Family Entertainment Centers - IAAPA

31 Pages·2009·1.22 MB·English

FUNWORLD COLLECTIONS
Family Entertainment Centers
VOLUME 1: OPERATIONS
Customers expect more sophisticated
decor these days, no matter what they're
doing. See page 21 for story.
FUNWORLD COLLECTIONS
FECs
VOLUME 1: OPERATIONS
3 Business Bloom 18 Making Displays Shine
Designing and maintaining the landscaping of FEC operators share tips on how to make
an FEC isn’t an easy task. Experts say it should plush, redemption prizes, and merchandise
start with the construction of the facility. displays look exciting and inviting.
Originally published in April 2007 Originally published in July 2008
5 Great Expectations 20 Efficient FECs
FEC operators and experts offer tips on how to Facilities offer tips and best practices on how
ensure excellent customer service every day. to be a conscientious consumer and save
Originally published in June 2007 money in the process.
Originally published in August 2008
7 The Complete Package
22 Keeping Up Appearances
Operators share tips on how to increase per
cap spending in their facilities. Why FEC design is such a critical aspect of
Originally published in June 2007 doing business.
Originally published in October 2008
9 Good Morning FECs
24 Starting from Scratch
Having a detailed morning checklist can help
operators keep on task and on budget. Operators provide tips and advice for those
Originally published in July 2007 wanting to enter the FEC business.
Originally published in October 2008
11 It Never Stops
26 Air Play
Operators share their secrets to effective and
thorough checks during the off-season. Inflatable-focused facilities are jumping into
Originally published in September 2007 the industry.
Originally published in November 2008
13 The Brains of the Operation
28 Today’s Special
In this special two-part article, facilities and
manufacturers discuss point-of-sale systems. Poor economy forces family entertainment
Originally published in October 2007 centers to change prices.
Originally published in February 2009
15 M&S Minute
30 The Great Xscape
KnA Games Puts a New Spin on Mini-Golf
Originally published in February 2008 Amanda C. Royalty of Xscape talks about what
it takes to start up and grow a new FEC chain.
16 Eating It Up Originally published in July 2009
Take vending to the next level by offering a
range of products, choosing prime locations,
and providing the proper maintenance and
service.
Originally published in April 2008
The stories contained in this compilation appeared in FUNWORLDmagazine from 2007 to 2009.
FEC
Business
Bloom
FECs shouldn’t overlook the
importance of landscaping
by Mike Bederka
April showers bring May flowers? Yeah, right. Family entertainment center operators
wish maintaining their facilities’ “green” appearance was as easy as that cliché.
Staff members at Jungle Rapids in Wilmington, North Carolina, for instance,
work year round on landscaping, planting, retooling, weeding, watering, and trim-
ming. They have to, notes owner Bob Rippy. In terms of importance, his FEC’s
foliage ranks up on his scale of maintenance with painting, replacing carpets, or any
other standard upkeep item.
“It’s just part of what you need to do to make will trample your grass, and you can’t keep up.”
your place look nice,” Rippy says. “It gives that Seaton would rather use artificial grass for the
finished touch.” mini-golf course. It may cost more cash up front,
Oftentimes, landscaping will be the cus- but he doesn’t have to worry about running the
tomer’s first impression of an FEC, says Chris lawnmower over it or using the sprinklers. With
Seaton, general manager of Mulligan Family Fun summertime temperatures in Murrieta reaching
Center in Murrieta, California. a sweat-soaking 115 degrees, the artificial grass
“It’s like a light bulb that’s out,” he explains. helps to save money on utilities.
“It’s something the guests may not really think Fake flowers, on the other hand, are difficult
about, but they appreciate it when they’re here.” to get away with, he says: “In general, they look
To stress the importance of landscaping, plastic.”
Hank Woodburn, president of Adventure
Landing, headquartered in Jacksonville Beach,
Florida, holds an annual contest with his nine
locations, issuing an award to the venue and its
staff with the best display. He wishes all FEC
owners would put a similar emphasis on the
appearance of their grounds.
“They can always do more,” says Woodburn.
“We need to look like parks.”
Starting Out
How then does an FEC initiate and maintain
that lush feel, all while avoiding the extra hassle
and expense? The process ideally should begin
with the facility’s construction, Woodburn says.
For example, when he built waterfalls at his loca-
tions, he left pockets for planting vines.
Practicality also should be considered, if starting
from scratch, Seaton says—the less grass the better,
especially by the highly trafficked miniature golf Proper landscaping is taken seriously at Mulligan Family Fun Center in
areas. “Everybody runs all over it,” he says. “They California,as GM Chris Seaton knows it affects first impressions.

FEC Edition FUNWORLD COLLECTIONS 3
n
FEC
Owners should have their landscaping some- Like Woodburn, he prefers to handle all land-
what protected and never too close to the mini- scaping duties in house. Jungle Rapids employs
golf course, Woodburn adds. “Guests like to tar- one full-time person year round for this job.
get the plants with their putters,” he says. “It’s During the winter, Rippy adds on a few other
like having a lethal weapon in their hands.” people to help cut down the overgrowth and pre-
Shedding trees should be avoided in mini-golf pare for the busy season.
as well, Seaton says. Otherwise, staff will spend As mentioned earlier, Woodburn takes his
the whole day picking up annoying leaves and landscaping seriously. His competition gives his
berries. Also, when planting trees, make sure to crews a special sense of pride as they try to outdo
buy those that won’t grow large enough to block each other with their displays.
lighting or the all-important highway exposure, Seaton, while also a landscaping enthusiast,
would rather outsource such tasks and
would direct his staff elsewhere. “It’s
tough,” he admits about the hiring
“You don’t have to spend a fortune.
process. “There are some companies
that just can’t do it. It’s like trying to
You just need to plant enough.”
find a good air-conditioning person
for the building. You’re going to go
—Bob Rippy, Jungle Rapids through a few of them.” He conducts
thorough interviews with potential
contractors, asking about other prop-
erties they handle and how long they
Seaton says. Last, stay away from plants that have worked with them.
attract bees or those with thorns, Woodburn Woodburn says some FECs have arrangements
urges, because “people do run into them.” with a local nursery to plant flowerbeds. As com-
pensation and a nice plug, the nursery can put up
Where to Plant a sign that reads something along the lines of,
Certain considerations must be made on places “Maintained and supplied by ‘XYZ Gardens.’”
and plants to avoid, but FECs do have a slew of Regardless of who handles the brunt of the land-
options on areas ripe for beautiful landscaping. scaping work, one key thing can’t be forgotten:
Guests should start seeing flora as soon as they “You need a plan,” Rippy says. Many times opera-
cruise up the FEC’s driveway, Seaton says: “It tors will mistakenly just do a planting when they
needs to pop. It needs to look inviting.” Plant next first open up and never follow up, he says. Constant
to the front doors, too. This way, customers can be watering, weeding, and fertilizing are needed.
impressed right when they walk in the entrance. “It’s a full-time deal to keep everything
Rippy recommends planting all around the go- rolling,” Rippy says.
kart track because “it softens up that hard look.”
