2025 January Issue by Bowling Industry Magazine

January 2025 // Vol. 35

DRIVING SUCCESS From Food Trucks to Charity Concerts: OUTREACH WINS!

SUSTAINING REVENUES Strategies for Thriving Despite Economic Shifts

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Contents

January 2025 | Vol 35.1

Publisher’s Column

COMMUNITY AT THE CORE BY STEPHANIE DAVIS

Operator Spotlight

BOWLING INDUSTRY LEADER: PAT ALLEN BY STEPHANIE DAVIS

Marketing

REAP THE REWARDS BY CORRIE PELC

Proprietor’s Desk

HANDLING CUSTOMER BEHAVIOR WITH GRACE AND GRIT BY STEVE CIESLEWICZ

Economy

SUSTAINING REVENUES IN TIGHT TIMES BY CAREY TOSELLO

IAAPA RECAP

NEW GAMES, BRASS RING AWARDS, & GIVING BACK BY STEPHANIE DAVIS

Cover

DRIVING SUCCESS BY PAUL LANE

Operations

AVOID COSTLY DOWNTIME BY MARK MILLER

30 Sales

GROUP SALES, SIMPLIFIED BY BETH STANDLEE

Digital Marketing NO PICS? NO BUZZ! BY STEPHANIE DAVIS

Staffing

CULTIVATING LEADERS BY CORRIE PELC

PUBLISHER & EDITOR

Stephanie Davis

stephanie@bowlingindustry.com

ASSOCIATE PUBLISHER

Natalie Davis-Fernandez

natalie@bowlingindustry.com

EDITORIAL

Jackie Fisher

fisher@bowlingindustry.com

Patty Heath

patty@bowlingindustry.com

OFFICE MANAGER Roxanne Damask

roxanne@bowlingindustry.com 4 IBI January 2025

CONTRIBUTORS Steve Cieslewicz Stephanie Davis Patty Heath Paul Lane Mark Miller Corrie Pelc Carey Tosello

International Bowling Industry Magazine 1850 San Marco Rd // Marco Island, FL 34145 stephanie@bowlingindustry.com

www.BowlingIndustry.com // HOTLINE: 239.235.7864

The Future of Entertainment! One of the things that really intrigued me is that this is the next level of entertainment in bowling. With Neoverse, you just walk in and it’s ‘WOW!’ It’s so undeniably cool! It’s so undeniably great looking that every guest is going to see it and going to notice it…this is the next step of entertaining our guests.

John Kilpatrick, Owner Holiday Lanes JOHNSON CITY, TN Hear John’s Story:

Publisher’s Column

HAPPY NEW YEAR! COMMUNITY AT THE CORE

e kick off the new year by spotlighting the heart of our industry: community.

As we start anew, let's embrace the opportunities to strengthen our businesses and communities. This issue's stories and strategies highlight the power of connection, creativity, and proactive planning in navigating challenges and driving success. This month's cover story delves into the inspiring journey of Rich Kenny, the owner of Forest View Lanes in Temperance, MI. Rich has transformed his business into a hub of local life by intertwining community outreach with innovative operations. Forest View Lanes is a testament to how community-centered initiatives translate into success, from hosting charity concerts to sponsoring community activities. Rich hosts various events for local organizations, drawing visitors from across the region. One standout is a famous Jeep rally that draws as many as 300 vehicles. Rich's story is a must-read for any operator seeking to forge deeper connections with their guests and community. On the business side, Carey Tosello explores strategies to sustain revenues as economic pressures rise. His piece underscores the importance of smart marketing and valueadded promotions in keeping your center at the top of customers' minds. As families tighten budgets, regularly reminding your community that you provide affordable and engaging options will help you navigate these challenging times. Another valuable article is on maintenance best practices, addressing the growing challenge of finding skilled

6 IBI January 2025

mechanics. With proactive upkeep and organization more important than ever, IBI turned to maintenance expert Jeff Sorensen for strategies to help operators minimize costly downtime. Writer Mark Miller highlights Jeff's expert tips, covering everything from quick daily checks to effective parts management, ensuring smooth and efficient operations. Take advantage of IBI's exclusive online content this month at www.BowlingIndustry.com. Discover how switching from coin operations to card systems can transform arcade operations in a webinar featuring Adam Kleinhenz of Shaffer Distributing and Jason Mitchell of Intercard. Learn how these systems cut costs, boost efficiency, and provide real-time data to streamline your facility. Plus, Party Center Software shares expert tips on mastering Google Ads to maximize ROI and fine-tune your marketing strategy. Here's to a year of innovation, resilience, and growth. Stay engaged, stay informed, and let's make this year one to celebrate. Happy New Year!

•

– Stephanie Davis, Publisher & Editor

stephanie@bowlingindustry.com

PS: Don't forget to sign up for the $30,000 giveaway that goes through March 2025. Register each month for your chance to win at www.bowlingindustry.com

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BOOST YOUR BUSINESS IN TOUGH TIMES Unlock the Power of Targeted Digital Marketing BY EBOWL.BIZ

With economic uncertainty weighing heavily on both consumers and businesses, finding ways to boost traffic and profits is more critical than ever. Facebook and Instagram's powerful targeting tools offer a cost-effective solution to reach the exact audience your business needs, from bowling enthusiasts and league players to pizza lovers and arcade fans. Carey Tosello, owner of Ebowl.biz explains how operators can use an affordable monthly ad budget to bring in big results.

Creating “A Moment” for Prize Redemption BY REDEMPTION PLUS

Redemption centers thrive on creativity and engagement. By incorporating themed displays, strategic layouts, and surprise elements, you can captivate players and boost sales. April Jackson, visual merchandiser at Redemption Plus, explains how to group prizes, use specialty fixtures, and create moments that leave a lasting impression. She also discusses the importance of elevating your space beyond basic merchandising and creating a destination that inspires loyalty and excitement!

MANAGING THE MADNESS

GOOGLE ADS

BY INTERCARD AND SHAFFER DISTRIBUTING COMPANY

BY PARTY CENTER SOFTWARE

Card System versus Coins or Tokens

Discover the advantages of transitioning from tokens to card systems in arcades with industry experts Adam Kleinhenz from Shaffer Distributing Company and Jason Mitchell from Intercard. Adam and Jason discuss how card systems reduce costs, enhance efficiency, and provide real-time data for better decision-making. From small five-game setups to large multi-attraction sites, learn how card systems streamline operations, integrate seamlessly across your facility, and even generate deferred revenue. Don’t miss this insightful webinar packed with tips to modernize your arcade and boost profitability!

8 IBI January 2025

11 Key Metrics to Track for Success Navigating Google Ads can feel overwhelming with all the metrics it presents, but understanding the essentials can transform your digital marketing campaigns into powerful tools for growth. The experts at Party Center Software break down 11 key metrics—like Clickthrough Rate, Cost Per Conversion, and Search Impression Share—and show you how to use them to optimize your ads. Explore the full article online to learn tips for improving ad performance, maximizing ROI, and staying ahead of your competition.

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IBI Subscriber Spotlight

Bowling Industry Leader This month we feature Pat Allen from Conway Family Bowling.

