Small amusement park marketed toward families
A
family entertainment center
(
FEC
) in the entertainment industry,
[1]
also known as an
indoor amusement park
,
family amusement center
,
family fun center
,
soft play
,
[2]
or simply
fun center
, is a small
amusement park
marketed towards families with small children to teenagers, often entirely indoors. They usually cater to "sub-regional markets of larger metropolitan areas."
[1]
FECs are generally small compared to full-scale amusement parks, with fewer attractions, a lower per-person per-hour cost to consumers than a traditional amusement park, and not usually major tourist attractions, but sustained by an area customer base. Many are locally owned and operated, although there are a number of chains and franchises in the field.
[1]
Some, operated by
non-profit
organizations as
children's museums
or
science museums
, tend to be geared toward
edutainment
experiences rather than simply amusement.
History
[
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]
FECs are essentially a converged outgrowth of
theme restaurants
that increasingly developed their in-house amusement features, small-scale amusement parks needing more offerings than just a few rides and
midway
games, and diversifying formerly one-attraction venues (
water parks
,
skate parks
,
billiard halls
,
bowling alleys
, and so on).
[3]
All three categories have moved over several decades continually toward stock, popular entertainment solutions supplied by third-party vendors.
Chuck E. Cheese
, opened in 1977 as Chuck E. Cheese's Pizza Time Theatre in
San Jose, California
, was one of the earliest widely known examples of these in the United States.
[1]
Attractions
[
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]
Most FECs have at least five common major or "anchor" attractions, to provide diverse patrons (often in large parties) at least one to two hours of entertainment, to encourage repeat visits, and to reduce time spent waiting for any given attraction.
[1]
Some of the more usual attractions include (depending upon size, climate, etc.):
The most common anchor activities are miniature golf, kart racing, arcade and redemption games, and food & beverages, according to industry specialists StoneCreek Partners.
[1]
FECs rarely use custom-built attractions, because of the costs involved, and instead install off-the-shelf systems provided and maintained by industry equipment vendors.
[1]
Any given FEC may lean more towards outdoor activities, arcade gaming, or passive entertainment and dining. Each may cater to different age ranges, all the time, or during certain hours, e.g., children and entire families in the daytime, and teens to young adults in the evening, with specific promotional programs to attract different market segments at different times.
[1]
Business model
[
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]
FECs tend to serve "sub-regional markets",
[1]
such as small cities, quadrants or boroughs of larger cities, and a large suburban area outside such a city. Their busiest times are weekend afternoons and Thursday through Saturday evenings.
[1]
Because most of the attractions are essentially the same from FEC to FEC,
[1]
two of the most important factors in a particular center distinguishing itself to potential customers are a highly visible location
[1]
(hard to obtain because other uses for the land are often more competitive
[1]
), and a consistently developed and promoted theme that appeals to the target market segments, "the fun factor in the overall decor".
[1]
Parental concerns are also important. While children themselves rarely think of it, a major factor in the attractiveness of an FEC to parents is on-site safety and security, as adults may drop off older children at such an establishment to entertain themselves.
[1]
An increasingly important factor for success is high-quality food and drink to attract parental spending as well as whole-family dining.
[1]
Non-traditional FECs
[
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]
Various major media and entertainment brands, including
Disney
,
Lego
,
NASCAR
,
Sega
,
Sony
,
United Artists/Regal
and
Viacom
, have been attached to family entertainment centers, often much less "traditional" than local and chain FECs, with custom-built, unique attractions, usually heavily branded, and most often located in major metropolitan areas. The first such
urban entertainment center
(UEC) was the
Universal CityWalk
in
Los Angeles, California
, which opened in 1993, linking several Universal properties.
[4]
Including various retail outlets, restaurants, and attractions, the CityWalk created a great deal of "sustained buzz" in the retail real estate industry, which began "embracing the notion that Universal Studios, Sony, Disney, and other entertainment companies could create new anchors and entertainment programs for shopping centers".
[4]
Another significant UEC was the
Sony Metreon
in
San Francisco, California
(1999–2006).
[5]
Some nonprofit, educational installations, such as the
Exploratorium
in San Francisco, also have aspects of FECs in format and atmosphere, but with activities geared toward learning and experiencing rather than simple entertainment. Some for-profit enterprises also use this model, or mix
edutainment
with simpler amusement attractions.
In Canada
[
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]
In Mexico
[
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]
In the United Kingdom
[
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]
In the United States
[
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]
The main national industry group in the U.S. is the
National Association of Family Entertainment Centers (NAFEC)
, which is a division of the International Laser Tag Association (ILTA).
Some U.S.-based companies also have venues in Canada (noted above), but this is rare due to the legal/political difficulties involved in cross-border corporations.
North American FECs vary wildly in themes, size and features. Some of the larger businesses in this category have included:
[1]
- Adventuredome
- Adventure Landing
(Jacksonville Beach, Florida, 1995)
- America's Incredible Pizza Company
(chain, based in Springfield, Missouri, 2002)
- Boomers! Parks
(chain)
- Brunswick Zone XL
(defunct, bowling/pool/video game chain)
- Bullwinkle's
- Bowlero
- Castle Park
(full amusement park with FEC section, Texas)
- Celebration Station (chain)
- Chuck E. Cheese
(chain, based in San Jose, California, 1977)
- Club Disney
(defunct)
- Crayola Experience
- Dave & Buster's
(Dallas, Texas, 1982)
- Discovery Zone
(Lenexa, Kansas, 1990)
- Disney Junior Play Zone
- DisneyQuest
(defunct)
- Disney Springs
(Urban Entertainment Center)
- Downtown Disney
(Urban Entertainment Center)
- GameWorks
(Seattle, Washington, 1997)
- Mr. Gatti's Pizza
- Golfland Sunsplash
(full
waterpark
and miniature golf course with FEC section, California and Arizona)
- John's Incredible Pizza Co.
(1997)
- Jeepers! (defunct)
- KidZania
- Legoland Discovery Center
(Schaumburg, Illinois, 2008)
- Malibu Grand Prix
- Main Event Entertainment
- Mountasia Family Fun Centers
- NASCAR Speedpark
(
NASCAR racing
theme; four U.S. locations)
- Nickelodeon Universe
- Peter Piper Pizza
(chain)
- Putt-Putt Fun Center
- Regal FunScape
(chain; movies, minigolf, video & "VR" games, food court, etc., depending on location)
- Round1 Bowling and Amusement and Spo-Cha
(chain, Japan-owned)
- Scandia Amusement Park
(full amusement park with FEC section, California)
- Sky Zone
(chain, indoor trampoline park; locations in US and Canada)
- Sony Metreon
(Urban Entertainment Center, San Francisco, California, 1999–2006, Japan-owned)
- Stars and Strikes Family Entertainment Center
- Tilt Studio
(chain, an offshoot of the original Tilt arcade chain)
- Universal CityWalk
(Urban Entertainment Center)
- uWink
(2007)
- Urban Air Adventure Parks (2011)
- ZDT's Amusement Park
(full amusement park with FEC section, Texas)
In other countries
[
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]
See also
[
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]
References
[
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]
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