Don’t Fear the Fall
How Signature Events Can Define Your Profit Center
By Clint Novak, Business Development Manager, A&A Global Industries
Every FEC operator knows the rhythm of the calendar: brace for the summer surge, plan for spring break. But what about the dreaded “slow season?” That dip after Labor Day often means quieter hallways and declining revenue. The real question is, how do you create your own peak season?
During my eight years as general manager of Fun Land of Fredericksburg, a role I held until 2023, we faced this exact challenge. Our mini-golf course, a star attraction in the spring and summer, would become a ghost town once the weather turned. So, we created “Spooky Golf” for Halloween and “Holiday Golf” for Christmas. By investing in some decorations and a creative theme, we gave people a new reason to visit, turning a slow period for a key attraction into a unique, must-do experience.
It turns out we weren’t alone. Across the country, successful operators are leveraging their existing assets to create powerful, profitable seasonal events. I spoke with a few of them to understand the business case behind these ambitious undertakings.
The Overlay: Turning a Slow Asset into a Star Attraction
Chris Camp, owner of Fun Fore All in Pennsylvania, faced a problem every northern operator knows well. “We would say ‘it’s hard to compete with Santa Claus,’” he told me, explaining that December was once a very slow month. His solution? Holiday Lights Mini-Golf, a festive overlay on one of his existing courses.
His strategy is brilliant in its simplicity: transform an underutilized asset into a new profit center. But, he cautions that it’s a long-term play. “You have to be committed to the idea. It took us a few years to see a real impact,” Chris explained. “Don’t expect to make money in the first year or two. Be committed to making it a year-after-year experience.” This “grow-as-you-go” approach is key. You can add to the experience each year, making it better and better.
The Overlay: Turning a Slow Asset into a Star Attraction
Brent Greenwood, owner of Funopolis Family Fun Center in Georgia, took a guest’s idea from 2011 and grew it into Fearopolis, a massive haunted house and zombie paintball event that has fundamentally changed his business.
“I concluded we may be on to something when we could turn October from one of our lowest generating revenue months to one of our best,” Brent said.
And he did. From 2013 to 2024, his October consistently ranked between the 2nd and 4th highest-grossing month of the year. The secret is the synergy. The haunt itself only accounts for about 25-30% of the month’s revenue. The real magic is in the foot traffic it drives back into the core FEC. “Our Haunt pricing package incentivizes guests to visit after their Haunt experience by offering a free go-kart ride or mini-golf pass… This gets them back into Funopolis to make additional purchases.”
Brent’s point about synergy is critical. The signature event acts as the magnet, but the real, sustainable profit is often captured when that new foot traffic flows directly to your core attractions – lighting up your game room and keeping your redemption counter busy long after the spooky fun is over.
But maximizing that synergy also requires strategic thought at the prize counter. The key is finding a balance: dedicate a small, high-visibility footprint to fun, seasonal items that capture the spirit of the event, but ensure the bulk of your counter remains stocked with your evergreen workhorses – a great candy selection and the staple licensed products you know your guests always want. This allows you to lean into the theme without risking your long-term inventory health.
Like Chris, Brent advises starting small. Fearopolis began in their laser tag arena before growing into the massive event it is today. His number one piece of advice? Find a “champion,” a dedicated employee or community enthusiast who loves the holiday and has the drive to make the event bigger and better each year.
The Takeaway: Take Control of Your Calendar
Whether it’s a simple overlay you build yourself, a community-powered sponsorship event or a full-scale haunt, the lesson is clear: you don’t have to be a victim of the calendar. These examples show three distinct paths to success. You can make a long-term investment to re-theme your own assets, like Fun Fore All. Or you can build an entirely new business within your business, like Funopolis.
All of these strategies require a long-term commitment and a lot of hard work. But by strategically investing in a signature seasonal experience, you can take control of your calendar, create powerful new revenue streams, and turn your slowest month into a season your community looks forward to all year long.
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If you’d be interested in having me stop by your facility for a tour and a chat, please email me at [email protected].