International Bowling Industry Magazine December 2021 by International Bowling Industry Magazine

December, 2021 // Vol. 29

How Suite It Is!

VIP suites and specialty lanes create an upscale, profitable experience

BE THE ENTREPRENEUR OF YOU IN ’22! SUPPLY CHAIN RESCUE

MOVING FUN FORWARD

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Contents 6

December 2021 | Vol 29.12

Editorial

SEASON’S GREETINGS AND GRATITUDE BY STEPHANIE DAVIS

Human Resources BE THE ENTREPRENEUR OF YOU IN ’22! What will January 1st mean to your business? BY BETH STANDLEE

Tech Talk

CAPTURE THE DATA

It’s all about getting and using the most data BY DARIN SPINDLER AND ZACH BOULANGER

Feature

SUPPLY CHAIN RESCUE

Bowling vendors stretch to get customers’ essential supplies BY ROBERT SAX

Cover Story

HOW SUITE IT IS!

VIP suites and specialty lanes create an upscale, profitable experience BY RYAN VASKO

Booze and Bites

GETTING GHOSTED NEVER TASTED SO GOOD Adding a delivery or pick up-only kitchen can add to your revenue BY MIKE FERNANDEZ

Marketing

IT’S ALL THE RAGE

The magic of mini parties and attracting new customers BY FRED KAPLOWITZ

Marketing

MAKING YOUR MARKETING MESSAGES MORE PRODUCTIVE Seven elements to boost responses BY BRUCE DAVIS

Showcase

Classifieds

4 IBI December 2021

PUBLISHER & EDITOR

Stephanie Davis

stephanie@bowlingindustry.com

ASSOCIATE PUBLISHER

David Garber

garber@bowlingindustry.com

OFFICE MANAGER Patty Heath

heath@bowlingindustry.com

CONTRIBUTORS

MARKETING MANAGER & SALES Natalie Davis

Natalie@bowlingindustry.com

EDITORIAL DIRECTOR Jackie Fisher

fisher@bowlingindustry.com

FOUNDER

Allen Crown (1933 - 2002)

Zach Boulanger Bruce Davis Stephanie Davis Mike Fernandez David Garber Patty Heath Fred Kaplowitz Paul Lane Robert Sax Darin Spindler Beth Standlee Andy Vasko Ryan Vasko

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

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

MEMBER AND/OR SUPPORTER OF:

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Editorial

SEASON’S GREETINGS AND GRATITUDE

epending on when you’re reading this copy of IBI, let me extend a cheery greeting of Happy Hannukah, Merry Christmas, Happy New Year, Peace Be with You, and any other appropriate seasonal acknowledgments. We’ve all made it through another rollercoaster year intact, more positive, and perhaps more confident than we’ve been in a long time. The positive feedback from operators and suppliers alike are reassuring and hopeful as we close out 2021. Business is good, and demand from consumers is high. Clearly this helps all of us who are down the food chain from these customers. Now, once the staffing shortage and supply chain is repaired, imagine what we will be able to accomplish in this lively industry! The last 30 days have been filled with excitement for the IBI team. We spent a whirlwind week at IAAPA in Orlando meeting with current clients along with new ones, learning about the ever-changing landscape of attractions and entertainment options, and coming up with some hot new story ideas for 2022 that we think you’re going to love. Stay tuned!

I’d like to extend a big thank you to Dottie San Martin and “Beyond the Frame Live” for having me as your guest in November and allowing me to share interesting news from our corner of the industry. What a fun way to connect and bring people up to date. In this issue, we look at the popular and profitable trend of adding bowling suites as an upscale option to any center. As consumers continue to demand exceptional experiences, suites step up to deliver a WOW factor that customers enjoy and are willing to pay a premium price for. Also, this month we’re highlighting how suppliers are working hard to

6 IBI December 2021

provide needed supplies to centers as quickly and cost efficiently as possible. Check out the article for best tips from our important supply friends in the industry. Lastly, my favorite quick read this month is in our Booze and Bites section. If you’re looking for another stream of revenue that can maximize your existing square footage, check out Mike Fernandez’s story on ghost kitchens. I love the concept and think many of you may too. Finally, if you haven’t signed up for the $20,000 Business of Bowling Giveaway you still have time to enter until December 20th. In case you haven’t heard of it yet, here’s the skinny: 20 lucky proprietors will win $1,000 each which is good towards a purchase from one of our IBI advertisers. IBI teamed up with BBBI, the Kids Bowl Free folks, to benefit the industry as a whole and stimulate business-to-business activity. For more details or to register your center, visit www. bowlingbusinessbuilders.com/giveaway Cheers to a happy, healthy, and memorable holiday season from our team at IBI to you.

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

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Shorts

Expansions, Openings and New Beginnings ALSO HAPPENING

As reported by Pat Ralph of the Philly Voice, Willow Grove Park in Willow Park, PA, will be brought back to life by the addition of an indoor family entertainment complex in 2022. The amusement facility, called Tilted 10, will occupy the space vacated by JC Penney. There will be more than 200 games and attractions at the two-level, 104,000-square-foot space. A bowling center, along with a multi-level laser tag arena, black-light mini golf, bumper cars, virtual reality, and a pin ball arcade will also be featured. Johnson City, TN, will be the new home for Tiebreakers, an FEC venue focused on entertainment for the entire family. There will be a large laser tag arena, a full-scale bowling center, virtual reality games and over 80 arcade games. The opening is set for early 2022. Chicago’s South Shore is looking for an entertainment complex to be available to the public in late 2023. Inner City Entertainment plans to build a seven-screen, dine-in cinema, eight lanes of bowling, a sitdown Creole restaurant and a rooftop event space. Funds were procured from the Neighborhood Opportunity Fund and the Chicago Community Trust’s “We Rise Together” initiative. The funds support projects in Black and Latinix communities. Iowa City has a new attraction. Spare Me is an all-inclusive bowling, arcade, and Spare Me restaurant experience that focuses on family fun and the University of Iowa students. The location also features arcade games, pinball machines, and skeeball rows. Guests will have access to a full menu such as pizza, falafel sliders and chipotle street tacos. Spare Me is located in a residential-condo building on the first level. Samir Patel, senior development manager 8 IBI December 2021

for Hawkeye Hotels, said, “Within the downtown community, this is something that’s unique and gives residents and students another outlet that they can go and enjoy.” Bowlero once again opens a new bowling center, arcade, and restaurant venue. This Bowlero one is in the basement of Tyson’s Galleria in Iowa City, IA. What was once racks of clothing, there are now 26 lanes of bowling and another 10-lane section which is next to 70plus arcade games. With COVID closings, business looked bleak. Snake River Bowl in Burley, ID, had to reinvent itself to survive. In 2020, the center purchased the equipment from Dominoes which had gone out of business and opened Pruder’s Pizza. Once there was no bowling, Justin Studer, co-owner, said they started delivering its pizzas. “Although the pandemic wasn’t great for bowling, the restaurant side really took off,” Studer said. For every 10 pizzas they sold, they donated one pizza to frontline workers at hospitals and other places. With the increase in sales and donations, the idea of renovating the place took shape. By the grace of pizzas, the bathrooms were remodeled, a new flooring in the bowling seating area was done, and a game room and arcade were completed. Recently they sacrificed a bowling lane to add a wall and created a seven-lane VIP party area. Today? Studer says they sell 4,000 to 5,000 madefrom-scratch pizzas a month. The food once was 15% of revenues, and now it is 60%. Pre-pandemic, the business employed 14 people. It now has a staff of 28 and needs more full-time and part-time employees. Pizza was a yummy lifeboat.

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Shorts

Goodwill Central

The bowling industry has had a real hit through the COVID-19 pandemic. Through the years, IBI has spent lots of print on sharing what centers were doing to support their communities and charities. They were silent for many months, but activities are once again happening. Centers can now open their doors to their communities and once again be the glue in outreach. 4th Street Bowl in San Jose, CA, was the site for the 3rd annual Operation Freedom Paws. The California Bowling Writers hosted the USBC certified tournament to support the program, where a sheltered dog is matched to a veteran or first responder who suffers from post-traumatic stress syndrome and other physical, neurological, psychological, and mobility needs. They are matched up and together begin a committed 48-week program that trains the veterans to train their own dog. At the end, they are certified together as a service dog team. Crystal Lanes in Corning, NY, hosted a bowling tournament in support for depression and suicide awareness. It was named the Michelle Shafer Benefit Tournament in honor of Michelle Shafer who passed away in 2014 after battling depression. Mark Frymoyer is the owner of Champion Bowl in Ottumwa, IA. Before he got into the bowling business, he was a union worker for the state of Iowa. John Deere employees have been on strike, and Frymoyer says he understands the stress the employees are under with the strike happening. He has opened the lanes in Champion Bowl for John Deer workers and their families to come play for free for one hour. The offer for free games will continue, Friday and Saturday nights, until the strike ends.

