February 2024 // Vol. 32
New Partnership Aims To Grow Youth Bowling
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IS IT WORK, OR IS IT FUN?
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Contents
February 2024 | Vol 32.2
Publisher’s Column
6
SEE A PROBLEM, FIND A SOLUTION!
22
BY STEPHANIE DAVIS
10
Marketing
LOW TO NO-COST STRATEGIES THAT WORK BY BRUCE DAVIS
14
Booze and Bites
WHAT’S IN STORE FOR 2024? BY MIKE FERNANDEZ
16
Company Culture IS IT WORK OR IS IT FUN? BY MIKE FERNANDEZ
22
Cover
THINK BIG!
BY RYAN VASKO
28
Design
INCLUSIVITY: MORE THAN JUST A BUZZ WORD BY DANIEL ELLMAN
Online Only
www.bowlingindustry.com Read these top stories exclusively online
PUBLISHER & EDITOR
Stephanie Davis
stephanie@bowlingindustry.com
ASSOCIATE PUBLISHER
Natalie Davis-Fernandez
natalie@bowlingindustry.com
NEW BUSINESS DEVELOPMENT Mike Fernandez
CONTRIBUTORS Bruce Davis Stephanie Davis Mike Fernandez Patty Heath Paul Lane
Ryan Vasko
mike@bowlingindustry.com
EDITORIAL
Jackie Fisher
10 Frequently Asked Questions About Conditioning Lanes BY KEGEL Conditioning lanes is one of the most important jobs for an operator. If your lanes are not conditioned properly, it can lead to damaged lanes and unhappy customers. Kegel explains the top ten most frequently asked questions in regard to adjusting your conditioner pattern in a variety of situations.
fisher@bowlingindustry.com
Patty Heath
patty@bowlingindustry.com
OFFICE MANAGER Roxanne Damask
roxanne@bowlingindustry.com
1850 San Marco Rd // Marco Island, FL 34145 stephanie@bowlingindustry.com
www.BowlingIndustry.com // HOTLINE: 239.235.7864
4 IBI February 2024
Things I Wish I Had Known Before I Started My Entertainment Center BY BETSON Starting an FEC requires a lot of planning. While many operators think they are prepared to handle every aspect of their new business, it is impossible to plan for everything. Amber Lambert from Betson explains what she failed to plan for when starting her FEC and what she would have changed looking back.
Publisher’s Column
SEE A PROBLEM, FIND A SOLUTION!
B
ig things happen when you think big and act big. And that's what a newly formed partnership hopes to do for organized youth participation. The declining number of organized youth bowlers has been a sore subject in the industry for years. Attracting casual players to a deeper involvement on the lanes has been challenging. A new collaboration between Storm Bowling and BBBI/Kids Bowl Free is hoping to change that.
rotating staff. Mike Fernandez looks at how the leadership at Creative Works has developed a top-notch culture with its team members. This interesting human interest piece shares how three young teenagers who worked together in high school circled back to their former boss and are now vital members of the Creative Works staff. If you ever wonder how you can impact your staff, you'll want to read this uplifting story!
The two companies have joined forces to launch the Bowling Industry Growth (BIG) movement and have big plans for boosting organized play numbers, starting with youth bowlers in 2024. The BIG movement will launch this year with its first program, the Storm Xperience, designed to help younger bowlers become more engaged in the sport. The collaboration was first announced to the Multi-Unit Bowling Industry Group, where it received tremendous support. Read more about the BIG movement and how your center can be involved on page 20.
Be sure to head over to www.bowlingindustry.com for IBI's exclusive online-only content. This month, valuable online information comes from our friends at Betson, who address what to consider before launching a new FEC, and Kegel answers FAQs about lane conditions.
Also, this month, we highlight the importance of inclusivity for guests using wheelchairs or other assisted devices. Writer Daniel Ellman uses his personal experience to share the importance of inclusive design for all guests. Daniel addresses the need for accessibility beyond the lanes, including customer service counters, bar top heights, spacing considerations, and more. Staffing woes continue to plague frustrated and overworked operators. Attracting and retaining quality staff remains an issue across the country. Creating a consistently good company culture is one tool to help fight the battle of 6 IBI February 2024
The IBI team loves hearing from our readers! Let us know if your center has exciting news to share with the industry.
•
– Stephanie Davis, Publisher & Editor stephanie@bowlingindustry.com
PS: Don’t forget to sign up for the $30,000 giveaway. Register each month for your chance to win at www.bowlingindustry.com
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Shorts
INDUSTRY TIDBITS WOMEN BOWLERS, HEAR THEM ROAR: Perfect games are busting out all over. In Iowa, Kendra Schwarting, a student at Iowa City High, rolled a 300-game last year at Lancer Lanes during the Prairie Invitational. This year, the senior became the first to throw a 300 in this year’s Iowa high school girls’ bowling season at May City Bowl in Cedar Rapids. Then in Northern Kentucky, a middle schooler, specifically a thirteen-yearold eighth grader from Turkeyfoot Middle School, bowled a perfect game bowling with high school bowlers at Dixie Heights High School while competing against Boone County High School. It was her first sanctioned perfect score. Alyssa Bechtol took up the sport three years ago after watching her older brother bowl. She has two goals: to earn a scholarship to Vanderbilt and eventually join the PWBA tour. Schwarting and Bechtol are two up-andcomers to watch in the future.
ANOTHER PERFECT SCORE: Rebman Recreation in Lorain, OH, created a bowling league for those with special needs 25 years ago; its origin came from the Perez family with a talented, enthusiastic bowler named Andy. Andy's mother encouraged and helped build the successful, 100-person league into what it is today. Andy, who has Down Syndrome, is good at bowling; he practices his technique and focuses on every game. Now, he has mastered the sport. Andy showed off his undeniable skills this past December and bowled a perfect 300. When he did it, the entire center began celebrating and chanting, "Andy! Andy!" His mom passed in December 2020, but her encouragement is still with him in every roll of the ball. Way to go, Andy!
