January 11, i975
Busin
While bowling centers offer
a wide variety of services in
addition to providing facilities
for the sport itself, revenues
accounting for at least half and
usually as high as 70 to 80
percent of all revenues
generated. In turn, the major
source of bowling revenues
results from league bowling.
A 1968 survey conducted by
the Bowling Proprietors'
Association of America indi
cated that 73 percent of all
games bowled across the
country were by league
bowlers (including practice
games apart from league
^action), ? ?
This same survey indicated
that of the 38 million persons
who had bowled at least once
in 1967-1968, 30 million were
casual bowlers (did not belong
to leagues) and 8 million were
active bowlers. Of the 1.7
OPE
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Financi
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I
ess Pre
billion annual games rolled*
only 27 percent or 0.5 billion
were by casual bowlers- the
remaining 1.2 billion games
were rolled by the 8 million
_ u' ?
~TougRiynr^gaTnesr -jrex?
while the league bowlers
averaged 150 games annually.
The reasons given by survey
resOOndents for startino tn
-1 ? e>
bowl did not differ significantly
between casual and active
bowlers. The dominant reasons
given were (1) seeking
fun and recreation and (2)
encouraged to try sport with
friends or family. The reasons
. i ? ? m m m
ior conunuing to dowi also did
not differ greatly among
casual and active bowlers, and
were dominated by (1) healthy
exercise, (2) challenging
activity, (3) fun and relaxation,
and (4) a good form of
social activity.
The cost of bowling,
typically between 50 to 75
cents per game rolled, has not
. been found to be a serious
factor in limiting the market.*
League bowlers are accustomed
to paying considerably
more per game, not only to
cover their bowling, but also
to contribute to cash funds for
n sum
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ing Availabl
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%
The Winston-Salem Chronicle
>file
end-of-the-season league dinners
and for cash j>rizes and
trophies. Casual bowlers are
likewise relatively insensitive
to bowling prices; their
alleys at prime time (non
summer evenings) due to
scheduled league bowling
than by the cost of the sport.*
2. Nature of the Customer
This same 1968 survey
indicated that,-of persons in
the United States 11 vears oi
/
age and over, some 58 percent .
had bowled tenpins at least
once in their lives and an
additional 5 percent had
bowled smaller pins. Sonie 26
percent - of which 6 percent
were active league bowlers had
bowled at least once in the
past year.
While a greater percentage
of metropolitan area residents
had tried bowling than
nonmetropolitan area residents
(62 compared with 47
percent), among those who
had tried bowling, the
percentage of presently active
bowlers was similar in the
metropolitan and nonmetropolitan
areas (10 compared
with 9 percent).
DAY 1
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Bowling A
An analysis by age ot
population reflected the surge
in popularity of bowling in its
"golden years/' 1955 to 1962.While
only 34 percent Of the
^ncitxMjAtlpj^ s^n^n 1
^Jtfclf - _ _ TK3?
percent rose markedly to 68
percent from ages 40 to 49, 76
percent from ages 30 to 39,
and 79 percent from ages 20 to
29. In the youngest age group,
11 to 19, a total of 67 percent
had bowled at least once. Of
active league bowlers, the 30
to 39 and 40 to 49 age groups
each had 9 percent of their
populations represented,
while 7 percent of the total
population from 20 to 29 were
league bowlers.
Statistics broken down by
sex revealed thnt nprppnf a#
- ? ?- ^ VI will \M
the males sampled had never
bowled compared with 45
percent of the females
sampled. However, among
those who had tried bowling.
10 percent of the males and c
percent of the females were
now regular league bowlers.
As a general rule of thumb,
industry sources recommend
that a population of at least
1,000 persons per lane is
needed to support a bowling
IV 3 1
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Page 3
I
lleys
center. This Figure needs to be ~
adjusted, however, to account
|or such factors as recent
population growth (10 percent
growth for the 1960-1970
period is considered a good _____
sTze and potentufij, proximity
to competing bowling centers,
neighborhood bowling history
(blue^collaf areas traditionally
hnvp fhnn r?Kf
VI. VII ilivuglll IV/ UL UVllt'l
sources of bowlers than white
collar areas, although this may
be more stereotypical than.
Factual); racial composition
(minority community members
have only recently begun
taking up the sport in
significant numbers); accessibility
(high-traffic areas-such
as shopping centers are. -
prime locations); and climate
-i:?*? *
\wuBiiiwi minutes lavur competing
outdoor recreation such "
as golf and boating). On the
basis of these factors, it is
etefrTtrar^
fact, -each neighborhood
within it - must be analyzed
separately; there are no
simple rules of thumb to,
pinpoint with certainty a
favorable location or to define
the local popolation Size
needed to support a lane or
center.
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