Understanding YOUR GROWTH Demographics

Outline 1. Bowling Demographic Snapshot 2. Youth Bowlers 3. Adult Bowling Segments 4. Local-Center Demographics

Bowling Demographic Snapshot

Bowler Overview 2009 Age Bowlers (000) % chg. 6-13 11,951 3.6% 14-17 8,342-12.0% 18-24 9,596-2.8% 25-34 11,978 6.9% 35-44 12,396 9.4% 45-54 8,600 14.9% 55-64 3,993 29.0% 65+ 2,443 7.7% TOTALS 69,299 4.6% SMRB: 2009 Bowling Universe = 69.3 million Total Universe = 270 million

TOTALS 69,299 4.6% 10,588 5.6% Bowler Overview 2009 Age Bowlers (000) % chg. Freq. Bowlers % chg. 6-13 11,951 3.6% 1,934 23.0% 14-17 8,342-12.0% 1,546-7.9% 18-24 9,596-2.8% 1,917 15.0% 25-34 11,978 6.9% 1,423 33.2% 35-44 12,396 9.4% 1,691 27.0% 45-54 8,600 14.9% 876-8.8% 55-64 3,993 29.0% 562 13.5% 65+ 2,443 7.7% 641-17.9%

SMRB Bowler Composition Data Age % POP. % Who Bowl Index 6 13 10.5 17.2 164 14 17 7.6 12.0 158 18 24 9.0 13.8 153 25 34 13.8 17.3 125 35 44 15.1 17.9 119 45 54 16.6 12.4 75 55 64 13.0 5.8 45 65+ 14.3 3.5 24 SMRB: 2009 Bowling Universe = 69.3 million Total Universe = 270 million

Why Understand Local Demos Identify customer opportunities Refine marketing programs Design your center Products Pricing Equipment you feature Employees you hire

Youth Targeting Hierarchy Get them In Get them committed Get them excited

Youth 6-17 Bowling Hierarchy < 200,000 USBC Members 1% are members of the USBC 3,480,000 Bowl Frequently 17% say they participate frequently 20,293,000 Bowl Annually 41% of all 6 17 year olds bowl annually

Youth Characteristics

Adult Bowling Segments

Dismissive Bowlers 19% Bowling Enthusiasts 16% Rookie Bowlers 20% Family Bowlers 20% Get Together Bowlers 25%

Bowling Enthusiast

BE Characteristics! View bowling as a sport Very competitive Always trying to improve Like to show off Pressure is good Bowl regularly, likely to be in a league Food, no drink 45-64 years old, more males Dismissive Bowlers 19% Rookie Bowlers 19% Family Bowlers 20% Bowling Enthusiasts 16% Get Together Bowlers 26%

Bowling Enthusiast Opportunities? Bowling is a sport, not recreation Expect high quality center, lane conditions and customer service Huge need and desire for advanced coaching, clinics and equipment - must be approached one-on-one, face-to-face Already hooked on bowling the trick is to keep them satisfied to retain their loyalty they will move their business when dissatisfied How to recognize them? No need to search for them - they already recognize you

Rookie Bowlers

RB Characteristics! Don t care about their score Believe bowling is dated Only bowl with people their own age Bowling is hard No interest in improving Many 18-34 year old females Rookie Bowlers 19% Dismissive Bowlers 19% Family Bowlers 20% Bowling Enthusiasts 16% Get Together Bowlers 26%

Rookie Bowler Opportunities? Bowling is purely recreational Bowl as part of group birthday, corporate and affinity parties Like the value of bowling, but only bowl 1-2 games Need more exposure to the activity they don t think about bowling How to recognize them? They are the ones in a group and not the decision-maker.

Get Together Bowlers

GTB Characteristics! Average bowler Understand the game Slight interest in improving content Care about score Bowling is a social event With folks at same level They eat and drink Mid-30 s - educated Dismissive Bowlers 19% Rookie Bowlers 19% Family Bowlers 20% Bowling Enthusiasts 16% Get Together Bowlers 26%

Get Together Bowler Opportunities? Have-a-good-time party bowlers social aspect Requires good food and drink make it easy to access Desire to bowl during peak times reservations? Would accept some group coaching lessons Amenities very important Would consider short-season leagues/clubs How to recognize them? They are the nonleague bowlers having a great time in a group

Family Bowlers

FB Characteristics! Like to bowl average Fun with family, friends, work, parties, outings Less competitive, not intimidated, no need to improve Not price-sensitive Eat & drink 35-49 years old, family Dismissive Bowlers 19% Rookie Bowlers 19% Family Bowlers 20% Bowling Enthusiasts 16% Get Together Bowlers 26%

Family Bowlers Opportunities? Organized outings more ideas to attract families include the children Not extremely price sensitive bowling is a reward/treat Make an afternoon or evening of their visit keep them busy with options & packages Reward the family frequency programs Fun, family-friendly versus just amenities How to recognize them? They re smiling with their family because they are heroes

OPPORTUNITIES FOR ALL SEGMENTS

ALL SEGMENTS MARKETING What attracts MOST opportunity segments? Recognized, qualified coaches Music Good food and drink accessible Available lanes or reservations Great customer service Packages and options Fun atmosphere Competitive prices to other options Rewards or frequency programs Clean, modern environment Professional communications Decision-makers & Heroes

Local Center Demos

Demographic Information The demographics (past, current & future) customized for your center are based on 3-, 5- and 10-mile data from the following resources: United States Postal Service (USPS) United States Department of Defense (DMDC) United States Census Bureau National Center for Education Statistics (NCES) Federal Financial Institutions Examination Council (FFIEC) Internal Revenue Service (IRS) Bureau of Economic Analysis (BEA) Bureau of Labor Statistics (BLS) Office of Federal Housing Enterprise Oversight (OFHEO)

How To Read Your Local Demos Demo

How To Read Your Local Demos Demo 3-mile

How To Read Your Local Demos Demo 3-mile 5-mile

How To Read Your Local Demos Demo 3-mile 5-mile 10-mile

How To Read Your Local Demos Demo 3-mile 5-mile 10-mile County

How To Read Your Local Demos Demo 3-mile 5-mile 10-mile County State

How To Read Your Local Demos Demo 3-mile 5-mile 10-mile County State U.S.

How To Read Your Local Demos Demo 3-mile 5-mile 10-mile County State U.S. 25-34 18.2% 15.7% 14.7% 14.2% 12.6% 13.3%

How To Read Your Local Demos Demo 3-mile 5-mile 10-mile County State U.S. 25-34 18.2% 15.7% 14.7% 14.2% 12.6% 13.3% 137

Evaluate All Elements Age Segments Home Ownership/ Rental Race & Ethnicity Marital Status Education Household Income Vehicles Businesses & Employment

Target Demographics The generation just starting

Target Demographics The generation of their own

Target Demographics The generation that refuses to grow old

Population Your Center s Marketing Area Population Demographics Total Population 305,921,712 Population by Age 5-14 13.2% 15-19 7.0% 20 24 7.0% 25 34 13.3% 35 44 13.8% 45 54 14.5% 55 64 11.4% 65+ 13.1% Median Age 37.1 Median Household Income $53,679 Owner Home 58.3% Rent Home 28.6% Marital Status Now Married 52.2% Separated 5.2% Divorced 9.6% Widowed 6.4% Never Married 26.6%

Summary Define opportunity demos in your target marketing area Evaluate options that meet the needs of those consumer segments Develop programs to attract the defined demos Build a marketing plan against desirable consumer demos Track and adjust as demos evolve

THANK YOU BEST OF LUCK!