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An industry paralyzed by tunnel vision

According to the Merriam-Webster dictionary, tunnel vision can be defined as an extreme narrowness of viewpoint and single-minded concentration on one objective.

Now think about the different community-based entertainment (CBE) industries and some of the terminology they constantly use to describe themselves and what they offer:

• Family entertainment center
• Amusements
• Entertainment
• Attractions
• Bowling center
• Laser tag center

This various terminology frames the way the owners, managers and staff of CBE and FEC venues think about what their center is and how it is developed and operated. The perception becomes the reality.

And CBE industry's organization, convention, publication and seminar names further frame the thinking. Just a few of the better well know ones include International Association of Amusement Parks and Attractions, Bowling Proprietors Association of America, Tourist Parks and Attractions magazine, Fun World, Amusement Expo and Bowlers Journal.

And that's just the problem with the industry today, the terminology has resulted in tunnel vision, preventing it from achieving its potentials, and in many cases charting a path to demise. That tunnel vision has created a state of paradigm paralysis.

A number of decades ago, if you focused on offering amusements, entertainment and attractions or planned to offer a little bit of something for everyone (the underlying premise for a family entertainment center) you probably could have been profitable, at least for awhile. The consumer and the out-of-home entertainment landscape have dramatically changed since then. Today, when consumers choose to go out and leave their many at-home social and entertainment screen options, they are looking for a much more all encompassing and higher quality experience. And their number one reason for seeking a leisure venue is not the attractions, entertainment or amusements, rather it is the ability to have a great social experience, whether it is a group of adults or a family of parents and children. To meet those expectations, venues today need to offer a lot more than attractions, entertainment or amusements. Foremost, today's consumers also want to combine the experience with great food and drink. They want a great atmosphere. They want all these components to help facilitate their social experience.

Unfortunately, the industry's terminology has created a tunnel vision that prevents it from focusing on this primary consumer desire, a great social experience. Yes, attractions, entertainment and amusements help facilitate a social experience if properly designed and served-up, but they are only one small part of the overall formula.

That is the reason our company has adopted and is encouraging the use of a whole new name for these venues, social leisure venue (SLV). That puts the spotlight and the aim on creating a great social experience for guests. It takes the focus off the tunnel vision concept that it is the amusement, entertainment or attraction that is the primary reason people come. Referring to them as SLVs creates an entirely new framework to develop and operated a leisure venue that meets the desires of contemporary consumers, one that can successfully compete with all the other leisure options consumers have, including all their screen-based ones that give them all the more reason to never leave their homes.

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