WASHINGTON–Through each recession, one pastime proved too fun to fail: Bowling. Until this downturn.
Center City Public Charter School’s eight graders voted to celebrate their graduation at Lucky Strike where a $7.95 lunch comes with a free game of bowing. Eleanor Goldberg/MNS
Though the number of bowlers hit a promising 70 million last year, according to the Bowling Proprietors Association of America– but alleys had to strike at diversifying the activity to get them in the door.
“Competition has gone away and the experience piece has increased. It’s not about greasy burgers and beers anymore,” declared Brooke Warrick, president of market research firm American Lives. “Emerging trends are about creating experiences for people. It’s more than just selling them stuff.”
Back when the sport was predominantly defined by competition, about a decade ago, owners kept things simple. They catered to league players by investing in shoes, lanes, pins and balls. But team playing is on the wane.
About 2 million league players are registered with the United States Bowling Congress, down from about 3 million a decade ago, according to Jason Overstreet, director of public relations. (Not all leagues register with USBC).
When alleys lost their cushy customer mainstay, though, they gained nearly 5 percent in the number of open bowlers, according to the BPAA. To keep them coming, 500 centers countrywide spiffed up their digs. Others made over their menus and offered alternate game options, including laser tag, sand volleyball and salsa lessons.
“In past recessions, bowling did well because is it was relatively affordable,” remarked Bowling Center Management Magazine editor, Michael Mazek. “This one was different because people didn’t want to spend on gas and travel. Bowling centers are becoming more interested in alternative revenue options, to make it more of a one-stop-shop.”
Brunswick Bowling is one industry player that amped up the experience to boost customer interest.
“We used to think we were recession proof,” admitted Brunswick Bowling’s vice president of marketing, Bart Burger. “What we learned in this economic crisis is that we’re recession resistant. The casual [player] pulls back more quickly than the league bowler.”
The Illinois-based Brunswick Corporation deals predominantly in the boating sector, but also owns 104 bowling centers in North America, Europe and Canada. While marine demand dropped two-thirds last year, bowling and billiards helped soften the blow, according to Moody’s Investors Service analyst Kevin Cassidy.
Donovan Reed takes a hot dog break at Lucky Strike and cheers on his classmates. Eleanor Goldberg/MNS
This segment accounted for $91.9 million of the company’s first quarter sales, down 8 percent from the year earlier period.
“Bowling has provided a source of liquidity and earnings while the marine business has been very weak,” said Cassidy, who counts Brunswick among the recreation companies he analyzes. Moody’s revised Brusnwick’s rating outlook to stable from negative and upgraded its liquidity rating last month.
In 2009, Brunswick refined the Zone XL brand which, “packs more around bowling,” with laser tag and bar and grill. It introduced a high-end feel with the sliders and wraps that mirror mainstream finger-food trends. When corporate events are booked, so are the carving stations.
“We couldn’t take for granted that people were going to participate during trying times,” Burger offered.
Incorporating swanky frills to lanes isn’t just secluded to the urban markets of New York and L.A., which have long trended toward nightclub bowling centers.
Hilliard, Ohio’s Ten Pin Alley & Spike’s–once home to the diehard leaguer who slung his own bowling bag over his shoulder–brought in a chef two years ago and added chic couches to the scene. Though the $8-$10 paninis and flatbreads give revenues a nice boost, the sand volleyball league brings in a critical 24 teams–at $240 a pop–during the typically slower summer months. Last July was the center’s most lucrative revenue month, according to Andy Beougher, marketing manager.
Beougher’s also considering adding a free cornhole league this summer.
“Increasing the customer experience is critical,” Cassidy noted. “People are turning away from the higher price point, and more toward value.”
Other traditional alleys in Ohio have caught on to the trend.
Keith Ogu stays close to the pizza and french fries while he waits his turn. Eleanor Goldberg/MNS
“We have plenty of copycats in town,” said Beougher. “There are a few that have come and taken pictures. Before you know it, they have the same volleyball leagues.”
But adding creative value to a multi-layered experience is a combination customers can’t ignore.
Brunswick Zone XL is shying away from the frill-less 99 cent games. Instead, for $30-$40, up to six people can use all the equipment for two hours for and drink a pitcher of Coke. That’s about a 40 percent discount.
Washington D.C.’s Lucky Strike–one of the original nightclub bowling chains–instituted a lunch special last year to nab the afternoon crowd. For $7.95, bowlers get a free game with their meal and drink, during the work week from noon to 2 p.m. Customers save about $14.
Center City Public Charter School’s eight graders celebrated their graduation this month by spending an afternoon at Lucky Strike. They munched on pizza, french fries, hot dogs between turns.
“One thing that swayed us was the idea of a package deal,” said principal Jason Lody. “We don’t have to worry about where to eat.”
General manager Tom Calpito said the special increased revenues by about 5 to 10 percent when it was first introduced.
The same center also recently introduced free salsa dance lessons on Sunday evenings.
“The richer the mix of things you can hit on for a group of consumers,” Warrick advises, “the more likely you’ll get them coming back more frequently.”