Editors Note: We became friends with Norwood Bowl, on Facebook, a little over two years ago. We thought that since today is National Bowlers Day, it would be a good time to feature this mid-western bowling center. All through our journalistic career, we have always given the small bowling centers the publicity that it never gets. And the bowlers who bowl in it, the credit for the accomplishments they deserve. While Indiana is known for: The Brickyard, (Indianapolis 500); the Colts, and the Pacers. As well as: The University of Indiana, Indiana State, Notre Dame, and Purdue University. The game of bowling in Indiana thrives as well. Here is Norwood Bowl's story. Enjoy reading about it.
Pictured Is: Norwood Bowl Manager Casey Mattingly. Photo Courtesy Of Norwood Bowl.
By Michael 'Chip' Begg - Managing Editor thetenpinexpress.com - Director Mesa Metro Association
Alexandria, IN. - - - There was nothing like it in the world.
Back in the 60s and 70s, if you walked into your favorite bowling center say around 4 pm. The aroma of freshly dressed lanes on wooden playing surfaces was extremely noticeable. It meant that on any given night during league play, a bowler could experience the thrill of victory, or the agony of defeat they brought us as bowlers.
There is an estimated 3,400 bowling centers in the United States, and its nice to know that a couple hundred of them still have wooden lanes installed in them. True, you might have to travel a phar piece to find a bowling center that still has wooden playing surfaces. But, when you do get to experience bowling on a wooden surface, you really do have to earn your stripes as a bowler.
Norwood Bowl in Alexandria, IN. Is one bowling center in the mid-west where you can still experience the thrill of bowling on wooden surfaces. 'Ellick' as pronounced by the locals, is a small town of about 4,000 residents. It is located about an hour north of Indianapolis, and an hour south of Ft. Wayne. Most of its league bowlers come from 'Ellick' . But, it also draws bowlers from neighboring towns such as: Anderson, Muncie, Elwood, Pendleton, and Marion.
"Our bowlers and patrons love it. We have kept the aesthetics the same since the bowling center opened in 1961," said center manager, Casey Mattingly. "Visiting tournament bowlers fall in love with the looks. Our house shot is not difficult, once you get used to how quick it can transition with the wood."
He should know. The bowling center bought a Kegel lane machine four years ago. And, it has made all of the difference in the world with Norwoods' league bowlers.
"We have been quite competitive with the honor scores that have been rolled here," he said, of the Kegel lane machine. "If not higher than, the surrounding centers! I have rolled seven 300 games and six 800 series this season alone."
But, at first, getting the Kegel lane machine wasn't a slam dunk. He had to convince his father-in-law, Barry Ellis, owner of Norwood Bowl, that it would be a good move on the bowling centers part.
"Anytime there is a major purchase, Barry is hesitant. For good reason. When I moved here, it was not long after the stock market took a nose dive (05-07), and people stopped bowling. This is about the time gas went from: $1.20, to $3.20 a gallon and didn't stop there. $4.20 a gallon was the highest price for a gallon that I saw in Indiana," he said, of how the lane machine purchase came into being. "But, people in this area couldn't afford to be bowling. Which also meant Barry couldn't afford to re-invest into Norwood Bowl."
However, there was a pot of gold ready for them at the end of the rainbow. And that pot of gold, ended up being the Kegel lane machine.
"Well, we were using an old DBA lane walker, pad machine and the scores were terrible. I am on the Storm staff, and I didn't average over 215 my first year here," he said. "I have been averaging 230-235 in the few previous years. I also didn't have and honor score for the first two years here. I was after Barry to buy a new lane machine, so we kept our eyes and ears opened. Classic Products refurbished machines, and we finally purchased one. That year my average went from 217-237. Our honor scores were through the roof. I also set the county record the following year with an: 870, 280, 290, and 300."
And it is easy to see why Norwood Bowls' bowlers and patrons absolutely love this bowling center. It has: 16 lanes, Brunswick 'A' pinsetters, and Brunswick Gold Crown masking units that light up, every time a strike is thrown.
"It was like going home for me," he said, of the first time he saw Norwood Bowl. "I grew up bowling on wood lanes. Here in the mid-west, they are not super uncommon. Now, they needed some love, but we have gotten all that taken care of as well."
Norwood just recently screened and pulled a coat on its lanes to get ready for the start of the 2019-20 season in September. Every other year, it is recommended that wooden surfaces be resurfaced.
