CONTENTS
May 2021 | VOL 29.5
20
The bar at District 850
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20
41
Shorts
Cover Story
Showcase
By David Garber
District 850 Fills An Entertainment Void in Tallahassee
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16
By Robert Sax
Food and Beverage Creating A Popular Menu By Gary Ciniello
34 Marketing Turn Tryers Into Buyers
Classifieds
46 Remember When 1941 By Patty Heath
By Pamela Kleibrink Thompson PUBLISHER & EDITOR Scott Frager
P.O. Box 7350 Overland Park, KS 66207 (818) 789-2695(BOWL) Fax (818) 789-2812 info@bowlingindustry.com www.BowlingIndustry.com
38 Expert Alley Playing With Food By Bradley Rishmany
Stephanie@bowlingindustry.com
ASSOCIATE PUBLISHER David Garber garber@bowlingindustry.com
OFFICE MANAGER Patty Heath heath@bowlingindustry.com
CONTRIBUTORS
HOTLINE: 818-789-2695 MEMBER AND/OR SUPPORTER OF:
frager@bowlingindustry.com
40 In My Own Words Advice From A Butcher: Love Your Community, They’ll Love You Back
DIRECTOR OF BUSINESS DEVELOPMENT Stephanie Davis
Gary Ciniello Natalie Davis David Garber Patty Heath Fred Kaplowitz Pamela Kleibrink Thompson Bradley Rishmany Robert Sax
MARKETING MANAGER AND SALES Natalie Davis Natalie@bowlingindustry.com
EDITORIAL DIRECTOR Jackie Fisher fisher@bowlingindustry.com
ART DIRECTION & PRODUCTION Designworks www.dzynwrx.com (818) 735-9424
FOUNDER Allen Crown (1933-2002)
By Fred Kaplowitz THE WORLD'S ONLY MAGAZINE DEVOTED EXCLUSIVELY TO THE BUSINESS OF BOWLING
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SHORTS
FOOD FOR THOUGHT –
LEARNING FROM PROGRESSIVE RESTAURANTEURS Customer Service Follow-Up Exceeds Expectation Short interactions with a business aren't usually very memorable. However, a neighborhood Mexican restaurant in Fort Lauderdale recently blew that theory out of the water for IBI team-member Natalie Davis. Davis explains, "When you order a carryout meal, you don't usually think about the customer experience you've had. Recently a food pickup from a small, independent restaurant made a huge impact on me. Like most people, I picked up my food, left the restaurant, and didn't think much about it after that. The next day an employee from that restaurant called me and asked how my pickup experience was, if the food tasted good and if there were any suggestions I had for them. They knew the food I ordered and told me they hoped I would come in again soon. This short call may seem insignificant, but as a customer, it made me feel like they cared about my experience, even as a to-go order!" I bet Natalie will be visiting that establishment again soon. Tasty food for thought.
GIVING BACK Bowling Management Associates owners Pat and Lisa Ciniello presented a $30,000 check to help local veterans through the HOME BASE Organization of Southwest Florida. The money was raised through various efforts at their six bowling centers in Charlotte, Collier, and Lee counties over one
month. Pat said, “Our team at BMA takes tremendous pride in helping the brave women and men who've served our country.” The funds will support the Warrior Health and Fitness program operated by Home Base in Collier and Lee counties. Check out the mission of Home Base here: www.homebase.org. 6
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EXPANSIONS, OPENINGS & NEW BEGINNINGS
FATCATS OPENS IN QUEEN CREEK, AZ FatCats Entertainment center opened its ninth location in April at Queens Creek, AZ. The facility features 20 lanes of bowling, a movie theatre with eight screens, VR, a redemption arcade and store, and food that ties into fun.
SAME PLACE,
NEW NAME
Lifers in the bowling industry, Jason and Laura Belschner, had a soft spot in their hearts for Saint Lucie Lanes. COVID was not kind to the center and reopening did not happen. Jason ran the pro shop, and Laura worked at the center for many years. They decided to reopen the center. Looking to put their spin on it, the center has opened as Lucie Lanes, and the Treasure Coast community is happy. The iconic alligator sign is still along U.S. 1. Bowling is available while food and beverage licenses are in the works. The Belschners said, “We aren’t Saint Lucie Lanes. We’re Lucie Lanes, run by Laura and Jason, who you’re going to see every day and you know already.”
SHORTS
INDUSTRY AT LARGE 8 KEGEL CELEBRATES 40 YEARS
2021 marks Kegel’s 40th Anniversary of improving the bowling experience. In 1981, John Davis founded Kegel, and "The Key," an economical and easy-to-use lane cleaning tool. Forty years later, Kegel has grown into a worldwide bowling corporation based in Lake Wales, FL. Kegel operates divisions in manufacturing, software development, chemical production, pinsetter parts, coaching tools, and technical support, along with their Kegel Connection Pro Shops and worldrenowned Kegel Training Center.
