‘Tis the season to make some money. Family entertainment centers (FECs) can use the holidays to expand their group sales programs and to fill in the gaps on their calendars.
With a population of a million people in its backyard, The Hollywood Connection Family Entertainment Center in West Valley City, Utah (www.hollywoodconnectionslc.com), saw the potential of offering family-friendly holiday parties to the businesses in the area. The facility averages 50 to 75 holiday parties a year. One recent half-day event brought in $30,000; smaller parties collect $5,000 to $10,000 a pop. “It can be very lucrative,” notes Jim Trussell, the complex and group sales manager. “Even in a tough market we have parties.”
What to Offer
Companies looking for something less stuffy than the typical buttoned-down hotel party or more diverse than the chain restaurant around the corner will want to come to an FEC, stresses Michael Gallaugher, director of sales for Golfland Entertainment Centers Inc. in Mesa, Arizona (www.golfland. com). His venue will customize holiday packages. “Do you want us to pump in snow? Do you want Santa? How about Mrs. Claus?” he elaborates.
Other facilities also get into the spirit. St. Nick makes the rounds, and a magician entertains guests with holiday-themed tricks at The Hollywood Connection. Meanwhile, Funway Entertainment Center in Batavia, Illinois (www.funway.com), decks the halls with a Christmas tree and lights, says Janet Dieter, general manager and groups sales manager.
Funway, which has held holiday parties for more than 30 years, lets guests choose from just a few packages. People prefer simplicity, she believes: “Too many choices can overwhelm them.” For example, with food, customers may opt for the less expensive route with unlimited pizza and soda (along with two hours of bowling) for $20 a person. Pricier options include a buffet dinner from a caterer.
Drink Up?
Food and entertainment obviously constitute two large elements of any holiday party. Alcohol may be that third important component. “Beer and wine don’t need to be part of every party, but it is a big part of many,” says Patrick Van Abel, co-owner of Badger Sports Park (http://badgersportspark.com).
Last August, the Appleton, Wisconsin, facility increased in size from 10,000 to 23,000 square feet, adding laser tag, inflatables, mini-bowling, private and semi-private rooms, and a beer and wine license. The expansion allowed it to go beyond just children’s birthday parties and start taking reservations on Friday and Saturday nights, he says. “The holiday parties filled a lot of valleys for us. It was untapped business.”
 However, bringing alcohol into a family-friendly environment caused the owners some concern at first. They worried about people’s inhibitions slipping away, he says: “We didn’t want somebody stumbling around or cussing.”
Their simple solution: Alcohol is only allowed in the private rooms. “They never cross paths with Mom and Dad having a pizza with their kids,” Van Abel explains. Employees, who serve as bartenders, also limit the number of drinks. Guests usually only receive two adult beverages each in the base holiday party package. It’s worked well, with no incidents to report during the inaugural year of operation.
“It doesn’t conflict with our FEC at all,” Van Abel says. “It really broadens our appeal. They’re going to play some laser tag and come out and relax with a few beers while watching TV. If we didn’t have alcohol, we probably aren’t going to get a lot of these parties.”
Spreading the Word
Most larger companies begin planning their holiday parties at least a few months in advance, so late summer/early fall may be the best time to start targeting area businesses.
Some marketing moves can be done on the cheap: Post holiday packages on your web site and social networking web sites like Facebook, Twitter, and MySpace, and blast your enewsletter list with all the details.
Other promotional tactics take a little more time and effort. Golfland holds special holiday events for the public, Gallaugher says. Here, they’ll decorate the golf course in lights, put up a nativity scene, and bring in Santa for pictures. The idea serves a dual purpose: Regular guests love the spectacle, and it’s an attention grabber for possible corporate clients.
Trussell looks at businesses in a five-mile radius and sends personal e-mails, makes calls, and stops by for visits. He’ll also attend business conventions in the area to spread the word of his FEC’s holiday cheer.
But probably the best way to have a successful (and profitable) holiday season is to keep repeat business strong. Trussell, who hosts a 2,000-person party every year, achieves that standard by making customer service No. 1: accommodating requests, keeping extra staff on hand, and sending thank-you notes after the event.
“Let them know you appreciate them,” he says.
Contact Contributing Editor Mike Bederka at mbederka@IAAPA.org.
More Holiday Party Tips
Smart Money. When working with new companies, always make sure you collect a deposit on the holiday party, advises Jim Trussell of The Hollywood Connection Family Entertainment Center: “The last thing you want to do is have your staff there, food ready, and the group doesn’t show.” His rule generally doesn’t apply to regular party customers, he adds; they’re typically good for the money.
Be Prepared. While big companies may plan months ahead for their parties, smaller businesses might wait until the last minute. Be ready for a group of 20 to stop by for an impromptu holiday get-together of pizza and bowling. Staff an extra person or two during peak party season, or at least keep a couple employees on call.
Bounce Back. Don’t forget to give all corporate customers bounce-back coupons. You want them to spend their money with you throughout the year. |
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