Chacko’s Family Bowling Center in Wilkes-Barre, PA, was the location for the 15th annual Bowling for the Brave, a fundraiser for firefighters, police officers, and emergency service workers in need of help combating cancer. The event is hosted by Foundation 58, founded by Keith Mhley. No Time to Spare, a fundraiser for the Center Against Sexual and Domestic Abuse (CASDA) was held at Village Lanes in Durham, NC. October was Domestic Violence Awareness Month. Lisa Jordan, CASDA coordinator, said, “Domestic violence is not a personal issue, it’s a community issue.” The national hashtag this year is #EveryoneKnowsSomeone. The Fire Police City County Federal Credit Union hosted Strikes for Charity, a fundraiser benefitting Standing Against Violence Everyday (S.A.V.E.). It took place at Georgetown in Fort Wayne, IN, and featured bowling, a silent auction, and bumper cars. IBI wants to acknowledge the efforts of centers in helping their communities. Let us know what your center is doing. Contact Patty Heath at patty@ bowlingindustry.com.

USBC, KEGEL EXTEND LANE MAINTENANCE PARTNERSHIP Kegel and the USBC have now extended their partnership agreement to have Kegel as the official lane maintenance provider for USBC Championship Tournaments and a USBC Gold Product Partner. Since 2006, Kegel, manufacturer and supplier of lane machines and care supplies, has provided lane maintenance equipment and supplies, along with technical and on-site support for USBC events from the youth to professional level. Kegel also handles lane maintenance for the Professional Women’s Bowling Association (PWBA), which is supported by the BPAA and USBC. “USBC is honored to continue and grow its long-standing relationship with Kegel,” USBC executive director Chad Murphy said. Chris Chartrand, Kegel CEO, said, “We appreciate USBC entrusting Kegel with the responsibility as the official lane maintenance partner at its national events.” Events for which Kegel provides on-site lane maintenance include the USBC Team USA Trials, USBC Masters, USBC Queens, U.S. Open Women’s Open, USBC Senior Masters, USB Senior Queens, Super Senior Classic, USB Senior Championships, Bowlers Journal Championships and the Bowling.com Youth Open Championships. 10 IBI December 2021

INTERCARD FP

Shorts

SEMNOX’S GROWTH IN UK FECs and bowling centers are reopening. With pandemic experience and COVID-19 savvy working with the public, UK FECs are moving forward to adopt cashless systems. Enter Semnox, a growing company offering technology solutions for FECs. Its newest offering, Parafait Solution, has been adopted at Pleasureland Amusement in Whitby, UK. Pleasureland is the ultimate family destination with arcade games, indoor golf, bowling, and an ice cream bar. With safety in mind, cashless sys-

tems allow ease of use. Parafait provides a onestop-solution focusing on indoor and outdoor operations with RFID readers and cards, POS machines, cashless solutions, self-service kiosks, plus party booking to name a few of the offerings.

CREATIVE WORKS UNVEILS LIMITLESS VR At IAAPA in Orlando, FL, Creative Works unveiled Limitless VR, a game-changing, free-roam virtual reality attraction. This attraction is installed in a laser tag arena to give operators two attractions in a single space. Players use an untethered headset to freely walk through the entire laser tag arena. When players touch a wall in the virtual space, they feel the tactile wall in real life. This merging of virtual and authentic worlds is a huge leap for free roam VR. “This is the perfect way for an existing laser tag attraction to get a refresh without any major renovations and provide an exciting new experience,” said Armando La-

nuti, president of Creative Works. “Plus, it’s a great fit for operators who are adding a new laser tag attraction and want to provide a dual experience in the same space,” Lanuti added. Operators can switch back and forth between laser tag and limitless games regardless of what laser tag equipment they use. This flexibility maximizes revenue and gets the most out of both attractions.

PEOPLE WATCHING Intercard has hired customer service expert Dan Williams as its director of call centers and customer service worldwide. Williams will be in charge of global customer service operations including its call centers’ support team and training staff. Previously, Williams managed call center operations and support teams for several leading companies in the St. Louis area, including the American Association of Orthodontists, United Health Group, Mom 365, and Delve Market Research. Williams’ hiring is part of Intercard’s commitment to rebuilding after the COVID shutdown. Dan Williams

Randy Gulley

Byron Howard 12 IBI December 2021

“Providing world-class service is my goal and our customers will be seeing many enhancements in the coming months,” said Williams. “Intercard is doubling down on its investment in people and technology to provide an even higher level of service world-wide.” The International Bowing Media Association (IBMA) announced that Randy Gulley of Pahrump, NV, is the new operations manager for the organization. Gulley assumed duties Oct. 1, succeeding Brian Hirsch, who resigned for personal reasons. Gulley has an extensive background in the bowling industry, including unofficial photographer for the sport on social and print media. He has had many articles and photos published in various bowling publications and newspapers. Gulley was the administrative director of Federation Internationale des Quillers (FIQ) for a year and was the Colorado State USBC president from 2007-08. Outside of bowling, Gulley is a veteran of the U.S. army and worked for the Department of Defense for 32 years, mostly in administration. He was twice named Outstanding Administrator for the 15th Air Force and Strategic Air Command. As IBMA operations manager, Gulley will work closely with Johnny Campos, IBMA president, and the organization’s committee chairs. Byron Howard of the Shaffer Distributing Company has announced his retirement in early 2022 after 40 years in the vending and amusement industries. Byron has been responsible for both Shaffer distribution sales in Michigan as well as management of the Detroit office. He has, additionally, overseen the recent Shaffer acquisition of NuWay Vending as general manager. Scott Shaffer shared, “Byron has been a terrific, loyal part of our team! He cares deeply for his customers and for all his fellow employees. He will be truly missed by the Shaffer Distributing Company and the entire Michigan market.”

BBBI FP

Book Review

Frankly Speaking Calgary’s Frank Sisson is no stranger to these pages, having been featured several times over the years, sharing his wisdom, knowledge, and experience in successfully promoting all aspects of the hospitality industry. And now he has documented his life’s work in a wonderful biography called “Frankly Speaking: Frank Sisson, in His Own Words.” It’s perhaps a book reviewers’ cliché to say it’s a must read, but anyone in the hospitality industry will find it just that. Frank is an industry pioneer and icon. The book starts with two incidences of survival: being shot in both legs while being robbed outside a bank; and surviving the blitz in London during World War II. But Frank is much more than a survivor — he pioneered the concept of multi-attraction sport and entertainment facilities decades before they became an industry trend. He famously said, “It’s hard for bowling to exist by itself.” So, he took a gamble, closed his bowling center, and took over a 100,000 square foot former Pepsi bottling facility on a 7-acre lot. It was a huge box that over the years he filled with numerous attractions, starting with 38 lanes (30-tenpin and 8-fivepin), a pro-shop, indoor miniature golf, a snack bar, restaurant, and a lounge. He was back in business, but still had a huge empty space in which he tried many things to increase the revenue. This included a bingo parlor, a rollerblading rink, “Get Fit” classes, a wrestling training camp and professional wrestling during the ’88 Olympics, off-track betting, a spa, and a liquor store. The list goes on. Frank also acquired the exclusive rights to show professional boxing events in the lounges which brought in hundreds of fans to eat, drink, and play in the center. Next, came a casino with 500 slot machines, 25 video lottery machines (VLTs) and 25 gaming tables.

14 IBI December 2021

But Frank’s dream was to have a bowling center that included a Las Vegas- style show room where he could present first class entertainment. And that’s what he did. He added a 1,500-seat showroom, named it Frank Sisson’s Silver Dollar Bowl and Show Room, and went on to feature A-listers like Garth Brooks, Billy Ray Cyrus, Merle Haggard, Tammy Wynette, and Chubby Checker, to name but a few. However, “Frankly Speaking” is not so much about what amenities Frank offered, but how he promoted them. His ideas and successes are well documented throughout the book, along with entertaining anecdotes, all of which relate to today’s FECs and BECs. Family entertainment industry owners will love and learn from his book. For everyone else, it’s a fascinating read through one man’s life’s experiences.

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To order a copy or copies: readers in the USA can email franksissonbook@gmail.com. Include your name, mailing address and a phone number (cell phone preferred to enable a text to schedule the call). Your order and a secure credit card payment will be taken over the phone. The cost per book is $35.00 Canadian (circa $28.00 USD) including shipping. You will receive a confirmation of the order and shipping. Readers in Canada can order the book directly from www.Amazon.ca.

