EDUCATION

F2FEC unites industry with soul

Johnny “Joey” Jones tells his inspirational story. Photo by Tim Sealy

before making that first step towards the gold medal of “service excellence,” employees need to come first over the customers. The Ritz-Carlton accomplishes its Ron White spills secrets to increasing gold standard by evaluating potential one’s memory capabilities. employees first on their passion and Photo by Tim Sealy second on their experience. “You can’t teach people to care,” she said. he Face 2 Face Entertainment a keynote address by Alexandra Valen- Moreover, Valentien quoted former Conference was held Feb. tin, corporate director of culture trans- Ritz-Carlton president, Horst Schulze’s 20-22 in Colorado Springs at formation at The Ritz-Carlton Leader- T service model: “Ladies and gentlemen the Broadmoor. The annual gathering ship Center. Valentin, who joined the serving ladies and gentlemen.” To was brought to fruition by its found- Ritz-Carlton family in 1997, spoke of explain how members of a company ers the Three Amigos: Ben Jones, the company’s strategies, which revolve should always behave no matter their general manager and FEC specialist around the concepts of “employee status or role. at Live Oak Bank; Rick Iceberg, pres- engagement” and “the essence of per- Once a company has assembled its ident of C.J. Barrymore’s; and George formance excellence.” team of Olympians, Valentin said the Smith, president of Family Entertain- According to Valentin, the main rea- next goal is to set guest expectations ment Group. sons as to what keeps a company from high, and maintain those expectations Soul was the theme of this year’s turning the aforementioned concepts going forward by creating profiles on F2FEC, and served as a hopeful cat- into reality are low talent pools, poor each guest, implementing lateral ser- alyst in igniting passion, camaraderie, consistency, and employment turnover. vice, and strengthening community ties. and innovation among the attendees. From there, Valentin used the fact Staff members can be rewarded The purpose: to create a new perspec- that Colorado Springs is home to the when an “above and beyond” effort is tive in personal and professional deal- Olympic Training Center as symbolism made on their part. Rewards can come ings. to explain just how a company can in a myriad of ways ranging from a The three-day event kicked off with obtain a gold medal staff. She stated handwritten note to a paid day-off.

PLAY METER 48 APRIL 2018 From left to right: Armando Lanuti of Creative Works, Darren Spohn of Frank Bejbl (l) of Rhode Island Novelty and Jim Chapman of BMI Pinballz, and Spencer Norton of Firestone Financial. Merchandise stand before the conference resumes.

After the address, Allen Weisberg, Smith also encouraged everyone in preparation, Ling read various trade founder and CEO of Apple Industries, in attendance to join their local trade magazines, including Play Meter, to get said “Alexandra left me with a desire association, and to pledge to offer fair, a sense of what people in the indus- to bring home what I learned from her skill-based games. try are reading as points of reference. and implement it within my company’s The Amigos also welcomed Katrina “It gave me a real sense for how the culture.” Ling, founder of Grace Consulting. industry has grown and evolved over Ling spoke in-depth about Blue Ocean the years, which aligned with some NONCUSTOMERS TO Strategy, the value of creation and of the field observations I made by CUSTOMERS attracting noncustomers The following morning marked the of the industry. beginning of a two-day slate of speak- When planning her ers. The first speaker, Benny Anderson, speech, Ling said, “Blue general manager of Metropolis Resort, Ocean is a new concept spoke about “investing in experiences.” to most audiences, so Anderson then listed a couple of color- what I try to do is make ful suggestions, including a Girl Scout it relatable. To the fami- zombie day and an Easter egg hunt at ly entertainment owners a water park. and operators, there are Next up, Joe McCullagh, general many options to choose manager of Player One Amusement among, from roller coast- Group, gave advice about creating a er rides to bowling and hangout environment at family enter- laser tag.” Katrina Link shares the strategy of Blue Ocean. tainment centers with rec-rooms, tro- To further aid herself Photo by Tim Sealy phy cases, and the latest craze, axe throwing. Other topics brought up through the day included dealing with payroll increases by offering more expensive and expansive FEC party packages, highlighting good employees, the dif- ficulties in getting H-1B visa for spe- cialty workers, the rising cost of health- care, and labor saving with technology. Amigo, George Smith also champi- oned the importance that game selec- tion has on an FEC’s success. Smith offered the following suggestions: Quick Drop and Big Bass Wheel from Bay Tek, Jurassic Park and Walking Dead arcades from Raw Thrills, Stinky Feet from Bob’s Space Racers, Fish- bowl Frenzy from Team Play, and John Arie Sr. talks about his seven points to create a successful business. more. Photo by Tim Sealy PLAY METER 49 APRIL 2018 From left to Right: Brent McKennon of Moss Distributing, Ron Joe McCullagh speaks of how to build an immersive experience. Malinowski of Bob’s Space Racers, and Evan and Bill Greenwood Photo by Tim Sealy of WOW Family Entertainment Center.

