With a major renovation project nearing completion, Plano Super Bowl continues to evolve as a local mainstay. The bowling alley, which opened in 1985, is a hybrid between a conventional bowling center and the new trend of family entertainment centers, owner Jamie Brooks said.
The bowling alley is undergoing a $2.7 million renovation project complete with various upgrades and exterior work. The project began in 2013, and its first phase is expected to be complete this fall.
“We are best at making the best better, that’s what we’re doing,” said Brooks, 82. “We think customers will enjoy the whole experience. The new food will be amazing, the bar will have big TVs and our bowling customers are going to like how great it will look.”
Plano Super Bowl’s new look will also help it cater to more birthday parties and other group events, he said.
First phase improvements include the addition of seven private lanes, a VIP room for parties and a new cafe called Scratch Kitchen. The kitchen will be run by Adrian Creasie, former chef for the Dallas Stars.
The eatery will also feature a wood-fired pizza oven. Its new bar, The Draft House, is already open for business and features 24 different beers on tap.
“We are going to serve a giant pizza that’s a meter wide as well as wagyu burgers. The menu will strive to be upscale while keeping the prices competitive,” Brooks said. “A traditional bowling center has a concession stand environment. The new trend is servers coming to the lanes with handheld devices for ordering.”
Brooks started in the bowling business in 1955 in Houston and has owned 43 bowling centers over the course of his lifetime. Having purchased the Plano Super Bowl 10 years ago, Brooks said bowling alleys today are being built as family entertainment centers with movies, games, laser tag and ropes courses.
Although the majority of Plano Super Bowl’s customer base consists of bowling league members who compete in in-house tournaments, the facility was in need of a larger game room as well, Brooks said.
“I’ve had Plano Super Bowl for 10 years, and I would say this is the most successful bowling center in the South,” he said. “We have the second biggest youth program in the country and largest in the state with the biggest adult program in the state.”
With plaques covering the wall in his office, Brooks’ successful career in the bowling industry is evident. In 2009, he was named Proprietor of the Year by the U.S. Bowling Congress, a recognition he has received twice. He attributes his success and active life to being a lifetime bowler. Brooks is also included in the Texas Hall of Fame and the National Bowling Proprietors Hall of Fame.
“I strive to interact with all the customers to help them have fun and forget all their problems,” he said. “This is how I meet some of the most wonderful people in the world. Bowling is the heart of middle America.”
