Suggested Marketing and Promotion Strategies

HISTORY

Bowling in the City of Vancouver

Bowling in the City of Vancouver has gone through its ups and down over the past 80 years, and is currently on an increase of some older centers by installing convertible equipment in some 5 pin bowling alleys. It is our intention to change this by taking a bold undertaking by leasing space (approximately 32,000 square feet) on a long term commitment in a new development in Yaletown.

For years, the Bowling public in the West End, Yaletown and Downtown Vancouver, have had a choice of 5 pin or driving to the nearest 10 pin center in West Vancouver (which closed about 10 years ago) or go to Town n Country in South Vancouver.

POPULATION

Yaletown & West End

Yaletown is an area of Downtown Vancouver approximately bordered by False Creek, Robson, and Homer Streets. Formerly a heavy industrial area dominated by warehouses and rail yards, since the 1986 World's Fair, it has been transformed into one of the most densely populated neighbourhoods in the city. The marinas, parks, high rise apartment blocks, and converted heritage buildings constitute one of the most significant urban regeneration projects in North America^]

History

Yaletown, as seen from David Lam Park

As with much of Vancouver, the Canadian Pacific Railway had a huge influence on the shaping of Yaletown. By the 1880s, the line had reached Yale, a then-large town and the former centre of the Fraser Canyon Gold Rush 150 or so miles (240 km) to the east which served as the location of the company repair shops, and housed a sizeable rail worker population. As the line was extended to Vancouver, these Yale residents followed it to the city, and settled in modest housing close to the yards which was soon dubbed Yaletown.

As the years progressed, the proximity of False Creek and the railway meant that Yaletown became heavily industrial. Many factories, rail buildings and warehouses were built, many of which survive to this day.

After the real-estate boom and bust cycles of the 20th century, the area became shoddy and contaminated, and was bought up by the city. After the 1986 World's Fair (Expo 86), held on neighbouring former-industrial land, the whole area became ripe for development. The site was sold to a Hong Kong-based developer Li Ka-Shing, setting in motion the redevelopment process which continues to this day.

Regional Population

Vancouver

Burnaby

Richmond

Delta

New Westminster

Surrey

Population by Age-Sex

The percentage of males and females living in BC has been roughly equal since the 1960s — and it’s no different in Vancouver Centre (see chart). The population’s also older: less than 37% of British Columbians are under the age of thirty. This trend is similar in Vancouver Centre as about 61% of the population is over 29 years old. The increase in adult population implies a downsizing of the average household. However, changes are minimal. In Vancouver Centre, the average household size remains at about three persons, and that number is unlikely to change much over the next 10 years.

ETHNICITY

Languages Spoken

Source: Canadian Demographics, Financial Post, 2007

*Note: many respondents listed speak more than one language.

92.78% English 0.39% German

0.16% Dutch 0.10% French

0.11% Punjabi 0.37% Spanish (Mexican )

0.07% Romanian 0.15% Vietnamese

0.13% Chinese 5.74% Other

BUSINESS DESCRIPTION

Bowling being the primary attraction, other activities will be incorporated within this freestanding structure such as sports bar, snack bar, pro shop, video arcade with redemption games.

People with extensive knowledge and expertise in the bowling and entertainment business are designing the building. An attractive, well-designed interior will maximize exposure, comfort and excitement that will produce ultimate exposure.

We have chosen Brunswick’s state-of-the-art equipment provides all the product features guaranteed to insure reaching all age groups in the market. The scoring equipment and Center Management system are completely automated to insure customer-friendly use and, at the same time, provide ownership with all the necessary accounting and security features to insure control of the business activity. In addition, another feature that adds excitement and pleasure to the youth and family activity is an automatic system that keeps the ball from falling off the lanes. This ensures that everyone derives the satisfaction of knocking down the pins.

The most unique equipment attraction is the sound, light and special atmosphere created for Cosmic Bowling. This product was developed and introduced by Brunswick Recreation Centers in the mid-1990s, and was an instant success to expand the interest of bowling in the 17-30 year old market. This entertainment attraction creates a business segment that expands the traditional league and casual bowling activity.

