Guildford Spectrum Bowl has long been a go-to destination for casual bowlers, league members and the local community. After 31 years of operation, this beloved venue recently made a major upgrade to improve both the customer experience and staff safety. The installation of 18 Brunswick Boost ST pinsetters, updating of the customer interfaces, new ball returns and overhead monitors are not just technical improvements but a testament to Spectrum Bowl’s “customers first” approach.
A Longstanding Tradition of Bowling Excellence
For over three decades, Guildford Spectrum has offered entertainment and competition for bowlers of all skill levels. Its 32-lane bowling facility has become a favourite among regulars and newcomers alike. The last significant equipment upgrade occurred 15 years ago when the centre switched to Brunswick GSX pinsetters, a move that greatly improved reliability and safety at the time. However, with the recent advancements in bowling technology, it became clear that the lanes needed another refresh to stay competitive and meet the expectations of today’s tech-savvy customers.
The Decision to Upgrade: The Key Drivers
Customers are always front and centre of the decisions made at Guildford Spectrum Bowl. Improvements which would increase customer enjoyment, promote return visits and positively impact customer safety were the focus of the project.
After nearly 10 years of using the Sync scoring system, Guildford Spectrum Bowl had accumulated valuable experience and insights on what worked well and where improvements could be made. With customer feedback playing a pivotal role, the team decided to work once again with Bowling Vision (BV) to explore options for further upgrades.
The consultation resulted in the adoption of Boost ST pinsetters for 18 of their 32 lanes, upgrading the customer interfaces from pedestals to modern touchscreen tablets for all lanes, greater utilisation of the Sync game features, new ball returns with enhanced safety features (Intellishield) and new overhead monitors.
Enhancing the Customer Experience
The upgrade wasn’t just about improving the mechanics behind the scenes. Guildford Spectrum Bowl wanted to enhance the overall experience for its customers in meaningful ways.
The improvements to the Brunswick Sync scoring system interface was instrumental in achieving this. The touchscreen customer tablets are not only easy to use, offering dynamic graphics and tracking scores but also offer fun game modes and customisation options that keep casual bowlers engaged and coming back for more.
Furthermore, Sync integrates seamlessly with marketing initiatives, loyalty schemes, and even food and beverage (F&B) ordering, which allows customers to take advantage of package deals that combine bowling with meals.
The ability to order food and drinks directly through the system is hotly anticipate by customers and is due to be rolled out in the next few weeks. Whether it’s a “Food & Bowl” package or just the convenience of getting drinks delivered to your lane, these options improve the customer experience and opportunities for ongoing engagement.
Safety and Sustainability in Focus
The significant safety features, for both staff and customers, were at the heart of the decision to adopt Boost ST pinsetters. The Boost technology is designed to be safer for staff who handle the machines, being fully guarded with locking ball doors and improved rear access. The excellent energy efficiency of the Boost ST pinsetters, innovative 360 controller and high frames per stop rate were also appealing.
The new ball returns with Intellishield offered peace of mind. The technology ensures that the ball return stops when an object (potentially a child’s hand) enters the opening of the ball return, preventing balls from ascending. Furthermore, Intellishield manages the number of bowling balls on the return, reducing the risk of trapped fingers or balls falling from the rack.
Bringing Along the Bowling League
Guildford Spectrum Bowl is home to an enthusiastic and committed bowling league. The use of string pinsetters has been an area of contention with some people in league bowling. To enable the centre to maximise the benefits of upgrading to string whilst maintaining excellent relationships with their league bowlers they decided to convert 18 of their 32 pinsetters. The Boost ST pinsetters were built with league bowling in mind, with USBC-compliant kickbacks, ball cushions and 54” strings, making them the perfect option for Guildford.
The league bowlers are making use of both the original freefall pinsetters and the new Brunswick Boost ST pinsetters. The feedback has been very encouraging with league bowlers expressing their relief that the machines offer a good bowling experience.
A Team Effort and a Motivated Staff
The upgrade has also had a significant impact on the staff, who are excited about embracing the new machines and the opportunity to explore and learn new technology. Many of the techs have been in post for a number of years and are thrilled by the safety features, the ease of access and the challenge of working on unfamiliar equipment.
Guildford Spectrum has been undergoing major renovations for a few years, with the Bowl’s improvements scheduled as part of a planned sequence of works. The team were delighted to be part of the project and extremely motivated by the investment
The Outcome: A Better Experience for All
Since the upgrade, Guildford Spectrum Bowl has seen an increase in repeat customers and overall satisfaction. The Boost ST pinsetters and other enhancements have proven to be excellent choices for both improving customer experience and safety. With a focus on putting customers first, these changes ensure that Spectrum Bowl will continue to be a premier bowling destination for years to come.
This recent renovation reaffirms Guildford Spectrum Bowl’s commitment to its customers and its drive to remain at the forefront of bowling entertainment. By focusing on safety, customer experience and team satisfaction, they have laid the foundation for continued success in the future.