TEAM BUILDING How to develop a team was a con- tinuing theme at F2FEC. Chris Soukup, chief operations officer of Pinstripes, shared his process of building a team, a process that involves developing talent by looking inward. But as Pinstripes is continuously expanding, Soukup said the company has also taken an active approach in recruiting on college campuses, visiting as many as 15 a year. Soukup also shared his established keys for team building, which are dynamic recruiting, developing a sound interview process, growing talent with- in, fostering an integrated culture, The Three Amigos celebrate the conference with three thumbs-up. teaching/learning, and Photo by Tim Sealy challenging the team. visiting a few FECs prior to the confer- A LEGEND IN THE ence,” she said. INDUSTRY Upon finishing her speech, Ling The moment many said, “It was wonderful and reward- F2FEC attendees were ing for me to hear so many attendees waiting for was a speech start to discuss the potential for cre- from Nolan Bushnell, ating new blue oceans and how they founder of Atari and the could reach out to their noncustom- Chuck E. Cheese’s Pizza ers to grow their businesses. To me, Rob Thomas (l) of Mulligan Family Fun Center and Time Theatre chain. The that’s validation that the audience now Bryn Netz of Sureshot Redemption take a break during the conference. embroiled legend unas- has new tools to make their businesses sumingly took to the more sustainable for future genera- anyone taking notice. F2FEC stage in his $30 light-up shoes tions.” He explained that before settling from Amazon, which he boasted about Paul Chambers, CEO of Element 5, up his tab, Dave & Buster’s manage- with youthful affection. spoke boldly about old media versus ment should have approached him A member of the Video Game Hall new media and utilizing social media about registering for a card or offered of Fame and the Consumer Electronics like Facebook, Instagram, and Snap- something of monetary value, such as Association Hall of Fame, Bushnell is chat to attract younger customers. a $5 game card. By not signing up far from resigning to retirement. His Chamber’s later called out compa- big spending customers on the spot, current business endeavor is Modal nies for leaving money on the table. establishments run the risk of losing VR, a company he co-founded. He shared a story about visiting a repeat business from potential valuable Open and honest from the get-go, Dave & Buster’s, where he racked up a customers. Bushnell confessed, albeit jokingly, “I’m $250 bill, paid it, and then left without

PLAY METER 50 APRIL 2018 cursed with a 5-year attention span.” He explained that his curse actually goes back to childhood where he went from a handheld radio obsession to having a 3,000 volt transformer in his bedroom. From there, his attention turned to UFOs. Bushnell even shared a story in which he once took an ordinary kite, added lights to it, and flew it in the night’s sky. Harmless fascination, right? From left to right: Brad Solomon and Jason Mitchell of Intercard, and David Larson of Well, he successfully fooled his neigh- Autobahn Indoor Speedway. bors, and then he officially reported his own prank as an actual UFO sighting. evident that a mistake had been made. Bushnell parted from the stage The coyote was not a coyote, it was not with business advice per-say, but instead a rat. with true words of wisdom. “I started Deciding to roll humble and scared,” he said. “Then with it, Bushnell I became successful and less humble. came up with a But when you become arrogant, you new name for his become sloppy.” concept, Rick Rat’s There are many trials and tribula- Pizza, but he was tions that Bushnell has experienced. told that you can’t Some he has passed and others he has have the word rat failed, but he still insists on driving in the name of a down the interstate of gaming--not will- restaurant. The mar- ing to veer off till he sees that “billion keting team then dollar exit.” convened, and came up with the name THE FINAL DAY Chuck E. Cheese’s. John Arie Sr., founder of Fun Spot Bushnell recalled America, was a last minute fill-in for The behind the scenes team, from left to right: John Myers asking what the “E” his son, John Arie Jr., but there was lit- of C.J. Barrymore’s, Katie Decker of Collideascope, and Paul Chambers or Element5 Digital. stood for, to which tle lost in the generation gap. The first he received the thing Arie Sr. did on stage was take a While at the University of Utah, response, “Nothing. The ‘E’ doesn’t selfie with the Three Amigos and then Bushnell was introduced to Spacewar!, stand for anything.” posted it on Facebook. a computer game created in 1962 by After reliving the past, Bushnell Afterwards, Arie Sr. turned his Steve Russell. It had a fundamental spoke of his current venture with virtu- attention to his culture guide, and impact on Bushnell, inspiring him to al reality and Modal VR’s games Myth- shared his seven points: be patient, be create a similar game with Ted Dabney ic Combat, PING!, and Ghost Manor. kind, be trusting, be unselfish, be truth- called Computer Space. And asserted that “entertainment is ful, be forgiving, and be dedicated. He went on to speak about his and driven by novelty.” “Leaders eat last, because they are Dabney’s formation of Atari and the He then commented about the always putting someone else first,” creation of Pong. He also talked about gaming movement at shopping centers he added. “Don’t look in the mirror, the bargain days of when a young “Malls are becoming a utility for less, look through the windshield. Let go of Steve Jobs and Steve Wozniak worked because Millennials are spending on grudges.” for his company. experiences rather than items,” he said Jon Brady, vice president of busi- After Atari, Bushnell told the inter- According to Bushnell, the reason ness development at Player One esting story of how Chuck E. Cheese’s why an FEC is perfect for a mall is that Amusement Group, said of Arie Sr.’s came to be. Originally, the chain was it’s one of only a few types of facilities speech, “I loved his passion and the referred to as Coyote Pizza, but after which can fully absorb a former Sears, culture he has created in his company. the art department submitted the ren- for example, thus turning malls form I thought that his seven points were derings for the star characters, it was places that sell goods to places that sell very interesting and right on point to experiences. create a successful company.”

