How FatCats Scaled to 10 Locations on Rex

Company Overview

FatCats is one of America's fastest-growing family entertainment center chains, blending bowling, golf simulators, laser tag, arcade gaming, and cinema under one roof across 10 locations in the Mountain West and beyond.

Founded with a simple premise of giving families and groups a one-stop destination for fun, FatCats has grown from a single Utah venue into a multi-state entertainment brand. Each location is a full-scale activity complex, purpose-built for birthday parties, corporate outings, date nights, and everything in between. Their venues average over 50,000 square feet and host thousands of guests every week.

Activities offered across FatCats venues: Bowling · Golf Simulators · Movie Mania Theater · Laser Tag · Arcade · Party Rooms · Food & Beverage

The Challenge

Running 10 locations with dozens of bookable activity types, each with its own pricing, packages, time slots, and capacity rules, is not a problem most generic booking tools are built to solve.

As FatCats scaled, managing reservations across locations became increasingly fragmented. Phone-in bookings created bottlenecks at the front desk. Walk-in traffic was unpredictable and hard to staff around. Upsell opportunities like food packages, premium lane upgrades, and activity add-ons were left entirely to in-person conversations that often never happened.

As new locations opened, the lack of a unified reservation system meant each venue operated independently, a management challenge for leadership trying to track performance across the full portfolio.

Beyond reservations, the data problem was just as pressing. Guest information captured at booking was not flowing into their CRM. Business performance metrics had to be pulled manually from multiple sources. And their bowling scoring system had no connection to the reservation layer, forcing staff to manually reconcile online bookings with in-center lane management every shift.

Key Pain Points

• No unified system across locations — each venue managing bookings independently with no central visibility
• Missed upsell revenue — add-ons and package upgrades left to chance at check-in
• No promotional infrastructure — discount campaigns with no redemption tracking or performance data
• Front-desk overload — phone bookings and walk-in reservation chaos
• Disconnected tech stack — CRM, business intelligence, and scoring systems operating in silos

The Solution

Rex Reservations gave FatCats a single, centralized booking platform purpose-built for activity venues. Flexible enough to handle bowling, golf simulators, theater rentals, and party rooms all from the same stack, and open enough to connect with the tools FatCats already relied on.

Deployment started at initial locations and expanded with the brand as it grew. Every new FatCats venue was onboarded to Rex from day one, ensuring a consistent guest experience and giving leadership one dashboard to monitor performance across all 10 properties.

How Rex Powers Each Activity at FatCats

• Bowling Lane Management — Time-slot based lane reservations with tiered package options including 1 Hour, 90 Minutes, Gold Bowling, and Bowling Plus. Thunder Pass (Weekdays After 8 PM) drives late-night lane utilization during slower periods.
• Golf Simulator Bays — Bay reservations with capacity controls, ensuring guests receive guaranteed tee times without overpromising availability.
• Movie Mania Theater Rental — Private theater bookings managed through Rex, including Big Screen Buyout packages for corporate and group events, one of FatCats' most differentiated offerings.
• Party & Event Rooms — Birthday packages, group events, and New Year's Eve experiences all run through Rex, with Silver Bowling Package and Platinum Bowling Plus tiers creating clear upsell pathways for parties.
• Food & Beverage Pre-Orders — F&B add-ons integrated directly into the booking flow, letting guests pre-order concessions, food packages, and drinks before arrival, increasing average ticket value without any additional staff effort.

Driving Revenue with Add-Ons

One of Rex's most impactful capabilities for FatCats has been the add-on system, which surfaces package upgrades and extras at the point of booking before guests ever arrive at the venue.

Rather than relying on front-desk staff to upsell at check-in, FatCats now presents beverage packages, food bundles, lane upgrades, and specialty packages during the online checkout flow. Guests who might decline an in-person upsell are far more likely to add items when booking from home, days in advance, when the decision feels low-pressure and natural.

Revenue by category data reflects this directly. Beverage, Food, Concessions, and Party Deposit all rank as top-performing add-on lines, driven primarily through the Rex booking flow. The Bowling Plus Bundle & Save 14% package has become a standout performer, capturing value-conscious guests who are happy to upgrade when the math is made clear at checkout.

The result is a higher average reservation value with no increase in staffing costs. The platform does the selling.

Promotional Campaigns and Discount Codes

FatCats has used Rex's discount code infrastructure to run targeted promotions that fill slow periods, reward loyal guests, and drive group bookings, with full redemption tracking tied directly to reservation data.

Activity venues live and die by utilization. A bowling alley that is packed on Saturday night but half-empty on Tuesday afternoon needs smart promotional tools to flatten that gap. Rex's discount code system gave FatCats a lever for exactly that.

Promo codes have been deployed across email campaigns, social media, and corporate partnership programs, each with custom discount amounts, expiration dates, and usage limits. Because codes are tied directly to the reservation system, FatCats can see which promotions actually drove bookings, how many codes were redeemed, and what packages guests added alongside their discounted reservation.

Discount codes have also enabled a B2B layer. Businesses receive dedicated codes for employee team outings at negotiated rates, turning Rex into a corporate sales tool as much as a consumer booking platform.

