CONTENTS
VOL 23.7
6 ISSUE AT HAND
32 COVER STORY
Everything’s Up-toDate in Kansas City
Topgolf on Target Scoring Millennials With the latest in technology, coupled with the coolest in entertainment, Topgolf sinks it.
By Scott Frager
8 SHORTS • Bowling closer in Tokyo 2020 bids. • BES X, 350 centers and counting. • Kingpin’s Alley is big on Cancer Free Kids. • Bowl Against the Pros is Rolltech’s latest app.
By Robert Sax 32
Ride, Repair, Repeat Daroll Frewing’s passion for classic cars leads him to compete in the Great Race. By Robert Sax
46 FEATURE
14 BUSINESS
Boston Strong and Proud
And the Winner Is… BlueArc
At the recently renovated Boston Bowl, a longstanding family tradition continues.
Brent Perrier, Brunswick’s new CEO, views BluArc acquisition of Brunswick Bowling Products as all positive.
By Jim Goodwin
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54 SPECIAL FUNDRAISING EVENT Rubbing Elbows Xtravaganza strikes up another big win for the IBMHF.
Unleash Your Inner Child Pinstack rolls into Plano, TX, with games, food and bowling.
By David Garber
64 REMEMBER WHEN
By Anna M. Littles
Maidenform: Ta Da! 1964
24 PROFILE
By Patty Heath
Two for the Show
By Fred Groh
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frager@bowlingindustry.com Skype: scottfrager
ASSOCIATE PUBLISHER David Garber garber@bowlingindustry.com
OFFICE MANAGER Patty Heath heath@bowlingindustry.com
CONTRIBUTORS David Garber Jim Goodwin Fred Groh Patty Heath Anna M. Littles Robert Sax
CONTRIBUTING EDITOR Fred Groh fredgroh@bowlingindustry.com
EDITORIAL DIRECTOR Jackie Fisher fisher@bowlingindustry.com
ART DIRECTION & PRODUCTION Designworks
FOUNDER Allen Crown (1933-2002)
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
20 CENTER STAGE
Two centers in San Diego have a friendly competition between husband and wife, John and Christy Balla.
PUBLISHER & EDITOR Scott Frager
www.dzynwrx.com (818) 735-9424
By Patty Heath
By Jim Goodwin
40 OFF THE CLOCK
THE WORLD'S ONLY MAGAZINE DEVOTED EXCLUSIVELY TO THE BUSINESS OF BOWLING
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 2015, B2B Media, Inc. No part of this magazine may be reprinted without the publisher’s permission.
MEMBER AND/OR SUPPORTER OF:
57 Showcase 58 Datebook 46
59 Classifieds
THE ISSUE AT HAND
Everythng’s Up-to-Date in Kansas City. I grew up in Kansas City, The Paris of the Prairie, so they say. My beautiful hometown has more fountains and parkways than Paris, so I’m told. We have arguably the best BBQ food in the world, a rich tradition in jazz, along with two fair major sports teams. We are the 37th largest city in the country by population and 27th by geographic area. Kansas has the fastest Internet known to mankind, thanks to Google, and now they have the latest and greatest in consumer sports entertainment: Topgolf. That’s right, everything seems up-to-date in Kansas City. When I went back home to celebrate a family wedding, the topic de rigueur was the closing of Incred-A-Bowl, one of the very first bowling entertainment centers in the country. Incred-A-Bowl closed its doors around the same time Topgolf opened its doors (days). Adding a little salt to the wound was that these two game-changing facilities are only minutes away from each other. One door closes, another door opens, right? Incred-A-Bowl was exactly that, incredible. The enterprise, which opened in 1997, was backed by Royals baseball pitcher Danny Jackson, and was all the rage in its first decade of life. If memory serves, it was one of the first centers to incorporate Brunswick’s groundbreaking line of new state-of-
the-art furniture and scoring--Frameworx. They had an amazing arcade game room and a fancy restaurant that catered to the community along with the bowlers. Truly, they had the coolest state-of-the-art bowling facility and launched a new era in hybrid bowling entertainment centers. As surprised and sad as I was to hear of Incred-A-Bowl’s demise, I was intrigued to hear about this new concept in golf called Topgolf that everyone was talking about. As you read this month’s cover story, be prepared to have your mind blown. You won’t believe your eyes when you see the facilities and services offered at the chain of newfangled venues. Imagine NFL stadium meets golf driving range, meets country club and casual dining. Topgolf really challenges consumers’ minds and forces industries like bowling to really think differently. What does Topgolf mean to golf? What does Topgolf mean to bowling? Is this something to mimic, mock or fear? Read this month’s cover story and drop me a line, letting me know what you think.
– SCOTT FRAGER, PUBLISHER AND EDITOR frager@bowlingindustry.com
4THIS MONTH AT www.BowlingIndustry.com Bowl Expo—done. Summer programs about to begin. Before fall comes swooping down, let’s update that blue Smurf head with your own smiling face or company logo or, or ... With close to 2,500 members, how much more colorful our online community would be if smiling faces or centers peered out. It’s easy. It’s simple. Go to your home page and click “Change Photo” which is right above your blue shadow. That will take you to settings. I know you can do this. You’ve been practicing on FB! Not a member? You can fix that too. It’s free, informative and a great way for you, your center or company to be seen in color. Go to www.bowlingindustry.com. No more Smurf heads!
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SHORTS
GOODWILL CENTRAL
More centers doing what they do best—supporting their communities. Auto Way Bowl in Minden, NE, wants to thank Kasey Russell and the team that put together the second annual “Rolling for Racks” breast cancer bowling event. More than $5,700 was raised for Komen Nebraska. The center shared, “Kasey, your passion is inspirational and funds raised will make a huge impact in our communities. Thank you!” Veterans and active service members were given an evening of free bowling, food, and prizes at Sparta Lanes, Sparta, NJ. The Military Family Night Out program, offered by the Center for Prevention and Counseling, focuses on bringing families closer together with activities that support and engage everyone. The fourth annual Loew Orthodontics’ “Bowling for Autism” community fundraiser took place at Oakwood Lanes in Washington, NJ. The goal was to raise autism awareness while raising money for the nonprofit organization, Autism NJ. “Bowling for Rhinos” is an annual bowl-a-thon held in centers throughout the U.S. and sponsored by the American Association of Zoo Keepers (AAZK) to protect rhinos and their habitat. During the past six years, the Los Angeles Chapter of the AAZK has raised more money than any other single institution–$217,000. This year the event was held at Jewel City Bowl in Glendale, CA. In Tampa, FL, AAZK held its 26th annual event at Pin Chasers Midtown. The 15th annual event for Seneca Park Zoo was held at Empire Lanes, Webster, NY. Even with its closing after a 55-year run, Family Sports Center in Kerrville, TX, still had time and enthusiasm to hold “Bowl for Kids Sake” to raise funds and awareness for Big Brothers Big Sisters in Kerry County. “Bowling for Bullies” (the four-legged ones), was an event put on by Rescue Ohio English Bulldogs, a registered charity that rescues English bulldogs. It was held at Northwoods Lanes in Macedonia, OH, to raise funds for ever-increasing vet bills. Yes, bulldogs were invited and did attend. Phi Theta Kappa Honor Society chapter at Skagit Valley College’s Whidbey campus took an international approach to it charity fundraiser. “Bowling for Nepal” was held at Oak Bowl in Oak Harbor, WA. After two earthquakes, the victims in Nepal can’t get the aid and support fast enough. Hi-5 is a volunteer-based organization which offers more than 40 weeks of programs each year to people with special needs. It held a fundraiser at Saratoga Strike Zone, Saratoga, NY, raising more than $13,000. The University Bookstore at Cal State University Long Beach held its 7th annual Bowling for Books Tournament raising more money than any of its previous events. It was held at Cal Bowl, Lakewood, CA. What is your center doing? Email Patty Heath at heath@bowlingindustry.com.
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FUNDRAISER SECURES BOOKS AND SUPPLIES FOR STUDENTS Douglas Bohannon and his wife Alison are new owners since July 2013 of 42-lane Kingpin’s Alley Family Fun Center in South Glens Falls, NY. “From day one,“ said Bohannon, “we wanted to give back to our community, and I thought what better way to do so than to tie in the great scores that my bowlers shoot?” Cancer Free Kids was the charity of choice based on 13year-old Kirsten Olander, a very dear friend of the Bohannons, who lost her fight to cancer.
Here’s how it works: for every 300game and 800-series bowled at Kingpin’s, $25 is donated to Cancer Free Kids. During the 2013-14 season that added up to $3000. So far in 2014-15, $2850 has been raised. The bowlers are an integral part of the charity, and they love the fact that they are. Throughout the year, an information board shows bowlers how they and the center are doing. The board has a memorial for Kirsten and a monitor scrolls through and lists all of the scores and the bowlers who shot them. A desire to do something for others was the goal, but the Bohannons realized that to do that they needed the support of their bowlers, which they got... one center, one family... priceless.
