hollywood bowl group plc Annual Report and Accounts 2018
ANNUAL REPORT AND ACCOUNTS 2018 THE UK'S Largest ten-pin
OPERATOR
Strategic Report Governance Financial Statements Chairman’s statement 10 Chairman’s introduction 45 Consolidated statement of Chief Executive Officer’s review 12 Board of Directors 46 comprehensive income 77 Market overview 16 Corporate Governance report 48 Consolidated statement of Our stakeholders 20 Report of the Nomination Committee 52 financial position 78 Our business model 22 Report of the Audit Committee 54 Consolidated statement of changes Our strategy at a glance 24 Report of the Remuneration Committee 58 in equity 79 Strategy in action 26 Directors’ remuneration policy 60 Consolidated statement of cash flows 80 Key financial performance indicators 28 Annual report on remuneration 62 Notes to the Financial Statements 81 Principal risks 30 Directors’ report 68 Company statement of financial position 106 Finance review 34 Statement of Directors’ responsibilities 71 Company statement of changes in equity 107 Sustainability report 39 Independent auditor’s report 72 Company statement of cash flows 107 Notes to the Company Financial Statements 108 Company information IBC 1 Our business
OUR CENTRES ARE TYPICALLY AMF Bowling
CO‑LOCATED WITH CINEMA AND Hollywood Bowl
CASUAL DINING RESTAURANTS Central support office IN LARGE, HIGH FOOTFALL, EDGE- Report Strategic OF-TOWN LEISURE AND RETAIL DEVELOPMENTS. Governance
REVENUE NUMBER OF CENTRES £120.5m 58 2017: £114.0M (+5.8%)
THE UK’S LARGEST TEN-PIN StatementsFinancial BOWLING OPERATOR BOWLING LANES AMERICAN-THEMED DINERS LICENSED BARS THE COMPLETE FAMILY ENTERTAINMENT EXPERIENCE
HOLLYWOOD AMF BOWLING BOWL CENTRES CENTRES 50 8
Annual Report and Accounts 2018 2 Strategic Report
OUR INVESTMENT CASE
1 2 3 4
MARKET-LEADING SIGNIFICANT CUSTOMER- CORE FOCUS OPERATOR MARKET FOCUSED ON TEAM WITH NATIONAL OPPORTUNITY AND CULTURE SCALE
With 58 centres, Current ten-pin bowling Revitalising the Customer-focused culture Hollywood Bowl Group penetration, usage ten‑pin bowling promotes consistent operates a high-quality, rates and competitive experience and driving behaviours and attitudes well-invested estate price position in engagement levels and from the best people, led by an experienced a growing leisure revenue through strong attracted, retained management team sector are supporting customer understanding and nurtured through future expansion and talent management and organic growth incentive programmes
5 6 7
DIVERSIFIED MULTIPLE ATTRACTIVE REVENUE LEVERS TO FINANCIAL STREAMS DRIVE FURTHER MODEL GROWTH
Bowling accounts for Strong returns and Consistent strong half of Group revenue with excellent customer financial performance the other half made up of feedback through ongoing and returns, driven amusements and food refurbishments and by an ongoing capital and drink customer innovations. investment programme A strong new centre and unrelenting focus on pipeline is backed by a the customer experience disciplined and rigorous site selection process
hollywood bowl group plc 3
FINANCIAL AND OPERATIONAL HIGHLIGHTS Strategic Report Strategic Operational highlights Financial highlights Bowlplex integration and rebranding programme completed: all 11 sites now
REVENUE PROFIT rebranded to Hollywood Bowl Governance GROWTH BEFORE TAX Five further centres refurbished or rebranded in FY2018, with strong returns +£6.6m £23.9m Strong progress in new centre programme: two opened in the (+5.8%) 2017: £21.1m (+13.4%) year and eight exchanged for openings before the end of FY2022
Ongoing innovation of the
customer proposition: VIP StatementsFinancial lanes now in 47 centres, the LFL REVENUE FINAL ORDINARY improved Hollywood Diner GROWTH1 DIVIDEND PER SHARE menu rolled out across the estate and a new scoring system is on trial
Continued investment in our +£2.0m 4.23p sector-leading technology platform driving improved (+1.8%) 2017: 3.95p (+7.1%) e-commerce revenue and yield performance
Team member development programme delivering excellent results: ten promoted to centre manager GROUP ADJUSTED SPECIAL DIVIDEND EBITDA1 PER SHARE A strong balance sheet and excellent cash generation underpin our business model
£36.2m 4.33p 1 Definitions for these measures are in the key performance indicators section (pages 28 and 2017: £33.4m (+8.3%) 2017: 3.33p (+30.0%) 29). Management believe providing these specific financial highlights gives valuable supplemental detail regarding the Group’s results, consistent with how management evaluate the Group’s performance. A reconciliation between Group adjusted EBITDA and statutory operating profit is provided on page 36.
GROUP ADJUSTED EARNINGS EBITDA MARGIN1 PER SHARE 30.0% 12.52p 2017: 29.3% (+0.7%pts) 2017: 12.17p (+2.9%)
Annual Report and Accounts 2018 4 Strategic Report
1 BOWLING
Ten-pin bowling is for everyone. The competition is healthy and everyone gets the chance to celebrate. We are the UK’s market leader and the game’s biggest fans.
NEW THINKING It’s a ‘shoe-in’! Always looking to make life a little easier for our customers, we pioneered adults wearing their own shoes instead of bowling shoes – and it’s been a big hit.
hollywood bowl group plc LANES 5 Highlights OPERATED Rolling out fun nationwide – over 1,384 13 million games bowled in FY2018
VIP lanes now available in 47 centres CENTRES Dynamic pricing extended – demand
based with advance booking incentives OPERATED Report Strategic Improved games per stop with ‘Pins on 58 strings’ system now in seven centres
Next generation version of our scoring system being trialled Governance BOWLING PERCENTAGE OF GROUP 50.2 REVENUE Financial StatementsFinancial
NEW THINKING
Annual Report and Accounts 2018 6 Strategic Report
IT’S ALL FUN 2 AMUSEMENTS
We make things playful with fun-filled family-focused arcades gamescombining traditional and cutting- edge games. Our amusement areas are the perfect place for some extra competition before or after a game of bowling.
