More Bowlers, Less Bowling According to IBISWorld, the bowling industry generated revenues of $4 billion during 2017, with a 2.5% annual increase from 2012 to 2017. There were 3,696 bowling centers during 2017, a decrease of 12% from 2016’s total. Bowling center operators historically generated 70% of their revenues from bowling leagues, but the market has shifted from regular league play to more occasional bowling. The rates for occasional bowling are larger, but less reliable. Bowling centers generate 55% of their revenues from lane- use fees, 30% from food and alcohol and the remaining 15% from shoe rental and other entertainment, such as arcades.

Looking for a Strike Older bowling centers are suffering from the decrease in league players, and tend not to appeal to younger bowlers. Some are closing and others are revamping their centers to include other activities, such as laser tag and higher-end bars and restaurants. To be profitable, bowling centers must transform from a blue-collar sport to an upscale, family-friendly activity. The Bowling Proprietors Association of America found 60% of bowling centers had completed a major renovation within the previous three years. The highest participation rate is among ages 6–18, followed by young adults as old as 34. These groups account for 66% of bowlers. Because the social component is key to success, bowling centers that offer good food and clean, modern atmosphere do well.

The Sport of Kings Has a Tarnished Crown The number of horse races in the US has decreased every year except two since 1989, from a high of 74,071 during 1989 to 37,628 during 2017. The largest decreases during the past decade were 2013, 2014 and 2015 (-4.3%, -4.3% and -5.7%, respectively). According to IBISWorld, there are 2,014 racetracks and many of them are likely to be closed. Of those staying open, operators are adding other activities, such as casinos. By diversifying, tracks are attracting more consumer dollars to the business. Total purses have decreased only slightly during the past two years, and the foal crop has been flat. Because there are fewer races, the average purse size per race has increased. Attendance at the Kentucky Derby, the biggest racing event, has increased as well.

Horse Racing Needs a New Winning Strategy The majority of horse racing fans are aging and the sport is struggling to attract younger bettors. While younger people are attracted to “skills-based betting,” which includes horse races, they have many alternatives available to them of a better value. Churchill Downs, the company that operates the Kentucky Derby, bought Big Fish Games, a Web-based gambling company. Churchill Downs also owns five casinos and an online horse-betting service called TwinSpires. A recent Supreme Court ruling will affect the industry. States are now permitted to pass laws legalizing sports betting. Delaware has already legalized it, and New Jersey, Pennsylvania, West Virginia and Mississippi are expected to follow suit.

Skating Rinks Traveling on Bumpy Surfaces Participation in traditional and inline roller skating has decreased 11%, from 2012 to 2016, causing roller rinks across the nation to close. There are 615 rolling rinks currently listed on the Roller Skating Association International’s Website. Ice-skating rinks have done well, with a 3.3% annual increase from 2013 through 2018 to $871 million in revenues. There are 1,745 ice rinks in the US. There is some consolidation in the industry, but most businesses operate one or two rinks and earn less than $1 million. The Winter Olympics and other competitive events boost ice-skating participation, while roller skating is viewed as an outdated activity.

Advertising Strategies Bowling centers and horse tracks must focus on attracting upscale customers, not their traditional older and blue-collar customers, by focusing on higher quality ambiance and food and drinks. To appeal to Millennials, highlight all of the entertainment activities you offer, and rebrand as an entertainment complex where they can enjoy a fun experience with friends. Attract families to the horse track by providing kid- friendly activities and food. Show families coming to the track in more formal attire and having high tea.

New Media Strategies Host interesting and unexpected events at your facility, such as flash mobs and comedy shows, and record videos and post them on YouTube and Facebook. Promote low-cost, small-group roller skating, ice skating or bowling classes and advertise them on Facebook, so people are attracted to group activities with their friends. Promote a relay race at your ice or roller rink. Customers race to one side, put on a silly hat and take a selfie, and then their partner does the same. The winner receives a free pass. Distribute other prizes when participants post their selfies online with a hashtag.