Industry News OHIO AND SPORTS BETTING ARE NEARING ACCORD State Senator Kirk Schuring, chairman of Select Committee on Gaming, revealed in a radio interview, “I think we are finally on a pathway to get sports betting into law.” It could be about six months before a bet is placed due to regulatory requirements. He said it could be approved by the end of April 2022. In the agreement, there are three types of licenses: Type A licenses are for mobile applications and sportsbooks; Type B licenses, determined by county population size, would be brick and mortar buildings; and Type C licenses will be kiosks in facilities that have what is known as a Title D permit, allowing them to serve alcohol. This latter license includes smaller facilities such as bowling centers. BOWLER’S ED 2021-2022 Five elementary schools have been selected to receive the BPAA’s Bowler’s Ed Grant Program kits which will make bowling part of the schools’ activities. Each kit provides teachers and staff with all the equipment and tools needed to enjoy the sport by bringing bowling into their classrooms, gyms, or recreational spaces. The recipients had submitted applications in June 2021. The schools selected will receive six complete kits, a $2,200 value. The initiative aims to bring bowling centers and associations together with schools so physical education teachers can make bowling one of the sports taught. Since 2010, the program has awarded 305 grants, valued at $671,000. More

Shorts than 2.9 million students from 46 states and provinces across the United States and Canada have been impacted by the program. The application portal is open now and the submissions deadline is in December at BOWL.com/BowlersEd. BROOKLYN BOWL DEEMED BEST VENUE & ALLEY IN NASHVILLE Charley Ryan and Peter Shapiro opened the flagship Brooklyn Bowl in the New York borough more than a decade ago. Since then, it has grown. The latest in Nashville was opened smack in the middle of the pandemic. Not to worry, the location has been tagged as the best venue and bowling center in Nashville. U.S. OPEN & MASTERS SET SITES & DATES USBC and BPAA have selected venues and dates for both the U.S. Open and USBC Masters. Woodland Bowl in Indianapolis will be the host center for the 2022 U.S. Open, which is scheduled for Jan. 30 – Feb. 6. The USBC Masters will be held at Gold Coast Hotel & Casino, Mar. 28- Apr. 3. The online registration for the Masters opened Nov. 2. Both events, considered majors on the PBA Tour, will feature a top prize of $100,000, and will conclude live on FOX Sports’ FS/FOX as part of the 2022 PBA Tour television schedule. All rounds of competition leading up to the TV finals will be broadcast live on BowlTV://www.bowltv.com/

IBI December 2021 15

Be the

ENTREPRENEUER of You

January 1st holds golden opportunities to start fresh

recently came across a blog post I had saved from years ago that seemed spot on in today’s world. I found it on Lifehack a while back and it features “The 21 Habits Of Highly Successful Entrepreneurs.” If ever there was a time to reenergize and refocus entrepreneurs, now is probably it. Looking back 17 years, I remember sharing my vision of a business model with my dear friend Jim Ernst. My ambition was to help those immersed in the family entertainment world because I sincerely believed if we could help people grow, in turn, we could help their businesses grow. Fortunately, Jim believed in me, along with many other supporters, and TrainerTainment was born. When I found and reread the aforementioned blog, it reminded me of something Jim said in those early days, “Beth, now everyone will own a piece of you.” Jim’s philosophy was right then, and it still applies today. We do belong to the people we serve. Even in an era of great disruption, we have the ability and obligation to be of service to one another. We also should be the best leader we can be for ourselves and others. If we aren’t effective at leading ourselves, how can we be effective at leading others? I’ve talked with many people about how our industry has been affected by the pandemic, and many have

16 IBI December 2021

By Beth Standlee

been left wondering, ‘How do I move forward from here? How do we tackle the hurdles of a new year?’ While January 1st is simply a new sunrise, it also represents a new opportunity: a crisp new year to make changes, a fresh start to find solutions, a clean slate to jump hurdles. For me, January 1st provides energy and a renewed outlook on life and business. What does January 1st mean to you? In this upcoming new year, I encourage you to take ownership of your position, your life, and/or your business. It seems that most everyone takes ownership of things in their life to which they are most deeply connected. For some people it includes their friends and family, a sport, a childhood passion, or a hobby. Many folks take strong ownership of their career or business, while others are more connected to recreational endeavors like travel, adventure, or music. These connections help create who we are and the experiences we get out of life. When we own these connections and experiences, the habits highlighted below start to come naturally to us. As I poured over that old blog post and reflected on its meaning, I decided I would highlight the ones that stood out to me — I thought they might resonate with you also. As you read through these

habits of highly successful entrepreneurs, ask yourself how they fit into your life and how you can incorporate them to help you achieve your goals in 2022. 1. You are rarely afraid of failure and when you do fail it becomes a lesson that propels you to the next success. The last two years have been a series of ups and downs for most of us, and the lessons learned for those of us still standing are profound. 2. You practice gratefulness. Most days I jot down what and who I am thankful for from the day before. It is a great way to start the day. Gratitude is a powerful tool to help propel us through any challenge we may face. 3. You surround yourself with great people. I have no idea how I could have personally or professionally survived 2021 without the support of talented and loving people. Often, we reap what we sow. 4. You welcome and give feedback. I continue to work on this one. It is easy for me to accept and give positive feedback. What I continually work at is welcoming and providing tough, honest feedback without defensiveness or agitation. Know your strengths and weaknesses!

5. You work hard and you play hard. Ownership of your position, your life, and/or your business can provide you the freedom financially and physically to live your best life. I do believe when you work hard you MUST make time to play hard! 6. You start before you are ready. Nothing is ever going to be perfect. There will never be the best time to start, change, own, buy, sell, …. Don’t wait! Take a chance! Be ready to fail forward and see what happens. I encourage you to read the full article – it will be the best five minutes you spend today: http://www.lifehack.org/articles/productivity/21-habits-succeentrepreneurs-that-everyone-should-learn.html If you want to lead better, sell more, become a supervisor, start your own business, have the winningest ball team, or the best Sunday school class, begin by really owning your situation. Be the entrepreneur of you. No one owes you a thing. Life is there for you. Be in service to others and watch what happens! I look forward to hearing what you want to own in 2022 and why. Share that vision out loud and see what momentum you can create for yourself and the people you’ll influence!

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IBI December 2021 17

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Tech Talk

8 Biggest Website Mistakes and By Darin Spindler How to Fix Them and Zach Boulanger As part of an 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.

What we’ve addressed so far….

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

20 IBI December 2021

Mistake

Lack of Videos

A big mistake that can easily be rectified is the failure to use videos in an operation’s overall marketing efforts, especially on the website. Why use videos? Videos are engaging and capture attention. Consumers are attracted to them and accustomed to watching them on social media and other digital platforms. Videos entertain - and today’s consumers demand entertainment in nearly everything they do. A couple of years ago, creating a short testimonial video to highlight a bowling center would have cost a few hundred to a few thousand dollars. Today, this is free using a smartphone, tablet, or digital camera. Editing software has become more accessible, easier to use, and a more affordable option than ever before. The whole process of using videos in your marketing is more accessible and user-friendly than in the past. EASY WAYS TO USE VIDEO AT YOUR CENTER • Video Bowling Instructions - Every week, give a bowling tip and post it to your Facebook page, website, or blog. Send the videos to your email list and include a special offer or coupon to reward them for opening the email. This way, the people on your list will continue opening your emails since every send isn’t trying to sell something.

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Final Event J

TUESDAY, JAN. 11

5:30 PM

BPAA SUMMIT FP AD Enjoy dinner, drinks, and entertainment while visiting aircraft from World War II, Korea, and the Vietnam Wars. Join us for this unique experience at a living history museum that is dedicated to preserving and educating the public about the role “air power” played in preserving American liberties. Transportation will be provided to/from the final event.

G N I L OW

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Tech Talk • Record 300 Games - 300 games generate excitement, especially as anticipation from the crowd grows; a perfect scenario to capture and share. Post it to Facebook and tag whoever is involved. Customers love to be tagged, so their friends can see it and join in on the fun! By having relevant, exciting content, you will gain more “Likes” on your Facebook page. From there, you can drive them to your website to capture their data and communicate with them. • Videos from events - Your website and social media should be loaded full of different events being hosted at your center. Instead of telling people how fun an event was, show them a video. You could probably never verbally describe all the

Mistake

excitement that you can display in a video. One of the best parts about sharing events in a video is your prospects can see everyone having a great time without you bragging about your business; the footage does it for you. • Testimonials – Keeping updated testimonials from customers is an intelligent strategy. By recording events and showcasing them, you’ll be getting an “implied” testimonial. Still, we recommend that you ask an event organizer for a quick testimonial immediately after their event is over. Get as many testimonials as you can from as many parts of your bowling center as possible. You can NEVER have enough!

Failure to use a Blog

What is a blog? Why should you have one? How can you use it to your benefit?

a customer than simply a prospect. So yes, blogs are a big deal, and you should be using them!

Some proprietors have read blogs online, while others may not be too sure what they are or why one is needed for your bowling center. Let’s start at the beginning: think of a blog like a diary. It’s a place to share details of what’s happening at your business, stories of upcoming parties, fundraisers, or events, and exciting happenings that those in your following find engaging.

GET FOUND FAST!

A blog can act as a timeline for your bowling center, with your most recent posts at the top and older ones falling toward the bottom. Blogs are a fun way to highlight customers, events, staff, special offers, marketing tidbits, and so much more. ARE BLOGS SUCH A BIG DEAL? Yes, yes, yes! Besides the reasons mentioned above, a blog can help your center rank higher on search engines, so when people are looking for the types of things your business offers, your center’s listing will be toward the top. That is a huge deal! Blogs can also attract visitors to your website, which brings them one step closer to being

22 IBI December 2021

A search engine’s mission is to provide fresh, relevant content. When someone updates a blog with a new post, search engines can find it quickly and highlight it as a top search result. BLOGGING IS AS EASY AS WRITING A LETTER! Most blogging platforms look a lot like a Microsoft Word document and allow you to upload images, pictures, and videos. Many of the best platforms for this now have free smartphone apps that you can post right from your phone. That means when you’re on the lanes checking on a customer’s bowling fundraiser, you can take a video or picture and upload it to your blog post all from your phone! Videos and blogs can go a long way toward keeping your business front and center. Have a great month and see if you can post a video or start a blog. Let us know how it goes!