hollywood bowl group plc & 7 Strategic Report Strategic Governance Financial StatementsFinancial
Virtual reality We have introduced a range of virtual reality (VR) experiences in selected Highlights centres and are proud to operate the only installations of the amazing Mario Kart VR NEW outside of Japan. Over 400 new machine installations with £5.0m capital investment in FY2018 ensures that we remain the ‘go-to’ family amusement centre ‘Play for prizes’ now in 47 centres ADDITIONS 405 million ‘Play for prizes’ tickets issued
1.9 million games of pool played
Enhanced supplier commercial terms have improved margins year-on-year AMUSEMENTS Hybrid cash and cashless amusements PERCENTAGE model on trial OF GROUP 22.1 Virtual reality zones on trial in REVENUE three centres
Annual Report and Accounts 2018 8 Strategic Report
OrderA LITTLE up
3 FOOD & SOMETHING DRINK THE SIDE
Bowling works up an appetite and a thirst to match, so we lay on a great choice of quality food and drink for our customers – be they a family out for the weekend or a corporate team on an office night out. UPGRADED MENU Family favourites The hugely popular American- themed Hollywood Diner menu has now been rolled out to the whole estate – delighting our customers and simplifying operational delivery for our teams.
hollywood bowl group plc Highlights 9 DRINKS The Hollywood Diner menu is now PERCENTAGE available in 58 centres with favourite classics such as burgers, hot dogs and OF GROUP 17.8 milkshakes served REVENUE
Our customers drank 4 million soft
drinks and 1.6 million pints of beer Report Strategic
We served over half a million burgers and 1.2 million portions of fries
The i-Serve lane ordering system is
FOOD Governance helping improve the customer experience and spend per game PERCENTAGE OF GROUP 9.5 REVENUE Financial StatementsFinancial Financial StatementsFinancial
Annual Report and Accounts 2018 10 Strategic Report
CHAIRMAN’S STATEMENT a great year for HOLLYWOOD BOWL
Peter Boddy Chairman
Read full biography on page 46
hollywood bowl group plc Relentless focus on our purpose to seek selective opportunities for profit I am very pleased to say that this has enhancing acquisitions. 11 been a year of strong delivery against our strategy. In FY2018, the Group continued to Good corporate governance remains a focus relentlessly on its purpose of growing focus for the Board. We are ably supported the business organically and driving growth by a full complement of outstanding Non- through the effective deployment of Executive Directors (NEDs); Nick, Claire and capital, resulting in Group adjusted EBITDA1 Ivan, who have all been in office for at least growth of 8.3 per cent and like-for-like (LFL)1 12 months and who have each established revenue growth of 1.8 per cent. themselves as important members of THE HIGH-QUALITY the Board. Details of further progress in
The high-quality family-friendly experience, this area can be found in our Corporate Report Strategic underpinned by our simple customer-led Governance report on pages 48 to 51, FAMILY FRIENDLY strategy, has resulted in revenues growing which also describes the work completed to £120.5m, an increase of 5.8 per cent. during the year and outlines our areas of EXPERIENCE, DRIVEN This was driven by LFL sales growth1 in focus and development for the year ahead. the core estate, continued investment in BY OUR SIMPLE refurbishments and rebrands, as well as Key to the success of the Group is our the opening of two new centres, Dagenham incredible team and on behalf of the Governance and Yeovil. Our strong balance sheet has Board, I thank them for the exceptional job CUSTOMER-LED been further strengthened on the back of they have done in FY2018. The Company positive trading, and net debt has reduced has remained committed to delivering STRATEGY, HAS to £2.5m, with the net debt to Group against our strategy throughout some adjusted EBITDA1 ratio at 0.07 times. difficult weather conditions, and every RESULTED IN team member has remained focused This year’s performance reinforces our on providing an outstanding customer position as the market leader, and is experience. I derive enormous pride from INCREASED REVENUES. particularly impressive given the more the fact that our financial and customer challenging trading backdrop caused satisfaction measures clearly indicate by extreme weather conditions and that the strength of our team and our
consumer uncertainty. The significant customer-focused culture, achieve StatementsFinancial cash generation from our core business industry-leading performance. and returns from our ongoing investment programme, combined with our excellence One of the great benefits of my role is the in operations, has enabled the Board to opportunity to go out and have fun at our recommend a special dividend for the centres! I am delighted to say that this ‘perk’ second year running. In line with our is fully enjoyed by my NED colleagues too. progressive dividend policy we have Bowling scores are much discussed when announced an increase in the final ordinary we compete but, importantly, our visits dividend to 4.23 pence per share (FY2017: ensure that the Board ‘lives the product’, 3.95 pence per share) and, I am delighted stays in touch with our centres and their to say, a special dividend of 4.33 pence teams, and fully understands the results of per share, resulting in a total of £15.9m our decisions and the impact they have on returned to shareholders in respect our customers. of FY2018. Whilst Brexit continues to create an The business continues to invest in its uncertain market backdrop, we are existing centres and we have completed confident that Hollywood Bowl Group is nine transformational refurbishments particularly well positioned to face the and rebrands during the year. Our future. The nature of our business means centre in Cribbs Causeway in Bristol is that we will continue to thrive, given our a great example of some of the success wide customer appeal, attractive price we are enjoying. Following a £277,000 point and quality customer experience. refurbishment, completed within five weeks, the centre has delivered one of the I look forward to the year ahead with highest rates of centre EBITDA growth in enthusiasm and confidence. We are well the Company. We will continue to invest in placed to create more value for all our our refurbishment programme in FY2019. stakeholders, with the whole team working every day to deliver the best possible We have now fully completed the Bowlplex experience for our customers. I am very rebrand programme, the success of which grateful to those members of the team I reinforces what an excellent investment work most closely with and would like to Bowlplex was. We will continue to enjoy express my thanks to Stephen, Laurence, the benefits of that in the next financial Melanie and Mathew, all of whom lead with year and beyond. Additional innovation distinction and are the embodiment of our 1 Definitions for these measures are in the key culture and relentless desire to succeed. performance indicators section (pages 28 and and investment in ‘Pins on strings’ and our 29). Management believe providing these specific scoring system are delivering customer financial highlights gives valuable supplemental experience improvements. detail regarding the Group’s results, consistent Peter Boddy with how management evaluate the Group’s Alongside these capital investments, and Chairman performance. A reconciliation between Group adjusted EBITDA and statutory operating profit in line with our stated capital structure 10 December 2018 is provided on page 36. and cash allocation policy, we continue
Annual Report and Accounts 2018 12 Strategic Report
CEO’S REVIEW Building enhancedon our offer
Stephen Burns Chief Executive Officer
Read full biography on page 46
hollywood bowl group plc I am delighted to report FY2018 has customer relationship management (CRM) been another very successful year for capabilities enabled us to effectively 13 Hollywood Bowl Group. Revenues of deploy tactical offers during the weather- £120.5m are 5.8 per cent higher than affected trading periods, delivering over FY2017, and 1.8 per cent higher on £2m of incremental revenue. an LFL1 basis. Our simple, customer- led strategy to drive revenue, whilst We continually look for ways to enhance managing our cost base to improve the customer experience and this year, margin and profit, enabled us to grow in addition to the rollout of proven Group adjusted EBITDA1 by 8.3 per cent, initiatives, we have introduced new trials WE LEAD THE MARKET to £36.2m. Profit before tax also grew, to and concepts. The Hollywood Diner menu
