Different ways to drive revenue at your entertainment center

With the Family Entertainment sector predicted to grow to a whopping $42.64 Bn by 2028 we are seeing many trends emerging across the globe that continue to fuel this massive growth.

Family Entertainment Centers (FEC’s) are popping up everywhere in a variety of shapes and sizes and the ones that are leading the way have the returning guest formula down to a tee. In this article we will take a look at some of the most successful trends we have come across in our experience as a global vendor to this growing sector..

Annual Membership Passes and Season Passes

As summer break is on the horizon, organized parents are seeking family activities to entertain the kids at the best prices. Some of our UK based clients have introduced annual membership and season passes to enable families to use their facilities throughout the season for a discounted rate.

For example Aqua Park Group UK offer different tiered passes. A pass is purchased for a one off price, this enables the pass holder to book sessions (number depending on the pass chosen) at their leisure. The benefits of this are that the pass holder enjoys a reduced rate per session and also they are entitled to many VIP discounts and offers. In addition to the monetary benefits it takes the hassle out of finding stuff for the kids to do. A season pass for a place they love to be makes that “what shall we do today?” decision a whole lot easier.

By offering annual or season passes return visits are guaranteed. In order to make the most of their pass guests will return again and again to ensure the full value is redeemed. This works perfectly for your business making planning easier and presenting upselling opportunities. The more guests visit a venue the more loyalty they will feel to a brand. Customized products will be a natural upsell.

It is an all round winning formula, one that could easily be borrowed from UK counterparts and applied to FEC’s here in the US. A spring, summer, winter break season pass or an annual pass allowing families access when they need it most.

Membership Tiering

A trend we are seeing more in the FEC sector is membership. Similar to a season pass above, memberships entitle the member to discounts and special offers, the premise to give members that little bit more. Again, offering the perception of great value, memberships ensure loyalty and return visits.

Membership packages positioned at various prices can cater for all budgets and frequency of visits. The great thing about membership packages is that you, as the manager, can choose the benefits that will attract your target audience. It is common for membership packages to be purchased in addition to the paid sessions. Becoming a member will most likely give a discount to sessions, and the perks are often fun and free gifts. Useful items like customized apparel and personalized products that will add value to your guests are a must. At Samurai, we will work with you to find the perfect customized products for your members.

Weeknight Offers

Team sports are increasingly popular for adults and kids alike. Parties, team building, bachelor parties , the competitive element is a great way to get their engines running. But, you don’t have to wait for a special occasion to enjoy an exhilarating experience. Andretti Karting have introduced Two-Fer Tuesdays. Taking advantage of a quiet night in the week and transforming their venue to the place to be with their two for one attraction offers.

This trend is particularly interesting for FEC’s with more than one activity on offer. Weekends are naturally busy but the weeknights can be harder to fill. This type of offer is sure to bring in the crowds.

Summer Camp and Drop off sessions

Summer break is a long time to fill with exciting fun activities that keep the kids occupied. Most parents don’t have the luxury of being able to take a long time off work. Many FEC’s have started to offer summer camps, where children can be dropped off for the day, without the requirement for their grown ups to stay.

Adults can leave their kids safely with qualified staff who will offer a range of activities throughout the day. Safe, supervised and fun. Win, win, win. Parents will return at the end of the day, having enjoyed a productive day at work (or whatever they choose) to happy kids who have been fed, watered and spent the day exercising!

Alternatively, FEC’s are offering shorter drop off sessions which are very popular. Parenting is hard work and every couple deserves a date night. Opening their doors for an evening to allow grown ups some time out while the kids play safely, FEC’s are entering the “babysitting” arena and taking it by storm. Booking a drop off session at the kids favorite FEC is a fantastic alternative to finding a babysitter to come to their home. Food packages and customized gifts as add ons are a welcome additional revenue.

Offers Too Good To Refuse

Finally, not so much of an emerging trend, but an established one, special offers. No one can resist getting more for their money. The offers that you provide are entirely up to you. You know your customers best and you know what will keep them booking. From buy one get one free, to party offers, from free coffees for the grown ups to discounted customized merchandise. Big Air trampoline park have some big deals to keep their customers bouncing back.

What initiatives will you try to keep your customers coming back for more?