Vending Times

Patron's Love Affair With Large Attractions Continues Unabated

By Marcus Webb, February 2006

The Great Thing About Attractions, Operators Say, Is -- Surprise! – They Attract People.

U.S.A. – Is there one overriding reason why both street operators and FEC owners should spend "big money" on lavish attractions and simulators? Yes: such machines help make even bigger money. This proposition is undeniably true, even when the price tag starts at $20,000 and rises (in some cases) to $120,000 per unit. At least, that proposition is undeniable according to several respected operators who spoke to VENDING TIMES about their use of large experiences and advanced simulators.

Some of America's best street operators, for example, report that Sega's Derby Owners Club has created – in their own words -- a "cult following." Many street operators would never consider buying large attractions or $20,000 simulators. This fact places David George Jr. of Bell Music (Akron, OH) and Jason Rubin, AJ Video Amusements (Baltimore, MD) into a somewhat exclusive club. Both men say that Sega's DOC horse racing simulator commands unusual loyalty from players, who support their passions with unusually high levels of spending.

What's true for leading street operations is also true for leading FECs: attractions and simulators can, and often do, become as crucial as the less expensive, bread-and-butter staples. For example, in the western Blueridge Mountain chain, large experiences are the central focus of an award-winning family entertainment center called Asheville's Fun Depot (Asheville, NC). Operations manager Bernie Robinson explained that a wide array of choices is crucial for attracting (there's that word again) all segments of the must-have family demographic.

Large Attractions Provide Unique Experiences For Families

"You've got to have something for everybody in the family; that's why they call it attractions," Robinson said with a smile. "Anybody who has spent any time in this business understands, or should understand, how this works. You have bowling and video games for the teens, soft modular play for toddlers, miniature golf for grandpa, skill games for mom and dad and the preteens – something for each member of the family. The arcade fans probably won't care for miniature golf, and you won't find the soft modular play climbers on the video games. But that's okay because there is something for them, too. Our philosophy is to offer entertainment for everyone from age two to 92. Remember, grandma and grandpa are the ones who bring the grandkids…and grandma and grandpa are the ones with money to spend."

Another FEC whose management believes strongly in the value of attractions is the three-store Boondocks chain, headquartered in Salt Lake Valley, UT. The chain's owners, a company called Select Development, built over 200 FECs in recent years for other operators. From all this observation and experience, they learned what works and what doesn't. So, it should come as no surprise that all three Boondocks sites feature MaxFlight simulators as key attractions.

General manager Michael Brooks runs the Draper, UT, Boondocks facility that opened 11 months ago. In addition to that MaxFlight simulator, the FEC offers two outdoor go-kart tracks; two miniature golf courses; a bumper boat pond; and a large replica of the Delicate Arch (a famous local geographical landmark, located in Arches National Park, UT). This replica is used as a rock-climbing wall. Additional attractions include batting cages; laser tag; and a large children's play area with a three-story soft modular play unit. Completing the package is a large redemption and video arcade, plus a restaurant with a banquet room and a corporate meeting room.

"We consider all of our equipment attractions," stated Brooks. "We have three different types of cars. One track operates a rookie-type car and the other operates two slick track cars. On the slick track there are two queue lines and the drivers take turns – we only let one type of car on the slick track at a time." The rookie track is for families, said Brooks. It is equipped with F1 type cars.

The FEC's two miniature golf courses are also located outside. They offer some unique features including pyrotechnic action from a large, erupting volcano on one hole; a Tiki God at a second hole; and a dragon at a third hole – all of which emit smoke and balls of fire. "When that happens, it catches new players off-guard and it's kind of fun to see them jump," chuckles Brooks. "Everybody enjoys it."

MaxFlight Simulators have become popular with FECs as an indoor, weather-proof "experience."

Boondocks' three MaxFlight simulators are upgraded versions of the VR2002 Roller Coaster. It's a large, bright red, enclosable capsule on an advanced, patented motion base that allows complete 360-degree pitch and roll. Boondocks' VR2002 offers a guest-programmable roller coaster simulation experience, and/or an F16 jet simulator experience. "We view our MaxFlight as a major attraction, not just another arcade piece," said Brooks. "And I must say that MaxFlight has been a good, stable attraction for us. It is used quite a bit, especially in wintertime when we can't sell outdoor attractions. It's a $5 per person ride and it holds two people for a three-minute experience."

The MaxFlight roller coaster simulation software includes different track segments that are player-selectable, Brooks said. The jet flight experience offers an aerial combat scenario. "We find them reliable, and the few repairs that have been needed were pretty minor," he stated.

To enhance the MaxFlight experience still further, Boondocks will soon install an interior camera and place a second monitor on the outside of the cabinet. A previously installed outside monitor shows bystanders what players see on the ride's screen; the new monitor will show the faces and expressions of the players as they enjoy the ride. "It should make a fun ride even more fun," said Brooks.

With more and more American consumers installing lavish gamerooms in their homes -- and buying more and more classic videos, used pinballs, home pool tables, and home soccer tables – the amusements industry finds itself in an era of ever-increasing competition for entertainment dollars, and ever-decreasing uniqueness. For this reason, a broad consensus holds that if the amusements industry wants to survive and prosper, it has no choice but to raise its standards, and raise its purchasing budgets. It must offer entertainment of a scale and quality that cannot be duplicated at home. For many of the better U.S. operating companies, both on the street and in the arcade/FEC sector, the solution is advanced simulators and large attractions. They are pricey -- but powerful.
.