Bowlers Journal International - January 2008 - (Page 107) PROFITPROPHET DON'T LET HOLIDAYS SLIP AWAY BY JIM GOODWIN EVERY BOWLING CENTER WITH WHICH WE HAVE EVER been associated, including our own, has run very successful holiday promotions. In our own case, we never looked at holidays as a slow business period when people were busy doing other things — we saw them as opportunities to get involved in the community and increase business. Bowling is a community business, and there is no better time to get involved in your community than holidays. Department stores do it all the time (ever heard of the Macy’s Thanksgiving Day Parade?), so why shouldn’t bowling centers? Most holidays are a family time, and for many people, your bowling center can be a big part of their extended families. People love to celebrate holidays. The trick is to get them to make bowling a part of their celebration. In our centers, we created a special “Holiday Calendar,” and made our holiday events and promotions a part of our weekly staff meetings. In one 40-lane center, we had a very enthusiastic youth director, and she was put in charge of holiday promotions and specials. It’s important to have a point person to present promotional ideas to the staff, and to solicit feedback. Most centers these days have done a very good job of making birthday parties a big part of their business, but how many have blended holiday themes into those parties to offer extras that increase profit? We suggest adding a "holiday theme" package to the standard party packages already offered. Parents sometimes have a hard time choosing a theme, and it gives them another logical and popular choice. The major holidays are easy, but don’t stop there. Last time I checked, there is at least one celebrated national holiday in every month except August, and that is a time when centers are very busy flooring fall leagues. Holiday promotions are tailor-made for the bowling business. When is the time to plan these specials? The easy answer is: Every week of the year. Then, once you develop a year-round holiday calendar, it’s just a matter of putting the plan into action weeks or months in advance. For example, December TERRY O. LUC 15 is not a good time to start promoting a New Year’s Eve Party. Early October, or as soon as all of the fall leagues are started, is much better. Which holidays should be recognized? All of them — Valentine’s Day in February, St. Patrick’s Day in March, Easter in April, Mother’s Day and Memorial Day in May, Father’s Day in June, Independence Day in July, Columbus Day and Halloween in October and, of course, Thanksgiving and Christmas in November and December. Did we leave any out? Yes, we did. How about Ground Hog Day, President’s Day, Grandparent’s Day or Martin Luther King Day? Or, how about civic days such as Earth Day, Arbor Day or National Teachers Day? Depending on the demographics of your center, you might also consider celebrating Chinese New Year, Cinco de Mayo, Yom Kippur, and Hannukkah. Here’s one that is not even on the calendar — “Good Ol‘ Days!” I recently visited a center in Illinois that was running this popular bowling center promotion, offering 25-cent hot dogs, shoe rental, bowling and game tokens. When I saw the big promotional banner, I thought, "How can they afford this in these times? That’s what we charged 25 years ago." Then I saw the answer at the bottom of the banner. It read: “$10 cover charge for all participants.” A new twist on an old promotion, yet still a bargain for the customer. Another “holiday opportunity“ is the celebration of a championship by a local sports team. What better way to honor a team than by staging a “parking lot parade“ and inviting the community and the local media to participate in the festivities? After the party outside, take the group inside for a little bowling, food and beverage for a special price. For those of us who love this game and business, every day is a holiday, just as everything can be an excuse for a celebration. But there is no reason to fret over those special days of the year. Simply use them to your advantage by celebrating them with your extended family — your bowling center customers. JANUARY 2008 bowlers journal international 107
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