SHORTS
Media
WATCH
BOWL AGAINST THE PROS Rolltech Inc., a bowling technology firm, introduced their latest feature, Bowl Against the Pros. Available on the web and through its app, this feature allows pros and fans to battle each other in real-time from anywhere in the world. When challenged, bowling fans will have the opportunity to interact with their favorite pro in real-time as the pro competes in a major tournament. Rolltech sponsors professional bowlers Jason Belmonte, Mike Fagan and Bill O'Neill, all of whom will be actively participating in these challenges during the 2015 PBA Summer Swing at Fire Lake Bowling Center in Shawnee, OK. The Rolltec Pros challenged followers during one of their tournament games. Fans received a push notification on their mobile device with a prompt to accept the pro challenge if they wanted to compete. For more information on Bowl Against the Pros, visit rollte.ch/bowlthepros (http://rollte.ch/bowlthepros).
CHARITY BOWLING WINS BIG AT KINGPIN’S ALLEY Tropicana Lanes in St. Louis, MO, was the site for a world record attempt, some serious fundraising and some not-soserious bowling at the 11th annual Bowling for Scholars event, sponsored by St. Louis community College’s Auxiliary Services department. The event raised $36,755 for students to purchase or rent textbooks and course materials for their classes. Since its inception, Bowling for Scholars has raised more than $336,000. The record? The participants set a world record for the most people in one place who sported a Superman curl. Okay, more than likely no one had ever attempted it before. Bowlers at St. Louis Community College show off their Superman curls.
ß BITS & PIECES ß ß ß Junior Gold Program Growing by Leaps and Bounds The Junior Gold Program, overseen by International Bowling Campus Youth Development, has shattered its all-time membership mark with more than 6,200 members for the 20142015 season. In addition, the 2015 Junior Gold Championships presented by Storm, Roto Grip and Master will eclipse last year’s number of participants, with more than 3,400 youth bowlers qualifying. CBS Sports Network will televise the finals of each division of the championships, airing as a three-week series, starting Tuesday, August 4.
ßßßßßßßßßßßßßßß Florida Lawmakers Side with Bowling According to Berman and Company, the Florida legislature removed restrictions on crane amusement and arcade games found in many bowling centers. In 2013, in an effort to thwart Internet cafes being used as gaming centers, Florida lawmakers passed legislation that outlawed games that dispensed prizes. While the pending bill does not free the coin- or card-operated machines from all restrictions, it does draw a line between amusement and gambling and allows amusement machines to be operated in bowling centers. The bill has been approved by Governor Rick Scott (R).
ßßßßßßßßßßßßßßß ESPN Exec joins PBA Board According to Pete Dougherty of Timesunion.com, Mike Slade, PBA board chairman, announced that Steve Bornstein, a media executive who played a major role in shaping the growth and success of ESPN and the NFL Network, has joined the PBA board of directors. He will lend his expertise to marketing and deal-making. This comes on the eve of the PBA experiencing unprecedented growth in television viewership and international multi-media awareness.
ßßßßßßßßßßßßßßß The Shark Effect LA
Rey Ybarra, author of Conversations with Shark Tank Winners, hosted Shark Effect LA, an informative and entertaining panel of four entrepreneurs who have each successfully secured funding on the hit TV show, Shark Tank, in Los Angeles. It included a Q&A session and was followed by Network After Work, a face-to-face business networking company with monthly mixers in over 40 cities. IBI
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SHORTS
HISTORY MADE AT SENIOR QUEENS Information released by Matt Cannizzaro of USBC Communications noted that hall of famer Robin Romeo of Newhall, CA, became the first woman in history to win back-toback USBC Senior Queens titles as she defeated fellow hall of famer Tish Johnson of Colorado Springs, CO, for the second consecutive year. Romeo is the fourth bowler to win the event multiple times, joining USBC hall of famers Sandy Postma (three), Shirley Levens (two) and Lucy Sandelin (two). The 57-year-old right-hander earned $3,000 and the coveted Senior Queens tiara at the Ashwaubenon Bowling Alley, Green Bay, WI, in May. Johnson took home $1,500 for her second place effort. The 2015 event featured a prize fund of more than $20,000, and the stepladder finals were broadcast live on BowlTV. The Senior Queens is open to all female USBC members age 50 and older.
BOWLING ON SHORT LIST FOR
TOKYO 2020 OLYMPIC GAMES World Bowling, headquartered in Lausanne, Switzerland, has announced that bowling will be one of eight candidate sports, out of the initial 33 invited, to be included in the Tokyo 2020 Olympic Games. Highlighted has been the universality of the sport along with its ability to engage with fans from every generation and on every level of competition. Adding support to the application, the Japan Bowling Congress (JBC), the National Bowling Federation of Japan, submitted nearly one million signatures to show the level of national support for bowling. World Bowling president Kevin Dornberger said, “Today is an historic day for our sport. It is an honor to be included on the first shortlist, and we look forward to showcasing the best of bowling in the next phases. Bowling encompasses all the core values of the Olympic Movement and the Olympic Games. As a global sport, we have the ability to engage with fans and supporters on all levels.”
QUBICAAMF’S BES X MILESTONE REACHED QubicaAMF Worldwide announced that more than 350 centers and 6,300 lanes worldwide have installed BES X, its bowler entertainment system. It is touted that, once installed, revenue increases have reached 20% in repeat business and longer visits within the first year of installation. The company’s YouToons animated environment introduced new, expanded features at Bowl Expo in Las Vegas last month, along with new, interactive features on the SuperTouch consoles. “We are passionate about creating products that provide proprietors a unique way to differentiate themselves and drive revenue. After several years, and BES X being installed in over 350 centers around the world, to talk to proprietors again and see the real impact BES X is having on their business is humbling,” said Emanuele Govoni, CEO of QubicaAMF Worldwide. “We know we cannot be successful without our customers first being successful. We strive each and every day to deliver innovative products to help centers grow their businesses and it is extremely rewarding when we hear their successes. It provides a level of fulfillment that continue to drive us forward.” Kelly Wilbar, director of scoring and technology solutions, feels the expansion of the popular YouToons environment and new interactive features on the SuperTouch consoles will drive even more success. 12
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SAVE DATE -THE-
REGIONAL TRADE CONVENTIONS
NOT TO MISS
OCTOBER IS THE MONTH! 5–7 EAST COAST BOWLING CENTERS CONVENTION Golden Nugget, Atlantic City
18-20 WEST COAST BOWLING CONVENTION Silver Legacy, Reno
BUSINESS
AND THE WINNER IS…
BLUARC Brent Perrier, Brunswick's new CEO, views BluArc acquisition of Brunswick Bowling Products as all positive. By Jim Goodwin
Brent Perrier, Brunswick Bowling Products new CEO under the BluArc acquisition.
“Business as usual” says Perrier – but look for new energy and innovation. he grand daddy of all bowling industry companies, Brunswick Corporation, shook the industry in the summer of 2014 when it sold its retail bowling center division to Bowlmor AMF and announced that its bowling products division, established in 1890, was also up for sale. At the time, Brunswick senior management said that they thought the sale of the products division would be completed by the year’s end. Products division president Brent Perrier was not so sure it could be done so quickly, but he and his team set about the process of finding a new owner for the multi-national company. After a long and tedious process that involved almost 50 potential buyers, Brunswick Bowling Products is now a part of BlueArc Capital Management, LLC, a private investment firm based in Atlanta, GA, and established in 2005. For several months, the industry rumor mill was rampant with stories about possible buyers, but Brunswick kept its cards very close to the vest. All we were able to find out before the sale was announced was that it might be a buyer most of us have never heard of. That certainly turned out to be true; but what is also true is that all of the negative talk during the transition period is, by all appearances, unfounded. Perrier, now CEO of the new company under BlueArc ownership, can finally tell the story, and he does not hesitate to say that it has a very happy ending and a very positive new beginning for bowling’s oldest brand.
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IBI: We are assuming that with the sale to BlueArc being finalized, there will be adjustments to your strategic plan going forward. Is that the case, and can you give us some idea of that strategy and a possible time frame? 14
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Brent Perrier (BP): Well, I’m not sure that is a good assumption. We actually had our first board meeting last week where we went over our current strategy. I’m sure we will continue to make adjustments in our strategy and practices as we have for many years under Brunswick Corporation ownership. I think BlueArc is going to lean on the management team, who knows the industry, to operate the company as we have in the past. So I’m not sure the industry will see a change in our strategic direction. We are going on with the basic premise we have had since the announcement of the sale, and that is ‘business as usual.’ IBI: You sound very upbeat about BlueArc. Do you see this injecting new energy and new innovative ideas into the company? How? BP: Yes, I think BlueArc will provide a great boost to both energy and innovation. Don't get me wrong--Brunswick Corporation has been a great owner for Brunswick Bowling Products since 1890. But the fact is that Brunswick Corporation is a marine and fitness business, so it made sense that the board of directors would focus investment on those two industries. Now as a free standing organization, Brunswick Bowling Products will have more freedom to chase opportunities in the bowling industry. Also, as a public company, Brunswick Corporation operates in a very structured environment. Now that we're a private company, we aren't so restrained by corporate rules and regulations. I think we will be quicker to react and overall more nimble under private ownership.
