If Bowling Leagues Aren’t Enough

6 Minute Read

Considering a conversion to a BEC? It begins with a vision and a plan.

If you run a traditional bowling center, you are always checking your league rolls. You count how many bowlers will return next season. This is an annual routine. Every year, you create budgets, plan for summer breaks, and estimate income based on these metrics. If the trends are correct, you have likely seen a drop in league membership each year.

However, recent figures for upgraded centers across the country show quite the opposite trend. These centers focus on league bowling. They are also attracting new audiences for open play. This helps increase income from attractions and boosts sales of food and drinks. The new revenue from upgraded centers is offsetting losses from fewer league bowlers.

NEW INCOME OPPORTUNITIES

So, what is driving these income opportunities? The answer is new audiences looking to maximize their entertainment experiences. In today’s marketplace, consumers are drawn to establishments that offer a variety of options and provide an immersive experience.

There is no doubt that attractions like laser tag, virtual reality, axe-throwing, and arcades have been warmly welcomed in stagnant markets, helping many centers reach new heights and achieve their revenue goals. Even the addition of just one of these experience-based attractions can lead to a huge upswing in potential.

WHERE TO START

If you’re considering upgrading your center to capitalize on experience-based entertainment, the most common question from bowling proprietors is: “Where do we start?”

Just as an architect approaches the building of a new skyscraper — with a vision and then the creation of a plan from that vision, creating a vision for your location may be the single most important step in the process. Knowing what you want your establishment to be and then drawing up an official document that conveys this is essential to your success.

BUILDING YOUR FOUNDATION

To begin any building project, you need a solid foundation. This document is just that — your mission statement and your prerequisite for success. Far too many projects have been started on the fly, and the lack of proper vision can ultimately cost the business owner a significant fortune.

If multiple partners or family members are involved, lock yourselves in a room until you create something you can all sign off on (literally). This step may save your relationships, partnerships, and, most importantly, your bank account balance. It will also come in handy when it’s time to create your “brand.”

Not too long ago, Gary Richards completed a major renovation of his center, Stardust Lanes in Saginaw, MI, and had this to say about the process: “As an existing bowling facility, our mission was pretty clear for the future — change or die. Through research and observation of existing renovations, a plan for the future was developed and subsequently implemented.

A written mission statement was later developed just before opening the new, renovated facility, and after we could see how we wanted to serve our new guests and treat our team members.”

ASKING THE RIGHT QUESTIONS

Once you have decided to move forward and shared your vision for the upgrade, it’s time to focus on the details. Some of the questions you’ll need to address include:

• What types of attractions should be offered?

• What resources are available?

• How much will it cost?

• What approach is best — all-in or phased approach?

EXPLORE YOUR OPTIONS

There are many avenues to explore and gather intel to assist in making informed decisions for your upgraded center.

To begin with, many other owners have already made the change. They are happy to share their successes and lessons learned. Don’t hesitate to reach out to them, as most are proud of the projects that they’ve built.

There are also many industry trade shows where you can attend to learn more about suppliers and resources that can help with your upgrade. Consider attending IAAPA or the Amusement Expo, in addition to Bowl Expo, where you can see a variety of dealers and options all in one location.

This can help you make decisions and give you some early cost estimates.

As Richards says, “Determining different attractions is the whole ball game, based on the type of customer you are trying to attract. This is one of the first things that needs to be done, as room layouts, bank presentations, loans, and design theming all revolve around the chosen attractions. Budget planning cannot be done without this basic decision being completed first.”

Doing your research in this area can save you a lot of money. It will help you make better decisions about what is available in the market.

THE MASTER PLAN

Next, it’s time to bring it all together. Whether you choose to make minor upgrades, phase your approach, or undertake a comprehensive renovation, creating a master site plan is crucial.

Your master site plan is your blueprint for the project and is another essential building block on which to expand. After you finish your research and make your decision, this plan will help you approach it at any level. You can choose what feels right for you and your bank account. It combines the vision and overall strategy into a workable plan that can be molded and shaped to fit your marketplace.

Do your research before choosing a firm to draft your master site plan. The firm you choose could determine whether you get a fantastic upgrade or one with lackluster performance. Here are some tips when selecting a firm:

• Seek out a company that specializes in the industry.

• Tour the centers or projects that the firm has created.

• Talk to the bowling center owners and ask the most important question: “Would you hire them again?” The answer to this question will always be telling and assist in the vetting process.

FIND A FIRM THAT UNDERSTANDS YOUR VISION

Remember that the firm and the team you work with on your upgrade will be in your life for a while. They need to understand your vision but also help you avoid getting in your own way. They also must do this while managing your budget.

They should focus on special features and design elements that appeal to today’s consumer. Ultimately, they should have a plan to help keep customers in your location longer and increase their per-capita spend. Good lighting, effective traffic patterns, properly placed attractions, and an engaging motif are all essentials to a successful plan.

Examine these carefully, and don’t be afraid to ask your designers and architects for “value-engineered” products. Some things can have a significant impact for a relatively low expense (think backlit LED signage, for example). Also, consider price-shopping some of the items included in your plan. This will help them keep them focused and accountable.

DRIVE THE EXPERIENCE

Be diligent in finding ways to save while not compromising the overall look and feel of your project. Too many renovations have allowed the budget to dictate the outcome, resulting in revenue projections that have fallen short. Be realistic in this area and create something unique. Drive the experience.

If the decision to move ahead with change is something you’re contemplating, test the waters and gather the needed data. You have many resources available to you. There are also center owners who have already taken steps in this area.

To achieve success, start with a clear vision. Make a good plan and follow it. Hire a trusted firm that has the right experience. When you follow these steps and stay open-minded, you can attract new audiences. The possibilities are endless.