Music & Games
Looking to reopen an amusement center? The first steps are the hardest
Before reopening an amusement center, a facility must be properly sanitized and new operating procedures need to be in place. A panel of operators shared their experiences during a recent webinar sponsored by the American Amusement Machine Association.
May 20, 2020 by Elliot Maras — Editor, Kiosk Marketplace & Vending Times
The most challenging part of reopening an amusement center, after being closed for safety reasons, are the initial first steps.
When the amusement center has been redesigned to ensure guest safety, as in the case of operating in the post COVID-19 world, employees need to be able to make them feel welcome.
But before you can reopen, the center has to be properly sanitized and new operating procedures need to be in place. A panel of amusement center operators, all now in the early stage of reopening, shared their experiences during a webinar last week sponsored by the American Amusement Machine Association, the fourth in a series on reopening.
George Smith, president/CEO, Family Entertainment Group LLC, based in Itasca, Illinois, gave a rundown on all the changes he has made to his facility in preparation for reopening. He was one of three operators on the panel who noted the difficulty in procuring the necessary sanitization chemicals.
Smith has relied on the Centers for Disease Control and Prevention as well as other resources to know what chemicals will effectively clean, sanitize and disinfect. The hard part, he shared, is finding chemicals that are available and affordable.
Cleaning supplies pose a challenge
Since many of the chemicals he wanted to use are expensive, Smith built his own sanitation stations. He is also experimenting with electrostatic cleaners and UV cleaning technology. He has put up digital signage and floor markers to indicate where people should be stand.
Another challenge is deciding which attractions he can run.
"There are some attractions we decided we are not going to run at least initially," he said, such as games he could not find a way to effectively clean.
Smith has also introduced temperature gauges for guests as they enter the facility, and is requiring staff members to wear clear plexiguards over their heads.
As for safety masks, "the use of masks quickly runs afoul of the human feeling about what a mask does to your face and how you communicate," he said.
It will still be several weeks before the business has arrived at its "new normal."
"As important as the plan are the optics of the plan," said panelist Brian Cohen, vice president of operations at Entertainment Properties Group Inc., based in Dallas. "Making sure we exaggerate so that guests actually see we are showing apparent concern for them, and as important, for the team members."
Cohen noted the importance of getting employee buy in. If employees feel cared for, they will impart that to guests. He also encourages direct and immediate dialog from guests.
Like Smith, Cohen faced a struggle procuring sanitizers and masks, but he said these have recently become more available.
New procedures pose a challenge
Joe Camarota, COO of East Brunswick, New Jersey-based Alpha Omega Amusements & Sales, recently opened a location in Washington State. He said it takes seven days to train the staff on new operating procedures — and the first step is instructing leadership on how to speak to team members and customers.
"It's a whole smorgasbord of things you have to follow," he said, referring to the CDC, state and local regulations.
There is now only one entrance and one exit and he imposes physical distancing at the newly opened center. In addition, there are hand sanitizers throughout the location, and team members carry gloves, cleaning equipment and thermometers.
Camarota sectioned off the game room into four areas so the team can clean every game in the game room every two hours. If someone wants to play a game and have it cleaned, there are people on hand who will do it.
The company uses email and social media to communicate how it has changed. So far guest reaction has been positive.
"Some people will still sit and wait to play their favorite game," Camarota said.
Winning customer trust
Beth Standlee, founder and CEO of TrainerTainment, which provides training and other resources to the family entertainment industry, cited the importance of establishing customer trust.
"We really need to work from the inside out," she said. "However we treat our internal guest, that's how they're going to treat those people coming in the door."
Standlee said it is necessary to practice new procedures with team members.
"Literally role play," she said. "Have people (employees) practice coming in the door. Practice what the employees need to do when a guest wants to enter and has a fever."
"That team member needs to be able to get the words out of their mouth," Standlee added. "We've got to load our people's lips with the right things to say in the right way, and then we have to give them a chance to practice it so that there's no hesitation. They've got to be confident in order to be comfortable with this very different situation."
"Nobody's going to get comfortable with the new normal, and if you're waiting on a new normal to do something, stop it. You better do something now," she said.
Prevention practices
Dr. Matthew Cabeen, assistant professor, Oklahoma State University biochemistry and molecular biology department, reviewed COVID-19 prevention practices during the webinar event.
The first common sense practice is to give people the flexibility to stay home from work if they are feeling ill, he advised.
Second is frequent and effective hand washing. He said it is important to wash your hands for 20 seconds, especially after touching something that is shared.
Third is frequent washing and disinfection of garments and surfaces such as games, tables or doorknobs.
Fourth is wearing face masks.
"There's a little bit of debate about how effective masks are, but the primary purpose of wearing a mask — one is to prevent the transmission of disease from people who may be symptomatic or have mild symptoms but are nonetheless infected, and second, your signaling to others you are doing what you can to stop the spread," he said.
Image courtesy of AAMA.
About Elliot Maras
Elliot Maras is the editor of Kiosk Marketplace and Vending Times. He brings three decades covering unattended retail and commercial foodservice.
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