BUSINESS IBI: Is BlueArc CEO Ron Zazworsky now on the Brunswick board? BP: No, he is not on the board. There are other people from BlueArc now on the board. We have Joe Licata, Michael Rohr, JJ Jackson and myself. IBI: The process of selling the products division took much longer than originally anticipated. When the announcement was made, it was said that the sale might be completed by year-end 2014. Why did it take so much longer? BP: Yes. It actually took 308 days from the announcement until closing. IBI: Briefly take us through the process during all those months. Was it because so many companies were interested that it took longer? BP: There are a couple of interesting parts of that. First, after the sale of the retail division when Brunswick said they might close by the end of the year, I sat back in my office and said to myself, ‘I wonder how that is going to happen?’ I thought that because Brunswick Bowling Products is a very complex operation with locations in the United States, Mexico and Hungary; and it gets very complicated when you get multi-nationals involved. I think their original goal of closing so quickly was unreasonable, frankly. The other thing that happened was that we were quite surprised at the amount of interest in the company. Brunswick hired a broker that they had used with other divestitures within the corporation. They sent out a prospectus and received inquiries from almost 50 companies. They said they would cut those down and do four or five management presentations. We ended up doing 13. So that is an indication of how much interest was out there. When you have 13 companies actively looking at the project, each of them doing their own due diligence on a company that operates in three different parts of the world, it is a complicated due diligence process and it takes a lot of time. IBI: The fact that there was interest from 50 companies indicates that Brunswick is a highly respected brand, and it is quite a tribute to you and your team. Just hearing the 13 presentations from the short list of bidders must have taken months? What was that period like? BP: It did. There were some very lengthy meetings and great discussions.
IBI: We know you can’t reveal the list of bidders, but can you give us a breakdown of how many were from within the bowling industry? BP: That is all covered under non-disclosure agreements, but I think of the 13, there were three or four that were related to bowling. IBI: Getting back to the original question – were there any interesting moments you recall from all those presentations? BP: There were many interesting moments. There was a wide variety of presentations. Some were strategic, and some were purely financial. The bowling companies were all strategic, and then there were the typical private equity companies that look to buy and turn companies over in three to five years. And then there was BlueArc. While it is a private investment firm, they operate considerably different than typical private equity firms. Because of that, they were certainly the top choice of the management team to buy the company. IBI: How are they different? Can you give us an example? BP: They seek to acquire market-leading companies with great brands and top quality products. There is no defined exit strategy for BlueArc. That isn't to say they would never sell Brunswick Bowling Products, but there is no plan to do so at this time. IBI: Last summer, it was revealed that the Brunswick bowling centers sold to Bowlmor AMF for $270 million. We know you can’t reveal the price of this deal, but can you tell us if it is north or south of the Bowlmor deal? And can you give us some of the major factors other than price that led to the decision to go with BlueArc? BP: I think there were three inputs to that. I think that we, as a management team, had some discretion within the corporation as far as a recommendation of the buyer. The second was, of course price. The corporation has a fiduciary responsibility to the shareholders to get as much value out of a divestiture as they can. And, there was a third factor that was really unusual in this particular case because everyone realized that the company had to retain the name Brunswick going forward. Without the brand name Brunswick, our company would not be worth nearly as much as it is with the brand name. So, because the company will continue to be called Brunswick by a perpetual license agreement, I think they were a little more particular about who did purchase the company because they wanted to make sure that the brand was represented as it should be going forward. IBI
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BUSINESS IBI: We know it is too early to talk about staff, but in the coming months, will BlueArc be involved in any evaluation of staff or will they leave that up to the current management team? BP: I think you will see BlueArc as a very transparent management company, nearly invisible. They will leave it up to our management team to run the company. I was talking to one of our international distributors recently and they said they couldn’t wait to meet these Blue Arc guys at Bowl Expo. And I told them I was not even sure they will come to Expo. In fact, I rather doubt they will. Our distributor was quite amazed at that, and I said ‘well, have you ever met Dusty McCoy [CEO of Brunswick]?’ And he said no – so this is similar. They will provide oversight from a board basis as the corporation did in the past, but it will be up to our current management team, and there are no changes planned to run the operation and the day-to-day support and align our strategic goals. IBI: Do you have assurance that you and your management team will remain in place for the foreseeable future? BP: Well, you should never say never, but I feel as though I have as much assurance from BlueArc as I did from Brunswick Corporation that the management team will stay in place. None of us is guaranteed a job by anyone. But if we continue to operate successfully and continue to drive the kind of earnings and changes we have made in the business for the past six or seven years, I feel like we will be recognized as the excellent management team that we are. IBI: Will you have any direct contact, or is there any need for contact with BlueArc CEO Ron Zazworsky?
BP: I report to the Brunswick Bowling Products board, and as I mentioned before, there are three people from BlueArc on the board. There is also Kyle Largent from Gladstone, who provided some of the financing of the project. IBI: Does BlueArc have any connections to any other bowling or bowling related companies? Specifically, can you confirm or deny the rumor that XBowling has ties with BlueArc? BP: There have been so many rumors... I’m not naming names but throughout this sale process, there were rumors that this company or that was buying Brunswick. IBI: Yes, but we are asking if there are any bowling companies already involved with BlueArc before the Brunswick deal? BP: Not that I am aware of. 16
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IBI: And are you aware of any ties between BlueArc and XBowling? BP: I think there are some connections there. They are both Atlanta-based companies. I know that BlueArc is very well capitalized. They are also quite intrigued by the bowling industry and the changes that are going on in the industry. They look to grow Brunswick Bowling Products, both organically through the development of new bowling products and market share gains, but also possibly through additional mergers and acquisitions. IBI: Tell us a little more about the discussion with BlueArc regarding branding. Was there ever any mention or discussion about changing the name or adding to it? BP: No. Everyone knew that strategically it would be an extremely bad move to drop the name Brunswick or to even try to attach another brand to it. Brunswick stands alone in the industry in terms of our reputation and history, and that is one of the reasons BlueArc became interested, and the reason there were so many others interested. IBI: So we won’t see any hyphenated names down the road? BP: No, Brunswick is just too good of a brand to mess with. I don’t think any owner would ever attempt to attach their name to it.
BUSINESS IBI: What will happen to Brunswick benefit packages under the new ownership? BP: All benefits that were earned by employees during Brunswick Corporation ownership will transfer. The benefits enjoyed by employees under new ownership are substantially the same as those benefits the employees enjoyed under the corporation. IBI: Did any members of the Brunswick corporate board or your management team stand out during the transition process? BP: I'm proud that all of our employees hung together during the transition. It was certainly difficult to continue to operate the company and prepare for the sale, and there are so many people that I have to thank for that. However, there are two employees that really stood out during the process--Corey Dykstra who runs our consumer and aftermarket groups and is also our CFO, and Andy Weatherbee, who is our controller. They deserve special recognition. IBI: It must be a great relief to get all this behind you so that you and your team can get on with running the business. BP: Yes. It has been a really difficult time, the transition period between the announcement of sale and the sale, particularly for our
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employees. The uncertainty and some of the rumors in the market were distracting. I am extremely proud of our employees and how they continued to face our customers and operate the business as usual. Some people have said that Brunswick would change a lot after this sale, but I think, if you talk to our customers, they will say that they have not seen any change from the announcement of the sale until now. And, I think you will see very little change going forward. It truly is, for us, business as usual. The day the sale was completed, BlueArc gave a presentation to employees both in Muskegan and a web-based presentation for remote employees. The feedback I got from the employees after that meeting was simply outstanding. Everybody felt very comfortable with the message BlueArc delivered, and I think all of our employees around the world are now ready to turn the page and start a new chapter for Brunswick. â?–
Jim Goodwin is the founder and president of the Bowling News Network and a former president and life member of the International Bowling Media Association.
CENTER STAGE
UNLEASH
YOUR INNER
CHILD Pinstack rolls into Plano with games, food and bowling for the entire family.
