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The LBX Collective aims to inform and educate, create opportunities to connect with industry peers, and to spur collaboration, discourse, and cross-pollination of ideas in the location-based entertainment and experience industry.
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LBX Collective
The LBX Show #42 - Ripley's Crazy Golf, Merlin Magic Making, and more!
Sponsored by Intercard!
On this week's LBX Show, BW dives into the latest location-based entertainment news including Ripley's new glow-in-the-dark mini golf at Icon Park and Merlin's rapid development of two new immersive experiences. Kevin Williams joins us for Open and Shut and Chuck DeMonte discusses the concept of value in attractions marketing with practical implementation strategies.
• Ripley's Crazy Golf opens at Icon Park, adding to Ripley's existing Orlando attractions
• Merlin Entertainment launches Wondra and Super Neon immersive experiences through new Merlin Magic Making division
• Camp partners with Universal for a Gabby's Dollhouse experience timed with theatrical release
• Levels Prague expands with 20,000 square feet but uses AI images in marketing to its detriment
• Kevin Williams' Open and Shut segment covers F1 Box, retro arcades, and sports stadia adding entertainment
• Valo Motion introduces smaller four-player Valo Arena option
• Chuck DeMonte shares marketing strategies focusing on highlighting value propositions
Check out Sound Off #88 with Kevin Williams coming out Tuesday, August 26. Next week's LBX Show will be on hiatus as Brandon backpacks Havasupai at the bottom of the Grand Canyon.
Tuning you in. Now to the LBX Show with your host, brandon Wiley, brought to you by the LBX Collective your community to connect, engage and inspire.
Speaker 2:All right, well, welcome everybody to the LBX show for August 24th 2025. I am your host, brandon Wiley, and we've got a great show lined up for you today. Today we're going to kick things off with a pretty robust news. You should know. We've got quite a bit of things to talk about here, and then we're going to roll into another dog days of summer version of Open and Shut, with Kevin Williams to review all the openings and closings that are happening right now around the world, and at the end we're going to close out with a promo pro tips, as Chuck Tamati is going to talk about showing off the value that you provide to your guests. So, yeah, that's what we got for the show today. We'll kick things off with some news, you should know All right, well.
Speaker 2:So first up for news. You Should Know we've got a new glow-in-the-dark mini golf attraction and it is coming to Orlando and it is actually already open. It is at Icon Park, right on I-Drive, and it is a Ripley's Crazy Golf. So this is a mini golf attraction from the team at Ripley's believe it or not, world entertainment. And you know they basically say I mean, you can see a little picture here. We'll have a little fly over here in just a minute. But you know, basically they say, ripley's crazy golf is bursting with vibrant neon lights upside down, turns off the wall, obstacles and surprising sites that make each hole feel like it's of their own otherworldly adventure. So let's just, you know, I guess we'll pull up a little thing here of their fly through and you'll be able to get a sense for what we're talking about here. Oh no, we don't want to look at that, I want to look at this here. There we go, all right, now we've got to go on here. So this is the little fly through of Ripley's. You mean, they got some cool attractions here. Obviously they've got Ripley branding surrounding and I'm sure there's going to be some surprises that you would normally find from a Ripley venue. But basically this is joining already on International Drive They've got an actual Ripley's Believe it or Not, like a full-blown experience, one of their standard Ripley's, believe it or Not. And then also they have a Ripley's Mirror Maze on I-Drive as well. So for those of you who are familiar with Ripley's other attractions, they do have other things right. So they've got a Mirror Maze, they've got some sort of like a Museum of Illusions version of that. So like selfie kind of weird illusions type thing. They've got some aquariums, they experiment with all different types of location-based entertainment, and so I just thought it would be interesting to show one of their first installations of a Ripley Crazy Golf, which is again at Icon Park in Orlando. So if you're coming down to IAAPA in November and you're going to be down at Icon Park which I'm sure at least one of the nights you'll be down and around there checking out all the other location-based entertainment and restaurants they've got going on there checking out all the other location-based entertainment and restaurants they've got going on there. Well, it's a great opportunity to take a look at the Ripley Crazy Golf. So anyway, that is it there. And you know speaking of Icon Park, so we've got we'll pull these guys off stage just for a minute here.
Speaker 2:Speaking of Icon Park, they've got this. There's a number of other attractions there that are run by a group called Merlin Entertainment Group. So Merlin is they will do Legolands and Madame Tussauds and some larger attractions as well. So like actually Lego Discovery, sort of smaller Lego Discovery, some Sea Lives as well as in the big Legoland. So Merlin is involved in a lot of different attractions, both big and small, and they have a group called Merlin Magic Making and this is a new group that they started to try to really infuse and, I think, grow their smaller format location-based entertainment experiences and really create some inside their own organization. So a lot of times what they'll do is they will create these things like Peppa Pig. So they've taken the IP of Peppa Pig and created a number of different attractions for Peppa Pig, but they'll often take somebody else's IP and implement that IP in a specific location-based entertainment venue.
Speaker 2:They have two new attractions, super Neon and Wondra, that they have just recently announced to the world and they are taking place in both Chicago and St Louis Missouri. So they are in two different places. So Wondra is in Chicago and basically what they're trying to do is leverage all of their expertise in crafting roller coasters to entire theme parks and they're really trying to rethink their whole process to embrace this really fast paced development of these location based entertainment venues. So they call them a highly immersive spaces and they're in partnership with Fever for operations, which is interesting actually, because most of the time, I mean, merlin is an operator. So, yes, they develop attractions, but they also primarily operate the attraction. So I find it really interesting. But they also primarily operate the attraction. So I find it really interesting that they decided to come and partner with Fever to operate the smaller format attractions and, as we know, we talk about Fever a lot because they operate a lot of the attractions that are coming out, especially those that are temporary and the ones that move around from location to location, and they consider themselves like a live entertainment discovery platform is what they call themselves Fever. So Wondra is we'll pull these guys up here.
