By Dale Niemela
USBC proprietor relations manager
The temperature up here in Wisconsin has been a little chilly. However, the USBC Proprietor Relations department has been hot and very busy. We have expanded our focus and are working heavily with Marketing and Communications to get the USBC message out to the world.
Primarily, we are focusing on the “sport” aspect of bowling. Not that the recreational side is not important but we in Proprietor Relations are working to bring excitement, credibility, coaching and fun to bowlers of all ages and ability levels through the use of the stars of the game, the pro bowlers.
Proprietor Relations has already tested several exciting and successful new programs. And with their success we have gone on to further to develop the promotional materials and are now offering them to the industry. There are two areas of focus with these programs – developing new lifetime bowlers and retaining the bowlers already participating in the game.
The first program put into place is the Ambassador Program. It acts as somewhat of an umbrella program for all of the things we will be doing with the professional bowlers. Basically it is a speaker’s bureau for professional bowlers, both male and female, that industries, including bowling, can use for special events such as meeting or banquets.
The USBC Ambassadors will also conduct clinics and seminars for all ages and ability levels under the program Bowl Like the Pros. USBC provides all of the promotional sales materials (brochures, fliers, banners, promo DVD) and the pros.
It is a great way for the center to attract people for the purpose of signing them up for leagues and instruction classes. It is also a great way to give the customer some professional one-on-one instruction that will help them gain the knowledge that will keep them involved in the game for a lifetime. Beginners learn the basics and the established players get the advanced information. It is also fun and entertaining with special challenge matches and featuring the always-spectacular trick shots.
The Academy is a clinic/seminar that gives students the secrets from elite pro bowlers. It includes a classroom session, with handout materials and hours of on-the-lane one-on-one instructions from top name players. It can be an Academy for adults, youth, high school bowling teams or customized for the desired customer base of the proprietor.
The Academy is generally limited by the size of the classroom rather than by the size of the center. We will take a maximum of sixty students per day and the smallest center we can use is 24 lanes. It is fun and educational. The students learn about lane conditions, PBA patterns, equipment, adjustments, timing, release and not to mention the entertainment of a trick shot exhibition.
To round out the programs offered by Proprietor Relations Promotions, Bob Learn and I will call on centers and conduct a seminar for employees and association people. It is great to get associations and center personnel in the same room to hear things from each other’s perspective.
We talk about lane conditions and how to help the beginning bowler understand what is going on so they don’t quit after their first year. Proprietors work too hard to get new bowlers only to lose them after just one year. We talk about how to run a good league meeting and get the right handicap voted in so once again the new bowler does not quit. And finally we teach the participants some of the secrets of bowling better and ultimately how to teach others how to improve their game. Then we go out on the lanes and using computer analysis, teach those in the meeting how to bowl better and teach any of the center customers interested in getting some instruction.
USBC and Proprietor Relations are finding a lot to do. It is a great time of the year to do things for the industry. When the pros are available we use them. When the kids are available we try to develop programs for them. USBC and the BPAA are joining forces to get young people started properly in the sport and retain those that already have begun the sport by teaching them more about the game. Anyone interested in these programs feel free to contact me at 414 423-3236 or dale.niemela@bowl.com.
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