Amusement Alley Compilation 2023 by Bowling Industry Magazine

2023

COLLECTION

PUT REAL BOWLING ENTERTAINMENT ANYWHERE! Fly’n Ducks is classic duckpin bowling reimagined for today. Amazingly easy to operate, available in a variety of sizes and options, cool and exciting for adults and children alike.

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Welcome to IBI’s

New Ideas // Different Concepts // Fresh Revenue Streams ew and interesting entertainment options continue to flood the marketplace and create a swarm of choices for consumers.

How do you keep pace? What are potential customers really looking for? How can you set yourself above your competition? How do you overcome home-based entertainment? What are other operators having success with? How can innovative suppliers to the industry help you?

Enter Amusement Alley where new ideas, different concepts, and fresh streams of revenue will be featured. Discover: • what other progressive operators are doing • new and innovative products that keep drawing a crowd • what games are hot and why • which products are most profitable • small footprint products • anchor attractions • marketing strategies for maximum return

This Month’s Featured Content: 4 AA

A PLAYER’S PERSPECTIVE

• a smorgasbord of other interesting topics to help your business We listen to you, our readers, and our advertisers too! If you have had success with adding a new attraction, have recently completed an upgrade or remodel, or are enjoying a lucrative stream of revenue from a new approach or product, we want to know! Your fellow operators want to know too! Reach out to Stephanie@BowlingIndustry.com with news to share, or topics you’d like us to highlight.

Game Reviews

Sensational new gaming experiences for guests BY MIKE FERNANDEZ

8AA

Cover Story

TAKING AIM AT LASER TAG

What to consider with this popular, profitable attraction BY MIKE FERNANDEZ

12AA Feature

MARKET FEASIBILITY

Enhancing your chances for success BY BRUCE NUSSBAUM

A big shout out to these innovative companies for their involvement in this month’s Amusement Alley. Progressive companies like these are critical to the future of the industry.

Amusement Alley February 2023 3

Game Reviews

Taking Aim: IAAPA Game Reviews By Mike Fernandez

he 2022 IAAPA Expo in Orlando was the biggest one yet and brought the biggest players in the attractions game! IBI hit the ground running by testing over 30 VR, arcade, and redemption attractions from the industry’s most recognized and respected brands. In my previous Bowl Expo game review, my biggest takeaway was that although VR games averaged two minutes of play, they felt much longer than that due to intensity. My biggest takeaway this time was the innovative use of virtual briefings at the beginning of VR games! I can feel clueless when I first start a VR game since I never know what to expect. But, once my goggles were on, I was greeted by a VR character that briefed me on the story and the controls. This made me feel more confident in my game, I enjoyed the playtime more, and we saved time with this self-tutorial.

Only tracking the player’s heart rate on screen would draw more bystanders.

Incredible Technologies: Arcade Collection, Arcade Features: HD monitor / Classic variety: 3 games, each with several modes / Bowling game / Small footprint / Mass appeal / Cabinet design and controls proven success / Easy installation/ 7 square feet

Gameplay:

When scouting the IAAPA show floor, my eyes lit up, stumbling upon Incredible Technology’s booth with Golden Tee: PGA Tour games. Once I got closer, I saw they had expanded their cabinet collection. I was immediately blown away when I noticed their newest product featured bowling. I thought I saw a glowing halo and wings appearing behind it. From the creators of Golden Tee, Incredible Technology’s Arcade Collection is a single cabinet holding three big games: (1) Silver Strike Bowling provides a perspective of bowling with angles you can’t get in the center, with the primary control ball being an exciting new way to work on your hook or hit gutter balls with a little more privacy. Player customization options and a Vegas mode appeal to all ages and demographics. (2)Target Toss Pro features a unique take on the icon tailgating games cornhole and lawn darts without the loss of eyes or cops busting down your door. If we weren’t a bowling magazine, my favorite game would have been (3) PowerPutt Golf due to the 11 extremely fun and creative 18-hole courses. The Arcade Collection’s three simple games in a comprehensive package might leave you buying a second one for your home office.

4 Amusement Alley February 2023

Hit the lanes with the most popular bowling arcade game ever made. Silver Strike comes equipped with multiple game modes. Compete in a single-game, a three-game series or test your luck in the Spare Challenge.

Bring your putter and your favorite golf ball to 11 unique and spectacular mini-golf courses in this putt-putt classic. From the medieval times to a haunted house, PowerPutt is a perfect golfing experience for all ages.

Do you prefer lawn darts or cornhole? Either way, Target Toss Pro has you covered. Play Cricket using lawn darts on a custom dartboard or take down all-comers in a game of bags. Two very different games wrapped into one.

INCREDIBLE TECHNOLOGIES, INC. - 200 CORPORATE WOODS PARKWAY, VERNON HILLS, IL 60061 - 847-870-7027 - WWW.ITSGAMES.COM

Game Reviews

LAI Games - Rick and Morty: Blipz and Chitz, Pusher Features: Billion-dollar multimedia brand / Massive following / 2 players at once / Targets enormous demographic / Colorful, mesmerizing display / No learning curve / 17 square feet

Gameplay:

Rick and Morty is a critically acclaimed, animated TV series where 14-year-old Morty travels the multiverse with his hyper-genius grandpa Rick, often saving planets, destroying planets, finding alien love, or hitting ‘Blipz and Chitz,’ the intergalactic FEC. Rick and Morty: Blipz and Chitz’s workhorse is the big-brand signage and mesmerizing, glowing cabinet. Due to its popularity, it just needs to catch fans’ eyes for a split second before playtime! 100% skill-based, this pusherstyle game challenged fine motor skills to aim marbles and discs to the reward deck. If we hadn’t been in the heart of IAAPA, I’m not sure I would have ever left. I’ll admit I may have shown some bias as an avid Rick and Morty fan. But as the mostwatched adult comedy for ages 18-34, good luck finding someone under 40 who isn’t! Aside from television, show creators have mastered the art of merchandising to build a billion-dollar enterprise, and LAI Games’ latest attraction is your ticket to the table.

Creative Works – VAR BOX, VR

Creative Works - Hyperdeck, VR

Features: Multiplayer: 4-8 / Variety: 4 games, 9 modes / Length: 3.5 minutes/ Access user profile from app/ ESports tournaments and winnings / Massive existing player base / No attendant /10 square feet

Features: Multiplayer: 4 person / Variety: 3 games / VR briefing / Length: 2 minutes / Ground motion, wind, and heat simulators /Unique control modules / Under 300 square feet

Gameplay:

OVERKILL: I tightened my belt, adjusted my VR goggles, grabbed my sidearm, and entered the worldwide stage in a 4x4 battle against players around the globe. In a chaotic future, I teleported around a high-stakes battlefield, peeking around corners and double-checking my aim so I didn’t miss the shot - a mistake that could prove fatal. VAR BOX is an astoundingly low-footprint entry point to a worldwide competition, consisting of over 200,000 registered players in 15 counties. A compact build provides players with zombie hoards (careful, they’ll sneak up behind you) or dominating the battlefield in shootouts against live teams. When looking at online gaming options, nothing meshes monstrous surprises, fluid gameplay, pinpoint accuracy, and a global network to power it all like VAR BOX. 6 Amusement Alley February 2023

HAIR: A 1980s guitar hero has taken control of the world, and only you can refuel the Hyperdeck! Armed with what I can only describe as a toilet plunger rope cannon, players fire at both crystals and evil henchmen across several unique landscapes in an invigorating competition for the highest score. I soared the skies on a flying platform over the rooftops of cyberpunk cities and apocalyptic canyons. A rumbling and rocking platform, lava radiating real heat, and immersive simulations of rushing wind put a foreboding voice in my head saying, ‘Don’t look down!’ No need to worry about gameplay visibility - the futuristic physical design boasts LED lighting, gameplay monitors on each corner, and wind streams continuously blasting players - making Hyperdeck ‘The Main Event’ wherever it goes.

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Cover Story

Taking Aim at

LASER TAG Is a new attraction in your center’s crosshairs? By Mike Fernandez

enter operators around the globe are reinvesting in their businesses, adding new attractions to draw fresh faces and stay relevant in the ever-evolving competition for people’s recreational dollars. Proven to boost both traffic and revenue, laser tag is one of the strongest-performing attractions you can confidently add to your center.

GUESTS LOVE IT, AND OPERATORS DO, TOO!

Laser tag caters to families and thrill-seekers; it attracts players of varying ages who want to win by outsmarting the enemy. Innovative lighting, special sound effects, and state-of-the-art vests create an invigorating experience that immerses guests in the adventure and gets them talking and sharing on social media.

Laser tag has been around for nearly 40 years as a staple in family entertainment, and consumers aren’t showing signs of retreat. More people than ever are participating, and at an average rate of around $8-$10 per guest for a 10-15 minute game, operators are happy too. While guest prices and promotional offers vary by location, demographics, and individual facilities, the latest trends with respect to play time are leaning toward quicker games of 8-10 minutes. 8 Amusement Alley February 2023

Laser tag options are endless. An ever-changing variety of weapons, gear, arenas, layouts, leaderboards, and special effects offer timeless replayability for guests but open a can of worms for operators to tackle without some professional direction. This month, we talked to the laser tag professionals at Laserforce for insight on what to consider when evaluating adding laser tag to your entertainment mix. Potential revenue, space, cost, ROI, and marketing strategies are frequent questions that proprietors want answers to.

REVENUE

The big question: is laser tag a profitable enough attraction to add to your center? Offering a solid mix of entertainment options is essential when staying competitive in your community. Laser tag has piqued the interest of many operators partially due to its profitability and replayability. “We see operators who offer both bowling and laser tag generally run around 750-800 player games per week, with top sites up putting through more than 2,800 player games. The average cost per game is in the $8-a-game range. This puts us at around $315,000 a year in additional revenue at sites that offer both bowling and laser tag,” said Chris Epstein, business development officer from Laserforce.

Cover Story “We like to look at it as revenue per square foot. At centers that offer bowling and laser tag, laser tag has the capability to create twice the revenue per square foot,” said Epstein.

SPACE

Often when business owners think they need more space, what they’re really thinking is they need more profitable space. Whether you’re looking to expand your building or reorganize your existing space, arena building specialists work with operators to provide the most beneficial layout for the space allotted. “Some operators expand their center, while others rework their current footprint. If you’re renovating existing lane space, you’re looking to take out an average of four to six lanes to fit the arena,” said Epstein. Tip! Epstein reminds you to include a guest briefing area when planning your space. For our readers with smaller-sized space constraints, rest assured you can still offer a dynamic arena that brings in substantial revenue. Immersive experiences with all the bells and whistles keep guests coming back for more, and with today’s contemporary options, it’s even easier to update the arena. While some arenas are two (or more) stories, smaller settings can provide an exceptional experience that players love, too. Adding a mezzanine or story and a half are workable options, along with unique layouts, interesting themes, and special effects. The more immersive the experience, the more memorable… and talked about!

COSTS

“As far as the capital required, we see existing sites needing between $100,000-$250,00 in funds,” explains Epstein. “Cost variables include the size of the arena, how immersive the experience will be (props, special effects, lighting, music), how many laser tag battlesuits you need, and what laser tag supplier you partner with.” In order to maximize the player experience and your square footage, Epstein recommends having one vest for every 125 square feet.

Since some operations run leaner than others, operating margins vary by location. Most laser arenas operate well with just one or two employees working during peak times. As for maintenance, operators love the reliability and easy maintenance that Laserforce offers. With products that offer plug-and-play repair you won’t risk getting caught with your phaser down. How quickly can you look forward to a return on your laser investment? Current reports indicate that businesses are paying off their investment in approximately one year!

WHAT ABOUT MARKETING?

Laser tag and bowling seem to pair well together — like fine wine and aged cheese. When looking at marketing strategies, cross-promoting between the two adds value to both streams of revenue and attracts a wider base of customers. Idea! To boost weekday play, offer an all-you-can-play laser tag special during bowler league times encouraging them to bring their kids while mom or dad bowl. Competitive play featuring member nights and tournaments are growing in popularity. While laser tag leagues are in their infancy stage compared to bowling, they are an emerging way to recreate with people of all ages. Competitive laser tag nights are another popular draw and can attract families with kids of all ages, or the young adult crowd who is looking for a weekday break. Amusement Alley February 2023 9

Cover Story

Laserforce’s Next-Gen Battlesuits create an even more thrilling experience. Players love features such as a five inch chest screen, dynamic ingame graphics and animations, and infinity lighting; tapping into more senses means a more immersive guest experience. Their interactive Living Arena might let players stack points by shooting targets midgame, or it might attack and zap unsuspecting victims.

Keep in mind; laser tag isn’t just for young Timmy who wants to have a laser tag birthday party with his friends. The 20+ year age group are hot consumers of laser tag, especially males who tend to spend more money on the experience. Ditto for business and corporate groups who use the adventure for team building and socializing and to blow off a little steam in a fun recreational setting.

the entertainment industry helps shape the commitment from Chris and the folks at Laserforce. Laserforce was established in 1987 and has since become a laser tag pioneer in terms of technology, manufacturing, and operations; their first Laserforce center is still the world’s longest-running site. For more information visit their website at www.laserforcetag.com or email Chris at chris.e@laserforcetag.com

•

SAGE ADVICE FROM CHRIS EPSTEIN, LASERFORCE:

“Whether you’re looking to build a new laser tag arena, or are updating the one you have, consider working with both an arena specialist and a local general contractor. Arena builders are specialists who will be able to build themed arena walls, props, and vesting areas that will really immerse the player into the fantasy of laser tag. Local companies can add value by knowing all the local zoning and building codes that are needed to operate a laser tag attraction. The good news is most arena builders will work with any local contractors if need be to ensure that your laser tag arena is up to specifications.” Bottom line: Laser tag can create a strong and consistent stream of additional revenue that compliments your other entertainment options by adding new space to your center or revamping your existing facility. When you’re looking for answers about laser tag, reach out to Chris. He’s not just a business professional, he’s also a competitive tournament player who has been playing since 1998! Passion for the game and a love for 10 Amusement Alley February 2023

OTHER FACTORS TO CONSIDER: Software upgrades Tech support Replacement parts Maintenance Marketing tools Selling and upsell strategies Sales system Game reliability Game durability Modern look Ability to update and modify Warranties

3-CHANNEL GAME AUDIO

5” ANIMATED CHEST SCREEN

INFINITY VEST LIGHTING

3.5” PHASER TOUCH SCREEN

Laserforce is BPAA’s Smart Buy choice for powerful, revenue-generating laser tag. Do your laser tag attraction’s numbers look like this?