8 CELEBRATING 50 YEARS IN BUSINESS The Wiemer Family is celebrating 50 years in the bowling business. Roger and Norma Wiemer and their children started their journey in the bowling business back in 1971 when they purchased Cherokee Lanes, which is now the original Bass Pro Outlet Store. Roger passed away in 2010 and at the time owned and partnered in seven centers. His wife Norma recently passed the keys over to Steve and his wife, Carla. They own two centers, Enterprise and Sunshine Lanes. The family introduced many future proprietors to the business, namely Andy Bartholomy of Andy B's and Brad Pollard of Shrewsbury Lanes, just to name a couple.
8 INTERNATIONAL BOWLING FEDERATION APPOINTS QUBICAAMF IBF has appointed QubicaAMF its Exclusive Global Bowling Equipment Partner as part of a new, ten-year partnership that carries through December 2030. QubicaAMF will be the IBF global bowling equipment supplier and partner for all IBF Elite Events and multi-sport games, including providing innovative solutions at The World Games in Birmingham, AL, in 2022, and the PanAm Games in Santiago, Chile, in 2023. In the next decade, IBF will exclusively use QubicaAMF EDGE String and EDGE Pinspotters and the BES X Bowler Entertainment System and Conqueror X, On-Line Scoring, and SPL Select Lanes. For the first time in the history of our sport, string bowling technology will be featured in the most important bowling competitions in the world. IBF will use QubicaAMF EDGE String machines for their Elite Events, multi-sport games events, and where bowling is featured in temporary event locations.
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8 SEMNOX PARTNERS WITH FOUNDATIONS ENTERTAINMENT UNIVERSITY Foundations Entertainment University selected Semnox Solutions LLC as their newest sponsor. In return, Semnox provided their trademark cashless payment and IT solutions to the Virtual Seminar on April 28-29, 2021. Jerry Merola, executive director of Foundations Entertainment University, expressed his delight in having Semnox onboard by saying, "We were thrilled to welcome Semnox to our elite class of sponsors at Foundations. As a leader in technology solutions for the industry, Semnox's expertise proved invaluable in educating and preparing our development-focused attendees in their quest to deliver a premium experience within their entertainment venues." "Semnox was pleased to join such a prestigious instructional program like Foundations University, which has been educating the amusement industry for the last 19 years," added Brian Duke, senior sales partner at Semnox. "I've known Frank Seninsky and Jerry Morola even longer, so to finally partner with them, bringing the best venue management and debit card system to their attendees, was an honor and privilege."
Don’t let customers forget how much fun they had at the center. Reach out! Remind them through Facebook, email, SHORTS Twitter, Instagram, postcards, etc. Staying in front of your customers is a high priority as business reopens.
Media
WATCH “ROCK THE BLOCK” One of the most popular shows on HGTV is “Rock The Block.” “Rock The Block” pits four two-person teams of well-known celebrity home remodelers in a competition to take a brand-new, two-story home, including the basement, with $225,000 and trick it out, staying within budget. Brian and Mika Kleinschmidt's celebrity team decided to install US Bowling's Rollerball Classic Mini Bowling in the basement of the house they were remodeling. They thought this would add a ton of value and family fun to the home. And the winner was…. We will have to wait and see!
BYRANT-LAKE BOWL’S VIRAL DRONE FLYTHROUGH Every proprietor dreams that their marketing will go viral. But this dream became a reality for Byrant-Lake Bowl in Minneapolis, MN. Sky Candy Studios made the dream happen as they shot a one-take video of a drone flying through Bryant-Lake Bowl. Along with the incredible art direction and cinematography, viewers are treated to classic bowling center sound bites, like bowlers referencing The Big Lebowski. Here’s to making bowling hip again, all with a drone.
bar time HARD SELTZERS Hard seltzers have been on the rise the past few years for a good reason! Consumers love them; with fewer calories than other alcoholic beverages, lower sugar content, gluten free, and limitless varieties are just a few of the reasons for their popularity. By the end of 2019, seltzer consumption had surpassed vodka, which is the U.S.’s largest spirit category. The majority of seltzer buyers are Millennials. It’s popularity is equal between men and women. Hard seltzers have surpassed the pale ale beer weekly sales in restaurants and bars since 2019, and many people are trading their typical beer or cocktail for a hard seltzer. Hard seltzers are typically more expensive than ordering a beer yet are still gaining popularity over the typical light beers offered. Typically, these tasty beverages are an upsell to beer that people don't mind paying extra for. With consumers who identify as hard seltzer drinkers, 51% said they actively choose seltzers over their usual drink of choice when they're out of the house. With almost every major beer company manufacturing its own type of hard seltzer, there is a huge variety to choose from when stocking your bar.
