2023 October Issue

BY STEPHANIE DAVIS

Family

MIKE FERNANDEZ

BY BRUCE DAVIS

MIKE FERNANDEZ

VASKO

STEPHANIE DAVIS

PUBLISHER & EDITOR

Stephanie Davis stephanie@bowlingindustry.com

MARKETING MANAGER & SALES

Natalie Davis-Fernandez natalie@bowlingindustry.com

NEW BUSINESS DEVELOPMENT

Mike Fernandez mike@bowlingindustry.com

EDITORIAL

Jackie Fisher fisher@bowlingindustry.com

Patty Heath patty@bowlingindustry.com

OFFICE MANAGER

Roxanne Damask roxanne@bowlingindustry.com

Brian Conway

Bruce Davis

Stephanie Davis

Mike Fernandez

Patty Heath

Jason Mitchell

Phil Showler

SPARK!

YOU GOTTA SEE THIS.

Spark is bowling’s hottest attraction: totally addictive, multisensory, interactive, one-of-a-kind, next-level bowling. See for yourself: Scan the QR code or visit brunswickbowling.com/spark to immerse yourself in Spark, another game-changing innovation from Brunswick.

BOWLING GOES WITH EVERYTHING!

One of the most enjoyable parts of publishing IBI is the interaction we have with operators and suppliers in the industry. We love hearing about the different ways readers are reinvesting in their business, what they’d like to know more about, and learning interesting stories about what’s happening in our colorful industry.

While the IBI team closely follows the trend of proprietors adding multi-attractions to attract a diverse clientele, we remain alert to the bowling sector of our reader’s business and this month’s cover story did not disappoint! The Dutchman Bolony Bowling Tourney in Pennsylvania recently celebrated its 75th anniversary and tells a tale of solid tournament play that remains strong with participants today. An interesting and fun part of this story involves how the event is intertwined with the town’s cherished century-plusold smokehouse, hence the name Bolony.

A most unusual opportunity is ready to sail, and you just may want to hop on board. It’s called the Jackpot Classic at Sea and involves pro bowlers, a unique doubles tournament, and socializing with industry friends, all while sailing through the Caribbean! Celebrity bowlers Kyle Troup, Verity Crawly, and Amleto Monacelli are serving as team captains to 30 doubles teams who will bowl in early January aboard Norwegian’s Epic ship. If a January cruise doesn’t align with your schedule, check out the story on page 26 because another floating bowling tournament is in the works for February.

We travel to the Dakotas this month as part of IBI’s "Family Ties" series. The extended Flynn family has been proprietors since 1968 when the patriarch of the family retired from Brunswick Corporation. The story goes that on an outing to

get groceries, he returned home and told his wife he bought a bowling alley! Three generations later the family business is going strong in multiple locations. Sometimes when the bowling bug bites, it gets everyone!

Be sure to head over to www.bowlingindustry.com for IBI’s exclusive online-only content. If you’re looking for some sage advice regarding mortgages, read an informative article from Apex Commercial Capital. The professionals at Apex explain five ways a commercial mortgage can create financial opportunities for small business borrowers. Another hot topic this month revolves around game cards. Amusement Connect explains the variables of free versus paid game cards and how you can make the right choice for your arcade.

If your center has interesting news to share with the industry, let us know!•

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

PS: Don’t forget to sign up for the $30,000 giveaway. Register each month for your chance to win at www.bowlingindustry.com

Free vs Paid Game Cards: Making The Right Choice For Your Arcade

BY AMUSEMENT CONNECT

Card systems are taking over arcades across the globe. Many operators wonder about the best practices when implementing their new card system. Amusement Connect explains some guidelines for whether operators should charge for game cards or not. They break it down with some questions that operators should ask themselves about their arcade business.

5 Ways a Commercial Mortgage Can Work for a Borrower’s Small Business

BY APEX COMMERCIAL CAPITAL

Commercial mortgages can provide funds for operators looking to start a new business or an existing business looking to expand. Apex Commercial Capital explains five ways a commercial mortgage can create financial opportunities for small business borrowers.

What Makes a Great FEC Website?

3 WEBSITE SUCCESS TIPS

BY PARTY CENTER SOFTWARE

Having a great website is one of the most powerful tools when running a business. It can attract new customers, increase online reservations, and more! Party Center Software shares three website tips operators can use to ensure their website benefits their business.

The 4 Key Variables for Choosing an Attraction

BY CREATIVE WORKS

In this podcast, Russ Van Natta and Danny Gruening from the Creative Works team break down essential factors operators should consider when adding a new attraction. They discuss things such as size requirements, pricing strategies, and staffing. This podcast is one to catch for operators looking to add new attractions to their facility!

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FAMILY TIES

Keeping the business in the family

By Mike Fernandez

This article is part of IBI’s series focusing on the dynamics of family-owned and operated centers.

This month, we look to the Dakotas to see how one family handles keeping the business in the family and the family in the business. A succession plan is something many families grapple with in the industry. The Flynn family is no different and having poured their heart into the bowling business for more than 50 years, they wanted to keep ties close.

Kathy Flynn is third in line in her family to take the administrative reins at Red Ray Lanes in Grand Forks, ND. Growing up, Kathy was raised on the lanes with her extended family. "My cousins, sister, and I all grew up in the centers and worked our first jobs there. Most kids of operators probably share a similar story."

The Flynns story starts in 1968 when her grandfather retired from his tenured career at Brunswick. "He said he was going out for groceries," Kathy tells us. “When he walked back through the door, he told my grandmother he went and bought a bowling center out in Grand Forks, North Dakota. She was surprised, to say the least!"

THE BOWLING CENTER BUG

More members of the Flynn family caught the bowling center bug, and a few years later, Kathy's dad returned from the military and went to work at the center as well. In 1986, her uncle bought Empire Bowl in Sioux Falls, SD, and in 1992, the family expanded again by purchasing West Acres Bowl in Fargo, ND.

Kathy says the time came when her dad eventually gave them the classic tough love rhetoric: "Now get out and go to college!" Her path led to being a senior executive at a credit union in California for over 25 years. One day, the phone rang with an opportunity to move back and take the reins at Red Ray Lanes.

Kathy told us it was no easy decision. “I spent two years weighing the options, but once I got back, it felt like home! Many of the bowlers are people I worked with in the 90s, so it was like coming back to a big family."