SAVE THE DATE: Every year has to have a punk madness moment, and 2024 is no exception. Las Vegas’ punk rock party “Punk Rock Bowling” is back for its 24th year, May 24-27 at Downtown Las Vegas Events Center. The headliners are Madness, Devo, and the Descendents. Here are some in the lineup: Gogol Bordello, Billy Bragg, Rocket from the Crypt, The Chats, Gorilla Biscuits, Quicksand, Stiff Little Fingers, Subhumans, Scowl, 7Seconds, Catbite, Braatmobile, and Cosmic Psychos. Did you find your favorites? Tickets are now on sale.
CHARITY UPDATE: Last November, Pinz Bowling Center, in Studio City, CA, once again held the celebrity bowling party “Bowl for Ronnie” which celebrates the late Ronnie James Dio and supports his Stand Up and Shout Cancer Fund. Officially sold out well in advance, the event brought in over $80,000 for the music-based cancer charity.
8 IBI February 2024
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Marketing
Solid Marketing for
GOOD TIMES OR BAD Low to no-cost strategies that work Marketing Monthly with Bruce Davis
A
re we about to face an economic downturn? Will consumer debt start to have a more significant impact on spending habits? Will inflation heat up or cool down? Questions like these are on the minds of savvy operators as they look at the days, weeks, and months ahead. Whether you're looking to prepare for a possible economic downturn or are simply looking for efficient ways to boost the bottom line, here are three suggested courses of action that can produce profitable business at low to no cost. While none of these three maneuvers are new to operators, I find they are often underutilized as operators deal with their everyday challenges and, in some cases, are attracted to spending time and money on flashier marketing plans.
1.
ASK CURRENT CUSTOMERS FOR MORE RETURN VISITS
It seems like an obvious thing to do, but in my observations, it is not happening as often as it should. Often, centers do not have a solid plan in place or neglect to consistently use the plan they do have. When most people leave a bowling establishment or FEC, they commonly say to their friends or family, "That was fun! We should come here more often!" However, without a reminder, an invitation, or a specific offer, I doubt that many customers will revisit your center once 10 IBI February 2024
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Marketing they go on with their busy lives or when competitors attract them with their marketing. Our research indicates that 98% of bowling customers would like an offer to return. One method is to present a bounce-back coupon to all open-play customers at the end of their current visit. This is simple and has proven for years to produce results. Communicating with customers (within days of their last visit) and inviting them back works if you have collected data and have been granted permission to market to them. Are you lacking a data collection system? There is no better time than today to get serious about collecting and using data correctly! Direct mailing an invitation to return for more fun carries a higher cost and effort but typically produces solid results. One method that works to keep a consistent flow of casual business alive is to mail 100 invitations a week every week to your current customer list. This method is a manageable and measurable way to give your center a steady business flow. People love the fun of a bowling outing. What are they waiting for — an invitation? Just maybe they are!
2.
ENCOURAGE CURRENT CUSTOMERS TO SPEND MORE PER VISIT
3.
INVITE PAST CUSTOMERS TO COME BACK
Many customers who dropped out of bowling leagues or casual play did not drop out because they had a bad experience or lost interest. Many people drop out of an activity for other reasons like lifestyle changes, job changes, or their friends quitting, so they follow suit or get temporarily attracted to some other way to spend some of their leisure time. Look over your data to identify good customers who, for one reason or another, have not been a customer lately. Develop a list and then a system to invite them to return. Suggest that they try out a different experience at your center than the one they participated in most often in the past. Maybe it is a short league, a family outing package for young kids, an adult-child league, or a simple invitation to enjoy open play.
We all want to see this happen, but do you have plans and procedures that encourage more spending? Are employees encouraged or incentivized to ask for more sales rather than 22-29_Marketing_Marketing 10/25/21 10:16 PM Page 22 acting as order-takers? Get creative with offers, like the "First Return Visit on Us" When a bowler's final game, or allotted time, is almost package, the "Bring a Friend Free" package, or a "Captain and MARKETING complete, offering them an extra game for a special deal Crew" league with a free captain. Going back three or four years might resonate well with those who want to continue and identifying customers who are not currently coming to your the fun. Or presenting a gift card that directs people to center but still live in the area will produce many marketing another area of the establishment might be just the ticket targets that will be bigger than you might guess. They were to boost additional spending on a visit. The costs are low to happy with you once, and no doubt some are just waiting for an implement, and the chances of success are high. invitation to return and spend time and money with you again. Ensuring your staff executes these incentives correctly and consistently is critical. One way to gain such results might be to develop a system that tracks which employees bring in bonus spending and rewards those employees for their actions. If more challenging times do arrive (and they will!), having systems that encourage already-visiting customers to spend more is one technique that will help your bottom line without breaking the bank trying to market to new customers. 12 IBI February 2024
These suggestions aren't fancy, new marketing ploys; they have low — or no — cost or risk, yet they almost guarantee solid results. Good marketing maneuvers are fun when the economy is stable but significant when the economy gets a bit challenging.
•
Bruce Davis is President of Bowling Business MARK ETING BAS ICS W ITH B RUCE DAVIS Builders International (BBBI) whose flagship program Kids Bowl Free has registered over LESSONS TO REMEMBER 35 million children for participating centers.
ant to get the most out of your mar outlays of money and efforts? The
Booze and Bites
What's in Store for
2024?
By Mike Fernandez
A sneak peek at this year’s food industry trends!
N
EWSTALGIA: A COMEBACK STORY
Who doesn’t have some memories of the past that can only be seen through rose-tinted glasses?
