With a focus on engaging content from expert insights to entertaining stories, SparX aims to inspire and empower professionals across all sectors of bowling.
Issue 9 | Volume 1 | March 2025
MARKETING | 14 How Bowling Centers and Pro Shops Can Keep Business Rolling SOCIAL MEDIA | 9 Promoting Inclusivity Through Social Media
TOURNAMENTS | 3 TOURNAMENT SPOTLIGHT: Senior Events
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Contents
Staff
2 Welcome Letter 3 Tournament Spotlight: Senior Events Senior bowlers have plenty of opportunities to compete and build friendships through top-tier tournament groups across the country. From the SASBA events in Texas to
11 Beating the Summer
EDITOR-IN-CHIEF Gary Hulsenberg DESIGNER Nichole Thomas LOGO BY Jessica Moe CONTRIBUTORS Blair Blumenscheid Leanne Hulsenberg Yannick Roos Nichole Thomas
Slowdown: How Bowling Centers and Pro Shops Can Keep Business Rolling As temperatures rise, league play may cool down—but that doesn’t mean business has to! Plan ahead with creative summer leagues, family-friendly promotions, and pro shop specials to keep bowlers engaged. Use social media and email marketing to stay connected, and take advantage of the downtime to prepare for a strong fall season. With the right approach, summer can be a time of opportunity rather than a setback!
Michigan’s NASSBT tour, there are exciting options for scratch bowlers over 50. No matter your location, these tournaments provide competition, camaraderie, and a chance to celebrate the sport.
COVER PHOTO BY Yannick Roos
5 Marketing Like a Lion: March Strategies for Bowling Centers March is the perfect time to
energize your bowling center’s marketing. Tap into basketball brackets with a “Bowling Bracket Challenge,” turn unpredictable weather into “Rainy Day Specials,” and make your center a spring break hotspot. Don’t let the lion’s roar fade—use these fierce strategies
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Mission Statement We aim to ignite creativity and camaraderie within the bowling industry through this monthly publication. With a focus on engaging content from expert insights to entertaining stories, we aim to inspire and empower professionals across all sectors of bowling. By fostering a community-driven approach and delivering valuable resources with a touch of humor, we strive to enrich the experience of every reader, ensuring that SparX remains a vibrant and indispensable companion in the world of bowling.
to drive excitement and business all season long! 9 Bowling for Everyone: Promoting Inclusivity Through Social Media Bowling is a sport for all ages and abilities, and your social media should reflect
that! Highlight diverse bowlers, from youth leagues to senior players, and showcase adaptive bowling options. By celebrating inclusivity and accessibility, you can foster a welcoming environment and strengthen your bowling community—one post at a time!
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Welcome to
By Gary Hulsenberg | Marketing Maestro
Hey SparX Readers! March is here, and you know what that means—longer days, a little more sunshine, and still plenty of time to hit the lanes! Depending on where you are, you might be shaking off the winter chill or still buried under four feet of snow. Either way, we wanted to wish you a happy and healthy spring. At Storm, this is one of our favorite times of the year. Tournament season is in full swing, and we’re gearing up for an exciting summer, highlighted by Bowl Expo! This year, we’re heading to our nation’s capital just before the 4th of July, and trust me—you won’t want to miss what we have planned. New booth, new experiences, and yes, an incredible prize giveaway! Enjoy this issue of SparX, and if there’s something you’d love to see us cover in the future, let us know. We’re all about connecting, sharing, and making every month one to remember. See you on the lanes, Gary Hulsenberg
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Tournament Spotlight: Senior Events By Leanne Hulsenberg | Tournament Titan This month’s tournament spotlight is for Senior bowlers. Did you know the average senior typically participates in 2 leagues a week? Seniors enjoy leagues for social interaction as well as competition. Many seniors are retired and have more flexible schedules which allows them more time for bowling.