Conway Family Bowl // Conway, Arkansas 24 Lanes // Arcade // Redemption Center

Pat Allen Number of years in the bowling industry: 39 Favorite part of being in the industry: Working with people, especially our youth. We have developed a vibrant youth program that involves many parent and youth volunteers. Working in the public eye can be very rewarding. When I’m out in the community, I'll hear, 'There's the bowling alley guy!' I smile and thank them for their business. The most challenging part of operating your business: Staying competitive with a 64-year-old center that’s landlocked is challenging. I try to learn from everyone and attend events like Bowl Expo and the Southwest BPA Convention, and I'm just starting to attend IAAPA. The business is changing so quickly that staying educated on changes is necessary. One tip you would give to less experienced operators: Never believe you know everything. Go to educational events any time they’re available. Lean on fellow proprietors; talk with them about an issue you are having. Often, they have had the same situation and can offer a solution. Sitting in your own four walls will never change a thing. How do you motivate staff to perform at a high level? Lead by example. I try to greet everyone I see with a smile and say, 'How are you doing? Welcome.' When customers leave, I thank them for coming. Customers are in the center to have fun, so why not have fun with them? I encourage my staff to regularly interact with customers. Do you host any special events unique to your center? We hold an annual BVL event in November. This is our center's charity bowl, and all proceeds are donated to the BVL. In 2022, we raised over $12,000, and in 2023, over $15,000, for the Arkansas State Veterans Home in North Little Rock! End-of-year school outings are fun and an excellent time to build relationships with the schools and students. Another FEC opened in October 2023 with 24 lanes, games, axe 10 IBI January 2025

throwing, and three bars. Initially, we saw a downturn in weekend business because of this, but it is slowly coming back, with customers saying they are returning to us because it’s like coming back to friends. We also host our local Chamber of Commerce's Bowling for Business Event every June. It raises money for the Chamber's Foundation Funds. What are your tips on security? We are a small-tomedium size town. We do not employ security and haven't in 42 years. The staff is attentive to what's going on and communicates with our customers. Remember that the music you play can dictate the clientele you draw. We will choose music for the audience we are trying to entertain. What do you see as the next big trend(s) in bowling? I believe the upswing in youth bowling will lead to the adult level if centers take the time to offer reasons to bowl competitively. Embrace the "No Thumb" and "TwoHanded" bowlers. Go to any center at 7 p.m. on a Saturday night, and you’ll see adults and kids bowling with house balls and no thumb. Why? They want to see the ball hook! My staff will pass through the lanes and offer some tips to give the customers an idea of how to improve.

•

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

Marketing

REAP THE REWARDS Building a Winning Guest Loyalty Program By Corrie Pelc

f your bowling center or family entertainment center (FEC) hasn't started a rewards program for guests, you might miss out on a huge opportunity. With 80% of people in the U.S. being members of at least one rewards or loyalty program and 79% of consumers preferring businesses offering these perks, a loyalty program could significantly boost your center. Mike Monroe, CEO of marketing firm First Frame Bowling, sums it up perfectly, saying, "The great thing about a rewards program is you're giving guests a reason to come back while also gathering valuable customer data. You'll know who they are, what they like, and how often they visit." He adds, "It's crucial to set up a solid program that keeps guests engaged and coming back for more." Kevin McMahon, vice president of marketing for Kings Dining and Entertainment—which has locations in Massachusetts, Florida, Tennessee, North Carolina, and Illinois—explains why Kings launched their rewards program in late 2022. "We don't have bowling leagues with regular bowlers every weeknight," he says. "So, we wanted to find a way to increase visit frequency and build loyalty."

12 IBI January 2025

Kings' rewards program is easy to join. Guests sign up through the website or an app, earning points for spending that convert into "crowns" valued at $1. "Creating an account takes about two minutes," McMahon says. "Our servers and bartenders are trained to talk to guests about the program, make sure they sign up and get credit for all their spending." This engagement is crucial, especially when staff actively promote the program and make guests feel rewarded. At Sun Valley Lanes & Games in Lincoln, NE, owner John Losito shares that their Player's Club has been a hit for 16 years. "Our program lets customers earn points based on what they spend, which they can redeem anytime," he says. Over the years, Losito has observed three types of rewards program participants: "Some guests redeem points for small items like a soda or beer. Others save them up through the bowling season and treat themselves to a pitcher of beer and a pizza on the last night of the league. Then there are the super savers, who stockpile points for big-ticket items, like a new bowling ball from our pro shop."

EXCLUSIVE OFFERS: MORE THAN JUST POINTS

If tracking points doesn't fit your business model, you can still build a successful rewards program using exclusive offers. Andy B's Bowl Social, which operates locations in Texas, Missouri, and Oklahoma, has been running a simple

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Marketing yet effective rewards program for six years. President of operations Jessica Doty explains that they focus on special deals and email marketing instead of points. "We collect emails and offer deals throughout the year, like $100 worth of arcade play for $40 or buy $20 in arcade play and get $20 free," she says. Doty believes the key is exclusivity, explaining, "On special occasions like Mother's Day or Father's Day, we offer promotions, like Mom Eats Free or Dad Eats Free. But only members of our text or email club get these offers." Text messaging can be highly effective as well. "Text offers have a higher open rate and work well for timely promotions," Doty says. "If it's a rainy Monday and you're slow, you can quickly send a text offering half-price bowling. It's instant and effective for driving extra traffic."

TIPS FOR A WINNING REWARDS PROGRAM • Make It Simple. Ensure guests can easily sign up and redeem rewards. • Sweeten the Deal. Offer enticing reasons to join, like bonus points or free goodies. • Keep It Exclusive. Give members special perks and deals that make them feel like VIPs. • Get Your Team Involved. Make sure your staff is ready and excited to promote the program. • Spread the Word. Promote it using signage, QR codes, social media, email, and your website. • Stay Connected. Send regular texts and emails to keep members engaged and coming back.

GIVE GREAT INCENTIVES

Getting people to sign up for a rewards program often requires an enticing offer. At Kings, new members receive ten bonus crowns and a free pizza. McMahon explains, "Research showed that a strong initial incentive was necessary. So, we made it something memorable—a free pizza and a free bowling voucher. We also automate birthday emails, offering a free dessert to celebrate." Andy B's Bowl Social takes a similar approach, offering new sign-ups $10 in free arcade play. Doty says, "We wanted to make the offer compelling enough to get them through the door. Once they're here, we focus on great customer service and cleanliness, hoping to make them lifelong customers." For high spenders, Sun Valley Lanes & Games provides nextlevel perks. Losito describes how their Platinum level rewards those who spend $1,500 or more annually. "These guests get unlimited free bowling, exclusive event invites, and access to minor league baseball tickets," he says. "If they want to go to a game, we make it happen." Monroe suggests running double points nights or offering bonus arcade credits on slower days. "Get creative with incentives," he advises. "Maybe double points on Wednesdays or an extra $5 for arcade games when guests come in on a specific night. The goal is to keep patrons excited and engaged."

MARKETING YOUR PROGRAM

Once your rewards program is ready, effective marketing is essential. McMahon emphasizes the importance of both in-center and external promotions. "We have signage, QR codes, table tents, and digital screens that all promote the rewards program," he says. "Guests can scan a QR code to sign up, visit the URL, or download our app. We also link the program in every email and occasionally mention it on social media." 14 IBI January 2025

Sun Valley Lanes & Games uses a similar approach. "We advertise our Player's Club on our website, social media, and through flyers," Losito says. "You have to keep reminding guests about it. Loyal customers spend more, so the more awareness you build, the better." Monroe adds that a well-informed and enthusiastic staff is critical. "Training your staff to understand and promote the program makes a huge difference," he says. "If they know the program inside out and are excited about it, guests will be too. They'll explain how points work, where they can be used, and the perks of being a member. That enthusiasm is contagious." In the end, a successful rewards program is about more than points or deals—it's about building relationships with your guests. By engaging your customers and showing appreciation for their loyalty, you're investing in their future visits and strengthening your business's bottom line.

•

Corrie Pelc is a journalist and freelance writer covering the business of recreation and entertainment.

From the Proprietor’s Desk

HANDLING CUSTOMER BEHAVIOR

WITH GRACE & GRIT with Steve Cieslewicz

his month, I swapped stories with fellow bowling proprietors about our shared pet peeves regarding customer behavior. Spoiler alert: there are plenty! But we also brainstormed ways to handle these hiccups without losing our cool or customers. Let's face it: running a center is a delicate dance of keeping everyone happy while dealing with a few curveballs from guest behavior. Tackling these situations head-on without offending anyone is an art. We can turn even the stickiest scenarios into smooth rollouts with the right mix of clear communication, proactive planning, and a dash of empathy.

START WITH FRIENDLY, PROACTIVE COMMUNICATION

Most people are more than happy to follow the rules. They just need to know what they are! Posting clear, cheerful signage throughout your center is a great way to set the tone and expectations before problems arise. Simple signs like these can be effective and non-confrontational: • Help Us Keep the Lanes Safe: Bowling Shoes Stay Indoors! • Supervised Fun Zone: Kids Need an Adult Buddy! • Large group? Save your spot and skip the wait—reserve ahead! • Be kind: Stay in your lane. • Out of time? Extend your game at the counter. Just ask! And if you have introduced timed bowling, which is incredibly effective for reducing slow play, frame it positively: "Timed Bowling: More Fun, More Bowling for Everyone!"

