CONTENTS
VOL 22.2
6 ISSUE AT HAND
26 BOWLING CLASSIC
It’s Not About the Bowling
Bowling for Dollars – Take Two!
By Scott Frager
In Detroit, the folks at Bowling for Dollars have rejuvenated the brand without losing its appeal. By Anna M. Littles
8 SHORTS • BBBI & ‘Mission Possible’ team up. • Mediocrity finds its place. • Team Cobra and Ace Mitchell are an item.
heath@bowlingindustry.com
CONTRIBUTORS Fred Groh Patty Heath Anna M. Littles Robert Sax
ART DIRECTION & PRODUCTION Designworks
• Getting the story right: Theming • Phil Huffman Series, Part 3: The Grand Opening
FOUNDER Allen Crown (1933-2002)
Valentine’s Day with Archie By Patty Heath 26
By Fred Groh
45 Showcase 46 Datebook
20 COVER STORY
47 Classifieds
Not Your Granddad’s Center! At Brunswick’s, you know you’ve arrived (in the 21st century!) By Robert Sax
www.dzynwrx.com (818) 735-9424
12655 Ventura Boulevard Studio City, CA 91604 (818) 789-2695(BOWL) Fax (818) 789-2812 info@bowlingindustry.com
www.BowlingIndustry.com
HOTLINE: 888-424-2695 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 $50 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, 12655 Ventura Boulevard, Studio City, CA 91604 USA. If possible, please furnish address mailing label. Printed in U.S.A. Copyright 2014, B2B Media, Inc. No part of this magazine may be reprinted without the publisher’s permission.
MEMBER AND/OR SUPPORTER OF:
31
February 2014
OFFICE MANAGER Patty Heath
31 BEYOND BOWLING
54 REMEMBER WHEN
Captain of His Ship
IBI
frager@bowlingindustry.com Skype: scottfrager
fisher@bowlingindustry.com
14 PROFILE
4
PUBLISHER & EDITOR Scott Frager
EDITORIAL DIRECTOR Jackie Fisher
20
Compiled by Patty Heath
It’s full speed ahead for the Navy’s Twin Pin Bowl with general manager Ed Andrews.
THE WORLD'S ONLY MAGAZINE DEVOTED EXCLUSIVELY TO THE BUSINESS OF BOWLING
THE ISSUE AT HAND
It’s Not About the Bowling For all of those who were fortunate enough to participate in this past month’s BPAA Summit and heard the Thought Leader Presentation by Mr. Howard Behar, former president of Starbucks Coffee Company, bravo! You now know how one special person can captivate an audience and reach straight down to their souls. For those of you who were not able to be present, Mr. Behar’s book called It’s Not About the Coffee amazing read that every bowling proprietor, manger and aspiring leader should purchase.
Sharing lessons in leadership learned while he was growing a 20-unit coffee retailer into one of the world’s most recognizable brands, Behar really speaks directly to every one of us as bowling center proprietors and industry players. Of his 10 steadfast principles, there are two that really stand out for me. #1: Know Who You Are: Wear One Hat. As proprietors, we wear lots of hats: entrepreneur, volunteer, family man/woman, community leader, etc. But there is one hat we need to always stay true to: the hat that defines us as an individual. Or as Behar better describes it: who we are and who we aren’t. Each of us has to clearly define our own core values, principles and purpose in life
6
IBI
February 2014
before we can do the same for our companies. One of the things that makes Starbucks one of the world’s best companies to work for is that the founding fathers made a commitment to provide health care and stock options to all employees. The barrista on Main Street has the same opportunities to grow and prosper with the company as those at HQ. #2: The Person Who Sweeps the Floor Should Choose the Broom. Behar beautifully lays out the concept that “people are not ‘assets’.” “They are human beings who have the capacity to achieve results beyond what is thought possible. We need to get rid of rules—real and imagined—and encourage the independent thinking of others and ourselves,” he writes. He uses the analogy of the floor sweeper who, when tasked to do the job, should be allowed to choose the tool that he/she feels will get the job done the best way. Instead of, “Here’s a broom, do the best you can,” Behar suggests that the leader present several options and allow freedom for the employee to choose the right one. Better yet, let the employee design his/her own broom! You must read the section where Behar explains how one store manager from Santa Monica, CA captured his imagination and broke all the rules to create a product that now represents a $4 billion market. Behar’s down-home and honest words will not only make you smile but will bring a tear to your eye when reading about how a true leader stayed true to himself when faced with a terrible tragedy. It is nourishing food for thought for all of us. Thank you, Mr. Behar. You’ve forever changed the lives of everyone who has worked for you at Starbucks and everyone who heard you speak at Summit.
– SCOTT FRAGER, PUBLISHER AND EDITOR frager@bowlingindustry.com
SHORTS
Media
WATCH
‘LANE TO GO’ GOES LIVE Maple Family Centers had its Lane to Go featured with 9-year-old Natalie Savant of San Antonio, TX. Natalie has been on a quest to bowl in every state to raise money for a youth scholarship. She was flown in to bowl in her 29th state on ABC’s Live with Kelly and Michael. Joe LaSpina, vice president of Maple Family Centers, donated the portable bowling lane on which Natalie proceeded to beat co-host Michael Strahan, a former Super Bowl champion. This is not the first television opportunity for this unique promotional tool; it has been highlighted twice on the Rachael Ray Show. The Lane to Go is just that, on the go.
LOOK BEHIND THE ACTRESS The December issue of Esquire had two great shots. One was George Clooney on the cover. Who could debate that! The other was on the inside in a pictorial, “The Women We Love.“ Now Kristin Ritter is definitely worth the attention, but it is the background that grabbed us. Pinz Entertainment Center in Studio City, CA, is featured. Sort of.
‘I FORGOT MY PHONE’ This independent video written by Charlene deGuzman and Miles Crawford has been getting a lot of play on YouTube. Our star, Charlene deGuzman, is finding it difficult to share her experiences, including bowling, with her friends who are engrossed in their phones. Really? Yes! We’ve all seen it, complained about it, and done it!
8
IBI
February 2014
A NEW YEAR’S GOAL:
MEDIOCRITY The Mediocre Bowling Association aims to be a league for players who enjoy the sport but have a lot of gutter balls, off-target shots and low scores. The Staten Island league was started by Dan Derwin and Hillary Scott and does all it can to celebrate bowling mediocrity—writing news stories after each tournament and online stats for the league and profiles of their bowlers. Once a month, the 48-member chapter takes over the Showcase Entertainment Center. “We treat everything as official as possible, but very tongue-in-cheek,” explains Scott. With the season conclusion, the top seven bowlers and one wild card compete for the Munson Cup, named after Woody Harrelson’s character from Kingpin. The winner gets to keep the trophy for the year and the league has a “hanging of the banner” ceremony at a local bar. However, if bowlers get too good, they need to find somewhere else to play. An average of 140+ is the cut-off. The Derwin/Scott duo would like to expand the association and are in talks with friends from Buffalo and Lancaster, PA, who want to start their own chapters. Check out the website: http://thembastinks.com.
FIRE AND ICE For some reason, a lot of snow brings a goodly number of fires. Whether related or not, bowling centers seem to be particularly vulnerable to this phenomenon. Burnt Hills Lanes in Burnt Hills, NY, was reduced to ashes after a fire raged through the center. The building was built in 1959 and housed 24 bowling lanes, a snack bar and a recreation center. With the intensity of the blaze and the crumbling of the roof, the structure could not be saved. Owners Michael and Tara Saccia had been working on renovations to the property, which included a new snack bar facility, a scoring system, new lanes and a new roof component. The work was close to being completed. Other centers that recently experienced fire were Park Bowl Lanes in Cissna, IL, which was destroyed; AMF Town and Country Lanes in Shrewsbury, MA, with $25,000-$50,000 in damage; and the Rose Bowl in Mason City, IA, which was damaged but not lost in a fire of undetermined origin. The aftermath of fire at Burnt Hills Lanes
SHORTS
EXPANSIONS, OPENINGS & NEW BEGINNINGS The owners of Del Lanes in Delmar and High Point, NC, have added a third center to their domain. Bill Cornell, Don and Mandy Herrington, and Marv Sontz have purchased Spare Time–East Greenbush from Bowl New England. BNE has recently shifted its business approach to focus on family fun centers which incorporate laser tag and redemption games.