A significant reason for the success of Red Ray Lanes is the tight-knit local community they've built between the walls. The family focuses on youth bowling, which keeps young participants and their families coming through the doors.

The family’s collection of centers provides youth bowling scholarships to grow the game. This means bringing in new generations of students to learn a new skill while forming closer bonds with resident bowlers. Experienced bowlers at

Red Ray Lanes often provide new bowlers a helping hand to welcome those new to the game the second they slip into their first pair of bowling shoes!

Another youth-focused program has paid off handsomely for the center. As of this writing, the number of kids registered in their Kids Bowl Free Program this year is up 127%! The number of young customers returning to utilize that program is up 122%, and their family pass sales are up 204%! Talking to Kathy, you can see she's a powerhouse operator who maximizes the opportunity she's been provided and uses every tool at her disposal to be successful.

THE CENTER TODAY

Kathy didn't come back home to sit back and relax! Contemporary updates to the center have added another level of pride for the family and guests. Kathy explains, "We have a special loyalty to Brunswick due to my grandfather's relationship with them, and they've always been there to help us move forward. We installed their new scoring system, and our bowlers love the score-tracking app. The points they earn are redeemable for bowling at our center, and they're competing to see who can save up the most. One day, they'll all be calling in to collect!"

Our readers love learning about how other families handle the various dynamics of combining work and family. If you have an interesting story to share about your familyoperated center, please let us know; contact Stephanie@ bowlingindustry.com.•

Kathy Flynn

Kathy with cousin Adam Flynn and sister Jamie Flynn

Ihave a dear friend who wrote a terrific book explaining who people like to buy from and why. It absolutely reaffirmed my simple approach to life: Treat others as you desire to be treated and whatever you have, they may want it, too.

This concept directly applies to our location-based entertainment industry which thrives on creating great human experiences.

I recently read a great article about the penultimate goal for your business, whether it’s a multi-dimensional entertainment venue or a more single-dimensional offering. That goal is to get families and groups back as many times as you can. Each time they’re there, they need to spend quality experiential time that invokes more spending. That way they are already thinking about their next visit to your center.

Simple enough goal, right?

Well unless you are a mental health therapist who is advanced in human behavior modalities, you will find it is not so simple.

So, what’s the solution?

I’ll refer to my friend’s book here: Your staff will be a huge factor in making or breaking this vital goal. No matter your mix of attractions and superior palatable goodies, if your TEAM isn’t involved with your guests from the moment they walk in the door, guests are already summing up that they won’t be back.

Your brand must be humancentric. Customers remember helpful, involved staff, even if the gestures are small, like holding the door open, blowing a kiss goodbye, or a polite bartender who served the beer.

We call this post-visit communication; what humans remember most are people and how they make us feel. That’s a correlation here that cannot be ignored. I have a personal example: I frequent a certain quick-serve chicken restaurant, not for the delectable chicken strips, but for how I feel each time I walk up to place my order until I leave — I feel special, even for a moment.

TECHNOLOGY can also help make a guest’s experience worthy of a return visit. Technology tools deliver frictionless ways for guests to easily enjoy your venue. Loyalty programs, bounce-back offers, and other rewards entice guests to return as well. While these tech tools are all important to getting people to come back one more time, I promise, however, that the key element is your team members’ ability. When a guest is thinking about a return trip to your business as they walk out to their cars you know their experience was spot on.

Think of the establishments that you return to repeatedly while barely pondering the amount of spending you will do there. Why is that? Most of you would agree it’s how you feel each time you go. Hire well, train well, and explain to your staff that success, mediocrity, or perhaps utter failure is in their hands.•

REELING IN

THE BIG FISH

Learning from casinos that big events = big profits!

Marketing Monthly with Bruce Davis

Irecently read the book Whale Hunt in The Desert by Deke Castleman. While reading this novel about how Las Vegas casinos depend upon play from big spending customers, aka ‘whales,’ I couldn’t help but think about how operators in our industry have a similar customer base. Heavy spending guests contribute significantly to the bottom line of both types of businesses.

Like center operations, casinos have a gaggle of guests that visit frequently, dropping a small amount of cash into the casinos' coffers. While these modest spenders are essential to a casino’s revenue, the whales who visit infrequently but spend a lot each visit are critical to a solid bottom line each year.

Marketing-minded center operators see big spenders as a target to aggressively court. And like casino operators, they plan to find, capture, and entertain groups that drop a lot of cash in a single visit. The saying goes, “If you want to catch big

fish, you need good bait and solid techniques!” On top of that, you need to “fish where the fish are” and hone your skills.

After reading the book, I got in touch with a few friends in the industry who are doing a great job of boosting their bottom lines by hosting various company and organizational events regularly.

The operators I spoke with followed procedures similar to the casinos. While I see everything as sales and marketing, some of you may view the steps in courting, booking, and executing these events as PR or community relations. Either way, they work!

Some of these operators host “whole house” events for $25,000, $35,000, or more that only displaced a minor amount of revenue from everyday customers. (Whole house events are private affairs where the center is closed to any walk-in business.)

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REVENUE STREAM

FROM COMPANY AND ORGANIZATIONAL EVENTS

TOP TIPS FROM BIG EVENT OPERATORS:

1. Build and direct an Events Team. From creativity through sales and execution, coordinated teamwork is vital for ongoing success.

2. Establish various packages and pricing. Most operators suggest being bold about pricing for your top packages and slots during prime time. Creating a lesser, trimmeddown package for other times with more basic offerings is still essential.

3. Create a separate marketing piece to tell the story (benefits) of having an event at your location. Be sure to have a prominent display of your packages with testimonials on your website.

4. Create a list of companies and organizations to target. Construct professional marketing messages to tell your story, including the benefits of hosting an event at your location and testimonials from group leaders who have hosted events with you. Employ the use of testimonial videos shot during an event! These are also excellent to share on social media.

5. Employ a qualified representative to network on behalf of your business. This person should join local organizations such as the Chamber of Commerce, Rotary or similar civic groups, Convention Bureau, etc. Participation and attendance in these groups is critical; it’s not enough to join. Most successful operators in this area are also active on LinkedIn.

6. Attend other events in your community to learn and make additional connections.

7. Be seen in the community! Exhibit at business and community events. Customizing your booth will help you stand out.

8. Establish personal relationships with event organizers through business lunches or after-hours events.

9. Consider doing your fundraiser for a good local cause to show others what you can do and how much fun you offer.

10. Brainstorm unique things you might do for groups during the event.

11. Invite event planners to tour your facilities and meet your staff. Your outside ‘networking rep’ should conduct the tours.

