2023 February Issue

BY STEPHANIE DAVIS

BY MARK MILLER

MIKE FERNANDEZ

BRUCE DAVIS

MIKE FERNANDEZ

Mike

Mark

Bruce

CONQUEROR EXPERIENCE RELATIONSIHIP MANAGER ONE SYSTEM FOR THE ULTIMATE CONSUMER JOURNEY

DELIVER AMAZING SERVICE.

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

qubicaamf.com/conquerorkiosk

KEEPING UP WITH DEVELOPMENTS IN THE INDUSTRY

As new and exciting entertainment options continue piquing consumers’ interest, the bowling industry has stepped up its game to address these changes. Here at IBI, we’re keeping pace with these developments too. To provide valuable insight to help proprietors maintain and grow their share of recreational dollars, we’re kicking off this new year with our own set of changes.

I’m very excited to announce the launch of a new section in IBI called “Amusement Alley, Entertaining Beyond the Lanes.” During the last 16 months of our company owning and publishing IBI, you may have noticed many changes as we have evolved and expanded our products to align with the changes in the industry, economy, and consumer and business trends.

Yes, IBI remains a bowling magazine focusing on the business of bowling. We are also a group of contemporary entertainment and marketing professionals who follow the fluctuations of the industry, along with variations in consumer behavior. Our publications and resources will continue to reflect these fluid changes to provide readers with up-to-date information to support their business investments.

Be sure to turn this month’s magazine over and check out our new “Amusement Alley” ‘flip section,’ which will be included periodically throughout the year. “Amusement Alley” will feature a variety of entertainment options that center operators might consider offering their customers. Whether your operation is a large entertainment venue, or a smaller, more traditional bowl, you’ll find something of interest in each issue.

This month’s cover story is about utilizing social media influencers in your marketing mix. While this may be a new concept to many operators, it has emerged as a strong grassroots approach in other types of business. It can effectively be applied to the world of bowling and family entertainment. For extroverted types who like to mix it up in their community, you’ll enjoy reading about company parties and other events driven by community involvement; hear about two operators’ experiences.

Last month when you received your January IBI issue, an additional supplemental publication traveled along. If you haven’t looked through it yet, I encourage you to do so, either in print or by accessing it on our website.

“What’s

HOT & TRENDING for Bowling and Family

Entertainment Centers” is a unique product and resource guide highlighting new products and services for progressive operators. Operators, suppliers, and industry experts share the latest trends and how they affect center operations.

IBI’s exclusive online-only content can be accessed at www.bowlingindustry.com. This month, Rhode Island Novelty shares how to deter theft in the redemption center, whether it is employees or customers who help themselves to your merchandise. Megan Hawkins of Party Center Software shares a parent’s perspective of having a child’s bowling birthday party that you’ll want to read over and share with your team.

As always, I love hearing from operators with stories to share and ideas that could benefit fellow proprietors. Please call or email me if you’re doing something unique or special. I’d love to talk.•

– 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

“THE MEASURE OF INTELLIGENCE IS THE ABILITY TO CHANGE.”

– Albert Einstein

READ THESE TOP STORIES EXCLUSIVELY ONLINE

Want Happy Customers?

6 Lessons Learned From Throwing a Bowling Party

BY MEGAN HAWKINS OF PARTY CENTER SOFTWARE

Bowling birthday parties are one of the most popular ways kids want to celebrate their special day. Providing your guests with a great party experience might seem easy, but making your customers happy might be trickier than you think! Read Megan’s experience from a parent’s perspective and someone in the entertainment industry for tips on party booking and customer service.

Deterring Theft in the Redemption Center

BY RHODE ISLAND NOVELTY

Theft is a problem with every business. Whether it is employee theft or customer theft, it needs to be dealt with in a timely fashion. Rhode Island Novelty gives tips on deterring theft from employees and customers. Their tips go beyond just adding more security in your center and focus more on an overall approach you can implement with existing staff members.

Arcade Game Types and How They Fit Your Location

BY BETSON ENTERPRISES

Adding arcade games to your center is a great way to increase revenue. However, there are so many types of arcade games that deciding what to purchase might seem overwhelming. Read how Betson Enterprises categorizes arcade games and explains how to determine which ones would be a hit at your facility.

Building a Successful FEC

BY CREATIVE WORKS

Building a successful FEC has many factors to consider before starting the project. Take some time and watch this webinar from Creative Works which dives deep into everything an operator would need to know before starting this process. Turfway Entertainment President David Wallace is featured in this webinar, and he gives information on feasibility studies, timelines, and operations for a new business. This is a webinar you won’t want to miss.

RESETTING THE PINSETTER CONVERSATION!

It’s time to rethink what you thought you knew about string pinsetters. Approved by the International Bowling Federation, endorsed by college champion coaches, beloved by guests and staff—StringPin® reduces energy and labor costs, provides great pin action and less downtime, and syncs with Sync for future-proof peace of mind. With more than 30 years of string pinsetter experience, engineered for high-demand professional and recreational bowling environments.

RETHINK WHAT’S POSSIBLE AT BRUNSWICKBOWLING.COM/STRINGPIN.

on

AND OTHER EVENTS COMPANY PARTIES BANKING

By Mark Miller

Time to get the party started! For those of you extroverts, networking won’t be a problem. You’ll meet new people, join local business clubs or other community groups, and talk. That’s the good news. Here’s a word of caution: You will need an enthusiastic and welltrained staff to book and host these events successfully. Whether you own or manage one center or many, having staff focused on securing company parties and hosting memorable events is a must, just ask Larry McDonald and Roger Philipi. Larry McDonald is the vice president of sales and events at Premier Lanes in Gonzales, LA. Roger Philipi is the North Carolina-South Carolina regional manager for Sparetime Entertainment and oversees four very busy FECs. A large part of their job is ensuring their centers are occupied with as many corporate outings as possible. And both believe the key to success starts with forming and maintaining relationships with other businesspeople.