He also uses potted plants by the waterpark area, On the Web
allowing his staff the flexibility to change the lay- The Internet resources listed below provide
out around in case of a big party. some of the basics of landscaping. When in
In terms of what to actually plant, Woodburn— doubt about what would look nice, ask the staff
a self-professed green thumb—prefers flowers with at a local gardening store for advice. Good
“massive color” or unique items to draw a crowd’s places to start online include:
attention, such as lantanas. “These are not ordi-
narily seen in a landscape, except for pretty exotic
• Better Homes and Gardens, www.bhg.com
spots,” he says proudly.
• Landscaping Ideas,
Rippy relies on a mix of perennials and annuals,
www.landscapingideasonline.com
so his facility has a new look every year. He sets up
• About: Landscaping,
special lighting to highlight the displays.
“You don’t have to spend a fortune,” Rippy www.landscaping.about.com
says. “You just need to plant enough.” • Garden Ideas,
He estimates 2 percent of his maintenance www.gardenideas.com/landscaping
budget goes toward materials: “It is money well
spent. People always compliment us on it.”

4 FUNWORLD COLLECTIONS FEC Edition
n
FEC Operations
•
Great
Look for language
translations of this story at
www.IAAPA.org/funworld
Expectations
FECs shouldn’t accept
anything less than
by Mike Bederka
outstanding service
When he tells the story, A.J. Deacon can’t help but laugh. While checking out
the competition, the general manager of Fun Central in Wappingers Falls,
New York, spied a shameful exchange with a guest.
The customer had complained that a staff lars. A person without a strong resume but an
member never said “thank you.” Sensing the outgoing personality and a willingness to listen
commotion, a counter manager strolled up, carefully can go a lot farther in bettering an FEC.
looked at the guy, and pointed at the receipt and However, don’t be afraid to take on someone a
declared, “It says ‘thank you’ right there.” little rough around the edges who shows prom-
“I was dumbfounded,” Deacon says. “That’s ise, she says. With the right direction, that per-
the message you’re sending your employees? It’s son may become the ideal employee.
OK to treat customers like garbage?” Inspiring employees to improve stems from
Many people think there’s an endless line of managers leading by example, Wilson-Irving
guests coming through the front door, he says, but says: “You really need to show people you’re not
“that’s not the case.” From the top down, superi- afraid to do the same things that they do.”
or customer service is paramount to the success of Davis follows the same communal view at his
a family entertainment center, notes Larry Davis, farm-centric facilities, where he doesn’t have set
owner of Davis’ Farmland and Davis’ Mega Maze, trash collectors or bathroom attendants. Rather,
both in Sterling, Massachusetts. everyone must strive to keep the property clean
“I can’t think of a particular attraction that as appearance plays a huge role in a guest’s over-
you can put in that would have the same rate of all experience. It’s also everyone’s job to do the
return as great customer service,” Davis says. “If simpler things such as holding the door open or
you can do that, you don’t need the latest and
greatest toys out there. You can get by with a
good show but great service.”
An FEC’s video games and prices can change
without affecting customer traffic, adds Janet
Wilson-Irving, but great customer service always
must remain solid. “It can make or break you,”
says the regional group sales director for
Boomers! Southern California in Irvine. “If you
have excellent customer service, they’re going to
keep coming back to you.”
Going Above and Beyond
So how does an FEC become the hub of friend-
liness where every question is answered with a
peppy “sure thing” and a smile?
It starts with hiring the right employees.
Larry Davis of Davis’ Farmland and Davis’ Mega Maze,says
Wilson-Irving wouldn’t necessarily rely on a
excellent customer service is paramount to an FEC’s success.
glowing application chock full of extracurricu-

FEC Edition FUNWORLD COLLECTIONS 5
n
FEC Operations FEC Operations
• •
Great
Look for language
translations of this story at
saying “please” and “thank you,” to the more Being open andw whwo.InAAePsAt. orwg/hfunewno rldsomething
complex tasks such as keeping a watchful eye on breaks down makes for a much better approach,
Expyeoungecr guestts.ations Davis says. Describe what happened with the
Davis considers it a high compliment to see attraction or game and tell them it should be up
parents just “sacked out in our Adirondack and running in a certain amount of time. Then
chairs. It’s the only second they’ve had to take a suggest something else to do close by.
FECs shouldn’t accept
nap all week. Because of the high level of securi-
ty and staff interaction, parents know thaeyn cyanthTinragc kleinsgs Gthuaenst Service
by Mikere Blaxe.d Terhkeay can let their kids roam on their own. Great guest service must be maintained year
That’s a very cool thing.” outstarnoudndi, nangd tos emrakve iscuree employees stay on point,
Fun Factory shift leaders and supervi-
sors constantly float around the floor,
“Because of the high level of
When he tells the story, A.J. Deacon can’t help but laugh. WhileW cihlkeicnks isnaygs .out
“You never know where the shift
stheec cuomripteyti tiaonn,d th se tgaenfefr ailn mtaenraagecr toifo Fnun, Central in Wappingers Falls,
leaders are going to be,” he says.