A Mayville, WI, bowling center will again come to life. Richard Hafemann, owner of the Bridge Street Pub, has purchased the building which was home to Spare Time Bowl, which closed three years ago. The new center will be Richie’s Lanes. “I have to do a lot of remodeling,” Hafemann said. “I plan on turning it around and turning [it] into a nice establishment again.”
A reopening has taken place in Tomball, TX. Tomball Bowl is under new ownership. Owner Scott Holmes with his wife Janet, said, “The building has been here since 1984 but our bowling alley has been open about five or six weeks.” The previous establishment had a less-than-stellar past, but the Holmeses look forward to creating a good time and place for people to enjoy. The new center, according to Scott, is clean, safe and a fun, family place offering bowlers brand new AMF SPLII lanes.
ACE MITCHELL IS ‘EXCLUSIVE’ FOR TEAM COBRA Team Cobra Products has announced that Ace Mitchell Bowlers Mart is now the exclusive U.S. distributor of its rental shoes. In addition, “Cowboy Bob” and Brenda Shaffer of Team Cobra have joined forces with Jeff Mraz at Ace Mitchell. Ace Mitchell’s distributorship inventories every major product and brand of bowling center and pinsetter maintenance items, consumer bowling products, and pro shop equipment and supplies. Team Cobra has been in business since 1981 offering wrist supports and rental shoes. 10
IBI
February 2014
ALLIED BOWLING CORPORATION IS LAUNCHED Allied Bowling Corporation is a new capital equipment company specializing in the manufacture of full-size and mini bowling products, launched by Mark Marchido, president and CEO, and Brent Dyer, head of sales. Started in late 2013, it offers a wide Left to right, Allied Bowling’s Alex range of services including Gonzalez, Mark Marchido and Brent Dyer. business planning and new and used bowling equipment packages, parts and assemblies. To add to its team, Allied has brought on board Alex Gonzalez. Gonzalez brings 25 years of industry experience as a master mechanic rebuilding and installing pinsetters and scoring and working with string pinsetters both mini and full. Gonzalez will also be responsible for technical support and will head up the pinsetter remanufacturing plant along with Latin America bowling product sales.
BBBI JOINS MISSION POSSIBLE CHALLENGE Strike Ten Entertainment and the International Bowling Campus Youth Development department announced the addition of Better Business Builders International (BBBI) as a participating partner in the Mission Possible challenge to certify 20,000 youth bowlers in 2014. Creators of the “Kids Bowl Free” program, BBBI will help expand the Mission Possible participating center base and assist in recruiting efforts to attract more kids to join. “We have a database of over 2 million kids and families that we can effectively recruit to join one of the Mission Possible leagues,” said Bruce Davis, president of BBBI. “We are excited to have BBBI on board as a participating partner in this mission,” said Chad Murphy, IBC managing director of youth development. “This truly is a team effort and shows that all the stakeholders in our industry see the value in investing in youth bowlers.” Mission Possible marketing kits are priced for all proprietor budgets and each comes with all the materials needed to market and promote the program locally, including standees, posters, counter cards and customizable sales flyers.
GOODWILL CENTRAL
SHORTS
12
IBI
The beginning of the year is the perfect opportunity to enjoy and donate time and funds to help organizations, institutions and your own community. Here are some of the events recently held around the country. Presidents Day, Feb. 17, will kick off a joint venture with the Owasso,OKbased Folds of Honor Foundation and Ebonite called Patriot Bowling Day. A nationwide effort held at centers throughout the country, the goal is to collect donations to help fund education scholarships for the families of those killed or disabled while serving our country. Parkside Lanes in Aurora, CO, was the site for Bowling Against Bullying hosted by PEAK (Promoting Enrichment and Kindness) and NEH Foundation, an anti-hazing organization. The event, designed for parents, featured bowling, raffles and guest speakers. The MJH Foundation, named in honor of Michael Holtz, a sailor who was killed in a 2006 submarine mishap, held a benefit at Madison Square Lanes in Lakewood, OH. The foundation was established to provide financial support for veterans and their families. Laser Alleys Family Fun Center in York, PA, was the place for a Human Life Services fundraiser, Bowling for Babies/Laser for Life. The event supports services for women and their families who are facing an unplanned pregnancy. Kamping And Recreational Experiences (KARE) and individuals with special needs gathered at Linn Lanes in Canton, OH. While the organization has many fundraisers, the annual bowling event is the most popular. Last year $11,000 was the highest amount ever received. Camp Lotsafun, a Northern Nevada organization providing recreational, therapeutic and educational opportunities for individuals with disabilities, hosted a bowling event at the National Bowling Stadium in Reno. Included in the ticket were three games of bowling, free parking, bowling shoes, a silent auction and chances to win raffle prizes. Two charity events in one tournament were held at Midway Lanes in Mandan, ND. Money was raised for Pam’s House, an emergency shelter for women and children made homeless due to domestic violence, and for the Jesse Hillard Scholarship Fund, named for a Mandan youth who died in an accident in 1995. Since its inception in 1995, the bowling tournament has provided $77,926 for local causes. Not to forget Typhoon Haiyan which struck the Philippines in November killing 6,000 people and leveling entire cities, the Testa family, who have family members in Cadiz and Capiz, hosted a Bowling Night for Typhoon Relief at their bowling center, Rockaway Lanes in Rockaway, NJ. Nearly 600 people visited West Valley Family Bowl in Tracy, CA, to raise funds for a liver transplant for a local resident and veteran, Richard W. Bandy Jr. The Famous Idaho Potato Bowl began its bowl week activities with the Strikes for Spuds charity event at Pinz Bowling Center at the Wahooz Family Fun Zone in Meridian, ID. San Diego State and the University of Buffalo joined efforts to raise a donation of 1,700 pounds of potatoes to be given to two Boise-based charities and two team-hometown charities. What is your center doing? Email Patty Heath at heath@bowlingindustry.com.
February 2014
STRIKING OUT FOR KIDS’ CANCER
There is no rest for those who help, and that could not be truer than it is for Arizona Cardinals linebacker Daryl Washington and Arizona Diamondbacks relief pitcher David Hernandez, who stepped up
Daryl Washington
and joined forces after the holidays under the auspices of Strikes For Kids to benefit the Phoenix Children’s Hospital Foundation by hosting a bowling tournament. Let It Roll Bowl & Entertainment was the place and the tournament
David Hernandez
welcomed all ages and skill levels. Washington and Hernandez not only bowled but interacted with participants, signed autographs and were available for photos with fans. Strikes for Kids is nonprofit organization that partners with professional athletes and sponsors bowling and golf tournaments across the US.
✴ ✴ ✴ ✴ ✴ ✴ ✴
PROFILE
Ed Andrews at his command center.
By Fred Groh
Photos by Mark Piggot
By switching the focus from traditional bowling to parties, Ed Andrews is catching the limit at the Navy’s Twin Pin Bowl.
