Don’t Fear the Fall
How Signature Events Can Define Your Profit Center
By Clint Novak, Business Development Manager, A&A Global Industries
As the fall season takes hold, a familiar buzz begins to build. While big-box retailers are gearing up to sell televisions and toys, operators have a unique opportunity. With the holiday shopping frenzy just weeks away, October is the perfect month to finalize your strategy for what can be your most profitable week of the year. You don’t just sell things; you sell fun, memories, and experiences. But cutting through the noise of Black Friday requires an aggressive, well-planned strategy.
To build the ultimate FEC holiday playbook, I reached out to a few successful operators who have turned this chaotic week into a cornerstone of their financial year. Their advice provides a clear roadmap for turning holiday hype into serious revenue.
Step 1: Craft an Irresistible Offer
The first rule of Black Friday is to make an offer that is too good to ignore. Alex Novy, manager at Kokomo Joe’s Family Fun Center, puts it best: “Consumer behavior during this time is just trying to find the best deals. Do not be afraid to be aggressive with your special.” His most successful offer is a simple but powerful one: doubling the normal bonus levels on game cards, with the top seller being a “$200 game card + $120 bonus.”
Mariah Geisert, director of sales and marketing at Metropolis Resorts, finds success by creating distinct events. For Black Friday, her guests love a gift card sale ($10 in bonus play for every $100 purchased), while Cyber Monday is dedicated to a high-urgency, 24-hour “Buy One, Get One” pass sale that more than doubled their sales last year.
For a completely different approach, Chris Camp, owner of Fun Fore All Family Fun Park, sells a physical “Stocking Stuffer.” It’s a large Christmas card with four high-value coupons, including a free two-hour pass for only $15. The perceived value is huge, and it’s a tangible gift people can give. His biggest lesson? Keep it simple. “We found that simple and a low cost to guests worked best for us.”
Step 2: The Timeline Starts Now
If you start promoting your sale the week of Thanksgiving, you’re too late! Experts agree that a longer promotional runway is critical. “We announced the sale on Nov. 1 as a ‘save the date,’” Novy said.
Geisert takes it a step further, beginning her campaigns in October. “We run video view and engagement campaigns that don’t mention Black Friday but keep us top-of-mind on social feeds,” she explained. As a result, by the time early-bird sign-ups launch on Nov.1, her audience is already primed to act.
While the promotion is long, the duration of the sale itself can vary. Both Chris Camp and Alex Novy have found success running a longer “Black Week” sale, from the Wednesday before Thanksgiving through Cyber Monday. As Novy says, “We find that guests are looking to spend money all weekend long.”
Step 3: Cut Through the Noise
During the holidays, your marketing can’t be timid. You are competing with thousands of ads for your guests’ attention.
“To break through, you need to be persistent and consistent,” advises Geisert. She recommends a multi-channel approach using email, social media, and strategically, SMS. “During Black Friday/Cyber Monday, sending 1-2 texts per day drives significant results.”
The goal is to be everywhere your customer is. All three operators leverage a mix of social media, email campaigns and in-store signage. For online-heavy sales, a smooth e-commerce experience is vital. Chris Camp notes that last year, 65% of his Stocking Stuffers were sold online.
The Real Prize: Future Business
A successful Black Friday sale does more than just boost your November revenue. It stocks your pipeline for the months ahead. As Alex Novy wisely points out, “Do not underestimate the first timers coming in during this time. A lot of bigger families are all together and they are looking for something fun for everyone. This week is a crucial week to promote your brand to gain repeats in the future.”
This influx of new guests and gift card redemptions creates a massive opportunity, but it also puts pressure on your operations. A packed game room with a picked-over redemption counter is a recipe for a poor guest experience. Use the relative calm of October to ensure your prize inventory is ready for the rush. A well-stocked, visually appealing prize display not only satisfies redeeming guests but also acts as a powerful marketing tool, encouraging more gameplay from everyone who walks by.
Furthermore, operators shouldn’t fear that these deep discounts will cannibalize future sales. Chris Camp found that offering high-value coupons didn’t lower his summer revenue and that a significant percentage of the coupons – around 30-35% – are never even redeemed.
The lesson is clear. Start planning now, create an aggressive and simple offer, promote it early and often, and remember that you’re not just making a sale – you’re winning a new generation of loyal customers.
• • •
As part of my role with A&A Global, I am always visiting facilities across the country to share industry insights and help operators level up their game. Whether it’s dialing in the right mix of products, exploring branded redemption programs, or identifying untapped opportunities in your layout, we’re here to help your business perform. If you’re open for a visit, I would love to see your location and learn about your goals! Please feel free to reach out to me at [email protected].