RePlay Magazine

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COVERING THE ROUTE & GAME CENTER BUSINESS • JULY 2015
GARY STERN SENDS A
GREAT BIG
TO PINBALL
FANS AROUND THE WORLD
®
fec profile
Cinergy Combines Movies, Good Food and an FEC Into One Location
E
verything is bigger in Texas,
including the newest FEC being
built by the cinema pros at Cinergy
Entertainment Group, a firm that already
has two entertainment centers combined
with movie houses.
The third mega location, a 90,000 sq.-ft.
entertainment complex, which is currently
underway in Odessa, will be the company’s first to incorporate bowling as well.
“We’re really excited to be opening
our flagship Cinergy location here in the
Permian Basin,” said Jeff Benson,
Cinergy’s co-owner and CEO. “We are
moving forward to break ground and cannot wait for the community to enjoy the
largest family entertainment center in
Texas, nearly twice the size of our nearest
location.”
“The additional facility space will
allow us to add captivating entertainment
options such as bowling, billiards, and
rock climbing,” added Jamie Benson,
Cinergy’s co-owner and Vice President.
“It will also be our first ‘green’ building
with a solar panel array on the roof that
will supply 10% of the building’s electrical power.”
Cinergy Permian Basin will boast 10
Page 64 • RePlay Magazine • July 2015
At top, a conceptual rendering of the coming Cinergy FEC in Odessa. The company recently
broke ground on what it believes will be the largest FEC in Texas. The entertainment pros at
Cinergy have immersed themselves in the game business since opening their first store in 2009.
They aim to achieve the best practices by attending conventions and conferences.
state-of-the-art theater auditoriums, 18
lanes of upscale bowling, a full-service
bar, four billiard tables, a fully-loaded
game floor with more than 110 coin-op
games and a redemption store. They also
plan on offering quality dining experi-
ences, a multi-level laser tag arena, Sky
Walker with a zip line (a gravity-defying,
black light overhead ropes course), ClipN-Climb rock climbing walls, and Atomic
Rush (a quick response, immersive game
experience).
The ropes course at the Midland Cinergy location. The new
Odessa store will also offer a similar attraction.
Half of every theater auditorium will
now feature luxurious leather recliners for
maximum comfort, making the dine-in
theatre experience that much better.
“Cinergy Permian Basin will up the
ante by introducing Cinergy’s first highend bowling lanes with comfortable
leather seating, trendy architectural
designs, sophisticated lighting, and cutting
edge audio-visual systems,” Jeff Benson
said. “We will also have the latest games,
a new zip line feature on our high-ropes
course, billiards, and a full-service bar.”
Cinergy’s unique theater auditorium
was developed to provide a large-screen
experience using the most advanced technology including a massive silver screen,
Dolby Atmos sound system, bright digital
4K projection and ultra-plush leather seating.
Dallas-based Cinergy (formerly
Cinergy Cinemas LP) currently operates
two other Texas entertainment centers that
combine movie cinemas, food and a fullyoperational FEC. The other locations are
in Midland, opened in 2013, and Copperas
Cove, launched in 2009. Both locations
offer laser tag, games, party rooms and
redemption, and the Midland location provides a ropes course.
Co-founder Jeff Benson got his start in
the entertainment industry by creating a
dine-in cinema business called Movie
Tavern. Prior to that, he was a CPA by
trade, serving the theater industry.
Launched in 1999, Movie Tavern grew to
15 locations with alcohol, gourmet food
and movie screens. Several of the larger
players in the cinema business have since
adopted this concept. That business was
sold in 2008, at which time Benson turned
his attention to the entertainment trade.
In launching Cinergy, Benson has
The Prize Palace –– When it comes to redemption, Cinergy executives, looking to the leaders of the industry, are focused on quality
prizes and value-added payouts to players.
Cinergy’s Copperas Cove location was the firm’s first combination of games, laser tag,
movies and tasty food.
Cinergy’s unique theater auditoriums provide a large-screen experience using the most
advanced technology including a massive silver screen, Dolby Atmos sound system, bright digital
4K projection and ultra-plush leather seating.
July 2015 • RePlay Magazine • Page 65
Cinergy
“Games are a huge part of our business,” said Cinergy co-fo.under Jeff Benson. “We
designed our game room in Midland so that when you walk in there are games everywhere. That’s
made a big difference in producing revenue.”
immersed himself in the games and attractions business, working with multiple suppliers and distributors and attending trade
shows like IAAPA and conferences like
IAAPA’s FEC events and F2FEC in
Phoenix earlier this year.
“We’re newbies, but we have learned a
Page 66 • RePlay Magazine • July 2015
lot in a short period of time,” Benson told
RePlay. “It took a while, but we feel like
we have processes and procedures in place
to run these business efficiently and effectively.
“Games are a huge part of our business,” he continued. “We designed our
game room in Midland so that when you
walk in there are games everywhere.
That’s made a big difference in producing
revenue, compared to our Copperas Cove
store, where the games are in a separate
room. We focus heavily on prizes and payouts. We want to make sure we are doing
all of the things that the best operators are
doing out there. Games are what really set
us apart from other theaters in the towns
where we operate.”
Cinergy was also set to place the very
first new Gold Rush game from UNIS in
its Midland location. “We talked to them
at the show, and we were willing to take a
chance on being the first in the country,”
said Benson, who has strong words of
praise for the amusement industry. “We’ve
been really impressed with the level of
cooperation and sharing amongst members
of this industry. That’s really unique to the
game business. We certainly haven’t seen
as much of that in the theater business. It’s
quite refreshing.”
Not content to rest on their laurels,
Cinergy has already signed a contract for
12 acres in another Texas locale with plans
for a fourth FEC, which will also measure
90,000 square feet.
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