2022 March Issue

March 2022 // Vol. 30

MAGAZINE

STRIKING IT BIG WITH ORGANIZED PLAY From Kids to Seniors, Buffaloe Lanes North Packs Them In FRANKIE MCDANIEL AND DAUGHTER MELISSA MCDANIEL, USBC PRESIDENT, ARE A DYNAMIC DUO

IMMERSIVE LANE TECHNOLOGY BRUNCHING IS BIG BUSINESS Drives Revenue & Repeat Visits

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Contents 6

March 2022 | Vol 30.3

Publisher’s Column

PROBLEMS AND OPPORTUNITIES

BY STEPHANIE DAVIS

10

Cover Story NC CHAIN STRIKES IT BIG WITH LEAGUE BOWLERS

Treat them like family and reap rewards

BY ROBERT SAX

14

Booze & Bites BRUNCH BUSINESS IS BOOMING

Brunch, booze, and bowling. What could be more fun?

BY MIKE FERNANDEZ

22

Food & Beverage GROWING YOUR EVENTS BUSINESS Catering secrets from a former caterer

26

BY BOB PACONOVSKY

26

Operations IMMERSIVE LANE TECHNOLOGY

A winner with proprietors and consumers

BY RYAN VASKO

32

Human Resources RETAIN TOP STAFF, RAISE PRODUCTIVITY AND MORALE 7 tips that can help staffing woes

BY CANDI KELLEY

34

Tech Series WEBSITE MISTAKES & HOW TO FIX THEM Last in the series on website snafus

BY DARIN SPINDLER AND ZACH BOULANGER

36

Marketing REMOVE THE FEAR WITH A SOLID GUARANTEE Marketing lesson of the month

BY BRUCE DAVIS

PUBLISHER & EDITOR

Stephanie Davis

1850 San Marco Rd Marco Island, FL 34145 (239) 366-2230 Fax (239) 970-0538 stephanie@bowlingindustry.com

stephanie@bowlingindustry.com

MARKETING MANAGER & SALES Natalie Davis

natalie@bowlingindustry.com

EDITORIAL

www.BowlingIndustry.com HOTLINE: 855-415-7517

fisher@bowlingindustry.com

MEMBER AND/OR SUPPORTER OF:

patty@bowlingindustry.com

Jackie Fisher Patty Heath

OFFICE MANAGER Roxanne Damask

roxanne@bowlingindustry.com

4 IBI March 2022

CONTRIBUTORS Zach Boulanger Bruce Davis Stephanie Davis Mike Fernandez Patty Heath Candi Kelley Bob Paconovsky Robert Sax Steve Sempeck Darin Spindler Ryan Vasko

REAL PEOPLE

REAL STORIES

REAL RESULTS

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Editorial “INSIDE OF EVERY PROBLEM LIES AN OPPORTUNITY” – Robert Kiyosaki

I

’ve always loved this quote and I have tried to apply it as often as possible when challenges have come my way. This philosophy came to mind as we were planning stories for this month’s issue. The common dilemma of staffing shortages is hitting everyone hard, to the point that many operations have limited their hours and programs. Luckily, suppliers to the industry have been tremendously proactive in helping operators with innovative, new ways to alleviate this conundrum.

It’s an arduous task to keep business churning with little help and heavy demand. Hats off to you progressive, hard-working operators who are working full steam ahead by employing available technology to address reservations, payments, food and beverage orders.

Many operators are implementing formal coaching and training programs to maintain and grow their staff.

Immersive, interactive lanes are raging around the country, in small centers as well as bigger facilities.

Writer Ryan Vasko showcases the experience of a few proprietors and why they’re thrilled with their investment. This month’s cover story highlights a successful family-owned chain that does a bang-up job with its league bowlers. The Buffaloe chain in North Carolina loves their league bowlers and gives them plenty of reasons to love them back.

IBI welcomes Bob Pacanovsky as a new contributor. Bob offers his expertise in building a catering menu ideal for special events. Also in this issue, we conclude our website series from Darin Spindler and Zak Boulanger.

In case you missed an installment of this valuable column, you can access the entire four-part series online at www.bowlingindustry.com Last, but certainly not least, I had an enjoyable interview with Joe Guccione, Key Account manager from Intercard as part of IBI’s “Inside Line” column.

When I conduct these interviews each month, I always learn something new about how suppliers to the industry are helping proprietors. This month didn’t disappoint, as Joe shared how Intercard can help smaller-sized operations with their new self-service kiosk. Besides being ideal for smaller facilities, it sure sounds like it can help operators who are short-staffed, which seems to be nearly everyone.

•

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

This month, Candi Kelley from Trainertainment shares how using an employee recognition program can boost staff retention, and, ultimately, customer experience.

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6 IBI March 2022

E X P E R I E N C E I S E V E R Y T H I N G

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www.bowlingindustry.com READ THESE TOP STORIES EXCLUSIVELY ONLINE What I Learned About Marketing from General Motors

Why Isn’t It All Covered?

BY FRED KAPLOWITZ

WESTERN BOWLING PROPRIETORS INSURANCE

THE KAPLOE GROUP

The denial of coverage and other insurance confusion is explained in the first installment of this valuable series by WBPI.

Putting the Good-Better-Best Theory to use in your center can boost revenue (and visits) at your facility, segment by segment.

BY CAMERON LINDER

Delivery-Only Restaurant Brands Boost Revenue

BY VIRTUAL DINING CONCEPTS Adding a celebrity-endorsed virtual brand to your kitchen is a dynamite way to maximize kitchen space and create a secondary source of income, on your terms.

Delivery-only apps or a new pick-up option can get your grub to hungry customers.

Ring the Register

BY ANDY VASKO BOWLING BUSINESS BUILDERS INTERNATIONAL

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8 IBI March 2022

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Cover Story

Buffaloe Lanes:

TREAT ‘EM LIKE FAMILY, AND THEY’LL

COME BACK Going The Extra Mile For League Bowlers Pays Off Big For This North Carolina Chain

By Robert Sax

A

family business is usually defined as one owned and operated by members of a family. But many such businesses thrive not only because they are family-run but also because they treat their customers like family.

Buffaloe Lanes, a successful group of five centers in the Raleigh, North Carolina area, is a shining example of such a family business.

Ms. Frankie McDaniel, the long-time general manager at Buffaloe Lanes North, describes the family-centric approach that has built up a large and loyal following of league and casual bowlers over the years. “Your bowlers, you become like a family with them. You see them every week. And I love to talk to people,” says McDaniel. “You watch your kids on Saturday mornings that grow up in front of your eyes. They have kids that are now bowling here.”

McDaniel was already a bowler when she and her husband moved to Raleigh in the early 1980s for his job. Through bowling, she met local proprietor John Buffaloe, who had opened his first Buffaloe Lanes center in 1978 and was about to open a new center. “He offered me a job and that was March 4, 1983. So I came to work part-time and after six months I was working about 50 hours a week.” Almost 40 years later McDaniel is still working for Buffaloe Lanes, now operated by John Buffaloe’s family.

Frankie McDaniel, long-time general manager at Buffaloe Lanes North, considers her bowlers her family 10 IBI March 2022

John Buffaloe founded his company with the idea of providing a place for everyone to enjoy

Cover Story

Thanksgiving preparation in full swing

some good, clean fun. One thing that set Buffaloe Lanes apart from the beginning was Buffaloe’s decision not to serve alcoholic beverages. Some in the business told him that this was a big mistake. “They told him he wouldn’t last six months in the industry not selling alcohol,” says McDaniel. “He built five centers with no alcohol.”