• Over $16,000 generated per Battlesuit, per year. • Nearly $450,000 average annual revenue. • Less than 1% of revenue spent on maintenance and repairs.

They could – With Laserforce. WWW.LASERFORCETAG.COM

Feature

MARKET FEASIBILITY Enhancing Your Chances for Success

By Bruce Nussbaum

raced to the Middle Ages (but without attribution), the adage, ‘Measure twice, cut once,’ is as applicable today as it was then, perhaps more so given the investment required for designing, building, and opening (or significantly upgrading) an entertainment center in today’s market. With total costs ranging from seven to eight figures, it is imperative to think twice and spend once.

goals for a new or upgraded facility. The analyst will then spend some time touring the market, observing things like traffic patterns, real estate development projects, and overall business activity. The analyst will also visit competitive (or potentially competitive) venues to understand what is available to consumers in the market, what niches may be untapped, and the quality of these operations.

With all the factors that must come into consideration before committing to the expense of bringing an entertainment center to your market, your assumptions should be checked and rechecked by a viable third party who is experienced in assessing markets and creating concepts targeting specific demographics and who has actual experience in operating entertainment centers. This is achieved by completing what is sometimes called a Market Feasibility Study. Doing so will increase your confidence in any decision, regardless of the outcome. Remember, sometimes the best answer is no.

A proper Market Feasibility Study does not look just at what can be built – e.g., how big of a building can be built on a lot or how much programming can fit within an existing structure – it seeks to determine what should be built.

The process is straightforward. A reputable, independent third-party market analyst will visit your market and meet with you to understand your 12 Amusement Alley February 2023

Think of the process as building a house, with the Market Feasibility Study being the foundation. If that foundation is not secure, the soundness of the entire house is in question. The first step in the process is understanding the demographics of your market, a fancy way of saying who lives in the market and is available to become a guest. Then one tries to figure out who from that

Feature available audience will actually visit and how often. In doing so, one should balance the risk of trying to be all things to all people while still developing a venue that appeals to a wide range of potential guests and can be active during multiple dayparts. Key factors being looked at include the population levels (to understand how many people are available to become guests), ages, family status (to project how many are likely to visit), income levels (to assess how much they can spend), and market growth trends (to project the capacity for growth for the business). This analysis combines science and art, so choosing an experienced analyst who has studied various markets of various types (urban, suburban, tourist, etc.) throughout the country is essential. Armed with this information, the market analyst then recommends a proposed concept (or upgraded concept) and builds an associated financial model. The proposed concept defines the revenue centers, proposes the type and quantities of the entertainment features, and suggests the amount of square footage for these and the supporting front and back of house components such as circulation areas, restrooms, kitchen, storage, and office space. The financial model should include, at a minimum, a pro forma operating model (revenues and costs) and projected costs to build, equip and open the venue. Whether you are an entrepreneur or an established operator, completing a Market Feasibility Study will help you gain confidence in

your decisions, more accurately assess risk, and reassure banks and investors. Regardless of whom you choose for your market study, do the due diligence to ensure they have experience operating FECs and completing marketing studies for contemporary entertainment centers. Real-world experience counts when measuring twice and cutting once. Trifecta Management Group has performed countless studies over the past 20 years, leveraging its in-house experts in operations, training, finance, sales and marketing, culinary and technical operations to hone the right concept for a new or enhanced venue backed by sound financial analytics.

“Trifecta has conducted multiple market studies for us, both with respect to a recent major remodel of our existing center and for potential new projects,” said Gary Skidmore, former professional bowler and co-owner of Skidmore’s Holiday Bowl in Albuquerque, New Mexico. “The studies have always been insightful and thorough, and proved to be accurate and enormously helpful guides to our development.”

Bruce Nussbaum is a founding member of Trifecta Management Group. He brings unique experience as a Harvard Law-trained lawyer with extensive transactional experience and is a seasoned retail entertainment executive with deep operations expertise. With this diverse skill set, he divides his time between identifying and structuring Trifecta’s new business endeavors with partners and clients and supporting the day-today functioning of the company’s location-based operations/ consulting projects. Bruce actively engages in the real estate and retail entertainment industries via speaking engagements at national and regional conferences.

Amusement Alley February 2023 13

April 2023

Guests Love

LIGHTS! SOUND!

ACTION!

TEX-MEX, MARGS, AND MARGINS Affordable, Easy, Versatile

CASHING IN

Maximizing Your Arcade’s Card System

To learn more visit:

Welcome to IBI’s

New Ideas // Different Concepts // Fresh Revenue Streams

n February 2023, IBI launched “Amusement Alley” where new ideas, different concepts, and fresh streams of revenue will be featured throughout the year. New and interesting entertainment options continue to flood the marketplace and create a swarm of choices for consumers. The IBI team, including our knowledgeable guest contributors, are digging deep to bring you cutting-edge trends and valuable information to help your business. How is the vibe in your center? What grade would you assign yourself for exceeding customers’ expectations from the moment of entry to exit? Contemporary sound, lighting, and video effects create a social media buzz, boost return visits, and can position your center as an attraction itself. This month’s cover story focuses on how you can provide a show-stopping experience that’s easy for your staff, comfortable on your budget, and gives off the fun vibe guests expect. We listen to you, our readers, and advertisers too! If you have had success with adding a new attraction, have recently completed an upgrade or remodel, or are enjoying a lucrative stream of revenue from a new approach or product, we want to know! Your fellow operators want to know, too! Reach out to Stephanie@BowlingIndustry.com with news to share, or topics you’d like us to highlight.

This Month’s Featured Content: 4 AA

4AA

CASHING IN WITH CASHLESS

Taking full advantage of your cashless system BY JASON MITCHELL

6AA

CUSTOMER’S LOVE LIGHTS! SOUND! ACTION! Boost return visits and excitement BY MIKE FERNANDEZ

11AA

WHAT BUSINESS ARE YOU REALLY IN? Good memories, good times BY DANNY GRUENING

12AA

A PLAYER’S PERSPECTIVE

Game reviews of sensational games BY MIKE FERNANDEZ

14AA

BOOZE AND BITES

Tex-Mex, Margs, and Margins BY MIKE FERNANDEZ

A big shout out to these innovative companies for their involvement in this month’s Amusement Alley. Progressive companies like these are critical to the future of the industry.

Amusement Alley April 2023 3

The Cashless Column

By Jason Mitchell

Cashing in with

CASHLESS

Are You Taking Full Advantage of Your Arcade’s Card System?

hen I ask bowling operators why they purchased a card system for their arcade, the most common response is, “Because I was told to get one.” But the game distributor, consultant, or peer who told the operator to buy a card system didn’t have the time to tell them about all the features and benefits they offer. Operators know that the day that their card system goes live, they will begin to reduce labor costs, improve the guest experience, streamline arcade and redemption operations, and increase revenue. While that may satisfy many operators, they can still leave money on the table if their card system is not used to its full potential. The operator, or someone on their team, could be leveraging that card system to increase revenues by spending 15-20 minutes daily reviewing reports, installing valuable updates, and finding missed opportunities. Data mining, system security, inventory control, merchandising and marketing, price management, ongoing training, support, and system updates are all integral to maximizing an arcade operation. If your card system provider offers on-site or remote training, take advantage of it! Just about everybody who runs an arcade can benefit from training. When you’re in a facility all the time, you tend to get blinders on. Having an industry expert with fresh eyes walk through the facility will lead to insights you might have yet to consider. A good training program begins with an audit of the system to see how the arcade is doing. It’s a forensic deep dive into such key settings as payout percentages and cost of goods sold. Then the operator can decide which recommendations to implement and when. One way you can significantly impact your revenues

and profits is by monitoring the back end of your business. That includes your cost of sales and making sure that your bottom-line costs are as low as they can be without negatively impacting the guest experience. “Winners make players” is an industry maxim; you must let customers win prizes to show them value in playing your games. As Intercard’s Client Success Manager, I have seen how quickly arcade management training can grow an operator’s bottom line and make their work easier. Louie Leber, the arcade manager at Chipper’s Lanes in Fort Collins, CO, is one such operator. “I would recommend the training to anyone and everyone,” says Leber. “Our Intercard system is robust and has many facets we didn’t know about. The knowledge gained through training has empowered us to make decisions based on the system’s solid metrics and will impact our business for years to come.”

Tip! Talk to your system provider about what training they offer to ensure better guest service and enhanced profits. Harness the full power of your card system to turn a good arcade into a great one. If you want to know more about how training can boost your arcade revenue, please email me at jmitchell@intercardinc.com.

•

Jason Mitchell is the Client Success Manager at Intercard. He uses his extensive experience in operations and executive management at some of the largest companies in the amusement industry to help proprietors get the most out of their arcade operations. He is also a regular speaker at Bowl Expo, BPAA Boot Camps, IAAPA, and Amusement Expo. He welcomes your questions at jmitchell@intercardinc.com. 4 Amusement Alley April 2023

Cover Story

Customers Love Lights!

Sound!

ACTION!

By Mike Fernandez

Boost return visits and excitement with upgraded lighting, sound, and AV

oday’s guests expect a sizzling experience from the time they enter your building until they pull out of your parking lot. Thankfully, innovations in technology have made it easier than ever before to provide electrifying, memorable visits that fully immerse guests. IBI caught up with experts in sound, lighting, and video to learn more about what today’s systems can do for you and your guests. How are you doing with the vibe in your center? Is your atmosphere projecting the image and feeling you want guests to have? Do bright lights in your center give off a sterile, hospital-esque vibe instead of encouraging guests to hang around longer and spend more dough? How can you exceed customers’ expectations from the moment of entry to exit? Contemporary sound, lighting, and video effects can create a social media buzz, boost return visits, and position your center as an attraction itself. As technology and high-tech experiences have infiltrated all aspects of people’s lives, consumers have come to expect a show-stopping experience in everyday living.

Today’s AV systems have come a long way!

If you haven’t looked at updated AV systems recently, you’ll likely be thrilled with today’s new options and ease-of-use which can provide an electric light and sound show consistently and easily. Advanced speakers even analyze the acoustics of the room in real-time, so they can actively adjust sound levels and direction to maximize effectiveness in high-traffic areas.

6 Amusement Alley April 2023

Imagine a typical Friday afternoon as center traffic is about to gear up. Preparation for a busy weekend can take up a lot of labor, maybe more than you have available. There’s no need to panic though; a contemporary AV system can be put to work to entertain guests with little effort. Visualize reaching out for a handheld touchscreen that gives you simple, complete control of all the sound, lighting, and video in your facility. With just the press of a button, you can change the dynamic of your entire center, adjust individual areas, or have options preprogrammed to automatically change on a desired schedule. “Multiple layers of lighting provide the ‘WOW’ factor when guests walk through the door. Besides general lighting, there

Cover Story are limitless colors and color temperatures to consider and knowing which angles complement the space or to add spotlights high-value attractions,” said Mike Bovino of DFX. “The technology for LED lighting and direct-view LED video are head and shoulders above traditional lighting and projection systems. Additionally, fog machines and laser technology have made it easy to send bursts of excitement through the center.” Guy O’Hazza and his team at Decibel-Studios want centers to stand out in a busy crowd of entertainment options. Many of their clients want to step up their AV game and become an entertainment hub in their local community. Part of this is emphasizing the true power of audio. “Manipulating sound gives you a strong influence over the guest experience. If your guests look like they need livening up, it might be time to switch up the beat,” explains O’Hazza. “Later, you can signal for closing time by simply turning down the music at the bar or making announcements in specific parts of the center.” When you play the right music, you’re flooding guests with feelings of nostalgic experiences that they associate with your center; it’s all part of today’s immersive recreation. “Customers’ expectation is for sound to perform well at all levels. Whether it’s acoustic guitar in dim light or pumping the bass on Saturday night, it needs to have great range and intelligibility,” said Bovino. “We take into account the acoustics of the space and consider the competing sounds coming from nearby areas to provide the high-fidelity experience.”

The Power of the Zone

What’s going to keep people in the building longer? What kind of vibe should you put out for an after-work crowd? How can you entertain guests in the dining area and arcade? “When we walk into existing centers, we ask ourselves those questions and more. It helps us create adjustable zones or areas, so you’re able to control specific locations in your center,” said Bovino. Control of different zones means your private event room can be dimly lit and playing soft rock, while your lanes are pumped up with jams for Friday night fever. By creating separate zones with their own sound and lighting settings, you can avoid lane music pumping at the same levels as a private room, where people might prefer a more casual, conversational setting.

Installation and Maintenance are Fast and Easy “With new centers, we work with the architect and try to interpret the operator’s vision [as a team]. When it’s done, it’s all automated — every last bit of it. You can schedule things for a certain time of day. It’s called Show Control, and the show is always on,” said O’Hazza.

Depending on the scope of the project, timing can take anywhere from a week to six months, from assessment to final

8 Amusement Alley April 2023

“Our most recent project is a complete DMX-controlled lighting and audio package for our 7-lane event suite. It operates flawlessly! From the initial project and proposal to installation, the team at DFX are consummate professionals who leave no stone unturned and absolutely stand behind their work.” Simon Shearer, Perfect Game, Farmington Hills, MI

"Thanks to Decibel-Studios, we were able to integrate a newly repurposed space into our existing audio-visual systems. Combining the old and new was not an easy endeavor, but everything came together seamlessly on schedule and on budget.” DJ Hill of Lefty’s Alleys & Eats, Lewes, DE

checkups. Things to consider are: if there is an existing system, if some of it is still usable, what your goals are, or if the center needs a complete rework and rewire from the time it was built. While service technicians can be sent to a location when needed, most system issues can be remedied remotely and immediately. The IT team gets alerts for error messages

EXPERIENCES

Custom Show Control, Audio, Video, Lighting, Special Effects, IT and CCTV Systems DESIGN • ENGINEER • INSTALLATION • MAINTENANCE

1 (310) 693-5210 • decibel-studios.com

Cover Story Scan for Decibel-Studios

Guy O’Hazza: We’ve taken our exposure

in creating experiences in the amusement park business, to bowling and family entertainment centers; clients like Universal, LEGO, and Experiences Disney laid the groundwork. Their ideas grow our ideas and allow us to provide an immersive guest experience with the same tenacity that we do in theme parks.

