Family Entertainment Centers - IAAPA

FEC: OPERATIONS
Grand Slam
Seven ways to draw crowds with
batting cages
by Mike Bederka
LIKE A CLUTCH HITTER, BATTING CAGES have
served as a reliable and consistent attraction to many family
entertainment centers for years. “Ours are always
packed,” says Dave Pfefferle, owner and general manager of
Westerville Mini Golf and Batting Cages in Westerville,
Ohio.
Yet, in a tight economy, nothing is certain and FEC management
must stay vigilant to keep that business strong.
Here are seven ways to hit a home run with your batting
cages.
Offer Lessons
Pfefferle puts his minor league baseball experience to good
use. He offers hitting lessons as another way to draw in
guests. (Two college baseball players and a high school
coach also make up his teaching crew.) For one person, he
charges $20 for a 15-minute lesson and $30 for a half-hour.
With teams, it runs $50 for 30 minutes. “It could be hundreds
of dollars at other places,” said Pfefferle, noting the
bargain for customers.
Market to Coaches
Often, area coaches will have an orientation meeting before
the season starts to discuss rules and to pick their teams.
Daniel Decker makes it a point to stop by then to drop off
fliers. He promotes his venue and describes the value of
extra batting practice. “It will make their league better,”
says Decker, floor manager for Prime Time Family Enter-
Coverage Issues
It’s important for FECs to confirm with their insurance
brokers that there are no limitations or exclusions
in their general liability policies for including a
batting cage or for any element of its operation, says
David A. Harris, executive vice president of insurance
services for American Specialty Insurance and Risk
Services. As an example, make sure there are no warranties
relative to pitching speed or a requirement
for wearing helmets contained within the wording of
the policy.
18 F U NW O R L D C O L L E C T I O N S n F E C E d i t i o n