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Pulling Strings Modern string pin machines are a fast-growing trend in FECs. By George McAuliffe
B
owling on strings: is that real bowling? It appears that more and more of the bowling audience, including some serious bowlers, are answering yes to that question. As the bowling market changes with league bowling in decline and casual bowlers on the rise, string machines seem to be coming into their own. The love story of the marriage of bowling and FEC attractions has moved primarily in one direction — adding FEC attractions to bowling centers. Traditional FECs have been slower to add bowling, often due to space and cost concerns. Brunswick and QubicaAMF string machines address those issues. We’re not talking small ball or mini bowling here. Those machines have their place. This is much different.
The Manufacturers Speak
String pins are suspended from much less complicated, and therefore less expensive, pinsetters. Players experience the look and feel of real bowling. “Lanes can be shorter than regulation, but otherwise it’s big ball bowling,” as Dan Borgie, Brunswick’s director for new center sales, told me. “Our Epicenter machines still come with many of the features of our GSX machines, including integration of LED lighting and music. We are the only
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company offering on-demand pin selectability, as well as a series of fun, challenging, non-bowling games for the casual bowler.” Borgie went on to say, “We’ve found the string machines allow us to bring the look and feel of real bowling into more locations. Epicenter allows for customizing the length of the lane and approach if space is an issue. We have installed or are in discussion with brewpubs, hotels, resorts, clubs, and all kinds of FECs.” If the string pinsetter is less expensive and easier to operate, something’s got to give, no? Well, yes. String machines are not sanctioned for league play in the U.S., so they are not for every center. However, in the growing number of bowling entertainment centers where league play is not essential, and even centers where it is, string can be part of the program. Did I just contradict myself by stating string can be part of the program in centers dependent on league play? After saying they are not sanctioned? No, and here’s why. They have a place in the hybrid model Dan Borgie
BUSINESS OPERATIONS
The Operator’s Perspective
concept where the majority of lanes are regulation. VIP, private or casual lanes can still be string. “The advantage of string pinspotters is that they enable an investor to deliver the fun of bowling with, less maintenance, labor, and parts costs than traditional free-fall pinspotters, said Neil Pennington, director of performance equipment project management for QubicaAMF. He echoed Borgie, saying that his company sees string pinspotters as a particularly nice alternative for boutique and FEC business models. “Bowling is a fun activity for guests, but not the primary revenue generator in the business. The target customer for these facilities comes to have fun. Most may not even realize that they are bowling on string pinspotters or, if they do, don’t care.” The QubicaAMF pinspotter is well established in the marketplace, with over 3,100 of their TMS machines installed since 2006, the company shares. Features like free-flowing string movement ensure explosive pin action; a unique tangle minimizing system reduces the likelihood of string tangles; and the new CenterPunch LED deck lighting system illuminates pins with exciting lighting effects, combining to deliver the best possible bowling experience. Additional features like a modern control interface make all machine settings and modes easily accessible to operators in a smart design with only six adjustments to maintain. Not to be outdone, Brunswick packs a tremendous amount of features and technology into their string machines. For example, Dan Borgie told us, “We’ve designed our Epicenter string machines to be energy efficient, easy to operate, and low maintenance. Epicenter still comes with a bumper system and a lot of the features of our GSX pinsetter.” For example, LED lighting coordinates with the music. Pin selectability offers 1,023 pin combinations. They also offer unique games like My Shot, Horse, and Angry Birds, with pin combos to make bowling different, more fun, and less intimidating for the casual bowler. Brunswick also offers its Sync Passport scoring system to streamline lane and center management. Both Brunswick and QubicaAMF integrate with the major debit card and restaurant POS providers, essential in today’s bowling entertainment centers. In terms of economics, the consensus is that return on investment for string should match that of traditional bowling, although the lower costs can be offset by somewhat less earning power due to the loss of leaguerelated revenue or slightly less price per game. Operating EBITDA’s should be in line. 44