“I think a lot is understanding customers’ needs and wants; you have to know them, and they have to know you. I probably have more than 250 corporate connections in my phone,” said McDonald. “We’ve been pretty lucky to have a talented in-center event planner,” said Philipi. “I think

Roger Philipi

Food is an important part of special events

The key to success starts with forming and maintaining relationships with other businesspeople.

Community involvement is the key

Community Involvement results in new events

there are two ways to do it; either through a call center or at the location. We opted to stay with in-center planners to continue building those relationships. People buy from people at the end of the day.”

Being Involved Pays Off!

“People want to connect with entities involved in the community, and if they see you, they want to do business with you,” Philipi said. McDonald concurs that community involvement is the key to success. The 75-year-old McDonald joined and actively participated in the local chamber of commerce. He sat at different tables with people he didn’t know, inviting businesses to the center for lunch and a tour, resulting in 95% booking an outing. McDonald later attended ribbon cuttings and grand openings, meeting people in the area’s largest rotary club.

McDonald convinced The Rotary club to conduct their weekly breakfast meeting at the center, which resulted in many business members booking small and large company events along with birthday parties for their children. Through those networks, McDonald connected with the area’s many large chemical plant managers, which resulted in holiday parties, training sessions, team building, and summer get-togethers.

Philipi and his team employ tools like the Book of Lists, convention bureaus, chambers of commerce, and young business development professional groups to find the right businesspeople with whom to connect. They also partner with specific community groups involved in Pride Month, cancer awareness, and other causes.

Sparetime employs Triple Seat software to manage the party schedule and tailor each party to the client’s requirements. Packages are based on individual needs and can be priced per person or at one overall rate depending on requested amenities.

“The promotion of bowling has been about creating

an environment and atmosphere where people can come to an event that leads to more interest in other offerings,” Philipi said. “Guests having a good time are our biggest salespeople. Most of us in the industry don’t have large advertising budgets, so we have to host exceptional events.”

To ensure positive word-of-mouth credibility, Sparetime likes potential clients to tour its facilities, connect with the building, and meet their event planners or management team. They also conduct specific training for service staff assisting at each event and create incentives for employees to participate.

Premier Lanes books an average of ten to 12 corporate events in a slow month. The busy holiday season sees that number increase to around 40. Summertime features 40 daycare groups. McDonald said he sells about five annual private events where a client buys out the entire facility. The largest group hosted 475 people and spent about $15,000. Smaller events can entail visiting in the afternoon and utilizing the VIP area that accommodates up to 80 people.

Philipi shares that some of their one-time corporate events have become short-season corporate leagues. Specialty events like a service industry night, Badge vs. Badge night, or Ladies’ Night Out are also great at getting people to consider larger events.

Putting yourself out there in the community reaps enormous rewards. McDonald says, “We’re overloaded; my phone never stops ringing.”

Get your phones ringing off the hook, too, with strong community engagement and follow-through.•

TAPPING TAPAS! Into

By Mike Fernandez

WHAT ARE TAPAS?

No, they aren’t tap-dancing shoes! Tapas are small appetizers or snacks in Spanish cuisine, like our beloved happy hour bar bites. The idea is that the table can order many small plates to share, have room for a couple of drinks, and enjoy time together. The translation of tapas is a lid. Many say that tapas came about when barkeepers began covering their customers’ drinks with a slice of bread, ham, or cheese to stop flies and dust from dropping into them. Popular legend states it began in the 13th century under King Alfonso X The Wise. Wise you were ham beer-lid guy!

Spanish tapas can be hot or cold and include cured meats like Jamon serrano, a cornucopia of cheese, croquettes, and small seafood plates, often paired with beer or wine. There’s no need to stick to the Spanish menu, but tapas in the U.S. are typically based on foreign foods or are Eurocentric, giving guests the ability to taste the world.

WHO’S TALKING ABOUT TAPAS?

My friends and I had the privilege of testing tapas throughout Spain a few years ago, and our favorite spot was 100 Montaditos. They offer 100 unique variations of bite-sized sandwiches sold for just a few dollars each. I usually spent only $15 total, but plenty of us went often, and we’re still talking about the fun we had.

MILLENNIALS AND GEN Z LOVE THEM!

People in their 20s visit restaurants more than any previous generation and have a much different taste than their parents. For Millennials, food is fun! It’s not considered sustenance as much as an invigorating social experience that ignites the senses.

Comfort foods aren’t very popular with Millennials; comfort grub doesn’t leave room for social drinking, which they like, a lot! This group of savvy eaters enjoys trying new, unique foods they

Booze and Bites

can share on social media. Millennials have grown up in a tech age where they’re watching influencers break baguettes in France or friends slurp pho in Thailand, and now they want the world on a tiny platter. Tapas also fit the social lounge style that many restaurants and cafes have adopted. Posh establishments with dim lighting are the perfect place to chat while passing friends plates from around the world.

BENEFITS TO OPERATORS

If your center already offers bar bites, change the menu title to tapas — because that’s what they are! A simple name change can add a little foreign flare and encourage guests to order more than one plate. Remember, you provide an experience, not just food on a plate. These bites create an electric environment where people come to eat well, talk rapidly, and feed off each other’s energy. The shareability promotes human

Popular Tapas

• Croquettes (breaded, fried roll of meats or vegetables)

• Patatas Bravas (crispy potatoes in spicy sauce)

• Pan Con Tomate (flaky bread topped with crushed tomato)

BOOZE

interaction that rarely leaves patrons dissatisfied. There’s no need to fear smaller tickets, either. In the U.S., plates range from $6 - $18 on average, and since diners are encouraged to select a variety of dishes to

• Pulpa Gallego

• Empanadas (any recipe)

• Manchego Cheese

Wine, sangria, or beer are nearly always paired with tapas, which helped propel its social popularity. If you’re serving bar bites, you must have the drink menu to match it; nobody’s washing down a Greek salad with a Guinness. For tapas, lager beers are a great direction, so the flavor isn’t overpowering the taste of your many different plates.

