HOLLAND — Business is booming at Bam Entertainment Center.
The business at 478 E. 16th St. has struggled over the past 18 months with unpredictable pandemic restrictions, mandatory closures and a wavering clientele. But over the summer, things finally started to level out.
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“We’re hitting on all cylinders,” said owner Phil Huffman. “The bowling is going great, leagues are doing well. The arcade and birthday parties are where we need them to be. We’ve actually had more revenue with fewer hours. We’re in pretty good shape.”
Unlike other companies, Bam isn’t hurting for workers, either.
“I think it stems from the fact that we may have a better culture, we pay a little bit more,” Huffman said. “We do have some openings, but we’re not hurting like a lot of people are, cutting hours and cutting days. Those days are behind us.”
In fact, Huffman is looking to make some big changes, including a decision in July to remove the business’ four escape rooms, launched in December 2017.
“The challenges had really run their course,” Huffman said. “They needed to be changed and updated, and there was a fork in the road. Do we reoutfit these rooms or go into a different business?”
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Ultimately, the choice came down to the amount of time spent explaining and maintaining the rooms.
“They performed well financially, but there’s a lot of explanation involved,” Huffman said. “When you’re in peak hours, that’s time you don’t have. We have a million questions about escape rooms, and we wanted to simplify our operations.”
That simplification came in the form of axe-throwing.
“We added three bays, and each bay has two targets,” Huffman said. “So, each bay can handle its own party. The new concept allowed us to open up that space for other attractions. We’re thinking maybe darts or foosball or old-school arcade games — more adult-centric options.”
Construction is well underway, but the deadline for opening has been pushed to mid-October due to supply chain issues.
“The city has been great with permitting and things like that,” Huffman said. “Now, it’s just a matter of finding the laminates and things we want to put in there. We’ve got really great vendors, but they can’t do the work if they don’t have the materials.”
Huffman hopes the axe-throwing area, staffed only by adults and catering to those above an age limit, will be a standalone destination.
“There are people who come to Bam and want to get away from kids,” he said. “This will be an opportunity for that. It’ll have its own menu, a lot more higher-end liquor. It’ll have a laid-back vibe.”
The space will be perfect for company gatherings and holiday parties — something customers at Bam are booking earlier than ever.
“Our phone has been ringing off the hook,” Huffman said. “In a typical year, it would start ringing in October. But this year, it started ringing in mid-August, which is just crazy. It’s definitely become a trend, so I encourage people to book soon. These people aren’t just kicking tires, they’re booking the space.”
With the coming of the school year and lower temperatures, Bam is entering its busiest season.
“When the snow flies and it’s cold out and the lake isn’t calling you, that’s when we get the most people,” Huffman said. “We still had a good summer. We rebounded well from COVID. June was up five percent over 2019. July was about the same amount, and we did that with fewer hours and no appreciable increase in pricing.”
The company will continue to invest in a cleaner, healthier experience, with virus-killing UV lighting built into the HVAC system and increased cleaning protocols.
“I think once you set those protocols, it’s foolish to go back,” Huffman said. “All you get is a cleaner place. And if it saves a life, it’s sure worth it.”
— Contact reporter Cassandra Lybrink at cassandra.lybrink@hollandsentinel.com. Follow her on Instagram @BizHolland.