E
d Andrews managed a 64-laner for a year, then a 12-lane house for eight, and now he’s been running a 6-lane center for seven years. “Sounds like I’m going the wrong direction,” he laughs. Not according to the money numbers. In his first year at Twin Pin Bowl at Naval Weapons Station Yorktown (Lackey, VA), his current address, he doubled sales. In March 2013 he was up 37% over the preceding March. A year ago, last fall, he had to open his doors for an additional six hours a week (two on Friday, four on Saturday) to meet the demand. Yorktown is a very small Naval base—the sailor population is about 500—in the Tidewater (Hampton Road) slice of the Virginia coast, where U.S. military presence is very large. The Navy alone has four major installations in the area. Military retirees are prominent in Tidewater’s population of 1.6 million or so. Andrews’ center draws on the whole area. Fortunate, because Twin Pin could not sustain itself on Yorktown’s sailor population, Andrew says. Late-night workers and ship’s personnel on liberty
14
IBI
February 2014
make it viable. And Andrews’ “paradigm shift,” as he calls it, has made the center very profitable. “When I came in, the place was traditional bowling. A lot of beer signs, a lot of blow-up beer advertisements. The place was dead. I said, ‘We’re going to do parties.’ The previous manager was doing a few but he wasn’t stressing it; we were relying on drop-in bowling. “I decided I would have to make commitments like “a party on Thursday two months from now, 7 to 9, and that would block us from scheduling other events like a league or relying on drop-in traffic for that time. The commitment is what made it a paradigm change. We’ve turned the whole atmosphere of the place into entertainment.” Andrews has only one league, which he struggles every season to floor. Pre-dating his
PROFILE
An ariel shot of the Naval Weapons Station Yorktown in Lackey, VA. (U.S. File Photo)
taking over the center in 2006, the league has been down to three-man teams, risen as high as five per team, and currently stands at four. Parties are most of the business. A big percentage of them mark birthdays but Andrews does a lot of office parties, retirement and reenlistment parties. The day we talked, he had scheduled eight parties. “I mean we booked the whole center for two-hour blocks.” He had re-booked most of the 2013 Christmas season. “As soon as they’ve had the party, they’re booking for next year,” he reports. “Weekends, we stay booked at least one to two months ahead. If you really want your particular weekend and the time you want, you have to call three months ahead. “Our customers aren’t just loyal customers, they’re advocates,” he notes happily. “When someone calls up for a party I ask them how they know about us. ‘Have you been here before, have you had a party here?’ If they haven’t had a party, I’d say 95% or 96% of them say somebody told them this is the place to have a party. They’re out there speaking for us.” Constant upgrading has played a part in his hefty numbers. Andrews immediately put in new carpet when he decided to become a party house, and added soft seating (“that goes over real big”). Now he brags on his top-of-the-line scoring and A-line sound and lighting. He’ll run customer-supplied videos on drop-down projection screens, each of which spans two lanes. “If a person comes in for a birthday party and the kid’s into monster trucks—because I’ve had this happen—he’ll bring a video of monster trucks and I’ll put that on one screen and music videos on the others.” A second move in Andrews’ successful shift is “the same thing you’ll hear everywhere else, good service, and I pride ourselves in the service we give. “I’ve probably gone to 15 Bowl Expos and I’ve been to all the customer service courses, but also every time I go to a restaurant or when I go to Vegas, I try to watch and see what everyone else is doing.” Andrews employs six part-timers, sometimes military kids, currently two military wives. Three of the six are 16
IBI
February 2014
students, which can raise scheduling issues. Sometimes he has been the only one on staff in the center all day. Then he will cook, clean, attend to the lanes and mechanical needs if anything goes awry. The third element in Andrews’ success stands in the background—his. In 1972, having graduated from college, he and his father bought a failed center in Newport News, a city in the Tidewater area. By ’94 the neighborhood had deteriorated badly and three 40laners had moved into the area so he sold it. “I was pretty burned out from having to struggle with it, so I messed around with real estate and stuff and then went down to Florida. Joe Schumacker was a competitor of mine here at one of the Fair Lanes centers and he and I had a good working relationship, so I called him.” Andrews took over as manager of Schumacker’s 64lane house in Lake Worth and spent 1997-98 there. But figuring Schumacker would be divesting himself of the center and not having yet brought his family down to Lake Worth, he thanked Schumacker and headed back north to Tidewater. “Joe was big on having introductory products to get bowlers in the house. It could be a low price, a pizza-bowl package, a ‘family night out’ special, something to get them in the door. His approach was, when they’re here try to bring them to the next level of product; ultimately, we would like to get them into league bowling every week or more. “Our spin on it here is we use our parties as our introductory thing. I get a lot of wows when they walk in the door. They’ll pick up my flyers and I’ll start talking to them about other programs we have, our pizza-bowl on Wednesday, our glow on Saturday night, renting the whole place. “They come to the party, they see it, they’re impressed, now it’s our job to get them to come back. A lot of them The snack bar is ship shape.
16
PROFILE come back once; we’re trying to get them to come back more than once.” Looking around for a job back in Tidewater, Andrews found one managing Seaside Lanes at a Virginia Beach Naval station (Combat Direction Systems Activity, Dam Neck). He ran it for eight years. There, too, he doubled sales. Then administrative consolidation of Naval bowling centers in the area gave him an opening he could fill as manager of Twin Pin. It would save him a horrendous daily commute, so he grabbed it. “All of the Navy centers in this region are different in their clientele,” he’s learned. “When I was at Dam Neck it was a younger customer base with a lot of trainees and they were there for four to six months. Our lunch trade was huge. I would try to get them into products that they could enjoy at night and weekends, products for more of a young crowd. “The best center in our region is Little Creek Naval base, and they have a huge league base and older retirees from the military. Twin Pin didn’t have that younger base, league base or lots of retirees. We had to go to a different product to build a crowd. We went to parties.” He reflects, comparing civilian and military management, “Running a bowling center is pretty much running a bowling center. Other than not being able to sleep at night wondering whether you’re going to be able to make payroll or afford the things you need to do to stay in business, or that someone is putting up a 40-lane center five blocks from you”—
18
IBI
February 2014
The small and charming Twin Pin Bowl draws customers from the surrounding area, not just the naval base.
the proprietor’s lot—“really it’s the same thing.” Except that Ed Andrews does it exceptionally well. So well he was one of the BPAA Proprietors of the Year honored in June 2013 at Expo. ❖
Fred Groh is a regular contributor to IBI and former managing editor of the magazine.
COVER STORY
t Sax By Rober
20
IBI
February 2014
COVER STORY
The new in Marie Brunswick’s sh ines tta, GA .
The nyone out. a g in k ic k that we're me.” e is welco Fox. “Not n s y o a ry s e ,” v e e c experien to all, and of ccessible the future a d is e t c p ra e b c n onnectedisure bowlers co C as em od d h fo n k a b ic u w le s -p n b o ta f le iant Bru eer, gastr e, Comfouring “a new generation,”oFox said recently ndustry g iv t for craft b launches c y rs A d a te n re e c t e f rs e G is pu experienc #2 chain o wick’s bowling. Brunwick rtainment the Bruns ign as the s te s e n e d e n l fi h s e ta li d . to d ty e e’ a g ran and s ick Bowlin Journal. H d.” ‘Activ who want swick’s” b ss sw te n c n e n e ru ru n si B B n u “ f o B o c le t o a d ag its upsc porary x, presiden nd other rtable an in the Chic to contem e, comfo e games a 012 Jim Fo v in 2 d a ti h ry c rc a a rc a “ d a ru , n e b s g s a e a n re tomers wli In F ng brand giving cus extensive om bowli tomers bo s s n fr d u a c s te e n g ia m o ’ it in d ti le e iv in cta ning ab rm Retail, means g and expe d the eve eople confi t. ‘Comfort n n p e ts e 0 p n s 0 m a ,0 in w a 2 to ’ rt n t a ir targe d’ means consumers vites them active ente of more th about the . ‘Connecte nt that in d e e t. A survey v e n a m it e d n le o m tu o d ir in fo in n a v t a n rt a es had lize with ente an e ice and gre a few gam can socia his team rv y e y d s la e f n p a t o th n l a a x e re is v o th e le rather what F can get th place wh ect a high nless they stomers a : they exp of U u rs . c e n rm g luent m fu fo in r to r s iv e fo u g c anoth tions in aff n out . a e e y c s h il lo o w m o ’s s h fa k e c ic g d re in the friends an ilot Brunsw re going to and bevera ies. Two a ow three p ter, they a it n n c , e re n r c a o jo g s a re n u e li m c h T a bow s outside to really fo ent. ice n location a rv segments e r rb s e u d b m u u te s s a entertainm n v o reciate ele ted two c ge really app "We selec t a nd bevera a th d rs o e fo m u t s a n o re c want] a g and that’s ose who h [t d n a levels
I
IBI
February 2014
21
COVER STORY Atlanta area in Marietta and Peachtree Corners/Norcross; those opened this past summer. The third opened in October 2013 in the Chicago suburb of Buffalo Grove. The centers range in size from 40,000 to 56,000 square feet and feature 34-40 bowling lanes each. The Georgia locations were Brunswick Zone FECs that had been around for more than twenty years. The Chicago location was an existing FEC that Brunswick acquired. Jim Fox, president of Brunswick Bowling Retail, is pursuing a “new generation of leisure bowlers who want a total entertainment experience.”
