Game Changers
How Fowling Warehouse and Holey Moley Redefine Social Play
by Barry Zelickson
This month, Fun Across America takes you on a trip to two very special locations: Fowling Warehouse and Holey Moley. Everything about our industry revolves around social play, but these two venues are next-level. Read why.
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Fowling Warehouse
At our visit to the Fowling Warehouse in Atlanta, one thing was immediately clear: simple games, when packaged right, can drive serious social engagement. What started as a tailgate accident – football plus bowling pins – has grown into a scalable attraction that thrives on competitive energy and community spirit.
“A pin down is a pin down – even if it comes from another lane. We call that collateral damage,” said Joe Saylor, the managing partner of Fowling Warehouse.
The rules are straightforward but quirky enough to keep players entertained. Teams hurl a football at 10 pins set 45 feet away, while ricochets from other lanes can unexpectedly change the outcome. The defensive elements encourage teamwork, and the casual pace lets guests focus on fun and conversation as much as scoring.
Operationally, the model is built for retention and spend. Groups can book lanes, extend their visits with food and beverages, and share a unique experience that keeps them coming back. The Warehouse’s Bottoms Up beer system – where glasses fill magically from the bottom – adds a showpiece element to F&B, while snackable menu items keep the action flowing. For operators, it’s a proven example of how novel gameplay and clever hospitality features combine into a sticky, social experience.
As an update since our visit, the Atlanta location closed, but the same Fowling Warehouse fun can be found at any of their current eight locations including one that recently opened in October in Minneapolis, Minnesota.
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Holey Moley – Austin, Texas
Where Fowling thrives on grit and competition, Holey Moley elevates mini-golf into an immersive, Instagram-worthy spectacle. The Australian-born brand has expanded into the U.S., and its Austin venue is one of the first to showcase just how far creative theming can take a familiar game. Says the Holey Moley team, “This is not a mini-golf course. This is a mini-golf experience.”
The venue features three themed nine-hole tracks blending art, pop culture and playful design. Guests might putt through a haunted motel, dodge flying bills in a cash grab machine, or guide their ball through a Rube Goldberg contraption. Every hole doubles as a photo op, extending the experience beyond the course.
“When your fries come in a shopping cart and your burger’s on a trophy stand, half the fun is snapping the photo before you take a bite.”
The F&B program is equally theatrical. Drinks arrive in mini bathtubs with rubber duckies, while food is presented in Instagrammable ways that practically guarantee social media buzz. Beyond the course, guests can enjoy karaoke, live music on the patio and a vibrant bar scene. Holey Moley positions itself not just as mini-golf, but as a multi-layered entertainment destination where creativity and presentation drive both play and profitability.
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Industry Takeaway
Together, Fowling Warehouse and Holey Moley showcase how reimagined classics are fueling today’s entertainment industry. Fowling succeeds by anchoring its concept in a novel sport supported by efficient F&B operations. Holey Moley succeeds by turning a familiar attraction into a themed, social playground where design and presentation create lasting impressions.
A quote referring to Disney says, “Success comes from creating experiences that are competitive enough to engage, social enough to share, and memorable enough to bring guests back.”
For operators, the lesson is clear: whether you’re inventing a new game or reinventing an old one, the key is layering social energy, shareable moments, and smart hospitality into the mix.
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With Gratitude
Fun Across America extends a special thank you to our partners who help make these explorations possible. Rhode Island Novelty, an industry leader in redemption and amusement prizes with over 14,000 SKUs, continues to support operators and elevate guest experiences nationwide and Roller which helps venues work smarter, scale faster, and stay ahead with smart tools, industry insights, and a strong community.
Barry Zelickson, is the co-creator of Fun Across America, a YouTube channel travelogue show. Zelickson has worked in the entertainment field for almost 30 years and has been awarded several IAAPA Brass Ring awards including one of the association’s highest honors, Family Entertainment Center of the World. His other projects include commercials, infomercials, feature films, documentaries, live events and entertainment centers.
Nate Reinhart, host and co-creator of Fun Across America, is a content creator for NalterDeeds and NalterCards on YouTube and content consultant for creators and businesses alike. After a shoutout from MrBeast, Nate has accumulated over 250,000 subscribers on his YouTube channels.