How Boardwalk Entertainment Leveled Up Their Guest Experience with ROLLER

Kalyn New

2 minute read

Last updated: April 28, 2026

Key Result #1

Staff workload reduced through self-service online bookings.

Key Result #2

Smooth platform migration with minimal disruption.

Key Result #3

Improved operational coordination between attractions and kitchen staff.

When ROLLER acquired BookNow, many operators wondered what the transition would look like in practice. For Jim Roth, owner and founder of Boardwalk Entertainment in Alberta, Canada, the experience was more straightforward than expected.

Boardwalk Entertainment is a 35,000 sq ft family entertainment center with a full arcade, laser tag, a dark ride motion theater, mini bowling, an indoor electric go-kart track, and a licensed restaurant and lounge. With so many moving parts, Jim knew a platform change would require careful planning. What stood out was how supported his team felt throughout the process.

A supported transition from day one

Boardwalk adopted BookNow early, implementing it when they first opened just 18 months ago. As the team was still building confidence with the system, news of the acquisition naturally raised questions.

“Change is always a consideration,” Jim shared. “But as we explored what ROLLER offered, it felt like a positive step forward.”

Jim Roth

Founder & Owner

A key factor in that confidence was the collaboration between teams. BookNow and ROLLER worked closely to map Boardwalk’s setup across attractions, parties, and food and beverage, helping ensure a smooth migration with minimal disruption.

Jim also worked with ROLLER Implementation Manager Caroline Will, who coordinated support across time zones to keep things moving. Alongside Caroline, Crystal worked internally to help Boardwalk configure products, party packages, and add-ons to match their needs.

“The transition process was excellent,” Jim said. “We had lots of help, and both the ROLLER and BookNow teams were patient while we got up to speed.”

Jim Roth

Founder & Owner

More flexibility, more ways to grow

With a wide range of attractions, Boardwalk needed a platform that could handle complexity while staying easy for staff and guests to use. With ROLLER, the team now manages go-kart bookings, integrated payments, and more flexible party packages in one place.

One of the biggest day-to-day improvements has been the online checkout experience. Guests can book parties, select add-ons like laser tag sessions or food and beverages. They can provide all the details in advance without needing to call the venue.

“On a busy Saturday, we don’t always have time to take calls,” Jim explained. “Now guests can book exactly what they want online, and that takes pressure off our team.”

Building confidence across the team

For Boardwalk, the shift to online bookings didn’t just increase sales, it also gave the team the ability to deliver even better guest experiences.

With detailed booking information captured upfront, each department has better visibility. The kitchen can plan food prep more accurately. Attraction managers can schedule staff based on demand. The go-kart team can balance party bookings with walk-in guests.

“Whether we have one party or 20, we’re ready,” Jim said. “It helps us plan the day and stay organized.”
The shift has also led to more guests booking independently online, which continues to reduce manual workload for staff while improving the overall experience.

“We’re seeing more bookings come through online,” Jim added. “Guests are handling it themselves, and that really helps our team focus on delivering a great experience in the venue.”

Jim Roth

Founder & Owner

Looking ahead

For operators like Jim, successfully adopting new technology is all about feeling supported and having the tools to grow with confidence.

Boardwalk’s transition to ROLLER highlights what’s possible when the right support is in place and systems are built to handle real operational complexity. “Having ROLLER set up now and knowing that we can grow and expand, and that they can grow and expand with our business, is a huge plus.