Play Meter

FRO M THE EDITOR Hello, Triple A, I need a tow F Valerie Cognevich Editor PLAY METER EC, CEC , AEC, LBE-it's obvious that we have some n ew lingo to learn if we're going to survive in the family entertainment center. childre n 's entertainment center, adult entertainm ent center, and location-based entertainment industry. When you turn to the section we've set aside to discuss this growing industry, you'll see exactly what the d efinition is and what constitutes an FEC or CEC. There are so many aspects of this deve loping industry that it will take some time to understand it. We've taken a close look at some outstanding locations . talked about various attractions , discussed birthday parties, and read how consultants and associations view it. In dissecting the FEC industry, one thing becomes quite evident, a location will not be around long if it's not kept fresh, clean, and wellmanage d . Arcades of the early video days had just such a future. Those who did it right, knew what they were doing, had the money to update , hire d the right people, and constantly were on the lookout for new ideas are probably still around. Those out for the quick buck h ave long since take n up another venture. I remember vividly back when Chuck E. Cheese and ShowBiz were separate businesses. My youngest children were still in the age bracket that was attracted to ShowBiz's animated characters and they love d the kiddie rides, s e a of balls, and everything that ShowBiz r e presented. The only problem was that ShowBiz was about 10 miles from m y house so it was a little drive to go there. When they opened a Chuck E. Cheese restaurant only a mile or so from me, I was ecstatic. Now we could zip over, e njoy a pizza. sandwich , or salad, play a few games, and b e back home before our favorite television s hows b egan. It was a ll I expected- for the first two or three visits. After that. I noticed that the games were not as cle an and none had been rotated. In fact, many of them were not working. I'll n ever forge t losing my money in the Skee-Ball. I asked for a refund, which I was given with a huff. When m y son lost his quarter in another Skee-Ball lane, the girl behind the counte r asked m e why I was so stupid to put more money in it. I guess she didn't realize that there were about 12 lanes and by now I'm figuring I'll be back when we lose another quarte r in still another lane. I also figured it would be a long, unpleasant evening with 10 8 lanes to go and an attendant out for a fight. When I went to the salad bar, I was appalled to see the lettuce was not only wilted but rotten. It was disgusting and I vowed then and there that I'd never be back. The kids didn't even put up a fight when I said it was time to go. Ironically, around this time I happened to see Gene Cramm ofShowBiz at a trade show and couldn't help but compliment him on his place and express my anger about the other. Even though ShowBiz was clean, the food was fresh, the people were friendly, and the games were working, he was already thinking of ways to improve it. "I think we're going to add fresh mushrooms to the salad bar," he said. That ShowBiz location is still in the same location, still doing a booming business because of the attitude Gene displaye d. Of course, ShowBiz and Chuck E. Cheese have merged and I believe the original ShowBiz place is now called Chuck E. Cheese. Or as my four pre-school nieces say, "Chunky Cheese." There is a lesson here for everyone contemplating opening an FEC: it's not a onetime investment; it's an ongoing process that never ends. I guess Disney World is the ultimate example. The people who work there must take courses in making people happy and how to go out of their way to make them happy. The attractions are kept spotlessly clean, no trash is ever seen, and n ew events are added on a regular basis . It's an experience we all want to relive again and again . Although an FEC can't expect to be compared to Disney World, hey, the concepts are the same. Your employees can make or break you. Cleanliness is next to ... well, you know what I'm going to say. No promotion in the world will get people back into a location that doesn't take pride in its appearance. Bill Faith, in our cover story this month, said that it's easy to get the first few quarters in a game. The challenge is to get repeat players. The same can be said of an FEC. It's no mystery how to get people in for the first time, but getting them back time and again should consume your thoughts and plans. I'm a parent first even though I happen to love this industry. I've gotten turned off by some locations that I know simply aren't up to par. Therefore . I'm not so willing to take the kids back. However, the key here is that I know the difference. How many parents know enough about what to expect when visiting an FEC , or an arcade for that matter? Their visit to a grungy place could very well b e their only impression. We 're in for some bumps along the FEC highway, but those with good suspension will travel along smoothly. Those who have not paid attention to their foundations will soon be flagging down help along the way. Waiting for Triple A could be their downfall! .A. JUNE 1995