White wine or sangria provides similar benefits of not overpowering the taste of plates, so you can still get the most out of ceviche or calamari. But many tapas have bold, robust flavors, for instance, cheeses, olives, and meats.

That’s where the infamous Spanish red wines come in! Bolder Spanish red wines have no problem going to taste bud battle against spicy chorizo or Manchego cheese. Most Spanish wines are affordable and easy to drink, so stock up and provide your guests with an Old World experience.

Booze and Bites

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.

SLOWER TIMES in NEW BUSINESS

Put Your Staff’s Creativity to Work!

Center operators often brag about how busy they were over the weekend or during other prime time slots. Spin words like “waiting lists” and “record nights” have been regular conversation topics since the lifting of pandemic restrictions. The problem is that many operations give back some hard-earned revenue each month by failing to make other time segments profitable.

Maximizing revenue for all time slots will put more money toward your bottom line. Specific segments like daytime and weekday evenings aren’t asked to carry their share of the cost of doing business, and total profits suffer. A popular excuse is that people don’t want to participate in certain time slots or during a particular time of year.

On the other hand, operators who take action to fill the more challenging parts of their week without resorting to price marketing develop strong financial statements and gain the balance needed to continue to prosper when challenges from new competition or the economy come into play.

While some very crafty and creative operators might be able to profitably fill a few spots with their ingenuity, they are the minority. More frequently, a team approach is more innovative thinking and can work wonders if appropriately implemented.

Offering fun is hard work! Where do you get exciting new ideas? How do you get the execution from staff to make sure these new ideas are fun for customers?

How do you market your new, fun offerings to grab the attention of those you hope to entertain?

WOW POW NOW™

For many years, I implemented a customer service empowerment program called WOW POW NOW™ for management groups and their staff. The WOW portion works on ways to excite customers — how to wow them — with service and delivery techniques. The POW portion develops specific experiences that leave a strong, positive impression on a guest. The NOW part of the plan gives center staff authority to solve service issues on the spot without waiting for management’s ok. WOW POW NOW™!

The execution of this program includes Pow Wows with the staff. Usually, Pow Wows are managementled, staff-involved creativity sessions. Pow Wows are designed to create and package new offers for specific time segments while getting staff input and buy-in.

How to Pow Wow

To give the Pow Wow approach a try, select a time slot on your underperforming calendar. Next, put together a diverse group of staff members who can commit to attending two paid, one-hour sessions. A group of four to six staff members is sufficient for smaller centers, while a group of eight to 10 is better for larger centers. When building your group, remember to invite members from all areas, including mechanical,

Marketing Monthly with Bruce Davis

office, bar, and food service. I guarantee significant input and ideas will come from people in these areas and front-line folks. Set a time and tell everyone independently to go to the gathering with some thoughts on how you might build a new business without cutting prices. Prepare by having a separate meeting area, notepads and pens, and a whiteboard with markers. It is a good idea to make this meeting fun and relaxed by also providing some beverages and table snacks, and of course, a few ideas of your own that you might plug in as the conversation moves along. Refrain from offering up your ideas first, as that will damper the creativity of many staff members who might feel shy.

TIPS!

• Personally contact attendees to remind them to attend

• Make sure you encourage everyone to provide input

• Avoid letting one or two people dominate the session

When you start the session, state that everyone has been brought together to create a new stream of business for the timeslot you have suggested; tell them that you do not have any specific plan in mind and that all suggestions will be considered. Instruct them to think small about the groups they want to build an offer for. For example, you might be working on a plan for a bar night activity, a bowling league, a tournament, a challenge in your laser tag arena, etc.

Let attendees know that in the first 30 minutes of this session, any ideas — no matter how crazy or impractical — will be considered and put on the whiteboard for discussion. The key is getting a lot of ideas from those gathered before you start to plan. Later, you will find success by hooking several ideas together to build your new offer.

• Provide snacks and drinks during the meeting

• Allow others to develop your ideas and give them credit

• Thank attendees with a personal communication afterward

invite a couple of additional new people to attend. For session 2, in the first 30 minutes, review what has taken place and work toward finalizing your offer. Once your plan is put together, give it a good name and properly price it to ensure profitability. Ask everyone to offer suggestions on how to best get the word out to prospective customers. Thank everyone, and make sure you tell each individual how important at least one of their ideas was to the process.

In the second 30 minutes of the session, start to remove from the whiteboard the ideas that don’t fit, are illegal, or are immoral, and try to hook together some of those that remain. IMPORTANT: Do not attempt to complete the new offer in session 1. End session 1 by thanking everyone for their input and ask them to keep their creative juices flowing until the next session, which should be conducted three to four days later.

For the 2nd session, personally contact each attendee to remind them that their attendance is important and

The most profitable segments I have seen developed for this industry were put together using this system. With proper direction, these sessions will blow you away with what is in the minds of your staff; all you have to do is ask.

Contact me at bruce@davisproductions.com if you want more direction on hosting your own WOW POW NOW™ sessions.•

Bruce Davis is President of Bowling Business Builders International (BBBI) whose flagship program Kids Bowl Free has registered over 35 million children for participating centers.

INTERNATIONAL BOWLING INDUSTRY MAGAZINE IS GIVING AWAY $30,000 TO BOWLING OPERATORS… & Writing Checks to Our Advertisers!

