Funworld July 2008

Making Displays Shine

by Mike Bederka

How a redemption center can really stand out

WHEN DISPLAYING REDEMPTION MERCHANDISE, SOME FLASH MAKES THAT CASH.

Therefore, near-empty display cases, boring arrangements, or a scattershot layout won’t bring in the business. “The success of a redemption center is completely and solely limited by the creativity of the owner,” says Harold Skripsky, president of the Scottsdale, Arizona-based consulting firm Entertainment Management Services Inc.

Here are some ways to make your family entertainment center merchandise counter sparkle.

Use Logic
If possible, place the redemption center where everyone can see it, says Skripsky, an FEC industry veteran, because you want guests to walk right in and be blown away by the merchandise selection. Instant cries of “wow” and “awesome” mean more tokens played and cards swiped.

However, allow enough room so traffic can freely flow to and from the area, he cautions, as bottlenecks by the counter never make customers happy. The same goes for long lines; frustrated parents may opt to head to the new facility down the street if it takes 10-plus minutes for their child to move up to the front and pick out a few new toys. For that reason, Jeremy Kale pushes for a twominute turnaround time at Magic Mountain East in Columbus, Ohio, where he’s the general manager. “The biggest thing for me is to make sure price points are fairly close together,” he says. You don’t want employees to have to scurry all over the place to show kids what they can get for their 50 tickets, he adds.

Skripsky recommends separate areas for items worth one to 100 tickets, 101 to 300, and 301 to 500. Plus, “you should effectively use every square inch of your back space to display higher-end products.”

In addition to arranging by price, FECs can display their goods in numerous other ways as long as it’s done logically, says Michael Getlan, director of enthusiasm and opportunity for Amusement Consultants Ltd. in New Rochelle, New York.

Some examples include: type of item (think plush families), gender, color, and size, says Getlan, author of “How Much Is That Doggie in the Showcase? An Amusement Redemption Operations Primer for Training Staff in the Family Entertainment Industry.”

Don’t stick with the routine, either. You can create a diorama-like setting to spice things up. For example, feature a doll with some of its accessories or have a stuffed monkey riding a toy motorcycle. To get inspired, look at the window displays of nicer department stores in your town. They could give you a wealth of ideas.

Also, take full advantage of satellite displays. “A lot of operators stop at the redemption center,” Skripsky says. “They don’t go any further.” Have your plush creatures climbing up the game cords (out of reach, of course). Hang other items from the ceiling or above the machines.

Always Rotate
Wherever you decide to put your selection, a few cardinal rules apply, Skrip-sky says.

All containers—cases, baskets, jars, and plastic tubs—must be absolutely spotless and always well stocked. Fill the display case so it looks as if it will burst open, he says. In addition, ticket price tags should be professionally made.

Constantly rotate your inventory, too. If guests see the same stuff over and over again they’re less likely to belt out the aforementioned and always-coveted “wow” or “awesome.” How often to shuffle items depends on the kind of crowd, Getlan explains. With a high regular and local clientele, shoot for every week or two; lower-trafficked places can get away with four to six times a year.

Kale swaps out two or three pieces of his 200-item selection a week. He and his staff pay close attention to inventory to determine what gets cut—a slice of advice he suggests for all FECs. “It’s an arduous process, but it must be done,” Skripsky agrees. For the under-performing items, have a closeout section or donate them to kids’ fairs. “It’s great PR,” he says of the latter.

When fresh products come in, always promote them—just as you would the latest video game, Skripsky says. Create special fliers or signs to announce the merchandise’s arrival and perpetually try to think up novel ways to elevate your new and existing stock. “That creativity turns into higher returns and higher sales,” Getlan says. “How much you put in is how much you get out.”

Redemption: What’s Hot?

FECs generally have hundreds of items in their redemption centers—anything from one-ticket scraps to electronics, scooters, and expensive jewelry. Whatever the value, it has to be something your guests have interest in. Otherwise, the merchandise just takes up that limited space. FUNWORLD surveyed several FEC insiders to find out what’s hot right now.

Coach bags, iPods, and video games “Rock Band” and “Guitar Hero” fly off the shelves at Getlan’s facilities.
Any items related to “Hanna Montana” and “High School Musical”remain strong for Kale. “If a redemption center does not have at least five pieces from those, they are missing the boat,” adds Karyn Gitler, director of merchandise at Irving,Texas-based CEC Entertainment Inc.
Products connected to “Transformers,” “Cars,” and “Pirates of the Caribbean” continue to be popular among boys, says Gitler, also a member of IAAPA’s FEC committee. “In the mid-range, light-up is a great category,” she concludes, “and in the very low end, tattoos are stronger than ever.”

What items do you constantly have to reorder at your FEC? E-mail us at funworld@IAAPA.org for inclusion in a future issue of FUNWORLD.

—Mike Bederka

Mike Bederka is a contributing editor for FUNWORLD. He can be reached at mbederka@IAAPA.org.