The bowling alleys at all Brooklyn Bowls are located in the main concert hall and feature couches, wait service, bowling and video of the concert on the back wall. Or fans can belly up to the bar and watch the show live. This setup is at the Williamsburg, N.Y., location.
REPORTING FROM LAS VEGAS — Several things about the newest Brooklyn Bowl, the third of which opens to the public here March 8, are unique to the initial concept. They combine bowling and live concerts in one room; they do not clear the room after a concert for the next show the same night (sometimes there are three); and they see themselves as a homey hangout with multiple entertainment options and rooms, no matter who is on stage that night.
At the Las Vegas location, it is also unique in that Brooklyn Bowl founder and co-owner Peter Shapiro has partnered with Madison Square Garden Entertainment to operate the Las Vegas version and with AEG Live to book it. Caesars Entertainment, owner of the new Linq project on the Strip where Brooklyn Bowl is located, is landlord.
“It’s so much more dynamic than going to a show,” said Chris White, VP of Las Vegas Brooklyn Bowl, who is in charge of development. On a hardhat tour through the nearly completed venue, White explained that the main room is the home of “consistent live entertainment,” with a lot of New Orleans Jazz and Funk on the schedule. Some acts become quasi-house bands, playing several nights and returning several times, as happens at the other two Brooklyn Bowls – the original in the Williamsburg section of Brooklyn, N.Y., which opened in 2009 and the Brooklyn Bowl at 02 in London which opened in January of this year.
White said Brooklyn Bowl Las Vegas is projected to draw an attendance of up to 1.5 million its first year, including all uses of the venue. There will be between 400 and 600 shows a year four to five nights a week, several acts with multiple shows, such as SouLive, already booked for three nights; Galactic, 10 nights; and Lettuce, five-six nights.
The GA floor has a capacity of 2,000 standing-room-only and the adjacent lounge areas can accommodate another 500-600 people, White said. The 78,000-sq.-ft. property also includes two terraces and a 200- to 300-capacity restaurant. When guests walk into the lobby, they are greeted by a six-foot disco ball. The exterior look is old and worn, with an old-time theater-style marquee, reminiscent of the original Brooklyn Bowl, which was a converted foundry. White believes that look will set Brooklyn Bowl apart in the glitzy LED signage forest that greets visitors to Vegas.
In the main room, patrons first see the GA floor in front of the stage. To the right, there is a belly-up bar. To the left are 16 bowling alleys, a few steps up and divided from the floor with a waist high bar rail from which bowling patrons can get a side-stage view of what’s going on. Over the bowling pins at the back of each alley is a six-foot-high LED screen, which will show the action on stage when there is a concert and other sporting events when there is not. Shapiro was originally a filmmaker and incorporates that entertainment option into his Brooklyn Bowls. On the second floor, there are 16 more bowling lanes and a wraparound VIP lounge, also with a good view of the stage.
White explained that the normal bowling alley magnifies the sound of balls hitting pins to generate excitement. That does not happen at Brooklyn Bowls, so bowling and live music do not create cacophony. “But we won’t be booking piano shows,” he added. This is a rock-and-roll palace.
The bowling lanes are also open during the day when there are no concerts. When reserved during a show, there is an upcharge to the show ticket, which includes food and beverage and bowling. The normal bowling party is eight people.
Blue Ribbon Restaurants handles food and drink. Owned by the Bromberg brothers, Blue Ribbon handles food for all Brooklyn Bowls. Famous for its fried chicken, Blue Ribbon will provide full-service dining. VIP patrons who reserve bowling alleys will have waiter service.
Patrons at the Brooklyn Bowl in New York belly up to the bar with the GA floor and sound board behind. The Vegas property will have a similar feel.
It’s a pleasant concert experience as well as a bowling opportunity, White said. Unlike most concerts, where one sits and watches, VIP fans at Brooklyn Bowl have a living-room type environment, with food delivered, diversions at hand, and “it’s acceptable to turn my back on the show,” White said. It’s live entertainment on the fans' terms.
Bowling is the number one participatory sport in the world, White noted. Combining live music with bowling is a win for everyone. The only way to reserve a lane at Brooklyn Bowl is to bring a group, making this a totally social event.
Most bands will plug and play, he said, noting Brooklyn Bowl has an extensive sound and light system.
Announced shows include BowLive featuring SouLive, March 8-9; The Roots, 14; Elvis Costello and The Roots, 15-16; Brett Dennen, 19; Cake, 20-22; Karl Denson's Tiny Universe, 20-22 (late); Local Natives, 23; Galactic, 26-29 and April 2-5, 9-12 (late); and Lettuce, March 29-30.
Future headliners will include Phil Lesh & Friends, April 18-20; O.A.R., April 24-26; Jane’s Addiction, May 8-10; Tedeschi Trucks Band, May 29-31; Steve Winwood, June 13-14; and The Avett Brothers, Aug. 29-31. The full listing is at Brooklynbowl.com.
Ticket prices for shows vary from $10-$20 to $79.50. Bowling is an upcharge during ticketed shows. Prices have not been posted for Vegas, but in New York, bowling costs $20 per lane per half hour on weekdays, $25 per lane per half hour on weekends, plus show tickets during ticketed show hours.
There will be 400 on staff at Brooklyn Bowl Las Vegas, twice as many as in New York. Andrew Economon has been named general manager. Don Strasberg out of AEG Rocky Mountain in Denver and Bobby Reynolds, AEG Vegas, are the bookers. TicketFly is the ticketing company for all Brooklyn Bowls. Klai Juba is the architect.
Brooklyn Bowl will be available to group business, with a capacity of 500 for groups reserving the upstairs or 2,000 for the whole place. White expects Brooklyn Bowl to do well with the Las Vegas tourists looking for a nightlife alternative to a dj-driven scene that dominates nightclubs on the Strip.
“It’s a dynamic experience that raises the bar on customer service,” White said. “It’s all about the fan experience”.
Interviewed for this story: Chris White, (702) 862-4675