The UK's largest ten-pin bowling operator

Hollywood Bowl Group is the UK’s largest ten-pin bowling operator. We have 63 bowling and four mini-golf centres, each equipped with an average of 24 bowling lanes or three, nine hole mini-golf courses, a licensed bar, a diner and an amusements zone featuring the latest games designed to keep everyone entertained.

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Our core ten-pin bowling brand, with centres typically situated in prime locations on leisure or retail parks.

59

centres

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Our secondary ten-pin bowling brand with centres in stand-alone locations.

4

centres

The complete entertainment experience

The Group operates 1,471 ten-pin bowling lanes in 61 high-quality centres located across the UK.

9.6%

LFL SPG growth since reopening in May 2021 compared to FY20191

£1.4m

invested in COVID-19 secure measures for team and customers

77%

of centre teams receiving a bonus since reopening in May 2021

£8.0m

record monthly online revenue achieved in August

1.79m

contactable contacts on database used in CRM programmes

230,000

Hollywood Bowl Group and centre Facebook followers

Games played (m) – bowling centres

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Spend per game (£) – bowling centres

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% of bowling revenue booked online

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FY2021 revenue mix

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Notes

  1. LFL SPG is total bowling centre revenue divided by the number of games excluding any new centres and closed centres. New centres are included in the LFL growth calculation for the period after they complete the calendar anniversary of their opening date. Due to the restrictions in FY2020, LFL SPG is compared to the same period in FY2019.

The ten-pin bowling market is part of the UK’s diverse ‘out of home’ leisure sector. Its popularity is based around offering a competitively priced experience that appeals to a broad range of consumers.

Hollywood Bowl is the market leader in the UK and is our flagship brand. Its centres are predominantly located alongside cinemas and casual dining sites in out of town multi-use leisure parks, or adjacent to large retail parks. Our secondary AMF brand has centres in standalone locations.

Our market research and post-visit digital customer experience programmes provide clear and fast visibility on satisfaction levels. This means we are always ready to react quickly to any operational issue or respond to wider customer trends in our drive for continued improvement. Of note in FY2021, customer feedback directly led to the retention of our bespoke lane seating dividers after social distancing regulations were lifted.

Our team members are key to delivering on our purpose and our sales and service ambitions. Our in-house development and training programmes attract, retain and nurture top talent. Our centre teams are rewarded for displaying our cultural behaviours through our coveted pin badge scheme and financially incentivised based on customer feedback, recycling targets and financial performance.

Alongside bowling, our food, drink and amusements offerings give our customers a complete entertainment experience, provide more reasons to visit and increase dwell time and secondary spend.

We continue to enhance the bar and diner experience for our customer. The reduced menu, which was introduced in response to COVID-19 operating restrictions, has seen some evolution but continues to deliver strong quality and speed of service scores.

Amusements remains an area where innovation and new product development is key and we work closely with our key partner Namco and our in-centre games keeper teams to drive further revenues from our family focused offering in addition to expanding the footprint of our amusement areas in high lineage centres through reconfiguration as part of our centre refurbishment programme.

We continued to evolve and increase our investment in a wide range of digital solutions and marketing activities to enhance many stages of the Hollywood Bowl experience and customer journey.

These included the estate wide rollout of a new scoring system which is integrated with our CRM programmes, a new customer data platform (which enables increased quality of engagement with our contactable database of 1.79 million contactable contacts) and enhancements to our mobile focused booking platform and infrastructure and in-centre food and drink ordering system. We also continued the rollout of digital leaderboards and bar and reception screens as an integral part of our refurbishments.

Our targeted customer awareness, acquisition and retention programmes use automated digital technology to engage prospects and customers before and after their centre visits through numerous social and digital media channels.

Digital channels remain a key strategic focus area and are an increasing source of revenue (accounting for 63 per cent of bowling revenue in FY2021), enhancement to the wider customer experience and increased brand engagement.

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Our new indoor mini-golf brand with centres situated in prime locations on leisure or retail parks.

4

centres

On the right course

The Puttstars brand brings our passion for delivering affordable fun and safe, healthy competition to the indoor mini-golf market.

4

centres exchanged for opening before end of FY2024

98%

of customers were highly satisfied or satisfied with their experience since May reopening

30

potential high-quality locations for UK market rollout

11,000

is the top score you can achieve with our digital scoring system

18,000 sq ft

typical unit size required for a three-course Puttstars centre

 

 

 

In line with our strategy of leveraging our indoor leisure experience to widen our profitable growth opportunities, we launched a new brand and opened three Puttstars mini-golf centres in FY2020.

As with bowling, mini-golf appeals to a broad range of consumers. The market is highly fragmented with more than 1,000 indoor and outdoor locations in the UK, the vast majority run by independent operators.

Each centre offers a diverse experience with three nine-hole interactive courses and bar, diner and amusement areas. Unique course designs are complemented by creative use of technology.

Using experience gained from our bowling operations, digital channels form an integral part of the Puttstars customer journey and marketing approach. A unique, bespoke scoring system introduces digital gamification and replaces the traditional pencil and scorecard method. In-centre installations like our course leaderboards encourage increased dwell time and ancillary spend on food and drink as well as giving our customers content for their social media accounts.

Since launch, customer and team member feedback has been overwhelmingly positive and the brand has traded in line with expectations since the centres reopened in May.

We are very excited about the long-term opportunities the brand presents for organic and new centre growth. Whilst we will maintain the Group’s focus on securing prime locations, mini-golf has more flexible space requirements than bowling.

We are pleased to have an exchanged pipeline of four new centres to the end of FY2024, including opening in some markets where we already have a bowling centre present.

Our locations

Hollywood Bowl Group is the UK’s largest ten-pin bowling operator. We have 63 bowling and four mini-golf centres, each equipped with an average of 24 bowling lanes or three nine-hole mini-golf courses, a licensed bar, a diner and an amusements zone featuring the latest games designed to keep everyone entertained.

67

centres open

18

target of new centres opening before end of FY2024

  • Hollywood Bowl:
    59
  • AMF Bowling:
    4
  • Puttstars:
    4
  • Central support office:
    1