CONTENTS
November 2021 | VOL 29.11
49 Booze and Bites Gameday bites and beer flights By Mike Fernandez
53 Operations
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Shorts
Marketing Monthly
By Patty Heath and David Garber
By Bruce Davis and Andy Vasko
S.O.A.R. Above the Competition With a solid foundation, every business can fly By Candi Kelley
62 Remember When 1960 By Patty Heath
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Feature
Cover Story
Once Upon a Time At Palace Social
The Game Guru
The remade Houston center makes bowling magic
George Smith, president of Family Entertainment Group, shares his expert tips and top game selections
By Mark Miller
By Robert Sax
PUBLISHER & EDITOR Stephanie Davis stephanie@bowlingindustry.com
ASSOCIATE PUBLISHER David Garber garber@bowlingindustry.com
1850 San Marco Rd Marco Island, FL 34145 (239) 366-2230 Fax (239) 970-0538 stephanie@bowlingindustry.com www.BowlingIndustry.com
40 Inside Line An interview with Brent Sims of Kegel By David Garber
HOTLINE: 855-415-7517 MEMBER AND/OR SUPPORTER OF:
44 Designing for Profit Diverse offerings lead to better profits By Dan and Howard Ellman
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MARKETING MANAGER AND SALES Natalie Davis Natalie@bowlingindustry.com
OFFICE MANAGER Patty Heath heath@bowlingindustry.com
CONTRIBUTORS Bruce Davis Stephanie Davis Dan Ellman Howard Ellman Mike Fernandez David Garber Patty Heath Candi Kelley Mark Miller Robert Sax Scott Sherrod Darin Spindler Andy Vasko
EDITORIAL DIRECTOR Jackie Fisher fisher@bowlingindustry.com
ART DIRECTION & PRODUCTION Designworks www.dzynwrx.com (818) 735-9424
FOUNDER Allen Crown (1933-2002)
EDITORIAL
HAVING FUN, SHARING FUN WE HAVE A LOT TO BE THANKFUL FOR t is November 2021which, for most, is much better than November 2020; we have a lot to be thankful for as we head toward 2022.While every industry and business have its challenges, one complaint that is rarely heard in the bowling business is one of boredom. Whether your operation is a traditional-style center or a more comprehensive family entertainment center, proprietors have an exceptional opportunity to help people smile, create memories, socialize, and evoke laughter. We are all in the business Mark Pater at of fun! I hope you are having fun, and that you share it with your customers. the Southwest In this issue, we look at top producing games for the arcade, the ease and Bowling Show importance of utilizing bounce-back coupons, and so much more. I would like to welcome Dynamic Designs to the IBI writing team, who will be sharing how designing for profit is easier than you think along with a host of other creative and profitable ideas. In early October, IBI traveled to the Southwest Bowling Proprietors Trade Show in Denton, Texas. I am sharing a Texas-sized shout-out to all the friendly proprietors and suppliers who made this event an enormous success. What a welcoming, lively, and friendly group; Texas hospitality at its finest. It was very heartwarming to see the fundraising efforts for employees of the Louisiana bowling centers who were affected by Hurricane Ida. Other highlights included Classic Product’s casual event at Andy B’s Bowl Social, watching Mark Pater accept his well-deserved recognition award, and, of course, participating in the fundraising game “Heads and Tails.” I love being in the unique position of hearing what is happening from both operators and suppliers alike. I can learn a few new things and share them with all of you. There was a lot of great conversation about business being strong on both sides of the industry. Thankfully, the pent-up demand we all desperately wanted seems to be roaring back. No surprise that speed bumps BMI and Mitchel Katz selling their wares. remain with finding staffing and in some cases products and supplies. We want to share your ideas! Please help your counterparts in the industry by sharing information regarding strategies, techniques, or approaches to finding and keeping employees; this is clearly a problem that most would benefit from hearing about. Likewise, for those of you supplying goods to the industry, please let us know if there are products you have ready to ship, what is difficult to find, and any timelines that would be helpful for proprietors to know in their planning and ordering efforts. Helping each other is truly a key component of the bowling business; let’s lend a hand and spread the word. Email me at stephanie@bowlingindustry.com. ❖
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Beth Standlee and TrainerTainment at Southwest Bowling Show
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– STEPHANIE DAVIS, PUBLISHER AND EDITOR stephanie@bowlingindustry.com
EXPANSIONS, OPENINGS & NEW BEGINNINGS
SHORTS
SURVIVAL STORY WITH AN ANGEL In April 2021 at the height of the pandemic, IBI shared in the online issue’s “Shorts,” a video from David Portnoy, founder of Barstool Sports. To keep small businesses open, Portnoy started by soliciting funds to the sum of $6,000,000. He then invited businesses, still paying their employees and struggling, to send in their story and what they needed. Several bowling centers were selected: Holly Lanes, Fenton, MI; Chacko’s Family Bowling Center, WilkesBarre, PA, and The All Star, Riverhead, NY. Each applicant submitted an email explaining how much money they would need to survive each month. Chris Keller, owner of The All Star, has 28 lanes of bowling, along with a 6-lane VIP room for special events. Portnoy’s angel gave the survival funds to Keller’s business, and he was able to reopen after five months of being shut down. Keller says since reopening, the business has been able to make changes to ensure everyone can bowl safely, including an upgraded filtration system. “I can’t even describe how wonderful a feeling it is when you continue to support your business and people respond by coming back,” he said.
ALSO HAPPENING The city of Fuquay-Varnia, NC, is putting taxpayer dollars toward helping homegrown businesses expand as the town’s population explodes. The town approved a $250,000 economic development incentive to help local dentist, Bryden McCormick, build a family entertainment center with a bowling anchor on six acres.
*** Hampton Lanes, Northhampton, PA, lost part of its roof last February due to heavy snow. The lounge section, Hammerhead Lounge, is now open and the bowling lanes look to a 2022 reopening. It is reported that a delay of steel has delayed the opening of the lanes.
*** An entertainment complex with bowling, a golf simulator, arcade games, and, of course, beer is planned for downtown Muskegon, MI. A co-owner of Pigeon Hill Brewing Companygave the city commission a sneak peek of the plans for its former beer production facility. Pigeon Hill will partner with Brunswick on the project which also calls for six lanes of duckpin bowling, dart boards, an ice cream shop, and meeting and event space.
*** Pins Mechanical Company is expanding to Atlanta, GA. The project will include elements of the 16-Bit Bar + Arcade, a sister brand, an expansive outdoor courtyard, rooftop patios, three full bars, 16 duckpin bowling lanes, more than 50 pinball machines, bocce ball courts, patio ping pong, and more. Opening is expected in 2023.
POOCH FRIENDLY IN THE UK Dogs have definitely become an integral part of families, often being the first child for working couples. During the pandemic, puppies filled in the need for company. In the UK, businesses reopening and building back clientele realized that dog-friendly establishments might just be the hook to bring back business. Dog Bowl, a bowling center and bar in Manchester, UK, is inviting visitors to sip cocktails, bowl a few strikes, and hang out with their favorite four-legged friends. They could also include humantype friends to complete the package. The company posted: “We love it when you bring in your dogs, and we love it even more when you take photos of them in the venue.” Clever marketing? You bet! Dog Bowl has 10 bowling lanes with a selection of retro arcade games that operate on an old-fashioned token system. America, sit up and pay attention. 8
*** Bowling is back in La Grande, OR. Brickyard Lanes opened in September. It was not a quick project. In fact, it took seven years to transform the well-worn 1908 historic building into a family entertainment center. The 14,000 square feet had many reincarnations: a hotel, a mercantile house, a farm equipment store, and most recently an Eagles Lodge. However, Brickyard is open with 12 lanes of bowling, an arcade and lottery section with an addition of an upcoming dining area.
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MAIN EVENT OPENS ITS 45TH ENTERTAINMENT CENTER Chesterfield, MO, is in for a treat. The Plano, Texas-based company is about to open its 45th entertainment center. To help the launch will be Intercard’s expert cashless technology. For more than 20 years, Intercard has helped Main Event open the leading brand of family entertainment in 16 states across the country. Intercard has helped venues such as Main Event increase customer spending and boost revenues. The new venue in Chesterfield will have 22 state-of-the-art bowling lanes, a multi-level laser tag arena, a rock-climbing wall, a gravity ropes course, arcade with more than 100 games, a restaurant and bar, and private meeting spaces.
SHORTS
INDUSTRY AT LARGE 8 IAAPA EXPO EUROPE WELL-ATTENDED IN BARCELONA The three day IAAPA Expo Europe was held in Barcelona in September. In review, it was a well-attended event with 8,500 registered visitors and 439 exhibitors, including Brunswick and QubicaAMF. Intercard, the 30+ year cashless systems company, featured its latest technology including its e-commerce platform, the versatile i3 Reader and Shindigger, the ultimate party reservation system. The advanced technology allows guests to buy game cards in the safety and comfort of their home. They print out a code and scan it at the Intercard iTeller in the FEC to receive a game card; there is no interaction with the center staff. The ease of use is also easy for the center. The company offers world-wide, live, 24-hour-a-day, 7 days-a-week customer service with reps who know the iTeller technology. 2022 looks to London as the next expo venue.