YOUNG INFLUENCER PARTNERS WITH MAIN EVENT Main Event and Leo Kelly, aka The Shirley Temple King, have launched new Shirley Temple drinks: The Classic Cotton Candy Shirley; Floaty Shirley; and Lollipop Shirley. All have the best parts of the age-old drink — ginger ale, grenadine, and cherries — but Leo takes them further by adding ice cream, or cotton candy, or even the option of drinking your Shirley through a lollipop straw.
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SHORTS
INDUSTRY AT LARGE 8 HOWND IS EVER-EXPANDING
Hownd®, a technology company generating foot traffic and revenue for brickand-mortar merchants, has acquired PowerdLocal, an Australian provider of mesh WiFi solutions. The acquisition adds new capabilities to the Hownd platform, increasing its customer base of local merchants, and accelerating its expansion into markets around the world. Customers often visit local merchants but leave no trace, which means the business has no way to convert that onetime visitor into a loyal customer. The PoweredLocal Guest WiFi solutions will be rebranded as MyHownd WiFi and fully integrate into the Hownd software platform, creating contact details, building customer lists, and increase repeat foot traffic.
8 SUN VALLEY LANES EXPANSION
After attending Creative Amusements' 360 Event in June 2019, John Losito, owner of Sun Valley Lanes in Lincoln, NE, realized that it was time to appeal to younger adults who make up most of his demographic. Installing Creative Works' battle-themed laser tag was a good start. The next project included Lucky Putt, which debuted at IAAPA in 2019. Lucky Putt is a futuristic, tech-driven, social mini-golf experience. Sun Valley Lanes has had tremendous success, and the responses to the new attractions have been overwhelmingly positive. The laser tag and Lucky Putt attractions' success, coupled with continuous increases in capacity allowance, has led to skyrocketing business.
QR Codes Soaring in Popularity QR Codes Are Hot! Hot! Hot! A QR code is a type of barcode that stores information which is then scanned by a smartphone. QR codes provide a touchless way to view things like menus and other offerings of a business. They're hygienic, convenient, easy to create, and less costly than printing menus. Due to the pandemic, they have taken off in popularity for both consumers and business operators. There are at least four benefits to transferring your menus to a QR code system: Convenience: QR codes allow customers to immediately look at a menu right when they sit down. Customers simply scan the barcode with their phone's camera, and a link appears which connects them to your menu. It's fast and easy and doesn't require the customer to download anything. Offering your menu this way also allows servers to focus on other things 12
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besides passing out and collecting menus from their customers. Cost Savings: Forget printing menus, just update your menu digitally, and the QR code reflects the new menu items! Engaging Customer Experience: QR codes allow your menus to be more interesting with customers. Add pictures and even videos of your menu items to enhance the customer experience. Easy to Create: Many online services can help you transfer your paper menu to a digital one. Once you get your unique code, simply print it out and tape it to surfaces such as tables and bar tops, or you can buy tabletop stands with your code printed on them. Check out this video on how to use a free QR code generator called QR Tiger: https://youtu.be/t2WPHi1dneY Interested in learning more https://www.qrcode-tiger.com.
FOOD AND BEVERAGE
By Gary Ciniello
hether you’re considering a startup food operation in your center or revamping the menu in your existing eatery, these seven foundational elements will get you moving toward higher customer satisfaction and more food revenue.
Know who you are and who you serve. For the most part, bowling centers are casual, recreational, sports venues. It doesn’t make any sense to offer spaghetti and meatballs or chicken cordon bleu. As an example, several years ago, I tried something different and created a menu in an FEC featuring rack of lamb, seafood Fra Diavolo, and Long Island duck. Guess what happened; nobody ordered these items. For the most part, in bowling centers, our guests prefer quality burgers, tasty pizza, juicy wings, and some other goodies. This is good news because we know what our customers want, we don’t have to guess, which is a huge bonus. My advice is to be interesting, but not too fancy. Stay true to your concept while offering new, hot items. Remember, you are not just competing with other bowling centers and FECs. Your real competition is every restaurant and lounge within a 5-mile radius.
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I encourage everyone to track menu items’ sales through a sound POS system and adjust the menu at least twice each year. If you don’t have a good POS system, definitely look into them. There are many good ones out there. Offering monthly specials is an ideal way to try out a new food item and see how it resonates with your customers. If it sells well, add it to your regular menu. More than fancy, your customers are looking for quality, consistent, casual food at reasonable prices.
FOOD AND BEVERAGE
EQUIPMENT I get asked a lot of questions about recommendations on equipment. Depending on your food operation or what you would like it to be, your equipment needs will vary. Let’s look at some essential equipment for your kitchen for today’s article: Fryers. You’ll need at least two, depending on your volume. Flat-top 48-inch grill and a char-grill for burgers and chicken. Pizza oven. There are many different kinds depending on your preferences and budget. If you are serving pizza, you probably want a pizza press for consistency. Handtossed flying dough balls look great, but will your kitchen staff be able to prepare the pizza consistently? A steam table can be used for a variety of items. A stovetop and, if available, a convection oven will be helpful, depending on your menu items. Freezers and refrigerators are needed, again depending on your revenues and budget.
