Play Meter

UP FRONT Everybody wants to be a star I Bonnie Theard Managing Editor PLAY METER n the past two years, since the term "family entertainment center" came into vogue, every location with a few games and a hot dog wagon wants to be identified as an FEC. Arcades, bowling centers, and skating rinks are among the locations that are changing their image and marketing themselves as destinations where families can enjoy multiple activities together. In January 1994 Play Meter decided to focus more attention on this new category of location. We discovered 10 influencing factors that contributed to the crop of family fun centers that had begun to dot the landscape: 1) the recent baby boom, 2) more working moms, 3) safe environment, 4) cheap land, 5) multiple attractions with something for everyone to do, 6) a rise in the cost of traditional family entertainment (sporting events, movies) , 7) closer proximity than a theme park, 8) the search for quality time as a family, 9) the value-added concept (do a lot for a little), and 10) businesses were diversifying instead of specializing. Since "man does not live by bread alone," locations do not survive by offering only games, only food, only batting cages, only miniature golf, only skating, or only go-karts. The solution: expand and add more attractions that make the facility appealing to parents, young children, teens, and grandparents. FEC competition is increasing in the major markets and some centers that opened with much fanfare have outgrown the novelty factor. They now face the challenge of making changes in order to keep those local repeat 14 customers interested in returning for a fresh experience. This entire June issue is devoted to the many facets ofFECs: party rooms, food , game room mix, outdoor attractions, and the rediscovered and updated laser tag systems. Five centers are highlighted, each with a different array of entertainment choices. All are mom-and-pop facilities , which comprise the bulk of FECs in operation today. Their success debunks the theory that the "big boys " dominate the FEC scene. In addition, FEC consultants scrutinize this new segment of the industry and provide thought-provoking commentary. And national associations add valuable input for good measure. The result: 56 pages of the most comprehensive FEC information available at this point in time. We will continue to monitor this market closely, especially since 40 percent of those who responded to our State of the Industry survey indicated that they either were in the FEC business now or would be entering it soon. Our past coverage includes indepth articles on the advent of modular soft play systems for youngst ers; highlights ofFECs across the country; and a special FEC issue last year that focused on insurance, miniature golf, the distributor viewpoint, and diverse centers in five states. Copies of these articles are available on request. If there are any lingering doubts about the popularity ofFECs, consider the growth of the Fun Expo in a brief four years. In a crowded field of trade shows with decades under their belts, Fun Expo continues to draw good numbers and offer one of the most expansive FEC seminar schedules. As a trade magazine we receive innumerable calls from individuals seeking information on how to enter the FEC market, indicating that interest in such centers continues to grow, not lessen. A. JUNE 1995