Reclining seats, more auditoriums and better food are coming to the CineBowl & Grille at the Delray Marketplace in suburban Delray Beach.
Jupiter-based Frank Entertainment Companies is changing out 2,000 seats and replacing them with 1,200 reclining seats in a bid to enhance the movie-going experience, said Bruce Frank, chief executive of Frank Entertainment.
In addition, the company is adding three more auditoriums to the existing 12 theaters at the Delray Marketplace, on west Atlantic Avenue at Lyons Road, near Florida’s Turnpike. The plans are being drawn now and the auditoriums should be ready by Thanksgiving 2017.
The food is being changed, too: The company has teamed with Burger & Beer Joint to offer the chain’s food in Frank’s CineBowl complex and its standalone bowling alley concept, Revolutions.
In addition to the extra auditoriums, better seats and new food, Frank also hopes to add a beer garden, too.
Boca Raton-based B&B, which has a location at CityPlace in West Palm Beach, is a rock ‘n roll themed full-service restaurant. It serves burgers, of course, including the novelty Mother Burger, a 10-pound burger (15 pounds with toppings) costing $150. B&B also offers other fare, too, including salads and seafood items.
Frank said the moves are designed to enhance the entertainment experience for guests at the theater. “It’s dine and recline,” Frank said.
Swapping out some 2,000 seats, and replacing them with 1,200 recliners, is slated to cost in excess of $800,000 because each seat costs $700. (The IMAX theater can’t feature reclining seats because the screens are floor to ceiling and viewers wouldn’t be able to see the bottom of the screen, Frank said.) The recliners should be in by Christmas.
Although the number of seats will shrink, Cinebowl will be adding three new auditoriums by Thanksgiving 2017, Frank said.
CineBowl at Delray Marketplace has been only open three years, but Frank said it’s important to keep up with current trends and reinvest in properties. This location is prime: “Reclining (seats) are becoming more prominent, and this is a flagship theater for us.”
As for the food, “we always wanted to have a branded restaurant, something that we felt would be recognizable and stand us apart from, ‘Oh, we can just get food at the bowling alley.’ We want to be your destination food choice,” Frank said.
B&B Franchise Group President Bill Herman said B&B fit the bill. “Frank needed a casual brand because food is going out to the lanes,” Herman said.
It’s a clever move for Burger & Beer Joint, too.
Most shopping centers already have some type of restaurant selling burgers, making new locations hard to find, said Richard Lackey, a Palm Beach Gardens restaurant broker.
“What these guys are doing is smart by looking for nontraditional sites such as movie theaters,” Lackey said.
In all, Burgers & Beer Joint will be going into 16 new and existing Frank Entertainment centers.
As for the Burgers & Beer fare, expect to see the new menu items at Cinebowl by October, Frank said.
Frank said the companies also are teaming up on another idea: Flair Street. The upscale “flair bar” (think Tom Cruise theatrically making drinks in the 1988 film Cocktail) will offer craft cocktails made by bartenders flipping bottles and performing other acrobatic acts of libation.
Frank said both Burger & Beer Joint and Flair Street will be featured in a planned CineBowl & Grille at Abacoa in Jupiter. The CineBowl will feature a bowling alley and 12 auditoriums with 1,073 reclining seats, including an IMAX.
Alexandra Clough writes about the economy, real estate and the law.