7 Ways the Bowling Industry Is Upping Its Game To Keep Guests Playing

Bowling has come a long way from just knocking down pins at the neighborhood alley.

Now, chains like Bowlero feature oversized video screens, booming music, digital scoring, and wide-ranging menu items to accompany the balls and pins. This revamp is attracting younger guests to an age-old game. It’s also still a satisfying experience for older guests who want to play the sport they know and love.

An established activity built for all, bowling has recently transcended its blasé reputation, reinventing itself for the next generation of bowlers.

Fluorescent lights have been traded in for strobes and neon-colored signs, and blacklights set an energetic nightlife mood. No need for pencils or scorecards when animated characters illuminate wins and losses on a television set above bowlers’ heads.

Dining at bowling alleys has also become an elevated experience. The go-to pizza and pitcher of beer is being traded in for elevated eats like Wagyu burgers fresh off the grill or samplers of exotic seafood bites. Guests can even order elegant cocktails right from their stations.

Bowling chains are marketing themselves as all-in-one party centrals, which is a smart business move for an increasingly competitive industry.

In Pennsylvania, bowling industry revenue has increased year-after-year since the pandemic. Before 2020, it was also showing a growing trend. Across the country, bowling centers made nearly $4 billion in revenue last year. That number is expected to increase to at least $4.4 billion this year.

Considered one of our nation’s favorite pastimes, the game is even more impressive considering its one of the oldest around. According to the United States Bowling Congress, which is the national governing body of the sport, bowling can be traced back to ancient Egypt. More than 67 million Americans bowl at least once a year, making it one of the top recreational sports in the U.S.

With entertainment evolving, bowling has proven it can stay current and keep guests engaged. Regardless of the digital takeover, there will always be a need for hands-on fun, and bowling is blending both worlds in its adaptations and innovations:

1. Food and beverage

One of the most obvious ways bowling is changing, companies are increasingly expanding their menus to include gourmet items. Splitsville Luxury Lanes in Orlando, Florida serves up sushi, poke bowls, and fresh salads as entrée options. No longer are guests subject to nachos in lukewarm cheese-like sauce. Elevated mixed drinks and craft beers are also available for those seeking a martini, margarita, or flavorful zero-proof beverage outside of the soda fountain.

2. Scoring and equipment

Automatic scoring was first introduced in the 1970s, but it has come a long way from computer screens keying in numbers to what guests experience today. Now, guests enjoy effortless scoring as numbers populate on monitors above ball dispensing stations. Some places feature animated characters and custom graphics that celebrate strikes, poke fun at gutter balls, and even wish guests a Happy Birthday. Pins and bowling balls have also gone through their own makeovers with fun colors, patterns, and even light-up features.

3. Music and entertainment

Bowling has come a long way from, well, just bowling. Now the bowling alley feels like a nightclub with music being a central point. Some bowling alleys hire DJs on certain nights to keep the vibe going and even organize dance competitions and giveaways. Music videos play on oversized screens at the ends of lanes. There’s a party every night, especially when companies run special promotions and themed nights.

4. Lighting and design

Glow-in-the-dark bowling has become a huge hit with guests across the nation, setting the party atmosphere along with booming music. Most companies feature dark bowling with fun lighting only on certain nights so those that prefer fluorescent old-school settings can enjoy a more calm setting. Signs, paint, and furniture are sleeker than ever in the updated alleys, making it the place to play or just hang out, even if guests choose not to bowl at all.

5. Service and standards

The roles employees play at bowling alleys is the one element that has changed the most. Servers now interact with guests directly at their bowling stations, very similar to a restaurant. Their recommendations and attentiveness are beyond what guests have come to expect at traditional recreational game centers, and this one-on-one dining encourages guests to keep ordering more. Investing in staff is a great way for bowling alleys to open up more revenue streams.

6. Arcades and billiards

Additional fun zones are popping up around bowling alleys, allowing guests to play however they like. Even if friends drag along those not interested in the actual game of bowling, other arcade-style games like pinball and Dance Dance Revolution fill in every need. Bowling alleys have become the new multipurpose entertainment centers. Some even offer pool tables in special billiards-style rooms.

7. Promotions and passes

Bowling companies are getting extremely creative with promotions, most recently selling seasonal passes for unlimited bowling. It’s a clever discount considering one game plus shoe rental can add up quickly and keep cost-conscious guests away. There are also traditional happy hours that combine games with drink specials, and apps that make booking ahead a breeze while offering VIP members loyalty points and future rewards. Apps also make it possible for guests to conveniently add on services, items, and packages.