Trendy and Profitable, 'eatertainment' Scores

Kids go there for the rides and video games, but the food gets top billing.

The sign outside says: “Pizza Pasta Salad Games Rides.” A sign at the door informs, “Buffet and drink purchase required for entry.”

Not too long ago, there weren't many places like It'z. Today they represent a major trend in the children's entertainment industry.

Other family entertainment centers in the Houston area include Incredible Pizza and Main Event.

Such places draw significant revenue from food and beverages and often feature a big buffet that includes pizza.

The significant food component is why some people in the industry dub these concepts “eatertainment.”

Parents are drawn to the quality food, while kids enjoy the variety of rides and video games.

Typically, they are in massive indoor suburban buildings and offer scores of video games, a few carnival-type rides and mini-bowling. Some centers across the country have rock climbing walls and rope climbs.

“When you're too old for Chuck E Cheese's and too young for Dave & Buster's, you can come here,” said Mark Moore, president and CEO of Dallas-based It'z. He also opened It'z locations in Colorado Springs and Albuquerque, and is considering a second Houston location.

“Eatertainment” allows a family to “sort of be together, and everyone can still be doing or eating what they want,” said Kit Yarrow, professor of business and psychology at Golden Gate University in San Francisco.

“Dining out has always been about more than just eating food. It's an experience, entertainment and social event,” Yarrow said, and the eatertainment concept “takes that aspect of the experience it to another level.”

Something for allOn a recent afternoon Kevin McDaniel, a police officer, took his 9-year-old son Nicholas McDaniel and two of his friends to It'z.

“This is perfect,” McDaniel said. The boys can eat from the buffet and have a run of the house for two hours for about $20 each, while he can relax, he noted.

“I'll be watching the golf tournament on TV and will check on them every now and then,” he said.

“You pay one price, that's nice,” said Karen Stull, one of three adults with eight children. “You're not constantly having to shell out $5 for this and $5 for that. And the kids are safe. And it's very kid-friendly.”

The main attraction at It'z is Disko, a combination flying saucer ride and roller coaster. When riders go up and down a curved track, Disko makes a swoosh sound, like a mighty wave, and it moves at a good clip.

“It's wild. When you're at the top, it feels like you're flying,” said Dick Ebert, 10.

Moore wouldn't reveal how much he spent to open his 70,000-square-foot center, but did say he invested more than $2 million on rides alone.

He considers his direct competition locally to be Incredible Pizza, although there isn't one near It'z.

“Many family entertainment centers have expanded their food offerings to provide a greater range of high-quality choices to the consumers which enhances the appeal of a visit for parents,” said Sarah Gmyr, spokeswoman for the International Association of Amusement Parks and Attractions.

Multiple attractionsThe family entertainment industry started in the 1950s and has evolved from facilities with single-focus attractions, such as miniature golf, go-carts and video games, to become places with a variety of attractions and food, Gmyr said.

Incredible Pizza Co., which offers a buffet, go-carts, mini-golf, bowling and video games, has Houston-area locations in Conroe, Sugar Land and Pasadena.

Ranging from 43,000 to 70,000 square feet, Incredible Pizzas are typically $6 million-to-$10 million investments, said Avery Smith, the company's vice president of sales and marketing.

Springfield, Mo.-based Incredible Pizza Co. made its debut in 2002 and will open its 15th location in Mesquite next week.

Five Incredible Pizza locations are corporate-owned and the rest are franchises.

Carrolton-based Main Event Entertainment with Houston-area locations in Shenendoah and Webster and a total of eight Texas locations, offers bowling, laser tag, billiards, a cafe, full bars and more.

More than many other family entertainment centers, the Main Event markets itself to adults as a place to have fun as well as for children.

High gasoline prices have many consumers considering “staycations” in which they get their fun near their homes, which could benefit the eatertainment sector.

“I think people are probably going to stay closer to home this summer, and that's probably good for us,” Moore said.