The Buffaloe family’s strong and steady commitment to league bowling is another big reason for their long-term success. They work hard to ensure that league players have the best possible place to compete. “Johnny Buffaloe went to mechanic school when he was young and he’s always been in charge of the back end of the bowling centers. He made sure we had mechanics that were trained well,” McDaniel says. “A league bowler, they want to go bowl [and not] worry about machines breaking down. We have the newest lane walker out there so we can put out any sport shot you need.”

There’s a limit of three pre-league practice games on a pair of lanes to preserve that

Ricky Buffaloe and family with Kelly Kulick IBI March 2022 11

Cover Story shot, too. “I don’t let somebody come in and burn the lane up where leagues are gonna bowl,” says McDaniel.

“We give all of our league bowlers half-price practice, anytime they want. We try to give back to the league bowlers that are loyal to us.”

“They’re used to it and they won’t let me stop,” she says of her customers. And while it’s a lot of work for McDaniel, as with everything at Buffaloe Lanes it’s a labor of love. “All these people here, they’re my family and I love ‘em.”

•

One way they do just that is their annual Invitational Tournament which all five centers participate in and take turns hosting. “The tournament is one way we thank league bowlers for being with us,” say McDaniel. While the tournament is open to any team from their chain, league champions receive a free entry worth $250.

The first-place prize is $5,000 along with a large trophy that stays at the winning house for the year. “We cater in a delicious barbeque dinner and have a professional bowler come in to sign autographs and pins and talk with the bowlers.” Last year Kelly Kulick was on hand for the event, making a very festive end to the season.

It’s no wonder that league bowling remains strong despite fluctuating demand over the last ten years.

McDaniel admits that it takes more work to keep league bowlers than it used to, but short-term leagues and other innovations have helped. “Back in the ‘80s and ‘90s all you had to do was open the door and your league bowlers came in,” she says. “I guess it’s a commitment thing. Most of my leagues bowl for 34 weeks. But our newer location, Buffaloe Erwin, offered shorter-term leagues when they opened up.”

McDaniel has her own family supporting her at the lanes. Her daughter Melissa McDaniel, a USBC Silver-level coach, is youth director and head coach for Buffaloe Lanes, which claims to have one of the largest youth programs in the country. Melissa also wears another important hat as president of USBC. Frankie’s grandchildren Cody and Taylor also grew up at the lanes. “Cody was my little Walmart greeter.

He would open the door for my seniors and tell them hi,” says McDaniel.

SUCCESSFUL YOUTH PROGRAM

Staff and family also help out with McDaniel’s most beloved family tradition, cooking and serving Thanksgiving dinner for her senior league bowlers at Buffaloe North. “I had two senior leagues that bowled in the daytime and I probably had a total of a hundred people. I just decided I’m gonna give them a full Thanksgiving dinner. I mean, the turkey, the gravy, the dressing, the green beans and potatoes, corn, sweet potato casserole, all these desserts,” she recalls.

It was such a success that McDaniel had to extend it to two days, and she’s still serving a full dinner after 20 years.

12 IBI March 2022

Frankie McDaniel and daughter Melissa McDaniel, USBC President

INCLUDES HIGH SCHOOL CLASSES Frankie takes special pride in having one of the nation’s largest youth programs. At Buffaloe North, students come from five area high schools for 7:30 a.m. classes Monday through Friday throughout the school year. “We treat these classes like our regular youth leagues, including certifying them,” says McDaniel. She continues, “We give each player a t-shirt with our logo on it and they’ve become walking billboards for our center.” Of course, awards, medals, and a first-place trophy are all a part of the package for this chain that dotes on league players of all ages.

REAL PEOPLE

REAL STORIES

REAL RESULTS

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Booze and Bites

BRUNCH AND BOWL

By Michael Fernandez

S

Brunch Business is Booming

pring is around the corner, which means brunch is back in business!

The idea of brunch has gained an enormous following around the country since 2005. Let’s face it, brunch has become less of a trend and more of a culture. On Saturdays and Sundays, it gives college students a reason to start the party early, women a route for freedom from children and husbands on the weekend, and men an excuse to eat a nice juicy steak earlier in the day.

Over the last decade, brunch quickly overtook breakfast, lunch, and dinner as the most exciting meal of the day. While the trend is already peaking in coastal cities and college towns, popularity in the Midwest is catching on and gaining momentum. Let’s look at some relevant numbers: ● 71% of Americans wish restaurants served breakfast all-day. ● 38% of diners between 18 and 34 enjoy eating breakfast foods that are associated with lunch or dinner. ● 87% of millennials say they will splurge on a nice meal even when funds are low.

Brunch by design is an extremely social event. It’s a fantastic way to catch up with family and friends in a cheerful environment and wash the stress and cobwebs of last week away with a mimosa. Additionally, brunch outings generally extend out a generous social media presence. Between the large groups and free advertising, it’s the perfect recurring event to add to your center’s repertoire.

Bacon, Eggs and Revenue (Can either place before Brunch N Bowl ideas, sidebar or at the end) Breakfast foods are by far the most profitable in the food industry. By combining breakfast and lunch into one meal, customers expect to pay more for larger plates by breakfast standards.

There’s a huge markup on knowing how to properly prepare eggs and waffles. There’s no need for a bouquet

14 IBI March 2022

of fruits and flowers surrounding every plate, although the aesthetic is a plus. ● Coffee: A $3-$4 cup of coffee can have up to a 2,900% markup, but you might already know that one. ● Mimosas: A glass of mimosa might only have one ounce of champagne or prosecco, and a cheap bottle of Andre (25 ounces) means that you’re looking at around $0.12 a glass (plus OJ). ● Eggs: Consumers pay five to ten times the cost of a retail egg, not accounting for wholesale discounts. ● Pancakes/Waffles: A box of pancake mix costs ~$3, and makes about 30 pancakes per box. Take a look at IHOP’s prices! ● Avocado Toast: This infamous plate has a nationwide average price of $10, making it a no-brainer for a slice of toast, half an avocado, and everything bagel seasoning. ● Steak and Eggs: My personal favorite is usually the most expensive on the brunch menu. You don’t need A5 Wagyu; most restaurants sell their lower-cost steaks at higher prices for brunch.

There’s money to be made in the breakfast biz, and customers are just waiting on you to offer it!

Booze and Bites

BRUNCHIN’, BOWLIN’ Remember, one of the big drivers that brings brunch mainstream is the fun, social aspect of it.

Combining this with bowling is an easy recipe for success, especially when using deals that bring the two events together.

As an outline, most places with a basic brunch menu offer all-you-can-drink (AYCD) mimosas, bellinis, or Bloody Marys for $10-$20. There’s also a caveat that you must also order something off the brunch menu to get the AYCD. Also, AYCD is usually limited to two hours, this way customers don’t over-pour themselves, and you can make room for the next round of patrons.

Most places don’t have bowling facilities to further expand their business. Consider offering discounted shoes to those who order off the brunch menu or discounted lanes when the entire party orders off the menu.

