Bowlers Journal International - April 2008 - (Page 77)

PROFITPROPHET DEALING WITH DIVERSITY WANT NEW CUSTOMERS? TRY THE GOLDEN RULE. BY JIM GOODWIN DURING BPAA'S MOST RECENT BOWLING SUMMIT, THE topic of diversity was front and center at one of the roundtable discussions in Myrtle Beach. With demographics in a cycle of change in many parts of the nation, it is a topic that needs to be addressed and examined in that it also applies to the bowling business. At the Summit, the discussion began with a plea for ideas from Renee Murphy, Vice President of Bowling Operations for REA Recreation. Her company owns apartments, shopping centers, and two bowling centers, one in Durham and another in Chapel Hill, N.C. The centers she runs are Village Lanes (40 beds) in Durham and Mardi Gras Lanes (24) in Chapel Hill. Village is a traditional league-oriented center built 40 years ago. Mardi Gras is a new Family Entertainment Center in an upscale area of the town. “It has great business,” she said. “Our problems are in Durham.” What Murphy is struggling with is a rapidly changing population in Village Bowl’s market that has become “85-90% Hispanic.” She is looking for ways to attract the business of the new residents without losing what’s left of the league base that has been loyal to the center for decades. Murphy said league numbers have already dropped from a high of about 1,500 to a present level of 700. According to Murphy, many of the Hispanics who have recently come to Durham are working in the area’s booming construction business, and they have some disposable income. Thus far, they are not spending it in her bowling center. Another issue she is facing is that there has been some gang activity in the older neighborhood, and some local businesses near the center have been robbed. Obviously, the local law enforcement agencies are being called on to help with the crime problem, but it's a very complex process that can't be solved overnight. At the Summit, Murphy was seeking ideas to increase her business by tapping into this new demographic and, perhaps in turn, make the center part of the solution to a community problem. While no one claims to have all the answers, a gentleman from Texas offered his assistance in addressing Murphy’s challenge. John Burns of Odessa addressed the issue and described his personal experience in meeting the needs of Hispanic customers. Burns is the General Manager of Diamond Bowl, a 50-year-old center owned by legendary proprietor Jamie Brooks. “The first thing I told Renee is that there is no need to create special programs or parties in Spanish,” said Burns. In the West Texas communities of Midland and Odessa, the Hispanic population has been about 60% for decades. The economy is driven by the oil and gas industry. Burns, an Odessa native, took over Diamond about four years ago, and has steadily increased business — not with gimmicks or special programs, but simply by treating all customers with courtesy and making them feel welcome. He admits they tried some radio advertising in Spanish, and tried changing signs and promotional flyers to both languages. It did not work. “What it took me a while to learn is that our Hispanic customers didn’t want to be segregated from others; they just wanted to be treated with the same respect and common courtesy as everyone else,” said Burns. He found out, to his dismay, that he had a few employees who did not understand the importance of treating everyone equally. A few key terminations later, the message became clear to employees and customers that there would be no tolerance for such behavior. Spanish-speaking employees replaced some of those who were let go; that enabled desk people to communicate with customers in both languages. “Almost everyone speaks English,” said Burns, “but, occasionally, some folks prefer to speak Spanish. Having someone on our desk who can do that makes them feel more comfortable and welcome.” Burns has also done little things like putting some Latino music on Diamond’s jukebox, and joining the local Hispanic Chamber of Commerce. He recently hired Jack Zuniga to be Diamond’s Marketing Director, and they have begun a program of contacting churches in the area, including those with mostly Hispanic members. Diamond’s birthday party business has increased dramatically from one or two per weekend to 15-20 today; much of the new business is Hispanic families. “It’s not unusual for a $100 party to turn into a $500-600 party these days,” said Burns. Renee Murphy has a challenge in front of her, but if she follows John Burns' advice, her Village Lanes may be in for better days ahead. “First, get to know your customers,” he said, “whether they are African-American, Asian, Hispanic, or any other ethnicity. “Practicing the Golden Rule is the best place to start.” APRIL 2008 bowlers journal international 77

Table of Contents Feed for the Digital Edition of Bowlers Journal International - April 2008

Bowlers Journal International - April 2008 Contents Leading Off Letters Bowlitically Incorrect Calendar Par Bowling The Coach Frame of Mind Inside Line The Truth Be Bowled Tournaments Pro Bowling PBA Bayer Classic PBA Pepsi Championship PBA Don Johnson Classic Regional Roundup Cover Story Up Close Senior Tour The USBC Move USBC Convention Pattern Play Anniversary Flashback Time Capsule Media Beat No Holes Barred Shop Talk Spotlight Marketplace Hall Marks Profit Prophet Advertisers' Index Classified Advertising Intelligencer Business Calendar Business People Strikes Me

Bowlers Journal International - April 2008

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