2024 April issue

STEPHANIE DAVIS

BY STEPHANIE DAVIS

CAMERON LINDER

DARIN SPINDLER

MIKE FERNANDEZ

BY BRANDON WILLEY

BY RYAN VASKO

BY STEVE CIESLEWICZ

Stephanie

Mike

Patty

Mike

Brandon

BY BETSON

Creating

THE LUCK OF THE DRAW

Taken from the words of IBI writer Ryan Vasko, "One of last year's best viral marketing stories in the bowling industry was, quite literally, the luck of the draw." This month, our entertaining cover story highlights how Beaver-Vu-Bowl in Ohio turned a popular card game into a frenzy of activity for its community and staff. What started as a simple side-game became more than the center and its Dayton-area community bargained for! A marketing dream come true!

Insurance is not only a pricey expense for centers but is also becoming harder to secure. With fewer companies underwriting bowling centers, knowing what you're looking for is crucial so you're covered if something goes awry. Cameron Linder from WBPI Insurance shares sage advice about reviewing your insurance policies and what to look for when shopping around.

We could all use a competitive edge! To find out what successful operators are doing, read Brandon Willey's article on how other centers ensure they are the go-to spot for fun in their community. Brandon highlights trends and offers specific suggestions you may want to consider.

Part two of our three-part series on maximizing your website continues this month from Darin Spindler. This month's article explains how automation can help you get big bucks from your website. In today's digital world, a website that isn't working hard for you can work against you!

EDUCATION AND NETWORKING ALERT!

If you're looking for innovative and more profitable ways of doing business, you won't want to miss out on The Amusement 360 Event by Creative Works. This three-day education and networking conference will be held April 23-25 in the Indianapolis area. I've attended the event twice before and can give a resounding 'thumbs up' to those looking to level up their business. If your schedule allows, you may want to consider heading to Indy. For more information, visit: https://amusement360.com/event/

Be sure to head over to www.bowlingindustry.com for IBI's exclusive online-only content. The experts at Betson share the importance of a well-merchandised redemption experience. Read top tips on this critical part of the arcade. Did you know there's been a resurgence of classic arcade games? Our friends at Party Center Software explain how you can seamlessly integrate classic games into your center.

The IBI team loves hearing from our readers! Let us know if your center has exciting news to share with the industry.•

– Stephanie Davis, Publisher & Editor stephanie@bowlingindustry.com

PS: Don’t forget to sign up for the $30,000 giveaway. Register each month for your chance to win at www.bowlingindustry.com

Start with fully topped VILLA PRIMA

Oven Ready Pizza:

Wayne Bolin

Sahoma Lanes, Sapulpa, Oklahoma

24 Lanes // Arcade // Redemption center

Bowling Industry Leader

A Bowling Industry Leader embraces continual personal and business growth, prioritizes the latest industry knowledge, and has a forward-thinking vision. They're proactive in making informed decisions and seek new ways to improve their business. Resultsdriven and resourceful, Bowling Industry Leaders utilize available resources to stay updated, improve operations, and drive profitability in today's fluctuating business environment.

This month we feature Wayne Bolin from Sahoma Lanes.

Number of years in the bowling industry: 64

Favorite part of being in the industry: Working with my customers who are seniors; I enjoy having them here and we have a good time together.

A challenging part of operating your business: Finding people to train as employees is the hardest part of operating the center currently. It’s a common problem for most businesses right now.

One tip you would give less experienced operators: Stay close to your customers and interact with other proprietors. Learning and sharing from others are important parts of the business.

Special events unique to your center: We are very proud of our senior league and tournament programs, and we believe our high school bowling program is one of the best in the state.

The next big trend in the business of bowling: Centers need to expand what they offer to the public. We need to be more than bowling to stay competitive.

Opinion on the future of league and tournament play: If we as an industry can keep developing new bowlers, then league and tournament bowling will be strong. High school bowling is very important for this reason! Casual, fun leagues like the Rum Bucket league are also beneficial.

Hot tip on maintenance: We contract out our daily cleaning, so our regular workers do not have to clean at the end of the day. This works well for our staff and the professional cleaners do a good job. My biggest tip on maintenance would be to never let anything go. If you see any needed repairs, get on them right away and get them done. •

NOT ALL PINSETTERS ARE CREATED EQUAL!

Boost ST is in a class by itself. As the industry’s proven USBC-certified dual purpose string pinsetter, Boost accommodates both the demands of league and tournament play and the high-volume activity of open play. Advanced sport technologies including the 360 Controller elevate performance, safety, operational efficiency, and the bowler experience. Boost is the world’s only cloud-enabled string pinsetter, ready to evolve with your business well into the future. Compatible with any major scoring system, and even better with Sync.

· brunswickbowling.com/boost-st-string-pinsetter ·

A Review and Shop Your Policies

CAUTIONARY TALE

By Cameron Linder

I've been working with a proprietor who is not one of my customers but whose center recently experienced an awful tragedy. He contacted me because it seemed his insurance carrier was not forthcoming, and he wanted another opinion. Thankfully, he had coverage for assault and battery – which is not common. The concern was that his insurance company didn't seem to be paying him what he was owed for his loss of income while he was closed.

I mention this story because it emphasizes a few details that I want every proprietor to consider so they don't have to go through the heartache of non-payment by their insurance company.

More challenging to secure insurance coverage

In the past two months, two additional carriers have announced they will no longer underwrite bowling centers. One is a well-known national carrier, and the other is a highly competitive regional carrier. Insurance for bowling centers is getting harder to acquire everywhere—not just the usual Florida, California, and New York crowd. Of those left, only two write the coverage every bowling center needs. WBPI is one of them!

