One of the things that really intrigued me is that this is the next level of entertainment in bowling. With Neoverse, you just walk in and it’s ‘WOW!’
It’s so undeniably cool! It’s so undeniably great looking that every guest is going to see it and going to notice it…this is the next step of entertaining our guests.
John Kilpatrick, Owner
Holiday Lanes
JOHNSON CITY, TN
Hear John’s Story:
AND THE AWARD GOES TO...
It ’s that time of year again! Time to present the annual IBI’s Creativity Award to a bowling center or bowlinganchored family entertainment center. Last year’s winning center was DiDonato Family Fun Center in Hammonton, NJ, who make themselves a community destination, bringing magical experiences to tens of thousands of guests year after year. For those of you who missed that story, you can read the December 2023 issue online.
NOW, ON TO THE 2024 CREATIVITY AWARD!
This year’s award-winning center is chock full of creativity and innovation, as you can see from our cover image. Bayside Bowl in Portland, ME, is the proud recipient of IBI’s 2024 Creativity Award, thanks to their innovative blend of weddings, corporate events, and competitive bowling. With a rooftop deck that offers stunning sunset views, Bayside has transformed summer wedding season into a revenue booster, hosting full-package celebrations with catering, music, and affordable coordination services. The center’s ability to seamlessly switch gears—going from corporate events to lively league nights—highlights their creativity and adaptability. Whether it’s a rooftop taco truck, an Airstream bar, or bowling tourists seeking a unique experience, Bayside Bowl’s inventive spirit keeps them at the top of their game, proving that bowling can be both competitive and wildly fun.
If you are looking for ways to drive repeat visits, Brandon Willey's article highlights effective marketing strategies. From leveraging social media and partnerships with local businesses to offering seasonal events and loyalty programs, your team can foster deeper community ties while driving repeat visits.
A nother valuable article comes from Corrie Pelc who jumps into the critical role of safety in bowling and family entertainment centers. Highlighting proactive training and situational awareness protect both people and profits. Investing in safety not only minimizes accidents but also ensures long-term business success by creating a safe and welcoming environment for employees and guests alike.
O n the lighter side, for those heading to Las Vegas in January for The Summit, IBI ’s favorite foodie, Carey Tosello of eBowl.biz, offers top tips and suggestions on food and fun while you are in Sin City.
A s we finish another year and holiday season, I feel blessed to be a part of this incredibly warm and fun industry. From all of us at IBI , we wish you a healthy, heartwarming holiday season and a prosperous new year.
L et us know if your center has exciting news to share with the industry! •
PS: Don’t forget to sign up for the $30,000 giveaway. Register each month for your chance to win at www.bowlingindustry.com
BOOST ST
STRING PINSETTER WITH NEW PRECISE STRING LENGTH OPTIMIZATION
The Brunswick Boost ST String Pinsetter stands out with its new precise string length optimization feature. Controlled by our future-ready 360 Controller, this advanced technology allows seamless switching between league play and open play with the click of a button, ensuring exact string length adjustments for maximum performance and consistency. Boost ST, the industry’s proven USBC-certified dual-purpose string pinsetter, enhances performance, safety, and the bowler experience. Designed to evolve with your business, it is compatible with any major scoring system, and even better with Sync.
· BRUNSWICKBOWLING.COM/BOOST-ST ·
Bowling Industry Leader IBI Subscriber Spotlight
Bowl
40 Lanes // Arcade Redemption // Pool Tables // Darts
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 Jason Fradenburg from Richmond 40 Bowl.
Number of years in the bowling industry: 22
Favorite part of being in the industry: The bowling industry has allowed me to cultivate meaningful connections while fostering a love for the sport. I thrive on building relationships with individuals from diverse backgrounds whether it's a young bowler discovering their potential or a seasoned professional reaching new heights. Additionally, I am passionate about giving back to my community through bowling-related initiatives.
The most challenging aspect of running your business at the moment: Managing operational costs effectively while maintaining a high-quality customer experience is a challenge. Additionally, securing and retaining skilled talent within the industry can be demanding.
One tip you would give to less experienced operators: Fostering relationships within the bowling community is invaluable for emerging operators. Sharing knowledge and experiences with peers can provide invaluable insights and solutions to challenges. Don't hesitate to seek guidance from established proprietors; their expertise can be a powerful asset in navigating the industry
How do you motivate staff to perform at a high level? Treating employees with respect and valuing their contributions creates a sense of loyalty and dedication. By providing opportunities for growth and development, I aim to empower my team to reach their full potential. Open communication, recognizing achievements, and creating a culture of teamwork are fundamental to driving high performance.
Opinion on the future of league and tournament play: Declining participation levels necessitate a strategic approach to revitalize interest. Innovative formats incorporating social interaction and competition elements may be key to attracting new demographics. Furthermore, leveraging technology to enhance the overall league and tournament experience could be a catalyst for growth.