New York, spied a shameful exchange with a guest. “They may pop into your area at any
parents know they can relax. They time. You better be doing what you’re
The customer had complained that a staff lars. A person without a strongsu prepsousmede tbou bt ea dnoing.”
member cnaevner lsaeidt “tthhaneki ryo uk.” iSdenss inrgo tahem ooutngoi ntgh peersiorn aolitwy annd. a willingTnheess Ftou nli stFeanctory also utilizes a
commotion, a counter manager strolled up, carefully can go a lot farther in b“estetcerreint g sahno FpEpCer.”-type program to
looked at the guy, and pointed at the receipt and However, don’t be afraid to takaed dorne ssso amnye oonthe ear concerns. For exam-
That’s a very cool thing.”
declared, “It says ‘thank you’ right there.” little rough around the edges wphleo, sohnoew ps eprrsoomn -stated that managers
“I was dumbfounded,” Deacon says. “That’s ise, she says. With the right dirbelcetniodne,d tihna tw pitehr- the rest of the staff,
—Larry Davis, Davis’ Farmland and Mega Maze
the message you’re sending your employees? It’s son may become the ideal emplmoyaekei.n g them tough to identify for any
OK to treat customers like garbage?” Inspiring employees to imprsoervieo usst epmrosb lfermoms. As a solution, shift
Many people thinkF tohre rWe’si lasonn e-Inrdvliensgs, lisnuep eorfior mstaanffa gienrtse ralecatidoinng bsuyp eerxvaismorpsl en,o wW wilesaorn a- Irrevfeinrege shirt with “manage-
guests coming throumghe athnes feromnptl odyoeoer,s hael wsaayyss, bbueting sraeyasd: y“ Ytoou arneaswllye rneemd etnot ”sh worwit tpeeno palcer oysos ut’hree nboatck of it. Wilkins says
“that’s not the case.q” uFersotmio ntsh.e I tt odpo edsonw’tn m, sauttpeerr ii-f theayfr’raeid j utsot dwoa ltkhien gsamteh teh isnegcsr etth asth othpepye rd op.r”ogram helps to point out
or customer service iisn p farroamm othune tp taor kthineg s ulcoct eossr ohfeadingD taov itsh feo lblorweask thee smampleo yceoems mwuhno anl eveidew s oamt eh iwsork with their guest
a family entertainmeronot mce fnotre rl,u nnocthe—s Lgaurersyt sD wavilils ,see ftahrme -ucneinfotrrimc faancdilitiesse,r vwihcee rsek ihlles door etshno’ts eh daovien sge at spectacular job. Top
owner of Davis’ Farmmliagnhdt astnodp Dthaevmis’ fMore sgoam Me ainzefo,rmtartaisohn .c Colulestcotmores rosr bpatehrfrooromme ras ttweinlld arnectse.i vRea tah e$r2,0 or $50 debit card
both in Sterling, Macsesratcahinulsye wttos.n ’t appreciate a tersee rveesrpyoonnsee omf:u “sIt’ mstriveth teoy kceaenp u tshee f oprr ogapmeretys ocrl efaonod at the FEC.
“I can’t think ofn ao tp warotrikciunlga rr iagthttr ancotiwo.n A tshka stomaeso nape peelasera.”nce plays a hBuogoem roelres ,i nw ah igcuhe sht’sir oesv ear -secret shopper pro-
you can put in that woBuultd e hveanve b ethfoer es agmuees trsa htaev oef a coanllc eerxnp, eermiepnloceye. eIst’s aglsroam e vearsy owneel’sl, jowbi ltlo idssou teh egift certificates and
return as great custoshmoeurl ds ebrev icaeb,l”e Dtoa vains tsicaiypsa. t“eI ftheisri mnpeeledrs ,t hexinpglas insusch baes shtoowld ienmgp tlhoey edeo-oofr- tohpee-nm oornth honors as incen-
you can do that, yoCuh drios nW’ti lnkeinesd, gtehnee rlaatl emsta annadger of Fun Factory in tives. Wilson-Irving says a simple “thank you”
greatest toys out thtehree .S mYoouk iceas nin g Ferta bnyk liwni,t hN oarth Carolina. shouldn’t be forgotten either. She also urges some
good show but great seWrvhiceen. ”people look confused by a game, ask if they discretion among FEC managers with the secret
An FEC’s video ghaamvee sa nayn qdu persticioens sc oann hcohwa ntog eplay it, he instructs his shopper results: “You can’t use it as the bible. If
without affecting ceumstpolomyeeer s;t rwafhfiecn, aa dfdams iJlay nceotmes up to the front it’s a negative comment, you have to take into
Wilson-Irving, but gdreesakt, scuugsgteosmt ae rf eswer svuiictea ballew oapytsions or packages right consideration if it was a super-busy day.”
must remain solid. a“wIta yc.a nS tamffa kmee morb berrse aakls oy osuh,o”uld share customers’ Regardless, feedback—in all its varieties—still
says the regionale xgcritoeumpe nsta ilfe tsh edy iwreinct ao rja cfkoprot or get a high score, should be discussed with the staff. Wilson-Irving
Boomers! SouthernW Cialkliifnosr nsaiyas ,i nb eIcravuisnee t. h“eIyf ’lylo auppreciate the enthusi- doesn’t share the negatives to make people feel
have excellent custoamsme ra ss emrvuicche ,a tsh tehye’irre o gwonin agc tcoomplishment. bad, but to make them aware. “We must correct
keep coming back to yOoun. ”the flip side, malfunctioning games can be the mistakes,” she says.
the source of one of the biggest customer service Positive notes, on the other hand, can serve as
Going Aboveb launndder s,B Deeyaoconnd adds. Some poor customer a motivational tool. At Fun Central, perform-
So how does an FECse rbveicceo mexea tmhpe lehsu bin oclfu fdriee:n “dT-hey won’t apologize ance ratings skyrocketed once the employees
liness where every fqour etshtieo pnr oisb laenmsw aenrde de xwpiltahin a what’s going on,” he knew they already had received high marks.
peppy “sure thing” asanyds .a “sTmhileey?’ ll fumble with the keys and open it
It starts with huipri.n Tg hethy ef ixr iigth wt heilme ptalolkyienegs .to a friend and then
Larry Davis of Davis’ Farmland and Davis’ Mega Maze,says
Wilson-Irving wouwldanlk’t anweacye. ssYaoruil yd orne’lty eovnen aknow if the game is
excellent customer service is paramount to an FEC’s success.
glowing applicationw ochrkoicnkg fcuolrlr eocft leyx.”tracurricu-

6 FUNWORLD COLLECTIONS FEC Edition
n
FEC Operations FEC Finance
• •
Complete
The
saying “please” and “thank you,” to the more Being open and honest when something
complex tasks such as keeping a watchful eye on breaks down makes for a much better approach,
younger guests. Davis says. Describe what happened with the
Package
Davis considers it a high compliment to see attraction or game and tell them it should be up
parents just “sacked out in our AdirondHackowa ntd oru nhniengl pin aF cEerCtain gamuoeunstt sof time. Then
chairs. It’s the only second they’ve had to take a suggest something else to do close by.
