The American tenpin bowling craze came to Melbourne in 1960, with Box Hill, Fairfield, Hawthorn and St Kilda among the first centres. After the initial novelty wore off, investors suffered financial difficulties and a number of lanes closed. But careful marketing and catchy slogans such as 'bowling brings out the swinger in you' saw the sport 'striking' back by 1967. In 1973 Ed Flemming, owner of the Ringwood lanes, introduced the Melbourne Tenpin Cup, paying a $1000 prize. Main player AMF, equipment manufacturer and lessor, now runs 12 Melbourne centres. In recent years, tenpin bowling has generated new interest, sparking the opening of new lanes at Southbank, Richmond and Prahran.