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FOOD AND BEVERAGE
STAFF ABILITY I cannot stress this enough –the ability of your staff (or lack thereof) is not an area to be overlooked! Who will be preparing food, and what are their skills? If you have talented cooks, your options are numerous, so feel free to kick your menu up a notch. If not, consider what items can quickly and consistently be prepared for customer satisfaction. Consistent food quality is essential to your customers and operation. No matter if your center features a snack bar, casual dining area, or full restaurant, training should be a crucial part of your foundation. I’m not talking about a walk-through training once or twice; I mean a regular, continual training program to keep staffers up to date on food specials, menu changes, and potential food additions. Plus, regular communication with these front-line workers will provide you with much-needed feedback regarding customer satisfaction, how food flow is being handled, and loads of other important insights. A proprietor once asked me, “Why do I have to spend so much money on training if the employees will eventually leave anyway?” I replied, “What if you don’t train them and they stay?” As a former national training manager, my advice is to train employees. The four steps to successful training are: prepare, present, practice, and follow up, with the latter being the most important.
COOKING TIMES When designing your menu, remember that we are looking at a maximum of 15-minute cook times. You really cannot have items that need to be baked. They take far too long for customers who expect speedy service. Burgers, pizza, sandwiches, and fried items are quick to cook and serve.
PRICING Pricing is a chief concern of food operators. How to buy and sell at prices that make a profit; or the very least not lose money. Let’s start with food distributors. Are you using a reputable food distributor? Do you attend their food shows? Are you utilizing all the talents they afford you? You may be surprised at all the options food distributors offer.
FOOD COSTS When it comes to food costs, ensure that you monitor them regularly. Purchase in bulk whenever you can, but don’t over-purchase during your slower periods. Remember that perishable items have a short shelf-life, and their costs will vary. Are you utilizing a food cost worksheet to determine your retail pricing? If not, you absolutely should be! Food cost percentages will usually vary from 30-35%. Remember that not all menu items will cost out to the same percentage. Sodas, fries, and pizza items are regularly very lowcost items. Don’t be afraid to put a $13.00 item on the menu if the food cost percentage is 45. You are putting $7.15 in your pocket. If you serve fries at $3.50 and their food cost is 20%, your bottom-line profit is only $2.80. Remember what you deposit in your bank account: dollars, not percentages! 35+ years of experience in the Food and Beverage Industry. He has been invited to speak at Bowl Expo several times because of his extensive knowledge in the bowling and FEC business. He is a master at menu design and layout to create profitable food and beverages in your center. If you have questions for Gary email him at menuguy00@aol.com
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COVER STORY
DISTRICT 850
FILLS AN
ENTERTAINMENT
VOID IN
TALLAHASSEE A solid hunch – confirmed by a marketing study – results in an exciting, new business venture 20
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COVER STORY By Robert Sax hen entrepreneur Nilesh Patel and his family moved to Tallahassee, FL, in 2011, he wasn’t planning on getting into the amusement industry. Then he went looking for a fun and exciting FEC where his young daughters could have birthday parties. When he couldn’t find one, he had a hunch that there might be an unfilled niche in the market. A few years later, he decided he would have to build his own. District 850, a sophisticated FEC that opened in late 2020, has quickly filled a big void in the city’s entertainment landscape. Named for Tallahassee’s area code, District 850 is the first modern FEC in the area. “It was always in the back of my mind that an FEC is something we needed,” says Patel. “So back in 2017, [I decided] to jump on this and bring something that the city needs.” Previously residents seeking a first-class center had to travel several hours by car to Orlando, Jacksonville, or Atlanta. “Now they can do this in their own backyard,” he says. An experienced businessman who has operated gas stations, convenience, and liquor stores and leased commercial real estate, Patel is savvy enough to know Nilesh Patel what he doesn’t know. He did his homework for several years, attending such key amusement industry events as Bowl Expo, LaserTAG360, and IAAPA Expo Orlando. It was at IAAPA in 2017, he met consultant Jerry Merola of Amusement Entertainment Management, setting the stage for what ultimately became District 850. Merola did a market study that confirmed Patel’s gut feeling about his local entertainment market. “Tallahassee, as a capital city, is a very well-cultured market with a significantly-sized
W
population, but remarkably shy from an entertainment perspective, particularly in the bowling segments,” says Merola. “There were very few options for consumers, and many of those were a bit more traditional in nature. Nilesh was really looking to spice it up a bit and develop more of a hybrid facility that combined luxury bowling with various nodes of entertainment in a large box format.”
