Bowlero gives Fair Lawn bowling alley a facelift, modern twist
Joan VerdonA vintage Fair Lawn bowling alley is getting a facelift.
The former Brunswick bowling alley at 22-22 Maple Avenue has been rebranded as a Bowlero bowling center, with neon lights, blacklight lanes, giant video screens and a jazzed up menu that includes items like the Supreme French Fry Sampler and the jumbo-sized Party Pretzel.
The 32-lane alley has remained open during the remodeling, which is largely completed. The work is expected to be done in time for a grand opening event planned for Saturday, March 31.
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Bowlero Corporation, the company behind the makeover, wants to expand the sport to a whole new league of fans. It has been acquiring aging alleys and revamping them into more upscale entertainment centers that mix bowling with arcade games and more of a nightclub atmosphere. The remodels are designed to make the lanes more attractive to casual bowlers as well as league players.
"Bowling has always catered to the league bowler and we forgot about the retail bowler — the bowler that wants to come in with their family," said George Acevedo, a district manager for Bowlero. "You would go to a bowling center and hear 'I'm sorry, it's league night'," he said. Bowlero centers instead strive for a "nice mix of league play and open play," Acevedo said.
The retail bowler has become more valued as league membership has declined.
"The casual bowler will become the type of bowling customer bowling alleys will want to focus their marketing efforts toward," said bowling equipment manufacturer Murrey International, in a report on industry trends in 2017. Those casual customers will demand "higher levels of customer service, a wider range of food options, other entertainment options, and modern/contemporary decor," the report said.
Research firm IBISWorld reported this month that league bowlers now account for only 39 percent of bowling center revenues, while casual bowlers make up 61 percent. Bowling centers are adding features like laser tag and high-end restaurants to attract new customers.
Bowlero Corporation began its life as the Bowlmor chain, which was known for its high-rolling lanes in Greenwich Village and Times Square. The chain acquired AMF Bowling in 2013, and a year later acquired the 85 alleys owned by the Brunswick Corporation.
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The combined company changed its name to Bowlero Corporation last year. It now is the largest bowling alley operator in the world, with over 300 locations, most of them in this country.
It is the major player in the United States where the majority of bowling alleys are independently owned, with a 15.7 percent market share, according to IBISWorld. It had revenues of $582.6 million in 2016 and employed more than 8,000 people.
The first Bowlero remodel in North Jersey opened in Wallington about a year and a half ago.
The Bowlero style has been described as "hipster-inspired bowling" as well as edgy and retro.
"When you walk in you get the wow factor," Acevedo said.
The former Brunswick bowling lanes in the past was decorated in plain "Brunswick blue," he said. "It wasn't welcoming. It wasn't vibrant. There was white fluorescent lighting. The atmosphere was plain," he said.
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The difference now, he said, "is like night and day."
The center still has league bowling five days a week, but now seeks to always have some lanes available for non-league bowlers. The Fair Lawn and Wallington locations also are popular for birthday parties and corporate events.