The building site is a six-acre tract of wooded flat land, located in the most desirable business area of York County, known as the Kiln Creek business complex. It will be adjacent to the Regal 14 Cinema on Commonwealth Drive. This is the center of York County's commercial development. The demographic studies coincide precisely with AMF, Brunswick Bowling Corporation, and National Bowling Council requirements for a successful bowling center.
The market for a modern family bowling center in York County is superior to most, due to the tremendous population growth during the past five years, the overwhelming majority of which is within five miles of the building site. Bowling is the number-one family participation sport in the United States. There are 72 million people who bowl at least three games per week. This center will be a high-tech, totally computerized bowling center. The scores will be automatically displayed on a 34-inch color monitor. Additionally, each lane will have its own overhead 34-inch color TV that enables the customer to view his or her favorite TV program while bowling. Each lane is equipped with a telephone that provides the customer with the means to order food and beverages or contact the staff if assistance is needed. The telephone will also allow the bowler to receive incoming phone calls. By far, the most significant factor to affect the bowling business in the forthcoming decade is the dramatic growth of the 35-to-44-year-old segment of the population, which will increase by 42%. This age group represents the prime segment of the population that joins bowling leagues, and that means bottom-line profit for the center will increase.
The facility will be the most modern in the Tidewater area of Virginia. It automates the score-keeping, produces score printouts for each game, shows the bowler how to make a spare, provides league secretarial services to include keeping all required league bowling records. It maintains perpetual data on league, recreation, and leisure bowlers as to what time they bowl and how much money they spend on bowling, food, apparel, pro shop, etc. This invaluable information will be used in various marketing programs such as the frequent bowler program where the bowler receives prizes of his or her choice predicated on the amount of money spent in the center during a preset time. This will be a first for any Virginia bowling center. The data helps determine which promotions work and which do not. With this data, we can form new leagues to meet the needs of the bowler. The system also maintains an accounting system that automatically controls bowling revenue. In addition to the bowling itself, the following services will provide a significant income for the center with the Train Station restaurant providing the most in secondary revenue (see projected annual income and expenditures statement).
Kiln Creek Bowling Corporation is a privately held C corporation owned by Charles H. Collins Jr. and his family. A percentage of the stock will be sold to investors.
During the start-up phase of this project, the following major events will occur, some of them simultaneously:
The building will be a 43,000 square foot, pre-engineered, contemporary design bowling center with a facade constructed of masonry and glass. It will have 300 parking spaces.
The center will be strategically located to maximize the profits from the modern-day bowler; it will be constructed on Commonwealth Drive in York County, adjacent to the Regal 14 Cinema. This location is a half mile from I-64 exit 265B, in the Kiln Creek Shopping Complex, which includes Super K Department Store, Kroger, Farm Fresh, 14-screen Regal Cinema, an ice rink, six national restaurants, two banks, 35 other store-front type businesses, and a Wal-Mart/Sam's Club that is presently under construction. This is an excellent location for a multi-purpose bowling center. According to the York County Planning Division's statistical profile of the primary market area (one to five mile radius) the location is perfect, as described by the National Bowling Council study that outlines the required demographics for a successful bowling center.