Corporate responsibility in the leisure sector

Hollywood Bowl Group

The Hollywood Bowl Group – the UK’s largest 10 pin bowling operator – commissioned 3Keel to create a comprehensive and credible sustainability strategy that would resonate with their team, customers and investors. The analysis and recommendations are being used to inform new food, HR and facilities activities that will underscore the company’s commitment to being a responsible business.

The Group is the UK’s largest ten-pin bowling operator, with a portfolio of 54 bowling centres operating across the UK under the ‘Hollywood Bowl’, ‘AMF’ and ‘Bowlplex’ brands. The Group specialises in operating large, high quality bowling centres, predominantly located on out of town multi-use leisure parks (typically co-located with cinema and casual dining sites) and large retail parks.

As part of the project 3Keel consulted with a cross-section of directors and senior managers to identify a basket of environmental, social and business issues that present a material opportunity or risk to the company. This review included an analysis of competitor activity as well as industry best practice.

A sustainability framework and policy emerged from this process covering four key pillars: colleague wellbeing & diversity; local communities; customer health & happiness; and our planet. Within each area of the framework, existing good practice was identified, as well as areas for improvement and KPIs to track change. The strategy will be launched later in 2016.

Stephen Burns, CEO of the Hollywood Bowl Group, said: “We needed an approach to CSR that would add value rather than cost. With Richard’s experience and advice we were able to identify the opportunities that would have the greatest impact. He and his team also supported us through the process of honing down the ones that would add the most value to the business, and help us achieve our initial objectives. We now have a number of programmes that are enhancing our people strategy, benefitting the wider community and the environment.”

Project lead

Richard Sheane

With Richard’s experience and advice we were able to identify the opportunities that would have the greatest impact. He and his team also supported us through the process of honing down the ones that would add the most value to the business, and help us achieve our initial objectives.

Stephen Burns, CEO of the Hollywood Bowl Group