Lane Changes Bowling Centers Are Updating Their Image With Music, Lights And Prizes To Appeal To A Younger Crowd

As disco lights swirled overhead and teenage girls shimmied in impromptu dance clusters, dozens of kids pumped fists in time with the throbbing tribal beat of the Village People’s party anthem, “YMCA.”

Welcome to another night at the bowling alley.

Excuse me, bowling center.

That’s what they call them now. And if you haven’t set foot inside one in a while, there’s something you should know.

Times have changed.

That much was strikingly evident one recent Friday night at North Bowl on Spokane’s North Side. A few minutes before 10 o’clock, the lights went down. Then mood-setting white clouds appeared out over the lanes, black lights made the pins glow and the music started to boogie.

Fred Flintstone never bowled like this.

All 24 lanes were spoken for. And the managers had to turn people away.

They call it “Cosmic Bowling.” It’s just one of the ways Spokane area bowling centers are reaching out to segments of the population that might once have regarded the game as something enjoyed exclusively by cigar-smoking Archie Bunkers in bad shirts and fungal shoes.

Other places offer somewhat similar programs. They’re called “Rock ‘n’ Bowl,” “Thunder Alley” and such.

Depending on where you are and what time you’re bowling, you never know what you will see anymore. It might be someone in the next lane trying to win a jackpot while wearing a blindfold. Or it could be a bowler taking a shot at a cash prize by attempting to nail a strike while being held upside down.

At some Spokane alleys, the action rolls on well past midnight.

It’s a whole new ballgame. But young people aren’t the only ones being courted. Proprietors want to lure baby boomers to the lanes in greater numbers. And at some centers, senior citizens get the red carpet treatment.

Still, not everyone’s sold.

The men and women who run bowling alleys know that some potential customers still visualize these establishments as cliquish dungeons. So a big part of the sport’s marketing thrust is aimed at getting people to contrast image and reality.

“Bowling centers have become much brighter, much more colorful,” said North Bowl owner Dick Hoering. “There’s a new excitement.”

OK, this hasn’t happened overnight. And the truth is, most bowling centers haven’t forgotten to dance with the one who brung ‘em. Making adult league bowlers happy — often by offering shorter seasons — remains a crucial part of the business.

But to see how bowling alleys have changed, all you need to do is look.

At Players & Spectators in the Spokane Valley on a recent Saturday, there was a distinct family-friendly vibe as people from various age groups bowled. This included little kids who weren’t getting discouraged, thanks to special lane-railings called bumpers that prevent gutter balls.

Roaming waiters and waitresses took orders for refreshments.

Bowlers monitored their automatically recorded scores on video screens.

It all seemed entirely contemporary.

Perhaps there is no more dramatic Inland Northwest illustration of how things have evolved than the brand-new Lilac Lanes at Nevada and Magnesium in north Spokane.

From the outside, it looks like an upscale home furnishings store. Inside, the 32-lane facility is incredibly bright and inviting.

Early one recent Saturday afternoon, it was buzzing with families.

The singular sound of the heavy ball hitting the pins seemed to shout “bowling alley.” But everything else about the place said “Upbeat s’90s recreation venue.”

Donna Kerst, activities director at Silver Lanes on the South Hill, is optimistic about bowling’s future.

“The entertainment dollar is spread pretty thin in Spokane,” she said. “But I’m seeing an influx of new people in bowling.”

For one thing, it’s something almost anyone can do. And, said Kerst, “It’s fun.”

That might not be enough, though.

Lance Rinard, a manager at Players & Spectators, believes diversifying the entertainment options will be a must for centers hoping to survive.

Many owners have already taken steps.

Food and beverage operations have been improved. There was a time when bowling alley pizza could be scary stuff. But today you are apt to encounter decent eats and microbrews.

And it’s not uncommon to find alleys offering an array of amusement alternatives ranging from electronic games to karaoke.

Cigarette smoke remains an issue. Though many owners have shelled out serious bucks for air-filtering systems, most alleys can’t claim to offer a smoke-free environment.

Still, bowling center operators hope a commitment to making people feel welcome will encourage a steady stream of newcomers to the sport. “Customer service is everything,” said Phyllis Edelin, co-manager at Colonial City Bowl, near Gonzaga University. “One thing that irritates me is when you go into a center and the people at the desk don’t acknowledge you. That’s not the way to treat people if you want them to come back.”

North Bowl’s Hoering has been encouraged by the response to Cosmic Bowling and other initiatives. But he knows that’s just one battle. The struggle to get new people to walk through the door goes on.

“Society has changed,” he said. “People approach spare time differently. Today, they go home and sit around and watch television or work on their computer. Thirty years ago, we all went out and enjoyed ourselves with our friends.”

The cost of bowling varies from center to center. Weekend nights tend to be the most expensive times.

For example, one local center’s lane fee for Friday nights is $15 an hour — which can be shared by a group.

“I think bowling is on an upswing,” said Debbie King, manager at Sunset Bowling Center in Coeur d’Alene.

If people will just check it out they’ll see, she said.

The sport’s not new, but it’s certainly improved.

Yes, but what about those shoes?

“We’ve tried to upgrade those, too,” said King. “Today, they’re not the ones that you would be afraid to to put on your feet.” , DataTimes ILLUSTRATION: Photo