FEC Revenue Guide: What is the Average Spend Per Guest (ADSPV) and How to Increase It

What is the Average Spend Per Guest at an FEC? A Guide to Maximizing ADSPV

The Average Dollar Spend Per Visit (ADSPV) at a Family Entertainment Center (FEC) typically ranges from $25 to $40 USD per person, though high-performing, multi-attraction venues often push this figure well past the $45 mark.

This key metric is the clearest indicator of your facility’s profitability, reflecting how effectively you convert foot traffic into revenue. Simply attracting guests is not enough; sustained success relies on optimizing the entire customer journey to encourage spending across all available profit centers. MARWEY specializes in engineering the core attractions and layout strategies that directly influence this figure. By integrating high-quality, high-throughput equipment and supporting seamless operational technology, we help operators significantly lift their ADSPV, ensuring a robust Return on Investment (ROI).

TL;DR: MARWEY’s ADSPV Enhancement Strategy

ADSPV is determined by a facility's strategic balance of attractions, technology, and ancillary sales.

• The Baseline: Industry standard ADSPV ranges from $25 to $40 USD.

• Key Multiplier: Implementing a cashless payment system typically increases individual spend by 20% to 30% by reducing transactional friction.

• MARWEY's Role: We increase the value portion of ADSPV by providing premium anchor attractions (VR, advanced simulators) that justify a higher price point, and maximizing dwell time (the amount of time a guest stays) to boost F&B sales.

• Core Goal: A successful FEC must achieve a minimum of a 50/50 split between core attraction revenue and ancillary revenue (F&B/Parties) to sustain a high ADSPV.

The Components of ADSPV: Understanding the Revenue Split

ADSPV is not monolithic; it is a calculated average of all revenue divided by the total number of guests. To effectively increase it, you must understand the ideal revenue split.

The Standard Revenue Split Model

A highly profitable FEC will structure its revenue streams to ensure multiple touchpoints generate income, thereby boosting the average guest spend.

Maximizing the Party Revenue Component

Party and group sales are a critical component, contributing guaranteed, high-volume revenue to the ADSPV calculation, even though the transaction is processed as a single sale.

• Upselling Party Tiers: Offering tiered packages (e.g., Silver, Gold, Platinum) with escalating inclusions (more arcade credits, better food, access to premium MARWEY VR/Simulators) makes the mid-to-high tier the most attractive option, immediately raising the average party spend.

• The Guest-to-Customer Conversion: Every party introduces 10-20 non-paying guests. Offering these guests a complimentary game card or discount voucher on departure is a low-cost method to convert them into new, paying customers for future visits, securing long-term revenue streams.

By focusing on premium, engaging attractions that increase the guest's desire to stay and spend across multiple channels, operators move their ADSPV well into the profitable $40+ range. MARWEY ensures your foundational equipment is strategically positioned and robust enough to handle the high volume these successful strategies generate.

Frequently Asked Questions (FAQ)

Q1: What is the primary difference between a $25 ADSPV FEC and a $45 ADSPV FEC?

A:

The primary difference is the revenue split. A $45 ADSPV FEC successfully drives a higher percentage of revenue from ancillary sales (F&B/Parties) and charges premium prices for high-tech anchor attractions (like VR/Simulators).

Q2: How much does a cashless system typically increase individual spend?

A:

Industry data shows that moving from cash/tokens to a cashless system typically increases the individual guest spend by 20% to 30%.

Q3: Is the average spend per guest calculated on children only?

A:

No, ADSPV is calculated based on all guests (total revenue divided by total people entering the facility), which includes adults who spend money on F&B, simulators, or arcade games.

Q4: How does increasing "dwell time" relate to boosting ADSPV?

A:

Increasing dwell time (how long a guest stays) directly correlates with higher ADSPV because guests are more likely to purchase high-margin F&B and engage in secondary attractions if they remain on-site longer.

Q5: What is the highest margin revenue stream in an FEC?

A:

The highest margin revenue stream is typically Food and Beverage (F&B) sales, particularly non-alcoholic drinks and packaged snacks, which often have profit margins exceeding 70%.

Q6: How does MARWEY's equipment quality support a high ADSPV?

A:

MARWEY equipment supports high ADSPV by ensuring 99%+ uptime (preventing lost revenue) and providing premium, durable attractions (VR, Simulators) that justify a higher price point per play.

Q7: How should F&B counters be positioned to maximize ADSPV?

A:

F&B counters should be strategically positioned at the natural exit paths of high-energy attractions (like soft play or ninja courses) to capitalize on the family's immediate need for refreshment.

Q8: What is the average desired contribution of Party Sales to total revenue?

A:

Successful FECs generally aim for Party Sales to contribute 15% to 25% of their total annual revenue, as it represents predictable, guaranteed high-volume income.