a record £23.9m, an increase of 13.4 per has been successfully rolled out across Report Strategic cent over the prior year. the Group, underpinning an increased NOT JUST IN SIZE, BUT food spend per game of 5.4 per cent. A Hollywood Bowl Group remains the UK new drinks menu was launched, adopting ALSO IN PROFITABILITY ten-pin bowling market leader. We have learnings and customer feedback from a national presence, operating out of earlier trials, which helped us grow bar AND MARGIN. 58 high-quality, leasehold centres. We spend per game by 7.0 per cent. New lead the market not just in size, but also product, exciting game formats and a Governance profitability and margin. The shift in focus on merchandising standards saw customer spending towards experiential amusement spend per game grow by leisure continues to play to our advantage, 8.3 per cent in the year. The amusement thanks to our all-inclusive, family-focused ‘Play for prizes’ redemption offer, now offer, which delivers an experience that in 47 centres, new virtual reality (VR) cannot be matched at home. We continue game formats, and some encouraging to enhance our offer and develop our results from the cashless hybrid trials brand to strengthen our appeal to our have all helped deliver a very credible core family customer group, who, as a performance in this revenue category. consequence, are spending more in our centres. We also continue to enhance our Refurbishments and relationship with our property partners, rebrand programme StatementsFinancial delivering best-in-class refurbishments, Nine full refurbishments were completed rebrands and new centres that enhance in FY2018, including the rebranding of the quality of the leisure parks from four Bowlplex centres and two further which we operate, making the Group rebrands of the AMF estate to the the bowling operator of choice, with the Hollywood Bowl brand. The final Bowlplex strongest covenant and most innovative centre was rebranded as Hollywood product offering. Bowl at the end of the financial year, meaning the estate now consists of 50 Strategic progress Hollywood Bowl and 8 AMF centres. We Our simple and effective strategy remains continue to push the design brief with our unchanged. Our strategy is to focus on refurbishments and rebrands, taking into growing the business organically and drive account customer feedback and resulting growth through the effective deployment in impressive returns from the capital OPERATING PROFIT GROWTH of capital. We are very pleased with the deployed. The nine refurbishments are progress made on this during FY2018. on track to outperform the 33 per cent targeted return on investment. Like-for-like growth We are very pleased with our LFL1 revenue Property portfolio +12.1% growth of 1.8 per cent given that LFL1 We successfully opened two new prime revenues were impacted, to some degree location centres in FY2018. Hollywood in FY2018, by factors outside of our Bowl Dagenham, previously trading as TOTAL DIVIDEND PER SHARE control, such as the extreme weather Namco Funscape which was an acquisition and England’s World Cup performance. brought to us by the landlord at nil cost, opened in October 2017. After a net capital Underpinning the positive LFL numbers spend of £391,000, the centre is trading 10.59p is the 5.5 per cent growth in spend per in line with management expectations. game, with total spend per game up from Hollywood Bowl Yeovil, a 23,000 square £8.70 to £9.22 in FY2018. The full-year feet centre, also brought to us for nil cost effect of the dynamic pricing initiative that by the landlord, is co-located with cinema was rolled out in July 2017, coupled with on a high footfall leisure park. It opened new pricing trials, helped mitigate the its doors in March, and after a net capex impact of the year-on-year drop in LFL spend of £630,000 is on track to pay back bowling games sold whilst maintaining our this investment in under 18 months. 1 Definitions for these measures are in the key competitive price point, still the lowest of performance indicators section (pages 28 and 29). Management believe providing these specific the branded bowling operators. Game AMF Gravesend closed in July following financial highlights gives valuable supplemental volumes in the year were marginally down an end of lease redevelopment plan, but detail regarding the Group’s results, consistent as a result of the snow-affected weeks our new centre in Lakeside, scheduled with how management evaluate the Group’s in the early part of the year as well as for a second half FY2019 opening, should performance. A reconciliation between Group attract customers from this catchment adjusted EBITDA and statutory operating profit the May to July heatwave. The continued is provided on page 36. investment in our digital marketing and area. Our rent per centre continues to
Annual Report and Accounts 2018 14 Strategic Report
CEO’S REVIEW CONTINUED
be a focus for the Group, ensuring we are maintaining our position of having WE HAVE CONTINUED TO INVEST no loss-making centres in the portfolio. The average rent per centre reduced to IN TRAINING TO ENSURE THAT WE £245,701 from £247,785.
Property pipeline CAN PROVIDE AN EVEN HIGHER We have a strong pipeline of new centres secured to the end of FY2022 and a LEVEL OF SERVICE. delivery plan of an average of two new openings per annum. We are opening two centres during FY2019 including at the intu scheme in Watford, where we are creating a 14 lane, 20,000 square feet centre scheduled to open pre Christmas I am incredibly fortunate to be supported booking engine, the next iteration of our 2018. We are also on site at the intu by such a hard-working, entrepreneurial dynamic pricing functionality, as well Lakeside leisure extension. At 34,000 team. They are growth leaders who are as our next generation scoring system square feet and 24 lanes, Lakeside will proud of our culture and pleased to serve which will be rolled out to the whole be the largest bowling centre to be our customers. I thank them for all their estate over the next two years. opened in the UK in the last ten years. efforts this year. It is scheduled for completion early in Brexit the second half of FY2019. Technology-driven growth Given the nature of our activities, which Developing our technology platforms have huge customer appeal throughout This year we have agreed leases for new and our consumer marketing capability the country and through all economic bowling centres in York, Swindon and are both key drivers for further cycles, we do not believe the exit of Southend, all of which are in locations sustainable growth. the UK from the EU will have an impact which meet our investment criteria for on the underlying performance of a successful centre: ample parking; Our online channels continue to perform the business. co-location with the area’s number one well as revenue increased by 27 per cent cinema; limited competition; and a strong year-on-year, with 37 per cent revenue Outlook local demographic to attract through our gains from mobile. This performance We have a well thought out, and proven, doors. In line with our medium to long has been supported by strong sales capital investment plan to continue the term growth strategy, we have agreed a growth from our performance digital refurbishment of our estate, opening lease on a first floor unit above the new advertising channels, the returns from of new centres that will enhance the centre in York, where we will trial our new which recovered quickly after a temporary quality of our portfolio and investment in indoor putting concept. Both York sites will downturn following the introduction of technology to further boost our industry- open in FY2020. the General Data Protection Regulation leading proposition. I am confident that (GDPR) in May. our plan for the coming year will continue Our people our strong growth trajectory, strengthen We have continued to invest in training Our contactable marketing database the business and deliver value for