IF YOU BUILD IT, THEY WILL BOWL Patel and Merola envisioned an FEC of more than 40,000 square feet and concluded that they needed to build a new facility from the ground up. “We needed a significant amount of real estate to be able to support this type of infrastructure,” says Merola, “and in a major city like Tallahassee, real estate parcels of suitable size and scope are not always easy to find.” They found what they needed in the Canopy, a land tract development in mid-city, after an extensive search. At more than continued on page 26...
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COVER STORY ...continued from page 21
500 acres, Canopy is shaping up into the city’s next growth area. In addition to being the site of a projected 1,500 homes over ten years, Canopy is easily accessible to most of the city, giving District 850 a wide area to draw from.
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Dynamic Design, an architecture and design firm with a specialty in FECs, was engaged to create a home for District 850. Designer Doug Wilkerson was thrilled to get a chance to build something from scratch instead of adapting an existing building. “When you’re doing a ground up, you control every wall. You don’t have the confines of an existing building,” he says. “So you can place things where you want, rearrange things where you want, to work the building around it, rather than trying to work things into an existing building.” A clean sheet of paper gave Wilkerson the creative freedom to stretch beyond the fundamentals of entertainment design and build something extra special. “Nil was an absolutely amazing client who appreciates design,” says Wilkerson. “He really wanted it to be special, and when you have that kind of client working with a creative team, you can get something special.” Among the elements that distinguish District 850 is its grand lobby with curved walls and angles instead of the usual boxy and pedestrian entrance. Close by is a bar and restaurant that overlooks the lobby, bowling, and arcade. Adults can dine there, sheltered from the cacophonous sounds of
COVER STORY mistake, casual bowling is the anchor attraction at District 850, with 16 regular lanes and six with Hyperbowling technology from QubicaAMF that combines bowling with video game elements. The center also boasts a host of ancillary attractions that can compete with any FEC in the country. These include a multi-level laser tag arena, four ax-throwing lanes, several custom escape rooms, an elevated ropes course, and an eight-person interactive 3D dark ride from TrioTech. AEM’s sister company Alpha-Omega Amusements put together a vast arcade with 65 games. Every Wednesday night and occasionally on weekends, there is live music, too. So District 850’s Facebook page isn’t exaggerating when it describes the FEC as “an entertainment mecca located in the heart of Tallahassee.”
arcade games by elegant drapes and other soundreducing touches, while still keeping an eye on their kids. The bowling lanes are arrayed so that six of them can be separated into a VIP section next to the bar that’s ideal for private parties and corporate events. It makes District 850 more efficient and flexible enough to allow a variety of events to take place. But make no
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GOING BEYOND THE TYPICAL EATS AND DRINKS
District 850 also goes the extra mile with its food and beverage offerings. Patel was determined to create a menu that goes beyond the tried-and-true, and it’s probably safe to say that few FECs in the country could match it. He has achieved that with a menu created especially for him by Canadian restaurant consultant Darlene Ransom of FEC
COVER STORY Concessions Advisors. These include chicken tikka tacos and bulgogi beef samosas, hybrid dishes with Indian, Mexican, and Korean elements that should satisfy the most fusion-forward foodie. There are the ever-popular burgers and pizzas, of course, but even these receive such flavor twists as bacon jam, baby heirloom tomatoes, and smoked gouda. There is a healthy selection of vegan and vegetarian dishes as well. The children’s menu is just as creative, with a Unicorn Grilled Cheese (multicolored mozzarella cheese grilled between buttered French bread with rainbow sprinkles) and Waffle Fry Sliders (mini cheeseburgers with pickle and lettuce served between two waffle fries.) Patel strives to make District 850 a truly local place by partnering with local providers of victuals. “Everything we tried to do, if there was a possibility that we can choose a local provider, we did. Even if it costs us more,” says Patel. “We feature local sausage, local cheese, local beers. All of our taps are local breweries.”
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TRAINING FOR GREATNESS
To be a first-class FEC, you must have first-class staff and service, and Patel didn’t cut corners here either. He retained industry leader TrainerTainment to find and train his sales and food and beverage managers and set up his party program. The company also held a job fair to find most of the frontline staff and train them in the art of providing excellent FEC service. Candi Kelley of TrainerTainment says that running job
COVER STORY
auditions during the pandemic required extra creativity when it came to exercises for evaluating potential employees. “One of the activities we used to do - the human knot - obviously we can’t do that anymore. So we created a brand new game for District 850 that allowed for social distancing but still made it possible to see teamwork with the audition process.” Patel opened on November 15, 2020, despite the uncertainty of the pandemic. He voluntarily limited occupancy to 450 guests out of an abundance of caution. District 850’s roominess allows social distancing for what would be too large a crowd for a less expansive FEC.