Another great route is to offer coupons to everyone that participates in your Brunch N’ Bowl, so they get a deal if they come back during a weekday. Offering karaoke or fun music to liven the atmosphere will also help convert the brunchers to bowlers.

Mike Fernandez is a freelance contributor on all things food and booze. Growing up in his family’s restaurant business fueled his passion for good eats and tasty drinks. By day Mike is a health insurance professional, by night he scours south Florida looking for trends and newcomers in the food and drink business.

BRUNCH AND BOOZE - THE BIG THREE Mimosas, bellinis, and Bloody Marys are the life energy that fuels most brunches. They’re all extremely low cost, bring any table bubbling to life, and a bit filling.

The mimosa needs no introduction. My recommendation is to utilize low-cost champagne or prosecco but spend a little more on your favorite local orange juice. If servers can’t keep up with all the refill requests, the actual bottle of champagne and a pitcher of OJ is enough to keep larger parties at bay for a while.

Bloody Marys are a favorite to the hangover crowd. Aside from vodka and tomato juice, the best recipes are going to vary greatly by region. Throw a pickle or stick of celery in there for color, and for a higher price offer a single special Bloody Mary with more of the ‘exotic’ additions, full of both meat and veggies!

Bellinis are courtesy of Italy and just a small twist on mimosas. These cocktails are made with prosecco and peach puree or nectar. Adding the puree and a strawberry to the bottom of the glass gives the drink a nice sunset color scheme, reminding guests that they’re on vacation today.

•

IBI March 2022 15

From the Proprietor’s Desk

One for the

GUYS IN THE BACK

By Steve Sempeck

I

promised that this tutelage piece would not always be about marketing, so this month we’ll look behind the machines for inspiration. I’ve always made it a point to include our maintenance staff in meetings about everything, and it has paid off big time many times over the years.

This may not seem like earth-shattering news to seasoned mechanics but can be valuable for those who are a little greener behind the ears. Oftentimes, the centers I’m working with have the older Brunswick A machines. Most of the time when I arrive on the scene, I find that the machines have lacked almost any TLC or are in major need of a thorough cleaning.

When I say all I see is dirt, dirt, dirt, it’s no exaggeration and no wonder why these machines aren’t performing.

Another common problem I encounter is that nearly every pit shaker board needs major work or replacement. To the point that many of these machines would run about 30 pins in each one because too many pins would just labor and stall right in between the edge of the shaker board where they would then fall into the pinwheel.

That, of course, slows down pin feed, causing balls to stay in front of the cushion after cycling, and even causing balls to get wedged between the back of the cushion and the lift rods where they usually get damaged.

The usual solution is to replace or fix the shaker board. If you’re going to do it right, you’ll need to remove everything and check all of the hardware underneath for wear and tear. Be on the lookout for things like broken mounting bolts, shock mounts, and grease fittings.

After putting the boards back in, many need new carpets.

I’ve seen people use everything from old house carpeting to old AstroTurf to nothing at all. Of course, then you usually use the carpet covers that go over the carpet which is kind of redundant. You can remove them or flip and wash them and put them back on to keep things clean.

16 IBI March 2022

GENIUS IDEA! Way back from my old AMF days, a proprietor in a small center that had Brunswick machines told me that he took old used AMF pit carpet belts that his neighbor center was throwing out. He said you could literally cut one in half (across) and get two pieces that were nearly exact fits to cover up a Brunswick shaker board. The advantage he saw was that they didn’t get as dirty and had a slickness to them that regular low nap carpet didn’t.

This resourceful proprietor used Velcro to attach them to the shaker board. To clean them, he took a stiff bristle brush — the old AMF carpet brushes that used to be under the machines — and brushed them up about once a week. If they were filthy, he would pull one out and take it to the car wash, spray it off, then hang it up to dry overnight.

By the next day, they were dry and ready to go. Genius!

We did this at a center I am currently at, and the pin transfer is TWICE AS FAST! No more dwelling in front of the ball wheel and pinwheel. As you would expect, things are already 50% cleaner.

Brunswick guys, hear me out: This may not be a big revelation to you, but it sure was to me, and maybe it is to some of you IBI readers. And to all of you AMF guys: Don’t throw away your old pit carpets. Your fellow bowling proprietor down the street with Brunswick machines could maybe use your help. After all, we’re all in the business together.

If you want more information about this or have questions, contact me at Steve.BowlCo@Gmail.com or give me a call at 402-253-4371.

•

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Inside Line

Meet Joe Guccione

By Stephanie Davis

Each month IBI’s “Inside Line” highlights a team member from one of our loyal advertisers.

It’s always fun to learn a little something new about people in the industry who make things happen at their company and for the industry. This month we talked with Intercard team member Joe Guccione.

IBI: Great to meet you, Joe! How long have you been at Intercard, and what is your position there?

Joe: I have been with Intercard for about four years now, and I am the Key Accounts manager. I work with clients who have numerous locations, and I service our well-established house accounts.

IBI: What does Intercard have planned new in 2022?

Joe: We have a lot going on. We will be releasing our Mobile Wallet, which will allow someone to tap their phone to start an arcade game. We also have our E-Commerce software solution which allows customers to purchase game cards online and redeem them at a center directly through the teller or kiosk.

E-Commerce also can recharge game cards online which is very convenient to consumers.

IBI: What new trends do you see emerging in 2022?

Joe: The trend continues toward cashless technologies. A continued emphasis on mobile payment methods and higher disposable income will continue to drive customers into our clients’ centers. Upgrades will continue to redefine the customer experience, for example, centers investing in or adding arcades, along with higher-end food and beverage outlets.

18 IBI March 2022

The Guccione Family

It’s more than Insurance...

Because you're family.

Cameron Linder CEO, Western Bowling Proprietors Insurance (WBPI) Rednil Insurance Brokers, Inc. cameron.linder@rednilbrokers.com

800.200.9998

www.wbpiprogram.com

Inside Line IBI: What do you have for more traditional bowling centers or smaller FECs? Joe: Great question! Intercard has solutions for every budget. Our new iTeller Element system is designed for operations that have 30 games or less. It’s a fantastic self-service kiosk that allows customers to redeem cards in the building without the need for staffing.

Customers can purchase their cards online and redeem them at a kiosk.

IBI: Staffing remains a huge problem for operations of all sizes. What other products or services do you offer that might help operators with this ongoing dilemma?

Joe: Besides the ones I’ve already mentioned, Shindigger is our online party solution that allows customers to not only book an event online, but it also has the ability to operate the entire event through iCashier.

IBI: What do you like most about your job?

Joe: I would have to say the people that I interact with daily. I have the opportunity to talk with a lot of people in the industry and enjoy finding out about their interests and needs. It’s very satisfying to help people move their company forward with [the products] we have to offer them. Since technology is always evolving, I love that I have a new challenge to face every day.

IBI: What is one habit, technique, or strategy that you employ at work to keep you organized and on-task?

Joe: My calendar is my number one tool; it’s where I keep everything. I work off the calendar every day, and at the end of each day, I review what the next day will bring. I keep in frequent contact with my team and clients to make sure everything is on schedule. I like to be as proactive as possible with my team and clients, and I think that pays off with big rewards for them.

IBI: When you’re not working, how do you like to spend your time?

