Despite an initial false start in August of 2020, bowling alleys across the nation have seen a continued decline in customers due to COVID-19. This decline, plus the already dwindling number of patrons, as documented by political scientist Robert D Putnam in 1995, spells trouble for an American staple.

However, as bowling alley owners adapt to the sudden changes of 2021, they’ve forged new paths forward that others can learn from and adopt. With three easy tactics, bowling alleys and eatertainment venues can survive this pandemic and start their re-opening with higher profit margins than before.

• Rally your community around your venue
• Make food and drink a priority
• Upgrade your tech

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Rally your community around your venue

There’s nothing more powerful than nostalgia, and many brands are cashing in on its selling power.

Researchers have found that consumers who experience nostalgia through a product have weakened resistance to spending money. Many find that they're less likely to care about money regarding feelings of old childhood memories and nostalgic moments.

Nothing says nostalgia like the local bowling alley; indeed, the neon lights and old strike animations significantly pull on community memory. Once you’ve complied with governmental safety standards in your state, appealing to the community for donations or business will bring in the sales you need to keep your lanes open.

Bowling alleys are one of the only gathering places for all ages that don’t require spending an absurd amount of money. As a community staple, tap into that collective joy and memory you’ve provided to drum up revenue for your bowling alley. You’ll not only make your patrons not only feel good about helping out the community bowling alley and encourage them to return to experience that nostalgic feeling. 

Make food and drink a priority

Although opening a bowling alley during a pandemic isn’t impossible, it’s certainly not going to bring in the revenue you’ve come to expect. With lanes closed to create bowling space and new limited capacity, expanding into other areas will benefit you. Since most bowling alleys are already outfitted with a kitchen, upping your food game is a great tactic to boost bowling alley profit margins.

Consider expanding your bowling alley’s menu to include an eatery like Lucky Lane 33 Cafe in Castro Valley, CA, or renting out your space to a ghost kitchen to generate profits.

Once you’ve expanded your venue’s menu, take your operations further and join the delivery movement. Adopting first- and third-party delivery lets patrons buy food and drink from your menu even when they’re not bowling. Despite some startup costs, this move keeps your venue top of mind for guests for both food and entertainment, benefitting your bowling alley’s revenue in the long run.

Upgrade your tech

It’s no secret that the appeal of bowling alleys is a classic game combined with nostalgic architectural hallmarks. That carpet has been the same since the 80s, and we wouldn’t have it any other way. However, that enjoyment doesn’t spill over into the bowling alley point of sale systems.

Many bowling alleys suffer from older tech or none at all. While this can feel like a specific choice to protect the nostalgic integrity of the space, it’s limiting your customer pool. Setting up your bowling alley tech doesn’t take too much investment. All you need is a kitchen printer, and you can have guests’ phones do the rest of the work.

Scannable QR codes at each lane let your customers order and pay for food and beverages without pausing their game. A good tech integration can also optimize your bowling alley for delivery, keeping your employees' hands free to polish shoes and stay safe.

Bowling alleys can survive COVID-19 and beyond

A bit of ingenuity is all it takes, as well as incorporating these three tactics into the business. Amplifying nostalgia through specific bowling alley events and branded merchandise, focusing on food & delivery, and updating tech are rungs of the ladder leading bowling alleys upwards into the future.