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SEMNOX FP AD

Supply Chain

RESCUE By Robert Sax

Bowling Vendors Stretch to Get Customers Essential Supplies

uring the pandemic shutdown, many bowling operators struggled to stay in business while waiting to fully reopen their centers. Customers have now come back in large numbers and operators report that business has rebounded. But it’s not all roses yet; their latest challenge is surviving the global supply chain disruption that is causing shortages of everything from plush toys to spare parts to chicken wings. (Yes, chicken wings.) Fortunately, suppliers to the bowling industry are committed to helping operators get enough supplies to keep operating effectively. As IBI learned, that means changing some standard operating procedures and going above and beyond the normal level of service. WHAT HAPPENED TO THE SUPPLY CHAIN? Now known as The Great Supply Chain Crisis or Disruption, the complicated process by which many components and finished goods are made and distributed around the world, is currently in chaos. Engineered over decades, this finely tuned global supply chain was built for just-in-time ordering and proved vulnerable

24 IBI December 2021

to multiple interruptions. Simply put, today’s crisis is the perfect storm of pandemic shutdowns, production backlogs, increased customer demand, scarce ocean shipping containers, jammed ports and not enough domestic truck drivers. A good illustration of the problems now facing BECs is the shortage of redemption merchandise, the lifeblood of arcades and game rooms. Even a casual reader of

Supply Chain Facebook’s FEC Operators group will notice many discussions about the difficulties of getting the prizes that keep customers playing games. With the lion’s share of game venues devoted to instant win or redemption games, a prize shortage can be an existential threat. Until the supply chain is operating smoothly again, here are some ways that vendors are helping operators out. GOOD COMMUNICATION IS KEY Keeping your customers advised of supply issues and what you are doing about them is crucial, says Peter Gustafson, executive vice president of the American Amusement Machine Association. “Communication is key. I Peter Gustafson think [our members] are doing a fine job of communicating with the customer the realities of what’s happening on the ground,” says Gustafson, even when the news is bad. “Manufacturers don’t want to call their customers and say ‘I have to

put a 10% price increase on that game because of the freight surcharge [we paid,]’” says Gustafson. “It’s no fun to receive that information either.” He adds that of several his members are absorbing some of their increased shipping costs to keep customer surcharges as low as possible. In a recent newsletter, Classic Mike Eid Products president Mike Eid explained to his pro shop and BEC customers why manufacturers were having trouble delivering bowling products to his company and other distributors. “Like all of us, [manufacturers] face daily challenges. For instance, the communication from their suppliers, the ports, and trucking firms is so poor they pretty much have no idea what is in an individual container until they open it up when they receive it,” wrote Eid. “This makes planning and anticipation very hard to do.”

IBI December 2021 25

Supply Chain CREATIVITY AND FLEXIBILITY The crisis demands that vendors be creative and flexible, and many are working overtime to provide customers with alternatives when their preferred merchandise is unavailable. MiMichael Nowak chael Nowak, CEO of Redemption Plus, says his company has been growing its product lines rapidly, adding new items every week and seeking out domestic sources. “We’ve been diligent on substitution. So, if you have items that are working for you, what we’re bringing in is similar items at the price point/ticket value,” he says. “There’s always [product] to buy that will work.” BMI reports that it was able to anticipate the American consumer’s unprecedented demand for amusement play when FECs and BECs reopened. “BMI committed to record levels of second half 2021 branded/trending Dave Schwartz inventory. It’s the reason we’re in-stock and shipping without delay,” says Dave Schwartz, vice-president of sales for BMI. “We’ve also staffed-up, running two shifts day/night and on weekends. BMI now employs over 200 team members.” Game and capital equipment suppliers are also finding creative ways to keep their customers supplied with the parts they need to keep their centers in good operating condition. Jerry Battista, national parts sales manager for Betson Enterprises, has been putting together customized parts kits for his customers that include items that fit multiple games. “We created something called an essential parts package,” he says, “We customize for the customer’s exact games with the parts that are required most often,” he says. It’s a time-consuming process for Battista but it enables the customer to insure against down-time by having a stockpile of essential parts at their own location. 26 IBI December 2021

Late deliveries can play havoc with installation schedules, and vendors have had to go the extra mile to get their customers’ jobs completed on time. When delays clearing customs threatened a cusTony Tallarico tomer installation during their busy season, Tony Tallarico, head of U.S. sales for lighting manufacturer Ventola Projects did the work himself. His installation team had to move on to another project, so he postponed his own vacation and went to the customer’s Tennessee location. “I’ve not only been an operator, but I started as a technician,” says Tallarico. “I finished the whole job myself on a Saturday and Sunday. Monday I was back in the office in Virginia.” Suppliers are also recommending that customers advance order supplies they are accustomed to buying “just in time.” Andy Brenneman of Bowlers Supply Inc. says, “I’m encouraging people to place orders for certain items, so they’re first in line to get it. In the past that was tough to do; [people would] just wait until it comes in. Today I sent out an inventory update on [bowling] bags; within not even a half an hour, some of those bags were sold out. People are stockpiling inventory more than they used to in the past.” How long will the great supply chain disruption last? That’s not an easy question to answer, with many believing the problems will persist into late 2022 and even 2023. In the interim, the willingness of suppliers and their customers to be creative, flexible, and understanding can go a long way to keeping everyone in business.

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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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Cover Story

Stars and Strikes

How Suite It Is!

By Ryan Vasko

VIP suites and specialty lanes bring an upscale, profitable experience

owling, like any other industry, has journeyed plenty into the realm of luxury. Hip, glitzy centers date back to the days of the Rat Pack in Las Vegas. Private lanes have long been found in the spare rooms of the wealthy. Even Nixon added an alley to the White House basement. For customers who remember the days of outdated décor and a smokey haze in the building, the atmosphere and offerings of today’s bowling centers are impressing even the most discerning patron. Look at the landscape now and you will see an ever-expanding focus towards the higher end. VIP lanes, private suites, and other luxe areas are becoming as everpresent in centers across the country as vending machines and rentable footwear. “We wanted our guests to be able to have more of an upscale bowling experience,” said Lauren VanBuskirk, director of marketing for Stars and Strikes, which features VIP areas in 13 of their 15 southeastern locations. “People walk in and see the curtained-off area and the fancier lanes and think, ‘Oooh, I want to bowl over there.’” VanBuskirk and other operators like her are seeing the benefits of specialty spaces, both in their bottom lines and in the eyes of their customers. “This is something that’s unique, that separates us from a lot of our competition,” said Jessica Doty, vice president of operations for Andy B’s Entertainment in Denton, Texas. “Customers love the upgraded experience. It definitely gives them the feel of being special.” “We go above and beyond to ensure a wonderful experience, from proper ball fit to shoes delivery to the lanes and have their names already in the scoring system upon arrival at their lanes. The guest gets the ultimate Very Important Bowler – VIB - treatment.”

30 IBI December 2021

It would have been unheard of not all that long ago to turn even a small number of lanes into reservation-only areas. Any decisions that took space away from league bowling would have risked not only alienating the regulars, but also creating potentially unfilled lanes and, thus, unrealized profits. Fast forward to today, though, with the reduced numbers of active league bowlers (especially in the wake of pandemicinfluenced restrictions and tightened budgets), and it makes much more sound business sense to cater to parties, corporate events, and groups looking for a more exclusive experience. “As the years went by, you saw the leagues declining. It was nothing that we did, it was just society, the way things evolve,” said Anthony Taormina, president of Our Town Alley in East Norriton, Pennsylvania. “We realized that we didn’t need 50 lanes anymore, we could use the square footage for other things, other revenue sources. And one was to put in a 6-lane boutique area.” Approaches vary, depending on layout, available capacity, and customer demographics. What works for new, expansive family entertainment centers will not necessarily apply to a 50-year-old bowling alley looking to modernize its operation. But the key elements are the same: a space separate from the rest of the enterprise, a different (and typically more modern) décor scheme, and special offerings unique to that area, whether they be dedicated service, fancier food and beverage choices, or deluxe entertainment options. For a center like Big Al’s in Meridian, Idaho, that comes in the form of their 12-lane Slider Alley VIP Lounge, with its plush seating, novelty balls, and massive, four-lanes-wide video screens. At Spins Bowl in Wappingers Falls, New York, groups can

Cover Story reserve their event space with customizable party options, including their choice of seven specialty lanes, access to arcade gaming, and a host whose role it is to keep the fun going. In Naples, Florida, guests who snag a spot in the HeadPinz VIP area are treated to high-tech, glowing lanes on which they can play HyperBowling, a wild variation on the norm that features color-coded multipliers and an escalating scoring system. Beyond establishing more opulent opportunities for patrons that allow them to stand out in their communities, managers are also finding that the added flexibility is a big boon for their businesses. “We rarely say no to any events. Being versatile and keeping an open mind about the space has been critical to our success,” said Pam DeMarce, owner of the Wow! Zone in Mankato, Minnesota. “Our community looks at us as a community facility, and we’re extremely proud of that.” DeMarce noted that over a weekend, the event space at Wow! Zone was slated to host a wedding reception (and its morning-after breakfast, the next day), a 1976 high school class reunion, and the players and coaching staff for the Wayne State University football team, in town to play a game against Minnesota State University that Saturday. “A lot of it is about the appeal of the VIP lanes, sure, but it’s also really about just using your facility smartly,” DeMarce added. Whether it factors into the plans for a newly constructed center or into the decision to renovate or expand an existing one, adding these areas is simply part of keeping up with the way the industry has evolved. “If you’re going to survive, you have to make this change,” said Taormina. “It’s like back when scoring evolved to computerized systems. If you’re not going to do it, you’re going to be behind the times. You’re going to lose revenue just by not doing it.” Taormina noted that in his research for the renovation of Our Town Alley, he came across businesses that had stripped out entire lanes just to add usable space in interesting ways. He was inspired by those places to add a bar at his establishment that runs the length of the approach area to the pinsetters, where lanes 1 and 2 used to be. Overall, Our Town converted eight existing lanes into six VIP lanes, plus the versatile bar setup, as part of their plans, along with updated finishes, scoring systems, and LED lighting that can reflect onto their new white lanes. “It took the league bowlers a little bit of time to get used to it, but once they realized they could bowl a 300 on white lanes just like any others, they were fine,” he joked. For many operators, the addition of these elevated spaces also gave them the freedom to experiment with new formats and games that keep customers coming back.