There are many fantastic senior specific tournament groups around the country. The Senior All Star Bowling Association (SASBA) is a non-profit organization based in Texas and owned by its members, formed to conduct scratch bowling tournaments for bowlers 50 years and older. SASBA holds more than 30 events each year in Texas, Oklahoma and Louisiana. To see the SASBA schedule and find more info, visit the SASBA website. In Michigan, the North American Super Senior Bowlers Tour host monthly events around the state for senior bowlers who are 60 and older for males and 50 and older for females. This is a popular tournament with great formats that include matchplay and live streaming of the finals which can be found on YouTube. For the NASSBT schedule and more info, visit the NASSBT Facebook page One of Storm’s favorite tournaments is the International Golden Ladies Classic, a tournament created in 1991 by USBC and PWBA Hall-of-Famer Jeanette Robinson. This long running tournament is a scratch event held in Las Vegas each year with three divisions. The Senior division is 50-58, Super Senior 59-64 and Super Senior Plus for 65 and older. This tournament is full of camaraderie and includes a cocktail party for all bowlers and their guests. If you are a senior lady bowler, this one should be on your list! All the info for the International Golden ladies Classic can be found on their Facebook group page - https:// www.facebook.com/groups/glclv .
Another long-standing tournament group is the High Roller and Storm is proud to be the presenting sponsor of their events. Brad Edelman and his High Roller team, which includes USBC and PWBA Hall-of-Famer Wendy Macpherson, just celebrated 40 years of national events in Las Vegas. Since 1982, High Roller has provided bowlers with 200 events and paid out more than $200 million is prize money. The High Roller is famous for their amazing Military Bowling Championships and Military Team Classic each year but also hosts two fantastic team tournaments specific to senior bowlers 50 and over, the April Senior Team Classic and the October Senior Team Classic. These two events sell out each year with 2000 bowlers in April and 1200 bowlers in October. For more info about the High Roller Military and Senior events, visit the High Roller Bowling website No matter where seniors are located, there’s a wealth of opportunities to stay involved in the sport and build lasting friendships. These tournaments aren’t just about competition—they’re about creating a community where bowlers of all skill levels can enjoy the game, challenge themselves, and celebrate the love of bowling. With organizations like SASBA, NASSBT, the International Golden Ladies Classic, and the High Roller offering so many amazing events, there has never been a better time to lace up those bowling shoes and join the fun!
Kyle Troup PBA Champion
Verity Crawley PWBA Champion
SUPERSIZE YOUR CENTER ’ S ATTRACTION!
Give your local bowlers a chance to be rewarded every week Get more buzz in the center! Let your bowlers get a chance to win great prizes and be recognized in our weekly competitions. Take advantage of this free event by registering your center.
SIGN-UP NOW TO TAKE ADVANTAGE!
Visit Lanetalk.com/Storm/ to read more and Join!
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Marketing Like a Lion: March Strategies for Bowling Centers
By Blair Blumenscheid | Biz Booster
The old saying says that, “March comes in like a lion and goes out like a lamb.” But what if the energy of the lion doesn’t go away? Let’s chat about some fierce marketing strategies that will have your center roaring with success. EMBRACE THE MADNESS March isn't just about changing weather – it's about basketball brackets and spring break crowds. Why not combine them? Create your own "Bowling Bracket Challenge" where teams or individuals compete in a tournament throughout the month. You could even use items on your menu to drive up excitement. Who will win the battle between your famous grilled ham & cheese sandwich and a slice of pizza? Social media loves a good bracket, and nothing drives engagement quite like friendly competition. SPRING BREAK SPECTACULAR Your college may fill the lanes on Thursday nights, and they may be planning spring break getaways, but many families are stuck at home looking for entertainment. Position your center as the ultimate spring break staycation destination: • Create "Spring Break Survivor" packages with multiple visits included • Host "Beach Bowl" nights with tropical themes, fruity smoothies and mocktails • Partner with local schools to offer special afternoon
• Share "Mega Moments" when bowlers hit big achievements • Create special recognition for your "Pride Leaders" (frequent visitors) SPRING CLEANING YOUR MARKETING While you're doing your spring cleaning, don't forget to
freshen up your marketing approach: • Audit your social media presence
• Update your website's spring/summer information • Clean up and refresh your email lists (Several of the email database can show your most engaged consumers. Clean out old/unused emails addresses.) • Review and renew local business partnerships LOOKING AHEAD Use March's energy to build momentum for the rest of spring and summer:
• Begin promoting spring leagues • Tease upcoming summer programs • Start booking graduation parties
• Plan Easter events THE BOTTOM LINE
March gives us a unique opportunity to shake off the winter blues and attack our marketing with fresh energy. By combining seasonal themes with strategic planning, we can create a roaring success that carries well beyond the month. Remember, while March might go out like a lamb, your marketing efforts should keep that lion's spirit all year long.