stay longer, stay happy, and
nap all week. Because of the high level of securi-
ty and staff interaction, parents know theys cpanenTdr amckoinreg mGuoenste yService
by Mikere Blaxe.d Terhkeay can let their kids roam on their own. Great guest service must be maintained year
That’s a very cool thing.” round, and to make sure employees stay on point,
Fun Factory shift leaders and supervi-
sors constantly float around the floor,
“Because of the high level of
It’s the eternal—and sometimes hair-graying—quest for family entertWaiinlkmines nsaty sc.en-
“You never know where the shift
ter operators: “You just try to figure out a way to get people to stay longer and
security and staff interaction,
leaders are going to be,” he says.
spend more,” says Gene Hinkle, owner of Hinkle Family Fun Center in
“They may pop into your area at any
Albuquperaqruee,n Ntesw kMnexoicwo. they can relax. They time. You better be doing what you’re
supposed to be doing.”
To sucrvaivne, lmeatn atgehmeenitr mkuistd sfo cruso aonm thoen be tttehr.”e Firire d ofowod nca.n be hardTehr et o Fpurnep aFraec,tory also utilizes a
increasing per capita spending at their facilities, especially when you have a y“oseucnrge,t inshexoppepreir-”-type program to
adds Bud Murray, owner of Happy Tymes Family enced staff, he says. Hinkle oapdtdsr efsos ra npyo optuhlaerr concerns. For exam-
That’s a very cool thing.”
Fun Center in Warrington, Pennsylvania. “FECs items such as pizza and hot dogps.le, one person stated that managers
are more than one business,” he says, meaning “You don’t want a full menub,”le hned esda yisn. “wTihthis the rest of the staff,
—Larry Davis, Davis’ Farmland and Mega Maze
they have to make sure guests buy that lunch for is not their primary place to emata. kIitn’sg ath seumpp tloeu-gh to identify for any
their kids at the restaurant, leave with a souvenir ment, just to keep them contenset ruionutsi l ptrhoebyl efmins-. As a solution, shift
T-shirt or magnet, andF polru nWk idlsoownn-I trhvien fge,w s euxpterraior isstha ftfh einirt efuranc teixopneriesnupcee.r”visors now wear a referee shirt with “manage-
dollars to get the spmeceiaanl sr ideem ppalocykeaegse .always being reaSdhya rtoon aDnsiweneerr amlsoen ttr”i ewsr ittote nk eaecpr oists stihme pblaec.k of it. Wilkins says
But how? questions. It doesn’t matter if the“yT’rhee jyu scta wn ahlkaivneg piztzhae, psiezczrae, t osrh poipzzpae,r” psaroysg rtahme helps to point out
in from the parking lot or headcino-go twon tehr e obfr eSakcooteemr’sp loJuyneegsl ew, hwo itnhe eda sloamugeh w.ork with their guest
Food and Drrionokm for lunch—guests will see Sthcoeo utenri’fso, rmwi tahn dthresee rvCiaclei fsokrinllisa o rlo tchaotsieo ndso,i npgr ia- spectacular job. Top
When A.J. Deaconm fiirgsht ts tsatortpe tdh wemor fkoirn sgo ams eg iennf-ormmataiorinly. Ccuastteorsm teors thep ebrifrotrhmdearys pwairltly r eccroeiwvde , aa n$d20 or $50 debit card
eral manager at Fcuenr taCinelnyt wraoln ’itn a pWpraepcpiaitneg ae rtsersep riezszpao mnasek eosf : t“hIe’m mostth seeyn csea nw uhseen f ofer egdaimnge sa o lra frogoed at the FEC.
Falls, New York, thneo vt ewnourek ionngl yr ighhatd nao “wc.h Ainstkz ysomgeroonuep e. lsGe.u”ests can alsBo ooormdeerr s,c hwichkicehn theinredse ras ,secret shopper pro-
little snack bar.” He fBouugt hevt etno bcehfoarneg geu etshtas th aavned a cobnucte brne,c eamuspel ooyfe tehse smgraalml p raosf itw meallr,g iwn isltl afifs sduoen ’tgift certificates and
add fried foods. “It’ssh poauildd obfef atrbelem eton daonutiscliyp,”a the etheiprr onmeeodtse, ietx.plains bestow employee-of-the-month honors as incen-
proudly notes. Fun CChernist rWali lnkionws, cgaenne oraffle mr apnlaatg-er of FOunn tFhaec btoervye riange sitdivee, sa.l wWayisl shoanv-eIr bvointtgle dsa wysa taer simple “thank you”
ters for birthday partthiees S, wmhoikcihes g iinv eFsr hanisk FliEnC, N aonrth oCna hroalnind ar.e ady to selslh, oDuieldnne’rt ubreg efos:r g“oItt’tse anl meiotshte ar. She also urges some
edge over the competiWtiohne.n people look confused by na egcaemssei,t ya.s kP eifo tphleey get dmisacdr eitf iyoonu admonon’t gh FavEeC i tm.” aTnoagers with the secret
Deacon also dechidaevde atnoy i qnucelustdioen as okni dh’so wm teoa pllayh ita,v hee p inrosftirtuacbtlse h visendisnhgo,p spheer arlesosu slutsg:g e“Ystos ust ocackni’nt guse it as the bible. If
option on the meenmup. loIyte ecs;o mwhese nw ai thfa mgirliyl lecodmes up to the front it’s a negative comment, you have to take into
cheese or a hot dog,d semska, lslu fgrgieess,t sam feawll ssuoidtaab, lae toopyt,ions“ orY paockuag esd rioghnt ’tc ownsidaenrattio na i f fitu wlals am supeern-buusy. day.”
and an activity baawga. y.P Sartaefnf tms elmovbee rst haels o nsehwould share customers’ Regardless, feedback—in all its varieties—still
choice, he says, ande xfocoitdem reevnet nifu teh heya dw iinn car jeaacskepdot or get a high score, should be discussed with the staff. Wilson-Irving
This is not a primary place to
20 percent as a resuWlti.l k“iTnsh seayy sc, abne cfaeuesde tthheey ’klli dasppreciate the enthusi- doesn’t share the negatives to make people feel
and stay and eat tahsmem asse mlvuecsh,” asD tehaeciro onw nno atcecso,mplishment. bad, but to make them aware. “We must correct
eat. It’s a supplement, just to
“which extends the timOen tthheey f’rliep hseidree , tmo apllfauyn.”ctioning games can be the mistakes,” she says.