Joe: I have two little girls, a 1-year-old, and a 4-yearold, so they are my free time. I love spending time with my wife and girls. We enjoy being outside at the pool, and we spend a lot of time in the summer at the lake. I also enjoy playing golf as much as I can.

IBI: What would our readers be surprised to learn about you?

Joe: I am a huge sports fan. During the summer of my 8th-grade year I played soccer in Europe, and it was a great experience at a young age without my family. I love all kinds of sports especially the St. Louis Cardinals and Blues. Being from Missouri, the Chiefs are my football team of course.

•

Joe and daughter, Gianna 20 IBI March 2022

REAL PEOPLE

REAL STORIES

REAL RESULTS

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All eight of my lanes are working 100% of the time…

Our A-2 pinsetters were a constant struggle. At any given time up to half our lanes would be down and we were turning away paying guests. We were losing revenue, our guest experience was suffering and it was also hurting staff morale. Simplicity, safety and the Tech Wizard led us to choose EDGE String. Since putting it in all eight lanes have been working 100% of the time, the experience for our guests has been exceptional, and my staff is much happier.

Jesse Bedford, Recreation Operations Manager Nemacolin Woodlands Resort Farmington, PA To learn more visit:

Food and Beverage

By Bob Pacanovsky

CATERING SECRETS

from a Former Caterer

Grow your events business with deliciously consistent food

I

t’s no secret that good food is central to the overall success of any catering business. As you continue to market your center as an event venue for meetings or private gatherings, the food that you offer on your catering menu needs to taste great, look great, and priced right.

Are there secrets on how to do this? Yes! As a former events and catering professional, I will share a few industry secrets that will help to drive more event business to your center.

Caveat: it doesn’t matter what size or number of centers you have; these secrets can apply to anyone.

Adjust or scale based on your business.

1. Create All-Inclusive Menu Pricing It’s easier for customers to understand an allinclusive menu — they just need to see the one price, plus sales tax and staffing charge. It’s also easier for your kitchen to work with as they will know exactly what and how much to make of each item. A menu as simple as pizza, salad, and breadsticks can be grouped as an all-inclusive meal.

Offering two or three menu choices for buffet dinners and two or three choices for appetizers is a great way to keep things clean.

22 IBI March 2022

2. Know the Right Portion Sizes This is the crucial piece of the catering puzzle; if you don’t know how much food is required per person for each item that is ordered, you will not know if you are really making money. A buffet menu doesn’t mean “all you can eat”; it means a meal at which guests serve themselves from various dishes displayed on a table or sideboard. If a client says more food is needed, that’s okay, just charge more.

So, what are the right portion sizes for a catered meal?

1. A two-entrée buffet with a vegetable, starch, and salad is between 16-20 ounces of food: Protein: 4-5 ounces per entrée Vegetable: 3-4 ounces per guest Starch: 4 ounces per guest Salad: 2-3 ounces plus dressing 2. An appetizer-only event with four to six appetizers usually calls for two to four pieces of each appetizer, per person. Some examples: Cheese and cracker tray: 2-3 ounces per guest Sweet and sour meatballs: 4-5 per guest Breaded chicken tenders: 3-4 per guest Bruschetta toast points: 2-3 per guest Shrimp Cocktail: 3 per guest

Food and Beverage 3. Know the Profit Margins on Every Job Prices for food and supplies aren’t coming down any time soon, and that means it is even more important to make sure you know exactly what you are spending on menus. This knowledge will lead you to what you should be charging your customers, so that you can make money. Knowing what your gross profit margin for the food that you sell is imperative: it should be in the 45%-55% range.

As you continue marketing your venue to companies and groups for events, make it easy for them and profitable for you by knowing and implementing these secrets to grow your events business.

•

Bob Pacanovsky is a keynote speaker and strategic trainer at The Black Tie Experience. He can be reached at 330-352-6084 or Bob@BobPacanovsky.com

Grow your REVENUE through Company and Group Events (no matter the size of your centers)

Make it a Black Tie Experience for your clients and watch your loyalty, retention and revenue GROW!

S

chedule a virtual or onsite training program with Bob Pacanovsky to increase your event/party business.

Speaker at two Bowl Expos, 18 State Associations and the 2022 Summit Conference

330.352.6084 Bob@BobPacanovsky.com www.BobPacanovsky.com IBI March 2022 23

Kyle Troup

8 time PBA Champion

CAN ANY OF YOUR BOWLERS BEAT KYLE? Connect to Lanetalk and let them try!

Supersize your center’s attraction by activating Lanetalk for free today. Bowlers love the experience of competing against pros like Kyle Troup or other league bowlers nationwide. Lanetalk enhances customers’ fun, creating happier, more frequent bowlers with more tournaments – and you can avoid the extra job of arranging them!

Lanetalk is free for centers, fast and easy to set up. For details or to connect your center today – lanetalk.com

Feature

IMMERSIVE, INTERACTIVE

LANE TECHNOLOGY

By Ryan Vasko

Proprietors Love The Added Revenue & Repeat Visits ~ Customers Love The Added Fun

T

here’s a marketing and sales tactic that’s slowly infiltrated our culture over the past decade or so: gamification. Put simply, it’s the application of game elements into typically non-gaming spaces to enhance the allure and experience for the user. A little bit of extra fun to keep a customer coming back, again and again.

Industries from home fitness and financial advising to employee recruitment and product advertising have seen consumer engagement rise by being a little more playful in their approaches.

But what do you do when your main product — like, say, bowling — is a game? Do the concepts of gamification still apply? Can centers create repeat customers with a new kind of entertainment? Is this a legitimate avenue for reinvention for an established alley? Well, if the spread and success of interactive onlane technology is any indication, the answer to those questions is a resounding yes.

was for the guest to be able to really be part of the experience.”

“We believe that providing a unique and new experience for guests is the key to driving return visits and increasing revenues,” said Chad Estes, Product Manager at QubicaAMF. “Keeping things fresh for the guests goes a long way to driving long-term customer engagement.”

Offerings like HyberBowling from QubicaAMF and Spark from Brunswick feel like the latest extensions of our sport’s adaptability. These aren’t

Led by ever-evolving, always-entertaining products from innovative companies like QubicaAMF and Brunswick, the application of everything augmented, immersive, and gamified is transforming the bowling world, one lane at a time.

“We’re looking at new ways to reinvent a space,” said Scott Meier, Global Product Manager at Brunswick. “A screen at the end of the lane or scoring system additions are nice, but they don’t really affect the game itself. What we wanted 26 IBI March 2022

Spark by Brunswick

Scott Meier, Brunswick

Chad Estes, QubicaAMF

REAL PEOPLE

REAL STORIES

REAL RESULTS

30%

25%

LIFT IN MONTHLY REVENUE

GROSS PROFIT INCREASE

We installed HyperBowling about a year before the pandemic hit. Within six months our month-by-month total revenue was up 30%, and gross profit was up 25% compared to the same period the prior year. Revenue went up for the entire business, not just open bowling. We also had substantial growth in food and beverage, shoe rental, arcade business, as well as five-star ratings. Guests who come for HyperBowling are seeking a higher-end experience and are not shy to spend more through-out the facility.

John Nelson, Owner Rose Bowl

New Castle, IN To learn more visit:

Feature gimmicks or trendy fads. This isn’t “Bowling for Dollars.”

This is a logical answer to a question that’s always been in the back of operators’ minds: What else can we do with these lanes besides what we’ve always done with them?