8 USBC TAPS BRUNSWICK FOR ITS INTERNATIONAL TRAINING CENTER USBC has installed Sync® Prima™, the center operating system by Brunswick at its International Training and Research Center (ITRC) located in Arlington, TX. ITRC frequently hosts elite tournaments and is the training home to Team USA, the group of athletes who represents the United States in international competition. Competitive bowlers benefit from Sync’s myShot spare trainer feature, which lets bowlers pick and repeat attempts at a favorite spare pattern and is perfect for expert bowlers who want to refine their techniques.
PEOPLE WATCHING As Betson Enterprises focuses on raising its profile and services in the amusement sector in Canada, the company has announced a strategic relationship with Paul Nonis, founder of 5IVE Rocks Advisory Group and a former executive at Cineplex Entertainment and Player One Amusement Group. During Nonis’ tenure with Cineplex, he developed and led growth of the incinema amusement games business, operating toptier family entertainment center brands in Canada. Betson, headquartered in New Jersey, is a division of H. Betti Industries, Inc. and is the leading worldwide distributor of arcade and amusement equipment, parts, and service.
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8 STRONG RECOVERY FOR THE TENPIN INDUSTRY IN THE UK Ten Entertainment Group, a UK FEC operator of 46 bowling-oriented FEC venues, is experiencing an upsurge in business. In the 11 weeks following June 27, sales were up 42% and footfall growth had driven the most successful summer trading period in the group’s history. The company’s locations were closed for 20 weeks during the pandemic, reopening on May 17. The company said that despite some supply chain disruption and staff turnover, Ten Entertainment had emerged strongly. Looking forward, CEO Graham Blackwell said that the company will return to the strategy of growth through acquisitions and internal investment.
BOOK CORNER If you’re not first you’re last Here’s a book to help reinforce the fundamentals of life both in a career and in just living. Alan Stein Jr.’s Raise Your Game shares the secret principles used by world-class performers. Stein, a former basketball coach and a corporate performance coach and speaker, creates a winning mindset, which is a sure pathway to achieving. The fundamentals are basic and basics always work. Sometimes we have to reintroduce ourselves to the work. It is an inspiring read, and being inspired always helps.
SHORTS
INDUSTRY NEWS 8 BEAT THE CHAMPS IS BACK AND BETTER
The long-standing event, Beat the Champs, will return in 2022. The tournament of Chicagoland Bowling Proprietors Association and sponsored for 58 years by Chicago’s Sun-Times debuted in the 1961-62 season when Don Carter and Marge Merrick, bowling’s stand-out champions, challenged Illinois league bowlers, for a modest entry fee, to try to beat their handicaps during a designated week in December, enticed by prizes. However, the most important aspect of Beat the Champs has been its charitable component, which generated funds for local charities designated by the participating bowling centers, as well as charities selected by the Chicago Sun-Times. Through the 2019-20 season, there have been 5,831,880 lifetime entries, and $2,907,604.36 raised for area charities, including the Bowlers to Veterans Link, St. Jude’s Children’s Research Hospital, the Greater Chicago Food Depository, the Chicago Police Memorial Foundation, parent-teacher organizations, churches, and hundreds more. Now, Storm Products has stepped up to the plate and is assuming title sponsorship of Beat the Champs, effective with the 2022-23 season. Gary Hulsenberg, Storm vice president of community relations, shares, “At Storm, we are committed to continually raising the bar of innovation and service, and to always go above and beyond expectations.” He added that Storm is excited to partner with the Beat the Champs contest, which celebrates many great aspects of the sport of bowling, while raising money for local charities, which is at the foundation of Storm’s belief system. Bill Duff, the ED of Illinois State BPA and Chicagoland BPA is looking forward to the upcoming season. “We no longer have to think in terms of geographic boundaries.” The tournament can be live-streamed. Duff sees the possibility of expanding the event to other parts of Illinois and even beyond the state’s borders in the future. Further, Duff feels it gives kids the opportunity to win scholarship funds and will make young people aware of the charity aspect, and will get them involved in their communities. At present, the schedule for the 2022-23 Beat the Champs includes in-league qualifying during the week of Dec. 4-10, 2022, with sectional roll-offs in late January and late February 2023, and finals in March 2023.
IN REMEMBRANCE Elaine Hagin The bowling world has lost a powerhouse and dedicated supporter. USBC Hall of Famer Elaine Hagin passed away at the age of 92. Hagin dedicated her life to the sport of bowling. As stated in Bowl.com, “Her introduction to bowling came as a young competitor, but over more than half a century, she served a multitude of roles, from the local level to the national stage.” Hagin was active in the Women’s International Bowling Congress Board of Directors for more than 30 years. Bottom line, Hagin was involved in just about every facet of the bowling industry. She served as national chair of the BVL and as vice president of the IBMHOF. Further, Hagin was a director of the International Bowling Media Association and was a member of the advisory board for the Women’s Sports Foundation. On the lanes, Hagin competed in the Women’s Championships 47 times from 1958 – 2010. Funeral services are pending, but the Hagin family did request that in lieu of flowers, she be remembered with contributions to BVL or the IBMHOF. 12
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We s B e c k e r Wes Becker, president of Vantage Bowling Centers in Tucson, AZ, and a BPAA Hall of Famer, passed away suddenly in September. Becker’s relationship with bowling began in 1959 when he was 10 years old and his father built Cactus Bowl in Tucson. With a certification from the Brunswick Bowling Center Management School in 1980, he became involved with the BPAA and MUBIG. He served as president of the Arizona Bowling Proprietors’ Association and was also on the BPAA Board of Directors for four years. Currently, Becker was on the budget and finance committee. In recognition of his years of service, he was awarded the Victor Lerner Memorial Award, the BPAA’s highest honor and was inducted into the BPAA Hall of Fame in 2016.
FEATURE
Bowling lanes at Palace Social got a full upgrade
Once Upon A Time At Palace Social By Mark Miller
A Houston Center Makes Bowling Magic
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o generations of bowlers in the Houston metropolitan area and beyond, Palace Bowling Lanes was a treasure in part because of one of its famous owners –USBC and PBA Hall of Famer Bill Lillard. For more than four decades, the 44-lane center southwest of downtown Houston hosted many of the city’s best competitors, and a plethora of family and friends called it their bowling home. It also was the site of the Professional Bowlers Association/Professional Women’s Bowling Association Striking Against Breast Cancer Doubles Tournament from 2010-2016. Unfortunately, the center fell on hard times and the facility closed. It sat vacant for several years until area residents and businessmen John Morton and Walker Moody turned what started as a conversation between two dads into the July opening of what’s now called Palace Social. “They kind of looked at each other and asked, ‘Why are we
November 2021
Billy Fornay III, CEO of Palace Social
FEATURE
driving 35 to 40 minutes for a kids’ birthday party?’” said Billy Forney III, Palace Social’s chief executive officer. “We’ve got such great opportunities nearby and the demographics are great in this area. Why are we doing this? What can we do?” Morton and Moody started searching and came upon Palace Lanes, befriending the owners. But shortly after finding After winning in the arcade, visit the Palace Lanes, the building redemption booth and bowling alley closed. Morton and Moody kept in touch with the owners to work out a satisfactory arrangement, and they finally did. One of the stipulations of redoing the entire building into a new commercial center was that they had to bring bowling back to the area. Morton and Moody had another stroke of good luck by working with Billy Forney III who was available to work on an FEC project, after building a career as a non-bowling entrepreneur in financial planning, commodity trading, and oil and gas. He used his extensive business contacts in the hospitality, design, and food and beverage sectors to help him create an entertainment experience amidst a mixed-use complex. He also recruited about 50 other local investors,
Sports simulator suites are a hot ticket
most of whom had bowled at Palace Lanes before. “Palace Bowling Lanes was an icon,” Forney said. “It had been around in one way, shape, or form for about 66 years. This is very much a community-driven project, with multiple investors and a built-in, word-of-mouth marketing machine that comes with it.” The reimagined facility opened in early July to much fanfare and many patrons. “We thought our numbers were really good,” Forney said. “Coming out of the gate it seemed people were very willing and interested to check us out. We had some great feedback.” That continued for a few weeks until the arrival of the COVID-19 Delta variant which quickly curtailed things dramatically. “We were very excited — and still are excited — but just trying to weather another storm,” he said. “We’re getting past this COVID issue right now because the feedback was great, we were having quite a few return customers, not only for the entertainment but also for the food. This isn’t a normal bowling-type of menu.” The Southern-inspired, American fare-themed restaurant was put together with the help of hospitality consultant Jonathan Horowitz of Convive Hospitality Consulting and consulting celebrity chef Ryan Hildebrand. It was then handed off to IBI
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FEATURE “We wanted to bring another food option to people in this area,” Forney said. “They can come into Palace and sit in the restaurant and not even know that a bowling alley exists because of the way it is set up. You may be able to see it but not even hear it. You can come in to just enjoy lunch or dinner and not venture to the entertainment portion of it.” Palace Social is one of many tenants of the Southside Commons mixed-use commercial real estate development located in the Westview/Bellaire District west of downtown Houston. Others include medical offices, a restaurant called Dish Society, and others coming soon. At 27,000 square feet, Palace Social is by far the largest part of the complex. Besides the eight non-standard 53-foot lanes with string pins, it features a 159-seat open area restaurant and lounge; 3,900-square-foot
Esports lounge at Palace Social
continued on page 20...