Speaker 2:Wondra is a I guess we'll call it a well, I'll read what they call it a fantastical, nature-infused journey, and this is opening in Chicago on September 5th. And then Super Neon is, which we'll pull up here. We'll show Super Neon just real quick. So Super Neon is coming open on September 12th in the Minneapolis area I think I said St Louis earlier, I didn't mean to say that In the Minneapolis area. Mall of America is when they're opening up September 12th. So we'll bounce back to Wondra here because I want to talk a little bit about these guys, give you some background, and then I want to share some of my thoughts on this. So Wondra is more than 11,500 square feet and it is opening at the Woodfield Mall in the Schaumburg area of Chicago, so more like outside Chicago suburbs, so like the quote unquote Chicago land area, not really as much in the you know what I would say in the actual Chicago proper area, and it is, you know, basically wandering through the dreamy sky filled with personalized clouds, to bring flowers and meadows to life with just a voice.
Speaker 2:These new immersive experiences will spark curiosity, foster connection and ignite awe, is what they say, and so you, connection and ignite awe is what they say, and so when I scroll through their site, it looks really interesting, it looks really compelling, I think. What I'm really struggling to understand here, though, is this picture here looks very much to be immersed with LED screens. So all around definitely no room for projection mapping, unless I'm missing something. So this room is probably LED driven, or it is more physical in nature, where it's actually like black with holes poked in it and then light shining through. I'm not really sure, but this one definitely looks more like a you know your quote unquote like projected mapped immersive experience, like a luminarium kind of thing, thing.
Speaker 2:These other two that you see. They don't really give too much more visibility here. I've tried to dig in and get some pictures. So they, you know, here's the experience. It says, you know, nature re-imagined the journey through wonder, which is this you know, these flowers, and it shows them like walking through this jungle with all these big, giant flowers. The thing is it also could be people standing in front of a really big wall with this stuff projection mapped against the wall, and maybe they're interacting or touching in some way. Same thing here, right, like do you see them kind of silhouetted against this? Like I don't know, are they standing and about to walk through and venture through all these like crystalline rocks and kind of like a meow will feel, or is it actually projection mapped? And then, you know, feel it to believe it. You know, again, same thing standing in front of what could be a projection mapped wall. And they do have multiple different rooms.
Speaker 2:My issue here is that it is not fucking clear whatsoever what my experience is actually going to be at Wondra. So it looks like they've spent a lot of time and energy and effort creating a beautiful looking experience, but I don't know what the hell I'm going to be doing if I'm a guest coming to this thing, or I think that I'm going to come to this thing. I'm going to walk in and I'm going to be able to walk up and touch these mushrooms, because this little thing down here says feel it to believe it, reflect, play and connect in a space that invites wonder and lingers long after you leave. So journey through wonder, look closely to uncover hidden layers, shifting landscapes and surprising textures that reveal nature in a whole new light. So if there's textures, that means I'm touching things. But if I'm touching things, man, this is a really expensive installation. It's going to be really fucking cool but also expensive, not to say that that's not going to happen. I'm just skeptical, and that's because I've seen these things. So my point here is I'm really concerned that this might be maybe not to the extent of a Wonka's chocolate or a Willie's chocolate experience, but that this is going to be potentially one of those where guests come in expecting one thing because of the visuals that are represented and some of the words that are used, and not actually what they're going to experience. So I am interested. It's disappointing that it was September 5th I was just in the Schaumburg area like two weeks ago so I would have loved to have gone and checked this out, but unfortunately it's not open yet again until September 5th at the Woodfield Mall. But I do look forward to hearing and seeing some real life images come back to fully understand what this experience is.
Speaker 2:Cool at Merlin is doing this, that they're pushing the boundaries, that they're really trying to do things, and I think what's cool about what they've done is that they've. They took everything from start to finish for both Wondra and Super Neon We'll dig into Super Neon here in just a minute for Wondrous and Super Neon all in less than a year. So they did it very quickly. They figured they can hone in on current trends and then make them relevant for their guests immediately, and so they're now beginning to again rethink how they deliver these attractions faster for their guests and from their teams, while also, what they say, still bringing the depth, quality and signature Merlin magic that their guests expect. So I think that's good, and so if I switch over to super neon, at least from their site, it looks like it is definitely more tactile, so it looks like I'm going to actually be walking through that. There are actually like lights hanging down, umbrellas hanging down here. This picture up here shows like these, these, these clouds that, like you people can sit on and swing, swing and they can take these neon tubes and stuff, and so it does look. This is like. This is a little bit.
Speaker 2:Super Neon is a little bit more interactive at Mall of America than just like a walkthrough experience. Now, most of these rooms are typically, most of these experiences are typically like walkthrough and you have like limited interactivity in each room. This is a very popular thing, right? These kind of art rooms is a little bit like Meow Wolf has done in a lot of their spaces, although they tried to tie an overarching narrative and storyline to it. So these are two new ones. Again, super Neon opens up from Merlin September 12th at Mall of America, and both of these are powered by Fever, so managed and operated by Fever. So if you want to book tickets, that you're going to book through the Fever website. So that is what we've got going on for Merlin and so, again, really interesting there. So all right. Now what we've got up next is Camp. So I've talked about Camp a lot on this show.
Speaker 2:I really, really dig what these guys do from a retail perspective. They work with really well-known brands and IP and then they work with them closely to create the type of experiences that that particular age group and demographic that's interested in that IP is going to really want, and they tend to do them for a temporary period of time so six months, nine months, maybe a year in a particular location, and then they move that experience to another location and bring in some different IP. So they're constantly iterating and swapping out their IP. So what we've got this time is a new one. They teamed up with Universal Products and Experiences and this is not their first time working with them. They've worked with Disney as well and they've worked with some other IP, and so this is not their first time.
Speaker 2:But this is Gabby's Dollhouse. Now my kids have long outgrown the younger aged groups of stuff, so I'm not as familiar with Gabby's Dollhouse. I mean, obviously I've done some research online but like I don't know them definitively, but this is, I guess it would be described. They would call this a cat-tastic experience and a fantastical world of imaginative, imaginative exploration and creative fun. So this one also opens in september and this is on the 26th. This is opening in their los angeles location, so it's replacing. I can't remember what was there, but the really interesting thing is they've timed this with the global theatrical release of gabby's dollhouse the movie brilliantly played. So, hey, we've got gabby's dollhouse the movie opening up up. Hey, why don't we open up the Gabby's camp experience in LA and Los Angeles, of all places, right? So it makes perfect sense. And then they're going to open in Charlotte, north Carolina, at Camp's brand new store in South Park Mall on the 10th of October. So if you're in the Charlotte area, definitely recommend you checking out the new camp store.