Andy B’s

Our Town Alley

Stars and Strikes, for example, introduced SPARK Augmented Reality bowling to their VIP zones, which projects colorful, interactive elements onto the lane surfaces and allows bowlers to play Angry Birds, roll balls over images of themselves and their opponents, and try out a different game type with each visit. That added curiosity factor can quickly become a revenue driver, with open bowlers who see the space wanting to upgrade their night out. “You do get a jumpstart on profitability once you get the space established because of the added flexibility, on top of the fact that you can charge more for the activities that happen there,” said Wow! Zone general manager Allison Jennings. While expanded marketing efforts are nice to initially get the word out about these new rooms, many administrators expressed that simply seeing the space or hearing about it from friends was enough to convert customers to the VIP life. “We lean into our social media and email marketing, of course, and we have video and TV spots, but it’s really become a ‘you have to see this in person’ experience,” said VanBuskirk. “So we encourage our counter team to walk people over to let them try it out for themselves.” “We haven’t had to market, really,” added DeMarce (who, not coincidentally, was recently named Optimist of the Year by a local community organization). “People coming in and seeing it, it basically sells itself. It certainly hasn’t been hard to fill.” IBI December 2021 31

Cover Story When asked for advice by owners who are considering an addition like this to their operations, many mentioned the importance of getting out and seeing what other centers are trying and understanding what a good fit for your facility will be. “Do your homework and go with your gut,” said Taormina. “You know your community; you know your area. Also, be prepared to pivot. Whatever your initial budget is, raise it by 25%, if you’re able.” “Our owners are very involved in industry groups and bouncing ideas off of other owners,” said VanBuskirk. “Visit other locations when you’re traveling and talk to them and your vendors and see what’s working. There are so many different Facebook groups for FEC operators that are great resources for learning what’s worked and what new trends are out there. Nothing’s going to be perfect, but you’ll be better set up if you do your research.” Doty described the way Andy B’s customers talk about their experience as being incredibly rewarding, which can come as a huge relief for owners who are anxious about how their VIP offerings will be received. “This is a way to really get guests talking, loving the upgraded bowling experience, and ultimately becoming a guest for life,” she said. Glitz has come to our gutters, and if the success of these and other centers is any indication, it’s here to stay. Many could

32 IBI December 2021

never have envisioned a world where velvet ropes are an integral part of the modern bowling experience, but folks said the same thing about electronic scoring and craft cocktails. Savvy operators are leading the way for the VIP bowling experience, and customers are eagerly walking down that red carpet (wearing their rented shoes, of course) along with them.

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Big Al’s

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.

Booze and Bites

Getting Ghosted Never Tasted So Good By Mike Fernandez

Adding a delivery-only ghost kitchen to your business can increase revenues

host kitchens are the newest trend circling the restaurant industry.

What is a ghost kitchen, you ask? The answer is simple: A ghost kitchen is a professional cooking facility that shows up exclusively on food delivery apps such as Uber Eats or Postmates, under a different name. They do not include a storefront or indoor seating, and they usually work within existing brick-and-mortar restaurants. Here’s how it works: I’m hungry and have a hankering for a juicy cheeseburger and fries. I head to my favorite food delivery app to see what’s available. Once I find the “restaurant” I want to order from, I place my order and pay. At that very minute, the ghost kitchen/restaurant receives my order, makes the grub, and waits for a food delivery driver to come by and pick it up. Shortly after that, my mouthwatering burger is delivered to my doorstep. I’m happy, the ghost kitchen/restaurant is happy, and I’m pretty sure my delivery driver is happy too because I gave him a good tip. IBI December 2021 33

Booze and Bites This is a fast-growing trend considering 60% of Americans order delivery food once a week. Your bowling center’s kitchen can become a ghost kitchen with just a few simple steps, bringing in a new wave of revenue. Maybe you’ve seen a Chuck E. Cheese recently. Yes, they are still around, but many of them look like the doors are locked shut. How did they survive two years of social distancing? Well, if you’ve ordered delivery from Pasqually’s Pizza and Wings, there’s your answer. Chuck E. Cheese survived the pandemic by turning their kitchens into ghost kitchens, available only at your own doorstep. Applebee’s also famously became a chicken wing ghost kitchen at night, under the name Cosmic Wings. Applebee’s might not be your first pick if you wanted wings for a party tonight, but telling people you’ve ordered Cosmic Wings might pique their interest. This is an entirely new way for restaurants to optimize their dollar per square foot. When the front-of-house starts to slow down, the back-of-house is still turning up deliveries. There’s no need for a full kitchen staff because you only need to offer a couple of dishes that travel well. Many ghost kitchens specialize in just one type of food, like burgers or pizza, for example. The kicker is that your kitchen can run under the name of several different brands at once! This might seem like a lot to undertake, but companies like Cloudkitchen and Lunchbox do all the hard work for you. They provide education on the most helpful tips and tricks, set your brands upon the delivery apps to track orders, and can even help you find staff if you need them. How deep does this trend go? I decided to investigate! After ordering at a local fried chicken sandwich shop, Fuku, several times, I was curious how my food showed up in a matter of minutes each time. My girlfriend and I couldn’t imagine where on earth this place could be. What we found was just a mile from our own home, on a secluded lot; there were two food trucks, each with a few familiar delivery brand names on the front. One truck focused on chicken sandwiches, burgers, and subs, and the other focused on different Italian foods like pasta and pizza. Who knew?! Hats off to the creative genius’ who employ this tactic and are cooking up an extra stream of revenue for their businesses. 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. 34 IBI December 2021

Espresso Martinis: A comeback story Espresso martinis are a simple blend: vodka, coffee liquor (usually Kahlua), an ounce of espresso, simple syrup, and finally garnished with a few coffee beans on top. The first espresso martini on record was created by Dick Bradsell in the 80s when at a club in London, an up-andcoming model approached the bar and asked him for something that would, ‘Wake me up, and then mess me up.’ The bar had espresso machines scattered throughout the building for its morning clients, and a legacy was born. A beautiful mix with a bitter base, creamy richness, salty and savory notes followed by a jolt of energy to bring you back after a nice dinner — what’s not to love? They were a massive hit for a decade, then died off as just another fad. However, it’s no surprise that in an era of life hacks and time management, data analysts from Yelp reported an increase of espresso martini searches by 300% in the first six months of 2021. Younger generations see this drink very clearly as a more classy, upscale mix to the Vodka Redbull that took over the 2010s. Did we forget to mention that these drinks go for a premium? By adding just a few ingredients behind your bar to garnish and upscale your espresso martinis, you’ll have lively patrons ordering these at an (increasingly fast) pace!

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Marketing

It’s All the Rage!

By Fred Kaplowitz

The magic of mini parties and attracting new customers

ver the last decade, bowling operators have learned and refined how to host a dynamite bowling party, whether it be for 25 people or 125 people. However, we have a new type of party to perfect: the mini party. This new trend in socializing involves groups of eight to ten people. Mini parties took off in popularity once centers reopened after COVID closures. These parties are for all age groups, not just little Johnny’s birthday party. A few months back I visited a friend outside of Pittsburg who was hosting an outdoor barbeque for a small group of friends to celebrate a milestone birthday. After we ate, he said, “I have some extra fun planned for tonight, we’re going bowling! There’s a cool little retro place not too far from here and I made a reservation for us.” Being in the bowling business, I asked him what made him think of bowling? He responded, “I saw a Facebook post about bowling parties and thought it would be fun. Since we used to bowl and have not done it for a long time, I thought it would make for a good throw-back activity.”

Out of this projected happenstance, I reasoned that if larger parties do not come to centers for holiday parties, there is, an opportunity to offer mini parties. The set-up is ideal for smaller groups that want to get together but not as part of a larger crowd. Some potential targets might even want to get together later in the evening like my friends and I did, when there is often lane availability. I know my proprietor clients love this scenario and thought you would too. If this age group was responding to the mini party offer, what other demographics might be interested as well? With the holidays around the corner, small groups of friends and neighbors are looking for a way to gather and celebrate. Same goes for family get togethers, groups of teenage friends, religious groups like youth groups, and, of course, the older movers and shakers.