"Last year, the number was about 23 percent of the bowling centers in the U.S.. that still had wood," he said, of being one of the 23 percent of the centers that still had wood in them. "The lanes for the most part, are still in great shape. Being in a town of 4,000, we have not seen the heavy traffic as some centers in larger towns. We screened and coated this summer. Lane one still has a couple of cuts left for a complete resurface. However, we may be looking at other options for that soon. I would say, that synthetics are going to have to be an option for us within the next 12-15 years."
Casey has been involved with the day-to-day operations of Norwood Bowl for over five years, ever since he met and married his wife Katie Ellis. And while he is being tutored by his father-in-law, Barry, on how to run the bowling center. he feels he is accomplishing his goals for the bowling center, and for his father-in-law.
"I wanted to double a couple of leagues and get a good tournament following," he said, of his future goals to accomplish for Norwood Bowl in the next five years. "I have far exceeded even my early expectations in achieving these goals. "My father-in-law has been priming me to take over the bowling center when he retires. But, my growing pains occur, when things break, or pinsetters malfunction during tournaments.
"John Taffer, the Bar Rescue Guy says: 'No matter how good the experience is. After the first visit, 30 percent of the customers are likely to come back. After a persons second successful visit, there are still only 30 percent to come back. But, after someone's third visit where they had a great experience, there are 70 percent who are likely to come back'. That resonates well with me."
And there is a good reason why 70 percent of the customers who are likely to come back after a great customer service experience. Is a number that resonates well with Casey. The bowling centers staff, is mainly family. Outside of Casey and his father-in-law, Barry's parents are still in there cleaning and managing the snack bar. Norwood has high school students who work in the back, and in the snack bar. Including his niece and nephew. Norwood also has a few employees that have worked at the bowling center for many years, and are staples in the Norwood family.
"Although we have wood lanes, the conditions are not that demanding. We offer a variety of leagues that suit most people: men, women, and kids. The food is good and affordable. The beer is cold and cheap," he says, of what a new bowler can expect to experience at Norwood. "We have a fun and positive atmosphere! We are like Cheers. You wanna go where everyone knows your name."
The state of Indiana has a rich history in the world of sports. Indianapolis is home of the Indianapolis 500, and the famous Brickyard. Indianapolis is also home to the: Colts, Fever, Indians, and Pacers. The State of Indiana is also the home of David Letterman. French Lick is the home of NBA legend Larry Bird. South Bend is the home of Notre Dame. The University of Indiana's men's basketball team was made famous by legendary Coach Bobby Knight in the 70's and 80's.
Indiana is also home to a couple of Hall of Fame bowlers. Mike Aulby of Indianapolis, (1996); and Don McCune of Munster (1991). Ronnie Russell, of Marion; and Matt Sanders, of Evansville. Are current members of the PBA Tour. Sydney Brummett, of Ft.Wayne. Currently represents Indiana on the PWBA Tour.
With a little luck and a lot of hard work along the way. Norwood Bowl hopes to become part of Indiana's sports history as well.
"We have put in bids for several events, and our lack of lanes (16), seems to be the tipping point. And it just doesn't cut it these days for the larger tournaments," said Casey, of trying to get bigger tournaments for Norwood. "I would really like to host the Indiana Mixed State Tournament. The Women's Queens Tournament, and any Youth Tournaments..... the kids are the future of this sport!"
The Ellis family purchased the bowling center in 1978. It was originally built in 1960, and the first league season was in the fall of 1961.
"My father-in-law loved bowling. He bowled in many leagues and in between classes while he attended Manchester College. His parents knew this, and when Norwood Bowl became available, they purchased the bowling center from Joe Meslam," said Casey, of how the Ellis family got into the bowling business. They had owned a gas station before getting into the bowling business. "This is the first bowling center they bought. They were not nervous getting into a new venture. They just had to put in some work to polish it up. Again, we pride ourselves on being clean. Having good food. Being family friendly. Providing quality pro shop services. And by having a great base of loyal tournament bowlers."
Casey is on staff with Storm and Roto Grip. As well as Turbo Grips and Big 4 Socks. He has many 300's and 800 series. He has various tournament wins. But, the biggest thing he wants to accomplish in bowling is:
"Trying to better myself or learn something new along the way," he says. "If I am doing that, the desirable results will come. I enjoy drilling equipment that people will bowl their first honor score with! I love that my family is involved in the bowling center, and with the game that has given me so much in my life."