Many locals may recognize the iconic vintage neon “BOWLERO” sign towering over the corner of Coolidge Highway and Normandy Road in Royal Oak. But if they haven’t stepped into the adjacent bowling alley and entertainment venue in a while, they’re in for a fun and nostalgic experience.
Bowlero Lanes & Lounge (no affiliation with national chain, Bowlero Corporation) has been locally owned and operated since 1957, and recently underwent a massive restoration and redesign project with new local owners who reopened the venue in 2019.
Co-owner Kelly Elliott – an interior decorator and vintage decor specialist (@kellysue_decor_delight) of Southfield – spearheaded the vision of the project to achieve a playful, retro aesthetic paying homage to the popular Midwest pastime of hobnobbing at one’s neighborhood bowling alley, which saw its peak in the 1970s & 1980s.
Elliott made efforts to preserve as much of the original alley fixtures as possible, including orange and white “checker” lockers, bar and bar stools, and the 80s pinsetter masking units, which directly influenced the color scheme throughout the building. Vintage and restored items were used throughout, including colored glass light fixtures, Eames-style molded fiberglass chairs, upcycled 70s era beauty salon vanities in the women’s lounge, a memory-evoking circular mall seating unit on the concourse, and an oversized 70s fiberglass couch in the cocktail lounge.
Elliott collaborated with and sourced from several Detroit-area service providers and suppliers for the project, including Patrick Thompson Design, muralist Kelly Golden, Detroit Wallpaper Company, Odd Fellows Antiques (Berkley), Vogue Vintage (Ferndale), Salt City Antiques (Ypsilanti) and Knights Bridge Antiques (Northville).
“I wanted to use local vendors for the sake of ‘supporting local’, but also for some of the cost and environmental benefits. Their attention to detail made all the difference… the pride truly shows here,” said Elliott.
The result is the feeling of a bygone, pre-smartphone era which helps the business to create an immersive experience which includes DJs spinning vinyl records, live local bands, throwback music playlists spanning genres, and vintage cartoons, tv commercials and music videos playing on screens throughout.
Now, the 16-lane bowling alley, mini pinball arcade, cocktail lounge and listening room has inspired members of its surrounding communities to embrace it as a perfect place to plan milestone celebrations and organizational events which require something for everyone, or just to meet friends for drinks, games, and entertainment. When it comes to family activity, the Bowlero experience can add a bit of a cultural history lesson to its phone-free fun nature.
And as part of its mission to create “fun for everyone,” the business maintains its standing as a Certified Autism Center (ibcces.org), with trained staff ready to serve members of the community with special needs. A weekly special needs league welcomes families for a fun, low sensory bowling experience.
Bowlero Lanes & Lounge is honored to have served as a set for the HOUR Detroit “Best of Detroit 2023” photo shoot in the June 2024 issue, and we thank HOUR’s creative staff and production teams for their professionalism, and for a fun, productive day on site.
For more information, visit bowlerodetroit.com.
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