Bowling Centers Near-Perfect Score

Smooth Roll During June 2013, there were an estimated 4,800 US bowling centers consisting of approximately 100,000 lanes and generating a total of $6 billion annually in industry revenues. The United States Bowling Congress (USBC) states that during the 2011– 12 season there were 5,047 USBC- certified centers and 106,855 lanes. Approximately 4,400 centers were commercial businesses while the military, colleges, fraternal organizations and private clubs accounted for the remainder.

A Split with the Past 60% of bowling centers have undergone major renovations since 2011, becoming modern, attractive family entertainment centers. More bowling lanes are now found in adult communities, hotels, resorts, casinos and entertainment retailers that market to young adults, such as Dave and Busters. More than 2,100 of the most progressive bowling proprietors are members of Strike Ten Entertainment, the marketing arm of the industry, which forms promotional partnerships with major brands, such as Pepsi, Miller Brewing Company and NASCAR.

Bowling for Bucks Bowling centers have been able to realign their revenue streams from 80% league/20% open bowlers to 40% league/60% open customers. Open bowlers are the largest segment of participants. Since the rate open bowlers pay is typically more than leagues, bowling centers have not experienced much decrease in total revenues. Many centers rely on special-events to boost revenues. More than 10 million children’s birthday parties are held at bowling centers annually.

Everyone Bowls! 2012 was the fifth consecutive year the industry experienced increased participation. More than 51 million adults and 19 million youths (6–17) visited a bowling center at least once during the year. At 47.9%, young adults, 18–34, were the largest demographic of adult bowlers, followed by adults, 35–44, 22.5%; adults, 45–54, 16.3%; and adults, 55+, 13.3%. Average annual household income was almost $68,000, with 65% of bowlers with annual incomes of $50,000+; more than 46% $75,000+; and almost 32% $100,000+.

Tracking Forward October is National Learn-to-Bowl Month. Nine test centers, offering the Bowling 2.0 program, have achieved a 70% conversion rate of new bowlers. New equipment technology — balls, pins and synthetic lanes — has allowed more casual and competitive bowlers to improve their games and remain customers longer. First Research projected during July 2013 that bowling centers would experience revenue growth of 4% annually through 2017.

Advertising Strategies Show bowling center proprietors how your station’s extensive family programming specifically reaches affluent families seeking appropriate entertainment/recreational activities. Propose the use of TV to target virtually all demographics — families, young adults and seniors — to promote National Learn-to-Bowl Month (Oct.). Recommend television as the best medium to reach parents, especially mothers, to market special events at bowling centers, particularly children’s birthday parties.

Advertising Strategies Bowling centers should advertise on TV in order to generate awareness and to be top-of-mind when consumers are looking for an entertainment destination. Television ads should incorporate promotional rates to encourage a less expensive entertainment option. The bowling industry is a perfect business for cross-promoting with products relevant to its target market, like pizza parlors and local restaurants.

Advertising Strategies There is an opportunity for bowling centers to sponsor high school and college teams as well as sponsor local events in order to generate awareness. These sponsorships should be advertised on local television stations and include team logos. Bowling centers should target young moms with preschoolers. Similar to free movies for moms, bowling facilities could offer free bowling for children and moms during off-peak hours in order to foster an early interest in the game.

Title Body copy