Chain turns Shrewsbury bowling alley into Bowlero

SHREWSBURY — Town & Country AMF bowling alley has become one of the latest of Bowlmor AMF Corp.’s bowling centers to be modernized, and it’s been rebranded Bowlero Shrewsbury.

The $1.5 million transformation is part of an effort by Bowlmor AMF, headquartered New York City, to inject a hipper, livelier vibe into some of its more than 300 bowling centers in the United States, Canada and Mexico.

With new lighting, high-definition TV screens on every lane, comfy couches and a new bar and menu, the renovation aimed to turn the traditional bowling alley at 405 Boston Turnpike into a fun, modern entertainment center for bowlers of all ages.

Paul Clark, general manager of Bowlero Shrewsbury, believes that, “If you stay the same and don’t change anything, you’re going to be stagnant and people will find something else to do.”

Bowlmor AMF operates bowling alleys under a number of brand names, including Bowlmor Lanes and AMF Bowling Co. The privately held company was created in 2013 after Strike Holdings LLC, known as Bowlmor, merged with AMF Bowling Worldwide Inc., which had declared bankruptcy. Bowlmor AMF then acquired the bowling businesses of Brunswick Corp. in 2014.

Over the past two fiscal years, Bowlmor AMF has boosted revenue 9 percent to nearly $583 million and slashed losses nearly 97 percent to $1.5 million, according to data in its audited reports.

Since its renovations, business at Bowlero Shrewsbury is booming.

“This week alone we have 40 events coming in, which is pretty crazy,” Mr. Clark said recently. “Between that and our 600 league bowlers and our thousands of retail traffic coming in, it’s been really busy.”

The remodeled center now houses 40 glow lanes with state-of-the-art monitors for score counting, game personalization and themes.

Each lane is fitted with a high-definition TV screen, projectors and couches instead of hard, plastic seating.

The building’s bar was gutted and replaced with a fully manned kitchen and novel menu, while a new, expanded bar has been placed at the center of the building’s floor. An arcade has also moved and added 20 new gaming machines.

“Since the upgrade, we’ve just gone over the top with a fresh new kitchen and menu, almost everything made from scratch, a bar that pops right when you walk in the door, the 20 screens, everything – all the bells and whistles,” Mr. Clark said.

The new menu includes offerings such as Dunk Tank drinks for sharing and Mammoth Burgers. There’s new flooring instead of carpet, a new shoe wall, new graphics, a new paint scheme and a retro-modern aesthetic and floor layout.

Bowlmor AMF bowling alleys across the country are receiving similar updates, but with variations in menus for some and laser tag rather than arcades for others.

Why was Shrewsbury selected for this treatment?

Many different factors help Bowlmor AMF choose, but the center’s location, the community’s demographics and the guest’s wishes are at the forefront.

“Shrewsbury was chosen for these reasons: We saw a growing demand in the community, and guests like to have more entertainment options in the area,” Jillian Laufer, senior public relations specialist for Bowlmor AMF, said in an email.

The Shrewsbury bowling alley never fully closed during four to five months of remodeling, which began over the summer. With its new look, it hired additional staff, now 30 strong, and is still hiring.

Bowlmor AMF has also launched a new marketing push with billboards, radio and television commercials and a grand reopening in November featuring retired New England Patriots player Rob Ninkovich.

Some regular patrons of the Shrewsbury location feared the changes would alter the experience for league bowlers.

“We’re able to cater to all of our bowlers: We have our leagues here Monday through Thursday nights, we have our small leagues here Saturday mornings, and it’s very much the same as what they’ve always expected, we just transitioned ourselves for that entertainment-base for Friday, Saturday and Sunday,” Mr. Clark said.