A Designer Makeover
Brunswick enlisted award-winning Chicago-area architect-designer John Chipman to develop the winning concept into a viable design. While this was Chipman’s first bowling project, he has extensive experience designing for the type of customer that Brunswick is courting. His firm, Chipman Design Architecture, is nationally-known for its innovative work with such entertainment and hospitality leaders as McDonald’s, Buffalo Wild Wings, Red Robin, Blockbuster, and Disney World. Chipman was excited about developing a new look suited to the changing demographics of the bowling audience. “It’s absolutely the right thing to do,” says Chipman. “The new demographic is people in their 20s and 30s. And it's not just bowling alleys; it's dining, it's movies, it's theater. If you don’t [adapt] you’re going to die.” Chipman envisioned a design tailored to the mostly suburban communities served by Brunswick bowling centers. It’s a hybrid approach between the traditional center and the edgier urban centers like Lucky Strike. The result is a design that should appeal to the growing number of younger casual bowlers without alienating league players. “It still looks like a bowling alley,” says Chipman. That may be true, but when a customer enters a Brunwick’s, he will instantly know it’s not granddad’s bowling center. Instead of having to trek to the traditional service counter by the lanes, guests will be greeted at a reception desk by the door, in the manner of a restaurant or boutique hotel. This is just one feature that highlights the increased level of service to be found at Brunswick’s. The décor is clean and contemporary, with accents of natural wood and stone. The lighting is warm and plentiful without being overly bright. One of the signature visual elements is a lobby wall adorned with columns of boldly-colored bowling balls on aluminum poles. The laneside accommodations include plush couches that encourage conversation and hanging out. Tables are tailored for relaxed, comfortable drinking and dining while playing. Another innovative feature is the lounge at the Peachtree Corners location. Chipman removed several of the lanes and placed an elevated “loft” bar in the midst of the bowling action. Bowlers and non-bowlers alike can enjoy cocktails and small-plate dining or play billiards, building on the theme that bowling is just
22
IBI
February 2014
one part of the fun at Brunswick’s.
New Tastes with a Trendy Twist
The most distinctive feature of Brunswick’s is the introduction of better-quality food and beverages. All three locations feature Tavern ’45, an upscale restaurant and bar commemorating the 1845 founding of Brunswick’s corporate forebear, the J. M. Brunswick Manufacturing Company. Nationally-known restaurant consultant Trifecta Management helped develop Tavern ’45, drawing on experience that dates from its roots at GameWorks chain. The menu features “distinctive American pub fare” including small-plate items perfect for sharing among friends. “It’s comfort food with a twist,” says Mike Auger, managing partner for Trifecta, “with flavors that people crave that tie into trends that we see across the country.” At Tavern ’45 that includes such trendy dishes as Vietnamese pork belly tacos, Thai red curry chicken pizza, bacon-cheddar Angus burgers, and macaroni and cheese with smoked Gouda, white cheddar and bacon. Auger is also enthusiastic about the loft bar, which creates a new point of attraction. "The positioning of it inside the facility says ‘hey, we're in the bar business.’" The full bar features premium liquors and specialty cocktails. There is an extensive list of draft and bottled beer, with a focus on local craft beer. “The craft beer movement is not a fad,” says Auger. “It's definitely a trend and I think it's going to continue to grow." Tavern ’45 is competitive with popular casual dining and drinking chains like The Yardhouse and B.J.’s Brewhouse, says Auger. Customers can enter through a separate entrance as well as from the bowling center, a design that should encourage business from those whose first priority is a good meal. The Peachtree Corners location features an outdoor patio, an idea of Chipman’s intended to attract passers-by who may not expect to find a good restaurant at an FEC. Jim Fox (at far left) with the staff of the Buffalo Grove center.
COVER STORY
Tavern ’45 offers “comfort food with a twist,” says Mike Auger, managing partner of Trifecta Management Group. Tavern ’45 competes with popular casual dining and drinking chains like The Yardhouse and B.J.’s Brewhouse. A separate entrance from the bowling center encourages business from outside customers who are looking simply for a good meal.
How They Roll
League and casual bowlers are well-served. Every Brunswick’s features the latest equipment and conveniences including an online reservation system, text paging for those waiting for lanes or restaurant tables, and automatic bumpers that can change from player to player on the same lane. There is a dedicated area where staff will help bowlers select the right ball, and bowling shoes will be delivered laneside. Although the industry-wide trend is towards casual bowling, Brunswick’s offers a variety of leagues for bowlers of all levels. In addition to traditional competitive leagues, there are also year-round social leagues. Even selfproclaimed “lousy bowlers” have their own league. Brunswick’s doesn’t disappoint the arcade gamers among its customers, either. All locations have arcades with an average of 30 games, a redemption center and a debit card system for more convenient play. The game selection was handled in-house by Brunswick’s national director of games, Steve Veach. The Chicago location has a 10,000-square-foot arcade with competitive multi-player games and a custom laser tag attraction called Urban Mission. The Chicago-themed laser tag arena, designed by Creative Works, Inc., can accommodate teams of up to 15 people.
Service without Compromise
Brunswick has made a strong commitment to providing a high level of customer care at Brunswick’s. That means hiring executives and managers with experience in the hospitality industry, and investing in staff training that’s rooted in a deep focus on customer service. The staff is trained to anticipate guests’ needs—not just respond to them. Whether a guest needs assistance picking the right ball or even choosing the right craft beer, the team is ready to help guests make their time at Brunswick’s a stand-out experience. “To infuse new thinking, we’ve hired talented, diverse individuals you wouldn’t typically find working in bowling,” says Fox. “For example, our vicepresident of operations is a former senior leader of Starwood Hotels, and our vice-president of food and beverage is a 30-year-plus veteran of the restaurant industry.”
The Score So Far
Customer response to the new concept has been very encouraging,
24
IBI
February 2014
according to company surveys. The Peachtree Corners Brunswick’s scored an overall 97% satisfaction rate among first-time customers, compared to an average of 75% at traditional Brunswick centers. The recent improvements have allowed Brunswick’s to more than double its average bowling price, an indicator that customers are finding value in the new concept. The upgraded food and beverage service has been very successful, with sales per game bowled tripling at the new locations, according to Fox. A makeover like Brunswick’s has an upscale price tag, of course. The budget for the pilot locations has ranged from $1- to $3 million each and construction has taken several months. Careful production scheduling has limited service interruption; the centers were open for much of the construction with only 4-6 weeks of complete shutdown required at each center. The company’s short term plan is to continue to “value-engineer” the concept at the three pilot locations, increasing the wow factor and streamlining costs. There are no immediate plans to open more Brunswick’s, but it could happen in 2014. "The great thing about the newer concepts is that they are more contemporary than most traditional bowling centers, which makes them more relevant with consumers and more competitive with other contemporary entertainment alternatives,” says Fox. “There's a lot of things people can do today, and we're fighting for their dollars. But you've got to be relevant to them.” ❖
Robert Sax is a writer and PR consultant in Los Angeles. He grew up in Toronto, Canada, the home of five-pin bowling.
BOWLING CLASSIC
26
IBI
February 2014
BOWLING CLASSIC By Anna M. Littles
D
etroit, a city with a lot of nicknames such as “Motor City,” “Home of Motown” or “Renaissance City,” deserves America's respect and admiration in spite of its challenges. Detroit has a rich history of being the capital of American ingenuity when it was the hub of the automobile industry and a leader in the music world developing that Motown sound. When it comes to the sport we all love, Detroit arguably holds the title as the bowling capital of the world. Therefore, it makes perfect sense that Detroit's local TV station, WADL, would lead the way and bring back an old-school classic, Bowling for Dollars. The station's recent broadcast of an hour-long television special, The All New Bowling for Dollars, has caused a stir. Gary May, the executive producer of the show, has a lot to say. First of all, Gary is not interested in reinventing the wheel. He feels strongly that, "We need to bring local programming back, do it right and do it fresh." In the ‘70s, the original Bowling for Dollars ran for eight years (1970-1978), and was the highest rated show in Detroit with half of the city's households faithfully tuning in. The special that aired this June was very successful. Now, WADL is making plans to reboot the series. Gary is staying true to the concept but has expanded the show by providing opportunities for bowling
IBI
February 2014
27
BOWLING CLASSIC centers throughout the city to be featured along with contestants on The All New Bowling for Dollars TV show. According to May, "Bowling is still bowling. Today, the sport has rebounded as families are rediscovering that this is a great activity for all to participate in, a way to get people off the couch. Bowling centers are cleaner and brighter since smoking is no longer allowed. It's family-friendly and affordable for everyone to enjoy." The host of the TV special, Bob Allison, was the original host of the series in the 1970s. Allison explained how he was bought on the show to replace a sports announcer who did not work out. In the ‘70s, he made a name for himself as a radio personality with his own hit show, Ask Your Neighbor, a program he has been doing for 35 years and which still maintains a strong loyal following to this day. Allison was an ideal choice to come on board as host for the original Bowling for Dollars show, which was owned by the Detroit News. In spite of all the success the show enjoyed, it was cancelled due to Federal Communications Commission regulations. These regulations forced the Detroit News to sell Bowling for Dollars to a company that was not familiar with the Detroit market. These changes eventually ended the show’s run in spite of its huge ratings. The All New Bowling for Dollars special will be rebroadcast periodically and will be closely watched. Both May and Allison agree that Bowling for Dollars is a rare gem of a show. It has proven itself with longevity in many markets thoughout the nation, where
VILLA LANES Decatur, Indiana (20 Lanes) We congratulate Jon and Ryan Squires on their purchase of this fine center and thank Josh Krueckeberg and Dan Evans for trusting us to handle the sale. We wish everyone the best of luck.
