How Lumos Turned Siloed Systems into a Seamless Guest Experience

Key Result #1

Increased online sales from 2% to 11% of total revenue.

Key Result #2

Unified guest data across all booking systems for the first time.

Key Result #3

Eliminated double bookings across front desk and bowling desk.

When Greg and Brigette Little set out to build Lumos, they weren't thinking about square footage or attractions lists. They were thinking about how guests would feel in their venue, and the moments that would become memories.

Building extraordinary moments

"It's not about the attractions," says Greg Little, President and Founder of Lumos. "Everybody has bowling, arcades, and laser tag. It's the experience that the guest has while they're here that matters."

That philosophy shaped every decision at Lumos, down to how guests redeem their arcade winnings. Rather than ending the night standing in a redemption line, guests shop for prizes directly from their phone or a kiosk, browsing a full catalog synced to their arcade card balance. The prizes themselves are displayed on custom-built, 13-foot revolving shelves, so guests can see everything on display before they order.

Once an order is placed, a team member picks and packs it in minutes and loads it into a locker. Guests receive a code by text and head to the locker when they're ready, without having to wait in line.

"It's almost like Christmas. They put in their code, the door opens, and they just light up."

Brigette Little

Marketing Director

Everything about the Lumos experience is intentional. "We built Lumos from the ground up centered on the guest experience. Every decision, from venue design to food and beverage offerings, was made with our customers in mind," says Greg.

The goal was simple in theory but harder to deliver: guests should leave excited to come back.

The problem: a broken back-end system

When Lumos opened in October 2025, the front-of-house vision was in place but the back-end wasn't keeping up.

The venue’s layout created an immediate operational challenge with bowling lanes at the rear of the venue and a front desk at the entrance. Lumos needed two separate guest check-in points to manage guest flow across the 50,000 sq ft space, but the two desks were blind to each other's bookings. Staff were selling bowling reservations at the front without visibility into what had already been booked at the bowling desk in the back.

Double bookings became a recurring issue. Guests who had reserved a lane arrived to find it unavailable. The team that had spent months designing an extraordinary guest experience was spending time fixing avoidable problems instead.

A key deciding factor was ROLLER's work toward a bowling system integration, something that signalled the platform was building for the future of multi-activity venues, not just solving today's problems.

"The front desk would sell a bowling game on ROLLER," Greg recalls. "And then by the time they go back to the bowl desk, it was booked up. We were double booking, guests were unhappy, and it just wasn't working."

Greg Little

President & Founder

With no single source of truth across systems, the team also had no reliable visibility into what was actually selling, when, and across which parts of the venue. Revenue data was fragmented, and decisions about staffing, operations, and marketing were being made without the full picture.

Greg and Brigette needed to find a way to connect ROLLER with their bowling lane management software. Without a unified system, they couldn't promote online bookings with any confidence. What guests saw online simply didn't reflect what was actually available in the venue.

The solution: ROLLER's bowling integration

When ROLLER and Lumos got to work on a solution, the answer was straightforward: connect the two systems through an integration. Greg and Brigette were among the first customers to pilot the integration.

"The ROLLER team was eager to learn," Greg recalls. "We could have very frank conversations about the integration and problem-solve back and forth."

Greg Little

President & Founder

With the integration, real-time inventory is visible across both desks and the online booking flow for the first time. There’s one system, one source of truth, and a seamless guest experience from the moment they book to the moment they step up to their lane.

"ROLLER’s bowling integration has been game-changing. It's just enabled us to simplify the guest process and improve it." says Greg.

Greg Little

President & Founder

For Greg, what ROLLER earned through that process was just as valuable as the technical solution itself:

"I appreciated ROLLER’s honesty. The team said here's what we can do, and here's what we cannot. That's far more valuable than someone saying 'sure, we can do it' and then struggling through it."

The results: invisible tech, visible impact

Since the integration went live, Lumos's online sales have jumped from 2% to 11% of total revenue.

Party packages, which were previously handled entirely by phone, have moved online, freeing the sales team to focus on proactive outreach rather than inbound inquiries.

Venue operations have also improved dramatically now that bookings and guest information are flowing freely between both systems. The double bookings that plagued the team in Lumos's first weeks are gone. All booking systems now draw from the same real-time inventory, so what's available at the front desk is exactly what's available at the bowl desk, and exactly what guests see online.

Staff are no longer managing double bookings or manually reconciling two systems. Instead, they're doing what they were hired to do: delivering the memorable experience Lumos was built around.

“What's been really great is knowing we have all booking activity in ROLLER and everything is synced throughout the venue. So the front desk can check you in for bowling and by the time you walk back to the bowling lanes, we’ve already got your shoes at your lane,” says Brigette.

Brigette Little

Marketing Director

Most guests have no idea any of it is happening.

"I don't know that guests even notice," says Greg. "Which is the magical part. They just know that they go check-in and they have a nice easy experience."

When guests do leave feedback, it goes to the staff, not the software.

"They credit our staff. They say, they made everything so easy, they took such good care of us. They're not thinking about the software. They're thinking about the time they're having. You never want the guests to have to think about the POS. If they do, it's taking too long."

What's next

With ROLLER powering ticketing, party bookings, waivers, and customer data, Lumos is focused on marketing and growth.

Brigette is now using Patch Retention, a ROLLER-integrated marketing automation platform, for segmented SMS and email campaigns.

"SMS messages perform better than anything," says Brigette. "ROLLER gives us the ability to pull a specific group of customers, like our dark ride enthusiasts, and send them targeted coupon codes without any additional manual work. Having the ability to do all that really easily has been great for growth.”

Brigette Little

Marketing Director

For Greg, the relationship with ROLLER matters as much as the platform itself.

"They're very humble and willing to learn and listen to what our needs are. That's one of the things we talk about with our own team: if you're humble and willing to be taught, you'll become fantastic. I see ROLLER the same way. They're really trying to take this market, and they're willing to learn to do it.