Gone are the days of smoked-filled alleys dominated by men in matching shirts that are now collectibles on eBay (we are referring to the shirts). The bowling industry has entered a new era. Along with it, exciting new business models are emerging to revolutionize one of the oldest sports on earth.
Full-fledged family entertainment centers. Boutique-style venues that feel more like nightclubs than bowling centers. In response to declines in their core league business, bowling proprietors have initiated major changes to their business models to attract recreational and casual bowlers, and re-engage the true believers, back to the game they love.
Leading the charge for change is the bowling pioneer, Brunswick. A name synonymous with bowling, Brunswick has been part of the industry for more than 160 years.
“We’ve seen it all. The change in the industry has
been phenomenal, especially over the past 10 years,” said Brunswick’s
Bowling Products President Brent Perrier. “To help proprietors attract
new market segments, Brunswick is developing innovative technologies that have
dramatically enhanced the bowling experience.”
Popular new features include user-friendly automatic scoring systems with sophisticated graphics, bumper bowling for kids and “glow in the dark” Cosmic Bowling®, complete with lighting effects and music for teenagers and young adults. These advances in technology have also better positioned centers to attract lucrative special event business, like birthday parties and corporate outings.
Technological changes are just the start. New entertainment options like upgraded video game arcade/redemption centers, laser tag, party rooms and billiards raise the bar significantly. Capped off by better food and beverage options, this traditional industry is quickly morphing into a collection of family entertainment centers (FECs) that lead the market today.
The FEC Model
Over the past five years, Brunswick has helped build more than 75 bowling centers in the United States alone, and the trend continues around the world. Of the 75 United States centers, 50 are family entertainment centers. More than 20 are considered hybrid centers that incorporate boutique-bowling venues. The model is so successful, that Brunswick has also built 11 Brunswick Zone® XL centers employing the FEC model.
To streamline the process of new center construction for investors, Brunswick launched the Build-to-Bowl® program – assembling a top-notch supplier network to deliver a turnkey package of services that encompasses everything from architectural design to marketing.
Randy Voorhees of PrimeTime Family Entertainment Center in Abilene, Texas, which combines a 16-lane bowling venue with go-karts, miniature golf, laser tag, batting cages, NASCAR simulators, bumper cars, a video arcade and X-D Theater, could not be more pleased with the FEC model.
“The expertise of Brunswick’s design team played a significant role in the development of PrimeTime,” said Voorhees. “The Build-to-Bowl program allowed us to focus our efforts on the critical aspects of the business operation, while Brunswick’s design and construction experts handled the rest.”
The Boutique Model
Boutiques can best be described as bowling bistros and/or nightclubs. They cater to active adults, where bowling and bistro-style food complement the lounge and bar business. Boutiques typically have a more sophisticated look and feel, offering live music, billiards, virtual/cyber gaming and bocce as additional entertainment options.
Brunswick launched its first boutique project in the 1990s with Jillians, a concept that developed into 20 centers featuring lounges, bowling lanes and video gaming with the latest electronic and simulation games. Customers can enjoy popular American cuisine in the cafe, where sports and media events play nonstop on big screen televisions.
More recently, a distinct boutique concept was developed fully in Northbrook and South Barrington, Ill., at Pinstripes, Inc., where people bowl, play bocce and enjoy an Italian-American bistro. With 45,000 square feet of indoor and outdoor space, these entertainment and dining facilities, developed by founder and CEO Dale Schwartz in 2007, have successfully redefined the traditional bowling experience.
“We sought to create a unique experience where families and businesses can have exceptional food and fun in a sophisticated atmosphere,” said Schwartz. “Our customers have embraced the concept and are enjoying the games they love in a completely new way.”
Another growing boutique operation is Splitsville Luxury Lanes & Dinner Lounge, with locations in Tampa and Miami, Fla; Arlington, Texas; and a Dallas, Texas, location in the planning stage. Each location features bowling, multiple bars, plasma TVs, a gourmet restaurant and sushi bar.
The Hybrid Model
The fastest-growing business model is the hybrid concept, in which two distinct bowling venues converge under one roof for traditional and boutique-style bowling.
Brunswick and Shenaniganz in Rockwall, Texas, recently teamed up to create a prime example of the hybrid concept for others to follow. Developed with the Ripp family in 2008, Shenaniganz set out to create an eater-tainment destination, where people can enjoy excellent cuisine as well as an amazing variety of entertainment options: bowling, lazer tag, go-karts, a video/redemption arcade, rock climbing, billiards and shuffleboard.
“There’s even a boutique lounge, complete with a martini bar and private bowling lanes. The combination has been an incredible success,” said Justin Ripp, a managing partner of Shenaniganz. “Brunswick’s consultation was critical to the process. They brought a level of expertise to the table that simply can’t be found anywhere else in the industry.”
Speaking of success, over the past five years, Chris Albano of Stars & Strikes, has opened three hybrid bowling venues that range from 34-40 lanes in state-of-the-art amusement facilities, complete with video game/ redemption arcades, laser tag and sports bars located in Cumming, Dacula and Dallas, Ga.
“Converting our FECs to the hybrid model has been a tremendous success at Stars & Strikes,” said Albano. “It has allowed us to cater to every type of customer, from families on a Saturday afternoon to adults looking to share an excellent meal and a little fun with friends in a sophisticated atmosphere.”
A Look at Brunswick’sCrystal Bowling Ball
“With the world economy in a state of flux, I don’t dare predict what the next 10 years will bring, but whatever happens, I can predict that Brunswick will remain at the forefront” Perrier said. -
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