Case Study of the Week: Making All Customers Happy

Aug 31, 2026

Sports and Entertainment Marketing

You are to assume the role of the assistant manager for VILLAGE LANES, a local bowling alley with 20 lanes. The manager wants you to decide how to schedule league bowling, open bowling and birthday parties.

VILLAGE LANES is a traditional bowling alley with 20 lanes and a snack bar. It is open Thursdays and Fridays from 5:00 PM to 11:00 PM and on Saturdays and Sundays from 11:00 AM to 11:00 PM. The snack bar sells pizza, hotdogs, nachos and popcorn along with sodas and adult beverages.

A regional bowling league wants VILLAGE LANES to host local bowling leagues for the community— one for adults, one for senior citizens and one for youth. Leagues would bowl on Saturdays for a total of three hours and could use all 20 bowling lanes, depending on the number of teams that register. The regional bowling league would provide VILLAGE LANES with half of all registration fees.

The manager knows that bowling leagues are a great way to build community and a fondness for bowling; however, Saturdays are a busy day at VILLAGE LANES. Typically, Saturdays and Sundays have open bowling for anybody that wants to drop-in to bowl, and Saturdays are the most popular day for birthday party packages that include bowling, pizza, soda and cake, which are a large money maker for VILLAGE LANES.

The manager wants you to decide how to schedule the local bowling league, open bowling and birthday parties at VILLAGE LANES that will build and maintain relationships with the community. The manager also wants you to determine how to communicate the schedule with customers.

Questions?

Randi Bibiano
Competitive Events Specialist
randi@deca.org

Randi Bibiano is DECA's competitive events specialist. In this role, she conceptualizes and authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also manages DECA's online competitive events and serves as a liaison to volunteer efforts at DECA's educational conferences.

Discussion Questions

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Classroom Connection

Career Cluster:

Marketing

Instructional Area(s):

Customer Relations

Performance Indicators:

Identify product’s/service’s competitive advantage
Build and maintain relationships with customers
Demonstrate a customer service mindset