US Bowling has been instrumental in developing two of the industry’s most successful concepts. As we saw Bowling change over the years, we began to realize the potential first of the family entertainment center with bowling as the primary revenue generator. By using creative, family-oriented strategies, US Bowling began to place multiple revenue generators in new facilities, giving their customers dynamic entertainment solutions rather than run-down bowling alleys that had become the standard. Leagues were not excluded, but they weren’t  prioritized to the detriment of the open bowler—what we saw as the most profitable demographic. We developed centers that catered to the whole family looking for an experience—not just a few games of bowling. Families did not want to tolerate the smoke, the old shoes, the run down lanes and equipment, the traditional seating layout and muted colors. They wanted excitement, themes, entertainment.

Soon after, we looked to find a solution for our customers in metropolitan areas. What emerged was the development of the bowling lounge.

We worked toward an upscale environment for the adult looking for an alternative to the same old bars and clubs; the customers willing to pay a premium for an upscale restaurant and a swanky bar paired with the game of bowling. This meant a total different environment than the ones found in traditional centers. It was a lucrative solution to a void in the upscale night life industry, and one that we continue to perfect today. ….in both cases, Thinking outside of the box is the name of the game.