His plan of taking our small group bowling really hit home since it is a trend I have been hearing about from clients and counterparts in the industry. Since COVID, large bowling parties have declined in many major markets, especially those parties that emanated from bigger companies, factories, and retail outlets. I found it serendipitous that I was invited to one of these events that I had been getting feedback about over the last few months. I was also amused that the mini party was targeting older baby boomers through Facebook, and we were going out to recreate at 9:30 at night! IBI December 2021 35

Marketing

One method to gain the attention of small groups such as high school or college clubs is to invite them in for a free party or use the opportunity as a fundraiser. From there, give them a bounce back coupon of $25 to host a paid party of eight to ten people at $15 to $25 per person after 9 p.m. weekdays. Your league bowlers are your best salespeople. Why not offer them a special price for a small party of eight to ten people? These can be a fun option for those looking to get out on a Sunday afternoon or evening. You can tie that into a fundraiser for a local church, community charity, or even BVL. As you are looking to get the word out on mini parties, do not be afraid of traditional media. I know some highly successful proprietors in Ohio that run a radio campaign as a group every year and do very well. You and your fellow operators could gather, make a combined media-buy, and work out a two-to- three-week schedule with at least 35 spots per week. The good news is, once you have targeted your mini party markets and created solid offers that fit your demographics, you can then continue finding relevant

38 IBI December 2021

ways to reach them. Between social media, print, digital sends, inside sales efforts, and other marketing strategies, you will be stirring interest in your community and planting the seed of mini parties galore. Marketing is repetition, so keep at it and the seeds will grow, along with the revenue!

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Party away my friends!

Marketing is in Fred Kaplowitz’s DNA. He loves to solve problems, and he meets challenges head-on. He has successfully produced results for hundreds of clients. He is a husband, father, consultant, coach, teacher, motivator, copywriter, and a speaker. He has been a friend and contributor to IBI for the past 25 years. Website: www.kaploegroup.com email: fredkaplowitz@gmail.com. Cell phone: 516 359 4874

22-29_Marketing_Marketing 10/25/21 10:16 PM Page 22

Marketing

MARKETING

Marketing Monthly

WITH BRUCE DAVIS AND ANDY VASKO

his month’s marketing lesson MAKING YOUR goes something like this, “It’s not your offer. It’s your marketing MARKETING message.” Proprietors know their busiMARKETMORE ING BASness, ICS W ITH Utheir CE DAV have a good feel B for R what MESSAGES customers might like, and have plenty PRODUCTIVE of creative ideas to attract people to LESSONS TO REMEMBER

7 Elements to Boost Response

Over the next few issues, IBI will highlight the seven elements of creating killer messages that produce results. All seven elements will be on IBI’s new website, which is launching in January 2022, for reference.

THE MARKETING PROCESS

their businesses. In most cases when operators talk one-to-one with a prospective customer, they knock it out of the park; it’s easy to talk to someone about why they should sign up for a league, tournament, or participate in ant to get the most out of yo a special bowling event. Operators are outlays of money passionate about their business and, inand effor effective way I know to gain general, are usually good at “selling” for yourwill investment the opportunity to whoever listen. is to alw

procedure working to Being three-step in the industry for a long when time, I’ve marketing plan or promotion. The heard countless stories of why a specific three s offer or promotion didn’t work a cenbelow not only need toinbe followed they ter’s operation. As I found out more infollowed in the order presented. formation about the marketing approach used, it became clear where and why – ID The TargeT things went askew. Commonly it wasn’t of Your MarkeTIng the offer, it was the marketing message.

Step 1

First you need to dial in on the target o Clearly describe the people or organization attract. Take time to dig into traits, charac IBI December 2021 39 current behaviors of your marketing target

Marketing

Question:

ELEMENT #1 Headlines

So, where’s the disconnect between selling someone verbally versus sending a message via email, social media, print, or other outlets?

First and foremost, as a marketer, you should understand the importance and difficulty of standing out in today’s chaotic world. Every day, consumers are exposed to hundreds - perhaps thousands - of emails, text messages, social media posts, radio and TV commercials, phone calls, mailers, ads, and more.

Answer: Most people aren’t experienced in crafting a marketing message that sells across all media platforms. This is a common problem that affects businesspeople of all sorts, not just bowling or recreational industries; it happens across all industries. Knowing how to construct a marketing message that will garner optimal response is dicey. It’s a craft, an art, and one for which sales copywriters charge a substantial amount of money. While I’m not a professional copywriter, I’ve followed some of the top ones, consulted with them, and used them in other parts of my business. From all of that, I’ve created the top elements that should be conveyed in your marketing offers and messages. Wellbuilt offers deserve well-built messages.

40 IBI December 2021

It is a monumental task to grab people’s attention. If you can’t capture their attention, you won’t have the opportunity to engage them further, since you only have mere seconds to stand out from the crowd. Strong, captivating headlines are a reader’s starting point; write to stop them in their tracks. An appealing headline provides an opportunity to engage your target market and hopefully pique their interest. A weak headline can be a dead-end to the rest of your message; no matter how good the rest of the offer is, if attention is lost up front, they will not give you the time of day.

Marketing What makes a good headline? A good marketing headline convinces the targeted consumer to continue reading and consider your offer. A strong marketing headline spells out in a few words why the consumer might find it to their benefit to continue reading more of your marketing message. Headlines are a hot topic in the marketing world! Top marketers frequently debate with other colleagues in their company about what might be the most effective headline for a particular promotion. These folks often “test” headline ideas by asking others in their company who match the target audience which headlines gain their interest the most. Great headlines are designed to suggest that your product or service will bring the consumer happiness, solve a problem, or do both. To fine-tune headlines, even more, savvy marketers may test two different headlines to see which pulls greater. I’ve used this myself and it can be eye-opening which headlines prove more effective.

Sub-Headlines Are Key Sub-headlines are headlines inserted throughout the story that help move the reader along. Sub-heads highlight the main benefits of the offer and are designed to maintain the reader’s attention. Today’s consumers have short attention spans so sub-heads can be your savior. Without much consideration and debate, your headlines may be falling flat. Whichever way you send your message, if you aren’t taking headlines seriously, your offers will most likely end up underperforming. Remember, headlines and sub-headlines have the job of gaining your target market’s attention and thereby keeping your marketing message alive when in front of a consumer.

ELEMENT#2 The Body Copy – Your Story Think of your body copy as a story. It’s your pitch to convince someone to come in and enjoy what you have to offer. You must connect with them, hit

their trigger points, and make them want what you have. Your story should explain in more detail how you are going to deliver on what your headline promised. As I referred to earlier, try to make your message “talk in copy,” meaning write the way you might talk in person to a prospect.

An Example Consider this: you wouldn’t talk to someone highlighting only the features of your offer, i.e.: women bowling on Wednesdays, 6 p.m., $12.95. Instead, you are more likely to talk about the fun and laughs a group of women has, mentioning that some of them join by themselves and make new friends, but others bring in their own group of people. They play fun music, enjoy weekly drink specials, and sometimes extend the night in the bar afterward. You might share that they are of different ages, but all like to have a good time on a girl’s night out. Now, these are the benefits of what you are offering, not the features. Benefits sell, features tell. While a flyer announcing a tournament presented to a high-frequency league bowler might be able to produce decent results just by spelling out features through bullet points, most offers need a story that talks about a variety of benefits that is offered to the prospect. In marketing circles, there is a saying, “Short tells while longer copy sells.” This is true if your copy is not boring. As I mentioned earlier, one-to-one selling is powerful and effective. Blending the folksy, friendly talk that you use in conversation into the rest of your marketing avenues can be a challenge but will pay big dividends. Final note: Weak marketing efforts produce weak results at best. Many good ideas, promotions, or even well-proven programs fail or are dismissed as an idea that “doesn’t work at a particular center” because the marketing messages failed – not the offer itself. Keep working on this skill, gather your team’s opinions, tweak your messages, and be patient; your proficiency will progress over time.

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IBI December 2021 41

Marketing

RINGING THE REGISTER

Creating Bonus Business with Andy Vasko By Andy Vasko

ecember is the perfect month to offer a variety of tournaments or special events. Kids of all ages are on winter break, college students and young adults typically return home for a few days, and many adults are off work between Christmas and New Year’s. This month, I will highlight a proven tournament that can drive traffic to your operation and ring the register.

After-School All-Star Tournament When I operated a busy center in Ohio, we had a highly successful after-school bowling program that drew a lot of kids. Over the holiday break, we hosted an all-star tournament made up of the top bowlers from each school. We informed the principals of each school which of their students would be representing them in the event, which garnered a lot of support from the teachers and other school personnel. When hosting tournaments, remember it is all about the customer’s experience. Showtime is the name of the game; it’s what people remember, what they post about on social media, and what sets your center apart from an everyday experience somewhere else. You have an opportunity to make a great impression; you want to do it right. On tournament day, I made sure our staff pulled out all the bells and whistles to create an extraordinary experience for our young customers and their families. After the warm-up, I would turn off all the house lights in this tournament and introduce each child’s high game and average. After each game, we took a moment to announce the current top 10 teams in reverse order, which kept the excitement growing. By the time the top three teams were announced, the cheers were deafening. At the end of the competition, we awarded the top team and their school a traveling trophy to be displayed in the winning school until the next tournament. 42 IBI December 2021

The tournament was a hit with our young bowlers, their families, and the schools. While it was worth all the positive public relations we received, the absolute bell ringer was a house full of cheering parents and grandparents at 2:30 in the afternoon on a weekday, when we wouldn’t have had a lot of business otherwise. Between the goodwill the event created, the extra exposure for our center, and the revenue it brought in, the holiday tournament quickly became a popular annual event for our customers and our bottom line! Although this tournament was labor-intensive, we could not put a price tag on all the positive public relations we received from it. If you do not have an after-school program to draw participants, consider looking at another customer base in your center. You can use this same format idea to run a mid-season tournament with your adult-child leagues. If you need help with details on how to format and sell such an event, email me at Andy@kidsbowlfree.com, and I will assist you, with compliments of IBI.