As Part Of IBI’s 30-Year Anniversary, We’re Rewarding Our Readers And Advertisers With A Big Money Giveaway

$30,000 GIVEAWAY TO CENTER OPERATORS

Beginning October 1, 2022, IBI will be giving away $1,000 a month for 30 months which can be applied toward goods or services from one of IBI’s qualifying vendors.

Each month, operators enter the contest at www.BowlingIndustry.com for their chance to win in that month’s drawing. Once the winner decides on a purchase from an IBI qualified advertiser, IBI will send a check to cover that portion of their purchase.

A winner will be selected on the last day of each month. Once the winner is notified, IBI will give them a list of qualifying vendors to choose from.

Details and Rules are available at www.BowlingIndustry.com

As a thank you to our consistent marketing partners, we’re including you in our milestone anniversary celebration.

If one of our winners chooses your company as their selected vendor, we’ll cut you a check on their behalf.

IBI’s Preferred Vendors receive a ton of exposure yearround, have exclusive marketing perks, and are included in special promotions like the $30,000 giveaway.

For more information on all the benefits of becoming an I BI Preferred Vendor, contact Natalie@BowlingIndustry.com or call 239.821.2534

Like! Follow! Share!

By Mike Fernandez

HARNESS THE POWER OF INFLUENCERS

Grassroots Marketing

Consumers follow social media influencers they trust, and working with them builds credible relationships with the community. But how can you get started, and how can they benefit your center?

What Exactly is Influencer Marketing?

Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers. Influencers are people and/or organizations with purported expert knowledge or social influence in their field.

One of the most significant advantages of this marketing avenue is that it helps show the human side of a brand, reaching consumers more personally. Influencer campaigns come off less like a sales pitch and more like an experience their followers don’t want to miss!

IBI enlisted Bethany Winston, a professional in the influencer marketing space, for some insight and direction. Bethany is the owner of Kidding Around Media, a marketing company that works with influencers in local communities and focuses on family experiences. “Interest in working with nontraditional media has grown

since COVID — I’ve seen that,” says Bethany, “but a lot of groups are still not using it. They’ll utilize traditional forms of advertising, whether print, billboard, or TV. Those forms of media don’t get the same attention as a promotion from a trusted local source.”

Finding Your Influencer

Searching social media to find the right influencer for your brand can be a tough start for those without the inclination, so Bethany helps us lay out a game plan. “The first step would be figuring out who in your community is talking about activities like bowling, so go on Instagram and Facebook. Do some searches for your region to see if you have any family-friendly pages posting regularly or individuals posting a lot about the area.” She also recommends asking the guests at your center which influencers they follow to find other similar family activities.

Who to “Follow”

Bethany says, “The influencer’s ‘following’ number is important, but also check engagement. If you see lots of followers but not many ‘likes,’ ‘comments,’ or ‘shares,’ that is a red flag. The influencer’s authority might be inflated by paying for follows from fake accounts. An influencer with a lower number of

Bethany Winston

THERE ARE A FEW GENERAL TYPES OF INFLUENCERS TO CONSIDER:

Macro-Influencers have large numbers of followers and reach a broad category of consumers. Due to their huge exposure, they’re the priciest.

Micro-Influencers offer a smaller audience but are extremely effective and highly engaged content creators. They come off as respected experts and build strong relationships with their followers.

Nano-Influencers work with very niche markets and more specific demographics. They’re new to the business, open to more opportunities, and the most affordable. They provide high engagement with followers and excellent ROI.

followers but with lots of engagements could be better, especially in the local market.”

Bowling operators should likely start with nano or micro-influencers specific to the local community, aimed at the family demographic, and an affordable starting point.

Check If They’re a Fit

Once you find a couple of potential influencers, slide into their DMs!

(Translation: send them a direct message through the social media app to get the conversation going.)

Hot Tip

Look for people who have consistent postings, follow trends, engage with the community, and often participate on multiple platforms.

“Their online persona, even if authentic, is their brand and business, so they’ll usually be open to explaining options and developing a plan,” Bethany tells us. “The most important aspects to consider are their likeability, how passionate they are when posting, if they seem

authentic and if they have the gravitas to convey that they are experts in the field.”

Depending on the influencer, they may have previous partnerships and provide exact rates or be interested in an experience with their kids at your center.

Bethany adds an important note: “Number one, try to get them out to the bowling center and provide a personal experience, whether that’s photography

As soon as followers see your center’s name in social media content, they WILL begin the online stalking! This is another reason to make sure your Google Reviews, Facebook Reviews, online pictures, and website homepage project your center the way you see it and want it to be seen.

or writing about them actually experiencing your bowling center.”

Watching videos of an influencer’s friends cheering over gutter balls or seeing the genuine smiles of children invokes a strong emotional response with followers, rather than a picture of a bowling ball with ‘$1 Off Shoes’ slapped on it.

Starting Your Influencer Campaign

Once you’ve found your golden goose, decide on a plan of action with them and a way to measure those results. The most critical metrics are ‘impressions’ on the posts, or the amount of people that have seen them, and check the engagement such as likes or comments.

Working on influencer campaigns typically starts months in advance, especially for events or limitedtime experiences. Bethany recommends having a call to action to give that influencer, for instance, a deal at your bowling center that is particular to that

influencer’s posts. That will allow you to test and see how the influencer works with the market and if you’re getting a return on your investment.

When you find an influencer you think is a good fit for your business, invite them to come in for a free bowling party; be sure it’s a top flite experience. Proper management should be on hand to answer any questions they may have.

Sure, there’s a learning curve on the first go-around, but it could be the best marketing investment you’ve made in years. When consumers are bombarded with thousands of ads daily, a low-cost route to building solid relationships with your local community is more imperative than ever!•

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.

FEATURING THE 40 FRAME GAME!