Speaker 2:So again, these are limited experiences and they will be moving on to another camp location after a limited time. They don't ever really say how long they're going to be in a particular location, but basically the experience will be that as a camp, you step through camps. You know signature door, which you know every one of their, their things. It's a magic door which then takes you through to their. As you're crossing that threshold into another world they do that very well and you're going to discover Gabby and her cats in a 5,000 square feet space of themed rooms and there's going to be a recreation of Gabby's iconic bedroom. There's home to Pandy Paws and the dollhouse, as well as a cotton candy tree house. So lots of really cool things going on guests will also.
Speaker 2:This is one cool thing that they always have some sort of craft experience as part of your time experience there, and the time to experience is 10 to last between 60 to 90 minutes, depending on the experience. And so you're going to make party treats in cakey's kitchen, you're going to gather decorations for a party in the fairy tale garden that's what the kids doing here and then with the kitty fairy and then mixed potions, and then get a makeover in Mercat's bathroom. They can also slide down a magical rainbow into the underwater world of Merlantis, dance with DJ Catnip as he spins beats and rainbow bubbles, and then even meet Gabby in person. So you know it's pretty cool. They always do a great job. They do great casting and program development and entertainment development and the kids just eat it up.
Speaker 2:I think camp just does such a phenomenal job. I think I've suggested before that if Disney was really looking to enhance their location-based entertainment experiences you know, because they haven't done a great job there they really should look at acquiring, acquiring camp. So I think one of these groups you know whether it's Universal or whether it's Disney really should look at acquiring camp here because they do a phenomenal job and it would really give them a level up in the location-based entertainment space. So, anyway, that is camp, and so you know the last location we're going to want to talk about, because obviously we have open and shut with Kevin Williams. But these are a few things that don't necessarily get covered, because I want to talk a little bit more deeply about some of the things that they're doing more in the trends and immersion side. So the next thing is to talk about Levels. So Levels is a let's see if we can get a thing up here. Yeah, here we go, all right.
Speaker 2:So Levels is a multior, upscale family entertainment center. It's located in Prague, the Czech Republic, and they just recently completed an expansion. So they added new games and they added new attractions. So it's in a historic building We've talked about levels actually on Open and Shut when they first opened before and they offer about 120 arcade games now, some simulators, some racing sims, live bars and a bunch of dining options. So their expansion added about 10,000 square feet of space as well as another 10,000 square foot terrace. So again, pretty large expansion, another 20,000 square feet they added. And the additions have an event area for corporate events, for concerts and tournaments, and they have a seated capacity for up to 400 people. Now they also have installed duck pin bowling lanes, as well as a bunch of new arcade games, and then they added the largest permanently installed 4K LED screen in the country. So all of Czech Republic and measures it's 24 square meters, so that's roughly 2,500 square feet. I believe that is so three circular LED screens for branding and then a Bose sound system.
Speaker 2:Writing on LinkedIn, the head of games at Infinite Experience Group, which is the one who developed Levels, says we don't know game over at Levels. We only have next level, and this is the biggest one so far. So, all right, great little quote there, great hot take from David, the head of games at Infinite Experience Group. And so we'll take a quick look at their website. So obviously you can see one of their bars, which looks great, but I have an issue. So they've spent I can't even imagine how much money on this. So this is their website, and they've spent quite a significant amount of money on just even that expansion. Right, adding 20,000 square feet for all of that expansion is no slouch. And here is their website.
Speaker 2:Okay, look fine AI image up at the top. This is like you're going to be catcher experience endless fun and levels like not even a great AI image. Frankly, this is like, probably like ChatGPT2 version and levels like not even a great AI image. Frankly, this is like, probably like ChatGPT2 version that they haven't updated to five. Five could spit out something way better than this, frankly. But here's my bigger issue when I get down to all of their attractions, this is this formula simulator seems to be maybe what their actual experience looks like. So that would be, and the only one. That is what they would experience. So this arcade games not real, that's AI. Racing simulators. These guys have two different VR headsets. First of all, and second of all, I can guarantee you the racing sims are probably not VR. They are probably the curved wrapped around screens, because there aren't many racing sims that are VR for a number of reasons, latency being one of them.
Speaker 2:There are darts, there are billiards, there are mini golf, there are skittle bowls, which is, again, this is a translation, so it's calling skittle bowls. It's probably mini bowling or duck pin bowling and then karaoke. Look, there's no excuse. There's none. There's no excuse at all. They should have real photos of real people playing their real attractions. Again, we talk about stuff that is going to give guests a sense for what they're going to experience. And yes, I know what billiards looks like. Yes, I know what darts looks like. I know what fucking arcade games look like. So do I need to really see guests playing on my arcade games in my arcade game floor? Yes, you fucking do so.
Speaker 2:Do not use AI for your own attractions. If you want to use it for some header images or whatever, that's fine, but for your own attractions, for your own experiences, so guests understand what they're going to experience. Take pictures. Hire a photographer for a couple of grand You've spent millions of dollars in your facility. Hire a photographer for a couple of grand. Hire a photographer for 20 grand and take pictures and take video of your space with real guests interacting.
Speaker 2:They've done it with their bars. They had somebody come in and take a picture of this bar. It's not AI image. They're tiki bar, not an AI image, and their hell bar, not an AI image, and they all look amazing. They have a beautiful looking facility, so show it off to guests.
Speaker 2:Don't give me this AI bullshit. Okay, it is lazy and it is a cheap and ridiculous way out and would just only confuse guests. So that is my rant for this levels. Level up your marketing. You've done a great job at your facility. You've created a beautiful thing in Prague and it is gorgeous and I would love to go and visit it sometime.
Speaker 2:But I would love to also know what the hell you have going on and not look at AI images. All right, that is it for that rant there. Sorry about that, guys. All right, actually, I'm not really sorry about that, that's you know. You know how I go, you know how I roll, all right.