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44 IBI December 2021

Feature

Building on a Passion Tenpintec’s Ray Jordan built his successful business on his childhood bowling experiences. By Paul Lane

ybernetic Solutions, also known as Tenpintec, is a well-established and respected manufacturer and supplier of a line of unique electronic products for the tenpin bowling industry. Founded in 1993 by Ray Jordan and Graeme Rose, the Victoria, Australia-based Tenpintec’ s home market includes New Zealand. Their products are sold globally through a network of international distributors. The company is also the distributor for over half a dozen major manufacturers, including Kegel, Twister Pins, and ZOT Bowling Parts. Tenpintec’s co-founder and co-owner Ray Jordan shares his remarkable journey with IBI readers. Ray’s first encounters with tenpin bowling was as a child in the mid 1960s. His mother regularly bowled with a group of friends at local AMF centers. “I remember the unique sounds and smells of bowling made an impression on me way back then,” says Ray. “They are not much different now. For some reason I remember the ball polishing machine. It looked to me a bit like George Jetson’s car, with the big clear bubble top. Ball maintenance has changed a bit since then, though!” Fast forward to 1981. “I was an auto mechanic at the start of my final year of a four-year apprenticeship at

a GM dealership,” said Ray. “I had bought a house the year before and had tried a few different second jobs so I could keep up the mortgage payments. My friend John had recently started work as a technician at a local bowling center and I would drop in some evenings and talk with him and some of his co-workers, watching them clean pins, overhaul and service distributors, tables, and motors, while leagues filled the lanes. I was hooked. As it happened, it was not long before a parttime position became available. I jumped on it.” Ray’s first shift was a Saturday. After assisting the head IBI December 2021 45

Feature technician with the morning ritual of mopping gutters, dragging lanes, sweeping approaches, and oiling lanes with an AMF Unimatic, he gave Ray an 82-70 Pinspotter manual and told him to sit on a machine and watch it work. He spent a few hours watching the machine, identifying parts, and figuring out how things moved and adjusted. After working on cars for years, this was almost familiar. “In 1982, another one of my mates, Graeme Rose, started work at AMF Northcote. Graeme had been working as a lighting technician for various organizations, including Melbourne University. He brought a solid electrical and electronic background with him,” said Ray. “Over the next several years, we worked separately at different AMF centers around Melbourne and occasionally moonlighted at privately owned venues on our days off. Graeme and I were also bowling in several leagues; we were teammates in one league.” Fast forward to 1992, Graeme had been reassigned as the head technician at AMF Northcote, a center with 30 lanes. This venue was having electrical issues with sweep and table motors, and he was using his knowledge and experience to find a solution. He had designed a device called a solid-state start switch and was trying it out on Northcote’s machines. It was working remarkably well and somehow word got out. “An Australian bowling parts distributor, an ex-AMF technician and friend of ours, Tony, ordered a number of these solid-state start switches to sell to his customers. But Graeme did not have the time or any business experience to be able to make it happen. That’s where I came in,” said Ray, “with my recently acquired business knowledge and some time on my hands. Together we bought the necessary components and hand-built a batch of 20 starters and sold them to Tony. We were on our way.”

Wendy and Graeme Rose with Kegel’s Don Agent (center)

In March 1993, Ray and Graeme started Cybernetic Solutions and got to work streamlining the solid-state starter production process and designing more electronic and electrical devices for use on tenpin bowling machines. These included the LaneMinder and MachineMinder lane and machine safety systems, and the ColorSplash LED pindeck light. Later that same year, Ray was diagnosed with facioscapulohumeral muscular dystrophy (FSHD). The muscle deterioration caused by this genetic disorder explained why he had been having some difficulty with many of the physical aspects of being a pinspot46 IBI December 2021

Graeme, Wendy, and Jordan at the Australian proprietors conference in February 2020

Feature

Ray Jordan (seated) L to R Graeme Rose, Keith Kitti (Summit CO) and Alex Smith (Cypress Lanes, FL) Bowl Expo

ter technician. He was forced to spend less time in the backend of bowling centers and more time in the office and workshop. “Around 1995 we built our first website and began engaging with the international bowling technician community through the Bowl Tech website,” said Ray. “A couple of years later, through that website, we offered some free samples of the solid-state start switch.” This generated some interest from the U.S., which eventually led Ray to Carl Klauck at AMF Bowling in Mechanicsville, VA. “I had many late-night, Australian- time chats with Carl as we discussed bowling machines, our history, and experiences. He gave generously of his time and knowledge as he had our product thoroughly tested by the team in the AMF plant. In 2001 we received our first purchase order from AMF and that relationship has continued through the transition to QubicaAMF to this day. I was lucky enough to visit with Carl and others in Mechanicsville later in 2001 and again in 2005.” The first Bowl Expo for Cybernetic Solutions was in

2002. “The trade show was an eye-opening experience for us,” says Ray, “and it provided an opportunity to make new contacts and expand our company into both an importer and exporter of bowling products.” Since then, Ray and Graeme have become familiar figures at Bowl Expo in Las Vegas; and Las Vegas has an incredibly special significance for Ray. It was at the Bowl Expo in 2010 where Ray had his first in-person date with his now-wife Cyndi, who flew in from Tucson, AZ, to meet him. Cyndi, a software quality analyst for a global accounting and tax software company, had previously met Ray on social media in 2009 via their mutual membership in a group dedicated to people affected by facioscapulohumeral muscular dystrophy. In the following months, they exchanged emails, communicated via Skype, long distant phone calls, vacations, and met at an FSHD Society conference, also in Las Vegas. They were married at The Flamingo in Las Vegas after Bowl Expo in 2016. Since early 2014 a good part of Ray’s spare time is taken IBI December 2021 47

Feature

Ray and Cyndi’s wedding at the Flamingo Resort in Las Vegas the day following the Bowl Expo in 2016

up with the chairing and the administration of The All Aboard network which brings together individuals, professionals, government, and non-profit organizations with the object of advocating for the accessibility of public transit. Ray says, “This volunteer work is something that gives me a great deal of satisfaction and I’m quite proud of the achievements of the group over the years.” “In 2009, we were approached by the Australian Kegel distributor who wanted to retire and sell the distributorship,” said Ray. “As part of our due diligence, we contacted Kegel to make sure they were onboard. Since we had already known Don Agent and the team at Kegel for several years by way of their visits to Australia, Bowl Expo, and our visits to their facility in Florida, this turned out to be just a formality.” “We worked hard to promote and expand the reach of Kegel products in Australia and were able to offer what the previous distributors had not – full national repair and service of lane machines, lane pattern design, training and consultancy,” added Ray. “Within a year or so we had almost doubled the size of our business. By 2020, Kegel products and service accounted for about two-thirds of our business.” 48 IBI December 2021

COVID-19 required Ray and Graeme to make a few changes to the way they run the business. “I am now spending a lot more time in the U.S., which is something with which my wife Cyndi is mostly pleased. While working from my home office in Arizona, it has been much easier to keep in touch with our U.S. suppliers and customers. It has also meant that Graeme and I have swapped responsibilities. Graeme has become much more involved with the day-to-day running of the business, while I have stepped up my role in product development. For both of us, it has been a steep but rewarding learning curve.” Australia and New Zealand have rebounded well from the pandemic and the bowling industry in both countries has returned to somewhere near normal. This of course means that Tenpintec is now just as busy as they ever have been. One of the challenges has been keeping up with customer demand for products where manufacturers have been hit hard by labor and raw material shortages. Once the global supply chain returns to normal, the road ahead looks smoother.

•

Showcase EXTENSIVE TRENDING PRODUCTS

CONQUEROR KIOSK

BMI Merchandise features an extensive product line of the most trending redemption merchandise in the marketplace and Blind Bags and Boxes are amongst one of the hottest trends in the toy industry. The expectations of the unknown is part of these tiny toys magic that gets collectors, mainly young adults, addicted to it. BMI carries a vast assortment of these collectible items from trending licenses to tiny foods and games.

Make Conqueror Kiosk the first touchpoint for your customers when they arrive and then get ready to deliver exceptional service! Guests can check in for reservations, explore offers, pay for bowling and extras, and order food and beverage. The Kiosk is the perfect way to showcase your variety of offerings and upsell customers to play and spend more at each visit—all while reducing lines and wait times. It provides an easy, self-service experience that customers want and have come to expect.

