There’s a new trend blossoming in Guelph when it comes to entertainment.
Apart from traditional offerings of theatres, bowling or bars, alternative entertainment such as pay-for-play game lounges and escape rooms are thriving.
Locations such as The Round Table, Afterlife, The Boardroom and more provide patrons with a variety of unique options, including over 500 board games, themed escape rooms and axe throwing.
“It’s a great thing to do with your friends, you bond together by trying to overcome an obstacle”, said Nicky Weppler, customer of the Kronos Escape Room, downtown Guelph, “It makes you think outside of the box”.
The goal of these businesses is “to provide a fun, community atmosphere for all customers that you simply can’t get at home,” or anywhere else for that matter, said Jonathan Feddema, co-owner at The Boardroom.
Many of these popular spots double as restaurants and fully licensed bars. The concept is simple, yet lucrative, combining the jovial social experience of friendly competition with the appetizing option for food and beverage.
Recurring customers at Afterlife, Austin Boutilier and Daniel Mckay, frequently meet up on Tuesdays.
“There’s a gaming tournament on Tuesdays, and this location has good food and drinks” said Boutilier.
The entertainment niche has had support from devoted regulars since inception, but recently local gaming businesses have been attracting all sorts of new demographics.
Typically, in a niche market, there is a heavy reliance on loyal, returning customers.
“Regular business keeps us alive,” said Tom Gofton, owner of a variety of gaming lounges in Guelph, including The Round Table.
"I often see the same familiar people come in when I'm here," said Liam Duncan, a customer at Afterlife.
However, casual hometown customers have become more prominent on a daily basis and are playing a big role in the expanding market.
Word-of-mouth is the best form of promotion for driving new customers to try this alternative form of entertainment.
Although search engines and social media platforms are used for advertising, the majority of interest for new customers comes from friends, families or coworkers who have actually tried it and loved it.
A visit to various businesses shows they have their own unique presence; stone walls, an arching range, walls full with televisions and gaming consoles or enough board games for a lifetime. It’s clear that each business was adamant on reinvesting into the consumer experience.
Guests seem happy to have a spot where they can get some delicious food and drink, choose a game to play with friends and have a fun and relaxing stay.
“At first, when customers come in, they’re a bit stunned” commented Felix Obrascovs, an employee at The Round Table.
Not only do these businesses attract family and friends, they also provide team-building exercises and social venues for companies looking to have corporate events, another reason for the growing success of these businesses.
Whether it’s axe throwing, multiplayer games or putting your minds together in a dungeon-themed escape room; corporate events provide a unique experience with an ideal icebreaker, an option for strengthening employee relationships outside the office, say the owners on the alternative entertainment scene.