“It’s just so different,” said Lauren VanBuskirk, Director of Marketing for Stars and Strikes, which has installed Spark in a handful of its locations across the country. “People really love it for kids’ birthday parties, team building and corporate events, or just folks looking for something fun and new. I think lots of the non-usual bowlers love that they don’t have to be a great bowler to score big.”

First launched in 2019, Spark is a big leap forward in the realm of adding new tech to an old business model. Per the people at Brunswick, “Spark surrounds the bowler in a mesmerizing, one-of-a-kind experience as it delivers the latest technology and entertainment trends to your lanes.”

Spark games introduce new targets and rules, giving bowlers of all ages and skill levels a chance to win. It uses augmented reality to bring animations, ball-trail effects, user photos, and even beloved games like Angry Birds to the lanes. A programmable Attraction Mode serves as a live demo and allows prospective customers to get a taste of what the game offers.

In another example of making something engagingly original, there’s QubicaAMF’s HyperBowling. It’s an incredible blend of software, mechanical design, lights, and sensors that creates wholly new game types within the lane itself. Players can carom their shots off specially lit sections of bumpers to create scoring multipliers and new strategic approaches.

“The concept of HyperBowling was spurred by our drive to continually evolve the bowling experience and provide new, fun interactions for guests,” said Estes. “Our goal was to transform the bowling experience not just on the screens and within the BES X Scoring System, but to provide a truly interactive experience.”

“HyperBowling is a substantial investment, but the decision to purchase was easy for me,” said John Nelson, owner of Rose City Bowl in New Castle, IN. “For years I wanted a

28 IBI March 2022

“We’re absolutely getting a good return on our investment.”

– Lauren VanBuskirk

third entertainment venue in addition to bowling and our arcade but was unwilling to take out lanes to install something else, such as laser tag. The first time I saw a video of HyperBowling, I knew I wanted it. I placed the order before it was released.”

John Nelson, Rose City Bowl

What’s been clear so far is that Spark and HyperBowling drive revenue, not just interest.

Stars and Strikes originally installed Spark in the VIP section of one of their locations, and quickly expanded to two more, and are now looking to bring the fun to more of its centers this year. We’re absolutely getting a good return on our investment,” said VanBuskirk. “The locations that have it now have definitely had a success story and now all of the other location managers want it, too.”

“Centers that were early adopters of HyperBowling have had great success in leveraging the excitement of the game play and visual wow factor,” said Estes. “Some centers have even found ways to leverage HyperBowling for all segments of their customer base, filling the center with a combination of recreational and competitive players.”

“We gave all of our league bowlers a free hour of HyperBowling to introduce them to it,” said Nelson.

“One family liked it so much they put a HyperBowling family event on their monthly calendar.”

Much of the opportunity for extra revenue generation comes from the re-playability of on-lane entertainment.

Customers who get a small taste of a new game option typically are intrigued enough by what they just played to want to come back and give the rest of the suite a try.

Whereas so many changes like these in our and other industries are spawned by curiosity or keeping up with

Hyperbowling by QubicaAMF

SPARK. SEEING IS BELIEVING. Words cannot describe this one-of-a-kind engaging multi-sensory experience; it’s bowling, reimagined. Scan the QR code and immerse yourself in Spark, another game-changing innovation from Brunswick. Visit brunswickbowling.com/spark to learn more.

©2022 Brunswick Bowling Products, LLC. Form #0122-01

Feature

“Some centers have even found ways to leverage HyperBowling for all segments of their customer base, filling the center with a combination of recreational and competitive players.”

Spark by Brunswick

– Chad Estes trends, in this case, it truly seems like necessity is the mother of invention.

“I think it’s becoming more essential now because of what else these centers are competing with,” said Meier. “It’s not just the alley down the road. Now they’re competing with axe throwing or a Dave and Busters or nothing, really; just people sitting home on their phones.”

“Heck, we’re competing with people’s couches,” said Rick Novak, owner of Royal Family Bowling Center in Front Royal, VA, who installed HyperBowling on all 18 of his lanes.

Royal Family Bowling Center is a prime example of what many independent and traditional centers are looking for: an upgrade.

“We’re a small center so we try to be economical where we can, but we’re always looking for the thing that’s going to be the big bang for our customers,” said Novak. “We want to be a strong league and open-play house; there’s room for both.”

Novak decided to pull the trigger on the addition after speaking with QubicaAMF reps at a trade show. He said the installation process was seamless. “For older centers, HyperBowling not only provides a new game experience for guests but also helps to modernize the look and feel of the center,” added Estes. “Color effects and light shows help to spice up familiar events such as Glow Bowling and birthday parties.”

TIPS FROM PROPRIETORS

Lauren VanBuskirk, Stars and Strikes 30 IBI March 2022

Rick Novak, Royal Family Bowling Center

Brunswick works to help its centers develop a launch plan, generate buzz leading up to Day 1, and continue marketing efforts in that first, key month. They have a team that performs check-ins throughout the process and keeps up the conversation afterward.

“It’s our responsibility to show centers that this can work,” said Meier. “We have to build a plan together that will work for them and their customers. How are you going to handle lighting? How are you going to handle dayparting? What are you going to charge? We walk through all of that with them.”

Moving forward, as always, is what drives companies like QubicaAMF and Brunswick. Tackling new challenges and finding unique ways to modernize and grow the game feel more necessary now than ever, especially in the wake of the impact of Covid-19. But they’re doing so with confidence, experience, and a desire to help bowling centers succeed as the 21st century rolls on.

•

Ryan Vasko is a writer based in Denver, CO, with 20 years of experience as a journalist, speechwriter, and marketer.

His dog is a good boy.

Owners and operators who have pulled the trigger love their decision so far, but they strongly suggest that any owner on the fence does his or her homework to see how best to incorporate new technology into the plans.

“Work closely with your provider; they’re the experts,” said VanBuskirk, when asked what advice she would give proprietors considering adding a program like Spark. “Talk to other center owners you know or meet who’ve tried this and see what they say.

It’s a great solution but look into how to make it work best for you.”

“Do your due-diligence before you pull the trigger,” says Novak. “Get to know your future partners. Find out what’s going to work best for your location and the people who come there regularly and those you want to come more regularly. Don’t be afraid to get outside of your comfort zone. You’ve got to move forward or you’re going to fall behind.”

MOVING FUN FORWARD

Human Resources

Through

By Candi Kelley

THICK AND THIN W

7 tips for commending your employees

e need to ensure that our good staff of today is still with us next week, next month, and hopefully next year. So, is there an employee recognition program in place at your business? Is it used consistently and in a meaningful way? Employee recognition events and programs that are done correctly can raise productivity, employee morale, engagement, and performance as well as help you retain your top staff.

According to recent studies, only a quarter of staff feel highly valued at work. What do you think the other 75% is feeling?

Today we will look at a few different ways to recognize your staff. There are countless benefits of establishing an employee recognition program; we all yearn for praise from our parents, teachers, coaches, and friends. This is still relevant as people enter the workforce. How can we say no when there are so many advantages?

1. Encourage Peer-to-Peer Recognition Remember that praise does not always have to come from the top. In fact, peer-to-peer acknowledgment has a 35% higher chance of improving employee satisfaction than recognition from a manager alone.