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FEATURE ...continued from page 16
arcade with more than 50 machines; OMNI Arena virtual reality center; 16-seat XD Dark Ride Theater that merges real-time 3D graphics with interactive gameplay; a 600-square-foot e-sports lounge complete with 22 professional-grade computer systems; two multi-sport simulators from Full Swing Golf; and three private event rooms featuring oversized
Virtual reality continues to be a big winner for Palace Social
flatscreen TVs and karaoke systems custom made to accommodate both small and large groups for any occasion. There’s also a private dining room that can seat 50 people. It’s all geared to attract the many families and children who live in the high-density area. While Palace Social looks nothing like Palace Bowling Center, an homage to the previous facility is displayed on a key entrance wall with a shadow box holding some bowling balls and vintage shoes salvaged from the old Palace Bowling Lanes. Some of the bowling balls still have the bowlers’ names inscribed on them. Also remaining are the old columns holding up the second story above Palace Social. “There’s lots of memories of the old Palace Bowling Lanes, and now we’re bringing in new memories with Palace Social,” Forney said. ❖
Mark Miller is a freelance writer, editor, and public relations specialist from Flower Mound, TX. He's the author of Bowling: America's Greatest Indoor Pastime available at Amazon.com.
Have your cocktail customized and perfected at Palace Social 20
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PROMOTION
THE GREAT $20,000 GIVE-AWAY OF 2022
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ost COVID is all about businesses rebuilding businesses. What better way than to join forces:Bowling Business Builders International (BBBI) and International Bowling Industry Magazine (IBI) get it. Working in concert helps everyone win. The two have launched the Business of Bowling $20,000 Give-A-Way Promotion. It is synergy at its best. Andy Vasko from BBBI shared the motivation behind the giveaway: “Since the start of the pandemic, we’ve been in daily contact with centers around the country, and the majority have struggled mightily just to keep their lights on. We also knew how it was affecting fellow suppliers to the industry. As a company, we were looking for a way to give back to our industry, not to only helping centers but also suppliers.” So how does this promotion work? $20,000 is the amount and twenty is the number of centers who can win $1,000 to purchase needed material and/or services with an IBI Preferred Vendor of their choice. Centers need cash and vendors need business. Everybody wins. To establish eligibility to win, a center only needs to subscribe to IBI. The subscription is free, and the subscriber must represent a bowling operation. The signup deadline is December 20 and limited to one entry per center subscription. Vendors wishing to join in the fun can become an IBI Preferred Vendor by advertising their company in either the November, December, or January issue.
So, there you have it: One subscription to receive IBI and, if selected, $1,000 to put toward a purchase with an IBI Preferred Vender of choice. A win-Win. Stephanie Davis, IBI’s new publisher and editor, recently attended the annual Southwestern Bowling Proprietors Trade Show in Denton, TX. She knows there is no better way to get the pulse of the industry than to talk face to face with operators—what they need; what they want; what’s the temperature of business out on the streets.“Proprietors are very excited about this promotion, as are suppliers,” Davis shares.“It’s a fun way to pull together and get business moving within the industry.As we progress into 2022, we’ll be unveiling more unique ways that IBI will be helping operators and suppliers alike. The vibe of the industry continues to be one of helping each other as we move past the pandemic and its challenges. We’re thrilled to be a part of that momentum.” The new year is all about coming back, building business together. The drawing of 20 winners for a share of $20,000 will be held January 31, 2022. ❖
Sign up today at www.BowlingBusinessBuilders.com/giveaway or call 877-841-4590. BBBI assists operators and bowling associations in marketing their businesses. It is well-known for its nationally acclaimed Kids Bowl Free summer bowling program. IBI has served the bowling industry since 1993 as its premier trade magazine, connecting operators to the industry and each other. IBI
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MARKETING
MARKETING BASICS WITH BRUCE DAVIS LESSONS TO REMEMBER
THE MARKETING PROCESS
W
ant to get the most out of your marketing outlays of money and efforts? The most effective way I know to gain optimum ROI for your investment is to always follow a three-step procedure when working to develop a marketing plan or promotion. The three steps outlined below not only need to be followed they need to be followed in the order presented.
Step 1
– ID THE TARGET OF YOUR MARKETING First you need to dial in on the target of your efforts. Clearly describe the people or organizations you hope to attract. Take time to dig into traits, characteristics, and current behaviors of your marketing target. No matter if your target is made up of individuals, couples, groups, or companies, you need to take time with your staff to discuss all the things that the specific target might find attractive as part of your offer. Building an offer to appeal to everyone or a large segment of the population usually results in a watered-down offer that appeals to no one. A bonus to true target marketing: once you tighten who your target is, you will be able to save on costs to reach them as well.
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MARKETING
Step 2 – BUILD THE MESSAGE OF YOUR OFFER Once the target of your efforts is well defined and their traits, characteristics, and current behaviors are identified, you can then proceed to the task of building the story of your offer. Your story should tell the individual or group target what is in it for them to spend their time and money with you. No matter if your offer is carried by an online post, an email, a flyer, a video, or other means, it is crucial to develop a storyline that can come across as though you were having a conversation with them about the benefits they will receive if they take you up on your offer. You wouldn’t talk to someone in bullet points so avoid using bullet points pointing out features unless your target is very familiar with you and your business. Remember, people only buy for one of two reasons: either to solve a problem or create happiness. Let them know your offer can do one or both.
Step 3
– DETERMINE THE BEST WAY(S) TO GET THE MESSAGE TO YOUR TARGET Once your target is selected and your message is crafted, then and only then should you begin to determine the most efficient way(s) to deliver the message to the target audience. Never start out with a pre-determined
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choice of media. I repeat, never start out with a pre-determined choice of media. Be sure to keep this step as Step 3. It is often best to employ a multi-media approach when sending an offer. With that said, if you stick to the best target and media matches you can find, you will be able to avoid wasting some of your marketing budget on media that your target isn’t a fit with. If this sounds like a delicate balance, it is. Doing a quality job of researching your target market will pay back big dividends and is worth the effort fine tuning it. A solid offer made to the wrong target audience through the wrong media will no doubt fail, while a weaker offer sent to the right target audience through the right media will no doubt get some response. Strong offers sent to the proper target through proper media spells success!
MARKETING
SELLING BOWLING METHODS, STRATEGIES, AND TECHNIQUES TO BOOK MORE BUSINESS Once you’ve settled on a solid bounce back offer and have produced a substantial number of coupons, instruct your staff to present one to each open play customer after they have paid for their current visit along with a pleasant greeting like, “Thank you for bowling with us today, here’s a coupon for your next visit. We look forward to seeing you again soon!” You may have to hand out a good number of coupons to gain a modest redemption, but the cost is low, and the chance of success is high. Plus, in today’s competitive environment for recreational dollars, extending thanks and a valuable offer to return will set your center above businesses who don’t put forth the extra effort. Bounce back coupons that we find to earn some of the strongest redemption rates are BOGOs (Buy One Get One Free – or Every Other Game Free) or, one of our favorites, “$5.00 Off Of $20.00 or more spent on bowling.” Your coupons should carry some restrictions, like, “Not Good with Other Offers,” “Valid for Open Play Only,” or, “Call Ahead for Lane Availability.” When it comes to selecting a “Valid Until Date” there is often some consternation. If the date is set too far out, coupons can be put away and forgotten about; if the expiration date is too close, you also risk hurting redemption. Here’s a great solution you may want to consider: Once when doing a seminar in Australia I learned a coupon redemption technique they often used that covered the dilemma. They made their coupons “Valid For 30 Days from Receipt of Coupon.” They killed three birds with one stone, and I have used their technique ever since.
