About
FEC Marketing Agency
Upward Entertainment Marketing helps family entertainment centers (FECs) and location-based entertainment (LBEs) venues grow with tailored digital strategies designed for arcades, go-karts, bowling, laser tag, and more.
The vision that launched Upward Entertainment Marketing
Upward Entertainment Marketing was born out of a simple idea: family fun deserves better, smarter marketing.
As a division of Upward Digital Marketing Group, we’ve spent years helping businesses across industries grow through powerful digital strategies. However, as our agency grew, a pattern emerged—we kept seeing independent Family Entertainment Centers (FECs) and Location-Based Entertainment (LBE) venues with amazing attractions but underperforming websites, confusing booking systems, and limited online visibility.
We knew we could help. And we knew it needed a specialized approach.
We launched Upward Entertainment Marketing, a focused team within Upward dedicated exclusively to supporting independent entertainment centers, bowling centers, laser tag arenas, amusement parks, trampoline parks, arcades, axe throwing venues and other location-based entertainment venues. Our goal? To bring modern digital marketing tools—SEO, paid ads, conversion-focused web design, and local strategy—into an industry built on real-world experiences.
We understand that you don’t just run a business. You create memories. We’re here to make sure families can find you, trust you, and book with you—seamlessly.
Today, Upward Entertainment Marketing combines industry-specific knowledge with proven marketing strategies to help FECs and LEBs nationwide expand their online presence, drive more bookings, and foster lasting customer relationships.
We’re passionate about what we do—because we believe family entertainment should thrive, both offline and online.
Why the niche focus on FECs
At Upward Entertainment Marketing, we specialize in helping family entertainment centers and location-based entertainment venues grow their businesses through high-performing websites and a smart digital strategy. Our niche focus means we understand the unique needs of venues that rely on foot traffic, event bookings, and repeat visits. We don’t just build websites—we create conversion-focused digital experiences that drive sales, boost local visibility, and keep families coming back. With deep expertise in the entertainment space, we know what it takes to turn online visitors into loyal, in-person guests.
high-conversion websites
Your website is the first touchpoint for potential customers, making a strong impression crucial. An intuitive booking system and appealing design enhance user experience, increase sales potential, and create an engaging atmosphere for your events.
local seo that packs your venue
To successfully draw in guests, it is essential to excel in local search results. By securing prominent positions and featured snippets, you can engage those seeking spontaneous outings and evening entertainment options.
customer loyalty marketing
A compelling website secures the initial sale while strategic lifecycle marketing transforms occasional visitors into dedicated superfans who not only return and spend more with each visit but also become advocates for your venue.
What Makes Us Different
We specialize in Family Entertainment Centers and Location-Based Entertainment Venues because understanding your customers and keeping local families returning is essential.
We create websites that boost revenue by making booking effortless. Our designs ensure guests can easily plan visits, purchase tickets, or reserve parties directly from their phones.
We know that effective marketing goes hand-in-hand with smart operations. That’s why our campaigns do more than attract clicks—they help fill slow periods, support staffing needs, and align with your event calendar. We’re here to grow your business, not just your audience.
Dave Williams
Partner & Director of Agency Operations
Dave Williams is the founder of Upward Digital Marketing and the creator of Upward Entertainment Marketing (UEM). With over 15 years of agency experience, he has helped hundreds of businesses grow through smart, results-driven digital strategies. In addition, Dave brings more than 15 years of operations management expertise, giving him a unique perspective on the challenges business owners face every day. As Upward evolved, Dave recognized that family entertainment centers and location-based venues needed a specialized partner. His mission is simple: to help these venues thrive by filling lanes, party rooms, arcades, and calendars with consistent guest traffic.
Dave Williams
Partner & Director of Agency Operations
Dave Williams is the founder of Upward Digital Marketing and the creator of Upward Entertainment Marketing (UEM). With over 15 years of agency experience, he has helped hundreds of businesses grow through smart, results-driven digital strategies. In addition, Dave brings more than 15 years of operations management expertise, giving him a unique perspective on the challenges business owners face every day. As Upward evolved, Dave recognized that family entertainment centers and location-based venues needed a specialized partner. His mission is simple: to help these venues thrive by filling lanes, party rooms, arcades, and calendars with consistent guest traffic.
Doug Mechling
Partner & Director of Strategic Relationships
A well-connected entertainment industry veteran, Doug brings over 15 years of expertise as the developer, co-owner, and operator of a high-volume, 35,000-square-foot, bowling-anchored, multi-attraction entertainment venue in a thriving retail and commercial district of Columbus, Ohio. Drawing on his extensive experience, Doug has a deep understanding of the challenges operators face—not only in day-to-day operations and in keeping venues and attractions fresh, but also in addressing external pressures such as rising competition, shifting consumer preferences, and market growth. With a holistic approach, Doug helps businesses navigate these complexities by developing innovative marketing strategies that exceed expectations and deliver results beyond the scope of traditional marketing.
Doug Mechling
Partner & Director of Strategic Relationships
A well-connected entertainment industry veteran, Doug brings over 15 years of expertise as the developer, co-owner, and operator of a high-volume, 35,000-square-foot, bowling-anchored, multi-attraction entertainment venue in a thriving retail and commercial district of Columbus, Ohio. Drawing on his extensive experience, Doug has a deep understanding of the challenges operators face—not only in day-to-day operations and in keeping venues and attractions fresh, but also in addressing external pressures such as rising competition, shifting consumer preferences, and market growth. With a holistic approach, Doug helps businesses navigate these complexities by developing innovative marketing strategies that exceed expectations and deliver results beyond the scope of traditional marketing.
Ready to Grow Smarter?
Let’s build your venue’s marketing strategy together.