How to Build Your Family Entertainment Center: The ESAC Design Success Launch Guide

Family Entertainment Centers (FECs) are places for creating joy and building memories, and they are becoming a highly profitable business. From concept development to grand opening, this journey is filled with choices. From target audience to style selection, each decision creates entirely different outcomes!

With over 20 years of experience and having delivered 5,000+ successful global projects, ESAC Design will break down these complexities step by step. We'll help you make the most suitable choices to create your own unique Family Entertainment Center! 

Step 1: Define Your Target Market and Concept

It's impossible to construct something that would appeal to everyone. Successful FEC owners know exactly who their customers are.

Are kids aged 0 to 3 the focus of your marketing? Are the children of school age? Teenagers? Multi-generational families?

The clientele you target is what determines your methods. The equipment needed in a children's center will be different from that used in a center for teenagers. Location requirements will also vary based on who you are targeting. Pricing strategies will differ by demographic.

How to Conduct Targeted Positioning?

Conduct market research: Determine how many families with children reside within a 15-minute radius of your city.

Identify market gaps: What existing entertainment options are available? Which areas are underserved? Your FEC must fill these gaps by offering distinctive services.

Think about the following focus options:

● Pure play zones for younger children

● Sports and active games for older kids

● Mixed offerings for all ages

● Themed experiences around specific interests

● Educational play combined with fun

Finally, define your core theme: The concept dictates your space requirements, equipment costs, and potential revenue.

Step 2: Get the Location That Fits Your Needs

Where you put your family entertainment center can be a factor in its success or failure. What you need are visibility, accessibility, and the right neighborhood demographics. Malls and other retail centers are good for business because they attract shoppers who are already there. On the other hand, standalone locations give you greater control, but you will need a stronger marketing strategy to attract customers.

This is the perfect example of a mall-based success story, Pop Australia FEC. In a shopping mall, this family entertainment center serves all ages. While the design allows for the fullest utilization of the space, it does so by creating separate areas for different types of activities.

Their approach benefits the most from the following:

● Customer flow eased by mall shoppers

● Shared parking and facilities

● Significantly lower marketing costs due to mall visibility

● Protection against the weather all year round

The convenience of the location, combined with smart design, brought so many visitors that they had to resort to crowd control measures.

It also matters how big the place is. The majority of successful family entertainment centers are housed in areas of at least 10,000 square feet. More attractions and thus greater revenue are made possible by larger spaces. However, increased scale also brings higher costs. Therefore, venue size should be closely aligned with market demand and budget constraints. Making the right choice at the outset of a project means you've already succeeded by more than half.

Step 3: Create a Detailed Plan for Your Business

A business plan serves as a map. It forces you to delve into every aspect of your family entertainment center. Plus, investors and lenders want to see a detailed financial forecast.

Projections should not be overly optimistic. Go see the FECs' performance and talk to the managers. Industry associations publish benchmark data. Use actual figures instead of fantasy ones.

The break-even points should be reflected in your business plan. The vast majority of family entertainment center businesses will take 1.5-3 years to become profitable. Plan accordingly. Show investors that you know the time frame.

Be very thorough when you calculate your initial capital requirements. The total cost of equipment, construction, permits, insurance, and working capital can quickly add up. Your budget should be at least 20% higher than your estimation. There will always be unforeseen situations at ‌hand.

Step 4: Design for Flow and Experience

Design is what separates stellar centers from just average ones. It is not just about placing equipment in available space, but about creating an experience. Every single feature should be designed to work in tandem with the others.

The professionally designed layout of the Area 51 Sports Park demonstrates how design can create demand. Their layout mixes the different kinds of activities perfectly. There are quiet zones that are separated from the noisy ones. Parents can watch their kids while they play freely and safely.

Some of the smart design features are:

● Unobstructed views for parents to keep an eye on the kids

● Logical and smooth movement of people that avoids overcrowding

● Identification of different age groups that allow activities to be kept separate

● Spaces that are attractive to encourage the social sharing of photos

● Comfortable seats that are spread throughout the area

Only experienced professional designers can incorporate all operational factors into the venue's design from the initial planning stages, preventing costly revisions that inflate construction costs. They not only master the design of family entertainment centers but also adapt construction plans flexibly to comply with varying local building codes. These sophisticated designs can even enhance the venue's operational efficiency.

Never underestimate the value a designer brings to your project. A single stunning entrance design could be the key to your success.

Step 5: Choose Equipment and Attractions

The device you choose determines the quality of your FEC experience.

Introduce some new attractions along with the classics. Keep a good balance between the active and the quiet ones. Just like that, you will have a variety of activities that will attract families for hours on end.