Everybody enjoys flashbacks into the best experiences of their life, which explains why there have been so many media remakes lately. Disney is constantly revisiting our childhood classics. “Full House” has been revived as “Fuller House,” and we even got “Frasier” back! Food has an even stronger influence on our past, so it’s no surprise nostalgic plates with unique twists are creating such a strong presence in 2024. Food allows us to taste and smell parts of the past — like the perfect cheeseburger you had on the lake in the summer of ‘95. Approximately 70% of consumers over age 65 and 76% of 22- to 55-year-olds love to eat things that remind them of their past. As you chew, you’re not just remembering a specific time and place; you remember how you felt in that moment. That’s the true importance of taste and its influence on memory. It keeps us connected to our past in ways our other senses cannot. It makes sense when you look back: as humanity grew, we’d want to remember the taste of things we should or shouldn’t eat. The only sense with an even stronger connection to memory is smell. In fact, reports state that 80-90% of what we perceive as taste is actually due to our sense of smell. Think about how dull food tastes when you’ve got a stuffy nose!
14 IBI February 2024
Our sense of smell became important to us for the same reasons as taste. If you stop and think for a second, many can remember the smell of your mom’s cooking or a loved one’s perfume. Teachers often tell their class about this when it comes to testing. Students think more clearly and calmly in a familiar space, but some more important tests are at a different facility, so they may not perform as well. For this reason, one of my teachers always recommended we wear our favorite sweater on test days.
Booze and Bites We don’t have the same taste preferences as we used to, so unique twists are added to the nostalgic foods. Consider offering pink lemonade in the summer with a hint of smoky chipotle. You might want to add bolder flavors to your menu’s macaroni and cheese dish. Dunkaroos have also made a huge resurgence with the newstalgia trend, and they’re even selling NFTs (whatever that means)!
HEALTHSPAN: A GUT FEELING
Lifespan is how long we’ll live, the length of life in a number of years. Healthspan takes into consideration the quality of those years. With advances in technology and nutrition, consumers realize they will likely live longer, so they want to ensure they're healthy as long as possible. Generation X, aged 44-58 in 2023, are kickstarting this focus by making proactive decisions on what they put in their body. Herbal coffees are less likely to give you the jitters or raise your heart rate. When we drink morning coffee, .we know there's a chance we will regret that decision once we get to the office. In contrast, herbal coffees might include dandelions rich in potassium and magnesium to promote gut health.
BOOZE A Taste of the ‘80s
1 2
Caffeine works by blocking receptors in the brain that make you feel sleepy, but mushrooms like Lion’s Mane work differently: they hold molecules proven to naturally improve brain function. Foods that support gut health include yogurt, kimchi, kombucha, and even pickled vegetables. These probiotics make the daily job of digestion a lot easier on the body. Consumers are becoming aware that minor trades, such as switching out regular egg noodles with zucchini noodles, give that extra bit of fiber throughout the week. Leafy vegetables and fats from fish are proven to reduce joint paint, and you’ll want to be ahead of the aging game as the trend grows this year!
The 1980s were an era of vibrant colors, bold flavors, and the rise of fun and creative cocktails. Transport guests back by offering some classic drinks that capture the essence of the ‘80s!
COSMOPOLITAN:
Popularized by TV series “Sex and the City,”the Cosmo became an iconic cocktail to showcase the trendiness of the era.
Vodka, Triple Sec, Cranberry Juice, Fresh Lime Juice
MIAMI VICE:
This tropical and visually striking drink made popular by the TV show of the same name became a symbol of cocktail culture.
Blend pina colada mix with rum, blend strawberry daiquiri mix with rum, then pour both blends into a glass.
3
MUDSLIDE:
This rich and creamy creation was a decadent favorite during the ‘80s as a dessert cocktail.
Vodka, coffee liquor, and Irish cream liquor Mike Fernandez is a freelance contributor on all things regarding food, booze, and fun. Growing up in his family’s restaurant business fueled his passion for good eats and tasty treats. By day Mike works in business development for IBI, by night he scours south Florida for the latest trends in food, drinks, and recreation.
IBI February 2024 15
Company Culture
Is It
WORK, Or Is It
FUN?
Epic company culture is one to emulate
B
usiness owners are familiar with creating a positive work culture among their team, but there needs to be a clear target to aim for and a linear path to achieve it. Where do you start? At one of last year's trade shows, we ran into the influential minds at Creative Works. They mentioned how much of their team has known each other since they were kids and eventually became part of the same company.
By Mike Fernandez
Danny Gruening, the vice president of business development at Creative Works, shared his journey to Creative Works:
"Let me rewind the clock a bit. At 15 years old, I was looking through the classifieds to find a job and found that there would be a laser tag center opening in town, Laser Flash. That seemed way cooler than working in fast food or at the grocery store. I was hired for the opening team, and my general manager was Armando Lanuti, the current president of Creative Works. Over time, Russ, Creative Works' current vice president of sales, joined the laser tag center. Then Nick, one of our current sales representatives, joined us. We were all in high school, working evenings and weekends and having a ton of We were even more intrigued when we fun along the way! We had a great thing going on. Armando did an learned that their current leader was also incredible job of creating a very positive and powerful culture. His their previous boss in childhood. It must take highest priority always seemed to be to help us grow as people. Later a magnetic leader to draw people into our in our careers, the three of us — Nick, Russ, and me — through our niche industry over so many years! separate paths, reconnected and joined the Creative Works team under Armando. I think that's a perfect example of why culture PLANTING SEEDS and the work that operators do matter. The story's key part is the The story of Creative Works and its evolution foundation set for us – understanding a solid work ethic, open to an industry influencer involves miraculous communication, and ensuring you show up to get it done. These leaders planting seeds of growth in are all principles that Armando instilled in us when we were in our employees long before the current business. formative years. Interestingly, we all have fun just by being in the same room. Just spending time together is a good time. We do a lot outside the office, too, whether Creative Works now has 26 years of experience in going to dinner, visiting local FECs or seeing what's the industry. They've expanded their team to 80+ working and what's not. Even going to all the members, led by these leadership principles. trade shows and events in different cities is a blast with the team." 16 IBI February 2024
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Company Culture
"The most fun part of the job to me is play testing. Many of our attractions we build in-house; we set the whole thing up before taking it apart for shipping. Our team loves testing things like VR or escape rooms before they're sent out. ~Danny Gruening
Armando planted the company culture seeds, and strong roots grew. "It is important to truly empower and delegate to your team members. Make sure not to admonish them for the inevitable mistakes that may happen as they learn," said Armando. "Few mistakes are fatal, but too often I see other leaders turn mistakes into punishments instead of treating them as a learning experience." Armando bought into Creative Works as an owner and attracted the trio of Danny, Russ, and Nick back to his team. Armando and his leadership team take the importance of company culture seriously with new hires. Joining the Creative Works team means figuring out a hire's strengths. "The first day at any job can be very intimidating," remembers Armando. "Spending time shadowing multiple roles and grabbing lunch with new coworkers in other departments of the company can smooth out their relationship with everyone from the beginning."
