Music & Games

Gameworks reopening: transparency, empathy and sanitation

Gameworks went as far as to write and post a "staff and vendor health declaration," in both English and Spanish as part of its reopening strategy.

Image courtesy of Gameworks.

July 13, 2020 by Elliot Maras — Editor, Kiosk Marketplace & Vending Times

Transparency — with guests and staff — has emerged as one of the most important themes for amusement centers as they reopen and work to rebuild guest confidence. That was one of the main themes stressed by two operations — Xtreme Action Park in Fort Lauderdale, Florida and Los Angeles based Gameworks Inc. — that recently reopened following extensive shutdowns.

Executives from both companies also agreed on the importance of upgrading employee training, achieving employee buy-in, communicating sanitation procedures to customers and making these points loudly and repeatedly.

Gameworks, which has seven locations in seven states, went as far as to write and post a "staff and vendor health declaration," in both English and Spanish, said COO Darren Des Roches.

Des Roches offered an overview of the company's reopening following a similar presentation by Elizabeth Rizzuto, marketing director at Xtreme Action Park, whose presentation was reported last week in a webinar titled, "We're Open — Here's What It Looks Like," sponsored by the American Amusement Manufacturers Association..

Staff and vendor declaration

The Gameworks declaration that staff and vendors are required to sign certifies that in the last 14 they have not:

tested positive for coronavirus;
experienced any symptoms associated with the disease;
been outside the U.S., been in contact or immediate vicinity of any person known to carry the disease; and
have not been in contact with anyone who has traveled out of the country.

There is also a written emergency plan for reporting COVID-19 cases, including a public relations plan and a reopening plan.

If someone is infected, they are reported to health department and quarantine for 14 days and sanitize area they were at. Each team member signs five documents.

Gameworks also coached team members on health, hygiene and personal health, including tips while at home. Management has also encouraged them to share concerns.

Guest interaction

The first thing guests see upon entering are big yellow signs describing safety practices posted throughout the facility. "Right when you walk in our locations, there are just signs everywhere," Des Roches said.

Every guest must wear a face mask, a requirement that Des Roches said met some initial resistance. Since the reopening, guests are more accepting of the masks, which are available for $2.

Games and attractions are more spaced out, and the company is expanding its use of online games and tournaments.

The food menu is now contactless and, like the game card dispensing kiosks, accepts contactless credit card payments. All equipment is cleaned after every use.

Contactless payment has been well received by guests, Des Roches said, especially the QR codes on the food menus.

"They don't have to download an app because app space on people's phones — that real estate is always challenging to get at," Des Roches said. "It's really helped reduce the friction point."

The company has also created its own guest relations initiative known as CALM, which stands for "calm yourself, acknowledge the guest, actively listen to the guest and make sure you understand them."

Management has advised staff that guests are likely to be scared and possibly angry, but the angry individual wants to be understood. By suspending judgment and understanding the angered person without expressing anger, an employee can help diffuse the guest's anger. The CALM technique is a conscious effort on the part of the listener to set aside his or her needs and to attend to those of the guest.

Some guests have challenged the staff on what they are doing to keep guests safe, a challenge the staff doesn't object to and actually welcomes. The general manager explains everything.

"People see those folks walking around cleaning things, the message gets sent," Des Roches said, adding that guest feedback has been great.

The staff recognizes the challenge the company is facing, evidenced by freezes on hiring, bonuses and incentive, and reduced spending on inventory. Rehiring has been staggered.

Procedures minimize occupancy

Operating procedures now minimize the amount of people in the facility.

Deliveries have been extended to minimize the number of products being received at any one time. Deliveries are unpacked immediately and packaging is quickly discarded.

There is also a new emphasis on online communication with vendors and landlords.

The company believes that it is important to be both optimistic and realistic, and that adversity brings the opportunity to learn and grow, Des Roches said.

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