The cosmic activity is scheduled to expand the business hours and revenues. Existing centers that have added these features experience an increase of 15-30% in bowling revenue.

OTHER REVENUE AREAS:

A Sports Bar

This will be designed for customer comfort with a number of activities to attract and retain customers. The Sports Bar will feature a number of large screen television sets with cable and satellite access to sport networks, and adult video games.

The positioning of the Sports bar will be near the food service area, which will provide quick service to Sports Bar patrons. Food selections will feature finger foods, high quality sandwiches and pizza. Previous market research has proven that these selections are what bowlers want and expect, and the center should maintain them on the premises for their food requirements.

The Snack Bar

This service will be located next to the Sports bar, which will assist in maximizing customer service and payroll productivity. A menu limited to finger foods, pizza and sandwiches will provide the opportunity to emphasize quality products and control. By limiting selections, we will benefit by improved inventory control, easier employee training, and minimal waste, still satisfying the customer needs.

The Pro Shop

This area is necessary to provide full service to bowling customers. The equipment necessary is included in the contract. We will maintain an adequate bowling ball and bag inventory and special order shoes from manufacturers or distributors. Although margins are less when special ordering, costly inventory and merchandise obsolescence is eliminated. Inventory will be kept low as most items these days are available in 24 – 48 hours from our suppliers.

MARKETING BUSINESS PLAN

Vancouver Centre Bowling & Entertainment center is being designed to present an exciting atmosphere for its customers, as well as providing maximum operating efficiency to ensure profitability. The center will feature the latest state-of-the-art bowling equipment manufactured, a full-service restaurant, a Sports Bar, Snack Bar, Pro shop, a video/game room, birthday party room, a meeting room. The center will offer activities for all age groups.

The unique furniture design and layout provides comfortable seating for people enjoying food and beverage on the lanes. This concept has proven to be highly successful.

Bowling can better satisfy the general trend of people looking for family entertainment than any other recreation and at less expense.

As a result, new centers are experiencing revenues in record numbers. The demographics of bowlers’ participation in our market (Yaletown, West End and Downtown) represent a population base of upper middle incomes, more educated, more often married and more homeowners than the average.

Bowling Activity

In Canada, over 16 million people have bowled 10 – pins during 2008. 10 – Pin is rapidly replacing the Canadian game of 5 pin bowling due to changing lifestyle and the influx of new immigrants. Most people from abroad have bowled 10 pins. The marketing segments are well identified in the business-building plan.

The league bowler component typically participates 28-34 weeks in the traditional September-April “season” and 12-14 weeks in the summer months. Some leagues are formed at miscellaneous times during the year in a variety of formats. As the history of bowling indicates, lifestyles have changed and the marketing of bowling has changed.

In order to meet these changes, new products and features are offered in the Brunswick equipment to capture these new markets, while meeting the needs of the traditional markets. Understanding these factors are important elements taken into consideration and incorporated into this facility and marketing approach.

Current market trends indicate a number of changes that will benefit bowling centers. As participation has changed from league dominance, bowling becomes more identified with the entertainment business. In the 1990s, billions of dollars were spent to attract the recreation dollars offering a wide range of options for the consuming public. As disposable income increases, the demand for new and varied experience grows.

Suggested Marketing and Promotion Strategies

• Loyalty Cards will be issued starting before Grand Opening offering discounts at the Pro Shop and Food & Beverage. This is a great form of advertising as well.

• Organize Bowling for Dollars for the local Cable network. Invite others to participate through the involvement of the British Columbia Bowling Proprietors Association.

• With a National Sponsor, arrange a Regional Pro-Am Tournament for 2013.

• Arrange inter school tournaments for the entire City core.

• Form a Commercial League especially with small business.

• Work on Cross Couponing with local businesses.

• Run small tournaments on weekends.

• Form a NFL league for the fall of 2013

Date: 2016-01-14; view: 826