In a world of raising rates, the temptation will be to save money, which is legitimate. I want to be clear here: Remember why you buy insurance. It's not to save money; it's to put you back together or defend you when disaster strikes. All that money you saved won't amount to a hill of beans if the coverage you need isn't there or the amount isn't enough.

Here are some warnings to heed as you review and shop your policies:

1. Make CERTAIN you have assault and battery coverage with NO firearms exclusions. One of the national carriers with competitive premiums universally excludes assault and battery, shootings, and other violent incidents. Most proprietors who bought from this company had NO idea they lacked this critical coverage, and the shooting in Maine reminds us that crazy people live in every town.

2. Do NOT underinsure your building. When you underinsure, the carrier underpays. And when they underpay, your insurance puts you out of business. How much is enough? Typically, $150-$200 per square foot and $50,000 per lane are required to cover the lanes, scorers, and pinsetters.

3. Review your loss of income limit every year. Generally speaking, it should fall between 60%-75% of your gross revenues for a profitable company. Avoid limitations like a 1/6 or 1/3 monthly limit or coinsurance percentages greater than 50%. Also, you need a new agent if they can't tell you that business income coverage doesn't pay for revenue replacement but incurred continuing operating expenses (including debt service and should include salaried payroll) plus loss of net profit.

Without proper insurance, you're one accident or disaster away from bankruptcy. It's crucial to find an honest agent. I suggest finding a partner, not just an agent.•

Cameron Linder is CEO of Western Bowling Proprietors Insurance (WBPI)

Part Two of a three-part series

The Beauty of Automation Get Big Bucks From Your Website Visitors

By Darin Spindler

This month is part two of a three-part series on unlocking substantial revenue streams from your website. In the first part of this series last month, we talked about crafting a clear and compelling reason for the consumer to provide their contact information to you to grow your database. If you've not read the first article, please take a minute to scan the QR code and go back and read it before continuing. It's critical to understand Step One before reading this article.

After you have your website correctly set up to capture data and have an irresistible offer that your website visitors want — like the FREE $10 open-play certificate shared in the first step — you must begin communicating with your new email list.

This is where the wheels begin to fall off for many centers. Centers add a data capture form to the website but fail to automate communication afterward. It may be hard to believe that you should add new contacts to your database every day. With the tools and technology available to small businesses today, there is no longer an excuse for not automating all of this, and it saves you a ton of time. Automation is one of the most important tools in your box but is underutilized by most businesses.

Beauty of Automation

To give you an idea of how automation works, below is an automation timeline that Bowling Marketing Solutions (BMS) system uses:

MINUTES AFTER SOMEONE ENTERS THEIR CONTACT INFORMATION:

BMS immediately sends the FREE gift promised on the website.

EIGHT DAYS LATER:

A second offer is sent. It might be something like a voucher for free shoe rental for up to six guests. This has high value but low cost of goods to the center. It is noted that all offers can't be combined with other offers.

29 DAYS LATER:

A voucher for a complimentary appetizer valued at up to $10 is sent. This, of course, has a cost of goods associated with it. Still, customers are now getting introduced to your food and beverage offerings, driving additional visits over a short period. Your goal here is to boost the number of visits from your new customers.

40 DAYS LATER:

BOGO Bowling Game For Up To Six Guests. Again, this has a low cost of goods but drives traffic, and it has high value.

Digital Marketing

We send six to eight evergreen offers like these three weeks apart. These offers should not be seasonal — these will be on autopilot driving traffic into the center daily.

Sending out a monthly newsletter highlighting special events, league programs, and openplay specials is a great way to share important news and keep your business top-of-mind for your new customers.

Custom Marketing

For centers participating in Kids Bowl Free, BMS creates offers that can be emailed every time kids have a day off school. These offers usually include bowling, food, soda, and game cards for one price. There are many other ways to automate your marketing efforts around holidays and annual events. With a disciplined and automated approach to your marketing efforts, you'll never forget to send something again, you'll never get too busy to send a message, and you can maximize revenue from the data you collect.

Goal: Increase Guest Frequency

Remember that the traditional, open-play customer is coming less than a handful of times yearly. The ultimate goal is to motivate those guests to come more frequently, spend more time at your center, and tell family and friends how wonderful your center is.

Using the first two steps in this series, we've helped hundreds of centers grow their databases from nothing to thousands, tens of thousands, and we have one that now exceeds 50,000 customers in their database! Their database is now their primary marketing tool, driving HUGE revenue into their centers day after day, year after year.

Next month, we will share the final segment in this series, "A Fast and Flawless Way to Track Sales on Your Special Offers." Tracking sales helps you to make informed decisions about your marketing efforts.

Scan here for more Automated Email Samples!

If you'd like to learn more about Bowling Marketing Solutions by Darin Spindler and how we can help transform your bowling center's marketing, please visit www.BowlingMarketingSolutions.com and schedule a complimentary demo.•

Darin has been in the bowling business his entire life. He grew up in a small town of about 300 people where his parents built an 8-lane bowling alley in 1977.  After moving to Green Bay, WI, he became a partner in a 60 lane and 36 lane center using his marketing skills to grow the business with fun promotions and new league formats. Darin is the founder of Bowling Marketing Solutions and has helped introduce more than 40 million children and families to bowling through his involvement with the Kids Bowl Free program.

EDGE String

The #1 chosen string machine by proprietors.

Our leagues are happy bowling on EDGE String. There was resistance to changing at first, and a few bowlers threatened to quit, in the end not a single league bowler has left because we switched to EDGE String. In fact, they love that we just don’t have machine breakdowns anymore. And our leagues are finishing 30 minutes sooner than before—creating more open play time and increasing our overall revenue.

Nick Jones Owner, Cedar Bowling Center Cedar

FOOD COURT:

The Greatest Debates in Food

By Mike Fernandez

Everybody's a critic, and in 2024, everybody's a food critic. Friendly debate can end with either more knowledgeable or opinionated sides.