programs during break WEATHER THE STORM
March weather is unpredictable! Time to use that to your advantage. Create "Rainy Day Specials" that activate when the forecast shows precipitation. You could even share the daily weather report Nothing beats bowling when outdoor activities get rained out, and weather- triggered promotions can drive spontaneous visits. ROAR ON SOCIAL MEDIA Time to let your social media presence show its teeth: • Create March-themed photo opportunities (think spring break selfie stations)
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9 Bowling for Everyone: Promoting Inclusivity Through Social Media By Yannick Roos | Buzz Builder
Bowling is one of the most inclusive and versatile sports, bringing people of all ages, abilities, and backgrounds together. Whether it’s youth bowlers just learning the ropes, competitive adult leagues, or casual weekend bowlers, social media is a powerful tool to showcase how your bowling center, pro shop, or restaurant and bar caters to everyone. By highlighting diversity and accessibility, you can foster a welcoming community and drive more engagement with your business. SHOWCASING BOWLING’S VERSATILITY Use social media to demonstrate how your center accommodates different bowling styles, skill levels, and preferences. Here’s how: • Highlight Both 1-Handed and 2-Handed Bowlers: Post instructional clips or spotlights on bowlers using different techniques. Create engaging videos showing how both styles can be effective. • Feature Players of All Ages: Share images and stories of youth leagues, senior leagues, and everything in between. Create posts that encourage families, young professionals, and retirees to participate. • Promote Adaptive Bowling: Show that bowling is accessible to everyone, including those who may need ramps, bumpers, or other assistive equipment. Feature testimonials from bowlers who thrive in an adaptive- friendly environment.unforgettable night at the lanes! ENGAGING DIFFERENT AUDIENCE SEGMENTS Your business serves a broad customer base, so your social media should reflect that. Use targeted content to appeal to different groups: • For Kids and Youth Bowlers: o Promote kids’ birthday party specials with fun visuals and testimonials from happy families. o Highlight youth leagues and upcoming tournaments
Bowling Stars” featuring young bowlers in your community. • For Competitive and Casual Adult Bowlers: o Advertise different types of leagues—whether it’s a serious competition or a fun social league. o Share tips and tricks for bowlers looking to improve their skills, using both beginner and high-end equipment. o Post about bar specials, themed nights, or corporate bowling events to attract the after-work crowd. • For Seniors and Adaptive Bowlers: o Feature your senior leagues and highlight their community aspect. o Share interviews or spotlights on older bowlers who have found joy in the sport. o Promote accessible bowling features to ensure all customers feel welcome. o Utilize other media outlets for seniors – such as email marketing CREATING INCLUSIVE CONTENT STRATEGIES 1. Use Diverse Visuals: Ensure your social media feed represents a broad spectrum of ages, backgrounds, and skill levels. Include real customers in your promotional images and videos. 2. Host Social Media Takeovers: Allow different groups (youth bowlers, league bowlers, senior participants) to take over your Instagram or Facebook Stories for the day to showcase their unique experiences. 3. Run Interactive Polls and Q&A Sessions: Engage your audience by asking about their favorite bowling styles, favorite events, or what would make their experience better. 4. Highlight Special Events and Promotions: Post event announcements for disco bowling nights, family fun days, themed league nights, and bar promotions to attract different demographics. 5. Celebrate Achievements: Share milestone
with action shots and motivational messages. o Create engaging posts like “Meet Our Future
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HONOR SCORES SUBMIT YOUR SCORE YOU MAY BE FEATURED