Bowling’s Only Full-Service Brokers, Appraisers & Financial Advisors 28200 Southfield Rd., Southfield, MI 48076
(800) 222 • 9131
30
IBI
February 2014
local stations broadcast their own version of the show. What makes WADL's version special is that it will feature the original host and pick up where Bowling for Dollars left off. When WADL moves forward with the series, it will use its website, WADLDetroit.com, along with Facebook and Twitter to advertise and market the show. Participants will be chosen via social media from their local bowling centers throughout the city. According to May, WADL's All New Bowling for Dollars will be mobile and travel around to different sites and locales to tape the show. Audiences get to watch their neighborhood bowling center being showcased on television, along with friends and family. The hour-long special includes the history of the 1970s Bowling for Dollars, while reintroducing the show to a new generation. Currently, WADL is considering the series as a half-hour show featuring six contestants per game. There will be cash prizes and perks along with gift certificates from local businesses and restaurants. No doubt it will be a lot of fun with many opportunities for people to participate and win. The Motor City is a perfect fit for the relaunch of The All New Bowling for Dollars show. After all, it's America's Renaissance City and bowling capital of the world! ❖ Anna M. Littles, a screenplay and freelance writer and producer originally from the Bronx, NY, now resides in Santa Monica, CA. You can see her work on YouTube, IMDB, or on her website at www.alittleLA.com.
INTRO
According to George elcome to the winter 2014 edition of “Beyond Bowling”! Exciting times for FEC development continue. If the activity in our booth at the IAAPA show was any indicator, with a record number of visits from new and existing FEC clients, the trend is strong. We recently signed our 60th FEC client, and centers now in the fourth and fifth year as an FEC report substantial results. The business model is working, with vigorous consumer demand. A bowling-based FEC is a package that offers guests a desirable social experience outside the home. Bowling, arcade redemption, laser tag and other attractions provide the fun in a social setting. Enhanced food and beverage offerings complement the entertainment and round out a one-stop experience to compete with home entertainment options. These components also provide a great place to celebrate for birthday parties and both private and corporate groups. In this edition we look at part 3 of our series on Phil Huffman’s Century Lanes in Holland, MI, covering the grand opening and the rebranding of the facility as Bam! This installment follows the early development and financing covered in the first two articles. Robert Sax reports on the power of theming to help define the FEC experience, sharing with us the insights of several industry thinkers. We round out this edition with Mark Miller covering Woodland Bowl’s new upgrades. As we get into the thick of the season, we hope you’ll enjoy the information and put it to good use.
W
George McAuliffe
President, Pinnacle Entertainment Advisors
32
IBI
February 2014
Scott’s Corner
S
torytelling is, by its nature, personal, interpretive, and uniquely human. Dictionaries define a story as a narrative account of a real or imagined event or events. When we share our experiences as stories, we pass on our accumulated wisdom, beliefs, and values. Stories connect us with our humanness, linking past, present, and future. When an FEC wants to tell a story, theming becomes the vehicle of communication. Theming draws the guest in, creating a dynamic interaction between the guest and the center. Making that experience unforgettable is the work of theming specialists, some of whom we highlight in “Beyond Bowling” this month. The experts share how theming your center can make smart business sense. So, what is your story going to be? We think you’ll find some great ideas here.
Scott Frager
Publisher and Editor, International Bowling Industry
OPERATIONS
The Theme Is Building Business Theming creates a center that is involving, engaging and creative. It’s great for business!
By Robert Sax n the years following World War II, many once-busy amusement parks were in decline. Consumers wanted something better and flashier, and operators had to evolve or fade away. Enter Disneyland, and the amusement park was brought back to life as the “theme park,” a format that is still hugely popular. Today, bowling and family entertainment centers face the same challenge the amusement parks once did. They have to evolve, and as they do they may owe more to contemporary theme parks and restaurants and casinos than to any bowling center aesthetic of the past. If you are planning to upgrade your center or build a new one, you should add theming to your list of things to consider. Otherwise you may miss the wow effect that you need to draw today’s consumers.
I
A STORY FOR EVERYONE “Theming is storytelling,” says Doug Wilkerson, a designer and principal of Dynamic Designs and Associates (Birmingham, MI)
At Jupiter Bowl’s Black Diamond Bar in Park City, UT, the theme is aprèsski food and entertainment in an upscale environment. Doug Wilkerson’s philosophy of storytelling through design creates a quality experience.
and Studio 41b (Winter Haven, FL) who has created themed environments for centers in the U.S., Europe and the Middle East. “It’s making the environment tell a story, which creates an immersive atmosphere that everyone can enjoy.” Businesses from Las Vegas luxury hotels to fast-food restaurants have employed theming and story elements to attract and engage their customers. As a result, consumers have become more sophisticated and demanding. “The bar has been raised so much,” says Wilkerson. “The perfect example is McDonald’s. They sell 99-cent hamburgers, but the newest locations are like Starbucks, with warm and inviting interiors. Why in the world do you think McDonald’s would put that IBI
February 2014
35
redefined look and feel of the entire brand, and everything is driven by that particular piece. And that's what we think bowling centers should do today: look internally at their facilities to see what is the message they're trying to portray.” Important questions to consider are: • How do we want to be perceived in the
Doug Wilkerson of Dynamic Designs and Studio 41b ponders the creative experience.
kind of money in an interior? It’s because it creates the impression that ‘this is a quality place.’” If people don’t get that same feeling when they go into a bowling center, Wilkerson says, it gives the impression that the owner doesn’t have his act together. But theming is more than throwing new paint on the walls and laying new carpet. "Theming is about creating an experience,” says Jeff Schilling of Creative Works, Inc. (Mooresville, IN), which has handled theming projects for Royal Pin Leisure Centers and Brunswick. “It encompasses many items from brand identity to colors to the ambient sounds, the lighting, the entrance areas, signage and a host of other things. It's all about creating an experience for the guest."
The grand entrance to The Clubhouse in Statesboro, GA, sets the mood for guests. Owner Darin Van Tassell believes that guests are coming to create memories and theming is critical to achieving that goal.
market? • Who is our target customer? • Do we need to look into other areas to attract customers? • Are there other attractions pulling people away from our bowling center? “We will review and analyze the property,” says Wilkerson. “The key to good design is that
BUILD ON YOUR BRAND Before you can come up with an effective theme, you have to understand your target customer and your brand. The earlier you do it, the better, says Schilling. When a prospective client says he wants help taking out some lanes and adding a new attraction, "We take a step back to talk about the brand and why they want to make the change,” he says. “We will talk first about what is driving the change, who they are and who they want to be.” “I've seen centers that will go to an awful lot of expense adding new attractions but won't change their brand,” says consultant Peter Starkel, Fun Advisors, Traverse City, MI. That can lead to the perception that your center is still the same old place it was before the renovations. Refreshing your brand will help you attract new customers, and can keep established customers engaged. Schilling has worked with many of the Brunswick corporate-owned facilities. “The new facilities, called Brunswick's, have a completely 36
IBI
February 2014
Proprietors Detra and Darin Van Tassell of The Clubhouse.
BASEBALL THEME HITS A HOME RUN
The iron and concrete interior recalls a 1950s stadium concourse, building on the baseball theme at The Clubhouse.
it has to be immersive and cohesive. You can't just change the carpet and paint the walls and say I've changed my center. You have to commit to a concept that really changes the image." Schilling takes a similar approach that he calls “renovating, reusing and refreshing.” "What we usually see from the bowling industry right now is you have a lot of operators that have centers that have seen better days. They're a little tired,” says Schilling. “We will go into a facility and look at what we need to change, we'll see what we can reuse or repurpose.” Wilkerson sees theming as essential for owners who are following the trend to upgrade BECs and add more attractions. “Strong design helps ‘re-image’ the environment so that guests enter a cohesive, immersive one that enhances their overall experience. Without the right design, there’s the risk that guests might see a confusing and even overwhelming mix of attractions. With it, guests will see your center as a place to have fun no matter what they choose to do.” Transforming your center into something new and exciting will help you draw new customers. That’s especially important when courting the very desirable 20-to-30-something crowd, who have money to spend on entertainment and want to do it in a social environment outside the home. At Brunswick’s, guests are greeted at a reception desk by the door, in the manner of a restaurant or boutique hotel. The decor is clean and contemporary, with accents of natural wood and stone. The lighting is warm and plentiful without being overly bright. One of the signature visual elements is a lobby wall adorned with columns of boldly-colored bowling balls on aluminum poles. "You want to have the look and feel of a place that's ‘not what you expect’," says Starkel. “The benefit is the expectation that pricing is going to be slightly higher, so that there's the ability to get more profit out of bowling and out of your food and beverage."