What are the biggest debates in food? Spark up customer engagement by leaving debatable notecards at the bar with a line for guests to include their contact info or create a fun icebreaker as part of your onboarding process — you may even get some unique ideas for your menu!

IS A HOT DOG A SANDWICH?

The answer isn't always as straightforward as it may first seem.

According to MerriamWebster, a sandwich is "two or more slices of bread or a split roll having a filling in between." Hot dog lovers may be divided on the subject. However, the National Hot Dog and Sausage Council is not. NHDSC argues firmly that a hot dog is not a sandwich. They claim the bread is an ingredient, as the dog is delicious enough to stand alone.

This verdict runs contrary to a statement by former Pennsylvania Governor Ed Rendell, who is firmly prohot dog sandwich. "It's got bread," Rendell says. "What is the difference between a cheesesteak and a hot dog? If you eat a hot dog without a bun, then it's not a sandwich."

Feel free to play Devil's Advocate. What if you add cheese or sandwich toppings like diced onion and tomato? What if you slice the hot dog like deli meat and put it on a hot dog bun? Could humanity ever come to an agreement?

DRUMS OR FLATS?

As one of the most popular dishes in the country, there are a thousand and one ways to prepare your chicken wings. The first decision is usually the most difficult.

Flats generally have less meat but a higher skin-to-meat ratio, meaning each bite is packed with crispy, seasoned skin and tons of flavor. However, picking apart the bones can be messy.

Due to less skin and saturated fats, drums have more meat and less calories. Some claim drums are more accessible due to only having one bone, but many argue that flats are easier to eat with the proper technique. You can eat a drum with one hand, leaving a clean hand for your beer.

LONG SANDWICHES: WHAT ARE THEY CALLED?

This question could depend more on your geo-location; however, there could be room for hotter debate in more transient locations like college towns or financial districts. In New York and parts of New England, a long sandwich is considered a hero or a wedge. In Philly, South Jersey, Pennsylvania, and Delaware, it is called a hoagie. It's considered a po boy in the South, especially in New Orleans.

The rest of the country typically calls long sandwiches a sub. Except for Vermont, New Hampshire, and Massachusetts, who call them a grinder, likely because these states don't get

This could be a fun way to learn more about where your bowlers come from and what other foods from the most popular regions should be added to the menu!

PINEAPPLE BELONGS

This is one of the greatest debates in the food industry. Gourmands, philosophers, intellectuals, and bibliophiles have yet to agree on this pressing argument. Many academics claim that pineapple's sweet and citrusy flavors contrast

BOOZE

Classic Bartender Debates

JIGGER VERSUS FREE POUR?

This comes down to accuracy versus style. Jiggers are great for maximum consistency but lack the flair and individuality of a free pour. Using a jigger, a measuring tool, ensures precise measurements of each ingredient, which can lead to consistent flavors in the final drink.

SHOULD SPIRITS POUR FIRST OR LAST?

In cocktail making, there isn't a hard and fast rule about whether spirits should be poured first or last into a drink. A common practice is to pour the spirits first before adding other ingredients. This allows for better integration of flavors and ensures that the alcoholic components are evenly distributed throughout the cocktail. Another consideration, however, is to pour the cheapest ingredients first, so if a mistake is made, it can be tossed with smaller sacrifice.

VODKA MARTINI: SHAKEN OR STIRRED?

The debate over whether martinis should be shaken or stirred is an age-old discussion among cocktail enthusiasts.

the earthy tones of mozzarella and doughy crust. Critics will argue that's what the tomato sauce is for, and adding pineapple creates an overly acidic flavor profile, masking the flavor of any other toppings.

Some say that oven-roasted pineapple creates that nice burnt, sugary texture- while others say the tropical fruit damages the structural integrity of each slice.

Here are some statistics that could be interesting. A survey of 34,000 Americans showed that 46% enjoy pineapple on pizza. An Adobe survey tells us that 73% of Americans are open to the idea of pineapple pizza.

Are these statistics misleading? Are some Americans so used to being contrarian that they dare lie on trusted surveys? The real question is: How many are ordering a pineapple pizza? According to Slice of the Union Report, pineapple pizzas comprise only 1% of pizza sales.

Faced with social media pressure and uproar at home, the president of Iceland, Guðni Th. Jóhannesson was forced to clarify his stance on pineapple pizza. "I do not have the power to make laws which forbid people to put pineapple on their pizza. I am glad I do not hold so much power."

Traditionally, a martini is stirred to gently mix the ingredients without introducing too much air into the drink, resulting in a smooth and clear appearance. However, some argue that shaking the martini can chill it more quickly and add aeration, slightly changing the texture and taste.

OLIVES: ONE OR THREE?

Some argue that a single olive is sufficient to garnish a martini or other cocktails. This minimalist approach maintains the drink's simplicity and allows the focus to remain on the flavors of the spirit. Others prefer multiple olives, commonly three, in their martinis or other cocktails. (There is a superstition that two olives in a drink are bad luck.)

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.

STAND OUT

FROM THE CROWD

Strategies to set your center up for success

By Brandon Willey

In the rapidly evolving world of location-based entertainment (LBE), standing out from the crowd requires more than just oiled lanes and operational pinsetters. Many of today's bowling centers are evolving into comprehensive entertainment hubs, catering to a diverse audience hungry for variety, technology, and exceptional experiences.

Let's explore the strategies setting leaders apart and the standards owners should aim to surpass to ensure their venues remain the go-to spots for entertainment.

Diversifying Fun

The most successful centers are those that offer a myriad of entertainment options beyond the traditional bowling experience. By incorporating a mix of attractions like arcade games, laser tag, virtual reality, and even axe throwing, these centers attract a broader audience and encourage guests to extend their stay. To stay competitive, a multi-attraction center should aim to feature at least three to four distinct attractions besides its bowling anchor. For more innovative attraction ideas, review my article "Embracing the Arcade Evolution" from last month's issue of IBI.