Murray has addetdh eit esomusr cteo ohfi so nmee nofu tahse wbeigllg,est customer service Positive notes, on the other hand, can serve as
including veggie trbalyusn daenrds, wDinegasc.o nH ias dfdasc.i liStyome kpeooer pcu sgtoumeerstas mcootivnattioennal tto oul. nAtt iFlu nt hCeenytral, perform-
also bakes its own sberrevaicde feoxra tmhpel ecsh ienecsleu dstee: a“kTshey won’t apologize ance ratings skyrocketed once the employees
and hoagies to helpf osra vthe em pornobeyle.m and explain whaft’is ngoiinsgh on ,t”h heeirkn efwu tnhe y ealxrepadey rhaide rnecceivee.d” high marks.
Others prefer a msaiynsi.m “Talhisety a’lpl pfruomacbhle two itfoho tdhe keys and open it
service. Additionalu pch. Toihceeys fmixa iyt wnohti leb et awlkoinrtgh to a friend and then
—Gene Hinkle, Hinkle Family Fun Center
the cost or effort, wtahleky a wcoany.t eYnodu. dHonin’tk leev, enfo rknow if the game is
example, follows a pwhoilroksionpgh cyo rorfe “ctthlye. ”less frying,

FEC Edition FUNWORLD COLLECTIONS 7
n
FEC Finance FEC Finance
• •
Complete
The
it yourself. “Companies come in and you get a lit- (Attractions normally cost $6.75 each.)
tle commission check. It’s almost invisible,” she The FEC also has a five-hour pass for $37.50
says. “If [FEC owners] want to pay some bills with per person, and a Saturday and Sunday special
Package
it, they need to bring inventory in and manage from 10 a.m. to 1 p.m. for $21 per person. “We
their own refrigerator.” More space may be neeHdedo, wc otveor thhe ewaltper frFonEt tCo t ryg tuo aecscotmsmodate what
though, so keep that in mind, Diener warns. people are really interested in,” Hinkle says.
stay longer, stay happy, and
Fun Central will create different packages
Merchandise spenddep emndiongr eon mtheo tynpee oyf group visiting. “If we
by MikeD iBeneedre raknda her co-owner husband, Scott, made have a municipal group, which has a lower budg-
another big change in merchandise layout. Rather et, we can create a small package for them, know-
than having their merchandise look almost decora- ing the kids are bringing in $10 per person,”
tive (and distant) on the walls, they decided to give Deacon says. “If it’s a larger group, like a private
It’s the eternal—thaen FdE Cso’sm steotriem ae ms ohrae irr-egtarial yfeinelg. —Toq hueelpst dfroivre famcaimlyp e, nthteeyr tteanind mtoe gnot f ocre tnh-e $14, $15, $16 pack-
sales, products now are more eye-catching as well age. We try to be very flexible. We believe the best
ter operators: “You just try to figure out a way to get people to stay longer and
as accessible to the guests. Items sit in easy-to- way to increase income is to make the customers
spend more,” says Gene Hinkle, owner of Hinkle Family Fun Center in
reach baskets so kids can investigate up close the happy to get them to come back.”
Albuquerque, Npelwus hM meoxnickeoy.s and lions. “It could be more frus- One big way to keep the repeat business up is
trating for the parents,” she says, “but it’s definitely with a membership card, Deacon says. Similar to a
To survive, mamnoargee mreteanilt frmienudstly .”focus on the better.” Fried food can be harder tos eparseopna rpea,ss, the discount card,
increasing per capita sTpehnedyi ntige aitn t hmeiors tfa coifl itthieesi,r especially when you have a young, winheixcphe ric-osts $3 annually,
Would you like to be
adds Bud Murray, owmneerrc hoaf nHdaipsep y tToy mthese FaFmEiCly’s enced staff, he says. Hinkle opts fork npoocpkus laa rcouple of quarters off
interviewed for an article
Fun Center in Warrjiunnggtolen t, hPeemnne styolv parnoivai.d “eF EcoCns- items such as pizza and hot dogs. the normal prices. With the
are more than one tbinuusiintye, sssh,”e haed dsas:y s“,C musetaonminegrs “Youa bdoonu’tt awnan itm ap foulrlt amnetnu,” he sacyasr.d “, Ta hgiasme of golf drops from
they have to make skunreo wgu etshtse yb’urey tghoaitn lgu ntcoh fsoere is not their primary place to eat. It’s $a6 s.2u5p ptloe -$5.25, and 40 game
FEC issue in
their kids at the restsaoumraentth, ilnega vea lwointhg at shoeu vseanmire ment, just to keep them content until ttohkeeyn sf igno- for $8 instead of $10.
T-shirt or magnet, alninde psl uinn kth deo swtonr teh.”e few extra ish thFeUirN fuWnO eRxpLeDriemnaceg.a”zine? For every $100 guests spend in
dollars to get the speciDale aricdoen p aaclskoa gleik.es to link SharonC Doienntearc ta lusos tartie s to keep iat stihmrepele-m. onth period, they
But how? the souvenirs with the attrac- “Theyf ucnanw hoarvlde@ piizazaa,p pai.zozar,g .or pizza,”r escaeyisv et hae $5 gift certificate.