12. Provide your Events Team with gifting items from your operation to keep awareness of your business as an option top of mind.

13. IMPORTANT: The team member who sold a planner on the event needs to be at the event as a part of your hosting team!

Most of the operators I talked to mentioned that most of their current event customers do so to provide a fun social outing to their staff as part of employee retention efforts. Structured team building is another solid reason planners

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

MARKETING BASIC S WITH BRUCE DAVIS LESSONS TO REMEMBER

FEATURING THE 40 FRAME GAME!

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

MULTIPLE SCORING UPGRADE OPTIONS

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

TouchDesk Management System

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

INTRODUCING THE REVOLUTIONARY SCORING CONCEPT

TOUCH SCORE 3 W/TOUCHDESK III

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

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

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

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

Integrates Live with Lane Talk AND Lane Engine!

CONFECTION CONFESSIONS

By Mike Fernandez

Make a Connection with Confections

Confections include everything candy and beyond, from gummy bears to chocolate-covered pretzels. How advantageous could these high-markup items be to your bottom line?

Bowling centers and FECs have experienced fluctuations in the types of guests who regularly come through their doors. Many operators have noticed increased visits of families with kids and groups of friends from many age groups treating themselves to a fun night out. How are your food and beverage operations adapting to meet these guests?

Adapting your entire food operation can be daunting, so why not start small? In fact, very small and sweet?

IMPRESSIVELY IMPULSIVE

Offering confections at your center could be that small change you need. Confections are often an impulse buy. This means they’re best placed at the front counter on the way in or in a convenient location on the way out. It’s easy to wonder how much you could make off low-cost impulse buys.

The decision of a child to grab a lollipop on the way out may seem spontaneous, but from grocery stores to movie theaters, the lead-up to that purchase was masterfully crafted.

Last year, American shoppers spent $6 billion on impulse buys in grocery store checkout lanes on confections like candy and indulgences like protein-filled chocolate chip cookies.

These confectionary impulse buys are so predominant that grocery stores in the UK eliminated candy from checkout lines altogether. In Berkeley, CA, a healthy checkout law was passed to regulate which products can be sold by the register. Junk food, candy, and soda were out. Dried fruits, yogurt, and sugar-free gum were in.

DELICIOUS MARKUPS

The demand for confections is there. Bowling centers aren’t grocery stores filled with hundreds of people in the checkout lane every hour or movie theaters with security guards checking bags for outside treats.

They are, however, filled with children, teens, and sweettoothed adults looking for a quick bite between turns. And the markups are worth it.

Let’s start with a benchmark for markups. On average, most grocery stores sell their products at a 10%-20% markup. Checkout lane candy is their most profitable item at 75% markup, still the lowest markup in the confection biz. At the cinema? An astounding 400%-600% markup from wholesale prices! In vending machines, candy is the least restocked

Booze and Bites

item since it’s typically the lowest profit-margin option, yet still boasts a healthy 75% markup.

You don’t need to join movie theaters in the astronomical markup for sour gummy worms (yes, I have an issue with this!) to add padding to your bottom line, especially with the minuscule amount of shelf space these treats require. A more reasonable markup could suffice and still be a bell ringer for your bank account. After all, with Halloween coming up, there’s no better time to start testing the benefits of confections in your center!

BOOZE COCKTAIL CONFECTIONS:

JELL-O SHOTS: These are tasty, fun for guests, easy to make, and easy to store! It gets even easier when you look at premade Jell-O shot companies like SLRRRP gelatin shots. They come in tons of flavors and colors. Margarita flavored, 4thof-July themed, cinnamon whiskey Jell-O shots, and more; there’s something for every liquor-loving guest.

SOUR PATCH KID MARGARITAS: These are dangerously delicious and create a vibrantly colored cocktail! Infuse liquor by adding 10 Sour Patch Kids for each ½ cup of tequila to a jar. Let it rest overnight. Shake it with extra tequila, lime juice, and one ounce of simple syrup. Pour into a sugar-rimmed glass and garnish with a few gummies!

JOLLY RANCHER VODKA COCKTAIL: Another brightly colored cocktail, but less sour, more sweet. Again, you’ll want to infuse the vodka in a jar with two or three same-flavored candies per ounce of vodka and let it sit overnight. Fill up your cocktail glass with ice and two ounces of your candyinfused vodka, and top it off with a lemon-lime soda like Sprite. Fill up extra space in the glass with a few more Jolly Ranchers!

Mike Fernandez is a freelance contributor on all things regarding food, booze, and fun. Growing up in his family’s restaurant business fueled his passion for good eats and tasty treats. By day Mike works in business development for IBI, by night he scours south Florida for the latest trends in food, drinks, and recreation.

By Ryan Vasko

BOWLING, BOLOGNA, LASTING BONDS

and

At a certain point, a bowling tournament becomes more than just a bowling tournament. It may happen when your annual entries climb into the four digits. It may be when it becomes wholly intertwined with a town's cherished centuryplus-old smokehouse. It could be when the folks involved shift to the next generation (or the next after that).

The Dutchman Bolony Bowling Tourney, which celebrated its 75th anniversary at Palmyra Bowling in Palmyra, PA, and Clearview Lanes in Mount Joy, PA, checks off all the above and more.

“I love this tournament,” said Amy Eiserman, Dutchman’s director and proprietor of Palmyra Bowling. "People come in and tell me, 'This is my 46th year.' And I love that. They say, 'I can finally bowl with my kids this year.' Things like that keep me going and make it special.”

The numbers on their own are impressive enough:

1,290 teams competing in 2023, their highest number ever

3,420 pairs of doubles and nearly 7,000 single bowlers across all events

A prize pool even greater than $452,000, 2022’s final number

3,000 Seltzer’s Lebanon Bolognas (don’t you dare call it “baloney”) ordered for prizes and giveaways

Pennsylvania’s beloved Dutchman Bolony Tourney celebrates its 75th year

Amy Eiserman

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But the true mark of the value of this event can be found in how the bowlers, staff, and people in the area talk about it. The way they come back, year after year, bringing friends and passing on the traditions to their kids and grandkids. It’s more than a tournament. It’s a story of kin, deep connections, small businesses succeeding even through tough times, and smoked meat.