Elevating the Experience

At the heart of every center should be a commitment to providing an unparalleled guest experience. This involves friendly, attentive, and personalized service and ensuring the facility is aesthetically appealing, inviting, and always clean (yes, this includes edges, corners, and all the places where dust and muck accumulate). Our industry's top brands and locations often implement regular staff training programs focused on service excellence and operational efficiency. A frequently overlooked tactic is ensuring the actual guest experience is aligned with the customer expectations set by your marketing, branding, and messaging. Finally, financially planning for periodic renovations and attraction upgrades and replacements every several years is a sound strategy for maintaining a high standard that will keep customers returning.

Integrating Technology

In an era dominated by digital convenience, integrating technology into the experience is non-negotiable. From online booking systems that streamline reservations to modern digital scorekeeping and lane advancements that enhance gameplay, technology can significantly improve guest satisfaction.

Allowing guests to order food online or from a dedicated app will increase revenue and improve the experience by reducing reliance on servers to take orders. Furthermore, an active social media presence can engage customers and keep them informed about upcoming events and promotions.

Embracing Community

Building a strong connection with the local community is a powerful strategy for driving repeat business. Successful centers often engage in local events, sponsorships, and fundraisers, positioning themselves as pillars of the community. Additionally, rewards programs encourage frequent visitors and continued patronage. Operators should strive to participate in at least one community event per quarter and offer a play-to-earn rewards program with tangible benefits to maintain a competitive edge. Moreover, hosting at least one themed event or special night monthly or weekly can boost foot traffic and establish a loyal community.

Operational Excellence

Efficient operations are the backbone of any successful business, encompassing everything from staff scheduling and inventory management to routine maintenance. Regular reviews of operational efficiency can identify cost-saving opportunities. The most proficient operators conduct operational efficiency reviews bi-annually.

Charting the Course

The LBE industry is dynamic, with consumer preferences and technological advancements constantly evolving. To remain at the forefront, owners must continuously seek innovative ways to enhance their offerings, improve the guest experience, and streamline their operations. By embracing diversity in entertainment, leveraging technology, engaging with the community, and maintaining operational excellence, operators can ensure they meet their guests' current demands and are poised to adapt to future trends.•

Brandon Willey, ICAE, is co-founder of the LBX Collective and Premier LBX Group, co-host of The LBX Daily Show, and founder and CEO of Hownd. Brandon has an intense passion for the attractions industry and extensive knowledge of location-based entertainment. Brandon is the former chair of IAAPA’s FEC Committee and now sits on the North American Manufacturers and Suppliers Committee. You can connect with him at LinkedIn.com/in/bwilley.

All Hail THE QUEEN

By Ryan Vasko

How an Ohio center gave away over $1 million and became a local sensation

One of last year's best viral marketing stories in the bowling industry was, quite literally, the luck of the draw. The odds of one specific card in a deck of 54 (four full suits and two jokers, if you're wondering) not being pulled until 52 other cards had been picked are astronomically low—a fraction of a fraction of a percent. You're more likely to see a couple dozen 300 games rolled in a single league night.

And yet, that's precisely how a side-game-turned-sensation played out over a wild year at Beaver-Vu Bowl in Beavercreek, Ohio. Along the way, hundreds of thousands of dollars of raffle tickets were sold, thousands of people pushed the fire code limits of the center's confines and parking lot, and one lucky winner walked away a millionaire. "It was like something out of a movie," said general manager Wendy

like Queen of Hearts goes back into the contest, then it's deemed a game of chance and not subject to the same taxes of regulated, profit-backed gambling sales. That also means that Beaver-Vu wasn't allowed to make any money off the thousands of tickets sold every day. Their success would be measured in food and beverage sales and anything spilling into open bowling and league interest.

As the amount to win increased with each successive board— especially after the games that lasted longer—word began to spread, and ticket sales skyrocketed. The next board went 26 weeks before a queen of hearts was seen. Beaver-Vu started using a higher percentage of sales to put into the prize pool. The fifth board went for 42 weeks, paying

mouth. Beaver-Vu spent no extra marketing dollars beyond their usual social posts and a few in-center announcements. There was no better lure than ever-increasing odds to win an ever-increasing jackpot.

Towards the end of board #6, Figer met three ladies who had driven three hours, rented a hotel room, and ride-shared to the center just for the chance. Figer had to talk to the local police and fire departments about crowd control because the number of people who would show up had outgrown the alley's limits and spilled into the parking lot.

"We couldn't have sold more beer than we did," Figer said.

"Those last few weeks, I had eight bartenders, plus two more with a beer wagon. It was like throwing the biggest block party you could imagine, every week."

In the lead-up to the final week, Beaver-Vu sold $261,000 in tickets. The ticket rolls were being delivered on pallets. Speakers were set up in the parking lot so attendees could hear the numbers being read out. The five people dedicated to a reduced menu in the cafe were pushed to their limits, so they hired a food truck to handle the added demand. People would show up at noon for a selection that didn't start until 8 p.m., playing cornhole, eating lunch, and waiting for the chance to witness—and maybe even win.

"It was nerve-wracking, to say the least," said Figer, reflecting on the day the winning draw finally happened in week 50, when just five cards remained.

By then, the sheer volume of entries sold required Figer to have a custom-made tumbler. It was capable of holding half a million tickets and weighed 400 pounds. The security company they hired out of safety concerns patrolled a crowd of more than 1,200 inside, with more outside, including some who had spent the night to secure a wristband for admittance. It had gotten so big it was decided that a winner would be crowned no matter what that day.

