The ever challenging search for the “ideal Magnet Attraction.”
Finding The ultimate magnet attraction for non-waterpark facilities in this article is targeted toward non-waterpark facilities and only gives consideration to conventional attractions not associated with waterparks.
For Family Entertainment Centers to succeed they must have a reason for people to want to visit them time and again. This can be referred to as the magnet. For some there may not be an outstanding single attraction that becomes a driving force attracting repeat guests. For these facilities it becomes the overall experience. In these situations the boundaries will be established by the travel times the public will travel to reach the facility.. The larger the mx of appealing attractions and amenities, the longer the travel time, within reasonable limits.
Maximum acceptable travel times are far different in different regions of the country. In rural and mountainous regions acceptable travel times can extend to an hour, or even longer if average times of stay extend to 1.5 hours or more
“Magnet Attractions:”
The definition of a magnet attraction is an attraction that demonstrates the ability to attract guests to a facility by itself, attracts sizable visits with ongoing repeat visit generation. Outdoor magnet attractions include go-karts and miniature golf. Sample indoor attractions that demonstrate “magnet” ability are bowling, mini-lane bowling, laser-tag and trampoline parks,
To be realistically defined as a “Magnet,” an attraction must demonstrate repeat visit drawing power year after year. Many new Attractions have short and often meteoric introduction periods because of curiosity and several repeat visits, only to fall by the wayside for a number of potential reasons, including similarity to other existing attractions, low guest repeat visits, newer rides replacing interest and maintenance or operational properties.
Loyalty generates Longevity:
Over the years many attractions that demonstrated exceptional start-ups, ended up as industry road kill after relatively short moments of glory due to a lack of interest and preference for other attractions.
Review Competition and Others:
There are any number of potential Magnet attractions not on our list. What may prove to have that status in one market may well prove to be an “also ran” in another. Where possible, visit as many facilities that are similar in concept to what you are considering. Observe their key attractions. Note their apparent appeal to the guests present. Are they enthusiastic, do a large or small number of guests go back for repeat rides or plays?
Reasons for success include superior design, attentive and caring staff, clean and well maintained equipment and acceptable pricing. Reasons for not scoring high include the opposite of the successful features. Modern guests have higher expectations and alternate forms of entertainment when they are disappointed in the entertainment value received.
Impulse Attractions:
There are more than 400 other attractions that can provide strong revenues once guests arrive at a facility as impulse attractions, but have not proven to be able to draw sufficient repeat visits to function as stand- alone attractions.
Guests may be drawn to your facility by “magnet” attractions, but most will seek additional entertainment as well. The proper placement of “impulse attractions” to be readily visible adjacent to “magnets,” enables
them to become solid revenue producers as well. The total “package” is just as important as the “Magnet.”
When Magnets Fail:
In some locations so-called “Magnet Attractions” are not all actually deserving of the designation. They earn the title by their performance. A poorly designed, managed or promoted facility may never achieve “magnet” status.
Poorly designed attractions will not attract the repeat visits required for them to be profitable. They may survive for short periods of time until the potential guest pool in the target market has been exposed to the lack of entertainment value and ceases to use the attraction. If identified early enough, corrective design changes to reverse the loss in guest acceptance may be possible.
Other negative elements can also contribute to an attraction failing to be productive. This can include poorly maintained facility and/or equipment, poorly trained staff and lack of overall guest experience.
Not every “magnet” attraction will demonstrate universal appeal in all target markets. Varying age demographics and existing competitions can vary significantly from one target market to another.
Keep in Mind “You are not Your Customer:”
The attractions you select must appeal to your guests. Take the time to review your target market’s demographics, the existing competition, your potential budget and space available. Such a review may indicate that perhaps the intended attraction cannot effectively be included and other attraction(s) be considered.
Conclusions:
While several magnet attractions seem to have almost universal appeal, many can only maintain that position through careful initial design, placement within the specific location and ongoing attention to maintenance, staff training and an overall positive experience.
Give strong consideration to working with proven design consultants having proven track records on projects completed.
While there are many well qualified attraction manufacturers and vendors that can provide solid advice, keep in mind the fact that they are also selling their products. In a sense so are design firms, but their ongoing success is dependent on the success of your facility, which is far more significant in terms of your final project.
Mr. Olesen is a registered professional engineer in Illinois and Michigan and President of Entertainment Concepts, Inc. (formerly Peter F. Olesen and Associates, Inc.) of Mount Prospect, Illinois, which he founded in April 1984. During the past 39 +years he has been responsible for more than 660 family entertainment projects spanning site selection, concept development, feasibility studies, business plans, master plans, final design, construction plans and specifications, construction engineering and ongoing consultation for existing operations. These projects have spanned 47 States: Angola, Brunei, Canada (Alberta, British Columbia, Ontario, Quebec, and Saskatchewan), Cuba (Guantanamo Bay), Kazakhstan, Mexico, Puerto Rico, Saudi Arabia, and Vietnam.
He has authored countless articles on go-karts, tracks, miniature golf courses, bumper boat ponds and related attractions for both outdoor and indoor FECs that have appeared in industry magazines and internet publications. He has made seminar presentations at industry trade shows, including the International Association of Amusement Parks and Attraction’s annual convention and trade show (26 years in a row as an exhibitor), Fun Expo, Leisure Expo, and Kart Expo. An original member of the “faculty” of Foundations Entertainment University He was a speaker at 49 Seminars for 17 years. You can get more information at www.fecdesigners.com, by contacting him by phone at 847-561-7013 or by e-mail at
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