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CENTER STAGE By Anna M. Littles instack Bowl rolled into Plano, TX, in January of 2015. It is a 50,000-square-foot facility with 20 regular bowling lanes, eight VIP lanes and huge LCD screens on each lane. Integrated behind the bowling lanes is an exquisite event space that’s ultra hip. It's a bright, colorful and inviting space. In addition to the 28 lanes of bowling, Pinstack features a mega game room that accommodates hundreds of people for laser tag, classic arcade games and bumper cars. If that's too tame for you, there’s rock climbing and a ropes course suspended above the game room. Entertainment Properties Group (EPG) owns and operates Pinstack. EPG president and CEO Mark Moore says, “We are a family food and entertainment brand that operates five centers, and three of those centers are in Texas.” Moore worked closely with Brunswick's sales and management team designing Pinstack, installing top of the line equipment. The facility is beautifully complemented by 3,000-square-foot of outdoor patio space. Soon, they'll be having what Moore coined “patio sessions,” where local bands will have an opportunity to perform live.
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CENTER STAGE Streaming on all their oversized LCD screens is DirecTV while Bowling Music Network supplies the beats. Such a large venue requires a small militia to run it; the facility has nearly 300 employees in order to comfortably accommodate up to 2000 people. Pinstack's menu is what Moore referred to as “modern American cuisine.” It includes many classics such as great burgers, steak (it is Texas after all), and staples like crispy fried chicken tenders, and wings. They have a vast selection of wines and 24 beers all on tap, with some of the beers brewed locally. So, what's next? Moore was a bit quiet about specific company plans, but shared that EPG will open more Pinstacks. Moore was not quiet about what a great job he has. “I get to go to work in jeans, play video games, bowl and eat pizza for work.” What could be better? ❖ 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.
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PROFILE
r o f o Tw w o h S t he A pair of centers across town, owned by unrelated people. The husband has the assistant manager title at one. His wife helms the other. By Fred Groh e says: “I had run bowling centers for 15 years when I met Christy. Christy taught me [to] have as much fun as you can, and how you have recurring business year after year with the same families and corporations, giving it that personal touch. Christy taught me that customer service will pay off tenfold down the road.” She says: “He is the smartest man in bowling I have ever met. He’s really in tune with people, he knows demographics, he knows what programs will work in one area and what won’t work. He really has a sense of bowling.” Those weren’t exactly the prospects when they met. John Balla was managing an Orange County, CA center and Christy Parsons was sitting for an interview with the center’s owner and John. The job was party and special events coordinator. The owner offered $14 an hour plus commission on sales. “Absolutely not,” John was adamant. She would be paid $10 an hour and the arrangement would be reviewed after 90 days to see if she was up to the commission. “Christy almost walked out of the interview at that point.”
H
They married two years later. By the end of that year, the Ballas had moved south for better opportunities at Mira Mesa Lanes in San Diego. John was managing and Christy was again parties, special events and, as she’d become in Orange County, youth programs. The 44-lane house, one of two in San Diego under the same ownership, sits in a “huge” Filipino community, surrounded on three sides by families, schools and entertainment, Christy reports. To the southwest is an area of high-tech industry. The center is close to San Diego tourist attractions and hotels. It has a bar, snack bar and arcade, and 1,300 league bowlers. The Ballas piloted Mira Mesa for 10 years. As 2012 was ending, John decided to make a move. Parkway Bowl in El Cajon, 30 miles away, had spoken to him several times about a position there. “The opportunity for him was being able to take over a larger center with more,” Christy says: 68 lanes, 22-table billiard room, laser tag, bar and grill. Owned by a company operating family entertainment venues and swap meets in Southern California (one major location in Las Vegas), Parkway is league-heavy. “It’s modern but it’s more your old school,” as John describes it. “What you would envision back-East bowling centers [having]—leagues that have been together for 20 or 25 years. Second and third generations still bowling in the same
Undecided issue: who’s the champ in the family? John and Christy in front of the sidewall at Mira Mesa. 24
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PROFILE leagues their mother or father or grandfather bowled in.” Leagues seven days a week tally 3,000 bowlers. John credits local industry as the league base, with fewer hospitality businesses to feed into his center. He characterizes the area as “very diversified. Many nice new areas and a lot of very, very old areas.” To the north, population is exploding but El Cajon retains an old-town feel. Christy pondered retiring from Mira Mesa when John landed his new job. “I didn’t think I could work here without him, knowing that things would change with families and community and the bowlers and I didn’t want to be part of that.” The kids changed her mind. “My youth bowlers and their parents. There isn’t anything I wouldn’t do for the youth bowlers and their families in my center.” And when she was offered the manager’s slot at Mira Mesa, she took it. ∂ˆ∂ˆ∂ˆ∂ “It’s not so much comparing notes. We kind of bounce ideas off each other,” says John. The same as the managers of all six centers around San Diego do with one another, Christy adds. Each Balla keeps proprietary information strictly to himself, but they might compare menu items or promotions. Having bought a 10-gallon tub of kosher pickles one day, Christy phoned to ask John what he thought they could sell for ($2). She is “incredibly fun and enthusiastic about her position and it’s something I hope to infuse into Parkway,” John offers. “Christy has the flexibility of just throwing the promotions out there. If they don’t work she can just take them down. “Mine’s a little more complicated process. We have to prove our ideas on paper before we can institute them. It’s a slow process because [we] have so many
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leagues that have been bowling for so long. We have to work around those daytime and ladies’ and seniors’ leagues to create the same atmosphere.” “We can take these crazy ideas, as he says,” Christy agrees. “Like this week and next week when it’s spring break, there’s a
PROFILE different children’s movie playing on all my TVs and running through my sound system all day long. The kids love it, then [parents] know we do that and call up. ‘What movie are you playing today?’ When they’re making those phone calls, I know they’re engaged and involved [and] looking for the next fun thing we’re doing that nobody else does.” She is also “pretty media-savvy,” especially since her marketing budget is small, she laughs. The week before we talked, she’d hosted a tournament and monitored it on her social media. “If bowlers are going to complain, that’s the first place they’re going to go and complain. Sure enough, I had somebody complaining right there while they were bowling, and I addressed it immediately.” “It’s more of a corporate-run social media,” says John of his center. “Christy, because of her flexibility, is able to do a little more than Parkway, [but] we’re getting there.” He watches his Yelp page and dispatches email blasts every week through BPAA’s Customer Connect service. “Web searches for other bowling centers’ Facebook pages the last year and a half have become our greatest source for fresh ideas.” He thinks Castle Lanes in Racine, WI, has the most “warm and fuzzy” Facebook page he’s seen for a bowling center. “When I set up our Facebook page—I really didn’t have to,” Christy broaches. “It’s amazing how many centers will send a ‘friend’ request to another center, so I don’t think this is just unique for him and I. “Anybody who’s semi-engaged in their business [is] going to be aware of their competition, but it’s not about competition. It’s about seeing what new great ideas are coming and how people are implementing them and what works and what doesn’t work. As John said, things that worked 30 years ago in bowling don’t work today. The kids are different, the generation’s different, the values and philosophies have changed. You have to change with the times and you have to see what’s going on.” About staff they think the same, both recruiting heavily from their youth bowlers. “The children that have [been] bowling in our center for 10, 12 years pretty much have grown up here,” Christy explains. “(A) I like the fact that they understand bowling and they understand bowlers. (B) It’s usually a first job for them so I can pretty much train them”—she laughs—“the right way.” “It’s similar,” John concurs. “We’re also taking from our junior program and hiring them. We’re along the same lines, it’s just different structure. There’s a lot more structure at Parkway. “At Parkway it’s more about maintaining what you have and slowly building growth. There are major advantages when you have a lot of open lanes or a market that isn’t league-based [and you are] able to create things on the spur of the moment. Mira Mesa, when we came in, only had about 500 league bowlers. We had to create programs to fill those lanes. “At Parkway where there is such a solid foundation of league bowlers and 28
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substantial business already, to sustain and control costs is your number-one priority. All I can do is build peripheral business around it. So there’s advantages to both.” It’s the same—plusses and minuses— about running different centers. “For each of our careers it was good,” says Christy. “Personally, ‘taxing’ is a good word. It’s frustrating from time to time. It’s fun when we’re doing things in each other’s centers and we get to do a little teasing of each other and that’s always fun. It’s hard. Most people would say they would end up killing their spouses if they worked with them. For the two of us, it’s the opposite. It’s harder to work apart from each other.” “It’s taxing,” John nods. “It has its good points because we don’t bicker back and forth as much about policies or promotions but we also miss working with each other. Our time is limited, because obviously as an assistant manager I’m working a lot more nights and weekends, Christy works very long hours, [and] sometimes we don’t have much time together.” Christy adds a thought. “I learned from John to step outside of that personal relationship [with staff and customers]. When I took over the center here, it was a real wakeup call to be sitting down and crunching numbers all the time, because that is my least favorite part of the job.” She laughs. “But I learned from him when we could spend money that would generate a return for us and what would just be fun money to spend.” One more thing she learned, probably the most important. “There is something to be said for meeting a good guy in a bowling alley.” She laughs again. ❖
Fred Groh is a regular contributor to IBI and former managing editor of the magazine.