to ensure that we can provide an even has increased above its pre-GDPR levels. our shareholders. higher level of service to all of our valued It remains a key revenue driver for us, customers. We are delighted that our Net facilitating tactical and automated email Promoter Scores have been maintained, campaigns to our closed user groups. and our overall satisfaction scores have Stephen Burns improved during FY2018. Our team At the start of the year, we centralised all Chief Executive Officer continues to be an integral part of the of our social media activity and have seen 10 December 2018 success of our business, and to that followers and engagement levels increase end we have implemented Long Term as a result. We are working with a number Incentive Plans for centre managers, of social influencers to extend the reach of assistant managers and senior support our public relations activity through social centre team members. As a result of our media channels and I am pleased to report strategy to support our team members signs of success from these initiatives. in developing a rewarding career, 103 team members successfully completed Our technology team and partners our internal management training have been working hard on exciting key programmes during the financial year. initiatives that will be introduced next year, including a new website and upgraded hollywood bowl group plc Q: 2018 was a good year for Q: You have refurbished a lot of Hollywood Bowl. What is at the top centres. What drives the programme? 15 of your agenda now? We have to remain fresh and relevant. We are a people business; the attraction So we have a programme to keep and retention of top talent is at the top everything up to date and each centre of the leadership agenda. It is central to sits at a different stage of our ongoing our business model that a customer who refurbishment cycle. We target visits any one of our centres has the best completing seven to ten refurbishments experience possible and we rely on our each year, a good range that allows us centre teams to deliver this every time. to work around periods such as school I am grateful to work with such high- holidays while continuing to drive
quality people right across the business. returns for the business. Report Strategic Q Q: This year saw some challenging Q: What impact, if any, do you expect weather conditions, how did from Brexit? you manage? We actually have very little international Clearly, weather can have a real impact exposure, but Brexit is certainly on our trading, but as we have seen over something we keep an eye on. We are the last ten years, this evens itself out solely a UK business – less than four Governance over a longer period of time. This was per cent of our team members come an unusual year however, but the tools from outside of the UK and our supply we have in place to drive volume and chain is mostly UK-based. Like others, manage costs, were used very effectively we have seen some cost increases in by our teams. certain food lines, but by tweaking our menu we have not had to pass any of Q: Are you concerned about falling these increases on to our customers. & levels of consumer confidence? In our business, any fall in consumer Q: Are you looking at any confidence should give rise to concern. opportunities abroad? Leisure activities rely on disposable There is currently enough potential
income, which is why we obsess about in the UK for us to be focusing on. In StatementsFinancial keeping our product offering relevant, the UK, bowling is a relatively low- engaging, and great value for money frequency activity compared with going for a very discerning customer base. to the cinema or health club, and we a I am pleased to say that we remain the feel there is significant opportunity cheapest of the branded bowling offers for us to grow the UK bowling market and that, in the majority of our centres, in terms of number of centres and a family of four can enjoy our bowling frequency of visits. We have a pipeline experience for less than £20. of new centres until FY2022, targeting an average of two openings a year, all of Q: Have you been impacted by the which are on high quality UK retail and CVAs in the casual dining space? leisure parks. Many of the closures we have seen have been at retail parks with below Q: What about other STEPHEN BURNS, CEO average footfall, whereas our centres leisure activities? are located in some of the UK’s top retail Our short-term strategy will remain and leisure parks. While we do not like to bowling-led and there is still significant see businesses failing, the situation has scope for us to drive returns through reinforced to landlords the role strong our focus on growing our existing offer leisure operators play in driving footfall which combines bowling, amusements to retail parks and shopping centres. We and a quality food and beverage have excellent relationships with our offering, all at a reasonable price landlords and are their bowling tenant of point. We do, however, recognise that choice. That said, while we see a number other types of indoor leisure activities of opportunities, we will still be highly could benefit from our customer-led selective when it comes to choosing our operating model and as a result we locations. All of our centres are profitable will be opening a new indoor putting – and we want to keep things that way. concept in York in FY2020. We will continue to assess other adjacent Q: What makes landlords market entry opportunities for the choose Hollywood Bowl over Group in line with our medium to long- other leisure operators? term strategy. We have an excellent reputation, not only due to the quality of our customer offer and the pride we take in our centres but also our long track record of being a reliable tenant. Our appeal to a wide demographic makes us a key footfall driver. After all, there are very few businesses that offer activities you can safely enjoy with whoever you are out with – family, friends or business colleagues. Annual Report and Accounts 2018 16 Strategic Report
MARKET OVERVIEW
AS MARKET LEADER, WE ARE BEST PLACED TO CAPITALISE ON OPPORTUNITIES IN THE SECTOR
THE EXPERIENCE ECONOMY
THE UK LEISURE MARKET IS SEEING A STRONG TREND TOWA R DS CONSUMER S SUBSTITUTING SPENDING ON POSSESSIONS FOR SPENDING ON EXPERIENCES
Read more on page 19
67% SIGNIFICANT 47% 67% OPPORTUNITIES 47% Of consumers have not Of the UK population live participated in ten-pin within a 15-minute drive bowling over the past of a bowling centre 12 months 16% Expected market growth between 2017–2021 in the ten-pin bowling sector
hollywood bowl group plc 17 Strategic Report Strategic
Hollywood Bowl Group has led growth in THE TEN-PIN BOWLING MARKET FORMS A the market by investing consistently and reinvigorating the customer proposition. SMALL, BUT FAST-GROWING, PART OF THE UK’S This has helped reposition bowling, putting it back into the mainstream. Governance
EXPANDING AND INCREASINGLY DIVERSE ‘OUT A growth sector The UK out of home leisure sector was OF HOME’ LEISURE SECTOR, OFFERING A worth an estimated £125bn1 in 2017, of which ten-pin bowling had a market share COMPETITIVELY-PRICED EXPERIENCE AND of 0.24 per cent2. It is estimated that the UK ten-pin bowling market in 2017 grew by 5.6 per cent. This marked the fifth BROAD CUSTOMER APPEAL. consecutive year of growth2.
As with the wider UK leisure market, growth in ten-pin bowling has been Financial StatementsFinancial driven by macroeconomic factors, such as increases in GDP, consumer confidence and disposable income, as well as the spending shift towards experiential leisure.
Alongside this, a key historical growth factor has been corporate consolidation and significant investment by leading OUR POSITION IN THE MARKET branded operators, primarily in the refurbishment of existing centres and, in part, in the opening of new centres.
Hollywood Bowl Group has driven THE UK HAS OF THESE, much of the market growth through our investment in reinvigorating customer engagement through CRM platforms, refocusing the bowling proposition 307 58 towards family leisure, improving ancillary product offerings and driving operating TEN-PIN ARE HOLLYWOOD improvements. From 2015–2018, the BOWLING CENTRES BOWL GROUP CENTRES Group delivered a revenue compound annual growth rate of 12.5 per cent.
