Tourism officials look to bowlers to boost gambling economy

A new $450,000 deal with the PBA will include 19 national television advertisements aired during professional bowling events next year, said officials for the Reno-Sparks Convention & Visitors Authority.

It also calls for two PBA tournaments next year at the National Bowling Stadium in Reno.

The $450,000 will effectively clean out the authority's entire 1999 budget for marketing the stadium, but backers said it would be worth it.

"The TV is so important because you need to create an image for the National Bowling Stadium," stadium director Jack Cook said Thursday.

The TV ads produced by the RSCVA will air during PBA events on CBS-TV and ESPN-TV.

Last month, the tourism board approved $500,000 to help land a PGA Tour golf tournament in Reno next summer at Montreux Golf Club.

Both deals are part of a broader effort to promote northern Nevada as a playground for golfers, bowlers and others beyond the traditional target audience of gamblers.

"It's taking advantage of the resources we have and promoting them," said Phil Keene, RSCVA's president and chief executive officer.

Under the deal, RSCVA will get signage and one 30-second ad for each of 10 PBA tournaments on CBS, and each of eight PBA events on ESPN.

The Reno tournament on CBS in June will include an extra TV spot as well as the stadium logo on players sleeves and signs on the mechanical pin-sweepers.

The National Senior Doubles Tournament in January will include sleeve and pin-sweeper markings as well.

"We feel that we can get Reno's message out to millions of bowling fans and non-bowling fans," said Bobby Dinkins, director of operations for the PBA Tour in Akron, Ohio.

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