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While it’s too early to tell if there are additional FECs in Patel’s future, he is definitely enjoying his new industry. “We can do so much inside an FEC. It’s not a cookie-cutter where you just put one in every market; there are so many combinations that you can come up with. It was really interesting to see how vast Candi Kelley the industry is.” Business at District 850 so far has been better than expected, Patel is pleased to say. “Oh wow... we’ve been nothing but blessed. Despite the pandemic, everybody from the community has welcomed us.” Patel’s hunch was correct, and so was his implementation. ❖
Robert Sax is a writer and PR consultant in Los Angeles. He grew up in Toronto, Canada, the home of five-pin bowling.
MARKETING
TURN TRYERS INTO BUYERS Your Kids Bowl Free database is the antidote to the COVID Blues By Pamela Kleibrink Thompson “
urn summer blues into summer revenues!” encourages one of the promotional pieces for Kids Bowl Free®. Bruce Davis, president of Bowling Business Builders International, and his team, headquartered in Marco Island, Florida, originated the program in 2008. As an operator in northwest Ohio, Davis came up with the idea about 35 years ago, but he lacked today’s internet tools to execute it effectively. Initially, in 2008, the plan was to launch the program with 20 centers, but it quickly expanded to 90 in the first year. “Kids Bowl Free® solved the reduced traffic problem of summer and now has become a marketing movement. It provides three big benefits. One, it provides traffic where and when proprietors want it. Second, it increases spending during the summer – participants rent bowling shoes, food and beverage, and other services. Finally, it provides a database for a bowling center to market to all year long.” According to Davis, since the program started, more than 28 million children have participated from 13 million families –”most new to bowling.” Over 1,300 bowling
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centers participate in North America and numerous centers run by the military at overseas bases from Turkey to Japan. “We know the pain and opportunities of being a grassroots operator,” states Davis. “Most of our team at BBBI have owned, operated, or managed centers.” The Kids Bowl Free® Program brings new customers in the door and provides opportunities to create return visits year-round. A center pays a small yearly membership fee for marketing tools provided by Kids Bowl Free® and BBBI. The cost is dependent on the marketing tools requested by the center. Initially, some centers may be reluctant to give away something for free, but Davis points out, “You don’t get money from customers you Bruce Davis, president of Bowling don’t have.” Kids Bowl Free® Business Builders International
MARKETING is one way to get customers into your center to purchase other items you offer. Introducing bowling to new generations is also vital as it builds customers for the future. Proprietors with a long-term view understand the Kids Bowl Free® Program’s value, which offers children aged 2-15 two free games per day during the summer. Proprietors can select any times they want to offer the program. Parents or guardians must register children for the program. Coupons are sent to the child’s family every week,
In keeping with today's consumer trends, Kids Bowl Free offers mobile coupons and a popular app that consumers expect and readily use. 36
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and participation can be tracked. More than 95% of centers in the program renew their membership every year, which says a lot about its effectiveness. Davis points out that a considerable asset developed by the Kids Bowl Free® Program is the database that proprietors gain with the program, including the name, address, phone number, and email of a parent or guardian, along with the child’s birth date.
Help During The Pandemic Tom Funk, proprietor of Hi-Way Lanes in Franklin, IN, shared his excitement about the program, “Kids Bowl Free® 2020 has saved us since our reopening. Most days, Kids Bowl Free® has been the majority of our revenue. As a by-product, we’ve grown our youth leagues by 58% in one year from KBF kids.” Andy White of Brandon Crossroads Bowl concurs. “Two of our Kids Bowl Free® bowlers joined our summer youth league in the first three days of the program. While 2020 was obviously slower than normal, about 55-60% of our cash sales came from Kids Bowl Free® customers.” Since KBF has always focused on centers’ weekday traffic flow, the program won’t Tom Funk, proprietor of Hi-Way Lanes interfere with established leagues on the weekends. Many centers are opening their KBF pages and limiting participation hours to weekdays, 9 a.m. – 5 p.m. That way, proprietors can gauge what the traffic looks like from the general public and then decide about expanding the KBF hours at a later date. Opening your KBF pages will begin to rebuild your database, which helps with marketing year-round. ❖
Pamela Kleibrink Thompson lives in Idaho. In addition to writing, she is a career coach and scenario role player for peace officer training. Pamela worked as a production manager on the Emmy Award-winning animated series The Simpsons, where she bowled regularly with members of the crew. She speaks on career issues at conferences all over the world. You can reach Pamela at PamRecruit@q.com.