COVER STORY
By Robert Sax
T
he golf business is in the rough. In 2013 alone, the game lost 1.1 million players, according to Pellucid, a golf consulting company. Membership is in decline at golf clubs, sales of equipment have fallen off and TV ratings for major tournaments are down. Golf may even be at risk of “aging out” as a pastime by failing to attract new golfers from among the coveted 20-35-year-old millennial generation. More than 80 million strong, these Americans born in the 1980s and 1990s may be the largest and most influential generation of consumers yet. So how is Topgolf, a growing golf-themed eatertainment chain, achieving success with the millennials, and what can the bowling industry learn from Topgolf?
IT STARTED IN SWINGING LONDON
The story of Topgolf begins on a North London driving range in 1997, where twin brothers Steve and Dave Jolliffe were practicing their swings. Bored by the routine, they began brainstorming ways to liven up the experience. Why wasn’t there a place where they could work on their golf skills and also have a good time? The Jolliffe brothers envisioned a new kind of golf experience that combined competition and entertainment. Players would hit microchipped golf balls at targets on the driving range. Sensors would track the high-tech balls, instantly recording each shot’s location, accuracy and distance. As in darts or bowling, players would receive points for hitting targets, allowing them to compete against each other. In 2000, the Jolliffe brothers opened the first Topgolf location in Watford, a suburb of London. In its first year of operation, Topgolf scored revenues of more than $6 million (in 2014 dollars.) By 2007, they had opened two more locations in England and three in the United States. In 2011, the Jolliffe brothers sold Topgolf for more than $28 million to a group of private investors, including Callaway Golf, developer of the micro-chipped golf balls. Today, Topgolf serves more than 4 million annual visitors worldwide. It has 16 locations in the United States, including Alexandria, Atlanta, 32
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COVER STORY
With the latest in technology coupled with the coolest in entertainment, Topgolf sinks it.
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COVER STORY Chicago, Dallas and Houston. Another twelve locations are on the way, including Las Vegas.
EAT, DRINK AND GOLF MERRILY
Picture a high-tech driving range crossed with a bustling bar and restaurant like Dave and Buster’s or Hard Rock Café. Every Topgolf location offers a fun, casual environment with affordable, shareable food and drinks, party music, pool tables, video games and hundreds of high definition TVs. “We also invest a lot of time and money in our kitchen and our executive chef team,” says Susan Walmesley, Topgolf’s vice president of sales and marketing. “We have a chef at every location.” Instead of outside consultants, they brought British chef Mark Boyton in-house to develop the contemporary food and beverage menu (including flatbread pizzas, gourmet sliders, cocktails, craft beer and energy drinks). Prior to joining Topgolf, Boyton worked at top London restaurants and cooked for such celebrities as David and Victoria Beckham, Elton John, Ronald Reagan and Queen Elizabeth II. The driving range features climate-controlled hitting bays that accommodate up to six people. Balls and clubs are provided and no prior golf experience is necessary. Customers can order food and drink, hang out, and play a variety of interactive golf-based games. Scoring is automatic and registered on a video screen in the hitting bay. In Topgolf, the company’s signature game, players score points by hitting balls into any target on the outfield. TopChip uses just three targets; if a player hits the correct target, he scores points. If he hits the wrong target, he loses points. There are three other games, Topdrive, TopPressure and TopShot.
Millennials enjoy the technology and social aspect of Topgolf.
service that seems to be the key to Topgolf’s success with millennials. Topgolf understands the demographic and what they want when they want to have fun. Number one is having a good time with friends and family. Between jobs and family, Topgolf’s core customers are working long hours. “By the time they take care of chores and take care of the kids, they don’t have much time left,” says Walmesley. When they do go out to have fun, they prefer activities that don’t take a lot of time and that allow them to socialize with friends and family. A four-hour golf game followed by a meal and drinks takes up too much precious time. By focusing on providing an overall fun experience, an outing at Topgolf meets that need. “It’s the chance to do something as a social experience and I’m sure a lot of industries are feeling the same way right now,” says Walmesley. “There’s a bit of a revolution going on…people are looking to find things that they can do and interact with each other.”
ACT SOCIALLY, MARKET LOCALLY
Topgolf spends most of its marketing budget on social media and local outreach rather than advertising.
FUN FACTS: Topgolf by the Numbers
Bright, inviting and semi-private bays await Topgolf customers.
APPEALING TO MILLENNIALS
From golf balls to targets to touchscreen ordering of food and drinks, Topgolf uses lots of digital technology. “Topgolf is designed for being an entertainment, social kind of experience,” says Jeff Fromm of Futurecast, author of Marketing to Millennials and a consultant to the National Golf Federation. “It leverages technology, which is millennialcentric. It can be as short as 45 minutes or it could be a couple of hours. It’s loud and social. It’s all the things millennials like.” However, it’s the merger of technology with high-touch customer 36
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1. Topgolf welcomed 6.4 million visitors in 2014. 2. Topgolf averages 450,000 visitors annually per location. 3. The average location is 65,000 square feet and sits on 12-14 acres of land. 4. The average number of employees per location is 450. 5. Subscribers to the Topgolf email total more than 1,000,000. 6. Social media followers include 242,000+ on Facebook, 58,000+ on Twitter and 27,000+ on Instagram. 7. 92,000 people have downloaded the Topgolf mobile app.
COVER STORY “Topgolf is still a fairly new concept, and quite often we have to introduce that concept to people, so we use a lot of experiential marketing so we can showcase what Topgolf is all about,” explains Walmesley. “We typically find that the traditional media doesn’t always work for Topgolf, because people still don’t really understand what it is.” Locally-focused experiential marketing might mean attending a beer festival that’s Topgolf CEO Ken May. happening in town, or providing volunteers for a community half-marathon. Topgolf marketing reps try to get involved in as many local activities as possible to promote the brand and showcase what Topgolf offers. From the social media perspective, Topgolf has a staffer at every location who generates content relevant to the locals. “People are looking for localized content; they don’t want to hear generic content from a big corporate company,” says Walmesley. Reps use Twitter, Instagram and other platforms to promote their locations with words and pictures. Reps also monitor what customers say about Topgolf on social media and respond to customer needs and desires. “For instance we had a guy in Chicago who came to Topgolf and it was extremely busy and he made a funny tweet about the fact that he couldn’t find a parking space,” recalls Walmesley. “So our marketing manager reached out to find out when he was coming back to Topgolf and we had a designated parking space set up for him outside the building. Of course he was delighted.” That might sound extreme, but Fromm says the millennials have high expectations and want to be wowed offline and online. “You have to look at overall satisfaction and having a lot of high promoters, people who are highly, Topgolf vice president of highly satisfied,” says Fromm. “If they are sales and marketing merely satisfied, they are not coming back. Susan Walmsely. You have to strive for highly, over-the-top satisfied in order to build [your business].” The bonus is that those highly-satisfied customers will become advocates or “high promoters” on social media. A brief survey of the popular crowd-sourced review site Yelp! turned up many positive reviews of Topgolf like the following: u “SO. MUCH. FUN! I've never played golf before and I was a little apprehensive to try this place out but as soon as I walked in I was excited. The layout is so awesome - A driving range with food and a bar!” u “Simply outstanding!!! The staff, the vibe, the game!! It's all good! The beer was good and cold and the nachos with steak are great. We have a membership and love it, zero regrets. A must do! At least one time.” u “Joined friends here for a night out. Great concept, reminiscent 38
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of bowling, only much nicer and with outdoor decks. Only one of the group of 7 is a golfer, but we all had a blast.”
WHAT TOPGOLF MEANS FOR BOWLING
“Millennials love brands and businesses that are innovative, and they have little equity in old schemas,” says Fromm. That means trying new things and doubling down on technology that enhances the entertainment value of a visit to a bowling center. “They love the intersection of the physical and the digital world in a seamless kind of way.” The ability to bowl with friends and simultaneously share the fun with others via social
The rooftop bar and fire pit is a social and relaxing enviroment.
media, as with new bowling apps like Rolltech and XBowling, is one clear way to capture the millennials. Another is adding new types of games or scoring that enhance the entertainment value for casual players. The good news is that the bowling industry has already taken some important steps towards attracting the millennials, such as improved food and drinks, furniture made for hanging out and more music and video. Perhaps the most significant change is realizing the need to promote bowling as a fun entertainment choice competitive with live sports, movies and nightclubs. “The analogy we hear most from people who play [Topgolf] is that it’s like going bowling but you’re golfing,” says Walmesley. In the end, it’s about your customers having fun, and there bowling is probably ahead of the flagging golf industry. Who has ever sworn off bowling by throwing the ball in a lake? ❖
Robert Sax is a writer and PR consultant in Los Angeles. He grew up in Toronto, Canada, the home of five-pin bowling.