The Clubhouse, an FEC in Statesboro, GA, makes a solid case for theming. The popular 42,000-square-foot center draws guests from as far away as an hour’s drive, including the city of Savannah. The Clubhouse’s theme is baseball. It came naturally to owner Darin Van Tassell, who is a leading figure in the international baseball world and has managed teams at the Olympic Games. But getting the most out of the theme required the help of an experienced designer, theming’s equivalent of a veteran manager. For his project, Van Tassell chose Wilkerson and his architect partner, Howard Ellman. The duo translated his baseball concept into theming that says “baseball” from the concrete and iron interior recalling a 1950s stadium concourse, to the huge photos of Babe Ruth, to naming the bar “Spikes” and the four-lane VIP bowling suite the “Skybox.” Van Tassell notes the value of working with a professional theming consultant who understands
The Clubhouse interior design echoes a baseball clubhouse.
trends and what style goes with what. A consultant can also be a calming and reassuring influence on a proprietor. “There are lots of talented people in our industry,” he says, “but they need others to help them realize their vision.” Theming is not the only factor in The Clubhouse’s success, but it is a significant one. "It does work,” says Van Tassell. “I believe that our guests want an IBI
February 2014
37
A Creative Works laser tag arena creates the wow effect for customers.
experience. I don't think it's the games or the sport that they are coming to do. They are really coming to create memories and theming is critical to creating those memories."
GOING ALL-IN Theming budgets vary widely from project to project, and can go as high as the mid-six figures. “The most important thing with theming is you have to go all-in or not [at] all,” says Wilkerson. “If you don't, the guest has the impression that you ran out of money or don't know what you're doing." But there are ways to keep costs down and still get the wow effect. Focusing on one key element is better that taking half measures throughout the center. "Golden rule number one is having a grand entrance. An impression is set in less than five seconds,” says Wilkerson. “If people feel good about the entrance, they are going to assume that Themes can create a strong story for your center, which is important in order to earn repeat customers.
your food is good, that your service is good, that it's a cool place to be." Starkel notes that it’s getting easier to economize without sacrificing a designer look. "We're getting more creative at creating that mood, that wow effect, more economically than we used to. Lighting used to be hugely expensive. Now you can replace that $700 light fixture with a $70 light fixture from a Lowe's." You can also use new themed elements in a limited way to build on existing theming and extend your brand. Royal Pin Leisure Centers of Indianapolis did that when it added a laser tag arena as part of the makeover of its Woodland Bowl location. The center already had a popular piratethemed miniature golf attraction called Pirate’s Cove, so it was natural to use a pirate theme for the laser tag arena. The 5,500-square-foot, two-level Pirate’s Quest arena is a swashbuckler’s paradise from the full-sail murals to the ship’s wheel and other deck fittings that form the maze. “So many people are doing space stuff and zombie stuff,” says Royal Pin manager Jim Doty. “We wanted to do a pirate theme to pick up on our miniature golf. The customer response has been very good."
EXTEND THE LIFE OF YOUR CENTER In the end, the best reason to try theming may lie in the power of a good story. If you develop a strong story for your center you can give your customers a powerful way to remember you. If they remember you, they are more likely to return again and again. That alone is worth a lot in boosting your ROI on renovations and in extending the life of your business. That’s why Van Tassell is really sold on theming. "I think it allows us to be here for 20, 30, 40 years instead of 5 to 10 years," he says. “I think I can be that blunt about it.” ❖
Robert Sax is a writer and PR consultant in Los Angeles. He grew up in Toronto, Canada, the home of five-pin bowling.
38
IBI
February 2014
SPECIAL REPORT
Firing Up an FEC Part 3:
Opening with a The promotional buildup and opening day festivities at Phil Huffman’s new center.
By Fred Groh
P
hil Huffman’s new place opened last November with a Bam! – literally. The conversion of his traditional center in Holland, MI into an FEC was delayed when a fire gutted the kitchen a year ago, but Huffman was quickly up and running again. He rebuilt the kitchen, added some floor space to better serve the customers he was certain his FEC would draw, and upgraded along his concourse as he repaired smoke and water damage. He also decided on an incendiary new name. Century Lanes would henceforth be BAM! – spelled just that way. “I probably came up with 50 names and slogans,” Huffman recalls. “‘Philibusters’ was one I liked. My name is Phil and there’s Dave & Buster’s, so ‘Philibusters’ was a little bit leading.”
The new Bam logo expresses the Huffmans’ energy and excitement for their business venture. 40
IBI
February 2014
Beth and Phil Huffman have reason to smile after their successful relaunch of their center.
And for a slogan? “Can’t stop talking about the fun.” “But who really knows what a filibuster is?” So he and his wife, Beth, and project consultant Peter Starkel (Fun Advisors, Traverse City, MI) sequestered themselves to hash out the possibilities. ‘Bam’ came out on top. “It’s a very energetic word,” simple and therefore good for print advertising and an easy-to-remember website address (GoBamGo.com), and “When people get a strike—you don’t hear it all the time but it’s not uncommon, either: ‘Bam I nailed that one.’” On opening weekend, Nov. 8-10, four thousand people came in. Huffman had to turn
The bar area’s clean design.
some of them away, he was so packed. nnn Before Phil and Beth bought Century Lanes in 2005, she worked in an L.A. public relations firm while he was directing on-air promotion for ABC Family Channel. After the kitchen fire last February, Beth picked up her PR savvy and turned to Facebook to keep customers from
The new, upgraded kitchen, post-fire. Beth Huffman used her PR savvy and turned to Facebook to keep customers from drifting away while the center was closed for repairs.
drifting away while the center was closed for repair. “It was posting pictures, telling the story through pictures so they understood the damage, how much there really was and why we couldn’t just open [immediately],” she says. The plan was to re-open for business as soon as possible while construction on the FEC part of the building continued. As the August reopening approached, she used the Facebook page to leak the upcoming date. The day before the re-opening, the Huffmans hosted a special night for Facebook ‘fans.’ They called it a “Sneak Peek.” Ten dollars bought unlimited bowling and shoe rental. A hundred people showed up, all in all “a fun way to drive more ‘likes’ to our Facebook page,” Beth judges.
The lounge area is designed for groups to talk and relax.
From that event, more photos for the Facebook page. Soon after, leagues were floored for the 2013-2014 season and “more traditional” Facebook postings, on the bowlers, followed. “It was the same story over again” as FEC construction was winding up and the November launching of Bam drew near. The refurbished facility was going to have three anchors: 29 lanes of bowling, including a six-lane boutique module; twolevel laser tag accommodating up to 30 players; and 43 arcade and redemption games. “I would show pictures of the room being built out, and the progress, building excitement for that,” Beth reports. Waiting on the occupancy permit, the Huffmans were uncertain exactly when Bam could open but wanted to do it as soon as possible. “So it was a last-minute announcement. We didn’t do a Sneak Peek but I did announce the date.” Meanwhile, the Bam website was broadcasting a grand opening raffle with a grand prize of an unlimited, lifetime pass to Bam. Other prizes included $100 and $50 pre-loaded cards for the arcade games, bowling parties, and laser tag games. Every entrant in the six-week contest received a $5 game card. Emails were sent to 2,000 households identified in the Kids Bowl Free program and another 1,500 from Facebook. Then a few days before opening, a postcard mailing went out to households with incomes of $60,000+ and kids 8-14 years
The sleek, private VIP lanes. 42
IBI
February 2014
The arcade has games for all types of customers.