Our position in the market F Hollywood Bowl Group is the clear market leader in terms of centres, lane numbers, customer proposition and A o oo o ro p 58 A revenues and we have driven much of the growth in the market through our B e pi 43 investment-led strategy. C o 17 As at 30 September 2018, the UK had D a co 8 B 307 ten-pin bowling venues. While some E 8 independently owned centres have C closed, the process of consolidation and F epe e t t er 173 D reinvestment among some of the leading E players has led to the branded centres offering a greater number of lanes.
Annual Report and Accounts 2018 18 Strategic Report
MARKET OVERVIEW CONTINUED
The market remains relatively There is scope for the major multiples fragmented, but has seen significant to increase their share of the ten-pin RETAIL DEVELOPERS consolidation since 2014. There are four bowling market as weaker operators, types of operator3 identified within the particularly the independents and other ARE LOOKING TO UK ten-pin bowling market: multiples, become less competitive or exit the market. Major multiples (dominating the CREATE A WIDER market with an estimated 71 per Opportunities to cent share) operating five or more increase participation CUSTOMER EXPERIENCE centres. The largest five operators By comparing visits to ten-pin bowling control 44 per cent of all UK centres centres with visits to the cinema, it is THROUGH THE and over 60 per cent of all available evident that the opportunity to increase lanes. Hollywood Bowl Group is in the size of the ten-pin bowling market EXPANSION OF THEIR this category. in the UK is significant, in terms of both number of centres and frequency Other multiples (estimated five per LEISURE OFFERING. cent market share), operating fewer of visits. than five centres. In the UK, ten-pin bowling is a relatively Urban bowling operators low-frequency activity compared with (estimated seven per cent market other forms of leisure, such as going share) catering primarily for to the cinema. Almost 70 per cent of professionals, operating smaller consumers have not participated in sites with a focus on the ‘urban’ ten-pin bowling over the past 12 months, market and an emphasis on food compared with a figure of 32 per cent for and beverage sales. cinema visits2. Independent operators (estimated 17 per cent market share) operating The accessibility of bowling locations single centres, which are typically is also a factor – an estimated 47 per smaller and situated in tertiary cent of the UK’s population live within locations. a 15-minute drive of a bowling centre, compared with 69 per cent living within a 15-minute drive of a cinema2. Distance may be a factor in deterring some consumers from visiting centres and may also impact negatively on repeat visits.
These figures, and the fact that in the UK there is low penetration of bowling centres per head of population relative to some other international markets, indicate that there is significant potential for further ten-pin bowling centre rollout. Opportunities also exist to increase participation through improved customer propositions and competitive pricing relative to other leisure experiences.
hollywood bowl group plc 19 Strategic Report Strategic
Evolving customer behaviour Outlook An important trend supporting the Growth in the value of the ten-pin growth in the leisure sector is that bowling market is expected to continue consumers are increasingly focusing over the coming years, stimulated by on having fun with friends, families and 12.5% ongoing investment and an overall Governance colleagues over investing in material improvement in the quality of the 2015 – 2018 HOLLYWOOD BOWL items. In other words, people are customer proposition. GROUP REVENUE COMPOUND enjoying ‘experiences’ more than ‘things’. ANNUAL GROWTH RATE Ten-pin bowling is a competitively Participation and, in many cases, social priced and highly accessible form of competition are important elements family entertainment. The cost to a of social capital. This is shaping how family of a visit to one of our bowling consumers allocate their discretionary centres compares favourably with other budget and leisure time as they seek to leisure activities and gives bowling more 25% create more enjoyment and fun-filled resilience to any future challenges from memories to share. the economy. HOLLYWOOD BOWL GROUP SHARE
OF UK BOWLING LANES StatementsFinancial Bringing retail and leisure Consumer leisure spending could be experiences together tempered as rising inflation and slowing Traditional retail outlets are under wage growth begin to impact household increasing pressure from online channels budgets and UK economic growth slows and the rise of the ‘experience economy’. amid uncertainty over the impact of Brexit. However, barring a more severe It is estimated that the leisure sector is economic slowdown than is currently now attracting one and a half times more anticipated, it is expected that the value discretionary spend than retail and is of the ten-pin bowling market will grow by growing twice as fast4. an estimated 16 per cent between 2017 and 20212. As a result, larger retail developers are responding and are increasingly looking It is anticipated that this growth will to create a wider customer experience be underpinned by the development through the expansion of their leisure of new centres, the continued offering to increase footfall and extend refurbishment of existing centres and dwell time. Leisure areas are created associated improvement in the customer by reformatting existing space or via experience. We expect that participation purpose-built extensions. in ten-pin bowling, visit frequency and spend per game will all increase in line Within these new retail and leisure with these activities and the underlying developments, ten-pin bowling is consumer trend of sharing experiences. currently under-represented when compared with gyms and cinemas5. 1 Mintel Leisure Review 2017 2 MIntel Ten-pin Bowling Report 2017 3 Pragma Consulting Report 2016 As the UK’s market-leading operator, 4 Deloitte UK leisure consumer report 2016 Hollywood Bowl Group is the ‘go-to’ 5 Shore Capital/Trevor Wood Associates 2017 tenant in the sector securing attractive developer contributions on new centres, most recently Dagenham and Yeovil, and has secured a strong pipeline of centres until FY2022.