CONSISTENCY IS KEY
Cultivating a positive company culture should come organically under the right leadership, and this can be done by truly caring about the faces that make up your operations. This mentality is why, decades later, the leaders of Creative Works still succeed at maintaining such a close-knit team. 18 IBI February 2024
"There are a couple of things we do often," Danny tells us. "An all-hands-on meeting every Tuesday, where we can all talk about any news or updates happening with the company. We talk about birthdays and work anniversaries and even celebrate one another with some shoutouts to those who've been going above and beyond. Pictures of the week's product installs remind us of everything we've accomplished." "Every quarter, we bring in a third party to help with personal and professional development, communication, and trust. We use different exercises to help us build these traits, ensuring we've got the tools to be successful." Investing in your team will positively affect your bottom line. However, good personal relationships and how we interact with coworkers is the true measure of a successful business. See how well your team performs with a little investment.
•
Mike Fernandez is a freelance contributor on all things regarding food, booze, and fun. Growing up in his family’s restaurant business fueled his passion for good eats and tasty treats. By day Mike works in business development for IBI, by night he scours south Florida for the latest trends in food, drinks, and recreation.
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Cover Story
THINK
BIG!
By Ryan Vasko
New partnership aims to grow youth bowling
D
eclining youth bowlers in organized play has been a significant concern for most bowling operators for decades. To attract the next generation of bowlers, we need to start young! The key to a better future for the industry is to turn casual youth players into lifelong participants in bowling through leagues and other forms of competition. And that's precisely what a new partnership between Storm Bowling, the premier producer of performance bowling balls, and BBBI, operators of the Kids Bowl Free program, aim to do.
Storm Bowling and Kids Bowl Free have joined forces to launch the Bowling Industry Growth (BIG) movement. The BIG campaign will kick off this year with the Storm Xperience, a program designed to help younger bowlers improve their skills, earn rewards, feel part of a welcoming community, and add a fun, new element to their lives. "Bowling is not just a game. It's a community of fun-loving individuals who enjoy friendly competition and striking up new friendships," said Gary Hulsenberg, vice president of marketing for Storm Bowling. "We realize that by combining our 22 IBI February 2024
unique skill sets and assets, we can turn casual, infrequent bowlers into enthusiasts that will play the game as a sport." "For 16 years, the Kids Bowl Free (KBF) program has introduced millions of children to our great game. While several KBF centers have consistently progressed KBF kids into their youth programs, other center operators have been asking for help Bruce Davis doing so. The new BIG movement has been designed to accelerate the number of young bowlers embracing the sport at a higher level. We feel the unique and interactive elements built into this program will engage youth casual players, educate them and their parents about the sport, and result in a higher number wanting more participation," said Bruce Davis, president of BBBI.
The Storm Xperience 2024
Gary Hulsenberg
Providing more emphasis on bowling as a sport is an essential element of the Storm Xperience, which will be offered at no charge to the more than three million Kids Bowl Free (KBF) bowlers annually. Parents of KBF participants will be reminded to log their child's scores on an app that
Cover Story
will track their performance and generate a KBF average while establishing a baseline from which they can improve. Future youth opportunities are in the works to encourage additional and more in-depth sport involvement Storm and KBF have pledged to create KBF averages for a minimum of 100,000 youth bowlers in 2024, setting the stage for further growth in the coming years.
Coaching Help on the Way
Storm Bowling will be providing a unique service not just to these newly minted bowlers but to staff-strapped centers as well. One of the biggest hurdles proprietors face in moving younger players to the next level is a need for more coaches and staff who are trained and available to help with that transition. The Storm Xperience will bring unique tools and new technology to deliver virtual bowling lessons and personalized tips for young bowlers to view at home or while on the lanes. To make the experience even more relatable for kids in the program, these lessons will be given by members of the Evolution Team, a group of Storm's staff youth bowlers from around the country who have an unbridled enthusiasm for the sport. These athletes have been chosen based on their success on the lanes, 24 IBI February 2024
What Makes the
STORM XPERIENCE SO UNIQUE FOR BOWLERS? • Access to an app that will record scores to establish a bowling average • Virtual coaching lessons from Storm's Evolution youth team and professional pros • Vouchers for discounts on Storm bowling balls • Attractive prizes supplied by Storm • Downloadable skill-level awards
SPARK! YOU GOTTA SEE THIS.
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©2022 Brunswick Bowling Products, LLC. Form #0122-01
Cover Story
Bowling proprietors and professionals share thoughts on THE Evolution Team members
involvement in community service, and ability to encourage and help kids like them take the next step. They'll show there's more to bowling than just casual games, including the possibility of joining middle and highschool teams and accessing millions of dollars in college scholarship funds. Storm will provide more in-depth instruction from their roster of sponsored pro tour bowlers, like Jason Belmonte, Kyle Troup, Verity Crawley, and Danielle McEwan.
