Future Success of USBC

Date: Thu, Oct 1st, 2009 12:00:00 am

Future Success of USBC Hinges Upon Emphasis of Bowling as a Sport

We all know that USBC membership has declined significantly over the years. What once was a society of 9 million men, women and youth now lists slightly more than 2 million members.

In our great state of New York, there are approximately 85,000 adult male members of the Empire State USBC Bowling Association, 40,000 in the New York State USBC Women’s Bowling Association and about 30,000 in the NYS USBC Youth Association – not overwhelming numbers when you consider the state’s population.

With that being said, what is the USBC doing to attract new members?

According to Mark Miller of the USBC Communications Department, the No. 1 priority is “growing the sport of bowling,” with the emphasis on the word “sport”. “

A recent survey showed that only 22 percent of Americans believed bowling to be a sport,” Miller said. “Most of the rest think bowling is something to do with friends on a Friday night or at Saturday birthday parties.

“We want to change that perception so that people think of bowling first as a sport and then as recreation. We want to emphasize that people who choose to belong to USBC are in it because they are competitive people who want to do their best while having fun, too.”

What this means is that the USBC is attempting to market an intangible, something more in line with good feelings rather than material benefits.  And that’s not an easy sell.

“We want people to join because they believe in what we do, not in just what they get,” Miller said.  “USBC memberships go to three major areas: benefits you can hold in your hand, benefits you can't hold in your hand and benefits that are for the good of the sport.”

• Benefits you can hold in your hand include the US Bowler magazine, a membership card that is valid nationwide and recognition such as rings, magnets or printable certificates.

• Benefits you can't hold in your hand include the redesigned (and work in progress) BOWL.com, protection of league funds and standardized rules and equipment testing.

• Benefits for the good of the sport allow USBC to uphold the credibility of the game and preserve bowling's future. USBC membership is an investment in the sport which helps preserve it for future generations.

The third bullet point, touching on credibility and investment in the sport, is enough reason for all league bowlers to look beyond themselves and pay the minimal registration fee to become USBC members.

Although a maximum of $21 annually can be charged to join the USBC, most local associations charge around $15-$18.  That’s not a lot of money when you consider the registration fees charged by most other amateur adult and youth athletic organizations.

Miller said that $10 goes to USBC at the national level, up to $10 goes to the local association and up to $1 goes to the state association.

A portion of the $10 national dues covers administrative salaries, and the remainder is used to promote the sport through youth, high school, collegiate, coaching, PBA Experience/Sport Bowling and Team USA programs.

“Some goes to sponsor the professionals – our most visible members; some goes to test equipment, and some goes to administer bowling's charitable efforts through the Bowling Foundation,” Miller said.

In recent years, the USBC has been able to forge marketing relationships with hundreds of major businesses – car rental agencies, hotels, insurance agencies, retailers, pro shops, restaurants and cellular phone companies -- to provide discounts to its membership.

Some league bowlers balk at the cost of joining the USBC, but they can recoup that initial outlay by taking advantage of a USBC Member Rewards Program that offers exclusive savings to its members.

Just log onto bowl.com and check out PerkSpot to see the long list of providers that offer discounts to USBC members that are better than what is available to the general public.

Clearly the USBC is taking positive steps to achieve success in the three strategic areas that Miller mentioned previously in this column – benefits you can hold in your hand, benefits you can’t hold in your hand and benefits for the good of the sport.

“The main thing USBC does to enhance leagues is provide materials to ensure they run smoothly while providing for fair, competitive play with standardized rules and regulations, including bonding protection to safeguard league funds,” Miller said.

These materials include league schedules and a place on BOWL.com for leagues to review their standings, and a wide variety of awards for achievements on the lanes.

At the end of the day, however, it’s up to the bowling centers, league directors and the bowlers themselves to maximize their league bowling experience.  Without USBC certification, I don’t think that’s possible.