Create a program that supports peer-to-peer acknowledgment. This could be as easy as setting up kudos jars in the break room. Draw a name from this jar for a little gift on a regular basis.

32 IBI March 2022

2. Recognize Your Top Performers on Social Media Social recognition is a terrific method to show your staff how proud you are of them. It also aids in the development of your brand by putting your business’s culture and values on display for all to see. Staff who are recognized are more inclined to share social recognition postings with their followers, resulting in good PR for your business. When thanking staff on social media, make sure to include their name, job title, what they did to deserve credit, and how it impacted the business. Make sure your staff are aware of your plans and are willing to be acknowledged publicly beforehand. Not everyone desires to be in the public eye.

Some folks would rather be honored in private.

3. Send a Handwritten Note It should be no surprise to those who listen to me that I am a huge fan of handwritten notes. A handwritten note is such a simple touch and can make all the difference in the world. A handwritten message thanking them is a powerful tool. Make sure your message is timely, personalized to the employee’s action and impact, and aligned with your business’s vision and values. You will encourage repeat, positive behavior and the development of a strong business culture by recognizing employees for specific acts.

4. Celebrate Birthdays and Personal Accomplishments Allowing staff to take the day off and enjoy it as they like is one method to acknowledge birthdays. If this idea is not feasible for your business, you can still celebrate with a card signed by the staff and a sweet treat.

Don’t forget: your staff are people first, staff second. Did you have an employee that completed their first 5K?

Human Resources Graduate from high school or college? Move into their first apartment? Purchase their first vehicle? Master a new hobby? Celebrate these wins with your staff as well.

These small gestures are impactful and can go a long way toward making an employee feel valued and respected.

5. Let Staff Be Part of the Solution It may seem unusual to reward staff with more work, but studies show that an employee who participates in a special project increases their sense of purpose by 26%.

As leaders, we are always attempting to resolve major difficulties. How can we enhance our revenue? How can we continue to deliver excellent service with fewer staff?

What can we do to improve guest satisfaction? How can we cut costs? Our front-line staff have some of the best ideas.

Why not enlist their assistance in coming up with innovative solutions? Assign them to a group and present the problem to them. Give them time each week to collaborate on potential solutions that they can present to the leadership team. Including them in the solution will benefit both the employee and the business.

6. Surprise and Delight Have you ever caught an employee doing something admirable? On their way in the door, they may have picked up trash from the parking lot. Perhaps they went above and

beyond for a guest. Maybe they took that pesky, hard-to-fill shift. Wouldn’t it be amazing if you could notice them right away when they are demonstrating such wonderful acts of kindness? What’s holding you back? Give your leadership team a stack of $5 gift cards for coffee or gas and encourage them to hand them out whenever an employee does something admirable. This spontaneous and unexpected surprise will show employees that their efforts are appreciated.

7. Make a Plan to Celebrate Employee Appreciation Day Every year on the first Friday in March, Employee Appreciation Day is observed. The date for this year’s event is Friday, March 4th. This is the ideal opportunity to show your staff how important they are to you. Themes, food, team building activities, contests, and wellness activities could all be used to celebrate. There is still time to plan so consider how you would like to honor the staff who have stuck with you during this unprecedented period.

Actively appreciating your employees lets them know that you value their hard work and dedication. Thankfulness breeds camaraderie and trust between managers and workers.

•

Candi Kelley is COO at Trainertainment. Candi has 23 years of hospitality experience with a focus on amusement and attractions for the last 12 years.

She is mother of two girls, ages nine and four.

IBI March 2022 33

Tech Talk

By Darin Spindler and Zach Boulanger

8 Biggest Website Mistakes and How to Fix Them Mistake

#7

Failure To Keep Up With Fast Changing Technology

This article is the last installment of our ongoing series about optimizing your website. We’re highlighting commonly made mistakes and how to resolve them, so your website is working to grow your business instead of just an online location to post specials.

If there’s one thing that we can all agree on, it’s the rapid pace of technology changing in our everyday life. Online marketing, advertising, and social media are continuously fluctuating.

What we’ve addressed so far….

Let’s first talk about the Facebook frenzy. Facebook makes changes to its platform on nearly a daily basis. Rules on what’s acceptable and what’s not are in perpetual movement.

OCTOBER ISSUE Mistake #1: Failure To Aggressively Capture Data From Website Visitors Mistake #2: Website Not Properly Optimized For Key Categories Of Your Business

NOVEMBER ISSUE Mistake #3: Failure To Use Automated Tools So You Can “Set It And Forget It” Mistake #4: Do Not Just Capture Email Only

DECEMBER ISSUE Mistake #5: Lack of Videos Mistake #6: Failure to use a Blog

The amount of data they collect is scary! But this powerhouse of data can be mined so that ads are targeted to the right people. A few years ago, Facebook’s advertising platform was a complete waste of time and money.

Today it’s possible to generate real, paying customers from their platform, which allows you specific targeting capabilities to get precisely who you want by demographic. You can even upload an email list and target ads to that list — which is fantastic — as open-email rates decline.

THE MOBILE REVOLUTION Over 60% of visitors to websites are now coming from mobile devices.

Unfortunately, many businesses have websites built on technology that is more than ten years old which doesn’t display well on mobile devices; this is an enormous mistake!

The latest technology is called responsive design, and it acts exactly as the name states. When a mobile phone accesses your website, it responds and reconfigures itself to a format that’s much easier to read and navigate. If a larger tablet device accesses your domain, the website again reconfigures itself to a bigger version of the mobile phone site, but not quite the same as the desktop version.

FYI: Mobile responsive sites are not the same as mobile-friendly. Many mobile-

34 IBI March 2022

Tech Talk friendly sites are stripped-down versions of your desktop site.

They often have a slow load time, do not have optimized datacaptures, and illustrate content incorrectly.

SEARCH ENGINES ARE CHANGING TOO Google is constantly changing its rules, such as who and how people get to page one for search results. It seems it’s a mystery to everyone but the Google team. There are Best Practices, which include quick load times, relevant content, proper keywords, set up of your Google Places and Google Plus account; all these practices will give you the best shot at being listed in the many different revenue streams of your business.

Some of our clients have more sectors of their business than just bowling. The key is to make sure you do not miss any sector and become ranked on page one for all of them.

Final point here: make sure that it’s easy for people to click-to-call your center directly from their mobile phone.

The same goes for getting directions to your center without having to leave their Google search. You must be updating the software, technology, and online accounts to make sure you’re not missing out on new customers.

Mistake

#8

Failure to Communicate with Existing and Prospective Customers

The most valuable asset any business can have is a list of prospects who want to hear from them. Going radio silent with your customer database is the biggest mistake of them all.

Building a business requires you to have new customers. Each year customers will quit for a variety of reasons. They’ll die, move, or get bored. Your business can thrive if you have a steady stream of new customers that you communicate with regularly.

WHY DON’T BUSINESSES COMMUNICATE MORE FREQUENTLY WITH THEIR CUSTOMERS? Many business owners do an inferior job of capturing data from their customers, which prevents them from having a way to communicate. We can’t stress enough how massive of a mistake this is!

Are you worried about getting cash in the register? You should be equally, if not more, concerned about getting customers in your database funnel. Having a list of prospects allows you to build business on off days and times, generating revenue last minute. How’s that for cash in the register?