after, he was happily very busy closing business done over the weekend. He believes the opening vindicated the idea that sparked and guided him all the way through planning and building his FEC. “Adults won’t go into a place that has clowns and balloons on the wall, not by their choice. It’s my contention that if you market to adults and it’s still kidfriendly, kids will show up. Kids will go anywhere. We didn’t alienate kids, because we have games that kids will be interested in. But you can spend millions trying to get adults to walk into a place that’s clearly designed [for kids]—primary colors and handprints on the walls and things like that—[and]
old. More crucial to Bam’s success than to Century Lane’s success, they deserved special attention, Phil thought. “I’m sure those kids have been here in the past but [Bam’s] a sexier product. They’re a very important part of our weekend afternoon business, which is what we were driving to.” Two press releases—one debuting the new Bam name, the other announcing the grand opening—went out near the end of October. Paid advertising included ads in the daily (except Saturday) Holland newspaper and a radio package with a local classic-rock station. The package included on-air spots and a remote from Bam on Saturday of the grand opening weekend. One customer interviewed on-air, a dad who had brought his birthday child for a party, could hardly stop talking about how great a place Bam is. It was largely a last-minute promotion campaign. “We didn’t want The laser tag feature has been a huge hit with Huffman’s customers. to try to compete with any of the Halloween messaging,” Phil adds. “It was a shotgun approach, I’ll admit it.” It was also inexpensive—bottom-lining at “probably five grand.” it’s going to attract kids, but it’s going nnn to alienate adults.” Soft opening on Oct. 31 was untroubled by goblins except that the nnn communications system linking the arcade games had to be rebooted a few times. In the next “Beyond Bowling” in A local supplier had failed to adhere to the manufacturer’s instructions. May, we talk to Huffman about his bottom Mainly, “We watched the customers. They’d be at a loss [about where] to put line since the grand opening. Parts 1 and down a beer bottle or a drink, so we ended up putting some tables there. Kind 2 of this series appeared in August and of watched the flow,” Phil reports. November 2013; for a free reading, go to “We were also fine-tuning the new hires”—30 of them. Laser tag games begin www.bowlingindustry.com and click on with a 4-5 minute briefing about how the “phasers” (guns) work and how the “IBI in Print” at the top of the page. ❖ game is played. Players were being told that an emergency door is located in the southeast corner of the building. “Well, a 12-year-old kid doesn’t know the southeast corner, so we changed their briefing to ‘in the back on the right wall.’” Fred Groh is a regular contributor nnn to IBI and former managing editor of the magazine. Customers were “blown away” by the opening, according to Phil. The first day
44
IBI
February 2014
SHOWCASE PROFIT PLATFORM EVENT
A Profit Platform Event – Bands on the Lanes – event took place at Hog Pin Bowl, Lawton, OK. The center joined with a local Harley Davidson dealership and featured the George Brothers Country Band performing on the Profit Platform with a Harley showcased on the approach. This can add another dimension to a bowling center’s opportunity to use its lane area to create special events that attract a broad base of customers. For more information, contact GKM International, LLC, at 310-791-7092 or info@gkmintl.com.
SCORING SYSTEM
‘REACTOR’ IS THE NEXT STEP
Creative Works introduced its newest product, REACTOR, at the IAAPA Amusement Expo in November. This attraction wields 144 LED touch sensors and a state-of-the-art surround-sound system for the ultimate gaming experience. This small-footprint attraction can accept coins, bills, or swipe-card systems. Built-in redemption capability and bonus match play encourage high repeatability for players of all ages. Learn more at www.REACTORgame.com.
THE CLOUD
QScore, from QubicaAMF, is part of the Conqueror Pro management system. Smart and amazingly affordable, QScore combines quality, innovation with enhanced graphics and more than 300 animations, and reliability. Its flexibility allows easy upgrades to optional QubicaAMF modules and a full upgrade to the premium BES X system when the time is right. To learn more about this scoring system or to get a brochure, go to www.quicaamf.com/QScore.
Intercard offers a real “game changer” with its Cloud Technology, a safe and secure solution to information backup for the game room. Service and support is 24/7/365 and integration and installation is seamless. Contact Intercard at 800-732-3770 or sales@intercardinc.com.
NOVELTY PRODUCTS
SOCKS, SOCKS & MORE SOCKS
Sierra Products’ website, NoveltyBowlingStuff.com, is the perfect stop for birthday party packages, tournament sales, league prizes, glow bowling nights, and snack bar sales. Most products can be personalized with your center name or event name. Call 800-900-7695 for more information or visit www.NoveltyBowlingStuff.com.
‘CRAZY PINS’
Switch invites you to check out its graphic animation friends, Crazy Pins. Each theme has its own personalized graphic style consisting of a set of 21 animations that represent each and every score bowled. These graphics are simple and easy to add. For more information, go to www.switchbowling.com.
You name the style, Alabama Wholesale Socks Inc. has the sock – men’s, women’s, kids’ and medical socks. AWS is offering a Special Wholesale Starter Case, a $400 retail value, for $125 plus shipping and handling. Visit www.bamasocks.com for varieties and availability or call 86661-SOCKS.
MASCOTS
Signs & Shapes International’s air-inflated WalkAround mascots are a great investment for promotions, entertainment, education and fun. An internal air blower keeps the costume inflated with fresh, circulating air. They accommodate a wide range of wearers and allow for walking, shaking hands and animating a largerthan-life character. Visit www.WalkAround.com for more information.
IBI
February 2014
45
DATEBOOK
FEBRUARY 4-5 Lasertag 360 Hilton Garden Inn, Indianapolis, IN Kimberly Schilling @ Creative Works 317-834-4770 www.LASERTAG360.com
MARCH 28-30 World Bowling Coach Conference Intl. Training & Research Center (ITRC) Arlington, TX www.bowlingitrc.com
APRIL 1-6 PBA Tournament of Champions Woodland Bowl, Indianapolis www.pba.com
13-15 72nd Annual BBIA Convention Loews Ventana Canyon Tucson, AZ www.billiardandbowling.org
22-25 USBC Convention and Annual Meeting Silver Legacy Resort & Casino, Reno www.Bowl.com/convention
28 – May 9 A-2 Pinsetter Training Program Moline, IL Frank Miroballi 540-325-7684 Frankm1441@aol.com
MAY 29 – June 1 3rd Annual Hall of Fame Xtravaganza Red Rock Lanes, Las Vegas www.bowlingmuseum.com/Xtrava ganza.aspx
JUNE 2-13 A-2 Pinsetter Training Program Moline, IL Frank Miroballi 540-325-7684 Frankm1441@aol.com 22-27 Bowl Expo 2014 Rosen Shingle Creek Resort & Orange County Convention Center Orlando, Florida www.bowlexpo.com
JULY 14-16 IBECA Show Park Place Hotel & Conference Center Traverse City, MI Scott Bennett 888-484-2322 scott@bowlmail.com www.IBECA.org 14-25 A-2 Pinsetter Training Program Moline, IL Frank Miroballi 540-325-7684 Frankm1441@aol.com 24-26 BCA Carolinas/Georgia Annual Convention Sea Trail Resort Sunset Beach, NC Howard Baum 910-484-5178 46
IBI
February 2014
CLASSIFIEDS
EQUIPMENT FOR SALE REPAIR & EXCHANGE. Call for details (248) 375-2751. NEW & USED Pro Shop Equipment. Jayhawk Bowling Supply. 800-2556436 or jayhawkbowling.com.
IBI
February 2014
47
CLASSIFIEDS EQUIPMENT FOR SALE See redline-products.com for replacement foul lights. Home of bowlingtrader.com.
FOR SALE: “The Sanction Machine” by Kegel is available. In great shape and working well!! Wickless technology. Center out of business. For info call (404) 804-4504 or email CTBAKER222@gmail.com.
AMF • BRUNSWICK EQUIPMENT COMPLETE PACKAGES WORLDʼS LARGEST NEW – USED SPARE PARTS INVENTORY ALL AMF BUMPER PARTS, XS Q-BUMP, DURABOWL AND GEN II IN STOCK
BUY
SEL L
Danny & Daryl Tucker
Tucker Bowling Equipment Co. 609 N.E. 3rd St. Tulia, Texas 79088 Call (806) 995-4018 Fax (806) 995-4767
Bowling Parts, Inc. P.O. Box 801 Tulia, Texas 79088 Call (806) 995-3635 Email - daryl@tuckerbowling.com
www.tuckerbowling.com
48
IBI
February 2014
Automatic Scoring Systems: Steltronic SuperElex w/ flat screens & AMF Excel w/ flat screens. Used lane panels. ZOT reconditioned Gloss Boss. Parts. (719) 2511616 or knotritellc@gmail.com. NEEDING A NEW VENUE? Nightclub entertainment bowling is HOT. COMPLETE 4, 6, & 8 (+) bowling packages with install. See tenpinartisans.com for custom ideas or call (970) 946-9933.