SHARE THE LOVE ONLINE AND ON-SITE

Most guests check online before visiting, so sharing these reminders on your website and social media is essential. Use every platform available to spread the word and ensure your guests are informed before they walk through the door. Create a "Plan Your Visit" page on your website with helpful tips like: • Book online to guarantee your spot—it's quick and easy! • Bowling is timed, so arrive a few minutes early to get the most out of your session! FAQ pages are another lifesaver: • How long do we get to bowl? Sessions are XX minutes—plenty of time for strikes and spares! • Do we need to book ahead? Walk-ins are welcome, but booking guarantees your lane! Social media that's fun and lighthearted: • A quick TikTok or reel: What happens when your game time runs out? Let's find out! 16 IBI January 2025

• A slide show post: Five tips for a Perfect Bowling Night, covering everything from arrival time to lane etiquette. • Playful captions: Remember, your game is timed, so let's make every frame count!

EMPOWER YOUR TEAM TO HANDLE TOUGH SITUATIONS Entry-level employees often find themselves on the front lines of managing customer behavior. Give them simple scripts to handle common issues with confidence and kindness. Role-playing to ensure they are comfortable and confident is a good idea, too. Here are a few common scenarios and potential responses: • If someone uses an ultra-light ball instead of a weight-appropriate one, a staff member could say, "Hey, I've got a pro tip! Using a ball that suits your skill will improve your game and keep the equipment in great shape!" • Unpaid tabs? Keep it simple: "We take care of all transactions upfront so you can focus on the fun. Let's get you squared away!" • When large groups show up unannounced: "We're pretty full right now, but let's put you on the waitlist! And for next time, we would love to help you reserve your spot ahead of time so you can get right on the lanes!"

PREVENT PROBLEMS WITH PROACTIVE MAINTENANCE A smooth operation starts with well-maintained equipment. Make preventive maintenance a priority and train your team to respond to issues with understanding. If an arcade machine or lane breaks down, offer alternatives or freebies to soften the blow: "We're so sorry about the hiccup. Here's a voucher for your next visit!" With creativity and humor, you can address customer behavior in ways that keep the good vibes rolling. Setting clear expectations, empowering employees, and communicating effectively will build stronger connections with your guests—even when things get tricky. After all, bowling's about fun—for everyone!

•

Good luck out there,

– Steve Steve Cieslewicz is the proprietor of Whitetail Lanes in Amherst Junction, WI, and a regular contributor to IBI magazine.

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Economy

SUSTAINING REVENUES IN TIGHT TIMES Strategies for Thriving Despite Economic Shifts

By Carey Tosello

ost operators saw record revenues during the COVID rebound. You probably did, too. What we hear from centers today is a softening of those record years, which we all knew would come. Between pent-up demand from pandemic lockdowns and the government flooding the economy with cash, business was really good, even though costs were way up. Consumer spending was bound to return to the norm eventually. It appears from talking to proprietors across the country that this process of returning to historical averages is underway. But is the norm good enough? It may have been acceptable before many saw record levels of business, but naturally, we all want to keep those big numbers rolling in. Without the aforementioned demand and government cash, it will take some effort to keep record levels going forward.

THE ECONOMIC WILD CARD

We are uncertain about a new president taking office this month with an agenda vastly different from what we saw in the last four years. No one has a crystal ball to predict how Donald Trump's new administration's policies will affect small businesses or consumer confidence. Trump's previous term gives us some idea, but until we see the effects of the new policies, we will not know. Will the new administration raise consumer confidence and discretionary spending for things like bowling and other location-based entertainment? Only time will tell.

ADAPTING TO CONSUMER REALITIES

Families are feeling the financial squeeze. Recent reports show that the average household spends $1,000 more monthly on living expenses than pre-COVID levels, with record-high credit card debt adding to the strain. Discretionary spending— the backbone of your business—is taking a hit. If customers fall out of the habit of visiting, it will be even harder to bring them back. Offering value-added deals or discounts during slow periods can keep your lanes busy and maintain customer loyalty. Designating specific days and times for special promotions gives financially stretched 18 IBI January 2025

families a chance to enjoy your center without compromising their budget. It is a win-win: they stay engaged, and you fill previously slow times.

CONSISTENT MARKETING = REAL RESULTS

Do not assume everyone knows about your center. Even after decades in business, many proprietors are shocked to learn how many locals are unaware of their existence. As a former proprietor of two bowling centers, I was always amazed at the number of people who said they did not know there was a bowling alley in town! This response encouraged us to participate in more community events and step up our outbound marketing efforts. Here is the good news: people already like bowling and the other entertainment you offer. You are not reinventing the wheel; you are just reminding them you are here. The bad news is that people forget about bowling, as we do not regularly come across their minds. Even global giants like McDonald's spend millions to stay top of mind. I am sure none of us forgot that Mickey D's exists, but regularly

reminding people to come back and get a burger is important to their bottom line. Old Saying: If you build it, they will come. New Saying: If you remind them, they will come.

SMARTER MARKETING, BIGGER IMPACT

Affordable, targeted marketing strategies can transform your business without breaking your budget. Forget the days of expensive TV or radio ads—today's digital tools let you reach the exact audience you want for just a few hundred dollars a month. For most bowling centers, this budget is enough to make a significant local impact. Want to go bigger? Spending more can expand your reach, especially in larger markets. The real power lies in targeted digital ads. These tools allow you to zero in on specific demographics: parents of schoolage kids for youth leagues; beer lovers for craft beer-bowling nights; event planners; seniors; arcade enthusiasts—you name it. Instead of casting a wide net with "shotgun marketing," you invest every dollar into reaching the right audience. Platforms like Google, Facebook, and Instagram make this precision possible. While Google offers a broader reach, it has a higher price tag. Facebook and Instagram, on the other hand, provide cost-effective options, but here is the catch: organic posts now reach just 2% of your audience unless boosted with paid ads. That means 98% of your followers will not see your content unless you invest in promoting it.

Digital advertising is powerful, but it takes expertise to do it right. Ensure whoever manages your social media understands how to use targeting effectively. If they do not, outsourcing to professionals can be a smart move to get the best return on your investment. Do not waste time or money on strategies that will not deliver. Instead, focus on consistent, targeted campaigns to maximize your results. The bottom line is: Make sure whoever oversees your social media understands how to use targeting to reach the right audience or you are burning time and dollars. As spending tightens, evolving your strategy is no longer optional—it is essential centers using these strategies consistently see measurable, impactful growth. The secret? Regularly running targeted ads, much like McDonald's does, just on a smaller scale. You will need a fresh approach to keep revenues strong as consumers pull back on discretionary spending. The methods of the past four years will not cut it anymore. If you would like to explore best practices or get advice, feel free to contact me. I will be at the Bowling Summit this month, or you can email me anytime at carey@eBowl.biz. Let's talk about how to keep your lanes busy and how your revenues are growing!

•

Carey Tosello is a former managing partner of two high volume bowling centers, and the founder of eBowl.biz, a leading provider of digital marketing services to the bowling industry. He can be reached at 541-549-0999 or go to eBowl.biz.

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IAAPA RECAP 2024

NEW GAMES, BRASS RING AWARDS, AND GIVING BACK T he Orange County Convention Center in Orlando, FL, came alive the week before Thanksgiving as IAAPA Expo 2024 smashed records. Over 41,000 attendees, including 37,000 verified visitors from around the globe, attended the event, which featured over 1,100 exhibitors showcasing groundbreaking attractions and more than 27,000 buyers exploring the latest innovations. The event reaffirmed its position as the premier gathering for the attractions industry.