A few minutes after 8 p.m., the first ticket was pulled. Ace of clubs. The next? A queen! But of spades. The crowd buzzed, trying to will the winning card to the top. The following card was a 9 of clubs, leaving only two more on a board that had first begun nearly a year prior. At 8:30 p.m., the owner of the raffle ticket that was called was escorted inside by a group of supporters shouting, "Make way! Make way! Here he comes!" That man, who has chosen to stay low-profile since winning, made his choice. Figer picked it up, glanced at it, and announced to the masses: queen of hearts.

Pandemonium!

The crowd exploded. (Video can be found on the Beaver-Vu Facebook page.) The winner was mobbed by his friends, suddenly richer by $1,034,737. Tears flowed. Champagne bottles popped. Finally, it had happened.

"The pure joy! Oh my god!" said Figer, laughing. "There was nobody there who thought, 'Oh man, it wasn't me.' It's just pure positive energy and excitement. And then we still had to tell everybody we had another board!"

In the aftermath, the staff took a month to decompress. They made t-shirts that read, "I Survived the Queen of Hearts." They had introduced their alley to a new group of customers, many of whom would come back for open bowling and dinners on Monday nights, now regulars of a different sort. After the wild highs of the past year, it felt good to take a step back and reflect.

"We all kind of went on a bender, it felt like," said Figer. "This consumed our business. We needed to get back to what we are for a bit."

Beaver-Vu had never seen anything like it. In her last order before the big draw, Figer had to order 2.2 million tickets to ensure she had enough. And still, they ran out. At its peak, they sold 491,000 tickets in a single week.

They also learned a lot along the way. They decided to put some stopgaps in for future games, including points that trigger automatic draw-downs until a winner is found. But mainly, they learned to be adaptable. Something that gets that big that fast can overtake you and your business. But if you're willing to bet big on your ability to draw in customers in with something they like, and if the odds fall in their favor, you can roll with it and make a splash in more than just sales—you can bring people through your doors that otherwise might never have done so.

"I not only have my bowling family and bowling people here, but I also created another family of Queen of Hearts people," said Figer. "It was a hell of a ride."•

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.

BACKWARD THINKING

Imagining Your End Result First

with Steve Cieslewicz

As proprietors we often get so caught up in the daily mix of running our centers that we forget the end result of what we want our businesses to be like. What if we took our ultimate vision for our center and worked backward to create it? What would your final product look and feel like? Picture it, then start dissecting your vision piece by piece to see where you are now and what needs to happen for your vision to become reality.

Let's have some fun working backward!

I will get creative here and use food and cooking as references. Let's picture your bowling center as a blank recipe card. How many ingredients are in your recipe? How can you spice things up to add more flavor? What do you want your final product to look like?

You can add many ingredients to your recipe card or keep things simple, but it first depends on your vision. Maybe you want to focus on four simple ingredients: league bowling, a busy bar, some arcade games, and the always popular food choice, pizza.

Other operators might steer toward a recipe card with more ingredients and complexities. Maybe your vision is more of a gourmet dish with seven or eight ingredients and extra seasonings. Ask yourself a couple of questions: How will these ingredients all blend? How appealing does the final dish look to others?

A word of caution: Maybe you're at a point where your final dish is pretty good, but you'd like to spice it up even more. Be careful not to over-season your center. Too much seasoning can overshadow your final dish. It's essential to understand the right balance for your center and community.

Many proprietors update their recipe cards to offer new choices and attract customers. If you are thinking of improving your center, don't forget to consider other critical elements to help your vision come to life. One of these critical elements is staffing. Staffing can eat up a business if not proportioned right, especially in today’s world with labor costs through the roof. Without the right staff, we will fail to bring our vision from an idea to reality.

Upgrading your food options – let’s work it backward to reimagine your new vision.Let's say you have a traditional

center with a tiny snack bar that's pretty simple to operate. But now you've got fancy ideas to expand your food choices and aren't sure of your next steps.

First, consider the size of your menu – how many different items will you offer? 20,30, or 40 items? What will your customers buy, and what are they willing to pay for it? Is your vision a good fit for your demographics? How difficult will it be for you to find staffing for this expanded operation?

Once you nail down those essential details, you can expand your kitchen area and equipment. What equipment is required to prepare your proposed menu items, and how will this fit your space? Equipment is costly, so be wise about what you select. You can do a lot with only a few pieces.

I recommend keeping the menu to a few simple ingredients at first. Once the operation is perfected, you can add more choices, ingredients, and spices to add flare to your food operation.

Your food operation is an integral part of your total operation. The same concept of creating a vision and then working backward can be used for updating an arcade, outdoor activities, added attractions, and the like.•

Good luck to all in the future of business and bowling, Steve

DUCKPIN SOCIAL!

Guests of all ages will enjoy the engaging, entertaining social interaction of Duckpin Social, the brand-new amenity that delivers all the advantages of bowling in far less space. Duckpin Social drives food and beverage sales, keeps guests on the property longer, encourages repeat visits, and builds guest loyalty. We’re better together! Visit us at brunswickbowling.com

EXPANSIONS, OPENINGS & NEW BEGINNINGS

ILLINOIS

SCENE 75 in Romeoville has over 135,000 square feet of entertainment. Choices include black light mini-golf, go-karts, laser tag, and over 150 arcade games. No wonder it is called the world’s #1 entertainment center in Illinois.

MINNESOTA

NEW JERSEY

SKYLINE SOCIAL AND GAMES, in Duluth, has added axe throwing to its menu, and it has been a big hit! Jazzing it up with virtual projectors gives the game more possibilities. Throwers can play versions of tic-tac-toe and Connect Four. The winter weather makes it a popular diversion, and leagues have started to be organized.