Kyle Troup
More Visits to Centers This Year and Beyond
Over the years, KBF has sought ways to keep these burgeoning young bowlers returning to centers for more organized competition. The BIG movement aims to facilitate that goal and improve organized play business with this multiyear investment in the future of the sport. KBF centers will receive point-of-sale and other materials that direct families to log their scores on each visit; parents will also be reminded electronically each time their child goes bowling through the KBF program. Bowlers will be entered into prize giveaways that Storm provides whenever a score is recorded. "Both companies are committed to this effort as a multiyear investment that will provide a consistent flow of youth gravitating to the sport side of our game annually. The unique assets of Storm and Kids Bowl Free, and the shared commitment to the goal, should benefit the industry for years to come," said Davis. The 2024 rollout is just the beginning. Plans for future growth, additional opportunities, and new ways to connect with tomorrow's bowlers are already in the works from the BIG movement. Stay tuned to IBI for further details about this exciting endeavor to grow bowling. For more information, contact Bruce Davis at BBBI (239)389-9583 or Gary Hulsenberg at Storm Bowling (435)720-7308.
•
Ryan Vasko is a writer based in Portland, OR, with 20 years of experience as a journalist, speechwriter, and marketer. Growing up in his family’s bowling center, Ryan spent significant time bowling with his dad and grandpa and working at the center. His dog is a good boy. 26 IBI February 2024
BIG MOVEMENT
"Kids Bowl Free's new initiative with Storm Bowling will be a huge win for the entire bowling industry family. All upside, no downside. Getting more kids to participate in bowling as a sport is vital to a strong future for the industry." Terry Brenneman, owner, Bowlers Supply, Inc.
"Our hat is off to BBBI/Kids Bowl Free's new collaboration with Storm Bowling to engage more youth in bowling as a sport. Having kids understand scoring and creating an average will translate into more visits to centers in the short run and more league players in the future. I can't wait to hear your other bowling industry growth movement plans." Glenn Gable, CEO, Freeway Lanes Bowling Group
"Storm Bowling and Kids Bowl Free working together to focus on growing youth participation in bowling is fabulous! Looking forward to seeing what's in store for the industry as the two powerhouses evolve the program into the future. Our Michigan BPA looks forward to helping spread the word about the program and assisting as the BIG movement unfolds." Bo Goergen, former pro and executive director for the Bowling Centers Association of Michigan
"The new BIG movement will be the best thing that's happened to the bowling industry since the creation of Kids Bowl Free." Lew Sims, owner, Dynasty Bowl
Design
By Daniel Ellman
INCLUSIVITY: It’s More Than Just A Buzz Word
Your center’s accessibility plan is good for your bottom line
I
spent much of my childhood inside family entertainment centers. That came with the territory. My father, Howard Ellman, owns Dynamic Designs, and met with clients about redesigning their centers and making sure they were as modern and profitable as possible.
But accessibility goes far beyond the bowling lanes. Other ways to make your center more inclusive include lowering an area at your customer service counter, bar, or snack bar to a lower height, giving easier access to those who need it.
But there was one problem with my time in those older centers. Too often, all I could do was wait for my dad to finish his meetings. I couldn’t bowl, use the arcade, or even reach the snack bar.
If possible, try to avoid steps (even just one or two) that lead from one profit center to another. Even if there is a ramp somewhere else, it can lead to a frustrating experience for many.
That’s because I use a manual wheelchair to get around, and many of those areas weren’t wheelchair accessible. That’s why Dynamic Designs has always been committed to making their centers as inclusive as possible. And why you should too.
You should make sure there is enough room between games and attractions in your arcade and, if you can, include more than one accessible stall or have an additional family restroom available.
Opening Your Center to Everyone
Ensuring your laser tag arena, axe-throwing venue, or restaurant has wide enough openings and pathways is a way to draw in a bigger crowd.
“Inclusive design should be at the top of everyone’s list when it comes to renovations,” said Ellman, who still serves as principal architect for the company. “Not only is it the right thing to do, but it’s the more profitable thing to do, too. The more people who can use your profit centers, the more profitable they will be.” So that’s why Dynamic Design will work with you to improve access for all in your center. “If at all possible, we want as many bowling lanes as we can to be accessible to those who use wheelchairs or other mobility devices, not just the lanes on each end next to a ramp,” Ellman said. 28 IBI February 2024
“You want there to be ample space for wheelchair users to play or eat with their friends or children,” Ellman said. “If you provide a fully accessible experience, they are more likely to come back time and again and bring others with them.”
Inclusion Should Not Stop at Design
Creating an inclusive environment doesn’t have to end at improving your design. You could provide menus in
Design Braille and turn on closed captioning on some of your televisions. “Customers want to feel included and feel like you want them in your center,” Ellman said. “And taking just a few simple steps can give them that feeling. In the process of becoming more inclusive, your center will rise to a new level of success.” Design firms such as Dynamic Designs and others have decades of experience and would be happy to consult with you on ways you can make your center more inclusive and accessible – and come into alignment with the Americans with Disabilities Act and applicable local codes.
•
Daniel Ellman has spent most of his life in family entertainment centers … growing up following around his father, Howard Ellman, as he redesigned facilities in his role as owner of Dynamic Designs. While he no longer spends hour upon hour inside centers, he keeps his proverbial foot in the door as a freelance writer for IBI. For his day job, Ellman works as a corporate communicator for a health care organization in Michigan.
Flat or near-zero entry onto the bowling floor is ideal—that way, wheelchair users or those with other mobility devices can easily access it. An easy transition from the concourse to the bowling lanes makes the experience more accessible and inclusive.
FAMILY ENTERTAINMENT CENTERS DESIGN & ARCHITECTURE Congratulations on your new center — thanks for selecting Dynamic Designs.
