How to Run a Profitable Laser Tag Arena
Creating and Running a Successful Laser Tag Arena: Recommendations from Derek Giesbrecht, 29 Years of Industry Experience
Derek Giesbrecht, NETRONIC’s North American distributor, is an industry expert who has been working in the attractions business since 1995. Derek started as a laser tag operator and today owns FEC Network in Vancouver, Canada. FEC Network provides consulting for people who are trying to get started with indoor laser tag in locations under 25,000 square feet. Derek shared with us his insights into his industry journey, expectations from the manufacturer of laser tag equipment, and key recommendations for operators on how to open a business in the laser tag industry.
How Derek Chose Lasertag.net (part of NETRONIC)
Derek Giesbrecht came across Lasertag.net after watching the company online: “I really liked the look of the gear. I liked that it was a Wi-Fi-based system. I noted that the manufacturer has equipment for indoor, outdoor, and mobile laser tag. I thought there was a lot of opportunity between those segments, tactical and traditional vested equipment. What I found interesting about Lasertag.net is that all of those systems can work together in the same space. I found it to be really intriguing having multiple weapons that your visitors could use during a game session.”
Derek got a set of equipment and tried it out at home. One of the things that really impressed him was the accuracy of the system. He is sure that one thing that will spoil a laser tag game is poor accuracy: “So I tested the system, I ran it hard, and I tested it outdoors and indoors. I found that it was very, very accurate. And so, with everything else I had said, it turned me towards becoming a North American distributor.”
When searching for a new company to partner with, several key expectations are essential. A manufacturer should demonstrate innovation and possess a strong desire to push the boundaries of what laser tag can be. Many competing systems and competitors still view laser tag as a one-off attraction that primarily sees activity on weekends, especially in the context of indoor laser tag.
However, laser tag has evolved far beyond a simple weekend attraction. I sought a company willing to experiment and explore new possibilities—one that asks, "Where can this go? How can we be at the forefront? What can we do to bring value to our operators? How can we innovate beyond the current market offerings?" This open-minded and forward-thinking approach was a crucial criterion for him.
I found this innovative spirit in Lasertag.net, part of NETRONIC. They were open to new ideas and eager to explore how they could advance the industry. Their willingness to experiment and their commitment to providing value to operators stood out to me. This experience highlighted the importance of partnering with a laser tag manufacturer that is not only innovative, but also open to collaboration and dedicated to pushing the industry's boundaries.”
What is Important Apart from the Equipment
Creating a successful laser tag arena involves much more than just the equipment. When asked what aspects are crucial beyond the gear, the response often emphasizes the holistic guest experience. "The whole guest experience for laser tag starts from the initial briefing, right through the gameplay, and ends with exiting the scoreboard," explains Derek. This comprehensive experience begins with having a committed staff on the front end dedicated to delivering a thorough and engaging briefing. This initial interaction sets the tone for the entire visit.
Once guests enter the gameplay phase, the importance of interactivity and depth cannot be overstated. Reflecting on changes since 1995, it is noted that the average age of video game players today is 35 years old, with an almost even split between female and male gamers. This demographic shift must be considered when designing an arena. For high-tourist areas, quick, repetitive games might suffice, but standalone attractions in less transient locations need to focus on evolving gameplay experiences that encourage repeat visits.
A successful laser tag arena often takes a video game approach to design. This involves starting with a compelling story, developing graphics that relate to this narrative, and creating immersive theming.
Staffing within the arena is another critical factor. It’s essential to have staff who are attentive and proactive in ensuring players have a smooth experience with the equipment. "I talk to operators all the time who are frustrated because their staff are scrolling on their phones instead of paying attention to players," Derek shares. Effective staff members should be on hand to address equipment issues, assist with gameplay mechanics, and enhance the overall experience.
Ultimately, beyond the equipment, the success of a laser tag arena hinges on a well-rounded guest experience, interactive and engaging gameplay, and attentive, knowledgeable staff. These elements together create an environment where players are eager to return, ensuring the long-term success of the attraction.
Advice for Individuals or Companies Considering Launching a Laser Tag Business
When contemplating the launch of a laser tag business, the initial business plan is paramount. Derek Giesbrecht emphasizes, "The first and foremost, most important thing really is the initial business plan." It's crucial to define the project's scope and objectives clearly. Questions to consider include: What do you want to achieve with the attraction? Who is your target audience? What age groups will you focus on? How will you convert these age groups into consistent, repeat customers?
An essential part of the planning process is assessing the project's feasibility. This involves evaluating the local demographics. "How many kids are within a reasonable drive time that can feed this thing? What does that demographic look like? Is there an older gamer demographic? Is there a corporate demographic? Is there a team demographic?" These considerations help in understanding the potential customer base, including whether there will be members or leagues.
A successful laser tag business must generate revenue beyond the typical busy periods from Friday after school until Sunday evening. Many facilities remain underutilized from Monday to Friday afternoon, operating at less than 10% capacity, which is a missed opportunity. "It doesn't have to be that way," says Derek. For operators in smaller markets targeting a younger audience, it's important to excel in that niche and find ways to attract older parties during midweek to fill slower periods.
For larger, full-scale facilities, maximizing each demographic's potential is key. For instance, if a facility already hosts groups for activities like bowling, these groups can be leveraged to include laser tag as part of their experience. "The best thing an operator can do is have prebooked business week after week," explains Derek. Knowing in advance that certain days are booked allows for better staffing and resource management. "If we really execute, I can leverage it into more business."
One common challenge is maintaining customer interest beyond the initial excitement. "Generally, the second year, the sophomore year, is difficult to get some of those people to come back if you haven't really executed effectively." Understanding and targeting the market accurately is crucial, whether it's young children, corporate groups, or other segments. Building a strategy to cater to these groups helps sustain interest and business growth.
In terms of practical investment, a typical 3,500 square foot arena for 24-26 people might require an investment of $125,000 to $180,000, depending on the extent of theming and other features. This investment should yield significant returns. "That investment should do at least $350,000 the next year," notes Derek, emphasizing the potential profitability if the project is well-executed and runs a full schedule throughout the week.
In summary, launching a laser tag business requires thorough planning, understanding the market, maximizing facility usage, and strategic investment. By focusing on these key areas, operators can create a successful and profitable laser tag attraction.
Please find more valuable insights and recommendations from industry experts in NetronicTalks project.