BRING ‘EM BACK FOR MORE
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f you read the marketing section from the October IBI issue, you’ll have learned about the three ways to grow your business. If you haven’t read it yet, you may want to go back and take a look. It’s truly the basis for growing your business and is a great refresher even if you’re an old dog like me who has been in business a long time. One of the three marketing methods to grow your business is to gain more visits from your existing customers. While there are several ways to accomplish this, I suggest you consistently put one method to work for your center that has a low cost to employ, is easy to execute and, for most centers, works very well. I’m talking about the tried-and-true bounce back coupon. Bounce back offers have been around a long time because, quite simply, they work! They make customers feel special and convey a feeling of gratitude for their business.
TONY HARPER & RANDY WEBB ACQUIRE WESTERN BOWL IN AMARILLO, TEXAS We congratulate Tony Harper & Randy Webb on the purchase of this fine bowling center and thank Marty Fenberg for working with us to complete the sale. Ken Mischel served as the broker in this transaction. We wish Tony, Randy, & Marty the best in the future.
Bowling’s Only Full-Service Brokers, Appraisers & Financial Advisors
(619) 551- 6005 Check out our listings at www.thehansellgroup.com
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MARKETING
RINGING THE REGISTER CREATING BONUS BUSINESS WITH ANDY VASKO
FILLING HOLES STARTS WITH A CHART
A
re you too busy working in your business to work on your business? If so, you aren’t alone! Every month I talk to hundreds of operators around the country and hear a common theme of being busy. Proprietors are diligently working the desk, filling in for cooks who didn’t show up, oiling the lanes, fixing machines, taking inventory and placing orders, along with countless other tedious activities to keep their operations open and functioning. Many people are so busy keeping up with daily operations that they are out of time, energy, and creativity to fill their open lanes and grow business. It’s a common theme I hear from around the country; operators are short staffed, overworked, and just plain tired. As I reflect on my decades of operating busy centers, I can totally relate 26
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to these challenges and feel for you. But I hope you don’t give up and just accept your open spots without a fight. Especially when you’re busy, it’s easier to fill lanes when you have a clear assessment of your center’s potential. Years ago, I started using a lane availability chart to visualize our open lines daily. Having that chart in my face kept our open lanes top of mind and kept me focused on filling the spots. Back in the day, I used a simple Excel sheet to create my own lane availability chart and it worked just fine. I used Column A for days, B for time, and C-AH for numbers 1-32. Under each day, I listed the start time and highlighted the number of lanes being used. Once completed, it was very easy to see all the white boxes representing open lines are opportunities for additional business. Initially, this exercise can be overwhelming. The number of white spaces can throw you for a loop and that is exactly why it is productive. Once I saw the white-out and reality set in, I moved onto constructive activities to fill the holes My personal favorite was scheduling a brainstorming session with staff to gather ideas. As
MARKETING much as I don’t love meetings, this is a fantastic way to get your team together and pick their brains. If your center is like most, you probably have many ages and different types of people on your staff who will provide ideas that you wouldn’t have thought of on your own. Be sure to employ the ‘no negative comments allowed’ rule to keep things positive and encourage participation. You may be surprised where your best suggestions come from. I remember when I hosted one of these meetings and my cook suggested a teen night on Sundays because nothing was happening on Sunday nights in the summer. The result was an average of 80 kids paying $8.00 each for a 2-hour session June through August, with a back-to-school party on the last night.
I started calling these meetings Finding Gold sessions and gave a reward for ideas that produced business. Good for the center, good for the staff, great for everyone’s pocketbook. Lane availability charts, if you’re not using them – START! If you have any questions about this, give me a call or email me, I’d be happy to walk you through it. Andy@kidsbowlfree.com or 1-877-841-4590.
Note: Technology has moved at lightning speed since I got out of operations and perhaps online reservation systems, or newer automatic scoring features, could provide you with this at the touch of a button. I recommend looking to suppliers of these products to see if it is an available option.
Don’t miss Bruce and Andy’s Four Minute Marketing Drill in Bowling Industry’s Cocktail Hour Report digital newsletter
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COVER STORY
By Robert Sax
I
f you have been privileged to be “in the room” at one of the Three Amigos’ celebrated F2FEC conferences, you will know that one of the most-anticipated moments is Amigo George Smith’s presentation of his latest lists of top arcade games. More than 60% of FECs operate game rooms, according to the 2020 IAAPA Family Entertainment Center Benchmark Report, and arcade games are a significant revenue-generator for many proprietors. With that in mind, we checked in with George Smith to get his advice on getting the most out of a game room. He has also graciously provided his latest lists of top games, which you will find at the end of this story. Smith, founder and president of Family Entertainment Group, has been in the games end of the amusement industry for more than 30 years. He learned the ropes during successful tenures at arcade operators Dream Machine and Namco before striking out on his own. Smith founded FEG in 2003 and currently owns or operates more than 50 game rooms in more than 22 states, running from a few thousand square feet to 10 acres in size. These range from installations for Great Wolf Lodge and other water parks to his own Going Bonkers and In the Game centers. Smith knows his games, and if he says a game is worth having, he’s not playing around.
GAMES ARE A RETAIL BUSINESS Smith’s most valuable piece of advice may be his prescription to act like a retailer when operating a game room. That means starting with a commitment to make games a major part of your business. If games are going to take a back seat to bowling, parties, and food and beverage, then operating a game room may not be for you.
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“Like anything else, it's work,” says Smith. “It is constant reinvestment, and that's where I think most people go wrong. They think ‘I bought [the games] once, and this can last for five-plus years.’ But it's like a movie theater; you have to change and upgrade probably 20% to 30% a year.”
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COVER STORY
George and Kristy Smith
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COVER STORY Watch Asphalt 9 video in the digital issue of IBI
Games don’t play themselves, you need to attractively display alluring prizes to win players. Smith gives the example of the perennially-popular crane games, where players use a mechanical claw to try and pick up a prize from the game case. It’s not enough to just throw some stuffed animals onto the playing floor; they have to be “fluffed” (laid out in an attractive way) says
Smith advises getting the best games you can afford. “We're not talking about [a few] games on the concourse anymore. Customers are sophisticated. If you think you can take secondary games and just throw them in there, customers are going to be unhappy,” he says. To increase the amount of time customers spend playing games, the game room itself should be well-lit, comfortable, and carpeted. Ceiling height should be a minimum of 10 or 11 feet, because a lot of today’s hot games are tall. The popular VR attraction Virtual Three Amigos L to R Rick Rabbids, made by LAI Games, for Iceberg, George Smith and example, is over 10 feet tall. Ben Jones
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COVER STORY Watch Typhoon video in the digital issue of IBI
Smith. “You have to make sure the eyes are visible to the customers,” says Smith. “If you just dump them in there so the rear ends of toys are showing, you're not going to make very much money.” The same goes for redemption games that allow customers to win points that they can redeem for prizes, because redemption can be the most profitable element of the
Showtime Cranes by Coastal Amusements
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game room. While there are automated redemption machines available, a redemption room or counter staffed by people will allow a bigger and broader mix of merchandise and will ultimately be more profitable. Smith acknowledges that the pandemic has interrupted the manufacture and delivery of redemption merchandise, much of which is made overseas. He doesn’t expect the supply chain to be back to 2019 levels until 2023, but he says that doesn’t have to deter an operator from opening a game room. Operators should be able to get suitable prizes if they are creative and source
COVER STORY Watch King Kong of Skull Island video in the digital issue of IBI
merchandise from multiple vendors, including those outside the industry’s traditional suppliers. Supply chain problems and manufacturers’ production backlogs have also led to shortages of new games. Smith says an increase in the availability of used games makes them a good option now. They are available from a variety of sources including
