Main Event Entertainment Targets Demographic Sweet Spots

DALLAS -- They say that nothing is better than being in the right place at the right time. Main Event Entertainment, headquartered in Plano, TX, seems to be everywhere at the right time. The operation manages 22 family entertainment centers in seven states, with five locations scheduled to open in the first half of 2016 and another eight slated for its fiscal year 2017. Founded in 1998 and owned by the Australian-based Ardent Leisure Group, Main Event currently holds the title as the fastest-growing company in its competitive set.

Y'ALL COME BACK:Main Event marketing and sales vice-president Sherri Rankin Landry reviews progress of the chain's ambitious U.S. expansion program. The company seeks out developing communities in high-growth markets, and tailors its appeal to young adults and young families with an eye toward creating a durable customer base.

Main Event's aggressive formula for success at first seems simple: open an FEC ranging in size from 48,000 square feet to 75,000 square feet, fill it with 10-pin bowling, rock-climbing, laser tag, high-ropes adventures and regulation-size pool tables, along with a generous helping of a 100 or more arcade games, and add a trio of dining options. A closer look reveals there is more to Main Event's success than meets the eye.

"We have a growth strategy that is pretty intensive," said Main Event vice-president of marketing and sales Sherri Rankin Landry. "We look at 40 different points that define a key market for us to go into. For instance, we're in the Houston Metroplex. In Arizona, we're just outside of Phoenix. In Georgia, we're in Atlanta. These all represent high-growth areas."

WINNERS CHOOSE:The Winner's Choice redemption center at Main Event locations resembles a retail establishment more than a typical counter. Because the chain's target demographic extends from young adults to small children, an extensive selection of merchandise is required.

The strategy is based on a focused effort to target second-tier upscale markets, Landry explained. This is not dissimilar to the approach followed by many casual dining chains. Where Main Event differs from competitive operations, and from entertainment venues in New York or Los Angeles, is in its broad demographic appeal.

"Our primary demographic segment is families with kids," Landry noted. "The 21- to 30-year-old cohort is the second largest segment of our business. We expect that, as this 21- to 30-year-old group ages, they will become the 'families with kids.'

"The biggest thing with our business model is we are hyperinclusive," the Main Event executive continued. "Main Event is a perfect place for young adults, and also for young families. We have an affluent demographic that includes multiethnic, multigenerational, affluent households."

Everyone Eats, Bowls, Plays

What Main Event has done is hit not one but two demographic sweet spots. Competing for the leisure-entertainment dollar across a broad demographic spectrum is no small task. The same venue that hosts a preteen cake and soda birthday party on Saturday afternoon becomes a Saturday night beer and bowling date-night option just a few hours later. "It's all about options," Landry said. "The variety of attractions we offer is attractive to consumers, in general. When people come to experience Main Event, there is something for everyone in their group -- whether the person is five or 95, we have activities for them."

This is not an original strategy for a bowling center or a family entertainment center, though Main Event seems to pull it off better than most. At least part of the company's success in meeting that variety of tastes can be credited to the care it takes with site selection. In many cases, the Main Event facility is a one-stop-shop for fun in markets with somewhat limited conveniently located options.

For example, Main Event plans to open a 50,000-sq.ft. FEC in the new Edgewood Farms development in Kansas City, MO's Northland area, several miles from the downtown area. The new FEC was an early high-profile tenant of the mixed-use development, which is slated to include more than 225,000 square feet of retail space and nearly 300 apartments. Edgewood Farms' stores are expected to draw customers from both the residential section of the new development, as well as the busy I-29 corridor.

MAXIMIZING SPACE:A gravity ropes course is integrated into the lavish display of full-size arcade games that dominates the interior space of a Main Event FEC. The vertical interior design concept allows Main Event to add more (or "stack") attractions without adding more square footage.

Not surprisingly, Main Event maintains an aggressive social media presence. "We have an approach that includes social marketing and media," said Landry. "We are invested appropriately, and as we grow, we'll continue to reevaluate. Right now we're building out a roadmap that will help us leverage that fully as we go forward." At present, she reported, the company's social media efforts are centralized with support from an outside agency as the organization continues to develop a comprehensive program and evaluate platforms.

"When you think about social media and engagement, there are different approaches that engage the guests more fully, so it becomes more of a relationship," she said. "We are looking for ways to further engage our guests." For Main Event, as for any entertainment venue, this is a daunting task, with social media sites not only multiplying, but also becoming increasingly segmented by demographics.

"There are so few times in today's world where you can just go have fun," Landry said. "And for us, it's about delivering a best-in-class experience for our guests. We have a brand position, and our goal is to communicate that brand position to the guests we target: Main Event is the place to go when you're ready to play."

HIGH IMPACT:Imaginative assortment of coin-op games complements bowling, billiards, laser tag, rock-climbing and gravity ropes course in the spectrum of attractions offered by Main Event. A choice of fine and casual dining selections reinforces the chain's allure as a family destination serving a loyal clientele.

BIG TIME FUN:Main Event showcases its attractions in impressive spaces; its FECs range from 48,000 to 75,000 square feet in size. The company seeks out underserved second-tier upscale markets for its outlets, and strives to attract young audiences (including young families) to build a durable customer base. At present, the company operates 22 centers in seven states, and plans five more in the first half of 2016.