Do you host any special events unique to your center? Our center hosts an annual Golf and Bowl fundraiser that has become a community staple. This event brings together approximately 100 participants for a day of fun and competition while supporting our youth bowling program. The funds raised directly contribute to offsetting state bowling entry fees and scholarship opportunities for young bowlers in our community.
What are your tips on security? To enhance our center's security, we have invested in advanced surveillance technology, including motion- detection cameras equipped with facial and license plate recognition capabilities. Additionally, we prioritize staff training, emphasizing the importance of vigilance and open communication. By encouraging employees to report any suspicious activities or concerns, we foster a proactive security culture. Regular maintenance and equipment inspections are also crucial to ensure optimal functionality and prevent potential issues.
What do you see as the next big trend(s) in bowling? The integration of technology is expected to play a pivotal role. Self-service kiosks and mobile ordering platforms are likely to become commonplace, offering customers greater convenience and control over their experience.•
Jason Fradenburg
Operations PUTTING
SAFETY FIRST
Equip Your Team to Protect People and Profits
By Corrie Pelc
Workplace safety is no accident — it's a business imperative. In the hectic environment of a busy center where staff juggle multiple tasks and interact with customers of all ages, the margin for error can be slim. According to the U.S. Bureau of Labor Statistics, slips, trips, and falls account for nearly 30% of workplace injuries across industries annually.
For bowling centers and family entertainment centers (FECs), building a solid foundation of safety training is crucial. It protects your employees and guests and helps prevent expensive insurance claims and legal issues. While safety training might not be the most exciting part of employee onboarding, it plays a vital role in ensuring everyone's wellbeing. A well-prepared team means a safer environment for your center, staff, and guests who walk through your doors.
How can you help your employees clearly understand the importance of safety and adhering to the protection guidelines you have in place? IBI talked to three bowling center insurance professionals to get their top tips on ensuring staff fully comprehend the significance of safety and the protocols you have in place.
PROVIDE REGULAR SAFETY UPDATES
Once an employee is onboarded, it's easy to think they know all your safety protocols. W. Tyler Compton, director of operations for Tilton, Thomas & Morgan Insurance
Professionals, suggests, at minimum, having semi-annual or preferred quarterly safety updates for employees.
Some of our clients have monthly staff meetings, and they can review any incidents that may have happened over the past 30 days, or there may be any hot-button topics regarding safety or procedures that they want to address," he explains. "It's important because sometimes that stuff becomes a little bit out of sight, out of mind, until the accident happens, and we just want to make sure the employees are properly trained when that time comes."
DO NOT MAKE ASSUMPTIONS
It can be easy to assume that employees safely handle their duties in different bowling center areas. "The fact (is) that you really can't assume that someone knows the correct duties of cleaning the bathroom or working in the snack bar," says Bob Langley, account executive at Bowling Center Insurance.
Langley stresses the importance of ensuring employees know how to correctly do all parts of their job, from learning how to lift properly, effectively use all kitchen equipment, and even what chemicals not to mix when cleaning the bathrooms. "We've had some claims in the past where someone told an employee to go clean the bathroom — here's the bathroom stuff we use in the closet," he continues. "And then we have an employee that goes in there and mixes ammonia and bleach, and you can't do that because it's a poisonous gas."
Operations
CREATE A CULTURE OF SITUATIONAL AWARENESS
Bowling center staff are sometimes so busy they do not notice any potential safety hazards they may pass. This is where creating a culture of situational awareness becomes very important from a prevention standpoint, says Cameron Linder, owner and CEO at Western Bowling Proprietor's Insurance (WBPI).
"Having the mindset that part of any job is taking notice while walking through the facility and looking around and noticing things that can cause injury," he explains. "A common example that I use and train on is: As you come through the door, if you notice that the floor mat in front of the doorway, to clean the bottom of people's shoes, is bunched up, flatten it back out. Because if it's bunched up a little bit, that 80-year-old woman that's been bowling there for 40 years, who only lifts her foot an inch off the ground as she walks, will trip over that."
USE AND UNDERSTAND SIGNAGE
Langley advises ensuring staff understand the signage around your bowling center and when to use it to help keep themselves and guests safe. For instance, the snack bar could potentially be deadly for some customers. "There are a lot of people now with a lot of food allergies, so having signage in place at the snack bar and bar for the customer is important," he explains. Other dangers arise throughout the center. "Proper signage throughout the center is imperative. Warn customers of approaching the lanes, or not crossing the foul lanes, or a wet floor. Putting up signs helps to keep customers safe. Some of it may sound trivial. But, by putting a sign up, you have made someone aware that there is a potential danger here,” Langley adds.
KNOW THE VALUE OF WRITTEN INCIDENT REPORTS
Compton encourages bowling center owners and managers to ensure that employees know to fill out a written incident report any time there is a safety issue, such as a guest slipping or falling.