UNLIMITED BUDGET FULL SET REDEMPTION GAMES Big Bass Wheel Big Bass Wheel Connect 4 hoops Hypershoot Hypershoot Ice Ball FX Ice Ball FX MDX Monopoly Roll N Go Space Invaders Frenzy Ticket Circus 6-player Tower of Tickets Whack N Win 11ft INSTANT WIN GAMES Sweet Stuff Eclaw 600 3-player Eclaw 900 2-player Eclaw Cosmic Showtime Console 4-player Crane Police Crane 6-player
MANUFACTURER Baytek Baytek Baytek LAI LAI ICE ICE Benchmark ICE Raw Thrills Elaut Baytek ICE MANUFACTURER Coast to Coast Elaut Elaut Elaut Coastal Amusements Coast to Coast
VIDEO AND NOVELTY GAMES 3 horse carousel Air Hockey Air FX Crusin Blast Crusin Blast Halo Jurassic Park Superbikes 3 Superbikes 3 VR Kong
MANUFACTURER UNIS ICE Raw Thrills Raw Thrills Raw Thrills Raw Thrills Raw Thrills Raw Thrills Raw Thrills
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LIMITED BUDGET FULL SET REDEMPTION GAMES (Used) Big Bass Wheel Pro (Used) Cyclone (Used) Skeeball (Used) Skeeball (Used) Skeeball (Used) Sonic B-Ball (Used) Sonic B-Ball (Used) Baseball Pro (Used) Harpoon Lagoon Prize Aquarium Monopoly Roll N Go (Used) Slam A Winner EX Tower of Tickets (Used) Flappy Birds Whack N Win 11ft INSTANT WIN GAMES (Used) Candy Crane Fun Zone 36" Fun Zone 36" Fun Zone 36" Showtime Console 4-player Crane Baby Bear 2-player
MANUFACTURER Baytek ICE Baytek Baytek Baytek Sega Sega Andamiro ICE Andamiro ICE Benchmark Baytek Baytek ICE MANUFACTURER Coast to Coast Coast to Coast Coast to Coast Coast to Coast Coastal Amusements
VIDEO AND NOVELTY GAMES Air Hockey Air FX Jurassic Park (Used) Superbikes 2 (Used) Superbikes 2 (Used) Deadstorm Pirates DLX (Used) Madwave
MANUFACTURER ICE Raw Thrills Raw Thrills Raw Thrills Raw Thrills TrioTech
COVER STORY UNLIMITED BUDGET 10-15 GAMES (NO REDEMPTION) INSTANT WIN GAMES Taj Mahal JR Eclaw 600 3-player Eclaw 900 2-player Eclaw Cosmic Police Crane 6-player Showtime Console 4-player Crane
MANUFACTURER Smart Ind Elaut Elaut Elaut Coast to Coast Coastal Amusements
VIDEO AND NOVELTY GAMES Air Hockey Air FX Halo 2p Hypershoot Hypershoot Jurassic Park Superbikes 3 Superbikes 3 Virtual Rabbids VR Kong
MANUFACTURER ICE Raw Thrills LAI LAI Raw Thrills Raw Thrills Raw Thrills LAI Raw Thrills
LIMITED BUDGET 10-15 GAMES NO REDEMPTION INSTANT WIN GAMES (Used) Candy Crane (Used) Plush Bus (Used) Plush Bus (Used) Plush Bus (Used) Plush Bus Showtime Console 4-player Crane Baby Bear 2p VIDEO AND NOVELTYMES Air Hockey Air FX Jurassic Park (Used) Sonic B-Ball (Used) Sonic B-Ball (Used) Superbikes 2 (Used) Superbikes 2 (Used) Madwave 38
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MANUFACTURER Coast to Coast ICE ICE ICE ICE Coastal Amusements Coast to Coast MANUFACTUER ICE Raw Thrills Sega Sega Raw Thrills Raw Thrills TrioTech
distributors, such as Betson, auction houses, and individual proprietors. The game mix is very important and should offer something for everyone among your customers. Smith recommends a core combination of instant win, late model video games, and driving games, especially motorcycles. Arcade-style virtual reality rides are also worth considering; while expensive, they can be high earners. “The new virtual reality games like King Kong of Skull Island by Raw Thrills or Virtual Rabbids are wonderful,” says Smith. “If there's enough traffic, [consider] air hockey and basketball because [bowlers] probably will play sports games.” Smith's cheat sheet of recommended games is an IBI exclusive. The list is divided into sections for those on a budget and those with deeper pockets, and within those categories are lists for game rooms with a “full set” of 40 or more pieces as well as smaller rooms with 15 pieces or less. Where Smith recommends more than one unit of a game, the optimal number of units is noted in (brackets.) Game on! ❖
GAME DISTRIBUTORS TO CONTACT FOR NEW OR USED GAMES, AND POSSIBLE FINANCING DEALS: Betson Distributing: www.betson.com Shaffer Distributing: www.shafferdistributing.com Primetime Amusements: www.primetimeamusements.com AVS Companies: www.avscompanies.com
Robert Sax is a writer and PR consultant in Los Angeles. He grew up in Toronto, Canada, the home of five-pin bowling.
INSIDE LINE
MEET BRENT SIMS
Brent Sims, right, gives advice to a bowling student
Each month IBI 's “Inside Line” will highlight a team member from one of our loyal advertisers. It's always fun to learn a little something new about people in the industry who make things happen at their company and for the industry as a whole. This month, we caught up with expert multi-tasker Brent Sims.
By David Garber
I
BI:
When did you start in the bowling business?
Brent Sims (BS): Back in high school I joined a youth league in about 1994. Sometime around then I was working at McDonalds and my manager left to oversee the snack bar at the local bowling center. I left with her and have pretty much been working in the bowling industry from then on. I started at Kegel in late 1997. Dennis Davis, who was the manager at Kegel's bowling center at the time, hired me because I had pro shop experience. I’ve been at Kegel ever since.
IBI: What is your current position at Kegel LLC? BS: I’m the Director of Coaching Technology, which means my primary role is to take care of everything
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related to Specto, Torch-X, and Arrow. I also oversee any development of new coaching tools. Along with that, I manage the Training Center planning. I take care of the management of our four pro shop locations as well. Recently, I’ve started helping with project management in our chemical department specifically on some non-bowling ventures as well as other intra-department projects.
IBI:
Wow, that’s a lot! How do you manage all the balls in the air? BS: I love my job so that makes it easier to focus and keep up with it all.
IBI:
How do you think Kegel has impacted the industry?
BS: I worked for John Davis, the founder of Kegel, and I learned
INSIDE LINE make choices and mistakes. One of the things I enjoy is traveling; seeing interesting places and things that I may not have otherwise. Because of the PBA and Kegel partnership, I’ve gotten to go all over the country and represent Kegel.
IBI:
What do you see in your crystal ball for the bowling Industry moving forward? BS: I think bowling will always be around. I’m optimistic that some of the things that have happened in the competitive landscape the past few years will continue to drive younger players to strive to get to that level. I think our recent challenges will also encourage proprietors to find a better balance between recreation and competition which will also help the long-term growth of our sport. ❖
Brent Sims and Chris Chartrand share a vision for the future of Kegel
from him how he approached things; it was very eye opening. He had a love for bowling, and everything related to the industry. Having been involved with the training center from the beginning, I think that was one of the first things I saw that was impactful for operators. Most recently Specto has been big technological advance.
IBI:
Let’s talk about Specto and what it does.
BS: Specto is basically a computer aided tracking system using modern technology, with the upgraded ability to measure so many different things with such precise accuracy. What I’m most impressed with is the impact it has had on TV shows over the past few years. I’m biased because I’ve been at every show it’s on and helped run the data analysis for it. Watching TV without it now isn’t even an option for me.
IBI:
Sounds like you and Kegel are rolling!
BS: Kegel is a great company. We have so many people that are willing to jump in and take care of what is needed. We all work together and can tackle almost any problem. It helps that I’m a workaholic.
IBI:
What do you like most about working at Kegel?
BS: My coworkers and the industry itself. I always joke and tell people it’s better than a real job. I can be unapologetically me and people accept that. My bosses trust me, so I have the freedom to 42
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DESIGN
DESIGNING FOR PROFIT Diverse offerings lead to better profits By Daniel and Howard Ellman
L
ike most industries, bowling has changed dramatically in recent years. In fact, from 2017-2019, the number of league bowlers registered nationwide had fallen by at least 5% annually. And there has been more than a 30% drop in overall revenue from league bowlers since its heyday decades ago. That steady decline has only been exacerbated by COVID-19. But with that change comes a great opportunity. It gives proprietors a chance to transition their center into something more diverse, more exciting, and yes, more profitable.
DIVERSIFYING YOUR CENTER, A GROWING TREND IN THE BOWLING INDUSTRY A traditional bowling center does one thing extremely well — bowling. “With so much of the revenue relying on only bowling, many proprietors find their business model is too one dimensional,” said Doug Wilkerson, one of the principal owners of Dynamic Designs, Inc., and head of its creative team. “Some centers do a decent job with bar income, but many times there just isn't enough diversity of profit centers to sustain the business.” 44
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An upgraded bar area can mean big profits for your center
A family entertainment center, on the other hand, gives customers more reasons to stay in a center while having a good time and spending money. “It’s a win-win for everyone,” Wilkerson said. So what qualifies an establishment as a family entertainment center, or FEC? And more importantly why should you consider a transformation of your traditional center to a more diverse entertainment complex? An FEC hosts a mix of entertainment options that complement one another beyond a singular attraction. For instance, there may be bowling lanes and one other anchor attraction like escape rooms. But there’s also a robust arcade, laser tag, top-notch food and beverage offerings, and even event space to accommodate groups and large parties. “Imagine a customer comes to your center to bowl, and they do that with their friends for an hour,” Wilkerson Doug Wilkerson, one of the principal said. “In a traditional venue, they would owners of Dynamic Designs, Inc.
