Episode 360 - Tim Murphy talks about high-quality food, repurposing retail, and the power of people

AttractionPros Podcast

Tim Murphy is the CEO of Boomers Parks. With a rich career background that spans various sectors within the entertainment and hospitality industries, Tim has brought significant transformations to Boomers Parks since taking on the role in June 2020. Under his leadership, the company has seen a focus on improving food and beverage offerings, repurposing real estate, and enhancing team engagement. His initiatives have not only increased profitability but also improved the overall guest experience. In this interview, Tim talks about high-quality food, repurposing retail, and the power of people.

High-Quality Food

“The investment in enhancing food and beverage quality also enhances the attraction component of the business as well.”

Tim emphasizes the pivotal role that high-quality food plays in the success of Boomers Parks. By investing in better food and beverage offerings, Boomers Parks has significantly increased the length of guest stays, which in turn boosts overall spending. Tim explains that the introduction of high-quality food items, while retaining fan favorites like pizza and hamburgers, has kept guests satisfied and engaged longer. The approach has shifted the typical visit duration from 90 minutes to three or four hours, resulting in higher per capita spending across various attractions within the parks.

The strategic focus on food quality extends beyond merely offering better meals. It creates a comprehensive guest experience that encourages visitors to spend more time on-site. This, in turn, leads to increased spending on attractions and games. Tim’s philosophy demonstrates that enhancing one aspect of the park, such as food quality, can have a ripple effect on overall business performance, making it a crucial element of the park’s operations.

Repurposing Retail

“I believe there's a plethora of locations to go to. And the good thing for those in the FEC space is landlords are flexible.”

Tim Murphy sees immense potential in repurposing vacant retail spaces for family entertainment centers (FECs). With many big-box retailers closing down, there is an abundance of available real estate that can be transformed into engaging indoor entertainment venues. Tim highlights that spaces ranging from 20,000 to 50,000 square feet are ideal for FECs, providing ample room for various attractions while being manageable and cost-effective.

The flexibility of landlords with these vacant properties presents a unique opportunity for FEC operators. Tim notes that landlords are often willing to offer favorable terms, such as reduced rent and funding for tenant improvements, to fill their empty spaces. This not only revitalizes unused properties but also creates new destinations that draw foot traffic, potentially benefiting the surrounding businesses. By repurposing retail spaces, Boomers Parks can create controlled environments less affected by weather, ensuring consistent and enjoyable guest experiences.

The Power of People

“We want to be competitive with wages...but what else do we want to be able to offer and remind our team members that we're doing differently than other potential opportunities for them to go to?”

Tim underscores the importance of people in the success of Boomers. He believes that fostering a supportive and engaging work environment is crucial for both employee satisfaction and guest experience. Under his leadership, Boomers has developed a set of core values that include safety, inclusion, and accountability. These values are not just posted on walls but are actively lived and reinforced through regular training and communication.

To attract and retain top talent, Boomers offers competitive wages and additional perks such as free meals, snacks, and drinks for employees during their shifts. The company also implements a points-based reward system, where employees can earn points for exceptional performance and redeem them for gift cards, merchandise, or trips. This consistent recognition of good work helps build a motivated and dedicated team. By focusing on the well-being and development of their employees, Boomers Parks ensures that their team is committed to delivering outstanding service, thus enhancing the overall guest experience.

For those interested in learning more about Boomers Parks or exploring franchising opportunities, Tim can be contacted directly at [e-mail]. Additionally, more information is available on the Boomers Parks website at boomersparks.com.

This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:

• Scheduling and correspondence by Kristen Karaliunas
• Audio and video editing by Abby Giganan

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