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Bowling Alley Amenities Set Multi-Family Developers ApartBack
In the race to provide better, more thoughtful amenities for their residents, multi-family developers on the cutting edge are turning to a concept that, surprisingly, has been around for a long time—bowling. Developers with savvy marketing staffs have come to realize that installing a two- or four-lane boutique bowling alley in the clubhouse of their condominium or apartment is a great way to differentiate themselves from the competition in the minds of prospective buyers.
Developers have traditionally felt compelled to include certain amenities in their common area programming simply because of trendiness or because it’s just something they had always done in the past. Sand volleyball courts, for example, initially might seem attractive to prospects touring the property. They evoke images of surf, sun, youth, and eternal summer. But reality sets in when the weather isn’t perfect, or when a large enough group of people can’t be rounded up to participate.
Installing a bowling alley amenity, on the other hand, is a more practical decision. It can especially make sense in regions that get a lot of rain and snow—places where people need indoor recreational opportunities. And it’s easy enough for seniors and children, yet it still provides the physical exercise and competition young adults can enjoy. There’s also the advantage of allowing residents the chance to let their children out of the house, while still being in a safe and secure environment.
The New York Times profiled the private bowling alley that was installed in The Aldyn, a luxury condominium in Manhattan. The article emphasized how unusual amenities, such as bowling alleys, can help you “sell a lifestyle”, as opposed to “selling the building”.
Matt Claxton, VP of Operations at Fusion Bowling, installed two private bowling lanes in the “Q Room” — the common area basement of the hip Chicago high-rise condominium known as 565 Quincy. He said that “this particular developer was looking for a way to set themselves apart, and attract a segment of the condo market—a segment that is searching for something more than just a certain number of bedrooms or square feet. We were able to help them provide that.”