Speaker 2:So the last thing I want to talk about pretty cool and Kevin and I, when we SoundOff, we kind of predicted that this was coming. We may have heard a little bit. We kind of knew this was coming from ValoMotion and also CreativeWorks, who's helped work with ValoMotion on really building out their infrastructure to their Valo arena and really leveling up their Valo arena. And so ValoMotion we talked about them before. Again, they're really basically an interactive technology with physical activity. So I've always been a fan of what valo motion has done. In fact, we did a reveal for valo motion and you can go back and find it on linkedin not on youtube, unfortunately, or on any of the podcast platforms, just google valo motion, lbx collective reveal or something to that extent. Those words together it will come up with that video, if you ever want to go back and watch. And we tour their headquarters and we interview their CEO, raina, and that's a really good, really good segment.
Speaker 2:But anyway, they've announced a new Valo Arena. That's a four player and they're showcasing it up at the IAPA Expo Europe this year and it's going to take place. For those of you who aren't going to IHAP Expo Europe, it's taking place in Barcelona from September 22nd to the 26th and the trade show floor will be open from the 23rd to the 25th. There's education at bookends, both sides. They'll be exhibiting a boost. You can find them there, but you'll obviously be able to try out the new Valorina product as well, as they have a ValoJump and a Valoor Climb both great products as well, and they are.
Speaker 2:You know, I think it's pretty cool that they're doing now a four-player. So this is basically all of the same games, the same game library you can get with the six-player version. That's the same game catalogs. They have seven titles in 20 different levels. The average game duration is about three to four months and both four to six player models include all automatic updates, built-in video booth and then support. So you know they've installed the Valorina already, the six player version, for a hundred locations worldwide.
Speaker 2:And you know a lot of one of the, some of the biggest feedback is hey, what if you had a smaller footprint available to us? And so you know, because it is a little bit to us, and so you know, cause they, they, it is a little bit, it is big right, when you look at some of the other immersive enclosures and this isn't really the same model as a standard immersive enclosure but if you look at that kind of footprint or if you look at a place like your old tethered VR system, like an old hollow gate or something like that, or a hollow deck with something different than a Valerina, it doesn't fit in that same footprint. And so here's a you know diagram. Here's some kids playing, there's the party box, all right. So this is their diagram.
Speaker 2:It's a little small here. Make it a little bigger. Um, it's not that much smaller, frankly. So you know it's about uh, what is it about? That square feet is in. There is their.
Speaker 2:Their bigger six-player version is just about thousand square feet, and then their smaller version is about 900 square feet, so we're only saving a little bit of square footage, but it is a tighter space and it is a smaller. You know, it is a smaller footprint, right? So you know, instead of sorry, I'm giving the wrong dimensions at the ceiling height, sorry, my bad so the smaller it is actually a bigger space. So let me get you that number here. All right, let's take a quick look at this. So we've got, um, so it's 26 feet wide, uh, their large one, and it's 28 feet. So you know, 700, 725 square feet is their larger one. And then we've got the uh, smaller one, which is about 400, 400 square feet. So really a large square footage savings when you look at the difference in size, um, so about 400 square feet versus seven, 25. So that is the new four player arena.
Speaker 2:I'm sure, if it's going to be at Expo Europe, they'll have it at Expo in November at Orlando. And you know what, as I said, this is going to be a bit more of a robust News. You Should Know, and that's a wrap. Intercard is the only cashless system designed, developed and manufactured all under one roof. They introduced cashless technology to the amusement industry and have been leading the way for over 30 years, cashless systems from Intercard increase customer spending, guest satisfaction and boost revenues by up to 30%. Intercard is so proud to be serving the amusement industry and if you aren't already part of their global family of customers, they hope you will become one soon.
Speaker 3:Hey, a big hello to everyone to this latest opening shot, and you're in a hotel as well.
Speaker 2:I am. It's at least a little bit better. The last hotel I was in was so bad. It was so tiny, so bad, and so I'm now in a king suite, so I've got an actual living room, which is nice, and it was like not, I didn't spend anything extra for it, it just happened to be one of those where you get a little bonus on hotelscom.
Speaker 3:Yeah, the service I use. They try and give you a little benefit, but sometimes because I usually when I'm traveling I'm at a show or something and I don't get a chance to enjoy it. So when they give you an upgrade you don't. But now we get to enjoy the upgrade because we can use it for the podcasting?
Speaker 2:Yes, exactly, exactly. So all right. Well, it's good, let's dive in. It's not as crowded this time.
Speaker 3:Well, as we've said before, we're in August, and August and the beginning of September, hopefully, will be a little bit more calmer. That said, I am still rushing to try and drop in new opening announcements, even up to the wire, but you know, as always, hit the pause if you want to know more as I zoom through. But the first ones that we need to have a chat about is how about putting an entertainment facility inside your football stadium facility? And we have it um, a uk uh sports uh operation in southampton, uh, the saint mary's stadium has been added to.
Speaker 3:so we say, with a 12 000 fec, it not just an FEC, it is more of a competitive socializing component added to them. So they're jumping on the bandwagon that we saw in the US where one operation added a home run dugout to their baseball stadia. But this is an interesting one. Am I going to have to come up with a new term now to describe sports stadia that add an entertainment facility on?
Speaker 2:Yeah, I mean, look, it makes sense. I guess it depends if it has an external gate. I think this is where some of these things break down for me. I know we covered a long time ago. There was the Pac-Man branded facility that was like inside a baseball stadium, I believe it was.
Speaker 1:I cannot remember which stadium.
Speaker 2:Thank you. That one felt weird because you could only access it when the stadium was open, I think. As long as this has its own external gate and they just had the extra space to use, I think it works and makes a lot of sense.
Speaker 3:We can see from the pictures that they had external space in the roofing section of their stadium. Nothing wrong with that, you know, needs must. But again, external entrance so it is its own standalone operation rather than an attraction added to the stadium is an important distinction to the stadium is an important distinction. I agree that the Los Angeles one that Bandai Namco experience relationship felt more like dropping vending units in as a secondary or tertiary revenue generator there. Here this is a standalone. They put some effort into their branding, if anyone goes off and has a look at their website, and it is a mixed uh offering. It isn't just, uh, some social entertainment, darts on the bar, they do have a rope course, they do have mini golf, but an interesting one all the same and, uh, maybe the beginning of a few more stadiums yeah, I wouldn't be surprised if we see this happen more and more and again, as we just start to blend entertainment models together into similar or just in same venues.