"We live in such a litigious environment right now with insurance that we'll have quite a few clients that may not even be aware of an incident, and then six months down the road, they receive a letter from an attorney," Compton says. "So having documentation on those incidents and keeping the report on file is important and beneficial if or when that accident turns into an insurance claim."
SHOW GUESTS YOU CARE
Accidents will happen to guests, and Linder says staff need to be trained to handle them in a way that shows they care about them. "If you're documenting what's happened, understand you are an investigator and not an interrogator," he details. "You're not there to be adversarial; you're there just to be sympathetic, you're there to reassure your guest. You want to say things like, ‘Is there anything I can get you,’ or ‘I'm so sorry this happened.’ Saying you're sorry that something happened doesn't mean you're responsible — it just means you're a decent human being."
Investing in safety is more than just avoiding accidents; it is about building trust and ensuring the longevity of your business. With the average cost of a slip-and-fall claim escalating higher and higher, proactive training, signage, and situational awareness are invaluable tools to put in place. When safety is woven into daily routines, employees feel empowered, guests feel cared for, and the risk of incidents drops significantly.
As the professionals in this article highlight, it is not just about following protocols—it is about creating a workplace where safety is second nature. By prioritizing these efforts, you safeguard not only your staff and guests but also the future success of your business.•
Corrie Pelc is a journalist and freelance writer covering the business of recreation and entertainment.
LEADERS, FOLLOWERS
AND THE ONES IN BETWEEN
with Steve Cieslewicz
When it comes to leadership, people generally fall into three categories: leaders, followers, and those who want to lead but don't yet have the tools or support to succeed. In any organization—whether a corporate giant, a mom-and-pop operation, or somewhere in between—titles exist to create structure. But leadership is about more than hierarchy. It's about the ability to inspire others, regardless of job title.
Leadership expert John C. Maxwell famously said, "Leadership is not about titles, positions, or flowcharts. It is about one life influencing another." Authentic leadership comes from trust and respect, not authority alone.
Before entering the bowling world, I worked in a factory with multiple supervisors. Most of them treated us like numbers on a spreadsheet—except for one. He understood the importance of human connection in leadership. He would ask about our families and lives before shifting to work-related conversations, reminding us of the importance of quality and teamwork.
Because he treated us like people—not just employees—I was motivated to give my best, not just for the company but also for him. That lesson stuck with me for over 25 years: when people feel valued, they'll strive to contribute their best. That message and that supervisor made a lasting impression on me, and to this day, it has shaped how I lead people.
Success is not by chance or luck. It takes years to build and starts with a solid foundation of trust and respect. Over the years, I learned that if you want someone's respect, you must earn it first. So, I ask you: What have you done to earn the respect of those you lead? While there are many good leadership traits I could mention, these are the few that I really like.
• Able to make a guided decision in a timely fashion.
• Able to get the point across without raising your voice.
• Not pulling rank every time a situation arises.
• Able to communicate with other employees.
• Giving 100% every day.
• Treating everyone with respect.
• Finding the good qualities in people.
• Owning your mistakes.
• Being a strong listener.
• Understanding people's needs.
• Think positive, and never let negativity consume you.
• Creating a positive environment for increased productivity.
• Realizing failure is not an option.
TEAMWORK OVER TITLES
In my team, I remind everyone: We are coworkers and teammates first. Whether cleaning a mess, supporting a colleague, or helping a guest, we work together. That's how we build momentum and keep the business running smoothly. Titles serve a purpose, but they should never create division. The key is how leaders and employees respond to them. When critical decisions arise, the chain of command must be clear—but collaboration and respect should always come first.
No leader makes perfect decisions all the time. Mistakes are inevitable—and essential for growth. As one insightful quote says, "Mistakes are the fertilizer for human growth." The key is not to avoid failure but to embrace it, learn from it, and keep moving forward.
Success takes time, effort, and a strong foundation built on trust, respect, and teamwork. When leaders care for their employees, employees take care of the business. Richard Branson once said, "If you take care of your employees, they will take care of your business." With this mindset, success is not just possible—it's sustainable.•
Good luck out there,
Steve Cieslewicz is the proprietor of Whitetail Lanes in Amherst Junction, WI, and a regular contributor to IBI magazine.
Get the Ultimate Control Over your Business with Conqueror Web and Kiosk
Absolute game changer!
If you don’t have web reservations through Conqueror, you are missing the boat. This is the best $200 a month that you can spend. Web reservations account for at least 60% of our bowling revenue and we are usually booked out a week in advance. It has given us a lot more predictability, and a constant cash-flow. Since moving our Conqueror Kiosks closer to checkin and our F&B points, we’ve seen a surge in our F&B orders with an increase in total volume of around 15%.