DESIGN
A great arcade can draw youngsters, Millenials, and Boomers.
do that and then head home. But if you’re running an FEC, they likely will swing by the arcade for 20 minutes after bowling or even come early to your center to socialize in the bar or have a meal in your restaurant.” An FEC markets itself, too. If a group came to bowl one day, they may pass the laser tag arena and decide they want to come back and try that another time. More time, more visits, more money!
Seating areas where a conversation is encouraged through design
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DESIGN
STARTING YOUR TRANSITION TO AN ENTERTAINMENT VENUE If you own a bowling center and want to transition to a more diversified FEC, there are plenty of resources out there. “The key is to not think that you need to have all the answers and ideas yourself,” Wilkerson said. “In fact, you’ll certainly want to work with people who have been down this road before.” The most important thing to note is that the transformation will take place on your terms and with your ideas in mind. As an operator, we recommend you identify your objectives and parameters before meeting with a design firm. This pre-work will help begin the process with realistic goals in mind and help guide the project along.
seen a rendering of what is to come, they’re likely going to tell their friends and be sure to return to see the finished product. In the end, creating an FEC is all about one thing: keeping your customers longer, happier, and coming back for more. ❖
Howard Ellman is the President and Principal Architect of Dynamic Designs which is an internationally recognized entertainment design and architectural firm with more than 35 years of experience in the entertainment marketplace. Howard’s ability to interpret a client’s needs into a dynamic budget with responsive solutions has earned him the gratitude and respect of clients worldwide.
OPPORTUNITY AMID CHANGE Many centers remain open during their transformation process, making changes in the facility easier to live with. Often times, construction teams can update one profit center at a time by blocking off certain areas. That helps maintain profitability and even builds excitement among your customer base. If customers see that an area is blocked off and they’ve
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Daniel Ellman is a communication specialist and freelance journalist. After graduating from Northwestern University and working for more than a decade at a major Midwest newspaper, he now lives in Michigan with his wife.
EXPERT ALLEY
GO CASHLESS! SMART BUYERS LOOK AT THE TOTAL COST OF OWNERSHIP
“
T
otal cost of ownership” is a fancy-sounding business metric, but anyone who has bought a car understands the basic concept. Smart buyers know that there is much more to choosing a car than the initial purchase price. You also have to consider future costs, from gas and tires to insurance to maintenance and repairs. Quality and reliability are important, as is what the warranty covers if something breaks down. A bargain-priced car won’t be a good investment if your operating costs are too high. It’s the same situation when investing in cashless technology for your BEC’s arcade. The COVID pandemic has many consumers insisting on contactless transactions, so even the most resolute users of coins and tokens are considering the
switch to cashless. Of course there are a number of other huge benefits with a cashless system, from reduced game maintenance to lower labor costs to increased game play and the ability to drive return business by offering customer incentives. With so many operators making the switch to a cashless system, the following are costs of ownership that you should carefully consider when kicking the tires: • Does the vendor offer on-site installation (and customization if needed)? • Cards or data codes, the key expendable for a cashless system • Technical support and training fees IBI
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EXPERT ALLEY • Hosting fees if your data is not hosted on-site • Fees for hardware and software updates • Protection against obsolescence – Will the vendor support their hardware and software long term, or will you incur costs to upgrade if they discontinue your system? • Repair costs for readers, servers, kiosks and other components • Freight and delivery costs, especially if the hardware is made outside the U.S.A. • Does the vendor offer knowledgeable, live tech support 24/7/365? At Intercard we have considered all of the above costs in developing our own hardware and software. From our Element kiosk, designed especially for small game rooms, to our large systems that integrate with major POS platforms, the total cost of ownership with Intercard makes these the most affordable options in the market. ❖
Scott Sherrod is the CEO of Intercard. You can reach him at info@intercardinc.com.
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BOOZE AND BITES
of 10 million viewers per game, while many more headed straight to the stadium. Americans spend about $56 billion (about $170 per person in the U.S.) each year on attending sporting events. There are more than just chicken wings when it comes to businesses tackling their slice of the game day pie. The deals are huge, the beer is cold, the food is never-ending, and the experience is more important than ever. While watch parties at a friend’s place have always been popular, fan-goers are eager to get back out and socialize on game day. A big way to start building the game day experience at your center is adding to the theme. One that always strikes a chord with me (I’m not a breakfast guy, but I am a bacon guy!) is to start frying up the pigskin. Pigskin pizza, pigskin potatoes, pigskin nachos. Not only does bacon add a premium, but due to the curing process, it is inherently salty. This means that it is paired perfectly with a thirstquenching beer deal.
By Mike Fernandez
F
all is officially in full swing, and you know what that means - football season is back! While your center might already offer great game day deals, taking your food and drink operations to the next level will have people naming your bar as the game day hub. In 2019, the average viewership for any regular season NFL game was nearly 15 million. To top it off, college football brought in an average
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BOOZE AND BITES ...continued from page 49
During games, not everyone is looking for a hefty meal. Currently, there are many popular small plates making their way to bars around the country that are easily stored and prepared. Currently, one fan favorite is fried mac and cheese balls, which can be bought frozen and quickly thrown in the fryer. They are affordable to keep on the menu and can be sold at a higher price by simply adding a side of your center’s “secret sauce.” While we are talking about cheese, a steaming hot plate of
nachos is still as big a hit as ever, and some restaurants are elevating the game with a profitable success. The only thing better than a plate of nachos is a tower of nachos that feeds the whole table! You can get creative by adding any topping or sauce to your favorite cheese, from barbequed pork to buffalo chicken — just make sure you stack them high to have fans showing their friends their game day feast! There’s big money in the big game, so do not leave money on the table — leave food!
Football gives you plenty of ways to leverage coupons. Designate certain types of pizza at 30% off when the home team wins or providing a 10% discount on a certain beer for every touchdown. A little more fun than conventional game-day discounts.
We all know Americans drink a lot of beer, and in 2018 that number was 6.3 billion gallons. Sometimes you want to try something new, but do not want to throw your beer cash on a pint you might not like. Beer flights are showing up on bar menus all over the country, and they
are a huge hit for those that consider brewing an art form. The concept is simple: the guest orders a beer tasting flight, four 3- to 4.5-ounce samples of the customer’s choice that add up to about a pint (give or take a few sips). The delivery is important too; while a paddleboard is most popular, many establishments customize flight boards to match the style or atmosphere of their location. Ideally, the beers should be in order from light to dark beers; starting with darker beers that have more serious tones could overwhelm the lighter beers. A big part of this concept is having a great bartender who knows ale and can accurately describe to customers what the best options are for their personal taste. Not only do flights bring in the booze bucks, but when everyone at a table orders their own flight, it is sure to attract more customers when they see servers delivering a mix of brilliant amber and gold glasses of suds. ❖
Mike Fernandez is a freelance contributor on all things food and booze. Growing up in his family’s restaurant business fueled his passion for good eats and tasty drinks. By day Mike is a health insurance professional, by night he scours south Florida looking for trends and newcomers in the food and drink business.
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OPERATIONS
S.O.A.R.
Above The Competition With a solid foundation, every business can fly
By Candi Kelley
C
ustomer service should be a top priority for every business. Guests want to be treated in a respectful, consistent manner. Customer service is not about doing what is magical, fantastical, or amazing. It is about consistently providing service at a high level, making guests feel special, yet never falling below your basic promises. This level of consistency builds the trust needed to create loyal guests. Consistency is the foundation of customer service experiences. Once your business has an unfailing customer service process that is followed by all staff, it is time to S.O.A.R. above your competition. S.O.A.R. stands for:
S
Surprise and Delight
Surprise and delight are an effective way to nurture your guests with enhanced interactions by providing unexpected rewards. Surprise and delights can take many forms. One of the easiest (and my favorite) ways to surprise and delight a guest is with handwritten notes. In my days in operations, my party hosts wrote a personalized thank you card to each birthday child that had a party with us. The rules for the card were: it had to be addressed to the child because kids love mail, and it had to mention something that was unique to that child’s party. We received so
many positive comments from our guests about that simple practice. Another way to surprise and delight guests is to remember important dates. I was doing this in my bartending days without any software, simply by listening to my regulars. When they mentioned an anniversary, birthday, or trip, I remembered to ask them about it the next time they came in. They were always so surprised I remembered and were delighted to share with me. It showed I appreciated them enough to care about what was important to them. How can you surprise and delight your guests?
O
Overdeliver
Only promise what you know you can consistently achieve, even on your busiest days. After that, train your staff to look for small ways they could deliver a little bit more. We are not asking the staff to overdeliver all the time with IBI
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OPERATIONS
Across the globe, 96% of consumers say customer service is an important factor in their choice of loyalty to a brand. ~ Microsoft everything. Look for those small, extra steps that elevate your service. Overdelivery can come in many forms: it can be holding the door open for people as they come into your facility; a staff member can walk the food out for a guest that has their hands full; offer a driveup service to pack up gifts after birthday parties. Overdelivering on a customer’s expectation creates long-term relationships. It shows guests that you are willing to take the extra step for them. Look for ways your staff goes the extra mile and publicly commend them on those actions. Look for customer service stories and share them at your meetings. Make overdelivery a consistent part of the conversation and you will see it become part of your culture.
