Play Meter

UP FRONT come one, come all, into the FEC fold A Bonnie Theard Managing Editor PLAY METER neuropsychologist contemplating early retirement recently called to obtain information on family entertainment centers. His was not an unusual call. We are accustomed to fielding a deluge of inquiries from unlikely places seeking industry statistics and back issues. The world of amusements is really big business right now. The individual seeking information predicted we would see a lot more people from different professions entering the FEC business. I believe he is right . Remember the doctor and lawyer types who crowded the video game market in the early '80s? Investors and plain good businessmen recognize the potential of FECs. They are joined by entrepreneurs looking to expand their current restaurants, strip shopping centers , stand-alone minigolf courses, water parks, bowling lanes, skating rinks, and other businesses that could use the jolt of an added attraction. Longtime operators may groan that our industry doesn't need any more newcomers who don't know a joystick from a popsicle stick. But they will come, some better prepared than others. Careful ones will attend trade shows such as the justpassed AMOA Expo and the Fun Expo , soaking up the game experience and attending every significant seminar. They will plan in advance , mapping out their financial situation, obtaining demographic studies to see if such a facility is feasible in the desired vicinity, and hiring knowledgeable consultants with a 12 background in the industry. They cannot be prevented from joining the free enterprise system. Whether their mousetraps will be bigger or better than what coin-op veterans can supply will be determined at the cash box. Well-intentioned and well-funded operations have been known to flop ifthe flow of t raffic cannot be sustaine d . These newcomers face the same demons that all operators face. Withholding information won't stem the tide. The better informe d a newcomer the better for the industry as a whole. What's worse than a poorly-run establishment that gives t he entire industry a bad image? We were all newcomers at some point in time. Learning what pleases our customers is an ongoing process. We continue to add to our education daily as we "live" the business. There is room at the coin-op table for those willing to invest the time and energy required to produce a quality family fun center t hat will become an asset to the community. Opening an FEC is not a light undertaking, but a major investment. A critical point may be heeding t he advice of the experts. As droll funnyman Dennis Miller said before his ill-fated late-night talk show hit t he airways a few years ago: "It 's like gladiator school. If you're good, you're still there, and if you're bad, they carry you out feet first. " FECs will continue to be the focus of attention as the new year approaches. It will be inte resting to see how many newcomers are left standing and how many fall victim to big ideas , small results. There will also be a percentage that make it and make it big, with a mix of originality, theme, and marketing magic. A little h ealthy competition doesn 't hurt anyone . Instead, it keeps us on our toes. NOVEMBER 1994