EXPERT ALLEY
H
aving grown up knowing I wanted to be a chef, I always took food seriously. And those around me took it seriously too. Whether I was training with the best chefs around the world at various Ritz-Carlton locations or cooking at the White House, it was always a serious subject. Fun, for sure, but serious. When I was asked to develop food and drink menus for FECs, I was dubious. But, looking for new challenges, I explored them further. As part of the interview process, I was asked by a managing partner to cook a gourmet pizza for a few guests who had just finished bowling. I made “my kind” of pizza, served it to the guests, and then was asked to go out and get direct feedback. Hesitant and unsure of what to expect, I approached the table; to my joy and relief, the pizza got rave reviews! (Plus, the perks were great – playing video games, bowling, enjoying great food and drinks!) I was hooked. Over the years, I have learned a few things about merging food and entertainment. I think there are three critical factors:
BE ALL IN. If you want your food operation to be successful and competitive, then it needs to look, feel, smell, and taste like a restaurant. You don’t want it to come across as an afterthought addition to an FEC.
HIRE EXPERIENCE. The restaurant
business requires a tenacious ferocity for consistency, creativity, attention to detail, and people skills. Hire proven restaurant people to run your restaurant.
KNOW YOUR TARGET MARKET. Matching
the type of food and ambiance to your target audience is key in meeting and exceeding their expectations.
And, as I have discovered, it’s okay to be playful with your food. Have fun and bon appétit! ❖ 38
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IN MY OWN WORDS
By Fred Kaplowitz
I
t seemed to come naturally to him. Mr. Weiss, the kosher butcher that my mother would buy her meats from, would always seem to be getting hit up for a donation to some charity. Whether it was the local synagogue, church, little league, or VFW, he always contributed something. Whether it was money or meats or his special knishes, he always gave willingly and happily and made certain that his name was on everything he handed out. On almost every holiday, he gave people appropriate gifts like candles, hats, matchbooks (back then, people smoked), t-shirts, and brown paper bags (which we used for school covers, did you do that too?) and other treats.
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More importantly, he would more often than not show up at community events, school events, and even sports (His son played basketball, so he was at almost every home game) and religious events. I learned something from Mr. Weiss. Not only did he have a great business sense, but he knew more about people’s psyche than Sigmund Freud. I also learned that everyone, well, almost everyone loved him and talked about how wonderful a man he was. Perhaps that’s why his butcher shop was busy all day long. He also made deliveries which no one else did. NO one complained that his prices were the highest in town (even though he had several other low-ball competitors), but he gave the newest immigrants credit to pay the next week. He would never let anyone go hungry. He learned how to be a butcher in the Army, but he also learned what good deeds meant and how they could enhance his business, even though I didn’t think that was his total motivation. He was just a “giving-type guy.” Because of that, he became part of the “fabric of the community.” Being part of the community’s fabric meant that he was the person people counted on to help out for a good cause. He was also the guy that twice as many people bought their meat from than anybody else in town. As the saying goes, “You scratch my back, and I’ll scratch yours.” Mr. Weiss intuitively knew that although he had no formal business education, couldn’t even operate an adding machine; he intuitively knew one thing – the more you helped people and did favors or went out of your way for your customers, people remembered and decided to shop at your store because you “emotionally” connected with them and no 99 cent games were going to break that bond. People knew that he would hold fundraisers very often, and some part of your purchase would go towards a charity or some other event he was promoting. Sometimes he would raise his prices for a week and tell people, so they knew that the extra money was going to a certain cause. Today you have more of an opportunity than ever to tell people what you are doing to support a person, a charity, a hospital, or some other cause than ever. As terrible as it was and still is, the Pandemic has given you the opportunity to reach out to your community and organize an event. Or even to sponsor a little league or soccer team that plays outside. Not all of you will follow this strategy, claiming that it’s too much work, you don’t have enough time, and that COVID has decimated your business. No doubt, these are all valid excuses that have put you in a hole. All I’m offering you is a big shovel. The choice to use it is yours. ❖ Marketing is in Fred Kaplowitz’s DNA. He loves to solve problems, and he meets challenges head-on. He has successfully produced results for hundreds of clients. He is a husband, father, consultant, coach, teacher, motivator, copywriter, and a speaker. He has been a friend and contributor to IBI for the past 25 years.