Mike Bovino: Since 1986, we’ve designed

and built systems for over 3,000 bowling and family entertainment complexes throughout the world. Over the years we have completed projects for a wide array of high-profile venues but bowling and family entertainment centers is where we started. Our unique, patented lighting and visual products are designed specifically for this industry. Our systems are custom designed to be impressive, versatile, and fit just about any budget. Whether your project is large or small, we have the technology that’s right for you.

10 Amusement Alley April 2023

before you can pick up the phone! These knowledgeable professionals can expedite services during critical times alleviating downtime.

Hot Tip!

“Consider the TVs in your center. They are rated for the number of usage hours per day. If it’s rated for five hours a day but left on from open to close, they can overheat in a short time. A good quality TV will save you hassle[s] in the future,” O’Hazza informed us, “but really, the visual options are endless. Want a 4D thunderstorm simulating rain during the winter in Nevada? We can do that.” When using experts in the industry like Decibel-Studios and DFX for sound, lighting, and video solutions, guests will see your center in the same limelight that you do. A big thanks to industry leaders Mike Bovino of DFX and Guy O’Hazza of Decibel-Studios for sharing their expertise with us.

•

Mike Fernandez is a freelance contributor on all things regarding food, booze, and fun. Growing up in his family’s restaurant business fueled his passion for good eats and tasty treats. By day Mike works in business development for IBI, by night he scours south Florida for the latest trends in food, drinks, and recreation.

Guest Contributor

What Business Are You

REALLY IN?

By Danny Gruening

Consider yourself in the good memories business

love asking bowling operators the following question: “What business are you in?” Almost every time, the person will say the bowling business. This is the case whether they have a traditional bowling venue or a bowling entertainment center with multiple attractions. Sure, this reply is technically accurate, and it focuses on what is likely the most important part of the business. However, just because it’s accurate, it doesn’t mean it’s the best answer. I then follow that up with another question: “What business are you really in?” I emphasize the word ‘really’ because the answer isn’t bowling. It’s something much deeper. At the core, you’re in the business of memories, emotions, fun, escapism, and celebration. Sure, one of the ways you deliver these results can be through bowling. But at the end of the day, your customers keep coming through the door because of the feeling you give them when they bowl. You might think this is nothing more than a trivial use of words, but it’s much more than that. When you think about yourself as a bowling business, you’re limiting your opportunities. But if you change the way you think about and communicate your brand, it expands your opportunities. First, let’s look at this from a marketing standpoint. You’ll be able to get more people in the door (and charge a higher price point) when you market based on feelings and emotions because that’s how people make their purchasing decisions. Most people think they make decisions based on logic. But, your customers make decisions on emotions and then use logic to justify those decisions. People don’t buy what you do (bowling), or how you do it (VIP lanes with servers and leather couches). They buy based on why you do it. As an example, which of these positioning statements do you think would be more engaging to customers?

Option 1: We love bowling, and we have the best bowling lanes, rental equipment, and pinsetters in town! Option 2: We believe your family time matters.

Make the time count while you bowl, laugh, and smile with the people you care about.

See? It’s pretty obvious how powerful a message becomes when you focus on emotions. Plus, it’s a lot more inspiring and energizing. We all work in the business of fun. But in the day-to-day stress, it can be easy to lose sight of just how fun the industry is. When you describe your business in terms of memories, smiles, and celebrations, you are reminded why your business matters. You don’t just provide an attraction. You provide core memories on a kid’s 11th birthday, a place where a single dad can connect with his kids, or a moment of celebration for a girl who got straight A’s for the first time. Beyond the marketing language, this shift in how you think about your business is practical. As we all have seen, more and more traditional venues are transforming into multi-attraction bowling entertainment centers. But too often, I see the owners of these BECs continue to think about themselves as bowling businesses. That’s a problem because they view every decision through the lens of bowling. In their eyes, every package is a bowling package. And every marketing message is a bowling message. And every operational decision is a bowling decision. Inevitably, this means the other attractions are treated like an afterthought. But when you have multiple attractions, think of your business as a mix. Bowling will still likely be the most important anchor you have, but that shouldn’t come at the cost of your other attraction investments. The most successful BEC operators think holistically about their business and make decisions that will have a positive impact on every profit center. When you combine that holistic thinking with a message tailored around the business you’re really in, you will see a big impact on your revenue and customer engagement.

•

Danny Gruening is vice president of Business Development at Creative Works

Amusement Alley April 2023 11

Game Reviews RAW THRILLS - KING KONG OF SKULL ISLAND, VR SIMULATOR

Features: 55” and 43” LED HD gameplay monitors // Variety: 3 Episodes // Attendant-Free // Players interact using hand motion // Dual HP Supercomputers // AirRide Motion System // AirForce Jet Air FX // 42 square feet GAMEPLAY: King Kong of Skull Island is a prime example of the gargantuan capabilities possible with VR. A bumpy ride is one thing, but Raw Thrills’s blend of VR and motion technology propelling you through the Jurassic jungle of legends is something else entirely. It took quick reflexes to smack virtually attacking Jurassic bugs, carnivorous plants, and largerthan-life dinosaurs out of the air as they assaulted our vehicle. We persevered, thankfully catching a trip on the back of a Pterodactyl. By far the most cinematic moment came near the end of the demo: a detailed King Kong holds our vehicle close, towering and snarling above us, while air FX blew gusts of his breath over us. King Kong of Skull Island was an exhilarating demonstration of VR and motion capabilities. You’re able to interact with and journey through imaginative worlds. Just sit back and…. DRIVE!

VARBOX

Time: 3-4 minutes Easily accessible VR eSports via iPhone app // Already large in Asia Monthly leaderboard winnings // No attendant // Add your branding to the main characters // Multiple game modes // Only requires 10 square feet REVIEW: The VR Collective’s VARBOX was an incredibly compact way to bring me into an expansive new world. In fact, once my match was over, I was told I was truly competing on a worldwide stage, with over 200,000 players in 15 countries. Armed with nothing but VR goggles and a VR sidearm, I battled wave after wave of zombies, many sneaking up right beside me for fast-paced showdowns. My stats put me in competition with other players around the world, allowing me to participate in leaderboards for the eSport, which offers monthly winnings to top contenders, all of which can be tracked through an app on my phone. With multiple games available, you’re given the option to work with a teammate or consider a full 4x4 battle. The next-gen graphics and sounds created an immersive experience that was an impressive representation of how far virtual reality has come in the year 2022.

Incredible Technologies: Arcade Collection, Arcade Features: HD monitor // Classic variety: 3 games, each with several modes // Bowling game // Small footprint Mass appeal // Cabinet design and controls proven success // Easy installation // 7 square feet

Gameplay: When scouting the IAAPA show floor, my eyes lit up, stumbling upon Incredible

Technology’s booth with Golden Tee: PGA Tour games. Once I got closer, I saw they had expanded their cabinet collection. I was immediately blown away when I noticed their newest product featured bowling. I thought I saw a glowing halo and wings appearing behind it. From the creators of Golden Tee, Incredible Technology’s Arcade Collection is a single cabinet holding three big games: (1) Silver Strike Bowling provides a perspective of bowling with angles you can’t get in the center, with the primary control ball being an exciting new way to work on your hook or hit gutter balls with a little more privacy. Player customization options and a Vegas mode appeal to all ages and demographics. (2)Target Toss Pro features a unique take on the icon tailgating games cornhole and lawn darts without the loss of eyes or cops busting down your door. If we weren’t a bowling magazine, my favorite game would have been (3) PowerPutt Golf due to the 11 extremely fun and creative 18-hole courses. The Arcade Collection’s three simple games in a comprehensive package might leave you buying a second one for your home office.

12 Amusement Alley April 2023

Contact Betson Sales: (800) 524-2343 | sales@betson.com | www.betson.com

Booze and Bites

Tex-Mex, Margs, &

MARGINS By Mike Fernandez

ex-Mex is the most popular style of cuisine in America. Chili’s, Tijuana Flats, Qdoba, Chipotle, and many other chains have grown billions in profit from relatively the same simple set of food options. Can Tex-Mex boost your center’s balance sheet?

THANK YOU, TEJANOS

“Where does Tex-Mex come from,” asked nobody, ever, though few of us have ever heard the details! Texas was considered a part of Mexico until 1836 when it declared independence and joined the United States. The Tejanos (Texans of Mexican descent) style of home cooking took off in San Antonio. As people migrated in and out of the new state, the cuisine followed. I wondered what specifically made Tex-Mex the most popular style of food in America: the price can vary, from the cheapest dive on the block to a fine dining experience; the ingredients are incredibly versatile; and it’s enjoyed by families and partygoers alike. I found it more ironic when I learned that before the Tex-Mex movement, a common American meal consisted of roast turkey, boiled ham, cranberry sauce, and cold bread. The Tejanos truly blessed our flavor palettes.

ADDING TEX-MEX TO THE MENU:

When it comes to Tex-Mex cuisine, the main ingredients provide a versatility that can NOT be overstated. 14 Amusement Alley April 2023

Let’s say you decide to serve Tex-Mex food. You’ve already got beef to ground, and chicken to shred. You’ve already got lettuce, cheese, and maybe salsa. You’ll want to slow-cook your proteins for a juicier bite, and it’s even better the next day. All you need to buy is tortillas, rice, and beans — the three most affordable foods on the market! A tip for the rice: all it needs is some allpurpose seasoning, cilantro, and lime. With just those few changes, your menu offerings increase tenfold. You’ve got the versatility to offer tacos, nachos, burritos, enchiladas, and bowls that can adapt to any diet or palette. The ingredients have a long shelf life; most are used in nearly every dish. Affordable foods, easy preparation, versatile ingredients, less waste, and increased traffic due to Tex-Mex’s widespread popularity provide a strong argument for making an addition to your center’s menu!

Booze and Bites

WHAT’S THE DIFFERENCE? The general differences between Tex-Mex and Mexican cuisine:

Tex-Mex usually includes chili powder, cumin, yellow [processed] cheese, and flour tortillas. Traditional Mexican cuisine usually includes real chili peppers, more spices, corn tortillas, and traditional Mexican white cheeses, like Cotija (co-tee-yuh) or Oaxaca (wa-ha-kuh).

BOOZE MARGARITAS? MAMMA MIA! You’ll need one after seeing these numbers:

#1 cocktail in America: The Margarita 56% of bar-goers say the margarita is their usual drink order. 49% of cocktail drinkers order a margarita when dining out. Source: CGA Strategy

30% increase in margarita sales 2020-2021. Source: Distilled Spirits Council

On average, margs cost 50 cents more than the national average cocktail price, and they are still the most popular cocktail. Source: Nielsen

Those are massively impressive stats. It’s also easy to upsell. Most drinkers today aren’t settling for the bottom-of-the-barrel tequila; they’re opting for higher-end and lesser-known tequila brands, as long as your bartender remembers to offer it! While working at my family’s restaurant, I once asked my father why we only offered salted rims and not sugar rims on our margaritas. “Salt is the correct way. One day, someone might order a sugar rim. We ask them politely, yet firmly, to leave.” A stronger stance than I’d take with that sort of popularity! Whether you decide to tackle the task of offering Tex-Mex or not, adding margaritas to your bar menu is a no-brainer! Mike Fernandez is a freelance contributor on all things regarding food, booze, and fun. Growing up in his family’s restaurant business fueled his passion for good eats and tasty treats. By day Mike works in business development for IBI, by night he scours south Florida for the latest trends in food, drinks, and recreation.

Amusement Alley April 2023 15

June 2023

LIVE LANES!

at the

Savvy Centers are Tapping into the Profitable Music Scene

STEP INTO THE DRIVER'S SEAT

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Welcome to IBI’s

New Ideas // Different Concepts // Fresh Revenue Streams

“A

musement Alley” is where new ideas, different concepts, and fresh streams of revenue are featured periodically throughout the year. New and interesting entertainment options continue to flood the marketplace and create a swarm of choices for consumers. The IBI team, including our knowledgeable guest contributors, are digging deep to bring you cutting-edge trends and valuable information to help your business. Live music might seem like a stretch for many operators’ usual, day-to-day operations, but having the ability to present a steady stream of original entertainment could be the key to bringing in customers you might not otherwise see. This month’s cover story shows how progressive operators have tapped into the live music scene with lucrative and business-growing results. Ryan Vasko’s in-depth article covers how operators from Colorado, Montana, and California are drawing in new faces with their live music offerings. We listen to you, our readers, and advertisers too!

This Month’s Featured Content: 4AA ARCADE Why Every Arcade Needs A Technician BY ROB ZIGMONT

8AA COVER LIVE at the Lanes! Tapping into the Music Scene BY RYAN VASKO

If you have had success with adding a new attraction, have recently completed an upgrade or remodel, or are enjoying a lucrative stream of revenue from a new approach or product, we want to know! Your fellow operators want to know, too! Reach out to Stephanie@BowlingIndustry.com with news to share, or topics you’d like us to highlight.

12AA CASHING IN WITH CASHLESS Fluctuating Consumer Trends BY JASON MITCHELL

14AA DESIGN Competitive Gaming Draws Crowds BY DANIEL ELLMAN

A big shout-out to these innovative companies for their involvement in this month’s Amusement Alley. Progressive companies like these are critical to the future of the industry.

Amusement Alley June 2023 3

Arcade

Why Every Arcade

NEEDS A TECHNICIAN By Rob Zigmont

rcade games are a great money maker for any location, but it’s important to remember that they are complex machines with computers, fans, wires, and other components that can affect the performance of a game or break. A key recommendation from the Betson Technical Team is to hire an arcade technician as part of your staff. This article will review the critical reasons for having a technician on-site at your location.

Keep Profits Coming In

The game room can be the most profitable portion of your business. On average, a single game can earn about $200 a week in today’s FECs, but some games can make over $1,000, so it’s essential that they stay up and running. The weekend is where 80%-90% of revenue comes from for most locations; having a game go down on a Friday afternoon and waiting until Monday (or longer) for a repair or receiving parts will hurt your business. Even simple problems like header lights being out can make players think the game is out of order and ruin their visit. You don’t want a bad weekend to create bad reviews that live on after. A technician on-site with the right expertise and parts can pay for themselves over a busy weekend. Various things can come up daily, but you don’t want to hire someone who is just reactionary. A question that might arise is, ‘What will the technician do when the games are working properly?’ Answer: ‘Preventative maintenance!’ Your 4 Amusement Alley June 2023

technician should do several things daily, weekly, and monthly to keep your games in perfect order and avoid any major issues down the line.