EXCITING NEW ATTRACTIONS

LAI Games unveiled five thrilling new titles: Tornado, Galaxy Hunter, Lost Pirate, Kaiju Rampage, and Mount Shabang. Funovation introduced their new redemption attraction, which is currently available for preorder. Learn more about this exciting debut at funovation.com/reactor

CELEBRATING INNOVATION: BRASS RING AWARD WINNERS

AVS Companies won a Brass Ring Award for best new products for games on two arcade games they distribute. • Asteroids: Recharged – A fresh twist on a retro classic, this game combines addictive gameplay with a competitive edge. Players are notified when their high score is beaten, tempting them to jump back in for "just one more round.” • DreamWorks Kung Fu Panda: The Warrior's Gauntlet– Stunning visuals and an easy-to-learn concept make this game a crowd-pleaser. The seamless character-switching feature ensures hours of engaging fun for players of all ages. Redemption Plus wowed the crowd with their Planogram Booster Packs. Designed for smaller operations with limited staff, this efficient solution earned well-deserved accolades. Intercard took home a Brass Ring Award for its iQ QR Readers and Kiosk system. This cutting-edge tech simplifies purchasing game credits—whether online or at the kiosk—so guests can dive right into the fun without a hitch. 20 IBI January 2025

Pipeline Games drew a crowd with live alpacas, spotlighting their Alpaca Prize and Cut 2 Win Mini attraction. Their booth buzzed with attendees of all ages eager to meet the adorable animals and explore their offerings.

GIVING BACK: THE GIVE KIDS THE WORLD 5K IBI's own Natalie Fernandez joined forces with Brunswick to participate in the Give Kids the World 5K, braving the brisk morning air for an inspiring cause. Proceeds benefited Give Kids the World Village, which offers magical, cost-free vacations to critically ill children and their families. Industry leader Betson contributed over $25,000 to the event, with a collective $70,000 raised by all teams—a heartwarming achievement.

LOOKING AHEAD

From groundbreaking games to industry awards and meaningful causes, IAAPA Expo 2024 was a whirlwind of innovation, energy, and community spirit. Are you already excited about next year? Mark your calendars for IAAPA Expo 2025, happening November 17–21. Don't miss the magic!

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STEPPING INTO THE RING

WITH HULK HOGAN and his new arcade game By Stephanie Davis

y job just got a lot more interesting! At IAAPA Expo 2024, I had the unique opportunity to sit down with the legendary Hulk Hogan to discuss his latest venture—a dynamic new arcade game developed in partnership with Premier Arcade Games and Gattillo Group and distributed exclusively by Player One Amusement Group. From the moment we started chatting, it was obvious this wasn’t just another licensing deal. Hulk’s larger-than-life personality is infused into every aspect of the game, right down to the autographed wrestling belts players can win. From branding to bowling, our chat was full of surprises and signature Hulkamania charm.

BRAND APPEAL: PROTECTING A LEGACY

“My brand transcends different countries and languages—people know who Hulk Hogan is,” he explained, his voice full of pride and care. Protecting the legacy he's built over 40 years was nonnegotiable. "I wanted to partner with someone who understands my brand and that I could trust." That meticulous attention to his image has helped his brand endure, spanning generations.

AUDIENCE CONNECTION: BRIDGING GENERATIONS

Hulkamania is about bringing people together; this arcade game is no exception. Hogan grinned as he described how it connects fans old and new. "Hulkmania fans will play—parents who grew up watching me—and that’ll attract their kids. Plus, the game itself is so dynamic, kids will want to play it, and they might even pull their parents in, too!” It’s a full-circle moment that merges nostalgia with cutting-edge fun.

THE SECRET TO LONGEVITY: FAITH AND RESILIENCE

What’s kept Hulkamania running wild for decades? Hogan got reflective here. "The first thing is to believe in yourself. People relate to me because I've made personal and business mistakes just like them. But I keep getting back in there no matter what. And at my core is my faith.” It’s advice that resonates far beyond the wrestling ring or arcade floor.

FUN FACT: HULK HOGAN, THE BOWLER

You probably didn't know that Hulk Hogan was a competitive youth bowler! To prove it, he even pulled out an old black-andwhite photo of his bowling team on his phone. It turns out he had an impressive average back in the day. Who knew the wrestling legend was also a kingpin on the lanes? 22 IBI January 2025

HULKAMANIA PRIZE DROP

The brand-new Hulkamania Prize Drop is here, and it's a showstopper designed to grab your guests' attention and keep them coming back for more. Imagine adding Hulk Hogan to the lineup of your arcade, complete with his unmistakable voice and premium prizes, including autographed championship belts that’ll have players feeling like winners before the game even starts. Packed with exciting features, the Hulkamania Prize Drop boasts a programmable LCD header, rotating TV backgrounds, dazzling LED modes, and an interactive attract mode that ensures it stands out on any arcade floor. And with hassle-free prize strings, it's as simple to manage as it is fun to play. This new arcade game is a testament to Hulk Hogan’s enduring brand, a bridge between generations, and a nod to his unwavering belief in connecting with fans. Whether your guests are chasing a high score or an autographed belt, this game brings a piece of Hulkamania to everyone who plays. This larger-than-life arcade game is available exclusively through Player One Amusement Group, brought to you by Premier Arcade Games and Gattillo Group.

Cover Story

Driving Success By Paul Lane

From Food Trucks to Charity Concerts: Outreach Wins!

ichard "Rich" Kenny, the proud proprietor of Forest View Lanes in Temperance, MI, is much more than just a business owner—he's a vital part of the community. For Rich, there's no distinction between his customers and the community at large. His belief is simple: his business thrives by being actively involved in local life. This philosophy shapes how he runs Forest View Lanes and is at the heart of his marketing strategy.

From Employee to Owner: Rich's Early Connection to Forest View Lanes

Rich's journey with Forest View Lanes began at 14 when he took his first real job there. Over the next decade, he worked in nearly every position in the building, getting to know the business's ins and outs. Though he left to pursue a career in recruitment, he never entirely disconnected from Forest View Lanes, running its volleyball program on the side. His ties to the center remained strong as his professional career advanced. Life took a pivotal turn when his mother was diagnosed with Alzheimer's. Rich returned to Temperance to help care for her, and during this time, he reached out to the owner of Forest View Lanes to explore the idea of buying the business. The owner was ready to sell, and in 2014, Rich took over. Since then, he's leveraged his professional skills to transform Forest View Lanes into a thriving, community-centered hub.

Building Community Relationships

Rich quickly understood that marketing in a small town like Temperance is about relationships. "Community outreach, Facebook, local newspapers, and bartering for services are the most effective tools for us," Rich says. He's become deeply involved in the local scene, serving on the boards of county and regional organizations. 24 IBI January 2025

These connections have enabled Rich to sponsor a wide range of community activities. Forest View Lanes has a tenyear sponsorship of the local high school football stadium, with signage prominently displayed both there and in the gym. Rich also sponsors Toledo's professional sports teams, including the Toledo Walleyes hockey team and the Toledo Mud Hens baseball team, creating memorable in-game experiences with features like the shot-on-goal counter and a strikeout tracker. Rich hosts a variety of events for community organizations, drawing visitors from across the region. One standout is a famous Jeep rally that draws as many as 300 vehicles. Paired with food and drink specials, these events create a social atmosphere that significantly boosts food and beverage sales. "We have around 400 volleyball players here on a Tuesday, and adding hundreds of Jeeps to the mix makes a huge impact," Rich explains. His team also hosts tap takeovers, bourbon samplers, and fundraising events for local charities, Forest View Lanes' advertisement deepening the center's at the Toledo Mud Hens stadium. community involvement.

A Modern Entertainment Hub

Significant renovations have elevated the venue to a top-tier entertainment space. It now boasts 20 bowling lanes with sleek video masks, giant 14-foot TV screens, and enhanced dining spaces. Beyond bowling, the center offers 13 beach

volleyball courts, a restaurant and bar, and an outdoor area that accommodates up to 400 guests. The facility also features a fully equipped corporate meeting space with A/V systems, whiteboards, and a Smart TV—ideal for business gatherings and events.

In 2023, Rich expanded the business by purchasing three food trucks which double as mobile advertisements for the center. These trucks appear at local businesses and community sporting events, and Rich has plans to position them in high-traffic locations and outside schools to maximize visibility.

Meeting Community Needs

The center's arcade is another draw, with games for kids and adults. While there are no redemption machines, there are popular crane machines with prizes, and Rich plans to purchase more games within the next year to enhance the arcade's offerings further.

