The Official Magazine of IAAPA
On Tuesday afternoon, three family entertainment center (FEC) operators shared their tips on facility operations in an IAAPA Expo EDUSession titled Top Operator Secrets for Running a Lean, Profitable FEC.
Laura Zorn of Bravoz Entertainment Center in Jacksonville, Florida, had success leveraging artificial intelligence (AI) to streamline the party sales process. Using Book More, Bravoz automated lead generation and follow-up to support its existing group salesperson, increasing lead conversion from 50% to 85%. Previously, two event coordinators spent three days a week calling and leaving messages for guests to book parties and confirm details. Now, automated text confirmations are sent. This frees the salesperson to focus on the floor and interact with party guests.
Prior to the party, guests are sent multiple texts throughout the week confirming details and steering them to the attraction’s website to purchase food and beverage upgrades. Zorn says this approach resulted in a 30% increase in food and beverage revenue.
Kyle Allison, owner of Altitude 1291 in Oklahoma City, has made effective use of Placer AI data to better target marketing dollars. Given the cost of Placer AI data, Allison recommends engaging a marketing firm to access the data. Insights from this data have allowed Altitude 1291 to better refine its marketing areas; track key performance metrics such as visit frequency, dwell time, and visitor change over time; as well as identify under penetrated zip codes that match core market demographics. This permits better targeting of digital marketing and community event participation.
Allison has also made effective use of the facility’s security cameras to track guest movement, including arrival and departure windows, which is helping the attraction adjust its operating hours.
Jeremy Hoyum, owner of two Urban Air Adventure & Trampoline Parks in Arizona, emphasizes the importance of revenue forecasting. Using a model he developed, Hoyum utilizes variables such as the prior year’s revenue, current year six-week revenue trends, number of parties booked, anomaly events, and the weather forecast. This approach helps him optimize weekly staffing levels.