Parts Packages

Another essential aspect for your technician is managing your parts and consumables. When a game is down, you want it up and running as quickly as possible. Overnight freight charges can add up quickly. And if a game goes down on the weekend, parts may ship on Monday morning. That means games can be down for several days, which is lost revenue for your business and unhappy customers. To keep your game room up and running, Betson offers different packages customized to the specific games at each location. They offer discounted freight and a six month return policy. Since your technician will be onsite every day, they’ll have a great understanding of the operations of the game room and what consumables or parts you might need frequently and can work with their parts rep to manage everything.

Wellness

Betson provides periodic reviews of your game room to analyze critical information to optimize profits and your location's customer experience. The Betson Wellness

VISIT US AT BOWL EXPO IN BOOTHS 821 & 833

Contact Betson Sales: (800) 524-2343 | sales@betson.com www.betson.com

Arcade

HERE ARE SOME

TOP TIPS FOR YOUR TECHNICIAN: DAILY MAINTENANCE program can help identify games with setting problems that technicians may be unaware of. In addition, you can make sure your game mix reflects your customer base.

Technical Training

• Wipe down the games. Cleaning the games is essential for keeping them running smoothly and creating a better customer atmosphere. • Balance the balls in basketball arcade games, Skee-Ball, etc. If you have eight balls on one side and four on the other, the game isn’t going to work correctly. • Check that the ticket machines are running properly.

If you’ve just hired a technician or they need some refresher work, Betson offers Betson Technical University. Our skilled, experienced in-house technicians conduct the training, sharing their knowledge, experience, and best practices. Topics discussed include game system overview, digital multi-meter, basic soldering/splicing techniques, game maintenance, ‘Card Reader Issues 101’ class, troubleshooting, electric circuit theory, advanced troubleshooting, wiring schematics, computer repair, and basic LCD repair.

WEEKLY MAINTENANCE

Making an investment in your arcade is a big decision and an even bigger challenge. With an arcade technician at the ready, you will have peace of mind that your investment is well cared for and doing its job of being profitable!

• Clean filters or drain compressors where necessary.

•

Rob Zigmont is Vice President of Operations at Betson.

6 Amusement Alley June 2023

• Check gameplay. It may seem like having too much fun at work, but ensuring the games play through is essential to your maintenance plan. • Create a punch list of any issues so that you can go back later and fix them. Trying to do multiple fixes at once is not only overwhelming but the job might not be carefully done if it’s rushed through and not given more attention which could cause even more issues.

MONTHLY MAINTENANCE • Check power cords. Are they frayed? Is there a game sitting on them? • Open the games’ back doors and make sure everything looks OK; blow out dust or vacuum if necessary.

• Clean dust traps, fans, etc. • Maintain a cleaning schedule and stick to it.

Depending on the environment, your specific cleaning schedule will vary; for example, a desert location may have more dust, and machines will need to be vacuumed more. One thing to keep in mind is customer satisfaction; seeing cleaning procedures gives customers extra peace of mind.

WE HELP YOU WIN. MAKE YOUR SPACE PROFITABLE, NO MATTER WHAT SIZE.

WinWithP1AG.com

Cover Story

LIVE at the LANES!

By Ryan Vasko

Savvy Centers Are Tapping into the Music Scene

hen the world reopened following the pandemic, one of the biggest questions owners had to ask themselves was, “How can we evolve and futureproof our center?” In a bid to draw people back through their doors, the businesses that saw the most success were the ones that found creative uses for their spaces and got customers excited about getting out again. In certain cases, that meant thinking of your operation as less of a bowling center and more of a venue. That, at least, was the motivation behind transformative renovations undertaken at places like Chipper’s Lanes and the Mishawaka Amphitheatre in Colorado, which pivoted to convert their centers into marquee live music destinations. “Instead of a venue in a bowling center, we flipped this thing on its head and we’re putting a bowling center in a venue,” said owner Matt Hoeven. “Those nights when we’re having a show, we’re a show first; we’re not a bowling center. We’ll fill the house with the 300 people who bought a ticket, and then, if they’re interested in bowling, that’s a VIP upcharge to have that experience.” “One of the silver linings from Covid was that it created this need for music in unconventional spaces,” said Bri Long, owner of Longevity Productions, who handles the booking for Chipper’s. “For a couple of years, you weren’t able or

8 Amusement Alley June 2023

allowed to go to a 200-person club to see a show. That helped bridge the gap for a lot of people for this ‘odd idea’ of seeing a concert in a bowling alley.” Chipper’s, which will put on 80-plus shows at each of their three Colorado locations this year, is one of a growing number of businesses that are investing in the right sound equipment, lighting, acoustics, and other elements that make for a great experience for bands and attendees alike. It might seem daunting or too far afield from your usual, day-to-day operations, but having the ability to present a steady stream of original entertainment could be the key to bringing in customers who might not otherwise ever consider your establishment. A common thread that connects the centers who have done it best is making sure to do your due diligence and not taking half measures in committing to being a place musical acts will want to keep returning to. “The thought was, how can I do this affordably and make it look cool?” said Jesse Hansen, Director of Operations for multiple Harley’s Bowl locations in Southern California. “We built a stage, put in a quality sound system, and did what we could to make it easy for bands to play here.”

Cover Story

Rockin’ out at Ravalli’s

Hansen, who tapped into his experience in the restaurant industry to guide his renovations, worked with his partners at Rock & Roll Pizza, which specializes in local live music. Together, they helped craft a new, co-branded space inside a 1,000-square-foot bar at the Simi Valley Harley’s. He found creative ways to cut down on added costs and still be able to properly compensate for his musical acts, like installing a house drum kit, an integrated PA system, microphones, a mixer board, and more. The result is a fully connected sound setup that allows a band playing in the bar to be heard in the bowling center if the crowds get big or keep the live music separate to keep the whole operation a multi-use space.

Hoelstad, who started with one featured music event a month, continues to expand the setup to bring in more bands, comedy acts, and local artists. He has plans for a convertible indoor/ outdoor space to keep offering entertainment year-round because the crowds he draws to the live music have created new customers for his bowling center.

Knut Hoelstad, the owner of Ravalli Fun Center, saw a similar opening for revenue improvement with an acre lot that was part of the purchase of his Hamilton, MT, alley. “My initial thought process was to expand our lanes, but in the meantime, I had this lot that was just a field,” Hoelstad said. “So, I put a fence around it, built a stage, and then we started looking for ways to bring in a little more summertime fun to supplement our bowling.”

It’s a time-tested idea that is key to a business’s success and ability to adapt to the times: wasted space is wasted opportunity. During the downtime provided by the pandemic, Hansen saw an underutilized bar area and converted it into an all-inclusive entertainment space. Hoelstad saw the same with his unused outdoor setup and is considering a similar change-up for a gaming area currently at Ravalli. If your operation isn’t currently designed

10 Amusement Alley June 2023

“We’ve brought people in for the shows who’ve never been in [the center] to bowl,” Hoelstad said. “And once they see what we have to offer and our renovated space, it’s been astonishing to get their feedback and see them come in for the first time. In four years, every day I’ve seen a new face in here.”

Outdoor entertainment draws a crowd at Ravalli’s

Cover Story to maximize your revenue possibilities, tapping into the music scene that passes through your town could unlock something wholly new. Beyond doing the work beforehand and outfitting your space to serve as a proper venue, it’s important to know your audience and understand the needs of your acts. For Long and the Chipper’s staff, that means making sure the early conversations with agents or band reps are honest about what the venue is and selling it as a positive and unique experience. It means being clear about your tech specs and what sort of atmosphere you’ll be able to provide for their fans. “We’ve always operated with the forward-facing idea that the openers of today are the headliners of tomorrow,” Long said. “So, whether you have 12 followers or 12 million, when you come to one of our venues, you get treated with the same level of respect. If you show a band a good time while they’re on tour, they’re going to spread the word and they will want to come back.” “It’s really about making it as easy as possible for bands to come in and play,” Hansen said about Harley’s approach. “Even cutting down on the amount of equipment they have to haul in and set up by having things already installed can make a huge difference.”

Work with a Talent Booker

Before you can get to giving your acts what they want, you must track them down. Your best bet, if it’s within your financial capabilities, is to work with a booker with an established network and infrastructure to find local and touring talent. “It wasn’t until we brought in someone like Bri that we saw how much it pays off,” Hoeven said. “Someone to handle the advances, the bands’ needs from a hospitality perspective, the right sound and lighting specs, and everything else [it takes] to be a professional venue. That allowed us to go from 0 to 60 very rapidly. Now, it’s not a band in a bowling center, it’s a concert.” Sometimes, you have more contacts than you realize. For Hoelstad, his Rivalli bowlers provided an unforeseen resource. One bowler was in a band and got him in touch with some larger acts in Montana, while another was married to a lead singer who connected him with a booking agent that managed a handful of bands who can help to fill his stage.

Live on the lanes at Chipper’s

DIY Booking

If a booker isn’t in your budget, you can still serve as your own scout and explore artists in your area, as long as you have a good understanding of the demographics you’re dealing with. Are you near a college? If there are established music venues in your town, what genres draw the biggest crowds? Many cities have sites and other online resources that allow acts looking for stage time to connect with venues. Don’t be afraid to experiment a little with different types of acts and genres. Be versatile and try to branch out if it means a new steady source of attendees. If it’s a fit for your environment, you can count on word of mouth to grow your audience and an act’s following as a supplement to your promotion. Hoelstad works with local radio stations and offers free tickets to shows at Rivalli in exchange for on-air promos. Hansen has social accounts specifically for the music happening at Harley’s. Any act’s crowds could become your new league bowlers. It can be a big step to change your center into a spot that bands will clamor to perform at, but it’s growing in popularity and has proven to be a game changer for many owners.

•

All you have to do is set the stage.

Ryan Vasko is a writer based in Portland, OR, with 20 years of experience as a journalist, speechwriter, and marketer. Growing up in his family’s bowling center, Ryan spent significant time bowling with his dad and grandpa and working at the center. His dog is a good boy.

Amusement Alley June 2023 11

Cashing In With Cashless

Fluctuating

CONSUMER TRENDS Advanced Arcade Operations with Jason Mitchell A recent Federal Reserve Bank of San Francisco study noted that Americans are making fewer small-value payments with cash. While cash may not disappear completely, I think that within ten years it will represent such a small percentage of payments at amusement venues that it will be a “legacy” method. Operators will likely continue to accept cash until the costs in time and money of handling it are no longer acceptable. At this point, you can’t afford to turn away any form of payment, including cash at kiosks, but eventually, your overall operation will need to be cashless. An arcade card system is part of the movement toward cashless payment in the amusement industry. With popular attractions like VR games now costing $5 or more to play, this is another good reason why FEC operators should go cashless. By adopting cashless technology, you can ensure that it remains easy for your customers to pay and play the way they want.

How are people spending?

Currently, the most popular method for arcade payments is a cashless card system that accepts cash or credit cards. Credit card use continues to grow, according to the operators we work with and the financial industry. Trends show that the credit card will be the dominant form of payment at amusement venues within five years. The mobile wallet has yet to become standardized, but it will continue to grow as well. E-commerce and online payment continue to grow, driven by customer preference for reserving and paying ahead of their visit. This means less time spent in lines and more time having fun, thanks to continued overall growth in the use of kiosks and other unattended devices. Besides aligning your business with consumer spending trends, a cashless system can jump in as part of your center’s staffing team. A tight labor market also makes a good argument for employing this technology and enables more 12 Amusement Alley June 2023

efficient operations with fewer staff. Cashless technology is ideal for the many FECs that offer multiple attractions, from arcades to laser tag to bowling and to food and beverage. It enables customer loyalty programs and stimulates new kinds of marketing campaigns because the systems collect emails and other contact information. Plus, people who pay by credit card tend to spend more. A cashless card system can also boost your marketing and customer retention programs. A great way to do that is to make use of the card readers to present ads to your customers right at the game. You can set the readers to show messages about your Happy Hour promotion, Monday Night Madness specials, or the live band you have each week. You can also show these messages on the large monitors on your kiosks. You can also use the system to register customers for your loyalty program and generate reports to show how the program is doing. Loyalty programs can bring in more revenue if you tailor them to your location and customers. With a cashless system, you can mine the data you need to figure that out. Loyalty programs are not one size fits all; everybody’s got to try their own thing. Optimizing your cashless system will provide guests with the convenience and technology they expect. Relying on everevolving technology can help with ongoing staffing challenges and provide a way for operators to market to and retain guests.

•

Jason Mitchell is the Customer Success Manager at Intercard. He uses his extensive experience in operations and executive management at some of the largest companies in the amusement industry to help proprietors get the most out of their arcade operations. He is also a regular speaker at Bowl Expo, BPAA Boot Camps, IAAPA, and Amusement Expo. He welcomes your questions at jmitchell@intercardinc.com.

What are your customers saying about your laser tag attraction?

Laserforce is BPAA’s Smart Buy choice for powerful, revenue-generating laser tag. We are proud to bring over 35 years of award-winning laser tag experience to members of BPAA at the best price ever. We are offering attendees unbeatable deals, visit us at our booth during Bowl Expo 2023 to learn more about powerful, next-gen laser tag!

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Design

Everything Else is

JUST GAMING ESPORTS TAKES ON COMPETITION

et's face it; human beings are competitive. It’s just in our nature. Competitive behavior is played out daily in bowling and family entertainment centers worldwide. Friends and family compete with one another to Jan Goetgeluk get the highest score on the bowling lanes. People of all ages go after each other in the laser tag arena, and social outings are often centered around who can perform the best at axe throwing or other attractions.

By Daniel Ellman

That means increased profit for you – and improved visibility for your center. “These types of competitions add a new dynamic to your attractions without needing to make any improvements or changes whatsoever," Goetgeluk said.

Many forms, functions

→ So, what do eSports look like in practice? That depends. Some eSports are played on high-end gaming PCs, which some FECs have purchased, giving them a designated space.

But another form of competition is heating up, and your center should be able to take advantage of it. It’s called eSports, and you can think of it as competitive gaming.

→ Another form of eSports is through attractions that already exist. For example, if you have a virtual reality profit center, create competitions from that VR experience. The top 10 highest scores for the month can win a cash prize.

“ESports is the biggest phenomenon that most people haven’t heard of,” said Jan Goetgeluk, founder and CEO of Virtuix, the Omni Arena virtual reality attraction manufacturer.

→ Even well-established arcade games can become eSports venues. For example, Big Buck Hunter is one of the more popular contests today.