A Family Affair

The Dutchman has always been a big part of Amy Eiserman’s life. She has been vital to Palmyra Bowling's center operations since 1998 and took over as tournament manager in 2009, succeeding her parents, Doug and Sue Eiserman, who started to oversee it in 1983. The tourney was first created by her former bookkeeper's father in 1948.

Amy has managed to increase the numbers in her time and has implemented a longer season (this year's runs from March through August) to accommodate as many groups as possible. Still, the format remains the same as the years go by. Bowlers can participate in a variety of singles, doubles, or team divisions, registering up to three times, with further opportunities available in the form of optional singles, Bolony Bank events, and special weekends with cash prizes and other bonuses.

Rather than huge payouts for the top few bowlers, the amounts cascade down to offer a higher chance of taking something home. “As my father used to say, we’re not a top-heavy tournament,” Amy said. “We prefer to pay out lots of people. We want people to be excited about coming back and winning.”

Brian and Angel Bennett dressing up for the Dutchman Bolony Bowling Tournament

She comes by these lessons and this passion honestly. Doug, her dad, was an avid and talented bowler in his younger years. He bought Palmyra Lanes with his wife Sue in the 1980s and immediately became active in various associations and clubs, always ready to hand out a flier or welcome in a new bowler. "His first love was bowling. I was his second, and I knew that going in," Sue laughed.

The same spirit of a true family business is also found at Clearview Lanes, where the team events are held and supervised by Lisa and EJ Farwell, the former being the oldest daughter of Sharon and Henry Blough, who has proudly owned the center for more than 50 years.

Bringing in Bowlers

Tom Wizda, Jr. first took over sponsoring Dutchman bowlers from his father, Tom, Sr., in 1978. For 45 years now, Wizda, Jr. has been bringing one of the largest groups of bowlers to the tourney. “I get people who call me up all year long, checking in on the tournament group,” Wizda, Jr. said. "They save up all year for this. For many of us, it's the only time in the year we all get to see each other. Everybody works hard and has their busy lives, but we get to have this time together to party, catch up, and bowl."

Teams come from as far away as North Carolina to participate; many look forward to the ritual of the drive and the camaraderie it brings. “If I had to guess, I’d say more than a quarter of the bowlers this year have been coming for over 25 years,” Sue reflected.

Full Of Bologna And Community Involvement

“There’s bologna, there’s baloney, there’s sausage, and then there’s meat.” That's how Amy sums up the state of smoked meat to this uninitiated writer. Lebanon Bologna is the local specialty, primarily from Seltzer's Smokehouse Meats, which began production in 1902. Still using some of those same smoking huts in the center of town today, they smoke the delicacies for three days for an old-fashioned and tasty result.

“Seltzer’s Smokehouse Meats has been a part of Pennsylvania and Pennsylvania Dutch culture for more than 120 years. We believe that quality can't be compromised, and that’s something Seltzer’s has always stood for,” said Michael Pellito, head of sales and marketing. "We don't add fillers, we don't add liquid smoke for flavor, and most importantly, we don't cut corners. That artisan craftsmanship is what makes Seltzer's Lebanon bologna.”

For as long as anyone involved can remember, winning a chub of Seltzer’s bologna for rolling four to six strikes in a row has always been part of the Dutchman tradition. Last year, the center gave away 1,763 12-ounce bolognas. This year, Amy has already purchased 3,000 for giveaways and to sell in the center!

“As a local company, Seltzer’s has made a strong effort to connect with and support local businesses that make up our communities,” Pellito said. “With both companies being in Palmyra and many Seltzer’s employees over the years bowling at Palmyra and in the tourney, supporting the Dutchman just made sense to us. It's been great for the Lebanon Valley folks connected to Seltzer's and the community."

With luck, one can hope that in 75 more years, the Dutchman will be celebrating the 150th version of the tourney. There will be more newcomers rolling for the first time, more family members brought in by the old guard, more tons of bologna awarded for strikes, and more Wizdas leading a caravan of bowlers up from far away.

Other center owners can learn plenty of lessons from Amy Eiserman and her partners about staging a great tournament—everything from a generous prize structure and exceptional customer service to respecting tradition while being unafraid to try new things. But above all, the Dutchman is a testament to the best advice any business can follow: treat your people like family (especially if they are family), and they'll always come back for more.•

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.

Tom Wizda and his wife, Maureen

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PREPARE TO BE CAPTIVATED

By Stephanie Davis

CALLING ALL BOWLERS, OPERATORS, AND FRIENDS OF THE INDUSTRY!

A Most Unique Bowling Event is Ready to Sail, and You Might Just Want to Hop on Board

:QWhat do you get when you combine an epic bowling competition with three of the biggest names in bowling aboard a luxurious cruise line?

The inaugural JACKPOT CLASSIC AT SEA is set to sail this New Year’s Eve 2024, hitting five fabulous ports as 30 doubles teams bowl the high seas over a sevenday respite from winter weather.

Celebrity stars Kyle Troup, Verity Crawley, and Amleto Monacelli will serve as team captains and coaches, joining the competition for the finals. Each celebrity will be paired with ten doubles teams in a fun format to crown the 2024 JACKPOT CLASSIC AT SEA National Champions.

While the tournament portion of the cruise is limited to 30 doubles teams due to lane availability on board, the cruise is wide open to those who would like to join the fun. If you aren’t the competing type but the sun-seeking, bowlingloving type, you can still enjoy a little R&R while socializing with the pros and other industry friends.

The JACKPOT CLASSIC AT SEA is the brainchild of Greg Olsen, Executive Director of the Washington State Bowling Proprietor’s Association. This unique tournament idea came to him while talking with PWBA player Danaka Heekin, who had been involved with the largest floating music festival in the world called Groove Cruise, which featured popular DJs interacting with fans on board. After talking to Greg about how she helped coordinate a successful bowling tournament as part of the cruise events, a lightbulb went off in his head. Their tongue-in-cheek conversation quickly evolved into a loose plan of offering bowling aficionados and those in the industry a competitive, social opportunity in a one-of-a-kind setting.

For more details on the cruise or to sign up, be sure to visit this official link: https://sl.ncl.live/m6u6kzxa

Group #: A2663446 // Norwegian Epic 7 Days – Caribbean: Great Stirrup Cay & Dominican Republic // 12/31/2023 – 1/7/2024

A:An unforgettable seven-day cruise in the Caribbean with industry friends and icons!