League Bowling and School Relationships

League bowling at Forest View runs five nights a week and offers options ranging from traditional USBC-sanctioned leagues to more casual “fun leagues." Each team member pays $20 in these leagues, and the team receives a pizza-and-pitcher voucher, adding value to the experience. Rich is thrilled that Forest View Lanes will host the Bedford High School Senior Send-Off event in 2025, offering a safe and enjoyable celebration for recent graduates. In addition to frequently hosting school field trips, the center is relaunching its popular Learn-to-Bowl program, which provides participants with four lessons over four weeks. Beyond being smart marketing, these initiatives highlight Forest View's deep commitment to staying actively involved in the local community.

Expanding Food and Beverage Offerings

One of the most significant growth areas at Forest View Lanes is the food and beverage department, which accounts for 65% of the business's overall revenue. "We have a solid restaurant crowd, and many of our guests come just for the food," Rich notes. "But a large percentage also dine while participating in one of our attractions— bowling being the most popular." Rich has expanded this side of the business by catering meals five nights a week for the local Elks Club, generating around $3,000 in weekly revenue.

The importance of giving back is reflected in Forest View Lanes active participation in local charity efforts. A unique feature on the center's website even features a dedicated Donation Requests page, where local organizations can apply for support. The center receives over 25 requests weekly, and while not all can be fulfilled, the approved ones typically receive gift cards that can be used by the recipient or sold to raise funds. Forest View Lanes also gives back through its grassroots marketing efforts, notably by participating in local events where it offers coupons to attendees. Rich believes in driving return business, and one of his go-to promotions is a party certificate for five people to bowl for one hour. This builds goodwill and brings new customers through the door.

Community-Centered Future

Ambitious plans are underway to keep the venue evolving with a vision of continual growth and community involvement. "We're always upgrading," Rich shares. The entertainment center is set to expand with an ice cream shop, a coffee shop, and even a drivethrough, making it a hub for recreation and convenience. On the tech front, the center is upgrading the sound system with an iPadcontrolled matrix for a more immersive entertainment experience. In collaboration with the Michigan State Lottery, Rich is introducing Club Keno gambling events, with large-scale buy-ins and prizes broadcast on the center’s massive TV screens. Soon, a special Keno event will take place where forty participants will buy in for $25 each to purchase a $1,000 ticket, with the Keno numbers broadcasted on the TV screens. This exciting new phase adds another layer to the center's wide-ranging appeal. Forest View is the host location for the area’s annual Alzheimer’s charity concert. For the past two years, national country act Jason Michael Carroll has headlined, raising over $30,000 in just one day for Alzheimer's research—a cause near to Rich's heart as he honors his mother through his continued support of Alzheimer's charities. Looking to the future, as Forest View Lanes continues to evolve, one thing remains constant: Rich Kenny's deep-rooted commitment to his community will always be at the core of his business's success.

•

Paul Lane has had an extensive background in marketing since 1960, especially in the international arena, in a career that spans more than 50 countries. This includes a 30-year tenure with AMF Bowling Inc. (1960-1990). Since 1990 he has worked as an independent contractor assisting more than a dozen major domestic and international companies in the bowling industry in a variety of marketing assignments.

IBI January 2025 25

Operations

AVOID COSTLY DOWNTIME Expert Tips Keep Lanes and Equipment Humming By Mark Miller

inding skilled mechanics for capital equipment— like pinsetters, lanes, and ball return machines— has always been a challenge in the bowling industry, and it's only getting worse. Centers are struggling with experienced mechanics aging out or passing away and not enough young people stepping up to fill the void. To help operators avoid costly downtime, IBI sought advice from maintenance expert Jeff Sorensen on how to keep operations running smoothly.

Daily Maintenance

Decades of servicing equipment have taught Sorensen the importance of preventative upkeep. He emphasizes simple but effective routines, having worked across the Midwest, New England, New York, and now in Florida for independent Jeff Sorensen centers and chains. Sorensen starts his day early, often arriving hours before anyone else to oil the lanes and follow a tip he learned from Tom Niedermeyer at AMF. "My number one advice for any mechanic is to turn on the machine and listen to it running when nobody is bowling. You can hear if something is wrong," says Sorensen, who works part-time at VIA Entertainment in Leesburg, FL. "Once you've been in the business long enough, you recognize different sounds and know what's causing them. Even if you can only do this once a week or once a month, it's worth it. Checking our 22 lanes takes me 12 minutes, but it can prevent major issues." That's a small investment for a big payoff! At The Villages, where Sorensen "retired" in 2022 after 19 years, he had a team of four full-time and five part-time mechanics. But even then, he habitually arrived early to perform quick maintenance tasks before bowlers showed up. 26 IBI January 2025

Preventative Maintenance

Sorensen's philosophy is simple: fix problems before they become major. Monthly checks of pin cushions for cracks and cleaning noisy distributor clutches once or twice a year are part of his routine. "As long as they're running well, don't mess with the clutches," he advises. "The less you touch them, the better they run." He also recommends checking pin spots during gameplay, as it can help identify alignment issues. "There are so many simple, five-minute checks that add up," Sorensen explains. "If you can catch a problem early, it's preventable. Nobody will notice the work, but it keeps the machines running well."

Organization

Sorensen's organizational skills have been key to his success. He creates detailed charts outlining monthly and tri-annual tasks. "These charts kept our mechanics on track, with most tasks being simple inspections rather than repairs," he says. The process helped keep everything in order and encouraged mechanics to leave the shop and catch minor issues before they escalated. "They were proud when they caught other things and were happy to report them to me."

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Operations

The summer is prime time for in-depth maintenance. "We use a three-month chart, starting before leagues begin, again at Christmas, and one more time in the spring before leagues end," he explains. "Sometimes, it's just a 10-minute fix; other times, it can take days. But staying organized makes a big difference."

Parts Management

Sorensen stresses the importance of having at least one spare part for everything to avoid extended downtime. "We try to fix things before they break," he says. "It doesn't always work, but if you can catch 60% of potential problems, that's 60% fewer disruptions for bowlers." He also saves money by ordering from budget-friendly suppliers and minimizing the parts he keeps in stock. Because of his proactive approach, emergency repairs have been rare in his career. When they did occur, Sorensen ensured centers compensated inconvenienced bowlers, even offering free drinks or other spiffs.

Recruitment and Training

With the mechanic shortage worsening, Sorensen sees junior bowling programs as a potential talent pool. "Like at golf courses, you can hire juniors to help and give them incentives like free rounds of golf," he notes. "They can start young, and by the time they're old enough to work on machines, they're already familiar with the center." School work programs are another option. "Start them at the front desk or cleaning up," he says. "Some will become interested in mechanics, and those are the ones who can grow into the role." Sorensen points out that many centers view maintenance as a cost rather than an investment because it doesn't 28 IBI January 2025

directly generate revenue. "You can't sell maintenance," he explains. "It's often the first expense some operators want to cut. You can't reduce front desk hours because someone always has to be there, but they often think a mechanic is optional—especially if front desk staff can clear simple jams. The problem is that nobody is there to catch issues without a mechanic actively monitoring equipment before they become serious."

Final Advice

Sorensen's top tip for proprietors is to ensure mechanics have dedicated time for maintenance. "Give your mechanic the time to be a mechanic," he emphasizes. "Even if it's just three or four hours a week, it can make a world of difference. You're asking for trouble if your mechanic is too busy oiling lanes to address repairs. Prioritize giving them time to work on problems." Jeff Sorensen's wealth of experience is a powerful reminder that preventive maintenance isn't just a task— it's a game plan that keeps lanes humming, bowlers happy, and downtime to a minimum. By investing time in proactive care, organizing routine checks, and creating opportunities to train the next generation, centers can maintain smooth operations and safeguard their most valuable assets. After all, a little planning today saves a lot of headaches tomorrow.

•

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.

Sales

GROUP SALES, S I M PLIF IE D Proven Strategies for Measurable Results

s the calendar flips to a new year, it brings a fresh opportunity to rethink, reimagine, and revolutionize how you tackle group sales. What are your group sales goals for 2025? So many times, guests come to your facility for the first time when they participate in a group event. Whether it is an office party, a team building event, a sports team celebration, a charitable fundraiser, or a school or church group outing, a group gathering makes a big difference in your business overall, driving more than revenue. They create loyal fans who return with friends and family. So, how can you make 2025 the year your group sales truly soar? It starts with clear goals and a smart strategy. Here is a roadmap based on proven practices I have seen succeed countless times over the last twenty-plus years.