Enticing Repeat Visits

→ Finally, you can go a more ambitious route and bring in a brand-new profit center to attract eSports competitors.

There are several different forms that eSports can take in an FEC. But they all share one thing: money or prizes are awarded to the top performers. “This is all about playing off of peoples’ desire to compete,” Goetgeluk said. “You are allowing people to compete for prizes and driving repeat customers to your center time and again.”

14 Amusement Alley June 2023

“Our Omni Arena is a highly automated attraction that allows participants to walk around 360 degrees inside a virtual reality game,” Goetgeluk said. Virtuix’s attraction, which includes a directional treadmill and VR goggles, has software that automatically updates, so proprietors can stay

Design on top of technology as it continues to improve. “It’s an easy way to get your customers to pay-toplay and give them an experience they can’t find anywhere else,” Goetgeluk said.

Finding the Right Fit

“We are constantly staying on top of the latest trends in entertainment so we know what is resonating with customers and what isn’t,” said Howard Ellman, principal architect and co-owner of Dynamic Designs, which has decades of experience designing. “ESports is a relatively new concept that can fit in seamlessly with your existing profit centers and take your FEC to new heights."

If you want to add an eSports attraction, consult with design experts to ensure you have a suitable space and layout for your new profit center.

•

FAMILY ENTERTAINMENT CENTERS DESIGN & ARCHITECTURE Congratulations on your new center — thanks for selecting Dynamic Designs.

Interior & Exterior Design • New Concept Development Planning & Consulting • Architecture Theme Design • Re-Imagining of Existing Facilities Call (248) 644-7275 for a consultation today, and learn more at www.dynamicdesignsinc.net Amusement Alley June 2023 15

July 2023

DISAPPEARING CASH TRANSACTIONS

CONNECTING WITH MILLENNIALS 5 Tips To Earn More Visits

BLOW THE LID OFF YOUR BUSINESS Learning And Leading

To learn more visit:

Welcome to IBI’s

New Ideas // Different Concepts // Fresh Revenue Streams

“A

musement Alley” is where new ideas, different concepts, and fresh streams of revenue are featured periodically throughout the year. New and interesting entertainment trends continue to shake up how we do business in the industry of FUN. The IBI team, including our knowledgeable guest contributors, are digging deep to bring you cutting-edge, valuable information to help your business. Who pulls cash out of their wallet anymore? How many of you even own a change purse? (For you younger folks, you may not even know what I’m referring to.) Cash transactions are becoming fewer and fewer and one day will likely go away completely. This month’s cover story shares how some operators are cashing in on the cashless trends with their innovative and business-savvy cashless systems. Beyond being guest-friendly and even expected, today’s new cashless systems provide operators with a plethora of knowledge to help them make smart business decisions. Kicking cash to the curb is the name of the game in 2023 and will continue its fast pace into the future. We listen to you, our readers, and advertisers too! If you have had success with adding a new attraction, have recently completed an upgrade or remodel, or are enjoying a lucrative stream of revenue from a new approach or product, we want to know! Your fellow operators want to know, too! Reach out to Stephanie@BowlingIndustry.com with news to share, or topics you’d like us to highlight.

This Month’s Featured Content: 4AA EARNING VISITS Five tips on connecting with Millennials BY BRUCE DAVIS

6AA BLOW THE LID OFF YOUR BUSINESS Learn how to be the best operator you can be BY DANNY GRUENING

8AA DISAPPEARING CASH TRANSACTIONS Capitalizing on cashless trends pays off in big ways BY RYAN VASKO

13AA CHOW DOWN Elevating your food offerings BY CORRIE PELC

14AA USING THE RIGHT REDEMPTION MERCHANDISE

WILL INCREASE YOUR BOTTOM LINE BY DAVE SCHWARTZ

A big shout-out to these innovative companies for their involvement in this month’s Amusement Alley. Progressive companies like these are critical to the future of the industry.

Amusement Alley July 2023 3

Marketing

EARNING VISITS Marketing Monthly with Bruce Davis

Five tips on connecting with Millennials

re you doing what you should to increase the number of visits from these casual consumers ages 27 to 42? This is a very large segment of consumers, many of whom are out and about regularly. Getting them to give you a try and then earning repeat visits can be a marketing challenge that is a bit different from other age groups. Listed below are some suggestions that are important to any customer who might consider spending more time and money with you, but for Millennials these topics carry a lot of weight in their decision-making process. 1. BARGAIN HUNTERS: Millennials are bargain hunters for sure but don’t confuse their quest for a bargain as just a search for a low price! Millennials strongly want to feel they got more for their money than it cost them. They are looking for great, full, and exciting experiences and will happily pay the price if you deliver properly. Delivering them great experiences compared to the cost will result in more frequent visits. 2. RESEARCHERS: 80% of Millennials research where they are going to go to spend time and money. How do you check out online? Have you answered any weak reviews? Does your marketing material contain positive photos of and testimonials from customers from their age range? Many customers give more credence to what other customers have to say about your services than depend upon what your marketing says about you. With Millennials, what others have to say about you carries a huge amount of weight in their decision-making process. 3. EXPECT RESERVATION OPTION: If appropriate for some of your offers, do you offer reservations online? If not, you are no doubt missing the boat with this consumer group! Millennials want to be able to schedule their time and activities and most are happy to even pay extra to do so. They are used to paying an online convivence

4 Amusement Alley July 2023

fee attached to a reservation or an admission. Many Millennials will opt to pay in advance for services if provided the option. Besides providing services they appreciate, your operation can benefit in numerous ways by offering such options. 4. CAUSE CONSCIOUS: Most Millennials like to do business with companies that support a social cause, that use some of their profits (and the Millennials’ spending) to help others in need. There are many examples of national companies that have recognized this behavior and boldly support recognized needs. Many of these companies promote this merit rather than market low prices or deals. Find a local cause or two to support, do so consistently, and make sure all your marketing communications mention your support. 5. ACCEPT COMMUNICATION: If you are performing well on the suggestions above and delivering a great guest experience, you can build up trust with Millennials to the extent that most will provide you with their data so that you may communicate with them in the future. Since data is the best business insurance you can obtain, remember that earning it from Millennials is a “give and a get” situation. Giving them a game or gift card in exchange for their data provides you with the most effective and efficient tool to earn additional visits from them. Taking time to work on improving how you deliver on these topics can result in Millennials (and others) saying, ‘We should go back there more often, it is great fun, they take reservations, it was a bargain, and on top of that they are helping those in our community.’

•

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.

Our Business is Building Bowlers

& DELIVERING THEM TO YOUR CENTER

Have your best spring and summer ever! Join the Kids Bowl Free program www.kidsbowlfree.com/centers

Leadership

BLOWthe LID OFF YOUR BUSINESS! By Danny Gruening

Learn how to be the best operator you can be!

f you’re reading this article, it means you’re a learner. You’re looking for new ways to improve your business and your guest experience. I applaud you for that! Why? Because it means you’re on the path to becoming a top business owner. As I look around the industry, the top operators also happen to be top learners, and that’s not a coincidence. These top operators don’t ever feel like they’ve “arrived” and that they’ve figured it all out. They understand there’s always something new to learn. John Maxwell, one of the biggest voices on business leadership, talks about The Law of The Lid. As a leader, you are the lid that limits the growth of your business. If you want the business to grow, you must also grow and learn. Ok, so you’re on board with the concept of continuous learning. But what are the best ways to do that in our industry? Some of the examples may seem obvious and simple, but I’ll discuss some important strategies that will help you get the biggest return. The first and most obvious method is attending events and trade shows. These events offer fantastic education in the form of presentations, workshops, and panel discussions. As an operator, you should attend these seminars. Even if you’ve seen a presentation before or you feel like you’ve got a lot of experience in that topic already, attend anyway. You never know what tiny nuggets of information could produce a big impact on your business.

6 Amusement Alley July 2023

And beyond the formal education at these events, talk to other operators. One of my favorite things about this industry is how everyone is open and willing to share what’s been working for them. This informal networking time is possibly the most valuable way to learn. And it helps you create a greater sense of community with your peers. Events and trade shows are in-person, face-to-face experiences. And we’re a face-to-face industry. But don’t overlook virtual education in the form of webinars, which exploded in popularity after the pandemic.

Leadership

Here ar es favorite ome of my bo differen oks I’ve read in t categor ies: • L

I know virtual is not the same as being in person. And many of us have become burned out by too many Zoom calls and virtual presentations. But they are a great way to continue your education between the larger events. Education is important, and you don’t want to limit that experience to only a couple of events a year. If you’re going to register for a webinar, block out the time on your calendar, close your inbox, and put on your “Do Not Disturb” notifications. If you’re going to attend the webinar, then attend it with your full attention. It can be easy to fall into the trap of multitasking, and simply listening to the webinar in the background while you do other work. After all, it feels productive because you’re getting more done! But in reality, multitasking doesn’t work. You’ll be doing two things poorly instead of doing one thing well. Here’s another webinar mistake that I’ve made many times before, and I’m guessing you have too. I registered for a webinar, but I didn’t attend the live stream because more urgent work came up; I told myself I would watch the replay. But here’s the problem: I never got around to watching the replay. If you’re going to register for a webinar, do everything you can to attend live. And if you can’t, then schedule time in your calendar for when you’ll watch the replay. Because if you don’t plan it, you likely won’t do it. These methods are great for learning about industryspecific topics. But I highly recommend reading books from entrepreneurs and experts outside our industry. There’s an enormous wealth of knowledge from some of the most

eadersh ip: The 2 1 Laws o f Leader Irrefutable shi by John Maxwe p ll • Busine ss St by Simo rategy: The Infi n Sinek nite Ga me • Habit Crea by Jame tion: Atomic H abits s Clear • Emotio nal Intel ligen Twelve and a H ce: al by Gary Vayner f chuk

successful business owners in the world, and they’ve distilled their lessons into a few hundred pages that you can read or listen to on audiobooks. I like the concept of “read what you need.” Identify the areas where you want to grow most and find the highest-rated books focused on that category. The bowling and attractions industry has evolved a lot in the last decade, and it seems to be changing at an increasing rate. The best way to set yourself up for longterm success is to learn every single day. When you make learning a habit and a priority, you’ll lead your business into a fruitful future.

•

Danny Gruening is vice president of Business Development at Creative Works

Amusement Alley July 2023 7

Cover Story

DISAPPEARING

Cash Transactions By Ryan Vasko

Capitalizing on Cashless Trends Pays Off In A Big Way

ashless systems have been an important part of this industry for a while now. They’ve been game changers in terms of getting more customers through the doors, elevating the peak of efficiency for day-to-day operations, and expanding the scope of what a business can do. From the smallest local bowling alleys to sprawling, modern family entertainment centers, owners everywhere have seen the benefit of upgrading to these forward-thinking solutions. As the years have passed, the makers of these systems have been able to adapt their operations to help an ever-changing industry keep up with the times and be agile in the face of a demanding, shifting customer base. The products are only getting better, and more functional, and smart proprietors are constantly finding new ways to uncover additional revenue streams and upgrade to a setup that’s better for them and their patrons. “I was always a big supporter of tickets and tokens,” said John Sarantakis, owner of The People’s Choice Family Fun Center in Waukegan, IL, who uses Semnox’s suite of systems solutions. “Kids love tokens, kids love tickets, but, ultimately, it’s a hassle and an extra expense for us. I knew we had to go cashless.” “For so long, the number one thing that would put a game out of order was a token jam or a game out

8 Amusement Alley July 2023

Cover Story

of tickets, and that’s lost revenue,” said Sean Lemmon, Amusements Manager for Laser Alleys and other centers in York, PA, that utilize Intercard’s cashless ecosystem. “This is so much easier, and for the customer, it’s a lot more convenient having everything in one spot, on one card.” As consumers grow used to taking more of the transactional journey into their hands via online reservations, unmanned counters, and app-based experiences, these kinds of setups are becoming the baseline, not the aspiration. We might not see a true cashless society for a few more years still, but it can only help your business to establish its place ahead of the curve. “It’s about giving guests the options for what they want to do,” said Jason Mitchell, Client Success Manager for Intercard. The goal should be to make it as simple as possible for customers to use and pay for your services. With entertainment options available on every corner and smartphone, you might only get one shot at making a good impression and creating a return customer. But if you’re able to offer a seamless, easy-to-operate day out — and even plus up their time with bonuses for using your system — the likelihood of creating loyal, returning customers skyrockets. “Proprietors have seen a definitive paradigm shift in how their guests interact with their location,” said Phil Showler, Sales Partner for Semnox Solutions. “They look for touch interface kiosks instinctively, and at the game level especially, they look for ways to touch or tap, play and go.” 10 Amusement Alley July 2023

Trend studies are showing that even the youngest redemption game players are just fine with no paper tickets or tokens. They’re trained from the start in simple user interfaces like smartphones and can translate those experiences to every facet of the game-playing experience. “The kids who come in here automatically know to walk up to the station, put their money in, get their card, and how to use it,” said Sarantakis. With his Semnox system in place, players can scroll through images of the prizes they can earn with their winnings and have their selections relayed to a redemption attendant. Simple, fun, and efficient.

Money is in the Data

One of the more underrated aspects that systems like Semnox and Intercard offer are the many lessons that can be found by digging deeper into reports. Every owner is familiar with the broad strokes of money in, money out, and being able to track and predict revenue on a day-to-day, week-to-week, month-to-month basis. Simple reporting on games reveals what games are being played, what’s falling in popularity, and what is paying out the most. “You have the ability to tie it into membership programs, loyalty programs, and similar things that can market your facility, so your top-line revenues will increase,” said Mitchell.

Cover Story “Where you can really make an impact on your business with a cashless solution is more in the bottom line.” “It’s the best pathway to maximize profits by monitoring the performance of your arcade and the games within it,” added Lynda Brotherton Sherrod, Global Marketing Director for Intercard.

situation. An arcade located in a heavy-volume, seasonally predictable tourist area is going to have much different expectations and needs than a center that has been a momand-pop community staple for decades.