The more input Olsen got from industry friends, the more he realized he was on to something that might catch people’s attention.

While the tournament portion of the cruise is sold out, Olsen hopes to fill the ship with plenty of industry folks who would like to ring in 2024 with friends and colleagues on this celebrity cruise. Sailing the Tropics in January in the name of bowling sounds like an excellent way to kick off 2024!

For more information on this exciting event, contact Greg Olsen at 206-762-6752 or greg.olsen@wsbpa.org•

CRUISE DETAILS:

⚓ Departing from Port Canaveral, FL, on a seven-day cruise aboard Norwegian Cruise Line’s Epic luxury liner

⚓ Ports of call include Stirrup Cay, Bahamas; San Juan, Puerto Rico; St. Thomas, British Virgin Islands; and Puerta Plata, Dominican Republic.

⚓ Cruise dates: December 31, 2023-January 7, 2024

A second Jackpot At Sea is already scheduled! Sign Up Early for a second opportunity to bowl and cruise! Keep your swimsuit and bowling balls handy because you have a second opportunity to bowl and set sail in February 2024. Olsen is planning another tournament at sea on a 5-day cruise out of Miami. Norwegian Cruise Line’s Pearl has four lanes on board and can accommodate more entries in the tournament.

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Design CREATIVE WORKS www.thewoweffect.com Russ Van Natta 317.834.4770 sales@thewoweffect.com

Equipment/Supplies

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

NEO TAC www.neotac.com Frank Bernabei 585.798.6400 300@neotac.com Lane Conditioners

PREFERRED VENDOR LIST

Capital Equipment/Supplies

QUBICAAMF

QubicaAMF is the world’s largest manufacturer of bowling and mini bowling products. With our innovative products, we will help our customers fully unleash that potential to extend the bowling population, to reach the younger generations, to increase their spending, frequency of visits—and your revenue.

SWITCH BOWLING www.switchbowling.com

John Fatigati

201.694.7985 john@switchbowlingusa.com

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

Cashless Technology

INTERCARD www.intercardinc.com

Sales Department 800.732.3770 Sales@intercardinc.com

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

SEMNOX SOLUTIONS www.semnox.com

Sales Department 610.400.8901 Sales@semnox.com

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

Consulting and Management

FIRST FRAME BOWLING www.firstframebowling.com

Mike Monroe

844.923.2695 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 www.trifecta-mg.com

Bruce Nussbaum

818.879.7100 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.

Food/Beverage

SLRRRP SHOTS www.slrrrp.com

Trent Killian

877.988.8673 ext. 5 tkillian@slrrrp.com

The world’s most award-winning gelatin shots. SLRRRP’s pre-made gelatin shots are made with premium alcohol and plant based ingredients. With a variety of exceptional flavors and colors, here’s no better way for guests to celebrate at your center!

Furniture

Venue Industries is a commercial furniture manufacturer in Tampa, FL. Specializing in custom furniture design, Venue Industries can provide furniture for your entire facility. From bowling sofas, to restaurant seating –– Venue Industries can provide anything you might need for your bowling center or family entertainment center.

Insurance

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

W. Tyler Compton

866.233.0266 tcompton@ttminsurance.com

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

WESTERN BOWLING PROPRIETORS INSURANCE www.wbpiprogram.com

Cameron Linder

800.200.9998 contact@wbpiprogram.com

WBPI 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!

DECIBEL STUDIOS www.decibel-studios.com

Guy O’Hazza

310.693.5165 guy@decibel-studios.com

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

www.dfxsoundvision.com

Marketing

BBBI/KIDS BOWL FREE

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

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

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

THE KAPLOE GROUP

Fred Kaplowitz

ALLEYTRAK www.alleytrak.com

Chris Behling

815.519.9843 Chris@alleytrak.com

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

29 IBI October 2023

Online Reservations (continued)

PARTYWIRKS

PREFERRED VENDOR LIST

www.partywirks.com

877.345.4012 sales@partywirks.com

Partywirks is more than an online booking software company for parties, events, lane reservations and leagues for your bowling entertainment center. Our easy-to-use, easy-to-manage multi-function system encourages upselling, helps generate future interest, and also allows your visitors to inquire, invite, share, learn, sign waivers, and shop online.

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 www.fecpromotools.com

Sales Department

239.389.9583

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.

Redemption Supplies

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 www.bmimerchandise.com

Sales Department

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.

FUN EXPRESS www.funexpress.com

Sales Department

800.228.8884

Fun Express is a leading B2B supplier of toys, novelties, giftware and premiums. We feature more than 40,000 items in our product line that range from traditional favorites to the trendy picks of today. We are pleased to offer the best value and product variety in the industry.

SURESHOT REDEMPTION www.sureshot-redemption.com

Corporate Sales

888.887.8738 Sales@sureshot-redemption.com

Sureshot Redemption is your best source for redemption prizes and retail merchandise. Sureshot is the complete package with excellent product selection covering all key categories, excellent customer service, very competitive pricing, and superior quality merchandise. Our newly enhanced website makes ordering easy with capabilities to access your invoices, tracking information and EPLs for each order online. For more information, call or email us now and join the Sureshot Family!

REDEMPTION PLUS

Mike Tipton

888.564.7587

Products that perform. Services that simplify.

www.redemptionplus.com

Smile@redemptionplus.com

Virtual Reality

vrCAVE

INDUSTRY TIDBITS

PBA AND FOX SPORTS ARE STILL GOING STEADY: The PBA and FOX Sports have announced a two-year media rights extension for linear television on FOX and FS1, as well as on FOX digital channels. The contract will usher the PBA into the most broadcast windows they have ever televised in a single season on FOX. In the first five years together, the PBA and FOX have presented many of bowling’s most iconic moments, one being Jason Belmonte’s major championship final on FOX to tie the PB record with his 10th career major title. The agreement extends a non-stop television presence for professional bowling that began in 1962.

Shorts

PINK IS EVERYWHERE: Real-life Barbie World is coming to the U.S. next year. The first-ever Mattel Adventure Park will open in 2024 in Glendale, AZ. There will be themed rides featuring Barbie, Hot Wheels, He-Man, and more, spread over nine acres. Will Barbie and Bowling meet up? Mattel is still trying to figure it out. However, every theme park should go with bowling.