Rethink Your Scoring System Investments Already Made-AND in the Future

MULTIPLE SCORING UPGRADE OPTIONS

If you simply want to keep the investment you already made running, we may be able to help with a combination of new, used, refurbished, or repair on many scoring and machine components. We have been offering support to maintain your current investment for over 12 years.

TouchDesk Management System

If you have Legacy Scoring (Brunswick AS-80/90, Frameworx or AMF Magic Score, Accuscore, Boss) you can upgrade the Management System to TouchDesk. This is a great option if your scoring is still doing the job, but you worry about the management system lasting through another season. System is CDE/BLS Compatible, offers POS options, and more. Once purchased, you can upgrade scoring - one pair at a time.

INTRODUCING THE REVOLUTIONARY SCORING CONCEPT

TOUCH SCORE 3 W/TOUCHDESK III

New Scoring Graphics & HD Flatscreens, and Digital Signage at the SAME TIME!

● All new scoring including, cameras and machine interface equipment.

● Touch Score 3 lets you upgrade one pair at a time. Manage both your old and new scoring with Touch Desk MGT System. Divide your center into "premium" and "standard" lanes, and upgrade more pairs at your own pace.

● Use Standard Computing Technology. TS3 uses standard Windows PCs on the lanes, counters, and back offices, making your scoring computers relevant and inexpensive to repair or replace. Never pay manufacturer's prices to repair proprietary computers. TS3 also connects directly to any flat screens without converters and auto scales to resolution of screens for easy upgrading.

Integrates Live with Lane Talk AND Lane Engine!

Kyle Troup

9 time PBA Champion

Jason Belmonte 14 PBA Majors

YOU ALREADY HAVE LANETALK

Lanetalk is pre-installed in updated versions of the most common scoring systems. All you have to do is to activate Lanetalk, and your bowlers will have instant access to their stats and can compete in global tournaments from your center.

To help you spread the word and generate more floor traffic and increase sales, we will send you a starter pack with posters and stickers showing your customers that your center is connected to Lanetalk.

Success With... BRUNSWICK’S SYNC SERVICE KIOSK

Keep customers happy and the food and beverages flowing By Corrie Pelc

Staffing shortages continue to be a problem for all industries, especially the service and entertainment industries. Excellent customer service is only possible when there is enough staff to meet guests’ needs.

Staffing shortage is one of the reasons why Bill Diamond, president of Grand Prix New York Racing LLC, decided to install Brunswick Bowling’s Sync Service Kiosk in his bowling center.

“In today’s business climate, it just makes sense,” he added. “It is becoming increasingly difficult to hire staff, and hourly rates keep rising when you do find staff. The kiosk feels like a natural evolution for a casual venue like Grand Prix New York. And it does a superb job. We have had absolutely zero customer complaints with it.”

Diamond reports the kiosk makes food and beverage orders so efficient he no longer needs servers for bowling lanes or restaurant tables. “We used to have two to three servers on staff per shift,” he says. “With the kiosks, we’ve eliminated table service. We still run food to lanes and tables, but customers place all orders at the kiosk themselves.”

And even with less staff, Diamond says the kiosk streamlines the ordering process and dramatically improves customer service. “The restaurant has gone from one of the more difficult operations of our venue to one of the easiest to manage,” he adds. “[The kiosk] is [absolutely a] no-brainer — customers don’t have any problems with them. If you don’t have a kiosk, you will within the next two years.”

Increased Convenience and Accuracy

At Stars and Strikes, director of marketing Lauren VanBuskirk says they decided to install Sync Service Kiosks in all 15 of their locations to assist with staffing shortages and allow guests to order food and beverages at their convenience. “The convenience for your guests to be able to order when they’re ready, in addition to taking some of the staffing burdens off of you, is a win for everyone,” VanBuskirk explains.

The kiosk also provides photos of all menu items, which helps boost sales, says Caleb Wisterman, senior regional manager of front-of-house and bar operations for Stars and Strikes. “We eat with our eyes

first, so seeing what they are ordering on a large screen helps convince the guest to order,” he continues. “We have seen increases in those last-minute add-ons like bottles of water. As guests check out, a pop-up will ask if they’d like to add [a bottle of water] to their cart.”

Wisterman reports the kiosks help each location ensure more orders are 100% correct. “When a guest inputs their order, they can modify the order exactly how they want it made before submitting their order, ensuring it’s right,” he says. “If ordered through a team member, you always have the possibility of them misunderstanding a guest or inputting an order incorrectly. We are cutting out the middleman with the kiosks and other technology, so the order goes directly from the guest to our kitchen.”

Redeploying Staff

At Pinchasers, owner Anthony Perrone says the Sync Service Kiosk helps staff at his three Florida locations focus on being more customer-oriented regarding their food and beverage service.

“Taking orders and taking the correct orders was very staff intensive,” he explains. “We could redeploy staff to delivering orders and making people happy, as opposed to just the order-taking side. So, we felt that fulfillment and making people happy with delivery was a more customercentric process with the kiosk, unlike before.”

Additionally, Perrone says the kiosk helps ensure guests stay on the bowling lane rather than standing in line to order and receive food and beverage from a bar or cafe. “Lines and people waiting around and not enjoying the environment has historically been a challenge in bowling,” he continues. “The Sync Service Kiosk has allowed us to knock that down. We haven’t had a line or anybody standing in line because of the technology that we have in place now. It’s people doing what they paid to do, which is to bowl and have a good time.”

As Brunswick promises, the Sync Service Kiosk helps your guests enjoy the fun while having premium service at their fingertips. Let the kiosk do the hard work; let your staff finesse the fun for your guests.•

GOODHELP IS EASY TO FIND.

INTRODUCING SYNC SERVICE KIOSK.

The Sync Service Kiosk was designed to alleviate your labor concerns while enhancing the guest experience. The fully integrated, automated technology reduces wait times, streamlines ordering, improves accuracy, and upsells on every transaction, all while offering the instant gratification your guests seek. Get guests to the fun faster with Sync Service Kiosk, brunswickbowling.com/servicekiosk.