NEVADA

Las Vegas always goes big, and that is true of its newest attraction— SPY NINJAS , a themed adventure park with zip lines, obstacle courses, and axe throwing. It is a park for all ages. There are multi-level escape rooms, VR, a skill-based arcade, trampolines, and the largest indoor zipline in Las Vegas. It is a high fusion of social media and entertainment which was popularized on YouTube. Spy Ninjas is the first adventure park based on the IP (intellectual property) created exclusively on social media.

VIRGINIA

810 BILLIARDS & BOWLING has signed on to take 60,000 square feet that used to be part of the Sears department store in the Dulles Town Center in Myrtle Beach. 810 Bowling & Billiards has seven locations, four in South Carolina, as well as one in Arkansas, Texas, and Arizona and now one in Virginia. 810 locations include billiards, bowling, darts, shuffleboard, ping-pong, and arcade games, plus an onsite restaurant and bar. The mall ownership is looking to bring in an indoor trampoline park and a pickleball facility.

PINSTRIPES , an Italian bistro chain that offers bowling, bocce, and cocktails will open its first New Jersey location in Paramus. It will have a full-service Italian restaurant, 13 bowling lanes, three bocce courts, along with three private event spaces capable of hosting groups of up to 1,000 people. The entertainment destination will spread over two floors, plus an expansive 137-seat patio.

TEXAS

TEX FUN & SOCIAL , in Texas City, has been renovated with the help of Semnox Solutions. The “new” venue features a diverse range of attractions including eight lanes of bowling with a solid LED wall, new arcade games, laser tag, six lanes of axe throwing, four golf simulator suites, pickleball courts and a full restaurant and bar. There is also a large arcade and redemption area.

Say hello to EDGE String

The #1 selling string machine in the world

EDGE String is the next generation in string pinspotter technology allowing you to deliver the fun of bowling with peace of mind—and at a very low operating cost.

It’s no wonder EDGE String is the #1 selling string machine on the market.

Now offering a USBC-Approved version!

Apparel

Arcade Distributor

Architecture Design

Attractions

EXPERT HOSIERY

Customer Service

PREFERRED VENDOR LIST

919.799.7707

www.funtimefootwear.com

support@experthosiery.com

Expert Hosiery is a premiere supplier of high-quality socks to bowling centers and FECs. We pride ourselves in lifetime relationships. Socks variety includes white bowling socks, glow socks, theme socks, and custom logo socks. Our customers are our best testimonials! For orders, call, email or order online 24/7.

LAYMON HUGHES HOSIERY

Sharon Hughes

256.845.1034

www.laymonhugheshosiery.com

laymonhughes@bellsouth.net

We supply socks to all types of family entertainment centers. Custom logos are available, and there is no minimum required.

AVS COMPANIES

Sales Department

847.439.9400

www.avscompanies.com

sales@avscompanies.com

Providing best-in-class arcade and vending equipment with decades of unparalleled service. AVS Companies is the trusted choice for world-class amusement solutions.

BETSON ENTERPRISES

Sales Department

800.524.2343

Betson offers a full assortment of arcade and vending equipment and has the largest inventory selection of new & used games and parts.

PLAYER ONE AMUSEMENT GROUP

Sales Department

416.251.2122

www.betson.com/bowling

Sales@betson.com

www.winwithp1ag.com

GetAnswers@WinWithP1AG.com

At Player One Amusement Group, we specialize in the sourcing and distribution of quality amusement and vending equipment for both commercial and retail customers. We provide end-to-end Total Solutions, from the design and planning of the space, to equipment selection, to best practices for merchandise and redemption counters. Each business is unique so P1AG customizes the appropriate services to meet your business needs.

DYNAMIC

Howard Ellman

248.644.7275

Interior & Exterior Design – New Concept Development – Planning & Consulting –Architecture – Theme Design – Re-imagining of Existing Facilities

US DESIGN LAB

Gary Smith

231.343.5317

www.dynamicdesignsinc.net

Info@dynamicdesignsinc.net

www.usdesignlab.com

gary@usdesignlab.com

US Design Lab is an award-winning consulting, design, and marketing firm specializing in bowling and family entertainment centers. The company works with new investors and existing proprietors like you to bring your dreams to reality. With over 40 years of industry experience and successful projects of all sizes, US Design Lab has helped design, develop, and provide branding and marketing material for dozens of businesses in the U.S. and internationally.

CREATIVE WORKS

Russ Van Natta

317.834.4770

www.thewoweffect.com

sales@thewoweffect.com

We create powerful emotions through immersive attractions like laser tag, mini golf, escape rooms, VR, and more. We help you get customers off the couch and into your venue with experiences they can’t get anywhere else.

Automatic Scoring

NEW CENTER CONSULTING

Glenn Hartshorn

PREFERRED VENDOR LIST

248.375.2751

Touch Score – A truly revolutionary scoring upgrade for legacy systems.

STELTRONIC SCORING

www.newcenterconsulting.com

ghartsho@yahoo.com

www.steltronicscoring.com

Sales Department 800.942.5939 Info@steltronicscoring.com

The world’s leading independent automatic scoring manufacturer since 1980.

Capital Equipment/Supplies

BRUNSWICK BOWLING PRODUCTS

Michael Postema

231.343.2043

The leader in the bowling industry for over 130 years, Brunswick Bowling provides products, services, and industry expertise for new and existing bowling centers.

Cashless Technology

www.brunswickbowling.com

Info@brunswickbowling.com

QUBICAAMF www.qubicaamf.com

Sales Department

804.569.1000 info@qubicaamf.com

QubicaAMF is the world’s largest manufacturer of bowling and mini bowling products. With our innovative products, we will help our customers fully unleash that potential to extend the bowling population, to reach the younger generations, to increase their spending, frequency of visits—and your revenue.

INTERCARD

Sales Department

800.732.3770

www.intercardinc.com

Sales@intercardinc.com

Intercard introduced cashless technology to the amusement industry and has been leading the way for 30+ years. Cashless systems from Intercard increase customer spending and satisfaction and boost revenues by up to 30% at entertainment centers worldwide.