INDUSTRY NEWS

BOWLING SIMULATOR PARTY IS A HIT Sports Simulator, a provider of advanced leisure stimulators, has announced a new spin in its Bowling Simulator Bowling Party. The game features vibrant neon lighting and is designed for easy installation with a small footprint especially enticing for smaller centers and FECs. Further, with cutting-edge technology, clients are able to incorporate their own branding, highlight current offers and promotions with signage or video, and even customize the lighting within the simulator. It is a virtual environment filled with a lively atmosphere that brings the bowling game to life.

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

Ruidoso, New Mexico

RUIDOSO BOWLING CENTER!

Approximate 11,234 sq. ft. building and 37,418 sq. ft. land (0.859 acre). Approximate 170’

Mechem Dr. (State Hwy. 48) frontage. Fullservice bowling-entertainment facility with 10 lanes-Brunswick A-2 pinsetters and Kegal lane machine with updated Qubica scoring system with auto bumpers. Ample paved parking and exterior heated slab entry. 30+ years of bowling operation. Includes lounge bar, small pro shop, cafe area, game area, three bathrooms, and FF&E. CFA heat/ac, security, and cameras. Updates made of interior/ exterior. Improvements made list available. Drill press for bowling balls. C-2 Community Business District zoning. High-traffic area.

Call for details

richard@ruidosorealestate.com

BOWLING CENTER FOR SALE

Profitable Center in Plattsburgh NY. 32 synthetic lanes, auto scoring, full service restaurant/bar with fully equipped pro shop. Contact Chris King 518-569-2704 chrisking@fesetterealty.com

EDUCATION & TRAINING

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

EQUIPMENT FOR SALE

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

EXPERIENCED MECHANIC NEEDED FOR 32 LANE CENTER

Great opportunity in the Tampa Bay area 8270 AMF Pinsetters // Salary and benefits determined by experience // E-Mail resume to manager@oakfieldlanes.com or Call Tammy Jacobs @ (813) 681-4783

MECHANIC WANTED GREAT OPPORTUNITY

Experienced Bowling mechanic wanted. Bowling center in northwest NJ offering Highly Competitive pay & benefits. Run your own shop. Replacing Retiring mechanic, willing to make smooth transition for our 26 lane center & full service restaurant. Only 3rd mechanic since 1959 for our very stable, family business. Email resume to rob.plenge@comcast.net or Call Rob 908-763-1192

SERVICES AVAILABLE

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

BOWLING

IBI October 2023 33

REAL PEOPLE REAL RESULTS REAL STORIES

EDGE STRING – THE #1 CHOSEN STRING MACHINE BY PROPRIETORS.

40 %

7

18 REVENUE FROM LEAGUE PLAY

LEAGUES LANES OF USBC APPROVED EDGE STRING PINSPOTTERS

The feedback from our bowlers on the USBC-Approved EDGE String machines has been tremendous.

Switching to EDGE String machines is the best decision I have made as a proprietor… it’s a performance machine, and we love it!”

Royal Family Bowling Center

Watch the full interview with Rick Novak:

Rick Novak Owner

CONQUEROR EXPERIENCE RELATIONSIHIP MANAGER ONE SYSTEM FOR THE ULTIMATE CONSUMER JOURNEY

DELIVER AMAZING SERVICE.

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

qubicaamf.com/conquerorkiosk

New Ideas // Different Concepts // Fresh Revenue Streams

“Amusement Alley” is where new ideas, different concepts, and fresh streams of revenue are featured periodically throughout the year. New and exciting entertainment trends continue to shake up how we do business in the industry of FUN. The IBI team and our knowledgeable guest contributors are digging deep to bring you cutting-edge, valuable information to help your business.

It’s no secret that redemption is vital to the success of a center’s arcade business. Games and prizes go hand in hand with eager guests of all ages.

This month, “Amusement Alley” explores how to maximize redemption in your center. We looked to industry professionals and center operators for the latest advice to make this part of your business a winner.

Check out our cover story to learn how to grab guests’ attention, including a few simple design tricks that can make a significant impact. What about the science of providing the right merchandise that will move swiftly out of your store? What works for one center may not be a good fit for yours, so having confidence in your merchandise is a great feeling. Streamlining operations and making informed, affordable decisions are all highlighted this month.

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

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

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

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

Cashing In With Cashless

the STOP SCAMMERS! How to reduce game card fraud

By Jason Mitchell

The versatile game card is the key to your cashless system. It’s easy to carry and use, making it much easier to manage your arcade. But that same card can also be a key to theft and fraud that can quickly add up to a drag on your revenues. Let’s look at several ways you can reduce card theft and fraud.

The #1 avenue for fraud and theft in any card system is game card consolidation, in which small amounts of gameplay from multiple cards are consolidated into a larger sum on a single card. Unscrupulous staff can collect discarded cards in the arcade or place them in recycling containers. They then use your cashless system to consolidate multiple cards into new ones they can use or sell to friends for cash.

Employees who are well-trained in the system software can move consolidated value between multiple accounts they set up, making it harder to detect theft. You should also beware of former employees familiar with your system who can exploit vulnerabilities to take advantage of less well-trained staff.

Guests can also collect discarded game cards for consolidation fraud. That’s why we recommend not promoting consolidation to your guests as a standard service. Guests who request consolidation should be assisted by an employee trained in fraud prevention.

Employee service cards can be abused by staff in a variety of ways. These can range from staff playing games while on duty to accumulating redemption points on a false guest

card that can be sold to a friend or used to acquire valuable items from your redemption center. Service cards that allow employees to play crane games and merchandisers cost you money when the user wins a prize. For these and other reasons, it is essential to regularly review the employee service card reports generated by your cashless system.

You should monitor daily the bulk encoding of cards for parties, groups, events, and donations. Bulk encoding provides an easy opportunity for employee theft if you don’t keep a proper reconciliation. All encoding needs to be recognized as revenue at some point; fraudulent or incorrect reconciliation can negatively impact your accounting and cash float calculations.

In addition to these tactics, you should enable your cashless system’s best security procedures. This can be an intricate process, so enlist your system vendor to help you customize your security settings to suit your specific needs. They can also be a good source of information on new types of fraud because they are in touch with many operators. Scammers are always on their game, and you should be, too.•

Jason Mitchell is the Customer Success Manager at Intercard. He uses his extensive experience in operations and executive management at some of the largest companies in the amusement industry to help proprietors get the most out of their arcade operations. He is also a regular speaker at Bowl Expo, BPAA Boot Camps, IAAPA, and Amusement Expo. He welcomes your questions at jmitchell@intercardinc.com.

