Enter any bowling center in the country, and you can anticipate the sights and sounds as you walk through the doors. Bowling has some things that never change. You can hear the sound of pins crashing when a bowler aims for the headpin. There is also the laughter and cheers from friends and competitors. However, these nostalgic sights, sounds, and feelings will always be important in the bowling industry. Still, change is coming.

Gone are the days of growing a business solely by relying on traditional revenue streams, such as leagues, tournaments, and fundraisers. As the marketplace and demographics shift toward younger and more selective audiences, true industry leaders have transitioned to more specialized offerings and engaging entertainment. How to combat the rising tide of new center development, changing consumer preferences, and rebranding is a very real challenge that most legacy centers will and must face to stay relevant.

The Rise Family Entertainment Centers

With the emergence of the “Family Entertainment Center (FEC)” model, attracting play to traditional centers has become more challenging than it has ever been. This, coupled with customers’ desire to seek out more unique dining experiences and social / business organizations on a quest to gather at the latest “hot spot,” leads to a serious dilemma for most of today’s proprietors.

Over the last decade or so, the industry has seen the emergence of new and large competitors in the marketplace, who have staked their claim and gained market share. Names like Lucky Strike, Main Event, Bowl New England, Pinstripes, and a host of others are putting a “new spin” on the industry. With their creative branding strategies and experience-based entertainment options, they have attracted a new demographic and driven some bowlers who would have typically spent their weekends in a traditional center to seek new experiences in a trendier environment and vibe.

So, the question is, how do you stay relevant, re-engage lost customers and attract new business, all while keeping league-based bowling as a primary channel? The answer is not easy. However, industry statistics prove this evolution is and should be a necessary focus.

Increase in Bowling

Overall, the industry has seen an upswing in people heading out to bowl. In 2008, 41.4 million people were rolling on lanes across America. Jump ahead to 2017; over 48 million (www.statista.com) are lacing up bowling shoes. And the industry isn’t slowing down. The growth is even greater when combining traditional with Open-Play/Attraction-based locations.

It’s also notable that centers that have taken the plunge to offer more “open-play” and multiple attraction-centric models are raking in more revenue than traditional “league-style” centers. According to a study conducted by the BPAA, centers with traditional “league-style” play see an average of $14,887 per lane, while centers with a more “open-play” model see an average of $24,421 per lane. Note that these numbers do not include shoe rental increases ($994 per lane Traditional / $3462 Open Play model in the BPAA Study.) When coupled with additional attractions, this can lead to even further bottom-line gains.

New Revenue Streams

With new centers on the rise and others converting to add attractions and incremental revenue streams, centers stuck in their traditional ways are on the decline (1998: 5400 / 2013: 3976, according to an article published by USA Today). It is clear that a more entertainment-focused experience has emerged, attracting a new breed of customers. According to the BPAA study, traditional centers derive 63% of their overall income solely from bowling. In contrast, the FEC model is now capturing 35% of its revenue from bowling-based activities, with a larger portion of sales coming from expanded food and beverage programs, arcades, laser tag, and emerging VR experiences. On average, league-based revenues in a rebranded or remodeled center now account for only 10-15% of the overall sales.

Making the Change

Deciding to move away from a traditional center is not an easy decision. However, as league numbers drop and lineage stays the same, changes are needed to recover lost revenue. Consumers are demanding change and a new experience. Those proprietors who have made this successful transition have already reported a major upswing in the business model as well as more to the bottom line.

If you are considering a change, explore all that is to offer before getting started. The industry allows for a lot of customization and personalization so that no two centers are the same. And once you’re ready, have peace of mind knowing you’re not the first one! In an industry where many feel it is a family, there are numerous operators and consultants in the marketplace willing to share their stories and offer advice. According to Peter Starkel, a modernization expert and founder of Fun Advisors, “Never forget that Entertainment Centers thrive when you create and shape an ‘experience’. Guests are not looking for just an hour of bowling. Centers that train and build on this value will grow; those that miss this point often struggle.”

Changing lanes is never easy, but making the right entertainment choices today will allow you to be here tomorrow and for generations to come.

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