2. Socializing Is Saving the Lanes
The United States Bowling Congress states that 69 million Americans bowl once a year; however, according to Statista data the 2014 total was million for persons, 6+, a significant decrease from 2007’s million.
The reason for this large decline is the loss of bowling league participants – from a peak of 9.8 million during to 2.4 million during to 1.5 million during – resulting in league bowlers accounting for less than 15% of all bowlers.
For bowling centers to survive, more of them have become adult-oriented social gathering venues with a multitude of games and attractions and upscale refreshments.

3. Horse Racing on a Slow Track
American Pharoah winning horse racing’s 2015 Triple Crown for the first time since 1978 may have attracted a larger audience than most years, but that was three races at three tracks. It’s the remainder of the tracks and races that are suffering.
Three of the four major metrics of the industry continued to decline from 2014 to 2015: number of races, -5.7%; gross purses, -1.6%; and the total US foal crop, unchanged at 20,300, compared to 35,050 for 2005 and 25,948 for 2010.
After 8 of 9 years of decreasing money waged on horse races in the US, the 2015 total increased 1.2% over 2014’s, and the Jockey Club and Equibase reported the total increased 4.4% for the first four months of 2016, compared to the same 2015 period.

4. Time to Refresh the Sport of Kings
The age trend of horse racing fans is one of the industry’s biggest challenges, as more than 50% of today’s fans first became interested prior to 1990, and more fans die every year than the number of new fans attracted to the sport.
Considering the overwhelming popularity of professional and college football, it’s amazing to be reminded that from the end of World War II, and then for the next 20 years, more Americans attended horse races than all other sports.
Many in the industry would like to see a horseracing commissioner, similar to all other professional sports, not only to bring promotional efforts into the 21st century, but also to establish national regulations instead of the differences from state to state.

5. Skating on a Slippery Slope
Traditional roller skating rinks have suffered from a similar decline as bowling centers, which is evident in the 52.1% decrease in participation of persons, 6 years of age and older, from million during 2007 to million during 2014.
Ice-skating has done a bit better, registering just a 7.3% decline in participation from 2007’s million to 2014’s million.
The $2 billion ice-rink industry only grew by 1.0% during the period 2010–2015. The demand for new rinks has increased because of a renewed interest in ice hockey, as the number of outdoor rinks increased from 85 during 2012–2013 to 500 during 2014–2015.

6. Advertising Strategies
Bowling centers that have evolved into adult-oriented fun centers with multiple attractions can target younger adults with a combination of early-morning TV news and digital media, offering discounts on games, beverages and food for parties of 4 or more.
Horse racing also finds it challenging to attract a younger audience. A live music concert with one or more local popular bands, skilled-based slots, VR (virtual reality) headsets and games and upscale beverage and food selections are all potentially effective promotions.
Roller-skating and ice-skating facilities can promote their activities as fun and healthy alternatives to other family entertainment venues. Scheduling and promoting an occasional Friday night event targeted to young adults could attract this audience.

7. New Media Strategies
All of these leisure attractions would benefit from inviting a few regular patrons to serve as “brand ambassadors,” posting photos and videos and other content about their experiences and the fun of attending in a group.
Use and social media to promote an hour of live streaming, using Periscope, Meerkat or similar apps, during the most active time of the week. Hire a local radio or TV personality to serve as host, interviewing patrons, showing their fun and the attractions at the venue.
Potential patrons of these leisure attractions want helpful content and guides that will add to their fun: bowling centers can create and post videos about how to score a game, racetracks how to bet on horses and rinks the calorie-burning benefits of skating.