From our established operating model, relationships with landlords, strong covenant and continued maintenance programme across the estate, Hollywood Bowl Group is well positioned to capitalise on the potential growth in the merging of retail and leisure customer propositions. Annual Report and Accounts 2018 20 Strategic Report
OUR STAKEHOLDERS
HOW THE BOARD GATHERS FEEDBACK FROM OUR OUR CUSTOMERS OUR PEOPLE INVESTORS PARTNERS & SUPPLIERS COMMUNITIES
STAKEHOLDERS Consistently delivering fun- Our teams are key to ensuring As a listed business on the We work hard to build open As a multi-site business, filled, great value-for-money our customers have the best main market of the London and strong relationships with we provide an important leisure experiences for our possible experience. We put Stock Exchange, we provide our key strategic partners, leisure facility and customers is what we do as a lot of effort into creating investors with detailed and landlords and suppliers. employment opportunity Effectively engaging with, and gathering a business. a positive and inclusive transparent information which in the communities in feedback from, our various stakeholder environment in which our aids their understanding of which we operate. groups is a key enabler for the long-term people can thrive. our strategy and performance. success of Hollywood Bowl Group. The Board ensures that the interests and views of stakeholders are considered Why we listen Why we listen Why we listen Why we listen Why we listen as part of its decision-making process. ——To remain passionately focused on ——To maintain engaged and loyal ——To maintain our loyal and supportive ——To ensure collaborative and strategic ——To support local economies through the customer team members shareholder base partnerships employment opportunities ——To assess our performance ——To attract and retain top talent ——To assist investors in making ——To ensure cultural alignment ——To develop local charity relationships ——To respond to customer needs ——To develop the skills and capabilities informed decisions ——To foster trust-based relationships with a family focus and demands of our teams ——To enhance long-term ——To access innovations as the ——To build a relationship with ——To stimulate innovation in our ——To ensure consistent culture and shareholder value opportunities arise the community leisure offering behaviours across the business ——To access new property opportunities ——To maintain a competitive advantage
137,000 103 £15.9m 2 30 Customer satisfaction surveys Team members successfully Total dividend to be returned to our New centres opened – the Group Local employment opportunities gathered and analysed completed our internal management shareholders in respect of FY2018 is the landlord’s bowling tenant created by each of our centres training programme of choice
How we take feedback How we take feedback How we take feedback How we take feedback How we take feedback ——Customer satisfaction surveys ——Annual team member survey ——Individual investor meetings and calls ——Contract negotiation process ——Local charity relationships and events ——Mystery shopping programmes ——Bi-annual centre manager ——Annual General Meeting ——Regular meetings to discuss ——School engagement events ——Social media listening sessions ——Participation in investor conferences contract performance ——Centre managers meeting local ——Via our team members and ——Bi-annual assistant manager ——External benchmarking bowling clubs and concessionary customer contact centre listening sessions groups ——Focus groups and other ——Annual management conference ——Recruitment events primary research ——Regular board member centre visits ——Regular board member centre visits
hollywood bowl group plc 21 Strategic Report Strategic Governance OUR CUSTOMERS OUR PEOPLE INVESTORS PARTNERS & SUPPLIERS COMMUNITIES
Consistently delivering fun- Our teams are key to ensuring As a listed business on the We work hard to build open As a multi-site business, filled, great value-for-money our customers have the best main market of the London and strong relationships with we provide an important leisure experiences for our possible experience. We put Stock Exchange, we provide our key strategic partners, leisure facility and customers is what we do as a lot of effort into creating investors with detailed and landlords and suppliers. employment opportunity a business. a positive and inclusive transparent information which in the communities in environment in which our aids their understanding of which we operate. people can thrive. our strategy and performance. Financial StatementsFinancial
Why we listen Why we listen Why we listen Why we listen Why we listen ——To remain passionately focused on ——To maintain engaged and loyal ——To maintain our loyal and supportive ——To ensure collaborative and strategic ——To support local economies through the customer team members shareholder base partnerships employment opportunities ——To assess our performance ——To attract and retain top talent ——To assist investors in making ——To ensure cultural alignment ——To develop local charity relationships ——To respond to customer needs ——To develop the skills and capabilities informed decisions ——To foster trust-based relationships with a family focus and demands of our teams ——To enhance long-term ——To access innovations as the ——To build a relationship with ——To stimulate innovation in our ——To ensure consistent culture and shareholder value opportunities arise the community leisure offering behaviours across the business ——To access new property opportunities ——To maintain a competitive advantage
137,000 103 £15.9m 2 30 Customer satisfaction surveys Team members successfully Total dividend to be returned to our New centres opened – the Group Local employment opportunities gathered and analysed completed our internal management shareholders in respect of FY2018 is the landlord’s bowling tenant created by each of our centres training programme of choice
How we take feedback How we take feedback How we take feedback How we take feedback How we take feedback ——Customer satisfaction surveys ——Annual team member survey ——Individual investor meetings and calls ——Contract negotiation process ——Local charity relationships and events ——Mystery shopping programmes ——Bi-annual centre manager ——Annual General Meeting ——Regular meetings to discuss ——School engagement events ——Social media listening sessions ——Participation in investor conferences contract performance ——Centre managers meeting local ——Via our team members and ——Bi-annual assistant manager ——External benchmarking bowling clubs and concessionary customer contact centre listening sessions groups ——Focus groups and other ——Annual management conference ——Recruitment events primary research ——Regular board member centre visits ——Regular board member centre visits
Annual Report and Accounts 2018 22 Strategic Report
OUR BUSINESS MODEL
1 CUSTOMER -FOCUSED 2 FOUR KEY LEVERS
Hollywood Bowl is the Group’s Our centres are predominantly AT HOLLYWOOD BOWL GROUP, flagship brand with centres in located in out-of-town multi-use prime locations and benefits leisure parks, alongside cinema WE HAVE AN UNRELENTING from the highest levels of and casual dining sites, adjacent investment. to large retail parks. Centres AMF centres are generally average 24 bowling lanes and FOCUS ON DELIVERING THE in secondary locations. 30,000 square feet. BEST LEISURE EXPERIENCE FOR EVERY CUSTOMER. OUR BUSINESS MODEL DELIVERS
VALUE THROUGH CONTINUAL HIGH-QUALITY BRANDS ESTATE INVESTMENT IN ENHANCING OUR CUSTOMERS’ EXPERIENCE.
THE FINANCIAL RETURNS OF Value creators THIS ARE REINVESTED IN OUR BUSINESS, ARE USED TO
REWARD OUR EMPLOYEES REVENUE OPERATIONS AND FORM THE DIVIDENDS PAID STREAMS TO OUR SHAREHOLDERS.
Alongside bowling, customers Our high-quality centres can also enjoy amusements, food provide innovative, fun-filled and beverages. These give an all- experiences delivered by our round entertainment experience enthusiastic centre teams. and increase reasons to visit, Our central support office dwell time and secondary spend. includes a 55-seat contact centre that manages all calls and takes bookings.
hollywood bowl group plc 23 Strategic Report Strategic
3 OUTPUTS THAT DELIVER VALUE4 OUR BUSINESS MODEL IS UNDERPINNED BY Governance Great customer experience People and culture Delivering a fun-filled, safe and great-value Our people are the face of our business. They are focused and experience on each visit builds our reputation incentivised to ensure our customers have the best possible experience. and attracts new customers. It also increases Management programmes are in place to attract, retain and nurture the likelihood of customers recommending us to top talent. We have a highly targeted incentive structure for our centre friends and family and visiting us again sooner and managers based not only on financial performance, but customer more often. feedback, too. Our positive culture promotes consistent behaviours and attitudes across the business. Motivated and engaged teams We strive to ensure our teams deliver a positive Technology and customer insight customer experience every time. We invest We invest in market research and ongoing customer experience consistently in ensuring that team members are programmes to continually monitor customer satisfaction. This means motivated and engaged with our culture and we are able to react quickly to any operational issue or respond to
behaviours. wider customer trends. StatementsFinancial
Financial and KPI performance We use our sector-leading CRM systems and our scoring system to The Group’s financial performance and the progress facilitate targeted marketing programmes pre- and post customer visits. we are making against our key performance indicator Our digital channels are a key strategic focus area and an increasing (KPI) metrics are the principal ways we measure source of revenue for the Group. Dynamic pricing, based on available our achievements. capacity and booking lead time, is being enhanced to improve yield management. Shareholder returns We are focused on sustainable, profitable growth Capital investment programme through consistently driving revenues and managing As well as delivering our new centres, our capital investment our margins and cash position to provide attractive programme supports centre refurbishments and our ongoing returns to shareholders. maintenance spend.
