- +41% Weekend party revenue
- +64 Parties booked per month
- 8 wks Average booking lead time, up from 5 days
The challenge
Weekend prime time was busy but low-yield. Open play at rack rate filled the lanes that parties should have been booked into, and enquiries arrived days out, when the best slots had gone and there was no time left to upsell.
What we did
- Rebuilt party and event packages around yield per lane hour
- Protected weekend prime-time lanes for booked parties only
- Built a booking pipeline that sells eight weeks ahead
- Ran social campaigns against school breaks and in-service days
- Automated enquiry follow-up and package upsells
The first two weeks were entirely diagnostic. We pulled three years of POS history and rebuilt it as yield per lane hour rather than a daily total, which made the gap obvious: Saturday afternoons were busy and unprofitable. The lanes were full of walk-in open play at rack rate, while the same hours could have carried booked parties at roughly three times the yield.
The second problem was timing. Party enquiries were arriving four to six days out, by which point the good slots had already been given away to walk-ins and there was no runway left to upsell food or lane time.
We were proud of how busy Saturdays looked. We had never once asked what those lanes were actually earning compared to what they could have been booked for.
