Bars across the country are beginning to recognize the importance of on-premise coin-operated entertainment. When it comes to attracting customers and making sure they stay, the best bars offer more than just an empty stool and a cold drink.
In choosing coin-operated entertainment, it is essential to consider how well the games go along with the theme of the bar and if they fit in with a target audience. Young crowd? Go for the popular mainstream games. Older? Try playing into nostalgia with classic games. Sports bar? Try the latest bowling or golf options.
Also of importance is space consideration. Bethany Smith, manager of Ace Bar on New York’s Lower East Side, says certain games were selected for her bar based on how they enhanced the atmosphere. Ace Bar currently features two Ski Ball games, pinball, Buck Hunter, several pool tables, and dartboards, all of which cost a dollar or less.
Brian Murphy, director of marketing for vendor Betson Enterprises, explains the business benefits of bar entertainment, which he sees as an expanding industry. “Coin-operated games are a great way to attract patrons into a bar,” he says. “People will go into a bar, have fun, come back, and tell their friends. This sort of entertainment is growing.”
Betson Enterprises, regarded for their Big Buck Hunter Pro and Big Buck Safari games, recently began manufacturing an arcade version of one of the hottest video games out today—Guitar Hero. The arcade adaptation is a two-player version with the same popular songs as the original video game. It is also tournament-friendly, allowing friends to challenge each other with league brackets and prizes. “With Guitar Hero, bar owners can have competition nights, getting people out of their homes and moving them into bars to play,” says Murphy. (For more information on on-premise competitions, check out “How To: Draw a Crowd With Contests” in the March/April issue of Bar Business Magazine)
Popular games like Guitar Hero, Big Buck Hunter, and sports and trivia games lend themselves to crowds. Vanessa Cabrera, marketing and communications manager for AAMA (American Amusement Machine Association), says tournament play provides a huge boost for business. “When they play, they stay,” Cabrera says. “Depending on what you give them, they’ll likely come back for another tournament. This increases food and alcohol sales.”
In addition to putting on the annual ASI showcase, AMAA also started the Location Trade Show Program, establishing “coin-op” pavilions at trade shows across the country. “The program allows for great exposure,” says Cabrera. “Bar owners can see what the coin-op industry can offer.”
Trade shows tend to be a great place for potential bar owners to explore entertainment options. In selecting equipment to install in the bar, it is important to speak directly with vendors and to try out games firsthand.
It is essential to take into account costs for installation, maintenance and repair. If you’re concerned about finances, it may be smart to consider tabletop machines and other less expensive options, or choose a coin-op game that has a greater monetary return.
Extra coins and additional customers can all add up. So in this expanding realm of bar accessories, the buzz around on-premise gaming is certainly something to take seriously.
To read the full article “How To: Boost Coin-Op Profits” check out the May/June 2009 Digital Edition of Bar Business Magazine
