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'Tis the season: Marketing Strategies for Bowling Centers
By Blair Blumenscheid | Biz Booster
Between November and January, bowling centers face an extraordinary opportunity to boost revenue and build customer loyalty. With businesses seeking holiday party venues, students on break, and cooler weather driving indoor activities, strategic marketing can help capture increased seasonal spending. While you may have already established your holiday programs, here are fresh concepts to enhance your seasonal offerings. FAMILY-FOCUSED FESTIVE PROGRAMS Transform your bowling center into a premier family entertainment destination with a "Holiday Lane Adventures Pass." Available during Thanksgiving week and valid through January, this festive passport-style program features challenges and activities that families can complete throughout the season. THANKSGIVING WEEK KICKOFF • Turkey Time Challenge o Special holiday rates with small prizes for three strikes in a row o Family "Turkey Team Tournament" with holiday- themed prizes o Black Friday "Early Bird Special" Offer this special the morning after Thanksgiving to capture Black Friday shoppers o "Give & Gather" promotion: Donate five canned goods for charity to receive a game pass or $5 arcade card DECEMBER FESTIVITIES • Strike with Santa Sundays o Partner with team members or league bowlers to volunteer to be your Santa for the season o Dedicated photo area near the lanes o "Santa's Workshop" packages including games, shoes, and snack bar treats o Featured menu items: Santa's Hot Cocoa & Cookies
• Elf on the Lane Hunt o Multiple elves hidden throughout the center with varying point values o Create a scavenger hunt for families to find the elves between frames. Include clues or a special story at each point of play o Weekly prizes for most successful elf spotters o Social media engagement through daily location hints o Offer some advertising trades with local businesses to provide prizes for successful elf hunters • Host some Reindeer Games o Break the traditional rules of bowling with fun games
like no-tap, 3-6-10, colored pins and more during special hours of bowling throughout the season
• Gingerbread Frame Game Days o Decide on some designated sweet
days in your calendar (the days that need a boost for business through the holiday season)
o Promote a game with a specific
structure. Example, Purchase 3 games of bowling and strike during
specific “sweet frames” (example: Game 1, frames 2,
7 and 9; Game 2, frames 1, 6, 10; Game 3,
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