Consulting and Management

FIRST FRAME BOWLING

Mike Monroe

844.923.2695

www.firstframebowling.com

mikebowl44@gmail.com

First Frame Bowling was born out of a need for banks looking for someone to manage centers that they were forced to take over but has evolved over time to be the full-service consulting firm that it is today.

TRIFECTA MANAGEMENT GROUP

Bruce Nussbaum 818.879.7100

www.trifecta-mg.com

Inquiries@trifecta-mg.com

TMG helps operators and new business entrepreneurs bring their business to the next level. We have best-in-class professionals in operations, team development, sales and marketing, culinary, and technical, with expertise sharpened in our own operations. So, whatever your opportunity or challenge, we can help.

TURFWAY ENTERTAINMENT MANAGEMENT

David Wallace

859.285.7111

www.turfwayentertainment.com

dwallace@turfwayentertainment.com

Full service consulting company within the family entertainment industry focusing on business new starts, expansions, modernizations, and health checkups of existing centers. A dedicated team of professional experts in operations, marketing, branding, culinary, and bar services allow a seamless approach for your needs.

Food/Beverage

Insurance

Lighting/Sound

KNOW NATURALS

Nick Zavakos

PREFERRED VENDOR LIST

843.475.5604

shop.knownaturals.com

nick@knownaturals.com

At Know Naturals, we are pioneering the future of bar culture with our premium hemp-derived consumables. Call us today to elevate your bar's offerings and unlock new revenue opportunities.

SCHWAN’S FOOD SERVICE, INC.

Customer Service

888.554.7421

www.schwansfoodservice.com

As an industry leader in pizza and Asian-style foods, Schwan’s Food Service has been proud to offer the premium prepared foods and foodservice expertise you need to succeed.

SLRRRP SHOTS

Trent Killian

877.988.8673 ext. 5

www.slrrrp.com

tkillian@slrrrp.com

The world’s most award-winning gelatin shots. SLRRRP’s pre-made gelatin shots are made with premium alcohol and plant based ingredients. With a variety of exceptional flavors and colors, there’s no better way for guests to celebrate at your center!

BOWLING CENTER INSURANCE

Bob Langley

Helping You Is What We Do Best!

864.527.1145

www.bowlingcenterinsurance.com

robert.langley@bbrown.com

30 years’ experience working with over 300 centers across the country. Amusement and entertainment centers of all sizes, bowling centers, movie theaters, roller skating, axe throwing, go karts, mini golf and more! Property, general liability, liquor liability, wind/hail, and Workers Compensation. Our parent company is the sixth largest broker in the U.S., which affords us many diversified markets for insurance quotes. Call or email us today to get started!

TILTON, THOMAS & MORGAN INSURANCE PROFESSIONALS

W. Tyler Compton

866.233.0266

www.ttminsurance.com

tcompton@ttminsurance.com

Tilton, Thomas & Morgan Insurance Professionals has been insuring bowling and family entertainment centers for over 40 years. We support state and national organizations, including many state bowling associations and the BPAA. Through our years of experience and working with hundreds of proprietors across the country, we have developed a specialized program to ensure our clients have the correct coverages at a competitive price. We love insuring FUN, so call us today to see how we can help you!

WESTERN BOWLING PROPRIETORS INSURANCE

Cameron Linder

800.200.9998

www.wbpiprogram.com

contact@wbpiprogram.com

WBPI is the largest bowling center insurance program in the nation with more than 35 years of experience and 400 insured centers. Exclusively endorsed by eight state bowling proprietors associations, our staff of insurance partners and professional bowlers provide staff training, insurance education, advocacy, and business advice. No one fights harder for you! Contact us today for a competitive insurance quote!

DECIBEL STUDIOS

Guy O’Hazza

310.693.5165

www.decibel-studios.com

guy@decibel-studios.com

Decibel Studios is an innovative global technology solutions company that designs, engineer, installs, and maintains custom controlled audio, video, lighting, show control and special effects systems, including augmented and virtual reality, 3D and 4D interactive theaters, for various entertainment, corporate, hospitality, retail and institutional groups.

DFX SOUND VISION

Mike Bovino

800.555.5280

www.dfxsoundvision.com

info@dfxsoundvision.com

Your FEC specialists creating extraordinary experiences by providing dynamic audio, video, lighting and automation services, and integration that elevate communication and give your entertainment center that WOW factor.

Marketing

Online Reservations

BBBI/KIDS BOWL FREE

Andy Vasko

PREFERRED VENDOR LIST

877.841.4590

www.kidsbowlfree.com

Andy.Vasko@kidsbowlfree.com

At BBBI our goal is to create new customers and profits for bowling centers through our time tested Kids Bowl Free Summer Bowing Program and our new League Development System featuring Fun Bowling Leagues for all ages.

BOWLING LEADS

Zach Boulanger

844.468.4144

www.bowlingleads.com

Zach@bowlingleads.com

We help bowling centers find new leads and turn them into raving repeat customers with our automated marketing system.

EBOWL.BIZ & BOWLRX.COM

Carey Tosello

541.549.0999

Digital marketing for bowling: BowlRx websites, Facebook for bowling, and more.

THE KAPLOE GROUP

Fred Kaplowitz

516.359.4874

www.eBowl.biz

Carey@eBowl.biz

www.kaploegroup.com

fredkaplowitz@gmail.com

The ultimate marketing and management company for your leisure, entertainment, or recreation business. Professional consulting and coaching available.

ALLEYTRAK

Chris Behling

815.519.9843

www.alleytrak.com

Chris@alleytrak.com

AlleyTrak is the complete lane reservation and management system designed specifically for bowling alleys. Manage your recurring events, leagues, parties, packages, along with many other features AlleyTrak has to offer. Save time by allowing guests to make reservations online 24/7.