Apparel

Expert Hosiery is a premiere supplier of high-quality socks to Bowling Centers & FECs. We pride ourselves in lifetime relationships. Socks variety includes White Bowling Socks, Glow Socks, Theme Socks & Custom Logo Socks. Our Customers are our best Testimonial! For orders, call, email or order online 24/7.

Architecture Design

Design – New Concept Development – Planning & Consulting

Architecture – Theme Design – Re-imagining of Existing Facilities

Arcade Distributor

Attractions

Automatic Scoring

AVS COMPANIES www.avscompanies.com Sales Department

847.439.9400 sales@avscompanies.com

BETSON ENTERPRISES www.betson.com/bowling Sales Department 800.524.2343 Sales@betson.com

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

NEW CENTER CONSULTING www.newcenterconsulting.com

Glenn Hartshorn 248.375.2751 ghartsho@yahoo.com

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

STELTRONIC SCORING www.steltronicscoring.com Sales Department 800.942.5939 Info@steltronicscoring.com

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

Capital Equipment/Supplies

231.343.2043 Info@brunswickbowling.com

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

and

Cleaners.

IBI February 2023 28

PREFERRED VENDOR LIST

Capital Equipment/Supplies

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.

SWITCH BOWLING

John Fatigati

Cashless Technology

201.694.7985

www.switchbowling.com

john@switchbowlingusa.com

Offering a full line of equipment, furniture and scoring for everything from modernization to new center builds since 2006, Switch Bowling features Italian designed style built into products with uncompromising quality and value.

INTERCARD

Sales Department

www.intercardinc.com

800.732.3770 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.

SEMNOX SOLUTIONS www.semnox.com

Sales Department

610.400.8901 Sales@semnox.com

Semnox’s online cashless payment systems – a one stop solution for your entire bowling center operations.

Consulting, Management and Marketing

TRIFECTA MANAGEMENT GROUP www.trifecta-mg.com

Bruce Nussbaum

818.879.7100

Inquiries@trifecta-mg.com

TMG works closely with stakeholders to create and manage innovative concepts through customized value added and consulting services including operations, team development, marketing/advertising, culinary and technical. With the goal of creating memorable experiences, customized for local markets, TMG can help take your concept from idea to operational, or anything in-between.

Food & Beverage

VIRTUAL DINING CONCEPTS

Kelly Grogan

www.virtualdiningconcepts.com

508.351.2556 kgrogan@virtualdiningconcepts.com

Our goal is to help the restaurant community generate additional revenue and sources of income through virtual brands. We give you the expertise and know-how of seasoned restaurateurs, knowledge from national chain experience and the vision to put it all together in one complete, easy to implement solution.

Insurance

TILTON, THOMAS & MORGAN INSURANCE PROFESSIONALS www.ttminsurance.com

W. Tyler Compton

866.233.0266

tcompton@ttminsurance.com

Tilton, Thomas & Morgan Insurance Professionals has been insuring bowling and family entertainment centers for over 40 years. We support many 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 www.wbpiprogram.com

Cameron Linder

800.200.9998 contact@wbpiprogram.com

WBPI has dedicated itself to insuring bowling centers for more than 30 years and is exclusively endorsed by 8 state bowling proprietors insurance associations. Our staff of insurance experts 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!

Lighting/Sound

PREFERRED VENDOR LIST

DECIBEL STUDIOS www.decibel-studios.com

Guy O’Hazza

310.693.5165 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 www.dfxsoundvision.com

Mike Bovino

800.555.5280 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

BBBI/KIDS BOWL FREE www.kidsbowlfree.com

Andy Vasko 877.841.4590 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 www.bowlingleads.com

Zach Boulanger 844.468.4144 Zach@bowlingleads.com

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

EBOWL.BIZ & BOWLRX.COM www.eBowl.biz

Carey Tosello 541.549.0999 Carey@eBowl.biz

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

THE KAPLOE GROUP www.kaploegroup.com

Fred Kaplowitz 516.359.4874 fredkaplowitz@gmail.com

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

Online Reservations

ALLEYTRAK www.alleytrak.com

Chris Behling 815.519.9843 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 www.partywirks.com

Sales Department

877.345.4012 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.

Virtual Reality

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.

vrCAVE produces premium VR escape room products suited for any bowling alley or FEC looking to add VR as an option to their establishment. They work with companies of all sizes, help with the headset installation, and provide the software and technical support.

Shorts

ULTIMATE GAME ROOM ATTRACTION FOR RACING FANS

LAI Games racing simulator is one attraction that’s sure to thrill racing enthusiasts in your arcade. Asphalt 9 DX Simulator offers an immersive racing experience featuring the world’s most exclusive cars, including Lamborghini, Porsche, and McLaren, along with a motion platform, dynamic wind jets, force feedback, vibrating speakers, premium hardware, full HD video graphics, and a 43” monitor.

For more information visit www.laigames.com or contact Allison Timberlake at allison. timberlake@laigames.com.

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

EQUIPMENT FOR SALE

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

EDUCATION & TRAINING

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

BOWLING, RESTAURANT & LOUNGE FOR SALE

Owners retiring. Over 14,000 square feet in pristine condition with state of the art bowling lanes and equipment and well appointed kitchen. Seating capacity of over 200. The ‘Fred’s Team’ has grown the business to be well established with excellent cash flow. A popular night spot for locals and tourists alike. Located in the Heart of Northern Michigan near Forest Dunes Golf Course and the popular Higgins and Houghton Lakes. For details email RuthAClemens@gmail.com or call 989-429-3100. Coldwell Banker SCHMIDT Realtors.