By Mike Fernandez

REDEMPTION SYSTEM WINNING Building a

Redemption Is a Hot Topic with Operators and a High Priority for Guests

How can your redemption center make an impact on guests? How are other centers pulling off a successful redemption business with the greatest of ease? We asked experts in the field for direction.

Importance of the Prize

People love merchandise, and they love feeling like a winner! Taking home a new toy is fun for kids of all ages. In my case, I love winning prizes for my big, hairy pup! Being a responsible pet parent includes a constant influx of new toys and bones to keep him busy.

His most beloved treasure? I won a giant, inflatable pink ball from a redemption center at my local FEC. The ball has long popped, and even then, it’s still his absolute favorite toy. Every time I see him prancing around with the deflated ball, I think back to the center I won it at and how I need to go back to win him a new one.

“Prizes drive your arcade. Period,” says Craig Buster of Wild Island in Reno, NV. “Our redemption store drives our arcade revenue.” A good redemption operation can increase foot traffic, increase guest satisfaction, and create strong return visits.

But what makes a redemption center attract attention?

How do you know which merchandise should fill the shelves, and what are the best ways to keep inventory flowing smoothly?

To learn how it’s done, we consulted with redemption industry experts Mitch Katz of BMI Merchandise and Mike Tipton of Redemption Plus to provide us with the guidance needed to run a successful redemption operation.

Grab Guests’ Attention

Ideally, your redemption center should be a featured area in your facility, but sometimes, they are tucked away and don’t demand the attention they deserve. “You want to have the redemption counter be the place where customers walk in first. You want them to see it so they can create targets and goals to play for in the arcade,” Katz explains. “You don’t want the redemption area to be where a guest ends up once they are out of money. It should be something that guests look forward to throughout their visit.”

Mitch’s Tip!

“One interesting thing we found is the importance of color on your redemption walls. Black slatwall works better for centers with an older demographic. White slatwall performs better when targeting younger players.”

Mike’s Tip!

“We have been perfecting custom lighting options for redemption. Custom cabinetry, lighting columns, and counters are all important. This way, the redemption center fits the flow of the arcade but still stands out in a really special way.”

Tipton had more to add about creating a stand-out redemption center: “Here’s a great way to describe it: Let’s say you’re hungry for pizza and want to make one at home. You go to the grocery store, walk to the frozen food section, then look for the pizza section. Parents and kids subconsciously shop like that, so you should organize your merchandise the same way for the best results.”

The Science of the Right Merchandise

For anyone over 18, keeping up with the hottest trends can seem impossible. Merchandising trends constantly swell and dissipate like waves at the beach. How do you know which merch best uses your shelf space or what will be hot in your market?

“It’s time-consuming trying to keep up with trends yourself,” Tipton tells us, “We track popular hashtags, and there are so many TikTok trends to follow. Our manufacturers typically know about trends before we do, and they’ll let us know what’s on the rise. We also track which merch shows the best performance through our entire network of clients.”

Tipton mentions not all products need to follow a trend. For the past 25 years, a samurai sword has consistently been one of the most popular prizes! “It’s tried and true. Regardless of pop culture trends, a little boy or girl wants a samurai sword.”

Katz agrees that a lot of staffing goes into tracking the trends. “When recommending merch for your

Joey Sparks from Wonderland Family Fun Center in Spokane, WA, agrees. Sparks uses BMI for his redemption needs and is thrilled with how the area looks in the facility. “The schematics are built around our existing walls; everything fits and flows with the rest of the center and [feels] very organic.”

center, we’re looking at our clients with similar centers — similar areas and demographics. Then we’ve got evidence of what would perform well in your center,” he explains, “It’s important to have variability on the shelves so guests have different targets to work towards. If they don’t have enough tickets for their original prize, you want them to still be happy leaving with something else.”

Prize Replenishment

One frustrating aspect of operating a redemption center yourself is often the inventory replenishment. Nonstop inventory tracking, shipping logistics (or delays), and finding available stock of the most in-demand items can provide constant headaches.

We asked Tipton how redemption companies get their hands on in-demand items at the right time. “Manufacturers can give us a heads up if they’re ramping up production of an item to meet demand. If a new Spiderman movie is coming out this year, we’ll talk with the toy company, and they’ll ensure we have access to Spiderman NERF guns during peak demand. You don’t want so much of a special offer that you’re stuck with it when the hype dies down, like between movie releases, so we only replenish your stock as needed.” Tipton gave another example of timing the market: “When The Mandalorian came out, it was a mad rush to get your hands on Yoda plush toys. By the time you caught the trend, you were too late. They were selling for five times the original price on Amazon. We work with our manufacturers to deliver valuable stock on time and without the markup.”

Presenting a visually appealing, dynamic area while blending with the overall facility can be a trick.

Katz provides a look into the balancing act of inventory. “It’s a difficult balance having the right amount of merchandise of different value and popularity. You don’t want an unused inventory surplus taking up valuable space, but there must be no shelf gaps. Conversely, if you’re covering for gaps by repeating one product down the line, it’s not encouraging repeat visits.

“When you’re the main game or only redemption option in town, changing up the reward merch becomes an even stronger element of your center,” Katz tells us. “You might not have local competition, but guests will want to come back and win something new, a prize option they didn’t have before.”

A Look at Affordability

At first glance, some may worry that using redemption services could be costly. However, how much is running your redemption costing you? It’s critical to look at the broader view of your redemption system and see what the cost-benefit analysis includes. Tipton notes a few points for operators to look at when considering affordability. “It can be expensive running your redemption center. There could be freight costs included in your delivery, marking up the cost of each item on the pallet,” he explains. “From our experience, operators also struggle with getting their staff to scan out products at the counter accurately. This leaves them with the wrong data of what’s left in the stockroom, and they think there’s more stock available than in reality. Then these operators must spend time fixing it all, and their cost-of-goods took another hit.” Katz shares a similar sentiment in comparing costs. “When you start talking about affordability, it’s easy to just think about price or discounts. It’s important to keep in mind savings of current costs and labor.” Katz provides an example: “We help set up operators who were spending 10-20 hours a week, per employee, trying to manage it all. You’ve got staff printing bar codes, researching orders, and replacing merchandise that never shows up. There’s staff adjusting product placement on shelves and going back to double-check inventory. If those employees leave, operators are the ones having to teach it again. Not to mention the cost if you ordered 100 cases of fidget spinners that were on sale, then find out you’ve got to greatly reduce their price to get rid of them.”