tions to drum up sales. His co-owner of Scooter’s Jungle, with a Alasu fgohr t.he profitability of par-
Food and DrFinECk recently put more inter- Scooter’s, with three California locattioicnusl,a rp rrii-des and attractions,
When A.J. Deacona fcitrisvt es twaratteedr wploaryk ionng tahse g ebnu-mpemr abroilayt sc. aNteorws thoe thet hbaitr tchadna vya prya rftroym c rFoEwCd ,t oa nFdEC. As a general rule,
eral manager at Fsuenll s Cloegnot ratol wienl s,W caopffpeien gceurpss, apnizdz aT m-sahkiretss tthhea tmosMt suernrasye twrihees nto f egeedt ihnigs rae tluarrnge on investment within
Falls, New York, three avde,n u“eI ognolty shoaadk ead “cohni nFtzuyn Cgeronutrpa.l ’sG ubeusmtsp ecran aa lysoea ro. rHdeer m cahdiec kbeanck theins dmerosn,ey within six months
little snack bar.” Hbeo faotus.g”h tT thoe yc’hrea nsgoem teh aotf atnhde hobtutte bste csaeullseer so, f hthee smwaitlhl pthroe friot cmk awrgailnl, “sFtaroffg d Honop’tper,” “Slime Buckets,”
add fried foods. “It’ssa ypsa,i dan odf fh terlepm toen edxoteunsldy ,t”h he evenpureo’sm boraten dit.. and “Space Train.” Slower earners include mini-golf
proudly notes. Fun CeAntt rHali nnkolwe’ sc satno roef,f ehre pplaret-fers toO pnu sthh ec bheevaeprearge siadned, athlwea byast htianvge c baogtetsl.ed water
ters for birthday parittieems,s w shuicchh agsi vmesu hgsi,s FmEaCgn aents, aonnd hpaenndc rilesa dfoyr t oa sell, DHiaepnpery uTrygmese: s“ aItls’so a jlumsto ostp eaned a bowling center
edge over the compceotuitpiolen .o f reasons. First, he wonrercieesss itayb. oPueto ptlhee get tmo ahde lipf yroetua idno nit’st ahuadviee nitc.”e ,T Mourray says: “We were
Deacon also dechidaesdsl etso o ifn dcilsupdlaey ain kgi Td’-ss hmiretasl andh athvee pprroofbitlaebmles ovefndilnosgi,n sgh eth aelmso wsuhgegnes ttsh setyo chkiti n1g0 to 12 years old.”
option on the metnhuef. t Ict oncotrmole.s Sweictohn dg,r ilhleed believes expensive Fun Central’s virtual reality roller coaster had
cheese or a hot dog,m smeraclhl afrnidesis, es mdiavlle rstosd saa, lae st ofryo,m e“lsYewoheure idn othne ’tt hwe kiadsn litn inag ufpu wlhle nm it edenbuute.d in 1999, but
and an activity bFaEgC. .P “aIrfe tnhtesy lgoov eb utyh ae Tn-sehwirt and spend $10 or “after a while, people have seen it and wanted
choice, he says, and$ 2fo0o, dt hreeyv ednoune’t h haadv ein tchraeta s$e1d0 or $20 to spend on something new,” Deacon explains. Hinkle experi-
This is not a primary place to
20 percent as a resuthlte. o“Tthheery s tcuafnf, ”f eHedin tkhlee skaiydss. enced a similar downward slide in interest at his
and stay and eat themselves,” Deacon notes, FEC but thinks he may have found a novel idea
eat. It’s a supplement, just to
“which extends theR tiimdee tshe ya’rne dhe rAe ttot rpalacy.”tions for owners: paintball. It can be a perfect fit for
Murray has addeTd hitee bmusl kt oo fh tihs amt “eontuh ears swtueflfl”, would be, of course, those with some extra land, he says. His facility
including veggie trtahyes FaEnCd’ s wriidnegss .a nHdi as ttfraacciltiitoyns. Akned empos t gopuerea-sthsa sc ao 5,n00t0e-sqnuatr eu-fonot tciolu rtt ahnde yanother that’s
also bakes its own tborres aadg rfeoer pthacek acghee edseea lsst eaankds discounts are more 7,800 square feet.
and hoagies to helpp sraovfiet ambloen ewya.ys to generate bufsiinnessi. s“hIt htehlpseir Mfuucnh toe hxisp ademriitteedn sucrperi.s”e, paintball has a
Others prefer a mthienmim, aalinstd apitp rhoealcphs tuos ,f”o oHdinkle says. Hinkle high demand. “We have many faithful customers,”
service. AdditionalF acmhoiliyc eFsu mn aCye nntoetr boeff ewrso ratnh assortment of pack- Hinkle says, with passes starting at $11.75. “If run
—Gene Hinkle, Hinkle Family Fun Center
the cost or effort, agthese.y F ocro inntsetnand.c eH, giuneksltes, cfaonr get a two-attraction right, it could be a good profit center.”
example, follows a pphaislso sfoopr h$y1 o1f “otrh ea l efsivs efr-yaitntrga,ction pass for $27.

8 FUNWORLD COLLECTIONS FEC Edition
n
FEC Operations FEC Operations
• •
Good Morning
saying “please” and “thank you,” to the more Being open and honest when something
complex tasks such as keeping a watchful eye on breaks down makes for a much better approach,
FEyounCger guestss. Davis says. Describe what happened with the
Davis considers it a high compliment to see Datetratcatioinle odr g acmhe aencd ktelll itshtems iht seholupld be up
parents just “sacked out in our Adirondack and running in a certain amount of time. Then
chairs. It’s the only second they’ve had to take a sstuaggretst stohmeeth idnga eyls eo tof fd or cilogseh bty.
nap all week. Because of the high level of securi-
ty and staff interaction, parents know they can Tracking Guest Service
by Mikere Blaxe.d Terhkeay can let their kids roam on their own. Great guest service must be maintained year
That’s a very cool thing.” round, and to make sure employees stay on point,
Fun Factory shift leaders and supervi-
sors constantly float around the floor,
“Because of the high level of
Be prepared. That little phrase has been uttered time and time aWgialkinin.s Bsauyts. for
family entertainment centers, ignoring this simple message can mea“Yno bu ign epvreor bk-now where the shift
security and staff interaction,
leaders are going to be,” he says.
lems when it comes to getting a facility ready for the day.