Kiosks for the Win! Lynda Brotherton Sherrod

These reports can be customized to go much deeper and reveal more intricate layers that tell you a lot about your user base and what opportunities they might present. Things like the cost of goods sold in terms of redemption, win and play percentages across different times and days, what is paying out too much or too little, and the adjustments that you can or should make based on those numbers. “Game trend reports are a fantastic tool for snapshot and in-depth looks at an operation’s games,” said Showler. “Usually, games drive a third or more of gross revenue in bowling locations, but without an operator knowing if games are performing, that won’t be the case over time. The machine-down report tracks key metrics related to uptime of machines and top reasons for machines being out of service.” “It’s nice because all the reporting is in one spot,” added Lemmon. “We get a detailed look at each center and our numbers. The biggest thing is that it’s easier to identify a payout issue or see if a game is broken instantly.” This ability to personalize and further dip into your reports is important because our industry is not a one-size-fits-all

Having a system that can function around automated kiosks lets you be nimbler and more specialized with your staff. “Kiosks do not replace employees, but rather help in situations when [the staff] is undermanned,” explains Brian Duke, Senior Sales Partner at Brian Duke Semnox. If you don’t need a maintenance worker to constantly unjam ticket dispensers, you can allocate them to do more important tasks. “Unmanned kiosks can be the most efficient staff member you have managing throughput of clients on a busy day,” said Showler. “We’ve witnessed bottlenecks where operators failed to invest in enough self-service kiosks and not enough staff on a Saturday which all adds up to a failure.”

Offline Mode Keeps You Running

A backup or offline mode is a great piece of insurance. Knowing that your business and data collection won’t suffer from an internet outage for a few hours is a huge safety net. “Even more than long lines, guests hate a system being down,” says Duke. “The best system is one that is not 100% cloudbased and continues to function even if there are connectivity issues.” If your data is stored and able to be uploaded to a redundant server or cloud-based setup, you can carry on with business as usual, keeping your customers from having an interrupted play experience, all without losing a thing. There’s a lot to look forward to and many great features being developed by companies like Intercard and Semnox. The owners who have already upgraded their systems are reaping the revenue rewards and better positioning themselves to handle curveballs thrown their way. The pros for a cashless system are clear: more confidence in your numbers and your ability to adapt to customers and trends; added marketing opportunities from more consumer touchpoints; adaptable solutions for staffshortened centers; smoother, more intuitive experiences for everyone involved. Cash might have once been king, but these days, cashless is the way to go.

•

Food and Beverage

CHOW DOWN!

Elevating your food offerings By Corrie Pelc

as it been a minute since you updated the menu at your FEC or bowling center? Then consider a refresh of your food offerings. Here’s a look at what two FECs with bowling have done to stay on top of culinary trends and increase their food and beverage sales.

Follow the Trends

Jennifer Emley, a co-founder of High 5 Entertainment, with locations in Lakeway and Austin, TX, says they are continually evolving their menu to stay current with food trends. “One of the most important things is staying with the trends and not being afraid to evolve or change,” she adds. For example, High 5 Entertainment has several gluten-freefriendly and vegan options for guests. “Austin is the hub of Texas for healthy eating,” Emley explains. “You can’t go into an Austin restaurant now without there being a gluten-free, vegan, or vegetarian offering; we had to be able to compete with our environment.” Bryan Maxwell, president of Jake’s Brands, the parent company of Jake’s Unlimited and Jake’s Sweet Shoppe in Mesa, AZ, says they have added several salad options to their traditional buffet which emphasizes pizza and pasta. “The pizza is a no-brainer for kids – they love pizza,” Maxwell explains. “Adults do too, but we’re supposed to be a little bit more moderate. We still have the traditional salad bar, but we also have created specialty salads. There are four or five specialty salads, like a Chef Salad or a Cobb Salad, and a couple of higher-end ones with mozzarella and tomatoes.”

A Proper Mix

At High 5 Entertainment, Emley says their menu has evolved from very entrée-heavy to more handheld and shareable items.

“We have found that folks want to be bowling and eating at the same time or axe throwing and having a beer and some nachos at the same time, so we have setups that make that accessible throughout our area,” she says. “We did away with having the formal restaurant setting in our FEC because people wanted to be doing the activities, eating, and drinking at the same time.”

Leave Room for Dessert!

Although guests at Jake’s Unlimited pay one price for the buffet and all entertainment, the FEC found a new revenue stream by turning an unused bar into a ‘50s retro-style soda counter, serving up over-the-top ice cream sundaes, such as Jake’s Tremendous Tub and the Behemoth Banana Split. Called Jake’s Sweet Shoppe, Maxwell says their star offering is the Unicorn Taco. “It’s a taco made out of cotton candy shells and has everything in it,” he explains. “Buzzfeed, Thrillist, and other food bloggers have flown out their teams to come and film us making it. We won 2019 Dessert of the Year at IAAPA with it.” Maxwell says Jake’s Sweet Shoppe has done so well they plan to franchise the concept soon. “It also helps for add-ons for birthdays, groups, [and] parties,” he says. “We were doing a bundle for colossal cookies with ice cream for birthday parties. We also started offering voucher add-ons so patrons could use the voucher and pick an item at the Sweet Shoppe for everybody at the party. Those increased our birthday per caps because the parents will add those on.” It’s always a delicate balance to strike between classics and trends. Finding the Corrie Pelc is a journalist sweet spot is the goal, and freelance writer and your bottom line covering the business of recreation and etertainment. will thank you!

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Amusement Alley July 2023 13

Guest Contributor

Using the Right Redemption Merchandise will

Increase your

BOTTOM LINE A

By Dave Schwartz

ccording to the Oxford English Dictionary, amusement means, “something that provides entertainment.”

retail aisles and stores being closed. No player wants to see a pandemic-type presentation at the prize counter. They want to see the latest merchandise and plenty of it.

Your arcade is in your center to entertain customers, not to bore them, right? Whether it’s the games you put in your building or the merchandise in your redemption center, entertaining is the name of the game. Don’t make the mistake of investing in the right games for your center but drop the ball by failing to invest in the right merchandise that attracts players and keeps them coming back.

Today, entertainment flows from content providers like Disney, Warner Brothers, NBC Universal, Hasbro, Pokemon Company, and more. Their content saturates every media outlet: online, social, movies, TV, and games, as well as the aisles of every brick-and-mortar retailer. Consumers are aware of these entertainment brands and seek them out. From SpongeBob to Nerf, DC Superheroes, Jurassic World, Connect 4, and more, America’s bowling centers and FECs are full of leading amusement games featuring these latest characters.

Prizes Drive Gameplay Whether a player spends ten minutes or an hour, ten minutes in the arcade depends on what they see they can win. That’s why prize walls that have gaps and holes in them genuinely dissuade gameplay. These types of displays remind consumers of the COVID days of empty 14 Amusement Alley July 2023

The nation’s largest content providers spend billions producing and promoting their brands, and it is smart business to be associated with them when it comes to stocking your redemption center. You can enjoy a good return on these companies’ investments by offering redemption merchandise that players want to win and is displayed like the retail stores they’re accustomed to visiting.

Guest Contributor

Ask yourself, “If any of my games feature this content, and it’s also pervasive across all media outlets, why doesn’t my prize wall feature them?” You do not want your wall to look like your local dollar store!

Choosing the Right Merchandise is an Art and a Skillset

Luckily, professionals in the industry are ready to help operators make wise choices based on their type of operation and customer base. Choosing wisely — without secondguessing — can be difficult and time-consuming. Relying on specialists that do this every day will help your redemption store remain adequately full of the prizes that drive gameplay.

Beware of Product Providers versus Redemption Specialists

What if on your next visit to Target, instead of featuring the brands, designers, and characters you love, the entire store displayed only Target-branded items, how long would it take you to run for the exit? The same applies at your redemption counter. When you buy from a commodity supplier, your players aren’t seeing the world’s brands or characters they want to win; they’re playing for mostly generic items from the same manufacturer. How do you know if you’re redemption selection has come from the commodity supplier trap? When your prize vendor says there’s no need to affix bar codes to their prizes so the item can be scanned out from inventory when redeemed, it’s because the bar codes are already printed on every package they sell you; you’ve just bought every item from one factory. Guests want to see new and trending products when stepping up to a redemption counter — that’s why they come back! Yet, for too long, U.S. importers of generic prizes have pushed walls full of indistinguishable toys, novelties, and a few no-name electronic prizes, thinking that’s good enough for your players.

Products purchased from Mattel, Sony, Marvel, the latest Anime toys, and every other leading consumer-branded company require a separate bar-code sticker that ties to your redemption POS. That’s so your POS software can accurately decipher the item when it’s scanned out. For BMI Merchandise, we affix stickers containing your item’s POS bar code to every package that’s large enough. If you don’t have redemption POS, we provide you with a manual inventory template comprised of those items. Other professional redemption providers have a similar system; don’t confuse a commodity provider with a specialist in redemption merchandising. Your players aren’t stupid; don’t insult them by presenting a redemption area that is filled with stuff but with very few items that will have them staying and playing for more. There is a good chance your guests were just down the road shopping at Target or Walmart, each of which is loaded with content-based items. Or, they may have just come from the nearest multiplex, immersing themselves in the latest content (and popcorn) before visiting your arcade. Maybe they’re in your arcade now, looking up from their phone’s hottest TikTok videos to eyeball your prize wall. Be sure your redemption store is in sync with their experiences elsewhere! You are well-served to feature the content-based merchandise today’s players want to win. Those items should also align with your redemption POS for the most accurate inventory control. If you’re still unsure, visit your nearest dollar store’s toy aisle. Even there you will see more licensed items in three linear feet than in the entire prize wall proposed by prize vendors who are, simply, commodity importers. You won’t get a second chance to make a first impression. Show your players the latest branded and trending redemption Dave Schwartz is the VP of merchandise – and Sales at BMI Merchandise they’ll stay and play, and play, and play.

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Amusement Alley July 2023 15

October 2023

ART and SCIENCE of

WINNING AT REDEMPTION

Industry Professionals and Center Operators Share Expert Advice

CONQUEROR EXPERIENCE RELATIONSIHIP MANAGER ONE SYSTEM FOR THE ULTIMATE CONSUMER JOURNEY

DELIVER AMAZING SERVICE. Make Conqueror Kiosk the first touchpoint for your customers when they arrive and get ready to deliver! Check in for reservations, explore offers, pay for bowling and extras, order food and beverage. The Kiosk is the perfect way to upsell your customers to play and spend more at each visit. Plus, it provides an easy self-service experience that customers want. qubicaamf.com/conquerorkiosk

To learn more visit:

Welcome to IBI’s

New Ideas // Different Concepts // Fresh Revenue Streams

“A

musement Alley” is where new ideas, different concepts, and fresh streams of revenue are featured periodically throughout the year. New and exciting entertainment trends continue to shake up how we do business in the industry of FUN. The IBI team and our knowledgeable guest contributors are digging deep to bring you cutting-edge, valuable information to help your business. It’s no secret that redemption is vital to the success of a center’s arcade business. Games and prizes go hand in hand with eager guests of all ages. This month, “Amusement Alley” explores how to maximize redemption in your center. We looked to industry professionals and center operators for the latest advice to make this part of your business a winner. Check out our cover story to learn how to grab guests’ attention, including a few simple design tricks that can make a significant impact. What about the science of providing the right merchandise that will move swiftly out of your store? What works for one center may not be a good fit for yours, so having confidence in your merchandise is a great feeling. Streamlining operations and making informed, affordable decisions are all highlighted this month. We listen to you, our readers, and advertisers, too! If you have succeeded in adding a new attraction, have recently completed an upgrade or remodel, or are enjoying a lucrative stream of revenue from a new approach or product, we want to know! Your fellow operators want to know, too! Email Stephanie@BowlingIndustry.com with news to share or topics you’d like us to highlight.

This Month’s Featured Content: 4AA THE CASHLESS COLUMN Stop the Scammers BY JASON MITCHELL

6AA BUILDING A WINNING REDEMPTION SYSTEM Hot Topics for A Successful Redemption Operation BY MIKE FERNANDEZ

12AA GUEST CONTRIBUTOR Redemption Thoughts from an Arcade Specialist BY BRIAN CONWAY

A big shout-out to these innovative companies for their involvement in this month’s Amusement Alley. Progressive companies like these are critical to the future of the industry.

Amusement Alley October 2023 3

Cashing In With Cashless

STOP the How to reduce SCAMMERS! game card fraud By Jason Mitchell

he versatile game card is the key to your cashless system. It’s easy to carry and use, making it much easier to manage your arcade. But that same card can also be a key to theft and fraud that can quickly add up to a drag on your revenues. Let’s look at several ways you can reduce card theft and fraud.

card that can be sold to a friend or used to acquire valuable items from your redemption center. Service cards that allow employees to play crane games and merchandisers cost you money when the user wins a prize. For these and other reasons, it is essential to regularly review the employee service card reports generated by your cashless system.

The #1 avenue for fraud and theft in any card system is game card consolidation, in which small amounts of gameplay from multiple cards are consolidated into a larger sum on a single card. Unscrupulous staff can collect discarded cards in the arcade or place them in recycling containers. They then use your cashless system to consolidate multiple cards into new ones they can use or sell to friends for cash.

You should monitor daily the bulk encoding of cards for parties, groups, events, and donations. Bulk encoding provides an easy opportunity for employee theft if you don’t keep a proper reconciliation. All encoding needs to be recognized as revenue at some point; fraudulent or incorrect reconciliation can negatively impact your accounting and cash float calculations.

Employees who are well-trained in the system software can move consolidated value between multiple accounts they set up, making it harder to detect theft. You should also beware of former employees familiar with your system who can exploit vulnerabilities to take advantage of less well-trained staff.

In addition to these tactics, you should enable your cashless system’s best security procedures. This can be an intricate process, so enlist your system vendor to help you customize your security settings to suit your specific needs. They can also be a good source of information on new types of fraud because they are in touch with many operators. Scammers are always on their game, and you should be, too.

Guests can also collect discarded game cards for consolidation fraud. That’s why we recommend not promoting consolidation to your guests as a standard service. Guests who request consolidation should be assisted by an employee trained in fraud prevention. Employee service cards can be abused by staff in a variety of ways. These can range from staff playing games while on duty to accumulating redemption points on a false guest 4 Amusement Alley October 2023

•

Cover Story

Building a

WINNING

By Mike Fernandez

REDEMPTION SYSTEM

Redemption Is a Hot Topic with Operators and a High Priority for Guests

ow can your redemption center make an impact on guests? How are other centers pulling off a successful redemption business with the greatest of ease? We asked experts in the field for direction.