Dave Small, President Fun Time Centers, Bowl 32 Noblesville, IN
Hear Dave’s story:
TOP PICKS WHEN YOU'RE IN
LAS VEGAS
Go for the networking, industry updates, trade show, seminars! And, yes, go for Vegas, Baby! Las Vegas has become one of the top culinary destinations in the world and every famous chef operating a restaurant has one here. The best eateries will require a reservation, so plan ahead.
RED ROCK If you are staying at Red Rock, here are some toprated options:
Yard House: Great place to watch sports with good eats and over 100 beers on tap. www.redrockresort.com/eat-and-drink/yard-house
Lotus of Siam: This is the third location of this famous restaurant. Not to be missed if you like Asian dishes! www.redrockresort.com/eat-and-drink/lotus-of-siam
T-Bones Chophouse: A modern American chophouse with a stunning setting and a stunning menu. www.redrockresort.com/eat-and-drink/t-bones-chophouse
THE LAS VEGAS STRIP is full of wonderful places to eat, but here are some of my favorites:
Amalfi by Bobby Flay: Italian-inspired Mediterranean seafood house with a fish monger to guide you through their selection of fresh fish. Your server will help you pick out the best preparation. Inside Caesars Palace. www.caesars.com/caesars-palace/restaurants/amalfi
The Mayfair Supper Club: Looking for a great meal with a return to the glamorous era of Vegas? Inside Bellagio Resort, the Mayfair Supper Club will feed and entertain you like no other spot in town. bellagio.mgmresorts.com/en/restaurants/the-mayfair-supperclub
Bavette’s Steakhouse: Embraces French flair without the formality, blending fine dining with a hidden speakeasy in the back. Might just
From IBI’s favorite foodie & travel connoisseur, industry expert Carey Tosello of ebowl.biz.
be the best steakhouse on the Strip! www.bavettessteakhouse.com/vegas/home
CASUAL DINING options to try:
China-Poblano: An innovative concept by chef Jose Andres combining the flavors of China and Mexico, like fresh dim sum created next to hand made tortillas. Inside the Cosmopolitan Resort. cosmopolitanlasvegas.mgmresorts.com/en/restaurants/china-poblano
Eataly: Find all your beloved Italian classics hand crafted by Eataly’s chefs. Great Italian wines and a store with Italian goodies for sale. Inside Park MGM. www.eataly.com/us_en/stores/las-vegas
EVENTS & MUSIC
John Fogerty: January 22 and January 24-25 at the Wynn. www.wynnlasvegas.com/entertainment/upcoming-shows/john-fogerty
The Eagles: Playing weekends thru March 15th at the Sphere. I saw this show in September. The Eagles sounded great, and the Sphere is the most amazing venue for a concert. If you like the Eagles, do not miss this! Pro tip: Get a seat in level 200. www.thesphere.com/shows/eagles
Feedback on your favorite eateries and activities is always welcome. Drop me a line (carey@eBowl.biz) or stop by the eBowl.biz booth at the Summit and let me know how you did!
Carey Tosello is a former managing partner of two high volume bowling centers, and the founder of eBowl.biz, a leading provider of digital marketing services to the bowling industry. He can be reached at 541-549-0999 or go to eBowl.biz.
Bon Appetit!•
TUESDAY, JANUARY 21 @ 5:30PM
Included with Full Registration $99 per additional ticket
TO KILLEEN, TX with Seamless Tech Integration BRINGS FUN Success Story
Jim Lewis, co-founder of AREA 254 in Killeen, TX, wanted to create a business that wasn't just profitable—it had to be fun. "There's nothing more fun than a family entertainment center," he said. His vision came to life on December 26, 2023, when AREA 254 opened its doors, transforming a former trampoline park into a vibrant entertainment hub.
An hour's drive from Austin, AREA 254 has quickly become a local favorite thanks to its diverse activities. The center boasts ten lanes, a two-story laser tag arena, bumper cars, roller skating, karaoke rooms, and an arcade with over 100 games, and unique attractions like Krazy Darts. Guests can pour themselves a cold one from a self-pour beer and wine wall, which adds a modern twist to this unique entertainment experience.
"We've had an incredible response from the community," Jim shared. "People love what we've brought to the area, and it's rewarding to see families and friends come together here."
Behind the scenes, smart technology keeps the fun flowing smoothly. For Jim and his team, choosing the right partners was key to a smooth launch. After extensive research, AREA 254 opted to work with Brunswick Bowling and Intercard. "When we heard about the integration between Brunswick's Sync system and Intercard's cashless solutions, we knew we had to move forward with both," said Jim.
The center opened with six Sync kiosks—a decision that has improved operations and elevated the guest experience. "It's been a game-changer for us," Jim remarked. "Guests can do everything they need—book a lane, order food, and load a game card—all at the kiosk. That means less waiting and more playing."
