BBBI) whose flagship program Kids Bowl Free has registered over 35 million children for participating centers.
MARKETING BASIC S WITH BRUCE DAVIS LESSONS TO REMEMBER
THE SECRET TO OF ALL AGES
WINNING GUESTS
Pairing Timeless Arcade Classics with High-Tech Gaming
By Brandon Willey
In response to shifting consumer interests, bowling entertainment center operators continue to evolve and seek creative ways to broaden their appeal and enhance the overall guest experience. One strategy that is making waves is combining classic arcade games with modern redemption offerings. This mix of old-school charm and new-age tech creates a dynamic environment that caters to multiple generations.
I sat down with Adam Pratt from ArcadeHeroes.com who shared some great insights into why pairing retro arcade favorites with state-of-the-art redemption games is a winning combo. Whether guests show up for the social scene or the thrill of interactive play, guests of all ages can find something to enjoy.
BLENDING CLASSIC AND MODERN GAMES
Nostalgia is a powerful force. According to Pratt, "As long as human beings age, nostalgia will never go out of style." Many guests remember playing games like Pac-Man, Donkey Kong, or Need for Speed during childhood and relish revisiting those experiences. "However," Pratt continues, "what is
considered nostalgic comes and goes in the same way that arcade fads did in the past. You have to not only find clever ways to capitalize on the current trend, but you need to have your timing right as well."
Adding retro arcade cabinets is a great way to grab the attention of older guests who yearn for simpler days with pixelated graphics and straightforward controls. On the flip side, today's younger players also crave innovative and immersive experiences. Modern redemption or video games offer some of these features—such as motion sensors and immersive group play—that capture the attention of younger guests.
KNOW YOUR AUDIENCE
For those who grew up in arcades, spotting a retro cabinet can bring back memories of chasing high scores with friends. "Including a selection of well-loved games like Galaga, Asteroids, or Space Invaders can provide an instant connection while also delivering a strong sense of familiarity," says Pratt. This emotional connection is a powerful way to boost traffic and keep guests coming back.
If patrons know their favorite classics are waiting for them, they are more likely to bring friends, visit often, and stay longer.
Meanwhile, younger audiences thrive on social, high-tech experiences. Immersive video and redemption games featuring interactive screens, touchless sensors, or multiplayer features that include fast-paced gameplay and attractive graphics will resonate and capture significant attention and should occupy a large share of your game floor. Pratt suggests, "Innovative titles like Playbox by Playmind, Goatz N Ropes, or Zombies
THE RIGHT MIX
ratt believes, "When choosing vintage machines, it's important to focus on timeless games that transcend generational barriers."
Titles like Centipede, Street Fighter, or NBA Jam have nearuniversal recognition, and Pratt added that their enduring popularity stems from straightforward controls, addictive gameplay loops, and memorable visuals. He suggests that rotating a few classic cabinets keeps the selection fresh and encourages guests to return to try something new. If you want retro gameplay with a modern spin, Pratt suggests turning to indie game developers like Alan-1 with their Asteroids Recharged or Avian Knights.
Have you ever thought about the anniversaries of the games on your floor? Pratt believes that games or their intellectual property (IP) celebrating a milestone anniversary can be capitalized. He asks, "If you have a particular game inside your venue, such as Pac-Man or Donkey Kong, do you know when those games came out and when their anniversaries are? Are you paying attention to other gaming and movie trends that might cause nostalgia for a particular classic to bubble up again?" These are massive opportunities to leverage your arcade to drive fresh foot traffic and excitement.
PROMOTIONAL STRATEGIES
Getting the word out about your arcade's blend of classic and modern games is crucial. Pratt suggests hosting retro-themed nights with old-school arcade favorites and promoting these events on social media to tap into nostalgia. Limited-time events with themed prizes, giveaways, or highscore competitions—especially tied to game anniversaries— can generate buzz and encourage repeat visits. "Get them in with nostalgia, keep them there with the new," Pratt says.
Games tied to popular intellectual property, like Jurassic Park, Sonic, Batman, or Angry Birds, offer even more promotional opportunities. These franchises often get new movies or streaming releases every few years. Pratt advises promoting these games like brand-new additions to your floor, especially around a film's release. But he warns against promoting games tied to franchises that are currently struggling. "It is important to watch for damaged brands," Pratt explains. "If particular resentment has built over a franchise, it could rub off onto you."
Striking the right balance between vintage arcade nostalgia and cutting-edge redemption and video games can transform your center into a thriving destination. By celebrating the timeless appeal of retro favorites while staying current with interactive, technologically advanced games, you cater to multiple demographics and keep them coming back for more.•
Brandon Willey, ICAE, is co-founder of the LBX Collective and Premier LBX Group, co-host of The LBX Daily Show, and founder and CEO of Hownd. Brandon has an intense passion for the attractions industry and extensive knowledge of locationbased entertainment. Brandon is the former chair of IAAPA’s FEC Committee and now sits on the North American Manufacturers and Suppliers Committee. You can connect with him at LinkedIn.com/in/bwilley.