Funworld November/December 2010

Two seasoned games managers report on what works today

by Marion Hixon

The midway games world is a constantly changing landscape of trendy items and new, vibrant forms of entertainment. But it’s run by a tight-knit group who enjoy nothing more than seeing their games succeed, guests walk away happy, and employees enjoying their stations.

Greg Morrow, games and merchandising manager at Lake Winnepesaukah (www.lakewinnie.com), likens his fellow midway operators to one big family within the attractions industry, so he enjoys sharing his tips and tricks with other games operators in the business. “Games people don’t compete with one another; we compete inside the park,” he laughs.

Jim Johnson, games manager at Hersheypark (www.hersheypark.com), says one of his most valuable pieces of advice is to not be afraid to take chances or try something different. “A games manager must be able to think outside the box and not get in the habit of offering the same type of prizes every year,” he says.

Here, Johnson and Morrow offer insight on trends and techniques from the past several seasons.

Game Selection and Enhancement
Morrow has recently added an entertainment element to his games, as speakers pump upbeat music to raise the energy level in that environment. “When that music is good, I have a lot more people playing games,” he says. “It creates a good energy level, people get in a better mood, and they don’t mind paying the money as much.

“The racing games are always my biggest winners—with the water racer as my number-one game at any park,” says Morrow, who also worked at Canobie Lake Park for 20 years. “We have three this year. Right behind that is the long-range basketball game. It’s all about the kids working the games, though. I’ve worked hard this year to get kids motivated and liking their placement. They generate more money that way.”

At Hersheypark, basketball games are most popular—all four types. “New for 2010, we added ‘Three Point Challenge Basketball,’ and it has been an instant hit with our guests,” Johnson says.

Employees with Enthusiasm
Both Morrow and Johnson note games employees are the eyes and ears of a park. The employee is ultimately the one who knows what setup is most efficient, which prizes gather the most interest, and how to gain new revenue for games.

“Once a month we offer roundtable-style meetings with our managers and clerks to discuss concerns and suggestions for the games department,” Johnson says, adding that at least a dozen employees attend most meetings. One employee suggestion enacted recently was to pre-bag candy from the redemption counter to expedite the process and shorten lines. “We have a maximum limit of 25 pieces of candy for our one-point redemption option,” Johnson says. “This saved a lot of time for our guests and employees—all we have to do is hand a bag of candy instead of counting 25 pieces each time.”

It’s the interaction between workers as well as their interaction with guests that raises the interest levels of passersby, Morrow claims. “If I have someone just sitting down and waiting for people to show up, it does nothing for the game,” he says. “But if I have two workers who love to play basketball and are being active, throwing the ball around, it brings more attention, people, and revenue. They have fun with the customers and keep people playing longer.”

Pricing
Most of the games at Lake Winnie cost $1, with a few, like the racing games, requiring $2 to earn a profit. “It’s always important to offer a lower-price option for the game,” says Morrow, like $1 for one shot or $2 for three shots. The interesting trend, he says, is that visitors merely want the option of paying multiple prices, and they almost always opt for the more expensive option once given the choice.

Most games at Hersheypark cost around $2, with $5 for multiplay.

What Merch Works, and How to Place It
Sometimes it’s all about the prizes guests walk away with. Morrow purchases plush redemption prizes from at least six or seven vendors a year and says large sizes and bright colors always attract attention from guests at Lake Winnepesaukah. “I can’t figure it out, but if they can’t fit it in the car, they want it even more,” he says.

Size is also a factor when considering the demographic playing the game. Lake Winnepesaukah’s duck pond game is popular with children, so it’s stocked with bright caterpillars and ducks. “I wouldn’t put that same prize in a game where teenagers play basketball,” he says.

Hersheypark has consistently added more logo items to its prize offerings, including hats, shirts, picture frames, jerseys, and an assortment of electronic gadgets. “Our guests keep asking for more items with the Hersheypark logo,” Johnson says.

The Pennsylvania park has also seen an interest in softplush as opposed to hard-plush items. While this may mean smaller items, it’s what guests have preferred and requested.

While the midway games area as a whole thrives on sensory overload, that principle is especially true with merchandise. Morrow advises putting as many prizes on display as possible, to appear as though there’s a surplus of items to give away. “I’ve been experimenting this past year with placing merch outside the game booth so it looks like you don’t have enough room to hold it all,” he says, adding it’s important for games not to blend in with one another. “If something clashes with the next game over—all the better.”

Johnson also agrees a game performs better when surrounded by a plethora of prizes, especially when they’re displayed at eye level. “We’ve also made use of wall murals to enhance our game stands,” he says. “They’re colorful and add some theming specific to the game stands.”

»Watch for more on Lake Winnie in the January 2010 issue of FUNWORLD