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WILDFIRE IGNITE LUCKY STRIKE LANES


Los Angeles - October 17, 2006 - Wildfire, Inc. (www.wildfirefx.com), Los Angeles based manufacturer of high-intensity UV (ultraviolet) light fixtures, recently announced their involvement in helping to create the atmosphere inside Lucky Strike Lanes (www.bowlluckystrike.com), a new concept in bowling-the so-called "bowling lounge"-which are opening up all over the country, including the most recent opening in Torrance, CA at the Del Amo Fashion Center.

"Black light bowling has been around for some time," said Dave Frewing, President of U.S. Bowling (www.usbowling.com), the company contracted to provide the bowling equipment for Lucky Strike Lanes. "But it was entirely Steve's idea to work it into the concept of the bowling lounge."

Steven and Jillian Foster are the owners of Lucky Strike Lanes. They started the chain with the opening of the Hollywood location, which has since become a favorite celebrity hangout. The bowling centers offer more than just bowling, however. There is a full bar, an extensive menu, and an upscale, trendy atmosphere showcasing artwork on projection screens and plasma displays. There's even a strict dress code.

All this has served to make Lucky Strike Lanes the fastest growing bowling chain in America, appealing to the white-collar middle class, as well as the young and trendy. There are locations in Boston, Chicago, Detroit, Lakewood, CO, Louisville, Miami, Orange, CA, Philadelphia, Toronto, and Washington D.C., with several more under construction.

Wildfire became involved with Lucky Strike Lanes through U.S. Bowling. "It was our idea to push the Wildfire fixtures," said Frewing. "We'd seen them at a trade show some years ago, and we knew there was no better black light fixture on the market. In terms of output, in terms of performance, and in terms of durability Wildfire fixtures are, dollar for dollar, the best value money can buy."

"Most bowling centers have cheap, ineffective black lights," Frewing continued, "and using cheap fixtures won't give you the full effect of the glow products. Lucky Strike spends a lot of money on the best equipment in the market, so it made sense to use Wildfires. Wildfire fixtures give a very powerful glow effect that you just can't get with any other black light."

The Wildfire fixtures do indeed light up the lanes. With other ambient lighting to compete with, the Wildfire Basic Effects MasterT UV light fixtures cause the bowling lanes to glow a cool blue. Special UV sensitive laminate material is used for the lane flooring.

"Our light fixtures are the perfect choice for places where ambient lighting is an issue," commented John Berardi, Vice President of Wildfire. "With standard fluorescent black lighting, you need almost complete darkness in order to see the effect. But our Effects MasterT Series enable you to create effects even in the presence of additional ambient light."

Wildfire Effects MasterT fixtures use fluorescent lamps which have more UV output than standard black light lamps. Plus, they use a polished aluminum reflector that reflects 98% of the light back toward the subject. They can even include DMX control, which allows lighting designers to use them for special effects like dimming, strobing, and alternating lamps.

For additional information on Wildfire, contact Aaron Stanley at (310) 755-6780 ext. 104. Lucky Strike Lanes is at www.bowlluckystrike.com, and U.S. Bowling can be found at www.usbowling.com.



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