Duckpin bowling, interactive darts, cold drinks and University of Virginia sports can now be found under one sunny roof at Charlottesville’s Dairy Market, thanks to Darden School of Business alumnus George Ordway.
The 2022 graduate has launched SunPins, a boutique entertainment venue featuring duckpin bowling – a scaled-down version of bowling with shorter lanes, lighter balls and no finger holes – designed to be more social and beginner-friendly. With its unique look and feel, SunPins is nothing like a traditional bowling alley. That’s purely intentional.
“We wanted to flip the script on the traditional (bowling) experience,” Ordway said. “No black lights, no dark corners, just a bright, social space where people want to spend time.”
Guests try their hand at interactive darts at SunPins, a new Charlottesville venue that includes roll-up garage doors, natural wood accents and a patio, in addition to games and big screens. (Contributed photo)
Guests walk into an airy, sun-soaked venue with roll-up garage doors, natural wood accents and a patio. You can bowl a few frames, try your hand at interactive darts or catch a UVA game on the big screen.
Bowling, but better
The idea for Sun Pins was born on a visit to Topgolf, when Ordway, a veteran golfer, spotted an intriguing trend.
“Ninety percent of the people there weren’t golfers. They were there to socialize over an activity, eat, drink and have fun in the fresh air,” he said. “It was proof that if the activity is appealing, it can serve as the backdrop for group connection.
“Bowling is something everyone can do. It’s nostalgic and approachable,” he said. “We wanted to create a place that brought that together with the outdoor, community vibe of a beer garden.”
A Darden-driven mindset
Ordway didn’t arrive at the Darden School planning to start a business like this, but his curiosity and encouragement at school led him to explore the idea.
Duckpin bowling is one of the activities available at SunPins. Ordway says he wanted to “flip the script on the traditional (bowling) experience.” (Contributed photo)
He dove into entrepreneurship and acquisition-focused classes, talking with professors and alumni, and seriously considering buying a small business. But what excited him most was the chance to build something from the ground up. Class lessons – especially the Darden School’s use of the case method – gave him the practical mindset he relies on daily.
“You’re constantly making decisions with incomplete information. There’s never a perfect answer. That’s real life,” he said. “Darden trains you to think on your feet and to trust that you’ll figure it out.”
The perfect fit
Finding the right space wasn’t easy. Bowling lanes require a specific layout and a lot of square footage. Ordway also wanted outdoor space, a non-negotiable part of his concept.
The Dairy Market, a food hall and retail hub housed in a former milk processing plant, offered a rare fit: a central location, restaurant infrastructure and a community-centered vibe.
Now open, SunPins is becoming a gathering spot.
“Our goal is simple,” he said. “We want people to walk out saying, ‘That was fun. Let’s do it again.’”