A
core of your business guest-centric and guest loyalty will soon follow.
R
refine
All the work you have completed up to this point is fantastic, but it is not complete. The needs of
Accommodate
Accommodate means to adjust to something or someone else’s needs. Have you ever noticed hotels are also called accommodations? Why is that? It is because they are designed to meet the needs of the guest where they are. Does the guest need to work out? Enjoy the gym! Have some work to do? Take advantage of the business center! Looking for a way to unwind and relax? Try out the spa or pool area! All businesses should think of their customer service strategy through the lens of accommodation. It is not enough to provide services to the guest. We must do it in a way that allows the guest to feel as if their needs are met. Let me share a great example of this: in 2012 during a road trip, my brother and I stopped at a Waffle House at 3 a.m. We left before ever getting our food due to bad service. On
guests are constantly evolving. We must be willing to change and adapt to those needs. We need to regularly evaluate and refine our strategy. To refine means to remove impurities or unwanted elements: refine your processes when customers share their opinions; refine your sales as new products or services are added; refine your reactions when the world ~ Jerry Fritz, author of Breakthrough Customer Service. throws curve balls. Make a vow to not become static and complacent, because our guest the way out, I called the 1-800 number posted in the window. I did not experience demands quality. expect much, but I left a voicemail anyway. Start S.O.A.R.ing in your business! ❖ Not only did I get a callback, but the regional manager found the next Waffle House along our route and told me there would be a hot Candi Kelley is COO at Trainertainment and has meal waiting for us when we arrived. Everything was taken care of, and been there for two years. She is also a mother of two girls, ages nine and four. Her 23 years of we were sitting down to a great meal within 45 minutes of making that hospitality experience, with a focus on amusement call - in the middle of the night! and attractions for the last 12 years, has made her In addition to being simple, people want customer service to be easy. the perfect mom. Look for ways you can be accommodating to your guests. Make the
“You’ll never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can’t be copied.”
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TECH DESK: WEBSITE SERIES
8 BIGGEST WEBSITE MISTAKES & HOW TO FIX THEM
October Issue: MISTAKE #1: FAILURE TO AGGRESSIVELY CAPTURE DATA FROM WEBSITE VISITORS MISTAKE #2: WEBSITE NOT PROPERLY OPTIMIZED FOR KEY CATEGORIES OF YOUR BUSINESS
By Darin Spindler and Zach Boulanger
A
s part of an ongoing series about optimizing your website, we’re highlighting commonly made mistakes and what you can do to resolve them, so your website is working to grow your business instead of just an online location to post specials.
MISTAKE #3:
FAILURE TO USE AUTOMATED TOOLS SO YOU CAN “SET IT AND FORGET IT” Remember the infomercial selling the Showtime Rotisserie where Rob Popeil famously said, “Just set it and forget it!” Well, wouldn’t it be great if you could do this with some aspects of your marketing? I use the word some as it is not a cure for all marketing. As much as we would all love it, it is a
fantasy to think that we can automate all aspects of marketing. The human touch is still needed, especially in the sales arena. While we talk a lot about automation and making technology work for you, it is not a replacement for a good old-fashioned sales effort, but it sure is an ideal companion. Talking of sales, let’s divert for a quick minute. It is still important to get outside of the center and sell. Picking up the phone and making calls to prospects that match specific offers to a specific group of people remains a hot strategy. Sending letters and postcards can be effective but require design, printing, and postage. Some of this can be automated for you as well. Before we jump into our website chatter, we would like you to remind yourself that getting your marketing right takes time and effort and is an ever-evolving process. Part of it is human interaction, and yes, part is taking advantage of technology to make your life easier. And heck, who does not want that? Hopefully, you read last month’s article referencing mistakes #1 and #2; if not we recommend you go back and have a quick read. If you have a website that is properly optimized, captures data, and gets a lot of traffic, you will be getting more incoming leads IBI
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TECH DESK: WEBSITE SERIES than you can follow up with one by one. Therefore, you will want to have automated tools working for your business. Let’s look at some examples.
Using Evergreen Offers Makes It Easy One of the best strategies that you can implement into your “Lead Generation” marketing efforts is to use evergreen offers. These offers are good at any time of the a year and are not tied to holidays or specific promotions. As an example, a FREE $10 Open Bowling certificate is always a good bet. You can tie an expiration date to the coupon if you choose to, but your center offers open bowling year-round, so this is something that can easily be automated. A few more evergreen examples would be a buy-one-game-get-one-free offer and birthday offers.
BOGO offers can be redeemed year-round and are not tied to a specific date. The same goes for birthdays. Every person has a birthday that can be part of your automation machine that sends out an exclusive offer on their special day or birthday month. We will often set up a series of evergreen offers to be delivered to prospects after they opt-in to receive communications from your center based on a specific number of days apart. This way, no matter what day they opt-in to receive your communications, our machine systematically delivers these marketing offers on your behalf. It is a beautiful way of doing business; you never have to worry about communications happening for your center and instead are better able to focus on making sure your operation is running smoothly. See what we mean by beautiful? It is easier for you to use fewer staff hours and can help you concentrate on providing a better experience for your customers.
MISTAKE #4: DO NOT JUST CAPTURE EMAIL ONLY
The average email open rate is around 9%. That means that only nine out of 100 people open emails and even less read them. You read that right — you may want to read it again and let it sink in. Therefore, it is critical to capture more than just email addresses from your site. There is a false belief that emailing is cheap or free. Email marketing is not free when done properly. You must use the proper tools and techniques, so your communications do not end up in a spam or junk folder. Next, it is important to remind yourself that the use of multimedia and multi-steps in your marketing will maximize your efforts. If you send a postcard then follow up with a phone call to your prospects, you will significantly increase the likelihood that these people will do business with you, versus simply sending a postcard. Here is an example of a well-thought-out, multi-media, and multistep approach that we frequently use for our businesses. Results show it is effective and worth our time to plan and execute: 1. 2. 3. 4. 5. 6.
Direct mail postcards Faxes Emails Direct mail packages with books, CDs, and DVDs Live telephone calls Live and recorded webinars
The operators who are members of our Bowling Leads program can identify who is more likely to do business with them, and therefore 56
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can spend more time and money marketing to those people. It is much more lucrative to have that information at your fingertips, so you know who is more likely to join a league, host a fundraiser or have a birthday party than only plain guessing. If there is one thing that should scare you it is having no list of prospects or customers with whom to communicate. The next scariest thing would be to only have an email address. You want the ability to send a letter, postcard, handwritten thank you note and make a telephone call. Even if you do not plan to do it today, you want to be prepared for the future. Stop back next month for two more website mistakes and fixes. ❖ Darin has been in the bowling business his entire life. He grew up in a small town of about 300 people where his parents built an 8-lane bowling alley in 1977, one year before he was born. He grew up doing all the jobs at the center. After moving to Green Bay and working at a busy large center, he found his passion in marketing. He met Bruce Davis and together they formed the team that created Kids BowlFree®. Over the past 10 years, he has helped create over 10 million new customers for his clients and his own businesses. Zach has worked with Darin for over 10 years, hired at the center Darin was managing at the age of 14. Zach went on to be part of the center’s management staff before leaving to join Darin’s marketing team full time. In addition to his involvement in the marketing company, Zach is also very involved in the association side of the sport, serving as the association manager in Green Bay, along with being a director on the Wisconsin state board.
CLASSIFIEDS
WWW.FACEBOOK.COM/BOWLINGFAN
2
EASY WAYS
to place your Classified Ad in International Bowling Industry Magazine
Call (239) 821-2534
E-mail your ad to:
Natalie@bowlingindustry.com IBI
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CLASSIFIEDS SUBSCRIPTION RATES: One copy of International Bowling Industry is sent free to every bowling center, independently owned pro shop and collegiate bowling center in the U.S., and every military bowling center and pro shop worldwide. Publisher reserves the right to provide free subscriptions to those individuals who meet publication qualifications. Additional subscriptions may be purchased for delivery in the U.S. for $60 per year. Subscriptions for Canada and Mexico are $65 per year, all other foreign subscriptions are $80 per year. All foreign subscriptions should be paid in U.S. funds using International Money Orders. POSTMASTER: Please send new as well as old address to International Bowling Industry, 1850 San Marco Rd, Marco Island, FL, 34145, USA. If possible, please furnish address mailing label. Printed in U.S.A. Copyright 2021, Davis Productions Inc. No part of this magazine may be reprinted without the publisher’s permission.