OFF THE CLOCK
By Robert Sax aroll Frewing really loved his first new car, a 1959 Chevrolet Impala two-door hardtop with the hottest factory performance options. “It had a 348 cubic inch TriPower V8 engine with solid lifter cams and a four-speed Positraction transmission,” Daroll recalls. “I used to race it at the drag strip in Woodburn, OR, then drive it home.” Eventually, hot cars had to take a back seat to US Bowling, the business Daroll was building into an industry stalwart. The ’59 Chevy was gone, but not forgotten. “Thirty years ago, I started looking for another example to restore,” says Daroll, “and it took me fifteen years to find it.” It became the second
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car in his collection after a 1957 Thunderbird, a collection that now numbers 11 collector cars. Daroll stores some of his cars at his home in Boulder City, NV, and keeps the rest of them in Southern California. He is particularly fond of Chevrolet Corvettes and has one of almost every model of
OFF THE CLOCK
Frewing’s 1960 fuel-injected 290 horsepower Corvette.
at all times. The course avoids interstate highways, opting instead for scenic local highways through some of the prettiest country in the United States. Along the course route are checkpoints where judges record the exact time when each team passes. The objective is to arrive at each checkpoint at the appointed time, and team scores are based on the ability to follow the designated course instructions precisely. GPS systems or computers are not permitted and odometers are obscured by tape. Organizers say the Great Race is more demanding than a speed contest, because it is a test of mental agility and patience as well as a challenge to the “old cars” that participate. Jeff Stumb competed from 1994 to 2010 before becoming the classic American sports car. He takes the same approach to car restoration that he used to develop US Bowling, demanding attention to detail and high quality products. It’s paid off at car shows, too. In 2008, Daroll entered a 1953 Chevy 5-window pickup in the Grand National Show in Pomona, CA, and won the Semi-Custom Pickup class. Daroll just finished restoring a 290 horsepower fuel-injected 1960 Corvette that he also plans to show. “It is absolutely gorgeous,” he says, and while he’s cautious with his predictions, he says “This one could probably come close to being a national show car winner.” Although his drag racing days are over, Daroll still has the urge to compete against other drivers. So this June, he and his partner in cars, Bryan Wheeler, will hit the road for the 32nd annual Great Race, a nine-day rally from Kirkwood, MO, to Santa Monica, CA. The Great Race isn’t about speed, however. It’s a controlledspeed endurance road rally for antique, vintage, and collector vehicles. Each day, two-person teams of a driver and navigator receive a set of course instructions that indicates every turn, speed change, stop, and start that they must make throughout the day. Teams must drive at or below the posted speed limits
the director of the Great Race. Participation in the event has grown significantly, with the 2015 race selling out in record time. “This is our 32nd year, and, by far, this year is the largest field
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OFF THE CLOCK
Bryan Wheeler, navigator, with Daroll Frewing who will be the driver for the Great Race.
we’ve ever had,” says Stumb. “In the old car hobby, the Great Race is a ‘bucket list’ item. There’s not an old car person out there who doesn’t want to do the race.” The US Bowling team will compete in Bryan Wheeler’s restored 1941 Ford pickup, which in May was nearing completion at Wheeler Speed Shop in Huntington Beach, CA. “We need to have it ready about two weeks ahead of the race,” said Daroll, who will be the driver. “I need to get used Interior of Wheeler's 1941 Ford truck. to [driving] it; how long it takes us to stop going 45 mph or 55 mph, how long it takes us to get it from 0 up to 50 miles per hour.” Daroll and Bryan met
Frewing and Wheeler pose in front of Wheeler’s 1941 Ford truck which they will drive in the Great Race. 42
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at a diner in Long Beach, CA, had many great conversations about cars and became friends. “We complement each other because he is calm and cool,” Daroll says of the younger Bryan. “I’m kinda running on ethyl all the time.” This will be their first time competing in the Great Race. Daroll has had it in mind to run it for several years but waited until a year when the race would finish in Southern California. The race is run on a different course each year, in a different part of the country. “I wanted it to end up on the ocean here in California,” says Daroll. The race will also be a family trip for Daroll. The first night layover is in Springfield, MO, where he can visit his daughter, All new LT1 Corvette engine in son-in-law and granddaughter. the ‘41 Ford. He will also visit a grandson when he passes through Amarillo, TX. Daroll’s expectations for the race are modest. “All I said is we’re going to go and have a good time,” he explains. “If we just do it, make friends, do well and enjoy coming to the end, I’ll be happy.” But Daroll’s race mentor told him “Everybody says that. The second day into this race, you are driven like everyone else is. You’re there to win.” That’s fine with Daroll, who admits “I’m a very driven man.
OFF THE CLOCK Specialty gauges are installed in each car in the Great Race to accurately record speed and time.
I’ve been that way all my life. I want to make everyone proud. I want to make the bowling industry proud, because I will be representing bowling, and Team US Bowling.” Ironically, driving in the Great Race will force Daroll to end his long-time attendance streak at BowlExpo. “May will be my 55th year in the bowling industry,” he says. “This will be the first time I have missed the show in 50 years, because the show ends the week I get into Santa Monica.” It was a good run, but the open road beckons. ❖
Robert Sax is a writer and PR consultant in Los Angeles. He grew up in Toronto, Canada, the home of five-pin bowling.
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FEATURE
Boston
By Jim Goodwin oston is a place where history is a special and respected part of everyday life. Boston Bowl continues to be a part of that history. Third generation owners and cousins, Joe Sammartino and Phil Strazzula III, recently made some of their own history by building their new Xperience Bowling Boutique and Lounge within the walls of Boston Bowl. Their family was the first to introduce tenpin bowling in Boston
B Strong and Proud At the recently renovated Boston Bowl, a strong and proud family tradition continues. Photos courtesy of Clifford B. Photography & Marketing 46
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FEATURE when the center was opened by Phil’s father, Phil Jr.; Joe’s dad, Joe Sr.; and Uncle Matt Strazzula in 1959. Up until then, Massachusetts only had candlepin bowling, which dates back to the 1880s, even before the organization of the tenpin sport that started in 1895. Now, they are among the first to offer the FEC concept in addition to traditional forms of bowling. Playing a dynamic business role in America’s most historic city, the parent company, called Phillips Family Hospitality, consists of two bowling centers, two hotels, two bars, a meeting and banquet company, and the Phillips Candy House, the little business that started it all in the kitchen of Joe’s and Phil’s grandparents, Phillip and Concertina Strazzula, in Revere, MA, in 1925. The Candy House is now in a storefront in Belmont and is still going strong today, serving up fine chocolates and other sweetness. Boston Bowl started with 44 lanes, 12 of them dedicated to candlepins. Now, after the $650,000 renovation, Boston Bowl has 12 candlepin lanes, 25 tenpin lanes, and the new 6-lane Bowling Xperience Boutique. “It was an extensive renovation when you consider that no money was spent on lanes or pinspotters,” said Sammartino. Simply put, they took
Candlepins at Boston Bowl.
the high end of the house and built a wall in the middle of what used to be lane 38 to create the new upscale lounge. The new Xperience features special effects lighting, comfortable sofa seating and tables, its own sound and music system, bar and bartender during events, and large video screens for scoring and masking units. An event coordinator also comes with every Xperience package. The 50,000 square-foot facility is open 24/7, and business in the wee hours is pretty good. “You would be surprised at how many late shift workers and night owls there are,” said Sammartino. Sales and marketing manager Jerome Miles is the man in charge of booking events
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FEATURE for the Xperience Lounge and both bowling centers, and he enjoys introducing new customers into the center. “We are doing at least two or three parties per week at this point, and all of that is business that we have never seen before,” said Miles. Groups include civic organizations, clubs, bachelor and bachelorette parties, wedding receptions and corporate outings.
Boston Bowl is one of the few centers that has tenpin, candlepins and a VIP experience.
One popular party package offered is the 21+ Xperience package that serves 30-75 people for four hours. It is offered for $950, plus required food packages starting at $30 per person. The minimum package includes great food like chicken wings, bourbon tenderloin beef skewers, and pizza. Upgrades ranging from $35 - $45 can get you special menu items such as parmesan-encrusted chicken, eggplant florentine, St. Louis-style ribs and Kentucky bourbon chicken, along with delicious appetizers, sides and all the trimmings, which are not typical bowling center cuisine.
From left to right: Jerome Miles, Paul Fabianski, Joe Sammartino, Phil Strazzula, Matt Sammartino, Beth Sammartino and Lou Pasquale. 48
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Boston Strong and Proud These days, when we hear the words “Boston Strong” made popular during the recovery period after the tragic bombing two years ago, we instantly know that one of America’s most dynamic cities is ready for anything. Boston is a big town, but it has small town values. The people are innovative and resilient, proud and united in their resolve to make Boston a place where family comes first and everyone can work together toward a better tomorrow. Boston Bowl is only about three miles from the finish line of the world famous Boston Marathon. After the horrific bombing, the entire nation was shocked and saddened, and it had a profound affect on the local community and business, especially businesses like hotels and bowling centers where people really come together socially. “Everyone felt all of the emotions you can imagine for a while, but we all pulled through it with the help of our community and our great staff and customers,” said Sammartino.