Speaker 2:I think we're going to continue to see this happen. I think the one thing that that is a little bit confusing. As far as their choices, obviously they have the space for the high ropes, course that's fine and that can be done, you know in. But having climbing walls always is like a weird fit to me. You've got this competitive socializing space, you've got mini golf, you've got racing sims, clay shot booths and then a climbing wall. So it does seem like they were really trying to go for the spaghetti model and seeing what sticks.
Speaker 3:I've had the misfortune recently of seeing what a realtor's perception of competitive socializing entertainment and mixed-use entertainment is, and they seem to go for all the low-hanging fruits without any deviation. So, as you say, with the spaghetti, they throw the meatballs also into the wall. I would, you know, you would expect, as a consultant, for me to say it is a good idea to get some people who know what the F they're talking about involved in these type of projects rather than just trying to make it up after reading a couple of Stinger reports. Moving on, and one of the things that we've been covering in the Stinger report and we're going to be covering in a lot of detail in the coming entertainment entertainment social arena is the explosion in competitive socializing of the retro arcade or the retro bar or the retro lounge, whatever you want to call it, a facility that has a number of classic arcade machines, a bar, cocktail and shareable food menu and maybe some other amusement, and I have never seen so many of these types of venues opening up. The article that I've just finished goes into a lot of detail about these and we're seeing them continue to explode.
Speaker 3:And our friends at Draftcade fit into one of three kinds of distinctions. They are the operations that have already started up and have started to establish quite a large number of facilities. Those are the emerging ones that have started recently and are now laying down the roots and opening multiple venues. And then we have the pure brand new startups that have one venue and a dream and an entrepreneur and are hoping for it. Barkay fits into the middle. They have now five facilities open and their Nashville site comprises kind of the standard model, which is between 40 and 50 machines, variable mix pinball In their case. They've also added a lot of screens because they're going to go for the sports party, sports bar party vibe. But again, this is a trend that we're seeing and it is a trend that kind of barcade environment, less of the booths in this particular point, but it is still a retro arcade or nostalgia-based entertainment facility.
Speaker 3:We have the 10th facility opening up from our friends at Trucks Arcade. I'm having problems with these numberings. I had been told that 10 had already been opened. Now their press release says that this is the 10th, so I'll take them at their word. And it fits in them all. It is a re-theming or re-skinning of one of their previous Fun Spot Arcade facilities and the key thing about this version, this uh 10th facility, is that it has a clawcade in it, and what that means by a clawcade is that they've got the new wave claw machines in there in its own little enclosure. So it's this their way of kind of sticking a pin in a mall wanting to have one of these uh clockade, uh facilities standalone unit.
Speaker 2:they can kind of say we've got that at home here with this kind of presentation yeah, I think one of the differences with chuck's arcade versus like draftcade, for example, that we were just talking, that you were just talking about, is, like chuckucks is still trying to cater towards the teen slash adult, but it's the modern games, so it's less retro classic games, as you know, in more of the modern gaming experience.
Speaker 3:They still have retro. They still have quite a large amount of retro there. I was surprised how many they do have.
Speaker 2:Yeah, but I should say it's not there. But they're not trying to be a retro arcade. They have retro there. I just don't think that Chuck's is. They're trying to key into the nostalgia of the Chuck E Cheese character and brand, not necessarily the gameplay itself. I think, is what they are not necessarily trying to do With DraftKade. Again, this is the model though that they're going with. That we've just seen doesn't work for retro arcades.
Speaker 2:Now I get that it's their fifth location, but their model is it's $10 for unlimited gameplay. So you get a game band and at least it's not quarters, so they're not doing quarters or anything else. Right, it's a game band, you're still going around and playing, but it's $10 for that band for unlimited play, and they have to then rely on their food and beverage period. That is the only way they can do it. Now they have a good menu.
Speaker 2:I pulled up their food and drink menu, pulled up their beer menu, they have cocktails, they have 48 beers on tap. So they clearly are trying to be almost a sports bar with an arcade and I think from that standpoint, if you look at it as a sports bar with 28 large screens, big, you know people are going to come to hang out just to watch games and then maybe play some arcade. And if, and if you look at it from that perspective, now you've got a sports bar that's going to increase their per cap by $10 for everybody who's coming in, because now they're going to go play the games but that's not really why they were there anyway and so their business model is centered around the F&B and the sports bar mentality. Then all they really did, by adding the arcade again, is just increasing their per cap, and that's a pretty smart business model.
Speaker 3:And you obviously must have been reading over my shoulder while I was typing the commentary for the article. This is really what we're seeing. This is a replacement to the sports bar. So, the same way that we would have been seeing a plethora of sports bars opening up during especially this kind of financial condition, the sports bar has been replaced by the more, shall we say, nostalgic, retro-friendly, audience-friendly arcade. And you're right, retro-friendly, audience-friendly arcade. And you're right. Peel away the sports bar components, the screens, the beers on taps, the lounge environment, and you'd have a very bad business model arcade. And in many cases the arcade is going to fail first before we see the bar component suffer any problems.
Speaker 3:And there's another thing about when we were compiling the article. There's two types. There is the facility that wants to go for an admission, pay once, stay an hour or as long as you want, in this particular case. But most of them say pay once, stay for an hour, then get chucked out. Or the other types where you get a handful of quarters and you constantly feed the machines until you're bored.
Speaker 3:One is an arcade, the other one is using it as an attraction. And that is another distinction between where retro arcades fit in. Will the pure retro arcade or barcade succeed, or the beercade or the draft cade or whatever cade you want to use, or will it be the sports bar, purely with an addition of amusement? And again, that is a question that we're going to need in the amusement industry to ask ourselves, because it also means that this could be the replacement to the street route business. Indeed, moving on and adding another entertainment on top of your or existing entertainment.
Speaker 3:Our friends at Gravity, this time on the Gravity Active side, their trampoline climbing wall environment, they have parachuted in a new attraction into their Blue Water facility, and that is our lovely friends at Immersive Gamebox. Three Immersive Gamebox units have now been added to the makeup. Here the question you must have to ask yourself is is the audience that's going into a Gravity Active the type of audience that you think is going to be playing uh batman, uh arkham asylum or whatever the, the latest uh version of game that they've licensed for their facility? They could argue that their bluey uh game, also their paw patrol I do apologize, their paw patrol game may appeal to that target demographic. But I'm interested to see how our friends at Gravity Active separate to our friends at Gravity Max, who have already been rocking and rolling immersive game boxes. Get to grips in promoting this to their audience.
