The business of entertaining the public isn’t all fun and games.

Recessionary impacts, competition for consumers’ time, and advances in technology that allow consumers to stream movies and engage online are just a few of the challenges the industry confronts.

The Motion Picture Association of America reported in 2015, for example, that the total number of frequent moviegoers decreased by 3.7 million from the prior year. Frequent moviegoers decreased in the significant 12-17 and 18- to 24-year-old segments, among other age groups.

One area that is providing an opportunity for growth and innovation, however, is experienced-based entertainment.

That’s Entertainment

In their 1999 book “The Experience Economy: Work Is Theater and Every Business a Stage,” B. Joseph Pine II and James H.
Gilmore outlined prescient ideas on the value of experiences. Nearly 20 years later, companies are emphasizing experiences
over goods and services as the next stage of economic value.

These experience-based entertainment businesses combine participatory activity, quality food and beverage, a social media-friendly environment and an upscale setting. While mobile devices link us digitally, online interaction does not fulfill the human need for personal connection. Experience-based entertainment creates opportunities to play together in ways that cannot be replicated or achieved at home or online.

Kansas City entertainment businesses are catching on to the value and relevancy of the experience-based model. Live-action escape rooms, for example, have grown popular. They require teamwork, deductive and problem-solving skills, and time management. Local companies such as Escape Room, Breakout KC and Clue Pursuit create themed rooms that groups of participants are locked in to and have 60 minutes to escape. Players crack codes, solve puzzles and use clues provided by a games master who remotely monitors the action by video camera.

Sports and adventure-themed concepts like iFly indoor skydiving and TopGolf have also arrived in Kansas City. Pinstripes reimagines bowling as an upscale experience replete with bocce and a bistro setting.

Rather than passively watching an event, customers participate in activities to create the entertainment experience. This model suggests a path forward for LBE venues, if global and local trends are an indicator.

“Globally, especially in the Middle East and Asia, and domestically at a slower rate, the growth of experience-based entertainment infrastructure is huge. Urban attractions and family entertainment centers are growing at a double-digit rate around the world,” said François Girard, senior vice president of global business development at Thinkwell, a global design and production company based in Los Angeles.

Reimagining the Golf Experience

Thinkwell has developed and opened 50 projects in 30 different countries, including family entertainment centers, attractions, live events, and mixed-use developments. DRĪV Golf Lounge + Brewhouse, Thinkwell’s new sports-driven entertainment concept, is anticipated to open in 2018 as part of North Kansas City’s One North Development. DRĪV combines golf games with interactive group game play, real-time ball tracking and instant feedback via video screens, gastropub dining and a microbrewery.

With DRĪV, Thinkwell recasts and expands the sport’s appeal for golfers and nongolfers. It brings data and the shared experience of online gaming to the physical world in a way that Baby Boomer-era golf can’t.

“DRĪV is designed to attract larger demographics including including females, families, non-golfers as well as advanced
golfers,” said Girard. “. . . It’s not intimidating or expensive. There’s no dress code or six-hour commitment to play. Millennials are
not playing golf, but they will come to DRĪV for these reasons. They are looking for an experience.”

Part of that experience is video feedback during game play. Video clips, selfie photos and leaderboard scores can be
posted on Facebook.

“If it’s not a cool place to be, then why would I take a selfie there?” said Girard. “DRĪV isn’t about golf. It’s about the experience. It’s a destination where there’s always something to do.”

Enhancing the Movie Experience

Adam Roberts and Brent Miller, owners of Screenland Armour and its sister operation Tapcade, integrated the movie theaters with arcade games and a craft beer bar. The hybrid entertainment mix distinguishes the venues from megaplex theaters. A signature food menu, custom film programming and other amenities transform movie-going into a memorable experience.

“It’s not enough to just do an event, such as a movie release or beer dinner,” said Roberts. “You have to add extras, an aspect that creates a physical connection for the audience to see or touch.”

Adding the craft beer bar capitalized on an emerging trend. Screenland was one of the first area bars with a wide selection that “captured the hardcore craft beer audience,” said Roberts.

“Five years ago, craft beer wasn’t what it is now,” Roberts explained. “Now, there’s a vast selection of beers. Applebee’s has craft beer. We have to have more personality and offer something ahead of the curve as the market fights for new ideas and the crowd.”

The venues’ nostalgic ’80s and ’90s look and music playlist attract customers and retains them after the movie. Guests socialize and discuss films onsite over food, beer, music and games.

“I want people to have a beer and socialize together, to sit and talk about the movie they saw,” said Roberts. “We’re creating an environment to have everyone be part of the conversation. Focusing on people and the experience gives us an edge.”

Refreshing the experience renews interest for returning customers. Roberts gathers feedback via social media and conversations with customers to identify problems and generate fresh ideas.

“You can lose touch with your business quickly,” said Roberts. “You have to be engaged with customers. I take criticism and then work as quickly as possible to fix problems. If something doesn’t work, I learn quickly from it. I can’t guarantee success, so I pre-plan. I test the waters with small events.”

Maximizing Entertainment Time

At Chicken N Pickle, guests may reserve one of eight courts to play pickleball, a paddle-based racquet sport similar to tennis. The site includes a fast-casual restaurant, bar, food trucks, outdoor lawn games and living room with fire pits and television screens. These numerous options to socialize, play and dine appeal to the interests of the entire family and guests.

Chicken N Pickle optimizes leisure time for busy families and individuals in one location, simplifying the decision of where to go and what to do.

“As a father of two young boys and having a wife who works, I have about zero time to do family things. If you want to do something with your family, you have to book it,” said Bill Koning, executive general manager of Chicken N Pickle. “This concept groups a lot of those needs for families like mine.”

“We want you to be able to spend the entire time here and not feel like time was wasted,” said Erin McGinty, vice-president of project development at Chicken N Pickle. “You don’t have to spend 20 minutes driving to eat, an hour eating, another drive to the theatre, two hours watching a movie in silence, and a drive home where maybe you talk about the movie.”

The interactive format reinforces social bonds and builds memories.

“The restaurant and entertainment industry is changing. People have less time, shorter attention spans and technology everywhere,” said McGinty. “This concept gives people the gift of connection. Around our property, you don’t see a ton of people on their phones. They are too busy having fun, playing, talking and returning to basic human connection.”

Pete Dulin is a freelance writer based in Kansas City, Mo. He is also the author of Kansas City Beer: A History of Brewing in the Heartland, KC Ale Trail, Last Bite: 100 Recipes from Kansas City’s Best Chefs and Cooks, and Expedition of Thirst: Exploring Breweries, Wineries and Distilleries in Central Kansas and Missouri. // www.petedulin.com