Lights, Camera, Action!
Are FECs ready for their close-up?
by Mike Bederka
 With some tailored pitches and a little bit of luck, family entertainment centers (FECs) could make the A-list. Hollywood scouts have discovered FECs can be the perfect location for the next summer movie or top-rated TV show. Besides the extra money, the additional exposure often results in increased attendance and a big buzz among customers.
Casting Call
Brian Williams could barely hold back the excitement when he received a surprise call from scouts of the Tina Fey/Amy Poehler comedy “Baby Mama.” They needed to reshoot a party scene at the end of the movie and looked his way, recalls Williams, general manager/chief operating officer for The Funplex in East Hanover, New Jersey.
RVs, trailers, and catering trucks filled his parking lot as the cast and a hundred crew members spent a busy three and a half days on site for what ended up as only five minutes of actual screen time. “They did a lot of set work,” he says. “You could barely tell it was our place.”
Williams has received calls on several other projects, but nothing has materialized yet. He’s definitely looking forward to the next opportunity. “It was a great experience and pretty lucrative,” he says. “I would do it again in a heartbeat.”
Two West Coast FECs have enjoyed similarly positive encounters. Mountasia Family Fun Center in Santa Clarita, California, has appeared in the movies “Stay Cool,” “Dude, Where’s My Car?,” and “Suicide Kings” and in the shows “The Mentalist,” “Mind of Mencia,” “House,” “CSI,” and “JAG,” says Director of Marketing Courtney Bourdas Henn. The 35 to 40 productions filmed almost everywhere, except for laser tag because of the low lighting. The directors often aim the cameras on the arcade games and go-karts.
 K1 Speed, with six indoor go-kart locations, has become a favorite in the reality TV circuit (dating shows, in particular). Its resume includes “Daddy’s Girls,” “Next,” “For the Love of Ray J,” and “The Millionaire Matchmaker,” boasts Marketing Director Susan Graver.
Both Henn and Graver have the luxury of working in close proximity to Hollywood, which makes them an easier sell for location scouts, but they still do the legwork. “It’s hard,” Graver says. “I send lots of photos. You just keep plugging away.”
Henn advertises in some industry trade magazines and belongs to the local film office and tourism bureau. She advises other FECs to do the latter, even if they’re far away from Tinseltown. “There are plenty of productions that film in various states throughout the U.S.,” Henn says. “The cities can get you connected.”
What to Keep in Mind
Being part of the TV- and movie-making process can be lots of fun, the FEC officials agree, but managers should keep a few things in mind so the potential blockbuster doesn’t turn into a dud:
Smart scheduling. If possible, have the filming take place during off-hours as the shoot may need to shut down the facility for regular guests. Henn works an overtime clause into the contract. “Film groups are notorious for going over the allotted time,” she says.
Charging a fee. Venues have differing views on whether productions need a checkbook handy. Henn and Williams ask for compensation for the long filming sessions. Graver, on the other hand, just wants the exposure. However, her shoots generally only take a couple hours and don’t interrupt her core business hours.
Protecting yourself. “In the early days, it was just a handshake,” says Henn, admitting she had a couple rough experiences back in the day. Now she includes a damages fee in the contract. “If there’s a problem, I have some form of advance payment,” she says. “Always remember the only person who’s going to protect the facility is you.” Williams felt more comfortable having his maintenance staff on hand in case equipment needed to be moved around.
Promotion. Spread the word the facility will be featured on TV or in the movies. That can help build excitement. Williams sent out a press release after the release of “Baby Mama,” and Graver posted photos from “Daddy’s Girls” on her web site.
Contact Contributing Editor Mike Bederka at mbederka@IAAPA.org.
Live and Local: TV News Offers FECs Another Opportunity
Family entertainment centers don’t necessarily need the bright lights of Hollywood to make it on the small screen. Facilities can work with local news programs to earn some quality airtime.
Glenn Feldman, owner of Oasis Family Fun Center in Glen Mills, Pennsylvania, has appeared on the Philadelphia affiliates of NBC and Fox about half a dozen times. The key to this success, he says, is the angle. He’ll occasionally open the FEC to a charity for free on a Monday, a traditional slow time. Community- minded pitches to the news have a better chance at being picked up, Feldman notes. “It’s free advertising for us, and the charities get something out of it,” he says. “Everyone has a fun time.”
Feldman often sees a bump in birthday party bookings after a segment airs. He offers a few other tips for FECs hoping for a similar bounce in business:
- Be persistent. Don’t expect the camera crews to rush over every time you send an e-mail or make a call. “They don’t want to do the same things all the time,” he says. “You have to realize what they would be interested in.”
- Clean up. Make sure your facility is spotless and staff members leave the ripped jeans at home.
- Look for ‘wow.’ Try to steer the cameras toward more eye-catching attractions, like the rock wall. Pass on the run-of-the-mill video games.
- Prepare yourself. “When they interview you, know what you’re going to say,” he says. “That’s your shot.”
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