Less Waiting, More Spending: How Sync Pay Boosted Profits at Two Alabama Centers

IBI (International Bowling Industry) magazine featured Gulf Bowl and Eastern Shore Lanes in its October 2025 issue, in a Smart Solutions story by Stephanie Davis. Here's a look at the story.

Co-owners Sonya and Butch Cole have built two Gulf Coast destinations that feel more like playgrounds than bowling centers. Between Gulf Bowl in Foley, Alabama (23 lanes and a 150-seat restaurant) and Eastern Shore Lanes in Spanish Fort (24 lanes), guests can bowl, play laser tag, race go-karts, climb walls, play mini golf, throw axes, and take on ropes courses.

"I've been doing this for 39 years," Cole says. "Every day still feels different, and I love hearing the sound of kids in the arcade laughing or bowlers cheering on the lanes." But running two large, fast-paced centers means service speed and staff efficiency matter as much as the attractions themselves.

Both centers have used Brunswick's Sync for about five years and added kiosks two years ago. In May 2025, they rolled out Sync Pay, which also activated the lane-side menu feature on tablets already in use.

Key takeaways from the article:

• Immediate impact on sales. During the slower summer months, one center saw food and beverage sales climb by $5,000 in a single month, while the other added $1,500. Cole was surprised by how quickly older guests embraced the system alongside younger ones.
• A tipping point for staff. "That first month, we couldn't believe it," Cole says. "The amount of tipping through tablets at the lanes was incredible." Gratuities have consistently run higher across the lanes, restaurant, and bowling counter—boosting morale and retention.
• Direct bottom-line savings. Both centers now save a couple of thousand dollars per month. "Brunswick analyzed our credit card statements and showed us exactly what we'd save and what we'd pay," Cole says. "It was honest, transparent, and easy to see the value."
• A painless install. "The process was smooth, and training didn't take long. Before we knew it, the whole system was up and running." Cole also points to flexibility—the kiosks are movable, and the Sync system continues to evolve as the business grows.

Her advice to fellow operators: don't get stuck in old habits. "The industry is changing constantly, and guest expectations keep evolving. Having contemporary solutions in place is the best choice for guests, employees, and your bottom line." She also recommends taking a close look at credit card processing fees—a review revealed savings she hadn't expected.

Read the full story from IBI magazine here.