A Connected Tech Stack: Rex Integrations

One of the defining reasons FatCats has been able to scale Rex across 10 locations without operational friction is the platform's ability to integrate with the tools already running their business. Rather than forcing a rip-and-replace of their existing systems, Rex plugged into FatCats' tech stack, connecting reservations to scoring, CRM, and business intelligence in a way that eliminated manual work and created a continuous flow of data across the organization.

Steltronic — Scoring System Integration

For a bowling venue, the scoring system is the heartbeat of floor operations. FatCats uses Steltronic, one of the industry's leading bowling management and scoring platforms, and Rex's integration with Steltronic was a fundamental unlock for how they manage their venues day-to-day.

When a guest books a lane through Rex, whether online days in advance, as a walk-in at the door, or through a staff-assisted in-center booking, that reservation flows directly into Steltronic. Lane assignments, session times, and party configurations are automatically surfaced to floor staff without any manual data entry. Walk-in traffic and pre-booked reservations are reconciled in a single view, eliminating the guesswork of which lanes are spoken for and when.

The practical impact is significant. Front-desk staff spend less time coordinating between systems and more time with guests. Managers get an accurate, real-time picture of lane utilization across every shift. And guests experience a smoother check-in because their booking information is already waiting for them when they arrive.

Salesforce — CRM Integration

Every online booking made through Rex represents a guest relationship. A name, contact information, booking preferences, and purchase history that, if captured correctly, becomes a long-term marketing asset. Rex's integration with Salesforce ensures that none of that data is lost.

When a guest completes a reservation online, their information is automatically pushed into Salesforce as a lead or contact record. No manual exports, no CSV uploads, no data entry. The sales and marketing team at FatCats has a live, continuously updated view of every online booking lead, segmented by location, activity type, package selection, and promotional code used.

This feeds directly into FatCats' follow-up workflows. Guests who booked a party package become targets for birthday re-engagement campaigns. Corporate bookings are flagged for account-based outreach. Guests who used a discount code can be nurtured with loyalty offers. The Rex-to-Salesforce pipeline turns the booking flow into the top of a CRM funnel, making every reservation the start of a longer guest relationship rather than a one-time transaction.

DOMO — Business Intelligence Integration

With 10 locations generating thousands of reservations, the data FatCats produces through Rex is only as valuable as the speed at which leadership can act on it. Rex's integration with DOMO, FatCats' business intelligence platform, ensures that performance metrics are visible in real time rather than buried in weekly reports.

Reservation volume, revenue booked, package mix, add-on attach rates, cancellation trends, and promotional code performance all flow from Rex into DOMO dashboards that leadership can access from anywhere. When a new promo campaign launches, they can see booking velocity shift within hours. When a specific location underperforms on a weekend, the data surfaces immediately rather than appearing in a Monday morning debrief.

For a multi-location operator, this kind of visibility is the difference between managing reactively and leading proactively. DOMO turns Rex's reservation data into an operational intelligence layer that informs staffing decisions, marketing spend, package strategy, and expansion planning, all in real time.

In Their Own Words

"We have immediately seen an impact in our party conversions by allowing our guests to book online. An added bonus with REX is the system's integration with our scoring system Steltronic which makes managing our online reservations, walk-in traffic, and in-center bookings possible. We also have other integrations with Salesforce which seamlessly captures all online booking leads and with DOMO our business intelligence platform that helps us see metrics in real time. They have been open to feedback and willing to develop their system to meet our needs which we greatly appreciate."

The Growth Journey

2021 — Going Live on Rex

FatCats onboards to Rex Reservations, moving away from phone-in booking. Initial focus on bowling lane management and basic package configuration. The operational foundation is set.

2022 — Building Out Add-Ons and Packages

FatCats activates the Rex add-on system in earnest, building out Bowling Plus bundles, F&B pre-orders, and party packages. Average reservation value begins climbing.

2023 — Promotional Campaigns Launch

The marketing team adopts Rex discount codes for seasonal promotions, weekday fill campaigns, and corporate partnerships. Reservation volume grows as promotional campaigns find their rhythm.

2024–2025 — Peak Growth

The brand's highest reservation and revenue months on record. New locations contribute immediately, plugged into Rex from opening day. Multi-location reporting gives leadership real-time visibility across the entire portfolio.

2026 — 10 Locations, One Platform

FatCats operates 10 locations, all running on Rex. Every reservation, every add-on, every promo code, every guest, managed through a single unified platform. Over half a million guests served and counting.

Why Rex

Rex is built specifically for activity venues, where a single guest visit can involve a bowling lane, a simulator bay, a party room, food pre-orders, and a promo code all in one reservation. That complexity is where generic booking tools break down, and where Rex is purpose-built to perform.

For FatCats, Rex has been more than a booking tool. It is the operational core connecting guest acquisition, revenue optimization, floor management, CRM, and business intelligence into one cohesive system. The integrations with Steltronic, Salesforce, and DOMO mean that a booking made online does not just fill a lane. It updates the scoring system, creates a CRM record, and appears on a live executive dashboard simultaneously.

As FatCats continues to grow, Rex scales with them and continues to evolve based on their feedback. That partnership dynamic, as much as the platform itself, is what makes the relationship work.