Speaker 2:Yeah, this is an interesting addition to their mix, only because it really, you know, everybody's there, they're sweaty, they're running around, they're jumping on trampolines, they're climbing, they're doing everything that you would expect to an active, active play, and then they've got to go in and strap shit under their head and go into a box that doesn't have, I know, but it's still.
Speaker 2:It's still like, yeah, anyway, I know it's just a hat, but it's like it's going to be sweaty and it's still like, yeah, anyway, I know it's just a hat, but it's going to be sweaty and it's just an interesting one. Like versus putting in a Valor Arena, I guess, is my point. I think you know it's active, right, immersive Game Box is active, but it's also lengthier gameplay too, so it's you know it's dedicating a very specific amount of time to that attraction. Versus like, oh, I'm just going to pop over and do a Valo Arena for like five minutes and then go and do something else and go back to the Valo Arena for five minutes and go back, like this is like I don't know, I'm going to dedicate the next half an hour to an hour of my time in Immersive Gamebox, when I've already paid X amount of time to just be jumping around on the trampoline as well.
Speaker 3:Well, you're asking some of the questions that I had to ask, which is some of the questions that I had to ask, which is is this a separate pay model? You know, when I turf up at Gravity Active, does that include now my chance to play on the immersive game box? And an answer did not come forth, coming in the time that we had to roll out this issue. I, funny enough, again pointing back to one of the issues that we've just covered in the entertainment social arena, did a dedicated rundown of sport attainment, which is the other trend that we're seeing quite big in the competitive, socializing and social entertainment environment immersive sport, digital sports type game, be it cricket with sixes or be it football with our friends at Talkin' Social. We don't have that kind of system available.
Speaker 3:We don't have a sports-themed immersive game box at the moment and I am surprised to see them in the active uh entertainment environment, where I totally agree with you, I would be expecting to see a neo experience, a play mind or a um, the valo arena being more suitable. Again, I don't know if that's part of how gravity's relationship works with immersive game box. You know we have x number of uh. Gravity max relationship works with immersive game box. You know we have X number of gravity maxes and we have considerable more gravity actives. Maybe there's somewhere to work. I get the feeling this is a toe in the water and it would be interesting to see. And I assume by your quick web search you haven't been able to find out if the price is separate.
Speaker 3:We will come back to that.
Speaker 2:Yeah, so actually, I mean, I do have this particular location up and they have it on here. It does look like their open jump is priced at £17 for a one-hour session and then they do have £10 per person for Immersive Gamebox, starting at right. So obviously, depending on the experience, it's going to be more if it's a longer experience or whatever. So it is separately priced. Now they have an unlimited pass. I don't know if that is inclusive, um, you know, of of everything. That is not clear to me, but you could, apparently you could come there, not jump, I think, and just go to the game box or just jump. You know, if you want to do the game box, you have to pay extra for it.
Speaker 3:Goes back to the recent sound off where I ranted about the pricing model and how you're not informing your customers. If we in the industry are having problems understanding how the pricing model works, I feel for our customers.
Speaker 2:And it's remarkable. I mean, really it is a difficult thing to. I'm on the site and there are no joke. There are 15 different options I could book here and I don't even know which one I would necessarily book. I just don't know. I'm going to have to like literally research on every one of these. So it definitely is an issue here for them.
Speaker 3:It's an issue for them and others in the sector. And the sooner that our industry or these companies start to admit that they have a pricing model, the better we will be on productivity anyway. Off off the soapbox, uh, moving on, and another sports attainment operation, another expansion of the sports bar with active entertainment or social entertainment components. Ludo, it was a chain, or is a chain, of what they call sports and live lounge entertainment. They have about three facilities dotted around. Now that they've opened their new version, they're doubling down on the active entertainment. They've put in an interactive dart system I'm not sure from what company. They put in a school-based basketball system and I'm led to believe that they're going to be dropping in other entertainment. So again we're seeing hospitality marketing, a market pivoting heavily into competitive socializing.
Speaker 3:Our friends at Taito. They have quite a large operation of facilities in Japan under the Taito Station brand. As I've talked about previously, they've been expanding into China. They opened their first Hong Kong facility. Well, they've been opening a few more Hong Kong and now they're up to their fifth Hong Kong facility since we started talking about them last year, moving into this market. So it kind of shows that this is an interesting market to expand into and kind of explains why other chains from Japan as well as North America are looking at opening facilities in this burgeoning market.
Speaker 2:It's just. All I got to say is that there's a lot of plush. The plush market is doing really well in this new wave crane era that we're in.
Speaker 3:And may explain why a certain toy or collectible is so popular at the moment. There is synergy between when merch prices are popular and when fads in collectibles are popular. I keep on forgetting the name of those awful gargoyle things that kids are hanging off of their bags. I'm sounding like an old man shouting at a clown, but again as one that keeps an eye on the quality of the collectibles for the crane market. In the upscale crane market, the quality of prices has exploded to the point where we're having our McDonald's moment. Where are we a toy provider or are we an entertainment facility?
Speaker 2:Yeah, are you referring to the Labubus, by the way?
Speaker 3:Labubus thanks.
Speaker 2:Yeah, labubus yep.
Speaker 3:Oh my gosh, I'm due to buy a whole load of them for a very young lady, I know so anyway. Yeah, of them for a very young lady, I know so anyway. Yeah, one that I'll be popping into in a couple of days time. We have the opening of something new from our friends at f1 arcade, kind of also mirrors something that we were speculating about recently. So all of you are hopefully familiar with f1 arcade, which is a competitive, socializing entertainment facility with a very strong scratch uh kitchen capability, a very high quality cocktail bar component and, in the case of their first facility, 60 odd racing simulators that you can jump into, as well as some other entertainment elements, as well as big screens for watch parties. So this was the whole deal, and you know we've seen about four of these F1 arcade facilities opened two for the UK, I think, if I'm correct, and the rest have been opened up in Denver and other places in North America. It has established itself.
Speaker 3:We've all rubbed our chins, interested to know how well the food and booze component has been doing compared to get to the race simulation component, and why the company had decided to sort of stay away from having a proper simulation experience for a soft sim, uh, easy, amateur, professional kind of play.
