Page 30 - BCM July 2024

PROMOTIONS

Beating the Heat

17 ways to generate revenue during the dog days of summer.

BY BOB JOHNSON

oes August represent the dog room and other “unseen” areas of ment Month.” Develop a series of
D days of summer, as the ancient the center. ink like a tour guide tournaments for all age, gender and
Romans would assert, or the lazy, in developing the itinerary. Ideal for ability categories, and invest in a per-
hazy, crazy days of summer, of which local day care facilities and summer petual trophy — which could be dis-
Nat King Cole sang? (Note: If you camp organizers. played behind the desk or in a trophy
get the second reference, you’re old. 4. O er a food special each day case — for each. e tournaments
If you get the rst one, you’re really of the week. Utilize ingredients you will boost linage, and the trophies will
old.) have on hand or can repurpose for keep interest up throughout the year
For bowling proprietors in most Soup Sundays, Meatball Mondays, as your bowlers develop an “I’ll get
markets, August represents one of the Taco Tuesdays, Wa e Wednesdays ’em next time” attitude.
most challenging months of the year and so on. Be creative; tap into 9. Host a Youth/Law Enforce-
for lling lanes. Many adopt limited regional favorites and give them your ment Doubles Tournament. is is
hours of operation, and some still own twist. a great way to promote good citizen-
close down entirely, spending time 5. O er a daily beverage special. ship among younger people and to
on maintenance and perhaps some Sangria Sundays, Mojito Mon- show gratitude to your city’s rst
remodeling ahead of the new fall days and so on. And don’t neglect responders. Consider reaching out
season. non-alcoholic options, which are to community youth organizations
But if you still have the “open” sign becoming more popular (see page to include at-risk youth. Try to get a
lit during August, some of the fol- 63). Tea Tuesdays, Watermelon Juice local sponsor so small scholarship
lowing 17 promotional ideas can help Wednesdays, etc. (Yes, watermelon prizes can be awarded, and make
you keep the pinsetting machines juice is a thing. It’s made by blending sure the rst responders get a logo
humming, the charged particles watermelon esh and seeds to create towel or some other token of your
owing through the arcade games, a pink drink that provides key nutri- appreciation.
and the food-and-beverage operation ents and vitamin C. It’s perfect for 10. Host an “alley sale.” Similar
sizzling (and slurping). sipping chilled on a hot August day.) to a garage sale but held inside your
1. Car wash. Turn a corner of the 6. Develop a month-long senior bowling… alley, either along the
parking lot with good street visibility calendar. Plan an event especially concourse or in a meeting or party
into a fundraising venue for a local for seniors every day of the month. room. Ask customers to donate items
charity or youth group. Schedule the Include one-squad and month-long and then donate the proceeds to the
car wash on the same day (Sat- tournaments, super-short-season local charity of your choice. Ask the
urday?) and at the same time (before leagues (four weeks), clinics (in asso- bene ting charity to provide two or
prime time for the center) each week ciation with your pro shop operator three people to sta the event.
and develop a schedule of partici- or house pro), a senior/junior tourna- 11. Designate one afternoon or
pating groups for the entire month. ment in which a senior bowler is evening as “Bowling History Day.”
2. Ice cream social. Bring people teamed with a member of your youth Invite local and state (and national,
into the center with cold, creamy league program, co ee-and-donut if any live nearby) hall of famers to
treats in standard and special socials and so on. attend, and sell balls, pins, photo-
avors — perhaps named after sta 7. Senior Bowlympics. Develop graphs and other memorabilia that
members, league bowlers or local a point system that covers three the hall of famers can autograph.
personalities. Cones, cups, cakes games of no-tap bowling, some other Donate proceeds to the International
and specialty items can add up to attraction at your center (perhaps a Bowling Museum and Hall of Fame.
big pro ts, especially when guests designated arcade game) and a game 12. Designate one weekend as
stick around and utilize other center of cribbage to develop a standings “Vets’ Weekend.” Promote the
amenities. sheet that can be posted perpetually. fact that a certain amount per game
3. Behind-the-scenes tours. Award small trophies and free games bowled or hour sold will be donated
Take guests behind the pinsetting of bowling as prizes. to the Bowlers to Veterans Link. Be
machines, inside the pro shop’s drill 8. Designate August as “Tourna- sure to have a shbowl at the counter

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