FEC Live!
Bands, DJs, and other acts draw a crowd
by Mike Bederka
Most family entertainment centers (FECs) feature the usual suspects like go-karts, miniature golf, and redemption games. But consider adding a twist to the mix: bring in bands to perform, DJs to spin, and other types of live entertainment.
Mulligan Family Fun Center in Murrieta, California, proudly falls into the latter group. “We’re trying to present ourselves as something other than the traditional family fun center,” says Scott Agajanian, group sales manager. “There’s such a pent-up demand for these kinds of events. The guests just eat it up.”
Live acts separate your venue from the competition as well as strengthen return business and help to attract an audience that wouldn’t normally visit your FEC, he stresses.
“It brings value to the experience of being here,” adds Jim Trussell, complex and group sales manager for The Hollywood Connection Family Entertainment Center in West Valley City, Utah. “When they leave here, they feel like they got their money’s worth. It’s the little things that make the experience special.”
Top Billing
At Hollywood Connection, live attractions include a face painter, balloon artist, magician, and skate dancers. With the exception of the magician (who only comes in during the peak times), the other live entertainment costs are nominal. For example, the face painter works off tips, and the skaters perform in exchange for free practice time when the facility is closed.
Agajanian, too, risks little financially with his events. He partners with the county for a “Friday Night Live” program. The county provides a DJ, bands, and karaoke for free as well as brings in all the equipment. In return, Agajanian offers discounted wristbands and pizza to the band. “That’s the extent to what it costs,” he says of the event that regularly draws 500 to 800 schoolchildren. It’s promoted as a safe place for kids to be on a Friday night.
Other live events do gangbusters, as well, he says. For fellowship nights, Mulligan contacts local church youth groups to find the hottest Christian bands to play, and rock bands headline their monthly lock-in nights. The lock-ins, which attract 800 to 900 guests, are exclusively for kids ages 11 to 16 years old. Two bands each perform an hour-long set. The $10 cover includes the live show, video games, the climbing wall, and mini-golf. For a $5 upgrade, they get go-karts and laser tag. (Ninety-five percent opt for the add-on, Agajanian estimates.)
“The Teen Jam” at Blackbeard’s Family Fun Center in Fresno, California, also brings in a sizable gate plus a lot in concession dollars, says Toby Dart, group activities director. The first one drew 200 guests, the next one 500, and after that, they had to cap the head count at 600 teens.
“It took off like the space shuttle,” he notes.
The get-together for kids 13 to 17 years old runs on Wednesday nights when school is out. A local radio station DJs the event, and sometimes special guests come in. Recently, the rapper who coined the popular dance “The Jerk” performed.
Safety First
Trussell has a strong piece of advice for FECs considering live entertainment: Keep it family friendly. He once got burned by a dance party that turned more into a rave.
So, before booking an act or scheduling an event, management should consider these two questions: “Is this going to create an image that we don’t want?” and “Is this a positive thing for our business?”
A careful vetting process will help to prevent any damage to the facility’s reputation, Agajanian agrees. He refuses any rough-and tumble acts that will spur a mosh pit; he also makes groups sign an agreement that they will follow the FEC’s code of conduct.
Dart, who regularly hosts bands in addition to the “Teen Jam,” puts similar rules in place. “We’ll welcome just about anything, as long as they keep it clean,” he says. “We definitely don’t want any F-bombs flying.” (Swearing automatically stops the show.) To feel out the style of music, he’ll listen to a few tracks on the band’s MySpace page (www.myspace.com) and call places where they have performed in the past. Dart will even do a little homework on the band’s manager. “You always want to sniff out danger before it shows up,” Dart explains.
He’ll also look for suspicious behavior once the group arrives. Anyone smelling like alcohol or marijuana is an obvious red flag. During the show, Dart requires the band’s security team to work side by side with his own crew to keep everything in check.
Luckily, with measures like these in place, incidents are few and far between, and their shows can pull in up to 500 happy guests. “We like to promote a positive vibe,” he says. “If you can play off that attitude, that’s fantastic.”
The Encore: Four More Tips
1. Promote heavily. Promote upcoming bands or live entertainment on the cheap through social networking web sites (Twitter, Facebook, MySpace) and in-house fliers and posters. Also, have the acts reach out to their own fans.
2. Get help. Booking the bands sometimes can be time-consuming. Scott Agajanian of Mulligan Family Fun Center works with an agency at no charge to assist in the process.
3. Branch out. Aim for an eclectic variety of music. Rap, Christian rock, and country all can draw a crowd. Survey your audience to see what they want to hear.
4. Have fun. Don’t forget to enjoy the show, says Toby Dart of Blackbeard’s Family Fun Center: “Laugh and have a good time, but that doesn’t mean drink beers with the band.” |
Contact Contributing Editor Mike Bederka at mbederka@IAAPA.org.
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