More: contact BMI @ 800-272-6375 or www.bmimerchandise.com

HIGH-END AXE THROWING BY LASERTRON LASERTRON has created a high-end boutique style Axe Throwing experience that dramatically separates us from all the other axe throwing options in our market area. LASERTRON has integrated high quality laser projectors to create a multitude of high resolution and brightly illuminated target displays with recognizable, easy to understand, fun and entertaining games. We currently have (10) Axe Throwing Game Formats: Standard, Standard Easy, Race to 300, Race to 500, Tic Tac Toe, Pirate Tic Tac Toe, VIKING, ARSELING, 4 Connected, and 3 Connected. We will be releasing several additional game formats over the next 6 months. If you would like to experience our High-End Axe Throwing attraction in person or would like to see our online presentation, please call Ann at (305) 257-3930 or email her at akessler@ lasertron.us to set up a presentation or a day to visit. www.laser-tron.com

www.qubicaamf.com/conquerorkiosk FOOD AND BEVERAGE BY TOUCH EXPRESS Steltronic has unveiled our new food and beverage self-order kiosk. Food and soft drink orders will be printed in the kitchen, while alcoholic drinks will be printed in the bar. Customize your system to allow alcohol orders to be age verified before preparation or excluded from ordering all together — it’s all customizable on your Steltronic Focus-NEX front desk or back-office computers.

TOUCH E XPRES S

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Customizing a pizza order is simple, with items listed on the touchscreen which can be added to a pizza. Adding a custom menu item to a burger or a personal note to the chef for preparation instructions is also available for any item purchased. For more information, call us toll free (800) 942-5939 or by email: info@steltronicscoring.com We are YOUR bowling center management specialists since 1980.

Redemption Plus is launching a new shopping tool called StartCart to save you time and frustration. You give us a weekly minimum budget and we pre-load your cart on Monday morning. You can edit your cart, add items, change quantities, etc. before checking out. Are you tired of seeing “Out of Stock” when shopping? Then StartCart is for you. The best part is that it is FREE to customers enrolled in our Service Package (which is also FREE)! No more issues shopping for in-stock items at a full range of ticket values. Contact us at (913) 563-4300 or info@redemptionplus.com for more information or to enroll.

IBI December 2021 49

CLASSIFIEDS

Classifieds

WWW.FACEBOOK.COM/BOWLINGFAN

EASY WAYS

to place your Classified Ad in International Bowling Industry Magazine

Call (239) 821-2534

E-mail your ad to:

Natalie@bowlingindustry.com IBI 50 IBI December 2021

November 2021

CLASSIFIEDS

Classifieds SUBSCRIPTION RATES: One copy of International Bowling Industry is sent free to every bowling center, independently owned pro shop and collegiate bowling center in the U.S., and every military bowling center and pro shop worldwide. Publisher reserves the right to provide free subscriptions to those individuals who meet publication qualifications. Additional subscriptions may be purchased for delivery in the U.S. for $60 per year. Subscriptions for Canada and Mexico are $65 per year, all other foreign subscriptions are $80 per year. All foreign subscriptions should be paid in U.S. funds using International Money Orders. POSTMASTER: Please send new as well as old address to International Bowling Industry, 1850 San Marco Rd, Marco Island, FL, 34145, USA. If possible, please furnish address mailing label. Printed in U.S.A. Copyright 2021, Davis Productions Inc. No part of this magazine may be reprinted without the publisher’s permission.

WWW.FACEBOOK.COM/BOWLINGFAN

IBI

November 2021

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

HOTLINE: 855-415-7517

IBI December 2021 51

Classifieds CLASSIFIEDS EQUIPMENT FOR SALE Highway 66. 2 lanes. Excellent condition. Lightly used only 2 years. $25,000 obo 616-322-3119. FOR SALE: 10 pin drilling machine with vacuum system, measuring ball, scale, etc. Call Vic at (780) 454-1110. NEW & USED Pro Shop Equipment. Jayhawk Bowling Supply. (800) 255-6436 or jayhawkbowling.com. REPAIR & EXCHANGE. Call for details (248) 375-2751.

WWW.TEXTBOWLING.COM

PRICED TO SELL • 24 lanes 8270XL with humpback lifts • 25ea 32 inch flat-screen monitors • Conqueror Scoring, BES Fly English keyboard. • BOSS System front and back office,

EQUIPMENT FOR SALE INFECTED with the REMODEL BUG as you FALL into League Season? ENTERTAINING the idea of a face-lift? Got you covered: A2s, parts, lanes, scoring, seating, and, of course, masks. knotritellc@gmail.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.

AMF EQUIPMENT -

NORTHERN ILLINOIS

• POS for lounge • Ball returns with teardrop • PVC gutters with bumpers all 24 lanes • Lane Machines Kegel Kustodian and Century Silver Bullet

speckmancpa@aol.com | (815) 979-6036

5260IBI December IBI 2021 November 2021

HEAD MECHANIC WANTED Head Mechanic Wanted for two busy 32 and 36 lane state of the art family entertainment centers in the Treasure Coast of Florida. One is a Brunswick center and the other is AMF. Great opportunity for a qualified individual. Salary compensable with experience. Email resume to tthompson@bowlstuart.com. Call 772-286-9700 or 772-299-7467 ask for Tammy.

CENTERS FOR SALE ILLINOIS: 24-lane, recently remodeled center w/ new parking lot. 40,000 s/f on 1.67 acres. Qubica scoring and POS system. Strong leagues w/ 900+ bowlers, also pool leagues. Sports bar & grill, pro shop, video gaming, & banquet hall w/ lots of room to convert. Owner retiring. Call (847) 613-5020 for price & info. NEBRASKA: 32-lane center, land & building. Features Brunswick A2 pinsetters, Brunswick Pro Anvilane lanes, Brunswick 2000 ball returns. Also, large lounge seating to 250; party room seating up to 80; game room, café with established catering service. Center caters in-house and to other locations year-round. For more information, call Don Mehring, Action Holdings Real Estate, office (308) 384-3777 or cell (308) 380-0444.

CENTER FOR SALE Southern Indiana 20-Lane newly remodeled Bowling Center with strong leagues, party room, video game room, Qubica scoring, POS system, pro shop, 82/70 AMF equipment, and located on primary highway. Owner retiring and please call (812-547-2200) for price and info.

CLASSIFIEDS Classifieds

AMF • BRUNSWICK EQUIPMENT COMPLETE PACKAGES WORLD’S LARGEST NEW – USED SPARE PARTS INVENTORY ALL AMF BUMPER PARTS, XS Q-BUMP, DURABOWL AND GEN II IN STOCK

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OFFICIAL ENTRY RULES FOR THE BUSINESS OF BOWLING $20,000.00 GIVE-A-WAY

NO PURCHASE NECESSARY. Entries start on 10/1/2021 at 12 AM ET & end on 12/20/2021 at 11:59 PM ET. Winners selected 1/31/2022. You must be legal res of US/DC/CA (excl Quebec), 21+ & auth rep of bowl ctr/free IBIM subscriber. CA winners must correctly solve time-based skill problem. Enter either: (a) online at bowlingbusinessbuilders.com/giveaway; (b) by calling (877) 841-4590; or (c) via email to Natalie@bowlingindustry.com. Limit 1 entry & 1 prize/bowling ctr. Odds of winning dep on # of entries rec’d. Prize (20): $1000 voucher for bowling indus gds/svcs valid for 1 yr. ARV: $1000. Winners resp for all taxes/costs not stated above. Other restrs & elig lims apply. For full rules & Winners’ list (avail 3/2/2022), visit bowlingbusinessbuilders.com/giveaway. Sponsors: BBBI & Internat’l Bowling Indus Magazine, 1850 San Marco Rd Ste A, Marco Isld FL 34145. Void where prohibited.

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

LOCKER KEYS FAST! All Keys done by code # Locks and Master Keys E-mail: huff@inreach.com

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November 2021

IBI December 2021 53

Remember When – HO HO HO THROUGH THE YEARS

Bowling, Gifts & Happy Holidays

n 1947, 1969 or today, at Christmas time, kids of all ages are thrilled with gifts that will perform and last! The holiday ad from a different generation points out that bowling has always been high on the Wish List. Notice in the ad the old company moniker. The Brunswick Corporation was founded in 1845 as J.M. Brunswick Mfg. Co., and then became Brunswick-Balke-Collender Company before moving on to Brunswick Corporation. The company came to bowling with the introduction of the pinsetter and have been there ever since. What stands out about this ad is that it did not run in industry select publications but were found in national, general media magazines, e.g. Life, Look, etc. Christmas was even better with a new bowling ball, bag or pair of shoes. Ad agencies knew where to go to find the bowling audience—everywhere! ---and the largest, general circulation publications fit the bill. Stepping back in time is not just nostalgic, it emphasizes what can be achieved with good will, work and good advertising! Ahem. MERRY CHRISTMAS & HAPPY HOLIDAYS

54 IBI December 2021

KEGEL FP AD Kegel’s walking system available in the FLEX Walker and IKON Walker allows your machine to perform lane maintenance tasks by itself. FLEX Walker: 17-5803 (115V/60 Hz) 17-5853 (230V/50 Hz)

IKON Walker: 17-5900 (115V/60 Hz) 17-5950 (230V/50 Hz)

FLEX Walker and IKON Walker Features: • Completely Automated: Program the machine, set it, and go • Cleans and applies conditioner to up to 60 lanes by itself before chemicals must be filled. (approximately 90 seconds per lane) • Moves from lane to lane by itself • Monitors all processes of the machine with internal diagnostics • Auto adjusts and constantly learns lane to lane automation based on system monitors • Programmable to navigate obstacles that are unique to your bowling center • Front bumper sensor system detects objects to prevent injury to others or damage to the machine

PHONE: 863-734-0200 FAX: 863-734-0204 | 1951 LONGLEAF BLVD. LAKE WALES, FL 33859 | WWW.KEGEL.NET

QAMF FP AD 2 OF 2