Rockin' Roll customers can be divided into three groups: bowling leaguers, youths and seniors.
Bowling Leaguers will be of varying age ranges and will be identified through workplaces, social events, and clubs. A core league of bowlers will be recruited from Pelvis' local and Professional Bowling Association contacts for the first nine game bowling league tournament. After the first tournament the core league of bowlers will be cultivated for future participants and league organizers.
Youths will be under twenty-one years of age. They will provide a consistent customer base during non-league hours.
Seniors citizens will be over sixty-two years old and will contribute a consistent customer base to the restaurant and lounge and a source of low-cost organizers for the bowling league.
Rockin' Roll Bowling Lanes will be targeting bowling leaguers for two reasons.
Rockin' Roll will focus on youths for two reasons.
Rockin' Roll will cater to senior citizens because they are consistent customers. Once they find an affordable, comfortable place, seniors will come back for more. Seniors also tend to congregate together. Therefore, accommodating a small core group will lead to potentially exponential growth as the Baby-Boomers become a majority of the population and they introduce each other to Rockin' Roll's senior citizen discounts. An added value is that senior citizens, shown the importance of their time, may be encouraged to contribute low-cost labor as volunteers for youth and adult bowling league events.
Bowling is an entertainment industry in Seattle with a customer base that has diminished over the past few decades. Today's senior citizen's were once yesterday's avid bowlers. As the Baby-Boomers questioned the actions of their elders, they also turned away from bowling. Eventually, without innovation, bowling lost popularity as America's favorite athletic event. As competition increased amongst bowling alleys for a dwindling customer base, Seattle lost bowling alleys. Fewer bowling alleys further diminished the number of future bowlers. The loss of bowling alleys has meant the loss of community centers and athletic events. Seattle needs no replacement for the athletic and social event bowling once offered, it simply needs innovation and reminder of the forgotten culture of bowling. Pelvis Restley understands the trend of revitalization in the bowling culture from his youthful participation in bowling and through his work in the Professional Bowling Association.
Customers in the entertainment industry flock to the most comfortable and affordable place they know. Rockin' Roll offers the comfort of separate Rockin' Roll environments for seniors, youths, and bowlers, in the visible, but not audible rooms of the restaurant and lounge, the gaming room and the bowling alley. Rockin' Roll also offers affordable prices to seniors through senior citizen discounts, to youths through low-cost foods and video games, and to bowling leaguers by offering tournament rates for nine games at a time.
Pelvis also has the advantage of bringing contacts in the local bowling community and the Professional Bowling Association.
The competition for local customers amongst bowling alleys is localized, meaning each urban district can support its own bowling alley. Customers will choose the provider they think offers the most comfortable, affordable and convenient location. Due to the decline in the number of bowling alleys, many districts are without bowling facilities. Fremont currently does not have a bowling alley. Being located in Fremont, Rockin' Roll will enjoy the advantage of having no local competition in a densely populated, mixed-age area with good public transportation making it conveniently accessible for locals.
Bowling leaguers will contribute to the success and reputation of Rockin' Roll Bowling Lanes as they consistently choose Rockin' Roll for their social events and athletic activities.
Seniors will provide a consistent customer base as they purchase discounted food and drink and gamble.
Youths will come for the video games and the Saturday morning teenager bowling leagues and they will bring their parents with them.
The competition for tournaments city-wide and nationally depends on the bowling alley's reputation and the reputation of the bowlers. Pelvis has the advantage of working in the Professional Bowling Association and playing in local bowling championship tournaments for many years. This advantage may lead to televised bowling tournaments, which will in turn contribute to Rockin' Roll's reputation.