AMF Bowling

A multi-site rebrand rollout of 35 sites nationally in just 20 working days

ZONE - Penrith.jpg

Ardent Leisure Group recently sold its Australian and New Zealand bowling and entertainment business (comprising AMF Bowling, Kingpin and Playtime businesses) to The Entertainment and Education Group, who also own and operate the Timezone family entertainment venues.

Prior to completion of the sale, Wiin Solutions was engaged as Ardent Leisure Group’s implementation partner to oversee a rebrand of its AMF Bowling venues to ZONE Bowling. 

With a short delivery deadline, Ardent Leisure Group required an experienced organisation who had speciality knowledge in brand implementation management and who had the expertise and capacity to deliver the rebrand on time and to a consistent, cost competitive standard. 

Wiin Solutions Managing Director Gilles Bachet and Senior Project Manager, Doug Mercer, developed and implemented an innovative and strategic approach.

“We divided the venues into 11 groups and appointed one supplier to each. These suppliers were selected and interviewed from our national database of 120 + signage contractors based on their experience working on similar large scale, time sensitive rebrands,” explains Gilles.

“They were each responsible for the site audit, manufacture and installation of all external branded signage.”

Their appointment however was dependent on complying with, or at least not exceeding, standard industry rates. This was the best solution to reduce the overall risk and also to bring efficiencies to the project when it came time to execute.

Led by Wiin Solutions Senior Project Manager, Doug Mercer, a national project design and delivery team was assembled to document each venue and to oversee the management of all suppliers and installers. The team worked to tight deadlines to meticulously carry out:

  • Site audits

  • Documentation

  • Authority approvals

  • Signage specifications

  • Project management: procurement, manufacture and installation

  • Quality assurance

  • Defect management

“We were operating to extremely tight timeframes and Wiin Solutions were fantastic in surveying the venues, specifying and briefing contractors, preparing artwork and montages, getting costings, etc, within that timeframe. The rebrand was completed on budget and the outcome is a true credit to the experience and dedication of Gilles, Doug and the wider Wiin Solutions Project Management Team.”
— Brian Horton, ZONE Bowling Interim CEO