Starting Feb. 25, Milpitas residents can expect a retro-modern twist on the classic sport of bowling at the newly renovated Bowlero Milpitas bowling alley, at 1287 S. Park Victoria Drive.
Formerly known as AMF Mission Lanes, the bowling alley has undergone a rebranding effort to become an upscale retro bowling alley, and will host a grand opening celebration on Feb. 25 hosted by former NFL wide receiver Jerry Rice.
The bowling alley opened as ARC Mission Lanes in 1976. It became AMF Mission Lanes in 1997. After 10 years the lanes will become Bowlero, according to Denisa Caldova, a company spokeswoman. In 2016, the alley had approximately 101,094 guests, a number the company expects to grow with the update.
The transformed 33,000-square-foot bowling alley will feature 40 lanes of backlight bowling and vintage decorations. It will also feature a rennovated sports bar and arcade games. The bowling alley’s menu is also getting changed, and will feature items like spicy Pterodactyl Wings and the mega-sized Behemoth Burger — a 5 pound, 14-inch round party burger.
“The AMF brand is more traditional bowling. That is what you think of when you think of neighborhood bowling. Bowlero is a more upscale bowling alley,” Lauren Donley, the regional marketing manager of Bowlmor AMF, said in a phone interview.
She added Bowlmor AMF has 300 locations across the country. The Milpitas Bowlero will be the company’s 21st location, the second in the Silicon Valley.
“We’ve been part of the Milpitas area for a while now, and the area deserves an upgraded bowling experience and that is what Bowlero provides,” Donley said. “We completely transformed the inside; its got upscale amenities, we redid the bar, we have a freshly designed menu, just enhancing the whole experience from top to bottom.”
Donley said the company took the community into consideration, including the large number of technology workers, in providing a bowling experience that matches residents’ lifestyles.
Donley said the upscale bowling experience would also cause costs to increase slightly. On Fridays and Saturdays, games will be $6.69 per game before 8 p.m. and $8.69 afterward, with shoe rentals costing an additional $5.69. The alley will also have weekday promotions, like Monday Mayhem ($14.19 for unlimited bowling after 8 p.m.) and Sunday Funday ($3.49 games and $3.49 shoes after 6 p.m.), she added.
The grand opening, which will take place from 11 a.m. to 2 p.m., is open to the community and is RSVP only. Those interested in getting a first look at the bowling alley or possibly winning a chance to meet and bowl with Rice should RSVP to bowlero.com/milpitas-grand-opening.
Donley said Rice, who played for the San Francisco 49ers and the Oakland Raiders among other teams, was recruited to host the event because of his status as a sports legend.
“Jerry Rice is a legend in the Bay Area and we want to be a legend; he is known for his greatness and we would like to bring a great bowling experience and we reached out to him,” Donley said.
She added Rice was excited to host the grand opening of the revamped bowling alley.
“We are super excited to bring Bowlero to the Milpitas community, it’s fun, sexy and unique …we are really excited to offer an upgraded experience perfect for family outings, date nights and corporate events,” Donley said.