Interior & Exterior Design • New Concept Development Planning & Consulting • Architecture Theme Design • Re-Imagining of Existing Facilities Call (248) 644-7275 for a consultation today, and learn more at www.dynamicdesignsinc.net IBI February 2024 29
Shorts
EXPANSIONS – HERE AND THERE FLORIDA The Upper Florida Keys are in for a real treat! PINFISH ENTERTAINMENT CENTER will be opening in September. The 6,500-square-foot center is a small footprint with a big wallop. There are four lanes of Fly’n Ducks bowling from QubicaAMF, three axe-throwing lanes, 32 arcade games procured through Betson, an Embed payment system, and a self-service tap wall system offering 20 beer and wine options, plus great food. It is a whole lot of fun for all ages.
ILLINOIS TWISTED PIN is described as a sophisticated bowling and gaming experience. It is the seven-figured renovation and rebranding effort for new owners of Pioneer Lanes in Plainfield. Some of the major changes include dividing the 24 lanes into 17 more traditional lanes including a separate addition of a six-lane VIP suite. The ambiance is elevated with couch seating, and the bar area includes a self-service wall that is managed by a bartender. The bowling lanes have game options although most customers still choose traditional bowling. The escape room has evolved into an expanded arcade plus a virtual reality game.
OREGON South Portland residents can now enjoy themselves at the newly opened BROADWAY BOWL. It has a pub vibe and 10 lanes of bowling. Chill conversation areas are next to a bar serving beer, wine, and house cocktails, plus a private dining area and a heated and semi-enclosed outdoor seating area with a view over the water of Portland. Food offerings are pub traditions such as pizza, soup, sandwiches, and wings with alternative vegan options available.
SPOTLIGHT WWII VET RECEIVES NEW YORK LIBERTY MEDAL
Joseph Gentiluomo is 101 years old: he is a WWII veteran who served in the Pacific working on B-24 Liberator bombers. He studied mathematics and engineering and had a successful career at both General Electric and IBM. A tinkerer at heart, he holds 27 patents, from golf balls to a robotic hand used by NASA. For bowlers, he was the one who invented the modern bowling ball. His bowling patent innovated the idea of centering the mass to the interior of the bowling ball to give it a more powerful strike. To celebrate his life-long achievements, Gentiluomo was inducted into the New York Senate Veterans Hall of Fame and received a Liberty Medal, the Senate’s highest honor. 30 IBI February 2024
Sen. James Tedisco presents Gentiluomo the Liberty Medal.
PREFERRED VENDOR LIST Apparel EXPERT HOSIERY
Customer Service
919.799.7707
www.funtimefootwear.com support@experthosiery.com
Expert Hosiery is a premiere supplier of high-quality socks to bowling centers and FECs. We pride ourselves in lifetime relationships. Socks variety includes white bowling socks, glow socks, theme socks, and custom logo socks. Our customers are our best testimonials! For orders, call, email or order online 24/7.
LAYMON HUGHES HOSIERY
Sharon Hughes
256.845.1034
www.laymonhugheshosiery.com laymonhughes@bellsouth.net
We supply socks to all types of family entertainment centers. Custom logos are available, and there is no minimum required.
Arcade Distributor AVS COMPANIES
Sales Department
847.439.9400
www.avscompanies.com sales@avscompanies.com
Providing best-in-class arcade and vending equipment with decades of unparalleled service. AVS Companies is the trusted choice for world-class amusement solutions.
BETSON ENTERPRISES
Sales Department
800.524.2343
www.betson.com/bowling Sales@betson.com
Betson offers a full assortment of arcade and vending equipment and has the largest inventory selection of new & used games and parts.
PLAYER ONE AMUSEMENT GROUP
Sales Department
416.251.2122
www.winwithp1ag.com GetAnswers@WinWithP1AG.com
At Player One Amusement Group, we specialize in the sourcing and distribution of quality amusement and vending equipment for both commercial and retail customers. We provide end-to-end Total Solutions, from the design and planning of the space, to equipment selection, to best practices for merchandise and redemption counters. Each business is unique so P1AG customizes the appropriate services to meet your business needs.
Architecture Design DYNAMIC DESIGNS
Howard Ellman
248.644.7275
www.dynamicdesignsinc.net Info@dynamicdesignsinc.net
Interior & Exterior Design – New Concept Development – Planning & Consulting – Architecture – Theme Design – Re-imagining of Existing Facilities
US DESIGN LAB
Gary Smith
231.343.5317
www.usdesignlab.com gary@usdesignlab.com
US Design Lab is an award-winning consulting, design, and marketing firm specializing in bowling and family entertainment centers. The company works with new investors and existing proprietors like you to bring your dreams to reality. With over 40 years of industry experience and successful projects of all sizes, US Design Lab has helped design, develop, and provide branding and marketing material for dozens of businesses in the U.S. and internationally.
Attractions CREATIVE WORKS
Russ Van Natta
317.834.4770
www.thewoweffect.com sales@thewoweffect.com
We create powerful emotions through immersive attractions like laser tag, mini golf, escape rooms, VR, and more. We help you get customers off the couch and into your venue with experiences they can’t get anywhere else.
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PREFERRED VENDOR LIST Automatic Scoring NEW CENTER CONSULTING
Glenn Hartshorn
www.newcenterconsulting.com ghartsho@yahoo.com
248.375.2751
Touch Score – A truly revolutionary scoring upgrade for legacy systems.
STELTRONIC SCORING
Sales Department
www.steltronicscoring.com Info@steltronicscoring.com
800.942.5939
The world’s leading independent automatic scoring manufacturer since 1980.
Capital Equipment/Supplies BRUNSWICK BOWLING PRODUCTS
Michael Postema
www.brunswickbowling.com Info@brunswickbowling.com
231.343.2043
The leader in the bowling industry for over 130 years, Brunswick Bowling provides products, services, and industry expertise for new and existing bowling centers.
QUBICAAMF Sales Department 804.569.1000
www.qubicaamf.com info@qubicaamf.com
QubicaAMF is the world’s largest manufacturer of bowling and mini bowling products. With our innovative products, we will help our customers fully unleash that potential to extend the bowling population, to reach the younger generations, to increase their spending, frequency of visits—and your revenue.
