Helen Fletcher speaks with Jen Perrymore of Lucky Strike Lanes & Lounge about the company's latest amusement venture Power Play and how it is shaking up the industry

Inspired by the idea of bringing people together in a high energy, fashionable environment, Lucky Strike Lanes & Lounge began life in the US in 2003, when restaurant and entertainment entrepreneurs Steven and Gillian Foster, together with Kevin Troy, opened their first location in Hollywood.

Finding inspiration in Hollywood Star Lanes, a legendary bowling alley and the setting for the cult film The Big Lebowski, which was being demolished to make way for a school - the Foster’s purchased its vintage fixtures including the iconic Hollywood sign and neon blue stars created by the Coen brothers specifically for the film. By marrying elegant nostalgia and modern technology, one of America’s first bowling lounges was born - combining warm tones, leather sofas, original artwork with an intimate bar and private party space making the venue unique, dramatic and inviting.

Lucky Strike Lanes expanded quickly, and today, there are 19 venues across the US, employing 1,200 people - it also has plans to expand to several new markets over the next two years. Lucky Strike’s mission is to create "joyful moments" for its guests and it continues to expand its concept through brands like Power Play. "We strive to impress customers beyond their expectations with our interactive and high energy entertainment options, gourmet food, great service and value," said the company’s Jen Perrymore.

While just three of its locations contain game areas with games ranging from air hockey and cranes to video games and redemption - they can house anything from 10 to 150 gaming stations. Through the Power Play brand, which has opened up at the Bellevue, Washington location, Lucky Strike Lanes aims to bring the same warm upscale atmosphere to a game room that it has brought to bowling. Some of the games housed in the gaming rooms include Sega’s Outrun 2 Super Deluxe, Harley Road King and Hummer; Konami’s Guitar Hero Arcade, Incredible Technologies’ Golden Tee Live, numerous redemption machines with prizes including iPods, plasma televisions and other electronic gadgets; as well as a Laser Chamber, which challenges players to race against the clock slinking and navigating through the room without breaking the beams.

While some may think introducing a new arcade element into their locations was a risky move during a recession, according to Perrymore the company’s plans for Power Play began well before the recession. "We continued with our opening because we believed in the concept," she said.

"We knew we were offering a unique entertainment option for a great value that the community did not have. Power Play performed well in its first six months. We had over 1,000 people attend our grand opening, which created tremendous momentum for base business and event sales in Power Play and Lucky Strike."

Covering 18,000sq.ft and featuring more than 75 game stations to nearly 200 players with price of play ranging from $0.50 per play to $3 per play, Power Play has also been fitted with Embed’s debit card and POS system to utilise the cashless operation of the games and attractions as well as its extensive redemption counter, while bringing rewards and discounts off the posted game prices. The installation was highlighted by Embed’s Color Glo Swipers, the colour-changing interactive card readers, and Embed’s Merick Keller commented: "The Lucky Strike brand is synonymous with first-class entertainment and we are proud to be part of this project."

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The multi-faceted venue holds more than 800 guests - by day it welcomes all ages and after 10pm the space is exclusive to those aged 21 and over. Day or night it can host corporate functions, birthday parties and other casual gatherings. Further enhancing the experience provided by Lucky Strike is the food. The menu was created exclusively for Power Play by celebrated corporate executive US chef Bill Starbuck of Along Came Mary catering company, well-known as the caterer of choice for prestigious events such as the Emmy’s, the Grammy’s and many of Hollywood’s ‘A’ level movie premiers. The menu features items such as mild-cheddar bacon burgers, tomato and cheese s’mores and spicy fried chicken salad.

Commenting on the bowling and amusement industry generally, Perrymore told InterGame: "Technology and design elements have made significant changes to the bowling industry and we have taken advantage of them - creating venues that are great atmospheres for parties, team building and product launches. We have an advanced AV system that guests can use to customise events. Our lounges and lanes can be arranged to accommodate everything from fashion shows to stage performances.

"The technology used in bowling is now much more advanced. The system offers automatic scoring, which makes it very easy for guests - it also records scores, number of strikes and the speed of the ball. Lane scoring screens can be programmed to show welcome greetings to guests as well as informing them of promotions or special offers.

"We imagine technology will continue to enhance both the bowling and gaming industry," continued Perrymore. "Bowling offers a great social hook and generates childlike moments for all - gaming is a great complement to that."

Commenting on the future of the brand, company founder Steve Foster told InterGame: "We have plans to expand Power Play in new markets. As for the brand in general, we will continue to grow and strive to develop new innovative interactive entertainment options."

"Just as it has on the Eastside with Lucky Strike Lanes & Lounge, Power Play will prove to be a substantial anchor for entertainment districts across the country," added Perrymore. "It appeals to individuals of all ages. Power Play will be a vibrant cultural destination in each of its host communities and its passion for entertainment will deliver an exceptional experience every time - raising the standards for excellence in entertainment offerings."

First published July, 2010