FEC Spotlight
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Skyline Social Bowling for profit
Around the world, bowling is booming as a standalone entertainment offering, an anchor attraction, or one of a variety of amenities. Even hotels and resorts with limited space have options, including boutique traditional bowling with as few as two lanes, or Duckpin Social, Brunswick’s new amenity that delivers all the advantages of bowling in far less space.
A
s family entertainment centres, casinos, hotels, and resorts aim to diversify their offerings to appeal to a wider range of customers, bowling becomes a perfect solution- a family-friendly way to keep the fun going for whoever’s playing. Bowling provides a venue for corporate events and gives resort guests another reason to stay on the property, encouraging both business travellers and families of all ages to stay longer and spend more.
“In comparison to other attractions, bowling provides a faster return on investment than more complicated and expensive options,” says Adam Saks, chief operating officer at UltraStar Multi-tainment Center at Ak-Chin Circle in Maricopa, Arizona. “Bowling involves very low overhead and operating cost. Proper design of a bowling centre will allow you to maximise labour for efficiency and ensure a smooth guest service experience.” UltraStar is adjacent to Harrah’s Ak-Chin hotel and casino and features 24 lanes of Brunswick bowling, a 12-screen cinema, laser tag, a restaurant and bar, and
42 other attractions.
And in case you haven’t been bowling lately, Saks is quick to point out that this is not your father’s bowling alley.
“The innovation in bowling products allows the modern bowling centre to provide both affordable family fun and an exciting nightclub
I think about cost and revenue per square foot, and when you look at Duckpin Social, it’s a no-brainer
environment,” says Saks. “We are creating a boutique, cozy and elegant feel where customers can have fun with the entire family by enjoying great food, a full-service bar, a lounge and a state-of-the-art visual experience, all of which drives the length of stay.”
A wide target market The five-star Broadmoor resort in Colorado Springs, Colorado, is the destination of choice for vacationing multigenerational families and other guests, offering amenities including championship golf, tennis, swimming, and children’s programmes. “We’ve always focused on having something for everyone but struggled with what to provide for teens and pre-teens,” says Ann Alba, resident manager. In 2012, Resort owners determined that the addition of six lanes of bowling would not only fill this void, but also target entertainment for all. “We never dreamed bowling would be as popular as it is,” says Alba. “We almost always have a wait list on weekends and holidays. I’m sure we could fill another six lanes if we had them. Bowling adds value and positively impacts our room rates. And the enticement of another multi-generational activity is a boost as well.” Duckpin Social makes for a crowd-pleasing, revenue-generating amenity that can fit in just
IAAPA EXPO EUROPE EDITION
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