Cashless Technology INTERCARD Sales Department 800.732.3770
www.intercardinc.com Sales@intercardinc.com
Intercard introduced cashless technology to the amusement industry and has been leading the way for 30+ years. Cashless systems from Intercard increase customer spending and satisfaction and boost revenues by up to 30% at entertainment centers worldwide.
Consulting and Management FIRST FRAME BOWLING
Mike Monroe
844.923.2695
www.firstframebowling.com mikebowl44@gmail.com
First Frame Bowling was born out of a need for banks looking for someone to manage centers that they were forced to take over but has evolved over time to be the full-service consulting firm that it is today.
TRIFECTA MANAGEMENT GROUP
Bruce Nussbaum
818.879.7100
www.trifecta-mg.com Inquiries@trifecta-mg.com
TMG helps operators and new business entrepreneurs bring their business to the next level. We have best-in-class professionals in operations, team development, sales and marketing, culinary, and technical, with expertise sharpened in our own operations. So, whatever your opportunity or challenge, we can help.
TURFWAY ENTERTAINMENT MANAGEMENT
David Wallace
859.285.7111
www.turfwayentertainment.com dwallace@turfwayentertainment.com
Full service consulting company within the family entertainment industry focusing on business new starts, expansions, modernizations, and health checkups of existing centers. A dedicated team of professional experts in operations, marketing, branding, culinary, and bar services allow a seamless approach for your needs.
IBI February 2024 33
PREFERRED VENDOR LIST Food/Beverage SCHWAN’S FOOD SERVICE, INC.
Customer Service
888.554.7421
www.schwansfoodservice.com
As an industry leader in pizza and Asian-style foods, Schwan’s Food Service has been proud to offer the premium prepared foods and foodservice expertise you need to succeed.
SLRRRP SHOTS
Trent Killian
www.slrrrp.com tkillian@slrrrp.com
877.988.8673 ext. 5
The world’s most award-winning gelatin shots. SLRRRP’s pre-made gelatin shots are made with premium alcohol and plant based ingredients. With a variety of exceptional flavors and colors, there’s no better way for guests to celebrate at your center!
Furniture VENUE INDUSTRIES
Sales Team
www.venueindustries.com sales@venueindustries.com
855.558.3683
Venue Industries is a commercial furniture manufacturer in Tampa, FL. Specializing in custom furniture design, Venue Industries can provide furniture for your entire facility. From bowling sofas, to restaurant seating, Venue Industries can provide anything you need for your bowling center or family entertainment center.
Insurance BOWLING CENTER INSURANCE
Bob Langley
864.527.1145
www.bowlingcenterinsurance.com robert.langley@bbrown.com
Helping You Is What We Do Best! 30 years’ experience working with over 300 centers across the country. Amusement and entertainment centers of all sizes, bowling centers, movie theaters, roller skating, axe throwing, go karts, mini golf and more! Property, general liability, liquor liability, wind/hail, and Workers Compensation. Our parent company is the sixth largest broker in the U.S., which affords us many diversified markets for insurance quotes. Call or email us today to get started!
TILTON, THOMAS & MORGAN INSURANCE PROFESSIONALS
W. Tyler Compton
866.233.0266
www.ttminsurance.com tcompton@ttminsurance.com
Tilton, Thomas & Morgan Insurance Professionals has been insuring bowling and family entertainment centers for over 40 years. We support state and national organizations, including many state bowling associations and the BPAA. Through our years of experience and working with hundreds of proprietors across the country, we have developed a specialized program to ensure our clients have the correct coverages at a competitive price. We love insuring FUN, so call us today to see how we can help you!
WESTERN BOWLING PROPRIETORS INSURANCE
Cameron Linder
800.200.9998
www.wbpiprogram.com contact@wbpiprogram.com
WBPI is the largest bowling center insurance program in the nation with more than 35 years of experience and 400 insured centers. Exclusively endorsed by eight state bowling proprietors associations, our staff of insurance partners and professional bowlers provide staff training, insurance education, advocacy, and business advice. No one fights harder for you! Contact us today for a competitive insurance quote!
Lighting/Sound DECIBEL STUDIOS
Guy O’Hazza
310.693.5165
www.decibel-studios.com guy@decibel-studios.com
Decibel Studios is an innovative global technology solutions company that designs, engineer, installs, and maintains custom controlled audio, video, lighting, show control and special effects systems, including augmented and virtual reality, 3D and 4D interactive theaters, for various entertainment, corporate, hospitality, retail and institutional groups.
DFX SOUND VISION
Mike Bovino
800.555.5280
www.dfxsoundvision.com info@dfxsoundvision.com
Your FEC specialists creating extraordinary experiences by providing dynamic audio, video, lighting and automation services, and integration that elevate communication and give your entertainment center that WOW factor.
34 IBI February 2024
PREFERRED VENDOR LIST Marketing BBBI/KIDS BOWL FREE
Andy Vasko
877.841.4590
www.kidsbowlfree.com Andy.Vasko@kidsbowlfree.com
At BBBI our goal is to create new customers and profits for bowling centers through our time tested Kids Bowl Free Summer Bowing Program and our new League Development System featuring Fun Bowling Leagues for all ages.
BOWLING LEADS
Zach Boulanger
844.468.4144
www.bowlingleads.com Zach@bowlingleads.com
We help bowling centers find new leads and turn them into raving repeat customers with our automated marketing system.
EBOWL.BIZ & BOWLRX.COM
Carey Tosello
541.549.0999
www.eBowl.biz Carey@eBowl.biz
Digital marketing for bowling: BowlRx websites, Facebook for bowling, and more.
THE KAPLOE GROUP
Fred Kaplowitz
516.359.4874
www.kaploegroup.com fredkaplowitz@gmail.com
The ultimate marketing and management company for your leisure, entertainment, or recreation business. Professional consulting and coaching available.