Redemption professionals set a shining stage for guests. They stay ahead of trends, make merch recommendations, and closely monitor your inventory levels. While you’re busy running your entire operation, they’re running your logistics while utilizing global networks of centers and manufacturers to ensure every prize is on the right shelf at the right time. Letting the experts alleviate operator headaches is a good thing to consider!•

Mike Fernandez is a freelance contributor on all things regarding food, booze, and fun. Growing up in his family’s restaurant business fueled his passion for good eats and tasty treats. By day Mike works in business development for IBI, by night he scours south Florida for the latest trends in food, drinks, and recreation.

With many centers functioning with less staff, operators are looking for ways to operate more efficiently. Erin Glorvigen, manager at Bowlocity Entertainment Center in Rochester, MN, agrees that a redemption operation needs to be as streamlined and straightforward as possible. Glorvigen appreciates the partnership they have with Redemption Plus. “We like that they use the DPL file for inventory, which makes tracking stock easy for us. From setup and installation to operating your store, they are there for you the whole time,” Glorvigen says.

LET PROFESSIONALS DO THE HEAVY LIFTING!

Craig Buster and his team at Wild Island found that continuing to use Redemption Plus for the bulk of their redemption toys and prizes provides ease of service and maintains product quality. Buster also recommends taking advantage of the plan-o-grams that come along with merchandise orders. “The provided plano-grams make it easier for an employee to open a box and know where things go,” he adds.

Relying on professional help seems essential to overworked operators. “Things have gotten so much easier for us since beginning to work with a professional company like BMI,” says Joey Sparks of Wonderland Family Fun Center. “Now it’s so much less daunting when walking into the room full of products and thinking, ‘Where do I start? What do I need? What do I do?’”

Redemption Thoughts from an

ARCADE SPECIALIST

When creating a memorable arcade experience within a bowling center, one crucial element sometimes overlooked is the redemption counter or store. A well-merchandised redemption counter or store is crucial to driving arcade sales and the overall experience in your venue. We’ve compiled a few quick tips for busy operators.

PRETEND YOU’RE A FIRST-TIME CUSTOMER.

How much time do you spend in your redemption area? How about examining the guest experience as if you’ve never been there before? Allow yourself to be a first-time customer in your redemption area and really focus on what it feels like. Is there music playing, is the area well-lit, and chock-full of interesting merchandise? Are the items for younger children placed in an area they can see, touch, and feel? Are there items placed at eye level for adults that will pique their interest?

How is the transactional part of the experience? Keep track of how long the actual checkout takes; it could be a major blow to an otherwise great experience in the facility if the line is too long. How do you see the experience of other guests in the redemption area? How engaging and knowledgeable are your staff?

SHARE YOUR CENTER’S VALUABLE INFORMATION WITH YOUR REDEMPTION PARTNER(S).

Understanding the target demographics of your bowling center arcade is vital to curating a redemption experience that appeals to your customer base. By analyzing your clientele’s age groups and preferences, you can stock merchandise that caters to their interests.

For instance, if families with young children frequent your establishment, be sure to communicate that with your merchandise supplier. You’ll want to consider including various toys, plushies, and small games (don’t forget about the sweet stuff!). Offering trendy gadgets, electronics, or even gaming accessories can be a hit for teenagers and

young adults. It’s always a good idea to start paying attention to TV ads and Big Box store catalogs to gauge the next hot items for different seasons of the year.

Some centers have a strong draw from an older demographic and should have merchandise that reflects that. Older customers might appreciate more sophisticated options. Include a range of prizes, such as high-quality headphones, sports memorabilia, logo basketballs, drones, or even gift cards to popular stores or restaurants. These prizes can cater to a broader audience and ensure everyone finds something appealing.

WHERE IS YOUR REDEMPTION CENTER LOCATED?

Depending on your redemption endeavors, one creative idea to consider may be combining the redemption experience with the front shoe counter to streamline operations and boost staff engagement. This integration saves labor and ensures that staff members actively engage with customers throughout their visit while showcasing your hot merchandise.

Wherever your redemption area is located, a well-stocked, well-merchandised, and well-staffed redemption store can elevate the experience for your guests. By using attractive displays and incorporating eye-catching signage to highlight special offers or new prizes, repeat guests will feel like something is new each time they visit. Regularly refreshing the merchandise and introducing new items keeps the counter exciting and encourages repeat visits.

Remember, your redemption area is an important part of the arcade and provides an excellent opportunity to WOW your guests (and the parents who pay the bill) and make it fantastic and memorable!•

By Brian Conway

Brian Conway is an Amusement Sales Consultant at Betson.

THE HOTTEST BLOCKBUSTER GAMES TO GO WITH THE HOTTEST BLOCKBUSTER FILMS!

Lights, camera, action! Holiday blockbuster season is just around the corner and leaders in arcade game development SEGA Amusements International have some of the top movie-licensed games in the industry. TRANSFORMERS Shadow Rising, Mission Impossible Arcade and Men in Black, Jumanji are just the kind of games your guests will be expecting to see at your bowling venue.

As film studios anticipate the return of audiences to silver screens in millions this holiday season, they are releasing their biggest franchises and highly anticipated films. With multimillion-dollar budgets spent on marketing to attract audiences of all ages, we can expect a bumper season for these franchises.

SEGA Amusements’ lineup of games is perfect for operators looking to attract the whole family.

Transformers: Shadows Rising is an action-packed video game that allows players to partner with three of the movie’s stars - Optimus Prime, Bumblebee, and Sideswipe - to stop the evil plans of Megatron. Mission Impossible Arcade puts players in the shoes of a highly trained spy, challenging

them to complete adrenaline-fueled missions from start to finish. Jumanji is a skill-based ticket redemption game featuring twelve mini-games, while Men in Black is both fun and exciting, with players taking on the roles of Agent N and Agent V to take down aliens and win tickets. With strong repeat-play appeal, these games encourage guests to revisit your location long after the movie has left theatres.

Be sure to get these games featured in your location this holiday season!