A PROVEN SALES STRATEGY Designate a Group Sales Champion

This person must know the goals and what behaviors create the right results. The financial reward is an outcome of doing the right things every day.

30 IBI January 2025

By Beth Standlee

Understand What Drives Sales

Embrace a functioning sales process. Many salespeople focus on "pitching" their products, but it is vital to recognize that buyers are motivated by their needs and desires, not what the seller wants to sell. It is key to connecting with the buyer, qualifying their needs, and proposing tailored solutions.

Qualify What the Prospect Wants

Most group salespeople begin to "pitch" once they know the minimum basics of the event. Understanding what people want extends beyond basic event logistics like the date, attendee count, and food preferences. Logistics are essential, but they are only one piece of a five-piece puzzle. The WHY of their buy is critical. People buy based on emotion and logically justify their purchase after signing the deal. A savvy group sales rep will also learn who their competition is, determine if they are talking to the decision maker, and find the buyer's tolerance for spending before they begin to create the perfect event. Once the qualifying work is done, creating a customized event that fits the logistical, emotional, and budgetary foundation you have uncovered will give you the best fit to propose to the prospect. Knowing you have uncovered all their goals will give you confidence that you have created the best options to help them.

Get the Ultimate Control Over your Business with Conqueror Web and Kiosk

What are you waiting for? The main thing that I would say is for new centers that are wanting to get Conqueror Web or Kiosk—don’t hold back. The more things that you make available to your guests, the higher your tickets are going to be. You’re doing yourself a disservice by limiting what’s available online. It’s a no-brainer. Your revenue is going to increase. Your ability to help your guests is going to be better. Your service overall is going to be better.

Hannah Landrum, Assistant Manager Tangi Lanes Hammond, LA

Hear Hannah’s experience:

Sales Close with Confidence

Proposing is only half the battle; asking for the business is where the magic happens. Make it easy for clients to say "yes" by presenting solutions that seamlessly fit their needs.

Have Meaningful Conversations

A successful group sales champion should have at least 50 meaningful weekly conversations. A conversation that follows a strong sales process goes way beyond order-taking. Tip! Know the difference between order taking and selling. Order taking: A good employee can take a reservation over the phone and generate sales as long as the phone rings. Selling: A sales professional will learn the sales process and exponentially increase the group revenue and their close ratio.

Proactive Outreach

Do not rely solely on inbound calls. Sales professionals should spend 20% to 25% of their time making outbound calls and working outside the center to generate new business.

SETTING REALISTIC GOALS

Daily: Have a minimum of 10 meaningful conversations per day. Whether they make an outside call or answer an inbound email or phone call, a sure way to create the kind of revenue you expect from a full-time sales representative is to insist on this behavior. NOTE: A meaningful conversation is defined as: Knowing what to do next with the contact.

32 IBI January 2025

Weekly: With 12 new outbound conversations and 38 inbound conversations, a conservative close ratio looks like this: 25% Outbound Calls = 12 Meaningful Conversations The close ratio for outbound calls is 10%. 75% Inbound Calls = 38 Meaningful Conversations The close ratio for inbound calls is 40% Two bookings for outbound calls and 15 bookings for inbound calls = 17 bookings per week.

Annual Revenue Potential:

With an average event value of $1,000, this strategy generates $17,000 per week, or $714,000 annually (assuming 80% goal achievement). Success in group sales is not magic — it is behavior. Sales reps who master the process balance the effort between inbound inquiries and outbound prospecting, and consistently hit their daily conversation goals shine. As 2025 unfolds, make this the year your group sales strategy delivers numbers and builds lasting relationships. With clear goals, a solid game plan, and a champion leading the charge, the road ahead is paved with growth and opportunity. This is not just about sales; it is about creating unforgettable experiences that keep guests coming back for more. Are you ready to make 2025 your best year yet? Let's go!

•

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IBI January 2025 33

Digital Marketing

NO PICS? NO BUZZ! Visuals Are Key To Engaging And Growing Your Audience

t's a visual world, folks! If you want to tell a story, share the excitement of your center, and show the value of what you offer— pictures and videos are a key element of the marketing equation, especially for location-based entertainment centers. We often come across an impressive event or unique program that a center has hosted, and we want to share the story with our readers. But then we find that the operator doesn't have any quality photos or videos to share. In the age of social media, if there's no photo or video, did it even happen? Platforms like Instagram and Facebook are driven by visuals, with posts that include images and videos consistently outperforming those that don't. For entertainment facilities, sharing high-quality visuals can help you reach a much larger audience. Think about the last event you attended. What sticks in your mind the most? Chances are, it's the vibrant images, the laughter-filled moments, or that epic video recap you saw afterward. Photos and videos uniquely tell a story and capture the atmosphere, excitement, and key moments that words alone can't fully convey.

that you can use long after the event. You can create highlight reels for your social media platforms, feature images in your email newsletters, and even use snippets for future advertisements. This extends the lifespan of your event content and ensures that your marketing stays fresh and engaging without requiring a constant influx of new material.

Do you need a professional?

NO! Chances are you have someone on your team who is young, social media savvy, and loves taking pictures and videos because that's part of their everyday life. It shouldn't be hard to find someone on your team, in your social group, or in your customer base who would love the task of snapping pictures and taking videos. A few important considerations to ensure that you use customer photos ethically and effectively: •

Obtain Consent: Obtaining consent from the individuals featured in the images is crucial before using any customer photos for marketing purposes.

•

Respect Privacy Rights: Respect your customers' privacy rights by ensuring that you only use photos in which individuals have consented to be featured.

•

Be Transparent: Be transparent with your customers about how you intend to use their photos in your marketing efforts.

•

Protect Personal Information: Be mindful of personal information, such as names, locations, or other identifying details, that may be associated with customer photos.

•

Ensure Diversity and Inclusivity: When selecting customer photos for marketing, strive for diversity and inclusivity to reflect the broad spectrum of your customer base.

•

Give Credit Where Due: If possible, credit the individuals featured in customer photos by including their names or social media handles.

Don't Miss a Golden Opportunity!

You can create an emotional connection with your audience by showcasing the energy and fun of the experience at your center through compelling visuals. Whether you share these visuals on your website, social media, or promotional materials, you're not just telling people about the great time they could have at your venue— you're showing them. This kind of engagement is invaluable, as it helps potential customers visualize themselves at your center, experiencing those moments firsthand. Consider this: a vibrant photo of friends high-fiving after a perfect strike, or a short video of kids laughing as they compete in the arcade, can create excitement that reaches far beyond your local community. These engaging visuals can be shared, liked, and commented on, expanding your audience and attracting new customers eager to join in the fun.

Repurposing Content

One of the biggest advantages of capturing visuals at your events is the ability to repurpose that content across various marketing channels. A single event can provide you with a treasure trove of photos and videos 34 IBI January 2025

By Stephanie Davis

The right photo or video can spark excitement, spread smiles, and inspire future guests to enjoy the fun. In a world where visuals reign supreme, your center deserves to be seen, shared and celebrated far and wide. Lights, camera, action—let's make your center the star of everyone's social feed!

•

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Shorts

EXPANSIONS, OPENINGS & NEWOPENING BEGINNINGS EXPANSIONS, There is never a dull moment in the world of bowling. New ideas to entertain customers and new venues cropping up to entice people, young and old, to have fun can be found throughout the country. The little brother to tenpin bowling, duckpin bowling, has migrated across the nation. While it was secluded on the eastern seaboard for generations, its popularity today is nationwide.

CALIFORNIA

Another Pinstripes greets the public in Walnut Creek. The experiential dining and entertainment destination opened in November at Broadway Plaza. The Pinstripes location is the second in the San Francisco area and features a fullservice bistro, serving chef-driven Italian-American cuisine and handcrafted cocktails. Entertainment-wise, there are eight bowling lanes, two indoor bocce courts and private event spaces for groups up to 1,500. While the fun activities, bowling and bocce, are inviting, food is king at Pinstripes.

