Not your father's bowling alley: Visalia Bowlero gets 21st Century update

The competition for your entertainment dollars is fierce — so fierce even bastions of "regular" guy venues such as bowling alleys are getting 21st Century facelifts.

You can see that fierce competition right here in Visalia, where the former AMF Visalia has updated its image and changed its name to Visalia Bowlero. 

Gone are the days of smoke-filled bowling alleys, stale beer, and harsh fluorescent lighting, at least at Visalia Bowlero.

Those staples of 20th Century bowling have been replaced with black lighting (called glowball by Bowlero management), a full bar with margaritas, mai tais and other libations, updated menus that feature gourmet hamburgers, flatbreads and a variety of appetizers and a refreshed decor that looks nothing like bowling alleys of yesteryear.  

The new Visalia Bowlero will hold a grand opening from 11 a.m. to 2 p.m. Saturday, Sept. 23. Customers will get one free game and shoe rentals. Firestone Beer will also be on hand to hand out free memorabilia.

"We know the competition for entertainment and leisure time is increasing," said Cynthia Padilla-Nowakowski, Visalia Bowlero general manager. "So we want Visalia Bowlero to be a one-stop venue for the entire family." 

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The changes at VIsalia Bowlero reflect a trend among companies that compete for leisure/entertainment dollars to offer more amenities to customers who now have a vast library of streaming and on-demand entertainment options to choose from in the comfort of their own home. 

Movie theaters that don't offer comfy lounge chairs, top-notch sound and crystal-clear projection systems are struggling. (Yes, we are looking at you, Sequoia Mall 12).

This year movie theater giants AMC and Regal Entertainment Group have seen their stock prices plummet double digits in recent months as those companies fall behind in the battle for entertainment dollars. 

At the same time, the Galaxy Theater chain continues to invest in the luxury movie-going experience, and it's working, driving customers to shows. 

More:Galaxy Tulare just upped the movie theater ante

The fierce competition for entertainment dollars will only get more intense, said Brian Bettencourt, College of the Sequoias business and marketing instructor. 

Good service, unique experiences and smart marketing will be key to any leisure or entertainment business competing in the new media universe where people have literally thousands of entertainment options at their fingertips, he said. 

"You have to have a gimmick these days to attract and then keep your customers happy," Bettencourt said. 

The updated menu at Visalia Bowlero aims to do just that: Encouraging customers to make the venue a one-stop entertainment destination for the evening — instead of going to dinner at one place and then heading to the bowling alley, said Robert Fowler, Bowlero director of regional food and beverage. 

"The menu is a lot of fun and encourages sharing," he said. "The idea is to create a communal feeling." 

The main attraction at Visalia Bowlero, of course, is still bowling, Padilla-Nowakowski said. 

But even the bowling will have an updated look. The venue’s 40 lanes are outfitted with black lights, soft lounge seating, and high-definition video walls that play everything from live sports and music videos to classic family films. 

The updated video arcade features new takes on classic games such as Pac Man and Galaga, as well as beer pong and corn hole for people who like more real-world games of skill.  

Serious bowlers, though, need not worry their bowling alley has gone away, Padilla-Nowakowski said. During league play, the bowling lanes will feature regular lighting. 

"League bowlers are still an important part of our business," she said. 

Depending on what time of day you visit, you'll see different crowds, Padilla-Nowakowski said.

In the late afternoon, older customers show up, followed by families in the early evening. Later in the night teenagers and younger adults show up. 

"We pride ourselves on being a venue for a wide variety of people," Padilla-Nowakowski said. 

Padilla-Nowakowski suggests people wanting to bowl on Friday or Saturday nights call ahead or go online to get reservations. 

For her part, Visalia Bowlero shift leader Espi Gutierrez can't wait to see what both the existing and new customers think of the updated venue. 

"It's so exciting to be part of all the changes here," said the Tulare resident, who has worked at the bowling alley for nearly two years. "I think people are going to love the changes and have a whole lot of fun here." 

If you go

Visalia Bowlero, 1740 W Caldwell Ave, Visalia. Information and hours: 625-2100 or www.bowlero.com/location/bowlero-visalia