PARTYWIRKS

Sales Department

877.345.4012

www.partywirks.com

sales@partywirks.com

Partywirks is more than an online booking software company for parties, events, lane reservations and leagues for your bowling entertainment center. Our easy-to-use, easy-to-manage multi-function system encourages upselling, helps generate future interest, and also allows your visitors to inquire, invite, share, learn, sign waivers, and shop online.

Party Supplies and Novelty Products

SIERRA PRODUCTS

Shelly Berry

800.900.7695

www.noveltybowlingstuff.com

sales@noveltybowlingstuff.com

Sierra Products is your exclusive source for bowling parties, including party favors, supplies and novelties. Bowling birthday party supplies include bowling pin sipper bottles, mini bowling pin candy containers, bowling coin banks, bowling party cups, napkins, novelty souvenir cups and much more. Most of our items can be personalized with your company’s logo, phone, website, etc.

Promotional Products

FEC PROMO TOOLS

Sales Department

239.389.9583

www.fecpromotools.com

FECpromotools@gmail.com

Bringing marketing and guest experience tools to life! Choose from our selection of predesigned products or work with our team to customize a product line for your business.

PREFERRED VENDOR LIST

Redemption Supplies

A&A Global is the premier distributor of novelty toys, candy, plush, and merchandiser kits for the bulk vending and amusement industries. We take pride in producing fabulous products that keep our customers – and their customers – coming back. With hundreds of new items added to our inventory every week, we have something for everyone.

BMI MERCHANDISE

Sales Department

800.272.6375

www.bmimerchandise.com

Sales@bmimerchandise.com

BMI’s extensive product line features the trending themes, licenses and brands driving amusement play. We bring our customers a constantly changing mix of the finest electronics, novelties and toys – priced right.

FUN EXPRESS

Sales Department

800.228.8884

Virtual Reality

www.funexpress.com

Orders@funexpress.com

Fun Express is a leading B2B supplier of toys, novelties, giftware and premiums. We feature more than 40,000 items in our product line that range from traditional favorites to the trendy picks of today. We are pleased to offer the best value and product variety in the industry.

SURESHOT REDEMPTION

Corporate Sales

888.887.8738

www.sureshot-redemption.com

Sales@sureshot-redemption.com

Sureshot Redemption is your best source for redemption prizes and retail merchandise. Sureshot is the complete package with excellent product selection covering all key categories, excellent customer service, very competitive pricing, and superior quality merchandise. Our newly enhanced website makes ordering easy with capabilities to access your invoices, tracking information and EPLs for each order online. For more information, call or email us now and join the Sureshot Family!

REDEMPTION PLUS

Mike Tipton

888.564.7587

Products that perform. Services that simplify.

Fun Training – Serious Results.

VRCAVE

www.redemptionplus.com

Smile@redemptionplus.com

www.vrcave.ca/ibi

vrCAVE produces premium VR escape room products suited for any bowling alley or FEC looking to add VR as an option to their establishment. We work with companies of all sizes providing services from headset installation to software and technical support.

215 N. Harris St, Tulia, Tx 79088

Call (806) 995-4018

Fax (806) 425-3771

AMF and some BRUNSWICK PC board repair/exchange. 6 month warranty, fast turnaround. Call or write:

WB8YJF Service

5586 Babbitt Road, New Albany, Ohio 43054Toll

Free: 888-902-BOWL (2695)

Ph./Fax: (614) 855-3022 (Jon)

E-mail: wb8yjf@sbcglobal.net

CENTER FOR SALE

32,000 foot 32 lane center located in the heart of beautiful Western North Carolina, the land of 4 seasons. Asking $2.6 million. Price negotiable. For info call 828-692-5039. My hours are Monday and Friday 3-10pm, Tuesday 10am - 6pm, Wednesday, Thursday, and Sunday 12pm - 10pm and Saturday 12pm - 11pm

You can call during these hours. 828-692-5039

EDUCATION & TRAINING

PRO SHOP TRAINING. Classes always forming. Jayhawk Bowling Supply (800)255-6436 or jayhawkbowling.com.

EQUIPMENT FOR SALE

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

EXCHANGE YOUR DEFECTIVE CHASSIS

To owners of AMF 82-30 machines with 6525 or 5850 chassis: exchange your defective chassis for a reworked one that comes with a one-year guarantee. The price ranges from $330 to $400, depending on the core you return. Call us if you have any questions 330-718-4622

EXPERIENCED MECHANIC NEEDED FOR 32 LANE CENTER

Great opportunity in the Tampa Bay area 8270 AMF Pinsetters Salary and benefits determined by experience. E-Mail resume to manager@oakfieldlanes.com or Call Tammy Jacobs @ (813) 681-4783

MECHANIC WANTED GREAT OPPORTUNITY

Experienced Bowling mechanic wanted. Bowling center in northwest NJ offering Highly Competitive pay & benefits. Run your own shop. Replacing Retiring mechanic, willing to make smooth transition for our 26 lane center & full service restaurant. Only 3rd mechanic since 1959 for our very stable, family business. Email resume to rob.plenge@comcast.net or Call Rob 908-763-1192

SERVICES AVAILABLE

Drill Bit Sharpening and Measure Ball Repair. Jayhawk Bowling Supply. (800)255-6436 or jayhawkbowling.com

Amazing Bowler Experience

Here’s to an unparalleled bowling experience frame after frame!

The bowling experience on EDGE String is second to none. Pins are always on spot, and its USBC-Approved design delivers authentic pin action and scoring in-line with free-fall. PLUS, patent-pending Adaptive String Length Technology, controlled by Conqueror X, unlocks industry-best performance across all casual play and certified competition. Check out