ARKANSAS Construction is underway for Let’s Roll in Paragould. The new year will bring bowling, laser tag, and golf simulators to the community. A few of the bowling lanes will be designated duckpin lanes, which is a first for the state according to the coowner, Chris Moyer.

FLORIDA

The Great Wolf Lodge has set foot in Naples and is open for business, albeit a soft opening. Not waiting for the “official” grand opening, guests are checking into the 500-suite hotel and checking out the array of fun-filled activities: bowling, miniature golf, virtual reality game rooms, a 24-hour arcade, a 150-foot circular zipline, and a trail climbing experience. However, the big draw is water. There are 12 massive water slides, three pools including a wave pool with a beach. The big splash is a bucket dump of thousands of gallons of water every 10 minutes for happy recipients.

GEORGIA

Peachtree Puttery and Entertainment Center is in construction in Atlanta. The twostory game center is anchored with bowling lanes, a restaurant, and outdoor mini-golf.

HAWAII

Duckpin has finally reached Hawaii! The Westin Maui Resort & Spa Kaanapali in Lahaina has opened The Valley Alley; the name is a nod to Maui’s nickname, the Valley Isle. The island has been working hard to rebuild after the devastating fires that hit in 2023. Westin’s 10,000-square-foot entertainment center features Topgolf swing suites, virtual reality, arcade games, and the transplanted duckpin bowling.

36 IBI January 2025

KANSAS Downtown Augusta, KS, is reopening Holiday Bowl, established in 1958 during the heyday of bowling alleys. A passion project, the new owner of the business found an old building wanting renovation and, with a two-year restoration, Holiday Bowl is ready to meet the public again. Vintage equipment from the Brunswick line for 12 bowling lanes with original wood, plus a midcentury look for the center’s lounge and restaurant, beckons new guests.

Shorts

GS & NEW BEGINNINGS MICHIGAN

MONTANA

Ducks are expanding in Kalamazoo. Duckpin bowling that is. Crafted Copper’s One Well Brewing has set up a duckpin lane for family and friends to enjoy along with wacky bowling-based games to play along on-screen. The company reached out to Brunswick who had the duckpin idea and installed it. Duckpin lanes are also at Crafted Copper’s downtown Kalamazoo venue. These are not the only ones. There are plans for others to be installed at the former space of Old Burdick’s at the Radisson Hotel. The ducks are getting popular.

A newly refurbished bowling alley is available for students at the Montana School for the Deaf and Blind (MSDF) in Great Falls. The gym was built in 1983 and had been a cherished activity of the students. With aging equipment, it has not been available for use for well over a decade. The project to revamp the lanes has been supported by the Malmstrom Air Force Base, which has helped with removing old equipment and saving costs with electrical work. Paul Furthmyre, superintendent of MSDF, said, “One thing we focus on here at MSDF is developing activities for our students that can go well beyond the future of the school. Bowling is one of those activities that we feel our students can have access to for a lifetime.”

NEW JERSEY Palmeras Entertainment, a three-floor entertainment center, has opened in East Brunswick township. The new venue offers something for all ages: 19 bowling lanes, including eight Hyperbowling lanes; arcades; billiards; foosball; snookball; shuffleboard and bocci. There are also two golf simulators and a 7D cinema ride, plus food. The second floor is available for private events, handling 100 or more people, plus a stage, fireplace and bar for caterers. The third floor has two rooms that are available for corporate and social functions. It is a family-run business owned by Daniel Tarantini. The building was originally designed for office, mixed-use business but was moved to community entertainment which was a dream come true for Tarantini.

NEW YORK A former bowling center in West Haverstraw has reopened as Breakpoint Bowl & Entertainment. The venue offers more than 20 lanes of bowling; 100 arcade games; TV monitors showing live scores; and laser tag. A full-service bar and restaurant will service guests and corporate and celebratory events.

PENNSYLVANIA Harrisburg has introduced Union Social, an affiliate of Air Madness. The new site offers 12 Brunswick lanes with interactive lighting and music; axe throwing lanes; an arcade with 50 games; an indoor patio called The Yard which has yard games and pool tables; and a restaurant and full bar.

IBI January 2025 37

Marketing

Cultivating Leaders By Corrie Pelc

How Operators Can Develop Managers from Their Own Team

hen it’s time to find new managers, many bowling centers face a common question: should they hire externally or promote from within?

The benefits of promoting from within are substantial, provided the right candidates are available and interested. In fact, companies that promote internally see a 34% increase in employee retention compared to those that hire externally, according to a 2024 report by the Human Capital Institute. Employees already familiar with the business, customers, and staff are more likely to stay longer and transition more smoothly into management roles. Beth Standlee, owner of TrainerTainment, which provides coaching and training for the leisure and hospitality industries, is a strong advocate for promoting from within. “I think it’s always a great first step because the learning curve is shorter — they already know the business, the customers, and the staff,” she explains. David Wallace, president and founder of Turfway Entertainment Management, agrees but adds that it depends on the center's goals. “Promoting from within can be very effective — we do it at several of our properties,” he says. “It’s just about ensuring you have the right talent to meet the management needs of the business.”

ASK FIRST!

Before investing in training a staff member for management, Standlee stresses the importance of confirming they actually want the role. “Not everyone wants to be a manager,” she explains. “Some employees are perfectly happy in their current position, so make sure they’re genuinely interested in upward mobility.”

DESIGN AN UPWARD MOBILITY TRACK

While some staff may not be interested in higher-level positions, others are eager to advance. To support staff development, Standlee advises centers to create a clear upward mobility track. “There are people who want to grow within the industry, and identifying those individuals is crucial,” she says. “Gen Z and Millennials, in particular, want to know how they can move up, and they value training, mentorship, and coaching.” A 2024 Deloitte survey found that 67% of Millennials and 75% of Gen Z employees prefer working for companies that offer clear career progression. Providing structured growth paths can make your center more appealing to these generations. 38 IBI January 2025

TRAINING AND MENTORSHIP

Wallace emphasizes that consistent training is key for staff being considered for promotion. “Don’t set them up for failure by rushing the process because you need a manager. Provide the training and support they need to succeed,” he advises. Too often, new managers are handed keys and expected to perform without proper guidance, leading to frustration for both the manager and their peers. Wallace recommends using training manuals that cover essential managerial tasks such as financial management, labor forecasting, and hiring. In addition, Wallace suggests pairing new managers with experienced ones. “Rather than just handing them the keys, have them shadow a seasoned manager for two to three weeks to help them adapt to the management structure,” he says. This approach is backed by the 2024 National Mentoring Partnership study, which found that 84% of mentored employees reported higher levels of engagement and were five times more likely to advance in their careers. Promoting staff who have undergone mentorship programs helps reduce turnover and fosters a supportive culture.

BE READY TO HANDLE STAFF FRICTION

Promoting a team member to a management role can sometimes lead to tension with their former peers. “Managing those you’ve worked alongside can create friction,” Wallace notes. To ease the transition, ensure the promotion process is transparent, acknowledge others who were considered, and foster a culture of celebrating everyone’s achievements. Standlee emphasizes that leadership isn’t about doing everything better than everyone else. “Your job as a leader is to help others want to and learn to do things better than you,” she concludes.

•

Corrie Pelc is a journalist and freelance writer covering the business of recreation and entertainment.

PREFERRED VENDOR LIST Apparel EXPERT HOSIERY

Customer Service

919.799.7707

www.funtimefootwear.com support@experthosiery.com

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

LAYMON HUGHES HOSIERY

Sharon Hughes

256.845.1034

www.laymonhugheshosiery.com laymonhughes@bellsouth.net

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

Arcade Distributor AVS COMPANIES

Sales Department

847.439.9400

www.avscompanies.com sales@avscompanies.com

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

BETSON ENTERPRISES

Sales Department

800.524.2343

www.betson.com/bowling 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.

PLAYER ONE AMUSEMENT GROUP

Sales Department

416.251.2122

www.p1-ag.com GetAnswers@P1-AG.com

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

Architecture Design DYNAMIC DESIGNS

Howard Ellman

248.644.7275

www.dynamicdesignsinc.net Info@dynamicdesignsinc.net

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

Attractions CREATIVE WORKS

Russ Van Natta

317.834.4770

www.wearecreativeworks.com sales@wearecreativeworks.com

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

FUNOVATION

Sales Department

303.996.0294

www.funovation.com sales@funovation.com

The experts in small footprint booster attractions! Since 2007, we have been committed to providing best-in-class fun through our attractions, our friendly customer service, and our quick return on investment.

