While attending the annual Bowling Writers Association of America Convention in Reno, Nev., I had the opportunity to have a nice chat with Jack Cook, the new general manager of the National Bowling Stadium. In fact, for his many contributions over the years, BWAA made Jack an honorary member. My friend, Bob Cosgrove, and I had the honor of presenting a special gold membership card to Jack at the stadium prior to the ABC Hall of Fame induction ceremonies.

Jack made a name for himself at the Showboat Hotel, Casino, and Bowling Center in Las Vegas. As manager of that famous 106-lane center, he did a great job, bringing in not only local business but tournament business from all over the world. Under his leadership, the Professional Bowlers Association and the High Roller grew to new heights. He also brought in top amateur events such as the NABI National Championships, The National Bowling Association, and several military tournaments. One of the toughest jobs for Jack and his staff was coordinating these tournaments and sweepers around league play.

So why would anyone leave perhaps the best management job in bowling for a job full of uncertainties?

"I just needed a new challenge," he told me.

Well, if it’s challenge Mr. Cook (left) is looking for, he has it at the NBS. It’s no secret that the stadium has been plagued with problems since opening in January of 1995.

Last year, amid allegations of all kinds of mismanagement, the Reno-Sparks Convention Authority, which oversees stadium operation, fired director Jay Milligan and stadium manager Reg Pearson. Today, NBS operations are in the able hands of Cook and assistants Fran Deken and Betty Morris, who came from Showboat with Cook.

John Stearns, a business reporter for the Reno Gazette-Journal, has followed the stadium story from its conception. During the BWAA meetings, he addressed the group and answered questions regarding the stadium troubles and current status.

Thus far, according to Stearns, the stadium has operated at a $1.5 million annual loss. That, compiled with a period of flat tourism in Reno, has caused city fathers to look for solutions.

However, when is a loss not really a loss?

When the economic impact generated far exceeds the construction and operating revenue.

The NBS cost a little over $50 million to build. However, in its first three years of operation, which includes one ABC and one WIBC Tournament, the economic impact is estimated at $345 million, according to Stearns.

Cook’s challenge is to revert some of the dollars being spent by bowlers in the hotels and casinos back to the stadium to cover operational expenses. Thus far, casino executives have been receptive to the idea, but one concern is that they will raise room rates to bowlers to offset any contribution to stadium operating costs.

I’m one of these people who try to put everything in simple terms. It seems to me that this facility has paid for itself several times over, and what’s really needed is a PR campaign to convince the citizens of Reno how lucky they are to have the stadium.

What if Reno had simply built a new civic auditorium that would generate over $100 million a year in tourism? Would anyone be upset? I doubt it.

In effect, the NBS is a civic auditorium, only its visitors are almost exclusively bowlers. There is no way in hell or Reno that any bowling center of this size can pay for itself from lineage and ancillary revenue, especially with no leagues.

The NBS never was designed to make money for itself. It was conceived and designed to make money for Reno, and it has been very successful in doing just that.

So, I say to Reno’s city fathers: Thank your lucky stars you have this wonderful stadium. Give Mr. Cook and his staff whatever support they need because they are working hard to make the NBS not only a showcase for bowling but also a showcase and money maker for your beautiful little city.

Jim Goodwin, a BWAA director and LPBT's regional program director, is the award-winning editor/publisher of Stars & Strikes, in which the preceding originally appeared. Subscription rates are $20 per year (Pin Point Publishing, 2850 Red Valley Run, Rockwall, Texas 75087 ... voice/fax: 972/771-0069).