The self-service approach offers a clear advantage in a fastpaced and sometimes noisy FEC like AREA 254. "It can be hard to hear at the counter when things get busy," Jim explained. "The kiosks eliminate communication issues and reduce ordering mistakes because guests can see exactly what they're getting on the screen before paying."
Staff Loves It, Too!
AREA 254's tech-forward approach is good for guests and a definite win for the staff, too. "The kiosks take care of the transactional stuff, so our team can focus on what really matters: making sure guests have an amazing time," Jim shared. The kiosks are there when needed but allow staff to focus on more pressing things instead of managing long lines."
Tips!
One tip Jim emphasized is the importance of understanding guest traffic patterns. "We've relocated our kiosks several times to find the best spots," he said. "You need to put them where your guests naturally gather."
By Stephanie Davis
To help guests navigate the new technology, AREA 254 uses digital signage to direct them to kiosks or counters as needed. On weekends, a dedicated greeter helps answer questions and guide visitors. "The kiosks save us enough on labor costs that we can afford to have a greeter," Jim added. "It's a small touch, but it makes guests feel welcome and sets the tone for a friendly experience."
From planning to launch, Brunswick and Intercard provided vital support to ensure the technology worked seamlessly from day one. "Sometimes working with big companies can be tough, but our experience has been excellent," said Jim. "Brunswick walked us through the best practices, and their customer service has been fantastic."
The ongoing support didn't end at installation. "Brunswick's developers even reached out afterward to see how things were going and to ask if we had any suggestions," Jim said. "It's great to work with a company always looking to improve and innovate."
A Bright Future Ahead
For Jim, the decision to invest in multiple kiosks was an easy one. "They've made life so much easier for our staff and enhanced the guest experience in ways we couldn't have imagined," he said. His advice for other operators? "Get on board with Sync kiosks. They're worth every penny."
Looking ahead, Jim is excited about what's next for AREA 254. "It's so gratifying to stand in the middle of the center, surrounded by the sounds of people laughing and having fun," he said. "This business is everything I hoped it would be—and more."
With a strong start and smart technology in place, AREA 254 is poised to become a staple in Killeen's entertainment landscape for years to come.•
LOVE ON THE LANES
By Kate Valliere Weddings Redefine
Special Events at Bayside Bowl
IBI's 2024 Creative Award goes to Bayside Bowl in Portland, Maine
Nestled in the heart of Portland, ME, Bayside Bowl stands as a model for how bowling centers can balance serious competition with a lucrative social atmosphere. Founded in 2010 and expanded in 2017, this 20-lane center is made for bowling, but not just for bowlers; Bayside welcomes anyone who loves a good time. With Professional Bowlers Association (PBA) events, competitive leagues, and top-notch social experiences, owner and founder Charlie Mitchell redefined what a bowling center can be. "Bowling just seemed like a natural fit for what I was trying to do socially, and it just took off from there. It was a lucky accident that I stumbled into bowling, and it became my life."
With a taco truck and an Airstream bar on the rooftop, Bayside Bowl offers a unique blend of fun and competition rarely seen in other centers. Most bowling centers focus on either leagues or casual players, but Mitchell has shown how profitable it can be to cater to both. "It's an outdated model to assume you can't be fun and competitive," he says. Bayside Bowl has transformed the traditional alley into a revenue-generating machine by renting out all available event spaces and hosting extravagant end-of-season parties.
Weddings and Corporate Events: A Revenue Strike
Bayside Bowl's 2017 expansion, which boasts a three-story structure with a rooftop deck offering sunset views, positioned it as a prime location for weddings and corporate events. Mitchell even hosted his wedding reception there, realizing the potential for this revenue stream. "June, July, and August are packed with weddings," he says, noting that these events account for 8-10% of annual revenue, boosting the slower summer months.
Bayside Bowl's wedding services are a full-package deal, offering catering, music, and wedding coordination at competitive prices. "Most couples take us up on our coordination services because we know what we're doing, and it's affordable," Mitchell says. Bayside Bowl's only advertising for weddings is on The Knot, a wedding website, and through word-of-mouth, but it's been enough to keep bookings steady. According to TheKnot.com, they deliver nine million leads to vendors annually and sign up eight thousand new couples monthly.
EDGE String
The #1 chosen string machine by proprietors.
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Finding someone who knew how, or wanted to learn how, to maintain our old free-fall machines was a real struggle, so the safety and simplicity of EDGE String is a big plus. We no longer need a wall full of spare parts and any lane calls we have are generally simple, quick and can be handled by our desk staff.
Corporate events are another significant component of the business. December alone sees 100 to 130 parties, from small lane gatherings to fullcenter buyouts. "Corporate events are easily 30-40% of our business," Mitchell estimates. The ability to rent out different spaces for simultaneous events allows Bayside to host several parties simultaneously. "We've got four or five corporate events any given week," he adds.