moments, from a child’s first strike to a league bowler’s perfect game. Recognizing different players makes everyone feel like part of the community. BUILDING AN INCLUSIVE BOWLING COMMUNITY By actively showcasing the wide range of opportunities available at your center, you create a more inviting and diverse atmosphere. Use social media to: • Encourage engagement by asking followers to tag friends and family in posts about upcoming events. • Share behind-the-scenes looks at how you make your business welcoming to all. • Show customer testimonials and personal stories that highlight the joy of bowling for everyone. A truly inclusive bowling center is one that welcomes and celebrates all bowlers, from kids taking their first steps on the lane to seasoned players refining their game. By making inclusivity a key part of your social media strategy, you’ll not only grow your business but also create a thriving, supportive bowling community for all.
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Beating the Summer Slowdown: How Bowling Centers and Pro Shops Can Keep Business Rolling By Gary Hulsenberg | Marketing Maestro
Spring is in the air, and that means one thing for the bowling industry—we're about to hit the summer slowdown. As temperatures rise, it’s natural for people to head outdoors after the winter months subside. In some markets, this means our league bowlers might start trading in their bowling balls for barbecue grills and many other outdoor choices. But while summer may naturally bring a dip in business, it doesn’t have to be a dead zone. With the right strategy, bowling centers and pro shops can keep momentum rolling through the warm months and set themselves up for a strong fall season. PLAN AHEAD FOR SEASONAL SHIFTS We all know it’s coming. The key is to plan for it now, rather than reacting when things slow down. If your leagues are wrapping up, don’t wait until they’re gone— start engaging your bowlers now with fun summer alternatives. Consider shorter leagues, once-a-month tournaments, or “beat the heat” open-play promotions. Pro shops can also use this time to get ahead. This is the perfect opportunity to promote ball maintenance services. Offer resurfacing specials, oil extraction deals, or free grip checks to keep bowlers engaged and their equipment in top condition. The more you keep them connected to the game now, the more likely they are to return in the fall. LEAN INTO FAMILY & CASUAL BOWLERS While league play slows down, summer is prime time for families, kids, and casual bowlers. Many bowling centers already take advantage of the Kids Bowl Free program, and if you’re not participating, I highly recommend it. But don’t stop there. Get creative with summer have-a- ball leagues, bowling passes, glow bowling nights, and themed events that bring people in for the fun. For pro shops, this is a great time to market entry-level balls and package deals for those who are just getting into the game. A "Summer Starter Pack" with a ball, bag, and shoes could be a great way to get new bowlers invested before fall leagues begin.
UTILIZE SOCIAL MEDIA & EMAIL MARKETING A strong digital presence can help keep bowlers engaged, even when they’re spending more time outdoors. Use social media to run summer challenges, promote special events, and keep your business top-of-mind. Email marketing is also crucial—send out reminders about upcoming promotions, showcase new products, and even include tips for improving their game during the off- season. PREPARE FOR THE FALL SURGE If summer is slower, use that time wisely. Centers can refresh their lanes, make improvements to seating areas, or update their menu offerings. Pro shops can analyze inventory, plan fall promotions and get a jumpstart on pre- orders for new equipment releases. The more you do now, the smoother the transition will be when business picks up again. At Storm, we know that bowling is a year-round passion. With the right mindset and some creative thinking, the summer slowdown can become a summer setup—one that keeps bowlers engaged and ensures a strong start when the lanes fill up again in the fall. So, let’s embrace the season, try something new, and keep our bowling community connected!
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