Importance of the Prize

People love merchandise, and they love feeling like a winner! Taking home a new toy is fun for kids of all ages. In my case, I love winning prizes for my big, hairy pup! Being a responsible pet parent includes a constant influx of new toys and bones to keep him busy. His most beloved treasure? I won a giant, inflatable pink ball from a redemption center at my local FEC. The ball has long popped, and even then, it’s still his absolute favorite toy. Every time I see him prancing around with the deflated ball, I think back to the center I won it at and how I need to go back to win him a new one. “Prizes drive your arcade. Period,” says Craig Buster of Wild Island in Reno, NV. “Our redemption store drives our arcade revenue.” A good redemption operation can increase foot traffic, increase guest satisfaction, and create strong return visits. 6 Amusement Alley October 2023

But what makes a redemption center attract attention? How do you know which merchandise should fill the shelves, and what are the best ways to keep inventory flowing smoothly? To learn how it’s done, we consulted with redemption industry experts Mitch Katz of BMI Merchandise and Mike Tipton of Redemption Plus to provide us with the guidance needed to run a successful redemption operation.

Grab Guests’ Attention

Ideally, your redemption center should be a featured area in your facility, but sometimes, they are tucked away and don’t demand the attention they deserve. “You want to have the redemption counter be the place where customers walk in first. You want them to see it so they can create targets and goals to play for in the arcade,” Katz explains. “You don’t want the redemption area to be where a guest ends up once they are out of money. It should be something that guests look forward to throughout their visit.”

Cover Story

Mitch’s Tip!

“One interesting thing we found is the importance of color on your redemption walls. Black slatwall works better for centers with an older demographic. White slatwall performs better when targeting younger players.”

Mike’s Tip!

“We have been perfecting custom lighting options for redemption. Custom cabinetry, lighting columns, and counters are all important. This way, the redemption center fits the flow of the arcade but still stands out in a really special way.”

Presenting a visually appealing, dynamic area while blending with the overall facility can be a trick. Joey Sparks from Wonderland Family Fun Center in Spokane, WA, agrees. Sparks uses BMI for his redemption needs and is thrilled with how the area looks in the facility. “The schematics are built around our existing walls; everything fits and flows with the rest of the center and [feels] very organic.”

Tipton had more to add about creating a stand-out redemption center: “Here’s a great way to describe it: Let’s say you’re hungry for pizza and want to make one at home. You go to the grocery store, walk to the frozen food section, then look for the pizza section. Parents and kids subconsciously shop like that, so you should organize your merchandise the same way for the best results.”

The Science of the Right Merchandise

For anyone over 18, keeping up with the hottest trends can seem impossible. Merchandising trends constantly swell and dissipate like waves at the beach. How do you know which merch best uses your shelf space or what will be hot in your market? “It’s time-consuming trying to keep up with trends yourself,” Tipton tells us, “We track popular hashtags, and there are so many TikTok trends to follow. Our manufacturers typically know about trends before we do, and they’ll let us know what’s on the rise. We also track which merch shows the best performance through our entire network of clients.” Tipton mentions not all products need to follow a trend. For the past 25 years, a samurai sword has consistently been one of the most popular prizes! “It’s tried and true. Regardless of pop culture trends, a little boy or girl wants a samurai sword.” Katz agrees that a lot of staffing goes into tracking the trends. “When recommending merch for your

8 Amusement Alley October 2023

center, we’re looking at our clients with similar centers — similar areas and demographics. Then we’ve got evidence of what would perform well in your center,” he explains, “It’s important to have variability on the shelves so guests have different targets to work towards. If they don’t have enough tickets for their original prize, you want them to still be happy leaving with something else.”

Prize Replenishment

One frustrating aspect of operating a redemption center yourself is often the inventory replenishment. Nonstop inventory tracking, shipping logistics (or delays), and finding available stock of the most in-demand items can provide constant headaches. We asked Tipton how redemption companies get their hands on in-demand items at the right time. “Manufacturers can give us a heads up if they’re ramping up production of an item to meet demand. If a new Spiderman movie is coming out this year, we’ll talk with the toy company, and they’ll ensure we have access to Spiderman NERF guns during peak demand. You don’t want so much of a special offer that you’re stuck with it when the hype dies down, like between movie releases, so we only replenish your stock as needed.” Tipton gave another example of timing the market: “When The Mandalorian came out, it was a mad rush to get your hands on Yoda plush toys. By the time you caught the trend, you were too late. They were selling for five times the original price on Amazon. We work with our manufacturers to deliver valuable stock on time and without the markup.”

OVER 300 LICENSED PRIZE OPTIONS.

FREE, SAME-DAY SHIPPING.

RedemptionPlus.com

Cover Story Katz provides a look into the balancing act of inventory. “It’s a difficult balance having the right amount of merchandise of different value and popularity. You don’t want an unused inventory surplus taking up valuable space, but there must be no shelf gaps. Conversely, if you’re covering for gaps by repeating one product down the line, it’s not encouraging repeat visits. “When you’re the main game or only redemption option in town, changing up the reward merch becomes an even stronger element of your center,” Katz tells us. “You might not have local competition, but guests will want to come back and win something new, a prize option they didn’t have before.”

A Look at Affordability

At first glance, some may worry that using redemption services could be costly. However, how much is running your redemption costing you? It’s critical to look at the broader view of your redemption system and see what the cost-benefit analysis includes.

With many centers functioning with less staff, operators are looking for ways to operate more efficiently. Erin Glorvigen, manager at Bowlocity Entertainment Center in Rochester, MN, agrees that a redemption operation needs to be as streamlined and straightforward as possible. Glorvigen appreciates the partnership they have with Redemption Plus. “We like that they use the DPL file for inventory, which makes tracking stock easy for us. From setup and installation to operating your store, they are there for you the whole time,” Glorvigen says.

Tipton notes a few points for operators to look at when considering affordability. “It can be expensive running your redemption center. There could be freight costs included in your delivery, marking up the cost of each item on the pallet,” he explains. “From our experience, operators also struggle with getting their staff to scan out products at the counter accurately. This leaves them with the wrong data of what’s left in the stockroom, and they think there’s more stock available than in reality. Then these operators must spend time fixing it all, and their cost-of-goods took another hit.” Katz shares a similar sentiment in comparing costs. “When you start talking about affordability, it’s easy to just think about price or discounts. It’s important to keep in mind savings of current costs and labor.” Katz provides an example: “We help set up operators who were spending 10-20 hours a week, per employee, trying to manage it all. You’ve got staff printing bar codes, researching orders, and replacing merchandise that never shows up. There’s staff adjusting product placement on shelves and going back to double-check inventory. If those employees leave, operators are the ones having to teach it again. Not to mention the cost if you ordered 100 cases of fidget spinners that were on sale, then find out you’ve got to greatly reduce their price to get rid of them.” Redemption professionals set a shining stage for guests. They stay ahead of trends, make merch recommendations, and closely monitor your inventory levels. While you’re busy running your entire operation, they’re running your logistics while utilizing global networks of centers and manufacturers to ensure every prize is on the right shelf at the right time. Letting the experts alleviate operator headaches is a good thing to consider!

•

LET PROFESSIONALS DO THE HEAVY LIFTING! Craig Buster and his team at Wild Island found that continuing to use Redemption Plus for the bulk of their redemption toys and prizes provides ease of service and maintains product quality. Buster also recommends taking advantage of the plan-o-grams that come along with merchandise orders. “The provided plano-grams make it easier for an employee to open a box and know where things go,” he adds. Relying on professional help seems essential to overworked operators. “Things have gotten so much easier for us since beginning to work with a professional company like BMI,” says Joey Sparks of Wonderland Family Fun Center. “Now it’s so much less daunting when walking into the room full of products and thinking, ‘Where do I start? What do I need? What do I do?’”

WE ARE THE

ARCADE GAME ROOM EXPERTS SINCE 1934

Sales: • TECHNICIAN TRAINING LAYOUT & DESIGN • IN-HOUSE FINANCING •Contact PARTSBetson & SERVICES (800) 524-2343 | sales@betson.com www.betson.com

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sales@betson.com

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Guest Contributor

Redemption Thoughts from an

ARCADE SPECIALIST

hen creating a memorable arcade experience within a bowling center, one crucial element sometimes overlooked is the redemption counter or store. A well-merchandised redemption counter or store is crucial to driving arcade sales and the overall experience in your venue. We’ve compiled a few quick tips for busy operators.

PRETEND YOU’RE A FIRST-TIME CUSTOMER.

How much time do you spend in your redemption area? How about examining the guest experience as if you’ve never been there before? Allow yourself to be a first-time customer in your redemption area and really focus on what it feels like. Is there music playing, is the area well-lit, and chock-full of interesting merchandise? Are the items for younger children placed in an area they can see, touch, and feel? Are there items placed at eye level for adults that will pique their interest? How is the transactional part of the experience? Keep track of how long the actual checkout takes; it could be a major blow to an otherwise great experience in the facility if the line is too long. How do you see the experience of other guests in the redemption area? How engaging and knowledgeable are your staff?

SHARE YOUR CENTER’S VALUABLE INFORMATION WITH YOUR REDEMPTION PARTNER(S). Understanding the target demographics of your bowling center arcade is vital to curating a redemption experience that appeals to your customer base. By analyzing your clientele’s age groups and preferences, you can stock merchandise that caters to their interests.

For instance, if families with young children frequent your establishment, be sure to communicate that with your merchandise supplier. You’ll want to consider including various toys, plushies, and small games (don’t forget about the sweet stuff!). Offering trendy gadgets, electronics, or even gaming accessories can be a hit for teenagers and 12 Amusement Alley October 2023

By Brian Conway

young adults. It’s always a good idea to start paying attention to TV ads and Big Box store catalogs to gauge the next hot items for different seasons of the year. Some centers have a strong draw from an older demographic and should have merchandise that reflects that. Older customers might appreciate more sophisticated options. Include a range of prizes, such as high-quality headphones, sports memorabilia, logo basketballs, drones, or even gift cards to popular stores or restaurants. These prizes can cater to a broader audience and ensure everyone finds something appealing.

WHERE IS YOUR REDEMPTION CENTER LOCATED? Depending on your redemption endeavors, one creative idea to consider may be combining the redemption experience with the front shoe counter to streamline operations and boost staff engagement. This integration saves labor and ensures that staff members actively engage with customers throughout their visit while showcasing your hot merchandise. Wherever your redemption area is located, a well-stocked, well-merchandised, and well-staffed redemption store can elevate the experience for your guests. By using attractive displays and incorporating eye-catching signage to highlight special offers or new prizes, repeat guests will feel like something is new each time they visit. Regularly refreshing the merchandise and introducing new items keeps the counter exciting and encourages repeat visits. Remember, your redemption area is an important part of the arcade and provides an excellent opportunity to WOW your guests (and the parents who pay the bill) and make it fantastic and memorable!

•

Brian Conway is an Amusement Sales Consultant at Betson.

Shorts

THE HOTTEST BLOCKBUSTER GAMES TO GO WITH THE HOTTEST BLOCKBUSTER FILMS!

ights, camera, action! Holiday blockbuster season is just around the corner and leaders in arcade game development SEGA Amusements International have some of the top movie-licensed games in the industry. TRANSFORMERS Shadow Rising, Mission Impossible Arcade and Men in Black, Jumanji are just the kind of games your guests will be expecting to see at your bowling venue.

them to complete adrenaline-fueled missions from start to finish. Jumanji is a skill-based ticket redemption game featuring twelve mini-games, while Men in Black is both fun and exciting, with players taking on the roles of Agent N and Agent V to take down aliens and win tickets. With strong repeat-play appeal, these games encourage guests to revisit your location long after the movie has left theatres.

As film studios anticipate the return of audiences to silver screens in millions this holiday season, they are releasing their biggest franchises and highly anticipated films. With multimillion-dollar budgets spent on marketing to attract audiences of all ages, we can expect a bumper season for these franchises.

Be sure to get these games featured in your location this holiday season! For more information or to order contact SEGA Amusements International at +44 (0)208 391 8090 sales@segaarcade.com

SEGA Amusements’ lineup of games is perfect for operators looking to attract the whole family. Transformers: Shadows Rising is an action-packed video game that allows players to partner with three of the movie’s stars- Optimus Prime, Bumblebee, and Sideswipe- to stop the evil plans of Megatron. Mission Impossible Arcade puts players in the shoes of a highly trained spy, challenging

Amusement Alley October 2023 13

November 2023

COMPETITIVE

PINBALL Creating Crowds and Driving Revenue

Welcome to IBI’s

New Ideas // Different Concepts // Fresh Revenue Streams

his month, “Amusement Alley” explores the power of competitive pinball. I promise you today’s pinball is not your father’s gaming experience. Today’s machines are another dimension from times gone by and can flood your arcade with excitement and new customers. How popular is competitive pinball play you ask? In case you’re not in the know, the subculture of these gamers is so passionate that they have an army of supporters who create and host monthly events at locations around the world! Check out our cover story this month to learn about what the power of pinball can do for your arcade. Another good read this month is our marketing column focusing on the hot trend of social competition. While not necessarily a new concept, it is a trend that has continued to grow in popularity with consumers of all ages and in all types of competition. Brainstorming with your staff might just result in a brand-new social competition to offer at your center. “Amusement Alley” is where new ideas, different concepts, and fresh streams of revenue are featured periodically throughout the year. New and exciting entertainment trends continue to shake up how we do business in the industry of FUN.

This Month’s Featured Content: 4AA THE CASHLESS COLUMN BY JASON MITCHELL

6AA MARKETING MONTHLY BY BRUCE DAVIS

8AA UNLEASHING THE PROFIT POWER OF PINBALL BY MIKE FERNANDEZ

A big shout-out to these innovative companies for their involvement in this month’s Amusement Alley. Progressive companies like these are critical to the future of the industry.

Amusement Alley November 2023 3

Cashing In With Cashless

Score New Revenue

YEAR-ROUND with your own

GIFT CARDS

By Jason Mitchell

here is tremendous sales potential in offering gift cards to your customers. Gift cards are popular yearround but especially during the year-end gift-buying season. I know operators who have brought in significant revenue from gift cards in the 30 days leading up to the holidays. Sales can be especially good after Thanksgiving, between Black Friday and Cyber Monday. The top game card systems can integrate with leading POS systems like Brunswick Sync and QubicaAMF Conqueror. This means that the customer can use a game card beyond the arcade to pay for bowling, food and beverages, and other attractions like VR games and rides. The ability to use that game card throughout your center also makes it an ideal gift card. Using your own game card as a gift card can reduce the costs of offering gift cards as well. If you use a third-party gift card provider, you may pay set-up fees as well as transaction fees every time your customer uses it. If you use your existing game card instead, then you won’t pay those fees and will keep more of the card sales revenue. While many third-party cards can’t be reloaded, your game card can always be reloaded by the customer, encouraging more play and return visits to your center. You can offer cardholders bonuses and special deals as incentives to reload, which isn’t usually an option with other gift cards.

