You guys constantly amaze me, on one hand we have established that the top bowlers in the country make up a minority, but then all talk is geared towards the top percentile of bowlers having issues. Isnt this surposed to be about issues faced with the future of bowling?
You want to know what the real problem for bowlers (that is the majority who make up the numbers in our sport) is?
Management - People who don’t put back into their bowling centers in order to continually increase the level of service they provide their customers. Some management people wouldn’t know what people skills were if it bit them on the arse, if you make your bowlers feel welcome when they come in the door (something as simple as a simple greeting) you develop loyalty within your center and people keep coming back. There are too many dinosaurs in bowling that have no idea when it comes to effective management practices, too many are content to just retreat to their cave (office) and let the world pass them by.
Lane Conditions - You know what the majority of the bowling community want? consistency, nothing more. They want to go to their league each week (maybe twice a week for some) and expect a condition that isn’t going to be remarkably different than the previous week. This should be a duty of care every center should provide for every single person that walks through the doors. They generally don’t care what pattern they bowl on, whether it is high scoring or not, as long as they don’t face such dry conditions which results in them having to physically muscle the ball, then, for the most part, people are happy. Bowlers want to bowl, they don’t want to chuck the ball, people still have to get up and go to work the next morning and the last thing they want to carry is soreness and injury from the previous nights bowling.
You will always get the same people complaining about conditions and everybody likes to bowl high games, but bowlers do not even stand a chance with some of the terrible conditions they are forced to bowl on. They pay good money, sometimes in excess of $25 per league to bowl, they arent stupid, they know when conditions really are terrible, all they want is a fair condition to bowl on. This is an area lacking in quite a few centers, you cant help but wonder if this is due to a lack of industry guidelines, training and ability or just a lack of motiviation.
Center Conditions - This really does tie in with management above. Poor conditions within a center reflect on the level of pride its workers show in their business. Dirty floors and walls (poor cleaning in general), damage to equipment and seating, original paint from 1962, poor lighting, bad parking, terrible carpeting and other relevant floor coverings, it all adds up. The average bowler doesn’t want to be revolted when they walk into a center, a little time spent on repairs and renovation's (it is amazing what a simple coat of paint will do) works wonders.
Service - Ohh god, counter people, there is nothing worse than someone holding a customer service position without skills in customer service. In a real world, bowlers like bowlers on the counter because they feel like they are "one of them", but for the most part; all they want is somebody there to serve them! Seriously, when did it become so hard to get a little service from a customer service officer?!@
Lazy people (you know the types, just cant be bothered with anything), impolite and rude people, and the worst of the lot, people who aren’t capable of doing their job, there is nothing worse than someone on the counter who doesn’t know what they are doing. Case in point, you ask someone about a league or you want to organise a sub (some centers do it all themselves instead of using the league secretary), they stare blankly at you for a moment, ruffle through the cupboards, then have to ring someone or find another staff member. Another thing is the fabled double booking, ever been bowling league and have the counter staff place social bowlers next to you? or heavens forbid, between pairs of bowling teams?!
Things like that are terrible, it really irks customers and it certainly annoys bowlers, if you don’t know what you are doing, if you don’t know the operation of your center you should not be in a customer service position.
Incentive - Too many centers don’t show any incentive for bowlers (both social and leagues alike) at all, this can include things like lineage discounts for bowlers who want to come in for practice games, possible pro shop discounts (especially in the case of regular purchasers of equipment), even semi regular tournaments (things like no taps and skins are great). Your prices tie into this, if prices are high and bowlers feel as though they don’t get anything out of your center, they leave or quit, it is as simple as that.
Maintenance - Lanes and equipment especially, you know what annoys bowlers the most here? dirty equipment. Turn up to bowling, first thing you notice is the players area, is it clean and tidy? next thing you notice is the approach, has it got all manner of things stuck on it? (children and food is a good example) hair/fluff? dust? dirt? not only is this unsightly to bowlers but it is also dangerous. How about ball returns and equipment, what about lanes? bother to drag them to remove dust and debrany regular maintenance happening there? The difference between centers who have active cleaning campaigns and those who don’t is very stark in contrast, one bowler will go home annoyed with dirty hands, clothing and gear, the other is largely dirt free. The average bowler finds this incredibly annoying, it shows laziness on the part of the service area and it just should not be happening.
Break downs are another part of what annoys bowlers, we all acknowledge that it is going to happen some time and we can’t expect continuous operation, but continual, repeated delays are terrible for bowler confidence. I know from previous experience that some managers will hit the roof when requesting something as trivial as assorted parts to maintain your replacement levels. You spend ages trying to build up a supply of replacement parts ready to go be swapped out in case of break down, continually reusing and repairing existing components past the point of any really reliable operation, ive even seen quite a few examples where existing systems were modified in order to make do with what was available, this sort of neglect just shouldn’t happen, the amount of butchery that goes on in the backend is just sheer amazing. It ties in with management above, some managers and owners totally neglect the service areas and it shows. Let’s face it, without operating equipment you have no service to offer customers and without a service you have no business.
Marketing - Aside from AMF and a few gold pin centers it is very rare to hear anything bowling advertising on any form of media, im not just talking about television and radio, but even the press (with the huge numbers of publications country wide). Without advertising you are only relying on word of mouth to further populate your center, more steps need to be taken to make the public (and league bowlers) aware of what you are offering and what is coming up. In order to increase participation people need to be kept informed, it really is a lax area in our industry and some vocal people have been calling for improvements for quite awhile.
The above is not structured with any order to it, it is just points written as they came to mind (so don’t go thinking that one is more important than the other). What is alarming is that the above exists within the center, it has nothing to do with the operational side of things our governing bodies have control of, it starts right at home.
Too long have people been shifting the blame, development and improvements in bowler numbers will only happen if changes exist at a root level. This is where the core of our bowling community exists, not in the upper percentile with national tournament scenes and everything that goes with it, but right here in centers and local associations. The average bowler has very little to do with any governing body, they pay their fees, they bowl their games and they go home. The only time they even hear the words TBA is when they venture out beyond their center and participate in regional tournaments. How anyone can come to the conclusion that bowling is in trouble because of something that effects a minority is beyond me. This is where the focus should be made, this is where improvements have to begin, this is what is going to setup the future of any development in our sport. We need an industry standard code of practice and we need it now. It is about time somebody listens to the outspoken few working within the industry who have been calling for changes for a very long time. These are the people who deal with the operation of our sport daily, many have been through every phase bowling has progressed through, these are the people who have first hand experience and these are the people we should be paying more attention to.
For too long people have been saying that the future of our sport exists at the grass roots level, its about time people start acting like it instead of using the statement as a promotional tool in an effort to delude people into thinking they know what they are talking about.
Stand up and take some responsibility, you might not like the above, and it certainly doesnt apply to every center or staff member throughout the country, but it begins and ends with you.