“They may pop into your area at any
parents know they can relax. They time. You better be doing what you’re
Operating without a morning checklist or any al manager of Boondocks Fun Cseunptpeors eind Dtor abpee dr,oing.”
sort of pclana ncan lceauts et bhacekliorgs akndi dlosst prroofiatsm, Uotanh, ttrihese toi ra noticwipante .the crowTdh ev olFuumne Ffoacrtory also utilizes a
and just give an overall bad impression. For the day and plan accordingly. W“siethcr leatr gesh gorpouppers”-type program to
example, no guest wants to see shattered light or birthday parties, he knows ahded’lrle sns eaendy oetxhtrear concerns. For exam-
That’s a very cool thing.”
bulbs covering the miniature-golf course, half pizza dough premade and morpel et, oomnaet opeesr soann dstated that managers
the video games blinking an error message, or onions chopped up. A surge in bFlEenCd eadtt einn dwanitche the rest of the staff,
—Larry Davis, Davis’ Farmland and Mega Maze
staff scrambling around to prep for a large birth- also means having a few additimonaakli nsgta tfhf esmch teodu-gh to identify for any
day party. uled to work and ready to help oseurti,o uTsu cpkroerb lseamyss.. As a solution, shift
“We strive to be reFaodry tWo iglsoo nth-Ier vminign,u tseu ptehreior staBffu ti ntwerhaectthioenr its’us pear vijsaomrs- npoawck wedea rs au mrefmereere shirt with “manage-
doors open,” says Emddeya nTsu ecmkeprl, ooyweense ra lowfa Gysa tboering Sraetaudryd atyo oarn asw wehrispmere-qnut”ie wt rwititnetne ra cTruoesssd tahye, tbhaeck of it. Wilkins says
Park in Little Rock,q Auersktiaonnssa.s .It doesn’t matter if themyo’rren jiunsgt waacltkivinitgies tmheu sts ecinrectl usdheo pcpleear npinrogg rtahme helps to point out
in from the parking lot or headfiancgi littoy . thIne barne aikdeale mwpolrolyde, ese vwehryot hnienegd asolrmeaed wyork with their guest
First Things Froiorms tfor lunch—guests will see wthoeu ludn ibfeo rmsp oatnledss, sbeurvt icFee lsdkmillasn o ra tchkonsoe wdloeidngge as spectacular job. Top
Depending on the mdaigyh ot fs ttohpe t hweemek f,o rF EsoCm est ianfffsormtahtiaotn t.e Cenuasgtoemrs earts thep eenrfdo romf ear ss ixw-ihllo urer csehiivfte dao n$’2t0 or $50 debit card
generally start workcienrgt aoinnley twoo tnw’to a phporuercsi abteef oa rteersea rlewsapyosn sdeo o tfh: “eI ’mmost ththeoyr coaung hu sjeo fbo rc lgoasminegs odro fwonod at the FEC.
the first guests arrinvoet. wAotr kZinugm raig hFtu nn oCw.e nAtsekr ss,omfeoorn teh eel snei.g”ht. His mornBionogm cerresw, wwhililc ehm hpitrye sa nay secret shopper pro-
which has 11 FECs arBouunt edv tehne b cefoourne tgruye, sats qhuaivcek a concern, employees gram as well, will issue gift certificates and
walkthrough tops thsheo utold-d boe liasbt,l ee xtop laanintisc iLplaotye dtheir needs, explains bestow employee-of-the-month honors as incen-
Butterfield, vice preCsihdreisn tW oifl koinpes,r agteinoenrsa.l Tmhaenya’lgler of Fun Factory in tives. Wilson-Irving says a simple “thank you”
look right away ftohre Samnyotkhiiens gi n uFnraunsukaliln ,t hNaotrth Carolina. shouldn’t be forgotten either. She also urges some
requires immediate attWenhteionn p,e loipklee alono ko vcoenrnfuigsehdt by a game, ask if they discretion among FEC managers with the secret
break-in or a leakinhga rvoeo af.ny questions on how to play it, he instructs his shopper results: “You can’t use it as the bible. If
Glenn Feldman, oewmnpelor yoefe tsh; ew Ohaesni s aF afmamiliyly F ucnomes up to the front it’s a negative comment, you have to take into
Center, had just suchd easnk ,e sxutgrgaeosrtd ai nfeawry s euviteanbtle h oappt-ions or packages right consideration if it was a super-busy day.”
pen to him earlier thaiws ayye.a rS. tAaf fr amree mAbperrils naolsro’e ashsto-uld share customers’ Regardless, feedback—in all its varieties—still
er hit his FEC ine xGcilteenm eMnti lilfs t, hePye nwninsy al vjaacnkiap,ot or get a high score, should be discussed with the staff. Wilson-Irving
knocking his compuWteirl kseinrvs esra yosu, tb eocfa cuosem tmheisys’ilol nap.preciate the enthusi- doesn’t share the negatives to make people feel
Staffers noticed thea smpr oabs lmemuc he aarsl yt heeniro ouwghn aacncdomplishment. bad, but to make them aware. “We must correct
didn’t lose too much buOsnin ethsse afsl iap rseidsuel,t .malfunctioning games can be the mistakes,” she says.
Once staff addresstehse a snoyu rucreg eonft ocnoen coefr tnhs,e fbacigilg-est customer service Positive notes, on the other hand, can serve as
ities can focus on theb mluonrdee srtsa, ndDaeradc doanil ya rdodust.i neSso.me poor customer a motivational tool. At Fun Central, perform-
Money must be counsetrevdi,c aen edx pamappelrews oirnkc nluedeed:s “tTohey won’t apologize ance ratings skyrocketed once the employees
be verified to make fosur rteh teh per ofibgluermes amnadt cehx ptlhaoinse what’s going on,” he knew they already had received high marks.
from the night beforsea, yBs.u t“tTerhfieeyl’dll nfoutmesb.le with the keys and open it
Regarding food purpe.p Tarhaetyio fnix, Fite wldhmilaen t aallkwinaygs to a friend and then
At Zuma Fun Centers,employees conduct a quick
bakes fresh cookiesw saol kth aew eaayr. lyY-omuo drnoinn’tg egvueenst sknow if the game is
walkthrough of the facilities first thing in the
sniff some yummy trweoatrsk.i nMgi cchoarreelc Btlryo.”oks, gener- morning to check for anything out of the ordinary.