CLASSIFIEDS EQUIPMENT WANTED LANE MACHINES WANTED. We will purchase your KEGEL-built machine, any age or condition. Call (608) 764-1464.
MANAGER WANTED Don't miss your chance to grow with an Industry Leader! Looking for Experienced, Service-Oriented General Managers for our U.S. bowling retail center locations. Please check us out at www.brunswickcareers.apply2jobs.co m for more details on our current openings. Act Now! Apply Today!
MECHANIC WANTED FULL-TIME MECHANIC FOR AMF 82-70 PINSPOTTERS. TARHEELLANES@ATT.NET; (828) 692-5039 or (828) 216-1221. Full-time Brunswick mechanic for busy center. Must have proven track record. sgroce@nationwidebowling.com.
PROPRIETORS WITH AMF 82-70 S.S. & M.P. MACHINES Save $$ on Chassis & P.C. Board Exchange & Repair! A reasonable alternative for Chassis and P.C. Board Exchanges
For FLORIDA CENTERS Call DAVID DRISCOLL & ASSOCIATES 1-800-444-BOWL 3800 Lake Center Loop, Suite B1, Mount Dora, FL 32757-2208 AN AFFILIATE OF SANDY HANSELL & ASSOCIATES
MIKE BARRETT Call for Price List
Tel: (714) 871-7843 • Fax: (714) 522-0576
SELL YOUR
CENTER OR EQPT.
FAST!
(818) 789-2695
WWW.FACEBOOK.COM/BOWLINGFAN IBI
February 2014
49
CLASSIFIEDS POSITION WANTED Accomplished District Manager with unique Operational, Team Building/Leadership and Marketing skills seeking comparable position. Very organized, self-motivated, multi-task master with a “can do” attitude. Open to relocation. Johnmillen@optonline.net or (201) 657-4684.
SERVICES AVAILABLE Drill Bit Sharpening and Measuring Ball Repair. Jayhawk Bowling Supply. 800255-6436 or jayhawkbowling.com. AMF 5850 & 6525 CHASSIS. Exchange your tired or damaged chassis for an upgraded, rewired, cleaned, painted and ready-to-run chassis. Fast turn around. Lifetime guarantee. References available. CHASSIS DOCTOR (330) 314-8951.
CENTERS FOR SALE ALABAMA: 30-lane, well-established, profitable center with kitchen, lounge & pro shop. Real estate included. Located in thriving Huntsville. Russ Russell Commercial Real Estate (256) 536-7777.
WESTERN NORTH CAROLINA: One of the top five places to move! Remodeled 32-lane center. Good numbers. $3.1m gets it all. Fax qualified inquiries to (828) 253-0362.
CENTERS FOR SALE CENTRAL MINNESOTA: 6-lane center. Owner retiring. $99,900. Hartmann@midwestinfo.net. (320) 760-3377.
NE MINNESOTA: Food, Liquor & Bowling. Established 8 lanes between Mpls & Duluth w/ large bar, dining room, banquet area. Two large State employment facilities nearby. High sixfigure gross. Call Bryan (218) 380-8089. www.majesticpine.com.
GEORGIA: Busy 32-lane center, real estate included. Great location in one of fastest growing counties in metro Atlanta. 5 years new with all the amenities. Excellent numbers. Call (770) 356-8751.
EASTERN NORTH DAKOTA: 6-lane Brunswick center, bar & grill, drive-thru liquor store in small college town. Also, 3 apartment buildings with 40 units, good rental history. Call (701) 330-7757 or (701) 430-1490.
WWW.FACEBOOK.COM/BOWLINGFAN
NW KANSAS: 12-lane center, AS-80s, Lane Shield, snack bar, pro shop, game & pool rooms. See pics and info @ www.visitcolby.com or contact Charles (785) 443-3477.
MINIATURE GOLF COURSES Indoor/Outdoor. Portable/Pre-Fab. Black Light/Traditional/Pro Putter. 202 Bridge Street Jessup, PA 18434 570-489-8623 www.minigolfinc.com
LOCKER KEYS FAST! •Keys & Combo Locks for all Types of Lockers. •One week turnaround on most orders. •New locks All types •Used locks 1/2 price of new
All keys done by code #. No keys necessary.
E-mail: huff@inreach.com CALL TOLL FREE
1-800-700-4KEY Orange County Security Consultants
50
IBI
February 2014
CLASSIFIEDS CENTERS FOR SALE CENTRAL ILLINOIS: PRICED TO SELL!! 8-lane center with AMF 82-70s, full service restaurant, pro shop. Plus pool tables, karaoke machine & DJ system. Asking $125,000.00 with RE. (217) 3515152 or toms-uvl@sbcglobal.net. SOUTHWEST KANSAS: well-maintained 8-lane center, A-2s, full-service restaurant. Includes business and real estate. Nice, smaller community. Owner retiring. $212,000. Leave message (620) 397-5828. 16-lane center in Southern Colorado mountains. Great condition. 18,000 s/f building w/ restaurant & lounge. Paved parking 100 + vehicles. Established leagues & tournaments. $950,000 or make offer. Kipp (719) 852-0155. EASTERN OKLAHOMA: Newly remodeled & upgraded 20-lane center with laser tag, large game room and thriving lounge. Option to purchase shopping center available. Owner financing possible. (719) 251-1616.
IBI
February 2014
51
CLASSIFIEDS
SERVICE CALLS WORLDWIDE • PRE-SHIPS • WE SELL
AS80/90 • BOARD REPAIR • Frameworx NEW KEYPADS • FRONT DESK LCD MONITORS
Michael P. Davies (321) 254-7849
291 Sandy Run, Melbourne, FL 32940 on the web: bowlingscorer.com email: mike@bowlingscorer.com
52
IBI
February 2014
SELL YOUR CENTER
(818) 789-2695
CLASSIFIEDS CENTERS FOR SALE NEW YORK STATE: Thousand Island region. 8-lane Brunswick center w/ cosmic bowling, auto scoring. Established leagues + many improvements. $309,000. Call Jill @ Lori Gervera Real Estate (315) 771-9302.
INTEGRATED SOLUTIONS FOR OPTIMIZING CASH FLOW
Expense Reduction Solutions • • • • •
MICHIGAN: Houghton Lake—resort, recreation area. 12 lanes, bar, restaurant, pro shop & liquor license. 17,000 s/f. Contact Ruth Clemens at Coldwell Banker Schmidt, (888) 843-7469 or email: ruth.clemens@coldwellbanker.com.
Credit Card Processing Fees Lease/Rent Restructuring Telecom Rate Savings Business Insurance Premiums Payroll Processing Savings CONTACT:
Andrew Nadler, CEO
(240) 821 - 6900
SELL YOUR
CENTER OR EQPT.
FAST!
(818) 789-2695
anadler@summit-strategies.com www.summit-strategies.com Clients include:
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@earthlink.net Visit us on the WEB! http://home.earthlink.net/~wb8yjf/
ARE YOU A FAN OF BOWLING?
www.Facebook.com/BowlingFan
C L ASS I F I E D AD F O R M 1 Write your ad here or fax separate sheet with this form:
3 Figure Cost: Multiply number of words Add 5¢ per word for BOLD copy
x $2.25 = x .05 =
Subtotal Multiply by number months ad will run x
4 Name
total
Company
Billing Address
2 Choose Category:
❒ Equip. wanted ❒ Help wanted
❒ Equip. for sale ❒ Centers for sale ❒ Miscellaneous
Other____________________________ Deadline for each issue is the 1st of each month, one month prior to issue. (Example: To run in the September Issue, we would need your ad copy by August 1st)
Credit Card #
Exp. Date:
month
FAX THIS COMPLETED FORM TO (818) 789-2812 OR CALL US AT (818) 789-2695
year
Signature:
x
INTERNATIONAL
THE WORLD’S ONLY ONLY MAGAZINE DEVOTED EXCLUSIVELY TO THE BUSINESS OF BOWLING
IBI
February 2014
53
REMEMBER WHEN
013 y2 uar r b Fe
W
Marc h 20 11
e have seen Archie Andrews, teenage hero of the Archie comic books, in IBI ’s February 2013 issue and in the March 2011 issue, each time with hearts abounding. Keeping tradition alive, this Valentine’s Day we revisit our Romeo plying his wiles on a new lady. What’s his secret? Bowling, of course! ❖
54
IBI
February 2014