I know what you’re thinking. Bowling is activity straight out of the dinosaur age. But for some people, it still brings a whole lot of pleasure. If you’re like me, you tend to be at home in a bowling alley and feel mighty comfortable with a bowling ball in your hand.
Not many are too enthusiastic about hitting the lanes these days, which is a shame really if you think about it. Not only is it a good source of exercise, but it’s the perfect place to get together and have fun with friends. People can throw parties or even have friendly competitions with leagues and tournaments. You may think you need to channel Fred Flintstone to appreciate the game – that’s until you roll the ball just right to knock down all 10 pins. As Fred would say: “Yaba-dabba-doo!”
Let’s be honest. Bowling might not be the first business concept that comes to mind when you’re thinking about downtown revitalization. But sometimes the most unexpected ideas create the biggest impact on a community.
Five years ago, an empty gas station and junkyard in downtown Greensboro became something remarkable: Bourbon Bowl, a six-lane bowling alley and bar that’s quietly become one of the area’s most unique entertainment destinations.
The challenge: location, location, location
Downtown businesses face a familiar set of challenges, and Bourbon Bowl’s owner knew this going in. Parking can be tricky. Foot traffic isn’t guaranteed. And in a city where most entertainment venues cluster in suburban strip malls, opening a bowling alley downtown was a calculated risk.
But here’s where smart positioning comes into play. Rather than trying to compete with traditional bowling centers, Bourbon Bowl carved out its own niche by combining three elements that downtown customers want: craft beer, quality food, and an experience they can’t get anywhere else.
The business model: more than just bowling
What makes Bourbon Bowl work isn’t its novelty. It’s versatility. The venue operates as three businesses in one.
First, we have the bowling experience, with six lanes to attract serious bowlers and casual groups. Next, there’s the bar, with an ample craft beer selection to draw a downtown crowd. Lastly, there’s the restaurant component. Bourbon Bowl offers a full menu that turns the unique space into a dining destination.
This multi-revenue approach is smart business. When one aspect is slow, the others can pick up the slack. A customer might come in for dinner and stay for a game, or vice versa.
Overcoming the obvious obstacles
The owner mentions an interesting challenge. People sometimes confuse Bourbon Bowl with another Elm Street restaurant that has “Bowl” in the name. Rather than seeing this as a problem, it’s a lesson in the importance of clear branding and signage.
The bowling ball painted outside the building is more than a decoration. It’s smart marketing that immediately communicates what makes this business different. For brick-and-mortar owners, visual cues like this are crucial for helping customers understand your value proposition before they even walk through the door.
The atmosphere factor
Bourbon Bowl succeeds because it doesn’t try to be everything to everyone. It sticks to creating an atmosphere where different types of customers feel welcome. Whether someone wants to:
- Bowl a few games with friends
- Grab a craft beer after work
- Enjoy a meal in a unique setting
- Take advantage of the outdoor patio space
The venue accommodates all these needs without feeling scattered or unfocused.
Lessons for other downtown businesses
Bourbon Bowl’s success offers several takeaways for other brick-and-mortar businesses. The most important lesson is to embrace your location. Instead of fighting downtown’s challenges, find ways to make them work for you. The urban setting gives Bourbon Bowl character that suburban competitors can’t replicate.
Other tricks to consider duplicating:
- Create multiple revenue streams. Don’t rely on just one aspect of your business. The combination of bowling, food, and drinks means Bourbon Bowl can capture different customer segments and occasions.
- Make your unique value clear. That painted bowling ball outside isn’t subtle. And it shouldn’t be. Make sure customers understand what makes your business special.
- Design for flexibility. The space works equally well for casual dining, group events, parties, and leagues. Flexible design means more revenue opportunities.
Bourbon Bowl proves that with the right concept and execution, even traditional businesses can thrive in challenging locations. The key is understanding your market, creating multiple reasons for customers to visit, and building an experience that feels authentic to your community.
About the Author
Patrick Cassidy has mysteries and retail in his blood. He’s worked in the retail stores sector during the day, while dedicating his evening to his craft. A published author, Patrick’s stories include the Blue Wizard Detectives series and What the Hoo, loosely based on Rocky, the tiny owl often referred to in the media as the “Times Square Tree owl”. He’s also written And the Right Fielder’s Name about his favorite baseball team, The New York Yankees. Patrick was born and raised in New York. He now resides in Greensboro, N.C., where he patiently creates his next tale.