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Mike Auger, managing partner of Trifecta Management Group (TMG), has designed and managed numerous BECs, including some of the finest, like: Uptown Alley in Richmond and Manassas, VA, Surprise, AZ, and recently Changzhou, China; The Plank, in Oakland, CA; and many others. Mike opened his first location with string machines at The Plank in 2015. That center features 18 lanes, 12 are regulation with Brunswick GSX pinsetters. The remaining six are Epicenter string lanes in a boardroom VIP section. According to Auger, “Our first consideration was space. In the greater San Francisco market every square foot is precious and we couldn’t quite get everything in. In brainstorming for solutions, we started to look at the Epicenter machines. We also had noise concerns. String machines are much quieter.“ So how has that worked out? “Great,” Auger said, “in our second full year of operations, we’re confident we made the right move.” TMG’s fourth Uptown Alley location recently opened in China. The company’s fresh experience with string machines at The Plank was valuable while they were under consideration at Uptown Alley Changzhou. “We had less of a noise concern in Changzhou then we did at The Plank, but we knew we wanted shortened lanes for the significant children’s market,” according to Auger. “The recent relaxation of the One Child Policy is fueling tremendous growth in the 3-7 yearold age group.” Uptown Alley Changzhou, China, features 20 regulation lanes on the first level, including four Brunswick custom themed lanes. Upstairs, the string machines can be found: a total of 13 lanes themed with New York and Hollywood imagery. “We went with lightweight balls, four to five pounds, and established maximum height allowed to bowl in that area,” Auger shared, “and set the lane length at 37 feet.” “It’s really worked out well,” according to Auger. “The easier maintenance means, in some cases, you don’t need a mechanic. The ultimate decision for a proprietor is: do you want only sanctioned, competitive lanes in your center? If the answer is no, they are a very viable option.” Dave Schwartz is a principal owner of Humdingers, a brand new BEC located in Paramus, NJ. Humdingers opened as a boutique BEC and features 12 lanes of Brunswick’s Epicenter string bowling, a good-sized
BUSINESS OPERATIONS arcade with fixed ticket redemption (a holdover from New Jersey’s antiquated redemption regulations) and a laser maze. The center also features an excellent restaurant/bar and eight state-of-the-art batting cages. The owners also operate Bergen Batting Cages, a sports training facility nearby. Dave’s roots go deep in FEC and nontraditional bowling. He started with the ride manufacturer Zamperla in the years when they repped Bowlingo, the predecessor to today’s Highway 66 minibowling by QubicaAMF. Dave also managed some high powered traditional FECs like SportsWorld and FunMania. “In the R&D process for Humdingers, I saw string pins at Bowl Expo. That really resonated with me,” Dave told us. “I liked the low maintenance aspect — something a guy who wasn’t a bowling guy could handle. We started to explore whether we could do a full-size center with string pins and started to lean that way. The bowling reps kept asking us, ‘Are you sure?’ We felt that for our market and concept, we could pull it off.” “We still discuss it,” Schwartz continues, “asking ourselves if it is the right thing, and the answer is yes. Only one league bowler has said he didn’t like it. Obviously we don’t have USBC sanctioned league bowlers, but we do get some serious competitors at the next level down. League bowlers have said the carry, or flight of the pin, is comparable to regulation. String pins are the same size and weight as regulation with the only difference being the hole.” Schwartz estimates that 85-90% of the time, the pin reaction is the same. Schwartz continues, “Our approach is 12 feet instead of 16 feet, so we could add more seating room for our recreational clientele and enhance the eating experience. League bowlers notice the shorter approach but it hasn’t been an issue; they adjust. Our lanes themselves are just two feet shy of 60 feet. Our exit surveys show that many people didn’t even know pins were on strings. If you don’t get a tangle, they don’t know. Between black strings and LED lighting, it’s all fairly well disguised.” The update on the new status of an older 46
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product appears that string machines are here to stay, and we’re certain to see more of them as we tour the marketplace. As Neil Pennington of QubicaAMF told me, “It’s not just a European thing anymore; we’re seeing significant, growing interest and adoption in the U.S.A.” ❖
George McAuliffe has created and operated family entertainment centers from 2,000 to 150,000 square feet as a corporate executive, entrepreneur, and consultant. He is president of Pinnacle Entertainment Group and leads the company’s strategic advisory team. Readers can visit www.grouppinnacle.com for more information or contact George at georgemc@grouppinnacle.com or 314-422-7197.