Show Daily

Group Sales, Social Media Highlight FEC Education

By Mike Bederka

Lectures on maximizing group sales and social media marketing kicked off Monday’s full family entertainment center (FEC) track of education sessions.

“Group business is everywhere—even where you least expect it,” said co-presenter Courtney Bourdas-Henn, executive director of Mountasia Family Fun Center, during “The Ups and Downs of Group Sales.”

“Open your eyes and ears.”

Top groups to target include:
• Schools
• Nonprofits
• Networking, trade, and religious organizations
• Traditional businesses
• Day camps
• Scouts
• Teams
• Clubs
• Fraternities and sororities
• Film groups
• Travel planners

Bourdas-Henn advised operators to attend events open to the public or area businesses as a crucial way to find and connect with groups.

“You have to get out into the community,” she said. “Build up that familiarity.”

Co-presenter Victoria Bourdas Martinez, marketing and community relations director for Northridge Skateland, also suggested “cause marketing,” or aligning yourself with a need in the community.

For example, her “Skate for Schools” program provided cash-strapped local schools with a roller skating party and allowed them to keep 100 percent of the admission. In 2010, Northridge donated $24,110 to schools; the FEC’s attendance rose by 68 percent and revenue by 36 percent—thanks in part to “outstanding” food and beverage and glow novelty sales.

Social Media
The morning’s second talk, “New Social Media Marketing Technologies in 2011,” offered attendees a year-long plan to fully embrace all the various tools available, from the ubiquitous Facebook, LinkedIn, and Twitter, to newer sites like Tumblr, the up-and-coming microblogging site; SCVNGR, a location-based gaming platform for mobile phones; and Google+, a potential Facebook rival.

“Social networks are living things,” concluded speaker Jeff Prystajko, senior web designer for wddonline. “They need food, so feed them. They need attention, so monitor them. They need love, so find people who are passionate. If you don’t care, your customers won’t, either.”

Lectures on tap for Tuesday’s FEC track include: “Constituency Lunch for FECs: Parties and Events” from 12 to 2 p.m. in S330C; and “Interview, Hire, Set Free” from 3:30 to 4:45 p.m. in S320ABC.

SIDEBAR
Sold-out Rookies and Newcomers Program Provides FEC Industry Building Blocks
Solid advice, candid conversations, and detailed questions highlighted the day-and-a-half Rookies and Newcomers program at this year’s Expo. The sold-out Institute covered the spectrum of opening and running a successful FEC, including business plans, insurance, marketing, food and beverage, and group sales. Seventy-eight people attended from as far away as Australia, Poland, and Venezuela.

“Well-rounded curriculum prepared by seasoned operators and professionals, together with access to IAAPA Attractions Expo, makes this program an experience like no other,” said Dorothy Lewis, president of Maxx Fun of PA and faculty for Rookies and Newcomers.

Its value lies in the “unvarnished presentation” of the opportunities and challenges new operators face, added Richard Sanfilippo, president of Sam’s Fun City and program faculty.

“We expect these students to get a taste of the collegial nature of our industry and to forge their professional relationships from which to build a strong network of support in the IAAPA family,” he said.