We continually invest in technology-led innovation including our CRM and reservation system, our scoring system, our back-of-house equipment and our amusement offering.
Property and supplier relationships We have strong relationships with developers and landlords which help to ensure that we maintain a pipeline of potential new sites. We are starting to see the benefits of wider strategic partnerships with organisations such as intu.
We work closely with our technology suppliers to ensure that we are delivering the best possible experience across the customer journey. Strong relationships with our principal product suppliers, such as Namco, Molson Coors, Brakes and Coca-Cola, enable us to deliver promotions that help drive retail sales and ensure we have the latest product offerings in our centres.
Strong balance sheet By driving revenues, continuing to achieve healthy margins and maintaining a strong balance sheet with low net debt, we can continue to invest in all areas of our business – expanding and improving our estate, rewarding our team members and creating value for our shareholders.
Risk management and governance Through our Board governance, the Group maintains an effective system of risk management. We have the appropriate internal controls to ensure that our business is always operated to deliver long-term, sustainable growth.
Read more on pages 30 to 32
Annual Report and Accounts 2018 24 Strategic Report
OUR STRATEGY AT A GLANCE INVESTMENT-LED GROWTH
STRATEGY OVERVIEW PROGRESS KPIs PRIORITIES
Driving LFL revenue growth by attracting new In FY2018, our LFL revenue grew by 1.8 per LFL Continued unrelenting focus on improving the customer DRIVING customers, increasing the frequency of visits cent. Spend per game was the key driver experience through planned investments in technology, of existing customers and raising the spend per for this, up 5.5 per cent. Our approach is to training our people, marketing, and ensuring we have the LIKE-FOR‑LIKE game. LFL revenue is defined on page 28. increase dwell time and gain a greater share of 1.8 right products available. customers’ leisure spend, which resulted in LFL 2017 3.5 REVENUE revenue growth in all areas of the business. 2016 6.5 GROWTH
Our refurbishment programme generates In FY2018 we refurbished/rebranded N s s Continue to enhance our existing estate so we deliver a REFURBISHMENT improved sales and profitability at existing nine centres and have an average return consistent level of quality across the Group by undertaking seven centres through investment in the bowling on investment (ROI) greater than 33 per to ten centre refurbishments per year through a rolling capital PROGRAMME experience (including the introduction of VIP cent. We have between seven and ten 9 investment programme. lanes), new external signage, an upgraded bar refurbishments planned for FY2019 and we 2017 10 offer and the introduction of the Hollywood are confident we can continue to deliver above We have seven to ten refurbishments planned for FY2019 and we Diner concept. These upgrades attract new ROI expectations as we continue to roll out our 2016 8 are confident we can maintain this level of ROI as we continue to customers, drive revenue, increase customer family-focused model. invest in our family-focused model. satisfaction and encourage a higher spend per game.
Following the acquisition of Bowlplex in We have completed the conversion of the A B M We have now refurbished all 11 Bowlplex centres and migrated CONVERSION OF December 2015, 11 centres became part of Bowlplex estate with the refurbishment and them to the Hollywood Bowl brand. The average revenue per the Group and we then started a programme rebrand of four Bowlplex centres in FY2018. Bowlplex centre for FY2018 was £1.88m – an increase of four THE BOWLPLEX to refurbish and rebrand these centres as The average revenue for the Bowlplex centres 1.88 per cent over the prior year. Hollywood Bowl, bringing them in line with the has increased to £1.88m from £1.81m in the 2017 1.81 ESTATE higher standards across the remainder of the prior year. See pages 26 and 27 for further information. Group’s estate. 2016 1.69
There are growth opportunities via new-build Dagenham opened in October 2017 and Yeovil N G s This year, we opened two new centres, in fantastic locations, DEVELOPMENT centres and from the acquisition and rebranding in March 2018. New centres will open in the which are both performing well. We will continue to expand our of bowling sites from other operators. intu developments in Watford and Lakeside estate and look for profitable opportunities to grow, opening an OF NEW in FY2019. 2 average of two new centres per annum, dependent on meeting our opening criteria and rental expectations. 2017 3 CENTRES AND We have signed for new centres in York, Southend and Swindon, which secures our 2016 11 We recognise that other types of indoor leisure activities could ACQUISITIONS pipeline to FY2022, and have a number benefit from our customer-led operating model and we will of other opportunities in strong stages continue to assess adjacent market entry opportunities for the of negotiation. Group in line with our long-term strategy.
Our people underpin our business. Attracting We continue to build on the success of our Number of management positions filled internally Our team members are the face of our business and are FOCUS ON and retaining top talent is a key priority for centre manager and assistant manager responsible for ensuring that our customers enjoy the best the Group. in training programmes. In FY2018, 61 possible experience every time they visit. Training, development PEOPLE management positions were filled internally, 61 and internal succession remain key focus areas for the Group. a 17.3 per cent increase on FY2017. 2017 52
2016 47
hollywood bowl group plc 25
We drive value for our shareholders by delivering sustainable, profitable growth. We achieve strong returns on capital invested, have an unrelenting focus on providing a great customer experience and maximise the multiple growth opportunities available to us. Strategic Report Strategic
STRATEGY OVERVIEW PROGRESS KPIs PRIORITIES
Driving LFL revenue growth by attracting new In FY2018, our LFL revenue grew by 1.8 per LFL Continued unrelenting focus on improving the customer DRIVING customers, increasing the frequency of visits cent. Spend per game was the key driver experience through planned investments in technology, Governance of existing customers and raising the spend per for this, up 5.5 per cent. Our approach is to training our people, marketing, and ensuring we have the LIKE-FOR‑LIKE game. LFL revenue is defined on page 28. increase dwell time and gain a greater share of 1.8 right products available. customers’ leisure spend, which resulted in LFL 2017 3.5 REVENUE revenue growth in all areas of the business. 2016 6.5 GROWTH
Our refurbishment programme generates In FY2018 we refurbished/rebranded N s s Continue to enhance our existing estate so we deliver a REFURBISHMENT improved sales and profitability at existing nine centres and have an average return consistent level of quality across the Group by undertaking seven centres through investment in the bowling on investment (ROI) greater than 33 per to ten centre refurbishments per year through a rolling capital Financial StatementsFinancial PROGRAMME experience (including the introduction of VIP cent. We have between seven and ten 9 investment programme. lanes), new external signage, an upgraded bar refurbishments planned for FY2019 and we 2017 10 offer and the introduction of the Hollywood are confident we can continue to deliver above We have seven to ten refurbishments planned for FY2019 and we Diner concept. These upgrades attract new ROI expectations as we continue to roll out our 2016 8 are confident we can maintain this level of ROI as we continue to customers, drive revenue, increase customer family-focused model. invest in our family-focused model. satisfaction and encourage a higher spend per game.
