LANES! LIVE at the

By Ryan Vasko

Savvy Centers Are Tapping into the Music Scene

When the world reopened following the pandemic, one of the biggest questions owners had to ask themselves was, “How can we evolve and futureproof our center?” In a bid to draw people back through their doors, the businesses that saw the most success were the ones that found creative uses for their spaces and got customers excited about getting out again.

In certain cases, that meant thinking of your operation as less of a bowling center and more of a venue. That, at least, was the motivation behind transformative renovations undertaken at places like Chipper’s Lanes and the Mishawaka Amphitheatre in Colorado, which pivoted to convert their centers into marquee live music destinations.

“Instead of a venue in a bowling center, we flipped this thing on its head and we’re putting a bowling center in a venue,” said owner Matt Hoeven. “Those nights when we’re having a show, we’re a show first; we’re not a bowling center. We’ll fill the house with the 300 people who bought a ticket, and then, if they’re interested in bowling, that’s a VIP upcharge to have that experience.”

“One of the silver linings from Covid was that it created this need for music in unconventional spaces,” said Bri Long, owner of Longevity Productions, who handles the booking for Chipper’s. “For a couple of years, you weren’t able or allowed to go to a 200-person club to see a show. That helped bridge the gap for a lot of people for this ‘odd idea’ of seeing a concert in a bowling alley.”

Chipper’s, which will put on 80-plus shows at each of their three Colorado locations this year, is one of a growing number of businesses that are investing in the right sound equipment, lighting, acoustics, and other elements that make for a great experience for bands and attendees alike.

It might seem daunting or too far afield from your usual, day-to-day operations, but having the ability to present a steady stream of original entertainment could be the key to bringing in customers who might not otherwise ever consider your establishment. A common thread that connects the centers who have done it best is making sure to do your due diligence and not taking half measures in committing to being a place musical acts will want to keep returning to.

“The thought was, how can I do this affordably and make it look cool?” said Jesse Hansen, Director of Operations for multiple Harley’s Bowl locations in Southern California. “We built a stage, put in a quality sound system, and did what we could to make it easy for bands to play here.”

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

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

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

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

It’s a time-tested idea that is key to a business’s success and ability to adapt to the times: wasted space is wasted opportunity. During the downtime provided by the pandemic, Hansen saw an underutilized bar area and converted it into an all-inclusive entertainment space. Hoelstad saw the same with his unused outdoor setup and is considering a similar change-up for a gaming area currently at Ravalli. If your operation isn’t currently designed to maximize your revenue possibilities, tapping into the music scene that passes through your town could unlock something wholly new. Beyond doing the work beforehand and outfitting your space to serve as a proper venue, it’s important to know your audience and understand the needs of your acts. For Long and the Chipper’s staff, that means making sure the early conversations with agents or band reps are honest about what the venue is and selling it as a positive and unique experience. It means being clear about your tech specs and what sort of atmosphere you’ll be able to provide for their fans.

“We’ve always operated with the forward-facing idea that the openers of today are the headliners of tomorrow,” Long said. “So, whether you have 12 followers or 12 million, when you come to one of our venues, you get treated with the same level of respect. If you show a band a good time while they’re on tour, they’re going to spread the word and they will want to come back.”

“It’s really about making it as easy as possible for bands to come in and play,” Hansen said about Harley’s approach. “Even cutting down on the amount of equipment they have to haul in and set up by having things already installed can make a huge difference.”

Work with a Talent Booker

Before you can get to giving your acts what they want, you must track them down. Your best bet, if it’s within your financial capabilities, is to work with a booker with an established network and infrastructure to find local and touring talent.

“It wasn’t until we brought in someone like Bri that we saw how much it pays off,” Hoeven said. “Someone to handle the advances, the bands’ needs from a hospitality perspective, the right sound and lighting specs, and everything else [it takes] to be a professional venue. That allowed us to go from 0 to 60 very rapidly. Now, it’s not a band in a bowling center, it’s a concert.”

Sometimes, you have more contacts than you realize. For Hoelstad, his Rivalli bowlers provided an unforeseen resource. One bowler was in a band and got him in touch with some larger acts in Montana, while another was married to a lead singer who connected him with a booking agent that managed a handful of bands who can help to fill his stage.

DIY Booking

If a booker isn’t in your budget, you can still serve as your own scout and explore artists in your area, as long as you have a good understanding of the demographics you’re dealing with. Are you near a college? If there are established music venues in your town, what genres draw the biggest crowds? Many cities have sites and other online resources that allow acts looking for stage time to connect with venues.

Don’t be afraid to experiment a little with different types of acts and genres. Be versatile and try to branch out if it means a new steady source of attendees. If it’s a fit for your environment, you can count on word of mouth to grow your audience and an act’s following as a supplement to your promotion. Hoelstad works with local radio stations and offers free tickets to shows at Rivalli in exchange for on-air promos. Hansen has social accounts specifically for the music happening at Harley’s. Any act’s crowds could become your new league bowlers.

It can be a big step to change your center into a spot that bands will clamor to perform at, but it’s growing in popularity and has proven to be a game changer for many owners.

All you have to do is set the stage.•

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