It's The Vibe

You know you are someplace special the moment you walk through the doors, and the first thing you notice is the vibe. The music hits just right, the lighting makes the space feel alive, the soundtrack hums at that sweet spot where conversation flows, and even the glow of the screens feels intentional. It is not just bowling, billiards, or arcade games—it is a social gaming playground fused with crafted cocktails and delicious menu items that set the tone for a memorable night out.  

That is the magic of Kings, a trend-setting brand that began with a single Boston venue in 2001 and has since expanded to 11 locations in some of the country’s most fashionable neighborhoods. Kings stayed put with just one spot for the first eight years, refining the concept and proving it had real staying power. Once they knew the formula worked, growth came naturally. And while the brand has expanded, it is no cookie-cutter chain—each venue is designed to have its own distinct feel.  

The Vibe Is the Headliner 

While many operators often think of attractions as a main draw, Kings flips the script. Here, the vibe is not background noise—it is the main event. Of course, the lanes and games matter, but what really hooks guests is the atmosphere: lighting that feels purposeful; music that drives the energy; cocktails that pop; and décor that transforms the space into something bigger than just “going bowling.” 

That philosophy runs through every detail of the brand, with a premium mindset shaping everything from the cocktails to the playlists, the signage to the service. Even weekly management meetings skip the number-crunching in favor of asking one question: how do we thrill our guests?  

The result is a scene that feels big, bold, and high-energy—and guests are happy to pay for it. As one reviewer said, “It was expensive, but worth every penny.” That sits just fine with Vice President of Operations Jon Tosi and proves that bowling can wear a leather jacket instead of a cardigan. "We keep bowling at the heart of what we do. It is the one entertainment option that's truly stood the test of time. Billiards is still strong for us, but tends to sway more—bowling stays steady," Tosi explains. 

Delivering “night out” energy every time a guest walks through the door shapes everything Kings does—what is offered, how it is presented, and how staff are trained to bring it to life. It is a culture built on exceeding expectations, turning a simple game of bowling into an unforgettable experience. That same philosophy extends inward, influencing how the company treats its people. "We expect a full effort, but we give it back as well," says Tosi. It is all part of a culture summed up in the King's motto, proudly shared on their website for all to see: Our dedicated team is guest-obsessed and passionate about connecting with our community. 

Setting Trends, Not Chasing Them 

Entertainment moves fast, and guests' tastes can change on a dime. Instead of waiting to see what others are doing, Kings experiments for itself. "Following trends will keep you in business. Setting trends will make you wildly successful," says Tosi. His advice: if you and your team have a gut feeling that something fresh will resonate in your community, trust it. If it excites you, chances are it will excite your guests, too. 

While setting trends is what Kings is all about, it is also essential to stay tuned to consumer behaviors that can impact business. Looking outside the walls to the bigger picture is key. That mindset comes in handy with alcohol sales dipping nationwide. Rather than seeing it as a loss, Tosi views it as an opportunity: "We don't love the trend, but instead of fighting it, we ask: what else do guests want? People may drink less or not at all, but still want entertainment. So, let's give them new ways to engage." 

One example of this philosophy sits beneath their Back Bay location: The 88 Club, a neon-lit piano speakeasy that gives guests a completely different way to be entertained. This unique space offers guests control of the soundtrack with live, request-only performances. The menu features a beloved Boston brand known for handmade dumplings, bao buns, and noodle dishes. Paired with specialty mocktails and cocktails, the experience is part retro cool, part late-night spontaneity. 

Food That Surprises 

The chain's approach to food is straightforward: treat every dish as if it belongs in a trendy downtown hotspot. Menus are regularly vetted not only for popularity but also for profitability. “First-time guests often have low expectations for food and beverage when going to a center, so we often leave them wowed when the food arrives,” says Tosi.  

For him, success is not about chasing one signature dish but delivering quality across the board. "It's not the menu item, it’s simply the quality.” That focus on quality is also why shareables have become a standout. Guests love passing plates, sampling different flavors, and posting eye-catching dishes on social media. At Kings, shareables are not just food—they are conversation starters and photo ops, perfectly aligned with the brand’s social, high-energy vibe. 

Rewarding Loyalty 

When asked about repeat visitors, Tosi does not hesitate—show your most engaged guests that they matter. That is the philosophy behind their loyalty program, Kings Rewards. We have pivoted our efforts from just chasing sign-ups to ensuring we provide our members with real value," Tosi explains. 

That value exceeds the free hour of bowling that new members get when they join. Members also enjoy perks like double points on off-peak days, birthday freebies, and surprise bonuses that make regulars feel like insiders. It proves Kings' belief that loyalty programs are more than a database—they are a way to build genuine connections through experiences that stick.  

Connecting through social media is also part of the brand’s outreach. Amazing milkshakes, cheeky signage, and playful décor practically beg to be posted. “Social media is a great tool to drive guests,” Tosi says, helping the brand reach new audiences while keeping regulars engaged with fresh promotions. Every snap of a cocktail or arcade win extends the Kings vibe beyond the venue walls, turning guests into natural brand ambassadors.  

Staffing That Fuels the Energy 

Many operators know the staffing challenges of running high-energy, fast-paced venues. At Kings, part of the solution is staff visibility. "Everybody who works in the building should be on the floor when guests are in the building," Tosi says. We tell them, "Go talk to your guests—they're not to be tolerated; they're to be revered! Guests are the reason we are all here.” It is a blunt reminder that hospitality doesn’t happen behind a closed office door. 

Never Standing Still 

The biggest key to Kings' success is their refusal to stay static. "We are constantly evolving, we are not static, we’re always changing," says Tosi. That mindset is everywhere, from playful signage and menu overhauls to fresh entertainment twists.  

At the end of the day, Kings proves that the real attraction is not just the lanes or cocktails—it is the vibe that envelops every detail. Get the vibe right, and guests do more than show up; they stick around, spend more, and cannot wait to return.  

And that is a lesson any operator can use—because no matter the size of your venue or the mix of attractions inside, making the atmosphere feel special is what turns a visit into a grand experience worth repeating.