Speaker 3:They even pivoted away from trying to associate this with esports, but, as you all know from our coverage, sim racing is incredibly popular in the market.
Speaker 3:And then, surprise, surprise, we now have the opening of all the, about to open the doors on a facility that is fixated wholly on the racing simulator side 12 racing simulation units, relatively eased back theming, no booths, no food that we know of, though I'm not sure if they're going to go for a kind of beverage service capability or snacks service capability in the mobile presentation. I won't be able to comment on that until we're at the event. Uh, and I'll make sure that we get some good pictures and some coverage of this. And the interesting thing is that this is being parachuted into a retail unit within a shopping mall. So I would kind of say that the F1 arcade guys have been listening to their sound offs and reading their stinger reports and maybe have decided to pivot towards a more race sim offering so that they can capture that aspect of the market rather than being forced into a cul-de-sac of only being a social entertainment offering.
Speaker 2:Yeah, this is interesting. I mean looking at some of the pictures, looking at their website here. You know it definitely has much more of the esports competitive aspect than just, hey, we're going to hang out around a bay. You know, some of the pictures they have like some social but like, actually, one of the pictures they even have here is is from their f1 arcade versus the f1 box. Um, so I'm like, okay, they're clearly like trying to still make it look like it's a group social event and yet, but yet the very layout of the of the sims and the room has a very much a I'm here to race and yeah, there's gonna be some people to watch, like some spectating, but it's really about the race. And yeah, I cannot find anywhere on their website at all, um, that there has food at all. Um, you know I doubt it will.
Speaker 3:Uh, this is out of their comfort zone. So the executive team that was behind F1 Arcade made it quite clear that they wouldn't support the esports side. They didn't sort of say we are blanketing and we're not here to support it. They said F1 Arcade is much more about the entertainment and the play and the social engagement. This is a pivot. This will be a toe in the water to address a concern. This will be a toe in the water to address a concern. Their F1 experience, their exhibitions, had a racing simulator component to them and I get the feeling that this is going to be their trial to see how much they can cross the aisle and shake the hands of the esports fraternity before they have to pull their fingers back and check their watch and their rings. It's going to be fascinating to have a conversation with the team to actually hear how many of them feel comfortable about this approach or if this is leading on to maybe something even bigger, as a kind of a launchpad for a more bigger approach to the F1 Arcade entertainment offer. The same way that if you've been looking at what's happened at Five Irons, how they have pivoted into FEC business. But again, let's not get too ahead of ourselves, moving away from the openings and to the shuts, and it starts I call this flag in the ground.
Speaker 3:We are now seeing a momentum of closings. So we have the surprise announcement that Thunder Island Water Park is closing in New York. Big surprise to everyone, including a lot of pass holders. The social media announcement told everybody that they won't be throwing their doors opening. The local media is up in the arms. And then, surprise, surprise, we find out that the facility is not just closing, it's up for sale. So if you have 1.5 million bowling burning a hole in your pocket, I've abridged to sell you because I wouldn't recommend doing this.
Speaker 2:Yeah, yeah. Well, you know, and what's amazing to me, or sad as well, like I'm just looking at some research they were originally purchased in 2022 for $2 million by a group $2.3 million, yeah, so yeah, $2.3 million in 2022. And so now here, three years later, and it's already selling for a loss.
Speaker 3:I'm sure that there are many reasons why I don't want to shoot down the company, poor old JF Real Estate that has to sell this. It is a going concern. It has a loyal audience in in the area, but it is a difficulty that has already been sold once. I think that's all we need to say. Oh, and then we have another water park that's up for sale. Well, no, slightly different here, it's not up for sale, it has closed. So ZDT's amusement park has closed, but it's coming back. And now from the local media it will be soon reopened as Jungle Jam Extreme Someone lives in the 80s and it's going to be updated and approved and they're going to increase its amusement coverage, its FEC component. So this is not really a closing. This is a closing, rebranding and reopening approach. But it kind of tells us that if you're not prepared to put the money into your water park or your regional entertainment facility in the current climate, then you are a target.
Speaker 2:Yeah, yeah, and I've actually been to ZDTs, believe it or not, and I've spoken with the owners. They gave us a tour of the facility and they've got a pretty odd mix of attractions. They do have a pretty full-fledged water park for the size of the facility and its location a number of slides, a small wave pool, lazy River, but they also have a roller coaster. So they have an old wooden coaster. That's a part of it, and then they've got your typical arcade FEC attached to it, as well as in some other attractions, some climbing walls on the outside. They're outside in some barn silos. So it's a really interesting facility and I know the owners have been trying to sell it for a little while and they really wanted to find somebody who would take it over and continue to operate it. So it sounds like that's happened and hopefully there's going to be some infusion of capital into it to just refresh it a little bit from a look and feel standpoint standpoint.
Speaker 3:Looking at my database, the number of regional entertainment facilities that are looking for an investor or looking to sell has grown exponentially. Most of them don't like talking about it publicly but under the table. If they know that you're associated with investors, like like our consultancy, they want to know what's the deal that they can do to find that money that's needed to maximize which are going concerns Because, to be honest, nothing wrong with ZDT giving some love and care and repositioning for the market. We hope that Jungle Jam will spread that love where it's needed and then we have a salutary tale of what can go wrong will go wrong.
Speaker 3:Many of you will have remembered from previous Sound Off that I was talking about the opening of the Washington Urban Air location. Big fanfare, lots of balloons, doors thrown open, added to their large retinue of facilities. Well, sadly, that only lasted a matter of days before they had the curse of every entertainment facility Either your power blows up or your main breaks and they had the plumbing go west with them. Usually happens when you're moving into a older facility that hasn't had a lot of usage and then suddenly you know you rebuild, you redevelop, a lot of stress and strain through the system. You throw the doors open and the older plumbing and facilities break and sadly that's what's happened here here.
Speaker 3:I look forward to reporting when the maintenance has been finished and they throw the doors back up yeah happens to the best of us, you know, that's why you have insurance and that's why you try and wear belt and braces. You know, I I would have argued that they should have had a major check of their water, electricity and sewage capabilities. But you know, hey, these things happen to the best of us. Anyway, that is it for me Rushing through. It is August. Please make sure that you're getting your Stinger Report and your Entertainment Social Arenas. We've got a number of them coming out now back to back. We're getting back into the regularity. Make sure you also are following us via the other social medians and giving us social likes and emails, Always appreciated.
