>La Grande Observer | Union and Wallowa Counties' News Leader

Joe Garoutte, the new owner at The Rock, has been associated with the bowling alley and fun center since 2002, both as a manager and pro shop specialist. (The Observer/CHRIS BAXTER).

- Bill Rautenstrauch

- The Observer

Joe Garoutte, the local man who recently became owner of the The Rock Bowling and Fun Center in La Grande, learned customer service from a long line of people who knew what it was all about.

Starting with his father, George Garoutte.

"He owned a television and electronics business, and he made house calls. When I worked with him I watched how he treated people. Good customer service was very important to him," said Garoutte, who closed the deal on the recreation center at Albany Street and Cove Avenue in December.

Garoutte, a La Grande native and 1986 graduate of La Grande High School, once had his heart set on becoming an actor.

He studied drama at Eastern Oregon State College (now Eastern Oregon University) for several years in the 1990s, participating in many productions and helping teach other young actors stagecraft.

In 1996, he earned a theater degree, with an emphasis in education. He felt sure he would pursue a career as a drama teacher.

But life kept getting in the way. There was always the need to earn money. Married twice and the father of four children, Garoutte has labored in Oregon, Washington and Idaho in the electronics and recreational vehicle industries.

Locally, he worked for many years installing home and car stereos for La Grande Stereo and Music, owned by Mike Mallory.

It was a positive experience in more ways than one, he said. Mallory was a mentor.

Garoutte has been associated with The Rock since 2002, both as a manager and pro shop specialist. Often during that time, he blended work at the bowling alley with other jobs he had.

In early 2006, he was working out of his La Grande home as a sales representative for Skyline, a maker of recreational vehicles and manufactured homes.

His territory was a large one, and he traveled extensively. When he wasn't on the road, he put his managerial and pro shop skills to work at The Rock.

The arrangement worked well enough, but wasn't entirely satisfactory. Garoutte and Rock owner Steve Rzonca began exploring ways Garoutte might take over. Eventually they came to terms.

In the deal they worked out, Garoutte bought The Rock's business inventory and leased the building and grounds, with plans to own the entire operation within 10 years.

For many reasons, said Garoutte, the time seemed right to go into business for himself. Most important was the fact that he would be able to spend more time with loved ones.

"I was gone so much. To be quite honest, I was ready for a change," he said.

"I believe everything happens for a reason. Don't get me wrong. Skyline was a great company, but at that point in my life I had questions about working for a big corporation. This seemed to happen at just the right time."

Rzonca, a contractor and builder who has logged many miles between his home in Bend and The Rock in La Grande, said the time seemed right for him to make a change also.

"Timing is everything," he said. "It's been difficult for me to control things from afar and have it live up to its potential."

Rzonca recently wrapped up a term on the board of directors for the Union County Economic Development Corp. He also has been active in the local Rotary, earning Rotarian of the Year honors a couple of years ago.

Garoutte said he thinks Rzonca will always have a soft spot for La Grande, even though his participation in local activities is coming to an end.

"He always wanted to feel like he was making a positive contribution here. He's still emotionally connected," Garoutte said.

Indoors, The Rock features 14 bowling lanes, a pro shop and a restaurant known as The Boulder. Outdoor amenities include a "Mini Indy" go-cart track, a miniature golf course and baseball batting cages.

Garoutte said he has both short-and long-range plans for improvements for the business, which opened in 2000 and expanded to include the go-carts, batting cages and miniature golf in 2004.

A top priority for the new owner is acquisition of a state-of-the-art lane conditioning machine that will make for smoother rolling and more accurate ball placement.

As part of the sales agreement for The Rock, Rzonca agreed to remodel the restaurant and also to expand the mini-golf course to 8 holes.

The restaurant, Garoutte said, will seat more people and sport an outdoors theme. It will open into a lounge area already in use.

Garoutte said he hopes the improvements, which are already under way, will help attract a more steady clientele.

"I don't think we have top-of-mind awareness in people who are going out to eat," he said.

Work will begin on the mini-golf course as soon as weather allows, and be completed in time for the summer season, said Garoutte.

Garoutte said his overall goal is to make The Rock more attractive for both young people and adults.

"The place needs to be fun, no matter what you're doing," he said.

He said he wants to see the facility become a gathering place for youngsters.

"I have a goal to create a club-like atmosphere, a place where kids can come and have fun without getting into trouble," he said. "As parents, we're all committed to creating a good, positive atmosphere for kids."

Improvement plans call for a better sound and light system to support Friday and Saturday Cosmic Bowling outings for young people.

The new owner said he is keenly aware of the wants and needs of adult bowlers as well. He said he is working to make Monte Carlo nights more enjoyable for the 18-and-over crowd.

"We've changed the format and I've seen some improvement in participation," he said. In Monte Carlo bowling, certain pin combinations are worth money.

Garoutte said he especially plans to work to stimulate interest in league bowling, which he identifies as a main source of business revenue.

"I'm very dedicated to improving conditions for league bowlers. West coast bowling alleys depend so much on the leagues," he said.

Garoutte oversees a staff of 18, including managers Richard Bonney and Sue Procsal, and mechanic and maintenance wizard Cliff Mendenhall.

The challenge for everybody is to build a loyal customer base. For Garoutte, return business is everything.

"I love seeing people come back, and knowing their names," he said.