SHOWCASE STELTRONIC BIRTHDAY PARTY BOOKINGS
Steltronic is a leader in the industry of automatic scoring for your bowling center, and also takes into account the need for booking kids birthday parties, corporate parties, along with many other types of advanced reservations, like league make-ups and pre-bowls. Booking a party room, reserving lanes, taking a deposit, and recording all of the important information about the booking is just another module included FREE with Steltronic Focus. If a booking time or date needs to be modified, a simple drag and drop of the original booking on the computer is very easy and graphically displayed to show any conflicts with other bookings. We are YOUR bowling center management specialists. For more information, (800) 942-5939. www.steltronicscoring.com info@steltronicscoring.com
BMI MERCHANDISE
It’s “Game on!” at BMI MERCHANDISE. Gaming is hotter than ever, and BMI is riding that trend with the launch of a new gaming collection. Offering highquality gaming accessories at great prices like the Gaming Sound System, 3-In-1 Gaming set, Pro Noise Reducing Headset with Mic, and much more. From the most-trending products to retail-ready, onsite set-ups, BMI can help you increase your guest experience and your profits! For more information, contact us @ 800-272-6375 or go to www.bmimerchandise.com
BRUNSWICK SCORES WITH OPENLANE
Connect to positive change with OpenLane. Streamline check-in, reduce staff interaction, and get guests on the lanes more quickly with the OpenLane mobile app’s touch-free QR scanning. OpenLane is a custom mobile app that increases customer loyalty by making it easier and more rewarding to connect with your center. OpenLane users can sign on to waitlists, track and share their score achievements, and access specials and coupons. OpenLane also offers a loyalty program, where guests can earn points for various achievements and other rewards. They get rewarded for spending and interactions such as visit frequency, bowling in a league, and other offers. Your league bowlers will love the Stat Tracker feature to track their stats and scores, allow them to review and share their time on the lanes, customize their scoresheets, and share them with the rest of the team. This app also allows guests to view their entertainment options and take their place on your waitlist, all while skipping the line. Brunswick’s patented technology lets guests link their mobile devices to your scoring system so they can integrate their photos into Sync® Prima™ for the most personalized bowling experience ever. www.brunswickbowling.com
SEMNOX’S ONLINE CASHLESS PAYMENT SYSTEMS
Integration of Semnox’s cashless payment system enables businesses to conveniently book online parties and reservations, card sales, recharge used cards, combo product sales, and more. This platform has seen a rise in its customer base due to its userfriendly and intuitive features. The system’s ability to flexibly integrate with safe and secure payment gateways makes it even more important for businesses looking for contactless solutions. www.semnox.com
iREADER IMPULSE FROM INTERCARD BOOSTS SALES
Intercard’s cashless technology allows proprietors and arcade operators to increase sales by as much as 30% while boosting marketing programs and cutting operating expenses. The company’s customized, cloud-based systems support any size facility from one to one hundred locations. Intercard develops all its hardware and software in-house and backs it up with 24/7 live service and support around the globe. The iReader Impulse is a versatile hybrid reader that is the first of its kind in the amusement industry. The iReader Impulse accepts credit cards (Visa, Mastercard, Discover) as well as storedvalue play cards. This allows operators to leverage the burgeoning consumer use of credit cards for small transactions like gameplay. Please contact sales@intercardinc.com for details of our BPAA Smart Buy offering. Intercard logo and product art available at https://app.box.com/v/IntercardSmartBuy Phone: 800.732.3770 | Website: www.intercardinc.com IBI May 2021
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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, P.O. Box 7350 Overland Park, KS 66207 USA. If possible, please furnish address mailing label. Printed in U.S.A. Copyright 2021, B2B Media, Inc. No part of this magazine may be reprinted without the publisher’s permission.
WWW.FACEBOOK.COM/BOWLINGFAN
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P.O. Box 7350 Overland Park, KS 66207 (818) 789-2695(BOWL) Fax (818) 789-2812 info@bowlingindustry.com www.BowlingIndustry.com
HOTLINE: 818-789-2695
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WWW.TEXTBOWLING.COM
IBI
May 2021
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CLASSIFIEDS 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. 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.FACEBOOK.COM/BOWLINGFAN
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.
EQUIPMENT WANTED LANE MACHINES WANTED. We will purchase your KEGEL-built machine, any age or condition. Call (608) 764-1464.
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.
SELL YOUR CENTER
(818) 789-2695 LOCKER KEYS FAST! All Keys done by code # Locks and Master Keys E-mail: huff@inreach.com TOLL FREE
ARE YOU A FAN OF BOWLING? www.Facebook.com/BowlingFan
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1-800-700-4539
AMF and some BRUNSWICK PC board repair/exchange. 6-month warranty, fast turnaround. Call or write: WB8YJF Service 5586 Babbitt Road, New Albany, Ohio 43054 Toll Free: 888-902-BOWL (2695) Ph./Fax: (614) 855-3022 (Jon) E-mail: wb8yjf@sbcglobal.net Visit us on the WEB! http://home.earthlink.net/~wb8yjf/
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Call
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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
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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
SELL YOUR CENTER
(818) 789-2695 WWW.TEXTBOWLING.COM
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May 2021
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REMEMBER WHEN
M 1953
om, Dad, Suzy and Billy are having a night out. As you can see, Billy, in the background, needs no bumpers; a good follow though will put that ball right between the #1 and #2 pins. Suzy is distracted by the 7-Up which will be hers once she has had her turn. Mom and Dad are just relishing the whole event. Bowling definitely is the “all-family” game! Oh how times have changed – check out the “easy lift center handle” on the 7-Up Family Pack; the wooden crate makes it easy to store!❖ - Patty Heath
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