Following the acquisition of Bowlplex in We have completed the conversion of the A B M We have now refurbished all 11 Bowlplex centres and migrated CONVERSION OF December 2015, 11 centres became part of Bowlplex estate with the refurbishment and them to the Hollywood Bowl brand. The average revenue per the Group and we then started a programme rebrand of four Bowlplex centres in FY2018. Bowlplex centre for FY2018 was £1.88m – an increase of four THE BOWLPLEX to refurbish and rebrand these centres as The average revenue for the Bowlplex centres 1.88 per cent over the prior year. Hollywood Bowl, bringing them in line with the has increased to £1.88m from £1.81m in the 2017 1.81 ESTATE higher standards across the remainder of the prior year. See pages 26 and 27 for further information. Group’s estate. 2016 1.69
There are growth opportunities via new-build Dagenham opened in October 2017 and Yeovil N G s This year, we opened two new centres, in fantastic locations, DEVELOPMENT centres and from the acquisition and rebranding in March 2018. New centres will open in the which are both performing well. We will continue to expand our of bowling sites from other operators. intu developments in Watford and Lakeside estate and look for profitable opportunities to grow, opening an OF NEW in FY2019. 2 average of two new centres per annum, dependent on meeting our opening criteria and rental expectations. 2017 3 CENTRES AND We have signed for new centres in York, Southend and Swindon, which secures our 2016 11 We recognise that other types of indoor leisure activities could ACQUISITIONS pipeline to FY2022, and have a number benefit from our customer-led operating model and we will of other opportunities in strong stages continue to assess adjacent market entry opportunities for the of negotiation. Group in line with our long-term strategy.
Our people underpin our business. Attracting We continue to build on the success of our Number of management positions filled internally Our team members are the face of our business and are FOCUS ON and retaining top talent is a key priority for centre manager and assistant manager responsible for ensuring that our customers enjoy the best the Group. in training programmes. In FY2018, 61 possible experience every time they visit. Training, development PEOPLE management positions were filled internally, 61 and internal succession remain key focus areas for the Group. a 17.3 per cent increase on FY2017. 2017 52
2016 47
Annual Report and Accounts 2018 26 Strategic Report
STRATEGY IN ACTION: FROM BOWLPLEX TO HOLLYWOOD BOWL
2015 In December 2015, Hollywood Bowl acquired 11 profitable Bowlplex sites in high-quality locations complementary to the Group’s existing bowling centres. We invested between £250,000 and £750,000 per centre to refurbish each of the properties and rebrand them as Hollywood Bowl. 1 2 3 4 NEW WAYS OF EXTERNAL INTERNAL SYSTEMS WORKING REFURBISHMENT REFURBISHMENT The first step was the Team training and Refurbishment and Architects and our operational installation of new systems recruitment programmes rebranding began, working teams worked closely to for finance, reservations, CRM were implemented at each to a timeline of 4–6 weeks for specify the transformational and online booking. We also Bowlplex centre to ensure each location and with centres internal refurbishment incorporated the new centres that they were being managed being kept open during programmes – consisting into the Group’s marketing to Hollywood Bowl standards. refurbishment works. External of plush new furnishings, campaigns. refurbishments, undertaken contemporary American décor, with the involvement of upgraded music and lighting designers and local planners, technology, the introduction typically centred around of VIP lanes and an upgraded new signage, and increasing food and drink offering served kerb appeal and visibility from new American-style diner using Hollywood Bowl’s and bar areas. signature pink.
hollywood bowl group plc 27
2018 Report Strategic In October 2018, the rebrand of the Longwell Green centre in Bristol marked the completion of the Bowlplex to Hollywood Bowl programme. The 11 centres are averaging a return on investment
of over 50 per cent. Average revenue per centre has grown to Governance £1.88m for FY2018 from £1.57m pre acquisition. 5 6 7 Dates centres became UPGRADED GRAND VIP MONITOR & Hollywood Bowl: AMUSEMENTS OPENINGS FEEDBACK StatementsFinancial A key part of centre A launch was planned for After the local market Poole Tower Park May 2016 refurbishment was the each centre with plenty of launch, the Group is tightly Oxford May 2016 reconfiguration of the local publicity generated and focused on the standards amusement areas. These media support deployed to of customer service and Basingstoke Jul 2016 were extended and enhanced promote the arrival of the customer satisfaction using Brighton Jan 2017 with industry-leading games Hollywood Bowl brand in the mystery shoppers and such as Jurassic Park, Cruis’n local market. The VIP opening online customer satisfaction Portsmouth May 2017 Blast, Pacman Smash, cranes, nights, attended by a Marilyn questionnaires alongside MotoGP Bikes, Injustice and Monroe lookalike, corporate financial performance Cwmbran Jun 2017 Time Crisis 5. In Tunbridge customers, journalists, social measures. Tunbridge Wells Oct 2017 Wells, we also installed a influencers and members of VR suite. the Board were a memorable Broadway Plaza Mar 2018 highlight. Dunfermline Apr 2018 Poole Branksome Sep 2018 Bristol Longwell Oct 2018
Annual Report and Accounts 2018 28 Strategic Report
KEY FINANCIAL PERFORMANCE INDICATORS
We monitor our performance by regularly reviewing KPI metrics1. REVENUE REVENUE GENERATING CAPEX We use these to gain a thorough M M understanding of the drivers of our performance, of our operations and of our financial condition. 120.5 4.3
2017 114.0 2017 6.9
2016 104.8 2016 3.5
Definition Definition Revenue is generated from customers Capital expenditure on refurbishments, visiting our centres and bowling or rebrands and new centres. Maintenance spending money on one of the ancillary capex is not included. offers – our amusements, diner or bar. Comment Comment Revenue-generating capex decreased by Revenue increased by 5.8 per cent as the 37.4 per cent due in part to a reduction in Group continued to drive its investment- new centre opening capital of £3.5m. led strategy.
LIKE‑FOR‑LIKE GROWTH NET DEBT CASH M