Bowl N' Beats

Located in Apple Valley, Minnesota, just south of St. Paul, Bogart's Entertainment Center isn't just another bowling alley; it's a comprehensive entertainment hub redefining what it means to enjoy a night out. Acquired in 2018 by Alan Loth, Scott Koecheler, and Chris Loth, this 24-lane center underwent extensive renovations to update and modernize the facility. 

Beyond its bowling lanes, Bogart's boasts an ample event space, outdoor activities, including sand volleyball, and seasonal offerings at its lively outdoor bar, making it a unique venue in the St. Paul suburb with a population of 55,000. The 8,000-square-foot multipurpose room accommodates up to 500 guests for events like live music shows, dueling pianos, and various private functions. "We get a great variety of guests attending our live entertainment shows from Baby Boomers to Gen X, whether they are following their favorite performers or come to appreciate the unique and extraordinary entertainment experience we are striving to deliver," said Chris. 

A standout addition to Bogart's repertoire is its Bowl N' Beats program, introduced in late May 2024 to boost open play attendance during Minnesota's warm weather months and expose the center to new guests, specifically young Millennials and Gen Z. Bowl N' Beats transforms the traditional bowling experience by incorporating a live DJ who performs directly above the bowling lanes every Saturday night from 9 p.m. to midnight. This innovative concept merges the energy of a nightclub with the casual, fun atmosphere of bowling, creating an interactive experience that appeals to both avid bowlers and those looking for a unique night out. "We're bowlers at heart, so we like to find unique ways to offer bowling as part of the overall experience," mentioned Chris. 

"Our marketing team, always looking to blend our live entertainment offerings with our bowling roots, brainstormed this unique concept," explains Chris. He credits his wife, Andrea, a marketing team member, with planting the seeds for the initial concept, and then the team ran with it. The four-person marketing team initially considered using their large multipurpose room but opted to enhance the bowling experience directly by bringing more action to the lanes. 

Since its launch, Bowl N' Beats has seen growing attendance and increased Saturday night foot traffic. "We've seen a 30% increase in bowling sales alone," Chris notes, highlighting the positive reception from the community. The center does not charge extra for the DJ experience, maintaining its standard Saturday night rates. The feedback from guests has been overwhelmingly positive, with many expressing their enjoyment of the interactive and lively atmosphere. The center allows music requests through social media, further engaging its audience and personalizing the experience. Special lighting effects create a distinctive "moonlight ambiance," distinguishing Bowl N' Beats nights from regular operations. 

"Guests like to make requests, so we have them do so through our center's Facebook page that the DJ follows. We put flyers in the settee area with a QR code to our Facebook page so they can make requests from there. This alone creates additional conversation online, with followers asking, "What is this Bowl N' Beats?" said Chris. The center also includes another QR code on the flyer with the DJ's Venmo account so guests can easily tip if they choose to. 

Bogart's collaborates with experienced DJs who add professional audio setups over the lanes, enhancing the ambient experience. Chris recommends looking for someone with a solid social media following and reviews. Bogart's pays its DJs competitively, typically $100 per hour, for the three-hour event. 

Bowl N' Beats is promoted using in-house signage, a modern and regularly updated website, and a strong presence on social media platforms like Facebook, Instagram, X, and Google Business. This marketing effort helps draw in guests who, on average, fall in the 35-and-under demographic. 

Because Bowl N' Beats is marketed as a premium experience, Bogart's does not discount their food and beverage offerings. Instead, they feature elevated, specialty cocktails in alignment with their usual philosophy of not delivering the lowest prices in town but providing the best experience. Chris noted that one drink the center regularly offers is a different type of mule each month, which has been very popular. "When other patrons see people walking around with a special mule glass, they take notice and want to try one," said Chris. 

Chris stresses the importance of using quality pictures and videos. "It's important to share what's happening at the event through your social media and website. It will help your program grow and show the new things you have going on. You don't need to hire an expensive firm; instead, use your social media platforms to find local individuals passionate about photography and videography. You may surprise yourself and find one of your regulars is just that person you are looking for." The Bogart's team posted on Facebook and Instagram about new opportunities for their marketing team and received a great response. Chris feels lucky to have found people who do a dynamite job and were looking to hone their skills while working as freelancers or part-timers. 

Chris recommends thorough planning and community engagement for other centers considering similar initiatives. "Your program doesn't have to be perfect, especially in the beginning. You can adjust as you move along. Each week, our team meets to see what we can do to improve the program for our guests and staff. We keep tweaking what we do and improving." 

Reflecting on the program, Loth advocates for continuous innovation, "You have to be willing to step outside your comfort zone and try new things, even if they might initially make you uncomfortable." One key to Bogart's success is their willingness to innovate and adapt, ensuring that each offering aligns with their mission of unique and extraordinary entertainment experiences and the center's operational capabilities. 

"We sit down as a team regularly and see where we're weak or where we can improve. Everyone offers input on what we can do to boost a weak spot. We regularly ask ourselves, 'What do people want? Who do we target with the offering we're developing, and how do we reach them?'." Getting away from the daily grind to work 'on the business,' not just 'in the business,' opens the flow of creative juices. "Live music was new to us when we bought the center. We had to get comfortable with it over time. Music is a big part of our entertainment mix, and guests have responded tremendously." Chris's advice is to make yourself uncomfortable and not be afraid to do something even if you might fail. 

Bogart's Entertainment Center has turned the classic bowling center vibe on its head, morphing into a thrilling nightlife hotspot that draws in crowds from all walks of life. With a dash of creativity and an intelligent strategy, traditional centers can rock the competitive entertainment scene today, bringing in new guests and giving a reason for others to return more frequently. 

Top Tips for Other Venues: 

• Continuously work on improving your programs based on guest and staff feedback. 
• Think through the logistics carefully with your entire team to ensure smooth execution. 
• Evaluate your AV system and consider upgrades to enhance the atmosphere. 
• Find professional DJs who align with your brand and have a solid social media presence. 
• Regularly assess the need for security to maintain a safe environment for guests. 
• Master the art of delegation. Handling every detail alone is a monumental task. By embracing a team approach from concept to execution, your program will be easier to manage and more successful.