Page 8 - BCM_April_2024

MESSAGE FROM BPAA

Let’s Take This Discussion Outside

Adding attractions in the great outdoors can bring many bene ts.

fter more than three decades operating outdoor at- events, parties and corporate outings, further boosting a
A tractions alongside our waterpark in Sparks, Nevada, center’s nancial performance.
we understand both the advantages and unique challenges By providing guests with access to fresh air and sunshine
of catering to guests across all four seasons. Along the way, at your facility, you can create immersive experiences
we’ve discovered the signi cance of integrating outdoor conducive to positive word-of-mouth and guest loyalty.
attractions with indoor o erings to en- Social media can be great advertising for both the indoor and
hance guest experience and drive revenue outdoor spaces at your facility, so do not forget about those
throughout the year. Instagram picture spots when possible.
Introducing outdoor attractions provides Outdoor seating areas, accompanied by amenities like re
guests with an alternative to indoor en- pits, water features and patio heaters, o er relaxation and
tertainment, creating diverse experiences socialization opportunities with some audio and video op-
within your facility as opposed to soaking portunities as well. is seamless integration fosters a sense
CRAIG up some LED lighting along with 70ish of belonging, encouraging repeat visits and establishing the
BUSTER decibels of music, the environment in so center as a community hub.

many bowling entertainment centers. Adapting to changing weather conditions is crucial for
Consider expanding your footprint with outdoor attrac- sustaining outdoor attractions. Implementing contingency
tions, whether it’s a modest patio or a food-and-beverage plans such as covered seating areas ensures continuity of
service area. ese spaces can serve as gathering spots — guest experiences during inclement weather. Leveraging
much like pro shops do — that can enhance the overall expe- exible ticketing options, such as “unlimited” wristbands,
rience and potentially attract new demographics, making enables guests to enjoy both indoor and outdoor amenities
your facility feel more like home. regardless of the weather, optimizing revenue potential and
Previously, we operated three outdoor go-kart tracks and lengthening their stay at your facility.
two 18-hole miniature golf courses alongside our waterpark, Summing it up, integrating outdoor attractions presents
with seasonal limitations. We have transformed our outdoor a transformative opportunity for BEC operators to innovate
spaces with a covered patio featuring a re pit, patio heaters, and thrive in an evolving market. By embracing outdoor
ample seating and a food truck adjacent to our golf courses. spaces and diversifying leisure o erings, operators can at-
We also are exploring additions like cornhole, volleyball tract new customers, drive revenue and strengthen commu-
and pickleball, the latter being the fastest growing sport nity connections while still operating the indoor facility at an
in America for the third year in a row with more than 36.5 elevated level.
million participants — so how can we not look at that as a While challenges persist, the strategic integration of
possible revenue producer? is diversi cation not only outdoor attractions can position a BEC for sustained success
enriches guest experiences but also taps into evolving leisure and relevance in the leisure and entertainment industry.
trends. If you always focus on guest service, safety and cleanliness
In the dynamic leisure and entertainment landscape, in- within your facility, you can never go wrong.
corporating outdoor attractions into a BEC o ers multifacet- Lastly, I challenge you to get involved with industry asso-
ed bene ts. It presents opportunities for diversi ed o erings, ciations and share insights with peers to collectively elevate
increased revenue and stronger community ties. our industry via conferences, social media groups or other
By appealing to a broader audience that’s seeking outdoor means. Since the topic is outdoor attractions, we’ll call that
recreation, operators can extend the length of guest stay and kind of thinking “outside the box.”
foster brand ambassadors similar to league bowlers. My
perpetual goal is to get a meal and a snack from most guests, Craig Buster is the general manager of Wild Island Coconut
along with some beverages, during their stay at our facility. Bowl in Sparks, Nevada, located about six-and-a-half miles
Simply stated, outdoor attractions broaden the appeal from Reno’s National Bowling Stadium. He is chair of BPAA’s
of BECs. Miniature golf courses, go-kart tracks, pickleball FEC Committee, serves on the BPAA Education Committee,
and volleyball courts, thrill rides and food trucks are popu- and during COVID served for three years as president of the
lar choices nationwide, drawing crowds and diversifying Northern California Bowling Proprietors, a BPAA state a li-
revenue streams. ese attractions also facilitate larger-scale ate that extends into northern Nevada.

6 • BCM • APRIL 2024 www.bcmmag.com

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