MANAGEMENT AND MECHANIC POSITIONS AVAILABLE

Multi-unit family-owned business in New Jersey is looking for senior management and mechanic team members. Email resume to sgroce@nationwidebowling.com

MECHANIC RETIRING

HIGH Level mechanic retiring – willing to train next hire for our 26 lane center with restaurant. Only the third mechanic since 1959 for our very stable, family business. Great opportunity in beautiful northwest NJ/PA border town. Salary and benefits commensurate with experience. 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

REAL PEOPLE REAL RESULTS REAL STORIES

12

100% CAPACITY

46 over

LANES MILLION VIEWS*

We chose the EDGE String pinspotters because they are the newest and most efficient string machines on the market. When I compare them to traditional free-fall machines I am amazed at how much easier they are to use. Anyone can operate them and quickly handle any issue. A lot of good bowlers with their sport bowling equipment play here and their overall response has been great.

Check out our EDGE String machines on TikTok. We have over 46 Million views!

Eddie Bryant, General Manager

The 300 Club of Green Lake

PUT REAL BOWLING ENTERTAINMENT ANYWHERE!

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

New and interesting entertainment options continue to flood the marketplace and create a swarm of choices for consumers.

How do you keep pace?

What are potential customers really looking for?

How can you set yourself above your competition?

How do you overcome home-based entertainment?

What are other operators having success with?

How can innovative suppliers to the industry help you?

Enter Amusement Alley where new ideas, different concepts, and fresh streams of revenue will be featured. Discover:

• what other progressive operators are doing

• new and innovative products that keep drawing a crowd

• what games are hot and why

• which products are most profitable

• small footprint products

• anchor attractions

• marketing strategies for maximum return

• a smorgasbord of other interesting topics to help your business

We listen to you, our readers, and our advertisers too!

If you have had success with adding a new attraction, have recently completed an upgrade or remodel, or are enjoying a lucrative stream of revenue from a new approach or product, we want to know! Your fellow operators want to know too!

Reach out to Stephanie@BowlingIndustry.com with news to share, or topics you’d like us to highlight.

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

Taking Aim: IAAPA Game Reviews

The 2022 IAAPA Expo in Orlando was the biggest one yet and brought the biggest players in the attractions game! IBI hit the ground running by testing over 30 VR, arcade, and redemption attractions from the industry’s most recognized and respected brands.

In my previous Bowl Expo game review, my biggest takeaway was that although VR games averaged two minutes of play, they felt much longer than that due to intensity. My biggest takeaway this time was the innovative use of virtual briefings at the beginning of VR games! I can feel clueless when I first start a VR game since I never know what to expect. But, once my goggles were on, I was greeted by a VR character that briefed me on the story and the controls. This made me feel more confident in my game, I enjoyed the playtime more, and we saved time with this self-tutorial.

By Mike Fernandez

Incredible Technologies: Arcade Collection, Arcade

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

When scouting the IAAPA show floor, my eyes lit up, stumbling upon Incredible Technology’s booth with Golden Tee: PGA Tour games. Once I got closer, I saw they had expanded their cabinet collection. I was immediately blown away when I noticed their newest product featured bowling. I thought I saw a glowing halo and wings appearing behind it.

From the creators of Golden Tee, Incredible Technology’s Arcade Collection is a single cabinet holding three big games: (1) Silver Strike Bowling provides a perspective of bowling with angles you can’t get in the center, with the primary control ball being an exciting new way to work on your hook or hit gutter balls with a little more privacy. Player customization options and a Vegas mode appeal to all ages and demographics. (2)Target Toss Pro features a unique take on the icon tailgating games cornhole and lawn darts without the loss of eyes or cops busting down your door. If we weren’t a bowling magazine, my favorite game would have been (3) PowerPutt Golf due to the 11 extremely fun and creative 18-hole courses.

The Arcade Collection’s three simple games in a comprehensive package might leave you buying a second one for your home office.

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

LAI Games - Rick and Morty: Blipz and Chitz, Pusher

Features: Billion-dollar multimedia brand / Massive following / 2 players at once / Targets enormous demographic / Colorful, mesmerizing display / No learning curve / 17 square feet

Gameplay:

Rick and Morty is a critically acclaimed, animated TV series where 14-year-old Morty travels the multiverse with his hyper-genius grandpa Rick, often saving planets, destroying planets, finding alien love, or hitting ‘Blipz and Chitz,’ the intergalactic FEC.

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

Creative Works – VAR BOX, VR

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

Gameplay:

OVERKILL: I tightened my belt, adjusted my VR goggles, grabbed my sidearm, and entered the worldwide stage in a 4x4 battle against players around the globe. In a chaotic future, I teleported around a high-stakes battlefield, peeking around corners and double-checking my aim so I didn’t miss the shot - a mistake that could prove fatal.

VAR BOX is an astoundingly low-footprint entry point to a worldwide competition, consisting of over 200,000 registered players in 15 counties. A compact build provides players with zombie hoards (careful, they’ll sneak up behind you) or dominating the battlefield in shootouts against live teams. When looking at online gaming options, nothing meshes monstrous surprises, fluid gameplay, pinpoint accuracy, and a global network to power it all like VAR BOX.

Creative Works - Hyperdeck, VR

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

Gameplay:

HAIR: A 1980s guitar hero has taken control of the world, and only you can refuel the Hyperdeck! Armed with what I can only describe as a toilet plunger rope cannon, players fire at both crystals and evil henchmen across several unique landscapes in an invigorating competition for the highest score.

I soared the skies on a flying platform over the rooftops of cyberpunk cities and apocalyptic canyons. A rumbling and rocking platform, lava radiating real heat, and immersive simulations of rushing wind put a foreboding voice in my head saying, ‘Don’t look down!’

No need to worry about gameplay visibility - the futuristic physical design boasts LED lighting, gameplay monitors on each corner, and wind streams continuously blasting players - making Hyperdeck ‘The Main Event’ wherever it goes.