PBA and League Nights: A Bowler's Paradise
A pivotal moment in Bayside Bowl's rise came in 2015 when PBA Commissioner Tom Clark visited on a league night and was "blown away by what was happening," according to Mitchell. The PBA's annual stop at Bayside raised the center's profile and attracted toptier bowlers from across the region. "What's evolved now is all the best bowlers in the state and even the region bowl at Bayside Bowl. There's no more casual versus serious; it's competitive bowling in a much more entertaining atmosphere."
Bayside takes its bowling conditions seriously. "We never have anything but sport patterns," Mitchell emphasizes. With a pro shop— something most centers lack—Bayside is known for providing a toptier experience for competitive bowlers. "It has more than what you'd find at most centers if you're looking for competition," Mitchell adds.
Hosting the PBA attracts serious bowlers and tourists who come to experience the lively atmosphere. "We get a lot more bowling tourists who want to bowl on these lanes. It's not a huge amount, but it's fun," he says.
Despite the attention from the PBA, Mitchell's favorite part of the week is still league night. "That's my night just to be a customer, just to be a part of this place we've built," he says. Bayside's leagues started casually, but now they draw the best bowlers in the state. Instead of a prize purse, leagues celebrate with a big, themed party, including a DJ and costumes. "Every year at the end of the season, we have a giant, themed ball with live music," he explains. "We want those things to continue." The additional attendees also boost food and drink sales.
Keeping league rates affordable is essential to Mitchell, even as operating costs rise. The revenue from weddings and corporate events helps subsidize the leagues, allowing Bayside to maintain competitive pricing while offering high-quality conditions. "The cost of everything has gone up, but I haven't wanted to jack up my prices. I want to keep my league rates low but then find ways to balance that out—the weddings and corporate parties subsidize my leagues," he says.
Staffing and Management: The Backbone of Bayside Bowl
Bayside Bowl's success isn't just about events and leagues. Mitchell has carefully cultivated a team that loves working there. Many employees have stayed for over 14 years, including director of events Micaela Enevoldsen, whose diligent work with couples influences the high reviews on The Knot. "We built a quality team with great culture, and because of that, we have low turnover," Mitchell says. Bayside Bowl's staff enjoys the variety of the business, from league nights to weddings and corporate events, which helps keep the work interesting and engaging.
Mitchell's approach to management focuses on ensuring everyone is aligned with the center's goals. "It's about creating an environment where the staff feels valued and part of what we're building here," he says. That positive culture has helped Bayside retain staff in an industry known for high turnover. "It's just a respectful place to work. I'm always going to back the staff; we have reasonable hours, it's a fun place to work, and we provide benefits, healthcare, and time off. There must be something good going on here if people stay 14 years," he adds.
A Blueprint for Success
From a small bowling center to a hub of social engagement, PBA excellence, and successful event hosting, Bayside Bowl has redefined what a bowling alley can be. "Don't limit what you think your center can be. Keep being creative," Mitchell advises. Bayside Bowl's mix of competitive bowling and lively social events sets it apart as a leader in the industry. "I made a league and had 26 teams by our second year [in business], which drove our liquor sales significantly," he recalls.
Mitchell emphasizes the importance of using what you have for other bowling center owners looking to replicate Bayside Bowl's success. "We wouldn't have thought about doing weddings if we didn't have a sunset deck," he says. He also stresses the need to invest in a professional kitchen, as food is a significant revenue driver. But most importantly, he says, it all comes down to enthusiasm and building a strong staff: "If you do things with enthusiasm, and your staff is a good one, the customers will come."•
Kate Valliere is a Kansas City-based writer, podcast host, and terrible—but enthusiastic—bowler. When she's not penning songs, articles, or sewing something, she hosts the podcast What You Make Matters, exploring the creative journey. Always curious, Kate dives into every endeavor with enthusiasm and a love for creative expression.
REPEAT VISITS DRIVE
Unlocking Powerful Marketing Strategies
Bowling and family entertainment centers have a unique opportunity to be at the heart of their local communities and connect with customers in a meaningful way. To thrive in today’s environment, operators need to engage families, create memorable experiences, and build strong community connections.
I recently sat down with Chuck DeMonte of Raydius.co to explore some effective marketing strategies that will help maximize your outreach and bring more families through your doors.
Engage the Community
Visibility is a key component when it comes to engaging your community. DeMonte emphasizes that, “Locationbased entertainment (LBE) venues often underestimate the importance of awareness, which sits at the top of the marketing funnel. To attract visitors, they must first know about you.” One of the most authentic ways to promote your center is by encouraging user-generated content. Invite families to share their experiences by posting pictures and tagging your center on social media. Consider creating a unique hashtag and incentivize participation by offering small rewards, like discounts or free game cards, to those who share their experiences. This type of content not only expands your online reach but also turns your visitors into active brand advocates, giving them ownership of their experience.
