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What are the elements that attract and retain LBE customers?

For today's value-conscious consumers, value in location-based entertainment is not simply a low admission price. It is the total return guests receive for their money, time, effort and trust. Social eatertainment venues, bowling centers and family entertainment centers feel valuable when the experience is enjoyable, substantial, easy to access and worth repeating.

Customers evaluate the total cost of a visit, including admission, game fees, food and beverages, parking, and upgrades. They also consider the quality of entertainment, variety of activities, wait times, cleanliness, service, safety, and convenience. Transparent pricing matters because unexpected charges can quickly make an otherwise enjoyable outing feel like a poor value.

For groups, inclusiveness is especially important. Games should be intuitive, engaging, and enjoyable for people of all ages and skill levels. Comfortable seating, easy reservations, efficient food and beverage service, and opportunities to socialize while playing can be just as important as the activity itself.

Uniqueness and novelty also influence value. A distinctive atmosphere, signature game, or surprising interaction can differentiate a venue, justify a premium, and generate memorable stories. However, novelty's value typically declines after the first visit. Once guests understand the concept and have experienced its surprises, an unfamiliar LBE may seem more exciting than revisiting one they already know. This risk is greatest for scripted attractions that deliver essentially the same experience and outcome every time.

Consequently, the reason for returning must differ from the reason for the initial visit. Curiosity and novelty may drive the first visit, but repeatability, social connection, mastery, convenience, and refreshed content drive subsequent visits. Games with changing outcomes, scoring systems, competitive challenges, or opportunities to improve can remain engaging even after their novelty fades. Experiences can also feel different when shared with new companions or on different occasions.

Operators need not continually add new attractions or undertake major remodels. Instead, they can use programming to refresh perceived value while preserving a familiar, dependable core offering. Programming includes seasonal events, tournaments, leagues, themed nights, rotating challenges, and limited-time offers (LTOs) featuring food, beverages, or entertainment. A consistent programming calendar gives guests new reasons to return, creates urgency, and helps the venue appeal to diverse audiences and occasions throughout the year. Loyalty rewards and targeted promotions can further encourage guests to participate in these evolving experiences.

As we previously reported, U.S. adults are spending less time away from home at entertainment and art venues, one-third less than in 2019, pre-pandemic. This trend is driving premiumization, especially among higher-income households. When people spend their limited discretionary leisure time, they want the experience to be as high quality as possible and are willing to pay a premium price for it. A KPMG survey of 10,000 U.S. consumers found that 55% of customers under age 35 said they would pay more for a premium entertainment and leisure experience, compared with 39% of those 35 and older.

Premiumization is evident in moviegoers' willingness to pay more for an enhanced theatrical experience, as seen with the recent film The Odyssey. A conventional opening weekend movie ticket averaged $15.32, compared with $19.07 for an IMAX or other premium large-format presentation. That's a $3.75 premium, or a 24% price increase. The most exclusive IMAX 70mm format averaged $27.77, about $12.45, or 81% more than a conventional ticket. Despite the higher prices, IMAX and other premium formats collectively captured 45% of admissions, roughly three times the usual 15% share. These results show that audiences will pay a premium when a movie is positioned as a distinctive, immersive theatrical event.

The strongest LBE value proposition combines fair, predictable pricing with smooth operations, quality social time, and meaningful differentiation, often achieved through premiumization. Uniqueness wins the first visit; repeatability, reliability, and programming win the return visit.

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