Crafting the Perfect Attraction Mix: Balancing Space, Budget, and Guest Experience for FEC Success

Building a new family entertainment centre (FEC) or attraction park involves many decisions, but one of the most critical is choosing the right mix of attractions. The attractions you select and how you allocate space and budget to each can make or break your business. A well-planned attraction mix draws in diverse audiences and ensures a balanced operational flow, maximises revenue and promotes repeat visits. Here are some helpful hints on strategically designing your attraction mix for success and business sustainability.

1. Understanding Your Target Audience

Know Your Guests: Before selecting attractions, it’s essential to have a deep understanding of your target audience. Who are your primary guests? Are they families with young children, teens, or a mix of all age groups? What are their interests and preferences? Conducting thorough market research will give you insights into what types of attractions will appeal most to your audience.

Segmentation: Consider segmenting your audience to cater to different groups. For instance, while younger children might enjoy soft play areas, teenagers may be more interested in thrilling attractions like virtual reality (VR) experiences or laser tag, and for the whole family, you have attractions like Mini Golf or Bowling. Understanding these segments helps in crafting a balanced attraction mix that satisfies everyone.

2. Creating a Balanced Attraction Mix

Core Attractions: These are the main draws of your FEC, the must-have attractions that anchor your business. For a trampoline park, this could be the trampolines themselves, while for a broader FEC, it might be a large indoor playground or a marquee ride like a go-kart track.

Supporting Attractions: Supporting attractions enhance the guest experience and keep visitors engaged. These can include interactive games, smaller rides, or themed play areas that complement the core attractions. They often serve as secondary activities that guests enjoy between sessions on the main attractions.

Revenue Generating Add-ons: These are attractions or services that entertain and provide additional revenue streams. Examples include an arcade with prize redemption games, a VR experience that charges per use, or even an onsite café or retail store. These add-ons should be carefully placed to encourage spontaneous spending without overwhelming the guest experience.

Allocating Space: Space allocation is critical. Core attractions should take up the majority of the floor plan, as they are the primary reason guests visit. Supporting attractions should be strategically placed to encourage flow while revenue-generating add-ons can be located near entrances, exits, or high-traffic areas to capture impulse purchases.

3. Budget Allocation: Maximizing ROI

Prioritise Big Investments: Your budget should align with the importance of each attraction. Core attractions, which are the biggest draw, should receive the most significant portion of your budget. These attractions should be robust, high-quality, and capable of handling large numbers of guests without frequent downtime.

Balance Cost and Impact: Supporting attractions typically require less budget but must still be engaging. Look for cost-effective options that offer high guest satisfaction. For instance, interactive play areas or themed zones can be created with modular, durable components that are both attractive and affordable.

Plan for Upgrades: Leave room in your budget for future upgrades or new attractions. As trends evolve and your audience’s preferences shift, you’ll need the flexibility to refresh your offering. A good rule of thumb is to allocate 10-15% of your initial budget for future enhancements.

4. Ensuring Operational Sustainability

Flow and Capacity Planning: A well-designed attraction mix isn’t just about variety but also managing guest flow and capacity. Overcrowding in one area while others are underused can lead to a poor guest experience. Ensure your layout encourages a natural flow from one attraction to the next, minimising bottlenecks and ensuring even distribution of guests throughout your venue.

Staffing Considerations: Different attractions require different levels of staffing. Core attractions, especially those with safety concerns like trampolines or go-karts, will need more staff to ensure smooth operation and guest safety. Supporting attractions might need less oversight but still require staff for maintenance and guest assistance. Plan your staffing needs according to the complexity and popularity of each attraction.

Maintenance and Durability: When selecting attractions, consider the long-term maintenance costs and durability. High-maintenance attractions can quickly eat into your profits if not managed properly. Choose reliable, well-built attractions that can withstand frequent use, and ensure you have a solid maintenance plan to keep everything running smoothly.

5. Measuring Success and Adapting

Guest Feedback: Regularly gather feedback from your guests to see which attractions are most popular and which might need improvement. This can be done through surveys, social media, or direct interaction with guests on-site.

Monitor Financial Performance: Monitor each attraction's revenue closely. Are your core attractions delivering the expected return on investment? Are your add-on revenue streams performing well? Use this data to make informed decisions about future investments or adjustments to your attraction mix.

Stay Flexible: The entertainment industry is dynamic, with trends and guest expectations constantly evolving. Stay flexible and open to change, whether that means refreshing an underperforming attraction, adding a new experience, or reconfiguring your space to better meet demand.

Conclusion

Choosing the right attraction mix for your FEC or attraction park is a balancing act that requires careful consideration of your target audience, space, and budget. By focusing on core attractions, enhancing the experience with supporting activities, and maximising revenue through strategic add-ons, you can create a destination that attracts guests and keeps them coming back. Remember, the goal is to build a sustainable business that delivers fun, excitement, and value for both your guests and your bottom line.