ARCO/Murray, a leading design-builder specializing in national rollouts across a wide spectrum of industries, has reflected on the latest in its popular webinar series.
Electric Shuffle USA CEO Gene Ball features in the latest episode of ARCO/Murray’s Innovative Locations webinar series, sharing the success and discussing the future of the interactive shuffleboard bar and restaurant venue.
Ball shared many insights on the Electric Shuffle brand concept, designed to evoke a “timeless” feel.
He says “We don’t want to be labelled an entertainment destination where you come once and that was fun, I’m never coming back.
“We talk about this a lot with the team, its atmosphere and its hospitality. It comes down to those two things. We know the product will get you in the first time, but the atmosphere and hospitality will keep you coming back, so we really stress that to the team.”
The key ingredient
The Electric Shuffle CEO also believes a large part of the company’s success derives from parent company Red Engine and its focus on hospitality and the guest experience, two factors which Ball sees as the “special sauce” to turn first-time visitors into repeat customers and to avoid becoming a short-term trend.
The leisure venue combines a number of different influences from industrial and scientific to artistic and expressive, and Ball also details how they decided on their first location – an abandoned building in Dallas, Texas, US, which was renovated with ARCO as their design-builder.
The next US Electric Shuffle venue will open in nearby Austin, also in Texas.
Management is keenly exploring other markets to enter, seeking out spaces that fit with the “vibe and soul” of the brand. The next US Electric Shuffle venue will open in nearby Austin, also in Texas.
Ball’s full interview can be found on the ARCO/Murray website.
ARCO/Murray has also hosted webinars with other customers, providing useful pointers for operators. Puttshack CEO Joe Vrankin recently highlighted the need for change in a recent webinar saying “Anyone who is in the [leisure space] right now really needs to be able to differentiate themselves… The expectations are really high now.”