PLAY METER 51 APRIL 2018 Soul notes: comments from attendees “Every year I expect great things from the Three Amigos and money in the company culture--continue to shape that and they constantly exceed my expectations. The new friends and make our company a place where people can grow on and the knowledge they shared with me was my great take- multiple levels. We already are working on changes.” - Kevin away.” - Allen Weisberg, Apple Industries Walter, Pinheads “I liked Ron White and his segment as it was not only “I left my comfort zone and met many interesting people fascinating, but his system will be quite useful to me. I also in this industry. My biggest takeaway is the need to review enjoyed hearing Nolan Bushnell, the history of the business my company’s culture and not be afraid to let it guide my and how he started it all.” - Jon Brady, Player One Amuse- leadership decisions.” - Peter Murphy, Laser Flash ment Group “The conference did a great job of extracting valuable “When I was a kid, I had the opportunity to meet Nolan trade secrets from many who are willing to share. Just having Bushnell. Now, I learned firsthand a summary of his personal the opportunity to get to know people face to face, helps to career goal. Plus, we had a wonderful chat during dinner at create a comfort level for someone to pick up a phone and the Broadmoor.” - Sebastian Mochkovsky, Sacoa Debit Card call when needed.” - Adam Petrenko, FEC Music and Bowling System Music “The main takeaway was that we must invest both time

MEMORY show was combat-wound- CHAMPION ed Staff Sergeant (Ret.) Following Arie Sr. was Johnny “Joey” Jones. Ron White, whom the audi- In 2010, Jones was ence was introduced to the serving his second tour night before, when White, of duty in Afghanistan a two-time USA Memory as a bomb tech with Champion, appeared as the the USMC. In August, special entertainment at he and his partner were the Broadmoor’s Cheyenne wrapping up a five-day Lodge. stretch in which they had He wowed the crowd defused 40 bombs, but with his memorization then Jones stepped on a capabilities. Later, he tried pressure plate. to convince everyone in The explosion that attendance that there was ensued cost Jones his a technique involved, and legs, but not his spirit. that anyone can learn the He lost his legs on Aug. Sebastian Mochkovsky (l) of Sacoa Playcard stands with industry leg- 6, 2010, and was walk- tricks to his skill. White end Nolan Bushnell at Broadmoor’s Cheyenne Lodge. then promised he would ing again in Feb. of 2011 share his secrets during his him with the idea of bringing about a with prosthetics. Jones kept scheduled speaking time. similar experience for adults. walking and went straight to Dave & Once on the stage, he delivered In the early stages of the concept, Buster’s where he said that he had on his promise with his five keys to Checketts was told time and time “three of the greatest hours of his life.” remembering everything one needs to again that his idea would not work. Jones’s outlook is not based on know: focus, file, picture, action, and But Checketts believed in his concept, whether a glass is half-empty or half- review. White then used the five keys persevered, and today has two Soaring full, instead it’s based on “Do I want to to run memory training exercises with Eagles Tower Rides, the Saddle Sling finish that drink or pour the rest out?” each table of attendees. and the Daring Drop. He continued, “I could either To his fellow dreamers, Checketts choose to be limited or adaptive. Par- SOARING EAGLE encouraged, “Don’t let people tell you, lay that mindset to your business. The man behind Soaring Eagle ‘no, that won’t work.’ Don’t settle for Make a commitment to soul. Heart and Rides, Stan Checketts, took to the stage that.” He then added, as of a couple soul will make you successful.” next. Checketts spoke of his dedication of years ago, Soaring Eagle Rides “has Planning for next year’s F2FEC is to quality and stated, “I’ve always rid- safely thrilled around the world a bil- underway. Its date and location will be den every ride we’ve created first.” lion people.” announced at a later date. For more Checketts then told a story of when information, visit (www.f2conference. he used to toss his children up in the JOHNNY “JOEY” JONES com). s air, high above his head. The excite- Industry giants and memory cham- ment that he saw in their faces spurred pions aside, the speaker who stole the

PLAY METER 52 APRIL 2018