By Robert Sax
FOCUS
A Blast for Building Business Adding a laser tag feature to a bowling center is a large undertaking that has proven to be very profitable for many centers. nyone who has thrilled to Han Solo dispatching Imperial stormtroopers with his blaster in “Star Wars” will understand the appeal of laser tag. With more than 800 laser tag arenas in the U.S., it’s one of the most popular recreational attractions around. There are more than 420 laser tag attractions in bowling and family entertainment centers, and it is the #2 attraction in our industry in terms of revenue and return on investment. So, if you are considering expanding your center, laser tag may be your best choice for bringing in new customers and boosting your revenues. When Max Bowl in Port Arthur, Texas, planned to renovate its 40-lane FEC, the owners considered a variety of new attractions including indoor golf and car rides before settling on a 4,000 square foot, two-story Lasertron system. “After talking to other people in the business, they said that out of all the things you could do, laser tag is your best bet and the most profitable,” says general manager Doug Davidson. The picture is bright so far, with weekend revenue for laser
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tag running as high as $3,000 after just 60 days in operation. Since the first “Photon” game center opened in 1984, people around the world have enjoyed this exciting high-tech game where hand-held infra-red-emitting “phasers” are used to “tag” the sensor vests of other players. A computer keeps track of hits and generates a score card for each player or team at the end of the match. Laser tag is popular with male and female players in all age groups. The two biggest demographics are children aged 7–13, especially for birthday parties; and young adults aged 16–25, who spend the most on the game. These groups are probably a big part of your customer base already, and the game is also popular with corporate and adult social groups.
PLANNING FOR SUCCESS There is an outdoor version of the game, but “arena” or indoor laser tag is the one for BECs and FECs. Within the arena format there are three levels: attraction, standard and pro. Attraction-level systems are the least expensive to build and operate, but the entry-level game experience they offer may not generate enough repeat play to really boost sales. Standard level systems offer more features and a level of game play that should appeal to all but the most hard-core laser tag players. A BEC will be better-served by a standard-level system that can grow with the customers’ needs. Regardless of which level chosen, a laser tag attraction usually consists of three areas: the arena, the briefing room and the vesting room. The arena is the enclosed space in which the game takes place, and it is the