4 Amusement Alley November 2023

It’s also simpler for the customer because a third-party gift card itself isn’t a play card. If the customer wants to play games, they will have to use it to buy a game card from you, giving them two cards to manage. Some third-party gift cards may be subject to additional costs such as activation fees, transaction fees, or inactivity fees. These fees reduce the card’s available balance, which can irritate the customer and generate complaints for you. Gift cards to your center have extra appeal for regular customers who have family and friends who bowl and will appreciate a gift they are going to use. You can market them directly to your targeted audience in your center or on your center’s website. This means you already have their attention and won’t have to compete with a rack full of competing gift cards. US gift card sales were estimated to be more than $160 billion in 2022. Why not give yourself the gift of a share of that huge market?

•

WE HELP YOU WIN. MAKE YOUR SPACE PROFITABLE, NO MATTER WHAT SIZE.

WinWithP1AG.com

Marketing

GAMES PEOPLE PAY TO PLAY:

Taking Advantage of Technology and Creativity to Build New Customer Segments Marketing Monthly with Bruce Davis

t is a fact social competition is a hot motive for people to get out and about with friends and family. This trend is not necessarily new; our industry has offered friendly competition for decades. The standards have stood the test of time, from bowling to pool leagues, dart challenges, mini golf, and volleyball. Now, we are experiencing an acceleration of this trend due to entrepreneurs employing technology and creativity to create new social competition experiences.

Opportunities abound to create new customers in time slots that are traditionally challenging for FECs. There are products and experiences that you can “plug in and play,” such as pool leagues, pinball competitions, bowling leagues, escape rooms, dart leagues, axe throwing and ping pong competition, and trivia night contests. With some research, you can find associations or organizations to help you employ a new customer experience quickly. Why not build your own new social competition experience? Ponder what a good fit for your operation might be: maybe volleyball, kickball, dodge ball, whiffle ball, go-karting, mini golf, short-lane bowling, beer pong, horseshoes, ultimate frisbee, cornhole, etc. The list goes on and on! Dial in on a few options. The plan is to add new excitement and fun to your operation: either a new offering or an expanded version of something you already offer. The games and consumer interest in social competition exist. If your unique twists and presentations are on target, there is a good chance you can create some buzz among customers, get them talking, and bring others to MARKETING your special segment or offer.

22-29_Marketing_Marketing 10/25/21 10:16 PM Page 22

Americas Fastest Growing Sport/Game

America’s fastest-growing sport/game happens to have come about as a result of one family combining two existing games (ping pong and tennis), making up some new rules, and giving the product a name, Pickleball. Pickleball, originally a backyard family game named after the family dog, Pickles, is now attracting players in huge numbers coast to coast, with 8.9 million players this year alone. You don’t have to create a “Pickleball Phenomenon” to be successful, but who knows where your efforts might take you!

WHAT

TO DO:

1. Get a creative team together for multiple whiteboard meetings – ensure all areas of your business are represented, not just the creative team. 2. Explain the hot trend toward more social competition. 3. Identify the time slot in which you hope to develop a new business. 4. Describe the target customer for the experience you will develop—the more detail, the better your results. 5. Start by asking, “What if we combined one activity with another?” “What if we make new rules for a game we already have?” Reinforce to your team that all ideas are welcome. 6. Research if there is any technology or other outside help available. 7. Work hard to add elements that make your new offering unique. 8. Expose your product to your target audience, but remain flexible to changing or adding to the experience as you move along. 9. Always name your experience. This is very important. 10. Work on plans to add food and beverages to the new experience. 11. Once your new offer is up and running, see how it might grow into a team-building product, tournament, or special event.

Some of the industry’s best products, games, and Bruce Davis is President of Bowling Business MARK ETING BAS ICS W ITH B RUCE DAVIS Builders International (BBBI) whose flagship experiences have been built employing a similar approach. program Kids Free has registered over LESSONS TOBowl REMEMBER Build your own custom social competition experience 35 million children for participating centers. using technology and creativity. You might create the next Pickleball phenomenon while you are at it!

6 Amusement Alley November 2023

ant to get the most out of your marketing outlays of money and efforts? The most effective way I know to gain optimum ROI

•

Shorts

TIDBITS LODI, CA HAS A HOT NEW SPOT A cool spot has opened in Lodi, CA. LODI BOWLING LOUNGE & BAR is described as fun, exciting, and family-friendly. Located in a two-story building, there are 18 open lanes downstairs and 17 divided lanes upstairs between four private rooms. Hyperbowling is a choice and over 150 arcade games are offered along with billiards, a full bar, food, and a banquet room. After 7:30 p.m., a DJ booth brings a laser show to jazz up the action. Birthday parties aim to please the younger set.

Amusement Alley November 2023 7

Cover Story

NOT Your Father’s PINBALL! By Mike Fernandez

Unleashing the Profit Power of Pinball

Not Your Father’s Pinball

laying today’s machines is light years away from the pinball experience of yesteryear and has a cult-like following that could flood your arcade with excitement and new customers. A global network of competitive players, online leaderboards, player achievements, and an upcoming app are driving this movement, creating a stir in arcades and new revenue in centers. Plus, its small footprint can significantly impact your bottom line. At an industry education conference in 2023, the IBI team stumbled across a dynamic seminar about competitive social recreation and learned about the world of competitive pinball tournaments and the hordes of players and spectators who show up for these events. We were intrigued and turned to the experts in the business, Stern Pinball, to learn more. Technology advances have created a new player experience and revenue opportunities for arcades. “Stern Pinball has been able to innovate and create new ideas for pinball while keeping true to its core of being the physical, engaging experience Evan Kirby that pinball has always been. LED monitors and online capabilities have added so much depth to the gameplay,” said Evan Kirby, North American commercial sales director at Stern Pinball.

8 Amusement Alley November 2023

Today, these state-of-the-art machines recognize players, connect to the internet, and track player scores and activities. Stern’s Insider Connected program is their solution to online gaming, which gives players a companion app and leaderboard that drives competitive and repeat play. Stern’s global network means that players can compete from any center worldwide with machines registered to the Stern program. Players scan their QR code on their phones and are immediately connected and dialed into the Stern community.

Pinball popularity is raging The number of registered pinball players has grown from 500 in 2006 to 55,000 in 2017. Stern pinball itself sold 40% more pinball machines in 2017 than in 2016! How popular is competitive pinball play? In case you’re not in the know, the subculture of these gamers is so passionate that they have an army of supporters referred to as the Stern Army. These official brand ambassadors help make Stern pinball locations prosper by creating and hosting monthly events. To make these events even sweeter for players and centers, Stern helps support and promote the events.

Cover Story “Being a Stern Army location brings several benefits, such as promotional support of that location and prizes and giveaways being provided to leagues and tournament giveaways. The Stern Army also has members all over who can help locations get their pinball leagues and tournaments off the ground and running,” said Kirby. From Enterrium in Illinois, Michael Benjamin has plenty of experience as a Stern Army location. “Whenever we add a Stern game to my lineup, players come in excited to try them Michael Benjamin out. We are proud to be a Stern Army monthly tournament location that draws in over 75 players. Stern pinballs are a staple in our pinball lineup. They produce the most games yearly, allowing me to keep my lineup fresh with the latest and greatest games for my guests.”

Easy to Maintain, More Reliable Game Time

Today’s machines boast high-performance computer chips running the system and use roughly a quarter of a mile less wiring than previous generations, more efficient LED lighting, and more reliable circuitry to bring it all together.

In addition to easier maintenance, center operators can access the machines through a phone app, meaning you’ll often be aware of any issues before the players do. This streamlined process means less headaches for you and more game time for guests! And while the latest machines can still play with classic coin-op, they’re also perfectly compatible with all your favorite cashless swipe card systems, making them even easier to operate.

VENOM: The Latest and Greatest!

The newest release from the Stern Pinball behemoth showcases all the innovation they’ve brought to the game of

Amusement Alley November 2023 9

Cover Story

GETTING STARTED

WITH PINBALL

Q: HOW MUCH SPACE DO YOU NEED TO ADD A PINBALL MACHINE? A: One machine is 27 inches wide, but it’s far more

beneficial for locations to start their pinball experience with multiple machines. For example, a 20-foot space (all lined up) can fit six machines with adequate space between the games. However, it’s not uncommon for games to be organized in a “block,” too. Lots of possibilities!

Q: HOW MANY PINBALL MACHINES SHOULD YOU INSTALL TO START HOSTING TOURNAMENTS OR LEAGUES? A: For pinball to succeed in a location, one key is having variety. Some tournaments and leagues can get off the ground with four to six pinball machines. More games on site means less waiting between games, and different titles keep things fresh.

pinball. Based on the iconic anti-hero symbiote from Marvel’s Spider-man, Stern’s Pinball’s Venom get players back into the Spidey-Verse with over 20 classic characters. The game adapts to your character’s decisions while the LED screens playback thrilling animations and achievement milestones. By utilizing Insider Connected, players can repeatedly return to your center and pick up right at their last level of progression. It comes with an operator-focused toolset to consistently improve player foot traffic. It tracks Location Leaderboards, builds player loyalty, analyzes performance, adjusts remotely, and helps maintain the game. Did we mention that Stern Army locations receive first-priority delivery of all the latest pinball releases? The pinball enthusiast community is tight-knit, so word spreads fast when a location hosts an event. Players and spectators come out to watch, play, eat, and drink in big numbers. Drawing in new guests, especially during off-peak times, can add revenue and excitement to your center’s offerings. Pinball is a timeless activity played on machines that take up small amounts of space and is followed by a massive subculture of die-hard players. A diverse arcade can maximize foot traffic and repeat visits to your center.

•

10 Amusement Alley November 2023

VISIT BETSON AT IAAPA

BOOTH #615 We work with any size space offering full turnkey game room solutions. Carrying the best mix of games from top manufacturers, we can help make your game room an enjoyable and profitable part of your business.

(800) 524-2343 sales@betson.com

www.betson.com

Bar Scene

DIVERSIFY and REJUVENATE

Your Relationship with the Bar! By Mike Fernandez

Is your bar scene leaving something to be desired? Is it a cash cow or a nagging headache? It may be time to offer more than just vodka sodas!

hen your bar isn’t performing how you’d like, it starts to feel like a hassle rather than the critical revenue stream it could be. If you’re not celebrating bar revenue, you’re stuck with cleaning, inventory, and staffing - without the reward.

Very few guests order just one Jell-O shot, certainly if they’re with a party of family or friends. All your bartender must do is grab a few off the stack in the mini-fridge, creating a profit with minimal labor.

If your bar isn’t playing its part in the center, it’s time to elevate the experience for your guests. By looking at a few options that diversify your menu, you can easily spice things up for your customers and keep the bar tabs climbing.

More than a pitcher, it’s a tall tower of liquid gold. Beer towers are about 3 feet tall and typically hold 100 ounces of beer, about 33% more than a pitcher. They have their own spigot, so guests feel like they’re pouring right out of the tap themselves.

Fire Things Up!

The tools to create smokey drinks are both affordable and valuable. All you need is a torch, a simple smoking cap, and a few flavors of wood chips to add a new dimension of flavor to your cocktails. Smoked cocktails are usually sold at a $ 2-to-$ 3 upcharge but cost little more than a dime to make. Smoked margaritas have become very popular, but my favorite is an Old Fashion made with cherry wood chips. Smokey drinks are a sight to behold and famously cause chain reactions at the bar. As the torch lights up and a delicious smokey smell dissipates, you’ll hear a lot of ‘What’s THAT?’ followed by more orders!

Hello Jell-O!

Most everyone loves a Jell-O shot, especially satisfying guests in their early 20s asking if you can ‘make a shot that tastes good.’ Making Jell-O shots can be sticky and time-consuming, and that’s a bad mix in any scenario. Thankfully, companies like SLRRRP make premade Jell-O shots that can be stored at room temperature and come in various colors and flavors. 12 Amusement Alley November 2023

Towers of Gold!

Not only does this mean that guests stick around longer to finish the tower, it also means fewer trips to the bar for refills. That’s less work for your staff while providing a larger ticket for the books. Beer towers are another item that creates the chain reaction of ‘I need one of those!’ since they stand out above the crowd. Even better, guests love to post pictures of beer towers on social media, which means friends and family are seeing what a great time they’re having at your business.

Bring The Boys to The Yard!

If your center serves ice cream, you have everything you need to start serving boozy milkshakes at your bar. Boozy milkshakes are great at bringing people in for a treat during the warmer (and slower) summer days. Boozy milkshakes are typically one of the more expensive bar options for guests. Since they take a while to finish up, are quite filling, and take the role of a dessert, guests feel they’ve gotten their money’s worth. Peanut butter whiskey milkshakes, Baileys and Oreo milkshakes, and frozen strawberry mudslides are all fantastic starting options!

•

Shorts

EXPANSIONS AND OPENINGS BOWLING AROUND THE GLOBE UK, LONDON MEETS SWANKY BOWLING UK, MANCHESTER HAS A NEW KING King Pins has opened in Manchester, featuring 15 lanes of tenpin bowling alongside four lanes of duckpin bowling. There are also other interesting and unique activities to attract guests: ice-free curling, karaoke, a batting cage, and an arcade. Appetites will be nurtured through pizza and Asian street food, snacks, and sides, topped off with a dessert bar.

Londoners will be the excited recipients of posh ten-pin bowling with the fall opening of the boutique bowling company Lane7. Set to arrive in November, Lane7 will spread over several floors. Alongside the lanes, there will be an 18-hole golf course and a popular burger outlet, Patty&Bun. In the basement will be a yet-to-be-unveiled attraction full of light, sound, and excitement. LANE7 opened its first leisure hub ten years ago and has added 13 bowling venues, plus a recently launched gaming venue called Level X which features futuristic, VR, and AI-driven games and indoor karting.

VI RTUA L R E A L I T Y · M OT I O N -S I M U L ATO R S · M I N I - G O L F

Ghostbusters ™ & © 2023 Columbia Pictures Industries, Inc. All Rights Reserved. Angry Birds™ & ©2023 Rovio Entertainment Corporation and Rovio Animation Ltd. The Angry Birds Movie 2 ©2023 CPII. All Rights Reserved.

Amusement Alley November 2023 13