The FEC Marketing Playbook
How Modern Multi-Attraction Entertainment Venues Win When Marketing Meets Operations
A Better Way to Grow Your Venue
A practical guide for family entertainment center owners and operators who want more birthday bookings, stronger group events, better retention, and smarter digital marketing that actually drives revenue.
Written specifically for multi-attraction FECs, bowling centers, arcades, trampoline parks, and location-based entertainment venues.
What’s Inside the Playbook
More Birthday & Group Bookings
Learn practical strategies to increase repeat bookings, school groups, corporate events, and private parties.
Better Local Visibility
See how today’s guests find venues through Google Maps, local SEO, and AI-powered search.
Website Conversion Fixes
Discover what high-performing FEC websites do differently to turn traffic into reservations.
Guest Retention Systems
Use email, text, loyalty, and promotions to increase repeat visits and lifetime guest value.
The SPARK Framework
Get a behind-the-scenes look at the same system UEM uses to help entertainment venues grow.
A Preview of the SPARK System™
Inside the playbook, you’ll get a preview of the framework we use to help family entertainment centers grow sustainably:
S
Show up Locally
P
Polish Your Website
A
Activate Paid Ads
R
Retain Happy Guests
K
Keep Things Fresh
This system helps operators align marketing with the real guest journey—from discovery to repeat visits.
Built for Operators Who Need Real Growth
This playbook was written for:
- Bowling centers
- Arcades
- Trampoline parks
- Multi-attraction FECs
- Soft play venues
- Laser tag / VR / axe throwing venues
- Operators with food & beverage
- Multi-location ownership groups
Best for venues doing at least $1M+ annually that need stronger systems, not random marketing tactics.
Meet the authors
Dave Williams is the founder of Upward Digital Marketing Group and partner of Upward Entertainment Marketing. With 15+ years of digital marketing and operations experience, he helps family entertainment centers and location-based venues drive consistent guest traffic, fill party rooms, and grow revenue through practical, results-driven strategies.
Doug Mechling is a partner at Upward Entertainment Marketing and one of the owners of Star Lanes Polaris, recognized as the 2026 AAMA FEC of the Year. With 15+ years of hands-on experience developing and operating a high-volume entertainment venue, Doug brings deep operational insight that helps family entertainment centers drive bookings, keep attractions fresh, and stay ahead of changing guest expectations.
Together, they combine venue operations + modern digital marketing strategy to help entertainment brands grow smarter.
Ready to Grow Smarter?
Choose the path that fits where you are today.