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International Karting Industry Buyer's Guide |
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| CONCESSION CORNER | |||||||||||||
| STRIVE
TO BE BETTER
Creativity Can Keep Guests Returning To A Facility By Peter F. Olesen In identifying what makes one family entertainment center (FEC) or go-kart facility better than the next, many of the primary differences are the direct result of ownership/management motivation and performance. It takes commitment to provide a superior entertainment experience and continuing effort to assure that it occurs. It begins with the initial concept, builds during design and culminates with operations. Being different is striving to be better at all times. There is a difference in the number of people any given FEC or go-kart track can attract. For some facilities, this is established by the existing demographics of the region. In many cases, the actual difference is the quality of the underlying design and the amount of enjoyment derived by the guests visiting the facility. In others, it is the simple level of attention and service provided by the management and staff. Besides the above, the impact created by sound marketing practices can generate additional attendance, sometimes creating the ultimate difference between success and failure. Do not strive to be “as good as”. Be better! It is easier to beat the competition when you have something better to offer, whether is it service, entertainment level, variety, quality or environment. Create a happy and comfortable environment that generates a desire to return to your facility many times. This will result in word-of-mouth promotion you cannot duplicate. When we talk about the quality of the underlying design of a facility, we go way beyond the cost, size or collection of attractions. Far more important is the level of fun each element will provide while the guest is using the attraction. In most instances, proper application of design expertise and judgment can produce a far more entertaining attraction for fewer dollars and lower expectations of available site space. Recognize the value of using professionals experienced in the industry. The use of stock plans may appear to be an economical approach to developing a successful facility, and sometimes it works. In most cases, however, the time and cost involved with having a design professional develop a facility specific to the individual project site and its particular attraction mix will have a definite benefit in the ability to generate repeat visits and optimize sales. Proper placement of an attraction will expose guests to elements of other attractions, sparking their interest to try something new. In this manner, the per capita spending of your guests will increase, contributing to the overall success. The interrelationship between attraction and other site amenities, coupled with an integrated design concept, can result in greater returns for the overall facility. Many guests act on impulse when selecting attractions at family entertainment centers. It is especially true when these attractions are properly placed in relationship to each other. Proper placement of individual attractions should be accomplished before construction of a facility. The cost of relocating outdoor attractions once they’ve been constructed is prohibitive. This further emphasizes the need for initial overall conceptual planning prior to construction. While there may be some situations under which modifications can be made to improve an existing attraction’s appeal after construction, it will be more costly. It is definitely more cost-effective to have taken the time to consider such elements beforehand eliminating the need to make subsequent changes. Thoughtful consideration of the individual elements in each attraction can result in saving in site grading, drainage, lighting, landscaping and related project costs that can exceed the design cost many times. The specific arrangement of indoor elements can also create a synergy which results in greater use of all elements. The usual size of type of indoor attractions often result in the specific placement needing to be revised occasionally (specifically flat rids and arcade machines). Everything may seem perfect for a time and later cease to generate extra sales. When that occurs, it may be time to make some changes. Changing the location of flat rides, video games and redemption games may be easy; relocating food services, major laser games tag facilities, party rooms and related facilities are not. Dare to be different. Be unique. In an industry known for clone operations, having one that is unique creates additional reasons for people to visit your facility. Once the guests arrive, the uniqueness will be entertaining, providing that you’ve made the right choices. The difference must be realistic, not just an illusion. Methods of convincing guests that they have come to the right place, span everything from courteous and friendly staff, a clean, attractive and comfortable environment, to better and more enjoyable attractions. Use unusual physical characteristics of individual sites to your advantage. This can include constructing specific attractions into the side of a hill, using streams and ponds, clumps of trees or rock outcrops to present the attractions in a unique format. Sound planning considers adding new elements or revising existing ones on a frequent basis to generate higher repeat visits. Usually, revising existing elements is more economical than creating new ones. Do not be afraid to court the local media. Local radio stations and television stations are always looking for human-interest items. Newspapers can always use feature stories. Bring them out, show them around and provide them with information not only on your facility, but also on the general industry. This will enable them to write an article that places your facility into comparison with other attractions in the region. The more information they have to work with, the more column space or time commitment they can generate, giving you more coverage. Have a media day for the people that can provide coverage for your facility. Invite their families. There are many possibilities for celebrity races between various media figures, public officials, etc., as well as general tours explaining what your facility has to offer, why you selected the specific attractions, and your goals for the future. A similar approach could be used for community leaders from local government, schools, churches, and other community groups. The more creative you are in marketing your facility, the more you increase your potential for success. Just remember, to succeed, you must deliver what you market. Staying committed to maintaining
a positive difference in all elements surrounding your facility is the
best formula for success.
About the author: Peter
F. Olesen, a registered Professional Engineer, is president of Peter F.
Olesen and Associates, 500 West Central Road, Suite 205, Mount Prospect,
Illinois 60056.
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Kart Marketing Group, Inc. Post Office Box 101 Wheaton, IL 60189 USA Telephone: 630-653-7368 Fax: 630-653-2637 Email: karting@msn.com |
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