CEO of APX Operating Co. dba Boomer Parks, a company focused on the family entertainment center, water park and amusement park sectors.
Weather can have a huge impact on the successful operation and bottom line of family entertainment centers. With hotter summers and more extreme weather, planning is key to profitability.
Excessive heat, torrential rain, snowstorms, wildfires resulting in poor air quality—the list goes on, as does the need for planning and preparation. As an Eagle Scout, my motto is “Be prepared,” and as the operator of multiple family entertainment centers (FECs), my team and I practice planning and preparation. This experience has shown me that being proactive impacts safety, staffing and sales. Here’s what FECs need to keep in mind.
Be nimble when the weather changes.
Many FEC operators look at bad weather and decide to close for the day instead of finding the silver lining in every cloud. FECs in Florida, for example, know that a passing rain shower is no big deal, so most folks go about their business. But in dry areas of California, inclement weather can paralyze those unfamiliar with driving in the rain. Monitor weather conditions, and be nimble. In my experience, most operators don’t cut staff quickly enough when bad weather is in the forecast for their area. When you see cancellations, cut staff and hours immediately.
But before shutting down completely, look first at how you can leverage the weather to your advantage. For example, chilly evenings are an opportunity to promote hot toddies by the fire pit or savoring drinks under the stars warmed by a cozy patio heater. Excessive heat is an invitation to come inside and enjoy icy, cool air conditioning in the arcade. Rainy days at home with the kids are no fun; get them out of the house and actively gaming in the arcade while you sip a beverage and supervise—everyone wins.
Any opportunity to position your FEC as a respite from the weather should be maximized to generate revenues. If you are not prepared, you will lose sales. Develop advertising and social media messaging templates in advance so you can quickly react to changing weather situations.
Prioritize safety and comfort for guests and staff.
For FECS with an outdoor component such as miniature golf, kiddie rides, batting cages, go-karts or laser tag, begin by reviewing your assets. How can you deal with extreme heat? Shade trees are an option but require time to mature. Awnings, sunshades, umbrellas and shade sails can help cool areas on a permanent or semi-permanent basis, while an outdoor misting system or portable misters can help to keep guests and employees comfortable. Hydration stations stocked with cold drinks, along with a gift shop carrying personal fans, sunglasses, hats, umbrellas and sunscreen, are additional revenue streams. Guests won’t stay if they’re too hot, so keep them cool.
Make sure your team members are properly hydrated and safe in excessive heat as well. Rotational shifts, extra water and cooling breaks, wick-away garments, reflective gear and lightweight uniforms can make a big difference in safety, comfort and performance. Inclement weather might require rain gear, while cold weather calls for heaters, windbreakers, jackets, heavier uniforms and proper footwear. Some of this branded gear can also be sold in your gift shop as fan swag and souvenirs.
Wildfires and poor air quality present both challenges and opportunities. When the air quality is bad, make sure your team members are safe and close unless your FEC has a big enough indoor component such as laser tag, video gaming or an arcade. These assets can be leveraged to offer comfortable indoor fun in a climate-controlled environment, so employ your pre-developed sales strategies and templates to advertise and promote an attractive and fun alternative on social media in real time.
The bottom line: Have a plan for any weather.
For clear skies and smooth sailing in any weather, have a plan and a program in place. Develop strategies and tactics for everything from a sprinkle to a downpour, as well as plans for lightning, hurricanes and named storms that require securing anything that could float or blow away. Be proactive, monitor weather conditions and be ready to act quickly. Being prepared just might make you more profitable.
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