LASER TAG at Taking Aim

Is a new attraction in your center’s crosshairs?

By Mike Fernandez

Center operators around the globe are reinvesting in their businesses, adding new attractions to draw fresh faces and stay relevant in the ever-evolving competition for people’s recreational dollars. Proven to boost both traffic and revenue, laser tag is one of the strongest-performing attractions you can confidently add to your center.

GUESTS LOVE IT, AND OPERATORS DO, TOO!

Laser tag caters to families and thrill-seekers; it attracts players of varying ages who want to win by outsmarting the enemy. Innovative lighting, special sound effects, and state-of-the-art vests create an invigorating experience that immerses guests in the adventure and gets them talking and sharing on social media.

Laser tag has been around for nearly 40 years as a staple in family entertainment, and consumers aren’t showing signs of retreat. More people than ever are participating, and at an average rate of around $8-$10 per guest for a 10-15 minute game, operators are happy too. While guest prices and promotional offers vary by location, demographics, and individual facilities, the latest trends with respect to play time are leaning toward quicker games of 8-10 minutes.

Laser tag options are endless. An ever-changing variety of weapons, gear, arenas, layouts, leaderboards, and special effects offer timeless replayability for guests but open a can of worms for operators to tackle without some professional direction. This month, we talked to the laser tag professionals at Laserforce for insight on what to consider when evaluating adding laser tag to your entertainment mix. Potential revenue, space, cost, ROI, and marketing strategies are frequent questions that proprietors want answers to.

Revenue

The big question: is laser tag a profitable enough attraction to add to your center? Offering a solid mix of entertainment options is essential when staying competitive in your community. Laser tag has piqued the interest of many operators partially due to its profitability and replayability.

“We see operators who offer both bowling and laser tag generally run around 750-800 player games per week, with top sites up putting through more than 2,800 player games. The average cost per game is in the $8-a-game range. This puts us at around $315,000 a year in additional revenue at sites that offer both bowling and laser tag,” said Chris Epstein, business development officer from Laserforce.

“We like to look at it as revenue per square foot. At centers that offer bowling and laser tag, laser tag has the capability to create twice the revenue per square foot,” said Epstein.

Space

Often when business owners think they need more space, what they’re really thinking is they need more profitable space. Whether you’re looking to expand your building or reorganize your existing space, arena building specialists work with operators to provide the most beneficial layout for the space allotted.

“Some operators expand their center, while others rework their current footprint. If you’re renovating existing lane space, you’re looking to take out an average of four to six lanes to fit the arena,” said Epstein. Tip! Epstein reminds you to include a guest briefing area when planning your space.

For our readers with smaller-sized space constraints, rest assured you can still offer a dynamic arena that brings in substantial revenue. Immersive experiences with all the bells and whistles keep guests coming back for more, and with today’s contemporary options, it’s even easier to update the arena.

While some arenas are two (or more) stories, smaller settings can provide an exceptional experience that players love, too. Adding a mezzanine or story and a half are workable options, along with unique layouts, interesting themes, and special effects. The more immersive the experience, the more memorable… and talked about!

Costs

“As far as the capital required, we see existing sites needing between $100,000-$250,00 in funds,” explains Epstein. “Cost variables include the size of the arena, how immersive the experience will be (props, special effects, lighting, music), how many laser tag battlesuits you need, and what laser tag supplier you partner with.” In order to maximize the player experience and your square footage, Epstein recommends having one vest for every 125 square feet.

Since some operations run leaner than others, operating margins vary by location. Most laser arenas operate well with just one or two employees working during peak times. As for maintenance, operators love the reliability and easy maintenance that Laserforce offers. With products that offer plug-and-play repair you won’t risk getting caught with your phaser down. How quickly can you look forward to a return on your laser investment? Current reports indicate that businesses are paying off their investment in approximately one year!

WHAT ABOUT MARKETING?

Laser tag and bowling seem to pair well together — like fine wine and aged cheese. When looking at marketing strategies, cross-promoting between the two adds value to both streams of revenue and attracts a wider base of customers. Idea! To boost weekday play, offer an all-you-can-play laser tag special during bowler league times encouraging them to bring their kids while mom or dad bowl.

Competitive play featuring member nights and tournaments are growing in popularity. While laser tag leagues are in their infancy stage compared to bowling, they are an emerging way to recreate with people of all ages. Competitive laser tag nights are another popular draw and can attract families with kids of all ages, or the young adult crowd who is looking for a weekday break.

Keep in mind; laser tag isn’t just for young Timmy who wants to have a laser tag birthday party with his friends. The 20+ year age group are hot consumers of laser tag, especially males who tend to spend more money on the experience. Ditto for business and corporate groups who use the adventure for team building and socializing and to blow off a little steam in a fun recreational setting.

SAGE ADVICE FROM CHRIS EPSTEIN, LASERFORCE:

“Whether you’re looking to build a new laser tag arena, or are updating the one you have, consider working with both an arena specialist and a local general contractor. Arena builders are specialists who will be able to build themed arena walls, props, and vesting areas that will really immerse the player into the fantasy of laser tag. Local companies can add value by knowing all the local zoning and building codes that are needed to operate a laser tag attraction. The good news is most arena builders will work with any local contractors if need be to ensure that your laser tag arena is up to specifications.”

Bottom line: Laser tag can create a strong and consistent stream of additional revenue that compliments your other entertainment options by adding new space to your center or revamping your existing facility.

When you’re looking for answers about laser tag, reach out to Chris. He’s not just a business professional, he’s also a competitive tournament player who has been playing since 1998! Passion for the game and a love for the entertainment industry helps shape the commitment from Chris and the folks at Laserforce. Laserforce was established in 1987 and has since become a laser tag pioneer in terms of technology, manufacturing, and operations; their first Laserforce center is still the world’s longest-running site. For more information visit their website at www.laserforcetag.com or email Chris at chris.e@laserforcetag.com•

Laserforce’s Next-Gen Battlesuits create an even more thrilling experience. Players love features such as a five inch chest screen, dynamic ingame graphics and animations, and infinity lighting; tapping into more senses means a more immersive guest experience. Their interactive Living Arena might let players stack points by shooting targets midgame, or it might attack and zap unsuspecting victims.

OTHER FACTORS TO CONSIDER:

Software upgrades

Tech support

Replacement parts

Maintenance

Marketing tools

Selling and upsell strategies

Sales system

Game reliability

Game durability

Modern look

Ability to update and modify

Warranties

INFINITY VEST LIGHTING

Laserforce is BPAA’s Smart Buy choice for powerful, revenue-generating laser tag.

Do your laser tag attraction’s numbers look like this? They could – With Laserforce.

• Over $16,000 generated per Battlesuit, per year.

• Nearly $450,000 average annual revenue.