Online Reservations ALLEYTRAK
Chris Behling
815.519.9843
www.alleytrak.com Chris@alleytrak.com
AlleyTrak is the complete lane reservation and management system designed specifically for bowling alleys. Manage your recurring events, leagues, parties, packages, along with many other features AlleyTrak has to offer. Save time by allowing guests to make reservations online 24/7.
PARTYWIRKS Sales Department 877.345.4012
www.partywirks.com sales@partywirks.com
Partywirks is more than an online booking software company for parties, events, lane reservations and leagues for your bowling entertainment center. Our easy-to-use, easy-to-manage multi-function system encourages upselling, helps generate future interest, and also allows your visitors to inquire, invite, share, learn, sign waivers, and shop online.
Party Supplies and Novelty Products SIERRA PRODUCTS
Shelly Berry
800.900.7695
www.noveltybowlingstuff.com sales@noveltybowlingstuff.com
Sierra Products is your exclusive source for bowling parties, including party favors, supplies and novelties. Bowling birthday party supplies include bowling pin sipper bottles, mini bowling pin candy containers, bowling coin banks, bowling party cups, napkins, novelty souvenir cups and much more. Most of our items can be personalized with your company’s logo, phone, website, etc.
Promotional Products FEC PROMO TOOLS
Sales Department
239.389.9583
www.fecpromotools.com FECpromotools@gmail.com
Bringing marketing and guest experience tools to life! Choose from our selection of predesigned products or work with our team to customize a product line for your business.
IBI February 2024 35
PREFERRED VENDOR LIST Redemption Supplies A&A GLOBAL INDUSTRIES
Sales Department
800.638.6000
www.aaglobal.com Sales@aaglobal.com
A&A Global is the premier distributor of novelty toys, candy, plush, and merchandiser kits for the bulk vending and amusement industries. We take pride in producing fabulous products that keep our customers – and their customers – coming back. With hundreds of new items added to our inventory every week, we have something for everyone.
BMI MERCHANDISE
Sales Department
800.272.6375
www.bmimerchandise.com Sales@bmimerchandise.com
BMI’s extensive product line features the trending themes, licenses and brands driving amusement play. We bring our customers a constantly changing mix of the finest electronics, novelties and toys – priced right.
FUN EXPRESS Sales Department 800.228.8884
www.funexpress.com Orders@funexpress.com
Fun Express is a leading B2B supplier of toys, novelties, giftware and premiums. We feature more than 40,000 items in our product line that range from traditional favorites to the trendy picks of today. We are pleased to offer the best value and product variety in the industry.
SURESHOT REDEMPTION
Corporate Sales
888.887.8738
www.sureshot-redemption.com Sales@sureshot-redemption.com
Sureshot Redemption is your best source for redemption prizes and retail merchandise. Sureshot is the complete package with excellent product selection covering all key categories, excellent customer service, very competitive pricing, and superior quality merchandise. Our newly enhanced website makes ordering easy with capabilities to access your invoices, tracking information and EPLs for each order online. For more information, call or email us now and join the Sureshot Family!
REDEMPTION PLUS
Mike Tipton
888.564.7587
www.redemptionplus.com Smile@redemptionplus.com
Products that perform. Services that simplify.
Training TRAINERTAINMENT
Beth Standlee
817.886.4840
www.Trainertainment.net Beth@trainertainment.net
Fun Training – Serious Results.
Virtual Reality VRCAVE Alex Rossol
780.577.9655
www.vrcave.ca/ibi sales@vrcave.ca
vrCAVE produces premium VR escape room products suited for any bowling alley or FEC looking to add VR as an option to their establishment. We work with companies of all sizes providing services from headset installation to software and technical support.
36 IBI February 2024
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IBI is on the lookout for stories to share with our readers. Email stephanie@bowlingindustry.com for potential story ideas and features. // Hotline: 855-415-7517 IBI February 2024 37
Classifieds CENTER FOR SALE 32,000 foot 32 lane center located in the heart of beautiful Western North Carolina, the land of 4 seasons. Asking $2.6 million. Price negotiable. For info call 828-692-5039. My hours are Monday and Friday 3-10pm, Tuesday 10am - 6pm, Wednesday, Thursday, and Sunday 12pm - 10pm and Saturday 12pm - 11pm You can call during these hours. 828-692-5039
215 N. Harris St, Tulia, Tx 79088 Call (806) 995-4018 Fax (806) 425-3771
EDUCATION & TRAINING PRO SHOP TRAINING. Classes always forming. Jayhawk Bowling Supply (800)255-6436 or jayhawkbowling.com.
EQUIPMENT FOR SALE NEW & USED Pro Shop Equipment. Jayhawk Bowling Supply. (800)255-6436 or jayhawkbowling.com.
EXPERIENCED MECHANIC NEEDED FOR 32 LANE CENTER Great opportunity in the Tampa Bay area 8270 AMF Pinsetters Salary and benefits determined by experience E-Mail resume to manager@oakfieldlanes.com or Call Tammy Jacobs @ (813) 681-4783
MECHANIC WANTED GREAT OPPORTUNITY
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
38 IBI February 2024
Experienced Bowling mechanic wanted. Bowling center in northwest NJ offering Highly Competitive pay & benefits. Run your own shop. Replacing Retiring mechanic, willing to make smooth transition for our 26 lane center & full service restaurant. Only 3rd mechanic since 1959 for our very stable, family business. Email resume to rob.plenge@comcast.net or Call Rob 908-763-1192
SERVICES AVAILABLE Drill Bit Sharpening and Measure Ball Repair. J ayhawk Bowling Supply. ( 800)255-6436 or jayhawkbowling.com
Our Business is Building Bowlers
& DELIVERING THEM TO YOUR CENTER
Have your best spring and summer ever! Join the Kids Bowl Free program www.kidsbowlfree.com/centers