Without a customer database, there’s no way to communicate quickly or effectively.

Here’s a great example: One of our member centers was promoting a special glow-in-the-dark bowling event to celebrate St. Patrick’s Day. This special event was promoted in-center only with little effort. A flyer on the front desk was about the extent of what was done.

Then we got a call to help them out.

The operator wanted a great turnout but needed a little direction. Thankfully the center had a quality list of prospects because they had great data-capture points across their website. We generated a quick email communication to their list, and the center posted the offer on their Facebook page.

The result? 13 of their 16 lanes filled!

Without having a customer database and the proper tools to communicate with, they likely would have had a slow Saturday afternoon instead of a rockin’ St. Patty’s Day event.

The big lesson here is the necessity to continuously add to your customer and prospect database so that revenue can be generated when needed. If you don’t already have a good list, the next best time to get started with this is now!

•

Darin has been in the bowling business his entire life.

He grew up in a small town of about 300 people where his parents built an 8-lane bowling alley in 1977, one year before he was born. He grew up doing all the jobs at the center. After moving to Green Bay and working at a large center, he found his passion in marketing. He met Bruce Davis and together they formed the team that created Kids BowlFree®. Over the past 10 years, he has helped create over 10 million new customers for his clients and his own businesses.

Zach has worked with Darin for over 10 years, hired at the center Darin was managing at the age of 14. Zach went on to be part of the center’s management staff before leaving to join Darin’s marketing team full time. In addition to his involvement in the marketing company, Zach is also very involved in the association side of the sport, serving as the association manager in Green Bay, along with being a director on the Wisconsin state board.

IBI March 2022 35

Marketing

BOOSTING YOUR MARKETING MESSAGES Remove The Fear Barrier With A Guarantee

This month’s marketing lesson is all about taking the danger out of your offers.

Today’s consumers expect a product or service to deliver on its marketing promises. Companies that get the most people to try their offers are the ones that boldly guarantee satisfaction.

Why? Because people want to know they have an out or LESSONS TO REMEMBER an exit strategy if a product or service did not live up to its marketing expectations. Nobody wants buyers’ remorse!

Think about companies like Walmart all the way through WITH BRUCE DAVIS to a company like Nordstrom’s that caters to a more affluent consumer. They offer guarantees that put their customers (and potential customers) at of ease; ant to get the most out youryour marketing As part of an ongoing series, operation should be no different. outlays of money and efforts?

The most I continue highlighting the seven effective way I know to gain optimum ROI Successful companies guarantee that customers will be elements of creating killer messages your investment to always follow happy, or they offerfor “money back,” “nois questions askeda that produce results. This month I’m three-step procedure when working toofdevelop a returns” or “refunds or exchanges.”

All types consumers discussing element number four; respond positively to bold guarantees.

I encourage you marketing plan or promotion. The three steps outlined to include guarantee in the body of all your belowa not only need to be followed they offers, need tofrom be check out the previous elements at scheduling a birthday party to joining a league. followed in the order presented.

MARKETING BASICS WITH BRUCE DAVIS

Marketing Monthly

THE MARKETING PROCESS bowlingindustry.com

W

Beware: wimpy guarantees that simply say, “We – ID The TargeT ofenough.

Your guarantee your satisfaction!” are not MarkeTIng When making a guarantee, make it specific, make it First you need toconfidence dial in on thethat target of and youryour efforts. solid, and display your you Clearly describe the people or organizations you hope to team will deliver as promised. attract. Take time to dig into traits, characteristics, and Here current is a good example of a guarantee that might work behaviors of your marketing target. No matter if for your center: your target is made up of individuals, couples, groups, or Whencompanies, you are planning to to offer antime 8-week you need take withfun yourleague staff to that targets people not familiar with league bowling, discuss all the things that the specific target might find makeattractive it easy for them say YES!Building YES! YES! to your offer. as part of to your offer. an offer to appeal Try something like this: to everyone or a large segment of the population usually

Step 1

results in a watered-down offer that appeals to no one.

We Guarantee Willmarketing: Love Our Fun A bonus toYou true target once you XYZ tightenLeague who Comeyour thetarget first week FREE to make sure the fun is for you! is, you will be able to save on costs to reach them as well.

22

IBI

October 2021

CONSIDER THIS You might want to turn your 8-week fun league into a 9-week league to accommodate the free week. You will get more people trying your offer because of the free week guarantee once they come in and have a good time.

Guarantees should only worry you if your company has a habit of overpromising and underdelivering. It is a marketing error not to advertise and promote guarantees; most operators often go out of their way to satisfy customers, so why not consistently share your bold guarantee?

Add this marketing element to all your messages.

It works! I guarantee it!

36 IBI March 2022

•

REAL PEOPLE

REAL STORIES

REAL RESULTS

22

9

5

LANES OF EDGE STRING

LEAGUES

DAY-A-WEEK PLAY

All of my leagues stayed with the center...

After replacing our pinspotters with the EDGE String machine, all seven of my leagues that were USBC sanctioned stayed with the center. From the staff morale to the customer experience, everything is up. I call EDGE String the no stress machine!

Mark Bowen, Proprietor Dover Bowl Dover, NH To learn more visit:

Shorts

EXPANSIONS, OPENINGS AND NEW BEGINNINGS

Appleton, WI, now has an active Omni virtual reality arena in Super Bowl. The VR arena is the first of its kind in Wisconsin, according to the center. Super Bowl also has 48 bowling lanes and an arcade, plus a full-service bar and grill which features live entertainment.

Don Litten has a passion for taking old, outdated bowling alleys and breathing new life into them. The former Bowlodrome in Owensboro, KY, is his newest project, rebranded as Southern Lanes Owensboro.

This location is his sixth Southern Lanes which he has refurbished.

The conversion offers a family-friendly, 16-lane center with an arcade, bumper cars, laser tag, bar, and a snack bar.

In 2010, Dani Grant and husband Matt Hoeven took over Mishawaka Amphitheatre, a music venue, outside of Fort Collins, CO. The couple owns Chipper’s Lanes, a chain of bowling centers in northern Colorado. Their newest venture is to add live music into their centers. 830 North is one of their venues and 2454 West is another. The newest is 100 Nickel which is opening inside Chipper’s Lanes in Broomfield. The stage will be set about two feet over three of the bowling lanes. The couple’s concept is to hear music and bowl—a fun combo.

SEVEN TEN SOCIAL IS HYDE PARK’S NEW BOOZY RETRO CENTER A post-pandemic, fresh start for Steve Soble, owner of now-shuttered, historic Southport Lanes, has splashy, retro, Seven Ten Social in Hyde Park, IL. It’s the epitome of a neighborhood bowling center, bar, and grill with an old-school feel and modern technology. Guests are provided with eight lanes and a menu of fun and family-friendly options, such as wagyu beef burgers, chicken wings, chicken tenders, and crinkle-cut fries. All ages can top off their game with a traditional milkshake and adults can upgrade to boozy versions and interesting cocktails can be sampled under the green neon sign, “Eat Drink Bowl.”

38 IBI March 2022

Shorts

Expansions, Openings and New Beginnings

BOWLING ACROSS THE POND Expansions, rebrandings, and new centers are cropping up all over the UK. Bowling is getting a shot in the arm after having been closed down in 2021.