Local family influencers or parenting bloggers can also be valuable partners for your LBE venue. Invite them to visit your center, create authentic content, and share their experiences with their followers. When families see that a trusted voice in their community loves your entertainment offerings, they’re more likely to check you out. Whether they post videos of their kids having fun on your lanes or reviewing your latest attraction, it’s a direct opportunity to build your credibility.
By Brandon Willey
Tip: With their consent, capture videos of families sharing their favorite moments at your center. It’s one thing for you to say your center is fun, but it’s far more compelling to hear it directly from happy guests.
“Engaging the community through social media is the best way to achieve mass awareness, and it strengthens other strategies like paid advertising,” DeMonte mentions. He asserts that social media platforms like Instagram, Facebook, and TikTok are powerful tools for connecting with your customers. By sharing photos and videos of the fun experiences your center offers, you allow families to visualize the excitement waiting for them. Another fun idea is showing behind-thescenes moments: clips of your staff setting up for a birthday party, creating a themed event, or even just enjoying the energy of a busy day. Personal, candid moments allow families to see your center as more than just a business—it becomes a warm, welcoming space for them to create memories.
Embrace Seasonality
Organizing themed days or seasonal celebrations can be an effective way to bring families to your center. Imagine how much fun families can have during a "Superhero Day" where everyone is encouraged to come dressed as their favorite hero, or a "Back-to-School Bash" that celebrates (or mourns) the end of summer. Seasonal events such as Halloween parties, winter holiday celebrations, or Easter egg hunts or breakfast with
Chuck DeMonte
Competitive Strategies
the Easter Bunny also give families a reason to come to your center beyond the usual offerings. Seasonal events are fun for families and provide opportunities for themed decorations, specialized promotions, and exciting social media content.
Fundraising events offer another way to boost attendance while helping out your community. Schools and nonprofits are always looking for fun ways to raise money, and your center is the perfect venue. DeMonte reflects, “Families are already looking for something to do so don't miss out on your chance for your center to be that place to support their community.” By offering special rates for schools to host fundraising events, you strengthen community ties while also introducing new families to your center.
Tip: Timing is everything. According to DeMonte, “Taking advantage of seasonal promotions is one of the easiest wins you can get in marketing.” Align your promotions with school holidays, long weekends, and local events. A “Back to School” discount for families could help boost slower weeks when summer ends, while “Summer Fun” passes can make your center the main venue for families during the extended school break.
Build Partnerships
Partnerships with other local businesses can benefit everyone involved. For example, collaborating with daycares, pediatricians, or toy stores allows you to cross-promote and create mutually beneficial opportunities. Imagine a daycare sending home a flier with discounted passes to your venue or a pediatrician offering discount vouchers for a fun day out after a successful check-up—these kinds of partnerships create a network of support that drives families to your location.
Getting involved with local schools, community festivals, or sports teams can be a valuable way to gain visibility and goodwill. “Sponsorships show your investment in the community and create positive associations with your brand,” DeMonte continues.
Another opportunity is to host charity nights at your center where a portion of the proceeds is donated to a local cause. DeMonte feels that this type of partnership shines a good light on your brand locally, it helps your community, it creates buzz and gets more visitors in your doors.
Create Urgency
Email campaigns are a direct line to your audience. Use emails to share tailored offers, updates on upcoming events, exclusive deals, and seasonal promotions. “We all have big piles of to-dos and sensory overload with all the emails, social media, text messages, and other daily stimulants,” DeMonte adds wistfully. He urges the need to make your audience feel special by providing them with early-bird deals or exclusive content. The key is to create a personal and valuable connection, offering overwhelming value that feels unique and tailored to each guest.
DeMonte reiterates that if you want someone to come to your center, you have to give them a reason to stop what they're doing, ignore distractions, and take the initiative.
Limited Time Offers
Limited time offers can create a sense of urgency that encourages families to visit sooner rather than later. For example, offering a deal like, “Book a birthday party within the next 30 days and receive a free game card,” adds an incentive to take immediate action. Use phrases like “limited spots available” to emphasize the scarcity of the offer, encouraging families to book now before they miss out.
While digital promotions and distribution are essential, perhaps more importantly, you must make sure families are aware of your promotions while they’re in your center. Prominently display exclusive offers and upcoming events on digital screens or posters. Utilize interactive kiosks or QR codes that lead to a landing page where guests can learn about deals or sign up for emails to receive special promotions.
Reward Loyalty
DeMonte states definitively, “Retaining a customer is always easier—and more cost-effective—than acquiring a new one.” He encourages centers to reward loyalty by creating a membership or rewards program that allows families to accumulate points for visits, birthday parties, or game card purchases. These points can be redeemed for discounts or exclusive experiences. A well-structured rewards program can make families feel appreciated and give them a reason to choose your center over others.