Speaker 2:Perfect, all right, kevin. Well, good to see you, and you know what we're going to be taking a week off from the LBX show next week, so we'll see you in everybody in two weeks. We'll see you in two weeks, kevin.
Speaker 1:See you all later on. If you run a location-based entertainment brand and want to attract more visitors, check out Radius. They use real-time location data and customized marketing strategies to help brands like yours stand out. Radius can boost your foot traffic and build a loyal customer base. Plus, they're offering a complimentary local market analysis to show you exactly how they can help you grow. Curious, visit Radiusco and ask about your free market analysis to show you exactly how they can help you grow. Curious, visit Radiusco and ask about your free market analysis. That's R-A-Y-D-I-U-Sco.
Speaker 2:All right, Well, coming up next we've got Chuck DeMonte with Promo Pro Tips.
Speaker 1:Hello, welcome to Promo Pro Tips with Chuck DeMonte. That is me, and today I want to discuss something with you that is working really, really well for our clients from a marketing perspective to drive visitors and drive more revenue. And that is value, okay. And so there is no secret that right now we are in tougher economic times. Okay, people are spending, are a little bit tighter with their money, they're spending a little bit less. So how do we continue to drive more visitors and drive, uh, increase that revenue? Right, and one of the things we've been leaning into as a marketing agency is showing off that value. And so here's the easiest way for for for you to think about this.
Speaker 1:Everybody knows the old school infomercials. They might even still go on now and social live selling is becoming more and more popular, but they had that structure for a reason, right, it really worked with how they presented it, offered what their product was, right, and they would say, hey, get these 22 knives right. Look how sharp they are. They cut this through this metal. Look how quick they cut this apple right. And you'd be like, wow, those knives are amazing, but if you act now, we're gonna give you this, this, you know, one of a kind sharpening Italian, sharpening marble stone. We're gonna give you these other seven knives, we're gonna give you this. You know they would go down the line of all these things you're going to get and you go, wow, that's a ton of stuff for that price, right? So I want you to think through that lens how can you do that at your location? Now, that might be accomplished in a few different ways. One maybe you are not communicating properly what they already get for the current pricing, right, and so I encourage you to list that all out, right. Here's all the things you get, here's the attractions. You get this, you get this much time you get. You know, think about everything possible, down to the little minutest detail. Pack it all in there, right.
Speaker 1:If there's value, if it's something you get, especially if it differentiates you from a competitor, put it in there and communicate that, okay. Outside of that, you know, I don't like it could technically be called a discount. I don't want to promote it as a discount. Promote it as a discount, promote it as a bundle. You get this attraction and this attraction plus, and if you have food there, plus a pizza, plus a you know whatever, right, a few soft drinks? I don't know. Get creative if you have that. But again, how do you package and bundle things together that ultimately put it as a and put it at a flat price, so it is a discount? No-transcript, all the things they get.
Speaker 1:Put it on video, especially for social media content. Graphics do not work well with the algorithm, right? The Instagram TikTok, all that. They want to see videos, they want to see pictures, right. So make sure you lean into it with that. Showcase all the stuff they get and maybe don't even talk about the value and all that stuff at first. Highlight what a cool place your location is and all the cool things there are to do there. Right, that'll make the algorithm get better.
Speaker 1:Now we're getting to some sort of content marketing strategy, but it's important that it's mentioned with this Once you're doing that stuff yeah, every you know, once once out of every five posts you should be doing at least five posts a week. Once at every five posts hit them with that value message, right. So it's 20, 20% of what you're posting. It's, that's more than than fine. So then you hit them with the value message. Now it should be on content, it should be on paid ads. How do you accomplish that on your Google ads. On the headline, put you know, four tickets, one pizza, x dollars, right, whatever that is, these two attractions, $25, right. So make sure you're promoting that on your Google headlines. Okay, potentially even create a landing page for that value. So when they they see that ad, they click on it. This continuity between what, what they see on the ad and what they lend in the landing page. That a lot of times increases and improves your conversion rate, okay. So make sure the continuity there. So, again, promoting it on social promoting on paid ads paid Google ads and paid social right. So, with paid social, similar to the content, I like to get awareness via the, you know, the general awareness for the location of all the cool things you could do. But then hit them with the value.
Speaker 1:Retarget people who have seen your ads, follow you on Instagram or follow you on your socials, visit your website, even just visit your social media pages. You could retarget these people, right, retarget them with the value. It is a very common concept in marketing. You need multiple touch points, right. So how do you do that? It couldn't just be one channel. You need them to see it multiple times before they become a customer or return right. Multiple channels they see you on Google, they see you on email, they see you on paid social right. So make sure you're getting all the channels.
Speaker 1:Next, make sure you're promoting it in your email right Now. That could be just a specific value email, right, there's already people who know your location, right, they know what's available there most of the times. So, yeah, maybe that email is just direct value a communication in there. Next, in-store signage make sure you're promoting it in store. Make sure your staff knows to upsell people right, um, to show them the value they get. So they want to tell other people and come back. So those are all the ways you want to promote the value. Uh, it is super important to be doing that right now and I promise you, if you really lean into that and get uh creative, it will help you increase your revenue and increase more visitors. So, get creative, comment some bundles and that will help you.
Speaker 2:All right. Well, thanks, chuck, for that quick round of tips there for ProProProTips, and all right. So next week, as I mentioned in the open and shut, we do not have an LBX show. I am backpacking the Havasupai, which is the bottom of the Grand Canyon, not on the federal national park side but on the Indian reservation side, and so I will be completely off cell signal for four days, from basically Tuesday to Saturday. So we're not going to be able to record the LBX show. It's just not going to happen this week. So anyway, all that being said, we will be back the first week of September with a brand new show, super excited about that. But we do have a sound off coming out this Tuesday. It's sound off number 88 with Kevin Williams. It's coming out on Tuesday, august 26. So definitely check out number 88, sound off Kevin Williams. And that is a wrap for this week's LBX show. This is Brandon Wiley signing off. Stay tuned and keep kicking ass.