INDUSTRY NEWS THE GREAT $20,000 GIVEAWAY BENEFITS OPERATORS AND ADVERTISERS ALIKE

Twenty lucky operators have won $1,000 each in the Great $20,000 Give-Away sponsored by IBI and Bowling Business Builders International. Winnings are good toward purchases of material and/or services from one of IBI’s recent advertisers. Per contest rules, advertisers who were in the November, December, and/or January issues were eligible to be a secondary benefactor of this promotion. Stay tuned for information about registering for additional giveaways and promotions being planned throughout 2022.

BRUNSWICK’S STRINGPIN® MEETS IBF SPECS

Strike in London describes itself as “London’s newest boutique bowling alley,” and it calls home in UK’s oldest brewery. The bowling lanes are set in an old-timey atmosphere. It has also introduced duckpin bowling lanes to mix up the experience.

Brunswick has announced that its StringPin® pinsetters meet International Bowling Federation (IBF) string specifications for sport leagues and sport competitive tournament play worldwide.

Operating in the highest lineage commercial bowling centers in the world, there are thousands of StringPin® pinsetters installed in centers worldwide. The approval was secured in part because the equipment helps proprietors address multiple business challenges, for example: keeping experienced maintenance technicians on staff; high equipment costs; and machine reliability concerns. The StringPin pinsetter does not require a specialized mechanic. It also reduces energy consumption and costs.

BOWLING IN UK IS HEALTHY Gutterball is close to opening in Glasgow now that it has acquired a liquor license. It is part of the Lane 7 chain. It focuses on late night entertainment and offers bowling, arcade games, ping-pong, and pool.

Hollywood Bowl, one of UK’s largest tenpin bowling chain operators, reports robust customer demand upon the reopening of all its centers in England and Wales. Similar reports have been noted by Ten Entertainment, another major bowling chain. New centers throughout 2022 are expected for both companies.

IBI March 2022 39

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919.799.7707

support@experthosiery.com

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

Architecture Design DYNAMIC DESIGNS

www.dynamicdesignsinc.net

Howard Ellman

Info@dynamicdesignsinc.net

248.644.7275

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

Arcade Distributor BETSON ENTERPRISES Sales Department

www.betson.com/bowling

800.524.2343

Sales@betson.com

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

Automatic Scoring STELTRONIC SCORING

www.steltronicscoring.com

Sales Department

Info@steltronicscoring.com

800.942.5939

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

NEW CENTER CONSULTING Glenn Hartshorn

www.newcenterconsulting.com

248.375.2751

ghartsho@yahoo.com

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

Capital Equipment/Supplies BRUNSWICK BOWLING PRODUCTS

www.brunswickbowling.com

Michael Postema

Info@brunswickbowling.com

231.343.2043

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

KEGEL Gus Falgien

863.734.0200

Lane maintenance equipment/supplies, pinsetter parts, and coaching tools.

40 IBI March 2022

www.kegel.net Gus.Falgien@kegel.net

PREFERRED VENDOR LIST Capital Equipment/Supplies (continued) QUBICAAMF

www.qubicaamf.com

Sales Department

info@qubicaamf.com

804.569.1000

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.

SEMNOX SOLUTIONS Sales Department

610.400.8901

www.semnox.com Sales@semnox.com

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

Food & Beverage ALCOHOL CONTROLS Sales Department

630.486.1880

www.alcoholcontrols.com profit@alcoholcontrols.com

We carry numerous liquor pour control systems, liquor portion control pourers, and beer controls that allow you to accurately measure how much alcohol or beer is being served during a day and cross-reference it with the number of sales made. We have pour tracking systems, liquor pour spouts, and even shot pouring training tools, as well.

Insurance WESTERN BOWLING PROPRIETORS INSURANCE Cameron Linder

800.200.9998

www.wbpiprogram.com contact@wbpiprogram.com

WBPI has dedicated itself to insuring bowling centers for more than 30 years and is exclusively endorsed by 8 state bowling proprietors insurance associations. Our staff of insurance experts and professional bowlers provide staff training, insurance education, advocacy, and business advice. No one fights harder for you! Contact us today for a competitive insurance quote!

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.

IBI March 2022 41

PREFERRED VENDOR LIST Marketing (continued) BOWLING LEADS Zach Boulanger

www.bowlingleads.com

844.468.4144

Zach@bowlingleads.com

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

EBOWL.BIZ & BOWLRX.COM Carey Tosello

www.eBowl.biz 541.549.0999

Carey@eBowl.biz

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

THE KAPLOE GROUP Fred Kaplowitz

www.kaploegroup.com

516.359.4874

fredkaplowitz@gmail.com

The ultimate marketing and management company for your leisure, entertainment, or recreation business.

Professional consulting and coaching available.

Online Reservations ALLEYTRAK 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.

REX RESERVATIONS

www.reservewithrex.com

Kevan Sadigh

Kev@reservewithrex.com

323.805.8310

Seamlessly manage lane reservations for your bowling venue. Set different prices for peak and off-peak times.

Allocate your desired number of lanes to be reserved online, while also keeping some for walk-ins.

Redemption Supplies BMI MERCHANDISE Sales Department

www.bmimerchandise.com 800.272.6375

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.

REDEMPTION PLUS Mike Tipton

888.564.7587

www.redemptionplus.com Smile@redemptionplus.com

Products that perform. Services that simplify.

Training TRAINERTAINMENT Beth Standlee Fun Training – Serious Results.

42 IBI March 2022

817.886.4840

www.Trainertainment.net Beth@trainertainment.net

Classifieds

IBI March 2022 43

Classifieds EQUIPMENT FOR SALE NEW & USED Pro Shop Equipment.

Jayhawk Bowling Supply. (800) 255-6436 or jayhawkbowling.com.

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

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

HEAD MECHANIC WANTED Head Mechanic needed for busy center in New Jersey. Great salary and benefits package. Brunswick A-2 pinspotters. Email resume to sgroce@nationwidebowling.com

44 IBI March 2022

Classifieds

to place your Classified Ad in International Bowling Industry Magazine

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

Natalie@bowlingindustry.com IBI March 2022 45

Remember When

1944 T

here is a lot going on in this ad. The clue to the date lies in the slogan at the bottom, “There’s Only One Better Buy in Bonds ... War Bonds!”

It was 1944, and WWII was in full stride. Buying war bonds was the patriotic thing to do and, over the course of the war, 85 million Americans purchased bonds totaling approximately $185 million.

That’s not the only ‘bond’ in this ad. Kentucky Tavern touts being ‘The Aristocrat of Bonds.’ More history as ‘Bottled in Bond,’ boldly printed on the label, refers to the Bottled in Bond Act of 1897 in which the federal government set forth regulations by which American-

46 IBI March 2022

made liquor would be aged and bottled—a product of one distillation season, by one distiller, and at one distillery.

Let’s not stop there! Tchotchkes!!! Bowling tchotchkes.

Cigarette lighters and holders and drink cozies all ensconced in bowling paraphernalia. So, here we are–an invitation to be patriotic and buy war bonds.

Then, settle in with a relaxing libation and a good book, followed by ... but, of course, bowling!

•

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CONQUEROR EXPERIENCE RELATIONSIHIP MANAGER ONE SYSTEM FOR THE ULTIMATE CONSUMER JOURNEY

Coming Soon!

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

To learn more visit: