LASERTAG 301: Blasting BEC s Bottom Line. Erik Guthrie Vice President Zone Laser Tag September 28, 2016

Transcription

1 LASERTAG 301: Blasting BEC s Bottom Line Erik Guthrie Vice President Zone Laser Tag September 28, 2016

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3 Realize Record Revenue Bowling Facilities with Laser Tag vary Revenues range from $50k - $500k+ Why the difference? In higher grossing facilities, laser tag is prominent.

4 Increased Revenues - Ancillary Food Sales will increase Group bookings will increase Birthday parties will grow Revenue for other attractions increase

5 Why The Increase? Gone are the Plastic Arenas and Barrels New Locations have 2 levels in many markets Operators understanding profit center Better in-house and out-of-house marketing Customers want laser tag in Packages Economy created value buyers

6 Brunswick Zone Lonetree, CO

7 Changes in the Laser Tag Industry that affect BEC s

8 Changes in Operation Operators understand the profit potential Better Preventative Maintenance More Stock of Spare Parts Greater use of checklists Greater system automation (fog, light, sound)

9 Changes in Marketing Display Monitors In-Arena Cameras Better Marketing Pieces Use of Social Media Word of Mouth increased as Guest Experience Increased

10 In Arena Camera and Large Scoreboard Woodland Bowl, Indianapolis, IN

11 Fresh and Fun Experience

12 Fresh and Fun Experience Game Format Nights Make Birthday Kid Feel Special Facebook is dead Have Guest Tweet/Instagram or Facebook update while in the equipment Fog utilization Large Score Monitor

13 High Monthly Score Track highest score per month Get digital photo of highest score player Have player take selfie with scorecard and then have them share it on FB. Create a Wall of Fame Place monthly high scorer on website

14 King of the Hill High score of last game plays again for free Creates excitement and draw for repeat play Friends of the King often pay to play again After 2 or 3 wins, game marshall ensures the king doesn t stay crowned. Kings often return with other friends the following weeks

15 Game Formats on Slow Nights Make a slow night a special games night Speak with your supplier about games Solo Elimination; Vampires/Zombies; Base Flags; Color Rank Solo, TURTLES!!!, etc. Hype the Games Night to your guests on Friday and Saturday Post on Facebook / Twitter No membership system required

16 Birthday Child Use the birthday guest for the pack demo Have birthday guest team go in first Ensure birthday guest gets bases or targets Use a sticker to single out birthday guest

17 Facebook is Dead (actually, just dying) FB is still #1 social media site Teens are not embracing FB How many of you have a personal FB? Not cool once you joined. Twitter / Instagram gaining users

18 Instagram

19 Pictures Party coach takes birthday guest photo Offer to Mom the photos Place digital on website (with permission) If possible, create a focal point for birthday guest and incorporate store logo Guest and/or party stand in front of center prop or focal point for photo

20 Center Prop Photo Op

21 Stars and Strikes Dacula, GA

22 Player Produced Pictures Laser Zone, Castleford, UK

23 Pictures on Website Ensure you have photos of laser tag on your website Make those photos pop off website Laser Tag is action shots; create excitement If you don t bother to market tag, people won t bother to purchase tag So many bowling websites don t show laser tag in action (if at all)

24 The Clubhouse, Statesboro, GA

25 The Clubhouse, Statesboro, GA

26 Website

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29 Video on Website Simple and cheap to do Today s buyer is very video-oriented Ensure the video is on YouTube and Vimeo Make sure your logo is on the video Most new computers come with Windows Live Movie Maker from Microsoft

30 What s New in Laser Tag Arenas SkyZone Bowling Facility, Hamilton, NZ

31 Light Creates Excitement Laser Planet, Watford, UK

32 Red Base Area Laser Planet, Watford, UK

33 Green Base Area Laser Planet, Watford, UK

34 Laser Tag Arenas

35 LED Arenas Lasertron Image

36 Themed Arenas

37 Video Projected Arenas

38 Fog / Haze in the Arena

39 Pricing and Promotions

40 Raise Your Price Examine your pricing compared to other attractions Compare your competitor s prices Target for the $0.70 to $0.85 per minute price range Very common to see $7-$8 for a 10 minute game of tag in a 2 story arena. $5-6 for single level arena.

41 Multiple Games Most bowling offers 1 price per game Create incentive for guest to purchase 2 games» 1 Game = $7.00 for 10 minutes» 2 Games = $12.00 for 2 10 minute games Train staff to UPSELL If customers do not want to play 2 games at your arena, what does that tell you?

42 Value Bundle Today s economy people are value focused Restaurants have created meal packages Create a value bundle 1 hour of Bowling, 1 game of Tag, $5.00 in game card all for $20 (example) per person 1 hour of Bowling, 1 game of Tag, $5.00 in game card, 1 slice of pizza and 1 small drink - $25(example) per person Must train staff to upsell bundles at counter

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44 Fire Til U Tire Mondays 4pm-9pm Unlimited Laser Tag Play Your choice of Hot Dog, Nachos or French Fries Large Soft Drink Only $15 Per Person

45 Wacky Wednesday For EVERY regular rate game you pay for, choose from 1 of 4 "FREEBIES" 20 Minute bowling pass OR $5 Arcade Card OR 1000 Prize Arcade Tickets OR Hot Dog and Bag of Chips

46 Thursday Family Fun Night 4pm to 9pm (Up to 4 People) $60 Flat Fee includes 2 Games of Laser tag per person $5 Arcade Card per person 2 Pizzas and 2 Pitchers of Soda

47 Triple Threat Thursday 4-9pm 3 Games of Lazer Tag $6 Food Coupon $6 Arcade Card Only $16 /Person

48 UltraStar Multi-tainment Center

49 Nice Bundle Package

50 Miscellaneous Make laser tag a redemption prize (where possible) Create a rack card exclusively for laser tag Make sure laser tag can be added to your event packages Develop a laser tag team building package Giant posters of laser tag on buildings Scoreboard in lobby

51 Maintenance Section

52 Maintenance Simple in Theory; rarely ever done Keep enough parts to swap quickly Small tags that cover basic area in need of repair Keep pack maintenance record Ship broken components on Monday If necessary, order more packs to maximize revenues Proper maintenance increases revenue by 10%

53 Repair Tag

54 Maintenance Record

55 Ship Repairs on Monday

56 Advanced Level Marketing

57 Groups, adults

58 Fundraisers

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60 Friday and Saturday Frenzy

61 Date Night

62 Menu Boards- Multiple

63 The Power of the Brief Briefing is a great chance to interact with guests to create a memorable experience Don t sit brief should be brief What are the rules ask the player

64 Make Bank with Briefs Most facilities use digital briefing on a CD Most guests stand around and watch Briefing video loops; kids quit watching New Approach Briefing video; then soft drink commercial; briefing video; then concession or arcade commercial.

65 Brunswick Zone Feasterville, PA

66 In Conclusion Treat tag as the revenue generator it can be If you don t care about tag, the customers won t care either If you are not marketing laser tag, then your not selling laser tag Keep laser tag fresh and fun, and the guests will return

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68 Google Earth Paint your roof with your logo Wait until the satellites fly over Get notified when Google flies over

69 Random Ideas 2016

70 Automated Birthday Song Birthday Song

71 Automated Birthday Song

72 Pack Racks

73 Vesting Room Wall Decor

74 Selfie Wall

75 Birthday Monitor (next to Scoreboard)

76 Grates in Floor

77 Geo Ip Snap Chat Filter Design - Ensure your design meets our guidelines Map the GeoFence Buy Give SnapChat cash

78 Pandora radio Localized to your area Targeted to your demographics About $8-12 for audio ads About $15-25 for video ads

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82 Quick Survey How many have laser tag currently? How many are considering laser tag?

83 Bonus Seminar For those interested in adding laser tag, there will be mini-class after this seminar, if time.

84 Arena and Facility Images ARC Arenas Creative Works Studio 41b Zone Corporate locations Images are copyrighted to their respective owners. Our use is for educational purposes and tradenames are the property of their respective owners.

85 Industry Growth

86 Industry Growth

87 Industry Growth

88 Why Has Bowling Embraced Laser Tag? Nominal Investment Low Labor High Revenue per Sq. Ft. Long life span before reinvest

89 Questions? Please fill in the Survey. Please see me for a copy of the presentation.