Looking at the big company picture, the new Xperience Lounge is a relatively small part, but it is significant because it offers bowling customers something completely new and different. “You always have to give customers what they want to stay in business,” said Sammartino. “We had good business, but this part of it caters to a whole new customer base. We are very happy with the way it turned out. Our league bowlers are still happy, and we are now able to bring in new people who probably would not go bowling in a traditional center.” First Boston Ten Pin, Inc. was the name originally given to the bowling company. The company name reflected its history, because Boston Bowl was the first center to install tenpin bowling. In a community that had long enjoyed candlepins, Boston Bowl kept that tradition alive by building the center with 12 candlepin lanes alongside the 32 tenpin lanes. Its sister center, Boston Bowl Hanover, also has a split house of candlepin and tenpin lanes. In 1972, the company entered the hotel business,
FEATURE
building what is now a Ramada Inn. In 1986, they added a Comfort Inn. A former restaurant building next to the Ramada Inn was turned into Phillips Meetings and Banquets Company, and part of that building became the Freeport Tavern, which has become a very popular place for hotel guests and locals to unwind and enjoy live entertainment. Corporate headquarters is also housed at the Ramada. From there, they train and manage 150 full-time and 135 part-time employees. “We try to move up employees from within the companies when a managerial job becomes open,” said Sammartino.
The Xperience
“Each business has a trainer so an employee gets consistent training as to procedures, customer service, etc. We do have some employees that work at both hotels and even a cook that works at both of the restaurants. We are in the hospitality business, whether it’s bowling, food, lodging or chocolate. All
have good customers, and great service is still number one in the eyes of a customer.” The 2014 Xperience renovation may not seem so historic today, but when the fourth generation of the family takes charge, they will remember it as another milestone. Sammartino’s daughter, Beth Monticone, is currently the human resources director, and son, Matt Sammartino, is the vice president of operations. Between them, they already have 20 years of experience in the family hospitality business. History and family values in Boston are strong indeed. ❖
Jim Goodwin is the founder and president of the Bowling News Network and a former president and life member of the International Bowling Media Association.
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SPECIAL FUNDRAISING EVENT
From left to right: Johnny Petraglia, Wendy Macpherson, Yogi Wammes, Bill Wammes, Robin Romeo and Mike Aulby.
By David Garber very sport has a hall of fame and museum, showcasing its greatest stars and wonderful memories. Bowling has two. Arlington, TX, is home of the International Bowling Hall of Fame and Museum (IBMHF) and Reno, NV, hosts the satellite site at the National Bowling Stadium which is also very impressive. The Xtravaganza event, now in its fourth year, is the biggest fundraiser for the IBMHF. This year’s event raised over $40,000, and was once again held at Red Rock Lanes inside Red Rock Resort and
E
Pat Ciniello (left), chairman of the IBMHF with John Losito, Xtravaganza tournament director. 54
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Casino. It was a three-night, bowler’s dream consisting of eight games of bowling with no handicap, no sand bagging, a little skill and a lot of luck. “It is so amusing to see bowlers trying to knock down specific pin counts, and, while a striking is the normal goal, in this case, it is the last thing you want to do,” said Robin Romeo, one of the many hall of famers at the event.
David Garber, associate publisher of IBI congratulates hall of famer Robin Romeo.
Joann Supper with her husband, Bill, who is vice president of sales and marketing for 900 Global.
SPECIAL FUNDRAISING EVENT
BPAA vice president Nancy Schenk has been a great supporter of Xtravaganza.
Bill Chrisman, owner of Storm Products and an IBMHF trustee.
Hall of famer Wendy Macpherson.
From left to right: Red Rock Lanes general manager Dennis Matthews; 2nd place winners Brian Clarke and John Howe; Pat Ciniello, chairman of the IBMHF.
Creativity was the operative word. For example, two games of even and odd. You must get an odd-pin count in odd games and an evenpin count in even games. Strikes count as zero, and gutters count as zero. Eight is the best count for even and nine for odd games. In another game, all racks had the two and three pin removed, and you needed to knock down the remaining eight pins in one shot. Besides off-the-wall games, there was the chance to meet and greet hall of famers Robin Romeo, Johnny Petraglia, Bob Hart, Wendy Macpherson, Mike Aulby and many more, who were available for signing autographs and sharing past war stories. This is one of the very few events that allows all bowlers to mix with the sport’s history-makers. The winning teams this year were Bill and Yogi Wammes, who won $3,000 for first place; Brian Clarke and John Howe grabbed second place for $2,500; and Terry Gagliano and Richard Rupprecht captured third place for $2,250.
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Kudos to Pat Ciniello, Joan Romeo, John Losito, Bart Burger, Jackie Brown and the rest of the tournament staff for putting together such a fun event. Also, a big thank you to all the sponsors without whom Xtravaganza would not have happened. By the way, my team…well, there is no need to tell you how my team did. Just know that we had a blast and made some money. ❖
David Garber is IBI associate publisher and former USBC Coaching Director and fouryear member of Team USA.
SHOWCASE EMV READER-READY
SCORING & MANAGEMENT SYSTEMS
New Center Management’s TouchDesk III Management Systems have been EMV Credit-Card-Rules ready for three years. NCC’s EMV reader is ready to work with your current processor, even BPAA/First Date special program. With TouchDesk III, you can upgrade to the new TouchScore3 scoring without spending money on the management system. Touchscore works with legacy AMF and Brunswick and new TouchScore3 scoring, side by side. Upgrade one lane at a time for $2995 a lane or less. Call Glenn Hartshorn at 248-375-2751.
SYNC is Brunswick’s revolutionary new scoring and management system packed with sophisticated marketing features designed to build awareness, drive traffic and create repeat customers. Sync’s new cloud-based Customer Relationship Manager (CRM) builds a database of customer information, including email addresses, which can be used to email bowlers score sheets and discount specials. Stored in the cloud, Sync provides a treasure trove of opportunities. For info, www.brunswickbowling.com/the-one.
RESPONSIBLE POURING
BUSINESS STRATEGIES
Precision Pours, Inc. stands behind the belief that its patented 3-Ball Liquor Pour should be the industry standard. Made with rugged FDA approved plastics and colorants, these devices dispense liquor in portions up to 5 ounces. They are easy to use, with a simple 150 degree twist of the wrist, and allow bartenders to pour with the bottle in one hand and the mix gun in the other, saving at least two to four drinks per bottle. For more information, (toll-free) 763-694-9291 or www.precisionpours.com.
Redemption Plus offers more than quality prizes: impactful insights, strategies to better your business, and enhancing the guest experience through your redemption program. “We enrich lives through insights that empower—oh yeah, we sell toys too.” Explore their Rtown blog, including a steady stream of thoughtprovoking content on everything from social media to company culture to the latest toy trends. View at RtownAcademy.com. Read more at RedemptionPlus.com or call 999-564-7587 or email smile@redemptionplus.com.
REAL-TIME PLAY
SOCIAL MEDIA MONITORING
Rolltech, a global competition platform, allows bowlers to track scores and stats in real-time, while fostering connections with bowlers around the world. Rolltech’s Center Strike portal promotes tournaments, special events, buyouts or encourages league signups through instant push notifications. Use Rolltech to increase return visits, build customer loyalty, boost revenue and interact with your customers. For more info, visit www.rolltechbowling.com.
CARD SYSTEM SOLUTION
Embed’s emONE is the industry’s only selfcontained, self-installed card system solution. This Embed cashless system can enhance the revenue potential of a center’s game room. emONE comes complete and houses all system components in a secure kiosk design, with no running cables, or server or other network equipment. It can be set up and operating in less than a day with Embed remote assistance. emONE offers a complete system optimized for up to 40 swipers. For more info contact Allison Timberlake at allison@laigames.com.
People are talking... about your business. Do you know what they are saying? With the new Social Media Monitoring for Bowling service from eBowl.biz, reviews made about your center on a dozen different social media sites will be traced, including Facebook, Yelp, Trip Advisor and Google+. You won’t have to wonder what is being said online about your center—you will know! Go to www.eBowl.biz or call 541-549-0999.
CEILING AND WALL ELEMENTS
Venue Furniture is more than just settees, barstools and chairs. Besides the wide-range of furniture which can be customized for any need, Venue offers ceiling and wall elements which have a huge visual impact. Call and let one of its experts show you how easily and affordably it can be done. For more info, go to BowlingFurniture.com; email sales@VenueFurniture.us; or call 855-55VENUE.
