Page 52 - BCM July 2024

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2 Meanings for ‘VIP’

The VIP suite at one Kentucky center has been a rousing success.

hen the judging panel named tips for those thinking about reimag-
W Kingpin Lanes in Je erson- ining their center:
town, Kentucky, the “Best Modernized 1. Check out the competition. Learn
Boutique/FEC/Hybrid Venue” in the what kind of special-event space is
2023 BCM Bowling Center Architecture being o ered around town. e less the
and Design Awards, the center’s new better, but the mere existence of such
VIP suite was among the determining space should not be a deal-breaker.
factors. 2. Get creative. ink about dif-
After overseeing a complete remod- ferentiation. How will your space be
eling of its arcade in the second half di erent from other spaces? As one
of 2022, owner George Vieth and his proprietor put it, “Start with the ier,
team became more comfortable with then move on to the blueprint.”
the idea of transitioning the vener- Early response to the new VIP suite at 3. Run the numbers. You should
Kingpin Lanes in the Louisville area has
able league center to an FEC/hybrid been “amazing,” according to GM John already know how much revenue
business model. Besides, the land- McCarthy. you’re generating per lane per day, or
scape had changed, with Main Event at least how many lines per lane bed.
Entertainment, Malibu Jack’s, Dave an event, but two words in the pro- How much more could you make with
and Buster’s, Putt Shack and a Top Golf motional material lead to even more a VIP suite that’s utilized primarily on
venue joining the scene. revenue for the center: “Catering the weekends?
So, to complement the arcade Available.” 4. Join the Chamber of Com-
expansion, it was decided to add a McCarthy says food-and-beverage merce. If you couldn’t answer No. 3
four-lane VIP suite. sales have seen big increases. with at least some degree of certainty,
“ e project started in March 2023 “ e reaction has been amazing,” you’re probably not as involved in the
and nished at the end of October,” he says. community as you need to be. Being
said General Manager John McCarthy. Every marketplace and every situ- a member of the Chamber — and
“We had our grand opening in ation is unique, of course. Variables attending the meetings regularly —
November, just in time to use the space include the population, average puts you in touch with other business
for holiday parties.” household income, nearby industry owners who could be prime targets for
e timing was fortuitous. In the and the competition — the latter booking VIP suite parties.
rst few months of operation, the suite being a concept that has taken on 5. Up your food-and-beverage
generated more than $10,000 in room new meaning with the proliferation game. You don’t want to serve subpar
rental fees alone, along with $12,000 of entertainment-focused concepts in or even average food in a VIP space.
in added linage. e center makes recent years. Develop an elevated menu that can be
the suite’s lanes available when not A proprietor also must decide how executed with consistency — even if
booked for special events, but at a much space (i.e., how many lanes and you must utilize a caterer.
premium price. other possible amenities) to devote to 6. Don’t undercharge during open-
“People do not mind paying the a VIP suite, where that space will come play hours. Establish an hourly rate
extra money to bowl on these lanes from (an addition to the building, well above the rate for your “regular”
instead of the original 50, and who taking out lanes, rearranging other lanes and stick to it. If you have a
can blame them?” McCarthy asserted. business amenities, etc.), and whether waiting list for the regular lanes, some
“With an upscale setting, great sound, the space will be partitioned to accom- people on it will be willing to pay more
cozy atmosphere and an amazing light modate more than one party at a time. to trim their wait time.
show,” guests understand the value. Conversations with proprietors who Follow these tips, and the “VIP”
Various price points are available have added VIP suites in recent years, part of your suites could take on an
for renting the space, based primarily as well as some early adopters of the additional meaning: very impressive
on the number of people attending concept, have produced this list of six pro ts.

50 • BCM • JULY 2024 www.bcmmag.com

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