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Bowling in its many forms has been said to be the second-most popular sport in the world, after soccer. Though it has never exactly been the sport of kings, and at times has been viewed by some as a hopelessly middlebrow activity, it has always been pretty popular, particularly in the United States. Today it is, by some estimates, the most participated-in sport in the U.S.

This doesn’t mean, however, that owning a bowling alley is an easy road to riches. This type of enterprise presents a host of unique challenges, some of which are the results of prevailing misconceptions about bowling. These misconceptions are based largely on the way bowling used to be - the old-style bowling alleys, as well as the demographics of a bygone era. Perhaps a brief bit of history is in order.

Following the invention of the automatic pinsetter, the number of bowling alleys in the U.S. grew dramatically throughout the late 1950s and early 1960s. League bowling was at its height in the mid-1960s, and at that time was dominated by a male, blue-collar demographic. In more recent decades, though, league bowling has declined. This isn’t to imply that it is no longer a good source of income for bowling alley owners; it certainly can be. However, while at one time league competitions accounted for about 70 percent of a bowling alley’s income, today the average is closer to 40 percent, and continues to decline.

The old-style bowling alleys themselves have undergone a steady decline since the 1970s, due in part to the waning of league bowling, and in part to the sale of the old properties to make room for more profitable enterprises. But you just can’t keep a good sport down. Sometimes it reinvents itself for an entirely new demographic, and that’s exactly what happened with bowling. Indeed, bowling today has been embraced in a big way by white-collar participants, who have different preferences and expectations than the Big-Lebowski types. As a matter of fact, bowling now appeals mostly to white-collar and professional households - particularly families with kids.

Accordingly, the old-school bowling alleys are giving way to contemporary, well-designed centers catering to the “open-play” customer. Some operations are adult-oriented bowling lounges, and some are family entertainment centers that include much more than just bowling; they also feature pool and video games. Food and other services have undergone some rather dramatic upgrades as well.

As is the case with most businesses, customer experience can make or break a bowling operation. Quality, atmosphere, and presentation are all key factors in delivering a top-level customer experience. Here are a few points to keep in mind.

1. Be family-friendly. Unless you are catering strictly to the eighteen-and-older crowd, you should go out of your way to maintain a family-friendly environment. After all, kids are one of the fastest-growing segments of bowlers. Have special family nights, and offer coupons and discounts for families. Host special events for children, teens, or families. You can expand your appeal to teens (and young adults) with events such as “glow bowling” (which is pretty much what it sounds like, with glow-in-the-dark balls and pins), or “rock’n’bowl” promotions. Have a variety of arcade games as well for easily bored youngsters or those who aren’t actively bowling.
2. Be more than just a bowling alley. Bored teenagers aren’t the only people who will welcome other diversions besides bowling. Pool tables and dart boards can attract office workers and other stressed, overworked professionals who might enjoy a little time away from the lanes.
3. Don’t neglect league bowling. Although as mentioned above, league bowling has declined over the years, it is still potentially a great source of business for you. Consider setting aside one night per week for bowling leagues to use your lanes. Also organize or sponsor competitions, and be sure to promote them heavily.
4. Remember that food and drink are part of a quality customer experience. Snack bars and concession stands that offered a limited assortment of overly greasy or overly sweet fare are pretty much a thing of the past. The savvy bowling operation owner will offer more varied and healthier fare to cater to a more discerning clientele. The owners of some centers feature a destination restaurant right on the premises. Naturally, you’ll want to ensure that your food and beverage operations are in complete compliance with all regulations, that all equipment is clean and in good working order, that you possess valid licenses for foodservice and alcohol, that employees are trained in how to handle customers who have had a little too much, and that they are not serving alcohol to any underage patrons.
5. Have well stocked and maintained rental and sales facilities. Renting out - or selling - shoes, bowling balls, and other paraphernalia are part and parcel of running a bowling alley. Make sure that all rental items are kept in good condition, and know when to replace worn items. Also stay on top of inventory control for your store, and spend at least a little time each week researching new products and consumer trends.
6. Implement strict safety policies. You should have a strict and comprehensive safety policy, and all of your staff should be well trained to deal with basic emergencies such as choking or cardiac arrest. It is also important to maintain your bowling alley at all times with regular housekeeping and maintenance of machinery. Customer safety should always be your number one concern.
7. Never stop marketing and promoting your bowling alley. You may already have a Web site, but make sure it is easy to navigate, attractive, and has a contemporary look and feel. Take advantage of social media such as Twitter and Facebook to announce specials and engage customers in conversations related to bowling and other family entertainment you offer. Advertise in local media but be selective and make sure you’re getting the most for your ad dollar. Also consider participating in community events that will show your operation in a positive light.

Even with the most modern and well-run facility there will still be challenges, as there are with just about any LBL (location-based leisure) operation these days. Due partly to economic factors, and partly to the technological developments that make ever-more realistic “virtual bowling” possible, bowling alley owners still have to go the extra mile to persuade families to leave the comfort of their own homes for a night out at the lanes. The good news is that bowling remains one of the best entertainment bargains around. Moreover, no matter how realistic that Wii game is, it still can’t compare to the thrill of actually holding a ball in one’s hands and sending it hurtling towards those pins. And it is no substitute for the fun, raucous atmosphere of a well-run bowling venue. Your job is to communicate these points to your customers and prospective customers, and then make sure you deliver on all of them.

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