Word of mouth is one of the most powerful tools you have. Encourage referrals by creating a program where families who refer other families receive a discount on their next visit or an extra perk for an upcoming booking. When your current customers become advocates for your center, your customer base grows organically, and each new visitor already has a positive impression before they even walk through the door.
DeMonte explains, “Implementing programs to encourage repeat visits can significantly boost your revenue. A visitor frequency increase from 1.25 to 1.5 or greater visits per year can have a substantial impact on your top line.”
He adds that everyone loves to feel like a VIP. He suggests creating a club that offers frequent guests first access to new games, attractions, or exclusive bowling hours in your center. For example, opening an hour earlier or staying open an hour later for VIP members can make families feel like they have special access to something fun and exclusive—a perfect incentive to encourage frequent visits.
At its core, running a successful bowling entertainment center isn’t just about offering fun attractions and great experiences—it’s about connecting with your guests and becoming a valued part of the community. By engaging your community on social media, embracing seasonality, building strategic partnerships, creating urgency, and rewarding loyalty, you can make your center a go-to destination for fun.•
Brandon Willey, ICAE, is co-founder of the LBX Collective and Premier LBX Group, co-host of The LBX Daily Show, and founder and CEO of Hownd. Brandon has an intense passion for the attractions industry and extensive knowledge of locationbased entertainment. Brandon is the former chair of IAAPA’s FEC Committee and now sits on the North American Manufacturers and Suppliers Committee. You can connect with him at LinkedIn.com/in/bwilley.
PRESERVING TRADITION
Wisconsin High School Keeps Bowling Alive with Its Vintage Lanes
High schools in Texas have football stadiums as big as some colleges. Indiana prep arenas can have capacities similar to those of major universities. Wisconsin also features more unique bowling centers than just about anywhere in the country.
So, it should be no surprise that the Badger State is also home to what is believed to be the only public school in the nation with an on-campus bowling facility. Located in the basement of what originally was the Shorewood High School Youth Center in suburban Milwaukee, the four lanes reside below the school's two gymnasiums used for athletic events and gym classes.
"It's fun. The students enjoy it," said Maria Campbell, communications specialist for the Shorewood School District, Recreation and Community Services Department, which manages the bowling facility. "A lot of the community uses this."
Many private schools—especially those tied to churches—still have on-site lanes. In 2021, the Highline Public Schools in Burien, WA, purchased the former HiLine Lanes next door to the district office building and converted ten lanes for area high school teams. Yet Shorewood stands alone.
Shorewood's lanes continue to teach students about the game as part of their physical education classes. When school is not in session –during holiday and summer breaks and on weekends – they often are rented out for birthdays and other parties. Plus, summer camps are conducted there.
Though the lanes have always met general standards, they have never officially been certified by the United States Bowling Congress or its predecessor organizations because there have never been leagues. Interestingly, the former American Bowling Congress was located right across the street for many years. "With the Bowling Congress being local, it made sense we would have bowling lanes here," said Shorewood recreation supervisor Justin Calvert.
The bowling facility was part of a $458,000 recreation complex built for both students and the community. Around 1980, some village residents
By Mark Miller
wanted to convert the lanes into a game room. Thankfully, that effort was thwarted by the late school athletic director Tom Rebholz, director of recreation Bill Gould, and other like-minded advocates.
Even after automatic pinsetters were installed in 1967, lane resurfacing in the early 1990s, and a $75,000 renovation in 2011, the place still has a nostalgic look and feel. The lanes and three rows of seats are made of wood, the returns are above ground, and manual scoring tables rise from the floor. Older balls and shoes also are available.
"We used to have an instructor, but she left a few years ago," Calvert said. "In the summer, I have a guy named Gary Brueggemann, a PE teacher in Milwaukee, who teaches a class for one week. He's been doing it for years. He goes over the basics for 1st through 6th grades."
Calvert said lanes, pinsetters, balls, pins, shoes, seating, and lighting were updated in 2011. Black lighting for glow bowling and bumpers was added, asbestos was removed, tile flooring was installed, cabinets were revamped, speakers and a stereo system were installed, and a keyless entry system and new door were included.
While Calvert can fix basic service needs, he contracts with Schemm Bowling, Inc. to oversee more difficult maintenance and supply lane oil and other materials. Funding for such upkeep comes from tax dollars and recreation department fees.
Thanks to the awareness generated by the Vintage Alleys Tour and Shorewood High School celebrating its centennial this year, more people in the community and beyond are expected to visit. That will help them appreciate the facility's role in teaching the lifetime benefits of bowling to high school students and young and old alike.
Mark Miller is a freelance writer, editor, and public relations specialist from Flower Mound, TX. He’s the author of "Bowling: America's Greatest Indoor Pastime," available at Amazon.com or directly from him at markmywordstexas@gmail.com.
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Curtis Stavich, Director of Amusements and Entertainment HeadPinz, Fort Myers and Naples, FL
Hear Curtis’ Experience:
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