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DATEBOOK
JULY 11 California Bowling Writers Board & Annual Membership Meetings Crowne Plaza Sacramento, CA Mary Llynly 916-782-1321 www.calbowlingwriters.org
11-17 Junior Gold Championships Dupage, IL (800) 514-2695, ext. 8426 USBCjuniorgold@bowl.com
14-16 BPAA Management School Jack McCarthy (502) 558-3450 www.kentuckybpa.com
15 BCAF Board of Directors Pink Shell Beach Resort Fort Myers Beach, FL Chris Gallas (800) 343-1349 ext. 8471 www.bcaf.us
15-16 Iowa BPA Summer Education & Trade Show Adventureland @ Prairie Meadows Casino Altoona, IA (515) 255-0808
20-21 BCA–Michigan Convention & Trade Show Soaring Eagle Casino & Resort Mount Pleasant, MI Ken Prokopec (630) 235-7794 58
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20-22 IBECA Show Park Place Hotel Traverse City, MI Scott Bennett (888) 484-2322 scott@bowlmail.com
AUGUST
21-23 Foundations Entertainment University Chicago, IL Randy White (816) 931-1040
6-7 Bowler’s Supply, Inc. Regional Trade Show York, PA (800) 632-1830
22-23 Colorado State BPA Annual Meeting Chris Gallas (817) 385-8471 chris@bpaa.com
23 Classic Products Regional Trade Show Fort Wayne, IN (800) 444-0123
23-25 BPA of the Carolinas/Georgia Summer Convention Sea Trail Resort Sunset Beach, NC (910) 484-5178
4 Ace Mitchell Bowling Regional Trade Show Syracuse, NY (800) 262-2695
7 Classic Products Regional Trade Show Dallas, TX (800) 444-0123
11 Ace Mitchell Bowling Regional Trade Show New Jersey 900-262-2695
11-13 Custom Content Management Program Chris Gallas (800) 343-1349 ext. 8471 www.bcaf.us
28-30 Custom Content Management Program Michele Colangelo (502) 968-2695 www.kentuckybpa.com
14 Classic Products & Hudson Bowling Supply Regional Trade Show Kegel Training Center Lake Wales, FL (800) 444-0123
29-30 Ace Mitchell Bowling Regional Trade Show Akron, OH (800) 262-2695
14-16 New Mexico Open Tenpins & More Rio Rancho, NM (505) 892-7117
CLASSIFIEDS
FIELD TRAINERS NEEDED
Felix Erickson Co., Inc. Strike Zone © Family of Lane Products Strike Zone© Next Generation LC 5 gal case $105 Envi-Cide II Disinfectant Shoe sparay 12/15 oz $87.95 Solve-It © Orange Foam Cleaner 12/18 oz $69.95 FESI Solve-IT © Ball Wheel Liner 22’ $90 NEW RM 107 Rubber/Cork Wheel Liner $29.95/Roll 070-006-757S Smooth Dist. Belt w/ lacing $35 ea. 000-024-604 Gray Ball Lift Belt $195 ea. Exclusive Phenolic Kickback Plates Front F128D 16” x 33” $88 ea. Rear F129 19” x 23 3/4” $88 ea. NEW F131T 16” x 40” $125 ea. All plates include screws and instructions
QubicaAMF is seeking multiple Field Trainers to deliver face-toface onsite training to our customers. Qualified candidates must have experience in bowling center operations. Working knowledge and proficiency in our Management (Conqueror Pro) and Scoring Systems is a plus. Field Trainers will use prepared training materials issued by QubicaAMF and will focus on delivery of training program. Additional responsibilities include supporting the comprehensive training process as needed (preparation of training agenda, completing training reports after each event, answering customer questions, participation in internal training, etc.) Training is conducted onsite at customer center location, travel is required. Send Resume to (954) 416-6590 or email rkatz@qubicaamf.us for more information.
800-445-1090 (F) 609-267-4669 festrikezone.com Resurfacing - Repairs - Supplies - Synthetics IBI
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CLASSIFIEDS SERVICE CALLS WORLDWIDE • PRE-SHIPS • WE SELL
AS80/90 • BOARD REPAIR • Frameworx NEW KEYPADS • FRONT DESK LCD MONITORS
EQUIPMENT FOR SALE FOR SALE: 40 lanes of Frameworx Touch Screen system. System can be split up. Competitive pricing. Available mid-July. Call 586-293-0880 or email david@shorelanesbowling.com. REPAIR & EXCHANGE. Call for details (248) 375-2751.
Michael P. Davies (321) 254-7849
291 Sandy Run, Melbourne, FL 32940 on the web: bowlingscorer.com email: mike@bowlingscorer.com
NEW & USED Pro Shop Equipment. Jayhawk Bowling Supply. (800) 255-6436 or jayhawkbowling.com. FOR SALE: Kegal Custodian+, excellent condition; 32 lanes Mitsubishi Media Masks— will separate; 82-70 PBLs; 40 lanes HPL full lane; Factory A2s; AMF & Brunswick powerlift; AMF Excel scoring; parts; complete packages and installations available. (719) 251-1616 or knotritellc@gmail.com. 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/
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CLASSIFIEDS
LOCKER KEYS FAST! All Keys done by code # Locks and Master Keys E-mail: huff@inreach.com TOLL FREE
1-800-700-4539
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CLASSIFIEDS EQUIPMENT WANTED LANE MACHINES WANTED. We will purchase your KEGEL-built machine, any age or condition. Call (608) 764-1464.
MANAGER WANTED MANGER wanted for one of our northern New Jersey locations. Some management experience preferred. Email resume to sgroce@nationwidebowlingcom.
MECHANIC WANTED 32-lane center in Poway in Southern California needs A or B mechanic 82-70s. Call Jimmy at (858) 722-7781.
SERVICES AVAILABLE Drill Bit Sharpening and Measuring Ball Repair. Jayhawk Bowling Supply. (800) 255-6436 or jayhawkbowling.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 MIKE BARRETT Call for Price List
Tel: (714) 871-7843 • Fax: (714) 522-0576 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
SEL L
BUY
Danny & Daryl Tucker Bowling Parts, Inc. P.O. Box 801 Tulia, Texas 79088 Call (806) 995-3635 Email - daryl@tuckerbowling.com
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CENTRAL OHIO: 16-lane profitable Brunswick center with nightly leagues, lounge and snack bar. In fastest-growing and highest-income county in Ohio. Call Debra (740) 369-3451. APPRAISALS: LARRY DOBBS MAI, ASA. (214) 674-8187. Bowlingvaluations@yahoo.com. SOUTHWEST KANSAS: Well-maintained 8lane center, A-2s, full-service restaurant. Includes business and real estate. Nice, smaller community. Owner retiring. $212,000. Leave message (620) 397-5828. NORTHERN CALIFORNIA: 32-LANE CENTER. Owner retiring. Priced to sell. $1.8 mil annual revenues. Broker: Harry Sidhu, cell (510) 490-9705 or office (510) 366-6130. 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. OHIO, Archbold: 12-lane Brunswick center on 1.81 acres w/ 13,440 s/f commercial bldg. Plus QubicaAMF scoring system, pro shop with eqpt. & restaurant/bar area with eqpt. & fixtures. Asking 189,900.00. Contact lshirkey@fmbank.com or (800) 451-7843 x 15290.
WWW.TEXTBOWLING.COM
Tucker Bowling Equipment Co. 609 N.E. 3rd St. Tulia, Texas 79088 Call (806) 995-4018 Fax (806) 995-4767
CENTERS FOR SALE
OKLAHOMA: Lease to Own or Owner Carry for Viable Investor. 16 lanes—fully remodeled with so much potential, A2s, Steltronic w/42” flatscreens, synthetic panels, 11th Frame Grill, laser tag, largest game room in the area & thriving lounge w/ room to expand. (719) 251-1616. 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. 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 six-figure gross. Call Bryan (218) 380-8089. www.majesticpine.com. 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) 351-5152 or toms-uvl@sbcglobal.net.
CLASSIFIEDS CENTERS FOR SALE WESTERN NORTH CAROLINA: One of the top five places to move! Remodeled 32lane center. Good numbers. $3.1m gets it all. Fax qualified inquiries to (828) 253-0362. 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. 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.
DINUBA LANES For Sale in California: City population of 21,000, and trade population of 129,000, 16-lane center with auto scoring. 15,000 s/f building. Family business with great potential. Owner retiring; will carry small 1st @ 6%. Full appraisal available for serious buyer. Call Armen (559) 250-3502.
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
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REMEMBER WHEN
1961 TA DA!
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t’s all in the presentation, and let’s be real ladies, what better way to go bowling than in Maidenform’s Sweet Music bra, selling in 1961 at the very reasonable price of $2.50. I, for one, have always wanted to strike a pose on the lanes with bowling ball hair, a bowling ball, and one big, audacious ribbon. This ad is one of my favorites—edgy for its time. And, as we know, bowling always finds its place. ❖ – Patty Heath