WWW.FACEBOOK.COM/BOWLINGFAN
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1850 San Marco Rd Marco Island, FL 34145 (239) 366-2230 Fax (239) 970-0538 stephanie@bowlingindustry.com www.BowlingIndustry.com
HOTLINE: 855-415-7517
CLASSIFIEDS
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 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 OFFICIAL ENTRY RULES FOR THE BUSINESS OF BOWLING $20,000.00 GIVE-A-WAY NO PURCHASE NECESSARY. Entries start on 10/1/2021 at 12 AM ET & end on 12/20/2021 at 11:59 PM ET. Winners selected 1/31/2022. You must be legal res of US/DC/CA (excl Quebec), 21+ & auth rep of bowl ctr/free IBIM subscriber. CA winners must correctly solve time-based skill problem. Enter either: (a) online at bowlingbusinessbuilders.com/giveaway; (b) by calling (877) 841-4590; or (c) via email to Natalie@bowlingindustry.com. Limit 1 entry & 1 prize/bowling ctr. Odds of winning dep on # of entries rec’d. Prize (20): $1000 voucher for bowling indus gds/svcs valid for 1 yr. ARV: $1000. Winners resp for all taxes/costs not stated above. Other restrs & elig lims apply. For full rules & Winners’ list (avail 3/2/2022), visit bowlingbusinessbuilders.com/giveaway. Sponsors: BBBI & Internat’l Bowling Indus Magazine, 1850 San Marco Rd Ste A, Marco Isld FL 34145. Void where prohibited.
AMF and some BRUNSWICK PC board repair/exchange. 6-month warranty, fast turnaround. Call or write: WB8YJF Service 5586 Babbitt Road, New Albany, Ohio 43054 Toll Free: 888-902-BOWL (2695) Ph./Fax: (614) 855-3022 (Jon) E-mail: wb8yjf@sbcglobal.net Visit us on the WEB! http://home.earthlink.net/~wb8yjf/
LOCKER KEYS FAST! All Keys done by code # Locks and Master Keys E-mail: huff@inreach.com Phone:
(530) 263-2135 IBI
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CLASSIFIEDS EQUIPMENT FOR SALE Highway 66. 2 lanes. Excellent condition. Lightly used only 2 years. $25,000 obo 616-322-3119. FOR SALE: 10 pin drilling machine with vacuum system, measuring ball, scale, etc. Call Vic at (780) 454-1110. NEW & USED Pro Shop Equipment. Jayhawk Bowling Supply. (800) 255-6436 or jayhawkbowling.com. REPAIR & EXCHANGE. Call for details (248) 375-2751.
WWW.TEXTBOWLING.COM
PRICED TO SELL • 24 lanes 8270XL with humpback lifts • 25ea 32 inch flat-screen monitors • Conqueror Scoring, BES Fly English keyboard. • BOSS System front and back office,
EQUIPMENT FOR SALE INFECTED with the REMODEL BUG as you FALL into League Season? ENTERTAINING the idea of a face-lift? Got you covered: A2s, parts, lanes, scoring, seating, and, of course, masks. knotritellc@gmail.com.
EDUCATION & TRAINING PRO SHOP TRAINING. Classes always forming. Jayhawk Bowling Supply (800) 255-6436 or jayhawkbowling.com.
SERVICES AVAILABLE Drill Bit Sharpening and Measuring Ball Repair. Jayhawk Bowling Supply. (800) 255-6436 or jayhawkbowling.com.
AMF EQUIPMENT NORTHERN ILLINOIS
• POS for lounge • Ball returns with teardrop • PVC gutters with bumpers all 24 lanes • Lane Machines Kegel Kustodian and Century Silver Bullet
speckmancpa@aol.com | (815) 979-6036
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HEAD MECHANIC WANTED Head Mechanic Wanted for two busy 32 and 36 lane state of the art family entertainment centers in the Treasure Coast of Florida. One is a Brunswick center and the other is AMF. Great opportunity for a qualified individual. Salary compensable with experience. Email resume to tthompson@bowlstuart.com. Call 772-286-9700 or 772-299-7467 ask for Tammy.
CENTERS FOR SALE ILLINOIS: 24-lane, recently remodeled center w/ new parking lot. 40,000 s/f on 1.67 acres. Qubica scoring and POS system. Strong leagues w/ 900+ bowlers, also pool leagues. Sports bar & grill, pro shop, video gaming, & banquet hall w/ lots of room to convert. Owner retiring. Call (847) 613-5020 for price & info. NEBRASKA: 32-lane center, land & building. Features Brunswick A2 pinsetters, Brunswick Pro Anvilane lanes, Brunswick 2000 ball returns. Also, large lounge seating to 250; party room seating up to 80; game room, café with established catering service. Center caters in-house and to other locations year-round. For more information, call Don Mehring, Action Holdings Real Estate, office (308) 384-3777 or cell (308) 380-0444.
CENTER FOR SALE Southern Indiana 20-Lane newly remodeled Bowling Center with strong leagues, party room, video game room, Qubica scoring, POS system, pro shop, 82/70 AMF equipment, and located on primary highway. Owner retiring and please call (812-547-2200) for price and info.
SHOWCASE DUCKPIN SOCIAL: A NEW BRAND OF FUN
As the leader in bowling for more than 125 years, we at Brunswick challenged ourselves to rethink our beloved game to make it even more accessible. Introducing Duckpin Social®, the brand-new amenity that delivers all the advantages of bowling in far less space, making it ideal for social clubs, bars, restaurants, resorts and hotels and family entertainment centers! Duckpin Social is our new take on Duckpin bowling, a ten-pin game popular throughout Canada and the Northeastern United States for more than a century. Duckpin Social bowlers use a smaller sized ball, without finger holes and each player is allowed up to three rolls per frame. Duckpin bowling is easier and more approachable than traditional bowling. Like bowling, Duckpin Social appeals to young and old, drives food and beverage sales, keeps guests on the property longer, encourages repeat visits, and builds guest loyalty. For owners, Duckpin Social’s small footprint maximizes revenue per square foot. There’s less inventory required, since Duckpin Social uses a smaller sized ball, and rental shoes aren’t required. Cost savings continue with minimal lane and pinsetter maintenance requirements. Duckpin Social’s lanes can be installed in as little as 31 feet, compared to standard bowling lanes which require a minimum of 87 feet, making Duckpin Social a great option for venues where space is at a premium. For guests, Duckpin Social delivers all the fun of bowling while keeping it simple. There’s no need to rent shoes or search the center for the right-size ball. Duckpin Social provides a unique experience to share with family and friends, and is versatile enough to be challenging for adults and fun for kids. Visit us at IAAPA, booth 4854 to discuss how we can add this amenity to your space!
MOBILE ORDERING
Steltronic has unveiled our new food and beverage mobile ordering system. Food and soft drink orders will be printed in the kitchen, while alcoholic drinks will be printed in the bar. Customizing a pizza is super simple with the touchscreen for the items you want added to your pizza. Adding a custom menu item to your burger, or a personal note to the chef for preparation is also available for any item purchased. Customize each tablet for the specific items to be purchased. It’s all customizable from your Steltronic FocusNEX front desk or back office computers. (800) 942-5939 or by email: info@steltronicscoring.com.
NEW! FLY’N DUCKS
Fly’n Ducks is duckpin bowling reimagined for today’s consumer and investor. It utilizes the power of the BES X Bowler Entertainment System, Conqueror X and the EDGE String pinspotter to deliver the best duckpin experience and more entertainment for consumers. In addition to the traditional duckpin game, the flexibility and technology incorporated in Fly’n Ducks brings new types of games for guests to enjoy, provides easier ways for guests to pay and get rolling, and our EDGE String pinspotting technology means operation and maintenance of the attraction is amazingly easy. Fly’n Ducks is available in three uniquely smaller footprints, in addition to the traditional length game, making it possible for more investors to fit a real bowling attraction in their projects. www.qubicaamf.com.
AMRS IS SMART AND EASY
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REMEMBER WHEN
1960 A
nother in our series of “Everybody Bowls” mysteries: Who was Robert M. Cushing? Better yet, what was the first name of Mrs. Robert M. Cushing? A board member of the House Research and Treatment Center, which seems to have been an important medical institute in Irvington, NY, and an alumna of Barnard, our Mrs. Cushing is important enough in her own
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right to be selected to represent bowling. Yet she’ll have to wait a few more decades for Ms. and given names to come to the fore. In the August 1960 issue of Holiday, she is stylishly outfitted to match the masking. Mrs. Cushing may or may not have been one of 1.9 million enrolled in WIBC that year, ’59-’60 (ABC had 4 million members), but the unidentified AMF emporium where she was so ecstatic was definitely one of 9,467 bowling establishments certified by ABC/WIBC. BPAA had 4,752 member centers. ❖ - Patty Heath