Roll.Hit.Throw.Reinvent.

The familiar sounds of league night ring out across a wet, chilly January evening in Roseburg, OR. The crash of balls striking pins is met with the unmistakable combo of cheering a strike and laughing at a terrible victory dance. The pour of a pitcher into a pint glass. The THUD of an axe into thick wood. The off-key but on-point chorus of a classic rock song. The satisfying pop of a perfectly flushed seven iron. 

You know, just your average night bowling, axe throwing, and simulator golfing with your friends and neighbors. 

A Cross-Industry Collaboration 

The Roll Hit Throw League, which recently wrapped its second season, is a clever collaborative venture between TenDown Bowling & Entertainment, The Blade Axe House, and Cattle Dogs Golf Center. On paper, joining forces with what could be seen as competitors in a small town seems risky. Still, these business owners saw it as a creative opportunity to grow something new by working together, not apart. 

Building a League from the Ground Up 

"I had met with the owner of Cattle Dogs a few doors down and talked with a few food truck owners," said Bob Ferguson, co-owner of The Blade, along with Shea Wheeler, who first envisioned the league. "Once we saw the potential in doing something as a group, we brought in TenDown and came together to come up with the format." "It was a really quick and easy decision," admitted Mariah Smith, owner of TenDown. "And it's gone so well so far." 

Three Venues, One Roving League 

The 10-week league rotates between the businesses. Each week brings something new: 

Each venue gets three hosting weeks, with a special Week 10 Showcase where every league member brings a guest for a mini-event at all three businesses. This finale has doubled as a brilliant word-of-mouth marketing tool, bringing in new faces who often convert into paying customers. 

Serious Fun = Serious Growth 

Each team in the league has three people, and while the intention has been a loose get-together meant to grow something new in the area, it has made an immediate impact, and they have already seen the number of teams doubled from season one to season two. 

"It is a 'fun' league," Ferguson said with a chuckle. "But we are all naturally competitive, so pretty soon, you start to see people thinking about how you can lean on who does what best and put together a pretty strong team." 

The league’s short-format design keeps the time commitment low, making it easy for busy people to say yes—and even easier to return. By removing the overwhelm, more participants are inclined to join without sacrificing their other priorities. 

The goal is to expand the league so each business can host multiple teams weekly, rather than rotating between locations throughout the season. The intentionally shorter season makes participation manageable and appealing, especially in a town like Roseburg, where fishing, rafting, hiking, and other outdoor activities already fill up the calendar. It’s a way for locals to stay connected to their community without giving up what they love. 

That flexibility, sense of experimentation, and sense of fun were big parts of Smith's approach, who also participates in the league with her husband. She learned a lot from bringing the Rum Bucket League to TenDown and saw a similar way of using an adaptive format and innovative point system that has kept people invested in Roll Hit Throw. 

"We're getting so much more organic interest out of it," said Smith. "Folks who weren't there before are now interested in league play, and we're seeing more new faces in the center because of the added exposure." 

Unexpected Wins (and Axe Sales) 

The cross-pollination between venues has created some delightful surprises: 

"We have all benefited above and beyond the league," said Ferguson. "People are engaged and genuinely enjoying these sports." 

Marketing with a Personal Touch 

Smith and Ferguson have flexed their marketing chops—using social media, a video board at TenDown, and radio ads to promote the league. They even kicked off a recap newsletter and a group chat to keep the vibe going between games. 

Still, nothing beats local buzz. "Word of mouth has been our biggest driver," said Ferguson. "People are excited to talk about it. That is gold." 

Next Season? Even Bigger 

The team is already dreaming up ways to expand. They have spoken with a local billiards hall about joining in. The Blade recently remodeled their outdoor space to include cabanas, firepits, cornhole, and live music to make their space even more enticing. And regular food truck appearances add flavor to the fun—complementing TenDown's Splitz bar and grill. 

This cross-industry collaboration paints a picture of what can happen if you stretch your imagination and break outside established norms. "We wanted to do something that builds up a true community, not just a night out," Wheeler said. "We're really proud to see where it's gone." 

This is not just a league. It is a playbook for collaboration, creative thinking, and community engagement. It is a clear message for other bowling centers and FECs: your next growth move might be down the street, throwing axes and sipping beer with a former competitor.