We are in Reno to bowl in the USBC Open Championship – or what we call, “The Nationals.” This is my 26^th year and Ben’s fifth consecutive year. Being able to bowl in an event like this with Ben is always a joy. And, it’s always great to get together with our buddies from Idaho Falls.

We bowl in the Team Event tonight and Singles & Double tomorrow afternoon. In addition to bowling in the main event, we usually hit the side tournaments and play a lot of golf. The weather has been beautiful this year – in fact we have a tee time in about two hours, so I’ll make this report a little shorter than usual. Next week, I’ll give you a full report on how we do in the tournament…

SPEAKING OF SIDE EVENTS…

Last night we bowled in a side tournament which was held at an AMF center. For what the center lacked in some areas, it more than made up for it with great customer service.

A FEW THOUGHTS ABOUT THE HIGH COST OF GASOLINE…

With the price of a gallon of gas exceeding the price of a game of bowling, it may be time to think about using gas giveaways as marketing gimmicks -- as more and more businesses are doing. Think about it…

JOIN A LEAGUE, RECEIVE A $25 GAS CARD!

FAMILY SPECIAL – TWO HOURS OF BOWLING, SHOES, PIZZA, A PITCHER OF SOFT DRINKS (for up to six people) AND A $10 GAS CARD TO GET YOU HOME – JUST $59.95!

PET PEEVES #2

As you may know, I have a long list of “Pet Peeves” about bowling center "worst practices." Here is another one -- NEGATIVE SIGNAGE (and the practices that go along with it):

"We are not responsible for damage to bowling balls."

“We reserve the right to refuse service to anyone.”

“There will be a $25.00 service charge for all returned checks.”

“Play machines at your own risk.”

"WE ARE NOT RESPONSIBLE FOR DAMAGE TO BOWLING BALLS" -- For some people, a damaged bowling ball is a traumatic experience, especially if the ball is expensive or relatively new. From a customer-service standpoint, the most important things to the customer are:

1. That they get their ball repaired (professionally), or replaced, before the next time they need to use it (typically, the following week).

2. That the whole experience is hassle-free. In other words, they leave the ball with you and they pick it up at the time you promise it will be ready. Better yet, you should offer to deliver it to their home or business.

3. That it cost the customer nothing.

4. That you REPLACE the ball if it cannot be repaired to their satisfaction.

5. That your employees are sympathetic and understanding through the entire process.

I realize that some of you reading this might have one of those "We are not responsible for damage to bowling balls" signs posted in your center. If so, get rid of it. You ARE responsible for damage to a customer’s equipment. If not legally, at least morally, ethically and “customer-servicely” (that’s a word I made up).

But seriously, think about it… A customer certainly has the right to assume that your lanes and pinsetters will not damage his or her $200 bowling ball when they bowl in your center. Sign or no sign, it’s an implied covenant of good faith.

I realize that bowling balls get damaged by no fault of our own. I realize that our pinspotters and lanes are not always to blame. But, the customer doesn’t realize it, nor does he really care how his ball got maimed. All he knows is that, when he came in, his ball was blemish-free, and now it has a gouge in it the size of the Grand Canyon.

And why is it that the biggest scratches always occur in the bowler’s track?

Repairing, or sometimes replacing, damaged bowling balls, is a cost of doing business. Accept that as a given and use the experience as a customer-service opportunity. When you handle a damaged-ball complaint in a courteous, hassle-free, unconditional manner, you will be building a lifelong bond and relationship with that customer.

Think of the lifetime value of one bowler. Now think of the lifetime value of one bowler’s family. Losing that customer because you wouldn’t repair or replace the bowling ball that your machine damaged is hardly worth it.

“WE RESERVE THE RIGHT TO REFUSE SERVICE TO ANYONE” -- If you have one of these signs posted, take them down. You HAVE the right to refuse service. You don’t need a sign announcing it. Who is that sign for, anyway? How many times have you actually had to refuse service to someone? And, do you really think that sign is going to make a difference to a person that you’d have to throw out of your center?

Proprietor: “I’m sorry sir, you’ll have to leave.”

Rowdy Customer: “Screw you, buddy. Make me leave. I’m not going anywhere.”

Proprietor: (Pointing to the sign) “But, sir, we have a sign…”

Rowdy Customer: “Oh, I didn’t see that. Why didn’t you say so? Good-bye. Have a nice day.”

“THERE WILL BE A $25.00 SERVICE CHARGE FOR ALL RETURNED CHECKS” -- Again, you have the right to charge a service fee. But, who is this sign for? Do you think it’s going to prevent someone from writing a bad check? Hardly. All it does is send negative messages to the 99.9% of your customers that would never do anything wrong.

“PLAY MACHINES AT YOUR OWN RISK” -- Yikes! This is just like the damaged bowling ball policy. Even if you don’t own your amusement machines, you are still responsible for seeing that they work properly. And, if they don’t, you ARE responsible for refunding the customer’s money. If you choose not to, you not only lose revenue, you ultimately lose a customer.

A NOTE ABOUT "SAY NO TO DRUGS SAY YES TO BOWLING..."

I’m very pleased to see so many centers running this program. This promotion is SO VALUABLE that it is available ONLY to VIP MEMBERS each year.

This program will MAKE your summer if you do it right. Here are a couple of important items to remember:

1. It’s a “numbers game.” The more cards you distribute cards – directly to the kids -- the more you’ll get in your center. If you are the only center in your area doing this, you can go as far out as 20-30 miles with your distribution.

2. Rental shoes MUST be included. I know there are a few centers planning to charge for rental shoes. This is a mistake. It’s simply not worth the ill-will created by parents thinking this is a “bait-and-switch” tactic for the small amount of revenue you’ll generate. A few years ago a center in Seattle alienated an entire school district because they insisted on charging for shoes. It took them years to recover.

3. Be sure the cards actually get into the hands of the students. Some teachers will take the cards and simply place them on a desk, telling the students to help themselves. When that happens many students don’t pick up a card while others take more than one (which they can’t really use). Stress to the school officials that it is critical the cards go home with the students. Some schools mail the cards home with the report cards.

4. Treat the kids who use the cards with the utmost respect. This program fails if your front-line employees don’t demonstrate extraordinary customer service and treat these kids with respect, dignity and compassion. Many of these kids will be bowling for the first time. It is imperative that they have a good experience – especially on their first visit. This is your opportunity to create a customer for life. Remember, the parents will hear about how their kids were treated. In fact, in many cases, they’ll be right there to see it. Don’t ignore this critical factor for success.

5. Capture customer information. You’re not doing this just to generate traffic in your center. You’re doing it to grow your customer database. The first time a student uses their card, REQUIRE that they fill out a registration form – either a birthday Club form or the Registration form included in your promotion. Get this information into your database and use it.