High 5 Lanes & Games at Bettendorf’s TBK Bank Sports Complex is scoring a familiar new name.
TBK Bank, SSB is expanding its naming-rights sponsorship of the multi-use, combination indoor/outdoor sports complex to include the two-story family entertainment center at the 76.6-acre facility.
The rebranded TBK Bank Entertainment Center will be unveiled to the public in January when the complex hosts a month-long celebration of the new name.
“The rebranding and re-energizing of the entertainment piece of our business is really exciting because that’s what truly makes us different,” said Dave Stow, CEO of the TBK Bank Sports Complex.
The entertainment center features 32 bowling lanes, a 2-story laser tag area, a massive arcade and two challenging “escape rooms.” Additionally, the 64,515-square-foot space includes a full-service restaurant and bar, plus several meeting and event rooms.
Mr. Stow said rebranding the entire facility as the TBK Bank Sports Complex and Entertainment Center allows for better messaging to visitors who may not realize the one-stop shop of amenities.
“I’ve been the parent cramming the kids in the minivan going to sports tournaments before, and you lose your parking space when you go get something to eat, or run a quick errand to the store, or just take the kids somewhere else for a break between games,” Mr. Stow said.
“You come back and the parking lot is full, and you’ve lost your space, and now you’re late to warmups. You don’t need to worry about that here. Park and stay,” he added. “Unlike a lot of other sports facilities, everything is right here for you and it’s in short walking distance.
“Plus, when the weather is a little rough out, why do you want to have your first game of the day and then get in a car and drive somewhere and fight the snow, the weather, the traffic and the parking?” Mr. Stow said, adding, “When you could just walk down the hallway and have a meal or play a game or visit an escape room.”
Austin, Texas-based High 5 Entertainment was the founding partner and operator of the entertainment center.
“High 5 was great in the creation of the building and the establishment of the entertainment center,” said Mr. Stow, who took over operations of the sports center in October 2019.
“Scott Emley, the owner of that company is a great guy, and we can’t thank them enough for being the experts to get us up and running and set up for success. We’re exiting that relationship on great terms, but now (the entertainment center is) going to be rebranded as our brand.”
In December 2017, TBK Bank and The BettPlex, Inc., agreed to a naming rights agreement prior to the sports center’s May 2018 opening. Financial details of the expanded deal were unavailable.
TBK Bank’s other community sponsorships include long-time naming-rights support of the TBK Bank Quad Cities Marathon.
“Thinking of the investments that TBK has made in this community, the Sports Complex is definitely one of the top ones because of the number of people it attracts and how many benefit from it,” said John DeDoncker, Midwest Division president of TBK Bank with new headquarters in downtown Bettendorf.
“The facility is beyond amazing and the growth of the business community around it is far beyond what we ever dreamt it could be,” Mr. DeDoncker said. “And now, given the opportunity to add the restaurants and entertainment parts and brand the entire building with our name is a real honor.”
Mr. Stow said the expanded sponsorship deal is only part of the entertainment facility’s makeover.
“We’ve added a golf simulator and leagues for that,” he said. “We’ve added a new escape room. We have a new virtual reality game called ‘Hologate’ that has five or six different themed reality games you can play — everything from like an ‘Angry Birds’ type game to a Zombie Attack.”
“If you’re local, and you’re coming out for an entire baseball or basketball or volleyball season of tournaments, you can start to wonder, ‘Well, what’s new?’” Mr. Stow said. “I hope no one ever comes in and says, ‘Ugh. Again. The same thing.’ Hopefully we’re always changing and making it a little bit new.”
The same theory is being applied to the food offerings, he added. “We’ve redone our menus a couple times trying to stay current and interesting and still be able to do it quickly so we can get you right back on the field.”
According to Visit Quad Cities, the sports complex already attracts tens of thousands of visitors for local and regional sports tournaments and more visitors are projected in 2022 and beyond. Already one of the largest in the Midwest, the sports complex is considering a possible expansion across Middle Road.
“We are very excited to have TBK Bank grow with us,” Mr. Stow said. “The expansion of their brand across both sports and entertainment allows us to continue attracting families, teams, corporate businesses, and Quad Citizens into our growing facility.”