LASER TAG at Taking Aim

Is a new attraction in your center’s crosshairs?

By Mike Fernandez

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

GUESTS LOVE IT, AND OPERATORS DO, TOO!

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

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

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

REVENUE

The big question: is laser tag a profitable enough attraction to add to your center? Offering a solid mix of entertainment options is essential when staying competitive in your community. Laser tag has piqued the interest of many operators partially due to its profitability and replayability.

“We see operators who offer both bowling and laser tag generally run around 750-800 player games per week, with top sites up putting through more than 2,800 player games. The average cost per game is in the $8-a-game range. This puts us at around $315,000 a year in additional revenue at sites that offer both bowling and laser tag,” said Chris Epstein, business development officer from Laserforce.

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

SPACE

Often when business owners think they need more space, what they’re really thinking is they need more profitable space. Whether you’re looking to expand your building or reorganize your existing space, arena building specialists work with operators to provide the most beneficial layout for the space allotted.

“Some operators expand their center, while others rework their current footprint. If you’re renovating existing lane space, you’re looking to take out an average of four to six lanes to fit the arena,” said Epstein. Tip! Epstein reminds you to include a guest briefing area when planning your space.

For our readers with smaller-sized space constraints, rest assured you can still offer a dynamic arena that brings in substantial revenue. Immersive experiences with all the bells and whistles keep guests coming back for more, and with today’s contemporary options, it’s even easier to update the arena.

While some arenas are two (or more) stories, smaller settings can provide an exceptional experience that players love, too. Adding a mezzanine or story and a half are workable options, along with unique layouts, interesting themes, and special effects. The more immersive the experience, the more memorable… and talked about!

COSTS

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

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

WHAT ABOUT MARKETING?

Laser tag and bowling seem to pair well together — like fine wine and aged cheese. When looking at marketing strategies, cross-promoting between the two adds value to both streams of revenue and attracts a wider base of customers. Idea! To boost weekday play, offer an all-you-can-play laser tag special during bowler league times encouraging them to bring their kids while mom or dad bowl.

Competitive play featuring member nights and tournaments are growing in popularity. While laser tag leagues are in their infancy stage compared to bowling, they are an emerging way to recreate with people of all ages. Competitive laser tag nights are another popular draw and can attract families with kids of all ages, or the young adult crowd who is looking for a weekday break.

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

SAGE ADVICE FROM CHRIS EPSTEIN, LASERFORCE:

“Whether you’re looking to build a new laser tag arena, or are updating the one you have, consider working with both an arena specialist and a local general contractor. Arena builders are specialists who will be able to build themed arena walls, props, and vesting areas that will really immerse the player into the fantasy of laser tag. Local companies can add value by knowing all the local zoning and building codes that are needed to operate a laser tag attraction. The good news is most arena builders will work with any local contractors if need be to ensure that your laser tag arena is up to specifications.”

Bottom line: Laser tag can create a strong and consistent stream of additional revenue that compliments your other entertainment options by adding new space to your center or revamping your existing facility.

When you’re looking for answers about laser tag, reach out to Chris. He’s not just a business professional, he’s also a competitive tournament player who has been playing since 1998! Passion for the game and a love for

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

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

OTHER FACTORS TO CONSIDER:

Software upgrades

Tech support

Replacement parts

Maintenance

Marketing tools

Selling and upsell strategies

Sales system

Game reliability

Game durability

Modern look

Ability to update and modify

Warranties

INFINITY VEST LIGHTING

Laserforce is BPAA’s Smart Buy choice for powerful, revenue-generating laser tag.

Do your laser tag attraction’s numbers look like this? They could – With Laserforce.

• Over $16,000 generated per Battlesuit, per year.

• Nearly $450,000 average annual revenue.

5” ANIMATED CHEST SCREEN

3.5” PHASER TOUCH SCREEN

3-CHANNEL GAME AUDIO

MARKET FEASIBILITY

Enhancing Your Chances for Success

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

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

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

By Bruce Nussbaum

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

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

Think of the process as building a house,

The first step in the process is understanding the demographics of your market, a fancy way of saying who lives in the market and is available to become a guest. Then one tries to figure out who from that

with the Market Feasibility Study being the foundation. If that foundation is not secure, the soundness of the entire house is in question.

available audience will actually visit and how often. In doing so, one should balance the risk of trying to be all things to all people while still developing a venue that appeals to a wide range of potential guests and can be active during multiple dayparts.

Key factors being looked at include the population levels (to understand how many people are available to become guests), ages, family status (to project how many are likely to visit), income levels (to assess how much they can spend), and market growth trends (to project the capacity for growth for the business). This analysis combines science and art, so choosing an experienced analyst who has studied various markets of various types (urban, suburban, tourist, etc.) throughout the country is essential.

Armed with this information, the market analyst then recommends a proposed concept (or upgraded concept) and builds an associated financial model. The proposed concept defines the revenue centers, proposes the type and quantities of the entertainment features, and suggests the amount of square footage for these and the supporting front and back of house components such as circulation areas, restrooms, kitchen, storage, and office space. The financial model should include, at a minimum, a pro forma operating model (revenues and costs) and projected costs to build, equip and open the venue. Whether you are an entrepreneur or an established operator, completing a Market Feasibility Study will help you gain confidence in

your decisions, more accurately assess risk, and reassure banks and investors. Regardless of whom you choose for your market study, do the due diligence to ensure they have experience operating FECs and completing marketing studies for contemporary entertainment centers.

Real-world experience counts when measuring twice and cutting once. Trifecta Management Group has performed countless studies over the past 20 years, leveraging its in-house experts in operations, training, finance, sales and marketing, culinary and technical operations to hone the right concept for a new or enhanced venue backed by sound financial analytics.

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

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