IBI January 2025 39

PREFERRED VENDOR LIST Automatic Scoring NEW CENTER CONSULTING

Glenn Hartshorn

248.375.2751

www.newcenterconsulting.com ghartsho@yahoo.com

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

STELTRONIC SCORING

Sales Department

800.942.5939

www.steltronicscoring.com Info@steltronicscoring.com

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

Capital Equipment/Supplies BRUNSWICK BOWLING PRODUCTS

Michael Postema

231.343.2043

www.brunswickbowling.com 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.

QUBICAAMF Sales Department 804.569.1000

www.qubicaamf.com 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.

Cashless Technology INTERCARD Sales Department 800.732.3770

www.intercardinc.com Sales@intercardinc.com

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

Consulting and Management FIRST FRAME BOWLING

Mike Monroe

844.923.2695

www.firstframebowling.com mikebowl44@gmail.com

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

TRIFECTA MANAGEMENT GROUP

Bruce Nussbaum

818.879.7100

www.trifecta-mg.com Inquiries@trifecta-mg.com

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

40 IBI January 2025

PREFERRED VENDOR LIST Food/Beverage KNOW NATURALS

Nick Zavakos

shop.knownaturals.com nick@knownaturals.com

843.475.5604

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

SCHWAN’S FOOD SERVICE, INC.

Customer Service

888.554.7421

www.schwansfoodservice.com

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

Insurance BOWLING CENTER INSURANCE

Bob Langley

864.527.1145

www.bowlingcenterinsurance.com robert.langley@bbrown.com

Helping You Is What We Do Best! With 30 years of experience and over 300 centers nationwide, we’ve mastered the art of insuring entertainment venues from bowling centers and movie theaters to axe throwing, roller skating, go-karts, mini golf, and more. Comprehensive policies include property, general liability, liquor liability, wind/hail protection, and Workers’ Compensation. As part of the sixth-largest (Independent Insurance) Broker in the U.S., we offer competitive quotes tailored to your needs. Contact us today and let’s get your coverage started!

TILTON, THOMAS & MORGAN INSURANCE PROFESSIONALS

W. Tyler Compton

866.233.0266

www.ttminsurance.com tcompton@ttminsurance.com

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

WESTERN BOWLING PROPRIETORS INSURANCE

Cameron Linder

800.200.9998

www.wbpiprogram.com contact@wbpiprogram.com

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

Lighting/Sound DECIBEL STUDIOS

Guy O’Hazza Ravi Shankar

310.693.5165 310.693.5165 ext. 1

www.decibel-studios.com guy@decibel-studios.com ravi@decibel-studios.com

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

DFX SOUND VISION

Mike Bovino

800.555.5280

www.dfxsoundvision.com info@dfxsoundvision.com

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

IBI January 2025 41

PREFERRED VENDOR LIST Marketing BBBI/KIDS BOWL FREE

Andy Vasko

877.841.4590

www.kidsbowlfree.com Andy.Vasko@kidsbowlfree.com

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

BOWLING LEADS

Zach Boulanger

844.468.4144

www.bowlingleads.com Zach@bowlingleads.com

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

EBOWL.BIZ & BOWLRX.COM

Carey Tosello

541.549.0999

www.eBowl.biz Carey@eBowl.biz

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

THE KAPLOE GROUP

Fred Kaplowitz

516.359.4874

www.kaploegroup.com fredkaplowitz@gmail.com

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

TRIFECTA MANAGEMENT GROUP

Bruce Nussbaum

818.879.7100

www.trifecta-mg.com Inquiries@trifecta-mg.com

Online Reservations ALLEYTRAK

Chris Behling

815.519.9843

www.alleytrak.com Chris@alleytrak.com

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

Party Supplies and Novelty Products SIERRA PRODUCTS

Shelly Berry

800.900.7695

www.noveltybowlingstuff.com sales@noveltybowlingstuff.com

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

Promotional Products FEC PROMO TOOLS

Sales Department

239.389.9583

www.fecpromotools.com FECpromotools@gmail.com

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

42 IBI January 2025

PREFERRED VENDOR LIST Redemption Supplies

A&A GLOBAL INDUSTRIES

Sales Department

800.638.6000

www.aaglobal.com Sales@aaglobal.com

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

BMI MERCHANDISE

Sales Department

800.272.6375

www.bmimerchandise.com Sales@bmimerchandise.com

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

SURESHOT REDEMPTION

Corporate Sales

888.887.8738

www.sureshot-redemption.com Sales@sureshot-redemption.com

Sureshot is your ultimate destination for retail merchandise and redemption prizes. We feature a comprehensive assortment across all major categories, coupled with exceptional customer service, competitive pricing, and premium quality products. Discover our ongoing additions of unique items year-round. We also offer custom logo programs, automatic merchandise replenishment, assortment planning, and planogramming services. Trust Sureshot Redemption to consistently meet your needs with precision and reliability, especially with our Free Freight program. Call or email us for details!

REDEMPTION PLUS

Michael Nowak

888.564.7587

www.redemptionplus.com Smile@redemptionplus.com

Redemption Plus is your go-to partner for all things redemption! From designing and merchandising exciting redemption centers to offering expertly crafted training resources and a broad selection of trend-worthy prizes, we’ve got you covered. With a fresh approach and top-tier service, we simplify your operations so you can focus on wowing your customers with unforgettable experiences!

Training

TRAINERTAINMENT

Beth Standlee

817.886.4840

www.Trainertainment.net Beth@trainertainment.net

Fun Training – Serious Results.

Virtual Reality VRCAVE Alex Rossol

780.577.9655

www.vrcave.ca/ibi sales@vrcave.ca

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

IBI January 2025 43

Classifieds

know

INTRODUCING

KNOW NATURALS Revolutionize your bar scene and create a brand new revenue stream with Know Naturals hemp-infused beverages and gummies! A safe and reliable way to meet the rising demand for nonalcoholic products. Call us today to see if your business is eleigble for this unique and lucrative opportunity.

843-475-5604 www.knownaturals.com

200

BE ON THE LOOKOUT

FOR THE 2025 EDITION, BEING DELIVERED TO YOUR CENTER IN FEBRUARY. What’s

HOT & TRENDING For Bowling & Family Entertainment Operators, Suppliers, & Industry Experts

Centers

Share the Latest Trends

2025 PRODUCT & RESOURCE GUIDE sive

For Progres Operations

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44 IBI January 2025

IBI is on the lookout for stories to share with our readers. Email stephanie@bowlingindustry.com for potential story ideas and features. // Hotline: 855-415-7517

Classifieds CENTER FOR SALE 14 lane center in Vinton, IA. 13,500 square foot facility with a snack bar and lounge. $800,000 OBO. Contact Steve for more information (319) 472-3757.

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

215 N. Harris St, Tulia, Tx 79088 Call (806) 995-4018 Fax (806) 425-3771

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

SERVICES AVAILABLE Drill Bit Sharpening and Measure Ball Repair. J ayhawk Bowling Supply. ( 800) 255-6436 or jayhawkbowling.com

AMF and some BRUNSWICK PC board repair/exchange. 6 month warranty, fast turnaround. Call or write: WB8YJF Service 5586 Babbitt Road, New Albany, Ohio 43054 Toll Free: 888-902-BOWL (2695) Ph./Fax: (614) 855-3022 (Jon) E-mail: wb8yjf@sbcglobal.net

Call (239) 821-2534 or E-mail your ad to:

Natalie@bowlingindustry.com

IBI January 2025 45

46 IBI January 2025

The modern, omnichannel payment solution for bowling entertainment centers

“

It’s a really great opportunity to start streamlining operations...simplifying the backend processes for the proprietor while simultaneously improving the operational processes for the staff and the customer experience at the same time. It’s very rare to get something that nails all three of those and the Conqueror plus Square integration really does that.”

Michael Shearer, Owner Perfect Game, Farmington Hills, MI

Watch the video to hear Michael’s experience: