AT: Tim Baldwin
LOST PINES, Texas — Attendees from 35 states and nine countries arrived on the outskirts of Austin, Texas, for the 7th annual IAAPA FEC Summit. Family entertainment centers make up the largest portion of IAAPA facility members, and many traveled to the Hyatt Regency Lost Pines Resort on Jan. 27-29. “IAAPA has more than 1,000 FECs in 61 countries,” Chairman of the Board David Rosenberg told gathered members. Speaking to the importance of participating in the conference, he said, “We connect and, more importantly, learn from each other.”
After arriving to the remote resort, the sold-out crowd of 200-plus operators and additional sponsors and vendors kicked up their heels in an opening night reception lightheartedly themed to wacky western wear. The well-received social set off three days of networking.
A full schedule the next day began with a keynote speech from Jeff Butler, millennial generation expert. His focus was on what it takes to attract and engage millennials. A customer service panel consisting of Michael Browning, Urban Air Adventure Park; Jeremy Hoyum, Jakes Unlimited; Lee Pitts, Andretti Indoor Karting; and Barry Zelickson, Big Thrill Factory followed. During the session, the panel shared their views on employee motivation, addressing cell phone policies and training to make guest experiences purposeful and impactful. Browning shared an internal training video that moved the entire audience.
The afternoon activities were held at Austin’s Park n’ Pizza. Once transported to the facility, attendees encountered a wide range of sessions that included safety inspections, group sales and gaming. A particularly impressive food presentation wowed many audience members with creative uses for three common food items producing imaginative and diverse dishes.
The evening at the FEC allowed for numerous networking opportunities in a twisted golf tournament, Texas dinner and a fun reception that included llamas delivering beer. [Editor’s note: Don’t ask. Keep Austin Weird.]
The second day of sessions included an IAAPA update from John Hallenbeck, VP, North American operations, IAAPA. Hallenbeck explained and detailed the nuances to the organization’s new logo and branding, as well as emphasizing the benefits of being an IAAPA member.
Education sessions included “How to Think Like a Banker,” helping to guide attendees through financial questions and investments that might exist in their future. “How Not to Waste Money on Digital Marketing” found speaker Matt Banker offering advice on how to make websites more productive in initiating action and sales. Several facilities represented by attendees were willing to have their own web pages critiqued by the creative strategist.
The final presenter was Don Williams, who brought the challenge “Change Your Mind, Change Your Business, Change Your Life.” The motivational speaker encouraged members to examine how others see them and never to lose sight of gratitude. “Knowledge without action is meaningless. Change requires action,” he told the audience. Williams offered specific techniques to help motivate employees with short moments of gratitude. He also encouraged owners and managers to be open to feedback.
Festivities concluded the summit with a networking reception and a closing night neon party.
The diverse and well-orchestrated program led by IAAPA’s Scott Fais and Leslie Hutcheson appeared to resonate with operators who had made the trip.
Suzie and Greg Razmus, owners of Tri County Cineplex (Corbin, Ky.) were looking to expand. “This was our first summit, and I think the networking opportunities are awesome,” said Suzie. “We’ve met people from all over the world and each has brought something to the table. We know the theater business very well, but we don’t know the FEC business. The different events have all been helpful.”
“Some things weren’t on my radar, but going into the breakout sessions, they are now on my radar,” added husband Greg. “I’m now thinking of what we might be needing down the road.”
This article appears in the MARCH 2019 issue of Amusement Today.
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