FEC Edition FUNWORLD COLLECTIONS 9
n
FEC Operations FEC Operations
• •
Good Morning
garbage cans, wipe down sticky countertops, Either way they decide to operate, FECs need
doors, floors, and chairs, and pick up any loose to have an action plan to start the day,
FECs
wrappers on the ground. Butterfield urges. “It all revolves around labor
Along with cleanliness, having properly work- Daned tbaeiinlge ads e fcfichieentc aks lyoius tcsan h,” ehel psays. “By
ing, safe rides and attractions is paramount to the using a checklist, it will save you a tremendous
start the day off right
success of an FEC, the veteran operators say. amount of time, labor, and energy.” The
Concerning video games, make sure they start up “absolute key” is having a general manager with
properly, and reset the ones that need it, strong leadership skills, he says. This person can
by MikeB uBtteedrfeierlkda says. Double-check that the crane organize all the daily tasks, delegate, follow
games are “dressed.” And do token drops on the through, and hold people accountable. “If you
redemption games to get a ticket or two. create that culture, your life will become a whole
lot easier,” Butterfield adds. “You’d be
Be prepared. That little phrase has been uttered time and time again. But for
shocked by how many people don’t
The “absolute key” to an effective
family entertainment centers, ignoring this simple message can mheaavne ab riogu ptirnoeb.”-
Detailed accounts of inspections
lems when it comes to getting a facility ready for the day.
daily morning action plan is having can help expedite any insurance
claims and perhaps save money in the
Operatinga w igtheount ae mroarnl inmg cahenckalisgt eorr a nwy iatlh m ansatgrero onf Bgoo ndocks Fun Ceenndt efor ri no wDnraeprse.r ,“The better the doc-
sort of plan can cause backlogs and lost profits, Utah, tries to anticipate the cruomwedn tvaotliuomn,e tfhoer better chance you
and just give an overall bad impression. For the day and plan accordingly. Whiatvhe l asrogem gertohuinpsg to fall back to,”
leadership skills—a person who will
example, no guest wants to see shattered light or birthday parties, he knows Thuec’lkl enr eesady se.x tArat Oasis, either the
bulbs covering the miniature-golf course, half pizza dough premade and morme atnoamgeart ooers thaen dshift leader will write
the video gaomregs balinnkiiznge a na lerlr otr hmees sadgea, iolry otnaiosnsk csho,p ped up. A surge in dFoEwCn atthtee nddaaten caend time, the problem,
staff scrambling around to prep for a large birth- also means having a few additiaonnda l hsotawff istc hweads- addressed. “It starts
day party. delegate, follow throuulgedh to, waornk dan dh reoadlyd to help owuitth, Tpuecnk aenr dsa pyas.per, but it will end up
“We strive to be ready to go the minute the But whether it’s a jam-pinac ak edda tasbuamsem,”e rFeldman says. “If it’s
doors open,”p seayos Epdldey Taucckecr,o ouwnnert oaf bGlaeto.r Saturday or a whisper-quiet winntoetr eTlueecstdroany,i ct,h iet’s going to get lost.”
Park in Little Rock, Arkansas. morning activities must include Mclaenaangienmg etnhte at Boondocks also
facility. In an ideal world, evseuryptphoirntgs tahlree andyotion of methodical
—Lloyd Butterfield, Zuma Fun Centers
First Things First would be spotless, but Feldmadno caucmknenowtalteidogne sand detailed check-
Depending on the day of the week, FEC staffs that teenagers at the end of a sixl-ishtos,u ru ssihnigft Mdoincr’tosoft Outlook as the
generally start workingS toanffe m toe mtwbeor sh aotu rBs oboenfodroecks ainlwspaeycs td aol l tshiex mofost ttohool roofu gchh ojoicbe .c lTohsien gp rdoogwranm will help organize
the first guests arritvhee. cAlimt bZiunmg ast aFtuionn sC oenn ttehres ,rocfko rw tahlle. Tneigshtitn. gH itis mwohrnicinhg jcorbesw awriel l demailpyt,y waneyekly, bi-weekly, and
which has 11 FECst ahreomunsedl vtehse, tchoeuyn etnrys,u are q tuhicek pulley drops correct- monthly. In addition, Outlook’s flexibility allows
walkthrough tops thlye atnod-d aot ltihste, reixgphlta isnpse eLdl.o Tydhey also examine all for new chores to be added with just a few key-
Butterfield, vice pretshide ehnatn odfh oopldesr.ations. They’ll strokes and mouse clicks.
look right away forG aon-kyathrtisn gr equuniures ueaxl trtah-acltose attention, as a “I was skeptical at first,” admits Brooks, a 27-
requires immediate matatlefunnticotnio, nli kcea na nc oauvseer naignh tinjury, Tucker adds. year veteran of the industry. “I didn’t think
break-in or a leakinEga rcoho fm. orning, a staff member walks the track to Outlook would be the best medium to put
Glenn Feldman, olowonke rfo orf atnhye bOeansdiss F oarm cirlayc Fkus nin the rail system. He together these lists, but I’m sold. It’s a very effi-
Center, had just suchta akne se xthtrea ocardrsin faorry a e vspeinnt, hteaspt-ing the tires, brakes, cient, effective tool.”
pen to him earlier thains dy esatre. eAri nragr.e (ATphreily ’nreo r’geaassste-d up at night, as a Giving staff members a nice, clean list helps
er hit his FEC inl eaGkl ebne cMomilless, oPbevninosuysl vtahnei an,ext morning when take a big load off management’s shoulders. “We
knocking his computtheer rsee’sr vae pr uodudt loe fu cnodmermniesasitohn t.he go-kart.) Bumper don’t have to constantly remind people to do
Staffers noticed theb opartosb alenmd beaatrtliyn ge ncaoguegsh g oan tdhrough the same rig- things,” says Brooks, who still does occasional
didn’t lose too mucho rbouussin reosus tains ea. result. spot checks. The checklist also creates a sense of
Once staff addresses any urgent concerns, facil- accountability, he says, as the employee signs off
ities can focus on theD meovree stlaondpairdn dgai lay r oRutoinuest.ine on each task in the morning, as well as through-
Money must be counAtte dG, aantodr pPaaprekr,w jourskt noeneed sp teorson handles all the out the day.
be verified to make ospuerne itnhge dfiugtuieress, mTuactkcher thnoostees. The experienced Clear expectations allow for greater productivity,
from the night beforaes, sBisutattnetr fimeladn naogteers .has the ritual down pat and adds Eric Farmer, indoor attractions manager at
Regarding food pkrneopwarsa twiohna,t Fietl dtmakaens atlow agyest everything ready. Boondocks: “We’re setting them up to succeed.”
At Zuma Fun Centers,employees conduct a quick
bakes fresh cookiesO soth tehre f aecairliltyi-ems oorpnti nfogr gmuuelsttisple wstaalfkft hmroeumgbhe orsf tthoe facilities first thing in the
sniff some yummy trseeat ttsh. eMiri cahlaareml sB eroaorlkys., gener- morning to check for anything out of the ordinary.

10 FUNWORLD COLLECTIONS FEC Edition
n