Ten Pin Alley has been a staple in Wilmington, N.C., for many years, and in November 2015, Jim and Margaret Grago purchased the center, which is located in a 37,000-sq.ft. portion of what used to be a mall.
The purchase included 24 lanes, 29 pool tables, two bars and a full-service restaurant. But with a general decline in bowling business in the area, the Gragos knew they needed to invest in a makeover of the facility. So, last year, they decided to fully modernize, and selected QubicaAMF as their equipment provider.
Ten Pin Alley now includes SPL Select Bowling Lanes with new XLi EDGE Pinspotters, Harmony Ball Returns and the BES X Bowler Entertainment System.
With the new equipment, the center was able to capitalize on the closing of a nearby center last December, picking up almost every league bowler and nearly doubling its league business. Tenpin Alley also has seen a significant increase in open play linage, as well as food and beverage sales, helping push revenues across the entire business.
“QubicaAMF was a valuable partner in bringing our vision of a great bowling experience to life,” Jim Grago said.
Excited about their thriving business, the Gragos decided to advertise to the local market during the Super Bowl, and also purchased 50 additional commercials during the month of February. The commercial wowed the local market, creating buzz and bringing in new customers and other bowlers unaware of the center’s renovation. You can view the spot here: https://www.youtube.com/watch?v=jVo47aKdMWk.
While focused on growing open play, the couple is not turning its back on the sport of bowling. In May, it will host the PBA Xtra Frame Wilmington South Open. Details on that tournament, which will award a PBA title and a $10,000 first prize, are available here: http://www.pba.com/Tournaments/Details/2246.