What matters most is the quality and not the quantity. Just one excellent attraction is better than three mediocre ones. Kids will take with them the memory of the extraordinary experiences. On the other hand, parents will be satisfied with equipment that is clean, safe, and well-maintained.

First of all, get the equipment from the manufacturers who have good reputations. Cheap equipment is prone to breaking rather quickly. Thus, it is costly to keep fixing it, and at the same time, it annoys the users. A repair warranty can be the solution for hard times.

Safety certifications cannot be compromised for anything. The equipment should conform to the safety standards of the particular area. Insurance for liability will be less expensive when you operate certified equipment. More importantly, however, is that you are protecting the kids who come to visit.

Step 6: Build a Strong Business Model: Diversified Revenue Streams

Your revenue model is what will bring you success in the long run. Most family entertainment center businesses have several different income streams. Don't put all your eggs in the admission fee basket.

Membership programs enhance revenue stability. Members not only visit frequently and spend more per visit but also bring in new customers through referrals. A solid membership base thus provides steady cash flow during slow seasons. Crucially, ensure an exceptional guest experience—from friendly staff attitudes and prompt service to clean facilities and regularly maintained equipment. No detail is too small to overlook, as each plays a vital role in encouraging repeat visits and referrals.

Food sales can become a major source of income. Parents have to eat. Kids want to eat between meals. A good cafe or snack bar can easily be the source of 20-30% of total revenue. You can collaborate with food service experts if you are not experienced in the restaurant business.

Birthday parties have a high return on investment potential. Parents will be more than willing to pay higher prices if the party hosting is made easy and convenient. A package deal that involves food, decoration, and party hosts is one of the best-selling types. Promote it extensively. The parties that make your business grow are the ones that bring new customers who, later on, turn into regular visitors.

Step 7: Building a Soulful Team: The Winning Path of Recruitment and Training

While equipment defines the space, your staff is the soul of your center. Every team member—from the front desk to the maintenance crew—acts as a brand ambassador whose service attitude directly determines customer loyalty. Inspired by Disney’s excellence, we believe that the energy and hospitality of your staff are the deciding factors for long-term operational success and repeat visits.

To achieve this, establishing a robust staff training system is essential. Training ensures that every employee prioritizes safety and warmth, creating a welcoming atmosphere that parents judge within their first few seconds of entry. By investing in your team's development, you transform a physical playground into a trusted community landmark with sustainable growth and stable cash flow.

Step 8: Launch with Strategic Marketing

The opening of your store is the time when everything is set. Don't wait until the day of your opening to create excitement. Generate interest in your neighborhood. Make your launch memorable.

The Zebra Playground project is a great example of how attention can be attracted by a well-designed project. An educational growth environment is transformed by this immersive playground where learning and fun can coexist. Due to the playful design, families are naturally attracted to it.

Some of the features that the company uses to draw attention to their project include:

● A different visual identity that gets noticed

● Learning aspects that are liked by parents

● Instagram-friendly design components

● Creative themes that encourage the development of the child's imagination

You should base your marketing on those concepts. Get ready for your opening by creating your social media accounts several months in advance. Show the progress of your work. Give away free entry tickets through contests. Cooperate with local schools and daycares.

You may want to have a soft opening before the grand opening. The invitations go to friends, family, and the local influencers. Smooth out operational problems privately. Get feedback and make changes.

The grand opening promotions should attract customers by offering limited-time deals. Discounted memberships are valid only for a limited period. The first 100 families are entitled to free play. Birthday party booking offer specials. So people will be coming in.

Your marketing efforts after the opening of the store must continue without pause. Keep your presence on social media alive.

Making It Happen

The idea of creating a center for family entertainment on your own is a good one, but it requires careful planning, capital, and commitment on your part. The entire project from the initial idea to the grand opening takes 12 to 18 months. If you rush the job, you will end up making costly mistakes. But if you take your time, you will lose the momentum.

Don’t try to do everything at once. Work out your business plan first. Get the money for your project after that. Secure your place next. Then concentrate on design and construction. Take care of your licensing and permits while you are at it. Hire and train your staff towards the end of the project.

Be willing to adjust or change your plan as needed while still in the middle of the process.

For over two decades, the ESAC Design team has been the go-to resource for entertainment center owners looking to create the perfect experience for their customers. Our 23 years of experience cover every aspect from initial planning through grand opening support. We have delivered more than 5,000 projects worldwide, including family entertainment centers, sports halls, and themed playgrounds.

Take a look at our work with the family entertainment center projects we have done. Every case shows how we solve problems and think creatively in design. Are you willing to start your project? Get in touch with us for a consultation. We will be glad to help you set up a family entertainment center that your community will be excited ‍‌about.